Social Marketing to the Business Customer: It's Time to Get Serious About B2B
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Social Marketing to the Business Customer: It's Time to Get Serious About B2B

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With spending projected to grow at 21% a year through 2013, business-to-business social media communications is the place to be. In this session, you'll learn how to model winning B2B social ...

With spending projected to grow at 21% a year through 2013, business-to-business social media communications is the place to be. In this session, you'll learn how to model winning B2B social campaigns, convince skeptics of social marketing's value, map out a well-defined business strategy, choose metrics that matter, optimize your visibility to search engines and take advantage of the latest social search category.

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Social Marketing to the Business Customer: It's Time to Get Serious About B2B Presentation Transcript

  • 1. Social  Marke=ng  to  the     Business  Customer   Ge#ng  Serious  About  B2B   Cinco  de  Mayo   Paul  Gillin   Eric  Schwartzman   @pgillin  #PRSADIconf   @ericschwartzman  
  • 2. Lead Gen Excellence 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   @pgillin   2  #PRSADIconf   Page   @ericschwartzman  
  • 3. How is B2B Different? •  Value-drive decision-making •  Group consensus •  “Bet the business” •  Long-term relationships •  Audience is knowledgeable, engaged, serious •  Intense need for information @pgillin   3  #PRSADIconf   Page   @ericschwartzman  
  • 4. Inves=ng  in  Digital   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   @pgillin  #PRSADIconf   @ericschwartzman  
  • 5. Blogs  Work  Best  in  B2B   @pgillin  #PRSADIconf   2011  State  of  Inbound  MarkeZng  Study   @ericschwartzman  
  • 6. New  World  Prospec=ng   INBOUND OUTBOUND SEO Bottom-up lead gen Blogs Enhanced lead Twitter qualification Multiple points of Content Premiums engagement Word of Mouth @pgillin   6  #PRSADIconf   Page   @ericschwartzman  
  • 7. Selling  Social  Media:  Defining  Strategy   •   Channel  social   •  Sa=sfy  audit   media  through   trails   PR   Strict   Regulatory   Management   Oversight   Oversight   Exploratory   Embraces   and  Curious   Change   •   Implement   •   Get  at  ROI  of   social  media   social  media   policy  &  training   @pgillin   #PRSADIconf   @ericschwartzman  
  • 8. Shock  &  Awe   @pgillin  #PRSADIconf   @ericschwartzman  
  • 9. Lower  Cost  per  Lead   2011  State  of  Inbound  MarkeZng  Study   @pgillin  #PRSADIconf   @ericschwartzman  
  • 10. Selling  Social  Media:  Offline  vs.  Online  Tac=cs   Public  Gatherings   Social  Networks   Print   Blogs   Media  Buys   Broadcast   @pgillin  #PRSADIconf   @ericschwartzman  
  • 11. Selling  Social  Media:  Produc=vity  Gains   @pgillin  #PRSADIconf   @ericschwartzman  
  • 12. Quotes  from  Thought  Leaders   "Fully  networked  enterprises  are  not  only  more  likely  to  be   market  leaders  or  to  be  gaining  market  share  but  also  use   management  pracZces  that  lead  to  margins  higher  than  those  of   companies  using  the  Web  in  more  limited  ways  .”   McKinsey  survey  of  3,249  execuZves   “Companies  that  are  highly  effecZve  at  communicaZons  had  47%  higher  total  returns  to  shareholders  over  the  last  five  years  compared  with  the  firms  that  are  the  least  effecZve  communicators.”   A  survey  by  Towers  Watson  of  328  large  employers   @pgillin  #PRSADIconf   @ericschwartzman  
  • 13. Collect  Real  World  Evidence   Search   Blogs   Social   Apps   Networks   Forums   @pgillin   #PRSADIconf   @ericschwartzman  
  • 14. Search:  Are  You  Ranking?   @pgillin  #PRSADIconf   @ericschwartzman  
  • 15. Social  Networks:  Are  Buyers  Asking  Ques=ons?   @pgillin  #PRSADIconf   @ericschwartzman  
  • 16. Social  Networks:  Are  Your  Employees  Online?   •  Look  for  early  adopters  on  Linkedin   •  Evaluate  their  sophisZcaZon  by  checking  group  memberships  and   recommendaZons   •  Search  Google  for  influencers  at  your  company  using  Twiger   @pgillin  #PRSADIconf   @ericschwartzman  
  • 17. Social  Networks:  Are  Your  Trade  Media  Online   @pgillin  #PRSADIconf   @ericschwartzman  
  • 18. Social  Networks:  Posi=on  Social  Media  as  an  Extension  Listorious  shows  over  200  USA  Today  reporters,  243  New  York  Times  reporters  and  more  than  100  Wall  Street  Journal  reporters  on  Twiger.     @pgillin   #PRSADIconf   @ericschwartzman  
  • 19. Selling  Social  Media:  Show  Evidence  of  the  Community   @pgillin  #PRSADIconf   @ericschwartzman  
  • 20. Forums:  Or  Are  They  Conversing  on  Niche  Nets?   @pgillin  #PRSADIconf   @ericschwartzman  
  • 21. Demonstrate  Authority   Today,  you  can  take   your  message  directly   to  your  consZtuents   without  relying  upon   media  intermediaries   And  why  would  you   not  want  to  do  that?   @pgillin   21   #PRSADIconf   Page   @ericschwartzman  
  • 22. Enhance  Visibility   “I  have  an  e-­‐mail  on  my   wall  from  a  company   Screenshot  to   that  asked  us  to  bid  on   a  nine-­‐figure  next  to  a   come   sign  that  asks  ‘Is  there   any  value  in  blogging?’”   (site  currently   down)   Jim  Cahill   Emerson  Process  Experts   @pgillin   22   #PRSADIconf   Page   @ericschwartzman  
  • 23. B2B  Social  Media:  Linkedin  Signal   @pgillin  #PRSADIconf   @ericschwartzman  
  • 24. B2B  Social  Media:  Linkedin  Signal   @pgillin  #PRSADIconf   @ericschwartzman  
  • 25. B2B  Social  Networking  Case  Study:  SAP   About  the  SAP  Community  Network   @pgillin  #PRSADIconf   @ericschwartzman  
  • 26. What’s  Next?  Smart  Phones  and  Tablets   @pgillin  #PRSADIconf   @ericschwartzman   The  Untethered  ExecuZve  |  Forbes    
  • 27. B2B  Mobile  Marke=ng   @pgillin  #PRSADIconf   @ericschwartzman  
  • 28. Mobile  is  Local  and  Social   ontherecordpodcast.com/mobile   @pgillin  #PRSADIconf   @ericschwartzman  
  • 29. Choosing  Metrics  that  Ma[er   @pgillin  #PRSADIconf   @ericschwartzman  
  • 30. Mul=  Channel  Funnels   @pgillin  #PRSADIconf   @ericschwartzman  
  • 31. Inves=ng  in  Digital  Literacy   @pgillin  #PRSADIconf   @ericschwartzman  
  • 32. Thank  You   Paul  Gillin   DOWNLOAD  THE  DECK   Eric  Schwartzman   www.B2BSocialMediaBook.com     @pgillin  #PRSADIconf   @ericschwartzman