June 1, 2011

B2B social media marketing is essential

Chris AbrahamGlen Gow wrote an important article over at Achieve Marketing Leadership titled Why waste your money on B2B Social Media? that I am going to excerpt and share here.

Like Glen, we at Abraham Harrison get some pushback when we pitch B2B PR agencies as well as corporations that do mostly B2B and channel sales. When I talk to them, I get the same kind of response I got when I was pitching them Content Management Systems and eCommerce solutions, “we’re not Amazon, we don’t need anything more than just brochure-ware — why would we need eCommerce.”

Well, now CMS and Ecommerce sites are the backbone of the supply chains. And, lo, the same is happening with social media. Glen Gow writes:

Businesses of all sizes are executing Twitter campaigns, creating business Facebook pages, producing corporate blogs and YouTube videos in the hopes of going viral. Those things can work when targeting consumers, but do they work when targeting other businesses? The jury’s still out, but B2B companies are nonetheless rushing to jump on the social media bandwagon for fear of being left in the dust in an environment full of constant paradigm shifts that move at lightning speed.

Well said. And their response is, “are we jumping on the bandwagon ‘just because’ or does a social media, blogging, tweeting, and Facebooking strategy pay dividends? Well, yes they do, primarily for the reason why some of the smartest B2B businesses have been blogging forever:

  • Becoming industry experts
  • Sharing what they do in much longer-form
  • Becoming a more important part of organic search
  • Offering a sense of selfless and personal generosity
  • Building a cult of employee and brand personality
  • Offering an opportunity to expose process and quality
  • “Getting to know you, getting to know all about you”
  • Making a sale, any sale, requires seven-ten “touches”
  • In 2011, companies do their due-diligence via Google

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August 18, 2009

5 quick tips on using LinkedIn to start up

Christopher RollysonToday I was reminded that many entrepreneurs don’t fully appreciate how LinkedIn can shrink the business cycle in their favor, so here I’ll recount a hallway conversation in the hope that it will help you, too. Although the context is “starting up” an entrepreneurial venture, the same principles apply to job search — and for the same reasons. Entrepreneurs and job seekers all have burn rates and the need to find people with specific problems who are ready to act on the solution that the entrepreneur or job seeker proposes.
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June 25, 2009

Innovate ceaselessly, shamelessly, like Facebook

Chris AbrahamI heart Facebook. This morning I awoke to Yet Another Facebook Innovation (YAFI). Facebook amazes me because they are driven to make things easier for me — or at least give it a go. Facebook is willing to suffer constant backlash in order to improve usability and efficiency.

Case in point below:

New Friends Facebook Check Boxes

In this particular case, the innovation is what I call a “Twitterish” innovation — stealing something directly from Twitter. A couple weeks ago, I stayed up until 12:01AM to secure another hype-drenched Twitterish innovation: vanity URLS: facebook.com/chrisabraham — I am such a sucker!

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June 5, 2009

Reflections on using LinkedIn, Facebook and Twitter

A multiple platform perspective to increase engagement

strategyChristopher S. RollysonSpecializing in Web 2.0 and social networking since early 2006, I’ve formulated strategy and programs for hundreds of business and government leaders. The main goal of these initiatives has been engaging people in the most appropriate and effective way. Since many of my clients are B2B (business to business, commercial) executives, I have worked extensively with LinkedIn because it has been most relevant for most situations (it still is).

However, I am increasingly seeing cases in which people have accelerated relationships by connecting in multiple platforms, and this is growing in importance in client work. Here I will offer a cursory introduction of this concept and how it can work.

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May 26, 2009

Google vs Facebook – the search is on!

Ayelet NoffOnce upon a Myspace time, I tried searching for a few band profiles inside the Myspace network. I didn’t get the exact spelling and spacing right, and ended up on a total search maze. What a disaster! From there on out, I would actually leave Myspace, go back to Google and search there for a Myspace profile. Strange and sad thing is, Myspace search is actually “powered by Google.” Perhaps Myspace has made improvements in this area by now, but I wouldn’t know because I will probably never try again. A year or so later when Facebook features started trumping Myspace, so did its profile search. Facebook currently maintains a dominant position when it comes to people search. However, when the search involves anything outside of people, Facebook search is known to be one of the most frustrating experiences ever. Now after the fairly recent arrival of Google profiles, the fight for the most effective profile aggregator begins.

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May 13, 2009

Facebook Friend Lists: Something more serious ahead?

facebook-friend-lists

Ayelet NoffFacebook has been adding a whole lot of new features lately. Although they haven’t quite filled the cups of each kind of social profiler (ie: musicians, career seekers, etc) but they have certainly risen to the 3/4 mark, and are getting closer by the day. (Yes, I’m recording exact measurements).

Last week Facebook implemented a new fresh alerts system. But most recently and more importantly, they’ve now added the ability to group your friends by creating lists. This is possible, so far, via the Facebook chat window and also the “create” link on your homepage. The chat window’s new prompter makes the listing option hard to miss.

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