Maximising the Impact of B2B Social Media

Maximising the Impact of B2B Social Media
Responsibility for executing an organisation’s Marketing has changed drastically. Back when digital multi-channel television and colour photographs in newspapers were becoming the new normal, I was planning where and when international clients and household brand names should run their media advertising campaigns, and convincing their heads of marketing to sign off eight-figure annual budgets.

Today, just as importantly for the businesses involved, I handle social media accounts and write articles for B2B clients to post on their websites and elsewhere as part of a Content Marketing strategy.  In terms I learned at school in GCSE Economics classes, Marketing for many organisations, particularly smaller ones, has transitioned from a capital intensive activity (needs a lot of money) to a more labour intensive one (less cash outlay, though needs more time spent on it). Whose time should it be?

Old School Marketing

Maximising the Impact of B2B Social MediaImagine standing at a podium in front of a large crowd of people, telling them things about your business. Some of them are your customers, some of them are people you’d like to be your customers, and some of them are people who could be asked for advice on whether they think you’re any good. You have the only microphone, you are standing on an elevated stage. You know where your audience is to face them, though you can’t see them very well through the stage lights.

This is how much of marketing communications used to be done – broadcasting. Whilst there is some element of audience interaction – you can hear if you make them laugh, or when they didn’t at a point you hoped they would – it is fundamentally a one-way experience to deliver a controlled, scripted message to an audience switched on to politely sit and ‘receive.’

To ensure the advertising and PR message(s) being put out were the correct ones, and that they were delivered professionally and effectively, you would have hired an advertising agency and a PR company. The messages would be relayed through media owners – the press, radio and tv companies – that controlled the gateways to reach their readers, listeners and viewers. Or you could use direct mail, or some leaflets delivered door-to-door.

Whatever a business chose to do, it was almost totally handled externally, and managed by an internal Marketing team or person. By far the majority of any organisations’ employees had nothing at all to do with it.

Today’s Reality

Now think about sitting at a table with a group of eight or ten people from that theatre audience, who have been selected to discuss your business and its ‘brand values’ – the reputational values and core skills you want your business to be associated with. You can all see each other on the same level, there are no microphones, no stage lights. The process of communicating is very different, and the biggest difference is now that you will have to spend a lot of time listening.

Maximising the Impact of B2B Social MediaAs you begin to talk there will be interruptions, of agreement and disagreement, it will be a true iterative process. The people round the table will start talking to each other, maybe some to defend you, others to pile on the pressure of what they think your business lacks or is failing to do (or say) properly, or even chip in with personal poor experiences. You will be debating, advocating, persuading and interacting. You might find it can be a bit like this when you’re networking at events.

Then add to the table a couple of your employees. The other people at the table are likely to make judgements based on what they say as much as what you say. Do they support or deviate from your own core messages; how enthusiastic are they; do they project a ‘united front’ of consistent values, knowledge and skills? Or maybe they sit there absent-mindedly gazing out of the window while ignoring the conversation, your customers, influencers and other stakeholders who are present.

This is more what Marketing has become in the interactive two-way street of social media, with direct and immediate person-to-person (C2C) contact without permission or approval required from gatekeepers, and with every person creating and delivering their own messages in their own style. It’s a powerful process that can easily use images and video clips. It’s also chaotic, noisy, cluttered and taking place 24/7. And it’s a process that at best you can hope to influence though never actually control. So wouldn’t it be better if there were a few more people helping out?

Marketing Is Not A Person

Inside your own business, think about the numerous people responsible for direct contact with your clients, with key decision-makers: are they all saying the right things, the same things, about the business? And with what degree of enthusiasm or lacklustre detachment?

You also have other ‘back room’ employees in contact with your clients’ counterparts, and occasionally perhaps local authorities, licensing bodies, suppliers, professional trade bodies, the taxman, local and specialist professional media – don’t think this is unimportant. Every contact point at every level influences external perception of your business and what it’s like to do business with you: how the phones are answered; how emails are worded; accuracy and timing of the response to questions; timely and accurate billing; how problems are handled – do people take responsibility or play the blame game? As a start point, it’s why you’re (usually) all smartly dressed and presentable for business meetings – to project a good image. Everything else is simply an extension of this.

Marketing’s ‘New Normal’

These days, a wider appreciation of Marketing should be part of a successful company’s DNA, woven in to its very fabric. In the new “always on” digital-era business environment, it’s more a state of mind, a company culture, not restricted to people who have the word in their job title.

Supporting the company’s digital and social media marketing doesn’t require anyone to spend large amounts of time on it, start writing their own engaging content or become a social media influencer with a multitude of followers. A fuller commitment to the company’s business aims can start with as little as a Click now and again on a LinkedIn Update ‘Share’ or ‘Like’ buttons, or a Twitter re-tweet or a ‘Like.’ To do nothing is to gaze out of the window.

The Sky Is Not The Limit….Your Mind Is!!!

The Sky Is Not The Limit….Your Mind Is!!!
It was terribly sad to hear the recent news that Mandla Maseko, a South African who had won the chance to be the first black African in space, has died in a motorbike crash before his dream trip was realised. I had met him when was a panellist at the international CSW Europe 2016 conference in Brussels, Belgium, and he impressed everyone who spoke with him with his infectious optimism and enthusiasm.

Born to a school cleaner and auto tool maker in Shoshanguve near Pretoria, South Africa, he beat a million entrants from 75 countries to win one of the 23 places to be the first “Afronaut. ” It was going to be a non-orbital 103km (64 miles) trip into space, travelling at speeds up to Mach 3 – three times the speed of sound. The Axe Apollo Space Academy competition had been organised by the US-based space academy SXC (Space Expedition Corporation) to crowdsource aspiring space travellers, and Mandla was a source of national pride in South Africa.

He also hoped to be the first African to walk on the Moon. After being accepted for space training he became a fighter pilot in the South African Air Force, and used his public persona as a role model to inspire and ignite ambition among young Africans right across the continent. The main lesson he went out with was to teach them that any dream is possible through self-belief and determination – after all, that’s all he’d had to start with.

Space exploration can be used as a metaphor for any great personal challenge and his uplifting, aspirational message at a human level was: “the sky is not the limit, your mind is.” He had poignantly said he planned to call home from space, adding: “I hope I have one line that will be used in years to come – like Neil Armstrong did”. I think he’d already said it.

Rest In Peace, Mandla.