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The B2B marketer’s guide to social media's shifting role in the marketing mix
Earlier this week, The Drum kicked off the launch of its US magazine and its online dedicated B2B hub with a breakfast panel at AOL’s headquarters in New York City.
Panelists included managing director of Stein IAS San Francisco Ted Kohnen, chief marketing officer of Mercer Steven Faigen, AOL's vice president of business and consumer marketing Michele Morelli, and chief marketing officer of HCL Technologies Matt Preschern.
During the panel, the speakers discussed how B2B brands can best leverage social media to achieve their business goals and what challenges marketers in the space are currently facing with it comes to effectively using platforms like Snapchat and LinkedIn.
See five takeaways below:
Define what real-time means for your brand
Oreo’s ‘Dunk in the Dark’ tweet has become the quintessential example of a brand successfully executing a real-time social media strategy, but B2B marketers are often dealing with much more complicated subject matter than a cookie maker trying to jump on the Super Bowl bandwagon.
Determining what exactly “real-time” means can be a bit murkier for B2B brands since they tend to operate within highly regulated and complex fields like pharmaceuticals or financial services. Approval processes aside, these brands must be careful when it comes to what they can and cannot say on social, which can sometimes hinder how swiftly they can respond to events in the news.
For this article: http://www.thedrum.com/news/2016/03/11/b2b-marketer-s-guide-social-medias-shifting-role-marketing-mix
And more on Social Media Marketing: http://socialmediabanking.blogspot.com
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