10 reasons b2b companies need social media
TRANSCRIPT
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#EEC15 / Bilbao, Spain / 18 Nov 2015 / @JonathanWich @Orca_Social
10 REASONS B2B COMPANIES NEED SOCIAL MEDIA
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REASON #1 BREAK DOWN THE SILOS
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• Jack Welch and the boundary-less organisation
• Replacing the silos with an Enterprise Social Network (ESN)
• Why? Efficiency gains
Break down the silos
#EEC15 #BreakingSilos @JonathanWich @Orca_Social
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Case study: Intellect Design Arena’s “UnMail”
#EEC15 #BreakingSilos @JonathanWich @Orca_Social
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Polaris has saved 1.3 million man hours per year by reducing unnecessary emails
#EEC15 #BreakingSilos @JonathanWich @Orca_Social
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REASON #2 CREATE A CULTURE ALL STAKEHOLDERS VALUE
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Create a culture all stakeholders value
• When we say “all” we mean it!
• How important is culture?
• What comes first, the culture or the technology?
• Case study: ABB
- Ultimate goal: "An open, responsive organisation that works together as one"
#EEC15 #CorporateCulture @JonathanWich @Orca_Social
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REASON #3 STRENGTHEN YOUR CORPORATE
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Strengthen your corporate brand
• How do you tell your story?
• It doesn’t matter if it’s B2C or B2B: It’s all about people
• Case study: DSM
- Increased brand value: 800M USD
#EEC15 #Branding @JonathanWich @Orca_Social
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REASON #4 BUILD LASTING
BUSINESS RELATIONSHIPS
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Build lasting business relationships
• An evolution of the sales process
• Both a mindset and a new tool
• Marketers = Sales people (and vice versa)
• Case study: Danske Bank
- Performed an 8 week pilot with 35 sales reps.
- Result? 787 new business connections.
#EEC15 #SocialSelling @JonathanWich @Orca_Social
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REASON #5 CARE ABOUT YOUR ENVIRONMENT
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Care about your environment
• Authenticity based on company values
• It’s about more than money: You need a story to tell and a mission
• It’s also a tool you can use
• Case study: Kimberley Clark
- Partnerships with Greenpeace, FSC and WWF
- Twitter chat: 990 mentions in one hour and a reach of 1.2M
#EEC15 #CSR @JonathanWich @Orca_Social#EEC15 #CSR @JonathanWich @Orca_Social
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REASON #6 LET THE CROWD HELP YOU IMPROVE
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Let the crowd help you improve
• Listening & community building
• A future-proof business model
• From spaceships to milk foam
• Case study: AkzoNobel
- Open innovation: The brightest minds might not be on your pay-roll
#EEC15 #CrowdSourcing @JonathanWich @Orca_Social
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REASON #7 IDENTIFY SHORTCUTS IN THE SUPPLY CHAIN
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Identify shortcuts in the supply chain
• Or even better: Get rid of the chain!
• ESN as a powerful tool
• Case study: SAP
- Co-Innovation Lab (COIL)
- Inviting partners to work together to find efficiencies in the supply chain
#EEC15 #SupplyChain @JonathanWich @Orca_Social
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REASON #8 SPOT & ATTRACT
WORLD CLASS TALENT
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Spot & attract world class talent
• “Hiring is the most important thing you do.”
• The HR game has changed.
• Millenials are attracted to modern, open and transparent companies
• Case study: Krones AG
- Show, don’t tell: “Integrity is a key component of our success”
#EEC15 #SocialSourcing @JonathanWich @Orca_Social
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REASON #9 MAKE YOUR CUSTOMERS HAPPY
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Make your customers happy
• Listen to understand
• Help them
• Create a forum, not a hotline
• Case study: American Express
- OPEN forum for small business owners
- Self-service (it’s a CS boss’ dream come true!)
#EEC15 #Happiness @JonathanWich @Orca_Social
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REASON #10 DON’T CEASE TO EXIST
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Don’t cease to exist
• Social is not that important. It’s only a matter of long-term survival!
• Web 3.0: Every company as a tech company
• A new industrial revolution?
• Change is not going away
• Luckily, it’s not as hard as you think – and it might even be fun
#EEC15 #DontCeaseToExist @JonathanWich @Orca_Social
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#EEC15 @JonathanWich @Orca_Social