At this year’s SXSW, one of the strongest B2B social media sessions was the panel “Social Media in the Underground World of B2B.” The panel provided eye-opening insight and touched on some unexpected topics, making it an invaluable learning session for B2B marketers.
The presenters included Duane Schulz from Xerox Corporation (@duaneschulz), Jeanette Gibson from Cisco Systems (@JeanetteG), Shanee Ben-Zur from NVIDIA (@sbenzur), Susan Emerick (@sfemerick) from IBM and Melissa Chanslor from Text 100 (@Chanslor).
The panel opened by covering social strategy and engagement. The panelists agreed that the best place to start B2B social media marketing is where your audience is. Identify areas where key decision makers spend their time. Shape your engagement strategy around where those prospects are. Use listening tools, participate in the conversation, and measure effectiveness.
Unique Idea #1: Use Facebook and OpenID for B2B Website Login
Show the connection from social to sales. Cisco Systems is using Facebook and OpenID for login on their website. It’s led to a 40% reduction in cost and has increased event registration by 20%.
When it comes to participation, find the best social citizens within your organization to enact the social strategy. Enable them to be true representatives of the brand. By recruiting the right subject experts internally, brands can bring value to the conversation. And no one knows your brand better than your employees, so enable them and make sure they reflect your brand properly.
IBM stresses the importance of their people understanding that they represent the brand, and if they do it well, customers will become brand ambassadors too.
Adoption among employees is key. Engaged employees equals engaged customers. So how do you get employees to adopt social media? Expose them to it.
Unique Idea #2: Conversation Starters
NVIDIA and Cisco System have large LCD screens that display real-time Twitter streams and other social conversations in high traffic areas of their office (meeting areas, near bathrooms, etc.). Employees routinely stop to see what is being mentioned about their brand online. This tactic leads to employee engagement.
When asked about B2B social media challenges, the panelists pointed to ROI and internal resources being the biggest obstacles.
On the topic of ROI, panelists noted that social media ROI can’t always be measured. They recommended creating benchmarks and showing growth over time. Show that you changed a trend.
Shanee Ben-Zur from NVIDIA provided additional insight: “Your business objectives should guide you to what you should measure. Tie social back to the original objective and use that as the measurement standard.”
Dwayne Schulz said that Xerox is not worrying about ROI for the next 2 years. Their goal is to create a literate community within their organization first.
Unique Idea #3: Gamification
Many B2B marketers may feel that gamification is only for consumer marketing, but rewarding people for participation and incentivizing behavior are tactics B2B marketers can employ too. Integrate game mechanics into an interaction to emotionally engage and empower users.
IBM and Cisco are using gamification now. “IBM is using gamification internally to build leaders through rewards and recognition” mentioned Susan Emerick. And Jeanette Gibson from Cisco Systems mentioned how they were using it on their blog. “You can get badges for sign up, reading, commenting, sharing, etc.”
Although the panel covered several other notable points, these topics seemed to generate the most interest from the session attendees. And with good reason- all are unique concepts that help these notable brands achieve success with their B2B social media marketing.
Are you using any of these unique B2B social media ideas? Share your thoughts, stories and feedback in the comments.