Ryan Alford is the Internet Marketing Manager for InsightSoftware.com, a global software provider with its U.S. headquarters in Denver. Ryan is also known for his snowshoeing expertise and owns the world’s foremost online publication for the sport: SnowshoeMagazine.com.  Connect with him on LinkedIn, or via Twitter at @InsightSoftware and @SnowshoeMag.  Read Part 1 in this series.

The B2B segment of the social media world hasn’t been properly tested – compared to B2C.  Soon enough, I found myself employed by a swiftly growing software company in Denver.  They shared my social media vision, with some added kickers.

The company wanted to become the “thought leader” for its audience.  Tooting the InsightSoftware horn would stale quickly.  The audience would eventually ignore our attempts to connect and share.  However, offering news and information that they want to read and examine would pay in dividends.

LinkedIn would become the primary focus.  Employees were already familiar with the site.  In fact, I used LinkedIn to find my job as the Internet Marketing Manager.  I created a customer-centered group, and participating with existing groups proved to be successful.  My mantra centered on influencing others to rewrite their LinkedIn profiles and to expand their network.

Having brand purpose was essential.  Convincing the employees to become brand ambassadors was the next challenge.  For the sales team, the knee-jerk reaction was to use social media to sell and to develop prospects.  As brand ambassadors, it was more about creating relationships and fostering connections.  I felt it was important to listen to the audience first, share information and then invite them into the social network.  (The selling happens later, if engaged properly.)  Without thoughtful participation the audience wouldn’t react and respond.

As time passed, Twitter, Facebook and LinkedIn became the company’s social media powerhouses.  However, they couldn’t stand alone.  My vision included incorporating new and existing resources…

• e-Books – http://bit.ly/dyOZ7s
• Blogs – http://bit.ly/5EUEds
• Webinars – http://bit.ly/aZceS6
• Mini-sites – http://bit.ly/cMhRcZ
• Internal and external e-mail newsletters (unfortunately, I can’t show these)

I’m still blazing this trail.  And it seems to be in my favor:

According to a study by Forrester Research, 46% of business technology decision-makers have joined a social networking site for business purposes (29% in last year’s study).

It’s a work in progress.  What’s important is that I’ve helped lay a foundation that can adjust as social media changes.  Twitter, Facebook and LinkedIn have become more mobile and continue to infiltrate the lives of their participants.  This can be an annoyance for some and virtual gold for others (Facebook’s advertising opportunities are not to be ignored).

Remember, social media isn’t a trend.  Social media can be described as a worthy news source, a religion, an addiction and quite possibly the reason you might be hiring an Internet Marketing Manager soon.  If you haven’t already.

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