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 myspace 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 Google 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 Facebook 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 Video 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
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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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