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]
    • www.schipul.com // www.brandtobedetermined.com
    • 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 www.marketingtoday.blogspot.com Photo thanks to: http://www.flickr.com/photos/bethanyking/765603196/
  • 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) 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.
    • Interactive
    • Conversational
    • Cost-effective
    • Powerful connectors
    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
    • 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 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
    • 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 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
    • 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 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
    • Where does your industry connect online?
    • Where do businesses share feedback online?
    • Find them, watch them and communicate
    • www.find.yuku.com
    • www.boardtracker. com
    • http://messages .yahoo.com
    • http://alp -uckan.net/free/monitorth is/
    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
    • 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 www.schipul.com // www.tendenci.com (281) 497.6567
    • Blog: www.brandtobedetermined.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul
    • Find my slides on Slideshare: www.slideshare.net/eschipul