This document summarizes a presentation about taking B2B conversations online using Twitter. The presentation addressed common misconceptions about social media, such as it only being for consumer marketing. It provided examples of how B2B companies can use Twitter, including sharing content, listening to discussions, and collaborating. Specific case studies were presented, such as an airport library using Twitter to promote culture abroad, two companies collaborating on innovation topics, and a company crowdsourcing photos for a magazine cover. The overall message was that social media can be effectively used for B2B purposes when done strategically.
1. Taking the B2B Conversation Online
Introduction by:
•Al St. Germain – Publisher, APEX Media
Presented by:
•Ada Juristovski – Social Media Coach, Hootsuite
•Jessica Sammut – Community Manager, APEX Media
#APEXisSocial
2. How many of you are personally
active on Twitter?
Show of hands…
7. How many of you think Twitter
engagement should be a priority
for your company?
Show of hands…
8. How many of you think Twitter
engagement should be a priority
for you personally?
Show of hands…
9. • APEX social media tools exist for you, the
members
• Our job is to share your news, latest projects, and
collaborations
• Works best when APEX members are online and
able to interact with the content
Help US help YOU
10. Less than 20% of APEX member
companies are on Twitter
11. • APEX EXPO member feedback
1. Can’t keep up!
2. Too personal
3. Not enough to talk about
Our goal: supply you with the right TOOLS and get
you in the game!
What’s holding us back?
13. Ada: Social Media Coach
from Hootsuite
• World’s most widely used
social media management
platform
• Hootsuite pioneered social
media management when
it launched in 2008
• Over 10 million users
• 16 languages +
175 countries
29. 3 things you can do today
1. Choose which networks
you want to be on, and
make a commitment
30. 3 things you can do today
1. Choose which networks
you want to be on, and
make a commitment
2. Create listening streams
31. 3 things you can do today
1. Choose which networks
you want to be on, and
make a commitment
2. Create listening streams
3. Share interesting content
33. Case Study 1: Unexpected
• Schiphol’s Airport Library
has its own Twitter account
• Library opened with goal
of promoting Dutch culture
abroad
• Twitter helped them
facilitate this goal
34. Case Study 1: Unexpected
One of the best memories [I have is
of] a tweet I read from a library in
New Hampshire. They had a book
request for a Dutch book … That
meant we had reached our goal of
promoting Dutch literature abroad.
Responded within hours
35. Case Study 2: Collaborative
@askpdt + @TelefonixInc
• Began working together 5 years ago
• Attended EXPO and were inspired by the future of
passenger experience
• Angle of Thought Experiment: identified three
categories for innovation related to connectivity
36. Case Study 2: Collaborative
• Tweeted at
@theAPEXassoc
• Reached ~12,000
followers on Twitter
• Triggered mentions and
interactions from other
users on Twitter
38. Case Study 2: Collaborative
Tweeted at
@theAPEXassoc
We interviewed
PDT & Telefonix
Posted interview
to blog.apex.aero
39. Case Study 3: Inspired
• We’re crowdsourcing
our next cover for APEX
Experience magazine
• You can directly
contribute to our next
cover
Homework:
Send us a photo of your
workspace using #myAPEXspace
41. Questions? Tweet at @theAPEXassoc
Ada: @hootada
Jessica: jsammut@spafax.com
#thankyou
Notas do Editor
Al to say that presentation will be available online
For those of you who don’t know me, my name is Jessica and as Al said, I’m the Community Manager for APEX Media. So that means I manage all of the online media for APEX such as the APEX Experience blog and all of our social media platforms.
Today we’ll be covering the tools you need to take your B2B conversation online and showcase some examples of how that can done. And although there are several platforms to use in order to do this, our focus today will be on Twitter.
So to get started I have a few questions for all of you. So just with a show of hands
Congratulate those how keep their hands up!
Note: So that gives me a good idea of where you guys are at as a crowd at this moment. Reconfirms to me that there’s still a lot of opportunity for people in this room to get involved and join the conversation online.
In order for that to happen you have to HELP US HELP YOU. And what I mean by that is…
Beauty of online media is the speed at which news can be shared so that if tomorrow a member company has a some kind of news-worthy information they could send it to APEX media and within moments of it being tweeted and targeted to the right influencers, it has the potential to reach thousands of users who can now interact with that information in the form of a retweet or reply.
And I should know…I’ve been looking for you!
They’re missing out on that opportunity to promote their own news.
% of members online – stat?
So that brings is to the question “What’s holding us back?” And there were a few reoccuring themes for me.
Before goal, so that really got me thinking about how we can help our members become more engaged and overcome all these factors holding us back and get you in the game…the online game.
***APEX as a community: Industry is well connected in person and so it should be a pretty natural extension for people to take that online.***
Personal anecdote: As someone who actually loves social media and has made a career out it, I have to admit that Twitter was my least favorite platform to use personally. I created an account a few years ago and decided that I didn’t like the pressure of having something interesting to say at least once a day but then I realized it didn’t have to be all about me and putting a witty spin on what I ate for lunch everyday. I could create an identity for myself based on the content I chose to share and put out there (example of Olympic Committee). Next thing I knew, people with similar interests were following and interacting with my tweets.
And that’s when I really began to see Twitter as more of a branding tool and a way to help me keep up to date on what people were talking about.
It’s more about being out there\, and then choosing where you want to jump in and either give your opinion to conversation or share something with others that they may not have seen before.
She’s been with Hootsuite for almost two years. Educates companies on social media tools. Give stats on Hootsuite…”Basically she knows her way around social platforms”
Twitter users who see b2b tweets are more likely to search for these brands online.
Tweet exposure has a positive influence on brand consideration
https://blog.twitter.com/2013/twitter-and-compete-study-how-tweets-influence-b2b-tech-audiences
Twitter users who see b2b tweets are more likely to search for these brands online.
Tweet exposure has a positive influence on brand consideration
https://blog.twitter.com/2013/twitter-and-compete-study-how-tweets-influence-b2b-tech-audiences
Twitter users who are exposed to tweets are more liekly to convert Correlation between Twet Exposure and Lead Quality
4% Twitter users completed the sign up, where more than double of the users who saw the tweet completed the sign up
https://blog.twitter.com/2013/twitter-and-compete-study-how-tweets-influence-b2b-tech-audiences
Twitter users who see b2b tweets are more likely to search for these brands online.
Tweet exposure has a positive influence on brand consideration
https://blog.twitter.com/2013/twitter-and-compete-study-how-tweets-influence-b2b-tech-audiences
For the last part of the presentation I wanted to cover a few case studies of how content is being used effectively on twitter.
Schiphol’s Airport Library was founded with the goal of promoting Dutch literature abroad. While the library has received millions of visitors from around the world, it’s Twitter account, run by librarian Jeanine Deckers, plays a significant role in furthering their goal.
Link between a human face and twitter account.
***Personal face on this account for this Library. It’s showing personality behind the organization.***Helps to maintain human/personal connection.
Twitter facilitated an unexpected connection. Stop and take a look at this profile. The first thing you notice here is a human face. Someone’s personal account that’s maintaing a caompany account. Encourages a personal connection.
When we interview Jeanine Deckers for an upcoming magazine feature she was actually quotes saying the following:
After seeing a post about the library online, someone in New Hampshire was able to reach Deckers on Twitter, and make a book request for a Dutch novel written by Multatuli in 1860, Max Havelaar: Or the Coffee Auctions of the Dutch Trading Company.
This is a great example of how social media works in real-time and can connect you with your colleagues or clients quickly.
She responded within hours of the tweet.
3 elements: Tracking, Social, Comfort
Summary!
We’re crowdsourcing our next APEX Experience cover. We will be illustrating the cover based on the photos we receive from our members.
There will be an online component
`So I have some really easy homework for you guys. I know you all have desks and work really hard (Some are maybe more cluttered than these, some maybe a little more clean). The task is simple: all you have to do is take photo and send it to us on social using the #myAPEXspace hashtag.
We want to illustrate the power of social, LITERALLY!
You can test out your new social media skills by tweeting at us with this hashtag. We’re here after the session if you need help setting up an account or have any specific questions.
