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B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
B2B Social Media Workshop - Los Angeles
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B2B Social Media Workshop - Los Angeles

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June 13, 2011

June 13, 2011

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  • 1. 1   presents  a   B2B  Social  Media  Marke;ng  Workshop   by   Eric  Schwartzman   www.ericschwartzman.com     Monday,  June  13,  2011   10:30am  to  12:30pm  #OMSLA   @ericschwartzman  
  • 2. 2  Housekeeping   •  Abbreviated  workshop   •  New  vocabulary   •  Slide  numbers   •  Deck  will  be  available  #OMSLA   Follow  Up  Resource  Links  Will  Appear  Here   @ericschwartzman  
  • 3. 3   A  g  e  n  d  a   10:30  –  11:30am     11:30  –  12:30pm   •  Sell  B2B  social  media  to  leadership   •  Select  the  right  technology   and  colleagues     plaOorm  for  B2B  social  media   communicaKons     •  How  to  draI  a  B2B  social  media   policy     •  OpKmize  content  for  search   engines  for  B2B  audiences     •  Find  B2B  conversaKons  on   Facebook,  TwiMer,  blogs  and  online   •  And  measure  the  results   forums  #OMSLA   Deeper  Dive:  hKp://www.socialmediabootcamp.com     @ericschwartzman  
  • 4. Sell  the  Produc;vity  Gains  of  Social  Media  #OMSLA   Case  Study:  hMp://ontherecordpodcast.com/chaMer     @ericschwartzman  
  • 5. 5   Marke;ng  Gains  of  Social  Media   Paid   Earned   Brochures   Blogs   Digital  Breadcrumbs:   Discoverable  and   Shareable   Phone   Social  Networks  #OMSLA   @ericschwartzman  
  • 6. Lowered  Costs  of  Social  Marke;ng  #OMSLA   Source:  2011  State  of  Inbound  MarkeKng  Study   @ericschwartzman  
  • 7. How  B2Bs  are  Budge;ng  for  Social  Media   Change  In  B2B  Online  Marke;ng  Spending  in  2011   Website   E-­‐mail   Social  media   Search   Video   Webcasts   Banners   Sponsorship   Virtual  events   Other   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Increase   No  change   Decrease   Source:  EMarketer  #OMSLA   TNS  Global  Web  Usage  Study:  hMp://discoverdigitallife.com/     @ericschwartzman  
  • 8. 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    #OMSLA   @ericschwartzman  
  • 9. The  B2B  Social  Marke;ng  Difference  #OMSLA   Get  this  INFOGRAPHIC:  hMp://flic.kr/p/7SVGNV     @ericschwartzman  
  • 10. How  Filters  Undermine  Mass  Media  #OMSLA   @ericschwartzman  
  • 11. Filters  are  Marginalizing  Mass  Media   US  Newspaper  Business   70,000   Circula;on  (000)   60,000   50,000   Revenues  ($000)   40,000   30,000   20,000   10,000   0   1994   1997   2000   2003   2006   2009   •  Average  age  of  US  daily  newspaper  reader:   •  93%  of  B2B  buyers  use  search  to  begin   57   the  buying  process   •  ReducKon  in  US  newsroom  staffs  since   •  80%  of  IT  decision-­‐makers  say  word  of   2001:  45%   mouth  is  their  most  important  source   when  making  buying  decisions   •  Direct-­‐mail  spending  is  expected  to  decline   nearly  40%  by  2014   •  Google  Processes  38,000  search  queries   every  second   Page  11  #OMSLA   @ericschwartzman  
  • 12. 12  Every  Company’s  a  Media  Company  #OMSLA   @ericschwartzman  
  • 13. 13  Control  vs.  Credibility  #OMSLA   @ericschwartzman  
  • 14. 14  You  No  Longer  Define  Your  Brand   "The  Net  interprets   censorship  as  damage  and   routes  around  it."     John  Gilmore  (EFF)  #OMSLA   @ericschwartzman  
  • 15. Assemble  Evidence   Search   Blogs   Social   Apps   Networks   Forums  #OMSLA   @ericschwartzman  
  • 16. Search:  Are  You  Ranking?  #OMSLA   @ericschwartzman  
  • 17. Linkedin:  Facebook  with  a  Tie  #OMSLA   @ericschwartzman  
  • 18. TwiKer:  Check  the  Influencer  List  #OMSLA   @ericschwartzman  
  • 19. Selling  Social  Media:  SlideShare  #OMSLA   HOW  TO:  Generate  Leads  on  SlideShare:  hMp://ontherecordpodcast.com/slideshare     @ericschwartzman  
  • 20. Selling  Social  Media:  Show  the  Community  #OMSLA   @ericschwartzman  
  • 21. 21  Map  Strategy  to  Corporate  Culture   •   Channel  social   •  Sa;sfy  audit   media  through   trails   External   Comms   Strict   Regulatory   Management   Oversight   Oversight   Exploratory   Embraces   and  Curious   Change   •   Implement   •   Get  at  ROI  of   social  media   social  media   policy  &   training   #OMSLA   GET  this  INFOGRAPHIC:  hMp://flic.kr/p/9jZwPX     @ericschwartzman  
  • 22. 22  Why  Boundaries  are  Important  #OMSLA   @ericschwartzman  
  • 23. 23  Secng  Boundaries   Transparency   of  Public   InformaKon   PenalKes   RespecOulness   IT  Policy   Privacy   Social  Media   Legal  MaMers   Policy   ConfidenKality   Crisis   Diplomacy   ConsideraKons   Conflict   Disclaimers   ResoluKon  #OMSLA   @ericschwartzman  
  • 24. 24  Policy  Development  Tips   Dept.   Risk   Opportunity   HR   Existing  policy  violations;   Goodwill  with  work   policing   force;  recruiting   IT   Information  security;   Reduce  network  and   data  loss   desktop  support  requests   Legal   Copyright,  free  speech,   Better  corp.  oversight;   libel  and  audit  trails   tighter  controls   Marketing   Aggravate  brand  fracture   Enable  market  to  self-­‐ educate   Customer  Service   Perceived  productivity   Reduce  call  center   loss   demand   PR   Negligible   Unfiltered   communications   PA   Negligible   ID  opposition  points   IR   Selective  disclosure   Better  shareholder   communications  #OMSLA   @ericschwartzman  
  • 25. 25  FREE  RESOURCE:  www.SocialMediaPolicyTemplate.com    #OMSLA   @ericschwartzman  
  • 26. 26  Social  Marke;ng  Ac;va;on  Case  Study   Embassy   Homeland   Embassy   Search   Integrate  a  blog  into  the   TwiKer   corporate  site   Embassy   Embassy   Linkedin   SlideShare  #OMSLA   @ericschwartzman  
  • 27. 27  Integra;ng  Social  Media  into  Conven;onal  Work  Flows   Video    Webcast   &  YouTube   PowerPoint     SlideShare   Text  Transcript     Blog  Post   MP3    Podcast   New  Business   PresentaKon,  Speech   or  Event  #OMSLA   @ericschwartzman  
  • 28. 28   Opera;onal  Framework  for  Social  Marke;ng  Ac;va;on   Ac;vity   Tool   •  Social  Media  Monitoring   Step  1   •  Social  Media  Mapping   •  Social  Media  ParKcipaKon   Step  2   •  Social  Media  Engagement     •  Social  Media  Management   Step  3   •  Social  Media  MarkeKng   •  Measure  and  Evaluate  the  Results   Step  4  #OMSLA   @ericschwartzman  
  • 29. 29  Picking  Online  Channels   Listening   Loca;on-­‐Based   Email   Apps   Search   Niche  Social   Des;na;on  Websites   Networks    Pure  Play  Social   Networks   #OMSLA   @ericschwartzman  
  • 30. 30  DEMO:  Listening  to  Your  Market  with  Google  Reader   #OMSLA   Sign  Up:  www.google.com/reader     @ericschwartzman  
  • 31. 31  DEMO:  Listening  to  TwiKer  with  HootSuite   #OMSLA   Sign  Up:  www.hootsuite.com       @ericschwartzman  
  • 32. 32        Listening  to  Foursquare   #OMSLA   Search:  www.foursquare.com       @ericschwartzman  
  • 33. 33  Registering  Events  on  Foursquare   #OMSLA   hMps://foursquare.com/business/     @ericschwartzman  
  • 34. 34  BREAK   www.SocialMediaBootCamp.com     June  30  –  July  1,  2011   Los  Angeles  #OMSLA   @ericschwartzman  
  • 35. Search:  Is  Your  Specialized  Exper;se  Searchable?  #OMSLA   @ericschwartzman  
  • 36. 36  Think  Like  a  Customer  #OMSLA   @ericschwartzman  
  • 37. SEO  101   +   =  #OMSLA   @ericschwartzman  
  • 38. Just  Eat  It.  Please?  #OMSLA   @ericschwartzman  
  • 39. 72  Market  Street,  Venice  Beach,  CA   CLOSED  #OMSLA   @ericschwartzman  
  • 40. Don’t  Get  Her  Mad   But  I  won’t.   If  you  make  kick  ass   chili,  I’ll  eat  it.   No  chance!  #OMSLA   @ericschwartzman  
  • 41. Where’s  the  Recipe?  #OMSLA   @ericschwartzman  
  • 42. Let’s  Get  Serious  #OMSLA   @ericschwartzman  
  • 43. Who’s  Angus?  #OMSLA   @ericschwartzman  
  • 44. This  is  a  Test  #OMSLA   @ericschwartzman  
  • 45. Story  of  Lost  Revenue  #OMSLA   @ericschwartzman  
  • 46. Raising  My  Hand,  Jumping  Up  &  Down  #OMSLA   @ericschwartzman  
  • 47. Forfeited  their  Archival  Value  #OMSLA   @ericschwartzman  
  • 48. To  Share  or  Not  to  Share  #OMSLA   @ericschwartzman  
  • 49. It’s  S;ll  GoKa  Be  Interes;ng  to  Your  Audience  #OMSLA   @ericschwartzman  
  • 50. Make  Your  Content  and  Community  Searchable  #OMSLA   Download  this  INFOGRAHIC:  hMp://flic.kr/p/9p5Vzk     @ericschwartzman  
  • 51. Stupido  #OMSLA   @ericschwartzman  
  • 52. I  Found  the  Recipe  #OMSLA   @ericschwartzman  
  • 53. My  Crea;on  #OMSLA   @ericschwartzman  
  • 54. My  Blog  Outranks  the  LA  Times  #OMSLA   @ericschwartzman  
  • 55. Can  Your  Customer  Find  You?  #OMSLA   @ericschwartzman  
  • 56. 56  B2B  SEO   business insurance business liability insurance search volume general business liability insurance conversion probability Focus on Long Tail Keywords.#OMSLA   @ericschwartzman  
  • 57. 57   Search  Drives  Awareness,  Considera;on  and  Decision  source: Tech Target #OMSLA   @ericschwartzman  
  • 58. 58  Time  Spent  on  Email  Declines   Source:  Nielsen  #OMSLA   @ericschwartzman  
  • 59. 59  But  Email  is  S;ll  More  Important   Source:  TNS  Digital  Life  Study,  Oct.  10,  2010  #OMSLA   @ericschwartzman  
  • 60. 60  Email  Marke;ng  B2B  Events  #OMSLA   @ericschwartzman  
  • 61. 61  Websites:  Make  Your  FAQs  Linkable   Put  each   Answer  at  it’s   own  URL  #OMSLA   @ericschwartzman  
  • 62. 62  Websites:  Make  Your  FAQs  Searchable   Search   OpKmized   Browser  Page   Title  #OMSLA   @ericschwartzman  
  • 63. 63  HOW  TO:  Check  Your  Browser  Page  Titles   Search   “site:yourdomain.com”  #OMSLA   @ericschwartzman  
  • 64. 64  Socialize  Your  Website   Facebook  “Like”   buMon   TwiMer  “ Tweet”   buMon   10am,  Tuesday,  May  17,  2011  –  FREE  Lasik  &  Glaucoma  Screenings   Auto  Scheduling   Myers  Industries   1293  S.  Main  St.   Akron,  Ohio  44301   REGISTER   Company  Contact:  Kim  Hemminger     Day  of  Event:    Pam  CorbeM   Fail  to  phone  #OMSLA   @ericschwartzman  
  • 65. 65  Eventbright.com:  Ready  To  Go  Social  Solu;on  #OMSLA   hKp://www.socialmediabootcamp.com     @ericschwartzman  
  • 66. 66  Automated  Marke;ng  with  Social  Sign-­‐In  1.  Capture  Profile  Data  2.  Establish  a  ConnecKon  3.  Auto  Publish  Updates  #OMSLA   Case  Study:  hKp://bit.ly/cLiNAc     @ericschwartzman  
  • 67. 67  Automate  Your  Growth  with  Social  Sync  #OMSLA   Case  Study:  hKp://bit.ly/j57f5q     @ericschwartzman  
  • 68. 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   Page  68  #OMSLA   @ericschwartzman  
  • 69. Blogs  Work  Best  in  B2B  #OMSLA   Source:  2011  State  of  Inbound  MarkeKng  Study   @ericschwartzman  
  • 70. 70  Live  Blogging  Conferences,  Webcasts  and  Events  #OMSLA   @ericschwartzman  
  • 71. 71  B2B  Podcasts  #OMSLA   @ericschwartzman  
  • 72. 72  B2B  Podcasts  #OMSLA   B2B  Social  Media  Podcast:  hMp://ontherecordpodcast.com     @ericschwartzman  
  • 73. 73  Securing  iTunes  Distribu;on   Finding   podcasts  in   iTunes   Submicng   podcasts  #OMSLA   HOW  TO:  Get  Your  Podcast  Featured  on  iTunes   @ericschwartzman  
  • 74. 74  Distribu;ng  Through  iTunes  #OMSLA   @ericschwartzman  
  • 75. 75  B2B  Podcast  in  iTunes  #OMSLA   @ericschwartzman  
  • 76. 76  Embrace  Buyer-­‐Oriented  Keywords  and  Phrases   Research  Your   Keywords  #OMSLA   @ericschwartzman  
  • 77. Social  Networking  vs.  Search  #OMSLA   @ericschwartzman  
  • 78. Post  Your  Event  to  Your  Facebook  Page  #OMSLA   @ericschwartzman  
  • 79. Promote  Your  Event  to  those  Who’ve  “Liked”  Your  Page  #OMSLA   @ericschwartzman  
  • 80. Event  is  Published  to  Your  Page’s  Newsfeed  #OMSLA   @ericschwartzman  
  • 81. Post  Your  Event  on  Linkedin  #OMSLA   @ericschwartzman  
  • 82. Promote  Your  Event  on  Linkedin  #OMSLA   @ericschwartzman  
  • 83. 83  Post  Your  Event  to  Linkedin  Groups  #OMSLA   @ericschwartzman  
  • 84. Smart  Phones  and  Tablets  Outselling  PCs   source:  Mary  Meeker  #OMSLA   @ericschwartzman  
  • 85. #OMSLA   @ericschwartzman  
  • 86. #OMSLA   @ericschwartzman  
  • 87. 87  B2B  Mobile  Marke;ng  #OMSLA   @ericschwartzman  
  • 88. 88  Social  Networking  and  Sales  Prospec;ng  #OMSLA   @ericschwartzman  
  • 89. Best of Facebook, 4Sq + Twitter •  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#OMSLA   @ericschwartzman  
  • 90. Cisco  Events  iPhone  App  #OMSLA   @ericschwartzman  
  • 91. QR  Codes  at  B2B  Events  #OMSLA   @ericschwartzman  
  • 92. Measure  the  Results   HOW  TO:  Google  AnalyKcs  Overview  -­‐  www.ontherecordpodcast.com/analyKcs  #OMSLA   Sign  Up:  hMp://www.google.com/analyKcs/     @ericschwartzman  
  • 93. It’s  a  Revolu;on   Eisner   Aristocrat   RevoluKonary   Lassiter  #OMSLA   @ericschwartzman  
  • 94. FREE  RESOURCES:  NewsleKer,  Blog  and  Podcast   #OMSLA   www.EricSchwartzman.com   @ericschwartzman  
  • 95. FOLLOW  UP  RESOURCE:  B2B  Social  Media  Book   www.B2BSocialMediaBook.com  #OMSLA   @ericschwartzman  
  • 96. Thank  You   www.EricSchwartzman.com   (310)  455-­‐4000   @ericschwartzman   Register:  www.SocialMediaBootCamp.com    #OMSLA   @ericschwartzman  

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