Steve Thomas covers social media for B2B during his session at the 2010 MarketSTL Conference

1. Social Media what it means for B2B Steve Thomas @TNIMAN #MarketSTL

2. Social Media. Now the Norm!

3. my reference point: The Net Impact Web Development - Internet Marketing Agency What we do… Develop online strategies Execute marketing tactics Measure, report, confer and revise AKA: test – test – test – test – test – test…. Great team of 44 people 5 miles from here

7. “Over the past year, network has seen a significant amount of growth, especially internationally. As of last December, the network had 55 million members. LinkedIn’s network’s CEO, Jeff WeinerWhat does this mean?

10. B2B + Social Media = Search Results “If you are following a best practice that dates back to 2008 or earlier, toss it away. It’s now wrong”. SES Chicago 2009 “Search will be customized, personalized, and targeted to us and our contexts: who we are and where and when we are asking for something.” Jeff Jarvis, author of What Would Google Do

11. 8 Traffic based design™ TRAFFIC TRAFFIC Home Page Social Sites Pathways 1 2 3 4 5 Landing Page Landing Page Info Page TRAFFIC Goal Page Info Page Goal Page Info Page Goal Page Conversion strategy and testing Invite-Connect-Engage® Goal Page

12. “I don’t have the advertising budget to get our message to, for instance, Java developers working on handset applications for the medical industry. But one of our developers, just by taking time to write a blog, can do a great job getting our message out to a fanatic readership.” Sun CEO Jonathan Schwartz -

13. How Organizations Perform Social Marketing Practices

14. “We know our current customers might not be using Twitter and Facebook, but we know that the next generation is, and we want to be there and ready for it,” Tim Madel, Manger, Global Ebusiness, Kennametal

15. Defining a strategy Determine audiences Define unique needs Define unique activities (Java developers working on…) Plan unique calls-to-action Define goals (also… what to measure) Brand impressions Traffic to a target Generate leads / sales Reinforce brand identity Determine assets for engagement www.mybrand.com Social media Blended offline and online approaches

16. 13 Engagement = reach + relevancy

17. Social Media Lifts Your Brand

18. TNI Web Assets 15 °Brand flagship °Main reference °CMS dominates °Contact Us °Casual voice °Unique by visitor interest °Topics are very engaging °Comments & guest posts °Very casual ° Profile page ° Contests ° Get fans °Updates & likes °Twitter °Flickr °You Tube °Linked In °Networks ° Tags & Micro-posts

19. ROHO Medical Web Assets 16 °Brand flagship °Main reference °CMS dominates °Contact Us °Casual voice °Unique by visitor interest °Topics are very engaging °Comments & guest posts °Very casual ° Profile page ° Contests ° Get fans °Updates & likes °Twitter °Flickr °You Tube °Linked In °Networks ° Tags & Micro-posts

20. Sigma Aldrich Web Assets 17 °Brand flagship °Main reference °CMS dominates °Contact Us °Professional °Informative °Topics are very focused °Email lists °High value °Very casual ° Profile page ° Contests ° Get fans °Updates & likes °Twitter °Flickr °You Tube °Linked In °Networks ° Tags & Micro-posts

21. 18 Engagement = reach + relevancy Marketing PR

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24. Tricor Braun Web Assets 21 °Brand flagship °Main reference °CMS dominates °Contact Us °Casual voice °Unique by visitor interest °Topics are very engaging °Comments & guest posts °Very casual ° Viral ° Good SEO ° Followers °What’s happening? °Flickr °You Tube °Linked In °Networks ° Tags & Micro-posts

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26. Find a Role Model

27. What to Measure?

28. 1. Traffic 2. Community 3. Exposure 4. Engagement http://www.marketingsherpa.com/1news/chartofweek-02-23-10-lp.htm

29. 26 Trends in B2B Social Media Metrics used to track 2010 performance by “mature” social media marketers. Increase traffic 88% Increase leads 75% Increase revenue 71% Improve search engine rankings 69% Improve brand exposure 54% Improve brand / product reputation 54%

30. 27 Facebook Analytics

33. PRs add SERP pages

34. PRs attract UGC - rewrites

35. PRs attract a different audience

36. PRs are inexpensive

39. Claim your own work

41. Hard to program “viral content” – Guide

43. New Web + Social Media = New Model “Marketers tell us they define and manage their brand…Bull…Your brand is whatever your customers say it is. “ Groundswell Li and Bernoff p.78

44. Steve Thomas Steve.Thomas@TheNetImpact.comwww.TheNetImpact.com@TNIMAN