Wondering Out Loud

Nice bones, now here’s the meat

Wednesday morning was a great morning at the St. Paul Pool & Yacht club.

A small group convened to hear Provident Partners’ Albert Maruggi and me speak on the ways of integrating social media tactics to one’s traditional marcomm efforts. Keeping the group small allowed us to drill down into the attendees specific issues and objectives and they walked away, not with a laundry list of what tools are available, but with concrete ideas of how to develop a social media strategy that will help them achieve those objectives.

Our goal was to give people a different type of seminar. We wanted them to forget about the shiny new objects – all the tools and toys that are used and developed everyday – and ask themselves a few questions:

  1. What are our marcomm objectives.
  2. How can we leverage social media to help us me.et those objectives.
  3. How do we determine which tool is appropriate for the given job.

Content, credible content, being king, we also asked them to look inside their company and consider resources – the human kind – they could tap to play the role of subject matter expert and how they could best be leveraged; audio, video and/or text.

We packed a lot of information into a two hour semianr, and in the end everyone left with a solid foundation on which to begin building the strategies they came in search of. I’m going to enjoy watching as the companies represented build out their plans and begin executing on them.

It was a very satisfying and gratifying to help fellow professionals who are in the same position I was just a few short years ago.


August 14, 2009 Posted by | Journalism, Marketing, Public Relations, Social Media | , , , , , , , , , | Leave a comment

Showing you the “How”

A while ago I wrote a post called “Show me the how”. It was written out of the frustration from reading yet another blog post about why B2B companies need to get active in social media. It’s my contention that we need to stop talking about why and start talking about how.

How does a B2B company get started, what do the objectives look like, and who should you target? All are questions that need to be answered before you even consider launching a blog or establishing a Twitter account, but that’s what everyone seems to want to talk about.

Well, I threw down the gauntlet and Albert Maruggi, @albertmaruggi, of Provident Partners and the Marketing Edge took it up and challenged me to a duel of sorts. So on August 12, Albert and I are hosting a seminar that focuses on the hows of social media. Among them:

  • How to get media coverage without pitching
  • How to effectively expose your expertise on the Web
  • How to use multimedia to tell a powerful story
  • How to identify and use game-changing marketing and PR tactics

You can register for Social Media – What Works, What’s Next at the Provident Partners website.

This is a face to face event especially for Marcom/PR pros who are trying to launch a social media strategy at their company, but are struggling with exactly how to get started. If this sounds like you, I promise the two hours you spend with us will be well worth the time.

Albert and I are looking forward to seeing you there.

July 21, 2009 Posted by | Social Media | , , , , | 3 Comments

Who should you target with B2B social media activities

In my last post I wrote about setting the proper expectations for your social media efforts. Today, I want to touch on the “who” piece of the equation.

It’s axiomatic, but I’m going to point out the obvious: who you target with your efforts is critical to meeting the objective you set. I’ve seen companies derail their social media strategies because they get hypnotized by the shiny new object that is the latest and greatest social media tool. Rather than determining it if it will help meet their objectives, they figure out a way to use it regardless of the results. Cool new stuff will do that to people.

Stay focused. Keep both eyes on your audience, the message you want to send, and the best way to deliver that message.

Let’s start with the first one: your audience.

I’ve written about it before and I will reiterate it here, the value of social media in the B2B space is primarily in the realm of public relations. Extending and enhancing traditional PR efforts through the use of web-based tools. But the beauty of social media is the ability it gives you to more quickly and easily build relationships with the gatekeepers of information and to reach beyond the gatekeepers directly to the final consumers of your PR messages.

And that brings me to the crux of this post; determining your target audience(s). Audience selection was one of the first decisions we made when launching the social media strategy at SoftBrands. We identified the six listed below:
Industry media
It’s true that social media makes it possible to bypass the media gatekeepers and take your message directly to the market, but industry media can as an objective source to corroborate the expertise you showcase in blog posts, podcasts, etc. Any time you are included in the editorial content of a publication your credibility is enhanced

Industry bloggers
Commenting on blog posts, tracking back, referencing a post in one of your own, are all ways to bring the first target down a level to one that is more personal in nature. When you are communicating with an industry blogger – even if he/she also writes for one of the trade publications – you are doing so one on one, person to person. It’s a great way to build a media relations and generate even more editorial activity.

Current customers are important because you want to continue to remind them they made a great choice in purchasing your product or service. Actively communicating via the several social media methods helps build customer relations and loyalty. Include your customers in your efforts and you can make a friend for life.

Why am I including prospects when B2B social media belongs in the PR space? Think back to the objectives I set out in my last post – credibility, thought leadership, etc.  People want to trust the companies they buy from and employing social media tactics is a great way to build that trust long before they are in the market for product or service. The early part of most sales cycles includes a time for getting to know each other. What if the prospect already trusts you, your company and what you’re selling? It would save time and money and give you a better chance of winning the business. Social media can do just that.

As a publicly traded company, investor relations are very important to us. Now my efforts at social media are not corporate in nature, but investors are interested in the company as a whole; all divisions and products are important to them.

Fellow employees
I trust the importance of this is obvious to everyone.

Each was selected because it could help achieve the social media objectives I gave you in my last post. Fellow employees are the one exception, but if you’re not considering them you have bigger issues to deal with. How we communicate may vary, but everything we do is targeted, directly or indirectly, at each of the six.

Like I stated earlier, it is a PR play for B2B at this time – and times always change – so the list of audiences is heavy toward those who can help me communicate my message to the market at large. And even though the market at large made the list the message is not product focused.

Remember these few tips and your social media strategy will stay on track:

  1. Who you target needs to flow directly from the objectives of your social media strategy
  2. Don’t get distracted by the shiny new social media app. Assess whether it will help you achieve your goals and act accordingly
  3. Stay focused on your audience and let everything you do inform your decisions for what to say and how

June 25, 2009 Posted by | Social Media | , , , | 1 Comment

Setting objectives in B2B social media

I was digging through old blog posts the other day and came across this one Mark Schaefer’s {grow} blog. A bit more than one month old, it asks a simple question: Can social media be successful in B2B?

Mark’s position can be summed up in the following excerpt:

Demonstrable B2B results are scant unless you define success as “number of mentions” or “number of hits.” How is it driving top line growth?

Mark asks the wrong question because he’s thinking like the marketing professional he is. If I used his definition as a measure of social media success, then the social media program I have managed as SoftBrands for 18 months would be considered a failure. But I know, and management knows, it has been a success.

Before launching our social media initiative, I set very clear objectives. Growth was not among them because this is not a marketing program; it fits much better in the area of public relations. That’s not to say there isn’t any spillover into marketing, but any that does occur is a fringe benefit.

My goals were pretty simple:

  • Increased credibility
  • Thought leadership
  • Promote industry expertise
  • Improve media relations
  • Increased brand awareness

I won’t bore you with the statistics, but eighteen months after launch, I can say definitively we have succeeded all categories. The blog is being read by the people I want – business partners and key industry people –and press inquires for interviews have increased dramatically. In addition, I have access to people that I would not have but for the blog, podcasts, Twitter, etc.

The bottom line is simply this; success is achieved by fulfilling the objectives you set. Objectives are set by the department that owns your strategy and will look very different coming from marketing than from public relations.

June 20, 2009 Posted by | Social Media | , , | 4 Comments


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