More than 150 Denver-area marketers attended the regional B2B Rising conference organized by BMA Colorado. The Sept. 19 event featured a panel of industry innovators who spoke about the benefits of collaboration.
The key to the effective use of social media in the B2B or B2B2C space is a comprehensive communications plan that enables employees to be brand advocates, said Todd Wilms, head of social business strategy-SAP.
When employees are inspired to be brand advocates and are given clear communication guidelines, social media becomes a valuable tool, he said. Wilms has written a 30-page plan for SAP that defines the parameters of social media communication while also giving employees “a big enough sandbox to play in.”
Small business owners need to connect with like-minded peers to “pull yourselves out of the weeds of your business,” said Brian Moran, president-Brian Moran & Associates.
Many business owners feel overwhelmed by just running their businesses, he said. They know they need or want to do effective marketing, but lack the time or resources to implement initiatives. Informal meetings with associates to brainstorm solutions can help them feel supported and also help them find creative solutions to problems.
Businesses need to “add, connect and share” with customers, external stakeholders and workers, said Kare Christian Anderson, founder-Say It Better Center. The sharing must be purposeful rather than the broadcast of company information.
Pattie Kettle, principal content marketer-The Content Writing People is a BMA Colorado member. Member Tina Edwards, digital account manager at COHN Marketing, also attended the event. Read her take here.