11. B2B Social
Objectives
Functional Alignment Success metrics
•Customer insight
LISTENING Research •Improved segmentation
•Reduced pain; alignment of offering with need
•Changes in reach, impressions, brand awareness
TALKING Marketing, education •Increased share of voice
•Higher quality of responses to offers
•Increased velocity of messages in market
ENERGIZING Sales •Increased recommendation, promotion, advocacy
•Higher trust, brand trust perception
•Faster deployments at new customers
SPREADING Professional services
•Existing customers create new business capacity
•Reduced support costs
Customer service, •Higher customer satisfaction
SUPPORTING
technical support
•Less churn
Development, Product •Deliver products faster to market
EMBRACING
Marketing •Increased loyalty, increased advocacy
Forrester Survey: Social Technographics of B2B buyers
12.
13. “It's a little more personal. More back-
and-forth discussions, and it's less
formal. And it gives immediacy to
interactions.”
Frank Eliason, @comcastcares
21. % helpfulness of social networking sites such as
Facebook, Twitter & LinkedIn in generating leads
CitiBank / GFK Roper Small Business Survey Oct 09
32. Use hashtags. Use general ones rather than only
ones with your brand.
Be proactive. Add people who tweet about your
topic.
Never AUTO DM. Never send out Mafia War
tweets with your account.
Be genuine, be personal.
33. Get started today
Small steps at a time. Measure, learn, do more
Keep it personal
Use the power of real time
Tie it to business goals
