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Webinar: 42 Rules for B2B Social Media Marketing
 

Webinar: 42 Rules for B2B Social Media Marketing

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Social media has changed the game for marketing professionals. Have you changed yours? ...

Social media has changed the game for marketing professionals. Have you changed yours?

In this webinar, the authors of 42 Rules for B2B Social Media Marketing present:

Three hot social media treands you cannot afford to miss
Rule 31: Influencers amplify your message
Rule 3: B2B social media is different
Rule 6: How to integrate social media into your marketing plan
Rule 39: How to make social media part of your job
Rule 40: Start Small and Build
Find out how to get a free eCopy with 5 rules from the book.

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  • Cover Color r:243 g:120 b:53 01/09/13
  • 01/09/13
  • Rule 2 Go Social, Now . . . . . . . . . . . . . . . . . . . . . . . 12 Rule 3 B2B Social Media is Different . . . . . . . . . . . 14 Rule 4 Start with Your Audience. . . . . . . . . . . . . . . 16 Rule 5 Listen First . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Rule 6 Integrate Social Media into Your Marketing Plan . . . . . . . . . . . . . . . . . . . . . . . 20 Rule 7 Be Consistent . . . . . . . . . . . . . . . . . . . . . . . . 22 Part II Creating Social Media Content . . . . . . .24 Rule 8 Tell Stories . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Rule 9 No Marketing Speak . . . . . . . . . . . . . . . . . . . 28 Rule 10 Blog Regularly . . . . . . . . . . . . . . . . . . . . . . . 30 Rule 11 Podcasts are Easy . . . . . . . . . . . . . . . . . . . . 32 Rule 12 Add Gamification . . . . . . . . . . . . . . . . . . . . . 34 Rule 13 Leverage User-Generated Content . . . . . . . 36 Rule 14 Curate Content to Reduce Your Workload . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 Rule 15 Collaborate Using Wikis . . . . . . . . . . . . . . . . 40 Rule 16 Think Mobile First . . . . . . . . . . . . . . . . . . . . . 42   Part III Leveraging Key Social Media Channels . . . . . . . . . . . . . . . . . . . . . . . . . 44 Rule 17 LinkedIn is for Business . . . . . . . . . . . . . . . . 46 Rule 18 Use Twitter to Broadcast . . . . . . . . . . . . . . . 48 Rule 19 SlideShare Builds Awareness . . . . . . . . . . . 50 Rule 20 Exploit Video with YouTube . . . . . . . . . . . . . 52 Rule 21 Ignore Google+ at Your Own Risk . . . . . . . . 54 Rule 22 Pinterest Creates Referrals . . . . . . . . . . . . . 56 Rule 23 Build Branded Communities . . . . . . . . . . . . 58 Rule 24 Don ’t Rush to Facebook . . . . . . . . . . . . . . . . 60 Part IV Engaging Effectively in Social Media. . 62 Rule 25 Etiquette Counts . . . . . . . . . . . . . . . . . . . . . . 64 Rule 26 Converse with Your Audience . . . . . . . . . . . 66 Rule 27 Become a Thought Leader . . . . . . . . . . . . . . 68 Rule 28 Use Tools to Manage Channels . . . . . . . . . . 70 Rule 29 Track ROI Selectively . . . . . . . . . . . . . . . . . . 72 Rule 30 Think Global, Act Local. . . . . . . . . . . . . . . . . 74 Rule 31 Influencers Amplify Your Message . . . . . . . 76 Rule 32 Boost Search Placement with Social Media Optimization . . . . . . . . . . . . . . . . . . . . 78   Part V Using Social Media in the Sales Cycle  . . . . . . . . . . . . . . . . . . . . . . . . . . . .80 Rule 33 Build Awareness . . . . . . . . . . . . . . . . . . . . . 82 Rule 34 Generate Leads . . . . . . . . . . . . . . . . . . . . . . 84 Rule 35 Retain Customers and Build Loyalty . . . . . 86 Rule 36 Drive Promotion . . . . . . . . . . . . . . . . . . . . . . 88 Rule 37 Enable Your Sales Force . . . . . . . . . . . . . . . 90 Part VI Putting Social Media into Practice . . . .92 Rule 38 Set Goals and Measure . . . . . . . . . . . . . . . . 94 Rule 39 Make Social Media Part of Your Job. . . . . . 96 Rule 40 Start Small and Build . . . . . . . . . . . . . . . . . . 98 Rule 41 Augment with an Agency . . . . . . . . . . . . . 100 Rule 42 These Are My Rules. What Are Yours? . . 102 Bonus Rules  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .104 Bonus Rule 1 Use LinkedIn for Market Research . . . . . . 106 Bonus Rule 2 Make a Good Tweet . . . . . . . . . . . . . . . . . . 108 Bonus Rule 3 Build Your (Personal) Brand . . . . . . . . . . . 110 Bonus Rule 4 Use Social Media for Internal Marketing . 112 Bonus Rule 5 Extend Live Events with Mobile Apps . . . 114   01/09/13
  • Speaker: Natascha
  • Hello: My name is Natascha Thomson and I am excited to be able to present to you from - today rainy - Northern California. I’d like to talk to you about some key trends in social media this year, And then provide a quick sample of our book. I’ll give you the most salient points of Rule 31: Amplify your message with influencers.
  • There are 3 important trends this year: “Reality Check”, “Consolidation”, and “Sophistication”. What do I mean by Reality Check? For many it will finally start to sync in: Social media marketing is just marketing! The same rules apply: You need clear objectives, a strategy and resources. It takes a lot of work and is not free. As the learning curve for social media is steep and people seem busier than ever, this reality check will result in a huge wave of outsourcing of social media services by corporations. And as the social media honey moon phase is ending, more emphasis will be put on goal orientation and accountability. Consequently, more and more marketers will implement marketing automation & CRM solutions to manage cross-channel campaigns & leads. And, I probably don’ t even have to mention it, if you don ’ t have a mobile strategy yet, get one. Consolidation Can you imagine a world without Facebook? I had been luke warm on G+ all year, but now that Google announced their Communities and is forcing many Google users to use their G+ credentials to post comments etc., I see the sky as Google’s limit. Think about it: Google offers community, email, analytics, document hosting, pictures, video sharing and more – and all of it accessible with a single password & login, connected to the most powerful search engine in the world. And while FB charges brands to reach 100% of their audience (the keyword here is: EdgeRank), Google is free (at least for now). The key trend for social media platforms this year is isolation through consolidation. Take as an example Twitter, they said good by to Instagram and added their own photo sharing service ----while discontinuing the option to share status updates directly to Linkedin via the LI hashtag. At the same time, LinkedIn has added endorsements and other community features - plus the option to share content assets on your profile. Each vendor wants to be independent and own the full spectrum. It seems hard to believe that they can all survive. With social media burnout on the rise, people want simplification not duplication of services. Sophistication As marketers and individuals are increasingly forced to take on responsibility for the content published on their channels, legal disputes will be on the rise. Consequently, social media etiquette will become more rigid, with brands enforcing their community guidelines more often. Last, as Social media marketers are becoming more sophisticated they are moving from phase 1, amplification, into phase 2, engagement. With a new emphasis on accountability, supported by sophisticated tools, it will finally become common knowledge that engagement – not amplification - breeds success. So let’s look at that…
  • Let me give you an example of engagement that many brands using social media still need to master: Effectively engaging influencers . Influencers can be a great asset when it comes to reaching your social media objectives. You need to understand what they are most interested in and provide them this information via social media. They can then share this – your - information with their own followers. Advocates are people who love your offering - often customers or partners. Influencer are third parties who have influence in your market - often professionally. A good approach is to try and turn your influencers into your advocates and your advocates into influencers. How do you do that? By providing an Influencer Program. Step one is to keep this Advocate/Influencer group informed. Make sure to provide exclusive benefits, like meetings with executives and other thought leaders, previews of upcoming technologies, or special access to events. Don ’t try to sell to them but build trusted relationships. Generally a combination of online & offline works best. At least once a year, have an in-person get-together. This could be as part of a user conference or another large event, or a special event. In my Silicon Valley social media network, there is full agreement that a good influencer program requires a hands-on approach. Most large companies have a dedicated in-house resource to service this important group. But, if that is not possible, the program could be part of blogger relations or even PR. What really matters is that you engage with them, and engage on what matters to them ! If you up your influencer engagement, I have no doubt you will see a greater reach AND IMPACT of your marketing message in the future. Let me pass on to Michael….
  • Speaker: Michael Overview In this live webinar, the authors of “42 Rules for B2B Social Media Marketing” will discuss the latest trends in social media and how to use it to advance your company’s goals — and your career. With over 20 years of combined experience in social media, the authors will share success stories and best practices for mixing social media into your marketing plan, leveraging the top social media channels, and generating leads. Key Take-Always The key differences between B2B and B2C social media and how to use this information to your advantage How to engage more effectively with your customers, partners, and prospects How to build a “social-first” approach to marketing that increases effectiveness and reduces costs
  • Speaker: Natascha Thank you for participating.
  • 01/09/13
  • Michael
  • Michael
  • Michael
  • Thank you Natascha.   My name is Peter Spielvogel and I lead marketing for SAP ’s Imagineering group, a customer-focused development team. For those of you not familiar with SAP, we are an enterprise software company that focuses on business applications and analytics solutions delivered either on premise, via the cloud, or on mobile devices. My team and I use social media to learn more about our customer’s needs, solicit feedback during beta programs, and promote new products we develop. In my section of today ’s webinar, I will discuss two rules from our book, both of them from the final section “Putting Social Media into Practice.”
  • If you are planning to make 2013 your year to embrace social media or up your game, you will need to make it part of your job, and not something that extends your 10-hour work day to 12 hours. Everyone in marketing is busy. I remember the first time my team had a mandate to start doing social media. Several people figured out the problem very fast. They asked “what should we drop if we need to add a bunch of new tasks such as blogging, Tweeting, and monitoring the community pages?” The answer is a bit more subtle. Of course, if you can drop some lower value tasks, you should, whether you are replacing them with social media or something else. 01/09/13
  • The reality is that social media is not something additional to do, it represents a completely new approach to engaging with your audience. While some of the traditional marketing deliverables and techniques are still relevant, many have been replaced by their social media equivalents. In the beginning, we started by creating the material on the left, as we had done for years, then repurposed the content to fit the social channel on the right. Now, the reverse is generally the rule: we start by creating content for social channels and then repurpose for traditional purposes, if we even bother to do that at all.   Social media is about doing more with less and driving unnecessary layers of overhead out of the system.
  • Let me give you an example. A few years back we wrote a press release to promote a new product. This was related to a broader corporate initiative so we agreed to compress our content into a paragraph in a bigger corporate announcement. When all was said and done, our paragraph had turned into a fraction of a sentence. Missing was all the new functionality, differentiation and everything that the development team had worked on for over a year to roll out. But, as a result of this event, the department embarked on a massive social media program. The main drive was to eliminate all the people and processes that stood between the product team and our customers. All content we created could then go out to our target audience unfiltered, generally through a blog. No delays for corporate review cycles, web administrators, or any administrative overhead.   We were able to use this approach for a variety of different materials, both technical and marketing. This included new product announcements, customer success stories, technical tips and tricks, announcements for webinars and conferences, and even updates to marketing collateral.
  • This approach changed everything. We were much more able to respond quickly to changes in the market, either from new technologies or from competitors. We were able to reach new audiences as they could subscribe to our blog or receive alerts through the personal networks of everyone associated with the solution. We created new processes to publicize new information through LinkedIn, Twitter, and our branded communities.   Another benefit was gaining deeper insights into what content was most interesting and appealing to our audience. Beyond the basic page view stats, we could measure the level of engagement by looking at the number of comments, re-tweets, and other mentions, along with reader ratings for every item that we posted. As you might expect, for a technical solution, the content that had the most positive scores was technical in nature. Posts from developers, product managers, and technical marketing generally received the highest scores and most page views.   We were also able to see at a very granular level how each social channel performed in terms of generating leads to different events. We used identical landing pages with different URLs and used a unique shortcut for each channel. In one case, we were able to fill over a hundred seats for a webinar in only a few days using social media.
  • This next rule is very important for anyone getting started on social media. It ’s tempting to do everything and see what works. But, web content lives forever, so any false starts will represent a dead-end for your audience if they try to engage with you on a channel you have abandoned. Better to get one right and then expand to the next taking what you have learned from the first. Building on the previous rule of making social media part of my job, we follow a social-first methodology for releasing new products. For a recent launch, we had very little budget for the usual marketing activities, not even enough to pay an external writer to create a brochure. But, we did have lots of creative ideas and a very talented and motivated team that wanted to evangelize this new solution. We created an extensive internal wiki for sales training. As account executives and pre-sales engineers met with customers, they posted new questions that came up. We also created an internal community. People share demos, ask questions about the product and discuss use cases. Best of all, most of the interactions are peer-to-peer; the product team only needs to answer the most challenging questions. 01/09/13
  • Externally, we started posting on an external community. That site is very active and there were many questions and comments as we started previewing the solution at our customer events. Often, people will tweet about what they are seeing. Internal people respond as needed. Any time I present to an external audience, I post the slides on SlideShare. This allows people to spread the word. We create quick demos and promotional videos and post them on YouTube. I ’m talking Flip cam or iPhone quality here, not professional-grade. Everyone involved with the product helps build buzz by posting on their personas Twitter and LinkedIn accounts. Some people even post on Facebook or Google+. I don’t as I generally keep Facebook for dialogue with family and friends.   In summary, make social media a key part of your job. When you need to engage with your audience, think social first. But, gain proficiency in one or two channels before spreading your efforts too thin to see any meaningful returns in any area. You can reach your customers directly and build excitement around whatever product or service you are selling. Now, let me turn it over to Michael who will discuss some unique aspects of B2B social media.
  • Natascha In a nutshell. Let me sum up the key take ways from this webinar: While some are still trying to figure out how to send a Tweet, others are realizing that engagement vs. amplification is key to social media marketing success. “Rule 31: Influencers Amplify your Message” outlines how to put this knowledge into practice. Next, Michael spoke about how social media is as relevant to B2B as to B2C marketing. What matter is to understand your audience’s buyer’s cycle and to identify where they get their information, so you can engage in the right places. You can read more about that in Rule #3: B2B Social Media is Different Michael also spoke about how to Integrate Social Media into Your Marketing Plan, rule number six. Peter then explained “How to make Social Media Part of Your Job”, instead of just treating it as an “add on” activity. This is covered in rule 39. Finally, Peter advised to Start Small and Build”. As described in rule 40, “Starting small means mastering one social media channel before moving on to the next”. THANK YOU for your time!
  • 01/09/13
  • 01/09/13

Webinar: 42 Rules for B2B Social Media Marketing Webinar: 42 Rules for B2B Social Media Marketing Presentation Transcript

  • Social media has changed the game for marketing professionals.Have you changed yours? Michael Procopio Peter Spielvogel Natascha Thomson 42 Rules for B2B Social Media Marketing Live Webcast 9 Jan 2013 10am PT / 1pm ET
  • About the AUTHORSCopyright, 2013 “Social media has changed the game” Webcast, Jan 9, 2013www.42rules.com
  • What are the 42 Rules for B2B SOCIAL MEDIA MARKETING? If you know traditional marketing but are new to social media; this book gives you the rules of the road, strategy and tactics to help you be successful in this new world.Copyright, 2013 “Social media has changed the game” Webcast, Jan 9, 2013www.42rules.com
  • Poll: How much has Social Media Changed Your Marketing Game? 1. Not at all 2. Somewhat 3. A lotCopyright, 2013 “Social media has changed the game” Webcast, Jan 9, 2013www.42rules.com
  • @NaThomson LinkedIn.com/in/NataschaThomsonCopyright, 2013 “Social media has changed the game” Webcast, Jan 9, 2013www.42rules.com
  • © 2012 MarketingXLerator 6Nov-2012 Trends 2013: Trends 2013: 2013 Trends Reality Check Reality Check Consolidation Consolidation Sophistication Sophistication Copyright, 2013 “Social media has changed the game” Webcast, Jan 9, 2013 www.42rules.com
  • © 2012 MarketingXLerator 7Nov-2012 Use Case: EngagementRule 31: Rule 31:Influencers Amplify Your Message Influencers Amplify Your Message Copyright, 2013 “Social media has changed the game” Webcast, Jan 9, 2013 www.42rules.com
  • @MichaelProcopio LinkedIn.com/in/MichaelProcopioCopyright, 2013 “Social media has changed the game” Webcast, Jan 9, 2013www.42rules.com
  • Poll: Do you separate your social media activity as: personal on Facebook, business on LinkedIn? 1. Don’t use Facebook 2. Don’t use LinkedIn 3. Yes, I separate 4. No, I mixCopyright, 2013 “Social media has changed the game” Webcast, Jan 9, 2013www.42rules.com
  • Rule 3: B2B Social Media is Different. “While it is true that in B2B marketing you are selling to people, you are selling to multiple people in very different roles.”Copyright, 2013 “Social media has changed the game” Webcast, Jan 9, 2013www.42rules.com
  • B2C vs. B2B SUV > $1M VS $20K Social SoftwareCopyright, 2013 “Social media has changed the game” Webcast, Jan 9, 2013www.42rules.com
  • Rule 6: Integrate Social Media into Your Marketing Plan. “Social media makes it much easier for you to put marketing assets in places where your customers and prospects can find them.”Copyright, 2013 “Social media has changed the game” Webcast, Jan 9, 2013www.42rules.com
  • Rule 6: Integrate Social Media into Your Marketing Plan. Courtesy of: Marketing Interactions, Inc.Copyright, 2013 “Social media has changed the game” Webcast, Jan 9, 2013www.42rules.com
  • @PeterSpielvogel LinkedIn.com/in/PeterSpielvogelCopyright, 2013 “Social media has changed the game” Webcast, Jan 9, 2013www.42rules.com
  • Rule 39: Make Social Media Part of Your Job. “You need to change your processes to make social media part of your job, not an add-on.”Copyright, 2013 “Social media has changed the game” Webcast, Jan 9, 2013www.42rules.com
  • Rule 39: Make Social Media Part of Your Job. Traditional Marketing Social Media Press release Blog/ Twitter/ LinkedIn White paper Series of blog posts Datasheet (printed) Wiki or web page Roadshow Webinars Highly produced video YouTubeCopyright, 2013 “Social media has changed the game” Webcast, Jan 9, 2013www.42rules.com
  • Rule 39: Make Social Media Part of Your Job. Go Directly to Your Audience        Product Corporate Public External Marketing Marketing Relations Agency  Product MarketingCopyright, 2013 “Social media has changed the game” Webcast, Jan 9, 2013www.42rules.com
  • Rule 39: Make Social Media Part of Your Job. Agility Reach Cost Cycle TimeCopyright, 2013 “Social media has changed the game” Webcast, Jan 9, 2013www.42rules.com
  • Rule 40: Start Small and Build. “Starting small means mastering one social media channel before moving on to the next.”Copyright, 2013 “Social media has changed the game” Webcast, Jan 9, 2013www.42rules.com
  • Rule 40: Start Small and Build.Copyright, 2013 “Social media has changed the game” Webcast, Jan 9, 2013www.42rules.com
  • Copyright, 2013 “Social media has changed the game” Webcast, Jan 9, 2013www.42rules.com
  • Get a Free Sample e-Book! 42 Rules for B2B Social Media Marketing 42rules.com/book/42-rules-for-b2b-social- media-marketing/ Bit.ly/42b2bsmmCopyright, 2013 “Social media has changed the game” Webcast, Jan 9, 2013www.42rules.com
  • 42 Rules for B2B Social Media Marketing THANKS! Contact us on Twitter: @MichaelProcopio @PeterSpielvogel @NaThomson Please remember to RATE this webcast and give us your feedback before you log off. We value your input and are always trying to improve the quality of our content.Copyright, 2013 “Social media has changed the game” Webcast, Jan 9, 2013www.42rules.com