Comments on: Why Business-To-Business Companies Need To Act More Like Business-To-Consumer Companies http://davefleet.com/2008/02/why-business-to-business-companies-need-to-act-more-like-business-to-consumer-companies/ Exploring the intersection of communications, marketing and social media Sat, 11 Feb 2012 11:48:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Benjamin http://davefleet.com/2008/02/why-business-to-business-companies-need-to-act-more-like-business-to-consumer-companies/comment-page-1/#comment-357 Benjamin Sat, 01 Mar 2008 22:26:04 +0000 http://davefleet.com/2008/02/why-business-to-business-companies-need-to-act-more-like-business-to-consumer-companies/#comment-357 I don't know if the issue splits so much between B2C and B2B, as to direct and high touch businesses versus channel businesses. Many big names sell through a channel (retailers), and as you point out, have only ever had one way interactions with customers - very indirect ones at that. Businesses with more direct models, or high touch models (where they sell through channels, but have direct outreach to customers too) are much more ready for social media and pro-active consumers. Only just though! I don’t know if the issue splits so much between B2C and B2B, as to direct and high touch businesses versus channel businesses. Many big names sell through a channel (retailers), and as you point out, have only ever had one way interactions with customers – very indirect ones at that. Businesses with more direct models, or high touch models (where they sell through channels, but have direct outreach to customers too) are much more ready for social media and pro-active consumers. Only just though!

]]> By: Mitch Joel - Twist I http://davefleet.com/2008/02/why-business-to-business-companies-need-to-act-more-like-business-to-consumer-companies/comment-page-1/#comment-251 Mitch Joel - Twist I Thu, 21 Feb 2008 01:24:16 +0000 http://davefleet.com/2008/02/why-business-to-business-companies-need-to-act-more-like-business-to-consumer-companies/#comment-251 Great conversation. There still *might* be the notion that this is a big fishbowl. Until the day comes when these types of action actually do affect the bottom-line, we have to see how "bad" these actions are for these companies. It will also be interesting to lay that on top of how this affects their search results going forward as I think that will be an huge brand indicator. Great conversation. There still *might* be the notion that this is a big fishbowl. Until the day comes when these types of action actually do affect the bottom-line, we have to see how “bad” these actions are for these companies.

It will also be interesting to lay that on top of how this affects their search results going forward as I think that will be an huge brand indicator.

]]> By: Jonathan Trenn http://davefleet.com/2008/02/why-business-to-business-companies-need-to-act-more-like-business-to-consumer-companies/comment-page-1/#comment-250 Jonathan Trenn Wed, 20 Feb 2008 14:59:12 +0000 http://davefleet.com/2008/02/why-business-to-business-companies-need-to-act-more-like-business-to-consumer-companies/#comment-250 Sorry, my bad! Sorry, my bad!

]]> By: Dave Fleet http://davefleet.com/2008/02/why-business-to-business-companies-need-to-act-more-like-business-to-consumer-companies/comment-page-1/#comment-248 Dave Fleet Wed, 20 Feb 2008 14:41:23 +0000 http://davefleet.com/2008/02/why-business-to-business-companies-need-to-act-more-like-business-to-consumer-companies/#comment-248 Hi Jonathan, Thanks for your comment. If you read carefully, you'll see that I noted that Target and Ford have managed to get their messages out (Ford to a greater extent than Target). I didn't use those examples to call for change. However, when I see Hasbro, Mattel, or any of the other business-to-business companies out there struggle to communicate using these new tools, it makes me stop and think. Hi Jonathan,

Thanks for your comment. If you read carefully, you’ll see that I noted that Target and Ford have managed to get their messages out (Ford to a greater extent than Target). I didn’t use those examples to call for change. However, when I see Hasbro, Mattel, or any of the other business-to-business companies out there struggle to communicate using these new tools, it makes me stop and think.

]]> By: Jonathan Trenn http://davefleet.com/2008/02/why-business-to-business-companies-need-to-act-more-like-business-to-consumer-companies/comment-page-1/#comment-247 Jonathan Trenn Wed, 20 Feb 2008 14:34:25 +0000 http://davefleet.com/2008/02/why-business-to-business-companies-need-to-act-more-like-business-to-consumer-companies/#comment-247 Dave While I agree with you that B2B companies should take the steps that you suggest, do you not think the Target/Ford/Hasbro situations have been overblown? Target's decision to not engage bloggers may be shortsighted, but the resulting controversy hardly affected their bottom line. Same for the miscommunication on the Ford/Cafe Press mishap. I'd say that more than 99% of the public has no idea what happened in either case. My concern is that we often tend to use relatively lightweight examples of corporate mistakes in our call for wholesale mindset change of industry culture. My two cents. Dave

While I agree with you that B2B companies should take the steps that you suggest, do you not think the Target/Ford/Hasbro situations have been overblown?

Target’s decision to not engage bloggers may be shortsighted, but the resulting controversy hardly affected their bottom line. Same for the miscommunication on the Ford/Cafe Press mishap. I’d say that more than 99% of the public has no idea what happened in either case.

My concern is that we often tend to use relatively lightweight examples of corporate mistakes in our call for wholesale mindset change of industry culture.

My two cents.

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