Conventional wisdom says that social media isn’t appropriate for b-to-b marketing. Conventional wisdom is wrong. Across the corporate landscape, businesses ranging from banks to high-tech firms to plumbing supplies are successfully applying social media tools to connect with customers, channel partners and suppliers. And as they grow more confident with the tools, they’re experimenting with sophisticated applications like social networks and customer co-creation. B-to-b social media marketing isn’t just blogs any more. Learn what the innovators are doing. Videos have been removed from this presentation.

1. Social Media for B-to-B Commerce Paul Gillin Author, The New Influencers Secrets of Social Media Marketing

4. Blog traffic increased 25x

5. Analyst, Press, Blogger coverage

6. Screened at Chief Sales Officer summit, Price Waterhouse sales training and other venuesSource: Tim Washer, IBM

7. http://bit.ly/7hk9iO "You gotta see this video….IBM is re-positioning the mainframe as a back-to-the-future alternative. The tone of Hoey's spoof training video is in keeping with the kinder, humbler image IBM now seeks to project.”

8. Chaos Theory Small Is the New Big Less Marketing is More Marketing Gain Control By Giving Up Control Publication Is a Beginning, Not an End

9. The Media in Collapse US Magazine Circulations Decline in circulation of top 10 newspapers in 2008: 635,000 Average age of US daily newspaper reader: 57 Reduction in US newsroom staffs since 2001: 45% Growth in NBC prime time audience, 2008: -14.3% Age of average network evening news viewer: 63

10. New Media Facts Teens watch 60% less TV than their parents. They spend 600% more time online (Arthur W. Page report) Twitter membership up 1,900% last year (Nielsen) If Facebook was a country, it would be world’s fourth largest % of Americans under 33 on social networking sites: 67 % over 55: 9 Word-of-mouth marketing spending to hit $3B by 2013 One-third of Americans under 40 say the Daily Show and Colbert Report are replacing traditional news outlets.

11. The New Media Landscape Marathon schedule http://bit.ly/waCMc I can't find my good black pants. Shared bread pudding w/ @skydiver at Mother's. My life is now complete. I'm at Palm Beach International Airport (PBI, West Palm Beach). http://4sq.com/4GeLz0 Best press photos of 2009 http://om.ly/fNhW How to Write a 1 Minute Video Marketing Script http://ow.ly/17xJE Comparing Top Chef Masters Restaurants #topchef http://is.gd/8q4hN How To Get Well Prepared For The Website Creation. http://bit.ly/aTitVC

12. Influence Inversion

13. A Case Study: Motrin Moms

14. Influence Inversion Courtesy Digitas

15. Customer at the Center

16. Experience Shapes Perception IBM Market Research, 2008

17. The Keyword Economy Transition from browse to search The click is both validation and action Inbound vs. outbound marketing SEO is critical to all marketing

18. Credibility Through Validation Source: Elliance, Inc.

19. Influencer Relations

20. Types of Influence Source: Barbara French

22. Opinionated

23. Focused

24. Active

26. Assessing Influence Tags voip, telecom, telephony, AndyAbramson, WiFi, FMC, Fixed Mobile, Convergence, CallVantage, Vonage, Skype, GizmoProject, SightSpeed, Video Conferencing, Web Conferencing, Mobivox, Truphone

27. Assessing Influence

28. Tools to Measure Influence Bookmarking and RSS Social Media Search Professional networks

30. Toro Lawnmowers

31. Zarafina Tea

32. PBS

33. Parents magazine“Since 2002, this annual event has evolved into the cornerstone of SAP's influencer programs, now serving as a key event to validate SAP's transformational market strategy.”

34. You Are The Media

36. IT Pros Are Interactive Source: Forrester Research

37. Match Tools to Buying Stage Source: TechTarget

38. ROI

39. Types Of Financial Impact Leads Orders Subscriptions Upgrades Cost avoidance Upsells Coupon redemptions Investment Cost reduction

40. Many Ways to Measure Customer complaints Website Visitors Impressions Positive press Click-throughs YouTube views Retweets Coupons distributed Visitors to a brick & mortar store Positive WOM Delivered emails Negative press Negative WOM Employment applications Blog comments FaceBook friends Social mention Twitter followers Source: BrandBuilder

42. Hire PR Agency

43. Join Trade Groups

44. Video Podcasts

45. Customer Self-Service Site

46. SEO

47. TV Advertising

48. Newsletter

49. Hire Speaker Bureau

50. Facebook Fan Page

51. Online Customer Community

52. Increase Sales

53. Generate Leads

54. Improve Awareness

55. Create Thought Leadership

56. Launch Product

57. Counter Negative Perception

58. Test Ideas

59. Create Channels

60. Reduce Support Costs

61. Contact More Prospects

62. Media Relations

63. Educate Customers

64. Meet Prospective Channel Partners

65. Publicize Reference Accts

66. Move Customer Service Online

67. Form Trade Association

68. Advertise

69. Leads

70. Media Mentions

71. Speaking Opps

72. Positive Sentiment

73. Net Promoter Score

74. Customer Satisfaction

75. Share of Market

76. Service Calls

77. Time to Market

80. List Rentals

81. Create CoTweet Account

82. Increase PR Budget

83. Hire E-mail Marketing Firm

85. Initiate Monthly Webcasts

86. Sponsor Microsite on TechTarget

87. Build Targeted Twitter List (500)

88. Dedicated Monthly E-mail Blast

89. Promote To Trade Publications

90. List in Tech Directories

91. Increase Webcast/White Paper Reg’s by 60%

92. Increase Traffic to WP Landing Pages 120%

93. Increase 800-Number Calls by 80%Review and Revise

94. So Now the Fun Begins

96. Open Up "Your goal should be to have as many people as possible be public voices of the company. Scary? If you answered yes, you don't have the right people." Brian Kalma Director of User Experience, Zappos “It is the responsibility of corporate communications to support each employee’s capability and desire to be an honest, knowledgeable ambassador to customers, friends, shareowners and public officials.” --From The Authentic Enterprise: Relationships, Values And The Evolution Of Corporate Communications Arthur W. Page Society, Dec., 2007

97. Case Study: Clickable Gurus

98. Blog: Social Media’s Swiss Army Knife

99. The Low-Risk Option Cheap and easy to create and update Have distinct personal voice Can quickly build reciprocal traffic Excellent search engine performance Ability to control discussion Fast, low-cost alternative to press releases

100. Blogging for Business CEO

101. Blogging for Business Employee

102. Blogging for Business Group

103. Advise and Inform

104. Promote

105. Advocate

106. Blogging Success Factors A clear, preferably narrow focus Frequent updates Mix of short, long, light, heavy content Aggressive links to other bloggers Comments and trackbacks Mixed media Educate and discover Personality Prompt for comments

107. Have Some Fun! OK Labs uses "social objects," or distinct icons, to create a memorable association. “It’s been a way for people to feel that they know the company before doing business with the company,” says Marti Konstant, VP of marketing

108. Social Networks

109. 360° Of Value Needs Definition Peer Support Product lifecycle Viral Marketing Product Architecture Iterative Development Field Testing

110. About Me About Others Connections Social Network Essentials

111. Facebook Fans Repurpose media Announcements Feedback/testing Mailing List

112. Facebook Fan Pages Great way to connect enthusiasts to each other Can be about any topic 99% are dead; they require care and feeding Can be restricted or open Can be visible or invisible to search engines Admins have permission to message members

113. LinkedIn for Business Active Groups… …and a Distinctive Approach to Company Profiles

115. National user conference; multiple regional conferences

116. Points system rewards participation without payments“What’s always amazed me is how much people are willing to give back.” Tabrez Syed, Director of Products, Spiceworks

117. Element14 Document and information exchange for electronics engineers Anyone can become a designated “expert” by delivering value More than 10,000 documents contributed and indexed in first six months

118. Microblogging

119. Many Uses for Twitter

120. Engage Popular People 1.7 million followers 1.1 million followers 1.2 million followers 473,000 followers 980,000 followers

121. Twitter Success Factors Twitter can promote all your other SM activities Share broad range of information Make it personal Be remarkable Mix it up Respond and retweet Coordinate with others in your organization Repeat important messages Link!

122. Promoting Your Content

123. Social Media Press Room Elements May Include: News Releases Video Photos Audio RSS Comments Embeds Downloads

124. New Publishing Lifecycle Begins as a tweet Becomes a blog entry Feeds a podcast Stokes a white paper That gets tweeted!

125. Publish Everywhere 44 million members 32 million members 300 million members 1 billion daily views 1 million daily visitors 6 million daily visitors 1.5 million daily visitors 10 million members 50 million members

126. Secrets of Engagement Be comfortable Be distinctive Be brief Be kind Be honest Be offbeat Be genuine Be shareable Be generous Be funny

127. Thank you! Paul Gillin 508-656-0734 paul@gillin.com www.gillin.com Twitter: pgillin Subscribe to my free weekly newsletter at gillin.com Available on Amazon or at NewInfluencers.com Available on Amazon or at SSMMbook.com Coming late 2010: Social Marketing to the Business Customer By Paul Gillin & Eric Schwartzman