Can social prospecting replace the time-tested cold call in business-to-business selling? "No ... they work together," says Kendra Lee, founder and CEO of KLA Group. "With social prospecting you can become visible to more people and attract new, different prospects. ... However, as with the evolution of e-mail, it will take more time for these strategies to take off. Right now there is still the need to pick up the phone." But social selling strategist David Steel maintains that eventually a synergistic mix of social media and cold calling can get marketers to the point where customers call them for advice.
Still have a boss not convinced you can reach your business customers by using social media tools such as Twitter, LinkedIn and YouTube? Send him or her a link to this video by marketing master Sage Lewis featuring some surprising figures from Groundswell's recent report on B2B social media marketing.
The atmosphere of gloom and doom that is spreading throughout much of the business world isn't to be found at the San Francisco headquarters of microblogging service Twitter. Despite the absence of a revenue model, Twitter is emerging as a favorite media story of 2009, and it's being adopted by A-list celebrities, marketers, journalistic hacks, bloggers and ordinary people who want to communicate their lives in 140-character bursts.
Even if you're online and active on the Web today, there's a good chance you don't know much about the "semantic Web," a somewhat Utopian technological framework which ties related items together without regard for their source. If the basic architecture of the Web is changed to allow for semantic connections between pages and sites, it could radically shift the intermediary function of social networks and search engines.
Garth Ancier, currently in charge of BBC America, has worked at three U.S. networks in his career and could bridge the gap between British and American programming. A new BBC America drama scheduled to premiere Aug. 8, "Hotel Babylon," could just as easily be an American program, according to Ancier.