B2B Social Media - David Edmundson-Bird
-
Upload
inblackandwhite -
Category
Documents
-
view
822 -
download
0
Transcript of B2B Social Media - David Edmundson-Bird
![Page 1: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/1.jpg)
B2B Social Media Top Down for Strategic Thinkers
David Edmundson-BirdMMU Business School
![Page 2: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/2.jpg)
Agenda
• Who am I?• An Intro to B2B Social Media• Positioning a Brand in the Social Media Space• Engaging with the B2B Marketspace• The Conversation – B2B Social Media as
Marketing and PR• There’s always room for a Top Ten Tip List– Even for Senior Managers
![Page 3: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/3.jpg)
AN INTRODUCTION TO B2B SOCIAL MEDIA
![Page 4: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/4.jpg)
An Introduction to B2B Social Media
• B2C– Purchase decisions don’t require complexity– Decisions are quick– The world of FMCG
• B2B– Careful consideration of complex decisions– No single decision-maker– Slow
![Page 5: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/5.jpg)
Networks of Persuasion
The B2B Supplier
The B2B BuyerLobbyists
Government Bodies
Suppliers of Primary
Suppliers of Support
Clients Suppliers
Trade Associations
Collaborators
Instinctive marketing thinking
Less obviousmarketingthinking
![Page 6: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/6.jpg)
The B2B Social Media Marketing Opportunity
• Not just communicate with B2B customers• Engage with– Your customer’s clients– Your suppliers of primary and support– Your client’s trade association– Lobbyists– Regulatory bodies– Collaborators
![Page 7: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/7.jpg)
POSITIONING A B2B BRAND IN THE SOCIAL MEDIA SPACE
![Page 8: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/8.jpg)
Positioning a B2B Brand in Social Media
• Where can only you occupy?• How can you establish your brand as the sole
occupant in a given social media position?• Some old-fashioned principles apply:
![Page 9: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/9.jpg)
The Social Media “Proposition”
• Why does your B2B brand exist?– The differentiation and relevance• Not only to B2B customers but to other stakeholders
– It’s the clear focus for your staff– It’s the clear focus when other people engage
other people about your B2B brand
![Page 10: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/10.jpg)
ENGAGING WITH THE B2B MARKETSPACE
![Page 11: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/11.jpg)
Engaging with the B2B Marketspace
• You need to make a number of decisions – look at your Networks of Persuasion– Which of the network contacts will you engage with as a
business?– Which of the network contacts will other contacts
engage with about you?– What will you do?
• Say things to them?• Listen to them?
– Which platforms and environments will you use to engage with them?
![Page 12: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/12.jpg)
Social Network Contacts
• Need to decide who is key from your network segments– There may be network elements that you don’t
want/need or shouldn’t engage with– Who has the most persuasion capability within
your network – can you engage with them so that they engage for you?
![Page 13: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/13.jpg)
What to do in Engagement
• Think of the Social Media Proposition– Build engagements you make on the social media
proposition– Each engagement with a stakeholder needs to be
personalized and relevant– Consider the agendas and motivation of the
stakeholders• Can they be motivated to engage with other
stakeholders on your behalf?
![Page 14: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/14.jpg)
What to do in Engagement
• The Listening Post– Consider engagement as a feedback channel too• Product design• Reputation management• Consultation• Complaints
![Page 15: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/15.jpg)
Platforms & Environments
• What is/are the preferred platform(s) of your stakeholders?
• Avoid attempting to engage where they are not• You will increase engagement if you use the
right environment– And legally use words such as ROI
• Consider the role of the 4 social environment types
![Page 16: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/16.jpg)
Apps
B2B Social Media Environment Types
Syndication Communication
Collaboration
Interaction
Sharing documentsRecommendation environmentsSocial bookmarkingSyndicationWebinars
Photo sharingQ&A systemsSocial networksVideo sharingWikis
BloggingBlog directoriesInstant messagingMicrobloggingPodcastingRSS
![Page 17: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/17.jpg)
THE CONVERSATION – B2B SOCIAL MEDIA AS MARKETING AND PR
![Page 18: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/18.jpg)
The Conversation
• The B2B buying cycle is long• There are different stakeholders involved at
different stages• The conversation needs to happen in the correct
place and context– Is it
• Collaborative?• Syndicatable?• Interactive?• Communicative?
![Page 19: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/19.jpg)
The Conversation Example
• Are you wanting to communicate?– Can you communicate with participants in these environments?
Which specific platform are they one?• Blogging
– Squarespace, Movable Type, Blogger, Wordpress
• Blog directories– Technorati, Blogs.com, Blogpulse,
• Instant messaging– Gtalk, Jabber, AIM, MS Messenger
• Microblogging– Tumblr, Posterous, Twitter, Jaiku
• Podcasting– Podcast Alley, iTunes, Blip.FM
• RSS– Postrank, Feedblitz, Feedburner, Bloglines, Icerocket
![Page 20: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/20.jpg)
THERE’S ALWAYS ROOM FOR A TOP TEN TIP LIST
Even for Senior Managers
![Page 21: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/21.jpg)
The B2B Social Media Strategists Top Ten Tip List
• Think about all of the participants in your network of influence– Not just your customers
• Know that it is not instant– Slow-boiler
• Think about B2B Brand differentiation• Think about your social media proposition• Work out who the No.1 network participant is– Not the no.1 customer
![Page 22: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/22.jpg)
The B2B Social Media Strategists Top Ten Tip List
• Only work in social media channels that the network participants use
• Use social media to distinguish yourself• Have different propositions in different
networks for different participants• The conversation is happening anyway• B2B Social Media for is about influencing
rather than selling
![Page 23: B2B Social Media - David Edmundson-Bird](https://reader036.fdocuments.net/reader036/viewer/2022062303/5556b801d8b42abb428b46d5/html5/thumbnails/23.jpg)
THX 4 Listening
• Mail me– [email protected]
• Tweet me– @groovegenerator
• Link me– uk.linkedin.com/in/davidbird
• Phone me– 0161 247 4603 / 07774 556343