This example of what using social media in a B2B content has been posted on the Socialnomics blog...Some B2B marketers are slow to invest in social media because they believe that the ROI should be based on an increase in sales. Wrong. The focus should be on engaging conversation with influencers who matter. It’s the first step toward social business.
A year ago at Cisco, we launched the The Connected Life Exchange blog and invited industry experts to be the authors, along with only a few company employees. We do not blog about our company or products, but discuss the industry issues that are relevant to our customers: the telecom service provider. It has proven to be a powerful approach in engaging analysts, bloggers and customers in a welcomed way — through storytelling.
We just finished production of a web documentary series, “The Network Effect,” again with no mention of our company, but focusing on entertaining stories about the inventors who built the network and the impact it has on economic growth, particularly in developing counties. Here’s the first episode of six:
If you haven't heard of Socialnomics I would throughly recommend reading the book.
Following blogs is likely to form connections, it is largely a "listen" form of communication closer on Marshall McCullan's 'broadcast' culture that the 'digital' culture that we are moving into now, especially with social media. Social network platforms like Twitter, Facebook or Linked In are much more likely to create conversations and connections. From a business perspective these are much more likely to generate interest and new leads.
I will be posting a more detailed view having read the book, look out for it.
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