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A Clear Vision for Innovative B2B SocialWOMM-U 2013
Mauricio Godoy, Account DirectorMay 2013
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The Social Web
Guttenberg invented the printing press around the year 1432.
Suddenly, books that were only read by the elite upper classes were available to the common man.
The ideas from up high tricked down to the lower classes, who then began to form their opinions and have the mental powers of those above them.
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The Social Web
People listen to us, and we have the power that was only reserved for great publishing giants.
Companies are growing ever more comfortable with social media themselves.
They are now saying “Hey, I wonder how we can use this social media that our customers are using.”
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Perfect Intersection
Both B2B and B2B social are very similar in the sense that you have to keep the best interests of your audience in mind.
In B2B, however, the key motivator is "self improvement" meaning we are using social to learn how to improve our business performance.
The great part about B2B social is that we can help others and in turn become better professionals ourselves.
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Clear vision
The biggest barrier to adoption is a lack of clarity. Two DynamicsThis session will show you two dynamics of B2B social.
How B2B social empowers your clients’ customers
How B2B social empowers your clients to become better professionals themselves.
Self Improvement
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LinkedIn Groups
It allows information to travel seamlessly amongst all members who are able to comment and publish on content generated by your brand.
This interaction, as opposed to the top down approach of other networks transform your group from a collection of business professionals into a vibrant community of discussions.
Tailor your content in this platform to share:
Best PracticesInsightsGuidance
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LinkedIn GroupsOur experience
We moderated IBM for Midsize Businesses Group on LinkedIn.
The group receives more comments than discussions, which your clients will deem as a key success metric when looking at the activity on a LinkedIn Group.
Our goals were:
Content CurationAudience Engagement
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LinkedIn GroupsOur experience
We ran some tests In LinkedIn Groups to see which would gain the most clicks through to content and these were our results:
Discussions with Numbers6 Steps to Start Your Big Data Journey
Best PracticesBig Data Implementation Best Practices
ROI/ScienceAnalytics ROI - From Strategy to Execution
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LinkedIn GroupsAudience engagement
We have no paid support on our group. Our engagement is strictly organic, so you’re getting the purest results without any paid campaigns or advertising.
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LinkedIn Groups
Invite security and cloud computing experts to crowd source a list of 10 steps midsize leaders should take to protect their companies and their data.
Target niche groups with security interest in addition to larger midmarket social community.
Information spreads faster and makes a greater impact when shared within a group united by one common interest.
The top 10 steps will be aggregated, collected and returned to the community in the form of a blog post.
Objective
Strategy
Paul Adams
Content Outcome
Focusing on niche groups rather than those who fit simply into the vast SMB category is more effective in gaining participation.
Key Learning
Hangouts can be useful
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Google+ Hangout
You can unite your brand with audiences in a highly interactive and visual environment
The content can be captured for later viewing and continued momentum on YouTube.’
You can reshare the content across all your social properties
Elevate your Google+ Hangout with a theme.
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Elevate your Google Hangout with a Theme
Unite your brand ambassadors with exclusive contentLincoln Trailer with interview featuring Steven Spielberg and Joseph Gordon Levitt
Bring your offline and online worlds together Ellie Goulding invited her fans to a hangout for a virtual meet & greet. The participants received signed copies of her album cover.
Give them something to preview beforehand and then use the hangout for them to share their experiences online.Host a class. You can walk users through steps and provide directions.
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Google+ Hangout
Connect your fans with thought leaders. How about a business partner that can share the challenges your brands’ clients were facing and how your brand stepped in to resolve this issue.
Create a press conference.Provide exclusive content, have a special event with select influencers.
Record your hangout and have it available on YouTube. The video can be tagged so users continue discovering your brand.
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Google+ HangoutBest Practices
You do want the event to feel spontaneous having some order will keep everyone in order.
The video can be tagged and gives your brand continues search result benefits on YouTube.
Have a script with your questions in advance
Choose the right participants
Have a technical test run
Connect your Google+ and YouTube pages
What it does
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Tumblr
The numbers • Over 105 million blogs• More than 80 million
posts each day• 225+ million monthly
users• Tumblr radar has 120M
impressions every day.
The numbers Gives you the freedom to tell your story however you want.
AmplificationWhen people reblog your content it appears on their blogs and their followers’ dashboards, which further amplifies your story and helps you get discovered.
Page
“You have to look like the community you want to be a part of.”
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What it can do for you• Rapid Customer Service• Establishing a large
presence on a key topic • Example: Reaching SMB
audience constantly to outshine competitors.
