Richard Bliss presented a very thoughtful approach to social media use in B to B. His view of using social media to influence already influential people in the industry is very different from “doing social because X number of people are there.” He suggests considering social media as unique communication device, that can help reach individuals who would not take phone call, and would more likely get attention than other channels.
Getting executives to devote time to social media personally was always a challenge. The speaker had a very interesting incentive for busy organizational leaders:
“If you are unable to use 21st century communication tools, how can you lead 21st century organization?”
Executives definitely can get help from marketing. As social accounts loose credibility when they are not active, marketing can post third party materials on the account, while an executive periodically ads personal entries.
Why influencing via social media is possible? The general rule of engagement (90-9-1, what describes 90 lurkers on every 9 people with little activity and 1 contributing to the most of the activity), suggests that if the person has 10,000 followers on Twitter, not that many of them are actively engaged. People who are engaged, become noticed.
Share content created by somebody you want to influence, they will share your content. They will notice. They will be open for a conversation. Done right, this basic approach will get desired attention.
The event included three fantastic speakers, who addressed the topic from different perspectives.
Marketers are facing challenges in rapidly changing environment.
- Marketing changed, but there is no road-map.
- Big data create big opportunities.
- 80% of CMOs believe they will be responsible for the entire customer experience by 2020.
- New concepts, such as “timographic” – prospects’ time available and “when” is the best opportunity of contact
- Business (and marketers) operate in the intersection of Market Uncertainty, Technological Uncertainty and Competitive Volatility.
- Shifting channel effectiveness
- “How many people read iPhone Manual?” – need for intuitive products
Agile philosophy can address fast changing environment. However, not all marketing needs can be packaged into the framework; we can use “scrum, but” – “take the best and throw away the rest.”
Agile marketing isn’t about working more or faster. It is about better allocating your time and energy into activities that produce results.
Sometimes, agile teams try to move too fast and miss considerations and requirements in the planning stage of the projects, what results in rework. It is not a fault of the methodology – “you don’t give away long-term planning, you adapt to it in a different way.” Planning still exists – though it is a discussion rather than a document on the shelf.
Agile marketing is not about eliminating long term plans. It is about implementing long term plans in a way that is more responsive and adaptive.
Book to check: Exponential Influence: Designing Digital Habits That Engage Distracted Customers. The author, Adrian C. Ott, was one of the presenters of the event. Excellent presenter – thoughtful ideas.