Don’t Overlook B2B Relationships In Your Social Strategy
By Heather Clancy
Most research and commentary that I find about social media strategy is focused on its business-to-consumer (B2C) applications and impact. But these platforms can be incredibly effective in the business-to-business (B2B) world, as well.
A few weeks ago, I wrote about the Vivaldi Social Currency report, which ranks brands on their ability to shape certain behaviors.
There are six things that go into shaping social currency, according to Vivaldi, which is a global brand strategy and consulting firm. They are:
• How people seek or receive Information about your brand
• The Conversations that surround it
• How much people are willing to Advocate a certain company or brand
• The level of Affiliation that people feel to a brand community
• The way that people use brand to talk about their own Identity
• How much Utility or practical value a brand conveys
Vivaldi suggests marketers would do well to emulate six companies when it comes to using social technologies and behaviors to shape B2B relationships. They are:
• American Express, with its OPEN forum for small-business owners
• AON, which uses customer-generated content and case studies liberally across social channels
• Corning, which uses viral videos to tell the story of how its glass and ceramics are being used
• General Electric, which encourages its executives to build an active identity across social networks
• Philips, which has created an “Innovation in Light” community on LinkedIn that now includes more than 47,000 members
• SAP, which leverages social media and network liberally to disseminate information and news
Vivaldi reviewed the strategies and use of social technology for more than 60 brands across 19 industries to come up with its list.