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

8/14/2019 Socializing B2B Thought Leadership: Using Social Media to Demonstrate Industry Expertise

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

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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




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About Solutions Insights

IT & Telecommunications Industry

Other Industries

Consulting and training to helpB2B companies

develop, market,and sell custom

offerings and integrated

solutions that deliver increased

business valuefor enterprise

and professional clients


The Need forThought Leadership




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For B2Bmarketers,the course isnot gettingany easier


The biggest challenge isthat buyers pay little

attention to shouts fromthe sidelines




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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 globalintegration

● Deepening commitmentsto social responsibility

Source: IBM, The Enterprise of theFuture, 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 demographicallytoward GenerationNetscape

Source: Forbes, The Rise of theDigital 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, howcredible would the information be?

32%

35%

40%

44%

45%

52%

64%




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In this context, thought leadershipoffers great benefits

Marketdistinction

Prospect attraction

Sales acceleration

Customercommitment

“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 developmentReferences 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

HospitalityPrint-based direct marketing

Traditional print/media adverti singPublic trade shows

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

Indeed, some marketers are puttingthought leadership at the top of the list




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For most, thought leadership remainsunderfunded, 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 ThoughtLeadership Work




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To make an impact, thought leadershipneeds focus, depth, and continuity


Customerand market

insight

Relevantroutes tomarket

Viralleverage

Ongoingconversation

andcollaboration

Social media creates tremendousopportunity for thought leadership




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Meanwhile, thought leadership helpsdrive 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 thatpeople want to pass along

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




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Socializing ThoughtLeadership


Socializing the Research:Innovation Jams at IBM

● Challenge: – Accelerate exploration

of 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




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Socializing Publication:McKinsey’s What Matters

● Challenge: – Broaden the range of

expert 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 publication

programs, 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




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Socializing Thought Leadership:Four Stages of Development

SkepticalTesting theWaters Getting Organized

BuildingExpertise

Points of View

Ad hoc, product-oriented, minimallistening, personalopinion

Product- andissue-based, one-off research,minimaldifferentiation

Issue-based,editorial agenda,ongoing listening & research, customerinvolvement, newideas

Theme-based,deep research,customercollaboration,breakthroughideas

InternalEducation

Minimal, ad hoc,informal

Modest,broadcastorientation

Deliberate,functionalorientation, social

Substantial, multi-tiered, ongoing,collaborative

MarketEngagement

Minimal, periodicpublications andpresentations

Modest, multipleformats,customers and

influencers

Substantial,integrated onlineand offline, social

Continuous,pervasivepresence,

collaborativeProgramOperations

Ad hoc, juniorsupport, nobudget or metrics

Initial funding,mid-levelsupport, severalpartners, PRmetrics

Focused investment,senior direction,dedicated staff andpartners, marketingmetrics

Strategic funding,exec. direction,cross-companycollaboration,business metrics


Lessons Learned

● Sustain the commitment● Do the research● Big ideas help● Engage and empower internally● Build pervasive presence● Invest in expertise



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

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Questions


Thank you!

Rob LeavittPrincipalSolutions Insights

[email protected]+1-508-654-7181

www.solutionsinsights.comBlog: www.reputationtorevenue.com

Twitter: @Robleavitt

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