Social media is effective for B2B marketing by allowing direct interaction with clients and facilitating faster sales cycles. B2B buyers rely on third party feedback found on social media and are looking to build online networks. Social media engagement affects the entire decision making process. Key social media platforms for B2B include Twitter, Facebook, LinkedIn, and YouTube. Metrics and goals should be set to measure the success of social media marketing strategies.

1. Social Media Marketing for B2B

2. Why Social Media? Social media is highly effective in the middle of the purchase funnel To improve brand or product consideration Used to gather opinions and listening to word of mouth. Social media endorsements have been a great influence on purchase intent.

3. Why for B2B? Direct interaction with Clients B2B buyers rely heavily on 3 rd party Feed Back The target Customers are looking to build online network, share insights, and find solutions Leads from Leadership Cost Effective Facilitates Faster Sales cycles

4. Social Media Engagement Social Media Engagement affects every Step of Decision making Process.

5. Fundamental Concepts Choosing Your Social Media Identity Social Media Monitoring Twiter Search Facebook Search LinkedIn Search Search Engines Alerts Social Media Monitoring Software Social Sharing

6. How it Works?

7. Process

8. Where are the Conversations Happening?

9. Search

10. Types of Search

11. Twitter & FaceBook Search Facebook and Twitter are quickly replacing Google amongst core users as their primary source for search…

12. What is a Social Object ? The pictures in Flickr Videos on YouTube Events in LinkedIn Updates in Facebook Bookmarks in Delicious Votes in Digg FourSquare check-ins The docs in Scribd Thoughts shared in the comment of a blog or the post itself, etc.

13. CHECKLIST – Is Your Company Ready for Social Media? My company has clear goals for social media. We have the human resources to commit to social media We produce enough quality content to sustain social media conversations We know which social media sites are popular with our prospects and customers Our company website is prepared for social media attention. We’re ready to incorporate social media strategies throughout the buying process

14. Social Media Tactics Blogging Micro blogging Commenting Social networks Online video Presentation & Document sharing Widgets Bookmarking Photo sharing

15. Metrics

16. Networks Twitter FaceBook LinkedIn YouTube

17. Twitter Creating the Account Twitter Following Find people by importing contact databases Follow back everyone following you Read the tweets of those you follow and search for tweets on keywords Interacting with Prospects and Followers on Twitter

18. Twitter Check list Be authentic: Write with a human voice Listen: Pay attention to what people are saying Converse: Talk to others even when they’re not talking to you Be responsive: Monitor Twitter at least daily Quality over quantity Avoid link spam Stick around

19. FaceBook Using FaceBook Status updates Adding Picture Creating Groups Using FaceBook Events Searching for Status Updates Creating Fan page

20. Building Fan Base Embed Widgets on Your Website Make a Compelling Welcome screen Use Facebook Apps Run a Contest Link to Twitter Add a Badge/Button to Your Profile Use the Share Button Use the @ Tag Autograph Posts on Other Walls Autograph Other Fan Pages Use “Suggest To Friends”

21. Keeping Fans Engaged Regular Updates Create polls Create Events Develop interactive applications Encourage fan participation Spark ongoing engagement via the Discussions tab

22. LinkedIn Users want to connect only with people they already know in their network The primary goal of LinkedIn is to connect people who already know each other personally to create a network based on “trusted relationships.” There are many restrictions in LinkedIn to prevent potential spamming.

23. LinkedIn Stats LinkedIn has a huge database of more than 60 million professionals 45% of LinkedIn users are business decision makers LinkedIn has Executives from each and every Fortune 500 company Average household income of LinkedIn users is $100,000.

24. LinkedIn Do's & Don'ts Make sure your profile is as complete as possible Try to get recommendations from others that include positive comments Pay attention to the network updates Don't Try to connect with People you dont know Aim to send an invitation to connect with a person soon after your conversation

25. LinkedIn for Leads LinkedIn Q & A Section Join Groups Where Your Potentials Are Promote Events for Free Creating Company Profile

26. YouTube - More Insights More Interactions To increase awareness Demonstrate thought leadership Drive new business Improve your SEO. Get into video viral marketing.

27. YouTube – For Companies Product demos Customer testimonials User generated content Video blog entries Power of Views, Ratings, Favorites and Comments

28. YouTube – Tips and Tricks Use share option Invite to subscribe Add friends Use Other Social Networks for Promotion

29. Tools Google Alerts Social Mention Tweet Deck RSS Feeds Yahoo Pipes Hoot Suite Co tweet

30. CHECKLIST – Pitfalls to Avoid in Social Media Marketing Don’t dive into social media unless you’re ready Don’t be a big brag Don’t be afraid to try social media Don’t use social media sites as advertising opportunity Don’t assume every social media site is good for your business

31. Measuring Success Buzz and sentiment Influence Reach Virality

32. Conclusion Social Media is not about the tools; its about your audience and the relationship you establish with them Your objectives should decide what tools to use; not the other way around Your goals should measure delivery against your objectives The best measure of social activity is the level of audience participation Social conversations about your brand will happen with or without you