1. CSRA Social Business Education
Series
How Social Business Is Changing
the Game in B2B: Sales,
Marketing, Human Resources,
Product Development and Others
2012 Roadshow
http://www.socialbusinessservices.biz/resources/

2. Enterprise Social Business Strategy & Execution
Christopher S. Rollyson and Associates
Plan | Learn | Scale | Integrate | Manage
Social Business Disruption
of B2B Sales and Marketing
Study Guide: CerviLenz
Part2: B2B Case Studies
Manufacturing | Healthcare | Supply Chain | Financial Services
05/05/2012 Entire contents © 2006-2012 by Christopher S. Rollyson

3. Copyrighted
material
Healthcare Case Study
Background
CerviLenz designs and
markets a medical device
•Medical device firm that enables obstetric
nurses and midwives to
• Targets obstetric nurses predict whether a mother is
and midwives likely to have a premature
birth. CerviLenz's use of
• Prevents premature conferences and social
birth complications business offers some good
practices and pitfalls from
which we can learn.
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4. Copyrighted
material
Connect with Clinicians on Facebook
• Social business boosted conference ROI
St u d y Gu i de
• Used agency to launch Facebook Page
and reach obstetric nurses and midwives
So c ia l
• Boosted credibility by having people with
obstetrics knowledge on the Page Business
• Raised engagement by responding to
reader comments Highlights
• Increased trust by allowing critical,
passionate reader posts
• Liked other relevant Facebook Pages
• Pre-conference Facebook activity
credited with boosting booth activity
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5. Copyrighted
material
Content Focus Doesn’t Engage
• Marketing approach to social business
St u d y Gu i de
focused on content, not engagement
• Content attracts people, but only Lessons
interaction increases commitment
• Liking relevant Pages is good, but if you Learned
don’t proactively reach out you won’t tap
the network effect and drive growth
• Responding to readers is good, but
Pages need to show readers that they
are really interested in their opinions, by
consistently asking questions
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material
Engage by Inviting Interaction
• Social business contradicts a core B2B
St u d y Gu i de
marketing principle, that it’s good to talk
• To tap social business’s potential, Insights
marketing has to reinvent itself as the
host of others' conversations
• The network effect is powerful—and only
accessible when other people interact
• Critical success factors:
– Use a strategy that emphasizes interaction
– Enlist knowledge experts to post & respond
– Constantly invite relevant interaction
– Measure trust and commitment quantitatively
to chart your progress
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material
Connect with Clinicians on Facebook
• CerviLenz unveiled its product publicly at a major industry
conference. Several weeks before the event, CerviLenz hired an St u d y Gu i de
agency to launch a Facebook Page that would appeal to nurses and
midwives. Critically, they had employees with obstetrics knowledge
responding and engaging with readers.
• CerviLenz added credibility to its Page by allowing and responding to
Detail1
passionate and critical posts from people who don't understand the
device and what it did--or who harbored disappointment with birth
experiences and medical care.
• The Page succeeded in attracting 2-3,000 "likes" who were mostly
nurses and midwives, and CerviLenz credits its Facebook Page with
increasing its booth traffic at the conference.
• CerviLenz approached social business as a way to support legacy
processes. Reviewing their Facebook activity, they have done a
credible job in posting relevant thought leadership and responding to
readers.
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material
Content Focus Doesn’t Engage
• However, CerviLenz's Page leaves money on the table. Although they
have liked other relevant Pages, their Facebook posts don't show St u d y Gu i de
significant outreach to them, which would result in much faster
growth.
• Related to this, the Page does show some organic posts by obstetrics
nurses and midwives, but CerviLenz has been reactive to their
Detail2
audience instead of proactively courting interaction, which would
result in more interactivity, engagement and audience.
• CerviLenz shows a solid "stage one" social business effort because
it's mostly focused on content. White papers, research and other
value-added information can attract people, but only interaction keeps
them coming back and increases their commitment to you. More than
90% of people who "like" a Facebook Page never return. Ever.
• In platforms like Facebook, interactions get broadcast to readers'
networks as a function of the platform algorithms, so Pages need to
interact if they want to tap the network effect. That requires enlisting
relevant thought leaders, responding consistently and actively
promoting discussion by asking people their opinions.
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material
Engage by Inviting Interaction
• Watch the video
St u d y Gu i de
– http://youtu.be/77_6QyIzIPQ
• Case study home page Mo re
– http://tinyurl.com/sbscasecervilenz
– Podcast (audio only) (L i n ks )
– Other B2B case studies
– More insight into business drivers
– Action steps
• Catch the whole series
– http://www.socialbusinessservices.biz/resources
05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 9

10. Copyrighted
material
CSRA Social Business Education
Series
How Social Business Is Changing the Game in B2B:
Sales, Marketing, Human Resources, Product Christopher S. Rollyson
Development and Others Managing Director CSRA
chris@rollyson.net
+1.312.925.1549
http://about.me/csrollyson
http://rollyson.net/consulting
Part1: The Dynamics of Change
Part2: B2B Sales & Marketing Case Studies Resources
Part3: Action Steps: Evolving Sales & Marketing
2012 Roadshow
http://www.socialbusinessservices.biz/resources/
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11. Copyrighted
material
Social Business Services
http://www.socialbusinessservices.biz/resources/
How to evolve sales and marketing
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