B2B Social Communications
Case Studies and Roundtables
For more information, including registration, please click here to visit the event website. Use promo code IABC before August 16th for a discounted rate of $155.
Date: Wednesday, September 16, 2009
Time: 8:00 a.m. - 1:00 p.m.
Location: The Graduate Center / CUNY; 365 Fifth Avenue; New York, NY 10016
Registration Fee: $195
Websites:
http://www.bdionline.com/b2bsocialcommunications.html
http://cp20.com/Tracking/t.c?7eU2-4rfb-DBN0H2
About the Event
B2B communicators and marketers are increasingly embracing social media to achieve business objectives. B2B companies are using their organization's knowledge and experience within the social web to attract and connect with prospects, customers, employees and media. This half-day conference will demonstrate the best B2B case studies from leading organizations. We will then conduct interactive roundtable discussion groups on specific topics related to B2B social communications.
We will cover the following questions:
- What are the best case studies of B2B communities?
- How do you leverage your organization's knowledge, thought leadership and experience to attract and retain customers on the social web?
- What are the most innovative examples of how B2B organizations use real-time social media such as Twitter and what's their business case to use them?
- Why is the customer service function becoming social and how do leading B2B companies integrate service with social media?
- How do you make the business case to the C-suite to get budget for social communications?
- How do organizations generate revenue directly from their social media initiatives?
- How has social communications changed media relations and how are leading B2B companies providing content directly to their communities of customers, partners and employees?
- How do you use social media to engage and empower your employees?
- What are the best practices, tools and technologies to measure and monitor social communications?
Keynote Case Study:
American Express' OPEN Connects With Small Business Owners
Presented by: Marcella Shinder, VP Brand Marketing & Strategy, American Express OPEN
Marcella will discuss how the leading financial institution successfully launched OPEN Forum, an online community of small-business owners.
Case Studies
Case Study: Research Findings: Social Media Use Soars Among B-To-B Marketers
Presented by: Robert Felsenthal, Vice President and Publisher, BtoB Magazine, Btobonline.com, Media Business Magazine
Bob will present findings from BtoB Magazine and the Association of National Advertiser's recent survey. The survey results show a dramatic growth in the use of social media as a marketing tactic.
Case Study: Pitney Bowes' Customer Forums Delivers Service Socially
Presented by: Matthew Broder, VP, External Communications, Pitney Bowes Inc.
Matt will share how the world's largest provider of products, technology and services within the mailstream and beyond, created a social network of customers that improved service and lowered costs. The customized community provides RSS feeds, polls, integrated search, private messaging and interactive chats and blogs to its vast customer base.
Case Study: SAP's Use of Social Media in External Communications
Presented by: Saswato Das, Global Media Relations, Global Communications, SAP AG
Saswato will share how the world's largest B2B software company uses social media for external communications, including blogs and Twitter <http://cp20.com/Tracking/t.c?7eU2-4rfc-DBN0H3> , the real time social media platform.
Case Study: DuPont Goes Social with Viral Webvideo
Presented by: Gary Spangler, E-Marketing Leader, DuPont Electronic & Communication Technologies
In 2007, DuPont launched five videos on eight web blogs in a marketing program designed to increase share of voice for DuPont on the Internet and to introduce DuPont science to a younger, wired and online generation. The videos were made specifically for online audiences looking for stories told through video which are different and interesting. Tapping into over 40 years of video archival footage, each video showcases how science from DuPont helps to protect people and how innovations developed by DuPont enhance people's lives. The blogs offered a mix of general and targeted interest audiences. Blogs were selected for this project because they reach a devoted, targeted audience and their audiences tend to talk to others about their interests, encouraging word of mouth. Completing DuPont's marketing pilot to the blogosphere, videoblogger Amanda Congdon was the on-screen host for the five videos. Amanda is best known for her work on Rocketboom, a popular news and entertainment videoblog. BlogAds and FM Networks assisted the project in distributing the videos. The campaign delivered on three key objectives: (1) increasing awareness for DuPont science, (2) increasing positive sentiment for DuPont and (3) creating stories sufficiently compelling to generate word of mouth. The DuPont Science Stories campaign was one of three national finalists for the Online Media Marketing and Advertising (OMMA) Best Campaign in Social Media Award 2007. To view the videos: www.stories.dupont.com <http://cp20.com/Tracking/t.c?7eU2-4rfd-DBN0H4> .
Case Study: IBM Embraces Social Media to Connect With Businesses
Presented by: Tim Washer, Social Media Productions, IBM Communications
Tim will share examples of how IBM uses social media to achieve their B2B communications objectives. Specifically Tim will discuss and demonstrate IBM's viral video: Mainframe: The Art of the Sale <http://cp20.com/Tracking/t.c?7eU2-4rfe-DBN0H5> which increased daily blog traffic by 25x, doubled traffic to the IBM website, and received numerous press mentions. Tim will also discuss IBM's Smarter Planet Animation: A Brief History of Intelligence <http://cp20.com/Tracking/t.c?7eU2-4rff-DBN0H6> . This animation was part of an NPR Marketplace <http://cp20.com/Tracking/t.c?7eU2-4rfg-DBN0H7> story about social media in the workplace.
Moderators
Kipp Bodnar, Social Media Marketing Manager, Howard Merrell & Partners
Matthew Broder, VP, External Communications, Pitney Bowes Inc.
Jeff Cohen, B2B Marketing and Social Media Strategist
Saswato Das, Global Media Relations, Global Communications, SAP AG
Matt DeLoca, Senior Vice President, Sales and Marketing, The FeedRoom
Derek Edmond, Director of SEM Programs, KoMarketing Associates, LLC
Sandra Fathi, President and Founder, Affect Strategies, Public Relations & Marketing
Scott Gulbransen, Senior Manager, Corporate Communications, Intuit Inc.
Robert Felsenthal, Vice President and Publisher, BtoB Magazine, Btobonline.com, Media Business Magazine
Marcella Shinder, VP Brand Marketing and Strategy, American Express
Gary Spangler, E-Marketing Leader, DuPont Electronic & Communication Technologies
Tim Washer, Manager, Social Media Productions, IBM Communications
Sponsors
PR Newswire
MultiVu
The FeedRoom
BtoB Magazine
International Association of Business Communicators – New York Chapter
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