B2B marketers + social = lots of room for improvement

Trends From Social Tech 2010

Value: [rating=3]

Our commentary: So, you have the website, the blog, Twitter account (with a degree of usage) and maybe even Facebook fan page, you're tooled up - but do you feel like you're just a hamster on a treadmill - we all do, sometimes. The question is - where's the magic? Ann Handley notes in a recent post at the Daily Fixblog, "B2B marketers + social = lots of room for improvement." She's written up her 4 take-aways from 'Social Tech 2010', an event focussed around the B2B marketer, and in particular for the high tech industries.

Marketing implications:

• All content is not equal: You know the new mantras - "Content is King" - "We are all publishers"! But, "B2B companies have to produce the right kind of content: Web content that is honestly empathetic, seeded with utility for your customers, and that reflects your business's core values and is inspired by your unique perspective and authentic voice," notes Handley. Robert Scoble also pointed out an example in his keynote at Social Tech 2010, "€œWhen you are trying to sell something, a human voice does it better."€
• Social Objects set you apart: Handley comments that a social object "might be a cool digital tool or other kind of content (an interesting infographic, a compelling SlideShare presentation, a video, etc.) that your customers take and can share on their own blogs, Facebook pages, or other social platforms." Or it can even be a character or other object (even a mascot) that people can share. Why do that? Raise awareness - generate interest in your brand by setting a humorous, unusual and human tone. One that people want to talk about.
• Less stats, more results: Remember that while it can be interesting and satisfying for marketers to get excited about KPi's revealing success, to be 'doing social media', what really matters is the big picture, results... sales. For B2B marketers and social media: Is social media helping you to connect with your customers in a relevant way, a way that is demonstrably encouraging them do business with you? Are you keeping your mind on the right goal?

Recommended link: Ann Handley Daily Fix