11. B2B Social
Objectives
Functional Alignment Success metrics
LISTENING Research
•Customer insight
•Improved segmentation
•Reduced pain; alignment of offering with need
TALKING Marketing, education
•Changes in reach, impressions, brand awareness
•Increased share of voice
•Higher quality of responses to offers
ENERGIZING Sales
•Increased velocity of messages in market
•Increased recommendation, promotion, advocacy
•Higher trust, brand trust perception
SPREADING Professional services
•Faster deployments at new customers
•Existing customers create new business capacity
SUPPORTING
Customer service,
technical support
•Reduced support costs
•Higher customer satisfaction
•Less churn
EMBRACING
Development, Product
Marketing
•Deliver products faster to market
•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. CitiBank / GFK Roper Small Business Survey Oct 09
% helpfulness of social networking sites such as
Facebook, Twitter & LinkedIn in generating leads
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