Throughout this blog we have focused on the social media aspects of the “Rough. Real. Remote.” video series and the work related to the campaign launched through especially Facebook and Twitter.Now we are at the end of the first coherent, collaborative social media campaign ever launched in Greenland.
Where do we go from here?
The answer is quite common-sensical but nevertheless it is not one often given in a world where likes, comments, shares and the immediacy of fast B2C relationships still seem to dominate success criteria for social media engagement.
We simply suggest using the power of the high value intersections in-blog to move outside the boundaries of the social media sphere and start building more organic relationships with those B2B connections established throughout the push.
This basically means using whatever relevant, shared channels of communication that are available in each specific relationship, and it especially means being willing to take the next step and explore offline intersections that can create business opportunities for both you and the potential partner.
In order to see mutual benefits from expanding the relationship from a conversational basis to discussing business potentials, we assume that both we, and the company we have met through the social media interaction, are well aware of our own brand values and the platform it creates for ourselves.
Taking this step thus means sharpening our “why” before we venture down a narrower path than the wide open social media road that was so well suited for separating those first solid leads from a vast group of transient potentials.
But it also means honing in on business opportunities, and for a small destination management office like ours it means establishing links to the outside world that not only improves brand awareness, but it also improves the awareness among companies with a defined interest in adventure travel values, the Arctic, and maybe even specifically in values directly connected with Greenland.
This path is the slow road and very different from the power of the now practiced in traditional B2C social media marketing and engagement where “calls-to-action are about making a purchase, not about expressing interest.” [from the B2B blog]
The B2B strain of the activities that go beyond social media engagement mark a vital departure from the sense of urgency associated with social media, since, and again this is something we learned from the brilliant SocialMediaB2B blog: B2B buying cycles can be as long as 18 months of sustained dialogue between the involved partners, based on conversations that all began with more or less casual social media intersections.
So, now we are ready to follow up on the immediate success of the actual campaign. A campaign that helped put Greenland a bit more on the vast global map of adventures but which must now show its value in the long run by providing us with enough momentum to sustain meaningful conversations online and offline with those new stakeholders that we hope to do business with in the near future.
Author: admin | Filed under: SMITW blog | Tags: b2b, b2c, beyond social media engagement, engagement, smitw2011, social media | No Comments »