humans networking{connecting with small and medium businesses

through social media}

{who is this guy?}

{who is crayon?}

{who is crayon?}

“social media describes the online

technologies and practices that people use to

share opinions, insights, experiences, and

perspectives with each other. Social media can

take many different forms, including text,

images, audio, and video. Popular social

mediums include blogs, message boards,

podcasts, wikis, and vlogs.”

{wikipedia.org}

the people

{but the real point is}

it’s time to take a broader view

{when i say social media, is this what you picture?}

{by the numbers}

KnowledgeStorm / UniversalMcCann Emerging Media Series (July-Nov 2006)

{b2b decision makers participate in social media}

Podcasts

Social

Networks

Wikis

Blogs

Video

80%

90%

69%

53%

yes

Do you participate in any of the following social media channels?

80%

For podcasts yes includes once/a few times/frequently responses; for all other

media yes includes monthly/weekly/daily responses

according to a KnowledgeStorm study of b2b technology decision makers

KnowledgeStorm / UniversalMcCann Emerging Media Series (July-Nov 2006)

{social media influence b2b purchase decisions}

Podcasts

Wikis

Blogs

Video

53.6%

57.3%

52.2%

26.5%

yes

Among those that participate in each social channel – does the content

they access influence their business-related purchase decisions?

Forrester: “B2B Marketing Needs a Makeover – Now” (Aug 2006)

20%

22%

24%

28%

37%

59%

62%

70%

72%

73%

74%

77%

78%

91%

89%

87%

Radio

TV advertising

Outdoor media

Rich media ads or Internet video

Emerging online tactics

Search marketing

Online display ads (banners, pop-ups)

Inside sales/telemarketing

Webinars

Sponsorship

Executive seminars and events

Print advertising

Direct mail

Email

Public relations

Trade show s

B2B Marketing Budget Allocation % of B2B Marketers Changing their

Budgeting Allocation on Emerging Channels

3%

72%

25%

Budget

Decrease

No Change

Budget

Increase

Emerging Online Tactics include Podcasts, RSS and Blogs The growth represents a change in the annual

marketing budget from 2005 to 2006

B2B Marketing Budget Allocation

73%

{b2b marketers are shifting spend}according to a Forrester survey of b2b marketers

it’s time for b2b marketers to shift from

communication to conversation

let’s get down to business

community

dialogue

partnership

{the three pillars of conversational marketing}

community

dialogue

partnership

communities of interest vscommunities of practice

{communities of interest}

http://youtube.com/watch?v=MSqXKp-00hM

{communities of practice}

KnowledgeStorm / UniversalMcCann Emerging Media Series (July-Nov 2006)

{b2b buyers see the value of business networking}

69% use social

networks “primarily for

business networking

and development”

and consistently cite

6 “best uses”

http://www.linkedin.com/

http://www.ittoolbox.com/

{networks of practice: getting smaller}

http://openforum.com/

{networks of practice: going global}

http://www.dellcommunity.com/supportforums/?category.id=small_business

{virtual networks of practice}

community

dialogue

partnership

talking aboutthey’re you

http://www/direct2dell.com

“I hate Cisco with the white-hot intensity

of a thousand schoolgirls sizing up the latest bimbette

that their current teen heartthrob crush is dating.”

“Ah, maybe I am prejudiced because I love Cisco stuff…”

http://flickr.com/photos/davewavehm/287002178/

{the conversation gap}

http://channel9.msdn.com/

http://blogs.sun.com/jonathan/

http://h20325.www2.hp.com/blogs/smb/archive/2007/07/27/4039.html?jumpid=reg_R1002_USEN

http://bizbox.slate.com/blog/

community

dialogue

partnership

http://en.wikipedia.org/wiki/Cisco

{partnership in action}

http://www.cisco.com/en/US/netsol/ns705/networking_solutions_products_generic_content0900aecd806338f9.html?POSITION=PrintVanity&COUNTRY_SITE=us&CAMPAIGN=Connected+Life&CREATIVE=Vanity&REFERRING_SITE=CISCO.COM+SERVICE+PROVIDER

http://www.dellideastorm.com/popular/small_business

http://www.dell.com/content/topics/topic.aspx/global/shared/corp/media/en/studio_dell?c=us&l=en&s=corp

{measurement}

{measuring your return on innovation}

{what you can measure}

total time spent on the site

level of active participation

number of unique users

returning versus new readers

referring source statistics

links from other sites

google pagerank

volume of google natural search results

impressions

click throughs or inbound inquiries

conversions or sales

etc

{what you should measure}

did I design my social media program to

accomplish specific conversation objectives,

and did it deliver against those objectives?

{getting started}

whatbeforehow

{the principle of . . .}

Tap the

Wisdom of

Customers

Customers

Helping

Customers

Engage

Prospects

Through

Customer Evangelism

Share Your

Expertise

Social

Network

Podcast

Blog

Wiki

{no blog / wiki / podcast / forum / etc is an island}

{questions answers}

{greg verdino}

chief strategy officer

crayon

www.crayonville.com

gregverdino.typepad.com

greg@crayonville.com

{mobile} 631.747.1451

{skype} gregverdino

{second life} jiggy stardust