Mastering B2B Social Media
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Mastering B2B Social Media

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Mastering B2B Social Media Mastering B2B Social Media Presentation Transcript

  • Mastering B2BSocial Media
  • I’m Jeff Cohen.Nice to meet you. @JeffreyLCohen
  • I wrote The B2BSocial Media Book. amzn.to/b2bsm2
  • #B2BSM
  • Your opportunityto shine
  • 60% of the salescycle is over –before a buyer talks to your salesperson. CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7
  • B2B>B2C
  • Relationshipbased sales
  • Already havethe expertise
  • Clear customerPersonas
  • People toPeople
  • Closed MillionsIn Sales FromOnline LeadsROI – 2800%!
  • #B2BSM
  • B2B MythsBusted
  • “ Marketing is an asset NOT an expense.@JeffreyLCohen ” Tweet This! #B2BSM
  • B2B SOCIALMEDIA ISABOUT REACHBUILDING
  • The Social Web Rewards Reach
  • “ B2B companies should obsess about building reach as much or MORE than B2C companies.@JeffreyLCohen ” Tweet This! #B2BSM
  • Social reach isthe newword-of-mouthreferral engine
  • Share lots oflinks
  • BITLY, 9/2011The shelf life of a social media link is 3 hours.
  • THE 10-4-1 RULE
  • THE 10-4-1 Links to third- party articles RULE
  • THE Links to company blog posts 10-4-1 RULE
  • THE 10-4-1 Link to a company landing page RULE
  • B2B SOCIALMEDIA ISABOUT SELLING
  • “ Your goal shouldnt be to buy leads. Your goal should be to buy customers.@JeffreyLCohen ” Tweet This! #B2BSM
  • 73% of CEOs don’t believe marketersdrive revenue. FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ
  • Leads fixthe problem
  • How Social Media Leads Happen 1 Tweet Landing Page Form Lead Like Blog Landing Post CTA Page Product Landing +1 Page CTA Page
  • DedicatedMonitoring http://www.flickr.com/photos/giara/2211500258
  • Place Calls-To-ActionsEverywhere
  • Improveand Iterate
  • #B2BSM
  • B2B SOCIALMEDIA HASCLEAR ROI
  • “ If you can’t count it, why do it?@JeffreyLCohen ” Tweet This! #B2BSM
  • Math Ahead
  • TLV-COCA = ROI (%) COCA
  • Total LifetimeValue
  • Cost of CustomerAcquisition
  • First- Vs. Last-Action Attribution Last-Action Attribution: Attends Buys Clicks on a Sales Call Product PPC AdLooks atProduct Page First-Action Signs Up For Attribution: Reads Blog Webinar User Clicks Post Link on Twitter
  • 10K-3K = 233% 3K
  • B2B SOCIALMEDIA ISONLY ONEPIECE
  • “ Social media amplifies the effectiveness of offline marketing. It doesn’t replace it.@JeffreyLCohen ” Tweet This! #B2BSM
  • Trade showsare social too
  • GOAL:Use Social Media ToPromote OfflineEvents
  • 5,000 T-Shirts
  • RESULT:235% Increase inevent ticketsdistributed and 95%redeemed
  • THE BEST TIMEEVERFORMARKETERS
  • “ Master B2B Social Media with reach, lead gen, data and integration with offline activities.@JeffreyLCohen ” Tweet This! #B2BSM
  • The Potof Gold http://www.flickr.com/photos/tao_zhyn/442965594/
  • Prove the CEO Wrong
  • You’re theStar
  • THANK YOU
  • I wrote The B2BSocial Media Book. amzn.to/b2bsm2