B2B New Media Essentials by Designated Editor at Swissnex Boston, Cambridge Innovation Center

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New Media Essentials for B2B by Suzanne McDonald, Content and Social Strategist at Designated Editor's, presented at Swissnex Boston and the Cambridge Innovation Center.

New Media Essentials for B2B by Suzanne McDonald, Content and Social Strategist at Designated Editor's, presented at Swissnex Boston and the Cambridge Innovation Center.

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  • www.emarketer.com/Article.aspx?R=1008948
  • Challenge: How to utilize efficiently while running a business?Benefit: Paid vs earned media : Solution: Be strategic from the outset, which tools and platforms make the most sense
  • Need to develop a hypothesis of personae, whether you are marketing on the web or social. You need to SPEAK to SOMEONE. If everyone is a client, no one self-identifies as YOUR client … no one sees that what you do can solve his/her problem.URI students parents of young children=middle-aged
  • Demonstrate thought-leadership, brand personality(example) B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever
  • Various channels that get leads: 52% of marketing pros said leads via blog had lower cost of acquisition.
  • Editorial calendar should include: Holidays,Conferences Important dates/events that you’d like to get a post out ahead ofEmbed YouTube,Record your presentations,Review the books you’re reading,Schedule aheadBe sure to appoint an Editor and content quality control, a function DE provides for some clients, along w Editorial Calendar developmenthttp://sncr.org/2010/02/19/journalists-use-of-social-media-is-surging-according-to-2nd-annual-middlebergsncr-survey-of-media-in-the-wired-world/80% of journalists believe bloggers have become “important opinion shapers.” Society for New Communication Research  
  • Eventbrite blog
  • http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php
  • Search and tagGroups – ConnectAnswersEvents
  • Set daily or lifetime budget Set your run scheduleChoose CPC or CPM Fewer clicks = CPCBid higher than suggested Track your performance
  • Most followed topics
  • 81% of respondents said they were more likely to trust a Fortune 1000 CEO if he was on Twitterwww.emarketer.com/Article.aspx?R=1008929
  • Educate your prospects with a how-to. In just a few minuets after learning about what you do, I could think of a few how-tos you could produce.
  • There’s actually too much here
  • Slideshare has 5x more business owner traffic than other platforms, Source: SlideShare, Comscore
  • Challenge: It’s not working the way we’d thought! Takes too much time! People are complaining.Benefit: Cheaper than paid media & longer-lasting. Take time to focus on what works. Respond and treat complaints on social media as any good customer service pro would Solution: Analyze & adjust & respond (to complainers & yourself)
  • The more content you create, the feedback you get, the more data to crunch and better understand your audience.Initially, it’s like an echo chamber, but as the voices increase, a clearer picture emergesGoogle Analytics: Map overlay, keywords, where they’re coming from


  • 1. Designated EditorSpeaking Series New Media Essentials for B2B Success swissnex Boston & Cambridge Innovation Center Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor
  • 2. suzanne’s experience Social Media Strategies professor 6 years Page 1 Masters in Journalism & Mass Communications BA in Journalism www.designatededitor.com 2
  • 3. www.designatededitor.com 3
  • 4. Paid media vs. owned media www.emarketer.com/Article.aspx?R=1008948@Sue_DesigEditor www.designatededitor.com 4
  • 5. 92% of B2B prospects almost never book a meeting from a cold call or email.Sales executives will first seek connectionsthrough social media networks, and thenincrease response rates with warm introductions. —UNC’sKenan-Flagler School of Business study @Sue_DesigEditor www.designatededitor.com 5
  • 6. Challenges we’ll address o How to integrate new media o How to get your team to adapt o How to tell if it’s working @Sue_DesigEditor www.designatededitor.com 6
  • 7. 4 stages to activate new media Stage 1 Your website Stage 2 Your blog & email Stage 3 Social media integration Stage 4 Social media optimization & metrics @Sue_DesigEditor www.designatededitor.com 7
  • 8. Stage 1Your website@Sue_DesigEditor www.designatededitor.com 8
  • 9. Who is your audience? Who might be your best advocates? What are their defining characteristics? What are they looking for? Are you using the right vocabulary? www.designatededitor.com 9
  • 10. Keywords: Your prospects’ vocabulary@Sue_DesigEditor www.designatededitor.com 10
  • 11. Keywords: Include in Titles and Descriptions @Sue_DesigEditor www.designatededitor.com 11
  • 12. who is your audience?@Sue_DesigEditor www.designatededitor.com 12
  • 13. Stage 2 Blog & emailGoogle & search engines <3 fresh contentActivate keywords & make multimediaOffers a glimpse inside your brandEnable and moderate commentsLeverage blog posts to feed email@Sue_DesigEditor www.designatededitor.com 13
  • 14. Blogs cited as least expensive for B2C & B2B www.designatededitor.com 14
  • 15. Editorial calendars @Sue_DesigEditor www.designatededitor.com 15
  • 16. Tools to drive blogs & content@Sue_DesigEditor www.designatededitor.com 16
  • 17. B2B blog: helpful, not boring, multimedia @Sue_DesigEditor www.designatededitor.com 17
  • 18. Easy-to-act-onEmail@Sue_DesigEditor www.designatededitor.com 18
  • 19. email http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php@Sue_DesigEditor www.designatededitor.com 19
  • 20. Stage 3 Social Media integration‘The growth in social media marketing will be exponential:Smaller companies — with revenues under $25 million —in particular will increasingly rely on social media outletsTo market their products and services.’ — Duke Universitys Fuqua School of Business & American Marketing Association http://www.fuqua.duke.edu/news_events/releases/cmo_survey_optimism/#.T4RXZY5XJ_k @Sue_DesigEditor www.designatededitor.com 20
  • 21. tacticsDiscover major companies with SearchCategorize prospects with TagsParticipate inGroups specific to your industryContribute your expertise withAnswersFind andConnectwith key influencersHost or attend anEvent and share it @Sue_DesigEditor www.designatededitor.com 21
  • 22. Skills & Expertise pageAuto-suggestions www.designatededitor.com 22
  • 23. How’s the industry faring?@Sue_DesigEditor www.designatededitor.com 23
  • 24. Bottom of the page: Groups worth joining? @Sue_DesigEditor www.designatededitor.com 24
  • 25. @Sue_DesigEditor www.designatededitor.com 25
  • 26. Targeting ads• Towns & cities • Interests & Likes• Education • Age• Gender• Marital status @Sue_DesigEditor www.designatededitor.com 26
  • 27. Lingeringquestions@Sue_DesigEditor www.designatededitor.com 27
  • 28. www.emarketer.com/Article.aspx?R=1008929@Sue_DesigEditor www.designatededitor.com 28
  • 29. @Sue_DesigEditor www.designatededitor.com 29
  • 30. B2B channel on@Sue_DesigEditor www.designatededitor.com 30
  • 31. www.designatededitor.com 31
  • 32. Show your expertise visually or curate others’ @Sue_DesigEditor www.designatededitor.com 32
  • 33. @Sue_DesigEditor www.designatededitor.com 33
  • 34. Other tools to consider@Sue_DesigEditor www.designatededitor.com 34
  • 35. Stage 4 How are we doing?@Sue_DesigEditor www.designatededitor.com 35
  • 36. Google Analytics: soon + social@Sue_DesigEditor www.designatededitor.com 36
  • 37. New media success for B2BsWebsite + Blog + Email + Social media  Longer-lasting vs. paid media  Now you’ll know what’s working  Reduced customer service costs  Understand & relate to clients  Your clients see your team as experts  Broader brand-building boosts awareness @Sue_DesigEditor www.designatededitor.com 37
  • 38. Designated EditorSpeaking Series New Media Essentials for B2B Success Questions? Happy to help! Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor