[LINK] social media not a business medium

[stephen at melbpc.org.au]

Facebook, Other Social Technologies Not Engaging Marketers
By Nicholas Kolakowski 2009-02-23 

 
Facebook and other social technologies were supposed to help business-to-
business marketers more effectively influence their customers' purchasing 
decisions. 

But a new study by Forrester Research suggests that, while business 
buyers may be using social networks and other tools in their enterprise 
and personal lives, Web 2.0 social technology isn't affecting their 
decisions when it comes to purchasing business solutions.

IBM, Microsoft, SAP and other companies might be pouring massive amounts 
of cash into marketing via social technologies, but according to a new 
study by Forrester, Web 2.0 techniques aren't what compel a business 
buyer to purchase a particular solution. 

According to the study, some 77 percent of surveyed business decision 
makers use social media and messaging and collaboration applications on 
the job, whether publishing a Web page, posting comments or using 
Facebook.

But when it comes to being swayed to spend their dollars on business 
technology, 84 of the surveyed decision makers were more likely to rely 
on word of mouth from peers and colleagues, while 45 percent said they 
were swayed by forums, online communities and social networks.

"Like bright, shiny objects glistening in the sun, new social tools catch 
marketers' attention but cause them to look away from buyers' needs and 
business objectives," the report stated. "B2B [business to business] 
marketers succeed when they first understand how buyers approach Social 
Computing and then design programs that map their business objectives to 
buyers' social proclivities."

The report suggests several reasons for marketers' disconnect, including 
lack of social media experience, rapid technology changes that have left 
them playing catch-up, some executives being reluctant to engage with new 
technology and a simple unawareness of how decision makers use social 
media. 

Nonetheless, the study found that business decision makers use a variety 
of social media within the context of their jobs: 

* Some 27 percent reported publishing a blog or Web page, uploading video 
or music or posting articles online—a group the study termed "Creators."

* Another 37 percent, called "Critics," posted reviews of products or 
services and commented on blogs or online forums.

* Another 29 percent, "Collectors," used RSS feeds, voted for Web sites 
and added tags to Web pages. Also at 29 percent were the "Joiners," who 
utilized Facebook or other social networking sites.

* A full 69 percent, deemed "Spectators," participated more passively in 
online activities by reading blogs and forums and online reviews, 
listening to podcasts, and watching video uploaded by others. 

* Another 23 percent were "Inactives" who did not participate in any of 
these online activities for work purposes. 


In sum, these decision makers are more active with regard to social media 
than the general population—and yet, the study asserts, marketers still 
have problems reaching out to them via technology.

"I think [B2B] marketers are conservative, and this conservatism comes 
from a lot of areas," Laura Ramos, an analyst with Forrester and co-
author of the study, said in an interview. "They don't have a lot of 
experience with these newer capabilities and tactics, so they don't know 
what a good e-mail marketing campaign looks like, or if they should be 
spending more on Webinars or putting ads on Facebook."

Ramos added, "Because there's less of a track record, they struggle and 
throw their hands up and say, 'I'm going to go with what I know.' With 
new social media, you know people are doing it, and it sounds like a good 
idea, but you can't just throw up a blog and expect to get solid leads in 
the pipeline." 

Fortunately, the study also makes some recommendations for marketers 
looking to get a message before the eyes of decision makers.

The first is to "fill in buyer—and buying process—knowledge gaps" to see 
which buyers purchase IT solutions and whether social media is a viable 
avenue through which to pursue them. After that comes modeling behavior, 
followed by integrating social media into the marketing mix. 

The last step for marketers and solution sellers is, perhaps inevitably, 
to prepare to accept criticism. "Encouraging social community 
participation is an inexact, unclear process, so expect mistakes and 
painful lessons along the way," the report warned. Indeed. 

http://www.eweek.com/c/a/Web-Services-Web-20-and-SOA/Facebook-Other-
Social-Technologies-Not-Engaging-Marketers/

--

Cheers,
Stephen