B2B New Media Essentials by Designated Editor at Swissnex Boston, Cambridge Innovation Center


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New Media Essentials for B2B by Suzanne McDonald, Content and Social Strategist at Designated Editor's, presented at Swissnex Boston and the Cambridge Innovation Center.

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  • www.emarketer.com/Article.aspx?R=1008948
  • Challenge: How to utilize efficiently while running a business?Benefit: Paid vs earned media : Solution: Be strategic from the outset, which tools and platforms make the most sense
  • Need to develop a hypothesis of personae, whether you are marketing on the web or social. You need to SPEAK to SOMEONE. If everyone is a client, no one self-identifies as YOUR client … no one sees that what you do can solve his/her problem.URI students parents of young children=middle-aged
  • Demonstrate thought-leadership, brand personality(example) B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever
  • Various channels that get leads: 52% of marketing pros said leads via blog had lower cost of acquisition.
  • Editorial calendar should include: Holidays,Conferences Important dates/events that you’d like to get a post out ahead ofEmbed YouTube,Record your presentations,Review the books you’re reading,Schedule aheadBe sure to appoint an Editor and content quality control, a function DE provides for some clients, along w Editorial Calendar developmenthttp://sncr.org/2010/02/19/journalists-use-of-social-media-is-surging-according-to-2nd-annual-middlebergsncr-survey-of-media-in-the-wired-world/80% of journalists believe bloggers have become “important opinion shapers.” Society for New Communication Research  
  • Eventbrite blog
  • http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php
  • Search and tagGroups – ConnectAnswersEvents
  • Set daily or lifetime budget Set your run scheduleChoose CPC or CPM Fewer clicks = CPCBid higher than suggested Track your performance
  • Most followed topics
  • 81% of respondents said they were more likely to trust a Fortune 1000 CEO if he was on Twitterwww.emarketer.com/Article.aspx?R=1008929
  • Educate your prospects with a how-to. In just a few minuets after learning about what you do, I could think of a few how-tos you could produce.
  • There’s actually too much here
  • Slideshare has 5x more business owner traffic than other platforms, Source: SlideShare, Comscore
  • Challenge: It’s not working the way we’d thought! Takes too much time! People are complaining.Benefit: Cheaper than paid media & longer-lasting. Take time to focus on what works. Respond and treat complaints on social media as any good customer service pro would Solution: Analyze & adjust & respond (to complainers & yourself)
  • The more content you create, the feedback you get, the more data to crunch and better understand your audience.Initially, it’s like an echo chamber, but as the voices increase, a clearer picture emergesGoogle Analytics: Map overlay, keywords, where they’re coming from
  • B2B New Media Essentials by Designated Editor at Swissnex Boston, Cambridge Innovation Center

    1. 1. Designated EditorSpeaking Series New Media Essentials for B2B Success swissnex Boston & Cambridge Innovation Center Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor
    2. 2. suzanne’s experience Social Media Strategies professor 6 years Page 1 Masters in Journalism & Mass Communications BA in Journalism www.designatededitor.com 2
    3. 3. www.designatededitor.com 3
    4. 4. Paid media vs. owned media www.emarketer.com/Article.aspx?R=1008948@Sue_DesigEditor www.designatededitor.com 4
    5. 5. 92% of B2B prospects almost never book a meeting from a cold call or email.Sales executives will first seek connectionsthrough social media networks, and thenincrease response rates with warm introductions. —UNC’sKenan-Flagler School of Business study @Sue_DesigEditor www.designatededitor.com 5
    6. 6. Challenges we’ll address o How to integrate new media o How to get your team to adapt o How to tell if it’s working @Sue_DesigEditor www.designatededitor.com 6
    7. 7. 4 stages to activate new media Stage 1 Your website Stage 2 Your blog & email Stage 3 Social media integration Stage 4 Social media optimization & metrics @Sue_DesigEditor www.designatededitor.com 7
    8. 8. Stage 1Your website@Sue_DesigEditor www.designatededitor.com 8
    9. 9. Who is your audience? Who might be your best advocates? What are their defining characteristics? What are they looking for? Are you using the right vocabulary? www.designatededitor.com 9
    10. 10. Keywords: Your prospects’ vocabulary@Sue_DesigEditor www.designatededitor.com 10
    11. 11. Keywords: Include in Titles and Descriptions @Sue_DesigEditor www.designatededitor.com 11
    12. 12. who is your audience?@Sue_DesigEditor www.designatededitor.com 12
    13. 13. Stage 2 Blog & emailGoogle & search engines <3 fresh contentActivate keywords & make multimediaOffers a glimpse inside your brandEnable and moderate commentsLeverage blog posts to feed email@Sue_DesigEditor www.designatededitor.com 13
    14. 14. Blogs cited as least expensive for B2C & B2B www.designatededitor.com 14
    15. 15. Editorial calendars @Sue_DesigEditor www.designatededitor.com 15
    16. 16. Tools to drive blogs & content@Sue_DesigEditor www.designatededitor.com 16
    17. 17. B2B blog: helpful, not boring, multimedia @Sue_DesigEditor www.designatededitor.com 17
    18. 18. Easy-to-act-onEmail@Sue_DesigEditor www.designatededitor.com 18
    19. 19. email http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php@Sue_DesigEditor www.designatededitor.com 19
    20. 20. Stage 3 Social Media integration‘The growth in social media marketing will be exponential:Smaller companies — with revenues under $25 million —in particular will increasingly rely on social media outletsTo market their products and services.’ — Duke Universitys Fuqua School of Business & American Marketing Association http://www.fuqua.duke.edu/news_events/releases/cmo_survey_optimism/#.T4RXZY5XJ_k @Sue_DesigEditor www.designatededitor.com 20
    21. 21. tacticsDiscover major companies with SearchCategorize prospects with TagsParticipate inGroups specific to your industryContribute your expertise withAnswersFind andConnectwith key influencersHost or attend anEvent and share it @Sue_DesigEditor www.designatededitor.com 21
    22. 22. Skills & Expertise pageAuto-suggestions www.designatededitor.com 22
    23. 23. How’s the industry faring?@Sue_DesigEditor www.designatededitor.com 23
    24. 24. Bottom of the page: Groups worth joining? @Sue_DesigEditor www.designatededitor.com 24
    25. 25. @Sue_DesigEditor www.designatededitor.com 25
    26. 26. Targeting ads• Towns & cities • Interests & Likes• Education • Age• Gender• Marital status @Sue_DesigEditor www.designatededitor.com 26
    27. 27. Lingeringquestions@Sue_DesigEditor www.designatededitor.com 27
    28. 28. www.emarketer.com/Article.aspx?R=1008929@Sue_DesigEditor www.designatededitor.com 28
    29. 29. @Sue_DesigEditor www.designatededitor.com 29
    30. 30. B2B channel on@Sue_DesigEditor www.designatededitor.com 30
    31. 31. www.designatededitor.com 31
    32. 32. Show your expertise visually or curate others’ @Sue_DesigEditor www.designatededitor.com 32
    33. 33. @Sue_DesigEditor www.designatededitor.com 33
    34. 34. Other tools to consider@Sue_DesigEditor www.designatededitor.com 34
    35. 35. Stage 4 How are we doing?@Sue_DesigEditor www.designatededitor.com 35
    36. 36. Google Analytics: soon + social@Sue_DesigEditor www.designatededitor.com 36
    37. 37. New media success for B2BsWebsite + Blog + Email + Social media  Longer-lasting vs. paid media  Now you’ll know what’s working  Reduced customer service costs  Understand & relate to clients  Your clients see your team as experts  Broader brand-building boosts awareness @Sue_DesigEditor www.designatededitor.com 37
    38. 38. Designated EditorSpeaking Series New Media Essentials for B2B Success Questions? Happy to help! Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor