B2B organizations can as easily drive great social content as B2Cs. It just requires clarifying your own objectives, understanding your audience's motivations, and meshing the two together with great content in the right tactical locations. (Easy peasy, right?) Originally presented to The Packaging Association, November 17, 2011.

1. packaging
your story.
social media for b2bs.
espressoagency.com

2. You get that your clients are using
social media on packaging in cool
and effective ways...
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3. You want to know how you can use
it effectively for your own business?
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4. well, let’s go.

5. So what’s the deal with
social media anyway?
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6. It can build networks.
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7. It can focus collaboration.
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8. It can enable content creation.
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9. It can bring together communities of interest.
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10. It can drive information.
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11. It can even be random fun.
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12. Social media (n):
1. Media for social interaction, using highly scalable
publishing techniques.
2. Media that uses digitally based technologies to
transform and broadcast media monologues into
social dialogues.
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13. social media is a tactic
in your marketing toolkit.

14. november 17, 2011 The Packaging Association packaging your story 14

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18. november 17, 2011 The Packaging Association packaging your story 18

19. And, yes, even...
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21. Tactical tool (n):
1. Execution point within an integrated brand story.
2. Target-facing component of a strategic brand plan.
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22. so! what’s your brand story?

23. Story components:
1. Audience. (To whom am I talking?)
2. Content. (What am I saying?)
2. Distribution. (How am I getting it out there?)
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24. audience awareness.
Source: eMarketer, 2009.

25. We can provide lots of
great examples of B2C
content telling a brand
story.
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26. november 17, 2011 The Packaging Association packaging your story 26

27. Objectives range through...
1. Research.
2. Market share.
3. Education.
4. New product introduction.
5. Loyalty building.
6. Positioning refinement.
7. Etc.
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28. But your space is B2B.
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29. Are they really the same?
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30. well, yes and no.

31. Business objectives are
business objectives, no
matter your audience.
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32. But social tools are used
differently for personal
and professional needs.
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33. The personal motivations:
1. Sharing with existing contacts.
2. Community participation.
3. Social capital and recognition.
4. Definition of self (engagement with like-me).
5. Fun.
Source: Techcrunchies.
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34. fact:
21.7% of adults use
twitter for work.
Source: eMarketer, 2009.

35. fact:
86% of b2bs use social tools.
only 82% of b2cs do.
Source: BtoB Magazine, November 17, 2011.

36. You’ve got to understand why
a prospect might get value
out of connecting with you.
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37. Defining your audience:
1. Type of organization.
2. Role within organization.
3. Demo-, psycho-, and technographic profiles.
a.Typical decision-maker.
b. Typical influencer.
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38. The professional motivations:
1. Professional capital and recognition (information).
2. Professional contribution (feedback).
3. Professional guidance (support).
Source: BtoB Magazine, November 17, 2011.
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39. So you need to design content
and distribution to meet audience
objectives where your key profiles live.
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40. content design.

41. Without great content,
there is zero point in
engaging in social activity.
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42. november 17, 2011 The Packaging Association packaging your story 42

43. Brand story content is:
1. Objective-driven.
2. Media-agnostic and extendable.
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44. Content design focus:
1. Industry leadership.
2. Innovation.
3. Pricing.
4. Quality.
5. Unique capabilities.
6. Etc.
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45. distribution design.
Source: eMarketer, 2009.

46. Brand story distribution is:
1. Consistent across all channels.
2. Audience-relevant.
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47. You know how
you’re currently
marketing.
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48. Let’s extend that into
the right social tools
for your organization.
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49. Media considerations:
1. What types of media enable provision of information?
2. What types of media enable customer input?
3. What types of media enable support?
4. Where are your decision makers and influencers currently playing?
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50. building the digital hub.
Source: eMarketer, 2009.

51. Information facilitators:
1. Blogs.
2. Microblogs.
3. Video content sites.
4. Picture content sites.
5. Communities of interest.
6. Forums.
7. Wikis.
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52. Input facilitators:
1. Blogs.
2. Microblogs.
3. Communities of interest.
4. Forums.
5. Wikis.
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53. Support facilitators:
1. Microblogs.
2. Communities of interest.
3. Forums.
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54. Current technographics:
1. Hunt.
2. Gather.
3. Analyze.
Source: BtoB Magazine, November 17, 2011.
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55. Your corporate site should be a
testament to all of this effort, pulling
interactions together into a single hub.
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56. end result?
Source: eMarketer, 2009.

57. You are building audience-relevant,
valuable content and placing it in
the direct line of your target.
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58. sounds like marketing, huh?
Source: eMarketer, 2009.

59. okay. let’s see some examples!
Source: eMarketer, 2009.

60. Freshbooks.
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61. American Express.
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62. Cree LED Manufacturing.
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63. shall we talk?
@jacquelyncyr
@espressoagency
j.cyr@espressoagency.com
espressoagency.com
Source: eMarketer, 2009.