Overview of applying inbound marketing and content marketing fundamentals to B2B social media programs on LinkedIn, Facebook and Twitter. Presented by Ed Peterson at the Social Media Intelligence Conference November 13, 2012 in Atlanta, Georgia.

1. B2B SOCIAL MEDIA CHANNELS
Social Media Intel 2012 – ATL
#socialintelATL
Ed Peterson - @ed_peterson

2. WHAT IS B2B SOCIAL MEDIA?
 Content marketing
 Inbound marketing
 Search engine optimization
 Credibility and standing in your industry
 A cultural foundation for your business
@ed_peterson

3. LEG WORK
 Buyer personas
 Landing page strategy
 Editorial planning
 Role of the community manager
 Cracking the code for management
@ed_peterson

4. CONTENT RULES
 Keywords and basic content strategy
 Pick the diamonds off the ground
 Don’t be afraid of giving away at least
part of the farm
 Steal a play from Hubspot - 10-4-1 rule
@ed_peterson

5. THE CONVERSION DIVERSION
 Marketing exist to gain new customers and keep
current ones. This goes for social, too!
 Analytics and marketing automation are
powerful, but do not expect perfection.
 Make the funnel an easy ride
 “Content to Contact to Cash”
@ed_peterson

6. SHOW ME THE MONEY!
@ed_peterson

7. LINKEDIN IS A DOORWAY TO SOCIAL
 Real-time inbound marketing for business people
 Encourage every member of your team to have a
complete LinkedIn profile
 Assist senior leadership in all functional areas with
creating profiles
 Begin the culture of social sharing with LinkedIn
updates
@ed_peterson

8. YOUR PLACE IN THE NEW THOMAS REGISTER
 Complete company details using your
keywords
 Have a killer cover image taking
advantage of the new Company Page
layout
 Recognize the value of your recruitment
brand and consider investment in a
premium career page @ed_peterson

9. POSTING GREAT UPDATES
 Lower volume, higher quality
 Strive for visual element
 Post directly into LinkedIn
 Monitor post stats and learn from what works
 Experiment with targeting features
@ed_peterson

10. LINKEDIN PRODUCTS AND SERVICES TABS
 Great, free
vehicle for
product
details and
supporting
media
 List
Contacts
 Monitor
comments
@ed_peterson

11. FOLLOWERS AND PAGE INSIGHTS
@ed_peterson

12. THE SIMPLE MATH OF FACEBOOK
Via David Somerville
@ed_peterson

13. FACEBOOK AND THE FUNNEL
 Facebook for business vs. business on
Facebook
 Mapping where engagement becomes
interest
 Seek and promote opportunities for
transactions and connections
@ed_peterson

14. TONE - FACTS AND FUN ON FACEBOOK
@ed_peterson

15. THE WONDERS OF THE WELCOME TAB
 Inbound
marketing
power play
 Vehicle to
capture email
addresses
 Path to owned
media

16. PRACTICE GOOD DIGITAL HYGIENE
@ed_peterson

17. LEVERAGE THE MEDIUM
 Custom tabs
 Promotions
 Role of on page
conversation
 Balance of page
vs. feed
@ed_peterson

18. ANATOMY OF A FACEBOOK POST
 Content
 Format
 Calls to Action
What you are saying
When you are saying it
@ed_peterson

19. FACEBOOK IS A VISUAL MEDIUM!
Via Dan Zarrella
@ed_peterson

20. TIMING IS EVERYTHING?
 Likes peak around 8 p.m. EST, shares
around 6 p.m. EST.
 Remember the 80/20 rule for U.S.
population
Chart via Mashable.com @ed_peterson

21. FACEBOOK MEASUREMENT
 Reach
 Growth
 Engagement
 PTAT acid test
@ed_peterson

22. FACEBOOK INSIGHTS (FOR FREE)

23. TANGLED UP IN TWITTER
 Fast, accessible,
cumulative
 Ticker tape &
database in one
 Vehicle for industry
and product
leadership
@ed_peterson

24. TWITTER TACTICS
 Be serious about listening
 Find relevant hash tags before you invent them
 Be the news breaker
 Identify, engage and reward influencers and
thought leaders
@ed_peterson

25. TWITTER=YOUR PUREST SOCIAL VOICE
 Content meets conversation
 Your customer assumes Twitter is customer
service
 Tweeting a landing page does not kill a puppy
@ed_peterson

26. A SOCIAL MEDIA LESSON FROM CHINA
关系
Guanxi
Invest in relationships and show respect
@ed_peterson

27. LAWYERS, HATERS & CANDLE STICK MAKERS
-Mayo Clinic-
Don't Lie, Don't Pry
Don't Cheat, Can't Delete
Don't Steal, Don't Reveal
A solid, well communicated social media
policy is critical to the integrity of your
digital marketing
@ed_peterson

28. WHAT ABOUT SOCIAL ADVERTISING?
 Paid promotion moving from display advertising
into the Timeline
 Great segmentation options require knowledge
of your customer and specific objectives
 More powerful options require more expertise
 Experimentation will yield results!
@ed_peterson

29. GOING PRO – SOCIAL ENTERPRISE TOOLS
 Great resources, scalable investment
 Buy what will get used
 Take advantage of eager vendor community for
knowledge, free trials, comparison shopping
 Seek accountability and obsessively share market
intelligence and customer insights
@ed_peterson

30. MANAGING B2B SOCIAL MEDIA
 Keep social from becoming isolated
 Ask what your customers and your
competitors are doing online
 Ask how your efforts and your content
are supporting your customers
 Have the right context for accountability
@ed_peterson

31. GO FORTH AND TWEET!
 Listen first
 Fog the mirror
 Don’t let the measure stop the motion
 Be where an industry leader is expected to
be online, and act like one
 Try, test and experiment
@ed_peterson

32. THANK YOU!
PLEASE SHARE YOUR SUCCESS
TWEET ED_PETERSON FOR SLIDES

33. RESOURCES – TWO GREAT BOOKS
For the Marketing Executive For the Community Manager

34. RESOURCES – BLOGS AND BLOKES
 Social Media B2B Blog
 Marketo B2B Blog
 Prominent Placement (awesome SEO)
 Business to Community Blog
 All things Hubspot, including Dan Zarrella!
 See it live – Social Media Club, Local
Meetups, Local Professional Groups (AiMA)