Jaar na jaar vulden we onze presentaties met voornamelijk B2C-cases. En hoewel er massa’s interessante zaken te vertellen zijn over social media in B2B, wordt er bitter weinig rond gedaan. Tijd om dat recht te zetten met een sessie die 100% focust op de B2B-markt. Wees gerust, ook B2C-marketeers zullen hier heel wat kunnen opsteken, want veel van de learnings zijn overal toepasbaar, in welke context je je ook bevindt.

1. Social media strategy for suits

4. AdNerds
The Radically Digital Division of Proximity BBDO

7. Social media strategy for suits
The differences between B2B and B2C
Does branding add true value in a B2B context?
How do social media fit in business communications
where niche marketing tactics are prevalent?

8. Social media strategy for suits

10. 73% of CEOs don’t believe
marketers drive demand for
products and services
Fournaise Marketing Group, june 2011

11. The differences between B2C and B2B

12. in B2B, the default is ‘safe marketing solutions’

13. The money you spend is lost unless you earn it back

14. You need permission

15. People involved in technology buying decisions by purchase amount
1-3 4-8 9-15 >15
$25,000-$99,999
$100,000-$999,999
More than $1 million
0 15 30 45 60
Source: Marketing Sherpa/TechWeb

16. Business marketing campaigns need to be considered in terms of months, often years

17. High degree of complexity

18. By their very nature, business offerings are niche offerings

19. Business buying decisions are more likely to be a commitment

20. The similarities between B2C and B2B

21. We love brands (or not) because of the irrational

22. Does branding add true value in a B2B context?

24. Copyright 2009 by Kelley School of Business, Indiana University. For reprints, call HBS Publishing at (800) 545-7685.
BH 319
Business Horizons (2009) 52, 159—166
www.elsevier.com/locate/bushor
B2B branding: A financial burden for shareholders?
Lars Ohnemus
Copenhagen Business School, Porcelænshaven, 2000 Copenhagen F, Denmark
KEYWORDS Abstract Is branding an effective tool for generating shareholder wealth for
B2B branding; companies that are active in a business-to-business environment? Or, do other factors
Financial performance; such as innovation and manufacturing efficiency–—or the lack thereof–—create or
Return on branding; destroy shareholder wealth? Based on an examination of almost 1,700 companies
Market orientation listed either on the United States or European stock exchanges, this study reveals this
Used%strategically,%BtoB%companies%with%a%
crucial relationship could be described as a W-shaped curve with five distinctive
phases, depending on the strategic branding position of the company. Used strategi-
cally, business-to-business (B2B) companies with a balanced corporate brand strategy
balanced%corporate%brand%strategy%generally%
generally yield a return to their shareholders that is 5%-7% higher. It is therefore vital
that key executives, including the board of directors, systematically assess and
yield%a%return%to%their%shareholders%that%is%
monitor the strategic branding position of their company and how their branding
investments are performing against key competitors. This study reveals that share-
holders should insist on systematic performance feedback from the corporation
5%:7%%higher.
regarding all key items in the balance sheet–—including branding. As disclosed herein,
very few of the companies analyzed possessed an optimal balance between branding
and financial performance.
# 2008 Kelley School of Business, Indiana University. All rights reserved.
1. Why don’t shareholders show nies in the B2B segment. In many cases, business-to-
interest in branding? consumer (B2C) activities have been the focus of
research, while industrial branding has been treated

25. Brands are things
we buy instead of products
just as soon
as we can afford to.
Scot McKee

26. What do you do?

28. How do social media fit in business communications
where niche marketing tactics are prevalent?

29. EFFECTIVELY COMMUNICATING YOUR BRAND VALUES

32. FOR BUSINESS

33. LED LIGHTING

34. LED LIGHTING

35. LED LIGHTING
"Making energy-wasting traditional lighting technologies obsolete
through the use of energy-efficient, environmentally friendly LED lighting."

36. If we have values and messages
and other brand assets that
reflect the prospects’ own view of
the world, why wouldn’t they want
to buy from us and enjoy the
experience of doing so?
Scott McKee, Managing Director at Birddog Ltd., top 20 B2B marketing agency

48. BUILDING A COLLECTIVE COMPANY BRAIN

49. A simplified B2B buying cycle
BACK THEN
1
2
3
€
has need research short list go to bid make a
possible of vendors decision
solutions

50. A simplified B2B buying cycle
NOWADAYS
1
2
3
€
has need research short list go to bid make a
possible of vendors decision
solutions

51. Without face-to-face contact
with prospective buyers early
in the purchase process, EMC
was losing an important
source of information about
prospective customers.
Senior Vice President of Global Marketing, William Jenkins, EMC2

52. Two main drivers of this trend
People want to buy,
but they don’t want to be sold to.
Benjamin Ellis, previously worked at or for Siemens, Cisco, Juniper, Microsoft and IBM

53. Two main drivers of this trend
93% of B2B buyers use search
to begin the buying process
Based on research from Marketo

54. In the past, our account
managers had all the knowledge,
now a rep has to become a
generalist, and our hope is that
they are able to ask the right
questions.
Senior Vice President of Global Marketing, William Jenkins, EMC2

55. EMC One, online employee network since 2007 was the start...
13.000
members
4.2 million
pages
EMC |ONE
online network of EMC employees
22.000
UV/month
2007 figures

56. Internal Education
13.000 30.000
members members
= 65% of all
employees

57. .com

58. - community sectie op site met howto videos, info, ..

60. - emc world event > twitter, flickr, facebook, live streaming, the cube + linkedIn group

61. - emc world event > twitter, flickr, facebook, live streaming, the cube + linkedIn group

62. - emc world event > twitter, flickr, facebook, live streaming, the cube + linkedIn group

63. - emc world event > twitter, flickr, facebook, live streaming, the cube + linkedIn group

64. - emc world event > twitter, flickr, facebook, live streaming, the cube + linkedIn group

76. - live product launch: 8000 man
Multiple Launch Events Symmetrix Launch Event
average of 150 clients - flew in 8000 concurrent viewers - 1,5h live stream & chat

77. KEEPING A FINGER ON THE PULSE

78. eedback best practices / inspir
dem o’s / product f ation
clients
upp ort
customer s
code examples ers
channel partn

79. eedback best practices / inspir
dem o’s / product f ation
clients
upp ort
customer s
code examples ers
channel partn

80. If we can make our customers
more successful than our
competitor’s customers, then the
latter are going to come to us.
Mark Yolton, SVP at SAP

81. 4 C’s EMC2 and SAP had to decide on
Closed
Content
Control
Community

82. What Content do you want?
eedback b Custoctices / t
Helpest pramers geinspreation
(Co)-develop’s / procts ct f rvices
dem o Produ du & Se Mo ir Value
& Thought Leaders
Get Control of Conversations
clients hip
Sup port
Custom er Service &
Education

83. Where will you host your Community?
On top of existing On existing niche Own community
social networks communities via social software
thought leadership thought leadership thought leadership
get control of conversations help them get more value get control of conversations
help them get more value educate help them get more value
educate
customer service
co-develop

84. Will it be Closed or not?
Closed Open
Network Network
help them get more value thought leadership
educate get control of conversations
customer service educate
co-develop customer service

85. Who will be in Control?
Own Channel Community
Employee(s) Partners Members

86. BUILDING THOUGHT LEADERSHIP

87. 5 Types of Sales (or Account) Managers
Relationship Hard
Builders Workers
Reactive
Lone
Problem
Wolves
Solvers
Challengers

88. Challengers win by pushing customers to think differently, using insight to create constructive tension in the sale.
Relationship Builders, on the other hand, focus on relieving tension by giving in to the customer's every demand.
OF
Where ‘challengers’ push customers outside their comfort zone,
‘relationship builders’ are focused on being accepted into it.

89. Challengers win by pushing customers to think differently, using insight to create constructive tension in the sale.
Relationship Builders, on the other hand, focus on relieving tension by giving in to the customer's every demand.
OF
Where ‘challengers’ push customers outside their comfort zone,
‘relationship builders’ are focused on being accepted into it.

90. 5 Types of Sales (or Account) Manager
Relationship Hard
Builders Workers
Reactive
Lone
Problem
Wolves
Solvers
Challengers
n= 6000

91. 5 Types of Sales (or Account) Manager
tar reps
on ly 7% of s
Relationship Hard
Builders
Workers
Reactive
Lone
Problem on average 40%
Wolves of star reps
Solvers
Challengers
n= 6000

92. Be a thought provoker,
not a thought leader.
Jeff Molander, Molander and Associates & author of “Off the Hook Marketing”

97. PAMPERING THE MAIN INFLUENCER

101. 1 year after the community’s rollout:
E2E members on average requested 6 times more sample chips
across 3 times as many product areas as non-members

102. 1 year after the community’s rollout:
E2E members on average requested 6 times more sample chips
across 3 times as many product areas as non-members

104. SERVING THE WHOLE FOOD CHAIN

105. I haven’t met anybody who feels
they have their organization
completely aligned
with this revolution.
John Hayes, CMO American Express

112. 1.5 million people
liked this effort
among all retailers
that accepted our card
on that day, sales
increased 9 percent
year on year
Among small
businesses that
participated in Small
Business Saturday,
sales rose 28 percent

113. The best kind of marketing is the
marketing that really helps your
customers out.
Horse sense

114. SAFEGUARDING YOUR COMPANY’S FUTURE

118. In a highly commoditized
business, perhaps our largest
differentiator is our people
William Barret, Global Director of Online Strategy at Deloitte

120. TOTALLY IRRATIONAL BRANDING

121. Alex Trebek, the f
o
on US TV Luc Appermont
4 the States
since 196
known in
Belgium as
swer- “Waagstuk”
u nique an tion
and-ques t
forma
ward
illion dai
ly Daytime Emmy A ame/
9m for Outstanding G tion
viewers
Audience Participa

122. Ken Jennings Brad Rutter
75 wins in a row won $3.455.102

125. Paid Media and its immediate results
Jeopardy commercials Book Documentary Press Coverage
massive Stephen Baker a NOVA documentary Worldwide press
commercial wrote a book & & a TED presentation coverage in major
attention starting shared it in pieces, reached a tech & newspapers & tech
months in advance day by day ‘science’ audience magazines

126. Owned and Earned Media
go humans
21%
jokes
46%
33% Watson
go
Facebook & Twitter YouTube IBM People involved Tweets
daily updates (& +30 movies and 1000s of blog, FB & 35.000 tweets
still updating) to an over 1 million Twitter posts, created before & during the
audience of about views. New movies by info shared with show, still multiple
50.000 people added regularly. employees. tweets per day

127. The long term results
Impact on Branding Recruiting Sparked Ideas
i
Inquiries
The “A Smarter IBM, yearly looking for Existing B2B clients Many corporations,
Planet” concept has many engineers , are sparked with new universities and
a higher awareness IT’ers etc has a full ideas, ready to take government agencies
and credibility. pipeline ever since on the next step. requested info.

128. Imagine having the ability to take
in all the information around a
patient's medical care.
Dr Sam Nussbaum, Chief Medical Officer, WellPoint

130. Conclusions
Branding in B2B does add value.

131. Conclusions
Branding in B2B does add value.
Communities are a better alternative for sales people

132. Conclusions
Branding in B2B does add value.
Challengeunities erfoa better ionship builders
Comm rs outp are rm relat alternative for sales people

133. Conclusions
Branding in B2B does add value.
There’s always defin
itely a leship build o
Challengeunitieiaerfoa better talternative gers reason to
Comm rs outp
consider socs areerm relationast one forosales people
l m dia d

134. Will you still have a job in marketing of the future?

135. Thx!