Workshop met Antony Slabinck, LBi, voor het DM Institute van Erik Van Vooren

1.
Social
Media
in
B2B
18
December
2012

2. Dank
aan
onze
Support
Partners

3.
Social
Media:
B2B
versus
B2C

4. 1.
Marke)ng
is
Dead

5. People
are
fed
up
with
unwanted
&
irrelevant
interrup3ons…

6. Marke:ng
1.0
–
Consumer
1.0
•
efficient
•
predictable
•
mo6vated
by
the
best
deals
•
mostly
ra6onal
in
buying
decisions

7.
Those
were
the
days…

8. Today’s
consumer
has
changed

9. Consumer
2.0
Meet
the
new
“Homo
Feelgoodonicus”:
•
is
inefficient
&
unpredictable
•
is
mo:vated
by
what
makes
him/her
happy
•
ignores
most
of
the
marke:ng
messages
•
can
decide
&
buy
en:rely
based
on
emo:ons
•
likes
to
be
social
and
be
part
of
a
community

10. The
consumer
has
changed…
h=p://www.youtube.com/watch?v=heSudg-­‐FIk

11. People
2.0
are
“interconnected”
The
average
“interconnected”
consumer
has
+150
followers

12. Only
14%
trust
…
online
ads

13. >85%
trust
…
Word
of
Mouth

14. a
Wor(l)d
of
Mouth
Lots
of
media
tools
at
their
fingertops

15. Consumer
2.0
• Emo:onal
buyers
• Interconnected
• World
of
Media
• >82%
internet
penetra:on
• Rise
of
mobile

16. You
can’t
solve
problems
of
today

17. with
the
answers
of
yesterday

18. Technology
is
changing
fast…
CdRom
h=p://www.youtube.com/watch?v=7eAaNI6bfI8

19. Time
to
get
started
1) Who
is
ac:vely
(7/week)
using
Foursquare?
2) Who
is
ac:vely
using
TwiXer?
3) Who
is
ac:vely
using
Facebook?
4) Who
is
ac:vely
using
other
Social
Media?

20. Technology
is
changing
fast…
TypeWriter
h=p://www.youtube.com/watch?v=eB3TuLM-­‐6ys

21. 2.
Who
says
so?

22. Antony
Slabinck
CEO
@
LBi
Belgium
Head
of
Social
Media
Task
Force
@
IAB

25. The
Changing
Consumer

26. The
Changing
Consumer

27. The
Changing
Consumer

28. The
Changing
Business

29. The
Changing
Business

30. The
Changing
Business

31. Technology
is
changing
fast…
Google
h=p://www.youtube.com/watch?v=cdgQpa1pUUE

32. The
Changing
Agency

33. The
Changing
Agency

34. The
Changing
Agency

35. The
changing
media
landscape

36. The
changing
media
landscape

37. Doing
this
well
is
difficult
and
absolutely
needs
the
best
available
skills

38. The
answer
is
in
tto
achieve
It
is
very
difficult
he
blend

39. We
don’t
have
all
the
answers
…

40.
…
but
we
know
how
to
brew!

41. It’s
all
in
the
blend

42. Digital
Mastery

43. That’s
why
we
built
one
company

44. Strong
global
footprint

45. Lost
Boys
Interna3onal
Building
Believable
Brands

46. 3.
So
…
what‘s
Social
Media?

47. Social
Media
is…
• Interconnected
People
• having
Conversa)ons
• using
all
available
Media
=>
a
shi`
in
how
people
discover,
read
and
share
News
&
Informa3on

48. Social
media
is
just
like
real
life!
But
with
larger
networks,
24/24,
archived
>
2
years

49. It
no
longer
ma=ers
what
YOU
say!
Today,
your
brand
will
be
determined
by:
what
you
do
who
you
are
and
what
THEY
say!

50. Social
Media
Tools
RSS
Microblogs
Social
networks
Blogs
Wiki
‘s
Social
Bookmarking
Virtual
Worlds
Podcast
Vodcast
Widgets
Mobile
Augmented
Reality
…

51. RSS
Podcast
Microblogs
Vodcast
Social
networks
Widgets
Blogs
Mobile
Wiki
‘s
Augmented
Reality
Social
Bookmarking
…
Virtual
Worlds
I
couldn’t
care
less!

52. This
is
NOT
about
media
nor
about
technology!

53. It’s
all
about:
• People
being
interconnected
• having
Conversa6ons
• using
all
available
Media

54. 5
Key
Principles
to
live
by…
1. Get
connected.
You
will
not
fully
grasp
the
poten6al
if
you
are
not
connected.
2. Think
like
your
customers
(and
their
customers).
Get
to
know
them
and
their
agenda.
Interact
with
them.
Leverage
your
influencers.
3. Strategy
first,
then
technology.
Don’t
make
Social
a
business
priority.
Make
it
an
enabler
of
your
exis6ng
business
priori6es.
4. Get
comfortable
with
change.
It’s
the
new
constant.
Don’t
be
afraid
to
be
an
early
adopter
(or
at
least
a
fast
follower).
5. Watch.
Listen.
Learn.
Interact.
Repeat.
Commit
to
ongoing
learning,
interac6on
and
conversa6ons
with
your
customers.

55. Threats
§ It’s
probably
just
a
Fad/Hype/Technology
§ Communi6es
are
created
without
my
consent
§ We
will
not
be
in
control
anymore!
§ Company
processes
are
not
ready
§ Company/employee
culture
is
not
ready
§ Our
CEO
doesn’t
use
Facebook…
§ Campaigns
without
a
strategy
§ Star6ng
too
late
§ All
budget
to
campaign,
not
enough
leq
for
1
year
of
“ongoing
dialogue”
§ …
Social
Media
needs
a
new
artude
from
all
stakeholders!

56. Opportuni6es
§ Market
research
–
Authen6c
Customer
Insights
§ Customer
Support
§ Contextual
marke6ng
/
Social
CRM
§ Product
Design
§ Natural
SEO
§ Human
Resources
§ Developing
new
business
models
§ Sales
§ …
You
can
already
start
a
dialogue
for
less
than
0,2
FTE
(Social
Media
Managers,
Conversa6on
Managers,
…)

57. Put
your
customers
first!

58. Engage
customers
on
their
terms

59. You
have
to
understand
the
basics
of:
• Social
Communi:es
• Brand
Advocates
• When
Social
Meets
Mobile
• Loca:on
Based
Services

60. 4.
Social
Communi)es

61. How
do
communi:es
get
started?

62. How
do
communi6es
get
started?
1. You
need
a
fool
to
start
,
he
needs
the
guts
to
stand
alone
and
look
ridicolous
2. Must
be
easy
to
follow
3. First
follower
transforms
the
fool
into
a
leader
4. Leader
shows
how
to
follow
5. It’s
now
about
them
6. Second
follower
changes
two
nuts
into
a
crowd
7. New
followers
need
to
see
the
followers
as
they
want
to
emulate
them
8. A
movement
is
started!
9. It’s
no
longer
risky
to
join
the
movement
10. Those
who
didn’t
join
became
the
fools

63. Case:
Obama
–
Yes
We
can
–
Hope.Act.Change
h=p://www.youtube.com/watch?v=jjXyqcx-­‐mYY&feature=related

64. Case:
Obama
–
Yes
We
can
–
Hope.Act.Change

65. Your
Checklist
for
a
succesfull
case:
ü Fun
experience
ü Added
Value
You
should
offer:
ü Par6cipa6on
ü Collabora6on/Sharing
ü Dialogue/Tool
ü Authen6c
ü Relevant
You
should
be:
ü Posi6ve
ü Honest
ü Trustworthy

66. Pick
up
user
generated
stories
Enhance
them

67. 5.
Brand
Advocates
Basics

68.
What’s
a
Brand
Advocate?
A
customer…
•
who
has
an
outspoken
posi:ve
percep:on
of
a
brand
•
who
will
talk
favorably
about
a
brand
to
their
friends
•
who
can
help
generate
brand
awareness
•
who
can
influence
purchase
inten:ons
They
have
always
been
there
…
BUT
never
had
much
chance
to
be
heard.
DIGITAL
is
their
tool

69. Customers
as
Brand
Advocates
Brand
Advocates:
They
like
to
convert
peers
Oqen
as
well
Innovators
(2%)
&
Early
Adopters
(13%)
They
express
their
love
for
your
brand
to
others
(but
are
not
trying
to
convert
others,
typically
Facebook
Fans)

70. Why
are
Brand
Avocates
so
interes:ng?
Promo:onal
offers
sent
by
Advocates
convert
5
:mes
more
(than
offers
sent
by
brands)
ACTION:
Iden3fy
and
mobilize
your
Advocates!

71. 53
percent
of
advocates
(vs
33
percent
for
consumers)
want
to
be
recognized
as
an
individual.
DeloiXe
study

72. Support
their
crea:ve
conversa:on

73. Help!
We
have
a
disaster
on
our
hands!

74. Do
brands
monitor
their
reputa:on
today?*
*Source:
2008
WebKnow
Study,
Cologne
University

75. Case:
Kryptonite
-­‐
Consumer
in
control
h=p://www.youtube.com/watch?v=t8XxcOj3Seo

76. Case:
Kryptonite
-­‐
Consumer
in
control

77. Case:
Toyota
-­‐
Boosted
Conversa6ons
They
turned
up
the
volume
of
their
response
level
and
created
a
social
media
war
room
that’s
staffed
with
6
to
8
responders
during
the
crisis.

78. Toyota
case:
Some
Facts
In
the
first
5
days,
over
a
million
people
viewed
the
Digg
Dialogg
video
interview
with
president,
Jim
Lentz:
“Some
of
our
models,
such
as
Prius,
have
entrenched
communi6es
of
enthusiasts
with
whom
we
engage,
as
they’re
authen6c
brand
advocates.”
“ROI
is
certainly
important
to
us
in
the
long
run,
however
we
don’t
plan
to
wait
to
define
it
before
advancing
ini6a6ves
we
know
are
important.
Over
6me
we
will
definitely
evaluate
our
efforts
in
order
to
determine
how
they
are
impac6ng
key
metrics.
Those
results
will
become
the
new
benchmarks
for
future
ini6a6ves,
and
ul6mately
the
founda6on
for
measuring
ROI.”
hXp://www.toyotaconversa:ons.com/
hXp://ad-­‐tech.blogs.imediaconnec:on.com/2010/03/30/370/

79. Ooops
...
We
forgot
to
talk
about
your
most
valuable
brand
influencers
…
as
many
companies
tend
to
forget.
Big
mistake,
sorry!

80. Your
employees!
The
most
overlooked
segment
of
poten:al
brand
building
are
your
employees!
They
are
out
there
in
the
world
interac:ng
with
people
every
day
(Ogilvy
&
Mather)

81. 6.
Brand
Ambassadors

82. Brand
Advocates
&
Brand
Ambassadors
Brand
Ambassadors:
Brand
Advocates:
Paid
employees
or
receive
kind
of
They
like
to
convert
peers
financial
award
to
promote
a
Oqen
as
well
Innovators
(2%)
&
Early
Adopters
(13%)
brand
They
express
their
love
for
your
brand
to
others
(but
are
not
trying
to
convert
others,
typically
Facebook
Fans)

83. Case
Best
Buy
-­‐
Twelpforce
Checklist
OFFER:
q
Fun
Experience
q
Added
Value
q
Collabora6on
q
Par6cipa6on
q
Dialogue/Tool
Checklist
BE:
q
Authen6c
q
Relevant
q
Posi6ve
q
Honest
q
Trustworthy

84. Case:
Twelpforce
(Best
Buy)

85. We
found
our
Ambassador
...
hope
you
have
too!

86. 7.
When
Social
meets
Mobile

87. What
is
makes
Mobile
so
special?
QUESTION:
Can
you
please
show
your
mobile?
1. Mobile
is
personal
2. Mobile
is
always
carried
–
the
world
in
my
pocket
3. Mobile
is
always
on
4. Mobile
has
a
built
in
payment
mechanism
5. Mobile
is
there
at
the
point
of
crea3ve
impulse
(instant)

88. What’s
the
sum
of
Social
+
Mobile
+
Loyalty?
Loyalty
€
Social
Mobile

89. 8.
Loca)on
Based
Marke)ng
It’s
all
about
relevance

90. The
boom
today:
Loca:on
Based
Services
• People-­‐
and
business-­‐driven
• De-­‐centralized
models
• Bo=om-­‐up
• Rich
experience
• Rela6onship,
engagement,
loyalty
• Social
• Incen6ve-­‐based
(badges,
coupons,
...)
€

91. Case
Thomas
Cook
–
Loca:on
Based
Service
• World
Travel
Conference
• 2000
a=endees
Checklist
OFFER:
q
Fun
Experience
q
Added
Value
• How
to
interact
with
a=endees?
• How
to
manage?
q
Collabora6on
• Fast
and
efficient
q
Par6cipa6on
q
Dialogue/Tool
Checklist
BE:
• Welcome
messages
q
Authen6c
• Timed
announcements
Relevant
q
• Departure
messages
q
Posi6ve
€
q
Honest
• 4
interac6ve
zones
q
Trustworthy
• Targeted
announcements
• Real
Time
Sta6s6cs
=>
adapta6ons

93. 9.
Some
B2B
cases

94. B2B
Case:
Accenture
–
Linkedin
Group
Accenture
focused
on
building
out
their
LinkedIn
group
to
run
their
recruitment
campaign.
They
focused
ini:ally
on
building
up
their
company
LinkedIn
group
in
what
became
a
very
ac:ve
community
with
more
than
21.400
members.
This
has
grown
to
generate
13
subgroups
which
are
represented
by
different
specialists
within
Accenture.
Their
LinkedIn
ac:vity
has
resulted
in
employments
for
the
business.
hXp://www.linkedin.com/groups?about=&gid=2301607&trk=anet_ug_grppro

95. B2B
Case:
SCANIA
–
Social
Newsroom
SCANIA
wanted
to
look
at
what
they
could
offer
their
consumers
in
a
branded
online
space.
Their
social
newsroom
features
original
content
focused
within
their
industry.
Different
types
of
content,
including
a
blog
and
an
embedded
Flickr
gallery,
gives
something
to
their
users
that
you
wouldn’t
normally
expect
from
a
company
of
their
type
or
industry.
Based
on
how
people
are
discovering
content
nowadays,
by
offering
a
hXp://www.scanianewsroom.com/
completely
social
experience.

96. B2B
Case:
CISCO
–
ASR
Launch
h=p://www.youtube.com/watch?v=90W5hWsYV3Q&feauture=player_embedded

98. B2B
Case:
CISCO
–
ASR
Launch

99. B2B
Case:
Dymo
–
Dealer
Portal
DYMO
Corpora:on
is
the
leading
manufacturer
of
handheld
label
makers
&
label
printers
and
wanted
to
build
a
direct
&
regular
contact
with
their
resellers.
They
developed
an
extranet
based
dealer
portal
using
different
Loyalty
&
Social
func:onali:es.
Main
focus
is
on
crea:ng
real
added
value
for
the
resellers
through
providing
all
Marke:ng
&
Campaign
Materials,
very
easy
E-­‐Learning
Modules,
linking
the
monthly
sales
out
data
with
a
Loyalty
Program
&
internal
compe::on.
hXp://www.dymoconnect.com

100. Social
media
shouldn’t
be
100%
of
1
person’s
job,
but
1%
of
100
people’s
jobs

101. B2B
Case:
IBM
–
The
Art
of
Sale
h=p://www.youtube.com/watch?v=90W5hWsYV3Q&feauture=player_embedded

102. B2B
Case:
IBM
–
The
Art
of
Sale
What
Works:
IBM’s
Culture
for
Social
Media
Innova)on
1. Stand
back
-­‐
Have
guidelines,
but
don’t
police
from
above.
Employees
tend
to
self-­‐regulate.
2.
Involve
employees
in
SM
planning
-­‐
Let
employees
write
the
guidelines
and
they’ll
feel
empowered.
3.
Give
them
the
tools—and
a
green
light
-­‐
Not
every
company
can
create
their
own
tools.
Look
for
powerful
social
media
tools
and
encourage
employees
to
use
them
to
do
their
jobs
be=er.
4.
Use
crowd-­‐sourcing
-­‐
Bring
together
employees,
clients,
partners
and
friends
for
powerful
idea-­‐sharing.

103. B2B
Case:
IBM
–
The
Art
of
Sale

104. B2B
Case:
IBM
–
The
Art
of
Sale

105. 10.
And
now
it’s
)me
you
start
building
your
case!

106. Start
early!
So
you
can
…
fail
sooner

107. LBi’s
Social
Media
Roadmap
Low
Aien)on
span
High
Aien)on
2
months
12
months
Aien)on
2
years
2
weeks
Low
control
.crowd
sourcing
.brand
advocates
empower
.1:1
marke6ng
.loyalty
program
engage
.microblog
.1:1
emails
.shared
experiences
.enriched
profiles
.social
bookmarking
.podcast
.personalized
folders
.visual
DNA
Control
dialogue
.1:1
booklets
.reputa6on
management
.1:1
lab
.online
media
campaign
.wiki
.surveys
listen
.twi=er
.hire
conversa6on
Manager
.employees
.email
marke6ng
.blog
.facebook
.tes6monials
.PR
.website
publish
.print
.monitoring
.TV
.folder
High
Control
.radio
.magazine
1.0
.direct
marke6ng
2.0
3.0
Low
High
Interac)on
Interac)on
Interac)on

108. Prepare
for
engagement
(Part
1/3)
1. Where
are
your
target
groups
(Listen)?
2. Do
we
have
Social
Media
believers
within
our
company?
3. Can
we
group
the
Brand
Ambassadors
(employees)

109. Prepare
for
engagement
(Part
2/3)
4. Can
we
locate
Brand
Advocates
(Consumers)
5. Can
we
get
support
&
buy-­‐in
from
management
6. Is
our
organisa)on
&
processes
ready?(SM
Guidelines)

110. Prepare
for
engagement
(Part
3/3)
7. Define
your
marke)ng
objec)ve
+
KPI’s
(Awareness,
Fidelisa6on,
...)
8. Set
up
more
professional
Monitoring
of
your
MicroSegments
9. Allocate
6me,
resources
and
budget

111. Henry
Ford:
If
I'd
asked
my
customers
what
they
wanted…

112. If
I'd
asked
my
customers
what
they
wanted…
they'd
said
a
faster
horse.
(Henry
Ford)

113. Monitoring
Measuring
the
Impact

114. 1.
Listen
Microblogging
•
Many
free
tools
• Aggregate
brand
men:ons
in
open
content
sources,
e.g.
Blogs
• Blogs
and
forums
• Tweets
• News
feeds
•
Requires
:me,
resources
and
Aggregators
pa:ence,
due
to
the
manual
work
associated
to
it

115. h=p://www.socialmen6on.com

116. Monitor
&
Find
Common
Ground

117. 2.
Monitor
•
To
listen
ac:vely,
report
and
analyse
•
Measure
results,
changes
and
trends
•
Iden:fy
poten:al
crises
•
Enterprise
tools
specialise
in
tracking
and
measurement
•
Iden:fy
where
your
target
groups
are
•
Learn
their
language

118. 3.
Engage
•
Set
up
a
conversa:on
team
•
Set
up
conversa:on
guidelines
•
Microsegment
•
Define
your
objec:ves
•
Different
strategies/segment
•
Define
ac:on
and
reac:on
based
on
the
analysis
of
data
•
Respond
on
ques:ons
and
complaints
• Use
customer
insight
for
improvement
and
innova:on
•
Adapt
your
roadmap
Back

120. Engage
&
Empower
(Part
1/3)
1. Analyse
your
listening
&
monitoring
results
2. Build
a
strategy
&
roadmap
based
on
the
objec6ve/microsegment
3. Build
a
presence
on
the
main
applica6on
of
your
targetgroup

121. Engage
&
Empower
(Part
2/3)
4. Pick
up
user
generated
stories
5. Create
Added
Value
content,
applica6ons
or
widgets
6. Boost
these
stories
through
communi)es
&
networks

122. Engage
&
Empower
(Part
3/3)
7. Empower
Brand
Ambassadors
(Employees)
8. Empower
Brand
Advocates
(Consumers)
9. Consistent
360
degrees
presence
(Perfect
Media
Mix)

123. Yes
you
can
…
solve
problems
of
today
with
the
answers
of
yesterday
TODAY

124. Marke:ng
is
alive!

125. 10
Social
Media
Guidelines
(Phase1:
Basic)
1. Start
with
social
media
in
a
very
early
stage
(Listen)
2. Locate
your
target
groups
3. Locate
the
SM
believers
within
your
company
(employees)
4. Group
the
Brand
Ambassadors
(employees)
5. Locate
Brand
Advocates
(Consumers)
6. Get
support/buy-­‐in
from
management
7. Check
your
organisa)on
&
processes
(SM
Guidelines)
8. Define
your
marke)ng
objec)ve
+
KPI’s
(Awareness,
Fidelisa6on,
...)
9. Set
up
more
professional
Monitoring
of
your
MicroSegments
10. Allocate
6me,
resources
and
budget

126. 10
Social
Media
Guidelines
(Phase2:
Advanced)
Once
you
are
ready
to
ENGAGE
&
EMPOWER
1. Analyse
your
listening
&
monitoring
results
2. Build
a
strategy
&
roadmap
based
on
the
objec6ve/microsegment
3. Build
a
presence
on
the
main
applica6on
of
your
targetgroup
4. Pick
up
user
generated
stories
5. Create
Added
Value
content,
applica6ons
or
widgets
6. Boost
these
stories
through
communi)es
&
networks
7. Empower
Brand
Ambassadors
(Employees)
8. Empower
Brand
Advocates
(Consumers)
9. Consistent
360
degrees
presence
(Perfect
Media
Mix)
10. It’s
not
about
you,
it’s
about
them!

127. It’s
up
to
you
to
judge
if
this
presenta)on
was
...

128.
Authen)c

129.
Relevant

130.
Posi)ve

131.
Honest

132.
Trustworthy

133. But
I
certainly
hope
that
you
appreciated
...

134.
Dialogue

135.
Sharing

136.
Par)pa)on

137. And
that
it
brought
to
you
...

138.
Added
Value

139.
Fun

140. Marke)ng
is
alive!
But
we’ll
have
to
respect
the
voices
of
millions!
Antony
Slabinck
LBi
Belgium
antony.slabinck@lbi.com
www.lbi.com
www.twiXer.com/antonyslabinck
www.twiXer.com/lbi_belgium