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Social media raises the bar for customer intimacy

March 12, 2010 by

Social media is raising the bar on customer intimacy.

Though it has become a generic term, customer intimacy was first coined by Michael Treacy and Fred Wiersema who worked at CSC/Index back in the 90s when I was a thought leadership marketer there. Rooted in Michael Porter’s timeless work in business strategy, Treacy and Wiersema took it a step further with their three “value disciplines.”

The theory is that every company competes in three disciplines:

  • Customer intimacy. These are companies that go out of their way to build close customer relationships. They are focused on lifetime customer value and are willing to incur short-term costs in order to build long-term loyalty and satisfaction—Nordstrom and Amex are a couple of B2C examples.
  • Operational excellence. Customers rely on these companies to deliver reliability and quality at a low price. FedEx is an example, having invented the guaranteed overnight shipping model.
  • Product leadership. These are companies that rely heavily on innovative, exciting, status-conferring new products to hold customer interest. Apple is the most obvious example here (Sony used to be).

Treacy and Wiersema argued that all great companies strive to be leaders in one of these disciplines while maintaining a reasonable level of parity with competitors on the other two. Though the theory was criticized at the time as being overly simplistic, it has held up remarkably well and continues to strike me with its simple (not simplistic) clarity.

Where’s the customer intimacy revolution?
You could argue that two of the three disciplines have already had their revolutions. The quality movement let most companies achieve a high level of reliability and consistency (for example, most car companies score very closely in quality rankings these days), and the venture capital movement (along with 3-D design software) has created a ready avenue for unknown product innovators to gain the spotlight.

Customer intimacy has remained the poor stepchild. There has been no revolution—no breakthrough in process or practice to raise all boats. Hard to manage and to scale, highly reliant on the vagaries of human nature, most companies continue to have poor relationships—or worse, no relationships—with their customers.

Social media is making that fact plain.

But you know, I’m tired of hearing people say we need to get closer to customers. Where’s the 21st-century revolution—the customer intimacy version of the quality movement—to show us how? We’re all struggling to move from the traditional arm’s-length, temporary campaigns to the always-on, direct relationships inherent in social media management.

The good news is that we may look back on social media as the movement that made high levels of customer intimacy as achievable as product quality seems today.

Intimacy through content
I think so because social media is starting to give us a way to scale intimacy. We can do it with content.

Social media reduces the incremental cost of content. We know that in B2B, customers and prospects respond best to ideas, news, research, and how-to—not sales pitches.

Social media is a channel for raising the level of intimacy that we have with customers and prospects with that content. Think of social media management as filling in the gaps. Chunks and snippets of white papers sprinkled through social media like breadcrumbs in the forest let us deliver value and build trust by providing content at a higher level of frequency. Social media that connects one live event with the next one lets us continue to build the relationship. Most of this is content we were going to produce anyway. Social media lets us spread out the cost while also increasing the frequency of touches.

Unspoken intimacy
We tend to think of intimacy as being personal—something for the salespeople. But we can do it by reliably delivering valuable content. Magazines have been doing it for years. Consistency, relevance, and quality create a very intimate relationship with readers. I will never forget the live encounters I have had with readers while attending trade shows when I was at CIO or my bike magazine—people I had never seen or spoken to before—who approached me to tell me how much they loved or hated my magazine without even introducing themselves. In their minds, they had already developed a deeply intimate relationship with the content that they associated me with, and they felt passionately enough to speak it to a complete stranger because I was associated with that content.

It was very easy to strike up a conversation with those people because we already had a lot in common. And I knew that I would probably never see or hear from many of them again because I didn’t have a channel for communicating with them directly once we parted ways—except through the articles I wrote and edited. Few people bothered to write letters to the editor, just as few people contribute to communities or post comments on blogs today. But that doesn’t mean that the intimacy isn’t there. Our intimacy exists mostly through the content—we just have to find ways to surface it.

Social media increases the frequency of those kinds of contacts. I can’t help but think that as the different social media channels continue to evolve, customer intimacy is going to take a leap forward.

What do you think? How should social media evolve to let us create customer intimacy more easily and economically?

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When does content need to be mobile?

March 5, 2010 by

We got a question this week from an ITSMA client asking about developing a business case for creating mobile applications for their website content. I said that I haven’t seen any of those business cases yet. And I don’t think I ever will.

We’re seeing mobile be part of an integrated approach to social media, not as a standalone. In fact, I’m working on two case studies this week of websites that have mobile applications, but the mobile applications are a small part of the whole. And they both lead to content that benefits from being mobile.

The attributes that seem to matter so far are:

Location. Could other users of the application get value from knowing where others are?

Continuity. Do they feel that they will miss something by being away from the content for even a short amount of time?

Timeliness. Will content appear in the application that needs to be acted upon immediately?

One company’s mobile application is tied to a wiki-based sales enablement website that lets salespeople generate actions and updates and get updated information from the road.

The other company has a mobile application for its private, gated online community so that mobile members can keep up with message boards and forums that change frequently (there are over 100 subject-oriented communities within the site).

Creating a mobile application that leads to static content on a website isn’t going to build much interest or loyalty because there’s no real urgency to connect. The only reason I can see for creating a mobile application in this context is if the application makes the content easier to look at and interact with than on a web browser. Apple claims the iPad will make content look better than it does on a web browser. If that’s true, then it will be worth making an application that connects to static content. But not until then.

What do you think?

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How social media will change lead generation in B2B

February 26, 2010 by

The era of the sales process beginning with a lead is over. The number of B2B buyers who are ready to buy as soon as they engage with our marketing is small—and social media will make it even smaller.

We have to come to terms with the fact that there is a stage of the buying process that comes before the buyers we are pursuing are ready to become leads.

We call it the epiphany stage.

This is the stage that occurs long before any discussion of products, services, or RFPs—indeed, it occurs before customers have even begun to think about a purchase.

However, there is something important that happens at this stage: It is the point at which customers come to the realization of an important business need.

This is where social media comes in. As social media expands our opportunity to reach people who have never heard of us or our services, we need to be prepared to engage them during the epiphany stage. We are trying to generate demand during this stage, not create leads, because these people aren’t ready to become leads. We have to generate demand before we can generate a lead.

The best way to do this is with thought leadership. We need a content engine capable of gaining the attention and respect of people who have never heard of us before. These people are not leads—they are not ready to be contacted by anyone. But they may be open to building a relationship that could someday lead to a sale.

These people are prospects, not leads. The way we turn prospects into leads is to gain their trust. We gain their trust by reaching out to them with smart, engaging, educational content. The trust leads to a more personal relationship and hopefully, a purchase. As I said in my last post, social media simply makes starkly plain what we’ve known for some time but haven’t had to face yet: We don’t have a lot of content capable of generating trust and relationships. We need to create that content.

But getting to that realization requires that we first acknowledge that there is a whole world that comes before a lead and before the interest phase of the buying process. We need to see that we are ignoring many people who aren’t leads. If we ignore them, they may never know that they need something that we have to offer.

What do you think?

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Filed Under: Lead Management, Social Media Tagged With: , , , , , , , , , ,

There is no social media strategy, only marketing strategy

February 24, 2010 by
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I’ve been working with my colleagues at ITSMA on another survey on social media for B2B marketers that I hope you’ll take by going here.

As we put together the questions, we struggled with the issue of social media strategy. I resisted treating it as a standalone in the survey. I’m hoping that all the articles, books, and blogs I’m seeing that look at B2B social media strategy in isolation are a function of our excitement over this new channel (and don’t get me wrong; it is really, really exciting).

I’m also hoping that the excitement (and the needs of social media consultants and authors to drive their businesses) will not drive us to distraction. B2B marketing lays the path to a sales discussion and supports relationships with existing customers. Social media is another channel—one of many—for making the connection and building the relationship with customers.

Social media is no silver bullet. Other channels are more effective for reaching high-level B2B buyers—and that situation may never change. I say this even after discounting ITSMA’s recent research showing that marketers don’t see social media as being very effective components in their marketing strategies. It’s clear that social media are still new and most B2B marketing groups haven’t gotten the hang of them yet. It’s too early to reach any definitive conclusions on effectiveness.

It’s tempting to say that because B2B sales are highly dependent on relationships, social media will eventually reign supreme. But I think the nature of B2B makes it harder for companies and customers to have a satisfying relationship that’s entirely virtual than it is for B2C companies.

We all know that B2B decisions take a long time and are made by committee and logic rather than individuals and impulse. It’s hard to imagine that kind of a complex, long-term, multi-person relationship ever happening entirely or even mostly in social media. At the C-level especially, face-to-face remains the killer app for everyone involved.

What’s been proven to work in B2B is for marketers to reach out to prospects with smart, engaging, educational content that leads to trust. The trust leads to a more personal relationship and hopefully, a purchase.

Looking at social media in isolation distracts us from the real revolutionary trend, which is that marketing strategies need to shift to an emphasis on content and relationships.

Social media simply makes starkly plain what we’ve known for some time but haven’t had to face yet: We don’t have a lot of content capable of generating trust and relationships.

Trust comes from buyers deciding that providers are as interested in their concerns and needs as they are in selling stuff. The only way we can do that is by providing a range of different content—thought leadership, news, education, training, support—in a range of different channels—events, white papers, communities, private meetings—at all phases of the buying cycle.

If you look at social media in isolation, you’re not going to see the larger strategic issues until they slap you in the face—blogs with nothing to write about; LinkedIn groups with no substantive conversation; Twitter streams that link to nothing but brochures and press releases.

That’s why I’d love to see the social media conversation turn more towards integrating social media into the overall marketing mix and arming marketers with the additional skills they need to make it happen. It’s why I left strategy and metrics out of the four components of social media management. The strategy is a marketing strategy and the metrics should happen across everything you do. I’m trying to get at the issues of integration in our survey, and will report on our findings.

What do you think? Are we overemphasizing social media strategy at the expense of overall marketing integration? Please let me know.

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How Forrester is squandering its leadership in social media

February 12, 2010 by

Social media experts often chide marketers about control. The experts say that in the new era of social media, marketers need to stop delivering tightly-scripted, one-way messages and start engaging in uncontrolled, transparent conversations with customers and prospects wherever those conversations happen.

That’s why a change in the policies of perhaps the leading voice for social media, Forrester, has bigger implications than it may seem.

Recently, an analyst relations consultancy, SageCircle, broke the story that Forrester management will require its analysts to take down their personally-branded blogs or redirect readers to a Forrester-branded blog.

The most powerful example of one of these personally branded blogs is Web Strategy by Jeremiah, by Jeremiah Owyang, an analyst who left Forrester prior to the policy change. Owyang’s blog is one of the most highly trafficked, most influential social media blogs today, as it was when he was at Forrester.

Another example is Experience: The Blog, by Augie Ray, who is Owyang’s replacement at Forrester. Ray is one of the analysts who will be taking down his blog. (Forrester is quick to point out that it will begin allowing individual analysts like Ray to have their own blogs behind the firewall.)

No doubt, the success of Owyang’s blog is due in part to his former role at one of the most respected analyst houses in the world. And this is the crux of Forrester’s argument in defense of the policy change. Another prominent Forrester social media analyst, Josh Bernoff, who was a co-author of perhaps the most influential book about social media to date, Groundswell, puts it succinctly in his blog post about the controversy: “If you’re creating content for a content company, that company ought to host your blog.”

All of Forrester’s commentaries about the policy change so far have focused on this idea that content companies are special and have a special need to protect their IP—which is words. No wonder they all steer the argument in this direction; it makes it seem like Forrester is the aggrieved benefactor being sucked dry by selfish, ungrateful employees who insist on giving away the IP that Forrester pays them to create—and whose powerful brand opens the doors for them with the sources they need to help create that IP.

I have no doubt that Forrester is a powerful, valuable brand. And I can certainly sympathize with Forrester’s argument about IP. “Information yearns to be free” is utter nonsense uttered by people who don’t know what the hell they’re talking about. Yes, crappy information yearns to be free and is worth what we pay for it, but good information, such as that provided by Forrester, cannot and should not be free.

It takes time, money, talent, and innovation to create good information. No doubt you’ve seen research showing the degree to which most web content leads back to a few, dependable sources like the New York Times—whose reporters do all the work (which, contrary to popular belief, very few people could do even if they had all the time and money in the world) so others can benefit.

So at this point you must be wondering why I am bothering to write this post. Here’s why:

  • Forrester doesn’t take its own advice (no really). It’s maddening that Forrester doesn’t acknowledge the fact that while it actively preaches to clients that they should give up control, Forrester is exerting tighter control over its employees—specifically in social media! Bernoff addresses this offhandedly by saying, “Groundswell says that your employees will be blogging—it doesn’t say that content companies should have their content creators blog anywhere they want.” Oh wait, I forgot. Content companies are different. C’mon. IBM has as much IP to protect as Forrester, if not tons more—and it allows employees to have personal blogs.
  • Forrester controls the message. In another Forrester blog post in defense of the move, analyst Nigel Fenwick acknowledges that there was controversy within Forrester about the change. Indeed, I’ve been a journalist too long not to know that stories don’t get leaked to outside sources unless someone inside the company isn’t happy about what’s happening. What about hearing from people inside Forrester who oppose this move? Isn’t that what social media is supposed to be about? Openness? Transparency? Not from a company that tries to put strict controls on the ways its social media content is cited by others.
  • Forrester is shocked, shocked. Ray tries to spin the controversy in his post by calling it “a minor tempest in the research industry teapot.” The worst way to fend off controversy is to downplay it (as Forrester also regularly counsels its clients). And it insults the intelligence of those of us who are fans of Forrester. As one of the leading lights of social media, is Forrester really surprised that a change in its policies would invite thorough scrutiny? Please.
  • Forrester loses IP. It’s clear that by controlling its employees, Forrester will lose IP in the long run. Big thinkers who have built up personal brands through their blogs will think twice about coming to work at Forrester because they will have to cut that thread (even if it can be reconnected on the other side of Forrester’s firewall).
  • Forrester loses R&D. Forrester swears up and down that analysts will able to say and do whatever they like related to their jobs on their personal Forrester blogs. I don’t think that’s true. Not because I think that Forrester will become Big Brother, but because analysts will police themselves. Places like Forrester are full of smart, talented, competitive people. It’s going to be harder to look stupid and ask for help from behind the firewall. Personal blogs are more fertile ground for testing half-baked ideas than those that have your employer’s logo next to yours.
    I should know; it’s one of the reasons I set up my blog outside of ITSMA’s firewall. I want to be able to experiment fully and freely while reducing my own sense that I could potentially do harm to my colleagues who have given me the time to do this (but who in no way have ever tried to control what I say). I think it’s easier for everyone this way (and it absolutely feels better than when I used to blog from behind the firewall at CIO magazine). If Forrester’s analysts feel the slightest trepidation about posting something on these new personal blogs, everybody loses. So why not just let them start their own? It all leads back to the mother ship in the end—via reports and presentations that are better and more fully informed than they would have been.
  • Forrester loses a piece of its supply chain. I never visited Jeremiah Owyang’s blog posts on Forrester unless he sent me there from his own blog. Forrester thinks that’s a loss for them. But in fact, it’s a gain. Social media isn’t about companies (as Forrester will tell you); it’s about people connecting with one another. Owyang drove more traffic back to Forrester than it ever would have gotten on its own because he was a recognizable, solo voice, rather than one among many. When you lose traffic that way, you lose a valuable piece of your content supply chain—the customers, prospects, and influencers that you need to help develop and sell your ideas.

Look, I love Forrester. For 13 years as a journalist covering IT I was constantly blown away by the quality of the firm’s insights and by the approachable, friendly, patient nature of its analysts. But I fear for the future of the brand with this move.

What do you think? Am I being too hard on Forrester?

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Why the volume and quality of interactions with customers has to pass for social media ROI

January 22, 2010 by
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I wish I could say that social media leads to sales. I really do. But I can’t. And I haven’t encountered anyone else who can either, have you? So when we think about social media ROI, we need to make a leap of faith. We need to believe that more engagement between our companies and the people we want to reach is a good thing that ultimately leads to sales—but down a long, narrow, winding path with a few jumps between cliffs thrown in there.

To make ourselves feel a little more comfortable with this idea, we may need to categorize social media with something whose hazy ROI we’re more familiar and comfortable with: PR.

There have been research attempts made to uncover and evaluate methods for measuring the ROI of PR. But you’re not going to like them.

Jumping through ROI hoops
Techniques include measuring the:

  • Value of impressions. We track the marketing mix (including PR) over time against trends in sales. Lots of variables there.
  • Return on media impact. This is the number of articles or blog posts that mention the product or service measured against the trend in sales. Again, tough to isolate PR’s role.
  • Value of earned media. This is what it would cost to place an ad in a magazine vs. the cost of getting the story placement. The PR cost is usually less and the value is usually larger, but by how much? Old beliefs about the relative value of earned media vs. advertising are all over the map—and probably need to be revised in the age of social media.

But ROI has to be there, right?
Still, we know in our bones that positive word of mouth has a positive effect on sales. We just have a hard time proving it. The only effective argument I’ve heard recently is that we embed calls to action in social media that drive readers to a landing page where we capture their information and start nurturing them as leads. But without good systems for tracking those leads from social media all the way through a sale, it’s difficult and expensive to do. And it leads back to the problem we have with PR. Did the social media impression really lead to the sale?

As with PR, perhaps all we can do is establish that social media was at least a guidepost along that narrow rocky path to a sale.

Volume and quality of interactions
So if you buy that leap of logic, let’s say that blogs are another channel, like PR, in a marketing mix designed to familiarize customers and prospects with our companies and us. And if that’s true, then we should try to increase the volume and quality of interactions with have with customers and prospects through social media, no?

That’s when things start to get easier. We can more easily measure engagement in social media. Especially on blogs.

For this reason, I think we need to think about blogs as the center point of a social media strategy. Aside from the corporate, a blog is the mother ship of social media interaction and content. And blogs are really measurable. In fact, we can do a lot of it for free. Here are some metrics, mostly for blogs, that help build engagement with customers and prospects. Please tell me what I should add or take away. And if you have the magic sauce for social media ROI, please douse us with it!

(For much more on the social media ROI topic, see this terrific list of resources compiled by Robin Broitman at Interactive Insights Group called the Social Media Metrics Superlist.)

  • Connect to your most important keywords. SEO is really a fancy term for constructing your sentences carefully—especially your headlines. If the intention of your blog is to drive traffic to your main website for lead generation, then you should be using the keywords on your blog that matter most on your website. To oversimplify it, if you want to sell more ERP software, you should use keywords like “enterprise software,” a lot on your blog so that Google associates your blog with your company’s area of expertise.
  • Grow the number of influential referral sites. “Owning” a keyword term in Google searches is nice, but building traffic to your blog through references on other blogs and websites is the key to sustained, long-term growth. Obviously, the more influential the referral site the better. But we’re not talking just sheer numbers here. For example, being listed on the blogroll of a highly respected blogger, analyst, or journalist not only generates traffic; it also establishes you as an authority among the people who care most about the subject you’re blogging about. That authority begins to have exponential effects over time. You and your posts are referred to more often as the network of referrals grows. The growth in traffic then confers its own authority—you get lots of visits so you must be smart. It becomes a virtuous cycle.
  • Don’t forget the outbound links. We all tend to obsess over the number of mentions with get in blog rolls or our influence rank in Technorati. But we often don’t stop to think about whether we’re linking to anyone else’s blog. One of the cornerstones of social media is sharing. Be generous with links to other blogs and websites and others will return the favor and build your traffic for you.
  • Understand the location of your audience. In Google analytics, you can drill down by country—even by city—to see where your traffic comes from. Comparing the geographical distribution of your blog to your company’s website should give you a sense of whether your blog is hitting with the same areas of the world as your website. It could also reveal potential new areas of focus for your salespeople.
  • Measure endurance. Good blogs hold people to the page they’re viewing. So time spent is metric to track to see if people spend more time reading over time. Bounce rate is a good metric for websites because it helps show whether people are finding what they’re looking for. But it’s not so good for blogs because blogs generally only have one or two pages—a page for the posts and a page for “about me” or “contact me—so the bounce rate is going to be higher for blogs by default. You read the post, you leave. Google analytics also has a metric for loyalty—the numbers of repeat visits over time—that shows whether people are sticking with you.
  • Find and nurture your VIPs. It’s hard to measure the number of people who care about and are really influenced by your blog. So I apply the old subscription model. If people care enough to want to know when your next post comes out, they are engaged. If they also comment on your blog, they are friends. Make a list of the people who subscribe to your blog through RSS and e-mail and match them up to your comments. Those who both subscribe and comment regularly are your VIPs. RSS+comments=VIP. These are the people who matter; they should receive responses to all their comments and an e-mail thanking them for being such a valuable collaborator. If they happen to also be customers, then all the better. But just don’t try to sell them. They know where to find you.
  • Use Twitter for blog PR. If Twitter isn’t one of your highest-ranking referral sites, you’re not using it properly. Twitter is the logical front end to a blog post. It’s where you distill the post down to a nugget and put a link next to it. There are even tools like Tweet This, that can be set up to send a tweet based on the title of your post automatically. Or a tweet can be the inspiration for a blog post later on. Regardless, blogs and Twitter accounts should be joined at the hip, because Twitter is a powerful traffic builder to blogs.
  • Use URL shorteners to gauge subject interest. By using a URL shortener like bit.ly within a Tweet, you can track how many people click on the content link you offer in your tweets. Sure, the language of your tweet counts in building interest, but if you link to content that is directly related to your tweet, it’s a good gauge of how popular the subject is among your followers.
  • Use social networks as water coolers and newsstands. LinkedIn and Facebook have groups where you can post elements of your blog post as a question, or post the entire thing as a news item. Track the number of comments and views to the things you post. The numbers aren’t too big here generally, as the group tools on these sites are crude and many group leaders don’t spend much time filtering out the self-promoting jerks that litter these things with spam. But it’s a way to expose your blog to new faces and engage in dialog away from the blog.
  • Build cross-referencing across social media tools. No social media tool is an island. All should cross-reference each other at every opportunity. So for example, your blog comments on other’s blogs should contain your Twitter handle and a link to your blog. The communities you belong to should all Your LinkedIn profile should display your most recent posts and tweets, and your blog should display all of the above. There’s no real way to measure all this from what I can tell, but it isn’t hard and it can’t hurt.
  • Embed and measure calls to action. If we can get people to a landing page, we should. Social media offer plenty of opportunities for doing that. And sometimes social media becomes the end in itself. For example, the landing page could be for a LinkedIn group you manage rather than the traditional white paper, newsletter, or Webinar. Social media gives us ways to build relationships with customers that white papers or newsletters can’t.

What do you think?

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Filed Under: Blogging, Marketing Metrics and Analytics, Social Media Tagged With: , , , , , , , , , , , , , ,

There is only one objective in social media: create learning networks

January 8, 2010 by

There is too much wringing of hands and gnashing of teeth about social media objectives and strategy these days. We all assume that our organizations are unique and that we must devote great sums of time and money to figuring out what our particular motivation is for social media and how we will carry it out.

We’re wired as humans to believe that we are each unique and different—indeed, this perception shoulders the bulk of our self-esteem. And yes, we are all unique. A little. But in most things, we’re the same and we can usually acknowledge that.

Not in our businesses, though. In the course of hundreds of interviews with companies over my career, the “yes but we’re different” mantra was a familiar refrain. Companies that made commodity products would tell me with straight faces that even their financial processes were unique—GAAP be damned—and that they needed to customize their software to fit “our ways of doing things.” This also meant they paid millions extra in consulting fees to change the software and millions more the next time they wanted to upgrade their software.

I find that we’re applying the same logic to social media. Let’s sit down and figure out our unique objectives and strategies before we do anything.

Now don’t get me wrong. I’m not saying we shouldn’t have objectives and strategies for social media. I’m just saying that we shouldn’t assume, as we do by default, that ours are much different from anyone else’s.

There is only one objective in social media and it is common across all companies—even across the infamous divide between B2B and B2C: Create learning networks.

And there is only one strategy for carrying out this objective: Find people who are good at developing and disseminating ideas to contribute to and facilitate those networks.

That’s it.

What is a learning network?
The reason I say this is that another hard-wired part of us is the desire to learn. And learning is integral to buying—especially in B2B. Recommend products and services that you haven’t thoroughly researched and you will most likely be out of a job.

But it also applies in B2C. Toyota’s market share wasn’t built by Toyota’s marketing; it was built by Consumer Reports.

Every buyer wants to learn at all stages of the buying process. But no buyer wants to be sold during all stages of the buying cycle.

The purpose of social media is to create learning networks that buyers want to join. The enticements are ideas and education. That means social media are extensions of our content development and dissemination processes. By creating content that offers relevant, timely, and useful ideas and education for buyers at all stages of the buying process, we create the incentives for buyers to engage with us in conversation and community. Whether it’s blogs, Twitter, LinkedIn, or private communities that we build ourselves, the common thread is that by focusing on learning we build and retain buyers’ interest.

Here are the key elements of learning networks:

  • Create an internal learning network. You need to build an internal network that focuses on identifying internal thought leaders and building alliances with external academics and customers who can help develop and test ideas. Primary and secondary research provides the inspiration for some ideas and the objective justification for others. Internal knowledge share sessions and reward and recognition programs provide the motivation for thought leaders to emerge inside the organization and help imbue a thought leadership mindset into the culture.
  • Create a content development process. Using ideas from the learning network, marketing needs to develop content. Marketers must become publishers, with a process for refining and presenting thought leadership content through various vehicles, (such as conference presentations, white papers, social media, etc.). Marketing needs professional content developers who know how to collaborate with thought leaders to develop clear, compelling packages. A calendar helps marketing plan out the frequency and focus of its output. Marketing needs to develop materials that are appropriate to each stage of the buying process, so that customers and salespeople can get the right information at the right time. Marketing and sales need to agree on the alignment of content to the different buying stages so that sales will get the right signals about when and how to approach customers for a sale.
  • Integrate the internal learning network and content processes with social media. Your internal learning network should integrate with the ones you want to build for customers. Internal thought leaders should use social media as a test bed and developing ground for ideas that they later disseminate in more polished form. So for example, a tweet or a posting in a LinkedIn forum leads to blog post, which leads to a video, which leads to a conference presentation, white paper, or private event for top customers.

If learning is the objective, the rest falls into place. Idea- and education-based content is the fuel for building community. The rest is promotion.

What do you think?

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Top B2B marketing posts for 2009 (hint: social media)

December 30, 2009 by

Who says B2B marketers are lagging in social media? If they are out there, they aren’t reading this blog. Of the top ten posts on my blog this year, only one did not involve social media. Though I’m supposed to be an objective researcher, I have to admit bias here. I think the social media phenomenon is the most exciting and important thing to hit communications in my lifetime. So writing about this stuff is fun. I hope you enjoy reading it as much as I do writing it.

Thank you so much for your comments, links, and tweets this year. I’m happy to say that traffic to my blog has quadrupled (I’ve gone from a D-list blogger to a C-list, I think) in 2009 thanks to you. I look forward to collaborating even more in 2010. Have a happy and safe New Year!

Check out these top posts if you haven’t already:

  1. Six factors driving B2B social media marketing adoption
  2. The four components of social media management
  3. Want proof that the C-suite is into social media? Here it is.
  4. How to create B2B social media policies
  5. Why B2B marketers hate social media
  6. Social media strategy for B2B: what’s required and what’s optional
  7. Why bother with thought leadership? Five questions and answers.
  8. Eight reasons to monitor social media and a list of tools for doing it
  9. Where should your corporate blogs live?
  10. Why B2B marketing will become more visual, vocal, and mobile

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Filed Under: Blogging, Marketing Strategy, Social Media Tagged With: , , , , , , , , , ,

Why B2B marketers need to embrace deal marketing

December 29, 2009 by

Honestly, why do we think that sophisticated B2B buyers are going to follow our brands on Twitter or become our fans on Facebook?

The answer is we don’t.

Even if we believe deeply in the power of social media, we all have that gnawing feeling deep in our guts that says that there’s little reason for a busy, intelligent person to want to receive frequent updates about our brands when those brands produce complex services and products with two-year sales cycles.

Once again, the answer is they don’t.

The research confirms it. A survey of 1000 consumers by marketing agency Razorfish found that just 3.5% of consumers follow a brand on Twitter for “service, support, or product news.”

We don’t follow brands, we follow deals
What drives consumers to follow brands on Twitter? Deals. According to Razorfish, 44% of respondents said they were looking for exclusive deals or offers, while 24% said they followed the brand because they were customers and 23% said they followed in the hopes of getting interesting or entertaining content.

That would seem enough to end the debate about B2B social media participation right there. What, are we going to send out coupons for 15% percent off an enterprise software installation? (Actually, B2B buyers would probably love that but we’d lose millions and get fired.)

We can’t do deals. That’s a B2C thing.

The expectation of value
But let’s dissect what’s really going on with these deals. Consumers follow brands because they have an expectation that they will get value from the relationship. But to use a famous example, how many Dell PCs can we expect a follower of Dell on Twitter to buy? To keep those followers interested, Dell needs to offer other, lesser things of value like deals on accessories, warranties, etc. At the heart of the relationship is the expectation of continuing value.

B2B marketers can create that same expectation of value—of deals—through content. Consumers show us that in a world where everything should be about deals, they are looking beyond the coupon as the sole definition of value. I’m actually shocked at the number of people who said they follow brands because they are customers. That’s a gimme for marketers to deepen the relationship with them. And another 23% said that they see enough value exchange in content alone to warrant a follow.

We have to understand that in B2B, content—in the form of ideas, education, research and support—are our deals. Social media like Twitter are the offer engines for the valuable thought leadership content that we offer through our other channels like the website and events. If we can offer a steady stream of these deals through social media, we give B2B buyers as much reason to follow us as consumers have to chase coupons.

What do you think?

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Filed Under: Brand, Reputation, and Positioning, Social Media Tagged With: , , ,

Eight reasons to monitor social media and a list of tools for doing it

December 23, 2009 by

If you read this blog regularly, you know that I think that monitoring social media is one of four key aspects of a social media engagement strategy.

Social media monitoring is a way to figure out what’s being said about your brand and reveals opportunities for engaging in conversations with customers and influencers. At its most basic, social media monitoring starts with what is known as the “vanity search.” Through one of the popular search engines, you set up a recurring search on key terms that will alert you to relevant online discussions of your brand, your competitors, and influencers.

But things can quickly get complicated from there. For example, what if your brand or offering uses a generic term like “Service Oriented Architecture”? How do you separate the specific discussions about your offering from the general conversation?

Furthermore, a vanity search cannot distinguish whether what’s being said about your brand is coming from a blogger with 2000 readers that include your most important customers or from a grad student whose RSS feed goes to his Mom.

The good news is that online conversation is captured forever within the bowels of a server somewhere, just waiting to be analyzed to death. The bad news is that gaining real insight from that data is difficult—though a horde of software developers is working on it.

Social media monitoring software is a fast-growing category of tools designed to slice up online conversations to try to determine things like where conversations about your brand occur most often, or how much you are being talked about versus your competitors.

Since many of the monitoring tools are new, most are available as Software as a Service (SaaS) over the internet, which makes it easy for marketers to try them out. Yet this same newness means that few are integrated with the software that marketers already have, such as CRM.

Here are some of the ways that these tools give marketers more insight into online conversations:

  • Determine tone and sentiment. Some developers are using algorithms and analysis to determine whether conversations are positive or negative and whether the individuals within the conversation are supporters or detractors. But the developers acknowledge that using computers to determine the tone of human conversation is still a work in progress at this point. For example, the tools can’t distinguish between tongue-in-cheek sarcasm and criticism.
  • Assign a response. Some of the tools let you define the types of comments or conversations that deserve a response, flag them, and route them to a designated person for action.
  • See the distribution of conversation. Most of the tools let you segment the different types of social media to determine where conversations are happening—such as blogs vs. Facebook.
  • Trend the conversation. Some of the tools let you analyze the direction and popularity of conversations over time. This is helpful during important periods like new offering launches or in the aftermath of a crisis.
  • Determine share of attention. You can track the amount of conversation about you versus your competitors.
  • Identify influential sources. The tools can determine the popularity of conversations and the sources of those conversations. This helps you decide which blogs you’d like to do outreach with, for example.
  • Locate the conversations. Some of the tools let you see the geographic locations of people involved in the conversation.
  • Track propagation. Track a comment from a blog post all the way through to mainstream media.

Here is a list of companies that do some form of social media monitoring, by category:

Search tools:

Microblogging search:

Discussion Forum Search

Comprehensive (so they say) tools:

Sources: ITSMA research, Ben Barren, Murray Newlands, pier314, socialmediamonitoring.ca, social media monitoring wiki.

What have I left out? Please let me know in the comments.

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