My presentation at the PRmoments seminar in London: Social Media in Business to Business communications

1. Social Media in a B2B world
London, September 29th, 2011
Gianni CATALFAMO
European Director, Digital & Social Media
Wednesday, September 28, 11

2. Methodology
5
Sponsored
by my
Client
4
2
1
3
| 05/09/11
Wednesday, September 28, 11

3. The community lifecycle
Marke)ng,Value
Engaged
Aware
Outside Time
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Wednesday, September 28, 11

4. | 05/09/11
Wednesday, September 28, 11

5. | 05/09/11
Wednesday, September 28, 11

6. | 05/09/11
Wednesday, September 28, 11

7. Communities in B2B
Marke)ng,Value
Lead
Engaged
Aware
Outside Time
| 05/09/11
Wednesday, September 28, 11

8. Methodology > Insight
5
Sponsored
by my
Client
4
2
1
3
| 05/09/11
Wednesday, September 28, 11

9. Information needs in B2B
Looking for general information about a relatively
broad area, comparing different visions. Focused
on long term evolution.
Have a specific problem in mind, and investigate
whether it can be addressed using a certain
category of products or technologies. Focused on
near term application.
Have decided to address the problem using a
solution in this category and is comparing various
vendors, looking for real life experiences of fellow
users. Focused on present time deployment.
Have installed / bought a solution and is now
seeking support on a usage problem.
| 05/09/11
Wednesday, September 28, 11

10. Information needs in B2B
Looking for general information about a relatively
broad area, comparing different visions. Focused
on long term evolution.
Have a specific problem in mind, and investigate
whether it can be addressed using a certain
category of products or technologies. Focused on
near term application.
Have decided to address the problem using a
solution in this category and is comparing various
vendors, looking for real life experiences of fellow
users. Focused on present time deployment.
Have installed / bought a solution and is now
seeking support on a usage problem.
| 05/09/11
Wednesday, September 28, 11

11. Information needs in B2B
Looking for general information about a relatively
broad area, comparing different visions. Focused
on long term evolution.
Have a specific problem in mind, and investigate
whether it can be addressed using a certain
category of products or technologies. Focused on
near term application.
Have decided to address the problem using a
solution in this category and is comparing various
vendors, looking for real life experiences of fellow
users. Focused on present time deployment.
Have installed / bought a solution and is now
seeking support on a usage problem.
| 05/09/11
Wednesday, September 28, 11

12. Information needs in B2B
Looking for general information about a relatively
broad area, comparing different visions. Focused
on long term evolution.
Have a specific problem in mind, and investigate
whether it can be addressed using a certain
category of products or technologies. Focused on
near term application.
Have decided to address the problem using a
solution in this category and is comparing various
vendors, looking for real life experiences of fellow
users. Focused on present time deployment.
Have installed / bought a solution and is now
seeking support on a usage problem.
| 05/09/11
Wednesday, September 28, 11

13. Matching responses to needs
respond with
respond with
respond with
respond with
| 05/09/11
Wednesday, September 28, 11

14. Reminds you of something ?
| 05/09/11
Wednesday, September 28, 11

15. Welcome to WidgetWorld!
The community of Widget lovers
Opinions that matter:
Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets !
Widgets in action:
Your dream widget
pictures of our members
Fill in our instant poll and win “The hitchhiker
using their favorite widgets.
guide to widgets” by D.Adams
Add yours !
| 05/09/11
Wednesday, September 28, 11

16. Welcome to WidgetWorld!
The community of Widget lovers
Opinions that matter:
Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets !
Widgets in action:
Your dream widget
pictures of our members
Fill in our instant poll and win “The hitchhiker
using their favorite widgets.
guide to widgets” by D.Adams
Add yours !
| 05/09/11
Wednesday, September 28, 11

17. Welcome to WidgetWorld!
The community of Widget lovers
Opinions that matter:
Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets !
Widgets in action:
Your dream widget
pictures of our members
Fill in our instant poll and win “The hitchhiker
using their favorite widgets.
guide to widgets” by D.Adams
Add yours !
| 05/09/11
Wednesday, September 28, 11

18. Welcome to WidgetWorld!
The community of Widget lovers
Opinions that matter:
Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets !
Widgets in action:
Your dream widget
pictures of our members
Fill in our instant poll and win “The hitchhiker
using their favorite widgets.
guide to widgets” by D.Adams
Add yours !
| 05/09/11
Wednesday, September 28, 11

19. Connecting with the right audiences
| 05/09/11
Wednesday, September 28, 11

20. Connecting the community to the sales funnel
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Wednesday, September 28, 11

21. Examples of good “sieves”
• Polls
• Surveys
• Thematic newsletter
• Premium content (abstracted in public section)
• Value offers:
• Free consultancy
• Self-test questionnaires
• Assessment workshops
• ...
| 05/09/11
Wednesday, September 28, 11

22. Methodology > Sales leads
5
Sponsored
by my
Client
4
2
1
3
6
| 05/09/11
Wednesday, September 28, 11