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B2B Social Media Seminar 22.3.2012

by Antti Routto, Pohjoisranta Burson-Marsteller
by

Pohjois Ranta

on 15 August 2012

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Transcript of B2B Social Media Seminar 22.3.2012

B2B A THOUGHT FOR THOUGHT LEADERSHIP SOCIAL MEDIA BUILDING YOUR DIGITAL FOOTPRINT OFF LINE TIME USERS COMBINING PRECONDITIONS THAT'S GREAT.

BUT WHAT IF YOUR COMPANY
PRODUCES... I AM A REALLY
BIG FAN OF... B2C VS B2B HIGHER BRAND IDENTIFICATION LOWER BRAND IDENTIFICATION ONE SIZE FITS MANY HIGHLY SPECIALIZED marketing activity through: MARKETING
CAMPAIGNS THOUGHT LEADERSHIP
EXPERT PROFILING
NETWORKING marketing activity through: THE GOOD NEWS:

EVERYBODY IS PASSIONATE
ABOUT SOMETHING. LESSON LEARNED:

DON'T BENCHMARK B2C. What do companies push? THE BRAND. But people are really looking for A SOLUTION BY SEARCHING IT
ON GOOGLE. 75% OF DECISION MAKERS USE SEARCH ENGINES FOR PROCUREMENT CONTENT VALUABLE CONSISTENT COMMUNICATIVE CONTENT VALUABLE CONSISTENT COMMUNICATIVE CONTENT VALUABLE CONSISTENT COMMUNICATIVE CONTENT VALUABLE CONSISTENT COMMUNICATIVE CONTENT VALUABLE CONSISTENT COMMUNICATIVE CONTENT VALUABLE CONSISTENT COMMUNICATIVE CONTENT VALUABLE CONSISTENT COMMUNICATIVE CONTENT VALUABLE CONSISTENT COMMUNICATIVE THE BRAND SOCIAL MEDIA B2B specialized
lower identification openess
value IT'S ONE IN THE BOX TO BUILD A CONTENT STRATEGY to tackle to build a bigger DIGITAL FOOTPRINT because, if it is not in the
Internet - it didn't happen. SO, WHAT IS THE
DIGITAL FOOTPRINT
MADE OF? ≈ 20 % NEWS CONTENT VALUABLE CONSISTENT COMMUNICATIVE CONTENT VALUABLE CONSISTENT COMMUNICATIVE CONTENT VALUABLE CONSISTENT COMMUNICATIVE CONTENT VALUABLE CONSISTENT COMMUNICATIVE CONTENT VALUABLE CONSISTENT COMMUNICATIVE CONTENT VALUABLE CONSISTENT COMMUNICATIVE CONTENT VALUABLE CONSISTENT COMMUNICATIVE CONTENT VALUABLE CONSISTENT COMMUNICATIVE THE BRAND you need a IT'S THE
INTEGRATED! OKAY,

BUT I WANT TO
PROMOTE
THOUGHT LEADERSHIP. "A thought leader is recognized
leader in one's field. What differentiates a thought leader from
any other knowledgeable company,
is the recognition from the outside
world that the company deeply understands its business, the needs of its customers, and the broader marketplace in which it operates." - Elise Bauer Social networking sites Discussion forums Expert blogs I don't use social media News sites, Finnish Industry specific news sites, Finnish Industry specific news sites, Foreign I don't use news sites News sites, Foreign FINNS: How reliable do you find... B2B DECISION MAKERS:
Which digital channels do you use to follow your industry? THOUGHT LEADERSHIP
MARKETING TRADITIONAL
MARKETING vs innovative

developing new ideas

sharing information openly

broad understanding of one's
business and customers

lifting up future trends and issues

strong service development playing it safe

focus on current resources

protecting information

focusing on the maintenance of
technical know-how

focus in the moment

focus in existing services LET'S RECAP!
1. B2B + SOCIAL MEDIA.
2. IT'S THE INTEGRATED! 3. THOUGHT LEADER'S WEAPON OF CHOICE THANKS! @AROUTTO /POHJOISRANTA source: Kelso Consulting Antti Routto
22.3.2012 Source: websurvey by Pohjoisranta Burson-Marsteller with 200 Finnish B2B decision makers Source: websurvey by Pohjoisranta Burson-Marsteller with 200 Finnish B2B decision makers http://www.slideshare.net/Pohjoisranta/media-reliability-in-finland-2011-10574175
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