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R E P O R T 1a
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2. B2B marketers have seen their effective traditional media choices dwindle. Without SM platforms, where and how are you going to attract new business in your own region, much less in other parts of the world?
3. Corporations, brands, products no longer control their messages as they once did… Internet has opened information, criticism and comments to everyone, everywhere.
4. Clients/consumers no longer accept (to any significant degree) old style advertising – what’s been called ‘broadcasting’ and/or interruption marketing: sending a single message to consumers whether they want it or not. Clients want an individualised message; they want it at their pace, when they need it, not before; they want to receive the message in a format and a style that matches their expectations; no longer can you broadcast one message to a monolithic market… there are many niches requiring many messages.
5. Most importantly: you, as the company, no longer seek clients/customers… they seek you. Nothing is more important to understand than this: 70% - 80% of your customers come to you, seek you, when they are in need of a product or service. And they come to you AFTER doing a bit of research, mostly online word of mouth. They come to you with a predisposed notion of how good your products are, what type of company you are to deal with, how good is your customer service, etc. It follows then…
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7. The heart of your message is its content: you still need a good story and a compelling argument to alter consumer perceptions. What’s really the difference between distributing a hard copy White Paper at a trade show, having it published in a magazine, sending it as a pdf via email, making it an ebook, putting it as a PPT on Slideshare, linking to it on Facebook? As a marketer there is no difference? Cost and access are both improved via SM.
8. A decade ago, you didn’t randomly place articles in trade magazines; rather, you had a strategy: articles here, lectures there, press releases first, then advertising, etc. You had an integrated plan. Same as now. Replace trade magazines with LinkedIn, lectures with webinars, PR with Twitter presence. So what has changed? Nothing, really.
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10. ‘SM is great for B2C but not B2B.’ On the contrary, B2B needs SM, is desperate for it. As we’ve stated, without SM the options for B2B marketers are severely limited. B2B markets are generally tighter, more niche than B2C, and niche markets are what SM serves best: small, defined segments that can be addressed inexpensively in their own language, style and information needs.
11. There’s no way to gauge ROI! See above. You couldn’t measure ROI with magazines and trade shows – you thought you could but the numbers were spurious. Yet, these traditional outlets worked for years… and have only declined as your best clients changed their preferences as to how they wanted to receive info and in what form. And let’s be honest: an ad in a technical magazine could run £5000 a month or more, much more. What’s a LinkedIn company page cost? A Facebook page? Putting a technical article online? You’re spending less to reach more people. Finally you can afford to try different messages in various market segments without breaking the bank.
12. Don’t be dazzled. Social media are various platforms you can use to reach customers, have them reach you and help direct the tone of the discussion… just like magazine articles and a booth at Productronica.
21. Offer insight into your expertise through well-written and meaningful articles on your corporate blog.
22. Establish your position as thought leaders and the proven experts as it increases customer confidence.
23. Any organization that embarks on a social media campaign needs to actively participate in conversations relevant to the brand and its goals.It’s important to remember that the organizations that succeed using social media are transparent and genuine with their reader base. They offer information that has value for their consumers and welcome the participation of these consumers on how to better improve the products and services offered as compared to the brands competitors. <br />(ADD STEPS TO GETTING STARTED)<br />Conclusion<br />Social media for B2B marketing continues to evolve, so quickly that it sometimes seems that what we knew yesterday is no longer applicable. It takes diligence to stay current. The good news, however, is that nothing has had the time to be set in stone. <br />There are some right things and wrong things – you shouldn’t broadcast a single message to everyone, you should engage clients not lecture them – but most of what lies ahead for B2B marketing and SM has yet to be developed. <br />But what is clear is the growing role social media will play in B2B marketing. The direct engagement model it encourages is set to transform relationships between businesses and customers. No longer will businesses hide (whether they wish to or not) behind quot;
marcomquot;
firewalls. <br />Transparency and clarity, sincerity and speed, will become some of the hallmarks of these rejuvenated B2B relationships. <br />
![De-Mystifying B2B and Social Media So You Can Get Started<br />In March 2001, Vertical Marketing undertook a limited, but significant study to scout the landscape of B2B social media (SM) activity and interest among high technology companies. The results indicated a high level of confusion among companies and their agencies. The very definition of social media was unclear. Significant debate developed about the value of SM for B2B. ‘I can’t see what Facebook does for business’ was a typical response. ‘We don’t use social media’ was a mantra that many stated – almost as a source of pride, saying, in essence, SM is not for B2B.<br />Today, just a few months later, the landscape has changed. And the speed of change is unprecedented.<br />Vertical has been working in B2B for more than 23 years; historic years because they include the creation and development of the Internet, arguably the biggest change to marketing in our lifetimes. Never have we seen opinions and actions move so quickly. It took many, many years for some B2B companies to understand the importance of the Web. Now, in less than 12 months, B2B marketers have come to accept, if not fully understand, the value of and the need for an integrated social media strategy.<br />Already, the relationship between B2B and SM is moving into what can only be called Phase II. The ‘newness’ of SM tools and platforms has worn away. It’s fair to say that we, as members of high technology industries, are beginning to evaluate how SM in total will alter our marketing techniques… and by ‘alter’ it’s fair to say for the better, in most cases, but not always.<br />This presentation hopes to cover two aspects of SM for B2B… beginning with an attempt to cut through the noise that’s been generated by social media. There is so much hype, jargon and just plain ignorance that what is a very simple idea – a classic marketing concept – is now akin to rocket science. And there are (unnecessary) ideological battles: geeks versus marketers versus accounting departments versus management – with each side as intractable as Tories versus Labour. Plus, there’s an over-40 versus under-40 divide. Many B2B marketers are over 40 and without a lot of effort, unfortunately, we won’t understand how transparent and natural SM is to our under 30 customers.<br />Social media is another set of tools that is closer to the needs and wants of potential clients who have migrated away from older, more traditional tools. <br />OK, let me qualify: not everyone has migrated. But nearly 50% of your best customers (in the US, UK and Europe) prefer a new kind of information style and format delivered via social media platforms. So let’s ask a very simple basic question: are these 50% worth the effort it takes to develop and execute a social media strategy.<br />If not, stop here.<br />--<br />What’s changed?<br />,[object Object]](https://image.slidesharecdn.com/report-1a-1312994044-phpapp01-110810113605-phpapp01/85/R-E-P-O-R-T-1a-1-320.jpg)
