B2B Social Media Marketing

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A short presentation about B2B Social Media Marketing, including Vanity Marketing" (writing about companies/brands to attract them to your content) and the spiral sales model.

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  • The spiral business model (slide 26) aims to demonstrate the relationship between potential customers and companies when they are connected via social media. The sales process isn't a linear funnel, it's a cycle that requires frequent interaction before, ideally, leading to the culmination of a sale.
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  • Mass market B2B marketing is the same as consumer marketing
  • Where are our customers? Mass markets are easy – they are on Facebook or Youtube etc.
  • But what if you are targeting a niche industry?
  • Or want to connect with the boss?
  • You don’t need to – they will find you. Great content + SEO + social search + listening = inbound marketingEvents – get in on the Twitter streamLinkedin – probably the most underused resource
  • They DO exist...
  • If your market isn’t catered for – it’s a huge opportunity .
  • If you talk about them – they will come. “Vanity Marketing”.This also helps with SEO.Other ideas... Join groups on Linkedin – back door to communications
  • Content attracts people to you...
  • Publishing high quality content, optimising it, sharing it via networksTurning knowledge into leads
  • Problems with finding communities...
  • Marketing team or agency
  • The Intern
  • The boss – too busy
  • Middle Managers and expertsTrain them up: Basic Marketing / SEO / Twitter / Blogging / LinkedIn
  • Problems with finding communities...Venture Navigator – using academics as expert bloggers.
  • Problems with finding communities...
  • In future – expect to see people recruiting staff based on their ability to communicate It will no longer be acceptable to be an expert, you’ll have to be able to show people what you do.
  • Problems with finding communities...
  • Mistake number 1: The sales process is not linear in social media – it’s spiral...
  • Problems with finding communities...
  • Problems with finding communities...
  • #4 on Google for Wireless MedicalInterviews with pressBlog republished on a leading industry journal
  • Problems with finding communities...
  • B2B Social Media Marketing

    1. 1. B2B Social Media Marketing<br />Connecting with C-level Execs<br />Luke Brynley-Jones <br />
    2. 2.
    3. 3.
    4. 4.
    5. 5.
    6. 6. “How can we find niche communities?”<br />
    7. 7.
    8. 8. If you can’t find your community...<br />Create it!<br />
    9. 9.
    10. 10. “How can I engage with Sir Alan?”<br />
    11. 11. Indirectly<br /><ul><li> press/media
    12. 12. managers</li></li></ul><li>Are you talking about me?<br />
    13. 13. MATTER ATTRACTS<br />
    14. 14. Inbound marketing<br />
    15. 15. “Who’s going to do all this?”<br />
    16. 16.
    17. 17.
    18. 18.
    19. 19.
    20. 20. “We don’t have any amazing content”<br />
    21. 21. AMAZINGNESS IS RELATIVE!<br />
    22. 22.
    23. 23. “What about our communications policies?”<br />
    24. 24. Your guidelines are your job contracts<br />
    25. 25. “How will we know if it’s working?”<br />
    26. 26.
    27. 27. Monitoring services...<br />SynthesioInternational <br />Meltwater Buzz Customer services<br />BrandwatchData quality<br />Radian6 User interface <br />Crimson Hexagon Sentiment analysis<br />Market Sentinel Influence analysis<br />www.monitoring-social-media.com<br />
    28. 28. An example...<br />
    29. 29.
    30. 30.
    31. 31.
    32. 32.
    33. 33.
    34. 34.
    35. 35. Final word...<br />Remember the spiral<br />
    36. 36. Thank you.<br />Luke Brynley-Jones<br />luke@oursocialtimes.com<br />@lbrynleyjones<br />

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