Audio Archive: What are the Best B2B Social Practices Right Now?
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Businesses that deal with other businesses do not have the multitudes of social media-active consumers who are pushing retail companies to change the way they buy and sell through more social contact and personal interaction - to behave like people as they interact with people. But the Web is now a social “place” and the potential gains of learning to adapt to its tools and environments at all levels of business now significantly outweigh the risks. Social media for the B2B company is transparent, fluid, conversational and based on trust. Its best practices differ from those in the B2C world, but there are some important lessons that B2B companies can learn from retail to modernize their customer interaction faster than the competition.
Our expert panel shares with us the essentials that all businesses can adopt to gain competitive advantage:
- Learn how much a business must “open up” to its clients and suppliers
- Discuss appropriate adoption and use of major social platforms on the Web
- Outline first steps for adapting to the current online social realities and potential
- Find out what NOT to be afraid of in the conversion to social B2B practice.
About the Panel:
Prior to taking the role of CMO, Jonathan most recently served as executive vice president of regional, solution, and partner marketing, during which he laid the foundation to enhance Marketing's impact on pipeline and revenue. Jonathan joined SAP from its 2007 acquisition of Pilot Software, where he was president and chief executive officer. Prior to leading Pilot Software, he was CEO and president of Accrue Software, a publically-traded Web site analytics company, and president, CEO, and co-founder of NeoVista Software, a pioneer in the predictive analytics and data mining markets. Earlier in his career, he held a variety of senior roles at MasPar Computer Corporation. Jonathan is a frequent speaker at industry events, an active member of the enterprise applications community, and author of multiple papers on a wide range of subjects, including a popular blog. Jonathan holds a master’s degree in computer science from Duke University in North Carolina, and a bachelor’s degree in computer engineering from the University of Virginia.
Jason Breed is the Global Lead for Social Media at Accenture with over 10 years of direct experience in Social Media and 16 years of interactive digital customer engagement experience. As an advanced digital strategist, he has worked with many of the largest companies in the world and his expertise spans both online and mobile. Jason’s focus is on the enterprise and the effects that social has in transforming entire businesses.
Paul Gillin is a writer, speaker and online marketing consultant. He specializes in helping business-to-business marketers use social media and quality content to reach customers. His books include The New Influencers(2007), Secrets of Social Media Marketing (2008), The Joy of Geocaching (co-authored with wife Dana in 2010) and Social Marketing to the Business Customer (co-authored with Eric Schwartzman, January, 2011). Paul is a veteran technology journalist with more than 25 years of editorial leadership experience.His website is gillin.comand he blogs at paulgillin.com.
Maggie Fox, Moderator, Social Media Group
Maggie Fox is the founder and CEO of Social Media Group, established in 2006 and one of the world’s most highly respected independent agencies helping business navigate the socially engaged Web. Pioneers in their field, Social Media Group has developed social media strategies for some of the best-known brands in Europe and North America, including; Ford Motor Company, SAP Global Marketing, Norwegian Cruise Line, 3M and Thomson Reuters. Maggie has been interviewed about social media by The Washington Post, CBC Radio, The Globe and Mail, CBC News, CTV News, AdAge and The Financial Post, among others. She was also named one of the Top 100 Marketers in the 100th anniversary edition of Marketing Magazine and sits on the Board of the Empire Club of Canada.
Former SMT Senior Editor, currently a social media analyst/consultant. Now find me here as username Cliff Figallo.The quintessential online communities and social media veteran and expert. Founding director of The WELL, author of Hosting Web Communities ('98) and Building the Knowledge Management Network ('02).
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