Five transformational changes in social media for 2012

I always enjoy speaking with B2B marketing executives about social media and online trends. They are the ultimate filters for change because they won’t do something different unless it will improve their business. Period. The headline is that we’re now entering an era of game-changing moves.  Leaders are realizing that effective use of social media will evolve their marketing model, agency relationships and overall cost structure for the good of their business.

Followers, of course, are hanging on to the old models and making the case why last year’s plan is perfect for this year. Followers always do that. 
Since I am fortunate to speak with hundreds of companies each year on this topic, I thought I would outline five transformational changes for B2B companies in 2012 :

• Behavioral analytics is the new lead for market research  

Most people online lurk and learn (90%) or share content (9%), but few actually speak (1%).  If you want to know what your customers really think, you build up strength in measuring behavioral analytics.  When customers are voting, recommending or sharing online content they are using their subconscious, long-term memory.  
This is far more revealing than primary research, which taps into our short-term memory (we can only remember three to seven items on any topic short-term).  Said another way, the market research model we grew up with (primary research first) needs to flip, as we become expert at what is happening online first.

• Search is the new “analyst” for decision-makers

Buyers of our goods used to rely heavily on reading specific reports, which made analysts super important.  Today, what we find via Google is defining the learning experience for decision-makers.  If you know how your customer learns online, you can reach them via each search query.  Plus, you need to know who the “new analysts” are that drive content online and create this search experience for your brand.

• Customer support should reach 100% of your audience, not 10%   

In a good year, less than 10% of your customers will call you or inquire to your website for information.  Modern day customer support will focus on reaching 100% of your audience via search, peers and new learning modules and then tie these interactions to e-commerce opportunities.  Customer support should be a revenue driver, not a loss preventer. 

• Customers will build your media plan for you

The old way to build a media plan is to study the media and decide where you should place paid media.  The new way will be to make it easy for your customers to identify the content they like, share it and then build your future media network based on their quantitatively-driven pathways.  You can then share earned or paid media via these personalized media networks, which evolve based on customer interest. 

• Customer content will thrive as testimonials ride off into the sunset

When customers truly participate in sharing knowledge, solutions and ideas, they are highly engaged.  Canned testimonials will become a relic of the past, as we discover new ways to feature our customers and serve as an enabler for communities that serve our collective needs.  Imagine 50% of your content being customer-created within two years.
Meanwhile, the world’s most ruthless competitor for all of us will continue to evolve at a rapid pace.  This competitor, which is the pre-commerce world we all live in, will keep eating yesterday’s models for breakfast.  It’s a model that is forever hungry. 
The good news is that the answers for tomorrow’s solutions are right in front of us.  We just have to look more closely. I’m looking forward to a game-changing 2012 in the B2B marketing world.


by Bob Pearson, Chief Technology & Media Officer of WCG
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