2i pr day_2011_usa

Moeller-Hoercher “ 2 nd International PR Day” A Visionary American View on B2B PR presented by

Our Work

US B2B PR – Overview/Trends
B2B PR in the US is focused on steering the brand or product message into relevant content that businesses/decision-makers use to educate themselves prior to making a purchasing decisions
Education – Content to define, demonstrate and display products or services
Lead Generation – Use specialized relevant content (webinars, podcasts, case studies) as a tool to generate sales leads
Sharing – Making content easy to share helps spread brand awareness and build community
Credibility – Be transparent and serve as an authority about your company’s offering –this is who we are, this is what we make, this is how it works
Q&A – Have a conversation where questions are answered in a straight-forward way with no sales pitch

The Three C’s to B2B PR Communications Content Community

Communications
Get the message out!
Website
Blog
Social Networks
Public Relations
Forums
Webinars
Trade shows
Bread Crumbs: Make it easy to find your company and product
Optimize for search
Keywords, Keywords, Keywords
Engage your customers every chance you get

Content
Strategic Content is King
B2B sales driven by online customer research –not cold calls
Content must be relevant to the customer – produce content that your customers would ask for in the sales process
Produce different types of content
Blog posts
Videos
Webinars
E-Newsletters
Podcasts
Case Studies
White Papers
Datasheets
Make your content easy to share
Repurpose your content across different platforms

Community
Community: a place to build & nurture loyal advocates to your brand or product
Establish a community presence where your customers hang out – Xing, LinkedIn, Twitter, Facebook, Google+, YouTube, Forums
Feed the community with regularly scheduled and unscheduled relevant content – Blog feeds, video links, podcasts, news
Engage the community in discussion – start one or participate – Let them know you are there
Make it easy to join your communities
Share other relevant content with your community as a way to invite those content producers into your community
Publish your news to the community just prior to the distribution of a traditional release – make the community feel special
Offer product specials and incentives to your community members

Educate, Influence & Promote
B2B consumers prefer to educate themselves before engaging in the sale – so arm them with information
Provide technical specs, interoperability, feature list, instruction manuals, warrantees, data sheets, product videos and webinars, and pricing
Influence businesses by sharing third- party testimonials and reviews of your products
Promote your products across the social graph by offering coupons, specials and incentives to brand loyalists

PR/Media Relations and Thought Leadership Media Relations B2B PR uses social networks to connect and develop relationships with targeted media and keep then informed of breaking news Thought Leadership is communicated through executive blogs, video blogs and interviews, podcasts, and white papers. This content is easily shared and can position a business out in-front of its competitors by demonstrating a commanding knowledge of their industry and product.

Engagement and Lead Generation
Engagement
Communicate with your customers by responding to posts and comments
Start discussions in forums and LinkedIn Groups
Use social media to resolve customer service issues
Educate prospects and clients with webinars, blogs, podcasts, videos
Lead Generation/Call to Action
Use your content as an asset to produce leads – webinars, case studies, white papers and podcasts
Have a newsletter sign-up on your website or blog
Create special programs requiring registration
Conduct online surveys

3 keys to Succeeding in B2B PR – Key #1
Be Where Your Customers Are
Where do your customers go for information?
Where are there discussions about your industry, product or service?
What social networks are your customers on?
What online publications or blogs do they read?
Are there active forum discussions about your product or services?
Where are your competitors playing ?

Plant Your Flag Across the Social Graph
Build a profile on Twitter
Create a company profile on LinkedIn
Start a discussion group on LinkedIn
Build a Facebook brand page
Create a YouTube Channel
Start a brand page on Google+
Write a blog
Syndicate your content through an RSS feed
Build a mobile app

Produce a steady stream of relevant and educational content that is easy to distribute and share
Blogs
Videos
Podcasts
Case Studies
White Papers
Traditional PR/Media Relations
Thought Leadership
Surveys

PR Professional Requires New Skillset Listen with intelligence Digital natives/web and social savvy Create compelling and educational content that is strategic and shareable Creative across multi-channels and mediums Strategic counselors Experts across both product corporate and brand marketing

Thank You John Gates Principal, Account Director 617.861.3651 [email_address] Mark Baizen Account Services/Program Management 617.861.3680 [email_address]

2i pr day_2011_usa

by moellerhorcher on Feb 14, 2012

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2i pr day_2011_usa — Presentation Transcript