Tag Archives: Social Insight

Vertical Social Networks: Observing B-to-B Buyers in Their Natural Habitat

Some vertical social networks go beyond knowledge sharing, providing free tools that help members work smarter and get their jobs done. For example, Practice Fusion offers healthcare providers free electronic medical record management; Spiceworks offers IT professionals free network management and help desk software; and Wave offers small-business owners free financial services software. The intersection of business application and social network provides a unique perspective into how members do their jobs, how and when they research products and solutions, and what they use to make purchasing decisions. Vertical social networks present rich learning and engagement opportunities for product, marketing and sales professionals who want to target these audiences. Consider a few of the possibilities:

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Looking for Social Media Success in All the Wrong Places

I admit it; I haven’t been paying much attention lately to what’s happening in b-to-b social media land for the simple reason that I haven’t seen anything interesting and practical that can help our clients. Instead, I see the same people trotting out the same ideas and case studies, mainly around gaining more leads, increasing customer satisfaction and, everybody’s favorite, “driving engagement.” Do I sound jaded and cynical yet? Actually, I’m not at all. These days, I find that most innovation is happening at large tech-company clients — even some with three-letter-acronym brand names — companies that most people view as somewhat conservative.

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Social Media Monitoring Isn’t Dead, It Just Smells Funny

We’ve long advocated that monitoring and listening to social channels is the foundation of any social media strategy. Without at least a minimum understanding of how your customers, prospects, competitors and influencers use social media – and the sites they frequent – you’re at a definite disadvantage. With the availability of many free or low-cost monitoring tools, there is really no excuse not to employ some type of monitoring solution internally, even if you rely on an agency for listening. I guarantee that most of your competitors are doing social listening, regardless of how conservative or regulated you may believe your market to be. But social media monitoring alone will do little beyond give you a lot of data that still requires some level of effort to uncover the gems within. A social media monitoring tool may provide some structure and dashboards for this data, but does it provide analysis and insight to raise your level of social intelligence?

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Is Content the Elephant in the Analysis Room?

It’s hard to avoid reading something about how “content is king” in B2B marketing right now, but what does that really mean and what are you supposed to do about ...

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Global Social Media Considerations

Social media usage is up across the globe (particularly in Asia) as more individuals leverage social sites and tools for their jobs each day; according to our research, that includes ...

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Why Product Managers Should Care About Twitter

Social media has gotten a lot of play in the last few years as the hot new marketing channel for creating awareness and generating demand. While much of the press ...

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What LinkedIn Knows About Marketing and Sales That You Don’t

LinkedIn (NYSE: LNKD) went public recently. With luck, your broker “got you in” at the $45 initial offering price, then sold the same day when it peaked above $120 (the ...

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Extending the Social B2B Organization Through Training

Training is essential when organizations distribute the execution of social media among staff members. Skilled marketers and subject matter experts (SMEs) who have little trouble communicating to customers and prospects ...

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Why Create a B2B Communications Center?

The need to improve the coordination of communications across an organization is driving large companies to establish communications centers that optimize the function at global, regional and business unit levels; ...

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Welcome to the New World of B2B Influencers

Most AR functions recognize that the realm of individuals that influence their buyers has expanded beyond traditional analysts and journalists. We’ve identified four classes of influencers that organizations need to ...

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