FollowFridays 2011 Session 2: Social Media strategy for suits.
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Transcript of FollowFridays 2011 Session 2: Social Media strategy for suits.
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Social media strategy for suits
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AdNerds
The Radically Digital Division of Proximity BBDO
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The differences between B2B and B2C
Social media strategy for suits
Does branding add true value in a B2B context?
How do social media fit in business communications where niche marketing tactics are prevalent?
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Social media strategy for suits
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Fournaise Marketing Group, june 2011
73% of CEOs don’t believe marketers drive demand for
products and services
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The differences between B2C and B2B
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in B2B, the default is ‘safe marketing solutions’
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The money you spend is lost unless you earn it back
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You need permission
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People involved in technology buying decisions by purchase amount
0 15 30 45 60
$25,000-$99,999
$100,000-$999,999
More than $1 million
1-3 4-8 9-15 >15
Source: Marketing Sherpa/TechWeb
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Business marketing campaigns need to be considered in terms of months, often years
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High degree of complexity
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By their very nature, business offerings are niche offerings
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Business buying decisions are more likely to be a commitment
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The similarities between B2C and B2B
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We love brands (or not) because of the irrational
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Does branding add true value in a B2B context?
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B2B branding: A financial burden for shareholders?
Lars Ohnemus
Copenhagen Business School, Porcelænshaven, 2000 Copenhagen F, Denmark
1. Why don’t shareholders showinterest in branding?
In the business-to-business (B2B) arena, does brand-ing create sustainable economic value for compa-nies and their shareholders? Or, are other variablessuch as innovation, research, and manufacturingexcellence the predominant business drivers? Overthe last few decades, the topic of branding hasattracted increasing interest; however, little re-search has been conducted on the link betweenbranding and the financial performance of compa-
nies in the B2B segment. In many cases, business-to-consumer (B2C) activities have been the focus ofresearch, while industrial branding has been treatedas the ‘‘intellectual step-child’’ and been somewhatneglected. Academic research in this field has beenlimited, and the scholarly literature has neitherprovided a comprehensive theoretical basis nordocumented an empirical relationship betweenbrand value and shareholder value (Kerin & Sethura-man, 1998). The result is that branding research inthis field is frequently based on shaky foundationswhereby key results and findings are debatable.Bold claims shared by Balmer (2001) and Gronroos(1997) challenge the widely accepted perception
Business Horizons (2009) 52, 159—166
www.elsevier.com/locate/bushor
KEYWORDSB2B branding;Financial performance;Return on branding;Market orientation
Abstract Is branding an effective tool for generating shareholder wealth forcompanies that are active in a business-to-business environment? Or, do other factorssuch as innovation and manufacturing efficiency–—or the lack thereof–—create ordestroy shareholder wealth? Based on an examination of almost 1,700 companieslisted either on the United States or European stock exchanges, this study reveals thiscrucial relationship could be described as a W-shaped curve with five distinctivephases, depending on the strategic branding position of the company. Used strategi-cally, business-to-business (B2B) companies with a balanced corporate brand strategygenerally yield a return to their shareholders that is 5%-7% higher. It is therefore vitalthat key executives, including the board of directors, systematically assess andmonitor the strategic branding position of their company and how their brandinginvestments are performing against key competitors. This study reveals that share-holders should insist on systematic performance feedback from the corporationregarding all key items in the balance sheet–—including branding. As disclosed herein,very few of the companies analyzed possessed an optimal balance between brandingand financial performance.# 2008 Kelley School of Business, Indiana University. All rights reserved.
E-mail address: [email protected]
0007-6813/$ — see front matter # 2008 Kelley School of Business, Indiana University. All rights reserved.doi:10.1016/j.bushor.2008.10.004
Copyright 2009 by Kelley School of Business, Indiana University. For reprints, call HBS Publishing at (800) 545-7685. BH 319
Purchased by Bart Muskala ([email protected]) on October 07, 2011
Used%strategically,%BtoB%companies%with%a%balanced%corporate%brand%strategy%generally%yield%a%return%to%their%shareholders%that%is%5%:7%%higher.
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Scot McKee
Brands are things we buy instead of products
just as soon as we can afford to.
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What do you do?
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How do social media fit in business communications where niche marketing tactics are prevalent?
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EFFECTIVELY COMMUNICATING YOUR BRAND VALUES
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FOR BUSINESS
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LED LIGHTING
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LED LIGHTING
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"Making energy-wasting traditional lighting technologies obsoletethrough the use of energy-efficient, environmentally friendly LED lighting."
LED LIGHTING
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Scott McKee, Managing Director at Birddog Ltd., top 20 B2B marketing agency
If we have values and messages and other brand assets that
reflect the prospects’ own view of the world, why wouldn’t they want
to buy from us and enjoy the experience of doing so?
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BUILDING A COLLECTIVE COMPANY BRAIN
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A simplified B2B buying cycle
has need research possible solutions
short list of vendors
go to bid make a decision
123 €
BA
CK
TH
EN
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A simplified B2B buying cycle
has need research possible solutions
short list of vendors
go to bid make a decision
123 €
NO
WA
DAY
S
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Without face-to-face contact with prospective buyers early in the purchase process, EMC
was losing an important source of information about
prospective customers.
Senior Vice President of Global Marketing, William Jenkins, EMC2
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Two main drivers of this trend
Benjamin Ellis, previously worked at or for Siemens, Cisco, Juniper, Microsoft and IBM
People want to buy, but they don’t want to be sold to.
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Based on research from Marketo
93% of B2B buyers use searchto begin the buying process
Two main drivers of this trend
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In the past, our account managers had all the knowledge,
now a rep has to become a generalist, and our hope is that
they are able to ask the right questions.
Senior Vice President of Global Marketing, William Jenkins, EMC2
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EMC One, online employee network since 2007 was the start...
13.000members
22.000UV/month
4.2 millionpages
|EMC ONEonline network of EMC employees
2007 figures
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Internal Education
13.000members
30.000members
= 65% of all employees
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.com
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- community sectie op site met howto videos, info, ..
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- emc world event > twitter, flickr, facebook, live streaming, the cube + linkedIn group
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- emc world event > twitter, flickr, facebook, live streaming, the cube + linkedIn group
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- emc world event > twitter, flickr, facebook, live streaming, the cube + linkedIn group
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- emc world event > twitter, flickr, facebook, live streaming, the cube + linkedIn group
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- emc world event > twitter, flickr, facebook, live streaming, the cube + linkedIn group
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- live product launch: 8000 man
Multiple Launch Eventsaverage of 150 clients - flew in
Symmetrix Launch Event8000 concurrent viewers - 1,5h live stream & chat
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KEEPING A FINGER ON THE PULSE
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clients
customer support
channel partners
demo’s / product feedback best practices / inspiration
code examples
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clients
customer support
channel partners
demo’s / product feedback best practices / inspiration
code examples
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Mark Yolton, SVP at SAP
If we can make our customers more successful than our
competitor’s customers, then the latter are going to come to us.
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4 C’s EMC2 and SAP had to decide on
Content
Community
Closed
Control
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clients
demo’s / product feedback best practices / inspiration
What Content do you want?
& Thought LeadershipGet Control of Conversations
Help Customers get More Value(Co)-develop Products & Services
Customer Service & Support
Education
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Where will you host your Community?
On top of existing social networks
On existing nichecommunities
Own communityvia social software
thought leadershipget control of conversations
help them get more value
thought leadershiphelp them get more value
educate
thought leadershipget control of conversations
help them get more value educate
customer serviceco-develop
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Will it be Closed or not?
ClosedNetwork
OpenNetwork
thought leadershipget control of conversations
educatecustomer service
help them get more value educate
customer serviceco-develop
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Who will be in Control?
Own Employee(s)
ChannelPartners
CommunityMembers
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BUILDING THOUGHT LEADERSHIP
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5 Types of Sales (or Account) Managers
Relationship Builders
HardWorkers
Lone Wolves
ReactiveProblemSolvers
Challengers
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Challengers win by pushing customers to think differently, using insight to create constructive tension in the sale. Relationship Builders, on the other hand, focus on relieving tension by giving in to the customer's every demand.
OF
Where ‘challengers’ push customers outside their comfort zone, ‘relationship builders’ are focused on being accepted into it.
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Challengers win by pushing customers to think differently, using insight to create constructive tension in the sale. Relationship Builders, on the other hand, focus on relieving tension by giving in to the customer's every demand.
OF
Where ‘challengers’ push customers outside their comfort zone, ‘relationship builders’ are focused on being accepted into it.
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5 Types of Sales (or Account) Manager
Relationship Builders
HardWorkers
Lone Wolves
ReactiveProblemSolvers
Challengers
n= 6000
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5 Types of Sales (or Account) Manager
Relationship Builders
HardWorkers
Lone Wolves
ReactiveProblemSolvers
Challengers
on average 40% of star reps
only 7% of star reps
n= 6000
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Jeff Molander, Molander and Associates & author of “Off the Hook Marketing”
Be a thought provoker, not a thought leader.
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PAMPERING THE MAIN INFLUENCER
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1 year after the community’s rollout: E2E members on average requested 6 times more sample chips
across 3 times as many product areas as non-members
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1 year after the community’s rollout: E2E members on average requested 6 times more sample chips
across 3 times as many product areas as non-members
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SERVING THE WHOLE FOOD CHAIN
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I haven’t met anybody who feels they have their organization
completely aligned with this revolution.
John Hayes, CMO American Express
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1.5 million people liked this effort
among all retailers that accepted our card
on that day, sales increased 9 percent
year on year
Among small businesses that
participated in Small Business Saturday, sales rose 28 percent
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The best kind of marketing is the marketing that really helps your
customers out.
Horse sense
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SAFEGUARDING YOUR COMPANY’S FUTURE
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William Barret, Global Director of Online Strategy at Deloitte
In a highly commoditized business, perhaps our largest
differentiator is our people
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TOTALLY IRRATIONAL BRANDING
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unique answer-
and-question
format
on US TV
since 1964
Alex Trebek, the
Luc Appermont of the States
known in Belgium as “Waagstuk”
Daytime Emmy Award
for Outstanding Game/
Audience Participation9 million daily
viewers
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Ken Jennings75 wins in a row
Brad Rutterwon $3.455.102
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Paid Media and its immediate results
Jeopardy commercials Book Press Coverage
Stephen Baker wrote a book &
shared it in pieces, day by day
a NOVA documentary & a TED presentation
reached a tech & ‘science’ audience
Worldwide press coverage in major
newspapers & tech magazines
massive commercial
attention starting months in advance
Documentary
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Owned and Earned Media
46%
33%
21%go humans
jokes
go Watson
IBM People involved Tweets
+30 movies and over 1 million
views. New movies added regularly.
1000s of blog, FB & Twitter posts, created
by info shared with employees.
35.000 tweets before & during the show, still multiple
tweets per day
daily updates (& still updating) to an audience of about
50.000 people
Facebook & Twitter YouTube
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iThe long term results
Recruiting Sparked Ideas Inquiries
IBM, yearly looking for many engineers ,
IT’ers etc has a full pipeline ever since
Existing B2B clients are sparked with new ideas, ready to take
on the next step.
Many corporations, universities and
government agencies requested info.
The “A Smarter Planet” concept has a higher awareness
and credibility.
Impact on Branding
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Dr Sam Nussbaum, Chief Medical Officer, WellPoint
Imagine having the ability to take in all the information around a
patient's medical care.
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Branding in B2B does add value.
Conclusions
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Branding in B2B does add value. Communities are a better alternative for sales people
Conclusions
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Branding in B2B does add value. Communities are a better alternative for sales peopleChallengers outperform relationship builders
Conclusions
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Branding in B2B does add value. Communities are a better alternative for sales peopleChallengers outperform relationship buildersThere’s always definitely at least one good reason to consider social media
Conclusions
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Will you still have a job in marketing of the future?
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Thx!