Social Media In A B2B World

David Armano VP, Experience Design: Critical Mass | www.criticalmass.com Blog: Logic + Emotion | darmano.typepad.com

Todd Andrlik, Director of Marketing and PR, Leopardo Construction

Matt Lohman, Director of Business Development & Research, KnowledgeStorm

Chris Yeh, CEO, Ustream.TV

Rick Murray, President, me2revolution (Edelman)

Mike Gamson Linked In

1 B2B customers are still people. People demand good experiences.

People are now empowered. Technology enables. Humanity rules.

2 “2.0” is really about people.

(Most) people don’t like unpleasant experiences.

3 Building blocks of a successful digital experience.

What’s driving “2.0”?

4 A lot of stuff.

let’s try that again

5 Social Networks

“People are using all types of social networks to self-publish, share, connect, reconnect and establish an array of communities. This is happening in both professionally and personally. If were a country—it would be the 8th largest country in the world”. Source: Social Storm Report, Jupiter Research, March, 2007

Social Networks: How It Breaks Down

“Mainstream” Networks “DIY” Networks

“Virtual World” Networks Blogging, “Micro blogging” and “Lifestreaming”

6 User Generated Content

“More than 25% of search results on for the world's 20 largest brands are links to consumer generated content” Source: Nielsen Buzz Metrics, Dec 2006

Mobile

“The number of text messages sent and received every day exceeds the population of Earth” Source: m-metrics, 2007 Mobile Commerce Landscape/International

7 examples

Dell: 2 Way Communication With Customers

8 Dell: Thinking Outside The InBox

FaceForce: Importing Profiles Into Salesforce

9 Leopardo: A Blog-Based Newsroom

Leopardo: A Blog-Based Newsroom

RSS Subscriptions Categories (Tags)

Video Links And Embeds (YouTube) Sharing and Bookmarking Built-in Search

Suggested Reading Archives (Context) By Month

10 Leopardo: YouTube Channel

Network Security 2.0: Working with expert bloggers for engagement

11 Autodesk: Building Community Through Relevant Content

panel discussion: what’s b2b got to do with it?

12 Q+A

13 The Open, Distributable Platform for Live Interactive Video

The Time Is Right For Live Video

Technology YouTube shows Ustream = Simple widely available the value of simple live broadcasting online video

+

2005 2006 Today

14 How B2B Marketing Uses Live

• The Ultimate in 2 Way Interactivity • Specific Times/Deadlines Drive The Sales Process Forward

Integrating Live Video Into Other Channels

• Integrate live video – Web site – Intranet – Blogs – Wikis

• Publish or syndicate recordings of previously live events

• Drive traffic and engagement

15 Live Video Drives Attention • The International Association of Machinists used Ustream to drive Web attention

• “Two years ago a project like that would've cost my client a small fortune to encode, stream and then deliver the video to a large audience. This time? The price of my plane ticket, plus my time in Orlando. The difference is a service called Ustream.” --Ian Lurie, Portent Interactive

• IAMAW saw a 100% increase in incoming links from major blog search engines Technorati and Bloglines.

• Open, distributable platform • Video, 2-way interactivity = engagement, urgency • 50,000+ broadcasters, including Intel, Sun Microsystems • CNET, PC Magazine Editor’s Choice • No software, get started in less than 2 minutes • Basic service is free

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