03 Feb 2012

Social Intelligence für B2B nutzen! – Insights from an International Workshop at DSM, the Netherlands!

Ziel des Workshops war die Beantwortung folgender Frage: Worin besteht die Relevanz von Social Media für Business-to-Business, insbesondere bei Wettbewerbsbeobachtung und Competitive Intelligence?

Etliche Experten und Entscheider in den Unternehmen haben heute

  • ganz konkrete Herausforderungen und somit Anwendungsfälle,
  • schon aussagekräftige Beispiele, die zu Einsichten führten,
  • jedoch immernoch Bedarf nach einem Konzept, das strategischer konzipiert ist und funktioniert.

The objective of the workshop was to illustrate the relevance of social media for business-to-business environments, especially based on competitive intelligence and analysis using social media.

Experts and decision maker sometimes or even often

  • have to deal with practical challenges, thus delivering the use cases
  • experienced helpful insights from applying social intelligence tools
  • but still lack a strategic framework to guide practical work and organizational development.

 

 

 

 

 

 

 

 

 

 

 

 

Das überrascht nicht. Denn die Menschen treffen in den Unternehmen die Entscheidungen. Und: sie diskutieren teilweise schon lange zu B2B im sozialen Kontext.

Wettbewerbsrelevante Szenarien erleichtern hier das Verständnis für die Relevanz von Social Media im B2B Sektor. Die Steuerung auf Ziele hin – also das Controlling – gelingt dabei nur, wenn Management, Business Units und zentrale Infodienste sich auf den gleichen Rahmen beziehen; was Ziele, Strategien und Messungen betrifft.

In a sense, that is not surprising. As human beings are facing the process of decision making in everyday business life, they use social platforms like forums in b2b.

By working with scenarios that are based on competition related topics, they help a lot to understand the relevance of social media in a business context. To achieve business goals more effectively and with minimum consumption of resources, it is inevitable for management, business units and internal information services to share basic understandings. That´s what a strategic framework on social intelligence is aimed at.

Das Teilnehmer-Feedback ist ermutigend:

Mirka Eikelschulte, Marketing Program Manager bei DSM in den Niederlanden nahm am Workshop 2012 teil: „Social Intelligence – understanding customers and gaining competitive intelligence“ 

„We now better understand the context and relevance of social media with reference to customers and our customers´ customers. For me it was revealing to see that also in B2B environments the importance of social media steadily increases. The framework Professor Grothe delivered will help us to manage social media activities more effectively – and with more control and security for our company.  In the moderated group work session we were able to develop cases and identify concrete challenges relevant for our respective departments at DSM.“

Participants feedback:

Mirka Eikelschulte, Marketing Program Manager at DSM, Netherlands,  took part in 2012 workshop: „Social Intelligence – understanding customers and gaining competitive intelligence“ 

„We now better understand the context and relevance of social media with reference to customers and our customers´ customers. For me it was revealing to see that also in B2B environments the importance of social media steadily increases. The framework Professor Grothe delivered will help us to manage social media activities more effectively – and with more control and security for our company.  In the moderated group work session we were able to develop cases and identify concrete challenges relevant for our respective departments at DSM.“

About complexium

Die complexium GmbH bietet seit 2004 Dienstleistungen im Bereich Social-Media-Analyse und Social-Media-Monitoring. Innovative Software-Produkte, professionelle Workshops und diverse Beratungsleistungen ergänzen das Angebot. Eine Übersicht über unsere Produkte finden Sie hier.

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