b2b social media - moving beyond the hype (istrategy san francisco)

B2B Social Media:

Moving Beyond the Hype

Mike Rowland, Impact Interactions

Jeanette Gibson, Cisco Systems

Navneet Grewal, NetApp

Sara Larsen, SAP

April 5, 2011

B2B Social Media Hype

“The tactics that work in consumer focused social media will work in

business to business social media.”

“The tactics that work in consumer focused social media won’t work

in business to business social media.”

“In social media, your audience controls your brand.”

“You have to use <Insert latest tool being hyped by the social media

echo chamber> to engage with your audience.”

“B2B social media is in its infancy.”

“B2B marketers have to catch up to B2C in social media.”

“The most important thing to do is build followers and fans.”

“Social Media ROI is about the conversations. You can’t measure it.”

©2011 JTS Online Holdings Inc. dba Impact Interactions.

All Rights Reserved. 2

The Hype Leads Many to

Believe B2B Social Media is

Complex

3

Image by Wordle.net


All Rights Reserved.

Maybe Our Own Teams

Contribute to the Complexity

4©2011 JTS Online Holdings Inc. dba Impact Interactions.


The Hypester

5

Social Media is thenew way of marketing

Pictures courtesy of AMCTV.com (http://www.amctv.com/originals/madmen/)



The Skeptic

6

Social Media will never replace

traditional marketing




The Hard Worker

7

Social Media requires more content than

traditional marketing




The Lazy Worker

8

Social Media lets other people do the

hard work




The Dreamer

9

It’s all about the conversations. They’re

magic…




The Executive Sponsor

10

There must be a way to justify all the

money we’re spending!




The Realist

11




Joan Harris is Correct

Moving beyond the hype of B2B social media means focusing on your audience and their information needs

– B2B audiences want a relationship with your company, not a transaction

– Casual browsers use 3rd party sites, invested audiences use your site

Two main reasons that people follow B2B companies on social media (besides looking for a job)

– To learn more about a product or solution prior to purchase– To resolve support issues

Tools support information flow – Don’t fall into the trap of “If you build it, they will come.”

– Where is your audience online?

– Shiny objects are nice, but do you get results from them?

Measurement is a must in B2B Social Media

– Move beyond followers and counts by using a solid measurement strategy

– Educate your stakeholders (Dashboards work great)

– Bring in traditional CRM data to demonstrate ROI

Let’s look at some examples of how companies have cut through the hype to use social media in a B2B environment…





JEANETTE GIBSON

NAVNEET GREWAL

SARA LARSEN

Social Media: Making it Real

March 2011

About SAP

Leading Provider of Business Software

Over 109,000 Companies Run on

SAP Software

38 Years of Business Process

Experience

New Innovation in Business Analytics

and Mobility Solutions

Our Mission: Make Every Customer a

Best-Run Business

Leading Companies Trust

Our Industry Expertise

Services

Consumer Industries

Trading Industries

Financial Services

Process Manufacturing

DiscreteManufacturing

PublicServices

http://www.veritas.com/us/partners/vplus-strategic/ibm/images/logo-ibm.gif

http://www.corporate.basf.com/en/

http://timesofindia.indiatimes.com/

http://de.pg.com/index.shtml

http://www.nasa.gov/

http://www.e-coop.it/portalWeb/coop.portal?_nfpb=true&collabora_1_actionOverride=/portlets/collabora/user/Content/topicsView&collabora_1compoze_discussion_user_topic_sort_by=3&collabora_1compoze_discussion_user_pageno=1&collabora_1compoze_discussion_forum_id=207916885289273611&collabora_1compoze_discussion_user_topic_sort_order=1

SAP Helps the World Run

Better.

…process 2.5 billion utility bills per year

…manage 50 million bank accounts

…produce 2.2 million tons of chocolate

SAP Customers….

Social Media Momentum

@ SAP

SAP Community Network… may be the most extensive use to date of social media by a corporation.”

Richard Adler, Leveraging the Talent-Driven Organization, The Aspen Institute, March 2010“

Broad Channel Reach

Highly Engaged Community

Enterprise Wide Listening &

Reporting

Broad Campaign Integration

http://images.google.com/imgres?imgurl=http://venturebeat.com/wp-content/uploads/2009/04/logo_facebook.jpg&imgrefurl=http://venturebeat.com/tag/cofacebook/&usg=__YQwLC84yvPCP95hRyV__HeysN5g=&h=385&w=1024&sz=25&hl=en&start=2&tbnid=LTkRB8ED8k4OcM:&tbnh=56&tbnw=150&prev=/images?q=facebook&gbv=2&hl=en

http://images.google.com/imgres?imgurl=http://www.davidkinard.com/images/blogspot_logo.jpg&imgrefurl=http://www.davidkinard.com/&usg=__Pjjm5vWCw_r1Y3bzNmTs6pWe23M=&h=122&w=366&sz=11&hl=en&start=1&tbnid=LSWb_8_-j4_3qM:&tbnh=41&tbnw=122&prev=/images?q=blogspot+logo&gbv=2&hl=en

http://images.google.com/imgres?imgurl=http://www.onebyonemedia.com/wordpress/wp-content/uploads/windowslivewriterrestingtechcompanieswillbeamemory-9638linkedin.jpg&imgrefurl=http://www.onebyonemedia.com/resting-tech-companies-will-be-a-memory/&usg=__2w5GQ4BzYnKcTrV8v7U2zaMHbl0=&h=233&w=640&sz=19&hl=en&start=19&tbnid=6E7zI8vyXE2N0M:&tbnh=50&tbnw=137&prev=/images?q=linkedin&gbv=2&hl=en

http://images.google.com/imgres?imgurl=http://www.wafflehouse.com/images/twitter.jpg&imgrefurl=http://www.wafflehouse.com/&usg=__T_V-v19-N5IOgHGILlj5pLYtouk=&h=295&w=800&sz=33&hl=en&start=2&tbnid=HlgeaHb1DzF49M:&tbnh=53&tbnw=143&prev=/images?q=twitter&gbv=2&hl=en

Social Media – Making It

Real

Prioritize with a Purpose

Define a Point of View

Put a Stake in the Ground

Quick Wins are Important

Executing the Long Game

© 2011 SAP AG. All rights reserved. 20Confidential

Comprehend Content Channel

Social Media – Executing the Long Game

Editorial Voice

Publishing Approach

Dynamic

Conversation

Audience Profile

Marketplace

Dynamics

Program

Effectiveness

Channel Strategy

Emerging

Communities

Interconnectedness

~ Dedicated Team ~ Virtual Team~ Agency Engagement ~ Executive Sponsorship

Thank You!

Contact information:

Sara Larsen

Senior Director, Digital Marketing

[email protected]

@sararlarsen



CISCO SYSTEMS – JEANETTE GIBSON

NAVNEET GREWAL

SARA LARSEN

Navneet Grewal

Director, Digital Marketing

April 5, 2011

Our B2B Social Media Strategy –Building Growth

About NetApp

Provider of industry leading data and

storage management solutions

Fortune 100 company with $3.9B

annual revenue (FY11)

Over 10,000 employees in more than

150 offices worldwide

One of the Best Companies to Work for

24

Our Audience is Global & Interacts

Across Multiple Platforms with NetApp

25

Microblogging (Twitter, Sina): 22

accounts in 19 countries, 11

languages

Social Networks (Facebook,

LinkedIn, Sina): 30 accounts in 16

countries, 12 languages

Video Channels

(Tudou,Youku,Youtube): 8

accounts in 10 countries, 5

languages

Blogs: 50+ blogs in 15 countries,

9 languages

Communities: US based over

71,000 members

Persona Driven Strategy

26

Source: NetApp persona development by Level Studios

Our Challenges Are Many… But We’re

Focused on Our Audience’s Needs

27

Integration of Web,

Communities, User

Groups, Online events,

& Social Media

Integrate to Connect More

28

Integrate to Connect More

29NetApp Confidential - Limited Use

Driving Engagement

Customer Listening

31

Business Value of Online Conversations

32

Partners Benefit From Engagement

“I use the Communities for two things: To download the latest

NetApp DOCs for basically anything (They are always newer

here than anywhere else) and to help NetApp Customers with

their NetApp issues when I have the time – I have been getting

some great leads…

Community knowledge sharing continues to provide value to NetApp customers and partners

http://communities.netapp.com/message/27256

Business Value of Online

Conversations

Why This Is So Important for NetApp

From our recent Value Framework project we learned:

Active members using our community to interact and engage

with us contributed hundreds of millions of dollars in sales

revenue over a 6 month period

Active partners of NetApp engaging in the community

delivered over half a billion dollars in partner owned sales

revenue over the same time period

Using B2B Social Media properly allows us to expand our reach

using the network effect in a cost effective manner to engage

with our valuable audience members

– The audience is valuable…

– Companies must integrate information to be a valued

resource to the audience versus providing information

overload in a disorganized manner

34



JEANETTE GIBSON

NAVNEET GREWAL

SARA LARSEN

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 38

socialmedia.cisco.com

Why…

Create conversations with customers, partners, employees and the public

Platform to discuss the role of the network

Thought leadership

How…

Extensive use of video increases engagement

Integrated with campaigns

Employee engagement programs increase usage externally


• 400 customers from 20 countries registered for app + game

• 3200 check ins during the week

• 54k points earned & 760 virtual stickers awarded

• 70 ratings & 235 comments


Uses her Twitter Community of over 1.3M followers to

Amplify Cisco’s voice on Cloud and Unified Computing

Share technology insights

Get feedback on her ideas and presentations

Twitter.com/padmasree


A regularly scheduled video broadcast on Ustream with Cisco executives

and experts covering partner-focused topics.

Digital Marketing Awards

Finalist

Engage Cisco partners

around the globe

Interact using video, social

media, and free tools

8 sessions with close to

50,000 live views and

many replays

Ustream.tv/ciscotv


What’s Next…

• Conversation Rate

• Cross Channel Metrics

• Interactive Dashboard


Lead with customer listening

Create a social listening working group

Set goals

What are you trying to accomplish?

Optimize & integrate your social presence

How will customers find you and connect with you?

Embrace video

Learn and leverage the power of video

Build your engagement team

Uncover your experts and get them involved

Be open & transparent

Be willing to share lessons learned

Thank you.

Questions for Our Panel



Mike Rowland Navneet Grewal Sara Larsen Jeanette Gibson

b2b social media - moving beyond the hype (istrategy san francisco)

Technology

business social media

social media roi

social media momentum

date of social media

hypester social media

skeptic social media

hype of b2b social media

dba impact interactions