 Digital technologies and social media activities are playing a crucial role in B2B public relations. B2B companies spanning a wide range of industries are changing their mix of print, events and one-on-one lead generation activities to incorporate a strong digital voice. The question no longer remains “Should I also have a social media element in my B2B PR activities?”, but rather “Can I afford not to have one?”
Here are 10 trends in B2B public relations to watch.
1. Content curation
The explosion of information on the social media platforms needs organization, filtering and customization of content. B2B PR pros can fill the role of “content curators” as they distribute information to client and corporate audiences.
2. Likeonomics
The role of B2B influencers in spreading positive stories about a brand and making a brand more believable and human is expanding.
3. Digital storytelling
Images, videos, infographics, interactive emails, search engines with videos and advanced presentation techniques for imparting news and tracking trends will be important differentiators for communicators.
4. Social everything
Not just discussions, but social forums and online businesses are being created for social shopping, learning and there will be more opportunities for branding and engagement. Could the Groupon promotion model could migrate beyond consumer sectors to professional services?
5. Reputation management is going to drive corporate priorities
B2B PR as demand generation and brand building will always stay but “defensive PR” or building “thought leadership” will be bigger than ever. Tolerance for inadequate B2B PR response to customer feedback or crisis situation will fall.
6. Customer Service meets Public Relations
B2B PR professionals and customer service officers have to collaborate more strongly as each needs to be skilled in dealing directly with the customer. Skills in engaging communities and managing dialogues will be highly valued.
7. Offlining for over 35s
Those over 35 will show a tendency to unplug from the hyper-connectedness linking devices and gadgets. Over 35s are often a key target group for B2B companies as many decision makers fall into this category. There is an opportunity for B2B PR professionals to create events and content (offline) that can get them to engage with brands and organizations.
8. Mobile is going places
More and more people will be using tablets, smartphone, ipads etc. B2B PR content and applications have to be built accordingly. This has implications for length, optimization, graphics, links, creativity etc.
9. Sentiment and influence measurement will be key
Reach, popularity and traffic have given way to sentiment and influence analysis and B2B PR practitioners must quickly grasp how tools that measure these work.
10. Crowds will be new influencers
Influence will spring from crowds. Products, ideas, promotions will come from followers in social networks. New B2B business models may even spring from such ideas.
More and more, B2B PR teams will need to start talking and engaging their key stakeholders (employees, customers, media influencers) to understand their social media activities and how they are consuming and responding to different kinds of content.
In this way, they will be able to build internal alignments to develop an evolved approach to public relations, so that all divisions: marketing, sales, customer support etc. can contribute to and champion the design and execution of a holistic B2B PR system.
Sources for 10 trends listed: Crenshawcomm.com, December 2010 and Rohitbhargava.com, January 2011
Excerpts from Manifesto's 2011 white paper: The Future of B2B PR : How technology is impacting B2B PR.
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