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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
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
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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© 2010 Solutions Insights. All Rights Reserved. 3
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
© 2010 Solutions Insights. All Rights Reserved. 4
The Need forThought Leadership
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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© 2009 Solutions Insights. All Rights Reserved. 5
For B2Bmarketers,the course isnot gettingany easier
© 2009 Solutions Insights. All Rights Reserved. 6
The biggest challenge isthat buyers pay little
attention to shouts fromthe sidelines
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© 2010 Solutions Insights. All Rights Reserved. 7
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
© 2010 Solutions Insights. All Rights Reserved. 8
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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© 2010 Solutions Insights. All Rights Reserved. 9
In this context, thought leadershipoffers great benefits
Marketdistinction
Prospect attraction
Sales acceleration
Customercommitment
“That’s interesting, tell me more”
© 2010 Solutions Insights. All Rights Reserved. 10
0
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9
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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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© 2010 Solutions Insights. All Rights Reserved. 11
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
© 2010 Solutions Insights. All Rights Reserved. 12
Making ThoughtLeadership Work
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© 2010 Solutions Insights. All Rights Reserved. 13
To make an impact, thought leadershipneeds focus, depth, and continuity
© 2010 Solutions Insights. All Rights Reserved. 14
Customerand market
insight
Relevantroutes tomarket
Viralleverage
Ongoingconversation
andcollaboration
Social media creates tremendousopportunity for thought leadership
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© 2010 Solutions Insights. All Rights Reserved. 15
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%
© 2010 Solutions Insights. All Rights Reserved. 16
Most important is good content thatpeople want to pass along
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© 2010 Solutions Insights. All Rights Reserved. 17
Socializing ThoughtLeadership
© 2010 Solutions Insights. All Rights Reserved. 18
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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© 2010 Solutions Insights. All Rights Reserved. 19
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
© 2010 Solutions Insights. All Rights Reserved. 20
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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© 2010 Solutions Insights. All Rights Reserved. 21
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
© 2010 Solutions Insights. All Rights Reserved. 22
Lessons Learned
● Sustain the commitment● Do the research● Big ideas help● Engage and empower internally● Build pervasive presence● Invest in expertise
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© 2010 Solutions Insights. All Rights Reserved. 23
Questions
© 2010 Solutions Insights. All Rights Reserved. 24
Thank you!
Rob LeavittPrincipalSolutions Insights
[email protected]+1-508-654-7181
www.solutionsinsights.comBlog: www.reputationtorevenue.com
Twitter: @Robleavitt