Delivered by Eric Schwartzman as a keynote at the Entrust Sales Conference at the Fairmont Hotel in San Francisco on Sunday, Feb. 26, 2012. http://www.ericschwartzman.com

1. 4
Steps
to
B2B
Social
Media
Lead
Genera>on
Eric
Schwartzman,
author/speaker/digital
strategist
“Social
Marke;ng
to
the
Business
Customer”
2012
Entrust
Sales
Conference
::
SF
#Entrust12
@ericschwartzman

2. AGENDA
 Strategic
Brief
 4
Steps
of
Lead
Genera>on
 What’s
Coming
Next
#Entrust12
I’ll
Display
Follow
Up
Resource
Links
Here
@ericschwartzman

3. B2B
Social
Media
Adop>on
Today
93%
of
all
B2B
marketers
are
engaged
in
some
form
of
social
media
outreach.
Social
Media
Channel
Adop>on
by
B2Bs
Linkedin
72%
Facebook
71%
TwiMer
67%
YouTube
48%
Blogging
44%
Online
Communi;es
22%
#Entrust12
Source:
Emerging
Trends
in
B-­‐to-­‐B
Social
Media
Marke;ng:
Insights
From
the
Field
@ericschwartzman

4. What
Happened?
#Entrust12
@ericschwartzman

5. Where’s
the
Value?
#Entrust12
Case
Study:
hMp://ontherecordpodcast.com/chaMer
@ericschwartzman

6. What’s
the
Business
Case?
Paid
Earned
Brochures
Search
 Discoverable
through
Search
 Shareable
through
Social
Person-­‐to-­‐Person
Social
Networks
#Entrust12
@ericschwartzman

7. What’s
the
Objec>ve?
To
generate
leads
by
geVng
your
subject
maMer
exper;se
on
the
record
online.
#Entrust12
@ericschwartzman

8. Let’s
Connect
Follow
Us:
hMp://twiMer.com/entrust
hMp://twiMer.com/entrustSSL
Friend
Us:
hMps://www.facebook.com/EntrustSecurity
hMps://www.facebook.com/EntrustSSL
Connect:
hMp://www.linkedin.com/company/entrust
If
you’d
like
to
promote
any
of
your
own
content
through
these
channels,
send
an
email
to
dax.davis@entrust.com
#Entrust12
@ericschwartzman

9. Let’s
Check
In
#Entrust12
@ericschwartzman

10. B2B
Social
Sales
in
4
Steps
• Listen
Phase
1
• Build
Your
Phase
2
Network
• Par;cipate
Phase
3
• Evaluate
Phase
4
#Entrust12
@ericschwartzman

11. Step
1:
Listen
Future
o
f
Search
is
Socia
l
Use
Google
Related
Search
#Entrust12
@ericschwartzman

12. Step
1:
Listen
Focus
on
Your
Market
Search
Volume
over
Time
Geography
of
Search
#Entrust12
hMp://www.google.com/insights
@ericschwartzman

13. Step
1:
Listen
To
Import
Subs,
Click
Here
To
Share,
Click
Here
#Entrust12
hMp://ericschwartzman.com/IS-­‐subs
@ericschwartzman

14. Step
1:
Listen
Import
the
Subs
Google
Reader
Subscrip>ons:
hYp://ericschwartzman.com/IS-­‐subs
#Entrust12
@ericschwartzman

15. Step
1:
Listen
Bookmark
Here
Build
Contact
Lists
#Entrust12
@ericschwartzman

16. Step
2:
Build
Your
Network
#Entrust12
@ericschwartzman

17. Step
2:
Build
Your
Network
Make
it
Easy
#Entrust12
@ericschwartzman

18. Step
2:
Build
Your
Network
#Entrust12
hMp://rappor;ve.com/
@ericschwartzman

19. Step
2:
Build
Your
Network
#Entrust12
hMp://rappor;ve.com/
@ericschwartzman

20. Step
2:
Build
Your
Network
Go
to:
hMp://www.linkedin.com/in/daxdavis
and
send
a
connec;on
request
to
dax@daxdavis.com
#Entrust12
@ericschwartzman

21. Step
2:
Build
Your
Network
#Entrust12
@ericschwartzman

22. Step
3:
Par>cipate
Klout
Score
#Entrust12
@ericschwartzman

23. Step
3:
Par>cipate
Likes,
Comments
and
Shares
determine
rank
+1s,
Comments
and
Shares
determine
rank
in
the
newsfeed
in
the
newsfeed
#Entrust12
@ericschwartzman

24. Communi>es
Convey
Trust
#Entrust12
@ericschwartzman

25. Raise
Your
Hand
of
You’re
on
TwiYer
#Entrust12
@ericschwartzman

26. Step
3:
Par>cipate
• What
Should
You
Tweet
About?
• Retweet
content
from
@Entrust
and
@EntrustSSL
• Retweet
useful
info
from
other
users
by
searching
these
hashtags
#IPsec,
#TCO,
#malware,
#infosec,
#security,
#cryptography,
#ssl
• Interact
with
other
aMendees
at
this
event.
Find
them
using
the
#Entrust12
hashtag
• Live
tweet
from
big-­‐;cket
events
like
#RSA
and
#ISW
• “Overheard
at
#Entrust12”
-­‐
what
are
aMendees
talking
about
around
you?
•
Who
else
is
there?
Tweet
about
people
you’ve
spoMed
and
include
their
TwiMer
as
an
@men;on.
•
Photos
with
other
aMendees
#Entrust12
@ericschwartzman

27. Raise
Your
Hand
if
You’re
on
Facebook
#Entrust12
@ericschwartzman

28. Step
3:
Par>cipate
• Like
or
Comment
on
updates
from:
hMps://www.facebook.com/EntrustSecurity
hMps://www.facebook.com/EntrustSSL
• Posts
that
end
with
a
ques;on
are
15%
more
engaging
• Posts
80
words
or
less
are
27%
more
engaging
• Posts
outside
of
business
hours
are
20%
more
engaging
• Don’t
ask
Why.
Ask
Where
or
When.
• Most
Liked
posts
include
these
words:
Like,
Take,
Submit
• Most
Commented
posts
include:
Comment,
Post,
Tell
Us
• Least
engaging
posts
include:
Event,
Winner,
Offer
#Entrust12
@ericschwartzman

29. Step
3:
Par>cipate
#Entrust12
@ericschwartzman

30. Step
3:
Par>cipate
#Entrust12
@ericschwartzman

31. Step
3:
Par>cipate
#Entrust12
@ericschwartzman

32. B2B
Social
Networks
#Entrust12
About
the
SAP
Community
Network
@ericschwartzman

33. Step
3:
Par>cipate
Embassy
Embassy
Homeland
Search
TwiYer
Embassy
Embassy
Linkedin
SlideShare
#Entrust12
@ericschwartzman

34. Why
Make
a
Blog
the
Homeland?
#Entrust12
Source:
2011
State
of
Inbound
Marke;ng
Study
@ericschwartzman

35. B2B
Blogs
35
• 73
blogs
• 17
bloggers
• 600%
jump
in
leads
• Top
quality
#Entrust12
Case
Study:
hMp://ontherecordpodcast.com/emerson
@ericschwartzman

36. Extendhree:
Par>cipate
Phase
T the Reach of Existing Activities
Video

Webcast
&
YouTube
PowerPoint

SlideShare
Text
Transcript

Blog
Post
MP3

Podcast
SME
Shares
#Entrust12
@ericschwartzman

37. What’s
the
ROI?
#Entrust12
@ericschwartzman

38. What’s
the
Value
of
Intangible
Assets?
#Entrust12
@ericschwartzman

39. Expenses
vs.
Assets
#Entrust12
@ericschwartzman

40. Step
4:
Evaluate
Search
Blog
TwiYer
Facebook
Email
Linkedin
#Entrust12
@ericschwartzman

41. Step
4:
Evaluate
#Entrust12
hMp://www.radian6.com/
@ericschwartzman

42. Step
4:
Evaluate
#Entrust12
hMp://hootsuite.com
@ericschwartzman

43. Review
-­‐
B2B
Social
Sales
in
4
Steps
Ac>vity
Tool
• Listen
and
Map
Phase
1
• Build
Your
Network
Phase
2
• Par;cipate
Phase
3
• Measure
and
Evaluate
Phase
4
#Entrust12
@ericschwartzman

44. Policy
MaYers
44
Entrust
appreciates
the
effec;ve
use
of
social
media
for
business
and
employees
who
demonstrate
excellence
in
this
area
will
be
recognized
and
rewarded
at
their
annual
employee
review.
#Entrust12
@ericschwartzman

45. What’s
Next?
#Entrust12
@ericschwartzman

46. B2B
Mobile
Marke>ng
46
#Entrust12
@ericschwartzman

47. Cisco
App
#Entrust12
@ericschwartzman

48. B2B
Social
Marke>ng
Revolu>on
Eisner
Aristocrat
Revolu;onary
Lassiter
#Entrust12
@ericschwartzman

49. Thank
You
DOWNLOAD
THE
DECK
www.EricSchwartzman.com/Decks
Eric
Schwartzman
eric@ericschwartzman.com
+1
(310)
455-­‐4000
Available:
Amazon
::
Barnes
&
Noble
iPad
::
Kindle
#Entrust12
@ericschwartzman