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Prsummitkeynote 110727164350-phpapp01

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Eric Schwartzman's deck on B2B Social Media. …

Eric Schwartzman's deck on B2B Social Media.

Website www.ericschwartzman.com

Published in: Technology, Business

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  • 1. B2B  Social  Marke:ng   Driving  Demand  and  Awareness  with  Social  Media   Eric  Schwartzman,  author     “Social  Marke6ng  to  the  Business  Customer”   Keynote  -­‐  PR  Summit  #prsummitsf   @ericschwartzman  
  • 2. HOW  TO:  Build  Awareness  and  Generate  Leads   A  G  E  N  D  A   HOW:   o  B2B  Social  Media  is  Different   o  You  Can  Market  through  Social  Media   o  You  Can  Prepare  for  What’s  Next  #prsummitsf   @ericschwartzman  
  • 3. HOW  TO:  Build  Awareness  and  Generate  Leads   A  G  E  N  D  A   HOW:   o  B2B  Social  Media  is  Different   o  You  Can  Market  through  Social  Media   o  You  Can  Prepare  for  What’s  Next  #prsummitsf   I’ll  Display  Follow  Up  Resource  Links  Here   @ericschwartzman  
  • 4. Value  of  B2B  Social  Media   •  73  blogs   •  17  bloggers   •  600%  jump  in  leads   •  Top  quality   Get  engineers  talking  to  engineers  and  get  everyone  else  out  of  the  middle.”   Rick  Short,  Marcom  Director   4  #prsummitsf   Case  Study:  h[p://ontherecordpodcast.com/emerson     @ericschwartzman  
  • 5. Adop:on  of  B2B  Social  Media   93%  of  all  B2B  marketers  are  engaged  in  some  form  of  social  media  marke6ng.   Social  Media  Channel   Adop:on  by  B2B  Marketers   Linkedin   72%   Facebook   71%   Twi[er   67%   YouTube   48%   Blogging   44%   Online  Communi6es   22%  #prsummitsf   Source:  Emerging  Trends  in  B-­‐to-­‐B  Social  Media  Marke6ng:  Insights  From  the  Field     @ericschwartzman  
  • 6. Why  B2B  Social  Marke:ng  is  Different  #prsummitsf   Get  this  INFOGRAPHIC:  h[p://www.flickr.com/photos/ericschwartzman/4514443625/     @ericschwartzman  
  • 7. Advantages  of  Social  Media   Paid   Earned   Brochures   Blogs   Phone   Social  Networks   7  #prsummitsf   @ericschwartzman  
  • 8. Advantages  of  Social  Media   Paid   Earned   Brochures   Blogs   Digital  Breadcrumbs:   Discoverable  and   Shareable   Phone   Social  Networks   8  #prsummitsf   @ericschwartzman  
  • 9. Produc:vity  Gains  of  Social  Media  #prsummitsf   @ericschwartzman  
  • 10. How  Filters  Change  the  Marke:ng  Game  #prsummitsf   @ericschwartzman  
  • 11. Spamming  the  Stream  is  Ineffec:ve  #prsummitsf   h[p://twi[er.com     @ericschwartzman  
  • 12. But  That  Doesn’t  Stop  Most  Businesses  #prsummitsf   HOW  TO:  Market  via  Facebook:  h[p://ontherecordpodcast.com/facebooks-­‐pages     @ericschwartzman  
  • 13. Step  1:  Listening  for  Opportuni:es  #prsummitsf   Sign  Up:  www.google.com/reader     @ericschwartzman  
  • 14. Step  2:  Build  Embassies  #prsummitsf   HOW  TO:  Generate  Leads  on  SlideShare:  h[p://ontherecordpodcast.com/slideshare     @ericschwartzman  
  • 15. Step  3:  Socialize  the  Homeland   Homeland   Integrate  a  blog  into  the   corporate  site   15  #prsummitsf   @ericschwartzman  
  • 16. Step  3:  Homeland/Embassy  Strategy   Embassy   Homeland   Embassy   Search   TwiVer   Embassy   Embassy   Linkedin   SlideShare   16  #prsummitsf   @ericschwartzman  
  • 17. Step  3:  Integrate  Social  Media  into  Work  Flows   New  Business   Presenta6on,  Speech   or  Event  #prsummitsf   @ericschwartzman  
  • 18. Step  3:  Integrate  Social  Media  into  Work  Flows   MP3    Podcast   New  Business   Presenta6on,  Speech   or  Event  #prsummitsf   @ericschwartzman  
  • 19. Step  3:  Integrate  Social  Media  into  Work  Flows   Text  Transcript     Blog  Post   MP3    Podcast   New  Business   Presenta6on,  Speech   or  Event  #prsummitsf   @ericschwartzman  
  • 20. Step  3:  Integrate  Social  Media  into  Work  Flows   PowerPoint     SlideShare   Text  Transcript     Blog  Post   MP3    Podcast   New  Business   Presenta6on,  Speech   or  Event  #prsummitsf   @ericschwartzman  
  • 21. Step  3:  Integrate  Social  Media  into  Work  Flows   Video    Webcast   &  YouTube   PowerPoint     SlideShare   Text  Transcript     Blog  Post   MP3    Podcast   New  Business   Presenta6on,  Speech   or  Event  #prsummitsf   @ericschwartzman  
  • 22. Step  3:  Integrate  Social  Media  into  Work  Flows   Video    Webcast   &  YouTube   PowerPoint     SlideShare   Text  Transcript     Blog  Post   MP3    Podcast   New  Business   Presenta6on,  Speech   or  Event  #prsummitsf   @ericschwartzman  
  • 23. Step  4:  Measure  the  Results  #prsummitsf   HOW  TO:  Google  Analy6cs  Overview  -­‐  www.ontherecordpodcast.com/analy6cs   @ericschwartzman  
  • 24. Steps  1-­‐4:  Framework  for  Social  Marke:ng  Ac:va:on   Ac:vity   Tool   •  Social  Media  Monitoring   Step  1   •  Social  Media  Mapping   •  Social  Media  Par6cipa6on   Step  2   •  Social  Media  Engagement     •  Social  Media  Management   Step  3   •  Social  Media  Marke6ng   •  Measure  and  Evaluate  the  Results   Step  4   24  #prsummitsf   @ericschwartzman  
  • 25. Steps  1-­‐4:  Framework  for  Social  Marke:ng  Ac:va:on   Ac:vity   Tool   •  Social  Media  Monitoring   Step  1   •  Social  Media  Mapping   •  Social  Media  Par6cipa6on   Step  2   •  Social  Media  Engagement     •  Social  Media  Management   Step  3   •  Social  Media  Marke6ng   •  Measure  and  Evaluate  the  Results   Step  4   25  #prsummitsf   @ericschwartzman  
  • 26. Steps  1-­‐4:  Framework  for  Social  Marke:ng  Ac:va:on   Ac:vity   Tool   •  Social  Media  Monitoring   Step  1   •  Social  Media  Mapping   •  Social  Media  Par6cipa6on   Step  2   •  Social  Media  Engagement     •  Social  Media  Management   Step  3   •  Social  Media  Marke6ng   •  Measure  and  Evaluate  the  Results   Step  4   26  #prsummitsf   @ericschwartzman  
  • 27. Steps  1-­‐4:  Framework  for  Social  Marke:ng  Ac:va:on   Ac:vity   Tool   •  Social  Media  Monitoring   Step  1   •  Social  Media  Mapping   •  Social  Media  Par6cipa6on   Step  2   •  Social  Media  Engagement     •  Social  Media  Management   Step  3   •  Social  Media  Marke6ng   •  Measure  and  Evaluate  the  Results   Step  4   27  #prsummitsf   @ericschwartzman  
  • 28. What’s  Next?  Mobile  Search  Op:miza:on  #prsummitsf   HOW  TO:  Op6mize  Your  Site  for  Mobile  Search:  ontherecordpodcast.com/mobile   @ericschwartzman  
  • 29. Cisco  Events  iPhone  App  #prsummitsf   @ericschwartzman  
  • 30. The  Challenge:  Overcoming  Digital  Illiteracy  #prsummitsf   Hands  On  Social  Media  Training:  h[p://www.socialmediabootcamp.com     @ericschwartzman  
  • 31. Follow  Up  Resource:  B2B  Social  Marke:ng  Book   Eric  Schwartzman   DOWNLOAD  THE  DECK   www.B2BSocialMediaBook.com     Available:     Amazon  ::  Barnes  &  Noble   Borders  ::  iPad  ::  Kindle  #prsummitsf   @ericschwartzman  
  • 32. K.I.T.   (310)  463-­‐4026            Phone   my-­‐calendar          Calendar   eric[at]ericschwartzman[dot]com  Email   ericschwartzman.com      Website   ontherecordpodcast.com      Podcast   spinfluencer.com        Blog   @ericschwartzman        Twi[er   facebook.com/ericschwartzman    Facebook   linkedin.com/in/schwartzman      Linkedin     youtube.com/spinfluencer      YouTube     slideshare.net/ericschwartzman      Slideshare   Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0#prsummitsf   @ericschwartzman