isbsm #2 - social media for b2b
DESCRIPTION
Session 2 of ISB social media course - Social Media for B2B companiesTRANSCRIPT
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B2B Social Media Usage
Amit KleinFeb ’10#isbsm
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Social Media is more effective for B2C then B2B companies?
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B2B vs. B2C
- Longer sales cycles- Multiple people involved in decision making- Longer / stronger relationships- Fewer customers - More $$$
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Grasshopper.com - Awareness
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Grasshopper – Generating Awareness
- Provides phone services for small business - Targeted 5,000 influential business leaders, bloggers,
politicians- Sent each a package with chocolate covered
grasshoppers and a link to a video
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Grasshopper - Effects
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Cree Lighting – Generating Leads
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Cree Lighting
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Cree – Generating Leads
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B2B By the Numbers
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Why engage in Social Media?
Use social media to:• Improve Reputation / Authority• Increase Brand Awareness / Reach• Build Relationships / Engagement
While achieving business objectives:• Sales• Advertising• PR• Customer Service• Market Research• HR• Communication / Collaboration
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Agenda
- What to listen to / How to Listen- Establishing Authority- Social CRM- Social Search- Stages of social media adoption- First steps business can take
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What questions will a listening strategy help your company answer?
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What should you listen to?
From Radian6:• Who’s talking about us and what are they saying?• Is our brand being reflected on the web the way we’d
like it to be?• Are we keeping up with and aware of our
competition?• Who are the influential voices in our industry?• Where is our community hanging out online?
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What should you listen to?
1. Your company2. Your products / names of key people3. Your competitors4. Keywords related to your industries
SophisticationEffort
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What should you listen to?
1. ResellerClub, Reseller Club, R Club, Directi2. Supersite, Shridhar Luthria, Bhavin Turakhia3. Tucows, OpenSRS, eNom, GoDaddy, Wild West4. Domain reseller, bulk hosting, web hosting reseller,
bulk domains, wholesale domains, etc…
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How
Free- SocialMention, Trendrr, Google Blog Search, Google
Alerts, Twitter Search, etc…
Paid- Radian6, Visible Technologies,
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Listening Tools
Free- Google Blog Search, Google Alerts, Twitter Search,
SocialMention, Trendrr, etc…
Paid (cheapish – tens USD/month)- SocialSeek, ViralHeat, Trackle
Paid (expensive – hundreds USD/month)- Radian6, Techrigy, Scout Labs, Visible Technologies,
SentimentMetrics
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Listening Tools - SocialMention
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Listening Tools - Trendrr
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Listening Tools - Trendrr
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Listening Tools - Paid
• Source indexing• Real time• Segmentation (region, keyword, source)• Influencer analysis• Workflow• Export to CRM• Combine with traditional analytics tools
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Listening Tools – Radian6
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Listening Tools – ScoutLabs
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But what if no one’s talking?
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Create Content
• Blog Posts• Tutorials• Presentations• White Paper• Tweets• Ask questions• Create groups• Branded Communities
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Razorfish
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Creating Content
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Creating Content - Whitepapers
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Creating Content - Blogs
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Creating Content - Twitter
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Creating Content - Video
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Indian Equivalent
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Establishing Authority
• Appeal to a wider audience then just your customers• Become a destination for anyone looking to learn
more about your niche/industry• No one wants to join Sandeep’s Rug Store fan page,
create “Indian Textile Professionals” page on FB • 70% content about the industry, 30% info about your
products• Be transparent on who you are, be human, be
likable, admit mistakes• Leads / sales will follow
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Tools
The tools might change over time. Today you can use these tools to achieve your business objectives:
• Twitter• Facebook• Branded Communities• Youtube• SlideShare• LinkedIn
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Branded Communities
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Branded Communities
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What are the goals of a branded community?
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Create Content
• Starting conversations with passionate users• Market/Product research• Maximizing interaction with your brand• Collecting leads• Pitching your product (product placement)
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What are the pros & cons of using FB/Twitter vs. a branded community
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Youtube
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SlideShare
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LinkedIn - Search
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LinkedIn - Groups
• Very targeted• Don’t need huge numbers• Find out what people are talkin’ about: pain points in
industry, competitors, key people, etc…
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LinkedIn - Questions
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Purchasing Ads
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Purchasing ads
• Targeting based on Demographic / Profile info• LinkedIn / FB
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The Future – Social Search
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In what situation do Google searches fail?
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Social Search
• There are certain searches where Google Fails:• Best hotel in Mumbai• Should I go to business school?• Which DSLR camera should I buy?
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Social Search
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Social Search
- Moving away from static search- More and more the pages we visit on the web are
dictated by recommendation- RSS is dying
- Twitter / Aardvark / Google (social) / LinkedIn
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What impact will social search have on brands?
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Social Search
Conversations & recommendations will play an increasing important role
Critical to have conversations around your brand / leave a footprint
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Social CRM
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Social CRM
Social CRM tries to answer questions like:• What are people saying about my product right now?• How has the perception of my brand changed recently and in what
direction is it trending?• Geographically where is my biggest, rapidly emerging and diminishing
customers?• Who are my biggest evangelists, how influential are they to my bottom
line, how can I find more people like them?• Who are my biggest naysayers, how can I change their perception?• What is the perception of my product vs. my competitors?• What product features do my (potential) customers want?• Where is my next potential biggest growth market?• What are the trending (in both directions) topics in my industry?
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Conclusion
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What first steps can a business take to engage in social media that currently has no footprint?
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First steps all businesses could take
• Have a section on your website, FB, twitter, Greader/Buzz: “Links [company name is reading]”– Allow anyone to post– Aggregate news from other sites on to your site – Give your short opinion / analysis
• Create a corporate blog – Allow anyone in the company to post– Discuss what’s going on in your organization (30%), wider industry
news (70%)
• Comment on blogs (leave a footprint)• Answer / ask LinkedIn questions
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Stages Social Media Adoption
1. Identify where the conversations are happening (forums, blogs, twitter, etc…) and who are the biggest influencers
2. Jump in but don’t spread yourself to thin… pick one or two channels
3. Join the conversation (react to existing conversations)
4. Develop a voice and personality5. Identify trends and develop actionable insights
Adapted from BrianSolis.com
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Stages Social Media Adoption
6. Become attention worthy / guide the conversation7. Proactively reach out to brand ambassadors, give
them the tools to evangelize8. Restructure teams and tools internally to manage
conversations across the company
Adapted from BrianSolis.com
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Resources
• socialmediab2b.com• briansolis.com• business.com• blogs.forrester.com
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Questions?