northwestern technologies
TRANSCRIPT
Northwestern Technologies & Social Media Marketing
Crossing the Digital Divide IntoIncreased Profitability and
Sustainability
What is Social Media…Really?
• Social Networking refers to tools which enable both individuals and businesses to communicate directly via platforms like: Facebook, Twitter, etc.
• Social Media refers to specific sites which allow the sharing of video, documents, photos, and presentations via digital uploading for the purposes of sharing this data with the masses
• Social Relevance refers to a company’s individual online reputation or brand.
SOCIAL TECHNOLOGY: The Next Frontier. (cover story). (2012). Financial Executive, 28(4), 40-45.
The Rise of the Social Enterprise• The very late 90’s and early 2000s saw the consumerization
of IT. Employees begin using online conversational media such as blogs, instant messaging, etc. as personal digital devices circumvented the company’s centralized IT bypassing internal bottlenecks. These personal under-the-radar social tools were achieving communication and knowledge sharing goals better than existing and expensive enterprise software infrastructure.
SOCIAL TECHNOLOGY: The Next Frontier. (cover story). (2012). Financial Executive, 28(4), 40-45.
What is a SocialCorp?• A progressive, forward-thinking company that has
adopted social media effectively, in a way that accomplishes strategic business and communications objectives without compromising the company’s primary obligations as a corporation
Postman, J. (2009). SocialCorp: Social media goes corporate. Peachpit Press.
Why become a SocialCorp?&
Why now?
The Benefits of B2B Social Media
The cost of putting social media tools to work is quite low so leaders of organizations large & small have a fair shot at success!
Better and more efficient engagement with employees and business partners
Improved Web Metrics
Increased control over your company’s marketplace message
Postman, J. (2009). SocialCorp: Social media goes corporate. Peachpit Press.
The Benefits of B2B Social Media
Continued…
Connecting to suppliers to make supply-chain processes more efficient
The ability to crowdsource employees for new and innovative solutions to problems
Smoother and more productive collaboration among employees located in different offices around the country and around the world
Berkman, R. (2014). The Social Enterprise. Online Searcher, 38(6), 45.
The Benefits of B2B Social Media
LISTEN: both internally and externally more efficiently
EVALUATE: problems with immediacy
ADMINISTER: preventative and/or corrective actions
RESPOND: to issues personally/intimately
NAVIGATE: social media platforms both present and future more efficiently and strategically to achieve your company’s goals
The sooner you get moving, the more likely your company will be able to adapt and L.E.A.R.N when new channels emerge.
Challenges to ConsiderMarketing in any aspect requires a “think outside the box”
approach and with this the courage to experiment. Like any business decision, a social strategy requires a plan and a purpose.
Currently B2B Social Media has limited hard data or (quantifiable metrics) However, marketing has ALWAYS struggled with these criteria.
A social strategy requires operational, technological, and customer service resources—all of which extend beyond the marketer’s control.
Tsai, J. (2009). EVERYONE'S SOCIAL (ALREADY). CRM Magazine, 13(6), 34-38.
The Role of the Info Pro in the Social Enterprise
Conduct information audits to identify how and where social content is currently being used in the enterprise, where blocks exist, and current needs and new opportunities.
Ensure the right information – valuable and credible information – is available to the right person in the right function at the right time.
Berkman, R. (2014). The Social Enterprise. Online Searcher, 38(6), 45.
Which Social Media Platforms are Most Effective for B2B?
Blogs
A recent research study published in the Journal of Customer Behavior concluded that the following
platforms are key for B2B marketing
Brennan, R., & Croft, R. (2012). The use of social media in B2B marketing and branding: An exploratory study. Journal Of Customer Behaviour, 11(2), 101-115.
Solving the B2BSocial Media Puzzle
The principal applications of B2B social media are content marketing, market research, internal & external
communication, project collaboration, business to business networking, as well as the possibility of sales
prospecting.
Brennan, R., & Croft, R. (2012). The use of social media in B2B marketing and branding: An exploratory study. Journal Of Customer Behaviour, 11(2), 101-115.
Whether you like it or not, social media is impacting your business. Consumers, and even competitors, are talking about your brand even if you’re not. It’s up to
you to join the conversation and work it to your advantage.
Tsai, J. (2009). EVERYONE'S SOCIAL (ALREADY). CRM Magazine, 13(6), 34-38.
Final Point to Ponder…