Traditionally, B2C companies have eagerly embraced the use of social technologies however their use is still often owned by the marketing teams. B2B companies, on the other hand, have stood mostly on the sidelines, struggling to see specifically how a Facebook page or Twitter handle could really help their business.
At Orca Social, we believe that this often comes down to a limited view of social media. It is more than Facebook, Twitter, LinkedIn, Instagram or Pinterest. It is more than the sum of its platforms and more than comments, likes or shares.
Fundamentally, it is the result of technology opening up communication, collaboration and the sharing of information across networks of people, as in the case of the Dynamic Signal platform.
Our e-book “10 Reasons B2B Companies Need Social Media” came about due to demand. Specifically, demand from clients looking at ways to convince stakeholders across different functions to get involved in their enterprise-wide social media plans.
The same reasons come into play when a company is looking to roll out an employee advocacy initiative because, to make it successful, it is essential to have employees from different departments sharing and engaging in content unique to them.
B2B organisations have a great opportunity to create an organisational social media strategy which breaks down the functional silos of business functions. This is essential for companies to compete as we move from “Web 2.0” to the “Social Web”.
Here are the highlights from our 10 reasons:
- #Breakingsilos Break down the silos and establish fast and efficient communications structures between departments with a company ESN. Polaris have saved 1.3m man hours per annum by reducing unnecessary emails this way.
- #CompanyCulture Grow your company culture through open communication, collaborative projects and skill sharing initiatives.
- #Branding Build loyalty, create a point of difference and win new customers with the emotional pull of strong branding. DSM say’s that your brand is too important to leave to your marketers alone.
- #SocialSelling Connect with prospects in creative ways, build relationships and open up additional new business channels with the power of social technologies. 135 employees have the same potential to reach as a company Facebook page with 1m fans.
- #CSR Demonstrate your social responsibility by publicly supporting causes and initiatives which align with your brand values.
- #Crowdsourcing Tune into the voices of your market to improve your R&D, marketing and product development. Ninety percent of the world’s data has been generated in the last 2 years but how do you gain insights from it?
- #SupplyChain Find ways to optimise your supply chain and neutralise issues before they get out of hand. SAP have found inefficiencies in their supply chain by creating a Co-Innovation lab.
- #SocialSourcing Show the world what it’s like to work for your company and use social platforms to spot and attract the best talent. 69% of recruiters have seen competition for talent increase in 2015
- #Happiness Go over and above and add value to your customers to increase loyalty and turn them into brand advocates. Customers won’t remember what you said or did, but will remember how you made them feel.
- #DontCeaseToExist Embrace new technologies and incorporate them into your business to ensure you stay relevant and adapt to changing times. In 1955 the life expectancy of a Fortune 500 Company was around 75 years. Today it’s only 15 and getting smaller.
We hope the eBook provides food for thought for both B2B and B2C companies in defining their own strategies. Please click here to download. We look forward to hearing your feedback!