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Social Media for<br />B2B Small Businesses<br />Implementing Social Media<br /> Sustainably & Effectively<br />April 2011<br />@JoeManna<br />

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Who am I?<br /><ul><li>Community Manager for Infusionsoft

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Leads company in social media activities

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Previously, Community Manager @ AOL

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Works with tons of small businesses

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NOTan expert</li></li></ul><li>Join the discussion on Twitter<br />#amaphx<br />

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Agenda<br /><ul><li>The Big Picture

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Plan Your Next Twitter Marketing Campaign

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Practical Social Media advice for B2Bs

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Real-world Challenges & Solutions

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Effective v. Sustainable v. Efficient

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Case Study: User Generated Content

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Measurement

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Q&A</li></li></ul><li>I’m not a social media purist. <br />Conversation about my brand turns into<br />Conversion into my brand. <br />Make a difference at the end of the day.<br />Credit: TheOatmeal.com<br />

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The Big Picture<br />Content that Engages PeopleDesigned for your target audience<br />Publish Updates that MatterUseful + Interesting<br />Utilize Social in Your BusinessR&D, Competitive Intel, Customer Service, Ideas …<br />Be UniqueOffer proprietary insight no one else does<br />

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It’s Not a Twitter Marketing Campaign …<br />

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Use social to solve business challenges.<br />

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Content<br />Free Reports<br />Whitepapers<br />Company Culture<br />Reaction to Major Events<br />Zig when Competitors Zag<br />Industry Interviews<br />Customer Case Studies<br />Infographics<br />Professional Storytelling<br />Q&A<br />… and much more …<br />

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Develop a Content Plan<br />

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Use a Cross-Dept. Editorial Calendar<br />(This is where it starts.)<br />Craft content plan around company’s strengths, interests and market needs.<br />

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Cross-Dept. Editorial Calendar Example<br />

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Quality Content Demands Quality Time<br />

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Share Valuable Updates Around the Clock<br />

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Blogging<br />“A blog post is like a miniskirt. It has to be short enough to be interesting, but long enough to cover the subject.” @wendymarx<br />

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Publish Content Often<br />Publish blogs at least twice a week and be consistent.<br />Post daily updates on Twitter & Facebook.<br />Mediocrity doesn’t earn accolades.<br />

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Top Benefits of Blogging<br />TrafficSEOHigher LTV<br />Educated Leads<br />Listening Post<br />Brand Awareness<br />Agile Response<br />Internal Education<br />

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Perform Searches that Matter<br />Monitor and engage withindustry movement, competitors and brand mentions.<br />

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So Many Tools, So Much Power<br />Cost, Power, Features, Ideal User<br />

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Real-world Challenges<br />Lack of executive support<br />Not knowing where to start<br />Not having resources, budget or staff<br />Lack of results<br />

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Solutions<br />Lack of executive support<br />Find ONE executive sponsor and share your vision<br />Not knowing where to start<br />Reverse engineer competitors who do social rightMake a realistic, yet ambitious content plan<br />Not having resources, budget or staff<br />Start small - let the results make the case for more $<br />Lack of results<br />Expect nothing – do it for the cause of your company<br />

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Effective v. Sustainable v. Efficient<br />Fine print: It takes time - no overnight success here.<br />Effective<br />“Are we getting noticed?”<br />“Are we turning visitors into leads?”<br />Sustainable<br />“Can our efforts scale with the company?”<br />“Can we nurture and do this long-term?”<br />Efficient<br />“Can we produce more content with the same resources?”<br />“Can we empower more people in the business to contribute?”<br />

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Case Study: User Generated Content<br />“Biggest Fan Contest”<br />Goals:Generate Positive WOMReward CustomersTry Something New<br />Results:7 videos, 3 comments, 4 FB Posts, 4 blogs65 FB shares, 34 Tweets, 1500 PVs<br />

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Case Study: Lessons Learned<br />Manage Expectations & Be Surprised<br />Track Stats – Don’t Obsess<br />Focus on User Benefits v. Prizes<br />Promote it via Customer Marketing<br />Keep it Simple<br />Reward Creativity vs. Lottery<br />Think long-term potentialcase studies, testimonials, brand advocates<br />Have Fun!<br />

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Measurement & Analytics<br />Abstract KPIs (requires context)<br />Inbound Mentions<br />Web Analytics<br />SEO Ranking<br />Facebook Insights<br />Related KPIs (no context needed)<br />Customer Service (Sat %, NPS, Cost)<br />Email List & Engagement<br />Cost per Acquisition<br />Customer Lifetime Value<br />Revenue<br />

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Q&A<br />Let’s Connect!<br />@JoeManna<br />Email: joemanna@gmail.com<br />Blog: joemanna.com<br />InfusionsoftMarketing Automation Software for Small Business<br />@Infusionsoft<br />Facebook.com/Infusionsoft<br />Web: infusionsoft.com<br />Blog: infusionblog.com<br />

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Download the Internet Marketing Guidebook <br />Free 28-page guide<br />Website Optimization<br />Traffic Generation<br />Social Media<br />Email Marketing<br />And more…<br />http://bit.ly/IMGAMA<br />

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Image Credits(Creative Commons-SA)<br /><ul><li>http://www.flickr.com/photos/7855449@N02/4712815871/

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http://www.flickr.com/photos/europedistrict/3884707790/

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http://www.flickr.com/photos/eklektikos/2541408630/

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http://www.flickr.com/photos/33909700@N02/3159761620/

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http://www.flickr.com/photos/wwarby/3297205226/

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http://www.flickr.com/photos/data_op/2607667209

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http://www.flickr.com/photos/mad_house_photography/4309529544/

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http://www.flickr.com/photos/adikos/4424766192/

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http://www.flickr.com/photos/horiavarlan/4273219051/</li></ul>Infusionsoft<br />