B2B companies have been utilizing social media in a variety of ways for several years now. I’m no longer hearing B2B marketing and communications people say “should we be using social?”. Today what I’m hearing is “how can we apply a strategy to what we’ve put in place? How can we show that our social media efforts are helping sales and the bottom line?” It is with that bottom line orientation that we started work on an evolved approach to leveraging social media for B2B companies at Ogilvy and within our technology PR practice specially.
Today we launched a new offering called Digital Influence for B2B. Check out our launch announcement. We aren’t new to using social media in B2B environments. What we are saying is that there is ample data and experience now to evolve our thinking and tighten our approach. Specifically:
The B2B buyer journey is starting earlier with prospects utilizing organic search, content and comments of others to influence their consideration lists. (often without the knowledge or help of sales teams). IDG has great customer engagement research that shows just how many pieces of content a prospect wants to consume before they’re ready to talk to sales.
Digital influence for B2B companies ought to be aimed at driving awareness, sales consideration and conversion and therefore requires an integrated team of specialists in B2B communications, social media and sales enablement.
B2B organizations should be encouraging their employees and ecosystems to engage in social media. B2B decision makers say colleagues are a top source for information influencing purchase decision-making (Forrester) yet many B2B organizations are slow to develop advocacy programs in social media to share the opinions of employees, customers and partners
There’s tremendous opportunity for B2B marketers and communicators (including Tech PR professionals) to consider the ways they can help optimize social media in the B2B environment. Our POV is simply to keep things anchored in the buyer journey and think cross discipline. The collaboration across marketing, sales, and PR has never been more important or valuable.
The Technology Practice at Ogilvy PR today announced the launch of ACE (Analyst Community Engagement), a new global service designed to give technology companies an informed, strategic and measurable approach to industry analyst relations.
Why launch an AR service in 2012?
Two main reasons:
We are launching ACE because Analyst Relations is the most global of all marketing functions, and we believe we have the global coverage and expertise needed to support any kind of company on their AR needs. With a global team based in New York, San Francisco, Chicago, London, Hong Kong, Beijing, Singapore and Sydney.
Ogilvy PR has a unique PoV that can really help AR and PR work better together and speak the same language, making AR a strong asset for marketing, sales and, why not, corporate communications as well. We believe that the analyst world consists of “Deal Makers” and “Perception Makers”, and that the true value of AR is in knowing how to distinguish between the two, and tap the right ones to influence sales cycles as well as shift market attitudes and perception. In other words, in the first instance, AR support sales, while in second one, AR supports reputation, and therefore PR.
I’d love your comments on this and what you see at your firm, regardless of whether you are in-house or on agency side.
Managing Director, US Corporate Practice
Ogilvy Public Relations Worldwide
I spent the latter half of last week in New Orleans for the Reputation Institute’s 15th annual conference, Navigating the Reputation Economy. It was a fascinating few days and I wanted to share the highlights of the insightful concepts discussed at the conference.
Is she nuts? Social Responsibility costs money, and that was cut long ago. I know that’s what many of you are thinking. Hear me out. I think the planets are aligning to give companies more courage and motivation to align themselves with social causes. Here’s why:
1. Give the People What They Want. The data is everywhere: regardless of age or country of origin, people want to help people and they prefer brands that help people. Pretty simple stuff. But the numbers that support this thinking are encouraging and I think a little surprising. In the Pew Research Center’s Millennials study released last month, there is an interesting statistic that 21% of Millennials say that helping people who are in need is one of the most important things in their life - more important to them in fact than owning a home or being successful in a high paying career. Will their views change as they age and become less idealistic? I wonder. A December 2009 Yankelovich study showed 69% of consumers say that when a company donates to or does something for school or community, they think its right to buy things from that company as often as possible - a 10% jump in that answer from 2005. During this recession, consumers may not be giving as much money, but they certainly are giving their time. And they seem to be responding favorably to brands that give both.
2. Social is as Social Does. Social media has absolutely changed the relationship between brand and consumer, giving them more direct lines of communication. But as the medium starts to mature, or we as marketers get more experience in working in it, it seems that some corporate-driven initiatives that have an investment tie to social causes receive a stronger, more lasting embrace by their online communities. Think Coke’s investment in the Heart Truth to raise awareness for women and heart disease. The take-away? Most every brand steward not living under a rock is looking for a way to engage stakeholders and influencers via social media. B2C or B2B. The challenge is finding an idea or campaign that isn’t fleeting and has enough interest and appeal to be embraced by those online communities. So partnerships with social causes seem like a very authentic way to reach people around issues they are already passionate about with something they’ll really appreciate from a brand; putting money and effort where its brand mouth is.
3. As the Big Brands Go, Others Will Follow. Smart marketers have already identified this cultural desire for individuals and companies to be more involved in their community and pay it forward. President Obama has called for increased volunteerism. Pepsi has harnessed this desire to help others though their Pepsi Refresh campaign. At (client) Intel’s January launch of its Core processors, the company decided to partner with soccer powerhouse Mia Hamm. As part of Intel’s launch with Mia, the company made a donation to the Mia Hamm Foundation, which Mia created to raise funds and awareness for families needing marrow or cord blood transplants, and to foster opportunities for young women in sports.
I bet we’re only seeing the first set of waves on these kinds of campaigns. And I think that’s a good thing.
What do you think?
Can corporate initiatives (funding & resources) and programs for the social good co-exist without the “eeeew” factor?
When it comes to analysis on how well these programs help the bottom line, if all buying criteria are equal, could the consumer sentiment model hold true for B2B purchases and tip the scales towards socially-conscious corporations?
Is there a happy intersection of doing good and for-profit endeavors?
Boy I hope so. Earth Day’s just over a month away. Any campaign ideas on the whiteboard that could do some earthly good?
There’s no doubt that 2009 was a year that (further) changed our job as PR professionals. As I’m sure you’ve heard a million times, it’s an all new, ever changing world and we need to learn, move and adapt quickly. But, in concrete terms, what does that mean?
From my point of view (mostly from the agency side) I thought I’d list out the priorities for a tech PR practitioner in 2010. I think they stand for both experienced professionals and people just getting into PR.
One thing is for sure: our job is indeed getting more and more complex, challenging, and fascinating. All three qualities that have kept me in the same business for so many years.
1. Becoming a Content Creator. Technologies and the media environment are making it possible for companies to reach out to their stakeholders directly. PR must lead content creation. Cisco has done that very well for quite some time now, with News@Cisco. IBM is now following with the recent hire of Steve Hamm. I am sure many others will follow. A content strategy is pivotal in any good public relations plan.
2. Telling Stories Visually. As PR professionals we need to become better visual storytellers. Read The Back of the Napkin for inspiration – you can get the new companion workbook to put Roam’s principles into practice on Amazon. Perfect way to start the new year!
3. Learn how to use multimedia tools. Now that you’ve put Content and Visual Storytelling at the center, learn how to make news using all the multimedia tools available and how to develop and manage an editorial calendar (or hire people who do it well.) We will see more journalists getting in-house to do precisely this. Steve Hamm at IBM won’t be the only one.
4. Get a Room! I mean a media room. Nowadays it is so much easier to have a studio close to your executives or your clients so you can easily shoot video without taking away a lot of their time. This can be very handy in times of crisis where you want a quick response. In this post you can find specific suggestions on my favorite equipment.
5. Become a social media expert (if you are not one already.) Social Media is integrated in everything we do. PR professionals that are not at least proficient in Social Media, are going to be obsolete before the end of the year. So, don’t rely only on “experts”. Become an expert.
6. Think 360. Talking about integration, don’t stop at social media. Think about all the communication disciplines. Clients and companies face communication or reputation (or both) challenges. Rarely can something be solved by one communication discipline. PR, AR Marketing, IR, HR (Internal Communication), and in some instances Sales and Customer Service needs to work together in a more integrated way than ever before.
7. Develop new services and become more efficient. More for less is here to stay. Now that companies have learned (by necessity) to do and demand from their agency partners to get more for less, why would they go back to getting less for more? For agencies that means providing higher-value services and be more efficient in providing traditional support.
8. Identify the right measurement criteria for your needs. If #7 is true (and believe me, it is), ROI is going to be even more important than before. Flexible measurement solutions, that cost less than 10% of the total investment, will become critical for the success of a Corporate Communication department and for the agency.
9. Integrate your customers in your PR planning. As consumers are co-brand managers, really playing a major role in shaping global brands like Google, Apple and Ford, B2B companies need to work closely with their customers so they can become co-brand managers too. What they say, think or write about will affect your reputation and brand building. A hint? It’s not just about developing and pitching case studies.
10. Understand where influence begins and how it works. Too often I hear that PR is going to die (yawn) because social media is changing the media landscape so there is less and less traditional media. The reality is that PR is not only media relations. The big opportunity for PR professionals is to understand the new “influencer” landscape to a greater detail than before. Understand the ecosystem where your company or client belongs to, and how to engage those influencers and the people who influence them.
My best wishes to a wonderful 2010.
Last week I had the pleasure of representing Ogilvy PR at the Washington Business Journal’s event honoring the fifty fastest growing companies in the Washington, DC area.
While horrified to discover a concoction named the ‘Ogiltini‘ that the organizers had thoughtfully dreamed up, I was truly amazed - and pleased - to discover that the ‘fast 50′ generated $14.15 billion in 2008 revenue and some of them had average annual growth rates in excess of 100%. (Data center company DuPont Fabros Technology, the fastest of the fast, grew a ridiculous 328.44%)
As a long-time tech PR person my attention, naturally, was drawn to how technology companies fared. I expected to see a large number of government contractors on the list and, while I was right, I was surprised at the scale; the federal government was the primary customer of almost half the companies on the list (20 out of 50).
In fact, the dominance of companies selling some sort of technology product or service to the government was so overwhelming that no other industry had more than 3 companies represented on the entire list.
So what does this mean? Well, for starters the government is clearly open for business and companies with an IT services offering should be in a position to do particularly well.
But the government isn’t the only game in town. Companies like DuPont Fabros Technology, Apptix, Vocus, Blackboard and iCore may not address the same market but are all part of the broad technology community and proof that - along with the government-focused IT companies - while we may not be Silicon Valley, tech has home in DC as well.
The media and communications worlds may be in great turmoil and evolution respectively, but a few things remain the same. Media and PR pros both love lists. Lists bring order to things, allow analysts to analyze, and give a platform for brands to say, “see why you should love me”.
This year’s World’s Best Companies list from BusinessWeek ventures to teach our technology PR discipline a little bit more.
Here are a few lessons, some old some new, that jumped out at me.
A.T. Kearney says looking forward they see two important factors that are most likely to drive global economic performance - “leveraging technology and innovation to enhance productivity, and demographic shifts such as graying populations. “
The former bodes well for technology PR pros. Until then, long live the list!
There is a new web application that we have been using within our Digital Influence practice that I believe can be beneficial when beginning just about any initiative. It’s called “Tag Crowd” (http://tagcrowd.com/) and essentially, it allows you to make your own tag cloud from content that you either upload or copy and paste. You can also add in a URL and they will create a visual tag cloud of the word frequency contained in that entire site.
So how would this tool be useful in a PR setting?
For those of us who spend countless hours a day in front of a computer screen, chances are, we’ve spent some portion of that day on video sharing sites such as YouTube, Blip.TV or AOL Video. According to the web analytics site, Compete.com, YouTube alone had over 76 million unique visitors to the site in May 2009 alone.
With millions of people watching hundreds of millions of videos per day and uploading hundreds of thousands of videos daily-ten hours of video is uploaded every minute according to YouTube-the task of guiding users to your video content, can be quite a challenge!
In June, I provided tips for “Implementing Video in Your PR Campaigns,” and discussed “Best Practices for Creating Video Content.” But once you have begun creating video content and posting to video sharing sites, how can you ensure that your videos will ever be viewed?
We (Ogilvy PR’s tech practice) often hear from business to business technology marketers and tech PR professionals looking for a better understanding of Government – selling to it, benefiting from stimulus spending, and how the regulatory environment may evolve. I want to share a great piece that our Ogilvy Government Relations team has developed. Having access to thinking like this is one of the things I love about working at a full-service firm that knows tech PR but thinks far beyond.
For any of you with an interest in marketing products and services to the federal government, please take a look at these tips on how to build a stable and thriving federal sales market.
Selling to the Federal Market: Complications and Opportunities
With declining commercial sales and an uncertain economic climate, many tech and IT companies are looking to the one certain growth market in today’s economy – the federal government. Given the growth in federal spending projected over the next four years in every area from healthcare to border security, there is no doubt that federal agencies will continue to procure record amounts of IT services and equipment.
However, selling in this market can often be a frustrating dead end for companies not attune to doing business with the government. Most adventures in government sales for the uninitiated bear little fruit for many years. The most frequent refrain from disappointed vendors is that the government could not “see the wisdom or merits of their technology or services.”
There are ways to build a stable and thriving federal sales market, but it takes commitment, time, money and savvy to realize that goal. Below are a few tips for those looking to break into the federal market or to significantly expand their presence.
1) Know Your Market and Capabilities – Whether it is health IT, communications, data storage and retrieval, or complex systems integration, you must have active intelligence of federal opportunities before word hits the street. This task requires active knowledge of agency plans for future budget cycles, agency requirements and Executive Branch and Congressional Initiatives. Furthermore, you must know whether your technology aligns with that particular need and is either competitive or can represent best value to the government.
2) Be in Your Market – Simply coming to Washington from the home office, armed with minimal intelligence to meet with a government official is totally ineffective. At best you will get a meeting. At worst, you will be regarded as an outsider with an unproven track record. Government purchasers are loathe to trust the untested and unknown. Without a consistent physical presence in Washington, you will never gain the trust of careerists whose futures depend on making the right decisions.
3) Staff Up – To be successful at both step one and two, a company must have a dedicated federal sales force and a lobbying team to open doors and provide intelligence on an almost daily basis. In addition, the company must have employees who have experience in the complex world of government contracting and requirements, and relationships with agencies that they have worked for or with in the past. This is a particular type of expertise that is no different from that of a software engineer or other technician and it can prove invaluable in winning contracts.
4) Team Up – Often the easiest way to win government business is to team with larger corporations or trusted government service providers who already have large, flexible contracts in place with agencies. Going after large contracts with major players as a sub can get the company in the door and begin building relationships for future opportunities.
5) Brand, Brand, Brand – As noted above, lack of familiarity in Washington breeds contempt. A company in the federal market must be able to tout not only its name and technology, but its past and present performance as a government contractor. Again, without the commitment to advertise and use public relations in the federal sales arena, few government purchasers will feel comfortable enough to take a chance on an unknown vendor.
David Carlson: Social Media and Traditional PR