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B2B and Being Social


      Andrew Gerrard

    30th September 2010
        @andrewgerrard
    andrew@d-marketing.co.uk
B2B and Being Social, Social Collective, sept. 2010
“On the Internet,
nobody knows you’re a dog.”
Old rules?
New Models
Commercial realities still apply
Mass Audiences
Market Fragmentation




Audience Segmentation
“I had my own blog for a while, but
     I decided to go back to just
    pointless, incessant barking.”
Focus on “Building”,

                not “Creating”
B2B and Being Social, Social Collective, sept. 2010
B2B and Being Social, Social Collective, sept. 2010
Suppliers                           Customers




            Suppliers   Customers
Close the business conversation loop




                             http://www.flickr.com/photos/kurafire
B2B and Being Social, Social Collective, sept. 2010
So you’re saying       ...as well as       What about
our sales people      marketing, PR,    Finance & Admin.
have to use this         customer           R&D and
   stuff too?        services and HR?    manufacturing?




                                              Sorry to burst
                                               your bubble
                                              dudes, but you
                                             asked. Yes, that’s
                                                the future.
                   No offense future
                      man, but is
                   everyone in your
                    time retarded?
Who do your customers trust?


             GPS SAYS LEFT,
             TWEEPS SAY RIGHT!
             WHICH ROUTE SHOULD
             WE TAKE NOW?
Establish relevant resources &
channels




                           http://www.bakelitecache.com
Create a 3-d business “personality”




                               http://chrisforgie.com
B2B and Being Social, Social Collective, sept. 2010
B2B and Being Social, Social Collective, sept. 2010
B2B and Being Social, Social Collective, sept. 2010
B2B and Being Social, Social Collective, sept. 2010
“Technology can only ever
    serve as a bridge,

 never as a destination.”
                 Lord Puttnam, IAB Engage, 2005
Thank you
http://slidesha.re/B2B_Being_Social

          Andrew Gerrard

        30th September 2010
            @andrewgerrard
        andrew@d-marketing.co.uk

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B2B and Being Social, Social Collective, sept. 2010