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Evan LaPointe: B2B & Social Media: Performance, Measurements, and SEO Benefits


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Evan LaPointe: B2B & Social Media: Performance, Measurements, and SEO Benefits

  1. 1. B2B Social Media<br />Effective strategies, actionable measurement, and SEO<br />OfficeArrow, LLC. 2009. <br />
  2. 2. Agenda:<br />Why include social media in your marketing mix?<br />Who are the players?<br />Five ways to succeed in social media<br />Social media and Search Engine Optimization<br />
  3. 3. What is social media?<br />Wikipedia:<br />Media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.<br />Social Networking + User Generated Content<br />
  4. 4. Social Media for B2B<br />Speak to the two “magic” emotions<br />To Do Item: What fuels these two emotions in our target audience?<br />
  5. 5. Why include social media?<br />To Do Item: Who are OUR hubs?<br />
  6. 6. Who are the players?<br />To Do Item: Wikipedia – “List of social networking sites”<br />
  7. 7. How to win - #1<br />Be in it for <br />the long run.<br />
  8. 8. How to win - #2<br />Identify your <br />influencers<br />
  9. 9. How to win - #3<br />Dance to the beat <br />of their drum.<br />
  10. 10. The Perfect tweet<br />
  11. 11. How to win - #4<br />You have to believe in social media, but hesitate before you go further than that.<br />
  12. 12. How to win - #5<br />Take the good and the bad together. <br />And realize that the bad is often better than the good.<br />
  13. 13. You will miss the target when . . . <br />You target the masses<br />You do not create “genuine” content<br />You are the primary beneficiary<br />
  14. 14. SEO and Social Media<br />
  15. 15. Search Engine Optimization:Fundamentals<br />Technical Optimization<br />Linguistic Optimization<br />Reputational Optimization<br />
  16. 16. What You Need To Know<br />Always optimize the anchor text when allowed<br />Use deep links<br />Network your networks<br />Apply linguistic principles to everything you create – this might be what ranks<br />
  17. 17. Ideas<br />YouTube tutorials on your products<br />Use LinkedIn to rank for your own name<br />Maximize your maps listings<br />Audience: what has worked for you?<br />
  18. 18. Questions?<br />