B-­‐to-­‐B	  Social	  Media	  Boot	  Camp	         Eric	  Schwartzman	      www.ericschwartzman.com	  	       Monday,	  Ma...
Housekeeping	   •  Introductory	  immersion	   •  New	  vocabulary	   •  Examples	   •  Slide	  numbers	   •  Digital	  ha...
Agenda	   8:30	  –	  10:15am	  	                              10:30	  –	  12:00pm	           •  Mapping	  Strategy	  to	  ...
About	  Me	                                                                                                        Pussyca...
News	  Media	  Junkie	                                5	  
Trade	  Show	  Addict	                                6	  
Scoring	  Ink	  
UnIl	  it	  Stopped	  Working…	  Source:	  Pew	  Internet	  
The	  Media	  Landscape	  ShiMed	                                  US	  Newspaper	  Business	  70,000	                    ...
The	  Press	  Pool	  Vanished	                                         10	  
And	  Every	  Company	  Became	  a	  Media	  Company	                                                                   11...
Control	  vs.	  Credibility	                                      12	  
The	  End	  of	  the	  Crème	  Puffs	           "The	  Net	  interprets	           censorship	  as	  damage	  and	         ...
Building	  Digital	  Literacy	                                        14	  
Selling	  Social	                            Paid	           Earned	                            Print	            Blogs	  ...
ProducIvity	  Gains	  
Assemble	  Evidence	                        Search	                  Blogs	                                               ...
Search:	  Are	  Your	  Events	  Ranking?	  
Linkedin:	  Facebook	  with	  a	  Tie	  
Twi`er:	  Check	  the	  Influencer	  List	  
Selling	  Social	  Media:	  SlideShare	  
Selling	  Social	  Media:	  Show	  the	  Community	  
Map	  Strategy	  to	  Corporate	  Culture	        •  	  Channel	  social	                                             •  S...
Exploratory	  &	  Curious:	  Policy	                                                                       Transparency	  ...
Exploratory	  &	  Curious:	  Policy	  Development	  Tips	       Dept.	                   Risk	                            ...
FREE	  RESOURCE:	  www.SocialMediaPolicyTemplate.com	                                                           26	  
Embraces	  Change:	  Digital	  Awakening	        Embassy	                  Homeland	                                  Emba...
Embraces	  Change:	  TRC	  SoluIons	                                                                                      ...
Exploratory	  and	  Curious:	  OperaIonal	  Framework	                              •  Social	  Media	  Monitoring	       ...
B2B	  Difference	                    •    Value-drive decision-making                  •    Group consensus                ...
B2B	  Spending	                  Change	  In	  B2B	  Online	  MarkeIng	  Spending	  in	  2011	          Website	          ...
B2B	  Goals	   •  Adding	  social	  media	  to	  the	  mix	  can	  increase	      the	  effecPveness	  and	  efficiency	  of	...
Session	  2:	  Applying	  Specific	  Channels	  to	  B2B	  Events	                             Eric	  Schwartzman	         ...
Picking	  Online	  Channels	                                                       Listening	                         Loca...
Listening	  to	  Your	  Market	                                          35	  
Listening	  to	  Twi`er	                                  36	  
Listening	  to	  Foursquare	                                      37	  
Registering	  Events	  on	  Foursquare	                                                  38	  
Search:	  Are	  Your	  Training	  Materials	  Accessible?	  
Think	  Like	  a	  Customer	                                       40	  
SEO	  101	                   +	     =	  
Just	  Eat	  It.	  Please?	  
72	  Market	  Street,	  Venice	  Beach,	  CA	                          CLOSED	  
Don’t	  Get	  Her	  Mad	        But	  I	  won’t.	       If	  you	  make	  kick	  ass	                                     ...
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	  
SEO	  Won’t	  Fix	  Everything	  
It’s	  SIll	  Go`a	  Be	  InteresIng	  
Stupido	  
I	  Found	  the	  Recipe	  
My	  CreaIon	  
My	  Blog	  Outranks	  the	  LA	  Times	  
Can	  Your	  Customer	  Find	  You?	  
B2B	  SEO	                                      business                                    insurance                     ...
Search	  Drives	  Awareness,	  ConsideraIon	  and	  Decision	                                                             ...
Mobile	  Search	  is	  Local	  and	  Social	                             ontherecordpodcast.com/mobile	                   ...
BREAK	              www.SocialMediaBootCamp.com	  	                  June	  30	  –	  July	  1,	  2011	                    ...
Time	  Spent	  on	  Email	  Declines	                                                 Source:	  Nielsen	                  ...
But	  Email	  is	  SIll	  More	  Important	                                                                               ...
Email	  MarkeIng	  B2B	  Events	                                           65	  
Blog	  Your	  Call	  for	  Speakers	                                                66	  
Socialize	  Your	  Call	  for	  Speakers	                                                     67	  
Websites:	  Make	  Sessions	  Linkable	  and	  Shareable	                                                        Put	  eac...
Socialize	  Your	  Events	  Calendar	                                                                                     ...
Eventbright.com	                        70	  
Social	  Sync	                       71	  
B2B	  Blogging	                                                                                               73	  blogs	 ...
B2B	  Blogging	  ROI	                                                                                         73	         ...
Live	  Blogging	  Events	                                   74	  
B2B	  Podcasts	                        75	  
B2B	  Podcasts	                        76	  
Securing	  iTunes	  DistribuIon	                                          Finding	                                        ...
DistribuIng	  Through	  iTunes	                                         78	  
B2B	  Podcast	  in	  iTunes	                                       79	  
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	  
Post	  Your	  Event	  to	  Linkedin	  Groups	                                                          87	  
Promote	  Your	  Hashtag	                                   Conference	                                   Organizer’s	    ...
Promote	  Your	  Hashtag	                                   Session	                                   Specific	           ...
Schedule	  Your	  Tweets	  in	  Advance	                                                    90	  
Building	  Your	  Social	  Graph:	  Jedi	  SynchronizaIon	                                                                ...
Launch	  a	  YouTube	  Channel	  and	  Post	  Your	  Sessions	                                                            ...
Launch	  a	  YouTube	  Channel	  and	  Post	  Your	  Sessions	                                                            ...
Join	  Your	  Community	                                  94	  
Post	  Your	  Slide	  Decks	  to	  SlideShare	  
Use	  Social	  Media	  to	  Add	  Touch	  Points	                                                       Listening	        ...
Session	  3:	  What’s	  Next?	                               Eric	  Schwartzman	                            www.ericschwar...
Smart	  Phones	  and	  Tablets	  Outselling	  PCs	   source:	  Mary	  Meeker	  
What’s	  Next?	  Smart	  Phones	  and	  Tablets	                                                             The	  Untethe...
B2B	  Mobile	  MarkeIng	                                  103	  
Social	  Networking	  and	  Sales	  ProspecIng	                                                           104	  
Best of Facebook, 4Sq + Twitter •  Dashboard of “micro-apps” •  Use Event as Launchpad •  Social Micro-apps    •    Profile...
Trend Spotting•  Visual display of friends on   map•  Check into social trends for   an Event•  Provide local spots for   ...
Gam-if-i-ca-tion
Cisco	  Events	  iPhone	  App	  
QR	  Codes	  at	  B2B	  Events	  
It’s	  a	  RevoluIon	                           Eisner	                          Aristocrat	     RevoluPonary	            ...
FREE	  RESOURCES:	  Newsle`er,	  Blog	  and	  Podcast	                     www.EricSchwartzman.com	  
FOLLOW	  UP	  RESOURCE:	  B2B	  Social	  Media	  Book	                        www.B2BSocialMediaBook.com	  
Thank	  You	                             (310)	  455-­‐4000 	      	      	     	     	  Phone	                           ...
2011 Event Marketing Summit B2B Social Media Workshop
2011 Event Marketing Summit B2B Social Media Workshop
2011 Event Marketing Summit B2B Social Media Workshop
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2011 Event Marketing Summit B2B Social Media Workshop

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Conducted by Eric Schwartzman (@ericschwartzman) B-to-B SOCIAL MEDIA BOOT CAMP - Hey b-to-b event marketers, we’re created a boot camp just for you (See? That’s love.) B-to-B brands are applying social media to connect with customers, channel partners and suppliers. Eric Schwartzman, bestselling author of “Social Marketing to the Business Customer,” shows you how they’re doing it and how you can, too. Learn how to use blogs, podcasts and social networks to build your b-to-b brand and business. B-to-b event marketing attendees will learn:



How to build a social media blueprint
How to leverage social media networks and blogs
How to monitor and measure social media
What new trends you need to be aware of right now
Pitfalls to avoid and tips for success

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2011 Event Marketing Summit B2B Social Media Workshop

  1. 1. B-­‐to-­‐B  Social  Media  Boot  Camp   Eric  Schwartzman   www.ericschwartzman.com     Monday,  May  16,  2011   8:30am  to  Noon   1  
  2. 2. Housekeeping   •  Introductory  immersion   •  New  vocabulary   •  Examples   •  Slide  numbers   •  Digital  handouts   •  Hashtag  #emschi   2  
  3. 3. Agenda   8:30  –  10:15am     10:30  –  12:00pm   •  Mapping  Strategy  to  Corporate   •  Email  for  B2B  Events   Culture   •  Social  Media  Research   •  Winning  Resources  for  Pilots   •  Event  Websites   •  Developing  Policies   •  Blogs  and  B2B  Events   •  OperaPonal  Frameworks   •  Podcasts  and  B2B  Events   •  B2B  Difference   •  Social  Networks  and  B2B  Events   •  Usage  Trends   •  Mobile  Internet  and  Smart  Phones   •  Social  Media  Monitoring     •  Mobile  Apps  and  B2B  Events   •  B2B  SEO   •  QR  Codes  and  B2B  Event   3  
  4. 4. About  Me   Pussycat  Dolls   Academy  Awards   Britney  Spears   Mayor  Jerry  Brown   Star  Wars  30th  Anniversary  
  5. 5. News  Media  Junkie   5  
  6. 6. Trade  Show  Addict   6  
  7. 7. Scoring  Ink  
  8. 8. UnIl  it  Stopped  Working…  Source:  Pew  Internet  
  9. 9. The  Media  Landscape  ShiMed   US  Newspaper  Business  70,000   CirculaIon  (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   •  ReducPon  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  9  
  10. 10. The  Press  Pool  Vanished   10  
  11. 11. And  Every  Company  Became  a  Media  Company   11  
  12. 12. Control  vs.  Credibility   12  
  13. 13. The  End  of  the  Crème  Puffs   "The  Net  interprets   censorship  as  damage  and   routes  around  it."     John  Gilmore  (EFF)   13  
  14. 14. Building  Digital  Literacy   14  
  15. 15. Selling  Social   Paid   Earned   Print   Blogs   Events   Social  Networks   15  
  16. 16. ProducIvity  Gains  
  17. 17. Assemble  Evidence   Search   Blogs   Social   Apps   Networks   Forums  
  18. 18. Search:  Are  Your  Events  Ranking?  
  19. 19. Linkedin:  Facebook  with  a  Tie  
  20. 20. Twi`er:  Check  the  Influencer  List  
  21. 21. Selling  Social  Media:  SlideShare  
  22. 22. Selling  Social  Media:  Show  the  Community  
  23. 23. Map  Strategy  to  Corporate  Culture   •   Channel  social   •  SaIsfy  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   23  
  24. 24. Exploratory  &  Curious:  Policy   Transparency   of  Public   InformaPon   PenalPes   Respecbulness   IT  Policy   Privacy   Social  Media   Legal  Mafers   Policy   ConfidenPality   Crisis   Diplomacy   ConsideraPons   Conflict   Disclaimers   ResoluPon   24  
  25. 25. Exploratory  &  Curious:  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   25  
  26. 26. FREE  RESOURCE:  www.SocialMediaPolicyTemplate.com   26  
  27. 27. Embraces  Change:  Digital  Awakening   Embassy   Homeland   Embassy   Search   Integrate  a  blog  into  the   Twi`er   corporate  site   Embassy   Embassy   Linkedin   SlideShare   27  
  28. 28. Embraces  Change:  TRC  SoluIons   Video    Webcast   &  YouTube   PowerPoint     SlideShare   Text  Transcript     Blog  Post   MP3    Podcast   Conference  Call,   Speech  or  Event   28  
  29. 29. Exploratory  and  Curious:  OperaIonal  Framework   •  Social  Media  Monitoring   Phase  1   •  Social  Media  Mapping   •  Social  Media  ParPcipaPon   Phase  2   •  Social  Media  Engagement     •  Social  Media  Management   Phase  3   •  Social  Media  MarkePng   29  
  30. 30. B2B  Difference   •  Value-drive decision-making •  Group consensus •  “Bet the business” •  Long-term relationships •  Audience is knowledgeable, engaged, serious •  Intense need for information Page  30  
  31. 31. B2B  Spending   Change  In  B2B  Online  MarkeIng  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  
  32. 32. B2B  Goals   •  Adding  social  media  to  the  mix  can  increase   the  effecPveness  and  efficiency  of  exisPng   outreach  efforts   •  Social  media  is  a  channel  for  building  closer   relaPonships  with  news  media   •  Social  media  can  be  used  for  lead   generaPon   •  B2B  companies  showcase  their  experPse   and  thought  leadership  to  mulPple   stakeholders   32  
  33. 33. Session  2:  Applying  Specific  Channels  to  B2B  Events   Eric  Schwartzman   www.ericschwartzman.com     Monday,  May  16,  2011   33  
  34. 34. Picking  Online  Channels   Listening   LocaIon-­‐Based   Email   Apps   Search   Niche  Social   DesInaIon  Websites   Networks    Pure  Play  Social   Networks   34  
  35. 35. Listening  to  Your  Market   35  
  36. 36. Listening  to  Twi`er   36  
  37. 37. Listening  to  Foursquare   37  
  38. 38. Registering  Events  on  Foursquare   38  
  39. 39. Search:  Are  Your  Training  Materials  Accessible?  
  40. 40. Think  Like  a  Customer   40  
  41. 41. SEO  101   +   =  
  42. 42. Just  Eat  It.  Please?  
  43. 43. 72  Market  Street,  Venice  Beach,  CA   CLOSED  
  44. 44. Don’t  Get  Her  Mad   But  I  won’t.   If  you  make  kick  ass   chili,  I’ll  eat  it.   No  chance!  
  45. 45. Where’s  the  Recipe?  
  46. 46. Let’s  Get  Serious  
  47. 47. Who’s  Angus?  
  48. 48. This  is  a  Test  
  49. 49. Story  of  Lost  Revenue  
  50. 50. Raising  My  Hand,  Jumping  Up  &  Down  
  51. 51. Forfeited  their  Archival  Value  
  52. 52. SEO  Won’t  Fix  Everything  
  53. 53. It’s  SIll  Go`a  Be  InteresIng  
  54. 54. Stupido  
  55. 55. I  Found  the  Recipe  
  56. 56. My  CreaIon  
  57. 57. My  Blog  Outranks  the  LA  Times  
  58. 58. Can  Your  Customer  Find  You?  
  59. 59. B2B  SEO   business insurance business liability insurance search volume general business liability insurance conversion probability Focus on Long Tail Keywords. 59  
  60. 60. Search  Drives  Awareness,  ConsideraIon  and  Decision   60  source: Tech Target
  61. 61. Mobile  Search  is  Local  and  Social   ontherecordpodcast.com/mobile   61  
  62. 62. BREAK   www.SocialMediaBootCamp.com     June  30  –  July  1,  2011   Los  Angeles   62  
  63. 63. Time  Spent  on  Email  Declines   Source:  Nielsen   63  
  64. 64. But  Email  is  SIll  More  Important   64   Source:  TNS  Digital  Life  Study,  Oct.  10,  2010  
  65. 65. Email  MarkeIng  B2B  Events   65  
  66. 66. Blog  Your  Call  for  Speakers   66  
  67. 67. Socialize  Your  Call  for  Speakers   67  
  68. 68. Websites:  Make  Sessions  Linkable  and  Shareable   Put  each  session  on  its   own  web  page,  add   sharing  bufons  and   include  the  speaker’s   Twifer  ID     68  
  69. 69. Socialize  Your  Events  Calendar   Facebook  “Like”   bufon   Twifer  “ Tweet”   bufon   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  Corbef   Fail  to  phone   69  
  70. 70. Eventbright.com   70  
  71. 71. Social  Sync   71  
  72. 72. B2B  Blogging   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  72  
  73. 73. B2B  Blogging  ROI   73   2011  State  of  Inbound  MarkePng  Study  
  74. 74. Live  Blogging  Events   74  
  75. 75. B2B  Podcasts   75  
  76. 76. B2B  Podcasts   76  
  77. 77. Securing  iTunes  DistribuIon   Finding   podcasts  in   iTunes   Subminng   podcasts   77  
  78. 78. DistribuIng  Through  iTunes   78  
  79. 79. B2B  Podcast  in  iTunes   79  
  80. 80. Embrace  Buyer-­‐Oriented  Keywords  and  Phrases   Research  Your   Keywords   80  
  81. 81. Social  Networking  vs.  Search  
  82. 82. Post  Your  Event  to  Your  Facebook  Page  
  83. 83. Promote  Your  Event  to  those  Who’ve  “Liked”  Your  Page  
  84. 84. Event  is  Published  to  Your  Page’s  Newsfeed  
  85. 85. Post  Your  Event  on  Linkedin  
  86. 86. Promote  Your  Event  on  Linkedin  
  87. 87. Post  Your  Event  to  Linkedin  Groups   87  
  88. 88. Promote  Your  Hashtag   Conference   Organizer’s   Hashtag   88  
  89. 89. Promote  Your  Hashtag   Session   Specific   Hashtags   89  
  90. 90. Schedule  Your  Tweets  in  Advance   90  
  91. 91. Building  Your  Social  Graph:  Jedi  SynchronizaIon   91  
  92. 92. Launch  a  YouTube  Channel  and  Post  Your  Sessions   92  
  93. 93. Launch  a  YouTube  Channel  and  Post  Your  Sessions   93  
  94. 94. Join  Your  Community   94  
  95. 95. Post  Your  Slide  Decks  to  SlideShare  
  96. 96. Use  Social  Media  to  Add  Touch  Points   Listening   LocaIon-­‐Based   Email   Apps   Search   Niche  Social   DesInaIon  Websites   Networks    Pure  Play  Social   Networks  
  97. 97. Session  3:  What’s  Next?   Eric  Schwartzman   www.ericschwartzman.com     Monday,  May  16,  2011   9:45  to  10:45am   97  
  98. 98. Smart  Phones  and  Tablets  Outselling  PCs   source:  Mary  Meeker  
  99. 99. What’s  Next?  Smart  Phones  and  Tablets   The  Untethered  ExecuPve  |  Forbes    
  100. 100. B2B  Mobile  MarkeIng   103  
  101. 101. Social  Networking  and  Sales  ProspecIng   104  
  102. 102. 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
  103. 103. Trend Spotting•  Visual display of friends on map•  Check into social trends for an Event•  Provide local spots for attendees to visit•  Provide hotel/airline information•  Conference view, quick glance to see what is trending
  104. 104. Gam-if-i-ca-tion
  105. 105. Cisco  Events  iPhone  App  
  106. 106. QR  Codes  at  B2B  Events  
  107. 107. It’s  a  RevoluIon   Eisner   Aristocrat   RevoluPonary   Lassiter  
  108. 108. FREE  RESOURCES:  Newsle`er,  Blog  and  Podcast   www.EricSchwartzman.com  
  109. 109. FOLLOW  UP  RESOURCE:  B2B  Social  Media  Book   www.B2BSocialMediaBook.com  
  110. 110. Thank  You   (310)  455-­‐4000          Phone   eric[at]ericschwartzman[dot]com  Email   ericschwartzman.com      Website   ontherecordpodcast.com      Podcast   spinfluencer.com        Blog   @ericschwartzman        Twifer   facebook.com/ericschwartzman    Facebook   linkedin.com/in/schwartzman      Linkedin     youtube.com/spinfluencer      YouTube     slideshare.net/ericschwartzman      Slideshare   Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
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