4. Background to Orca Social
• Founded by Jonathan Wichmann formally of Maersk Line and Ed Major
formally of Oracle
• The premise is that social media should be managed in house
• We help companies scale their efforts internally via workshops, strategic
reviews, webinars and best practice research
5. Why is social media having such an impact?
• The media landscape has been democratised. People are sharing and creating
media themselves.
• People trust their peers and make important decisions based on
recommendations from friends and peers
• Employees – not least millennials – are attracted to companies that are modern
and transparent.
• 84 of B2B buyers (C-level/VP Executives) have used social to assist with
company purchasing decisions. (IDC, 2014)
• It’s an efficient way for corporates to establish genuine relationships
6. What B2Bs can use
social media for
=
What B2Bs shouldn’t
use social media for
=
DIRECT SALES
+
NEW CUSTOMERS
+
CREDIBILITY
BRAND
PERCEPTION
+
SERVICE
+
INSIGHTS
CULTURAL
CHANGE
+
EFFICIENCY
GAINS
+
INDIRECT SALES
7. Socially engaged companies are reaping the benefits of relationship economics
• A month ago Altimeter
Group published a
report on “Relationship
Economics”.
• In short, their research
shows that genuine
communication and
engagement in social
media helps businesses
grow relationships with
employees and
customers while
improving the bottom
line
9. Consumers couldn’t care less about brands.
• College students in the US: "Nearly half stated they didn't believe
brands should be on social media"” (Cocentric, 2014)
• "Most social media users feel negatively towards marketing strategies
by companies on social media sites.” (YouGov, 2013)
• “83% of consumers have had a bad experience with social media
marketing.” (Pitney Bowes, 2014)
• 68% of american consumers “always” or “mostly” ignores brand posts
on social media. (Kentico, 2014)
11. GE: Branding and content
• Has invested heavily in social.
• An impressive presence – and many things for other B2Bs to
‘piggy back’.
• Videos, Instagram, blogs, the story.
• Struggling to make a business impact due to top-down agency-
driven approach.
• Next step will be to get it integrated better into business
processes in the BUs.
12. AGCO: Becoming a thought leader
• Before launching their own social profile
AGCO analysed the current behaviours of
their target audience
• By using UGC they were able to be
authentic in the stories they tell.
• They create their own content too
• 3 tips from AGCO
1) Define your objectives
2) Establish a listening function
3) Join the conversation
13. • The Ombré Effect.
• Identifying new trends using Google Trends and tracking
influencers.
• Validation via social media communities.
• Product development and launch aided by an engaged
community.
L’Oréal: Trend prediction
14. IBM: Ready-made social messages
o A marketing-led support approach
for:
1. Sourcing prospects
2. Managing pipeline
3. Producing content
4. Training sales representatives
5. Measuring performance
o Results? IBM say they are generating
“considerable sales”
15. ABB: Internal collaboration
o Reasons to embrace it:
• Knowledge sharing
• Transparency
• Crowdsourcing of ideas
o Main takeaways:
• It’s a journey, not a sprint.
• You need to invest time and resources in
it.
• It’s about a culture of sharing. And about
breaking the silos.
• McKinsey: 20-25% productivity
improvement for knowledge workers.
17. Maersk Line: Empowering employees to tell your story
• It doesn’t have to be a big
operation.
• Rely on authenticity and
personality rather than control.
• Use what you got.
• Your primary job: To define the
framework and the workflow.
• Let the employees tell the story.
19. You need your colleagues (now more than ever)
• Most important people to engage?
• Reach out and get the organisation on board.
• What kind of content will they want to share?
• Empower them to participate. On average, the employees have 10x as many
connections as the brand.
• In order to create momentum internally you need to get the right people on
board; those who can influence the rest. Use e.g. snowball sampling to identify
hidden influencers.
• It’s all about becoming “socially enabled.
20. Mapping your content infrastructure
Content
Dedicated staff
Internal copywriters, journalists,
campaign managers, videographers etc.
Voluntary staff
From all functions – contributing
with blog posts, photos, video etc.
External voluntary professionals
Journalists, bloggers etc. publishing on
own site or doing guest posts
External hired professionals
Agencies or freelance content
producers hired by the company
Engaged fans and followers
All sorts of stakeholders – e.g. photos via
Instagram or retweetable tweets
21. Social Selling
• The sales funnel has changed
• Empower your sales reps to become thought leaders
• Value-based selling
• Getting in early: Teaching where the customers are learning
The average purchase decision is 57% complete, and
more than 10 information sources have been consulted,
by the time a supplier is engaged.
Learn Define Needs Access
Options
Make
Decision
Source: CEB, 2012
22. What B2Bs can use
social media for
=
What can B2Cs learn from B2Bs and social selling
Influence at an earlier stage of the buying stage
Create valuable content
Make use of ambassadors who can tell your story
Let go of sales KPIs
Market your company (Employees & Brand)– not your products
