humans networking

{connecting with small and medium businesses

through social media}
{who is this guy?}
{who is crayon?}
{who is crayon?}
 “social media describes the online
technologies and practices that people use to
share opinions, insights, experiences, and
perspectives with each other. Social media can
take many different forms, including text,
images, audio, and video. Popular social
mediums include blogs, message boards,
podcasts, wikis, and vlogs.”

{wikipedia.org}
{but the real point is}

the people
{when i say social media, is this what you picture?}

it’s time to take a broader view

{by the numbers}
{b2b decision makers participate in social media}
according to a KnowledgeStorm study of b2b technology decision makers

Do you participate in any of the following social media channels?

Video 90%

Blogs 80%

Wikis 80% yes

Social
69%
Networks

Podcasts 53%

For podcasts yes includes once/a few times/frequently responses; for all other
media yes includes monthly/weekly/daily responses

KnowledgeStorm / UniversalMcCann Emerging Media Series (July-Nov 2006)

{social media influence b2b purchase decisions}

Among those that participate in each social channel – does the content
they access influence their business-related purchase decisions?

Video 57.3%

Blogs 53.6%

yes
Wikis 52.2%

Podcasts 26.5%

KnowledgeStorm / UniversalMcCann Emerging Media Series (July-Nov 2006)

{b2b marketers are shifting spend}
according to a Forrester survey of b2b marketers

B2B Marketing
B2B Marketing Budget
Budget Allocation
Allocation % of B2B Marketers Changing their
Budgeting Allocation on Emerging Channels
Trade show s 91%
Public relations 89%
Email 87%
Budget
Direct mail 78%
73%
72%
Increase
Print advertising 77%

Executive seminars and events 74%

Sponsorship 73%

Webinars 72%

Inside sales/telemarketing 70% No Change 25%

Online display ads (banners, pop-ups) 62%

Search marketing 59%

Emerging online tactics 37%

Rich media ads or Internet video 28% Budget

Outdoor media 24% Decrease 3%
TV advertising 22%

Radio 20%

Emerging Online Tactics include Podcasts, RSS and Blogs The growth represents a change in the annual
marketing budget from 2005 to 2006

Forrester: “B2B Marketing Needs a Makeover – Now” (Aug 2006)

it’s time for b2b marketers to shift from
communication to conversation

let’s get down to business

{the three pillars of conversational marketing}

community

dialogue

partnership
community

dialogue

partnership
communities of interest vscommunities of practice
{communities of interest}
{communities of practice}
{b2b buyers see the value of business networking}

69% use social

networks “primarily for
business networking
and development”

and consistently cite

6 “best uses”

KnowledgeStorm / UniversalMcCann Emerging Media Series (July-Nov 2006)

{networks of practice: getting smaller}
{networks of practice: going global}
{virtual networks of practice}
community

dialogue

partnership
they’re talking about you
“Ah, maybe I am prejudiced because I love Cisco stuff…”

“I hate Cisco with the white-hot intensity

of a thousand schoolgirls sizing up the latest bimbette
that their current teen heartthrob crush is dating.”
http://flickr.com/photos/davewavehm/287002178/
{the conversation gap}
community

dialogue

partnership
{partnership in action}
{measurement}
{measuring your return on innovation}
{what you can measure}

total time spent on the site

level of active participation
number of unique users
returning versus new readers
referring source statistics
links from other sites
google pagerank
volume of google natural search results
impressions
click throughs or inbound inquiries
conversions or sales
etc
{what you should measure}

did I design my social media program to

accomplish specific conversation objectives,
and did it deliver against those objectives?
{getting started}
{the principle of . . .}

Share Your
Blog
Expertise

Tap the
Wisdom of Wiki
Customers

what before how

Customers
Social
Helping
Network
Customers

Engage
Prospects
Through Podcast
Customer
Evangelism
{no blog / wiki / podcast / forum / etc is an island}
{questions answers}
{greg verdino}
chief strategy officer
crayon
www.crayonville.com
gregverdino.typepad.com

greg@crayonville.com
{mobile} 631.747.1451
{skype} gregverdino
{second life} jiggy stardust