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13 questions about social media and idea marketing

October 1, 2010 by

Earlier this week I participated in one of MarketingProfs’ TechChats (just do a Twitter search on the #TechChat hashtag to find the dialogue).

It’s a warm-up for the great dialogues we’ll be having at MarketingProfs’ SocialTech conference later this month in San Jose, where I’ll be speaking about social media and the B2B buying process. If you’re in B2B marketing, you gotta go to this thing. All the top social media pros will be there and the focus will be all B2B. I can’t wait.

MarketingProfs’ Megan Leap came up with some excellent questions for me about thought leadership and social media for this week’s TechChat. My answers sparked a lot of debate, so I’ve put them together for you here to see if they will spark the same kind of discussion here. (As an extra added bonus, due to Twitter’s typical evening queasiness, we weren’t able to post all the questions during the appointed hour. So they are all here for your enjoyment.) Please add your thoughts!

Q. Let’s get back to the basics. What exactly IS thought leadership?
A. Ideas that educate customers and prospects about important business and technology issues and help them solve those issues—without selling.

Q. Why should B2B companies try to be thought leaders in their industry?
A. Because online search has become so important to the B2B buying cycle. Content is replacing salespeople in the earliest stages of the buying process. If buyers find your content you’re a step ahead.

Q. What are some ways B2B marketers can position themselves as thought leaders?
A. Marketers can never be thought leaders! Especially in social media, their subject matter experts need to take center stage. But marketers must lead and support SMEs in the development and publishing processes. http://j.mp/8YsPBg

Q. What are some ways B2B marketers can improve their thought leadership?
A. By investing more in the idea development piece of thought leadership. Marketers today are too focused on the publishing part. Another way is by picking themes to help guide your TL development. Smarter Planet helps SMEs at IBM focus. http://j.mp/dzaioo

(Note: At this point, we had a lot of discussion about how ITSMA divides thought leadership into two pieces: development and publishing. Some people thought that publishing was too limited a term for describing the process of getting your ideas packaged up and out into the market. My feeling is that it is apt, because the best model we have for doing this is publishing—i.e., traditional media companies. Just because their business model doesn’t work anymore, that doesn’t mean that their model for developing ideas and getting them out into the marketplace should also be tossed out. It works.)

Also at this point, participants started a really interesting debate about the qualities of a thought leader—but that dialogue is too long to reproduce here—you’ll just have to check out the hashtag!)

Q. Who should be in charge of developing thought leadership? Marketing? PR?
A. Marketing. Marketing has more peer relationships with thought leaders inside the company than PR. Marketing is helping develop offerings.

Q. What social media vehicles are best for promoting B2B thought leadership? Video, blogs, Twitter?
A. Whichever channels your prospects are interested in receiving it and at the stage of the buying process they are at. Research them!

Q. How can marketers integrate thought leadership with traditional marketing tactics?
A. ITSMA research shows that nothing comes close to peer networking and small-scale events. So we should find ways to use social media to support and enhance the live meetings. IBM does that. http://j.mp/c9fWuX

Q. What are some qualities of a good social media voice? (Yes, stole this one from your blog 😉
A. I see 15 qualities, but if it had to pick the top one it would be authenticity. More about it here: http://j.mp/cdcbo9

Q. What are some examples of B2B companies who are successfully using social media and thought leadership? Companies who aren’t?
A. I think B2B companies that have social media policies are ahead of the game in using social media and thought leadership. Companies that don’t let their SMEs talk are going to fall far behind.

Q. Let’s say you market a highly commoditized industry. Would you say thought leadership is even more important?
A. I think it’s important for any B2B company. Anywhere there’s a business process you have the possibility to create thought leadership. That’s where the trade magazine explosion of the 60s-90s came from. Heck, I remember a trade magazine about coin-op laundromats! Everyone wants to improve what they do and how they do it. .

Q. Where will social media and thought leadership be in 2 years?
A. More integrated. Companies and customers and prospects will have a more continuous relationship than they do today. Marketing is still very episodic today, even with social media.

Q. What works better: a blog with a multi or single author approach?
A. I think single authors work best, but it’s much more work and can distract from the brand. I see companies adopting multi-authors for that reason (brand defense). But in B2B, people want to connect with other people, not with brands. Most multi-author blogs are really boring, with few posts and even fewer comments.

Q. How can B2B marketers measure their thought leadership investment?
A. There is no measurable ROI from thought leadership. Period. You will never track it through to a sale and if you do, you’ll never be able to separate it from other factors affecting the sale. I wish the pundits would stop selling that fiction. But I guess it keeps consultants in business. Thought leadership has a role to play, but it’s more to do with building a relationship than making the sale. Content builds intimacy between the company and the prospect until you can put them in touch with a salesperson.

Like these answers? Hate them? Have something to add?

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B2B social media lessons from Steven Slater and Mark Hurd

August 13, 2010 by

At first glance, Steven Slater seems like a total crackpot—cursing out a passenger on the intercom and snagging a few beers on the way to a fun-house exit on the inflatable emergency slide (admit it, haven’t you always wanted to slide down that thing yourself?).

But we’re in the era of social media now, so there are breadcrumbs in the forest that lead us to a fuller explanation of who Slater is and why he did what he did. Valleywag did a great piece on the trail of anguish Slater left on a social media site called Airliners.net about how airlines’ absurd baggage fees had caused an explosion in carry-on baggage that pits passengers against crew and puts everyone in danger.

Social media fills in the background to the blowup
Thanks to the site, we discover that Slater has loved flying since he was a kid. His father was an airline pilot and he waxed poetic about seeing planes take off. His posts chronicle the sweeping arc of frustration felt by a veteran flight attendant (he has been flying since 1990) over the steady decline of an industry that he clearly loves.

Following the trail of bread crumbs leads us to a caring, thoughtful person. Of course, he shouldn’t have done what he did, but it’s clear that his slide into the sunset is built on a foundation of heartfelt frustration rather than a crackpot’s whim.

Even the mighty leave a trail
From the yin of Slater we have the yang of Mark Hurd’s implosion at HP. It’s difficult to tell exactly what went on between Hurd and Jodie Fisher, but it isn’t hard to find a breadcrumb trail of what people of HP thought of him. And in the wake of his firing, that’s exactly what journalists and their audiences were interested in knowing. When the mighty fall, we all want to know what those involved really thought about the powerful icons.

You can do that on a social media site called Glassdoor. Go there and search on HP, and you can see that as of today anyway, employees are dissatisfied. And until Hurd was fired, his picture went next to that 2.4 out of 5 rating. The first review I saw listed under the search was entitled, “OK to work for, but watch your back.” Nothing like faint praise.

The data is available to pass judgment
In a piece on SiliconValley.com, they interviewed the CEO of Glassdoor, who was able to offer an assessment of Hurd’s reign based on over 1000 reviews of people who work there. As a researcher, I know that that is a pretty respectable survey sample. And since Glassdoor is a site with a higher purpose than ranting about your employer (people go there looking for job postings and to get a sense of the going salaries in their professions) it’s likely that it represents a fair cross section of HP employees, rather than just the angry ones.

The information from a social site like this changes how journalists can write about a huge company like HP. Rather than trying to craft an objective view of what HP employees thought of Hurd based on a handful of interviews with a few (possibly disgruntled) ex-employees, the reporter is able to build a credible case for the fact that, as it says on the headline, “Few HP workers shed a tear for Hurd.”

So what can we take away from all this as B2B marketing professionals? Here are a few thoughts:

  • We must monitor what’s being said about our companies online. The trajectory of Slater’s postings look a lot like the things that customers say about our complex B2B products and services, which have a much longer arc of relationship than B2C. Our customers aren’t going to do a United breaks guitars on us. They are much more likely to build a reasoned head of steam over a long period in places like message boards.
    Longtime customers look especially like Slater. They may have come on board at a time when your products and services offered more than they do now or worked differently. Like Slater, their expectations may be born of an entirely different era that they think was “better” than today. We need to keep track of the arc of sentiment and reach out to these customers before the blowup.
  • We must be able to engage with customers through social media. It isn’t enough to discover that customers are mad at us online. We need a process and people for reaching out to them. Imagine if someone at JetBlue had reached out to Slater based on his postings and asked him to talk about his growing frustrations? He certainly wouldn’t be facing federal charges and an end to a long career. Similarly, there are many ways we can intervene in our B2B customers’ frustrations. We can invite them to talk with an internal SME, create a session about the issue at the next user conference and invite to attend, etc.

What do you think? What else do we need to do?

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15 qualities of a good social media voice

August 3, 2010 by

When people ask about how to use social media tools like Twitter, LinkedIn, or Facebook, I suspect that they are really asking about how they should sound in those tools.

After all, the tools themselves are dead simple. You need a second hand on your watch to track how long it takes to set up a Twitter account, for example.

But developing a social media voice is a more complicated proposition.

A good starting point is to create a social media policy for the organization. But these policies are more like guardrails than signposts. Writing style guides can also help, but who has time to plow through them? Employees and subject matters experts need active support from marketers to develop their social media voices. In ITSMA’s social media survey, 68% said that marketing is the catalyst for social media. It’s worth our time to develop a brief guide to social media voice for employees that takes into account the unique attributes of your target audience.

I humbly offer these guidelines in the spirit of the B2B marketing guild. I’d love to hear your additions, comments, rants.

Here are some of the qualities that social media voices should have:

  • Authentic. I’m loath to use this one because it gets trotted out so often, but social media ups the ante for saying what you mean and meaning what you say at the time you’re saying it. In social media, buyers can connect synchronously with you and with their peers, they can react instantly, and they can do so through easily accessible tools like Twitter. Obfuscation used to be a way to buy time in an era when buyers had to write letters to the company president to get their complaints heard (and they had few ways to determine whether others were having the same problems). In social media, obfuscation only brings a swift, often large-scale, backlash.
  • Relevant. In social media, it isn’t just what you say; it’s the company you keep. Creating a responsive social media network means focusing on a subject that you know well and sticking to it so that people know what to expect from you. Remember that it’s as easy to disconnect from people in social media as it is to connect with them. Lack of relevance is a ticket to deletionville.
  • Empathetic. The best social media voices have a clear understanding of what it feels like to stand in their audiences’ shoes. We need to understand their experiences and offer content that fits their needs.
  • Generous. Sharing is the currency of social media. For example, Twitter updates that come with a link to something deeper to read (such as news, opinion, tips, research, and thought leadership) are more likely to be passed on, or retweeted, to others. Rarely do those links lead to paid content. Those who make their content freely available will have many more readers than those who don’t. Besides, it makes us feel good. Acts of generosity, it turns out, light up the same primitive, feel-good areas of the brain as sex and food do.
  • Responsive. Just when we think no one is listening to what we’re saying in social media, we’re likely to receive a message—often from someone we’ve never conversed with before. If we ignore these messages, we can hurt the feelings of those involved and lose opportunities to have interesting conversations that could contribute to our social media success. Blog comments, for example, should all receive a response from the blogger, even if it’s just one message thanking everyone for their time and good thoughts.
  • Helpful. Our helpful deeds in social media are often seen by many others who spread the help farther and enhance our reputation. Subject matter experts who answer questions on the Answers section of LinkedIn, for example, can grow their connections and build traffic to their blogs.
  • Original. It’s okay to link to news items or interesting blog posts, but chances are that many others have already done the same thing. The strongest social media voices are those that regularly contribute original ideas. Blogs are a great hub for creating and sharing original ideas, because readers can contribute to and refine the thinking (as I’m hoping you’ll do here!).
  • (More) Informal. Social media are designed to elicit conversation, yet most of that conversation happens in written form. That means we need a new standard for ourselves. We should make our writing sound more like the way we speak (when we’re at work). One way to judge whether you’re being too stiff (or overly casual) is to read your writing aloud before posting it. If it sounds too stuffy, overly long, or overwrought, simplify it. On the other hand, if it sounds like you aren’t old enough to have a driver’s license, put more thought into it.
  • Timely. Everybody loves a scoop. Gaining a reputation as the first with the latest news in your chosen subject area increases your relevance among others in your network and helps attract new followers. However, it helps to do a little research before sharing to make sure that the tidbit hasn’t been re-tweeted a million times already, or that there hasn’t been some change in the issue since you discovered it.
  • Persistent. Social media voices that appear and then disappear for long intervals create mistrust and apprehension. Was this just a passing fancy? Are you participating just to push messages? Do you have so little say that you needed a month off? The unwritten rule for blogs demands at least a post per week, for example. More than a month and people will begin to delete you from their RSS feeds.
  • Inspiring. As my friend Laura Nicholas points out, the best social media voices try to inspire others to action. For example, try looking at a perennial problem from an entirely different angle and asserting new ideas and thinking. You may inspire someone to share what you wrote because they see the value and want to enlighten others.
  • Grammatical. Sure, social media are more informal by default, but informal doesn’t mean you should sound like an idiot. Indeed, the more personal nature of the communications makes good skills even more important because all the misdeeds can be easily tracked back to their source. It’s okay to split an infinitive now and then, but the really obvious stuff—misspellings, misunderstood words, crappy punctuation, and internet shorthand (unless you are really short on space)—reflects poorly on the reputations of the communicators and their companies.
  • Communal. Just as we communicate differently in conversation than we do in writing, we have a different voice with groups than we do with individuals. In most cases in social media, we are speaking to a group. Depending on your reach and focus, the group can be homogenous or incredibly diverse. In B2B, it’s likely to be diverse, at least in terms of ages and backgrounds. Your voice should sound reasonable to everyone in that group.
  • Dialectal. We always hear that it’s wrong to use a lot of jargon, and in general it is, but only because most B2B marketers are usually trying to reach a general audience of both business and technical people. On the other hand, if you’re only trying to reach the techies, jargon may be expected, as marketer Jed Sundwall points out in this excellent presentation, Finding Your Social Media Voice. We need to understand the particular dialects of the audiences we’re trying to reach with social media.
  • Contextual. Social media are a lot like party conversations. Much depends on how long the conversation has been going on and what has already been said in your absence. The smartest blog comment sounds dumb if the point has already been debated in the comments section. Conversations in social media have a habit of diverging from their original course. Participants need to stop and assess the waters before plunging in.

What do you think? What are other important qualities to have in a social media voice?

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In social media, no one knows you’re an introvert

June 25, 2010 by
Peter Steiner's cartoon
Image via Wikipedia

Two interesting posts this week on how our personalities affect our online behavior. First, Paul Dunay (did I mention that Paul is my favorite B2B blogger yet today?) expresses shock that he turned out to be an extrovert on the Myers-Briggs personality test and wonders if you need to be an extrovert to be in social media. Then David Weinberger, big thinker, co-author of the Cluetrain Manifesto (and nice guy) proposed an interesting framework for determining our internet personalities.

Reading these got me thinking that we probably need to rethink the concepts of introversion and extroversion in social media marketing.

Since I’m a completely unqualified to comment on matters of psychology, I immediately came to certainty on Paul’s query (no!) and, of course, came up with a theory.

On the internet, nobody knows you’re a dog
And the fact that I’m writing about it here proves that you don’t need to be an extrovert to be in social media. I am an “I” with a capital I. (Though I can sometimes fake extroversion when I speak in front of a group that doesn’t know me.)

Could I have revealed all that in a casual conversation with someone I don’t know very well? Doubtful. But can I do it on my blog? Hell yeah! (I never say Hell, yeah in real life—well, hardly ever.)

I think social media turns most things we think about innate personality on its ear. Think of how people contract avatars in games that represent the person that they want to be (or are but can’t show).

But as Paul points out, that self is often lazy and fearful. Research has shown that even in lively online communities, only 10% actively contribute, and about 1-2% actively become leaders of topics and post new threads.

How can we help customers be extroverts?
Those numbers look bad, but we have to think of them from our customers’ perspectives. What if you post a thread on a topic that your company doesn’t want you talking about? What if you wind up looking like an idiot in front of your peers and embarrassing yourself and your company?

Now juxtapose that against the wild sharing that we do on personal devices and networks. Many, many people are revealing themselves in ways that they would never do in real life and on Myers-Briggs tests. Twitter is like a virtual table in the bar that everyone is dancing on.

I think for marketers, the issue is less about whether our customers will be more extroverted online—they already are. But how can we create more ways to share safely?

What do you think?

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How Facebook’s privacy disasters will change B2B marketing

May 21, 2010 by

Have you ever noticed that your Facebook profile page looks like one of those horrible qualification forms that we make our customers fill out? If you go to Facebook and look at your profile, your immediate reaction is going to be that it’s asking for too much information.

Social media is beginning to teach us that long qual forms are going the way of the dodo. I’m still looking to pin down incontrovertible evidence of this, but anecdotally I hear from people that when they get rid of qual forms for their content the amount of engagement increases exponentially. The question that we’re asking Facebook is the question that we should be asking ourselves in our marketing: Do we really need all this information?

Facebook has built its business model around gathering as much personal information about us as possible. And just as our traditional thinking about qual forms is failing, so will Facebook’s personal-information-as-currency model. Both Facebook and we have traditionally believed that the content services that we provide—in our case studies, white papers, webinars, etc.—come at a price. It costs us money to produce this stuff, and therefore our consumers must pay a price. That price is personal information, company information, and buying intent. For Facebook, it’s personal information that advertisers can use to target us.

Customers are less willing to give up information
Especially as social media takes off, we’re finding that prospects and customers have less and less patience for giving us that information. The expectation on Twitter is that 99.9% of the time any link that you put in a tweet is going to lead to accessible content. Twitter etiquette, at least as I observe it, is that if the information that you’re linking to is gated, you take up some of that precious 140-character real estate to inform people of that fact.

It seems that Facebook has staked its future not on the interactions that occur between people on its network but on the idea that the value is in the personal information of its participants. This is a disaster if you ask me.

Now let’s compare your profile page on Facebook with your profile page on Twitter. It’s like the difference between someone asking for your e-mail in exchange for a white paper versus them asking for your salutation, your company size, when you are going to buy, your mother’s maiden name and on and on ad nausea.

The key is the interaction—not the information
See, what I think Twitter understands that Facebook and LinkedIn and all of the other permission-based networks don’t is that the key is in the interaction, not in the information.

I admit it; I’m a Twitter bigot. I find much more value in Twitter than in any of the other social media networks. So take my comments with a grain of salt. But I will tell you that this week I attended an excellent event run by Silver pop called the B2B marketing University in Boston. Because of my Twitter interactions with people in the B2B realm, I had all the information I needed to be able to approach four people I recognized at the event (if you’re reading this, you know who you are!) and engage them in real substantive discussions—even though we had never met.

I don’t know what schools they went to, or where they worked before their current jobs, but I know what they think about B2B marketing and I have re-tweeted their stuff and I know they’re smart. Those interactions on Twitter opened up a possibility of a relationship much more easily than being able to read their profile pages on LinkedIn or Facebook. I learn about them and who they are based on my interactions with them and in sharing content that is of interest to all of us.

Viral vs. permission-based
It’s this viral relationship model of Twitter that wins in every privacy showdown between Facebook and its users. There is a cottage industry developing out there for people who want to protect you from Facebook. Reclaimprivacy.org is a small browser based program that practices a kind of benevolent vigilantism and helps you change your vulnerable privacy settings. It’s a great service, but it only reinforces the perception of Facebook as Big Brother. The privacy issues for Facebook are going to be on the cover of Time magazine next week. There’s would be joy in Twitterville this week if it didn’t seem that the founders of Twitter have none of the ego and contempt for competitors that most businesses seem to have. (Of course, it may be a little bit easier to be this way when your own business model remains rather ill defined.)

I don’t know about you, but I’m always annoyed by people whose first question is what I do or what school I went to. But that is how we’re introduced to each other on Facebook and LinkedIn. I’d rather get to know you based on knowing that I have a shared interest with you. Frankly, I can’t imagine why 300 people would read my blog every week if that weren’t the basis of our relationship.

Ask for a relationship, not information
I think that as social media becomes more integrated into our lives and our jobs were going to see that just as with our content we are going to have to get to know one another through our interactions. We need to ask people for a relationship rather than asking them for their information. What if, next time you offer a white paper or video to prospects, instead of demanding their contact information, you invite them to join your community on LinkedIn, or sign up for an event, or follow you on Twitter? This would be the basis of a much more substantive encounter—and potential relationship—just as I had with my Tweeps this week in Boston.

We should all take a lesson from Facebook and understand that getting information from people is not a zero-sum game. It’s a gradual process—the currency of which is trust and exchange of value.

What do you think?

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Six ways that marketing needs to lead the organization in social media

May 14, 2010 by

Social media creates the need for marketing to lead within the organization.

At least that’s the conclusion we reached at ITSMA recently when we did our social media survey (there’s a free summary if you’re interested).

Now what do we mean when we say that? We mean that within the organization the leadership of social media is falling to marketing. We think that’s because social media is seen primarily as a tool for marketing. Therefore, the marketing group is becoming the default center of social media, right?

I’m really excited about this because it’s rare for a function like marketing to get an opportunity to lead the entire organization. But think about it. Marketers are the not the only ones who are going to be doing social media. Our subject matter experts (SMEs) are talking to customers. We’re seeing HR departments using social media for recruiting. We’re seeing companies use social media to bring customers into the product and service development processes to collaborate on new ideas and improvements. We’re seeing companies use social media for customer support. (Shameless plug here: My favorite B2B blogger Paul Dunay is going to talk about how Avaya uses social media for customer support at ITSMA’s Marketing Leadership Forum on May 25-26.) The entire organization needs to get involved in social media and marketing needs to lead that effort.

I have to say that we were pleasantly surprised and I have to admit a little shocked when we discovered that many marketers seem to get this intuitively—67% of marketers said they are taking on the responsibility of identifying the appropriate subject matter experts and assigning them to engage with their target audience and influencers in the online conversations that are happening out there.

But if marketing is truly going to be the catalyst for social media in the organization, many things are going to need to change. To be a leader, you have to have your own house in order. That means that marketers need to integrate social media with the larger marketing and business strategies. That’s why at ITSMA we’re calling 2010 The Year of Marketing Transformation (sound the bugles!—a little portentous, I know, but we really believe it and the data really shows it). And social media is the main driver behind the need for this transformation. We don’t think marketing can afford to continue doing more with less. With marketing budgets as percent of revenue being an all-time low — less than 1% — social media can’t just be another add-on to everything else that marketing is already doing.

Remember that marketing can’t do this alone. Social media gives us the opportunity to bring the rest of the organization into our efforts. But to do this effectively, we have to define new processes, roles and competencies for marketing and we have to play a large role in leading social media for others inside the organization.

So in our research and our discussions with members and influencers on social media, we’ve identified six major areas that marketers need to focus on to lead the rest of the organization effectively.

  • Research. We have to figure who we want our SMEs to talk to so they don’t waste their efforts.
  • Ideas and content. We need to create an idea engine within the organization to help SMEs come up with things to Twitter and blog about.
  • New roles. We’re seeing a role that is sort of a director of ideas and content emerge. Someone who helps identify smart ideas and people within the organization and makes decisions about how to develop them. We’re also seeing directors of community—Jeremiah Owyang tracks these people on his blog.
  • Governance. Social media policies are the foundation of social media governance. And even small companies can benefit from having a social media council. Listen to IBM’s Sandy Carter talk about how she set up a social media council in her group at IBM.
  • Training. We shouldn’t just turn employees loose without helping them learn about the tools. But we also need to teach them about the strategies for using those tools. Telstra has a cool example of social media training that anyone can watch.

What do you think? What have I left out here? Anything to add?

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It’s official: Marketing owns social media management. Now what?

April 16, 2010 by

We just completed our ITSMA survey on social media. I’ll be reporting some of the major findings here and at ITSMA.com over the coming weeks.

But one finding sticks out. Marketing owns social media management. That’s right. It’s our job.

In our survey, we asked, “In your company, is marketing the catalyst for social media being used by others in the company (product development, HR, etc.)?” 68% of our respondents said yes.

That means that if we are to keep up with our competitors, we’re going to have to take the lead on developing a strategy not only for marketing with social media, but for getting the rest of the organization involved as well.

Will social become a silo within marketing?
This has big implications for how we organize marketing. The biggest implication is that we cannot afford for social media to become a silo or an add-on to our existing marketing organizations. Marketing as a percentage of revenue for technology services companies is at an all-time low—less than 1%. The Great Recession certainly has played a role in that, but the percentage has been dropping more or less steadily since before the dotcom crash, when it averaged about 3%.

Back then, we could still run lush print ads, design fancy brochures and whitepapers, create monster trade show booths, and wine and dine CIOs at the Super Bowl. And to business people, that all represented value. Salespeople and businesspeople could see the talent and creativity in the ads and brochures, relationships being made at the events, and the business cards in the fishbowl.

Today, we do a lot less of that stuff. That’s not to say that these more traditional tactics don’t work anymore and should be abandoned. But we have to find ways to stretch the dollars we do invest in those tactics farther. And we have to use other tactics that, in and of themselves, build trust and relationships with buyers.

That’s where social media comes in. So much of what I see out there today treats social media as a standalone. But the real successes I’m hearing about in B2B use social media to support and extend more traditional tactics. Such as using online communities and social media to build up interest and discussion about our traditional live events both up to, during, and after those events.

Reorganize in an integrated way
So the question for marketing becomes, how do we integrate social media? That was the number one goal of respondents in our survey for the coming year.

Social media consultant Jeremiah Owyang has a good post about different ways that he sees companies organizing for social media that you should check out. It will jog your thinking. But the question I have after reading his post is how does this fit with our existing models of marketing?

As I told Jeremiah in a comment on his post, I don’t doubt the rigor of his (as always) insightful thinking. But I wonder, are companies really reorganizing around social—and should they?

From our research we see that marketing tends to own social media for the rest of the organization. So we’re really looking at how much the marketing function is going to change as a result of social. Today, we see most marketing organizations divided up between corporate and field marketing (central and local) and basically divided up between marcom and everything else. So the real question is how does social impact the ways that we organize marketing today and how does it integrate with the things we already do?

I don’t think we can afford to create a social media silo inside the larger marketing organization. Do you? How are you fitting social into your organizational models?

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How to build emotional engagement in B2B marketing

April 2, 2010 by

I got a really interesting question last week through my Skribit box: How do you use emotional engagement when talking about dry technology?

This may be the ultimate question in B2B, especially as we struggle to integrate social media into the overall marketing mix.

Let’s face it, even if it was possible to curl up in front of the fire with a glass of wine and our B2B products and services, no one would do it. Most of the things we sell are about as emotive as army ants.

That’s why I’m going to answer the question (and invite accusations of copping out) by saying that we shouldn’t try to use our dry technologies as the basis for emotional engagement.

We have to stop torturing ourselves trying to write interesting things about our dry technology. That’s what has led to the horrific vocabulary of mindless marketing speak that makes us utter things like “demonstrable value” with straight faces while deluding ourselves that it leaves an impression on customers. (Hey, it was the best thing we came up with at the meeting, so why wouldn’t customers like it, too!?)

Where are thepeople and the stories?
Journalism has long understood that people respond to other people and to stories. Those two things are built into the process. You get fired if you don’t interview people and feature them in your story. And you never get any interesting assignments if you aren’t able to communicate information through a narrative structure—a story with a number of star characters and a beginning, middle, and end.

It’s the same in B2B. It’s why our latest ITSMA marketing budget survey shows (free summary available)that thought leadership has risen to a higher priority level than in any recent year. Ideas can create an emotional connection. Okay, so it’s not big emotion, but it hits some buttons:

  • Gratitude. This company understands my pain
  • Loyalty. I may need to keep an eye on these guys in case they say something else that moves me.
  • Respect. These guys are smart.
Press photo of Sockington.
Image via Wikipedia

But for all of these things to hit, customers need to be able to connect them to people. Social media offers some new ways for us to build emotional connections with customers by connecting them with other people and their stories. (Ever wonder why Sockington is so popular? Even making a cat more like a person works.) Blogs let us feature our subject matter experts (SMEs) not just as brainiacs but as people that customers can eventually feel comfortable reaching out to directly. Twitter, LinkedIn, etc. all do that, too.

But let’s not get too hung up on social media. This has to permeate all that we do. It’s why those expensive private events work so well.

What do you think? How do you use emotional engagement when talking about dry technology?

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How to get others to blog

March 26, 2010 by

One of the biggest challenges for B2B social media marketers isn’t creating content, it’s helping others create content.

Marketing is the default head of social media management in most companies. And while marketers can create some social media content, they can (and should) rely on their subject matter experts (SMEs) to create most of the stuff that’s going to build trust and relationships with customers.

At our two ITSMA briefings this week in Boston and Washington on social media, (we have two more coming up in New York and Santa Clara, CA that you can attend), marketers offered up a common complaint: They have a hard time getting their SMEs to start contributing (and keep contributing) content.

It’s no surprise. Creating content such as blogs is hard. That’s why marketers have to step in and help out. Here are some ways to do it:

Send them what interests you. If you’re in tune with your SMEs, then what interests you should interest them (at least from a business perspective—no need to go nuts and take up golf). Set up an RSS feed of key news sources and bloggers and forward the good stuff to your SMEs.

Get ideas from customers. When blogger’s block sets in at IBM, bloggers can get inspiration through software that lets customers suggest the topics they’d like to see covered. (Okay, so you need to work for IBM to access it, but Skribit is available to the rest of us.)

Filter research. Customer research can provide tons of fodder for content, but you can’t just dump it on SMEs unfiltered. Pick some key themes and ask them to comment on them.

Incite them. If you see a controversial assertion or question somewhere, forward it to your SMEs and ask them to craft a thoughtful (not attacking) response and link to the original through their content.

Interview them. If your star SMEs are struggling to come up with ideas for starting a blog or for keeping one going, start thinking of yourself as a reporter. These people are your beat. You don’t have to write their posts for them, but you must interview them regularly to find out what they are hearing from customers and what trends they are seeing in the market. Just as reporters take the heat for missing a story or failing to file regularly, you have to take on the responsibility for making sure these people keep posting regularly by checking in with them regularly and getting them talking. Record the interviews and get them transcribed. Then take a look at the transcript and highlight the sections that you think would be interesting for them to write about.

Have regular pitch meetings. Very few writers are able to get their best thoughts out on paper without some help. That’s why magazines and newspapers have pitch meetings, where writers blurt out their rough ideas and get feedback from others on how to turn those ideas into cogent stories. This all happens before the writing begins. When you check in with your bloggers, ask them to talk through their ideas before they start writing. It will improve the quality of their posts and it will also help you keep them focused on the issues that matter most to your business.

Create an editorial calendar. Companies have strategies and goals. Marketers should use them to help inspire their content creators. Pick topics that matter to your customers and your business and ask your SMEs to create content for those topics. Create an editorial calendar with a new topic at least each quarter (e.g., sustainability or cloud computing). Then make a plan for hitting those topics in as many different types of content as possible (blog posts, conference presentations, videos, etc.) so that buyers can consume the information in any form they choose. And target that content to all of the stages of the buying process so that anyone encountering your content will find something that speaks to them personally.

Hire a content director. Have you noticed what’s been happening to the media lately? There are many unemployed journalists and editors out there. Hire one to help your SMEs develop and disseminate their ideas. Journalists are trained to separate the compelling ideas from the chaff and develop them with supporting evidence and case examples.

Buddy them up. If your SMEs refuse to go solo because they think it will be too much work, find them a partner or partners to share the load.

Write for them. If all else fails, you can interview them and use the transcript to write something yourself. Just don’t relieve the SMEs of the responsibility for feeding you the ideas and thinking.

What have I left out? How do you encourage your content creators?

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How to use social media for B2B

March 19, 2010 by
Making Friends - Marketing Cartoon
Image by HubSpot via Flickr

I want to do something ambitious and I’m hoping you’ll help. I’d like to create a guide for how to use social media in B2B that does not involve talking about the specific tools—as least not in the top line.

I think it’s important to try to do this if we’re going to get social media integrated with the rest of marketing. It’s also important if we’re going to stop talking so much about the tools and start talking more about what to do with them.

I started trying to do this a year or so ago by talking about the four components of social media management. I wanted to focus the discussion on things that we differently in social media. Here they are:

  • Monitor. Find and track the relevant conversations in social media and online.
  • Engage. Take an active role in social media by engaging with customers and influencers in the various forums where conversations are taking place.
  • Manage. Take an active role in facilitating and managing conversations, such as creating a blog or community.

The next step is to categorize how we use social media in these different areas and how our actions hook back into the rest of marketing.

Monitor

First, here’s what we do as part of monitoring:

  • Track conversations about your company. You need to know what’s being said about your company online. Pretty obvious, right? Trouble is, we’re finding in our research that most companies stop here. There’s much more that we should and could be doing with monitoring.
  • Develop a target audience. Monitoring can be used to discover customers and prospects that are most relevant for your offerings by observing the patterns and topics of their conversations. All of the major social media tools have search capabilities, and there are specialized monitoring tools that have more powerful searching abilities. Offline research and segmentation are important pieces of this effort.
  • Discover influencers. By monitoring conversations online, we can find the people inside and outside our companies that say smart things. Monitoring tools help determine how much impact these smart things are having on our target audiences. For example, the number of RSS subscribers bloggers have, the number of comments to the blog post, the number of page views, etc.
  • Gather research. Social media are repositories for discussions and content on every possible topic. Search tools can help you mine that data.
  • See the distribution of conversation. Some monitoring 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.

Engage

Here are the things that we do to get our companies involved in the social media conversation:

  • Identify subject matter experts (SMEs). It’s up to marketing to find SMEs who can engage in the conversations that are most important to your target audience.
  • Assign SMEs to engage with key influencers and/or topic areas. Think of this like the old beat system in newspapers. You want to have someone knowledgeable get involved in the most important and relevant conversations. Marketers and PR people can help by monitoring conversations and alerting SMEs to the topics and conversations they should get involved in.
  • Create social media policies for engagement—and support them. One of the things that’s new about the social media conversation is that engagement can’t be vetted by PR. We have to trust employees and SMEs to engage on their own, otherwise our conversations become stilted, one-way messages. Social media policies help the organization understand how to engage without getting in trouble. Some organizations have created support channels for employees to ask questions about the guidelines. Others have set up training programs for employees who will engage in social media.
  • Gather information by asking questions. Asking for information helps deepen social media relationships. Taking a poll in a LinkedIn or Facebook group, asking for input from Twitter followers, or asking for information through comments on blogs are some of the ways to gather information. If you can link to a survey and promise respondents some level of access to your findings, you can create a powerful source of information.
  • Build influence by answering questions. Social media is all about sharing—whether that be pointing to good content (yours and others’), or sharing expertise and experience. By pushing SMEs to engage with the target audience in these ways, you help them build up trust and loyalty among customers and prospects.
  • Create continuity. As we start showing up regularly in social media, we build up a sense of regular connection with our target audiences. That, in and of itself, helps build trust and stronger relationships with audiences. This sense of continuity helps fill in the gaps in communication that we have with the traditional campaign style of marketing. For example, when SMEs speak at conferences, they can engage conference attendees before, during, and after the event to follow threads of conversation through to their conclusion.
  • Promote other types of marketing. By engaging, we can share links to the various other forms of marketing content that we produce, such as white papers, events, Webinars, etc.
  • Seed discussions. Using social media, we can drive interest in other forms of marketing by posting provocative questions or information. For example, posting a link to a survey that you reference in a white paper or will discuss in an upcoming event helps drive interest—and may even provide valuable research.
  • Get people together. B2B buyers value peer connections above all else. By having your influential SMEs help introduce them to one another, you can help build a stronger relationship.
  • Locate others. Using mobile applications to engage with others is going to become important in B2B in the coming years. Knowing where others are at any given moment will give marketers opportunities to link peers at conferences or to have real-time conversations, for example.
  • Build loyalty be being timely. SMEs that can be counted on to contribute to conversations quickly will become very popular among their social media followers.

Manage

In our ITSMA research, we’re starting to see marketers manage conversations through social media, whether it is groups on LinkedIn and Facebook, blogs, or private communities. Managing the conversation takes more time and resources, but it can pay off in a number of ways:

  • Develop and test points of view. Managing the conversation through vehicles like blogs and communities gives you a ready test bed for getting help and feedback on ideas that you are trying to develop into thought leadership.
  • Extend conversations. Managing the conversation gives you a way to keep your target audience’s interest by bringing in conversations from other marketing channels and giving them a permanent home.
  • Closely observe behavior. By capturing a target audience within your own community, you can get much richer data on their actions, needs, and interests.
  • Reuse and re-purpose. Managing the conversation gives us ways to stretch our content further. Blog posts can riff on other marketing channels or revisit pieces of them. The episodic nature of blogs and communities lets us sprinkle content through them like bread crumbs in the forest.

Does this all make sense to you? What would you add? Please help with your comments.

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