This document provides an overview of using social media in business-to-business (B2B) contexts. It discusses how B2B differs from business-to-consumer contexts in involving complex decisions and networks of influencers. It recommends that B2B brands on social media engage not just customers but also suppliers, collaborators, trade associations and regulators to position their brand. The document outlines deciding which network contacts to engage with, what type of engagement to have, and which platforms to use. It emphasizes taking a long-term approach to conversations as the B2B buying cycle is long. Finally, it provides a top ten tip list for B2B social media strategists focusing on understanding networks of influence.

1. B2B Social Media Top Down for Strategic Thinkers David Edmundson-Bird MMU Business School

2. Agenda An Intro to B2B Social Media Positioning a Brand in the Social Media Space Engaging with the B2B Marketspace The Conversation – B2B Social Media as Marketing and PR There’s always room for a Top Ten Tip List Even for Senior Managers

3. An Introduction to B2B Social Media

4. An Introduction to B2B Social Media B2C Purchase decisions don’t require complexity Decisions are quick The world of FMCG B2B Careful consideration of complex decisions No single decision-maker Slow

5. Networks of Persuasion Suppliers of Support Suppliers of Primary Less obviousmarketingthinking Government Bodies The B2B Supplier The B2B Buyer Lobbyists Trade Associations Instinctive marketing thinking Suppliers Clients Collaborators

6. The B2B Social Media Marketing Opportunity Not just communicate with B2B customers Engage with Your customer’s clients Your suppliers of primary and support Your client’s trade association Lobbyists Regulatory bodies Collaborators

7. Positioning a B2B Brand in the Social Media Space

8. Positioning a B2B Brand in Social Media Where can only you occupy? How can you establish your brand as the sole occupant in a given social media position? Some old-fashioned principles apply:

9. The Social Media “Proposition” Why does your B2B brand exist? The differentiation and relevance Not only to B2B customers but to other stakeholders It’s the clear focus for your staff It’s the clear focus when other people engage other people about your B2B brand

10. Engaging with the B2B Marketspace

11. Engaging with the B2B Marketspace You need to make a number of decisions – look at your Networks of Persuasion Which of the network contacts will you engage with as a business? Which of the network contacts will other contacts engage with about you? What will you do? Say things to them? Listen to them? Which platforms and environments will you use to engage with them?

12. Social Network Contacts Need to decide who is key from your network segments There may be network elements that you don’t want/need or shouldn’t engage with Who has the most persuasion capability within your network – can you engage with them so that they engage for you?

13. What to do in Engagement Think of the Social Media Proposition Build engagements you make on the social media proposition Each engagement with a stakeholder needs to be personalized and relevant Consider the agendas and motivation of the stakeholders Can they be motivated to engage with other stakeholders on your behalf?

14. What to do in Engagement The Listening Post Consider engagement as a feedback channel too Product design Reputation management Consultation Complaints

15. Platforms & Environments What is/are the preferred platform(s) of your stakeholders? Avoid attempting to engage where they are not You will increase engagement if you use the right environment And legally use words such as ROI  Consider the role of the 4 social environment types

16. B2B Social Media Environment Types Collaboration Blogging Blog directories Instant messaging Microblogging Podcasting RSS Photo sharing Q&A systems Social networks Video sharing WIkis Communication Syndication Sharing documents Recommendation environments Social bookmarking Syndication Webinars Interaction Apps

17. B2B Social Media Platforms

18. The Conversation – B2B Social Media as Marketing and PR

19. The Conversation The B2B buying cycle is long There are different stakeholders involved at different stages The conversation needs to happen in the correct place and context Is it Collaborative? Syndicatable? Interactive? Communicative?

20. There’s always room for a Top Ten Tip List Even for Senior Managers

21. The B2B Social Media Strategists Top Ten Tip List Think about all of the participants in your network of influence Not just your customers Know that it is not instant Slow-boiler Think about B2B Brand differentiation Think about your social media proposition Work out who the No.1 network participant is Not the no.1 customer

22. The B2B Social Media Strategists Top Ten Tip List Only work in social media channels that the network participants use Use social media to distinguish yourself Have different propositions in different networks for different participants The conversation is happening anyway