The document discusses B2B social media and moving beyond hype. It notes that tactics from consumer social media may not work for B2B audiences, who want relationships rather than transactions. B2B audiences use social media to learn about products before purchase and resolve support issues. Tools should support information flow to the audience rather than expecting audiences to come. Measurement of social media is also important for B2B, going beyond metrics like followers to demonstrate ROI. The document provides examples from companies like SAP, NetApp, and Cisco of effectively engaging B2B audiences through social media.

1. B2B Social Media:
Moving Beyond the Hype
Mike Rowland, Impact Interactions
Jeanette Gibson, Cisco Systems
Navneet Grewal, NetApp
Sara Larsen, SAP
April 5, 2011

2. 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

3. The Hype Leads Many to
Believe B2B Social Media is
Complex
Image by Wordle.net
©2011 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved. 3

4. Maybe Our Own Teams
Contribute to the Complexity
©2011 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved. 4

5. The Hypester
Social Media is the
new way of
marketing
Pictures courtesy of AMCTV.com
(http://www.amctv.com/originals/madmen/)
©2011 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved. 5

6. The Skeptic
Social Media will
never replace
traditional marketing
Pictures courtesy of AMCTV.com
(http://www.amctv.com/originals/madmen/)
©2011 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved. 6

7. The Hard Worker
Social Media requires
more content than
traditional marketing
Pictures courtesy of AMCTV.com
(http://www.amctv.com/originals/madmen/)
©2011 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved. 7

8. The Lazy Worker
Social Media lets
other people do the
hard work
Pictures courtesy of AMCTV.com
(http://www.amctv.com/originals/madmen/)
©2011 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved. 8

9. The Dreamer
It’s all about the
conversations. They’re
magic…
Pictures courtesy of AMCTV.com
(http://www.amctv.com/originals/madmen/)
©2011 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved. 9

10. The Executive Sponsor
There must be a way
to justify all the
money we’re
spending!
Pictures courtesy of AMCTV.com
(http://www.amctv.com/originals/madmen/)
©2011 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved. 10

11. The Realist
Pictures courtesy of AMCTV.com
(http://www.amctv.com/originals/madmen/)
©2011 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved. 11

12. 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…
©2011 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved. 12

13. SARA LARSEN
NAVNEET GREWAL
JEANETTE GIBSON
13
©2011 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved.

14. Social Media: Making it Real
March 2011

15. 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

16. Leading Companies Trust
Our Industry Expertise
Trading
Industries
Consumer Financial
Industries Services
Process Discrete
Manufacturing Manufacturing
Services Public
Services

17. SAP Helps the World Run
Better.
SAP Customers….
…process 2.5 billion …manage 50 million …produce 2.2 million
utility bills per year bank accounts tons of chocolate

18. Social Media Momentum
@ SAP
Broad Channel Reach
Highly Engaged Community
Enterprise Wide Listening &
Reporting
Broad Campaign Integration
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

19. 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

20. Social Media – Executing the Long Game
Comprehend Content Channel
Audience Profile Editorial Voice Channel Strategy
Marketplace Publishing Approach Emerging
Dynamics Communities
Dynamic
Program Conversation Interconnectedness
Effectiveness
~ Dedicated Team ~ Virtual Team~ Agency Engagement ~ Executive Sponsorship
© 2011 SAP AG. All rights reserved. Confidential 20

21. Thank You!
Contact information:
Sara Larsen
Senior Director, Digital Marketing
sara.larsen@sap.com
@sararlarsen

22. SARA LARSEN
NAVNEET GREWAL
CISCO SYSTEMS – JEANETTE GIBSON
22
©2011 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved.

23. Our B2B Social
Media Strategy –
Building Growth
Navneet Grewal
Director, Digital Marketing
April 5, 2011

24. 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

25. Our Audience is Global & Interacts
Across Multiple Platforms with NetApp
 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 25

26. Persona Driven Strategy
Source: NetApp persona development by Level Studios
26

27. Our Challenges Are Many… But We’re
Focused on Our Audience’s Needs
Integration of Web,
Communities, User
Groups, Online events,
& Social Media
27

28. Integrate to Connect More
28

29. Integrate to Connect More
NetApp Confidential - Limited Use 29

30. Driving Engagement

31. Customer Listening
31

32. Business Value of Online Conversations
Community knowledge sharing continues to provide
value to NetApp customers and partners
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…
32

33. Business Value of Online
Conversations

34. 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

35. 35

36. SARA LARSEN
NAVNEET GREWAL
JEANETTE GIBSON
36
©2011 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved.

37. How Cisco Engages with
the Social Customer
Jeanette Gibson, Director, Social Media Marketing
@JeanetteG
April 5, 2011
© 2010 Cisco and/or its affiliates. All rights reserved. 37

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

39. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 39

40. © 2010 Cisco and/or its affiliates. All rights reserved.
www.ciscolive.com Cisco Confidential 40

41. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 41

42. • 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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42

43. © 2010 Cisco and/or its affiliates. All rights reserved.
Twitter.com/ciscolive Cisco Confidential 43

44. 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
© 2010 Cisco and/or its affiliates. All rights reserved.
Twitter.com/padmasree Cisco Confidential 44

45. A regularly scheduled video broadcast on Ustream with Cisco executives
and experts covering partner-focused topics.
 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
Digital Marketing Awards
Finalist
© 2010 Cisco and/or its affiliates. All rights reserved.
Ustream.tv/ciscotv Cisco Confidential 45

46. What’s Next…
• Conversation Rate
• Cross Channel
Metrics
• Interactive
Dashboard
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 46

47. 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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 47

48. Thank you.

49. Questions for Our Panel
Mike Rowland Navneet Grewal Sara Larsen Jeanette Gibson
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All Rights Reserved. 49