B2B Social Media Workshop - Los Angeles

#OMSLA @ericschwartzman

presents a B2B Social Media Marke;ng Workshop

by Eric Schwartzman

www.ericschwartzman.com Monday, June 13, 2011 10:30am to 12:30pm

1


Housekeeping

•  Abbreviated workshop

•  New vocabulary

•  Slide numbers

•  Deck will be available

2

Follow Up Resource Links Will Appear Here


3

A g e n d a

10:30 – 11:30am

•  Sell B2B social media to leadership and colleagues

•  How to draI a B2B social media policy

•  Find B2B conversaKons on Facebook, TwiMer, blogs and online forums

11:30 – 12:30pm

•  Select the right technology plaOorm for B2B social media communicaKons

•  OpKmize content for search engines for B2B audiences

•  And measure the results

Deeper Dive: hKp://www.socialmediabootcamp.com


Sell the Produc;vity Gains of Social Media

Case Study: hMp://ontherecordpodcast.com/chaMer


Brochures

Phone

Paid

Blogs

Earned

Social Networks

5

Marke;ng Gains of Social Media

Digital Breadcrumbs: Discoverable and Shareable


Lowered Costs of Social Marke;ng

Source: 2011 State of Inbound MarkeKng Study


How B2Bs are Budge;ng for Social Media

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Other

Virtual events

Sponsorship

Banners

Webcasts

Video

Search

Social media

E-‐mail

Website

Change In B2B Online Marke;ng Spending in 2011

Increase No change Decrease Source: EMarketer

TNS Global Web Usage Study: hMp://discoverdigitallife.com/


B2B Social Media Adop;on

93% of all B2B marketers are engaged in some form of social media markeKng.

Social Media Channel Adop;on by B2B Marketers

Linkedin 72%

Facebook 71%

TwiMer 67%

YouTube 48%

Blogging 44%

Online CommuniKes 22%

Source: Emerging Trends in B-‐to-‐B Social Media MarkeKng: Insights From the Field


The B2B Social Marke;ng Difference

Get this INFOGRAPHIC: hMp://flic.kr/p/7SVGNV


How Filters Undermine Mass Media


Filters are Marginalizing Mass Media

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

1994 1997 2000 2003 2006 2009

US Newspaper Business

Circula;on (000)

Revenues ($000)

•  Average age of US daily newspaper reader: 57

•  ReducKon in US newsroom staffs since 2001: 45%

•  Direct-‐mail spending is expected to decline nearly 40% by 2014

•  93% of B2B buyers use search to begin the buying process

•  80% of IT decision-‐makers say word of mouth is their most important source when making buying decisions

•  Google Processes 38,000 search queries every second


12

Every Company’s a Media Company


13

Control vs. Credibility


14

You No Longer Define Your Brand

"The Net interprets censorship as damage and routes around it."

John Gilmore (EFF)


Assemble Evidence

Blogs

Social Networks

Forums

Apps

Search


Search: Are You Ranking?


Linkedin: Facebook with a Tie


TwiKer: Check the Influencer List


Selling Social Media: SlideShare

HOW TO: Generate Leads on SlideShare: hMp://ontherecordpodcast.com/slideshare


Selling Social Media: Show the Community


Map Strategy to Corporate Culture

•  Get at ROI of social media

•  Implement social media policy & training

• Sa;sfy audit trails

•  Channel social media through External Comms

Strict Management Oversight

Regulatory Oversight

Embraces Change

Exploratory and Curious

21

GET this INFOGRAPHIC: hMp://flic.kr/p/9jZwPX


Why Boundaries are Important 22


Secng Boundaries

Social Media Policy

Transparency of Public

InformaKon

RespecOulness

Privacy

ConfidenKality

Diplomacy

Disclaimers Conflict ResoluKon

Crisis ConsideraKons

Legal MaMers

IT Policy

PenalKes

23


Policy Development Tips

Dept. Risk Opportunity

HR Existing policy violations; policing

Goodwill with work force; recruiting

IT Information security; data loss

Reduce network and desktop support requests

Legal Copyright, free speech, libel and audit trails

Better corp. oversight; tighter controls

Marketing Aggravate brand fracture Enable market to self-‐educate

Customer Service Perceived productivity loss

Reduce call center demand

PR Negligible Unfiltered communications

PA Negligible ID opposition points

IR Selective disclosure Better shareholder communications

24


FREE RESOURCE: www.SocialMediaPolicyTemplate.com 25


TwiKer

Social Marke;ng Ac;va;on Case Study

Homeland Embassy Embassy

Embassy Embassy

Integrate a blog into the corporate site

Search

Linkedin SlideShare

26


Integra;ng Social Media into Conven;onal Work Flows 27

New Business PresentaKon, Speech or Event

MP3 Podcast

Text Transcript Blog Post

PowerPoint SlideShare

Video Webcast & YouTube


Step 1 •  Social Media Monitoring •  Social Media Mapping

Step 2 •  Social Media ParKcipaKon •  Social Media Engagement

Step 3 •  Social Media Management •  Social Media MarkeKng

Step 4 •  Measure and Evaluate the Results

Opera;onal Framework for Social Marke;ng Ac;va;on 28

Ac;vity Tool


Des;na;on Websites

Pure Play Social Networks

Niche Social Networks

Loca;on-‐Based

Apps

Email

Search

Listening

Picking Online Channels 29


30

DEMO: Listening to Your Market with Google Reader

Sign Up: www.google.com/reader


31

DEMO: Listening to TwiKer with HootSuite

Sign Up: www.hootsuite.com


32

Listening to Foursquare

Search: www.foursquare.com


33

Registering Events on Foursquare

hMps://foursquare.com/business/


BREAK 34

www.SocialMediaBootCamp.com

June 30 – July 1, 2011 Los Angeles


Search: Is Your Specialized Exper;se Searchable?


36

Think Like a Customer


SEO 101

+ =


Just Eat It. Please?


72 Market Street, Venice Beach, CA

CLOSED


Don’t Get Her Mad

If you make kick ass chili, I’ll eat it.

But I won’t.

No chance!


Where’s the Recipe?


Let’s Get Serious


Who’s Angus?


This is a Test


Story of Lost Revenue


Raising My Hand, Jumping Up & Down


Forfeited their Archival Value


To Share or Not to Share


It’s S;ll GoKa Be Interes;ng to Your Audience


Make Your Content and Community Searchable

Download this INFOGRAHIC: hMp://flic.kr/p/9p5Vzk


Stupido


I Found the Recipe


My Crea;on


My Blog Outranks the LA Times


Can Your Customer Find You?


B2B SEO

business insurance

business liability insurance

general business liability insurance

conversion probability

sear

ch v

olum

e

Focus on Long Tail Keywords.

56


Search Drives Awareness, Considera;on and Decision

source: Tech Target

57


Time Spent on Email Declines

Source: Nielsen

58


But Email is S;ll More Important

Source: TNS Digital Life Study, Oct. 10, 2010

59


Email Marke;ng B2B Events 60


61

Websites: Make Your FAQs Linkable

Put each Answer at it’s own URL


62

Websites: Make Your FAQs Searchable

Search OpKmized Browser Page Title


63

HOW TO: Check Your Browser Page Titles

Search “site:yourdomain.com”


64

Socialize Your Website

Facebook “Like” buMon

TwiMer “Tweet” buMon

Auto Scheduling

Fail to phone

Myers Industries 1293 S. Main St. Akron, Ohio 44301

10am, Tuesday, May 17, 2011 – FREE Lasik & Glaucoma Screenings

REGISTER

Company Contact: Kim Hemminger

Day of Event: Pam CorbeM


65

Eventbright.com: Ready To Go Social Solu;on

hKp://www.socialmediabootcamp.com


66

Automated Marke;ng with Social Sign-‐In

Case Study: hKp://bit.ly/cLiNAc

1.  Capture Profile Data 2.  Establish a ConnecKon 3.  Auto Publish Updates


67

Automate Your Growth with Social Sync

Case Study: hKp://bit.ly/j57f5q


B2B Blogging for Lead Genera;on

73 blogs

17 bloggers

600% jump in leads

Top quality

“Get engineers talking to engineers and get everyone else out of the middle.” Rick Short, Marcom Director


Blogs Work Best in B2B

Source: 2011 State of Inbound MarkeKng Study


70

Live Blogging Conferences, Webcasts and Events


B2B Podcasts 71


B2B Podcasts 72

B2B Social Media Podcast: hMp://ontherecordpodcast.com


Securing iTunes Distribu;on

Finding podcasts in iTunes

Submicng podcasts

73

HOW TO: Get Your Podcast Featured on iTunes


Distribu;ng Through iTunes 74


B2B Podcast in iTunes 75


76

Embrace Buyer-‐Oriented Keywords and Phrases

Research Your Keywords


Social Networking vs. Search


Post Your Event to Your Facebook Page


Promote Your Event to those Who’ve “Liked” Your Page


Event is Published to Your Page’s Newsfeed


Post Your Event on Linkedin


Promote Your Event on Linkedin


83

Post Your Event to Linkedin Groups


source: Mary Meeker

Smart Phones and Tablets Outselling PCs


B2B Mobile Marke;ng 87


Social Networking and Sales Prospec;ng 88


•  Dashboard of “micro-apps” •  Use Event as Launchpad •  Social Micro-apps

•  Profile •  Connections •  Social sync •  Activity Stream •  Likes and Comments •  Leaderboard

•  Utility Micro-apps •  Social networking •  GPS based data points •  Virtual check-ins •  RSS Feeds •  Video Feeds •  Photo Feeds

Best of Facebook, 4Sq + Twitter


Cisco Events iPhone App


QR Codes at B2B Events


Measure the Results

HOW TO: Google AnalyKcs Overview -‐ www.ontherecordpodcast.com/analyKcs Sign Up: hMp://www.google.com/analyKcs/


It’s a Revolu;on

RevoluKonary Aristocrat Eisner Lassiter


FREE RESOURCES: NewsleKer, Blog and Podcast

www.EricSchwartzman.com


FOLLOW UP RESOURCE: B2B Social Media Book

www.B2BSocialMediaBook.com


Thank You

www.EricSchwartzman.com (310) 455-‐4000

@ericschwartzman

Register: www.SocialMediaBootCamp.com

B2B Social Media Workshop - Los Angeles

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Transcript of B2B Social Media Workshop - Los Angeles