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Social Media in B2B 18 December 2012

Social media in b2 b marketing 2012 dec 18 96p3

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Workshop met Antony Slabinck, LBi, voor het DM Institute van Erik Van Vooren

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Social  Media  in  B2B   18  December  2012  

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Dank  aan  onze  Support  Partners  

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Social  Media:  B2B  versus  B2C  

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       1.  Marke)ng  is  Dead  

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People  are  fed  up  with  unwanted  &  irrelevant  

interrup3ons…  

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Marke:ng  1.0  –  Consumer  1.0  

•  efficient  •  predictable  •  mo6vated  by  the  best  deals  •  mostly  ra6onal  in  buying  decisions    

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Those  were  the  days…  

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Today’s  consumer    has  changed  

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Consumer  2.0  

Meet  the  new  “Homo  Feelgoodonicus”:      •   is  inefficient  &  unpredictable  •   is  mo:vated  by  what  makes  him/her  happy  •   ignores  most  of  the  marke:ng  messages  •   can  decide  &  buy  en:rely  based  on  emo:ons  •   likes  to  be  social  and  be  part  of  a  community  

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The  consumer  has  changed…  

h=p://www.youtube.com/watch?v=heSudg-­‐FIk  

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People  2.0  are  “interconnected”  

The  average  “interconnected”  consumer  has  +150  followers  

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       Only  14%  trust  …  

online  ads    

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       >85%  trust  …  

Word  of  Mouth    

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a  Wor(l)d  of  Mouth    Lots  of  media  tools  at  their  fingertops  

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Consumer  2.0  

•  Emo:onal  buyers  •  Interconnected  •  World  of  Media  

•  >82%  internet  penetra:on    •  Rise  of  mobile  

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       You  can’t  solve    

problems  of  today    

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       with  the  answers    of  yesterday  

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Technology  is  changing  fast…  CdRom  

h=p://www.youtube.com/watch?v=7eAaNI6bfI8  

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Time  to  get  started  

1)  Who  is  ac:vely  (7/week)  using  Foursquare?  

2)  Who  is  ac:vely  using  TwiXer?  

3)  Who  is  ac:vely  using  Facebook?    

4)  Who  is  ac:vely  using  other  Social  Media?  

 

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Technology  is  changing  fast…  TypeWriter  

h=p://www.youtube.com/watch?v=eB3TuLM-­‐6ys  

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       2.  Who  says  so?  

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Antony  Slabinck  CEO  @  LBi  Belgium  Head  of  Social  Media  Task  Force  @  IAB  

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The  Changing  Consumer  

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The  Changing  Consumer  

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The  Changing  Consumer  

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The  Changing  Business  

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The  Changing  Business  

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The  Changing  Business  

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Technology  is  changing  fast…  Google  

h=p://www.youtube.com/watch?v=cdgQpa1pUUE  

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The  Changing  Agency  

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The  Changing  Agency  

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The  Changing  Agency  

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The  changing  media    landscape  

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The  changing  media    landscape  

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 Doing  this  well  is  difficult  and  absolutely  needs  the  best  

available  skills  

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It  is  very  difficult  to  achieve  The  answer  is  in  the  blend  

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We  don’t  have    all  the  answers  …  

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   …  but  we  know  how  to  brew!  

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It’s  all  in  the  blend  

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Digital  Mastery  

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That’s  why  we  built  one  company  

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Strong  global  footprint  

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Lost  Boys  Interna3onal  Building  Believable  Brands  

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       3.  So  …  what‘s    Social  Media?  

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Social  Media  is…  

=>  a  shi`  in  how  people  discover,  read  and  share  News  &  Informa3on  

•  Interconnected  People  

•  having  Conversa)ons  

•  using  all  available  Media  

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Social  media  is  just  like  real  life!  

But  with  larger  networks,  24/24,  archived  >  2  years    

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It  no  longer  ma=ers  what  YOU  say!      

Today,  your  brand  will  be  determined  by:      

what  you  do    

who  you  are      and  what  THEY  say!  

 

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Social  Media  Tools  

RSS    Microblogs  Social  networks    Blogs    Wiki  ‘s  Social  Bookmarking  Virtual  Worlds  Podcast  Vodcast    Widgets  Mobile    Augmented  Reality  …  

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I  couldn’t  care  less!    

RSS    Microblogs  Social  networks    Blogs    Wiki  ‘s  Social  Bookmarking  Virtual  Worlds    

Podcast  Vodcast    Widgets  Mobile    Augmented  Reality  …  

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       This  is  NOT  about  media  nor  about  technology!  

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It’s  all  about:    

•  People  being  interconnected    

•  having  Conversa6ons  

•  using  all  available  Media    

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5  Key  Principles  to  live  by…  

1.   Get  connected.  You  will  not  fully  grasp  the  poten6al  if  you  are  not  connected.    

2.   Think  like  your  customers  (and  their  customers).  Get  to  know  them  and  their  agenda.  Interact  with  them.  Leverage  your  influencers.    

3.   Strategy  first,  then  technology.  Don’t  make  Social  a  business  priority.  Make  it  an  enabler  of  your  exis6ng  business  priori6es.    

4.   Get  comfortable  with  change.  It’s  the  new  constant.  Don’t  be  afraid  to  be  an  early  adopter  (or  at  least  a  fast  follower).    

5.   Watch.  Listen.  Learn.  Interact.  Repeat.  Commit  to  ongoing  learning,  interac6on  and  conversa6ons  with  your  customers.  

 

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Threats  

§  It’s  probably  just  a  Fad/Hype/Technology  §  Communi6es  are  created  without  my  consent  §  We  will  not  be  in  control  anymore!  §  Company  processes  are  not  ready  §  Company/employee  culture  is  not  ready  §  Our  CEO  doesn’t  use  Facebook…  §  Campaigns  without  a  strategy  §  Star6ng  too  late  §  All  budget  to  campaign,  not  enough  leq  for  1  year    of  “ongoing  dialogue”  §  …  

Social  Media  needs  a  new  artude  from  all  stakeholders!  

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Opportuni6es  

§  Market  research  –  Authen6c  Customer  Insights  §  Customer  Support  §  Contextual  marke6ng  /  Social  CRM  §  Product  Design  §  Natural  SEO  §  Human  Resources  §  Developing  new  business  models  §  Sales  §  …  

 You  can  already  start  a  dialogue  for  less  than  0,2  FTE                  (Social  Media  Managers,  Conversa6on  Managers,  …)  

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       Put  your    

customers  first!  

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Engage  customers  on  their  terms  

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You  have  to  understand  the  basics  of:    

•  Social  Communi:es  •  Brand  Advocates  •  When  Social  Meets  Mobile  •  Loca:on  Based  Services  

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       4.  Social  Communi)es  

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How  do  communi:es  get  started?  

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1.  You  need  a  fool  to  start  ,  he  needs  the  guts  to  stand  alone  and  look  ridicolous  2.  Must  be  easy  to  follow  3.   First  follower  transforms  the  fool  into  a  leader  4.  Leader  shows  how  to  follow  5.  It’s  now  about  them  6.  Second  follower  changes  two  nuts  into  a  crowd  7.  New  followers  need  to  see  the  followers  as  they  want  to  emulate  them  8.  A  movement  is  started!  9.  It’s  no  longer  risky  to  join  the  movement  10.  Those  who  didn’t  join  became  the  fools    

 

 

How  do  communi6es  get  started?  

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Case:  Obama  –  Yes  We  can  –  Hope.Act.Change  

h=p://www.youtube.com/watch?v=jjXyqcx-­‐mYY&feature=related  

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Case:  Obama  –  Yes  We  can  –  Hope.Act.Change  

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ü Fun  experience  ü Added  Value  ü Par6cipa6on  ü Collabora6on/Sharing  ü Dialogue/Tool  

ü Authen6c  ü Relevant  ü Posi6ve  ü Honest  ü Trustworthy  

You  should  be:  

You  should  offer:  

Your  Checklist  for  a  succesfull  case:  

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 Pick  up  user  generated  stories    Enhance  them  

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       5.  Brand  Advocates  

Basics  

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   What’s  a  Brand  Advocate?  

A  customer…    •   who  has  an  outspoken  posi:ve  percep:on  of  a  brand    •   who  will  talk  favorably  about  a  brand  to  their  friends    •   who  can  help  generate  brand  awareness    •   who  can  influence  purchase  inten:ons  

 

DIGITAL  is  their  tool  

 

They  have  always  been  there  …    BUT  never  had  much  chance  to  be  heard.  

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Brand  Advocates:  They  like  to  convert  peers  Oqen  as  well  Innovators  (2%)    &  Early  Adopters  (13%)  

They  express  their  love  for    your  brand  to  others    (but  are  not  trying  to  convert  others,  typically  Facebook  Fans)  

Customers  as  Brand  Advocates  

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 Why  are  Brand  Avocates  so  interes:ng?  

Promo:onal  offers  sent  by  

Advocates  convert  5  :mes  more    

(than  offers  sent  by  brands)  

ACTION:  Iden3fy  and  mobilize  your  Advocates!  

 

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53  percent  of  advocates  (vs  33  percent  for  consumers)  want  to  

be  recognized  as  an  individual.  

 

DeloiXe  study    

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Support  their  crea:ve  conversa:on  

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Help!      

We  have  a  disaster  on  our  hands!  

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Do  brands  monitor  their  reputa:on  today?*  

*Source:  2008  WebKnow  Study,  Cologne  University  

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h=p://www.youtube.com/watch?v=t8XxcOj3Seo  

Case:  Kryptonite  -­‐  Consumer  in  control  

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Case:  Kryptonite  -­‐  Consumer  in  control  

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Case:  Toyota  -­‐  Boosted  Conversa6ons  

They  turned  up  the  volume  of  their  response  level  and  created  a  social  media  war  room  that’s  staffed  with  6  to  8  responders  during  the  crisis.  

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Toyota  case:  Some  Facts  

hXp://www.toyotaconversa:ons.com/  hXp://ad-­‐tech.blogs.imediaconnec:on.com/2010/03/30/370/  

“ROI  is  certainly  important  to  us  in  the  long  run,  however  we  don’t  plan  to  wait  to  define  it  before  advancing  ini6a6ves  we  know  are  important.    Over  6me  we  will  definitely  evaluate  our  efforts  in  order  to  determine  how  they  are  impac6ng  key  metrics.  Those  results  will  become  the  new  benchmarks  for  future  ini6a6ves,  and  ul6mately  the  founda6on  for  measuring  ROI.”  

In  the  first  5  days,  over  a  million  people  viewed  the  Digg  Dialogg  video  interview  with  president,  Jim  Lentz:    “Some  of  our  models,  such  as  Prius,  have  entrenched  communi6es  of  enthusiasts  with  whom  we  engage,  as  they’re  authen6c  brand  advocates.”  

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Ooops  ...    

We  forgot  to  talk  about  your  most  valuable  brand  influencers  

 …  as  many  companies  tend  to  forget.    

Big  mistake,  sorry!    

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Your  employees!    

The  most  overlooked  segment  of  poten:al  brand  building    

are  your  employees!      

They  are  out  there  in  the  world  interac:ng  with  people  every  day  

 (Ogilvy  &  Mather)  

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       6.  Brand  

Ambassadors  

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Brand  Advocates:  They  like  to  convert  peers  Oqen  as  well  Innovators  (2%)    &  Early  Adopters  (13%)  

Brand  Ambassadors:  Paid  employees  or  receive  kind  of  

financial  award  to  promote  a  brand  

They  express  their  love  for    your  brand  to  others    (but  are  not  trying  to  convert  others,  typically  Facebook  Fans)  

Brand  Advocates  &  Brand  Ambassadors  

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 Case        Best  Buy  -­‐  Twelpforce  

Checklist  OFFER:  q   Fun  Experience  q   Added  Value  q   Collabora6on  q   Par6cipa6on  q   Dialogue/Tool    Checklist  BE:  q   Authen6c  q   Relevant  q   Posi6ve  q   Honest  q   Trustworthy  

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Case:  Twelpforce  (Best  Buy)  

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We  found  our  Ambassador  ...  hope  you  have  too!  

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7.  When  Social    meets  Mobile  

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 What  is  makes  Mobile  so  special?  

QUESTION:  Can  you  please  show  your  mobile?  

1.  Mobile  is  personal  

2.  Mobile  is  always  carried  –  the  world  in  my  pocket  

3.  Mobile  is  always  on  

4.  Mobile  has  a  built  in  payment  mechanism  

5.  Mobile  is  there  at  the  point  of  crea3ve  impulse  (instant)  

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What’s  the  sum  of  Social  +  Mobile  +  Loyalty?  

Loyalty  

Mobile        Social  

€  

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8.  Loca)on  Based  Marke)ng  

 It’s  all  about  relevance  

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The  boom  today:  Loca:on  Based  Services  

€  

•  People-­‐  and  business-­‐driven  •  De-­‐centralized  models  •  Bo=om-­‐up  •  Rich  experience  •  Rela6onship,  engagement,  loyalty  •  Social  •  Incen6ve-­‐based  (badges,  coupons,  ...)  

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Case  Thomas  Cook  –  Loca:on  Based  Service  

€  

•  World  Travel  Conference  •  2000  a=endees  

•  How  to  interact  with  a=endees?  •  How  to  manage?  •  Fast  and  efficient  

•  Welcome  messages  •  Timed  announcements  •  Departure  messages  

•  4  interac6ve  zones  •  Targeted  announcements  •  Real  Time  Sta6s6cs  =>  adapta6ons  

Checklist  OFFER:  q   Fun  Experience  q   Added  Value  q   Collabora6on  q   Par6cipa6on  q   Dialogue/Tool    Checklist  BE:  q   Authen6c  q   Relevant  q   Posi6ve  q   Honest  q   Trustworthy  

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       9.  Some  B2B  cases  

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B2B  Case:  Accenture  –  Linkedin  Group  

hXp://www.linkedin.com/groups?about=&gid=2301607&trk=anet_ug_grppro  

 

Accenture  focused  on  building  out  their  LinkedIn  group  to  run  their  recruitment  campaign.  

They  focused  ini:ally  on  building  up  their  company  LinkedIn  group  in  what  became  a  very  ac:ve  community  with  more  than  21.400  members.  This  has  grown  to  generate  13    subgroups  which  are  represented  by  different  specialists  within  Accenture.  Their  LinkedIn  ac:vity  has  resulted  in  employments  for  the  business.  

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SCANIA  wanted  to  look  at  what  they  could  offer  their  consumers  in  a  branded  online  space.  Their  social  newsroom  features  original  content  focused  within  their  industry.  Different  types  of  content,  including  a  blog  and  an  embedded  Flickr  gallery,  gives  something  to  their  users  that  you  wouldn’t  normally  expect  from  a  company  of  their  type  or  industry.    

Based  on  how  people  are  discovering  content  nowadays,  by  offering  a  completely  social  experience.    

B2B  Case:  SCANIA  –  Social  Newsroom  

hXp://www.scanianewsroom.com/  

 

 

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B2B  Case:  CISCO  –  ASR  Launch  

h=p://www.youtube.com/watch?v=90W5hWsYV3Q&feauture=player_embedded  

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B2B  Case:  CISCO  –  ASR  Launch  

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B2B  Case:  Dymo  –  Dealer  Portal  

hXp://www.dymoconnect.com  

 

 

 

DYMO  Corpora:on  is  the  leading  manufacturer  of  handheld  label  makers  &  label  printers  and  wanted  to  build  a  direct  &  regular  contact  with  their  resellers.    They  developed  an  extranet  based  dealer  portal  using  different  Loyalty  &  Social  func:onali:es.    Main  focus  is  on  crea:ng  real  added  value  for  the  resellers  through  providing  all  Marke:ng  &  Campaign  Materials,  very  easy  E-­‐Learning  Modules,  linking  the  monthly  sales  out  data  with  a  Loyalty  Program  &  internal  compe::on.  

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Social  media  shouldn’t  be  

100%  of  1  person’s  job,    

but  1%  of  100  people’s  jobs  

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B2B  Case:  IBM  –  The  Art  of  Sale  

h=p://www.youtube.com/watch?v=90W5hWsYV3Q&feauture=player_embedded  

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B2B  Case:  IBM  –  The  Art  of  Sale  

What  Works:  IBM’s  Culture  for  Social  Media  Innova)on  

1.   Stand  back  -­‐  Have  guidelines,  but  don’t  police  from  above.  Employees  tend  to  self-­‐regulate.  

2.  Involve  employees  in  SM  planning  -­‐  Let  employees  write  the  guidelines  and  they’ll  feel  empowered.  

3.  Give  them  the  tools—and  a  green  light  -­‐  Not  every  company  can  create  their  own  tools.  Look  for  powerful  social  media  tools  and  encourage  employees  to  use  them  to  do  their  jobs  be=er.  

4.  Use  crowd-­‐sourcing  -­‐  Bring  together  employees,  clients,  partners  and  friends  for  powerful  idea-­‐sharing.  

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B2B  Case:  IBM  –  The  Art  of  Sale  

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B2B  Case:  IBM  –  The  Art  of  Sale  

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10.  And  now  it’s  )me  you  start  building  

your  case!  

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Start  early!  

So  you  can  …  

fail  sooner  

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Control  

Interac)on  Low  Interac)on  

High  Interac)on  

High  Control  

Low  control  

engage  

1.0   2.0  

empower  

publish   .print  .TV  

.radio  .direct  marke6ng  

.online  media  campaign  

.email  marke6ng  

.social  bookmarking  

.facebook  .blog  

.microblog  

.wiki  

.podcast  

.PR  

listen  

dialogue  

Aien)on  span  Low  Aien)on  

High  Aien)on  

.reputa6on  management  

2  weeks   2  months   2  years  

.website  

12  months  

.hire  conversa6on  Manager  

.magazine  .folder  

LBi’s  Social  Media  Roadmap  

.surveys  

.tes6monials  

.1:1  lab  

.1:1  marke6ng  

.1:1  emails  

.1:1  booklets  

3.0  

.enriched  profiles  

.loyalty  program  

.shared  experiences  

.personalized  folders  .visual  DNA  

.brand  advocates  

.monitoring  

.twi=er  .employees  

.crowd  sourcing  

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1.  Where  are  your  target  groups  (Listen)?  

 

2.  Do  we  have  Social  Media  believers  within  our  company?  

 

3.  Can  we  group  the  Brand  Ambassadors  (employees)  

Prepare  for  engagement  (Part  1/3)  

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4.  Can  we  locate  Brand  Advocates  (Consumers)  

5.  Can  we  get  support  &  buy-­‐in  from  management  

6.  Is  our  organisa)on  &  processes  ready?(SM  Guidelines)  

Prepare  for  engagement  (Part  2/3)  

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7.  Define  your  marke)ng  objec)ve  +  KPI’s  (Awareness,  Fidelisa6on,  ...)  

8.  Set  up  more  professional  Monitoring  of  your  MicroSegments  

9.   Allocate  6me,  resources  and  budget  

Prepare  for  engagement  (Part  3/3)  

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Henry  Ford:    

If  I'd  asked  my  customers  what  they  wanted…  

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If  I'd  asked  my  customers  what  they  wanted…  

they'd  said  a  faster  horse.  (Henry  Ford)  

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Monitoring  Measuring  the  Impact  

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1.  Listen  

•   Many  free  tools  

• Aggregate  brand  men:ons  in  open          content  sources,  e.g.  

• Blogs  and  forums  

• Tweets  

• News  feeds  

•   Requires  :me,  resources  and            pa:ence,  due  to  the  manual  work            associated  to  it  

Microblogging  

Aggregators  

Blogs  

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h=p://www.socialmen6on.com  

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 Monitor    &  Find  Common  Ground  

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2.  Monitor  

•   To  listen  ac:vely,  report  and  analyse  

•   Measure  results,  changes  and  trends  

•   Iden:fy  poten:al  crises  

•   Enterprise  tools  specialise  in  tracking          and  measurement  

•   Iden:fy  where  your  target  groups  are  

•   Learn  their  language  

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3.  Engage  

•   Set  up  a  conversa:on  team  

•   Set  up  conversa:on  guidelines  

•   Microsegment  

•   Define  your  objec:ves  

•   Different  strategies/segment  

•   Define  ac:on  and  reac:on  based          on  the  analysis  of  data  

•   Respond  on  ques:ons  and  complaints  • Use  customer  insight    for  improvement  and  innova:on  

•   Adapt  your  roadmap  

 

Back  

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1.   Analyse  your  listening  &  monitoring  results    

2.  Build  a  strategy  &  roadmap  based  on  the  objec6ve/microsegment  

3.   Build  a  presence  on  the  main  applica6on  of  your  targetgroup  

Engage  &  Empower  (Part  1/3)  

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4.  Pick  up  user  generated  stories  

5.  Create  Added  Value  content,  applica6ons  or  widgets  

6.  Boost  these  stories  through  communi)es  &  networks  

Engage  &  Empower  (Part  2/3)  

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7.   Empower  Brand  Ambassadors  (Employees)  

8.   Empower  Brand  Advocates  (Consumers)  

9.   Consistent    360  degrees  presence  (Perfect  Media  Mix)  

Engage  &  Empower  (Part  3/3)  

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Yes  you  can  …  solve  problems  of  today    

 with  the  answers    

of  yesterday  TODAY  

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       Marke:ng  is  alive!  

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1.   Start  with  social  media  in  a  very  early  stage  (Listen)  

2.  Locate  your  target  groups  

3.  Locate  the  SM  believers  within  your  company  (employees)  

4.  Group  the  Brand  Ambassadors  (employees)  

5.  Locate  Brand  Advocates  (Consumers)  

6.  Get  support/buy-­‐in  from  management  

7.  Check  your  organisa)on  &  processes  (SM  Guidelines)  

8.  Define  your  marke)ng  objec)ve  +  KPI’s  (Awareness,  Fidelisa6on,  ...)  

9.  Set  up  more  professional  Monitoring  of  your  MicroSegments  

10.  Allocate  6me,  resources  and  budget  

10  Social  Media  Guidelines  (Phase1:  Basic)  

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Once  you  are  ready  to  ENGAGE  &  EMPOWER    1.   Analyse  your  listening  &  monitoring  results    2.  Build  a  strategy  &  roadmap  based  on  the  objec6ve/microsegment  3.   Build  a  presence  on  the  main  applica6on  of  your  targetgroup  4.  Pick  up  user  generated  stories  5.  Create  Added  Value  content,  applica6ons  or  widgets  6.  Boost  these  stories  through  communi)es  &  networks  7.   Empower  Brand  Ambassadors  (Employees)  8.   Empower  Brand  Advocates  (Consumers)  9.   Consistent    360  degrees  presence  (Perfect  Media  Mix)  10. It’s  not  about  you,  it’s  about  them!  

10  Social  Media  Guidelines  (Phase2:  Advanced)  

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It’s  up  to  you  to  judge  if  this  

presenta)on  was  ...  

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       Authen)c  

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       Relevant  

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       Posi)ve  

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       Honest  

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       Trustworthy  

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But  I  certainly    hope  that  you    appreciated  ...  

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       Dialogue  

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       Sharing  

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       Par)pa)on  

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And  that  it    brought  to  you    

...  

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       Added  Value  

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       Fun  

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Marke)ng  is  alive!  

LBi  Belgium  www.lbi.com  

www.twiXer.com/lbi_belgium  

Antony  Slabinck  [email protected]  

www.twiXer.com/antonyslabinck  

But  we’ll  have  to  respect  the  voices  of  millions!