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Social Marketing to the Business Customer: It's Time to Get Serious About B2B"


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With spending projected to grow at 21% a year through 2013, business-to-business social media communications is the place to be. In this session, you'll learn how to model winning B2B social campaigns, convince skeptics of social marketing's value, map out a well-defined business strategy, choose metrics that matter, optimize your visibility to search engines and take advantage of the latest social search category.

This presentation by Paul Gillin and Eric Schwartzman, co-authors of Social Marketing to the Business Customer, was presented to the PRSA Digital Impact conference in New York on May 5, 2011.

Published in: Business, Technology
  • Nice presentation. Here is something on why we think the existing social media is not for B2B.

    B2B platform for SMEs
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    Your message goes here

Social Marketing to the Business Customer: It's Time to Get Serious About B2B"

  1. 1. Social Marketing to the Business Customer<br />Getting Serious About B2B<br />Cinco de Mayo<br />Paul Gillin<br />Eric Schwartzman<br />
  2. 2. Lead Gen Excellence<br />73 blogs<br />17 bloggers<br />600% jump in leads<br />Top quality<br />“Get engineers talking to engineers and get everyone else out of the middle.”<br />Rick Short, Marcom Director<br />
  3. 3. <ul><li>Value-drive decision-making
  4. 4. Group consensus
  5. 5. “Bet the business”
  6. 6. Long-term relationships
  7. 7. Audience is knowledgeable, engaged, serious
  8. 8. Intense need for information</li></ul>How is B2B Different?<br />
  9. 9. Investing in Digital<br />Source: EMarketer<br />
  10. 10. Blogs Work Best in B2B<br />2011 State of Inbound Marketing Study<br />
  11. 11. New World Prospecting<br />OUTBOUND <br />Bottom-up lead gen<br />Enhanced lead qualification<br />Multiple points of engagement<br />INBOUND <br />SEO<br />Blogs<br />Twitter<br />Content Premiums<br />Word of Mouth<br />
  12. 12. Selling Social Media: Defining Strategy<br />
  13. 13. Shock & Awe<br />
  14. 14. Lower Cost per Lead<br />2011 State of Inbound Marketing Study<br />
  15. 15. Selling Social Media: Offline vs. Online Tactics<br />Public Gatherings<br />Social Networks<br />Broadcast<br />Blogs<br />Print<br />Media Buys<br />
  16. 16. Selling Social Media: Productivity Gains<br />
  17. 17. Quotes from the Thought Leaders<br />"Fully networked enterprises are not only more likely to be market leaders or to be gaining market share but also use management practices that lead to margins higher than those of companies using the Web in more limited ways .”<br />McKinsey survey of 3,249 executives<br />“Companies that are highly effective at communications had 47% higher total returns to shareholders over the last five years compared with the firms that are the least effective communicators.”<br />A survey by Towers Watson of 328 large employers<br />
  18. 18. Collect Real World Evidence<br />
  19. 19. Search: Are You Ranking?<br />
  20. 20. Social Networks: Are Buyers Asking Questions?<br />
  21. 21. Social Networks: Are Your Employees Online?<br /><ul><li>Look for early adopters on Linkedin
  22. 22. Evaluate their sophistication by checking group memberships and recommendations
  23. 23. Search Google for influencers at your company using Twitter</li></li></ul><li>Social Networks: Are Your Trade Media Online<br />
  24. 24. Social Networks: Position Social Media as an Extension<br />Listorious shows over 200 USA Today reporters, 243 New York Times reporters and more than 100 Wall Street Journal reporters on Twitter. <br />
  25. 25. Selling Social Media: Show Evidence of the Community<br />
  26. 26. Forums: Or Are They Conversing on Niche Nets?<br />
  27. 27. Demonstrate Authority<br />Today, you can take your message directly to your constituents without relying upon media intermediaries<br />And why would you not want to do that?<br />
  28. 28. Enhance Visibility<br />Screenshot to come<br />(site currently down)<br />“I have an e-mail on my wall from a company that asked us to bid on a nine-figure next to a sign that asks ‘Is there any value in blogging?’”<br />Jim Cahill<br />Emerson Process Experts<br />
  29. 29. B2B Social Media: Linkedin Signal<br />
  30. 30. B2B Social Media: Linkedin Signal<br />
  31. 31. B2B Social Networking Case Study: SAP<br />About the SAP Community Network<br />
  32. 32. What’s Next? Smart Phones and Tablets<br />The Untethered Executive | Forbes <br />
  33. 33. B2B Mobile Marketing<br />
  34. 34. Mobile is Local and Social<br /><br />
  35. 35. Choosing Metrics that Matter<br />
  36. 36. Multi Channel Funnels<br />
  37. 37. Investing in Digital Literacy<br />
  38. 38. Thank You<br />Paul Gillin<br />DOWNLOAD THE DECK<br /><br />Eric Schwartzman<br />