Mastering B2B Social Media

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  • Mastering B2B Social Media

    1. 1. Mastering B2BSocial Media
    2. 2. I’m Jeff Cohen.Nice to meet you. @JeffreyLCohen
    3. 3. I wrote The B2BSocial Media Book. amzn.to/b2bsm2
    4. 4. #B2BSM
    5. 5. Your opportunityto shine
    6. 6. 60% of the salescycle is over –before a buyer talks to your salesperson. CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7
    7. 7. B2B>B2C
    8. 8. Relationshipbased sales
    9. 9. Already havethe expertise
    10. 10. Clear customerPersonas
    11. 11. People toPeople
    12. 12. Closed MillionsIn Sales FromOnline LeadsROI – 2800%!
    13. 13. #B2BSM
    14. 14. B2B MythsBusted
    15. 15. “ Marketing is an asset NOT an expense.@JeffreyLCohen ” Tweet This! #B2BSM
    16. 16. B2B SOCIALMEDIA ISABOUT REACHBUILDING
    17. 17. The Social Web Rewards Reach
    18. 18. “ B2B companies should obsess about building reach as much or MORE than B2C companies.@JeffreyLCohen ” Tweet This! #B2BSM
    19. 19. Social reach isthe newword-of-mouthreferral engine
    20. 20. Share lots oflinks
    21. 21. BITLY, 9/2011The shelf life of a social media link is 3 hours.
    22. 22. THE 10-4-1 RULE
    23. 23. THE 10-4-1 Links to third- party articles RULE
    24. 24. THE Links to company blog posts 10-4-1 RULE
    25. 25. THE 10-4-1 Link to a company landing page RULE
    26. 26. B2B SOCIALMEDIA ISABOUT SELLING
    27. 27. “ Your goal shouldnt be to buy leads. Your goal should be to buy customers.@JeffreyLCohen ” Tweet This! #B2BSM
    28. 28. 73% of CEOs don’t believe marketersdrive revenue. FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ
    29. 29. Leads fixthe problem
    30. 30. How Social Media Leads Happen 1 Tweet Landing Page Form Lead Like Blog Landing Post CTA Page Product Landing +1 Page CTA Page
    31. 31. DedicatedMonitoring http://www.flickr.com/photos/giara/2211500258
    32. 32. Place Calls-To-ActionsEverywhere
    33. 33. Improveand Iterate
    34. 34. #B2BSM
    35. 35. B2B SOCIALMEDIA HASCLEAR ROI
    36. 36. “ If you can’t count it, why do it?@JeffreyLCohen ” Tweet This! #B2BSM
    37. 37. Math Ahead
    38. 38. TLV-COCA = ROI (%) COCA
    39. 39. Total LifetimeValue
    40. 40. Cost of CustomerAcquisition
    41. 41. 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
    42. 42. 10K-3K = 233% 3K
    43. 43. B2B SOCIALMEDIA ISONLY ONEPIECE
    44. 44. “ Social media amplifies the effectiveness of offline marketing. It doesn’t replace it.@JeffreyLCohen ” Tweet This! #B2BSM
    45. 45. Trade showsare social too
    46. 46. GOAL:Use Social Media ToPromote OfflineEvents
    47. 47. 5,000 T-Shirts
    48. 48. RESULT:235% Increase inevent ticketsdistributed and 95%redeemed
    49. 49. THE BEST TIMEEVERFORMARKETERS
    50. 50. “ Master B2B Social Media with reach, lead gen, data and integration with offline activities.@JeffreyLCohen ” Tweet This! #B2BSM
    51. 51. The Potof Gold http://www.flickr.com/photos/tao_zhyn/442965594/
    52. 52. Prove the CEO Wrong
    53. 53. You’re theStar
    54. 54. THANK YOU
    55. 55. I wrote The B2BSocial Media Book. amzn.to/b2bsm2

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