1000heads: B2B and Social Media – #dellb2b

Last week 1000heads was invited to attend the B2B edition of ‘Social Media Huddle’ hosted by Dell, Google and For Immediate Release [FIR].
The networking event – the third in its series – takes the unconference route in its execution, whereby guests can create their own sessions for others to attend on the day. I’ve been to a few events like this in the past and it can make for a really interesting day as you never quite know what to expect until you arrive.

The #dellb2b event (to give it its proper twitter name) however, had a very specific aim of ‘bringing together senior communications and marketing professionals to exchange and share experiences on B2B social media for their mutual benefit’. Nice.

The big draw in this instance was guest speaker and internationally recognised thought-leader in the social space, Brian Solis.

Brian Solis @ #dellb2b

I’ve known Brian for a few years now but this is the first time I’ve heard him speak in the UK. A master of the soundbite, his talk was insightful and to the point. I’ll post the slides from the day in a second, but first  – here’s a snapshot from my notes and tweets for the day [including key quotes from the man himself] –

Brian Solis
James Whatley

“46% of B2B respondents said social media was perceived as irrelevant to their company”

“By not saying anything in social, you’re saying everything”

“B2B marketing spend will grow from $11m in 2009 to $54m in 2011”

“93% of business buyers believe all companies should have a social media presence”

So basically, what BS is saying is that, when it comes to B2B – believe it or not – you should apply the same rules of listening and engagement that you do to consumers – ie: You listen. You learn. You engage. You create.

“What is the ROI?”

“There is no ROI of social media programs.”
“However, there is definitely ROI for social media programs that are setup to do something”

Again. Not new. But a truism.

Some choice tweets?

All in all,  plenty of food for thought there, raising a number of issues that we’ll come back to another day.

If you’d like to listen to the presentation yourself, Nevile Hobson has kindly posted the audio version and it may well make an interesting accompaniment to Brian’s slides, embedded below.

Dell B2B Huddle UK with Brian Solis

View more presentations from Brian Solis

What do you think?
Interesting? Thought-provoking?
Your comments, as ever, are welcome in the field below –

1000heads: Demystifying Online Engagement

Last Friday, while all the cool kids were playing nice at our first ‘in-house’ Tuttle, I was dispatched to the NMA Live event: Demystifying Online Engagement

The event was an interesting one to say the least, with advertisers, media planners and buyers all discussing what kind of cost per engagement (CPE) models they should be working towards and what kind of results they should be expecting.

I went in with a slightly different angle.
My brief was as follows:

Engagement Beyond Advertising: Identifying and Evaluating Engaged Customers in the Social Space”

First off, it’s important to establish what is meant by ‘the social space’. Social, more now than ever before, implies ‘online’. However, that’s not strictly true. Word of mouth is both an online and an offline activity. Conversations can happen EVERYWHERE.

And if conversations can happen everywhere then people can be engaged anywhere.

But what do I mean by engagement? Each speaker had their own interpretation. For me, an engagement isn’t just simply clicking through on a banner ad, nor is it really watching the video that rolls after said click.

True engagement is about the beginnings of something much bigger. The beginnings of conversation.

Whether that conversation be between brands and people or between people and people, what does it mean to be truly ‘engaged’?

How many brands have to ‘engaged’ with today? How many people?
How and where?

This is something I’m going to have to come back to another time. The NMA has written up their thoughts on the subject (based on the presentations from the day), but for now, take a look at the slides below and let me know what you think –

There are some notes that go with each slide but they can only be viewed over on slideshare.

As ever, I’d be interested to hear what you think.

What does engagement mean to you?
Where are your social spaces?
When are you truly engaged?