p16,17_b2bApr09 Newsv2.qxd:Layout 1 27/3/09 16:10 Page 17
UNIQUE CODE: 06:04:16,17
B2BM
April 2009
≤
Go to www.b2bm.biz/news
News
17
networks, believing them to be
Buyer breakdown unsuitable or untrustworthy.
Jargon buster
“B2B marketers see that
According to the Forrester survey, contribute to online forums. consumers read blogs, join GTLD liberalisation
technology decision-makers social networks, rate products
actively participate in social PASSIVE USERS and wonder ‘Do my customers
media as it relates to their job. Collectors – 29 per cent use RSS behave the same?’
This profile segments all buyers feeds, vote for websites online, or By jumping directly into the
By Charlie
Abrahams, VP EMEA,
surveyed into six categories based add tags to web pages or photos. technology, marketers devote
MarkMonitor
on their social media activities, Joiners – 29 per cent maintain a time and effort on social media
with many belonging to more profile on a social networking site campaigns without knowing if What does that mean?
than one group: or visit social networking sites. anyone will show up to It means that the governing body of
Spectators – 69 per cent read participate,” says the report. the Internet, ICANN (Internet
ACTIVE USERS blogs, listen to podcasts, watch Charles Wells, MD of Corporation for Assigned Names and
Creators – 27 per cent publish a video from other users, or read Kinship Media, can understand Numbers – how about that for an
blog or web pages, create/upload online forums and reviews. how this may have happened to acronym?), plans to allow
video or music, or write articles a number of companies, communities or enterprises to have
and post them online. NON-USERS damaging their brand as well as their own generic Top Level Domain
Critics – 37 per cent post reviews Inactives – 23 per cent do not harming attitudes to a vital new extensions.
of products or services, comment participate in any social media marketing tool.
on someone else’s blog, or activities for work purposes. “When B2B gets involved And in English?
with social networking, it’s Today there are a small number of
as a complete surprise to the message, can fail to see that, in important to decide what it these, such as .com and .net. ICANN’s
networks themselves, who many ways, the information wants to achieve, and select plan is to allow companies to have
believe that B2B marketing will and feedback on these sites networks carefully,” says Wells. and run their own such as .Virgin or
slowly start tapping into the effectively is their brand,” says “It’s so easy to spread your net .Barclays
wealth of data available to them John Stanton, chairman of the too widely.”
as awareness of the media Association of B2B Agencies. Another one of the main Where does it come from?
increases. “There is no stronger message concerns is the prospect of Contrary to popular opinion, there is a
This is after all a relatively than a recommendation from losing control over buyer concern that the number of possible
new, yet rapidly rising concept an independent third party, communication, with many domain names is running out and that
in marketing. which is what is possible on executives afraid of their brand more options are needed.
“These figures highlight the these networks.” message being hijacked.
need for the new media Stanton goes on to speak of Some may even be wary of What does it mean for my
industry to educate the emergence of what has giving a platform to people with business (what are the
professionals on how to become the ‘Facebook negative views on the company. marketing implications)?
effectively use and engage with generation’: “Social media in a This is obviously not ideal, This is an opportunity for brand
social media,” says Cristina business context seems less but will always remain part of owners to buy and run their own
Hoole, marketing director of rewarding. People are starting the process. segment of the Internet – albeit at a
LinkedIn Europe. to grapple with the challenge of The report warns that price – where they can control and
“They will realise that when making it rewarding, but it is companies should not try to protect it. On the other side of the
used effectively, social media definitely here to stay.” avoid this by keeping their coin is a risk that someone else will
platforms provide an excellent networks separate from the gain control of that extension and
opportunity from Cashing in marketing mix, as social media potentially increase the level of
communications, marketing “B2B marketers succeed when activities that stand apart from confusion online. For example, is
and new business they first understand how mainstream marketing .Orange to be run by France Telecom
perspectives.” buyers approach social programmes will look like or a consortium of fruit growers?
Consequently, Forrester computing and then design separate, outbound channels
believes the integration of programs that map their and ‘will fail’. What do I need to do about it?
traditional and online tactics is business objectives to buyers’ What is important, is At least understand the issues
essential as the groundswell of social proclivities,” says the preparing your organisation for involved and make a positive decision
social activity grows. report, before explaining the criticism: “Negative comments for your brand whether you want to
Experts predict that well-trodden pitfalls of getting will flow,” says Forrester, participate or not.
emerging social behaviours will brands out there in the forums. pointing out that there may be
become especially pivotal in a Starting with small targets painful lessons along the way, How or where do I find out
down economy as they and concentrating resources in so putting in place response more?
fundamentally change the one area seems to be the most processes is essential. www.markmonitor.com/
nature of the B2B buyer/seller efficient way of getting a level Ultimately the more topleveldomains/
marketing relationship. of return on investment. contributions you can persuade
But several buyers are still Some social network experts people to make the better, as Is it a paradigm shift or just
unwilling to take the plunge. say those who do jump in at the turning spectators into another TLA?
Many experts believe those deep-end are often collectors and then ideally It will genuinely change the shape of
who don’t are in danger of unsuccessful, as they fail to creators, is an important step in the Internet, but ICANN is likely to
missing out on a massive step prepare their campaign opening a lucrative avenue have to delay its process as more
forward in marketing strategy: thoroughly. towards understanding how consultation with brand owners and
“Buyers who are concerned Many may then remove audiences buy, and therefore, government is required.
that they are losing their brand themselves from such how you sell.
B2BM APRIL 09 – www.b2bm.biz
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53