B2B SOCIAL MEDIA CHANNELS     Social Media Intel 2012 – ATL            #socialintelATL          Ed Peterson - @ed_peterson
WHAT IS B2B SOCIAL MEDIA?   Content marketing   Inbound marketing   Search engine optimization   Credibility and stand...
LEG WORK   Buyer personas   Landing page strategy   Editorial planning   Role of the community manager   Cracking the...
CONTENT RULES   Keywords and basic content strategy   Pick the diamonds off the ground   Don’t be afraid of giving away...
THE CONVERSION DIVERSION   Marketing exist to gain new customers and keep    current ones. This goes for social, too!   ...
SHOW ME THE MONEY!                     @ed_peterson
LINKEDIN IS A DOORWAY TO SOCIAL   Real-time inbound marketing for business people   Encourage every member of your team ...
YOUR PLACE IN THE NEW THOMAS REGISTER Complete company details using your  keywords Have a killer cover image taking  ad...
POSTING GREAT UPDATES   Lower volume, higher quality   Strive for visual element   Post directly into LinkedIn   Monit...
LINKEDIN PRODUCTS AND SERVICES TABS Great, free  vehicle for  product  details and  supporting  media List  Contacts Mo...
FOLLOWERS AND PAGE INSIGHTS                              @ed_peterson
THE SIMPLE MATH OF FACEBOOK Via David Somerville                              @ed_peterson
FACEBOOK AND THE FUNNEL   Facebook for business vs. business on    Facebook   Mapping where engagement becomes    intere...
TONE - FACTS AND FUN ON FACEBOOK                             @ed_peterson
THE WONDERS OF THE WELCOME TAB   Inbound    marketing    power play   Vehicle to    capture email    addresses   Path t...
PRACTICE GOOD DIGITAL HYGIENE                           @ed_peterson
LEVERAGE THE MEDIUM                         Custom tabs                         Promotions                         Role...
ANATOMY OF A FACEBOOK POST               Content               Format               Calls to Action             What yo...
FACEBOOK IS A VISUAL MEDIUM!Via Dan Zarrella                               @ed_peterson
TIMING IS EVERYTHING?    Likes peak around 8 p.m. EST, shares     around 6 p.m. EST.    Remember the 80/20 rule for U.S....
FACEBOOK MEASUREMENT   Reach   Growth   Engagement   PTAT acid test                       @ed_peterson
FACEBOOK INSIGHTS (FOR FREE)
TANGLED UP IN TWITTER   Fast, accessible,    cumulative   Ticker tape &    database in one   Vehicle for industry    an...
TWITTER TACTICS   Be serious about listening   Find relevant hash tags before you invent them   Be the news breaker   ...
TWITTER=YOUR PUREST SOCIAL VOICE   Content meets conversation   Your customer assumes Twitter is customer    service   ...
A SOCIAL MEDIA LESSON FROM CHINA               关系               Guanxi Invest in relationships and show respect           ...
LAWYERS, HATERS & CANDLE STICK MAKERS             -Mayo Clinic-           Dont Lie, Dont Pry         Dont Cheat, Cant Dele...
WHAT ABOUT SOCIAL ADVERTISING?   Paid promotion moving from display advertising    into the Timeline   Great segmentatio...
GOING PRO – SOCIAL ENTERPRISE TOOLS   Great resources, scalable investment   Buy what will get used   Take advantage of...
MANAGING B2B SOCIAL MEDIA   Keep social from becoming isolated   Ask what your customers and your    competitors are doi...
GO FORTH AND TWEET!   Listen first   Fog the mirror   Don’t let the measure stop the motion   Be where an industry lea...
THANK YOU!PLEASE SHARE YOUR SUCCESS  TWEET ED_PETERSON FOR SLIDES
RESOURCES – TWO GREAT BOOKSFor the Marketing Executive   For the Community Manager
RESOURCES – BLOGS AND BLOKES Social Media B2B Blog Marketo B2B Blog Prominent Placement (awesome SEO) Business to Comm...
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B2B Social Media Strategy SocialintelATL November 13, 2012

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Overview of applying inbound marketing and content marketing fundamentals to B2B social media programs on LinkedIn, Facebook and Twitter. Presented by Ed Peterson at the Social Media Intelligence Conference November 13, 2012 in Atlanta, Georgia.

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B2B Social Media Strategy SocialintelATL November 13, 2012

  1. 1. B2B SOCIAL MEDIA CHANNELS Social Media Intel 2012 – ATL #socialintelATL Ed Peterson - @ed_peterson
  2. 2. WHAT IS B2B SOCIAL MEDIA? Content marketing Inbound marketing Search engine optimization Credibility and standing in your industry A cultural foundation for your business @ed_peterson
  3. 3. LEG WORK Buyer personas Landing page strategy Editorial planning Role of the community manager Cracking the code for management @ed_peterson
  4. 4. CONTENT RULES Keywords and basic content strategy Pick the diamonds off the ground Don’t be afraid of giving away at least part of the farm Steal a play from Hubspot - 10-4-1 rule @ed_peterson
  5. 5. THE CONVERSION DIVERSION Marketing exist to gain new customers and keep current ones. This goes for social, too! Analytics and marketing automation are powerful, but do not expect perfection. Make the funnel an easy ride “Content to Contact to Cash” @ed_peterson
  6. 6. SHOW ME THE MONEY! @ed_peterson
  7. 7. LINKEDIN IS A DOORWAY TO SOCIAL Real-time inbound marketing for business people Encourage every member of your team to have a complete LinkedIn profile Assist senior leadership in all functional areas with creating profiles Begin the culture of social sharing with LinkedIn updates @ed_peterson
  8. 8. YOUR PLACE IN THE NEW THOMAS REGISTER Complete company details using your keywords Have a killer cover image taking advantage of the new Company Page layout Recognize the value of your recruitment brand and consider investment in a premium career page @ed_peterson
  9. 9. POSTING GREAT UPDATES Lower volume, higher quality Strive for visual element Post directly into LinkedIn Monitor post stats and learn from what works Experiment with targeting features @ed_peterson
  10. 10. LINKEDIN PRODUCTS AND SERVICES TABS Great, free vehicle for product details and supporting media List Contacts Monitor comments @ed_peterson
  11. 11. FOLLOWERS AND PAGE INSIGHTS @ed_peterson
  12. 12. THE SIMPLE MATH OF FACEBOOK Via David Somerville @ed_peterson
  13. 13. FACEBOOK AND THE FUNNEL Facebook for business vs. business on Facebook Mapping where engagement becomes interest Seek and promote opportunities for transactions and connections @ed_peterson
  14. 14. TONE - FACTS AND FUN ON FACEBOOK @ed_peterson
  15. 15. THE WONDERS OF THE WELCOME TAB Inbound marketing power play Vehicle to capture email addresses Path to owned media
  16. 16. PRACTICE GOOD DIGITAL HYGIENE @ed_peterson
  17. 17. LEVERAGE THE MEDIUM  Custom tabs  Promotions  Role of on page conversation  Balance of page vs. feed @ed_peterson
  18. 18. ANATOMY OF A FACEBOOK POST  Content  Format  Calls to Action What you are saying When you are saying it @ed_peterson
  19. 19. FACEBOOK IS A VISUAL MEDIUM!Via Dan Zarrella @ed_peterson
  20. 20. TIMING IS EVERYTHING?  Likes peak around 8 p.m. EST, shares around 6 p.m. EST.  Remember the 80/20 rule for U.S. populationChart via Mashable.com @ed_peterson
  21. 21. FACEBOOK MEASUREMENT Reach Growth Engagement PTAT acid test @ed_peterson
  22. 22. FACEBOOK INSIGHTS (FOR FREE)
  23. 23. TANGLED UP IN TWITTER Fast, accessible, cumulative Ticker tape & database in one Vehicle for industry and product leadership @ed_peterson
  24. 24. TWITTER TACTICS Be serious about listening Find relevant hash tags before you invent them Be the news breaker Identify, engage and reward influencers and thought leaders @ed_peterson
  25. 25. TWITTER=YOUR PUREST SOCIAL VOICE Content meets conversation Your customer assumes Twitter is customer service Tweeting a landing page does not kill a puppy @ed_peterson
  26. 26. A SOCIAL MEDIA LESSON FROM CHINA 关系 Guanxi Invest in relationships and show respect @ed_peterson
  27. 27. LAWYERS, HATERS & CANDLE STICK MAKERS -Mayo Clinic- Dont Lie, Dont Pry Dont Cheat, Cant Delete Dont Steal, Dont Reveal A solid, well communicated social media policy is critical to the integrity of your digital marketing @ed_peterson
  28. 28. WHAT ABOUT SOCIAL ADVERTISING? Paid promotion moving from display advertising into the Timeline Great segmentation options require knowledge of your customer and specific objectives More powerful options require more expertise Experimentation will yield results! @ed_peterson
  29. 29. GOING PRO – SOCIAL ENTERPRISE TOOLS Great resources, scalable investment Buy what will get used Take advantage of eager vendor community for knowledge, free trials, comparison shopping Seek accountability and obsessively share market intelligence and customer insights @ed_peterson
  30. 30. MANAGING B2B SOCIAL MEDIA Keep social from becoming isolated Ask what your customers and your competitors are doing online Ask how your efforts and your content are supporting your customers Have the right context for accountability @ed_peterson
  31. 31. GO FORTH AND TWEET! Listen first Fog the mirror Don’t let the measure stop the motion Be where an industry leader is expected to be online, and act like one Try, test and experiment @ed_peterson
  32. 32. THANK YOU!PLEASE SHARE YOUR SUCCESS TWEET ED_PETERSON FOR SLIDES
  33. 33. RESOURCES – TWO GREAT BOOKSFor the Marketing Executive For the Community Manager
  34. 34. RESOURCES – BLOGS AND BLOKES Social Media B2B Blog Marketo B2B Blog Prominent Placement (awesome SEO) Business to Community Blog All things Hubspot, including Dan Zarrella! See it live – Social Media Club, Local Meetups, Local Professional Groups (AiMA)

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