2011 09 29 SoMe in B2B

Social Media in a B2B world

London, September 29th, 2011

Gianni CATALFAMO

European Director, Digital & Social Media

Wednesday, September 28, 11

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Methodology

Sponsored by my Client

5

3

1 2

4


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Outside

Aware

Engaged

Time

Marke)n

g,Va

lue

The community lifecycle


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Outside

Aware

Engaged

Time

Marke)n

g,Va

lue

Communities in B2B

Lead


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Methodology > Insight


5

3

1 2

4


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Information needs in B2B

Looking for general information about a relatively broad area, comparing different visions. Focused on long term evolution.

Have a specific problem in mind, and investigate whether it can be addressed using a certain category of products or technologies. Focused on near term application.

Have decided to address the problem using a solution in this category and is comparing various vendors, looking for real life experiences of fellow users. Focused on present time deployment.

Have installed / bought a solution and is now seeking support on a usage problem.

A. Scenario


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A. Scenario

B. Solution


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A. Scenario

B. Solution

C. Benchmark

Pre-sale


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A. Scenario

B. Solution

C. Benchmark

D. Support

Pre-saleAfter-sale


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Matching responses to needs

D. Support

White papers

Case studies

Analyst reports

route to CRM

respond with

respond with

respond with

respond with

A. Scenario

B. Solution

C. Benchmark


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Reminds you of something ?

A. Scenario

B. Solution

C. Benchmark

Leads

Opportunities

Quotes

Customers


Your dream widgetFill in our instant poll and win “The hitchhiker guide to widgets” by D.Adams


Opinions that matter: Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets !

Widgets in action: pictures of our members using their favorite widgets. Add yours !



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Welcome to WidgetWorld!The community of Widget lovers








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Connecting with the right audiences

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.‘.

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Connecting the community to the sales funnel

Leads

Opportunities

Quotes

Customers


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Examples of good “sieves”

• Polls

• Surveys

• Thematic newsletter

• Premium content (abstracted in public section)

• Value offers:

• Free consultancy

• Self-test questionnaires

• Assessment workshops

• ...


Leads

Opp.

Quotes

Cust.

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Methodology > Sales leads


5

3

1 2

4


Business

2011 09 29 SoMe in B2B