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.
Thought I’d share a few pictures of the new Denver office space.
There is still some unpacking and construction going on and pardon the amateur photos! Overall, it’s a great space with plenty of room for team meetings, client meetings, brainstorming sessions and networking and it will be great to be co-located with some of other WPP companies as well.
If you are in the Downtown Denver area, drop us a line – 303-615-5070!
One of the brainstorming rooms with an ‘Ogilvy-ism’ on it…this room will undoubtedly draw nicknames like ‘The Red Room” or the “Donny Deutsch Room“
Unfinished brainstorm/conference room with bar-stool seating. Unfortunately it came without the rest of the “bar” amenities, but will still be a great space for on-the-fly meetings.
Last but not least, some of the working space…
Yeah, as in Wonka. Remember the scene? Charlie at the gates? Thousands upon thousands of fans standing in eager amazement as the gates were about to open. Would we see oompa-loompas for the first time? Gorge on chocolates to our hearts content? Just what would we do with the gates open?
And that’s a bit of the sensation I had as a tech PR professional upon reading that some mainstream media (MSM) are responding to the surge in growth and buzz (there’s a difference) in and about social media. They want some too (yes, get me some of that social media, but as a means to growth and buzz) so they’re opening the gates. Call it readership community! Collaboration! Co-creation! Whatever you call it, BusinessWeek and others want to let readers guide story topic selection; heck sometimes they’ll let them write the next sentence! They want to engage with readers, and in doing so cede the ‘we are the experts, we’ll decide what to analyze and then do the analysis’ mantel.
So like I said, at first the PR pro in me gets giddy. What an opportunity! More ways to suggest topics! More ways to influence! More ways to get the experts I want to see espousing with more air-time than your experts! Alas my clients will be heard!
But wait. Then the New Englander in me speaks up. The New Englander automatically furrows the brow and looks for ‘the angle’ in anything that looks good at first. There must be a downside dammit. And then it hits me. The thousands of fans at the gate. Some of them are maybe not evil, but certainly not upstanding. Let’s just say, they won’t be operating with transparency. They might just dupe those MSM. They might steer, influence and suggest too far. Why, with the news staffs shrinking, who will ensure that some bot doesn’t just keep changing names and suggesting similar topics that mislead a tag cloud of story ideas! Those poor unsuspecting MSM!
Then I decide, maybe the change actually lands somewhere in the middle. Of course BusinessWeek needs to socialize itself. They must innovate or shrink. They’ll succeed in places, fail in others. And after all, this is about conversations and relationships, and that’s why I got into this field 20 years ago. It’s a good thing, right? As long as those of us acting transparently traffic the rest of the crowd. After all, someone has to protect the Ever-lasting Gobbstoppers.
It’s a good thing. Right?
I am personally extremely excited to start this blog not only because it will be a platform to share our thinking and engage in conversations with a broader community but because it will be really broad. In fact we have contributors from our Tech Practice from all around the world: from San Francisco to Singapore, from London to Sydney, we have people coming together with a common, global passion. Not, it’s not soccer. OK. It is soccer. But it is, mainly, Hi-Tech PR.
In this venue we will share what we see in the world of technology PR and beyond. We will talk about trends, ideas, things we stumbled upon, questions we might not have an answer for (and maybe you can help us.). Experiences of working with colleagues from other practices and disciplines. What’s changing and happening in the different markets: locally, regionally or globally.
We didn’t want to have the point of view of just a few senior PR professionals. So I am particularly thrilled to have members at every level be contributors. Fresh air. A different perspective. Young. Old. Experienced. Opinionated. Thoughtful.
We want to make it easy to have conversations with our clients, competitors, industry leaders, students, fellow bloggers and not just among ourselves. We would love to see a lot of content, ideas and participation.
Join the conversation. Throw us a Tech PR Nibble!
David Carlson: Social Media and Traditional PR