B2B Social Marketing: Driving Demand and Awareness with Social Media

B2B Social Marke:ng Driving Demand and Awareness with Social Media Eric Schwartzman, author “Social Marke6ng to the Business Customer” Avaya Virtual Partner Forum #Avaya @ericschwartzman

HOW TO: Build Awareness and Generate Leads A G E N D A HOW: o  B2B Social Media is Diﬀerent o  You Can Market through Social Media o  You Can Prepare for What’s Next #Avaya @ericschwartzman

HOW TO: Build Awareness and Generate Leads A G E N D A HOW: o  B2B Social Media is Diﬀerent o  You Can Market through Social Media o  You Can Prepare for What’s Next #Avaya I’ll Display Follow Up Resource Links Here @ericschwartzman

Why Marketers Use Social Media Paid Earned Brochures Blogs Digital Breadcrumbs: Discoverable and Shareable Phone Social Networks 4 #Avaya @ericschwartzman

Why Marketers Use Social Media Paid Earned Brochures Blogs Digital Breadcrumbs: Discoverable and Shareable Phone Social Networks 5 #Avaya @ericschwartzman

Blogs Work Best in B2B #Avaya Source: 2011 State of Inbound Marke6ng Study @ericschwartzman

Social Marke:ng Costs Less #Avaya Source: 2011 State of Inbound Marke6ng Study @ericschwartzman

Produc:vity Gains of Internal Social Media #Avaya @ericschwartzman

B2B Social Media Adop:on Today 93% of all B2B marketers are engaged in some form of social media marke6ng. Social Media Channel Adop:on by B2B Marketers Linkedin 72% Facebook 71% Twi[er 67% YouTube 48% Blogging 44% Online Communi6es 22% #Avaya Source: Emerging Trends in B-‐to-‐B Social Media Marke6ng: Insights From the Field @ericschwartzman

Why B2B Social Marke:ng is Diﬀerent #Avaya Get this INFOGRAPHIC: h[p://www.ﬂickr.com/photos/ericschwartzman/4514443625/ @ericschwartzman

How Filters Change the Marke:ng Game #Avaya @ericschwartzman

Spamming the Stream is Ineﬀec:ve #Avaya h[p://twi[er.com @ericschwartzman

But That Doesn’t Stop Most Businesses #Avaya HOW TO: Market via Facebook: h[p://ontherecordpodcast.com/facebooks-‐pages @ericschwartzman

Step One: Start by Listening for Opportuni:es #Avaya Sign Up: www.google.com/reader @ericschwartzman

Step One: Listen to Linkedin with Signal #Avaya More Info: h[p://blog.linkedin.com/2010/09/29/linkedin-‐signal/ @ericschwartzman

Step One: Listening with Radian6 #Avaya h[p://www.radian6.com/ @ericschwartzman

Step Two: Par:cipate in Relevant Conversa:ons #Avaya h[p://learn.linkedin.com/groups/ @ericschwartzman

Step Two: Put Answers on the Public Record #Avaya @ericschwartzman h[p://www.linkedin.com/answers/

Step Two: Share Valuable Content on SlideShare #Avaya HOW TO: Generate Leads on SlideShare: h[p://ontherecordpodcast.com/slideshare @ericschwartzman

Step Three: Add a Blog to Your Website Homeland Integrate a blog into the corporate site 20 #Avaya @ericschwartzman

Step Three: Add a Blog to Your Website Embassy Homeland Embassy Search TwiVer Embassy Embassy Linkedin SlideShare 21 #Avaya @ericschwartzman

Step Three: Share Expert Knowledge on iTunes Emerging Tech Talk Podcast: h[p://bit.ly/jyE1tJ HOW TO: Get Your Podcast Featured on iTunes #Avaya @ericschwartzman

Step Three: Integrate Social Media into Work Flows New Business Presenta6on, Speech or Event #Avaya @ericschwartzman

Step Three: Integrate Social Media into Work Flows MP3  Podcast New Business Presenta6on, Speech or Event #Avaya @ericschwartzman

Step Three: Integrate Social Media into Work Flows Text Transcript  Blog Post MP3  Podcast New Business Presenta6on, Speech or Event #Avaya @ericschwartzman

Step Three: Integrate Social Media into Work Flows PowerPoint  SlideShare Text Transcript  Blog Post MP3  Podcast New Business Presenta6on, Speech or Event #Avaya @ericschwartzman

Step Three: Integrate Social Media into Work Flows Video  Webcast & YouTube PowerPoint  SlideShare Text Transcript  Blog Post MP3  Podcast New Business Presenta6on, Speech or Event #Avaya @ericschwartzman

Step Four: Measure the Results HOW TO: Google Analy6cs Overview -‐ www.ontherecordpodcast.com/analy6cs #Avaya Sign Up: h[p://www.google.com/analy6cs/ @ericschwartzman

Case Study: How a B2B Generates Leads with Blogs •  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 30 #Avaya Case Study: h[p://ontherecordpodcast.com/emerson @ericschwartzman

Steps 1-‐4: Framework for Social Marke:ng Ac:va:on Ac:vity Tool •  Social Media Monitoring Step 1 •  Social Media Mapping •  Social Media Par6cipa6on Step 2 •  Social Media Engagement •  Social Media Management Step 3 •  Social Media Marke6ng •  Measure and Evaluate the Results Step 4 31 #Avaya @ericschwartzman

What’s Next? Mobile Search Op:miza:on #Avaya HOW TO: Op6mize Your Site for Mobile Search: ontherecordpodcast.com/mobile @ericschwartzman

What’s Next? Building Digital Literacy #Avaya Hands On Social Media Training: h[p://www.socialmediabootcamp.com @ericschwartzman

B2B Social Marke:ng Recap   B2B Research, Sourcing and Procuring is Happening Online   You Can Build Awareness and Genera6ng Leads Online   Step One: Listen   Step Two: Par6cipate   Step Three: Homeland  Embassy Strategy   Step Four: Measure the Results   What’s Next: Op6mize for Mobile   What’s Next: Increase Your Digital Literacy #Avaya @ericschwartzman

Follow Up Resource: B2B Social Marke:ng Book Eric Schwartzman DOWNLOAD THE DECK www.B2BSocialMediaBook.com Available: Amazon :: Barnes & Noble Borders :: iPad :: Kindle #Avaya @ericschwartzman

MarketLeaders Social Media Packages •  Social Media Analysis –  Understand how your current efforts stack up to the industry best prac6ces. –  Get a Social Media Analysis Report with a social media effec6veness score with tac6cal advice. •  Social Media Marke:ng –  Social media accounts set-‐up, op6miza6on & branding –  Blog development and op6miza6on –  Content research, crea6on, and distribu6on –  Social media dashboard set-‐up –  Customer repor6ng –  Targeted campaigns, promo6ons, contests, and polls •  Social Media Insights and Analysis –  Detailed client discovery call –  Research insights refinement call –  Custom social media insights and analysis document –  Content plan with ongoing coaching and refinement •  Call your MarketLeaders or Avaya Channel Marke;ng representa;ve today for addi;onal informa;on and pricing! #Avaya @ericschwartzman

How Can I Help? (310) 463-‐4026 Phone my-‐calendar Calendar eric[at]ericschwartzman[dot]com Email ericschwartzman.com Website ontherecordpodcast.com Podcast spinﬂuencer.com Blog @ericschwartzman Twi[er 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#Avaya @ericschwartzman

B2B Social Marketing: Driving Demand and Awareness with Social Media

by Eric Schwartzman

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