Social Media in the B-to-B World, Part 2
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Social Media—Why? Jim Cahill Chief Blogger / Head of Social Media
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Transcript of Social Media in the B-to-B World, Part 2
Social Media—Why?Jim Cahill
Chief Blogger / Head of Social Media
It’s Growing, Global, Cross-Generational
www.youtube.com/watch?v=3SuNx0UrnEo
en.wikipedia.org/wiki/Web_2.0
4
www.slideshare.net/Dell_Inc/three-social-media-steps-for-business
Think People. Not Applications.
Expand Your Expertise Network
“The value of a telecommunications network is proportional to the square of the number of connected users of the system.” (n2)
—Metcalf’s Law
telecommunicationsSocial
users of the system
People
Why Should Our Businesses Care?
It’s All About Search
Does Your Sales and Service Response Meet These Expectations?
Why Should Our Businesses Care?
• Competition for attention
Our Customers Are Being Bombarded and Our Messages Are Less Effective• “The average American is exposed to over 3000
ads every day. The ads increasingly encroach upon our public space -- our schools, our public transportation, our buildings, and even our beaches" (a new technique enables the advertisers to stamp their ads onto the sand at beaches.)
www.mortarblog.com/2006/07/average_america/comments/page/2/
Why Should Our Businesses Care?
• Sheer amount of knowledge our customers require
“Our work demands the broadest skill set of any engineering
discipline—it requires knowledge of chemical processes, mechanical, electrical,
electronics, software, networks and IT” – John Berra
Why Should Our Businesses Care?
• Dwindling local peer group of experts
Less Experienced Engineers Don’t Have The Peer Circle They Once Had
Why Should Our Businesses Care?• Communications in constant state of change
Our Businesses Need to Adapt to Changing Communications
A QUICK LOOK AT POPULAR SOCIAL MEDIA APPS
The Most Critical Social Media AppBy Far
Blogs Provide a Point of View with Reader Feedback
Share Successes, How-to’s, Training, Demonstrations
The Social Network of Business Professionals
LinkedIn—Your Professional Network
Slideshare—User-Generated Presentations
SlideShare = Presentations
Facebook—Increasingly A Business Communications Channel
845 Million Participants and Growing
WAYS SOCIAL MEDIA CAN HELP YOUR BUSINESS
Customer Expectations—Get People to the Surface of Your Organization
• Focus a/some resource(s) on listening
• Use tools for listening—Google Alerts, Radian6
• Monitor LinkedIn, Facebook, Twitter, Google+
• Engage negative commenters with your organization
• Thank positive commenters• Rapid response builds
positive word of mouthhttp://jimc.me/FQnGgZ
Competition for Attention—Build Thought Leadership
• Engage with members of the trade press / analyst community through blogs, Twitter, Facebook, LinkedIn
• Provide a point of view through a focused blog
• Collaborate with other experts on books, webinars, videos
twitter.com/JimCahill/editors/members
Sheer Knowledge Required—Build Peer-to-Peer Communities
Retiring Expertise—Make Expertise More Publicly Available and Searchable
Changing Communications –Embrace the Change, Have Focused Efforts
Good Documented Policy: www.ibm.com/blogs/zz/en/guidelines.html
Copyright
Fair UseTrade Secrets
FinancialDisclosure
Full disclosureCode of ConductConfidentiality
Participants Must Understand Legal Aspects
RESULTS
Net Result—Participation Opens Up New Business Opportunities
Net Result—Faster Responses Build Loyalty and Positive Word of Mouth
Participation Connects You with Industry Experts
Opportunities Open Up to Share Expertise
• Sharing in the Valve Magazine Social Media column.
Participating at the Surface Opportunities for Your Experts to Interact with Others
Let’s Stay Connected
Jim CahillEmersonProcessXperts.com
@JimCahilllinkedin.com/in/[email protected]
THANK YOU!
