On April 26, 2012, National Oilwell Varco was awarded the 2012 McCombs Outstanding Executive Education Award at a Corporate Recognition Dinner.
Social media is great for Coke, but what about JSR Micro? One has billions of thirsty customers worldwide, the other makes customized chemicals for a small cadre of high performance chip manufacturers. How much online socializing do you need when you can shake the hand of every one of your key customers during a two-day trade show?
Statistics gathered by Social Media B2B show that B2B firms have been slower to adopt social media and online marketing, with 36 percent of executives saying they had low interest in social media, and 46 percent believing social media is irrelevant to their company. “Nobody talks business on Facebook,” they say.
Aaron Strout, interactive group director at WCG, begs to differ. “It is actually easier to have one-to-one relationships with B2B customers, where you might know by name the 100 buyers who matter the most to your company,” he asserts.
In his view, social media need not be a high-numbers game, but can effectively be used to enable relevant interaction between a customer and the people within the organization who have value to offer to that customer.
Business is Personal
“If you’re a smart marketer, you should know each of your customers and prospects by name, follow them on Twitter (if they are there), connect on LinkedIn, and work hard to deliver value to them on a weekly basis,” Strout affirms. “The bottom line, think relationship first, tools second.”
As to Facebook, Strout points out that no one questions the wisdom of getting to know a customer more personally through a golf game or a few drinks after work. So why not share your personal side through social media, using the same level of discretion you exercise in other social settings?
JSR Micro Marketing Director Missy Bindseil reports this is exactly how the B2B manufacturer is currently using social media.
“We’ve spent years nurturing close relationships with a handful of key contacts, and as those relationships have developed into friendships there is casual interaction via social media between our representatives and our customers,” she explains.
While JSR Micro is yet to establish an “official” social media presence, it is common practice at many other firms to have employees with personal/professional Twitter accounts, speaking as individuals on behalf of the organization (@RichardatDell, for example).
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Congratulations to Professor Dr. David Spence for winning the 2011-12 Fawn and Vijay Mahajan Teaching Excellence Award for Executive Education. Dr. David Spence is a professor of law, politics and regulation at McCombs School of Business; and teaches in both custom and open-enrollment programs at Texas Executive Education. His research and teaching focuses on business-government relations and the regulation of business, particularly energy and environmental regulation. He received his Ph.D in political science from Duke University, and his J.D. from the University of North Carolina. Dr. David Spence teaches in the open-enrollment program External Stakeholders, Ethics and Social Responsibility in Energy Markets, which is part of the Energy Certificate Series.
About the Fawn and Vijay Mahajan Teaching Excellence Award for Executive Education:
The award recognizes outstanding contributions to Executive Education non-degree programs and is granted to a member of the McCombs School faculty who demonstrates remarkable performance and commitment in teaching, contribution to Executive Education programs, and contribution to business development. The recipient is selected by the Faculty Selection committee appointed by the Dean.
Texas Executive Education has partnered with the Human Dimensions of Organizations (HDO), a new professional program in UT’s College of Liberal Arts,of Texas at to offer participants additional executive education choices.
Human Dimensions of Organizations offers programs focused on understanding the people inside and outside organizations who drive performance in today’s diverse global marketplace. HDO is organized exclusively for professionals in a variety of sectors, including those in business and nonprofit management. To learn more, visit http://sites.la.utexas.edu/hdo/
You are cordially invited to a networking reception to mix and mingle with students of ESCP Europe. Texas Executive Education is proud to be hosting Executive MBA students from ESCP Europe for a week-long program in Austin, Texas. As part of their program, we are hosting a networking reception for them to interact with working professionals and past UT EMBA students.
Networking Reception & Dinner with ESCP Europe EMBA students
Date: Wednesday, March 7th, 2012
Time: 6:15 – 8:30 pm
Location: Courtyard at AT&T Executive Education Conference Center, 1900 University Avenue, Austin, Texas 78705
Audience: ESCP Europe EMBA students, McCombs School of Business Professors, Evening MBA Students and Working Professional MBA Students
Attire: Business Casual
Parking: Validated parking provided for the AT&T Executive Education Conference Center garage (not valid for Valet parking)
To attend, please RSVP to Lauren.Davis@mccombs.utexas.edu with the following information:
Name (as you would like it to appear on your nametag):
Complimentary Event. Seats are limited. Please register by COB Monday, March 5th.
About ESCP EUROPE Executive MBA Students
The ESCP EUROPE Executive MBA program is an 18-month program that meets once a month at campuses throughout Europe. The ESCP EUROPE students will be in Austin, TX the week of March 4 – March 10, 2012 to attend the “Leading Innovation,” seminar, which is one of the five International seminars part of their EMBA program.
Program Professors include: Gary Hoover, John Burrows, Elota Patton, Luis Martins, John Daly, and F. Frery.