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Olivier Choron, CEO and Founder, purechannelapps™
Over the last twenty years, Olivier has become an expert in the development and implementation of channel programmes in the high technology sector.
Olivier spent his early days developing industry-first SMB channel/ marketing initiatives and Partner Relationship Management systems (PRM) in EMEA and globally, at a time when all vendors focused solely on enterprise markets.
Olivier founded purechannelapps in 2011 when he saw a gap in the social media market. The company’s leading social media amplification platform – socialondemand® – is now used by some of the leading brands in the world, including Microsoft, Adobe, McAfee, Symantec, Xerox and Mountain Hardwear/Columbia Sports.
Great article on B2B social media-a topic which often gets overlooked in favour of other social media stories (B2C, viral campaigns etc). The only thing missing is utilising the channel partner network to syndicate content to and through, to get to the end users.
Certainly from our perspective, large B2B organisations seem to suffer from the same issues; they produce great content, but it has limited reach. There are a number of factors why, but primarily (and one we see often) is that these B2B organisations have follower bases which do not typically include the prospects they're trying to influence. Typically their followers consist of their channel partners, sales teams, employees and other third-party stakeholders. If you run a similar analysis of their channel partners, sales teams and other stakeholders, you'll generally find that their follower bases consist of significantly more prospects than anyone else. This isn't a surprise, as the channel sales cycle is still alive and well.
Syndicating content to your partners to re-post as their own content on their own social networks clearly extends the reach of your content, but crucially, extends it to the people that are buying, and the people that are selling. This [plug warning!] is what we do through the use of proprietary technology, and something which when adopted has significant benefits to some of the largest brands in IT, Tech and Retail.
Having a good content strategy, being active across all social media and automation help, but the biggest step any B2B organisation could make is to utilise their partners to amplify their branded content further, and to the right people.