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Social Media Ecology for B2B

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Sarah Smith-Robbins

on 24 April 2012

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Transcript of Social Media Ecology for B2B

Designing and Managing a
B2B Firm’s Digital Ecosystem Dr. Sarah Smith-Robbins sabsmith@indiana.edu YOUR
FIRM What role(s) does social technology play in B2B business? Business Units Employees Improved Communication Crowdsourcing Innovative Processes Innovative Products Innovative
Communications Innovative Models Discussion Forums Wikis for
Documentation
L&D
Loose collaborations (Non)Anonymous Idea Submissions MUST BE
SUPPORTED
AND
VALUED! SUPPLIERS Improving
quality
efficiency
partnership Vendors/
Retailers Improved Sales
Improves Quality
Improved Market Intelligence End-Users/
Consumers Customer Satisfaction
Loyalty
Evangelism Competitors Listening
Learning
Partnerships?
Acquisitions? AWARENESS EVANGELISM Sentiment Measuring the effectiveness of your
Strategy Alert to your message
Willingness to listen Attitude
Disposition
Willingness to talk
Willingness to take small actions Engagement Willingness to tell others
Enthusiasm about sharing what they know and why they care Loyalty Ongoing effort to engage
Repeated actions
Willingness to ignore detractors sharing stories MORE THAN MORE THAN BUSINESSES ARE PEOPLE Followers, mentions Sentiment analysis,
value awareness open rates, response rates, comments, polls, votes, likes repeat engagment, multiple entries, unrequested feedback, visitor frequency, time one site, traffic comparisons with competitors retweets, net promoter scores, increased marketing reach with same or less effort, comments refuting negative reviews, MUST
BE
AUTHENTIC!
Full transcript