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.
B2B New Media Essentials by Designated Editor at Swissnex Boston, Cambridge Innovation Center
1. Designated Editor
Speaking 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
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 connections
through social media networks, and then
increase 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
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?
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11. Keywords: Include in Titles and Descriptions
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12. who is your audience?
@Sue_DesigEditor www.designatededitor.com 12
13. Stage 2 Blog & email
Google & search engines <3 fresh content
Activate keywords & make multimedia
Offers a glimpse inside your brand
Enable and moderate comments
Leverage blog posts to feed email
@Sue_DesigEditor www.designatededitor.com 13
14. Blogs cited as least expensive for B2C & B2B
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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 outlets
To market their products and services.’
— Duke University's 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. tactics
Discover major companies with Search
Categorize prospects with Tags
Participate inGroups specific to your industry
Contribute your expertise withAnswers
Find andConnectwith key influencers
Host or attend anEvent and share it
@Sue_DesigEditor www.designatededitor.com 21
37. New media success for B2Bs
Website + 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 Editor
Speaking Series
New Media Essentials
for B2B Success
Questions? Happy to help!
Suzanne McDonald | Content & Social Strategist
Sue@DesignatedEditor.com
@Sue_DesigEditor
Editor's Notes
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
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