Social and Emering Media Panel - Pardot Users Conference

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Social and Emering Media Panel - Pardot Users Conference

  1. 1. Social and Emerging Media<br />Moderated by: <br />Laura Horton <br />Marketing Manager, Pardot<br />
  2. 2. Panelists<br />Rob MacEwen Managing Director<br />Chris UschanDirector of Online Marketing<br />Courtney WileyDirector of Digital Marketing<br />
  3. 3. Rob MacEwen<br />
  4. 4. Engaging Social Media Users<br />It’s not about selling – It’s about engaging<br />Partners – Build your brand<br />Thought Leaders – Learn from them<br />Peers in Other Industries – Get referrals<br />Competitors – Listen, Advance the Industry<br />Customers – Promote them, Help them<br />
  5. 5. It’s Not Working!<br /><ul><li>Most B2B Customers aren’t there
  6. 6. Be Patient
  7. 7. Incorporate Social Content on your Site
  8. 8. Payoff is Longer Term
  9. 9. Figure it out now
  10. 10. Develop Success Measurements
  11. 11. Don’t get distracted
  12. 12. Focus and keep relevant
  13. 13. Keep doing the regular stuff</li></li></ul><li>Action Items<br /><ul><li>Call to Action
  14. 14. Link to your landing pages and forms
  15. 15. Track your links to your content
  16. 16. Do Everything
  17. 17. Let users pick the type of content they want
  18. 18. Blog, Video, Whitepaper, Email, Seminar
  19. 19. It’s just another touch
  20. 20. Use other reliable methods to keep dripping</li></li></ul><li>Chris Uschan<br />
  21. 21. Everybody’s Doing It <br />
  22. 22. B2B Social Media in Practice<br />Product/Community<br />Awareness, Expertise<br /><ul><li> Conference 2.0TM
  23. 23. Engage365</li></li></ul><li>B2B Social Media in Practice<br />Content Marketing <br />Reach, Nurture<br /><ul><li>Connect w/ Thought leaders (Twitter, Lists, Groups, LI)
  24. 24. Content Hub (blog)
  25. 25. Bi-Monthly Emails</li></li></ul><li>Campaigns, Campaigns, Campaigns<br />
  26. 26. Advice & Resources<br /><ul><li>Strategy/Plan
  27. 27. Commitment Time, Length, Execs
  28. 28. Support Biz Objectives
  29. 29. Listen/Participate
  30. 30. Build relationships
  31. 31. Don’t hard sell
  32. 32. Try – Fail – Try
  33. 33. Measure, learn, adapt
  34. 34. Can’t do everything
  35. 35. Pick a few, do them well!
  36. 36. Junta42
  37. 37. SmartBriefs
  38. 38. Hubspot
  39. 39. Chris Brogan
  40. 40. MarketingProfs.com
  41. 41. WOM - Andy Sernovitz
  42. 42. New Marketing – David Scott
  43. 43. Made to Stick – Chip Heath
  44. 44. Groundswell - Forrester
  45. 45. My Peers - Events</li></li></ul><li>Courtney Wiley<br />
  46. 46. Social Media for B2B is the “New Normal”<br />33% visit social media sites to engage in research before making a purchasing decision.<br />47% say social media sites influence their decision to purchase from a specific company.<br />26% have changed their minds about a purchasing decision after reading peer comments on a social media site.<br />
  47. 47. B2B Marketers to Boost Spending<br />
  48. 48. How We Use Social Media for B2B<br />Attract. “INgage.” Reward. Repeat.<br /><ul><li>Twitter, LinkedIn
  49. 49. Search + connect to attract analysts, prospects, PR connects, customers
  50. 50. Establish business partnerships with like-minded organizations
  51. 51. Be everywhere all the time with hashtags and schedulers
  52. 52. Customer care inquiries, requests
  53. 53. Go deeper with RTs, @ mentions. “INgage” on a 1-to-1 level
  54. 54. Online Community and Chat
  55. 55. Find new customers through friends, provide micro-groups
  56. 56. Integrate social media results in search engines
  57. 57. Leverage Pardot data for immediate chat sessions
  58. 58. Facebook
  59. 59. “Like” customers and prospects, engage by leaving messages
  60. 60. Broadcast solution videos
  61. 61. Use photos to show off company culture
  62. 62. YouTube
  63. 63. Connect videos with landing pages
  64. 64. Increase search engine ranking + brand recognition
  65. 65. Social Bookmarking Sites
  66. 66. Generate exposure for brands, tag appropriately
  67. 67. Email marketing, prospecting via Pardot
  68. 68. Include social media channels on all outgoing emails, track links
  69. 69. Use new Pardot feature to quickly research prospects</li></ul>Drive qualified traffic<br />2. Generate net new leads<br />3. Increase loyalty<br />
  70. 70. Cost Savings Case Study<br />INgage Networks has identified $10,000 per employee in cost savings and potential revenue<br />AVAILABLE ONLINE at http://www.ingagenetworks.com/case-studies<br />
  71. 71. Keep in Touch<br />Rob MacEwen - Audaxium<br />rob.macewen@audaxium.com<br />@robmacewen<br />Chris Uschan - Omnipresscuschan@omnipress.com@chrisuschan<br />Courtney Wiley - Ingage Networkscwiley@ingagenetworks.com@wileyccoyote<br />

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