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How To Mine Social Data For
Actionable B2B Insights
Gloria Potichko GP PRO (Georgia-Pacific Professional)
Director – Brand, Digital & Content Marketing Communications
@GeorgiaPacific
David Berkowitz Sysomos
Chief Strategy Officer
@dberkowitz
Why would I ever blindly pick up a brand without opening my
browser and spending 10 seconds on it?
- Millennial interviewed in a recent issue of Advertising Age -
“
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Let’s Be Honest
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Understands my company’s business model
Is a subject matter expert/ thought leader
Provides valuable consultation, education, or tools
Knows my company’s products/services
2
The 4 Most Important Factors for Buyers’
Willingness to Engage With a Vendor
Source: Rethink the B2B Buyer’s Journey https://business.linkedin.com/marketing-solutions/blog/linkedin-b2b-marketing/2016/what-b2b-buyers-really-want-from-vendors
#1: Understands my company’s business model
#2: Is a subject matter expert/thought leader
#3: Provides valuable consultation, education, or tools
#4: Knows my company’s products/services
Understands my company’s business model
Is a subject matter expert/ thought leader
Provides valuable consultation, education, or tools
Knows my company’s products/services
2
#1: Understands my company’s business model
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The Customers’ Customers
Customer
Customer
Customer
#1: Understands my company’s business model
The Customers’ Customers
#1: Understands my company’s business model
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Understands my company’s business model
Is a subject matter expert/ thought leader
Provides valuable consultation, education, or tools
Knows my company’s products/services
2
#2: Is a subject matter expert/
thought leader
Stay (or get) Connected
#2: Is a subject matter expert/thought leader
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Confirm Hunches… or Not
#2: Is a subject matter expert/thought leader
A Brand is Born…
#2: Is a subject matter expert/thought leader
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Understands my company’s business model
Is a subject matter expert/ thought leader
Provides valuable consultation, education, or tools
Knows my company’s products/services
2
#3: Provides valuable consultation, education, or tools
Customer Service
Original post from student and our video response: https://twitter.com/GeorgiaPacific/status/807234006584586242 #3: Provides valuable consultation, education, or tools
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Marketing Campaigns
#3: Provides valuable consultation, education, or tools
Marketing Campaigns
#3: Provides valuable consultation, education, or tools
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A Campaign is Born
WeTakeNotice.com
#3: Provides valuable consultation, education, or tools
Understands my company’s business model
Is a subject matter expert/ thought leader
Provides valuable consultation, education, or tools
Knows my company’s products/services
2
#4: Knows my company’s products/services
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Customer
@*!
Gauging Sentiment
Customer
Customer
#4: Knows my company’s products/services
The Customers’ Customers
#4: Knows my company’s products/services
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Understands my company’s business model
Is a subject matter expert/ thought leader
Provides valuable consultation, education, or tools
Knows my company’s products/services
2
The 4 Most Important Factors for Buyers’
Willingness to Engage With a Vendor
Source: Rethink the B2B Buyer’s Journey https://business.linkedin.com/marketing-solutions/blog/linkedin-b2b-marketing/2016/what-b2b-buyers-really-want-from-vendors
#1: Understands my company’s business model
#2: Is a subject matter expert/ thought leader
#3: Provides valuable consultation, education, or tools
#4: Knows my company’s products/services
Ask us anything at the Post-Presentation Huddle!
Gloria Potichko GP PRO (Georgia-Pacific Professional)
Director – Brand, Digital & Content Marketing Communications
@GeorgiaPacific
David Berkowitz Sysomos
Chief Strategy Officer
@dberkowitz
