B2B Social Marketing: Blazing New Trails
From content marketing to community management, B2B organizations are expanding their focus beyond traditional forms of communications to increase direct engagement with audiences. B2B customers are active users of social media; they’re looking for information to make educated decisions – they want to talk to and hear from experts in social channels to guide these decisions. But for many companies, marketing rhetoric is still prioritized over valuable content. For some, the brand interaction ends with the sale, missing opportunities to interact with customers and move them from happy customers to brand advocates. In other words, some brands aren’t yet telling their story in a modern way. This session will show how three B2B brands are successfully tackling this opportunity, sharing takeaways for other brands, whether big or small, B2B or consumer. You’ll hear how they’ve changed processes and mindsets, creating competitive advantage and making a measurable impact on the bottom line.
Responsible for global social marketing practice at Xerox. Prior to that, managed global advertising at Xerox for 12 years. Lives and works in Connecticut.
I lead the Social & Digital Marketing team at Cisco. Our group is responsible for setting the strategy for the company’s global digital brand presence on cisco.com, social web sites and mobile. I'm proud to work with such a talented team of digital marketers and social innovators. They work magic everyday and lead really cool projects such as digital content & site strategy for cisco.com, social media strategy & campaign execution, company-wide consulting & enablement, customer listening & analytics and digital innovation.
Melissa Chanslor is an account director and digital strategist, focused on integration of social media with traditional communications and marketing efforts to meet business objectives. She consults clients across Text 100’s U.S. client base about social media strategy and program development, and supports the agency’s digital innovation and business development efforts. Additionally, Melissa is the account lead for Adobe, American Express and NXP. Recognized for her ability to achieve maximum value and results, Melissa’s experience spans B-to-C and B-to-B communications. She has a track record of leading successful communications campaigns across industries ranging from commerce, software, mobile to digital home, and has worked with premier brands such as Cisco, eBay, PayPal and Synopsys. Twitter: @chanslor