1. Entertainment Tips for an Online
Community
Keeping your B2B audience engaged
Melissa Mines & Tim Washer

2. Get with the (marketing) Plan
Integrated
Web Marketing
Properties
Magazines
Exceptional Events
Inception Content
Mobile
Digital Consumer
Magazines Journalism
Digital
Video Blogging
CONDÉ NAST MULTIMEDIA APPROACH via Edelmann 6/10

3. Get with the Plan
 Understand the marketing plan and strategy, and social
media’s role
 Build relationships and trust with partners in Marketing,
PR, AR, Legal, HR
– Meet 1:1 in person vs conference call when possible
 Agree on Social Media Objectives
– Increase awareness, educate, inform, entertain,
– Set realistic expectations: e.g. A 60 sec comedic YouTube
video will not likely sell too many $80K routers

4. Cisco SP Marketing
SM Objectives
 Align targeted audience with messaging, and expand the
reach with authentic conversations
 Amplify messaging by bringing in new perspectives,
analysts and bloggers
 Engage constituents by creating SM campaigns,
balancing technical content with entertaining spots
– Convert followers to fans

5. Story Trumps Messaging
 Focus on compelling storytelling versus “brochure”
copy
 Share the knowledge and personalities of experts
 If that fails, rely on the ridiculous
– Humor/wit is a powerful tool in driving awareness and helping
the brand stand out among the blogosphere clutter
– Provides entertainment and sense of appreciation
– A welcomed break for the serious

6. 176k views

7. Business Customers Don’t Change
Who they are at Work
Image credit

8. Gaming: Educate and Entertain
 Learn & Play: Defend the
Network from
the forces impacting the edge
using the ASR
 Reward: Tournament of Aces
 Encourage “sharing” through
competition

9. Online Community: Engage through Experience
Digital Marketing Awards
Finalist
40k Downloads
120k Page views
57k+ Facebook Fans

10. Prep the Net: Engage through Interaction
Share. Underscore Messages. Have fun.
10,000 Interactions by 3rd week
1,000 Images uploaded
All Continents represented*