Unleashing the B-2-B Value of Social Media

There’s no doubt that LinkedIn is marvellous for unravelling new opportunities, but what I’ve discovered recently is that strong social-cred on other social networks (mainly Facebook & Twitter) can also enhance B-2-B relationships.

Engaged Fans & Followers = Social-credYour Brand Community

Because fans and followers aren’t counted on balance sheets they don’t yet have the influence they deserve in B-2-B interactions. But this is sure to change, especially now that there’s a new breed of  B-2-B buyers who have very high levels of social participation.

Because this new breed is likely to understand the value of  social-credibility why not flaunt yours when attracting new business partners, contracts, and sponsors. An engaged online community shows potential business partners that you’re engaging with people so well that they’re willing to devote some of their precious and very scarce attention to whatever it is that you’re doing.

Attracting New Business Partners

Having an active and loyal online community allows you to use stats, testimonials and examples of great interactions to help win over a potential business partner. But more than this, it gives you the phenomenal advantage of being able to quickly gather tangible evidence about the sentiment towards a partnership or business venture. Simply sending out a twitpoll or starting a discussion on your Facebook page will give you a glimpse into the minds of your most loyal customers. Imagine bidding for a new contract and being able to show that 85-95% of your fans also love the company that you’re partnering with and want you to work together, what customer centric company could argue with that.

Cross Promotion

As long as it’s done tastefully there’s nothing wrong with cross promotion.  Social media ‘gurus’ promote each others’ books, sites and products all the time, they do it in their blogs,  podcasts and tweets, why should it be any different for companies? If your business has established a great following then you clearly have a platform from which you can promote your potential partners and stakeholders. Advocating cross promotion simply adds another string to your bow when entering in B-2-B negotiations, and ultimately makes you more attractive to partner with.

Sponsorship Opportunities

Most companies want to sponsor athletes, sports teams, events or charities. But where many organisations struggle is finding a cause that both they and their customers believe in. This is where having a responsive following helps. By running a “what cause should we sponsor” poll you’ll be able to align your sponsorship efforts with the things your customers care about the most. Your savvy online community might even give you options that you’d never before considered.

On the flip side, if you’re an organisation seeking sponsorship you can simply ask your fans and followers about the brands they love and use, with this sort of information you can then approach the most popular company with a tangible reason why they should sponsor you.  Significantly more powerful than cold calling.

I have no doubt that there are hundreds of other ways to use your social-cred to help in a B-2-B setting, please let us know what you’re doing with yours.

Thanks To My Tweeps

I don’t have a Kutcher-esk following, not even close, across all my accounts I engage with about 2,500 people. Yet two weeks ago my followers gave me enough social-cred, experiences and examples of great interaction to land a pretty big opportunity. So in an effort to say thanks I’ve mosaic’d  most of my followers below. They’re all great people and I recommend that you follow as many as you can.

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Mediaatpicture2 normal Unleashing the B 2 B Value of Social Mediascottshugehead normal Unleashing the B 2 B Value of Social Media Unleashing the B 2 B Value of Social MediaguyAustria normal Unleashing the B 2 B Value of Social Mediachicagodesign normal Unleashing the B 2 B Value of Social Medianew profile avatar normal Unleashing the B 2 B Value of Social Mediarick web small normal Unleashing the B 2 B Value of Social Mediaboot logo normal Unleashing the B 2 B Value of Social MediaYileiHeadshot grey small normal Unleashing the B 2 B Value of Social Mediakiki studio normal Unleashing the B 2 B Value of Social MediaPicture 30 normal Unleashing the B 2 B Value of Social MediaPhoto Nancy Clark closeup normal Unleashing the B 2 B Value of Social MediaSocial Profile pic normal Unleashing the B 2 B Value of Social Mediam 2f7406afc51d40089c3602c74cc69b1f normal Unleashing the B 2 B Value of Social Media Unleashing the B 2 B Value of Social MediaPhoto on 2009 09 16 at 17.04 normal Unleashing the B 2 B Value of Social Mediascott allen 200x200 normal Unleashing the B 2 B Value of Social Mediatwitter normal Unleashing the B 2 B Value of Social Mediajfkheadshot normal Unleashing the B 2 B Value of Social MediatwitterProfilePhoto normal Unleashing the B 2 B Value of Social MediaPicture 39 normal Unleashing the B 2 B Value of Social Mediamazza susan prof small normal Unleashing the B 2 B Value of Social MediaProfile Pic normal Unleashing the B 2 B Value of Social MediaDiyanaAlcheva normal Unleashing the B 2 B Value of Social Mediaconveyer c embed normal Unleashing the B 2 B Value of Social MediaFight5HST normal Unleashing the B 2 B Value of Social MediaPicture0002 normal Unleashing the B 2 B Value of Social Mediachris Head shot 1small normal Unleashing the B 2 B Value of Social Mediamichaeltwitter2 normal Unleashing the B 2 B Value of Social Mediagolden normal Unleashing the B 2 B Value of Social Mediatwitteravatar normal Unleashing the B 2 B Value of Social Mediagravatar twitter normal Unleashing the B 2 B Value of Social MediaMangatar Egberto normal Unleashing the B 2 B Value of Social Mediatweetimg normal Unleashing the B 2 B Value of Social MediaR.Coluna normal Unleashing the B 2 B Value of Social Mediacash normal Unleashing the B 2 B Value of Social Media128x128 Portrait normal Unleashing the B 2 B Value of Social Mediamessenger1 normal Unleashing the B 2 B Value of Social Mediabusiness 1 normal Unleashing the B 2 B Value of Social MediaVervet normal Unleashing the B 2 B Value of Social MediaTex Golf normal Unleashing the B 2 B Value of Social Mediajg hi normal Unleashing the B 2 B Value of Social Mediagraylee normal Unleashing the B 2 B Value of Social MediaAP121 48x48 normal Unleashing the B 2 B Value of Social MediaRM Royal Birkdale club normal Unleashing the B 2 B Value of Social MediaProfilePic normal Unleashing the B 2 B Value of Social MediaLisa77 normal Unleashing the B 2 B Value of Social Mediam a750f272ea8d4833533de4e631b2d559 normal Unleashing the B 2 B Value of Social Mediafiesta vimeo 300 normal Unleashing the B 2 B Value of Social Mediabrandbuilder avatar 4x normal Unleashing the B 2 B Value of Social Media Unleashing the B 2 B Value of Social Mediarivktwitter2 normal Unleashing the B 2 B Value of Social Mediabrendan normal Unleashing the B 2 B Value of Social MediaScottMonty Ford normal Unleashing the B 2 B Value of Social Mediajessicandtuckbarbaras normal Unleashing the B 2 B Value of Social MediaPhoto 61 normal Unleashing the B 2 B Value of Social MediaPicture 647 normal Unleashing the B 2 B Value of Social MediaIMG 1671 normal Unleashing the B 2 B Value of Social MediaJay Speaking Pub Photo normal Unleashing the B 2 B Value of Social MediatwitterProfilePhoto normal Unleashing the B 2 B Value of Social MediaICONATOR 8be607b51069660912023f627459368c normal Unleashing the B 2 B Value of Social Mediame normal Unleashing the B 2 B Value of Social MediaDick in Bham normal Unleashing the B 2 B Value of Social Mediap11834ta103765 12 1 normal Unleashing the B 2 B Value of Social MediaRT pictures 2 normal Unleashing the B 2 B Value of Social Mediawp 150 normal Unleashing the B 2 B Value of Social Mediatwit ty pic normal Unleashing the B 2 B Value of Social MediaPhoto 11 normal Unleashing the B 2 B Value of Social Mediacaptainjack normal Unleashing the B 2 B Value of Social Mediam 2006 normal Unleashing the B 2 B Value of Social Mediamodel shot normal Unleashing the B 2 B Value of Social MediaSouthpark 100x100 normal Unleashing the B 2 B Value of Social Media2b Dianne George May 2009 tn R normal Unleashing the B 2 B Value of Social MediaMichelleTWITTER normal Unleashing the B 2 B Value of Social MediaConnie609 copy normal Unleashing the B 2 B Value of Social Medialogo normal Unleashing the B 2 B Value of Social Median733555358 608252 8305 normal Unleashing the B 2 B Value of Social Mediame twit exp normal Unleashing the B 2 B Value of Social MediaTwitter2 normal Unleashing the B 2 B Value of 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Unleashing the B 2 B Value of Social Median697580202 3650474 9242 normal Unleashing the B 2 B Value of Social Media Unleashing the B 2 B Value of Social Media Unleashing the B 2 B Value of Social Medialouis 2 normal Unleashing the B 2 B Value of Social MediaAvatar normal Unleashing the B 2 B Value of Social Mediabill normal Unleashing the B 2 B Value of Social MediaIMG 0101 normal Unleashing the B 2 B Value of Social Mediabbw twitter logo 2 normal Unleashing the B 2 B Value of Social Mediapaula9 normal Unleashing the B 2 B Value of Social Mediarsz copy of helen tse general normal Unleashing the B 2 B Value of Social MediaSIZEME normal Unleashing the B 2 B Value of Social MediaDSC 0413 Edit copy 3 normal Unleashing the B 2 B Value of Social MediaIts me RINA UCHIYAMA Copy normal Unleashing the B 2 B Value of Social Mediapanda red normal Unleashing the B 2 B Value of Social Media3462 23943320 normal Unleashing the B 2 B Value of Social MediaTMlogoWithBird normal Unleashing the B 2 B Value of Social Media041205 normal Unleashing the B 2 B Value of Social Mediatwitterlogo normal Unleashing the B 2 B Value of Social Media Unleashing the B 2 B Value of Social Media Unleashing the B 2 B Value of Social MediaPam Perry 2007 90x120 normal Unleashing the B 2 B Value of Social Mediapic1 normal Unleashing the B 2 B Value of Social Mediasahars normal Unleashing the B 2 B Value of Social Media12285268421392062 normal Unleashing the B 2 B Value of Social MediaPhoto on 2009 09 08 at 09.48 2 normal Unleashing the B 2 B Value of Social Mediauntitled normal Unleashing the B 2 B Value of Social Mediagroup normal Unleashing the B 2 B Value of Social Mediagary jensen sml normal Unleashing the B 2 B Value of Social Medialogo sm normal Unleashing the B 2 B Value of Social MediaEtitle2 normal Unleashing the B 2 B Value of Social Mediaowengoofy normal Unleashing the B 2 B Value of Social Mediascarab brooch normal Unleashing the B 2 B Value of Social Mediaheader blogIcon normal Unleashing the B 2 B Value of Social Mediatwit master pic copy normal Unleashing the B 2 B Value of Social Mediabob the builder normal Unleashing the B 2 B Value of Social MediaPolar Bear Avatar 85 normal Unleashing the B 2 B Value of Social MediaYoshi Playing Golf 300 normal Unleashing the B 2 B Value of Social MediaEcademy picture normal Unleashing the B 2 B Value of Social Media Unleashing the B 2 B Value of Social MediaBest.THUMB.g4 normal Unleashing the B 2 B Value of Social Mediagavel 6 normal Unleashing the B 2 B Value of Social Mediatoolbox2 normal Unleashing the B 2 B Value of Social Mediajordan linkedin normal Unleashing the B 2 B Value of Social MediaPhoto normal Unleashing the B 2 B Value of Social Mediatweetgravatar normal Unleashing the B 2 B Value of Social MediaIMG00255 normal Unleashing the B 2 B Value of Social MediatwitterProfilePhoto normal Unleashing the B 2 B Value of Social Mediaalienst avatar normal Unleashing the B 2 B Value of Social MediaToddAvatar2 normal Unleashing the B 2 B Value of Social Media Unleashing the B 2 B Value of Social MediadarrenmonroecooxcgTAN2 normal Unleashing the B 2 B Value of Social MediaEthne Vida normal Unleashing the B 2 B Value of Social Mediame close normal Unleashing the B 2 B Value of Social Mediagreen 4049 tlm1 normal Unleashing the B 2 B Value of Social MediaME B W normal Unleashing the B 2 B Value of Social MediaFoto normal Unleashing the B 2 B Value of Social MediaPicture normal Unleashing the B 2 B Value of Social Mediame normal Unleashing the B 2 B Value of Social MediaAkaufman1 normal Unleashing the B 2 B Value of Social Mediam c9eb865b690c4632b5c86efcedb4ddde normal Unleashing the B 2 B Value of Social Media1HRMMHead normal Unleashing the B 2 B Value of Social Mediajerusalem normal Unleashing the B 2 B Value of Social Mediakim s prof. pic normal Unleashing the B 2 B Value of Social MediaHarvey normal Unleashing the B 2 B Value of Social Mediaadam casual normal Unleashing the B 2 B Value of Social Mediathomas about 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Social Median505487312 4917 normal Unleashing the B 2 B Value of Social MediaChelsea normal Unleashing the B 2 B Value of Social Medials 3413 gbiogreen normal Unleashing the B 2 B Value of Social MediaBeachHouse normal Unleashing the B 2 B Value of Social Mediaface1 normal Unleashing the B 2 B Value of Social MediaMy pic normal Unleashing the B 2 B Value of Social Mediamfn3 normal Unleashing the B 2 B Value of Social Media Unleashing the B 2 B Value of Social Media Unleashing the B 2 B Value of Social MediaDooley Roger 600 normal Unleashing the B 2 B Value of Social Media12x12 normal Unleashing the B 2 B Value of Social Media Unleashing the B 2 B Value of Social Mediawar normal Unleashing the B 2 B Value of Social MediaJenny 4 normal Unleashing the B 2 B Value of Social MediaDeep in thought2 normal Unleashing the B 2 B Value of Social MediaPhoto 6 normal Unleashing the B 2 B Value of Social Mediaavatar interney v2009 normal Unleashing the B 2 B Value of Social MediaPhoto 129 normal Unleashing the B 2 B Value of Social Mediaxmas 20pic. 202008 20002 1 normal Unleashing the B 2 B Value of Social Mediajames twitter profile normal Unleashing the B 2 B Value of Social Mediamike normal Unleashing the B 2 B Value of Social Mediahkf normal Unleashing the B 2 B Value of Social MediaQKbnfw285164 02 normal Unleashing the B 2 B Value of Social Mediakgraham normal Unleashing the B 2 B Value of Social MediaTJE normal Unleashing the B 2 B Value of Social MediaCarole BobG3 234 x 292 normal Unleashing the B 2 B Value of Social Mediatessy normal Unleashing the B 2 B Value of Social Mediacl pic normal Unleashing the B 2 B Value of Social Mediafea office pic 20090818 normal Unleashing the B 2 B Value of Social Mediabob outline4 normal Unleashing the B 2 B Value of Social Median654905929 105877 7418 normal Unleashing the B 2 B Value of Social Media100 0074 2 normal Unleashing the B 2 B Value of Social Mediamavrick 2 normal Unleashing the B 2 B Value of Social Mediagoogle Blonde normal Unleashing the B 2 B Value of Social Mediajaylimo normal Unleashing the B 2 B Value of Social MediaMarty Zwilling normal Unleashing the B 2 B Value of Social MediaRealWat Titook Twitter Avatar 02 normal Unleashing the B 2 B Value of Social MediaPops normal Unleashing the B 2 B Value of Social MediaFit Coach normal Unleashing the B 2 B Value of Social Media Unleashing the B 2 B Value of Social Mediabusiness pic small normal Unleashing the B 2 B Value of Social Medialonghorn comeandtakeit2 normal Unleashing the B 2 B Value of Social Mediastevetwitter normal Unleashing the B 2 B Value of Social Media Unleashing the B 2 B Value of Social Mediaoptimal webworks sam jones headshot normal Unleashing the B 2 B Value of Social Media Unleashing the B 2 B Value of Social MediaFabio Twit normal Unleashing the B 2 B Value of Social MediaMatt business color normal Unleashing the B 2 B Value of Social Mediaard normal Unleashing the B 2 B Value of Social MediaNewman Headshot normal Unleashing the B 2 B Value of Social MediaTony Restell Twitter normal Unleashing the B 2 B Value of Social Mediajeff thujmb normal Unleashing the B 2 B Value of Social Mediaandrew bonar100px normal Unleashing the B 2 B Value of Social MediaGary Face Shot normal Unleashing the B 2 B Value of Social Mediared smiley normal Unleashing the B 2 B Value of Social Media Unleashing the B 2 B Value of Social Media070905 hawaii2 hmed 4p.hmedium normal Unleashing the B 2 B Value of Social MediaAsher Ben David normal Unleashing the B 2 B Value of Social Mediatree normal Unleashing the B 2 B Value of Social Mediafirestone herb normal Unleashing the B 2 B Value of Social Mediatwitter eye normal Unleashing the B 2 B Value of Social Media2x3forwebsm normal Unleashing the B 2 B Value of Social Media20090813 4382 normal Unleashing the B 2 B Value of Social Mediaimg normal Unleashing the B 2 B Value of Social Mediameyer ron normal Unleashing the B 2 B Value of Social Media106 normal Unleashing the B 2 B Value of Social Mediart square normal Unleashing the B 2 B Value of Social MediaNorthern California Sunset normal Unleashing the B 2 B Value of Social MediaHealthCareInfo normal Unleashing the B 2 B Value of Social Mediajims normal Unleashing the B 2 B Value of Social Medialogo normal Unleashing the B 2 B Value of Social MediaIMG 0021 normal Unleashing the B 2 B Value of Social MediaPicture 005 normal Unleashing the B 2 B Value of Social Mediadbtimage normal Unleashing the B 2 B Value of Social Median578501655 721294 7973 normal Unleashing the B 2 B Value of Social Mediatn danspic1 normal Unleashing the B 2 B Value of Social MediavulcanLogo normal Unleashing the B 2 B Value of Social Mediaall that glitters normal Unleashing the B 2 B Value of Social Medialanceclose normal Unleashing the B 2 B Value of Social Medial 3c7786c63a713ad2e072e349652dc458 copy normal Unleashing the B 2 B Value of Social Mediame3 normal Unleashing the B 2 B Value of Social Mediacar normal Unleashing the B 2 B Value of Social Media Unleashing the B 2 B Value of Social Mediap King normal Unleashing the B 2 B Value of Social Mediaanthonys baseball team picnic at the beach freshman year 042 normal Unleashing the B 2 B Value of Social Mediabeach and brindabellas 010 normal Unleashing the B 2 B Value of Social MediaSlide1 normal Unleashing the B 2 B Value of Social MediaTheGamblingGuru normal Unleashing the B 2 B Value of Social Media Unleashing the B 2 B Value of Social Mediamarc normal Unleashing the B 2 B Value of Social MediaMike normal Unleashing the B 2 B Value of Social MedialogoIran normal Unleashing the B 2 B Value of Social MediaBec in purple kimino normal Unleashing the B 2 B Value of Social Medianosdotwitter normal Unleashing the B 2 B Value of Social Mediatw normal Unleashing the B 2 B Value of Social Media157 idugboe normal Unleashing the B 2 B Value of Social Media Unleashing the B 2 B Value of Social MediaUntitled normal Unleashing the B 2 B Value of Social Mediaefusjon normal Unleashing the B 2 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of Social MediaBrianFourBirds normal Unleashing the B 2 B Value of Social MediaTwitter red background normal Unleashing the B 2 B Value of Social Media001 03 1 normal Unleashing the B 2 B Value of Social Media Unleashing the B 2 B Value of Social MediaSharon 001 normal Unleashing the B 2 B Value of Social MediaSmallPic 205 normal Unleashing the B 2 B Value of Social Medianikon normal Unleashing the B 2 B Value of Social MediaNikon2008 06 16 066 normal Unleashing the B 2 B Value of Social Media Unleashing the B 2 B Value of Social Mediaruss small normal Unleashing the B 2 B Value of Social Mediass logo normal Unleashing the B 2 B Value of Social MediaPicture 2 normal Unleashing the B 2 B Value of Social Mediagyutaeface normal Unleashing the B 2 B Value of Social Mediaheadshot normal Unleashing the B 2 B Value of Social Mediab normal Unleashing the B 2 B Value of Social Media4 website 2 normal Unleashing the B 2 B Value of Social Mediawlctwitter normal Unleashing the B 2 B Value of 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If you’ve been playing “Where’s Wally?” with your avatar and had no luck I apologise, the site (twitter mosiac) that I used to make  this mosaic didn’t quite pick up all my followers, dumb I know.

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  • The mosaic is a nice way to see how distinctive one's avatar is (I can't see mine though?). Incidentally, what are your thoughts on how the tourism industry should be using social media?
  • socialsammy
    Sorry about that, I had massive issues trying to get the mosaic to embed properly & lost quite a few avatars as a result....unfortunately yours must have been one of the sacrificial avatars :(

    hmmm this is a pretty huge discussion to have and to be perfectly honest I'm not all that well versed with the tourism industry but...

    I thnk that because tourism is about experiences - sharing those experiences is a start. The way STA travel encourage people to blog/share their experiences on the STA blogsite is great. I think all resorts should have a Youtube, vimeo or viddler channel - & the vids shouldn't just show the production polished advertorial type clips that are made by the resort - I want to know what it's really like.

    Also, I thnk being open is key, letting people share both good and bad experiences is critical to trust in the industry. In terms of more practical ways to use do this, Google street view has already made your resort more transparent. But linking Google streetview/map of resorts to users generated blog posts and videos hasn't yet been done all that well - could be very useful for researching holiday destinations. E.g. If I was considering booking a trip I'd love to be able search for what the resort actually looked like through Google street view and then if I liked what I saw I'd love to be able to read about what other people thought of the place.

    You probably have better ideas on this than I do, what do you think the tourism industry should do?

    Perhaps we could collaborate and do a more polished blog post about it some time?
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