B2B Social Media:Why It Changes EverythingPanel Session – October 26, 2011
Panel Members• Jane Mazur, VP, Global Vision Care Communications, Bausch + Lomb• Eric Majchrzak, Director of Marketing, Freed Maxick & Battaglia, CPAs• Brian Nizinsky, Online Marketing Manager, Eastman Kodak’s Graphic Communications Group• Danny Hanssel, Marketing Strategy Advisor, DanHanssel.com
Panel Session Guidelines• Moderator presents a slide to begin panel discussion on each topic – Audience invited to queue up at microphones during discussion• Panelists discuss each topic and share their insights on what works• Audience members may ask a question or briefly share an insight• When topic or time exhausted, we’ll proceed to the next topic
Research:Gathering intelligence on target audiences• What do you monitor?• Which tools do you use? – Free versus paid• Do you segment and profile target social audiences? If so, how? – Social media behavior and influence
Objectives:Defining and aligning with audiences & metrics• What are your social marketing objectives? – Marcom goals vs. social marketing objectives• How do you determine objectives? – Quantitative versus qualitative objectives• Do you align objectives with specific target audiences and metrics?
Actions: Creating a tactical plan to achieve objectives• Which social media marketing tactics are most effective for you? Social networking, blogging, content sharing, social SEO, social ads, etc.• How are you integrating social with other tactics in the marketing mix? – Search, email, other online and offline• How does social media fit in the marketing budget? – Percentage of budget, staffing costs• Creating dialogues & transparent conversation that put the company in a position of thought leadership.
“Vision Experts is dedicated to sharing news and information to improve the business practices of busy eye care professionals everywhere. We bring you more than just the latest headlines from the eye health industry. We provide visionary ideas and insights, as well as a forum for discussion and thought leadership…”…A community of eye careprofessionals interested in sharingvisionary ideas and insights oneye health from around the industry.From breaking news andupdates to practice managementand marketing tools, Vision Stay connected and informed. Like Vision Experts on Facebook for eyeExperts provides busy ECPs with health insights and discussion. Follow Vision Experts on Twitterthe information they need to know for breaking news and information from around the eye health industry.to grow their business and stayinformed.
Strategy Promotion - Comprised of 13 of - Reps to share directly with Bausch + Lomb’s leading Doctors and staff in thevision experts from around field the globe, as well as 4 advisory members - Committee to promote through online resources,- 3 Facebook and 5 Twitter includingposts per week during high Thought Leaders, traffic hours Educators.com, LinkedIn - Committee members - BioScience to mention in choose content from publications and releasesonline resources (such as Vision Monday, ODwire, - Share with KOLs Contact Lens Spectrum)and facilitate conversation - Pitch on EyeWay with fans
Platforms: Constructing your social media architecture• How is your social media architecture constructed? – Hub and spoke, other framework• Does every site in the architecture have a plan and a purpose? – Direct traffic to conversion points, etc.• Do you prioritize the roll-out of social media sites? – Master one before implementing the next
Thank You For Attending!Panel Members• Jane Mazur, VP, Global Vision Care Communications, Bausch + Lomb• Eric Majchrzak, Director of Marketing, Freed Maxick & Battaglia, CPAs• Brian Nizinsky, Online Marketing Manager, Eastman Kodak Co.’s Graphic Communications GroupModerator• Danny Hanssel, Marketing Strategy Advisor, DanHanssel.com