SHARE Strategic Perspectives on B2B Social Media€¦ · on Social Media in B2B Prof.dr. Henry...
Transcript of SHARE Strategic Perspectives on B2B Social Media€¦ · on Social Media in B2B Prof.dr. Henry...
![Page 1: SHARE Strategic Perspectives on B2B Social Media€¦ · on Social Media in B2B Prof.dr. Henry Robben Nyenrode Business Universiteit & Vision2B. Hi, I’m Henry Robben. I take care](https://reader035.fdocuments.in/reader035/viewer/2022062317/5fb59c918af130592e2b23d8/html5/thumbnails/1.jpg)
Strategic Perspectives on Social Media in B2B
Prof.dr. Henry RobbenNyenrode Business Universiteit & Vision2B
![Page 2: SHARE Strategic Perspectives on B2B Social Media€¦ · on Social Media in B2B Prof.dr. Henry Robben Nyenrode Business Universiteit & Vision2B. Hi, I’m Henry Robben. I take care](https://reader035.fdocuments.in/reader035/viewer/2022062317/5fb59c918af130592e2b23d8/html5/thumbnails/2.jpg)
Hi, I’m Henry Robben.
I take care of my three sons, read whatever is available, enjoy first-person shooter games, cycle as much as I can, and cheer for Oranje, the Dutch national soccer team.
I am a Professor of Marketing at Nyenrode Business Universiteit and a founding partner at Vision2B.
For a living, I catalyze strategic marketing processes to help individuals and companies realize their ambitions.
I have turned my passion into my job, that is why I’m here with you today. Combining my academic work with practice is a ‘conditio sine qua non’ for me.
![Page 4: SHARE Strategic Perspectives on B2B Social Media€¦ · on Social Media in B2B Prof.dr. Henry Robben Nyenrode Business Universiteit & Vision2B. Hi, I’m Henry Robben. I take care](https://reader035.fdocuments.in/reader035/viewer/2022062317/5fb59c918af130592e2b23d8/html5/thumbnails/4.jpg)
A Strategic Inductive-Deductive Approach to (Social) Media From a Customer Perspective.
http://www.youtube.com/watch?v=zhgCDLmMuqI
![Page 5: SHARE Strategic Perspectives on B2B Social Media€¦ · on Social Media in B2B Prof.dr. Henry Robben Nyenrode Business Universiteit & Vision2B. Hi, I’m Henry Robben. I take care](https://reader035.fdocuments.in/reader035/viewer/2022062317/5fb59c918af130592e2b23d8/html5/thumbnails/5.jpg)
Be where the customer is.
When they need you to be there.
Know what to bring...
And the customer today is Sophie.She is the CEO of a travel agency.
![Page 6: SHARE Strategic Perspectives on B2B Social Media€¦ · on Social Media in B2B Prof.dr. Henry Robben Nyenrode Business Universiteit & Vision2B. Hi, I’m Henry Robben. I take care](https://reader035.fdocuments.in/reader035/viewer/2022062317/5fb59c918af130592e2b23d8/html5/thumbnails/6.jpg)
Back Office
Customer Facing
Sophie
PriceCustomer Process
Image
Offering
Resource
Resource Resource
Resource
ResourceResource
Where is customervalue created?
![Page 7: SHARE Strategic Perspectives on B2B Social Media€¦ · on Social Media in B2B Prof.dr. Henry Robben Nyenrode Business Universiteit & Vision2B. Hi, I’m Henry Robben. I take care](https://reader035.fdocuments.in/reader035/viewer/2022062317/5fb59c918af130592e2b23d8/html5/thumbnails/7.jpg)
Customers’ Outlook on Differentiating Advantage(The CODA-model): Generic reasons to buy
• OfferingThe core functional product or service your company offers
• ImageThe beliefs, images, ideas or impressions the market holds about your company and/or the products you offer
• Customer ProcessThe company/customer- interaction process, as perceived by the customer, by means of which your company identifies, builds and maintains relationships with its customers and delivers its offering
• PriceThe financial and non-financial costs your customers make in order to own or consume your products/services
PriceCustomer Process
Image
Offering
Figure 2.8CODA : Customer's Outlook on Differentiating Advantages
![Page 8: SHARE Strategic Perspectives on B2B Social Media€¦ · on Social Media in B2B Prof.dr. Henry Robben Nyenrode Business Universiteit & Vision2B. Hi, I’m Henry Robben. I take care](https://reader035.fdocuments.in/reader035/viewer/2022062317/5fb59c918af130592e2b23d8/html5/thumbnails/8.jpg)
Adapted from Figure 2.3Way-to-Client Architecture
Sophie
Influencers
(Bloggers, Events, Instructors, etc.)
Analogue / Digital Channels used by Brands
Social (e)Paper (e)Magazines Broadcas<ng
Direct
(Online and offline, social and individual, etc.)
Indirect
(Business Networks, etc.)
Customer Process
InductiveDecisionProcess
![Page 9: SHARE Strategic Perspectives on B2B Social Media€¦ · on Social Media in B2B Prof.dr. Henry Robben Nyenrode Business Universiteit & Vision2B. Hi, I’m Henry Robben. I take care](https://reader035.fdocuments.in/reader035/viewer/2022062317/5fb59c918af130592e2b23d8/html5/thumbnails/9.jpg)
Adapted from Figure 2.3Way-to-Client Architecture
Sophie
Influencers
(Bloggers, Events, Instructors, etc.)
Social Media used by Brands
Offering / Message 1 Offering / Message 2 Offering / Message 3 Offering / Message 4
Direct Subscrip<ons
(Facebook, TwiKer, Forums, etc.)
Indirect Referrals
(Likes, ReTweets, Shares, etc.)
Customer Process
Inductivedecisionprocess
![Page 10: SHARE Strategic Perspectives on B2B Social Media€¦ · on Social Media in B2B Prof.dr. Henry Robben Nyenrode Business Universiteit & Vision2B. Hi, I’m Henry Robben. I take care](https://reader035.fdocuments.in/reader035/viewer/2022062317/5fb59c918af130592e2b23d8/html5/thumbnails/10.jpg)
marketing and messages work in
segments
![Page 11: SHARE Strategic Perspectives on B2B Social Media€¦ · on Social Media in B2B Prof.dr. Henry Robben Nyenrode Business Universiteit & Vision2B. Hi, I’m Henry Robben. I take care](https://reader035.fdocuments.in/reader035/viewer/2022062317/5fb59c918af130592e2b23d8/html5/thumbnails/11.jpg)
Phase in the decision process
Free after Figure 2.1Defining the Media-to-Customer Strategy
What message do we offer?
Which channeldo we use?
Pre-Transaction
Implementation& Service
Purchase &Delivery
Social
Broadcasting
Traditional
Offline interaction
Offering
CustomerProcess
Image
Price
![Page 12: SHARE Strategic Perspectives on B2B Social Media€¦ · on Social Media in B2B Prof.dr. Henry Robben Nyenrode Business Universiteit & Vision2B. Hi, I’m Henry Robben. I take care](https://reader035.fdocuments.in/reader035/viewer/2022062317/5fb59c918af130592e2b23d8/html5/thumbnails/12.jpg)
http://www.youtube.com/watch?v=heSudg-tfIk
![Page 13: SHARE Strategic Perspectives on B2B Social Media€¦ · on Social Media in B2B Prof.dr. Henry Robben Nyenrode Business Universiteit & Vision2B. Hi, I’m Henry Robben. I take care](https://reader035.fdocuments.in/reader035/viewer/2022062317/5fb59c918af130592e2b23d8/html5/thumbnails/13.jpg)
Adapted from Figure 2.3Way-to-Client Architecture
Sophie
Influencers
(Bloggers, Events, Instructors, etc.)
Analogue / Digital Channels used by Brands
Social (e)Paper (e)Magazines Broadcas<ng
Direct
(Online and offline, social and individual, etc.)
Indirect
(Business Networks, etc.)
Customer Process
DEductivedecisionprocess
InductiveDecisionProcess
![Page 14: SHARE Strategic Perspectives on B2B Social Media€¦ · on Social Media in B2B Prof.dr. Henry Robben Nyenrode Business Universiteit & Vision2B. Hi, I’m Henry Robben. I take care](https://reader035.fdocuments.in/reader035/viewer/2022062317/5fb59c918af130592e2b23d8/html5/thumbnails/14.jpg)
14
DEC
Social media are a two-way system that has its own rules...
![Page 15: SHARE Strategic Perspectives on B2B Social Media€¦ · on Social Media in B2B Prof.dr. Henry Robben Nyenrode Business Universiteit & Vision2B. Hi, I’m Henry Robben. I take care](https://reader035.fdocuments.in/reader035/viewer/2022062317/5fb59c918af130592e2b23d8/html5/thumbnails/15.jpg)
Basically, it’s a decision on what, where, and
when...
WWW
![Page 16: SHARE Strategic Perspectives on B2B Social Media€¦ · on Social Media in B2B Prof.dr. Henry Robben Nyenrode Business Universiteit & Vision2B. Hi, I’m Henry Robben. I take care](https://reader035.fdocuments.in/reader035/viewer/2022062317/5fb59c918af130592e2b23d8/html5/thumbnails/16.jpg)
Please enjoy the rest of the seminar!
Prof.dr. Henry RobbenNyenrode Business Universiteit
Vision2B