Mike’s Points

A couple weeks ago, eMarketer had a nice report about B2B spending in social media. I don’t have a source but have heard and experienced that B2B is about 18 months behind B2C in trends, marketing tactics, etc.

To me, social media is still in its infancy, but it is approaching toddler-hood. Social media won’t be mainstream until it becomes an automatic consideration as part of annual marketing planning — just like advertising, PR, trade shows, etc., are now.

What caught my eye about the eMarketing B2B report is the graph here. Three of the top four areas where B2B spent budget in 2009 were on community-focused platforms.

Common B2C tactics like blogger outreach, promotions and contests, coupons, attempts at viral videos, etc., do not work in the B2B world. How many plastics engineers have blogs? What about doctors — any big bloggers out there? Or, even purchasing managers — hhmmmm?

No.

What B2B professionals want is information, education and ways do their job better (tips, tricks, insight, how-to). If you are a B2B marketer or if you counsel B2B companies, keep these tips in mind:

• Go where your audience is. Creating a blog has many benefits, but be ready for a long lead time before you see solid ROI. In the meantime, find the discussion board where your audience already is gathering, and participate by asking questions, and responding to threads to show your expertise. Consider creating a LinkedIn Group and initiate discussions — not just about you.
• Discussion boards (as referenced above) are another great way to find and engage with your B2B audience. One of the forum-specific search engines I like is BoardReader.com.
• Monitor social media — not just for your brand, but for key trends in your industry. It’s a cost effective way for real-time market research. It’s also good for product development and being pro-active in dealing with industry concerns by customers and prospects.
• Use social media to smooth out the media relations process. That is, make your news sociable. Put your images on Flickr or Photobucket. Use YouTube for videos. Have a blog as your newsroom. The above will make it easier for the media you target to use your materials and your information will be more findable by your end audience.

While the hype and glamor of the consumer-focused social media world may be tempting, stay away from the bright lights. Instead, focus on your audience — and be an informational resource.*
-Mike

*If you’d like to brainstorm about how your company can be seen as a valuable resource — and build community — let me know.

My early professional roots (and even education) are in journalism, and it’s something I am passionate about for many reasons. For most of my career, however, I’ve been in public relations — including being active in social media marketing since 2005. So, when I get to combined both strong interests — it’s a FTW! type of moment.

Since March, I’ve worked with the Toledo (OH) Free Press as its social networking manager. Until then, I wrote regularly for the TFP beginning in September 2008. So when Editor in Chief Michael Miller asked me to write about how Northwest Ohio and Southeast Michigan dealt with the June 6, 2010, tornadoes and storms via social media, I said yes.

As pointed out in the story, social media plays a great role in connecting people and building a sense of community — even if only for a night of deadly storms.

Below is a repost of my story from the June 9 Toledo Free Press STAR. (As you can see, the version below does not include the reader-submitted photo, and I included links to tweets, Facebook updates and a YouTube account.)

Local residents get involved in storm coverage through Facebook, Twitter 

Written by Michael Driehorst | | news@toledofreepress.com

As deadly and damaging storms rolled through Northwest Ohio and Southeast Michigan into the morning of June 6, many people kept one eye on their TV, one eye on the skies — and their fingers on their keyboards.

In the age of free and easy access to online and mobile broadcasting, Twitter, Facebook and other social media platforms enable everyday people to broadcast firsthand news just like traditional media have done for decades.

As the first severe weather started to hit the region, Traci Curth of Sylvania (@TraciLeigh) tweeted, “There goes the tornado siren. Headed to basement now. Will stay online …”

Around 1:30 a.m. June 6, J.M. Leong of Toledo (@Joys_Desk) tweeted, “Thunder and lightning now here in South Toledo; wind picked up about 20 minutes ago.”

At the same time, Maumee resident Becki Thompson (@bek1826) also was up, keeping an eye on the skies with this tweet: “This weather is getting really scary. Hope the tornados don’t hit our neighborhood.”

Toledo’s TV stations kept viewers updated throughout the early morning hours on the changing conditions and damage reports, with at least one weatherman, 13ABC’s Bill Spencer, citing “social networks” as sources for some of his reports.

As the Toledo-area media reported damages, they had plenty of help in spreading the word.

Toledo resident Nancy Hooven-Widman, who lists Delta as her hometown on Facebook, posted this Facebook update around 1 a.m.: “Guess the tornados hit Delta pretty good but, personally, we only saw lightning. No wind. No hail. Some rain. Round two is supposed to hit around 3 am.”

In addition to broadcasting, social media allows people to develop a sense of community in times of crisis and to try to help others. For example, as rescue and assistance crews started setting up across the region, many on Twitter and other platforms helped spread the word. Around 3:30 a.m. Sunday, a woman who goes by @BuckeyeLynn on Twitter sent this to her followers: “Delta Memorial Hall now shelter for storm victims in Delta, OH area. #tornado #storm #ohio”

Allen Mireles (@AllenMireles) of Waterville sent this call for help around 3:30 a.m. June 6: “One of my Facebook network posted that her uncle is missing and his house possibly leveled. Send her your prayers.”

As the dawn broke Sunday, many area residents who escaped major storm damage ventured out to survey their area, with many taking pictures and video.

Anthony Petronzi is a Flint resident attending Siena Heights University, Adrian, Mich. He posted this Facebook update: “Watching some videos from the tornado last night that hit Dundee. Touched down at 2:17 a.m., about 5 min after Adrian got hit with some 70 mph wind gusts. Dundee’s only like 20 min east of Adrian. It tore the roof off Cabelas.” Included with that update was video of storm damage in Dundee. That YouTube video was recorded by Skipa97.

Like many others, Toledoan Amanda Aldrich (@SweetPeaAmanda) volunteered to help in Lake Township. She sent this tweet Sunday morning: “I’m headed to Lake Township Fire Department today with @FFTToledo to help our friends with the #Toledo tornado devastation. Please join us.” Aldrich is the volunteer marketing director for Food for Thought.

Matt Book of Woodville (@MattBook) also volunteered his time Sunday and tweeted several pictures. Sunday evening, he published this tweet: “If you want to help this week, show up in the affected communities with a willing spirit, some gloves, and maybe a chainsaw. #tornado”

If you know of any fundraising or relief efforts to help those in Delta, Dundee, Lake Township or other areas that suffered damage, please post the information on the discussion page we’ve started on Facebook: http://www.facebook.com/ToledoFreePress?v=app_2373072738. If you have pictures or video from the weekend’s storm damage you wish to share with Northwest Ohio and Southeast Michigan, visit our Facebook page and upload them.

Michael Driehorst is the Social Networking Manager for the Toledo Free Press.