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B2B Social Media:
Moving Beyond the Hype
Mike Rowland, Impact Interactions
Jeanette Gibson, Cisco Systems
Navneet Grewal, NetApp
Sara Larsen, SAP
April 5, 2011
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.”
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The Hype Leads Many to
Believe B2B Social Media is
Complex
3
Image by Wordle.net
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Maybe Our Own Teams
Contribute to the Complexity
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The Hypester
5
Social Media is thenew way of marketing
Pictures courtesy of AMCTV.com (http://www.amctv.com/originals/madmen/)
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The Skeptic
6
Social Media will never replace
traditional marketing
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The Hard Worker
7
Social Media requires more content than
traditional marketing
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The Lazy Worker
8
Social Media lets other people do the
hard work
Pictures courtesy of AMCTV.com (http://www.amctv.com/originals/madmen/)
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The Dreamer
9
It’s all about the conversations. They’re
magic…
Pictures courtesy of AMCTV.com (http://www.amctv.com/originals/madmen/)
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The Executive Sponsor
10
There must be a way to justify all the
money we’re spending!
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The Realist
11
Pictures courtesy of AMCTV.com (http://www.amctv.com/originals/madmen/)
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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…
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JEANETTE GIBSON
NAVNEET GREWAL
SARA LARSEN
Social Media: Making it Real
March 2011
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
Leading Companies Trust
Our Industry Expertise
Services
Consumer Industries
Trading Industries
Financial Services
Process Manufacturing
DiscreteManufacturing
PublicServices
SAP Helps the World Run
Better.
…process 2.5 billion utility bills per year
…manage 50 million bank accounts
…produce 2.2 million tons of chocolate
SAP Customers….
Social Media Momentum
@ SAP
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“
Broad Channel Reach
Highly Engaged Community
Enterprise Wide Listening &
Reporting
Broad Campaign Integration
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
© 2011 SAP AG. All rights reserved. 20Confidential
Comprehend Content Channel
Social Media – Executing the Long Game
Editorial Voice
Publishing Approach
Dynamic
Conversation
Audience Profile
Marketplace
Dynamics
Program
Effectiveness
Channel Strategy
Emerging
Communities
Interconnectedness
~ Dedicated Team ~ Virtual Team~ Agency Engagement ~ Executive Sponsorship
Thank You!
Contact information:
Sara Larsen
Senior Director, Digital Marketing
sara.larsen@sap.com
@sararlarsen
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CISCO SYSTEMS – JEANETTE GIBSON
NAVNEET GREWAL
SARA LARSEN
Navneet Grewal
Director, Digital Marketing
April 5, 2011
Our B2B Social Media Strategy –Building Growth
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
Our Audience is Global & Interacts
Across Multiple Platforms with NetApp
25
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
Persona Driven Strategy
26
Source: NetApp persona development by Level Studios
Our Challenges Are Many… But We’re
Focused on Our Audience’s Needs
27
Integration of Web,
Communities, User
Groups, Online events,
& Social Media
Integrate to Connect More
28
Integrate to Connect More
29NetApp Confidential - Limited Use
Driving Engagement
Customer Listening
31
Business Value of Online Conversations
32
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…
Community knowledge sharing continues to provide value to NetApp customers and partners
Business Value of Online
Conversations
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
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JEANETTE GIBSON
NAVNEET GREWAL
SARA LARSEN
37© 2010 Cisco and/or its affiliates. All rights reserved.
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. Cisco Confidential 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 39
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 40www.ciscolive.com
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 41
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 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 43Twitter.com/ciscolive
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 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
Twitter.com/padmasree
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 45
A regularly scheduled video broadcast on Ustream with Cisco executives
and experts covering partner-focused topics.
Digital Marketing Awards
Finalist
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
Ustream.tv/ciscotv
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 46
What’s Next…
• Conversation Rate
• Cross Channel Metrics
• Interactive Dashboard
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 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
Thank you.
Questions for Our Panel
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Mike Rowland Navneet Grewal Sara Larsen Jeanette Gibson