{"id":3611,"date":"2012-02-15T15:38:31","date_gmt":"2012-02-15T15:38:31","guid":{"rendered":"http:\/\/www.markwilson.co.uk\/blog\/?p=3611"},"modified":"2012-09-05T20:28:19","modified_gmt":"2012-09-05T19:28:19","slug":"thought-leadership-and-b2b-social-media-smwmecsocial-smwldn","status":"publish","type":"post","link":"https:\/\/www.markwilson.co.uk\/blog\/2012\/02\/thought-leadership-and-b2b-social-media-smwmecsocial-smwldn.htm","title":{"rendered":"Thought leadership and B2B social media (#smwmecsocial #smwldn)"},"content":{"rendered":"<p>This week is Social Media Week in London and there are a lot of events taking place at a variety of locations. I&#8217;m not London-based, but I do work there for a couple of days each week and I booked onto some that look particularly relevant to my role &#8211; the first of which was hosted by the social media team at <a href=\"http:\/\/www.mecglobal.com\/\">MEC Global<\/a> (<a href=\"http:\/\/twitter.com\/mecsocial\">@MECsocial<\/a>), looking at thought leadership and the role of social media in B2B\u00a0communications.<\/p>\n<p>To be honest, it was a bit light in places on the &#8220;thought leadership&#8221; angle (MEC covered this, the invited guests less so) but I was pleased to see someone taking a serious look at B2B social media. In my experience most of the &#8220;advice&#8221; given at events like this is very B2C (or even C2C)-focused and when asking about specific challenges for B2B it&#8217;s often brushed under the carpet.<\/p>\n<p>With presentations from MEC Global, <a href=\"http:\/\/uk.linkedin.com\/\">LinkedIn<\/a> and the <a href=\"http:\/\/www.telegraph.co.uk\/\">Telegraph Media Group<\/a>, followed by a panel discussion, there was a lot of information provided but I&#8217;d like to concentrate on just a few highlights.<\/p>\n<h3>Organisational considerations for social media<\/h3>\n<p>MEC&#8217;s Shane O&#8217;Byrne (<a href=\"http:\/\/twitter.com\/shaneysean\">@shaneysean<\/a>)\u00a0opened up the event with some organisational considerations for B2B social media.\u00a0Taking the view that, in stark contrast to B2C (which is 80% agency, 20% client), B2B social media requires more client input (the 80:20 split is reversed), with the agency helping organisations to deliver thought leadership externally. Considerations include:<\/p>\n<ul>\n<li>Hard vs. soft approach.<\/li>\n<li>Thought leadership.<\/li>\n<li>Lead generation.<\/li>\n<li>C-suite.<\/li>\n<li>Sales.<\/li>\n<li>Credibility.<\/li>\n<li>Prospect.<\/li>\n<\/ul>\n<p>And, whilst Shane didn&#8217;t go into detail (after all, he&#8217;s showing just an insight &#8211; let&#8217;s call it thought leadership &#8211; maybe I should engage with MEC for more detail), in general, it&#8217;s about\u00a0bringing people into a community, thinking about when to approach and move them down the pipeline, and shaping conversations with potential clients rather than selling.<\/p>\n<p>Thought leadership may include advice about the marketplace, culture, political landscape, and even some &#8220;crystal ball&#8221; gazing; and Shane has seen success in organisations who have found the right seniority of stakeholders using a social media council &#8211; working as experts to nurture talent and expertise, turning that into rich content for digital ecosystem.<\/p>\n<p>That digital ecosystem was a topic of conversation for LinkedIn&#8217;s Colin Smith and, I&#8217;ll hold back on that for a future blog post but Richard Fitzgerald, also from MEC (<a href=\"http:\/\/twitter.com\/fitzyrichard\">@fitzyrichard<\/a>) spoke about the need to avoid treating social media in isolation &#8211; integrating with other channels.<\/p>\n<p>Richard recommends setting a mission statement &#8211; whether that is a philosophy, a brand campaign, a goal, or a business objective, and building on top of that. \u00a0In terms of time allocation, a rough split might be:<\/p>\n<ul>\n<li>70% resource planning, data and insights, content audits, market analysis, futures studies (what are people expecting to hear about?).<\/li>\n<li>20% community management &#8211; engagement strategy, moderation guidelines, escalation documents, editorial guidelines, content calendars.<\/li>\n<li>10% for the\u00a0unpredictable\u00a0&#8211; breaking news,\u00a0crisis\u00a0management, reactive content, real time engagement and tactical campaigns.<\/li>\n<\/ul>\n<h3>Social is another means of\u00a0communication, to be ignored at your peril<\/h3>\n<p>Matthew Margetts and Jonathan Davies spoke about the\u00a0Telegraph\u00a0Media Group&#8217;s experiences of social media, which they regard as another means of\u00a0communicating\u00a0and not as superseding a web presence or any other form of\u00a0communication.<\/p>\n<p>I was particularly interested to hear about their experience of digital media consumption. The Telegraph Media Group is a brand, a content provider and\u00a0it has commercial solutions (with\u00a0declining\u00a0newspaper sales but new markets including competition applications, social video, bespoke applications and Twitter). And, on that last point &#8211; Twitter as a channel:<\/p>\n<p>[blackbirdpie url=&#8221;https:\/\/twitter.com\/#!\/markwilsonit\/status\/169719030024900608&#8243;]<\/p>\n<p>That shows that Twitter should not be ignored and, although\u00a0monetising\u00a0the output might be a challenge, there are opportunities to establish presence, create a groundswell of opinion, establish oneself as a thought leader, and become a recognised (and respected) brand &#8211; all of which have positive effects later &#8211; even if they don&#8217;t lead to direct sales.<\/p>\n<h3>Pick your channels with care; and who owns that social profile?<\/h3>\n<p>The event finished up with a panel discussion and there were two main areas of interest for me here.<\/p>\n<p>Firstly, there&#8217;s a lot of talk about relative sizes of social networks (Facebook is huge, Twitter is pretty big too, Google+ may be significant too, and LinkedIn is relatively small) but then think about the audience that you are targetting.<\/p>\n<p>[blackbirdpie url=&#8221;https:\/\/twitter.com\/#!\/markwilsonit\/status\/169725899212730368&#8243;]<\/p>\n<p>This tweet is based on information given by Colin Smith from LinkedIn and, whilst it clearly plays into LinkedIn&#8217;s market position (connecting professional people), I think it makes a powerful point: perhaps the majority of those 800m people on Facebook are not actually your target audience? \u00a0Perhaps Saleforce.com Chatter might serve an organisation well, in a B2B context?<\/p>\n<p>Finally, who owns your social profiles? Well, I&#8217;m pretty determined that I own <a href=\"http:\/\/uk.linkedin.com\/in\/markawilson\">my LinkedIn presence<\/a>, this blog, <a href=\"http:\/\/twitter.com\/markwilsonit\">my Twitter stream<\/a>, etc., many of which predate my employment, but a communications director might take a different view, said the panel! \u00a0One argument is that you learned the points that you communicated whilst you were working for the company (but do we? Some might argue that we build personal brands, based on experience with a variety of roles and employments). There may be cultural differences between personal and company accounts and Matthew Margetts highlighted that The Telegraph has guidelines but, equally, it employs &#8220;contrarian thinkers who are encouraged to give their opinions&#8221;. Maybe some brands are threatened by the rise of the &#8220;personal brand&#8221; &#8211; that will depend on the company and the market. One thing&#8217;s for sure &#8211; this particular issue is far from clear cut and looks set to become more and more significant, most likely to be settled in the courts&#8230;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This week is Social Media Week in London and there are a lot of events taking place at a variety of locations. I&#8217;m not London-based, but I do work there for a couple of days each week and I booked onto some that look particularly relevant to my role &#8211; the first of which was &hellip; <a href=\"https:\/\/www.markwilson.co.uk\/blog\/2012\/02\/thought-leadership-and-b2b-social-media-smwmecsocial-smwldn.htm\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Thought leadership and B2B social media (#smwmecsocial #smwldn)<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[218],"tags":[414,204,157,415],"class_list":["post-3611","post","type-post","status-publish","format-standard","hentry","category-technology","tag-b2b","tag-social-media","tag-social-networking","tag-thought-leadership"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Thought leadership and B2B social media (#smwmecsocial #smwldn) - markwilson.it<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.markwilson.co.uk\/blog\/2012\/02\/thought-leadership-and-b2b-social-media-smwmecsocial-smwldn.htm\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Thought leadership and B2B social media (#smwmecsocial #smwldn) - markwilson.it\" \/>\n<meta property=\"og:description\" content=\"This week is Social Media Week in London and there are a lot of events taking place at a variety of locations. I&#8217;m not London-based, but I do work there for a couple of days each week and I booked onto some that look particularly relevant to my role &#8211; the first of which was &hellip; Continue reading Thought leadership and B2B social media (#smwmecsocial #smwldn)\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.markwilson.co.uk\/blog\/2012\/02\/thought-leadership-and-b2b-social-media-smwmecsocial-smwldn.htm\" \/>\n<meta property=\"og:site_name\" content=\"markwilson.it\" \/>\n<meta property=\"article:published_time\" content=\"2012-02-15T15:38:31+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2012-09-05T19:28:19+00:00\" \/>\n<meta name=\"author\" content=\"Mark Wilson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@markwilsonit\" \/>\n<meta name=\"twitter:site\" content=\"@markwilsonit\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mark Wilson\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/2012\\\/02\\\/thought-leadership-and-b2b-social-media-smwmecsocial-smwldn.htm#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/2012\\\/02\\\/thought-leadership-and-b2b-social-media-smwmecsocial-smwldn.htm\"},\"author\":{\"name\":\"Mark Wilson\",\"@id\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/#\\\/schema\\\/person\\\/98f61365e7c39d6be942174b8c4de468\"},\"headline\":\"Thought leadership and B2B social media (#smwmecsocial #smwldn)\",\"datePublished\":\"2012-02-15T15:38:31+00:00\",\"dateModified\":\"2012-09-05T19:28:19+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/2012\\\/02\\\/thought-leadership-and-b2b-social-media-smwmecsocial-smwldn.htm\"},\"wordCount\":995,\"commentCount\":1,\"publisher\":{\"@id\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/#\\\/schema\\\/person\\\/98f61365e7c39d6be942174b8c4de468\"},\"keywords\":[\"B2B\",\"Social Media\",\"Social Networking\",\"Thought leadership\"],\"articleSection\":[\"Technology\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/2012\\\/02\\\/thought-leadership-and-b2b-social-media-smwmecsocial-smwldn.htm#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/2012\\\/02\\\/thought-leadership-and-b2b-social-media-smwmecsocial-smwldn.htm\",\"url\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/2012\\\/02\\\/thought-leadership-and-b2b-social-media-smwmecsocial-smwldn.htm\",\"name\":\"Thought leadership and B2B social media (#smwmecsocial #smwldn) - markwilson.it\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/#website\"},\"datePublished\":\"2012-02-15T15:38:31+00:00\",\"dateModified\":\"2012-09-05T19:28:19+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/2012\\\/02\\\/thought-leadership-and-b2b-social-media-smwmecsocial-smwldn.htm#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/2012\\\/02\\\/thought-leadership-and-b2b-social-media-smwmecsocial-smwldn.htm\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/2012\\\/02\\\/thought-leadership-and-b2b-social-media-smwmecsocial-smwldn.htm#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Thought leadership and B2B social media (#smwmecsocial #smwldn)\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/\",\"name\":\"markwilson.it\",\"description\":\"get-info -class technology | write-output &gt; 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For reasons of brevity, I skipped over much of LinkedIn's presentation in my original post but it provided a lot of insights that\u2026","rel":"","context":"In &quot;Technology&quot;","block_context":{"text":"Technology","link":"https:\/\/www.markwilson.co.uk\/blog\/topic\/technology"},"img":{"alt_text":"Involving your brand in a social conversation","src":"https:\/\/i0.wp.com\/www.markwilson.co.uk\/blog\/images\/smwmecsocial-linkedin-involve-conversation.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":1855,"url":"https:\/\/www.markwilson.co.uk\/blog\/2010\/05\/highlights-from-the-second-dell-b2b-social-media-huddle-dellb2b.htm","url_meta":{"origin":3611,"position":1},"title":"Highlights from the second Dell B2B Social Media Huddle (#DellB2B)","author":"Mark Wilson","date":"Friday 28 May 2010","format":false,"excerpt":"This post comes with an apology: to all the tech readers of this blog, I'm\u00c2\u00a0sorry for including a marketing post.\u00c2\u00a0 Don't worry - I'm still a geek at heart but I'm also getting involved in some marketing-related activities around social media, which meant that I spent a really interesting day\u2026","rel":"","context":"In \"Social Media\"","block_context":{"text":"Social Media","link":"https:\/\/www.markwilson.co.uk\/blog\/tag\/social-media"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1903,"url":"https:\/\/www.markwilson.co.uk\/blog\/2010\/06\/why-ceos-dont-blogtweet.htm","url_meta":{"origin":3611,"position":2},"title":"Why CEOs don&#8217;t blog\/tweet","author":"Mark Wilson","date":"Friday 11 June 2010","format":false,"excerpt":"Yesterday, I tweeted about a Harvard Business Review article\u00a0published by Bloomberg that asks \"Is the typical CIO a 'Gear Guy?'\"\u00a0and it\u00a0reminded me to post something about Rob Shimmin's\u00a0talk on \"Why CEOs don't tweet\"\u00a0at last month's Dell B2B Social Media Huddle (#dellb2b). It was a fascinating talk and I hope Rob\u2026","rel":"","context":"In &quot;Technology&quot;","block_context":{"text":"Technology","link":"https:\/\/www.markwilson.co.uk\/blog\/topic\/technology"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":4401,"url":"https:\/\/www.markwilson.co.uk\/blog\/2012\/10\/re-imagination-business-antony-mayfield-smwb2b.htm","url_meta":{"origin":3611,"position":3},"title":"Re-imagination and business: Antony Mayfield at #SMWB2B","author":"Mark Wilson","date":"Wednesday 3 October 2012","format":false,"excerpt":"Last week, I wrote about the first keynote speech at the fifth B2B Huddle, from Microsoft's Dave Coplin. It's taken me a few days to get this post up but the next \"act\" was Antony Mayfield (@AMayfield), who spoke about advanced persistent opportunities: re-imagination and business\u00a0(in other words, looking for\u2026","rel":"","context":"In &quot;Technology&quot;","block_context":{"text":"Technology","link":"https:\/\/www.markwilson.co.uk\/blog\/topic\/technology"},"img":{"alt_text":"The 7 GDS digital principles","src":"https:\/\/i0.wp.com\/farm8.staticflickr.com\/7267\/7041509709_78bb7d6777.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":2259,"url":"https:\/\/www.markwilson.co.uk\/blog\/2010\/12\/blog-recap-2010-in-review.htm","url_meta":{"origin":3611,"position":4},"title":"Blog Recap: 2010 in review","author":"Mark Wilson","date":"Friday 31 December 2010","format":false,"excerpt":"A couple of days ago, SQL Server MVP, Brent Ozar took a look back at what he'd been posting on his blog in 2010. I thought that was a good idea, so I'm shamelessly stealing his idea to highlight some of the key posts from the last twelve months on\u2026","rel":"","context":"In &quot;Technology&quot;","block_context":{"text":"Technology","link":"https:\/\/www.markwilson.co.uk\/blog\/topic\/technology"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2349,"url":"https:\/\/www.markwilson.co.uk\/blog\/2011\/02\/from-silicon-roundabout-to-the-world-over-breakfast-just-one-event-from-smwldn.htm","url_meta":{"origin":3611,"position":5},"title":"From Silicon Roundabout to the world over breakfast (just one event from #smwldn)","author":"Mark Wilson","date":"Monday 14 February 2011","format":false,"excerpt":"Last week was Social Media Week and, here in the UK, there were several events to mark the occasion (using the Twitter hashtag #smwldn). 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