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Houston BMA presentation - Ed Schipul


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Business Marketing Presentation by Ed Schipul for Houston BMA February 2008

Business Marketing Presentation by Ed Schipul for Houston BMA February 2008

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  • 1. What Social Media Means for B2B Marketers
    • Ed Schipul
    • [email_address]
    • //
    • Presented to: Business Marketing Association Houston
    • February 21, 2008
    Harnessing the chaos to encourage collaboration and engagement
  • 2. "The Internet has significantly impacted the balance of power between marketers and those they market to whether those are consumers or business professionals.” Peter DeLegge of Photo thanks to:
  • 3. What we’ll talk about
    • Joining in the online B2B dialogue
    • Learning from the conversation
    • Online reputation management
    Beyond the hype and into the opportunity
  • 4. Participating in the Dialogue
  • 5. Traditional Media =
  • 6. Social Media =
  • 7. Feel overwhelmed? (me too)
  • 8. Find your happy place
  • 9. Social Media is a conversation...
  • 10. How do you join the B2B conversation?
  • 11.
    • Interactive
    • Conversational
    • Cost-effective
    • Powerful connectors
    Welcome to the Blogosphere Social Media Tools Easy as:
  • 12. Boeing B2B Flight Test Journal
  • 13. Event marketing company shares the love
  • 14. Podcasts
    • Easy-to-produce audio files
    • Platform for high level thoughts - not a response tool
    • Grow your online community by incorporating interactive pieces
    • Focus on your target audience, what would you spend your time listening to?
    Social Media Tools
  • 15. BMC Software shares tech ROI knowledge
  • 16. IBM talks with retailers about future of business
  • 17. Online B2B video - no popcorn required
    • Tell your company story
    • Show off your expertise and instruct others (be generous!)
    • Be genuine
    • Utilize your Web site, as well as other popular photo communities (depending on content)
    Social Media Tools Mitsubishi Electric’s Tachi Kiuchi
  • 18. Create a dedicated company or event ‘channel’
  • 19. Microsoft employees add to company story
  • 20. Attract eyeballs and grow company culture // Everyone likes pictures
  • 21. Yahoo! shares Community Team photos
  • 22.
  • 23. Social Networks - Connective and effective
    • Leverage existing networks
    • Reach out to business people and employees in an already comfortable environment
    • Evangelize your brand
    • Easily incorporated into online Web marketing plans
    Social Media Tools
  • 24. Facebook - Not just for college kids
    • Fan pages grow camaraderie
    • Share your knowledge with: - Facebook apps - ‘Share’ feature - News feed
    • Ridiculously good brand exposure with Facebook ads
  • 25. Edelman PR pro interacting with businesses
  • 26. It’s all connected - be consistent, keep it simple
  • 27. Reputation Management in a Web 2.0 World
  • 28. What are they saying about you? Email updates for your company name and keywords www, Powerful Social Media search engine watches for your terms and updates you Yahoo! alerts you of any occurrences of defined terms and names
  • 29. Track the Blogosphere buzz Google Trends search: Technorati search:
  • 30. How do you compare to your competition? Great visuals to track you and your competition’s online activity and Buzz
  • 31. Locate communities and boards to know
    • Where does your industry connect online?
    • Where do businesses share feedback online?
    • Find them, watch them and communicate
    • www.boardtracker. com
    • http://messages
    • http://alp is/
    Where to start:
  • 32. Love thy feed reader!
  • 33. Find something less-than-great about your business online?
  • 34. Deal with it! NOW!
  • 35. Timeliness and sincerity mean everything
    • Draft response strategy beforehand
    • If you need to say you’re sorry: mean it and back it up with visible action!
    • A crisis is NOT the time to start a Blog
    • Respond personally and publicly
  • 36. It’s all a learning process
  • 37. Let’s Review
    • Engaging in Social Media means joining the conversation
    • Many powerful (free) tools ready to plug and play for B2B marketers
    • Reputation management is key
    Online B2B conversations growing steadily
  • 38. Thanks for participating today!
    • Ed Schipul
    • CEO, Schipul - The Web Marketing Company // (281) 497.6567
    • Blog: Flickr: Twitter:
    • Find my slides on Slideshare: