People in the business-to-business (B2B) world finally have a book about social media marketing just for them. In this 26-minute podcast, I interview Eric Schwartzman, co-author (with Paul Gillin) of Social Marketing to the Business Customer. My favourite sound bite from this chat? “B2B buyers want steak; B2C buyers will settle for sizzle.”
Listen to Eric explain how to grow that steak. You can listen to the podcast now with the player above or download it to listen later. Or subscribe to this podcast in iTunes using the link at the top of this page.
Here are the show notes:
[00:01] Intro and welcome; about Eric Schwartzman
[01:30] Eric cites B2B social media statistics, and says that B2B social marketing is where the action is; greater opportunities abound for B2B vs. B2C in marketing today
[04:00] Book includes many social media tools, not just Facebook and Twitter; it is the first book devoted to B2B social media
[05:00] Rational approach to social marketing; need management buy-in; steps to success include socializing the organization, building strategies based on where the action already is taking place; the social media monitoring dashboard
[06:46] Blog is the Swiss army knife of social media; allows you to include text, photo, audio, video. Fact that many marketers have switched to Twitter is a good thing for bloggers!
[08:12] 86% of business interactions begin with Google; importance of search
[08:30] How Eric and Paul picked examples for the book; difference between B2B and B2C case studies
[09:20] B2B buyers want steak; B2C buyers will settle for sizzle
[10:20] B2B decisions are often made by committees
[11:13] In B2B market, it’s not about making a splash; you have to swim a marathon because of the longer buying cycles
[11:43] Relationships more important in B2B buying decisions
[12:40] Podcasting can generate remarkable success in B2B; Eric explains why and how
[14:15] News-oriented podcasts vs. feature-oriented; features have a longer shelf life
[15:40] His favourite case study from the book: SAP Communities Network; they built a white-label social network with 2 million members, mostly system integrators; helping people in full public view
[17:50] Counter-intuitive star ratings demonstrate confidence
[20:00] Case studies in the book are NOT all technology oriented
[21:22] How to be successful today in B2B social marketing – humanize your business, experiment openly, be tolerant to risk
END of interview
[25:22] Listen to this interview with Donna by Jennifer Tribe on “How authors and other experts can use audio products” (links to blog post, which links to MP3 and PDF transcript)
[26:01] Where to send comments: Email donna AT trafcom DOT com.
Theme music is “Beneath Your Surface” by the Elisabeth Lohninger Quartet from the Podsafe Music Network (Music Alley)