The document discusses B2B social media and moving beyond hype. It notes that tactics from consumer social media may not work for B2B audiences, who want relationships rather than transactions. B2B audiences use social media to learn about products before purchase and resolve support issues. Tools should support information flow to the audience rather than expecting audiences to come. Measurement of social media is also important for B2B, going beyond metrics like followers to demonstrate ROI. The document provides examples from companies like SAP, NetApp, and Cisco of effectively engaging B2B audiences through social media.
B2B Social Media - Moving Beyond the Hype (iStrategy San Francisco)
1. B2B Social Media:
Moving Beyond the Hype
Mike Rowland, Impact Interactions
Jeanette Gibson, Cisco Systems
Navneet Grewal, NetApp
Sara Larsen, SAP
April 5, 2011
15. About SAP
Leading Provider of Business Software
Over 109,000 Companies Run on
SAP Software
38 Years of Business Process
Experience
New Innovation in Business Analytics
and Mobility Solutions
Our Mission: Make Every Customer a
Best-Run Business
16. Leading Companies Trust
Our Industry Expertise
Trading
Industries
Consumer Financial
Industries Services
Process Discrete
Manufacturing Manufacturing
Services Public
Services
17. SAP Helps the World Run
Better.
SAP Customers….
…process 2.5 billion …manage 50 million …produce 2.2 million
utility bills per year bank accounts tons of chocolate
18. Social Media Momentum
@ SAP
Broad Channel Reach
Highly Engaged Community
Enterprise Wide Listening &
Reporting
Broad Campaign Integration
SAP Community Network… may be the most extensive use to date of social media by a corporation.”
Richard Adler, Leveraging the Talent-Driven Organization, The Aspen Institute, March 2010
19. Social Media – Making It
Real
Prioritize with a Purpose
Define a Point of View
Put a Stake in the Ground
Quick Wins are Important
Executing the Long Game
23. Our B2B Social
Media Strategy –
Building Growth
Navneet Grewal
Director, Digital Marketing
April 5, 2011
24. About NetApp
Provider of industry leading data and
storage management solutions
Fortune 100 company with $3.9B
annual revenue (FY11)
Over 10,000 employees in more than
150 offices worldwide
One of the Best Companies to Work for
24
25. Our Audience is Global & Interacts
Across Multiple Platforms with NetApp
Microblogging (Twitter, Sina): 22
accounts in 19 countries, 11
languages
Social Networks (Facebook,
LinkedIn, Sina): 30 accounts in 16
countries, 12 languages
Video Channels
(Tudou,Youku,Youtube): 8
accounts in 10 countries, 5
languages
Blogs: 50+ blogs in 15 countries,
9 languages
Communities: US based over
71,000 members 25
32. Business Value of Online Conversations
Community knowledge sharing continues to provide
value to NetApp customers and partners
Partners Benefit From Engagement
“I use the Communities for two things: To download the latest
NetApp DOCs for basically anything (They are always newer
here than anywhere else) and to help NetApp Customers with
their NetApp issues when I have the time – I have been getting
some great leads…
32
34. Why This Is So Important for NetApp
From our recent Value Framework project we learned:
Active members using our community to interact and engage
with us contributed hundreds of millions of dollars in sales
revenue over a 6 month period
Active partners of NetApp engaging in the community
delivered over half a billion dollars in partner owned sales
revenue over the same time period
Using B2B Social Media properly allows us to expand our reach
using the network effect in a cost effective manner to engage
with our valuable audience members
– The audience is valuable…
– Companies must integrate information to be a valued
resource to the audience versus providing information
overload in a disorganized manner
34