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Web 2.0 for B2Bs Strategic Brief

November 24, 2011 • TECHNOLOGY

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By Donna L. Hoffman

The LEAD model is both a guidepost for managing social media and also an early warning system so you don’t fall behind the curve as Web 3.0 arrives.

In a recent article I wrote for the McKinsey Quarterly (Managing Beyond Web 2.0, July 2009) I introduced my LEAD model as a tool executives can use to guide their efforts to incorporate Web 2.0 efforts into their marketing programs. The LEAD model is both a guidepost for managing social media and also an early warning system so you don’t fall behind the curve as Web 3.0 arrives. In this article, I outline how the same process of Listening, Experimenting, Applying, and Developing can also be readily applied in business-to-business contexts.

 

1.Just like B2C consumers, your B2B customers equally value the human touch in their business interactions. Listening is central to this premise. Eastman Kodak is meticulous in listening to its business customers, even going so far as hiring a “chief listener” on its social media team. Through the company’s GrowYourBiz blog site (http://growourbiz.kodak.com/), business customers can read company bloggers’ posts as well as share their own insights on issues relating to the graphic communications industry. Kodak’s Twitter feed, KodakIDigPrint, allows customers to bypass a call to the sales rep by responding directly to tweets on Kodak products. Customers can even tweet direct responses to Kodak’s CMO, an active Twitterer himself. Through the immediacy and directness of this blog and twitter feed, Kodak can engage in a continuing stream of communication with its business customers with whom they can engage and from whose feedback they can constantly learn and grow.



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