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AUGUST 17, 2009 The 3 big social media questions
have been looking for a way to distil the essence of social media marketing for B2B and, over the course of a number of conversations with clients, it has become clear that there are just 3 things a B2B organization needs if it is going to have a strong, useful presence on the social web. Sometimes, it’s good to return to the basics. Just three.
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SEPTEMBER 4, 2009 A stronger, fitter brand in just 3 minutes?
Yes - your B2B brand can be stronger, fitter and altogether more gorgeous. few weeks ago I wrote a blog post that postulated the three fundamental questions that a B2B company needed to answer if it was to succeed in social media. Normal.dotm. Base One. false. 18 pt. 18 pt. false. false. false. And it takes just a few minutes. Forget the detail, just look at the topline.
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APRIL 21, 2009 Who is the social media voice for your business?
Basically, the point of the research was to show that having a "live" person manning the chatroom, fielding enquiries from prospects, is a sound investment for 'big-ticket' B2B sales. You don't often hear phrases like "305% ROI" attached to discussions about social media, so I was delighted to read, via Kipp Bodnar , about Forrester's recent research into "live chat" as a sales tool.
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SEPTEMBER 15, 2009 Brand guidelines not fit for purpose
I've just been looking through two sets of brand guidelines, both for household-name b2b brands. They are nice, shiny, well produced documents. Look great in print. But I'm looking for guidance on how we use the brands for online projects we're planning. And nope, there's nothing there. It's completely absent. It doesn't appear seem to have been considered at all.
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MAY 14, 2009 Is it social media or just multimedia?
As you know, good examples of B2B social media marketing are thin on the ground at the moment. And they are all the harder to find when many B2B companies seem to confuse social media with multimedia. You know the kind of thing: people who believe that posting a few corporate videos to YouTube counts as 'social media marketing'.
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BEYOND A new economic morality for b2b?
| SUNDAY, MAY 17, 2009
To me it seems for B2B
brands, taking up the positions of leadership, stewardship and trusteeship Umair talks about could provide the potential to become truly different and to grow sustainably out of the current crisis. Offhand, I can't think of many in b2b
who are really taking this kind of approach right now. In this very compelling and thought-provoking presentation , Umair Haque presents an alternative perspective on the current economic situation. The result of this he calls is the ' Zombieconomy ' - industries and corporations now worth nothing. Great phrase. MORE >>
BEYOND The silver lining of the B2B media buying cloud
| WEDNESDAY, JULY 1, 2009
Right now, B2B
media owners have got it tough. But as a B2B
marketer, you have your own problems and getting the most out of your (shrinking) budgets isn't easy. No point pretending otherwise. Ad revenue is down, publications are suffering, and many ad sales people are fearing for their jobs. Luckily for you, you are probably not a media owner. There are opportunities for media buyers - you just have to look closely. MORE >>
BEYOND Capture the data. Release the goodwill.
| FRIDAY, JULY 3, 2009
So why do so many B2B
marketers do it? There are many things in life that can ruin the mood. Caterpillars in the salad. Wasps in the bedroom. Spotify ads in the middle of my Sounds of Nature playlist. But nothing dampens my enthusiasm while I’m browsing the web quite as drastically as the dreaded data capture form. It just changes the mood completely. refer to the kind of situation where you find a link to an interesting-sounding article, but you are not allowed to see it until you have told them your age, sex and inside leg measurement. It’s like a bucket of cold water. MORE >>
BEYOND Twitter and B2B: don't be fooled by the silent majority
| THURSDAY, JULY 9, 2009
But that's a fairly one-dimensional view and, as B2B
marketers, we shouldn't leap to conclusions. Apparently, 90% of Twitter traffic is created by just 10% of users. This fact, according to the widely quoted recent report by Harvard Business School , "implies that Twitter resembles more of a one-way, one-to-many publishing service than a two-way, peer-to-peer communication network". The sub-text here is clear: Twitter is mainly spam. We're in danger of ignoring the fact that Twitter can be many things to many people, and can therefore fill a number of different roles for your brand. MORE >>
BEYOND Beyond: The Poems. Order now
| TUESDAY, JULY 21, 2009
'You can't write a poem about B2B
marketing'. It all started just over a year ago with an invitation: our original pink poem in B2B
Marketing magazine. Following up in the Beyond blog, we asked all of you involved in B2B
to 'debate how and why (if?) marketing is changing.share influences.move it along' - in other words, to help shape the B2B
mindshift. But what good is a poem about B2B
marketing? Not just one, anyway. More like seven. Poems don't give us conventionally useful answers. Deeper. And in this case, beyond business as usual. Really. MORE >>
- Turning the B2B world inside-out. Or is it outside-in? BEYOND | THURSDAY, JULY 23, 2009
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