Chris Brogan has been talking about the human element of B2B for some time - as he says, there is another person on the end of that line regardless of whether your customer is a SMB, a large corporation or an individual consumer.

At New Marketing Labs, our partner base is comprised approximately a third each to B2B, B2C and those that are hybrids.  We are asked, however, disproportionately often by potential B2B partners how digital media can be useful for them.  Fortunately, we have demonstrated long term success with our B2B partners, so describing case study details makes this a relatively short conversation.  That said, the more we work with both B2B and B2C partners, the more it occurs to me that our approach doesn't differ according to whether a partner falls into either camp.  Instead once we do our deep dive, the approach is based on the objectives of the partner, and many of the methodologies are the same.  In fact, across social networks and the digital channel, I am not sure there needs to be a distinction along the lines of consumer or business customer focus.  The social network might change, but there will still be a social network, and knowledge of how to engage in that network's community is key.

Given this, it seems we really are focused more on a business to peer model, rather than one which differentiates between consumer and business facing brands.  What differentiates a digital initiative is not whether you are B2B or B2C, it is what you are looking to achieve, e.g. thought leadership, sales, traffic, branding, and so on.

Once you clearly identify your business objectives, it is up to partners like us (shameless NML plug) to put together and implement the plan for you.  We basically do this by finding where your target audience is on the web, and engaging them.  The type and nature of the engagement will depend on the audience, platform and the objective.

For a traditional B2C partner, we seek and find the target audience, focusing on the peer leaders.  It is more effective to engage peer leaders, as there is a ripple or multiplier effect when this is done well.  We have had 100% success in our outreach programs to these peer leaders.  That success is not a given, as there are protocols that have evolved already across the digital channel, and they are different than traditional media outreach protocols.  Hence, across digital, B2C has become a business to peer or B2P model.

For a traditional B2B company, we similarly seek and find the target audience through what amounts to an extensive platform analysis and listening effort.  We find where the CTO, CIT, CSO or other relevant company representatives are 'living' on line, and we engage them.  Ultimately, we find - shock - that said representative is a real, live person, who just happens to share our partner's interest in a specialized product or service.  If there is no such environment - which can happen given the specialized niche nature of some products or services - we just create the environment which allows them to talk about issues relevant to an industry.  Most times, this environment is a very lightly branded one, where direct sales attempts are not made, but where the community members make an association.  The environment is driven by continually fresh content, and the topics ultimately drive enough traffic and interest that leads are inevitably generated and the sales funnel starts to fill.  Many times, this is a bonus, as most branding and marketing folks are happy with the eye balls and the mantle of thought leadership.  In these communities and networks, our partners are engaging their business peers who share very specific expertise and interest.  Because business representatives are finding their peers, in the digital channel, B2B has also become a B2P play.

How to find, create and engage within communities is one of our secret sauces, but across the digital channel we are seeing a fundamental blurring of the line which has separated B2B and B2C business models - yet another demonstrable way that digital media has stimulated real peer to peer conversations and humanized businesses.

Do you see a relationship between B2P and digital media?

Photo Credit: enriqueburgosgarcia

I've always believed that tapping into passions and open communications are the corner stones of success for digital engagement, community building and social media.   We hear about these successes within consumer focused and B2C social programs all to often.  P&G, Home Depot, Sharpie and H&R Block are all examples as well as New Marketing Labs' own B2C successes with Sony's DigiDads program and Citrix Online's WorkShifting.com.   Yet the same unique strategy of listening, storytelling and sharing that make B2C digital engagement programs a success hold true for B2B, perhaps even more.   They tend to be less well known for the unique nature of B2B which tend to be focused on addressing niche vertical market needs.  
 
Not every household needs an IBM Mainframe or a German engineered, industrial level, self-cleaning toilet system.  But you will find ideas and eventual success within B2B business by encouraging personal and professional interests from within the company's employee base who have a keen drive and unique knowledge to share.  A sense of humor, personal touch and authenticity help as well.

These invaluable resources have no unique title, hold no particular degree, years of training or experience and most often are not part of the communications or executive teams.  They are within your R&D, Customer Service, Product Development, Human Relations, IT, Sales, Training, Financial, Operations, Marketing, Branding and even Legal departments.

Emerging social teams within B2B companies today need to ensure they tap into all resources, divisions, departments and business units to educate and harness these invaluable gems.  Social media is not another department within a company.  No more silos.  Social media can become the digital bridge that runs through every touch point of a company and then out to your customers, partners, market influencers and industry.  This happens just like the energy of one of natures most powerful elements - water.  Tap into and harness it.   Identify those rich giving resources within your employee base - encourage, support them.

How do you tap into the your teams' potential and harness it?

Photo Credit: Post Scriptum

Forrester Research recently published a post about defining Paid, Owned and Earned Media and helping to categorize the types of media communicators utilize today.


Paid Media is the old school traditional advertising / sponsorship model for print, broadcast, radio or online.  This model of media is still driving most marketing budgets & programs today.

Owned Media is content and material created and produced by a Company or organization where they drive and control the messaging and distribution channels - be it videos, ebooks, case studies, customer testimonials, podcasts to be promoted through blogs, website, newsletter or branded social networks.

Earned Media used to be recognized as that third bucket dominated by traditional public relations & perhaps analyst relations programs.   The past few years it has expanded to encompass User Generated Content, Word of Mouth and the ever-misunderstood Viral Marketing Programs.

So, this begs the question of where do you focus on producing content that puts the heart, interests and needs of your customer first and you earn you way in?

2010 may be the year of earned media and customer attention where reviews, mentions of your brand with linkbacks and online conversations drive greater SEO and more cost effective sales, channels leads and drives cross-company collaboration.  But there is much more that can be added to Paid and Owned media to greatly expand the value of the committed marketing and communications funds and channel building to spur an ever dramatic increase in Earned Media.    We're seeing it more and more often - major ad buys are showcasing where to find them online.  Better yet, we're seeing ad buys pointing customer attention to where they can join the conversation with them - be it a website, Facebook or Twitter.

Owned media is rapidly moving beyond the static brochure-ware on the web.  Instead it is being viewed and created as a catalyst and fuel for conversation and yes, ultimately - Engagement.  Here in lies the greatest untapped communications, sales and business growth opportunities.   Content has always been King but it's important to remember that it became King for it fueled what was essentially more important - Engagement.

So as we move into 2010 find more ways to not only increase your earned media content but to also instill an active listening, monitoring, content producing, community building and sharing strategy that supports the needs of your marketing, industry and customers.  Execute this strategy properly and you will instill excitement, interest, and conversations.  That level of engagement when executed upon effectively will not only help grow your business but accelerate your earned media effectiveness 10 fold - within the next year.

What's your take on Paid, Owned and Earned Media?  Do you agree that 2010 will be the year of earned media through engagement?

No doubt it means something unique and special for everyone, honoring different traditions and creating new ones.   For my family, it's about the stories - the conversations in the kitchen - catching up and sharing moments among familiar faces, meeting news friends and creating new treasured moments.  

Sure - there may be thoughtful gifts and great food - but it's spirit of giving, the special care & thought behind the gift, the people, the shared conversations, anticipation of excitement that makes the Holidays so alive and full of wonder.

And I ask, what would Christmas be like - if boxes arrived without a story behind the gift?  If stockings were filled with packaging peanuts and a shipping invoice?  Or not being able to see the sheer joy and excitement of a child tearing into a present to find the latest Dr. Grordbort's Atomizer RayGun he's been dying for.  

That tends to be the experience many businesses exemplify online.   There may be some great content (Gifts) and a sense of branding (Tradition), but too often there is no heart, or sense of personal touch or community.   No place to share an experience and have a conversation with the business or others who are excited or have questions about their offerings.  

Businesses need to take a lead from 'ole Saint Nick and infuse a greater sense of spirit, wonder, family and community when it comes to engaging their customers.   Businesses need to instill a welcoming hearth for all to post pictures, videos, share their stories and comments of their experiences.  To be become engaged, listened to and passionate and excited - just as we are when we think about what excites us about the holidays.   Help your customers create and capture the treasured moments in their lives.

Also, thought I'd share some additional Holiday Treats:

• Behind the scenes: NORAD's Santa tracker - CNET News
  
  

• 10 Ways You'll Know Santa's Embraced Social Media - by David Alston with Radian6

• And be sure to say hello to Santa Claus over on Facebook who has over one million followers.

Happy Holidays!

Photo by: kapten