How to Overcome the 5 Most Common Social Media Mistakes in B2B Marketing

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While social media and content marketing are growing in use and effectiveness in many B2B organizations, common misunderstandings regarding their uses persist – to the detriment of your company’s performance and your personal career growth.

Join industry experts, Nichole Kelly, President of SME Digital and Eddie Smith, Chief Revenue Officer at Topsy Labs, as they sit down with Daniel Burstein, Director of Editorial Content for MECLABS, to discuss the most common mistakes B2B marketers make in regard to social media… and, most importantly, how to overcome them.

Make the CFO your ally, not your nemesis
Get more mileage out of your content
Get your users and audience involved in creating effective content

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  • Measuring Acquisition & ConversionHow to talk to your CEO and CFO about social media and content marketingMetrics you should use with business leaders, and how to get themIn a complex B2B sale, how can you attribute specific results to specific social media?
  • Nichole’s comments: CFO’s control budget. You want them as friends. Understand core business goals, what do they want to achieve, what are they doing to get there i.e. leads, revenue, profitability, customer retentionCorrelate how social media can drive attainment of goals, how can social help?Translate social metrics into business objectives – stop presenting social metrics use sales volume, revenue and costBe transparent about the results – provide on-going reporting to the bottom line
  • Nichole’s comments: CFO’s control budget. You want them as friends. Understand core business goals, what do they want to achieve, what are they doing to get there i.e. leads, revenue, profitability, customer retentionCorrelate how social media can drive attainment of goals, how can social help?Translate social metrics into business objectives – stop presenting social metrics use sales volume, revenue and costBe transparent about the results – provide on-going reporting to the bottom line
  • Nichole’s Notes:Create content synergyThink of a layered approach – short form (blog post, emails, status updates), long form (e-book, webinar, white paper) How many ways can we repurpose this idea?Think of a topic and then refine to different perspectives with niche audiences, i.e. How to Generate Online Leads - Architectural Software Industry, CRM Software Industry, etc.
  • Nichole’s Comments:Understand your audience, understand niche audiencesCreate content that is relevant to themDon’t try to cover a sales pitch with tips about your product or serviceThe best cold call follow up email I’ve received started like this. I just left you a voice mail. I admit. I cold called you and I know you probably hate that. And now I’m emailing you to follow up. You probably hate that more. But if it wasn’t important I wouldn’t be bothering you, I promise. Here’s what I need.
  • Q. Do you agree many organic search listings today are linked to social media content so the integration of social media and SEO tactics are essential?Q. Are you practicing the integration of social media and search engine optimization (SEO) tactics to improve inbound marketing performance?
  • Nichole’s comments:Measuring social media in isolationNot recognizing social media’s integration opportunities, i.e. social media creates the lead, traditional marketing converts, marketing automationUnderstanding content opportunities, informative vs. decision making, when to trigger, when not to triggerWhen social is special, difference between social lead and other types of leads, what to do differently, what not to do differently
  • Nichole’s comments:The best way to earn the right to talk about yourself is to talk about others more. Content curation is one of the most effective ways to provide value, but is still rarely used. Guess what – How about asking your customers to blog for you? They are the best testimonials and you could offer them a platform that has a wider reach than their own. This helps to cement the relationship if done well.Reviews – Negative reviews aren’t bad, they add more credibility to the positive reviews. Do you want reviews on your sites or other sites? Your site is better in most cases because you can show you responded and care.
  • How to Overcome the 5 Most Common Social Media Mistakes in B2B Marketing

    1. 1. Join the conversation #SherpaWebinar #sherpawebinar @esmitsky • @DanielBurstein • @Nicole_Kelly
    2. 2. How to Overcome the 5 Most CommonSocial Media Mistakes in B2B Marketing Oct. 11, 2012Sponsored by:
    3. 3. Panel Presenters Daniel Burstein Director, Editorial Content MECLABS @DanielBurstein Nichole Kelly Eddie Smith President Chief Revenue Officer SME Digital Topsy Labs @Nichole_Kelly @esmitsky #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
    4. 4. Join the conversation #SherpaWebinar #sherpawebinar @esmitsky • @DanielBurstein • @Nicole_Kelly
    5. 5. Hashtag Metrics #sherpawebinar @esmitsky • @DanielBurstein • @Nicole_Kelly
    6. 6. Hashtag Metrics #sherpawebinar @esmitsky • @DanielBurstein • @Nicole_Kelly
    7. 7. MarketingSherpa is a research and publishingorganization serving the marketing community• MarketingSherpa’s annual research cycle provides knowledge for continuous marketing improvement #sherpawebinar @esmitsky • @DanielBurstein • @Nicole_Kelly
    8. 8. Research Background• We surveyed over 3,000 marketers focused on lead generation to uncover: • Top challenges • Best marketing tactics • Lead scoring, nurturing and management • Content strategies • Marketing automation • Marketing analysis • Marketing operations and metrics• Result of this research – MarketingSherpa’s FUEL methodology to power marketing effectiveness from lead generation to sales conversion #sherpawebinar @esmitsky • @DanielBurstein • @Nicole_Kelly
    9. 9. Which of the 5 social media mistakes would you like tohear the most about? • Thinking your CFO is your nemesis • Single-use content • Creating content that is not authentic • Treating social media like it’s “special” • Not soliciting outside content #sherpawebinar @esmitsky • @DanielBurstein • @Nicole_Kelly
    10. 10. 5 Social Media Mistakes in B2B Marketing 1 Thinking your CFO is your nemesis 2 Single-use content 3 Creating content that is not authentic 4 Treating social media like it’s “special” 5 Not soliciting outside content #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
    11. 11. 5 B2B Social Media Mistakes Only 46% of CMOs view achieving or increasing measurable ROI from social marketing programs a top strategic priority #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
    12. 12. Measure Mention Activity Over Time by Keyword IBM, Cisco, Hewlett 3 Month Volume Trend #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
    13. 13. Track & Measure Link-Sharing In Social Medias SAP.com, oracle.com, salesforce.com 30 day analysis #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
    14. 14. Social Mistake #1: Thinking your CFO is the nemesis #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
    15. 15. Social Mistake #1: Thinking your CFO is the nemesis iPad Campaign to Drive Electronic Magazine Subscribers • 289% increase in total impressions • 169% increase in engagement • 1453% increase in leads generated • 44% decrease in cost per soft lead warnet.ws #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
    16. 16. 5 Social Media Mistakes in B2B Marketing 1 Thinking your CFO is your nemesis 2 Single-use content 3 Creating content that is not authentic 4 Treating social media like ‘“special” 5 Not soliciting outside content #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
    17. 17. Repurposing and reformatting existing content the mosteffective tactic for developing B2B marketing content #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
    18. 18. Social Mistake #2: Single-use content #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
    19. 19. Social Mistake #2: Single-use content • Blog Posts • Webinar • Ebook Generated 74% lift in online leads in first month #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
    20. 20. 5 Social Media Mistakes in B2B Marketing 1 Thinking your CFO is your nemesis 2 Single-use content 3 Creating content that is not authentic 4 Treating social media like it’s “special” 5 Not soliciting outside content #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
    21. 21. Content creation improves lead quality and conversion rate #sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
    22. 22. Is This Authentic and Real? #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
    23. 23. It wasn’t…. Don’t fool your audience or be fooled #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
    24. 24. Social Mistake #3: Creating content that is not authentic #sherpawebinar @esmitsky • @DanielBurstein • @Nicole_Kelly
    25. 25. 5 Social Media Mistakes in B2B Marketing 1 Thinking your CFO is your nemesis 2 Single-use content 3 Creating content that is not authentic 4 Treating social media like it’s “special” 5 Not soliciting outside content #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
    26. 26. Most marketers agree on importance ofinbound marketing integration, butdon’t always practice it #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
    27. 27. Create Buzz & Embed Links To Drive Traffic Include links in posts Create persistent presence over time using same theme, terms or hashtags #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
    28. 28. Social Mistake #4: Treating social media like it’s “special” #sherpawebinar @esmitsky • @DanielBurstein • @Nicole_Kelly
    29. 29. #sherpawebinar@esmitsky • @DanielBurstein • @Nicole_Kelly
    30. 30. February 19-22 Las Vegas Save
    31. 31. 5 Social Media Mistakes in B2B Marketing 1 Thinking your CFO is your nemesis 2 Single-use content 3 Creating content that is not authentic 4 Treating social media like it’s “special” 5 Not soliciting outside content #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
    32. 32. Customer reviews most effective content in meeting marketing objectives for B2B marketers. #sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
    33. 33. Social Mistake #5: Not soliciting outside content #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
    34. 34. Measure & Quantify Positive/Negative ReviewsSocial Sentiment – Hewlett Packard Past 3 Months On Twitter #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
    35. 35. Key Takeaways "Presenting social media data versus business data" -- Nichole Kelly "Social media should not just be tracked after the fact, it should be used to learn about your products and customers" -- Eddie Smith "Every company creates content every day, they just dont always share it" -- Daniel Burstein #sherpawebinar @esmitsky • @DanielBurstein • @Nicole_Kelly
    36. 36. Thank You! Daniel Burstein Director, Editorial Content MECLABS @DanielBurstein Nichole Kelly Eddie Smith President Chief Revenue Officer SME Digital Topsy Labs @Nichole_Kelly @esmitsky #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly

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