Social media is changing how businesses operate in three key ways: 1) Through networking and connections on platforms that allow information and data sharing between users. 2) By providing context about users' personal and professional lives that makes shared information more relevant. 3) Through the data collected on users that reveals trends and provides value as the network grows. This document discusses how these dimensions are transforming branding, generating new business, gathering knowledge, and finding talent for businesses using social media.

1. Social Media and the B2B Economy How social technologies are changing business. Eugenie van Wiechenhttp://nl.linkedin.com/in/eugenievanwiechen

2. Web Pages Indexed 3,000X (In MM) 2

3. Wave 1: Portals 3

4. 4

5. 5

6. Social Media 6

7. Platform Connections Killer App 7

8. Three Dimensions of Relevancy Critical Mass Context Data 8

9. Critical Mass: Network Effect Member Growth Size of Network Information Collected Value of Information 9

10. Context Personal Family Professional 10

11. WSJ Blackberry tablet computer poised for debut. Does RIM have an iPad killer? http://tiny.cc/mz9u5 2 hours ago via LinkedIn mygurlgotAgfThis old woman just hit on me 1 hours ago via txt De00 Finished watching 2012. Was soooooo tank  1hours ago via txt Visa717 Just made blueberry cheesecake ice cream and now it’s time for poker! 1 hours ago via txt WSJ BlackBerry tablet computer poised for debut. Does RIM have an IPad killer? http://tiny.cc/mz9u5 2 hours ago via LinkedIn 11

12. WSJ Blackberry tablet computer poised for debut. Does RIM have an iPad killer? http://tiny.cc/mz9u5 2 hours ago via LinkedIn WSJ BlackBerry tablet computer poised for debut. Does RIM have an IPad killer? http://tiny.cc/mz9u5 2 hours ago via LinkedIn 12

13. Data 13

14. Implications & Opportunities for Businesses 14

15. How relevant is Social Media for B2B Marketing?

16. Four major business opportunities Branding Generating New Business Gathering Knowledge Finding talent Comment• Social Media is voor elke organisatie belangrijk of je er nu wel of niet mee werkt, het imago van een organisatie kan razendsnel veranderen (in positieve en negatieve zin) door berichten verspreid op het internet. .. Onderschat de kracht van social media niet! Comment • Als het juist ingezet wordt zeer relevant. Het kan het imago van je bedrijfontzettend ondersteunen. Comment • Heb zelf ervaring met uitnodigen via 'traditionele mailing' en via Social media. Laatste werkte veel beter, als je mensen uit eigen netwerk aanboort voelt natuurlijk veel persoonlijker en warme leads generen een betere response. Not rocket science ... Comment • B2B gaat bij uitstek om vertrouwen en bij voorkeur om persoonlijke relatie. Social media maakt meer dan ooit de dialoog mogelijk en dus ook de kans op onderling vertrouwen. Comment • Social Media is volop in beweging en wordt volop toegepast - blijkt zelfs een uitstekend middel om een revolte te mobiliseren. Laten we vooral niet voorbij gaan aan het belang van kennisdeling Comment • Social Media heeft een prominente plek binnen de wereld van recruitment weten te veroveren. Werving en selectie is meer dan ooit een vakgebied waarbij de focus ligt op actieve, lange termijn betrokkenheid van Recruiters bij kandidaten en opdrachtgevers waarbij Social Media een onmisbaar medium is.

17. Branding 1

18. Personal branding on LinkedIn Snapshot of Nico’s current and past occupation and education Profile picture must be headshot only 6 people have recommended Nico How You’re Connected shows the relationship within LinkedIn’s network Summary of Nico’s professional background and competencies See shared connections… Detailed career experience LinkedIn Proprietary & Confidential

19. Personal branding, different context No restrictions on Profile photo content Information is personal / social Profile page has photos, friends, informal messaging Posts may include video, audio, and commentary that may be appropriate for social sharing but could hurt one’s reputation as a professional Some content is generated by others and may be inappropriate for a work environment LinkedIn Proprietary & Confidential

20. Organizational branding – B2B context

21. Organizational branding – B2C context

22. Generating New Business 2

23. Your people make your brand relevant to your customers Authenticity: Who recommends this person? How am I connected to them?

24. And your customers to other customers…

25. Gathering knowledge 3

26. Effective decision making Belonging to business network groups is the real referral generator What are you doing that is working or innovative to create new customers or clients? Find and which search terms were used to find you, and then use those .. Putting them on my talkscast show gives them a friendly paltform to share knowledge.. and we up our “Google” at the same time!

27. Business Insights

28. Opportunities for innovation outside your company

29. Finding Talent 4

30. Career explorer

31. Leverage your own personal and authentic brand Build relationships with prospects as individuals create your own communities Help your company ‘own the space’ The Opportunity

32. Philips is building true engagement with an important customer base by creating meaningful communities on LinkedIn, communities which allow members to collaborate and share insights delivering real value. They’ve truly grasped the potential of what it means to be driving professional conversations in the right context as a way to increase brand equity and, as such, should be recognized as global thought leaders in this area.” - Jeff Weiner, CEO of LinkedIn