Wondering how vertical networks like Spiceworks change how IT pros research and buy technology? Get the inside scoop on:
- The latest Forrester research on social IT purchasing trends
- How real IT pros use social networks to make buying decisions
- Social marketing success stories from marketers like you
awesomize.me, launched in Jan of 2012, is the social b2b2c (business 2 business 2 consumer) to help both the consumers and the enterprise to connect and manage their brand leveraging the power of rating by the community. The platform is a powerful social interaction engine that will help users to determine intelligently and effectively their quality vs quantity fans, friends, followers, and clients online.
Creating a social media strategy for a tourism business | Block 1: Basics of ...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 1: Basics of online marketing
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
Wondering how vertical networks like Spiceworks change how IT pros research and buy technology? Get the inside scoop on:
- The latest Forrester research on social IT purchasing trends
- How real IT pros use social networks to make buying decisions
- Social marketing success stories from marketers like you
awesomize.me, launched in Jan of 2012, is the social b2b2c (business 2 business 2 consumer) to help both the consumers and the enterprise to connect and manage their brand leveraging the power of rating by the community. The platform is a powerful social interaction engine that will help users to determine intelligently and effectively their quality vs quantity fans, friends, followers, and clients online.
Creating a social media strategy for a tourism business | Block 1: Basics of ...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 1: Basics of online marketing
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
Social @ IBM. Presentation given at M2C "Social Media is dead" on March 28th 2011, Paris - For more information on Social @ IBM, please visit : http://www.ibm.com/blogs/zz/en/guidelines.html and also : http://delphrb.wordpress.com/
Creating a social media strategy for a tourism business | Block 3: E-Commerce...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 3: E-Commerce in Tourism
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
If you want to understand the true value of your content, develop a definitive strategy to maximize its value and understand the processes required to deliver back a significant return, you have found the right resource.
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Creating a social media strategy for a tourism business | Block 3: E-Commerce...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 3: E-Commerce in Tourism
International Master in Hospitality and Tourism Management
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If you want to understand the true value of your content, develop a definitive strategy to maximize its value and understand the processes required to deliver back a significant return, you have found the right resource.
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B2B Marketing in the Age of the Always Addressable CustomerDemandWave
Buying cycles are getting longer and today’s empowered customer is in the driver’s seat. Marketers struggle to deliver the right message to the right audience at the right moment. With 70% of brand interactions taking place before the buyer reaches out, marketers must establish a brand ecosystem that encompasses the extended buying cycle.
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• Close the loop on your measurement to optimize budgets
• Identify and avoid wasting media dollars due to poor measurement
• Set up a measurement framework for each marketing channel
• Overcome implementation challenges
Webinar: Leverage Digital Marketing to Grow your Agency's Retainer-Based Busi...Optify
Digital marketing services like SEO, social media and content marketing present a huge growth opportunity for agencies. In fact AdAge reported that digital revenue for agencies surged 16.4% in 2011 to $10.1 billion. Moreover, digital specialty agencies led all other agency segments in terms of growth in 2011, despite a weak economy. Digital services not only represent the largest growth potential for agencies, they are also ideal candidates for retainer-based contracts -think predictable monthly revenue, better resource planning, long-term customer relationships etc.
So how does your agency grab a share of this digital marketing revenue and convert one-off projects into retained services agreements?
Download this presentation to learn:
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- Which digital marketing services are best suited to retained contracts
- 6 tips for moving from project to retainer
- Ideas for packaging and pricing your service offerings
How to embed social media in your business? Orange Digital corner at Women's ...the bureau, digital agency
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Digital and Social Media in Aesthetics MarketingVincent Teo
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Addressing Top CEO Priorities through Social Media Marketing and MetricsJacques Pavlenyi
Presented at the August 21 2012 Business Marketing Association's Southern California Chapter meeting. The world is changing - becoming more social, even in traditionally conservative B2B. B2B marketing is maturing, with social leading to more measurable successes. But taking b2b social media marketing to the next level is easier than you might think. This presentation hopes to help you:
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INTEGRATED MARKETING - GETTING IT RIGHTHnyB Untangle
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HnyB Untangle is an agency fuelled by passion to create brands which are loved by people and is driven by smart thinking.
HnyB Untangle engage Social Branding opportunities with innovative solutions crafted to produce measurable results.
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Branding in B2B Communities- DMDays09 Slides
1.
2. How B2B Online Communities Impact Branding Campaigns
George Krautzel, Co-Founder and President, Toolbox.com
3. Who is Toolbox.com?
• Mission
— To help professionals do their jobs
better by providing them with the ability
to easily share knowledge with
experienced peers
• Existing Communities
— IT (10 years), HR (<1 year), and
Finance (<1 year)
— More than 3 million monthly unique
visitors
— Over 2.4 million pages of practical
user-generated content
• Advertising Services
— More than 800 advertising partners,
including: IBM, HP, Oracle, Microsoft,
Dell
4. Where Toolbox.com Fits into the Media Landscape
User-Generated
• Content is communication, specific appeal • Content is communication, specific appeal
• 2-way conversations between friends • 2-way conversations between peers
• Personal experiences, socially driven • Personal experiences, best practices
Editorial
• Content is carefully vetted, broad appeal • Content is carefully vetted, broad appeal
• 1-way conversation from experts to readers • 1-way conversation from experts to readers
• News, consumer interests, and trends • News, case studies, best practices
Consumer Business
5. How and Why Professionals Use Online Communities
• Increase productivity and efficiency through knowledge sharing
• Support the “Five Pillars of Professional Knowledge”
— Manage careers
— Stay current
— Solve problems faster
— Research vendors
— Make better decisions
• Tap into tools for peer collaboration
– Personal networks
– Vendor directories
– Blogs
– Discussion groups
– Wikis
6. Tracking Social Media Usage Among Professionals
• Trend: consistent increase in social media consumption, up to 4.60 hours per
week in June 2009
• Results from the Toolbox.com/PJA Social Media Index Survey of 3,000+ IT pros
in each of the four waves
Source: Toolbox.com/PJA IT Social Media Index, Wave 4, June 2009
7. Professionals Are Building Their Brand
Share knowledge to
build professional
Showcase reputation
experience
and expertise
Build a personal
network of peers for
networking and
knowledge sharing
8. Companies Are Actively Engaging
Community
Background on the
conversation about
vendor
the vendor and
products
White papers,
documents, and other
research from the
Connections with
vendor
interested community
members
9. Attitudes About Vendor Participation in Online Communities
Which of the following statements best reflects your attitude about vendor participation in online communities?
Source: Toolbox.com/PJA IT Social Media Index, Wave 4, June 2009
10. What Professionals Want from Vendors in Online Communities
If you were part of an online community, how important would it be for the participating vendors to provide
the following? Please rank on a scale of 1 (most important) to 5 (least important).
Most Important Least Important
Source: Toolbox.com/PJA IT Social Media Index, Wave 4, June 2009
11. Where Professionals Want to See Vendors Participating
In your opinion, which of the following online communities are most appropriate for vendor participation?
Please check all that apply.
Source: Toolbox.com/PJA IT Social Media Index, Wave 4, June 2009
12. The Evolution of Online Marketing Relationship
Direct Results
Experimentation Value: Web as a relationship
management platform
Value: Web as a direct results Primary Goals: Engaging prospects
platform and customers outside of their Web
site
Primary Goals: Drive traffic and lead
Value: Web as a promotional vehicle generation Secondary Goals: Lead generation,
drive traffic, thought leadership and
Primary Goals: Trial a new media Secondary Goals: Thought branding
concept, gain eyeballs, build brand leadership and branding
and drive awareness Measurements: Cost of sales,
Measurements: CPL, CPC, brand customer retention, brand penetration
Measurements: Cost per impression measurements confirmed through and measurements from direct results
surveys stage
Marketing Tactics:
– Branding – buttons, banners Marketing Tactics: Marketing Tactics:
– E-mail – newsletters, list – Search ads – Vendor communities
rentals – Lead generation – white – Two-way ads
papers, webcasts – Messaging connections using
– Branding - IMUs, larger units, trigger marketing
microsites – Successful tactics from direct
– E-mail – list rentals results stage
1996-2003 2004-2009 2010-2015
13. Comparison of Marketing ROI – Traditional Campaigns
Traditional Campaigns
With traditional campaigns there is a direct
relationship between funding and results –
once a campaign is over, that activity
usually ceases (landing page visits, etc.).
VALUE
TIME
Impact = Site visits/leads
Effort = Funding
Source: Pauline Ores, IBM
14. Comparison of Marketing ROI – Online Community Marketing
Social Media Impact
Social media marketing requires
continuous, steady investment to build
and manage the network, with eventual
value created as the network grows and
becomes self-sustaining.
VALUE
Marketing through an online
community allows advertisers to
TIME quickly engage and make an
impact with their target
audiences.
Impact = Relevance and engagement
Effort = Funding
Source: Pauline Ores, IBM
15. Why Brand in Professional Communities
After direct vendor sales, online
communities ranked as the top
interactive information source that
IT buyers rely on for purchasing
decisions.
16. Sun Microsystems Example
• Campaign Goals
— Build brand
— Generate leads
• Target Audiences
— SMB focused
— Linux, UNIX, storage, and Windows
professionals
• Vehicles Used
— IMUs (box, leaderboard)
— Sponsored vendor profile
— White papers
• Targeting Drives Results
— Banners were keyword targeted to
reach the right community
members
— Lead-gen assets targeted
contextually and demographically
Relevant community- Targeted display ad — 62% of leads came from SMBs
generated content (keyword, — 76% of leads came from Linux,
geographic,
demographic)
UNIX, storage, and Windows
professionals
17. Sybase Example
• Campaign Goals
— Build brand
— Generate leads
• Target Audiences
— Enterprise mobility focused
— Wireless, database, networking,
and SCM professionals
• Vehicles Used
— IMUs (box, leaderboard)
— Sponsored vendor profile
• Success of Expandable Banners
— Keyword targeting placed banners
in front of the right audiences
— Interactive banners presented
relevant videos and white papers
Expandable from the vendor
leaderboard ad with — 46% of banners served were
interactive interacted with by the community
capabilities
18. Q&A and Contact Information
George Krautzel
Toolbox.com Co-Founder and President
• Toolbox.com profile:
http://it.toolbox.com/people/george_krautzel
• Toolbox.com on Twitter:
http://twitter.com/toolboxdotcom