socializing b2b thought leadership: using social media to demonstrate industry expertise

Solutions Insights, Inc. | 6 Chickadee Lane | Westwood, MA 02090 USA +1-781-929-8570 | www.solutionsinsights.com

1

Socializing B2B Thought Leadership:Using Social Media to Demonstrate

Industry Expertise

ISBM Winter Member’s Meeting 2010Houston, TXMarch 2, 2010

Rob LeavittPrincipal, Solutions Insights

© 2010 Solutions Insights. All Rights Reserved. 2

Agenda

● The need for thought leadership

● Making thought leadership work

● Socializing thought leadership

● Questions and discussion


2


About Solutions Insights

IT & Telecommunications Industry

Other Industries

Consulting and training to help B2B companies

develop, market, and sell custom offerings and

integrated solutions that

deliver increased business value for enterprise

and professional clients


The Need for Thought Leadership


3


For B2B marketers, the course is not getting any easier


The biggest challenge is that buyers pay little

attention to shouts from the sidelines


4


But they are looking for new ideas

CEOs are:

● Struggling to keep up with change

● Seeking out customers for collaborative innovation

● Adapting business models, often substantially

● Adding capabilities and partners for global integration

● Deepening commitments to social responsibility

Source: IBM, The Enterprise of the Future, 2009 Global CEO Study

C-suite executives are:

● Using the Internet as their top information source

● Scouring the Web themselves, not delegating

● Focusing heavily on search, video, webcasts, and online communities

● Shifting demographically toward Generation Netscape

Source: Forbes, The Rise of the Digital C-Suite, 2009


Buyers trust experts most of all

Informed publics ages 25-64 in 20 countries.“Extremely credible” and “very credible” responses onlySource: 2010 Edelman Trust Barometer

Academic or expert

Financial or industry analyst

NGO representative

Person like yourself

CEO

Government official

Regular employee

If you heard information about a company from one of these people, how credible would the information be?

32%

35%

40%

44%

45%

52%

64%


5


In this context, thought leadership offers great benefits

Market distinction

Prospect attraction

Sales acceleration

Customer commitment

“That’s interesting, tell me more”


0

0

6

9

9

11

51

51

54

56

57

60

63

71

77

Notes: Multiple responses allowed. *Relationship management programs, customer advisory boards, councils**Hosted or sponsored by your companySource: ITSMA, Budget Allocations and Trends: Key Metrics Survey, 2010

Thought leadership development

References and testimonials

Senior level programs*

Online video

Public online social networks (LinkedIn, Facebook)

ROI tools/Price justification tools

Invitation-only online communities**

Internal collaboration through social media and/or Intranet

Corporate Website

…

Collateral (brochures, datasheets, etc.)

Sponsorships of sports/Cultural events

Hospitality

Print-based direct marketing

Traditional print/media advertising

Public trade shows

In FY2010, which of the following tactics do you anticipate will become more important to your marketing strategy?% of Respondents (N~35)

Indeed, some marketers are putting thought leadership at the top of the list


6


For most, thought leadership remains underfunded, episodic, and superficial

1/3 of ISBM members promote thought leadership online

Does this sound familiar?

● No dedicated staff

● No editorial calendar

● Nights and weekends

● Thinly disguised brochures

● Minimal customer proof

● One-off publishing


Making Thought Leadership Work


7


To make an impact, thought leadership needs focus, depth, and continuity


Customer and market

insight

Relevant routes to market

Viral leverage

Ongoing conversation

and collaboration

Social media creates tremendous opportunity for thought leadership


8


Meanwhile, thought leadership helps drive B2B social media

Source: BtoB Magazine/btobonline.com research © November, 2009

Thought leadership

Generate leads

Customer feedback

Advertising

Market research

Other

If you currently use social networks, what do you use them for?

15%

29%

35%

46%

49%

60%


Most important is good content that people want to pass along

http://www.linkedin.com/?trk=hb_logo


9


Socializing Thought Leadership


Socializing the Research: Innovation Jams at IBM

● Challenge:

– Accelerate explorationof new ideas and opportunities

● Solution:

– Periodic series of online innovation “jams”

● Program:

– Enlist thousands of employees, partners, and customers in collaborative jam sessions around core themes and ideas

● Results:

– Institutional crowdsourcing; internal excitement; enhanced relationships, dozens of new investments


10


Socializing Publication:McKinsey’s What Matters

● Challenge:

– Broaden the range ofexpert views availableto clients and others

● Solution:

– New microsite on key global issues

● Program:

– Publish and invite comment on articles and debates with leading academics, consultants, and practitioners

● Results:

– Wide-ranging interactive complement to traditional publicationprograms, with extensive social amplification


Socializing the Conversation:CSC’s WikonnecT

● Challenge:

– Deepen relationships with insurance industry clients

● Solution:

– Private social network

● Program:

– Build, market and sustain full-featured, issues-based online community

● Results:

– 11,000 users, 700+ companies

– Deep customer insight

– Extensive customer collaboration

– Increased customer loyalty


11


Socializing Thought Leadership:Four Stages of Development

SkepticalTesting the Waters Getting Organized

Building Expertise

Points of View

Ad hoc, product-oriented, minimallistening, personalopinion

Product- and issue-based, one-off research, minimal differentiation

Issue-based, editorial agenda, ongoing listening & research, customer involvement, new ideas

Theme-based,deep research, customer collaboration, breakthrough ideas

Internal Education

Minimal, ad hoc, informal

Modest, broadcast orientation

Deliberate, functional orientation, social

Substantial, multi-tiered, ongoing, collaborative

Market Engagement

Minimal, periodic publications and presentations

Modest, multiple formats, customers and influencers

Substantial, integrated online and offline, social

Continuous, pervasive presence, collaborative

Program Operations

Ad hoc, junior support, no budget or metrics

Initial funding, mid-levelsupport, several partners, PR metrics

Focused investment, senior direction, dedicated staff and partners, marketing metrics

Strategic funding, exec. direction, cross-company collaboration, business metrics


Lessons Learned

● Sustain the commitment

● Do the research

● Big ideas help

● Engage and empower internally

● Build pervasive presence

● Invest in expertise


12


Questions


Thank you!

Rob LeavittPrincipal

Solutions [email protected]

+1-508-654-7181www.solutionsinsights.com

Blog: www.reputationtorevenue.comTwitter: @Robleavitt

socializing b2b thought leadership: using social media to demonstrate industry expertise

Business

solutions insights agenda

solutions insights consulting

integrated solutions

thought leadership development

chickadee lane westwood

need forthought leadership

leadership needs focus

social responsibility