Will at Epix Media @blowndes @CommsChat Not in b2b, but have seen internal vids resonate well w/ field force after change from top down to peer msgs #commschat
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May 12, 2015 Transcript of #CommsChat on digital and B2B comms
This week’s #CommsChat was on digital and B2B communications. We covered everything from the advantages of digital over other mediums to the specific tools used in B2B communications. Our guest was the MD of digital agency @Rawnet, Adam Smith.
Highlights:
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@Rawnet Forget likes and followers and track engagement. Establish content types and experiment with what gets reaction #CommsChat
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@blowndes for me, digital has big advantages around listening to conversations, deriving insight and responding in a timely way #commschat
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@epixvideo Video is great when used as a tone setter or overview combined with other media. Appeal to all learning types #commschat
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@Rawnet Use video for where text won’t cut it, otherwise text is the more efficent way to communicate #commschat
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@TimElliottUK I love the increasing integration of TV & social… The next phase of will be about the digital eco-system I reckon
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@Rawnet @CommsChat True. Would be better to focus on one great one per page! #commschat
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I’m signing off now, but we’ll be back next week with a guest author to chat reputation. G’night all #commschat
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Digital has raised our expectations of communications – it has made us more participative #commschat
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Thanks all for an interesting chat on B2B comms and thanks @rawnet for being our guest #commschat
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@CommsChat Think beyond social, bake it into your *entire* sales pipeline / funnel and offer value through personalisation. #commschat
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Winding down here on #commschat. Adam, want to share a final thought?
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@CommsChat it’s about more than sending the odd tweet: There are great opps for businesses to build valuable relationships #commschat
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Interesting #commschat tonight … Thanks one and all 🙂
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Last 5 minutes of #commschat. What are some lasting thoughts everyone has to share? #commschat
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@CommsChat Listening, learning, adapting. Encourage velocity, creativity and importantly be brave. #commschat
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Lastly T6: What should #B2B communicators be doing on digital that they aren’t already? #commschat
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T5: internal audiences can be resistant, across the board. Need a team of willing bodies to bring others along #commschat
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@epixvideo @CommsChat 100% agree. However it’s often misused. An example would be a page of talking head testimonials. #commschat
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@epixvideo @CommsChat Yes B2B has it easier, more channels and less intrusive. Higher motivation to be engaged too. #commschat
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@CommsChat @Rawnet Video is great when used as a tone setter or overview combined with other media. Appeal to all learning types #commschat
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@epixvideo @CommsChat any particular examples in a B2B context? #commschat
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T5: What audiences still resist digital comms on the #B2B side? #commschat
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@CommsChat If you can get over any resistance to a platform and make content engaging enough most audiences can be reached #commschat
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@Rawnet @CommsChat ahh OK I see the point thank you.. Interesting thoughts that online expectations are higher re:creativity #commschat
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@CommsChat Not everyone is online, but it’s hard to imagine many B2B channels where the prospect can’t be engaged digitally. #commschat
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.@Rawnet It’s also one of those mediums that if you get it wrong…it’s obvious. #commschat
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T4: #ukhousing providers work hard to get more tenants digitally engaged. Digital divide narrowing, but not for everyone #commschat
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@CommsChat Use video for where text won’t cut it, otherwise text is the more efficent way to communicate #commschat
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@CommsChat Sure. Some aren’t digitally native even digitally inclined still… It’s getting guess as digital is reaching further #commschat
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@CommsChat Yes but use carefully. Talking heads same as text. Video for ‘explainers’ maximise the medium more effectively. #commschat
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@blowndes absolutely… #commschat
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@Rawnet yup not long now. My daughter is 8 & she wants to switch on a screen and carry on where she left off… About there to #commschat
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@TimElliottUK spotting issues and responding to them also important (has been for me at times anyway) #commschat
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Which leads me to…T4: Are some audiences harder to engage with on digital platforms? How can this be combated? #commschat
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Video is a great way for companies to get employees to pay attn to comms and to share ‘boring’ msgs #commschat
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@blowndes YES Ben real time opportunities is key and often overlooked #commschat
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@CommsChat Agree. Sometimes need to be brave and go outside usual comms styles to achieve aims, esp. with video #commschat
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My favourite kind of B2B campaigns are the ones that use a mix of consumer tactics and new ideas #commschat
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@CommsChat Don’t things have to be creative off line? Or as creative then? #commschat… I only ask as I’m all digital 🙂
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@TimElliottUK Yes channels will combine to the point they can’t be separated #CommsChat
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Exactly, if it doesn’t work in general, it’s definitely not gonna work online. #commschat
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@CommsChat Yes and creative can mean just being human. People are becoming blind to corporate B2B #commschat
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T3: for me, digital has big advantages around listening to conversations, deriving insight and responding in a timely way #commschat
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@Rawnet #CommsChat… I love the increasing integration of TV & social… The next phase of will be about the digital eco-system I reckon
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In B2B digital allows for a license to be creative. Things HAVE to be creative online, so it forces B2B cos to think differently #commschat
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@TimElliottUK @CommsChat Yes best result is the combined use of two #commschat #dualwielding
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@CommsChat It also allows you to really understand your prospect, more than traditional communication, rather than 2nd guessing #commschat
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@CommsChat T3 it’s hard to generalise I think. But measurement and price are the usual.. Integration is key I believe #commschat
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@CommsChat Full visibility, personalisation, speed of feedback and cost to name a few! #commschat
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@Rawnet @CommsChat should have said false, not ‘fasle’ btw! #commschat
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T3: What are the advantages of digital comms as opposed to more traditional methods? #commschat
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@Rawnet @CommsChat yes. It’s also a huge opportunity for comms pros to move us away from meanginless or flase metrics #commschat
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Re metrics @CommsChat @Rawnet this guidance from CIPR is very helpful http://www.cipr.co.uk/content/policy-resources/toolkits-and-best-practice-guides/google-analytics … #commschat
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@blowndes @CommsChat Exactly, and the more insightful data is often more difficult to measure. #CommsChat
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@Rawnet @CommsChat… Here here the amount of businesses I meet focussed on vanity metrics is pretty high #commschat
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However, don’t innovate for the sake of it. Build your innovation around your audience’s needs and preferences. #commschat
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@CommsChat @Rawnet depends on your goals. It it’s sales, metrics will be different to building stakeholder support for example #commschat
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@CommsChat Forget likes and followers and track engagement. Establish content types and experiment with what gets reaction #CommsChat
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A2: Think videos that are exciting and not too corporate #commschat
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@MmNotes @_digital_impact aware one Michelle.. Thats my bedtime reading sorted ) #commschat
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@CommsChat T2 part 2 #commschat also market where people are and not focus trying to get people somewhere else… Video will help
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@CommsChat Engagement comes on many levels. Conversation is the top layer, but for the most you’re giving value through social #CommsChat
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.@Rawnet What metrics should be in use? #commschat
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T2: ‘Innovative’ covers many sins! Important to test new things; build on what works; ditch what doesn’t #commschat
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@CommsChat Also, think about what metrics really matter – are they measuring Return On Engagement and tracking what works? #CommsChat
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.@Rawnet That’s a good point. How can you manage social when large groups of ppl are not talking to you? #commschat
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Totally re re storytelling & I’ve recently written a blog on it! http://goo.gl/sj3rBz @_digital_impact @TimElliottUK #commschat
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@CommsChat They need to be thinking about how they handle the other 98% of website visitors that don’t get in contact. #CommsChat
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@_digital_impact @Rawnet Traditional sectors are slowest to adopt new practice’s. Surprisingly few do what they should or could #commschat
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So T2: How can organisations be more innovative with digital? #commschat
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Some good digital, not so much “social”> MT “@CommsChat: T1: Are companies making the most of digital in their B2B comms? #commschat“
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@TimElliottUK @Rawnet which sectors are doing better than others? #commschat
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I agree! Storytelling is a great way to communicate #commschat
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@Rawnet #CommsChat Absolutely true… Some are very far behind on digital, things move so fast now so. E biz have to be a lot more nimble
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@CommsChat That would include using digital for the entire sales funnel, offering personalised content and automating the journey #commschat
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@CommsChat yes and no. It would be good to see better/more use of video #commschat
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@CommsChat Some are, but most aren’t. Some sectors are further down the line, but the basics no longer cut through the noise #commschat
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No in fact the king about B2B is a little outdated companies should look to personalise & humanise comms #commschat
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T1: Some are, many aren’t! If their business goals are clear digital can be a great platform for B2B campaigns #commschat
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Evening #commschat.. Good subject this evening 🙂
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Maybe we can start by looking at some examples of best practice in B2B digital? #commschat
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@Rawnet @CommsChat evening guys! #commschat
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So let’s get straight to it. T1: Are companies making the most of digital in their B2B comms? #commschat
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Please remember to use the #commschat tag when tweeting. I’m Brittany and I’ll be your tour guide for the hour
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@CommsChat Good evening everyone! #commschat
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Evening #commschat! Will be dipping in+out, but please feel free to ask for perspective from a vid producer – happy to chip in
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Adam, the MD at @rawnet will be joining us to discuss anything and everything in digital #commschat
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#commschat: looks at all aspects relating to communications, When: Mondays, 8:00pm UK. #tweetchatshappeningnow
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Tonight we’re talking digital #B2B comms with guests from @Rawnet #commschat
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Hi #commschat-ers welcome to everyone’s favourite Monday night Twitter chat
CommsChat 
ab 
Rawnet 
Ben Lowndes 
Tim Elliott 
Motorola Solutions 
Michelle Baillie 
Matt Clements 
Digital Impact Award 
Gnosis Media Group 
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