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Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
Houston BMA presentation - Ed Schipul
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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 <ul><li>Ed Schipul </li></ul><ul><li>[email_address] </li></ul><ul><li>www.schipul.com // www.brandtobedetermined.com </li></ul><ul><li>Presented to: Business Marketing Association Houston </li></ul><ul><li>February 21, 2008 </li></ul>Harnessing the chaos to encourage collaboration and engagement
  • 2. &quot;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 www.marketingtoday.blogspot.com Photo thanks to: http://www.flickr.com/photos/bethanyking/765603196/
  • 3. What we’ll talk about <ul><li>Joining in the online B2B dialogue </li></ul><ul><li>Learning from the conversation </li></ul><ul><li>Online reputation management </li></ul>Beyond the hype and into the opportunity
  • 4. Participating in the Dialogue
  • 5. Traditional Media =
  • 6. Social Media =
  • 7. Feel overwhelmed? (me too) http://www.flickr.com/photos/rmx/312837476/
  • 8. Find your happy place
  • 9. Social Media is a conversation...
  • 10. How do you join the B2B conversation?
  • 11. <ul><li>Interactive </li></ul><ul><li>Conversational </li></ul><ul><li>Cost-effective </li></ul><ul><li>Powerful connectors </li></ul>Welcome to the Blogosphere Social Media Tools Easy as:
  • 12. Boeing B2B Flight Test Journal www.boeing.com/commercial/777family
  • 13. Event marketing company shares the love www.eventmarketing.zvents.com
  • 14. Podcasts <ul><li>Easy-to-produce audio files </li></ul><ul><li>Platform for high level thoughts - not a response tool </li></ul><ul><li>Grow your online community by incorporating interactive pieces </li></ul><ul><li>Focus on your target audience, what would you spend your time listening to? </li></ul>Social Media Tools http://www.flickr.com/photos/ollyhart/123420044/
  • 15. BMC Software shares tech ROI knowledge http://talk.bmc.com/podcasts/podcast-nugent3
  • 16. IBM talks with retailers about future of business www.ibm.com/ibm/syndication/podcasts
  • 17. Online B2B video - no popcorn required <ul><li>Tell your company story </li></ul><ul><li>Show off your expertise and instruct others (be generous!) </li></ul><ul><li>Be genuine </li></ul><ul><li>Utilize your Web site, as well as other popular photo communities (depending on content) </li></ul>Social Media Tools http://blog.crispynews.com/2006/10/30/mitsubishi-electric-ceo-my-most-important-business-lessons/ Mitsubishi Electric’s Tachi Kiuchi
  • 18. Create a dedicated company or event ‘channel’ www.brightcove.com
  • 19. Microsoft employees add to company story www.channel9.msdn.com
  • 20. Attract eyeballs and grow company culture www.flickr.com // www.picasa.goo gle.com Everyone likes pictures
  • 21. Yahoo! shares Community Team photos www.flickr.com/photos/ycommteam
  • 22. www.creativecommons.org
  • 23. Social Networks - Connective and effective <ul><li>Leverage existing networks </li></ul><ul><li>Reach out to business people and employees in an already comfortable environment </li></ul><ul><li>Evangelize your brand </li></ul><ul><li>Easily incorporated into online Web marketing plans </li></ul>Social Media Tools
  • 24. Facebook - Not just for college kids <ul><li>Fan pages grow camaraderie </li></ul><ul><li>Share your knowledge with: - Facebook apps - ‘Share’ feature - News feed </li></ul><ul><li>Ridiculously good brand exposure with Facebook ads </li></ul>www.facebook.com
  • 25. Edelman PR pro interacting with businesses www.twitter.com
  • 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? www.google.com/alerts Email updates for your company name and keywords www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names
  • 29. Track the Blogosphere buzz Google Trends search: www.google.com/trends Technorati search: www.technorati.com
  • 30. How do you compare to your competition? www.blogpulse.com Great visuals to track you and your competition’s online activity and Buzz
  • 31. Locate communities and boards to know <ul><li>Where does your industry connect online? </li></ul><ul><li>Where do businesses share feedback online? </li></ul><ul><li>Find them, watch them and communicate </li></ul><ul><li>www.find.yuku.com </li></ul><ul><li>www.boardtracker. com </li></ul><ul><li>http://messages .yahoo.com </li></ul><ul><li>http://alp -uckan.net/free/monitorth is/ </li></ul>Where to start:
  • 32. Love thy feed reader! www.google.com/reader
  • 33. Find something less-than-great about your business online?
  • 34. Deal with it! NOW!
  • 35. Timeliness and sincerity mean everything <ul><li>Draft response strategy beforehand </li></ul><ul><li>If you need to say you’re sorry: mean it and back it up with visible action! </li></ul><ul><li>A crisis is NOT the time to start a Blog </li></ul><ul><li>Respond personally and publicly </li></ul>
  • 36. It’s all a learning process
  • 37. Let’s Review <ul><li>Engaging in Social Media means joining the conversation </li></ul><ul><li>Many powerful (free) tools ready to plug and play for B2B marketers </li></ul><ul><li>Reputation management is key </li></ul>Online B2B conversations growing steadily
  • 38. Thanks for participating today! <ul><li>Ed Schipul </li></ul><ul><li>CEO, Schipul - The Web Marketing Company www.schipul.com // www.tendenci.com (281) 497.6567 </li></ul><ul><li>Blog: www.brandtobedetermined.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul </li></ul><ul><li>Find my slides on Slideshare: www.slideshare.net/eschipul </li></ul>

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