wsj-b2bandsocialmediavfinal-100302235632-phpapp02.pdfVIP免费

SocialMediaforB2BModeratorGrahamWhiteManagingDirector|HoworthOgilvyPublicRelationsSydneySocialMediaforB2BCompaniesARedBeltTraining#ogilvyB2BTwitterHashtagBrianGiesenRegionalDirector|360DigitalInfluenceOgilvyPublicRelationsWorldwide@bdgiesenSpeakerJillRuchelManagingDirector@PraxisCafeReference:http://bit.ly/dADH0BNoVendorsRespondedReference:http://bit.ly/dADH0BAGENDA1.SocialMedia101:QuickRefresher2.Whoisthe“B2BDecisionMaker”?3.FiveMythsAboutB2B&SocialMedia4.SixWaystoEngage5.PracticalNextStepsSOCIALMEDIA101AQUICKREFRESHERPollQuestion:DoYouHaveaProfileonAnyofTheseSocialMediaTools:LinkedInFacebookTwitterFriendsterQQThemajorityoftheworld‟sheavyInternetusersareinAsia,41%oftheworld‟sonlinepopulation,that‟sabout530millionusers.(Source:Comscore)Morethan450millionacrossAPAChaveparticipatedonsocialmedia.(Source:OgilvyOne)Fromagegroupof18-34,73%inAPACclaimedthemselvesasbloggers,whileonly42%intheUS.DigitalAPACComplexDigitalLandscapeB2BLandscapeSocialNetworksITSites/BlogsEntertainmentMobile458%IncreaseofAPACvisitorsonFacebookSource:BrandRepublicIN2007,15%OFB2BMARKETERSPOLLEDSAIDTHEYWEREUSINGSOCIALMEDIA.TODAY,THATNUMBERHASQUADRUPLED.DIGITALANDWORDOFMOUTHASTHEMOSTTRUSTWORTHYSOURCEOFINFORMATIONTHEB2BDECISIONMAKERMiles,CEOLargeEnterpriseSally,CIOMidmarketRuby,ITManagerSmallBusinessThree“B2B”CustomersMiles,CEOLargeEnterprise(>1000)“Iwillbetheonetoleadmycompanyintothefuture.”AsaCEOofaleadingtelecommunicationscompany,Ihavetoremainfocusedonestepaheadofchange.Iamalwayson-the-go,andmyassistantisresponsibleformakingsuremyemailandappointmentsarealwaysup-to-dateinmymobileasIgofromonemeetingtothenextCOMMUNICATIONCHALLENGES1;2•Toobusyforcontentthatrequirestimecommitment•Avoidsanythingdeemedoverlytechnical•MayleaveITdecisionmakingtoCIO•MaybeinfluencedbypriorrelationshipsINFORMATIONNEEDS1;2•Thought-leadership•Networking&PeerInsights•Casestudiesofprovenbusinessstrategy•Howmultiplearenas(e.g.,politics,stocks,localnews)affecthiscompanyCEOAge:53HHI:$415KEducation:MBA,Loc...