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Evan LaPointe: B2B & Social Media: Performance, Measurements, and SEO Benefits

by LIFT Summit 2009 on Sep 23, 2009

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Opening slide style.
50% of employees have been at their current job less than 5 years. 25% less than one year.
Remember: you are leveraging a PRE-EXISTING network. Don’t try to BE the network by becoming a hub.
Only 20% of twitter users access the service through the web site.
Don’t plan for luck. Building these relationships takes time. 90% of users have signed up in the last 6 months. Almost 60% have fewer than 10 tweets. Same with blogs, etc.
A single mention of my blog by Avinash impacts traffic more than dozens of other mentions.
In other words, create an experience (or add to an existing experience) that is consistent with the medium. My relatives email.
The equation to see how many units of Tide a Nascar hood sells is 40 pages long. Profitability needs to play a role. If this program is at the expense of others, that is not good.
In my opinion, the #1 most productive use of social media in a B2B or B2C environment is getting feedback. Chances are, the #1 thing that needs to be fixed is losing you a lot of money.
50% of employees have been at their current job less than 5 years. 25% less than one year.
50% of employees have been at their current job less than 5 years. 25% less than one year.

6 Favorites

fisheruk Tags b2b social media 2 years ago
Eric Werner , Interactive Marketing Specialist at Northridge Interactive 2 years ago
Paolo Montanari , Marketing & Communication Manager at - Tags b2b social media 2 years ago
Patrick Giese , Still not sure... at Everywhere Tags b2b social media 2 years ago
Panduit at Panduit 2 years ago
charlieiv Tags web 20 2 years ago

Evan LaPointe: B2B & Social Media: Performance, Measurements, and SEO Benefits — Presentation Transcript

B2B Social Media
Effective strategies, actionable measurement, and SEO
OfficeArrow, LLC. 2009.
Agenda:
Why include social media in your marketing mix?
Who are the players?
Five ways to succeed in social media
Social media and Search Engine Optimization
What is social media?
Wikipedia:
Media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.
Social Networking + User Generated Content
Social Media for B2B
Speak to the two “magic” emotions
To Do Item: What fuels these two emotions in our target audience?
Why include social media?
To Do Item: Who are OUR hubs?
Who are the players?
To Do Item: Wikipedia – “List of social networking sites”
How to win - #1
Be in it for
the long run.
How to win - #2
Identify your
influencers
How to win - #3
Dance to the beat
of their drum.
The Perfect tweet
How to win - #4
You have to believe in social media, but hesitate before you go further than that.
How to win - #5
Take the good and the bad together.
And realize that the bad is often better than the good.
You will miss the target when . . .
You target the masses
You do not create “genuine” content
You are the primary beneficiary
SEO and Social Media
Search Engine Optimization:Fundamentals
Technical Optimization
Linguistic Optimization
Reputational Optimization
What You Need To Know
Always optimize the anchor text when allowed
Use deep links
Network your networks
Apply linguistic principles to everything you create – this might be what ranks
Ideas
YouTube tutorials on your products
Use LinkedIn to rank for your own name
Maximize your maps listings
Audience: what has worked for you?
Questions?

Evan LaPointe: B2B & Social Media: Performance, Measurements, and SEO Benefits

by LIFT Summit 2009 on Sep 23, 2009

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Evan LaPointe: B2B & Social Media: Performance, Measurements, and SEO Benefits — Presentation Transcript