Social Media 101: B2B Molly Borchers Mollyborchers@gmail.com    @MollyBorchers & MollyBorchers.com
The Old Way                 YOUR              ORGANIZATION
The New Way                 YOUR              ORGANIZATION
Marketing Trends   Shift in focus from outbound to inbound marketing       Outbound = telemarketing, tradeshows, direct ...
Managing the B2B Brand   Social media provides another strategic tool to reach    these types of goals:       Better eng...
Social Media + Media Relations = <3   Relationship building   New touch points   New avenues of research   SEO
A Proven Approach
Top 4 Things Social Media Can Do For YourBusiness   Extend your current marketing plan   Drive business development   F...
Top 5 Social Media Mistakes   Just having a profile (usually incomplete)   Self-promotional spamming   Assuming social ...
First Things First   Who are the People you’re trying to reach?   What are your Objectives?   Does social media fit as ...
Social Media Platforms
Social for Business   LinkedIn   Twitter   Blogs   Facebook   YouTube
   LinkedIn is the most professional of all the social    networks   The median age of LinkedIn users is 41   All Fortu...
LinkedIn Facts   LinkedIn is the oldest of the social sites in this presentation   There are more than 70 million users ...
LinkedIn Best Practices   Complete your profile. Add a photo, not a business logo   Upload your email contacts   Think ...
Next Level Tips   Boost your company website and blog URLs with keywords as the    linked text   Impress and attract pro...
How Can it Work for Me?Of all social sites, LinkedIn is best at helping to open doors for you and your business…          ...
   A top three social media vehicle   A business and communications tool for 110 million active    users including:     ...
Twitter as Search EngineThe world’s fastest-growing search engine Twitter search volume is up 33% since last year Twitte...
Twitter as News Source   News is happening first on Twitter   Great way to get the headlines before they even hit the ne...
Why Twitter? Twitter hosts the same business conversations we’ve had for years  over coffee, golf or a board room table – ...
Twitter for Business     Monitor for leads and prospects     Trend on Twitter by using #hashtags     Participate in Q&A...
Next Gen Tips   Use Tweetmeme to track hot trends, see most-    Tweeted links   Create visual graphs of hot trends over ...
Blogs Matter   77% of Internet users read blogs, according to Universal McCann   70% of bloggers are talking about brand...
Would Blogging Work for Me?   Company branded blog vs. guest blogging   Focus on sharing insights and information   Min...
   Relaxed, multimedia interaction opportunity   Brands are welcome   Wide demographic use   Real-time access to brand...
How Can it Work for Me?   Company page vs. groups vs. community pages   Share advice/counsel   Create a content calenda...
Next Gen Tips   Set community expectations   Provide cohesive branding   Be up to date   Live authenticity   Particip...
More than funny videos:        Education opportunities        Awareness/loyalty building        Exceptional search engi...
Facts about YouTube   YouTube receives more than 2 billion viewers per day   YouTube is the second largest search engine...
How Can it Work for Me?   Educate   Demonstrate and simplify complex concepts   Provide useful tips and how-to informat...
Next Gen Tips      Brand your channel      Populate with existing videos      Share and aggregate relevant content from...
Where To Begin?
Strategy First   Listen to the conversation   Review and analyze learnings   Engage if and when it makes sense   Commi...
Top 5 Hot Trends1.   Geolocation2.   Mobile everything (apps, ads, payments)3.   Group buying / social shopping4.   Social...
Best Social Media Resources1.   Smart Brief on Social Media2.   AllTop3.   Delicious4.   Mashable
How it All Fits Together
Holistic SEO
Final Thoughts      P.O.S.T.      Be willing to let go of total control      Balanced Content      Monitor. Test. Adju...
Questions?                                        Mollyborchers@gmail.com                              @MollyBorchers Moll...
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Social media 101

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  • LARA
  • Social media 101

    1. 1. Social Media 101: B2B Molly Borchers Mollyborchers@gmail.com @MollyBorchers & MollyBorchers.com
    2. 2. The Old Way YOUR ORGANIZATION
    3. 3. The New Way YOUR ORGANIZATION
    4. 4. Marketing Trends Shift in focus from outbound to inbound marketing  Outbound = telemarketing, tradeshows, direct mail, email blasts, traditional advertising  Inbound = Permission-based via social media, blogging, search engine marketing Content is the key to inbound marketing  Content curation Social media places content where customers and prospects are looking Social media is heavily favored by search engines Without an active voice in social media, the brand is defined by others
    5. 5. Managing the B2B Brand Social media provides another strategic tool to reach these types of goals:  Better engaging media, prospects, customers  Finding additional avenues to market your views, products and culture  Establishing the business as a thought leader on a subject  Understanding what the market is saying about your products Potential benefits from creating a social media hub as part of an effective social media campaign include:  A boost in online traffic to website  Word-of-mouth referrals  Increased brand awareness among customers, prospects, media, partners  Increased brand loyalty
    6. 6. Social Media + Media Relations = <3 Relationship building New touch points New avenues of research SEO
    7. 7. A Proven Approach
    8. 8. Top 4 Things Social Media Can Do For YourBusiness Extend your current marketing plan Drive business development Find passive recruits/prospects Improve your customer service
    9. 9. Top 5 Social Media Mistakes Just having a profile (usually incomplete) Self-promotional spamming Assuming social media replaces networking Thinking others will flock to you Not being able to handle negative comments
    10. 10. First Things First Who are the People you’re trying to reach? What are your Objectives? Does social media fit as a Strategy? Which social Tactics make the most sense? (Forrester’s P.O.S.T. model)
    11. 11. Social Media Platforms
    12. 12. Social for Business LinkedIn Twitter Blogs Facebook YouTube
    13. 13.  LinkedIn is the most professional of all the social networks The median age of LinkedIn users is 41 All Fortune 500 companies are represented on the site
    14. 14. LinkedIn Facts LinkedIn is the oldest of the social sites in this presentation There are more than 70 million users worldwide, with 12 million unique visitors to LinkedIn per day 80% of companies use LinkedIn as a recruitment tool A new member joins LinkedIn every second
    15. 15. LinkedIn Best Practices Complete your profile. Add a photo, not a business logo Upload your email contacts Think quality not quantity Always send personalized notes to connect Stay top of mind with smart status updates
    16. 16. Next Level Tips Boost your company website and blog URLs with keywords as the linked text Impress and attract prospects and customers with smart group participation/ leadership Demonstrate expertise via Q&A contributions
    17. 17. How Can it Work for Me?Of all social sites, LinkedIn is best at helping to open doors for you and your business… But it’s up to YOU to continue these business relationships in real life.
    18. 18.  A top three social media vehicle A business and communications tool for 110 million active users including:  Consumers  Professionals  Employees  Volunteers  Media  Brands  Elected officials
    19. 19. Twitter as Search EngineThe world’s fastest-growing search engine Twitter search volume is up 33% since last year Twitter has 24 billion searches per monthBy comparison… Yahoo has 9.4 billion searches per month Bing has 4.1 million Google has 88 billion searches per month
    20. 20. Twitter as News Source News is happening first on Twitter Great way to get the headlines before they even hit the newswires Find out what is happening in your industry or local community right now
    21. 21. Why Twitter? Twitter hosts the same business conversations we’ve had for years over coffee, golf or a board room table – but now it’s in a format that allows more than two people to listen, learn and benefit
    22. 22. Twitter for Business  Monitor for leads and prospects  Trend on Twitter by using #hashtags  Participate in Q&A  Search for and share content  Increase web site traffic  Build B2B awareness  Engage with customers  Deliver exceptional customer service
    23. 23. Next Gen Tips Use Tweetmeme to track hot trends, see most- Tweeted links Create visual graphs of hot trends over time at Trendistic Use Hootsuite to post and track your content and its impact Use Chatterscope to compare your results vs. competitors over time
    24. 24. Blogs Matter 77% of Internet users read blogs, according to Universal McCann 70% of bloggers are talking about brands 46% of respondents post about the brands they love (or hate) 38% post brand or product reviews Corporate blogging accounts for 14% of blogs 89% of journalists conduct research on blogs 72% of bloggers blog to share expertise 61% of bloggers supplement their income by blogging
    25. 25. Would Blogging Work for Me? Company branded blog vs. guest blogging Focus on sharing insights and information Minimal self-promotion Keep content relevant to your audience Feature diverse employees, not just execs Update regularly
    26. 26.  Relaxed, multimedia interaction opportunity Brands are welcome Wide demographic use Real-time access to brand/company supporters 700 million users
    27. 27. How Can it Work for Me? Company page vs. groups vs. community pages Share advice/counsel Create a content calendar Connect with the community Address service issues in a fair, quick manner
    28. 28. Next Gen Tips Set community expectations Provide cohesive branding Be up to date Live authenticity Participate in dialogue Enable peer-to-peer interactions Foster advocacy Solicit a call to action(Jeremiah Owyang, Altimeter Group)
    29. 29. More than funny videos:  Education opportunities  Awareness/loyalty building  Exceptional search engine benefits  Measureable results
    30. 30. Facts about YouTube YouTube receives more than 2 billion viewers per day YouTube is the second largest search engine, with 3.9 billion searches per month YouTube uses the same amount of bandwidth as the entire Internet used in 2000
    31. 31. How Can it Work for Me? Educate Demonstrate and simplify complex concepts Provide useful tips and how-to information Showcase your expertise Be interesting!
    32. 32. Next Gen Tips  Brand your channel  Populate with existing videos  Share and aggregate relevant content from others  Use keywords as tags on each video  Remember to include a call to action/web address  Promote your video links across other social networks  Embed your YouTube videos on your website, too
    33. 33. Where To Begin?
    34. 34. Strategy First Listen to the conversation Review and analyze learnings Engage if and when it makes sense Commit to 30 minutes per week Monitor and adjust efforts Measure results
    35. 35. Top 5 Hot Trends1. Geolocation2. Mobile everything (apps, ads, payments)3. Group buying / social shopping4. Social media policies5. SEO (keywords/tags are everything)
    36. 36. Best Social Media Resources1. Smart Brief on Social Media2. AllTop3. Delicious4. Mashable
    37. 37. How it All Fits Together
    38. 38. Holistic SEO
    39. 39. Final Thoughts  P.O.S.T.  Be willing to let go of total control  Balanced Content  Monitor. Test. Adjust. Repeat.  Social media is not solely a marketing function  Integrate social media vehicles for optimum SEO  Embrace 1 to 1 interaction with your audience
    40. 40. Questions? Mollyborchers@gmail.com @MollyBorchers MollyBorchers.comFor slides and resources: http://www.slideshare.net/mollyborchers

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