WOMMA/Summit - Day 2: Beyond the Annual User Group Meeting: Conversational Marketing in B2B Companies
This session discussed the similarities and differences between WOM in Europe, Asia and other places around the globe.
Panelists:
* Robin Fray-Carey, CEO and Co-Founder, SMToday Media
* Peter Auditore, Head Business Influencer Relations Group, SAP AG-Global Communications
Points of note from Auditore:
* Who are your influencers? Find them before developing your programs
* There is nothing new about WOMM, it's been around forever
* WOMM is all about brand - without brand, you're not going anywhere
* Don't put the cart before the horse, because if your brand isn't established ahead of time, where will you go and where will you hide?
* WOMM starts with brand experience and brand reputation
* WOMM hasn't changes before and after the age of the Internet, but its now at warp speed and the enabling technologies hurry it along
* The least significant single influence source regarding IT purchase decisions are blogs (#24 on a list of all influencers), while it's the VPs of IT security/infrastructure/something else that are the most influential
* The enabling technologies of the internet are today's WOMM marketing stage
Points of note from Fray-Carey:
* Overall climate in B2B media shows that print and broadcast info are on the decline (Pew study 2004)
* The Wall Street Journal Online even gets much of its information from "niche" blogs
* Engagement trumps impressions
* The goal for the sites Fray-Carey creates for her clients is lead generation
* This week SAP's myventurepad.com launched, and by bringing external bloggers on board, it broadens the impact
* Disintermediation is as relevant in B2N as it is in B2C