Beyond The Hype - Social Network Marketing For B2B


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The way to reach business decision makers is migrating from traditional marketing efforts to the web. More and more consumers are researching their next purchases online in search engines and social media sites. This presentation will explore how you can use social media to grow traffic to your website, make real connections, and join the conversation that's already happening on social networking sites.

Find out which social media sites work best for business, how to develop a strategy for success, how to measure your campaign's effectiveness, and where this rapidly evolving medium may be taking us next.

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  • Beyond The Hype - Social Network Marketing For B2B

    1. 1. Beyond the Hype: Social Network Marketing for B2B GEN38 Hall Web Services #Insights09
    2. 2. Who We Are <ul><li>Hall Web Services </li></ul><ul><li> </li></ul><ul><li>10+ Years in Business </li></ul><ul><li>Sage Preferred Vendor </li></ul>Tom Hall President Fred Greenhalgh Internet Marketing Manager Amanda O'Brien Inbound Marketing Manager
    3. 3. Who We Are <ul><li>Hall Web Services </li></ul><ul><li> </li></ul><ul><li>10+ Years in Business </li></ul><ul><li>Sage Preferred Vendor </li></ul>Tom Hall President Fred Greenhalgh Internet Marketing Manager Amanda O'Brien Inbound Marketing Manager YOU DON'T CARE!
    4. 4. What is Social Media
    5. 5. Old Media Old Media vs. New Media New Media
    6. 6. What is Social Media People having conversations online
    7. 7. Time to Re-think Your Marketing Strategy! <ul><li>Old/Outbound Marketing </li></ul><ul><li>TV Radio Ads </li></ul><ul><li>Print Ads </li></ul><ul><li>Direct Mail </li></ul><ul><li>Telemarketing </li></ul><ul><li>New/Inbound Marketing </li></ul><ul><li>Social Media </li></ul><ul><li>SEO/SEM </li></ul><ul><li>Blogging </li></ul><ul><li>Viral Videos </li></ul>An Interruption An Interaction
    8. 8. Types of Social Media Sites <ul><li>Content Producing </li></ul><ul><li>Content Sharing </li></ul><ul><li>Relationship Building </li></ul>
    9. 9. How Social Media Works
    10. 10. How Social Media Started <ul><li>Internet Commerce </li></ul><ul><li>Product Reviews </li></ul><ul><li>Validation </li></ul><ul><li>Why stop there </li></ul><ul><ul><li>News </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Services </li></ul></ul>
    11. 11. Theory How to Use <ul><li>Lots of people show you How To's </li></ul><ul><li>Then What... </li></ul><ul><li>Facebook of tomorrow </li></ul><ul><li>Understand WHY it works </li></ul>
    12. 12. Traditional media is Dying <ul><li>Newspapers - Shutting Down </li></ul><ul><li>Terrestrial Radio - Done </li></ul><ul><li>Satellite Radio - Sorry </li></ul><ul><li>Television Ads - DVR </li></ul><ul><li>Cold Calling - Caller ID </li></ul>
    13. 13. Shift in Power <ul><li>Buyer has more power than the seller </li></ul><ul><li>We value the opinion of others when we buy </li></ul><ul><li>Ability to converse with hundreds before a purchase </li></ul><ul><li>Find what I want – Validate the Purchase – Buy it </li></ul><ul><li>Conversation vs. Presentation </li></ul>
    14. 14. Research Buying <ul><li>People are looking BEFORE they buy </li></ul><ul><li>Give them something to find </li></ul><ul><li>Corporate transparency </li></ul><ul><li>Customers preview products and SELLERS </li></ul><ul><li>Each experience changes users perspectives and expectations </li></ul>
    15. 15. Rapid Change Billions of Keystrokes every minute of every day – Change the Web Mass Development Environment
    16. 16. Media Development <ul><li>Traditional Media Development </li></ul><ul><li>New Media Development </li></ul><ul><li>Television </li></ul><ul><li>Black and White </li></ul><ul><li>Knobs and Buttons </li></ul><ul><li>Color </li></ul><ul><li>Cable </li></ul><ul><li>DVR </li></ul><ul><li>YouTube </li></ul>
    17. 17. Media Development <ul><li>iPhone </li></ul><ul><li>iPhone Applications </li></ul>
    18. 18. Users vs. Viewers More Internet Users than TV household subscribers Source: Nielsen Online 156.7 million 114.2 million
    19. 19. More Connected Your customers of tomorrow are already online <ul><li>Demographic Shift </li></ul><ul><li>Research Studies </li></ul><ul><ul><li>84% of Germans (19-29) would rather do without their current partner or their car than forego their connection to the Web. </li></ul></ul><ul><ul><li>Living without a mobile phone was also unthinkable for 97% of those questioned in that age range. </li></ul></ul>
    20. 20. How many of you could effectively run your business if your email was down for a week?
    21. 21. I can't put all my information on the Internet!?! <ul><li>Giving Away all my secrets? </li></ul><ul><li>People will take the information and go to to my competitors </li></ul>
    22. 22. Validation <ul><li>Sharing Information </li></ul><ul><li>Downloadable Information </li></ul><ul><li>Whitepapers </li></ul><ul><li>Blog </li></ul><ul><li>Validating your services, employees and expertise </li></ul>
    23. 23. <ul><li>Corporate Transparency </li></ul><ul><li>Build Trust with Customers </li></ul><ul><li>Generate Inbound Links </li></ul><ul><li>Reputation Management </li></ul><ul><li>Promote your blog and website </li></ul><ul><li>Inexpensive </li></ul><ul><li>Build relationships before purchasing point </li></ul><ul><li>Be a part of the conversation that is already going on </li></ul><ul><li>Extend your events, seminars, webcasts, conventions </li></ul>Benefits of Social Networking
    24. 24. <ul><li>Corporate Transparency </li></ul><ul><li>Personalized Buying </li></ul><ul><li>Lowering Risk </li></ul>Validation to Your Customers People do business with PEOPLE!
    25. 25. Types of Social Networking Sites <ul><li>Content Producing </li></ul><ul><li>Content Sharing </li></ul><ul><li>Profile </li></ul>
    26. 26. Types of Social Networking Sites <ul><li>Content Producing </li></ul><ul><li>Content Sharing </li></ul><ul><li>Profile </li></ul>
    27. 27. Content Producing <ul><li>Blogs </li></ul><ul><li>Online Videos </li></ul><ul><li>Micro Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Internet Forums </li></ul><ul><li>Podcasts </li></ul><ul><li>Pictures </li></ul><ul><li>Presentations </li></ul>
    28. 28. Types of Social Networking Sites <ul><li>Content Producing </li></ul><ul><li>Content Sharing </li></ul><ul><li>Profile </li></ul>
    29. 29. <ul><li>Microblogging Sites </li></ul><ul><li>Social Network Aggregation </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Social News </li></ul><ul><li>Opinion Sites </li></ul>Content Sharing
    30. 30. Types of Social Networking Sites <ul><li>Content Producing </li></ul><ul><li>Content Sharing </li></ul><ul><li>Profile </li></ul>
    31. 31. Profile Social Networking Sites <ul><li>Personal </li></ul><ul><li>Professional </li></ul><ul><li>Hybrid </li></ul><ul><li>Music </li></ul><ul><li>Gaming </li></ul>
    32. 32. What Does THIS have to do with business again?!
    33. 33. Connect with Local Customers
    34. 34. Dresser and Associates <ul><li>Mark Dresser </li></ul><ul><li>LinkedIn – Profile & company profile </li></ul><ul><li>Group discussions </li></ul><ul><li>@hr_software </li></ul>
    35. 35. Connect with Partners-Friends <ul><li>Wayne Schultz </li></ul><ul><li>- Success with Social Media </li></ul><ul><li>- Time management </li></ul>
    36. 36. Developing Your Strategy 1. Set company policies 2. Set measurable goals 3. Listen before you talk 4. Find communities that matter 5. Create a content strategy 6. Choose the tools that will work best for you 7. Deliver engaging and interesting content 8. Measure results 9. You have to give to get
    37. 37. Strategy and Goals <ul><li>Where are you now? </li></ul><ul><li>What do you want to achieve? </li></ul><ul><li>How does this fit in with your business goals? </li></ul><ul><li>Make the goals measurable </li></ul><ul><li>Number of followers or friends </li></ul><ul><li>Number of blog posts </li></ul><ul><li>Number of comments </li></ul><ul><li>Unique visitors to blog and website </li></ul><ul><li>Click Thrus – Traffic Sources </li></ul><ul><li>Video Views </li></ul>
    38. 38. Using LinkedIn for Business <ul><li>Business Oriented Social Networking Site </li></ul><ul><li>Launched in 2003 </li></ul><ul><li>Used for Professional Networking </li></ul><ul><li>Over 35 Million Registered Users </li></ul><ul><li>List of People you Know and Trust/Online Rolodex </li></ul><ul><li>Median age of 40 </li></ul>
    39. 39. Why You Should Use LinkedIn <ul><li>Connect </li></ul><ul><li>Increase Visibility </li></ul><ul><li>Ask for advise/expertise </li></ul><ul><li>Extend the life of events/tradeshows </li></ul>
    40. 40. How to get Started <ul><li> </li></ul><ul><li>Add your current position </li></ul><ul><li>Add previous positions </li></ul><ul><li>Education </li></ul><ul><li>Summary about yourself and your expertise </li></ul><ul><li>Add your website and blog URLs </li></ul><ul><li>Add your current contact information </li></ul><ul><li>Add close profile picture of your face </li></ul>
    41. 41. Build Your LinkedIn Network <ul><li>Add your present and past co-workers </li></ul><ul><li>Search companies you have a relationship with </li></ul><ul><li>Search your email address book </li></ul><ul><li>Friends </li></ul><ul><li>Your contact's contacts </li></ul>
    42. 42. Go the Extra Mile <ul><li>Make Recommendations </li></ul><ul><li>Join Groups </li></ul><ul><li>Add applications – blog, Slideshare </li></ul><ul><li>Start Discussions </li></ul><ul><li>Make a company page </li></ul><ul><li>Make a user friendly URL </li></ul><ul><li>Ask and answer questions </li></ul>
    43. 43. Don't <ul><li>Pretend to be something you're not </li></ul><ul><li>Spam </li></ul><ul><li>Advertise & Sell all the time </li></ul><ul><li>Add people you don't know </li></ul><ul><li>Forget to update regularly </li></ul>
    44. 44. Using Twitter for Business <ul><li>Microblogging </li></ul><ul><li>Send and read follower's updates </li></ul><ul><li>3 rd largest Social Network – over 5 Million </li></ul><ul><li>Median age of user is 31 (Facebook 26)‏ </li></ul><ul><li>What are you doing? </li></ul>
    45. 45. Why You Should Use Twitter <ul><li>Connect </li></ul><ul><li>Share your expertise </li></ul><ul><li>Push traffic to your website/blog </li></ul><ul><li>Keep up on trending topics </li></ul><ul><li>Real-time responses/feedback/info </li></ul><ul><li>Reputation Management </li></ul><ul><li>Extend the life of events/trade shows </li></ul>
    46. 46. How to get Started <ul><li> </li></ul><ul><li>Create a username </li></ul><ul><li>Add a background </li></ul><ul><li>Add a short summary about yourself </li></ul><ul><li>Add a photo of YOU </li></ul><ul><li>Add your website/blog URLs </li></ul><ul><li>Listen </li></ul>
    47. 47. Build Your Network - Followers <ul><li>Friends </li></ul><ul><li>Coworkers </li></ul><ul><li>Industry Influencers </li></ul><ul><li>Buyer Personas </li></ul><ul><li>News organizations </li></ul><ul><li>Experts </li></ul>
    48. 48. Add Value to the Community <ul><li>Listen First </li></ul><ul><li>Share interesting news </li></ul><ul><li>Reply to other people's Tweets </li></ul><ul><li>Ask questions & Answer questions </li></ul><ul><li>Quality over Quantity </li></ul><ul><li>Learn to speak the language </li></ul><ul><li>Search topics </li></ul>
    49. 49. Don't <ul><li>Not participate </li></ul><ul><li>Sell sell sell </li></ul><ul><li>Give up right away </li></ul><ul><li>Forget to think before you Tweet </li></ul>Everything you say/write can be used against you in the court of personal opinion!
    50. 50. Using Facebook for Business <ul><li>More than 175 million active users </li></ul><ul><li>Fastest growing demographic 35+ </li></ul><ul><li>Largest Social Networking site </li></ul><ul><li>Started for college students </li></ul><ul><li>More than 3 billion minutes spent on Facebook each day worldwide </li></ul>
    51. 51. Why You Should Use Facebook <ul><li>Connect </li></ul><ul><li>Join communities </li></ul><ul><li>Add fans and Friends </li></ul><ul><li>Share your expertise </li></ul><ul><li>Push traffic to your website/blog </li></ul><ul><li>Extend the life of events/trade shows </li></ul><ul><li>Keep up on trending topics </li></ul><ul><li>Real-time responses/feedback/info </li></ul>
    52. 52. How to get Started <ul><li> </li></ul><ul><li>Join </li></ul><ul><li>Add information about yourself </li></ul><ul><li>Add a photos of YOU </li></ul><ul><li>Add your website/blog URLs </li></ul><ul><li>Add company site </li></ul><ul><li>Ignore applications </li></ul>
    53. 53. Don't <ul><li>Forget a photo (the more the merrier)‏ </li></ul><ul><li>Forget to update </li></ul><ul><li>Sell sell sell </li></ul><ul><li>Bug your kids </li></ul><ul><li>Take yourself too seriously </li></ul>Photo credit:
    54. 54. Photo: <ul><li>Times are changing </li></ul><ul><li>Think Strategically </li></ul><ul><li>Presentation vs. Conversation </li></ul><ul><li>Participate and Contribute </li></ul><ul><li>Listen, Connect </li></ul><ul><li>Be Yourself </li></ul><ul><li>Measure meaningfully </li></ul><ul><li>Keep Working On It </li></ul>Recap
    55. 55. <ul><li>Hall Web Services </li></ul><ul><li> </li></ul><ul><li>10+ Years in Business </li></ul><ul><li>Sage Preferred Vendor </li></ul>Tom Hall President Fred Greenhalgh Internet Marketing Manager Amanda O'Brien Inbound Marketing Manager Now do you care?
    56. 56. Who We Are <ul><li>Hall Web Services </li></ul><ul><li> </li></ul><ul><li>10+ Years in Business </li></ul><ul><li>Sage Preferred Vendor </li></ul>Tom Hall President Fred Greenhalgh Internet Marketing Manager Amanda O'Brien Inbound Marketing Manager
    57. 57. Any Questions?