Houston BMA presentation - Ed Schipul


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Business Marketing Presentation by Ed Schipul for Houston BMA February 2008

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Houston BMA presentation - Ed Schipul

  1. 1. What Social Media Means for B2B Marketers <ul><li>Ed Schipul </li></ul><ul><li>[email_address] </li></ul><ul><li>www.schipul.com // www.brandtobedetermined.com </li></ul><ul><li>Presented to: Business Marketing Association Houston </li></ul><ul><li>February 21, 2008 </li></ul>Harnessing the chaos to encourage collaboration and engagement
  2. 2. &quot;The Internet has significantly impacted the balance of power between marketers and those they market to whether those are consumers or business professionals.” Peter DeLegge of www.marketingtoday.blogspot.com Photo thanks to: http://www.flickr.com/photos/bethanyking/765603196/
  3. 3. What we’ll talk about <ul><li>Joining in the online B2B dialogue </li></ul><ul><li>Learning from the conversation </li></ul><ul><li>Online reputation management </li></ul>Beyond the hype and into the opportunity
  4. 4. Participating in the Dialogue
  5. 5. Traditional Media =
  6. 6. Social Media =
  7. 7. Feel overwhelmed? (me too) http://www.flickr.com/photos/rmx/312837476/
  8. 8. Find your happy place
  9. 9. Social Media is a conversation...
  10. 10. How do you join the B2B conversation?
  11. 11. <ul><li>Interactive </li></ul><ul><li>Conversational </li></ul><ul><li>Cost-effective </li></ul><ul><li>Powerful connectors </li></ul>Welcome to the Blogosphere Social Media Tools Easy as:
  12. 12. Boeing B2B Flight Test Journal www.boeing.com/commercial/777family
  13. 13. Event marketing company shares the love www.eventmarketing.zvents.com
  14. 14. Podcasts <ul><li>Easy-to-produce audio files </li></ul><ul><li>Platform for high level thoughts - not a response tool </li></ul><ul><li>Grow your online community by incorporating interactive pieces </li></ul><ul><li>Focus on your target audience, what would you spend your time listening to? </li></ul>Social Media Tools http://www.flickr.com/photos/ollyhart/123420044/
  15. 15. BMC Software shares tech ROI knowledge http://talk.bmc.com/podcasts/podcast-nugent3
  16. 16. IBM talks with retailers about future of business www.ibm.com/ibm/syndication/podcasts
  17. 17. Online B2B video - no popcorn required <ul><li>Tell your company story </li></ul><ul><li>Show off your expertise and instruct others (be generous!) </li></ul><ul><li>Be genuine </li></ul><ul><li>Utilize your Web site, as well as other popular photo communities (depending on content) </li></ul>Social Media Tools http://blog.crispynews.com/2006/10/30/mitsubishi-electric-ceo-my-most-important-business-lessons/ Mitsubishi Electric’s Tachi Kiuchi
  18. 18. Create a dedicated company or event ‘channel’ www.brightcove.com
  19. 19. Microsoft employees add to company story www.channel9.msdn.com
  20. 20. Attract eyeballs and grow company culture www.flickr.com // www.picasa.goo gle.com Everyone likes pictures
  21. 21. Yahoo! shares Community Team photos www.flickr.com/photos/ycommteam
  22. 22. www.creativecommons.org
  23. 23. Social Networks - Connective and effective <ul><li>Leverage existing networks </li></ul><ul><li>Reach out to business people and employees in an already comfortable environment </li></ul><ul><li>Evangelize your brand </li></ul><ul><li>Easily incorporated into online Web marketing plans </li></ul>Social Media Tools
  24. 24. Facebook - Not just for college kids <ul><li>Fan pages grow camaraderie </li></ul><ul><li>Share your knowledge with: - Facebook apps - ‘Share’ feature - News feed </li></ul><ul><li>Ridiculously good brand exposure with Facebook ads </li></ul>www.facebook.com
  25. 25. Edelman PR pro interacting with businesses www.twitter.com
  26. 26. It’s all connected - be consistent, keep it simple
  27. 27. Reputation Management in a Web 2.0 World
  28. 28. What are they saying about you? www.google.com/alerts Email updates for your company name and keywords www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names
  29. 29. Track the Blogosphere buzz Google Trends search: www.google.com/trends Technorati search: www.technorati.com
  30. 30. How do you compare to your competition? www.blogpulse.com Great visuals to track you and your competition’s online activity and Buzz
  31. 31. Locate communities and boards to know <ul><li>Where does your industry connect online? </li></ul><ul><li>Where do businesses share feedback online? </li></ul><ul><li>Find them, watch them and communicate </li></ul><ul><li>www.find.yuku.com </li></ul><ul><li>www.boardtracker. com </li></ul><ul><li>http://messages .yahoo.com </li></ul><ul><li>http://alp -uckan.net/free/monitorth is/ </li></ul>Where to start:
  32. 32. Love thy feed reader! www.google.com/reader
  33. 33. Find something less-than-great about your business online?
  34. 34. Deal with it! NOW!
  35. 35. Timeliness and sincerity mean everything <ul><li>Draft response strategy beforehand </li></ul><ul><li>If you need to say you’re sorry: mean it and back it up with visible action! </li></ul><ul><li>A crisis is NOT the time to start a Blog </li></ul><ul><li>Respond personally and publicly </li></ul>
  36. 36. It’s all a learning process
  37. 37. Let’s Review <ul><li>Engaging in Social Media means joining the conversation </li></ul><ul><li>Many powerful (free) tools ready to plug and play for B2B marketers </li></ul><ul><li>Reputation management is key </li></ul>Online B2B conversations growing steadily
  38. 38. Thanks for participating today! <ul><li>Ed Schipul </li></ul><ul><li>CEO, Schipul - The Web Marketing Company www.schipul.com // www.tendenci.com (281) 497.6567 </li></ul><ul><li>Blog: www.brandtobedetermined.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul </li></ul><ul><li>Find my slides on Slideshare: www.slideshare.net/eschipul </li></ul>