In the past, B2B integrated marketing communications was about control—ensuring that the B2B marcom mix had consistent brand messages, tone and approach. Social media is about letting go of control but offering a framework. Learn how B2B social media has impacted B2B marcom managers.More…
Are B2B Are B2B companies really connecting or are we using bullhorn disguised as social media? I’m bringing this up because I’m as guilty as some B2B marcom folks who put out good, relevant content on the various social media outlets, but fail to make a real connection with real people. Continue Reading
Some small to mid-size B2B companies are soliciting the help of others in the organization to contribute to a social media program. In reality, it’s the thought leadership and technical expertise within these companies that adds value far more than marketing messages (social or conventional advertising). Learn more…
This is the next in a series of How To’s on B2B social media. Now that you’ve set up your listening posts (Listen Up!… the First Step in Social Media Marketing) and developed your B2B social media strategy (B2B Marcom Managers: Quick Start Social Media Strategy), it’s time to actually participate. For many, participate means [...]
A B2B social media strategy should include a conversation calendar. Your conversation calendar lists the media and frequency of all your social media activity. The conversation calendar acts as a dashboard of your owned and earned media and the number of posts anticipated per month. The conversation calendar is especially helpful if you’re a B2B [...]
What’s the ROI of a brochure? Too granular, right? Doesn’t the same hold true for social media in B2B marketing? It’s the aggregate affect of the B2B marcom mix on sales and not the component level affect. Socialnomics author, Erik Qualman puts it into perspective in his 4-minute video. What do you think?
Now that Twitter announced its deal with Linked in to allow status updates on Linked in to appear on Twitter and vice Versa,(see announcement video here ) there’s a lot of talk about whether or not this is a good thing—connecting networks. There’s no one-size-fits-all approach. Everyone’s connections and goals are different. It’s important to [...]
David Meerman Scott addressed the Business Marketing Association at their annual meeting in June 2009. One of his key messages was that B2B marketers need to overcome the fear of losing control over their marketing. Thanks to social media, B2B marketers aren’t in control anymore, and trying to control social media often backfires. David cites [...]
I received a message from a fellow group member in an online community the other day. It read like this (note: names/titles have been changed): “My new white paper on XYZ – available to group members Feel free to download – don’t worry – no sales pitches!” Call me crazy, but when someone says, “don’t [...]
Here’s the second in a series of “How To’s” to help you add social media to your integrated marketing communications program. Integrated Marcom Minute interviewed Katherine Watkins, Marketing Communications Manager, Eastman Chemical Company, to learn how she and her marcom team integrated social media into their marcom mix. Research took them down an unexpected path… [...]
