How Social Media is changing the way companies communicate B2B
Today, the issue seems to be, not on Twitter, but not on Twitter. The world seems to be excited with the phenomenon of Twitter. Even Bill Gates is tweeting.
The spread of Twitter and other Web 2.0 technologies like Facebook, YouTube and blogs have dramatically changed the way we socialize society and communicated. And companies are taking note.
Some of the biggest companies in the world are changing the way people communicate andCooperation with its customers, stakeholders and employees. The traditional marketing such as display and transmission of bulk e-mail is no longer sufficient. These days, companies are more likely to bring directly with customers through online discussion forums or blogs. marketing staff are equally at home typing with pitches less than 140 characters on Twitter, how they are conducted along the writing advertising copy.
Jumping on the train jumped Social Media
AfterAn August 2009 study by Babson Executive Education, and Mzinga, 86% of companies in various industries, said that social media is now a part of their business. 61% have integrated social applications on their Web sites or other sites, while 40% online communities have set up a booth. 39% chose the integration of third-party widgets on their sites.
Marketing as a major reason for the adoption of social media tools (57%), through internal collaboration (39%) cited below.
In anotherSurvey conducted by McKinsey in 2009 53% of companies surveyed said it plans to increase investment in social media tools and technologies over the next three years.
Why the interest in social media company? It is used as a word-of-mouth marketing phenomenon that a higher level of command involvement of consumers, and in some cases, better return on investment (ROI) than traditional advertising.
Power of social media
If there are doubts about the powerSocial Media as a marketing tool, look no further than Dell. The computer manufacturer has made headlines last year when it reported that it had generated revenue of USD6.5 million from Dell Outlet sales alerts via his Twitter account. Of course, this is a small percentage of the total revenues of USD60 billion, Dell in 2008. However, considering that it cost the company almost nothing to set up the Twitter account, ROI is considerable.
Another good example of the power of media isIntuit use of online discussion forums. Financial and accounting software company, "Live Community" forum allows customers to ask questions to other customers, including those that the company is not allowed Respond to restrictions because of the regulatory authority. Through word of mouth and consumer feedback, Intuit's revenues by 30% year visa.
Technologically savvy
Dell and Intuit are two examples of technology companies that are socially adept inIndustry, by far the best when it comes to full Web 2.0,
technology are already using podcasts, webcasts and video to promote their products and services available on the market, while the online discussion forums and the blogosphere are used to advertise free feedback and suggestions for their products.
They have also begun to engage bloggers, not to create awareness of new products by invitation, tests and reviews pre-launch. This can work both ways, however. ABad reviews can hurt a brand, but a confirmation of a blogger can be established powerful marketing strategies.
Financial institutions – still on the sidelines
On the other hand, financial institutions are generally happier than wallpaper in social media. They do not do much. This is not surprising, since strict rules prevent industry and compliance issues, to embrace "transparency" open to many banks requiring media.
The onlyPlatform seems that most of them in his friend. Although some banks have a Facebook page, most seem from the accounts to be opened for the fans, rather than the creditor
However, there are indications that some financial institutions are experimenting, starting with the media. Banks like Citibank and HSBC are discussion forums on their websites to obtain feedback from customers. While Standard Chartered Bank in Hong Kong has its own TV Standard Chartered YouTube.
ManagementConsulting firms – some are bigger than others converted
Management consultants are probably the most to gain from engaging in social media, including the promotion of its leading thinkers. Many partners of these companies have their contributions to the company website. This thought leadership pieces could reach a wider basis, even if they also have their blog or Twitter account, or if you have a bookmark-sharing and news sites like Delicious, Digg and relatedReddit.
Deloitte Consulting and McKinsey are two of the best examples of consultants who are making the best use of social media to promote their mentor. Use platforms such as Delicious and Digg to attract more people to their sites. With the launch of a forum for discussion of their articles, they can submit links to their corporate website to provide more of their freedom. This in turn generates more traffic and eyeballs results, and potentially newCustomers.
Unfortunately, aside from Deloitte, McKinsey and Accenture, consulting firms have more to jump on the train of social media.
The only channel of social media that all companies on LinkedIn to be in all three areas seem to be. This is expected. Unlike other social networking sites, the search approximately 50 million registered users on LinkedIn to create with fellow professionals who think, or his own company, combiningConnections.
the wealth of contacts in professional website has become a popular go-place "for managers of staff. Why also has several groups for any number of organizations or interest groups, businesses LinkedIn also particularly useful when searching for candidates with a specific set of skills.
Bookmark and Share Alike
While blogs, Twitter and Facebook channels popular media are used byBusinesses, companies should seek to explore B2B bookmarking services like Delicious and news sharing sites like Digg and Reddit to create a greater awareness to create.
Adobe maintains a list of companies with interesting news and discussions on Delicious. For example, software company Delicious used to save and share a link, the project is a guide to the web application or cloudy bokeh effect on a. This link provides Adobe bookmarking is moreEyeballs, and potential customers, as they would if only once a link on its website. It also uses to advertise his eSeminar Delicious.
now allows Intel blog network readers to "digg" or recommend the blog to read on Digg. written, for example, a blog by an employee on the power of 3D streaming technology recommended by Intel for almost a thousand registered users, Digg has been generated and over 100 comments. As a result of this work Blog EntryThe company was able, independent feedback, write to assess the popularity of the topic and generate some enthusiasm by a third-party site.
So what's next?
While some companies like Intuit, Intel, Accenture and Deloitte, with the maximum benefit and reap the benefits of Web 2.0 technologies, most business-to-business are not very socially engaged.
It would not last long, a technology standard B2B social space has become. Finally, the addresseswith what turns B2B marketing is everything – and that is, long-term relationships with communities to build a party.
So go ahead and:
First Identify your brand and B2B social personality
According Identify key objectives within the company in discussions with the social world of the media (bloggers can engage customers online, etc.)
Third Put your ideas and objectives and then find a way to measure, even if made by proxy
Identify someone in your fourthOrganization, whose full-time job is to make your sample social media and be him / her to maintain its brand ambassador
Fifth Start with the basics and build an online community, you must not be afraid to ask for suggestions
Sixth Regularly check what is being said about your company or brand online
Seventh Develop a response mechanism to deal with negative feedback online
8th Revise and improve your conversations – you're not afraid to experiment and find the right combinationtools for your business
Ninth Finally, the social landscape of media changing, so keep your eyes and ears open online
Like it or not, social media is here to stay. It is no longer an environment of one-to-many, but a world that many-to-many. B2B companies can no longer afford to remain on the sidelines as if they want to do before the race. So your company is involved in social issues?
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