5 Proven Strategies for B2B Social Media Marketing Digital marketing is gaining traction in a number of industries, and business-to-business (B2B) marketers are in on that trend, too. Increased spending on online marketing is driving companies to try new and innovative means of getting the word out about their products and services — one area that's getting a lot of buzz with B2B marketers is social media. The following five case studies lend insight into how B2B marketers can use social media to generate leads, create specialized communities, improve SEO, become knowledge sources, and strengthen marketing campaigns. Let us know how your brand uses social media for B2B marketing in the comments below. 1. There are two types of marketing departments — those that are cost centers and those that bring in leads and sales. Regus, a global provider of workplace solutions, recently experimented with using social media for lead generation. Overall, this highly integrated campaign was a success unlike any other Regus had seen. 2. 3. 4. 5.
16 social media guidelines used by real companies In a post I wrote called the A-Z of social media for brands I decided that P stands for Policy. I'm not one for too many rules and regulations, but it is a good idea to define some clear guidelines to help staff (especially novices) to do the right thing. So let’s take a look at some real world social media policies and guidelines as used by companies. Don't pick fights, be the first to correct your own mistakes, and don't alter previous posts without indicating that you have done so. Try to add value. Speak in the first person. With conversations, participate online. With moderation, only police where we have to. Tone of voice. Always pause and think before posting. Perception is reality. It's a conversation. Be external. Post frequently. Be careful when sharing information about yourself or others. Separate opinions from facts, and make sure your audience can see the difference. Be engaged and be informed. Aim for quality, not quantity. Be real and use your best judgement.
5 Tips for Building Vibrant Branded Online Communities Justin Fogarty is the online community manager at Ariba, a leading provider of collaborative business commerce solutions. Follow Justin on Twitter @justacio or join the thousands interacting on his community, the Ariba Exchange. The goal of many companies is to facilitate a vibrant online community around a brand or product. This isn't just about creating better Facebook ads, or even in getting more “Likes.” 1. It’s not about ROI or advertising dollars at the beginning. In Facebook’s case, they started with simply facilitating the sharing of information — from personal profiles to pictures. 2. Most communities, like Facebook, are natural extensions of what happens in the real world. 3. If there are two things we learned from MySpace, not everyone is a web/UI designer, and people prefer a clean community. The web has the power to infinitely enhance your capabilities online, but start small. 4. Your content should be short, frequent and easy to engage with. 5.
Les 10 règles d’or du Community Manager expert Social Point of Sale: The Holy Grail for Location-Based Marketers Zachary Adam Cohen runs ZAC, Digital Agency, a boutique digital strategy firm in New York City, working with brands and businesses to re-equip themselves for success in the 21st century. He blogs regularly on topics such as social media, technology startups and the creative process behind digital strategy. He can be found on Twitter @ZacharyCohen. Many have touted the latest advances in location-based technology, but the news is mostly disappointing for marketers, advertisers and digital gurus. Writing in the Times, Joshua Brustein pined: “Everything is in place for location-based social networking to be the next big thing. Brustein’s piece cites a Pew Research Center finding that only 4% of Internet-using American adults have also used location-based services. And yet for those on the front lines of technology, marketing, branding and advertising, that 4% seems painfully low. What’s Missing From the Location-Based Revolution? In a word: Sales. The Potential of Data-Driven Service
Case Study: Using Online Community to Crowdsource Customer Loyalty Strategy - The eMarketer Blog InterContinental Hotels Group ’s (IHG) loyalty program, Priority Club Rewards, enables guests to earn points when checking in at nearly all IHG’s 4,500 hotels worldwide. The Priority Club Select Visa, the credit card connected to the loyalty program issued by Chase, serves as an extension of the IHG brand and lets members enjoy greater rewards and loyalty status at establishments such as Holiday Inn, Candlewood Suites and Crowne Plaza Hotels & Resorts. In the spring of 2009, IHG and Chase planned to relaunch the Priority Club Select Visa and wanted more conversational feedback and insight into new card features than traditional market research could provide. They turned to Communispace, a provider of private online communities, to rally a pool of 300 current Priority Club Visa cardholders willing to share their opinions on what card benefits and services are important. IHG and Chase kicked off the Priority Club Rewards community in June 2009.
Ikea To Launch Customer to Customer (C2C) Activities In Sweden Customer to customer activities is a lucrative activity on line. Ebay has experienced a huge success thanks to its activities. Priceminister in France is also doing good with a similar concept. Facing this success retailers which sales are dropping are looking after this main consumer trend. Ikea has launched a new website reporting classified ads for Ikea products. Peter Agnefäll explained that the reason which led to this decision is to make sure their products are used in a sustainable way on the long run. Instead of blinding themselves, Ikea aknowledge that a secondary market exists where products are traded.
8 Things to Avoid When Building a Community Simply having a presence on various online networking platforms won’t work in the social media sphere. The key is spending time to build relationships to not only engage with site users, but to get them to interact with each other. While a lot has been said about how to do it, there are also ways to kill off an online community effort. Here are some pitfalls that online organizations should avoid when trying to foster engagement. 1. Site visitors need to know that there is someone at the other end of the online community who’s listening, and who will respond and engage with them. “The absolute biggest inhibitor is the perception that your contribution is just going into a gaping void,” according to Matt Thompson, interim online community manager for the John S. and James L. For example, on a blog post that doesn't have comments, few people want to be the first to comment. Content curation is an easy, simple way to maximize a return on online community investment. 2. 3. 4. 5. 6. 7. 8.
Community management : manipulation des masses ? | Écribouille.net J’aime pas Internet, il est hypocrite. Twitter me sert ces temps-ci d’entonnoirs et de filtres à informations. En effet, grâce aux super twittos que je suis, j’arrive à me tenir un peu au courant des diverses méthodes et stratégie du domaine de la rédaction Web et du community management. Je suis souvent fort intéressée voir fascinée par les analyses des comportements des Internautes. Néanmoins, j’oserais dire que je n’ai pas poser de méthodes hypocrites pour me faire bien voir sur le Net. Je déteste le point de vue « fais semblant d’être gentil et souriant et tu seras aimé ». Les méthodes sont certainement bonnes, mais je ne pourrais ni les suivre ni les conseiller, je déteste faire semblant. Et c’est surtout la première manière de se louper. Si vous ne voyez pas d’intérêt à faire un peu de personnal branding, n’en faîtes pas ! Je ne conseillerai JAMAIS à quelqu’un de se créer autant de compte qu’il n’existe de réseaux sociaux, c’est le casse-pipe assuré. Geekeries réseau social Web
3 Ways Live Events Improve Online Communities Katie Morse is a Community Manager at Radian6, the social media monitoring and engagement platform. She blogs at Candid Katie and is @misskatiemo on Twitter. In my role as a Community Manager, I talk to a lot of people online as I work through my day. Whether it’s responding to a tweet, commenting on a blog post, answering a question on LinkedIn, or even responding to a post in a forum, I’m chatting with people from all over the globe on a daily basis. The funny thing is, I’ve never met most of these people. While there is a lot of chatter about online communities, less is said about how to connect your online community members with each other, or with you, offline. Here are three ways live events can help improve your online community. 1. I recently attended SXSW in Austin, TX and met a lot of people in person that I’d had the great fortune of chatting with online, sometimes for years. 2. Think of an online community as a big summer BBQ. 3. Here's the tricky one - bonding. Now What?
Témoignages : 14 professionnels expliquent leur stratégie en community management Nous avons sorti il y a quelques semaines notre grande enquête 2012 sur les community managers en France. On y découvrait le profil des professionnels en poste, leurs missions, leur salaire ou encore leur intégration dans l’entreprise. Pour faire suite à cet évènement, RegionsJob et ANOV Agency ont décidé de poursuivre l’aventure en faisant réagir 14 professionnels de la communication et du marketing aux chiffres de l’enquête. Ils en profitent pour expliquer leur vision du community management, de son avenir et de son intérêt. Le document suivant reprend ces 14 interviews. Forcément intéressant car tourné vers un aspect pratique et opérationnel, il contribue à établir un état des lieux du community management en France en 2012, que ce soit chez l’annonceur, en agence, en freelance ou dans les médias. Et un merci particulier à tout ceux qui ont accepté de répondre à nos questions : Annonceurs Agences Médias Blogueurs
Four luxury brands that lead the pack in social media innovation | Social media agency London | FreshNetworks blog 2010 has seen a marked increase in luxury brands using social media and innovating with it. This is one of the findings in the latest L2 Luxury Digital IQ Index – research led by Scott Galloway, Professor of Marketing, NYU Stern. The report shows how luxury brands have really pushed their use of social media in 2010, realizing that the benefits for them come from not just having a social media presence but also from engaging people in social media and online communities. The report takes an analytical approach to the use of social media in an attempt to quantify the digital competence of 72 leading global luxury brands. The ranking highlights some interesting observations – watch and jewelery brands on a whole perform relatively poorly, and a lack of investment in digital has seen brands such as Prada and Dior punch below their weight in the use of social media across their business. 1. 2. 3. 4. Also, Jimmy Choo is noted in the report for its ongoing engagement in social media.