It's Time to Get Social [Media]!?
Industrial companies are ready to "get social" -- "social media," that
is! According to a recent presentation by Laura Ramos, vice president and
principal analyst for Forrester
, social media will find its way into B2B marketers' marketing
mix this year.
More than 80% of the attendees at the "Social Media: Where Should B2B
Marketers Start?" webinar said they were currently including "social media
tactics" in their 2008 marketing plans, including:
∙ web-based events
∙ online video/rich media
∙ blogs, and
∙ online communities.
Now, it's time -- for industrial B2B marketers who haven't already done
so -- to get in on the "social media action" (or should we say "interaction"?).
During her presentation, Ramos quoted another Forrester study and said, "To
adopt [social media], B2B marketers want proof Web 2.0 works."
B2B pioneers are finding marketing success with social media efforts. Ramos
offered some "proof": businesses are using online video to make product
demonstration "interesting, fun and viral"; podcasts are being integrated into
a business' security blog; businesses are building online "idea exchange"
communities; and more.
Ramos said B2B marketers should "…focus on what you want to accomplish
with prospects and customers, not technology and tactics" and "use social media
to listen to customers talk." Ramos also predicted, "Web 2.0 tools will shift
marketing focus from lead generation to lead lifecycle management." This means
we will be -- or we should be -- using social media to nurture and lengthen our
relationships with our customers.
What 'Social Media' Really
Means
What exactly are we talking about when we say "social media"? What's the buzz
all about? The term "social media" is sometimes called "Web 2.0" or "new media,"
and definitions for this newer form of media seem to abound.
Robert Scoble, co-author of the book Naked Conversations: How
Blogs are Changing the Way Businesses Talk with Customers defines
"social media" in his personal blog
www.scobleizer.com. In
his post, Scoble first highlights the "old media" (newspapers, magazines, TV,
radio, books, photos, etc.) and then talks about what's different about today's
social media and how they're used.
Toward the end of his blog post, Scoble sums up his observations and offers
a simple definition for "social media." and says, "When I say 'social media'
or 'new media,' I’m talking about Internet media that has the ability
to interact with it [the media] in some way." He also notes, "I don’t
really care what you call this 'new media' but you’ve got to admit that
something different is happening here than happens on other media..."
Overall, it seems to be the "interaction" that defines "social media," and
everyone -- including industrial marketers -- seems to appreciate this new
wave of media with its two-way interaction and communication capabilities.
How B2B Marketers are Becoming
Social…
In the October 2007 American Business Media research report titled "The
Digital Transformation," research proved that business buyers are already
turning to social media on the job:
∙ 52% attend Web-based events
∙ 40% use online videos or rich Internet applications
∙ 35% participate in online forums, communities or social networks
∙ 34% use mobile/wireless devices
∙ 31% use B2B blogs
∙ 20% listen to podcasts, and
∙ 19% use syndicated content published via RSS.
Now, It's Your Turn …
You, yourself, can start participating in various social media to see what
it's all about. By reading and posting on blogs, or listening to podcasts, or
attending online events, you can experience the various social media and see,
for yourself, how everything works. Enjoy -- and don't forget to take notes
to evaluate how social media might be used to help you meet your business'
goals and objectives.
There are many opportunities on the Internet for you to start participating
in, and experiencing the power of, social media right now. ThomasNet offers
several options to get you started today:
∙ Visit the ThomasNet Marketing Forum
and join in on this month's conversation about social media and
industrial marketing -- and become a part of a social medium/online community
in action!...
∙ See how online video promotes communication between our customers
by viewing a video testimonial
about ThomasNet…
∙ Listen to a podcast
about "buyer/seller disconnect" and ThomasNet's "VSET" evaluation of
industrial websites…
∙ Read and respond to a blog…
∙ Sign up for an RSS feed from
ThomasNet Industrial News...
Whatever you choose to do, start to "get social [media]" for your business
now, and learn more about opportunities to promote your business online, by
visiting ThomasNet.
