Now that the confetti has been swept off the floor of our eBusiness Forum in Chicago, its time to offer a behind the scenes look at who won our 2012 B2BGroundswell Awards and why. Mark you calendar and register today for our upcoming Webinar on November 8th in which the judges will dish on the companies and social strategies that knocked their socks off. Who knows, you might get an inside track on winning next year, or better yet, knocking out a winning social strategy of your own. Register here to save your space on this one time reveal on the best of the best in B2B social.
Here’s one of the biggest trends for off-domain social initiatives that I’m tracking as I kick off a new overview of social tools for B2B marketers: Marketers like you no longer want just the perfect point solution for each new social marketing campaign; instead, they want integrated solutions and are starting to use larger software packages aimed at providing complete digital marketing solutions.
This is welcome news because successful social programs should be part of your comprehensive marketing plans; they can’t exist as their own island. Several years ago, B2B marketing organizations could run their social marketing initiatives in a silo, but today they must coordinate them with their lead origination and lead nurturing programs as well as with other awareness campaigns.
The three leaders in the most recent Forrester Wave™ evaluation of email marketing vendors reflect this change in their products; they all promote their social offerings front and center on their home pages, often with the same prominence as their traditional email offerings. Screenshots of each of those home pages are below.
ExactTarget expanded into social marketing beginning with its acquisition of CoTweet some time ago in March 2010.It now has a “Social Marketing Hub” as a part of its “Interactive Marketing Hub” — email marketing is just one of three product categories on its website, getting equal billing with both social and mobile marketing.
The silver lining on Apple's iOS6 Maps App snafu is that it has fueled much humorous poking. My favorite so far is the photo going around Facebook of Tom Hanks in "Cast Away." There is also a blog called "The Amazing iOS 6 Maps" that includes a collection of Maps mishaps sent in by users. It seems that negative product and service experiences often turn into comedy (remember "United Breaks Guitars"?). A funny photo or link shared on Facebook is often how product issues are initially brought to our attention.