Social business will begin disrupting B2B sales & marketing in 2012, and CSRA's Social Business Education Series shows executives how to take advantage of it. This financial services case study shows how Northof41 transformed the business value of physical events, conferences and trade shows using social business. Using the leverage of social business, it built a global reputation very quickly.

1. CSRA Social Business Education
Series
How Social Business Is Changing
the Game in B2B: Sales,
Marketing, Human Resources,
Product Development and Others
2012 Roadshow
http://www.socialbusinessservices.biz/resources/

2. Enterprise Social Business Strategy & Execution
Christopher S. Rollyson and Associates
Plan | Learn | Scale | Integrate | Manage
Social Business Disruption
of B2B Sales and Marketing
Rare 2012 Opportunities
Part2: B2B Case Studies
Manufacturing | Healthcare | Supply Chain | Financial Services
05/05/2012 Entire contents © 2006-2012 by Christopher S. Rollyson

3. Copyrighted
material
Financial Services Case Study
Background
North of 41 is a virtual
accelerator that facilitates
•Virtual accelerator for connections among
Canada-based technology
Canadian start-ups
startups, government, and
hightech investors around
• Attracts global investors
the world. This case is a
perfect example of
• Taps into government
creating synergy between
support social business and
physical events.
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Synergy Between Events, Video
• Attracted diverse Stakeholders to
St u d y Gu i de
conferences
• Immortalized relationships & key messages So c ia l
by video interviewing people onsite
• Drove awareness with LinkedIn, Twitter Business
& blog
Highlights
• Flipped event/social business equation:
– Most firms use social business to promote
events
– Northof41 used events as sets for video
and social business
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Created Global Footprint “Overnight”
• Social business leverage and focus
St u d y Gu i de
quickly established Northof41
• Laser focused on stakeholders, not itself Lessons
• Followed stakeholder-centric content
strategy in all platforms Learned
• Standardized social business templates
to coordinate decentralized team
• Leveraged physical events 10-fold;
booth prop for dozens of video
interviews
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10x Boost in Event ROI
• Events have high engagement—but little
St u d y Gu i de
leverage or longevity
• Combine events’ high engagement with Insights
longevity and leverage by using social
business to digitize events
• Critical success factors:
– Use strategy to align effort with business
goals and determine message and themes
around which to engage attendees
– Learn how to select and interact with the
appropriate attendees, so you get honest,
uncontrived and valuable videos
– Maximize ROI by engaging non-attendees
to help them engage by “being there” virtually
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Engage Channel with LinkedIn, Twitter
• Most events producers use social business as a promotional tool
because their focus is on physical events, which have high St u d y Gu i de
engagement but little leverage or longevity.
• Northof41 attracted technology firms and venture capitalists to their
own events at high visibility conferences, but they immortalized key
messages and had fun by producing dozens of video interviews
Detail1
onsite. [Everyone loves to look smart on video]
• Moreover, they boosted excitement with their blog, LinkedIn, Twitter
and Facebook, rapidly building a global online community around
their stakeholders.
• Northof41 spent very little cash to create a global following within a
year of launch due to the massive leverage of social business.
Although Northof41 only held two physical events, its online presence
and laser focus on stakeholders quickly established it as a major
player.
• In addition, Northof41 created an infrastructure of templates and
procedures. These made it easy for a distributed team to remain on
message and spark relevant interactions in social venues.
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Engage Channel with LinkedIn, Twitter
• Most exciting: Northof41 increased the impact of physical events an
estimated ten-fold through video interviewing stakeholders, whom St u d y Gu i de
they immortalized online.
• Northof41 shows the immense potential of events + social business
for B2B marketers who get the concept and act on it. With social
business, they can combine events' unsurpassed engagement with
Detail2
digital longevity and leverage, which is truly revolutionary. Having
managed numerous sophisticated events programs over the years,
I'm extremely excited about this.
• Also keep in mind that these pioneers' stories show emergent good
practices that will be table stakes within 3 to 5 years in most
industries. Social business won't be an option: like the Internet,
everyone will have to adopt, and the proactive firms that start earlier
will compound the benefits.
• Another big takeaway for me is when you interact online with very
defined audiences, those interactions are very effective at driving trust
and relationship among people who are interacting *and* the 10-fold
larger crowd that is observing. This is the social business leverage
that will define leaders.
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Social Business Powerful in B2B2C
• Watch the video
St u d y Gu i de
– http://youtu.be/_meMKL_oOts
• Case study home page Mo re
– http://tinyurl.com/sbscasenorthof41
– Podcast (audio only) (L i n ks )
– Other B2B case studies
– More insight into business drivers
– Action steps
• Catch the whole series
– http://www.socialbusinessservices.biz/resources
05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 9

10. Copyrighted
material
CSRA Social Business Education
Series
How Social Business Is Changing the Game in B2B:
Sales, Marketing, Human Resources, Product Christopher S. Rollyson
Development and Others Managing Director CSRA
chris@rollyson.net
+1.312.925.1549
http://about.me/csrollyson
http://rollyson.net/consulting
Part1: The Dynamics of Change
Part2: B2B Sales & Marketing Case Studies Resources
Part3: Action Steps: Evolving Sales & Marketing
2012 Roadshow
http://www.socialbusinessservices.biz/resources/
05/05/2012 Social Business Disruption of B2B Sales and Marketing: Rare 2012 Opportunities 10

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material
Social Business Services
http://www.socialbusinessservices.biz/resources/
How to evolve sales and marketing
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