Tuesday, 24 February 2009

Social Media & B-to-B

A recent report from Forrester Research indicates that while business decision makers are heavily involved in social media (albeit at different levels of engagement - see below), the influence of the channel in purchase decisions remains to be proven. While 77% of those surveyed were using social media to some extent - 84% of the respondents were more likely to be influenced by peers or colleagues.... There are several already identified causes for this apparent disconnect:
  1. Lack of clarity around how - or when the BDMs use social media in their decision making process
  2. Multiple layers of decision makers, including chanel partners and different groups within organisations tend to muddy the social interaction paths for B-to-B marketers leading to lower levels of investment (time and focus) in the space
  3. Little use of social channels to build and drive loyalty, although I see evidence that this is changing as I write...

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