I just watched this quick video (see below) by Sandy Carter from IBM about the value of using social in the B2B landscape. To recap, Sandy lists best practices for social business in B2B:
- Embracing your B2B business partners with social can accelerate competitive advantage
- Partners will feel a part of your business strategy
- Leverage social by connecting your employees within the B2B ecosystem
Sandy then wraps up the video with a case study about Premier, an alliance of over 200 hospitals with a mission “to improve the health of communities.” It’s a great example of a B2B brand working with its partners to innovate and provide shared value across the ecosystem.
Truth is, there is more “shared value” in social for B2B than B2C any day of the week.
Yup, I said it and I believe it. Especially when you consider the opportunity for establishing thought leadership around a specific topic, content (and when I say content, I mean really meaningful and relevant content, not marketing); and the opportunity to build trust with partners, suppliers and customers – just about everyone in the value chain via the content shared online.
But content is a big problem for the enterprise today. Organizations don’t have the resources, intellect, time and money to create, curate, aggregate content for their communities. This is one reason you see many companies recycling content across all of their social media channels; and even using identical content in the regions without a providing a local or cultural perspective.
I recently came across a company that helps the enterprise begin to solve this problem called Pure Channel Apps. Their platform enables enterprise organizations to pass along high quality and compliant social media content through to their channel partners up and down the value chain.
Take for example a fictitious OEM of semi-conductors called Britopian. Basically, Britopian can create social content (tweets, Facebook updates, LinkedIn) and add it a content library. The partners/suppliers can set up parameters to only receive content from Britopian that’s relevant to their business and/or products. If they choose to share/post the content, they will have the ability to manipulate the content to better align with their brand message or tone before it gets posted.
Another way to look at this is through the lenses of the supplier or retailer. If either is struggling with content, they can leverage this platform to pull content from the OEM or manufacturer. It’s basically a win win for the entire supply chain. Adoption of this platform would certainly require all partners to collaborate and work together. The result is more meaningful and relevant content which can also contribute to community growth, increase in mind share, sales and accelerating competitive advantage. Below is an illustration of how this works.
And here is Sandy’s video. Enjoy.
Image: Business to Business