1. ebook Ser ies: Volume 5
the promise behind the brand.
B2B Social Media
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©The Russo Group, 2009. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.
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2. ebook Ser ies: Volume 5
the promise behind the brand.
B2B Social Media
TABLE OF CONTENTS
What is B2B? ...........................................................................................................................................................................................3
How is B2B like B2c? ...........................................................................................................................................................................5
How are they different? ......................................................................................................................................................................7
How can Social Media Help B2B Brand?........................................................................................................................................9
conclusion ............................................................................................................................................................................................. 13
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3. ebook Ser ies: Volume 5
the promise behind the brand.
B2B Social Media
What is
B2B?
B2B stands for “Business to Business” and describes
the trade between businesses (i.e. between a
manufacturer and a wholesaler, or between a
wholesaler and a retailer). It is a collection of
marketing, advertising and sales that does not
involve mass media. In the B2B world, it is your
job to sell your message to the individual(s) rather
than a large populous.
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4. ebook Ser ies: Volume 5
the promise behind the brand.
B2B Social Media
the
Concept
The concept of B2B is hard for most people
to wrap their heads around because there is
no consumer to be sold to. However, B2B is
more similar to B2C (Business to Consumer)
than most people know.
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5. ebook Ser ies: Volume 5
the promise behind the brand.
B2B Social Media
how is B2B
like B2C?
The Message
First, you have to keep in mind that your
message should never change. Whether you
are selling to the masses or to one person,
message continuity should be a consistent part
of the strategy. Finding out what you want to
say, saying it, then sticking to it is important to
both B2B and B2C commerce.
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6. ebook Ser ies: Volume 5
the promise behind the brand.
B2B Social Media
The Presentation
Next, the presentation is alike in both B2B and
B2C strategies. Businesses are still consumers.
Behind their big logo and mission statement sit
a bunch of employees behind their desks. The
way you sell to a prospect is the same in B2B
and B2C commerce.
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7. ebook Ser ies: Volume 5
the promise behind the brand.
B2B Social Media
how are they
different?
The Audience
Behind the business entity are individuals, and you
still want to communicate to them as you would to
consumers. But it may be a harder sell because you
aren’t dealing with the masses. You have to find out
what they want. Know your industry and determine
who exactly needs what you are selling. Think of
B2C as a company that produces a product and
then yells, “Hey world, come buy my product!”
Now think of a B2B business as one that produces a
product and then has to find the exact person to sell
to. It is less broadcasted but more targeted.
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8. ebook Ser ies: Volume 5
the promise behind the brand.
B2B Social Media
The Strategy
In branding, sales, marketing and advertising,
your strategy is everything. And in the worlds of
B2B commerce, your strategy couldn’t be more
different from a B2C company. You have to tailor
your approach to cater to the individual rather
than a large target audience. The things you say
and the way you present yourself and brand are
subject to the critiques of one person. Therefore,
your strategy must be built to handle this.
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9. ebook Ser ies: Volume 5
the promise behind the brand.
B2B Social Media
how can social
media help b2b
brand?
The short answer: Social Media can help
B2B companies brand just as easily as
B2C companies. It’s all about responsible
networking and brand management. Utilize
your Facebook and Twitter pages as well as
your Blog to put your best image forward.
Give your community a feel for the “real” you
by writing about things that really matter to
you and your brand. Give your audience a
chance to see your honest viewpoints because
it will eventually lead to trust. And when you
can build trust in your brand, people begin to
believe in you.
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10. ebook Ser ies: Volume 5
the promise behind the brand.
B2B Social Media
Facebook
Use Facebook to find prospective businesses
to sell to. Once you have logged in, search
for keywords that relate to your business,
industry or product. Take a look at your results
and determine whether or not you have any
mutual friends with the people that show up.
Use your mutual friends as connections to
prospects and find out through them exactly
who you have to “sell” to.
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11. ebook Ser ies: Volume 5
the promise behind the brand.
B2B Social Media
Twitter
Use Twitter to find out who’s talking
about your industry, your product, your
competition, and their product. Twitter
is where the conversation happens. If
you can learn to listen to what’s being
said, you will eventually find leads on
prospective clients.
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12. ebook Ser ies: Volume 5
the promise behind the brand.
B2B Social Media
LinkedIn
and
Plaxo
Use business Social Networking
sites like LinkedIn and Plaxo to
check out the resumes of job seekers
in your field. See if these users have
any experience in your industry and
if they have any connections to new
clients or competition.
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13. ebook Ser ies: Volume 5
the promise behind the brand.
B2B Social Media
ConClusion
Businesses are out there right now networking. They
are forming their own tribes and building their own fan
bases. They are gaining followers and fine-tuning their
brand image. So how do you engage that? You become
a part of the Social Networking community and make
your presence known.
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14. ebook Ser ies: Volume 5
the promise behind the brand.
B2B Social Media
RUSSO IS A STRATEGIC BRANDING AGENCY –
AND AS A BRANDING AGENCY, WE ARE BELIEVERS.
Here, we believe in the promise behind the brand.
And here, we believe that changing the conversation motivates consumer behavior.
Through the use of consumer insight, we develop branding initiatives for our clients
that form emotional connections with their consumers.
For more information on branding, social media
or to learn more about the Russo Group, drop us a line, we would love to hear from you.
116 e. congress St., downtown lafayette, la 70501 | 337.769.1530 | F 337.769.1531
www.therussogroup.com | www.razorbrandingblog.com | jaci@therussogroup.com
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15. ebook Ser ies: Volume 5
the promise behind the brand.
B2B Social Media
©The Russo Group, 2009. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.
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