If 2011 was the year that business-to-consumer companies embraced social media for customer engagement, I hope that in 2012, business-to-business vendors will follow the B2C’s lead. Unfortunately, many B2B companies are at risk of being left behind, as social media is still not on their radar.
At a recent meeting with several global manufacturers, we asked attendees how important social media was to their customer service. The room was full of people who worked in a customer-facing role at B2B companies in North America and Europe. Only one-fifth of the attendees said they would launch a social media strategy in the coming year, but the majority had no plans to do so. When asked why, respondents said they didn’t believe their customers were on social media and that they believed their current means of customer service and engagement were adequate.
The fact is, it’s crucial for B2B companies to begin engaging customers and responding to their needs on such social media sites as LinkedIn, Facebook and YouTube, as well as servicing customers on Twitter, blogs and online communities.
Here’s why. At the end of the day, whether you’re B2B or B2C, customer engagement boils down to the same thing: people interacting with other people. And increasingly, where are people interacting? The answer is social media – according to the latest comScore report, social networking accounted for nearly 1 in every 5 minutes spent online globally in October 2011. The report also states that about 1.2 billion users or 82% of all Internet users are now accessing social media sites. It may start with personal use, but it’s just a matter of time before people expect that the vendors they work with would also serve them via social channels, as well.
Consider what happens when a customer is researching for a solution to a particular business issues. According to the Edelman Trust Barometer for 2011 (which gauges attitudes about the state of trust in business, government, NGOs and media across 23 countries), people are much more likely to use a search engine (29%) than a corporate Web site (11%) for information. Out on the Web, they are far more likely to be swayed by peer opinions, references and recommendations than corporate-controlled information. Bottom line: That’s where B2B companies need to be.
Using Facebook, YouTube, Twitter, LinkedIn and online communities, B2B companies can influence opinions, respond to complaints and questions, interact with customers and prospects, generate leads, provide instructions and training and encourage positive word-of-mouth.
It is also through social media that B2B companies can identify and engage with “influencers” — people who are “experts” in certain topics and attract a large following to their social media posts. These influential people may or may not be direct customers, but they are out on social channels talking about business issues that might be related to the product or service provided by certain vendors. At best, vendors can turn these influencers into advocates who spread positive opinions about your company. If nothing else, vendors can make a positive impression on them, improving their perception of their company.
Some B2B companies, particularly in the high technology industry, have already started using the social media channel in form of private online community forums. Through our SAP Developer Network, for instance, customer queries are answered quickly and accurately by forum participants within just a few hours, reducing our cost of service and increasing customer satisfaction immensely. Cisco is another case study.
As time goes on, I believe customers will prefer to use such social media channels to resolve their requests and issues. By beginning sooner rather than later, B2B companies can differentiate themselves in the increasingly competitive marketplace.
I also believe that this form of customer service – meeting the customer where they are, which increasingly is on social media – is the new marketing. Serving customers through social channels is one way to demonstrate to them who you are as a company and what you can bring to the table vs. your competitors.
B2C companies have already leveraged the social media channel to engage, service, and sell. They have benefited greatly by embracing this new channel to reach their customers. It’s time for B2B companies to get in on the conversation and address issues, respond to comments, correct misstatements, provide advice and otherwise engage with customers and influencers.
What is your company’s involvement with social media? How can B2B companies use social channels to improve customer engagement? Please share your story or tips with us.
