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Social and Emering Media Panel - Pardot Users Conference

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Transcript

  • 1. Social and Emerging Media
    Moderated by:
    Laura Horton
    Marketing Manager, Pardot
  • 2. Panelists
    Rob MacEwen Managing Director
    Chris UschanDirector of Online Marketing
    Courtney WileyDirector of Digital Marketing
  • 3. Rob MacEwen
  • 4. Engaging Social Media Users
    It’s not about selling – It’s about engaging
    Partners – Build your brand
    Thought Leaders – Learn from them
    Peers in Other Industries – Get referrals
    Competitors – Listen, Advance the Industry
    Customers – Promote them, Help them
  • 5. It’s Not Working!
    • Most B2B Customers aren’t there
    • 6. Be Patient
    • 7. Incorporate Social Content on your Site
    • 8. Payoff is Longer Term
    • 9. Figure it out now
    • 10. Develop Success Measurements
    • 11. Don’t get distracted
    • 12. Focus and keep relevant
    • 13. Keep doing the regular stuff
  • Action Items
    • Call to Action
    • 14. Link to your landing pages and forms
    • 15. Track your links to your content
    • 16. Do Everything
    • 17. Let users pick the type of content they want
    • 18. Blog, Video, Whitepaper, Email, Seminar
    • 19. It’s just another touch
    • 20. Use other reliable methods to keep dripping
  • Chris Uschan
  • 21. Everybody’s Doing It
  • 22. B2B Social Media in Practice
    Product/Community
    Awareness, Expertise
    • Conference 2.0TM
    • 23. Engage365
  • B2B Social Media in Practice
    Content Marketing
    Reach, Nurture
    • Connect w/ Thought leaders (Twitter, Lists, Groups, LI)
    • 24. Content Hub (blog)
    • 25. Bi-Monthly Emails
  • Campaigns, Campaigns, Campaigns
  • 26. Advice & Resources
  • Courtney Wiley
  • 46. Social Media for B2B is the “New Normal”
    33% visit social media sites to engage in research before making a purchasing decision.
    47% say social media sites influence their decision to purchase from a specific company.
    26% have changed their minds about a purchasing decision after reading peer comments on a social media site.
  • 47. B2B Marketers to Boost Spending
  • 48. How We Use Social Media for B2B
    Attract. “INgage.” Reward. Repeat.
    • Twitter, LinkedIn
    • 49. Search + connect to attract analysts, prospects, PR connects, customers
    • 50. Establish business partnerships with like-minded organizations
    • 51. Be everywhere all the time with hashtags and schedulers
    • 52. Customer care inquiries, requests
    • 53. Go deeper with RTs, @ mentions. “INgage” on a 1-to-1 level
    • 54. Online Community and Chat
    • 55. Find new customers through friends, provide micro-groups
    • 56. Integrate social media results in search engines
    • 57. Leverage Pardot data for immediate chat sessions
    • 58. Facebook
    • 59. “Like” customers and prospects, engage by leaving messages
    • 60. Broadcast solution videos
    • 61. Use photos to show off company culture
    • 62. YouTube
    • 63. Connect videos with landing pages
    • 64. Increase search engine ranking + brand recognition
    • 65. Social Bookmarking Sites
    • 66. Generate exposure for brands, tag appropriately
    • 67. Email marketing, prospecting via Pardot
    • 68. Include social media channels on all outgoing emails, track links
    • 69. Use new Pardot feature to quickly research prospects
    Drive qualified traffic
    2. Generate net new leads
    3. Increase loyalty
  • 70. Cost Savings Case Study
    INgage Networks has identified $10,000 per employee in cost savings and potential revenue
    AVAILABLE ONLINE at http://www.ingagenetworks.com/case-studies
  • 71. Keep in Touch
    Rob MacEwen - Audaxium
    rob.macewen@audaxium.com
    @robmacewen
    Chris Uschan - Omnipresscuschan@omnipress.com@chrisuschan
    Courtney Wiley - Ingage Networkscwiley@ingagenetworks.com@wileyccoyote