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Social Media for B2B Small Business

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Social Media for B2B Small Business



Presentation used during the AMA Phoenix presentation on advice for B2B small businesses to use Social Media. Presented by Joseph Manna in Phoenix, Ariz.

Presentation used during the AMA Phoenix presentation on advice for B2B small businesses to use Social Media. Presented by Joseph Manna in Phoenix, Ariz.




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Social Media for B2B Small Business Presentation Transcript

  • 1. Social Media for
    B2B Small Businesses
    Implementing Social Media
    Sustainably & Effectively
    April 2011
  • 2. Who am I?
    • Community Manager for Infusionsoft
    • 3. Leads company in social media activities
    • 4. Previously, Community Manager @ AOL
    • 5. Works with tons of small businesses
    • 6. NOTan expert
  • Join the discussion on Twitter
  • 7. Agenda
    • The Big Picture
    • 8. Plan Your Next Twitter Marketing Campaign
    • 9. Practical Social Media advice for B2Bs
    • 10. Real-world Challenges & Solutions
    • 11. Effective v. Sustainable v. Efficient
    • 12. Case Study: User Generated Content
    • 13. Measurement
    • 14. Q&A
  • I’m not a social media purist.
    Conversation about my brand turns into
    Conversion into my brand.
    Make a difference at the end of the day.
    Credit: TheOatmeal.com
  • 15. The Big Picture
    Content that Engages PeopleDesigned for your target audience
    Publish Updates that MatterUseful + Interesting
    Utilize Social in Your BusinessR&D, Competitive Intel, Customer Service, Ideas …
    Be UniqueOffer proprietary insight no one else does
  • 16. It’s Not a Twitter Marketing Campaign …
  • 17. Use social to solve business challenges.
  • 18. Content
    Free Reports
    Company Culture
    Reaction to Major Events
    Zig when Competitors Zag
    Industry Interviews
    Customer Case Studies
    Professional Storytelling
    … and much more …
  • 19. Develop a Content Plan
  • 20. Use a Cross-Dept. Editorial Calendar
    (This is where it starts.)
    Craft content plan around company’s strengths, interests and market needs.
  • 21. Cross-Dept. Editorial Calendar Example
  • 22. Quality Content Demands Quality Time
  • 23. Share Valuable Updates Around the Clock
  • 24. Blogging
    “A blog post is like a miniskirt. It has to be short enough to be interesting, but long enough to cover the subject.” @wendymarx
  • 25. Publish Content Often
    Publish blogs at least twice a week and be consistent.
    Post daily updates on Twitter & Facebook.
    Mediocrity doesn’t earn accolades.
  • 26. Top Benefits of Blogging
    TrafficSEOHigher LTV
    Educated Leads
    Listening Post
    Brand Awareness
    Agile Response
    Internal Education
  • 27. Perform Searches that Matter
    Monitor and engage withindustry movement, competitors and brand mentions.
  • 28. So Many Tools, So Much Power
    Cost, Power, Features, Ideal User
  • 29. Real-world Challenges
    Lack of executive support
    Not knowing where to start
    Not having resources, budget or staff
    Lack of results
  • 30. Solutions
    Lack of executive support
    Find ONE executive sponsor and share your vision
    Not knowing where to start
    Reverse engineer competitors who do social rightMake a realistic, yet ambitious content plan
    Not having resources, budget or staff
    Start small - let the results make the case for more $
    Lack of results
    Expect nothing – do it for the cause of your company
  • 31. Effective v. Sustainable v. Efficient
    Fine print: It takes time - no overnight success here.
    “Are we getting noticed?”
    “Are we turning visitors into leads?”
    “Can our efforts scale with the company?”
    “Can we nurture and do this long-term?”
    “Can we produce more content with the same resources?”
    “Can we empower more people in the business to contribute?”
  • 32. Case Study: User Generated Content
    “Biggest Fan Contest”
    Goals:Generate Positive WOMReward CustomersTry Something New
    Results:7 videos, 3 comments, 4 FB Posts, 4 blogs65 FB shares, 34 Tweets, 1500 PVs
  • 33. Case Study: Lessons Learned
    Manage Expectations & Be Surprised
    Track Stats – Don’t Obsess
    Focus on User Benefits v. Prizes
    Promote it via Customer Marketing
    Keep it Simple
    Reward Creativity vs. Lottery
    Think long-term potentialcase studies, testimonials, brand advocates
    Have Fun!
  • 34. Measurement & Analytics
    Abstract KPIs (requires context)
    Inbound Mentions
    Web Analytics
    SEO Ranking
    Facebook Insights
    Related KPIs (no context needed)
    Customer Service (Sat %, NPS, Cost)
    Email List & Engagement
    Cost per Acquisition
    Customer Lifetime Value
  • 35. Q&A
    Let’s Connect!
    Email: joemanna@gmail.com
    Blog: joemanna.com
    InfusionsoftMarketing Automation Software for Small Business
    Web: infusionsoft.com
    Blog: infusionblog.com
  • 36. Download the Internet Marketing Guidebook
    Free 28-page guide
    Website Optimization
    Traffic Generation
    Social Media
    Email Marketing
    And more…
  • 37. Image Credits(Creative Commons-SA)
    • http://www.flickr.com/photos/7855449@N02/4712815871/
    • 38. http://www.flickr.com/photos/europedistrict/3884707790/
    • 39. http://www.flickr.com/photos/eklektikos/2541408630/
    • 40. http://www.flickr.com/photos/33909700@N02/3159761620/
    • 41. http://www.flickr.com/photos/wwarby/3297205226/
    • 42. http://www.flickr.com/photos/data_op/2607667209
    • 43. http://www.flickr.com/photos/mad_house_photography/4309529544/
    • 44. http://www.flickr.com/photos/adikos/4424766192/
    • 45. http://www.flickr.com/photos/horiavarlan/4273219051/