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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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  • 1. 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  
  • 2. 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  
  • 3. 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  
  • 4. Why  Marketers  Use  Social  Media   Paid   Earned   Brochures   Blogs   Digital  Breadcrumbs:   Discoverable  and   Shareable   Phone   Social  Networks   4  #Avaya   @ericschwartzman  
  • 5. Why  Marketers  Use  Social  Media   Paid   Earned   Brochures   Blogs   Digital  Breadcrumbs:   Discoverable  and   Shareable   Phone   Social  Networks   5  #Avaya   @ericschwartzman  
  • 6. Blogs  Work  Best  in  B2B  #Avaya   Source:  2011  State  of  Inbound  Marke6ng  Study   @ericschwartzman  
  • 7. Social  Marke:ng  Costs  Less  #Avaya   Source:  2011  State  of  Inbound  Marke6ng  Study   @ericschwartzman  
  • 8. Produc:vity  Gains  of  Internal  Social  Media  #Avaya   @ericschwartzman  
  • 9. 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  
  • 10. Why  B2B  Social  Marke:ng  is  Different  #Avaya   Get  this  INFOGRAPHIC:  h[p://www.flickr.com/photos/ericschwartzman/4514443625/     @ericschwartzman  
  • 11. How  Filters  Change  the  Marke:ng  Game  #Avaya   @ericschwartzman  
  • 12. Spamming  the  Stream  is  Ineffec:ve  #Avaya   h[p://twi[er.com     @ericschwartzman  
  • 13. But  That  Doesn’t  Stop  Most  Businesses  #Avaya   HOW  TO:  Market  via  Facebook:  h[p://ontherecordpodcast.com/facebooks-­‐pages     @ericschwartzman  
  • 14. Step  One:  Start  by  Listening  for  Opportuni:es  #Avaya   Sign  Up:  www.google.com/reader     @ericschwartzman  
  • 15. Step  One:  Listen  to  Linkedin  with  Signal  #Avaya   More  Info:  h[p://blog.linkedin.com/2010/09/29/linkedin-­‐signal/     @ericschwartzman  
  • 16. Step  One:  Listening  with  Radian6  #Avaya   h[p://www.radian6.com/     @ericschwartzman  
  • 17. Step  Two:  Par:cipate  in  Relevant  Conversa:ons   #Avaya   h[p://learn.linkedin.com/groups/     @ericschwartzman  
  • 18. Step  Two:  Put  Answers  on  the  Public  Record  #Avaya   @ericschwartzman   h[p://www.linkedin.com/answers/    
  • 19. Step  Two:  Share  Valuable  Content  on  SlideShare  #Avaya   HOW  TO:  Generate  Leads  on  SlideShare:  h[p://ontherecordpodcast.com/slideshare     @ericschwartzman  
  • 20. Step  Three:  Add  a  Blog  to  Your  Website   Homeland   Integrate  a  blog  into  the   corporate  site   20  #Avaya   @ericschwartzman  
  • 21. Step  Three:  Add  a  Blog  to  Your  Website   Embassy   Homeland   Embassy   Search   TwiVer   Embassy   Embassy   Linkedin   SlideShare   21  #Avaya   @ericschwartzman  
  • 22. 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  
  • 23. Step  Three:  Integrate  Social  Media  into  Work  Flows   New  Business   Presenta6on,  Speech   or  Event  #Avaya   @ericschwartzman  
  • 24. Step  Three:  Integrate  Social  Media  into  Work  Flows   MP3    Podcast   New  Business   Presenta6on,  Speech   or  Event  #Avaya   @ericschwartzman  
  • 25. Step  Three:  Integrate  Social  Media  into  Work  Flows   Text  Transcript     Blog  Post   MP3    Podcast   New  Business   Presenta6on,  Speech   or  Event  #Avaya   @ericschwartzman  
  • 26. Step  Three:  Integrate  Social  Media  into  Work  Flows   PowerPoint     SlideShare   Text  Transcript     Blog  Post   MP3    Podcast   New  Business   Presenta6on,  Speech   or  Event  #Avaya   @ericschwartzman  
  • 27. 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  
  • 28. 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  
  • 29. Step  Four:  Measure  the  Results   HOW  TO:  Google  Analy6cs  Overview  -­‐  www.ontherecordpodcast.com/analy6cs  #Avaya   Sign  Up:  h[p://www.google.com/analy6cs/     @ericschwartzman  
  • 30. 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  
  • 31. 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  
  • 32. 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  
  • 33. 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  
  • 34. 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  
  • 35. What’s  Next?  Mobile  Search  Op:miza:on  #Avaya   HOW  TO:  Op6mize  Your  Site  for  Mobile  Search:  ontherecordpodcast.com/mobile   @ericschwartzman  
  • 36. What’s  Next?  Building  Digital  Literacy  #Avaya   Hands  On  Social  Media  Training:  h[p://www.socialmediabootcamp.com     @ericschwartzman  
  • 37. 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  
  • 38. 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  
  • 39. 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  
  • 40. 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  

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