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B2B Social Marketing: Driving Demand and Awareness with Social Media
 

B2B Social Marketing: Driving Demand and Awareness with Social Media

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Eric Schwartzman, author of “Social Marketing to the Business Customer” presents at the Avaya Virtual Partner Forum

Eric Schwartzman, author of “Social Marketing to the Business Customer” presents at the Avaya Virtual Partner Forum

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    B2B Social Marketing: Driving Demand and Awareness with Social Media B2B Social Marketing: Driving Demand and Awareness with Social Media Presentation Transcript

    • 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  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  
    • 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   32  #Avaya   @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   33  #Avaya   @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   34  #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