The document outlines a four-step process for B2B social media lead generation presented by Eric Schwartzman at the Entrust Sales Conference. It emphasizes the importance of listening, building a network, participating in conversations, and evaluating outcomes to generate leads effectively through social media. Additionally, it highlights current adoption rates of various social media platforms among B2B marketers and suggests strategies for engagement and content sharing.

1. 4
Steps
to
B2B
Social
Media
Lead
Genera>on
Eric
Schwartzman,
author/speaker/digital
strategist
“Social
Marke;ng
to
the
Business
Customer”
2012
Entrust
Sales
Conference
::
SF
#Entrust12
@ericschwartzman

2. AGENDA
 Strategic
Brief
 4
Steps
of
Lead
Genera>on
 What’s
Coming
Next
#Entrust12
I’ll
Display
Follow
Up
Resource
Links
Here
@ericschwartzman

3. B2B
Social
Media
Adop>on
Today
93%
of
all
B2B
marketers
are
engaged
in
some
form
of
social
media
outreach.
Social
Media
Channel
Adop>on
by
B2Bs
Linkedin
72%
Facebook
71%
TwiMer
67%
YouTube
48%
Blogging
44%
Online
Communi;es
22%
#Entrust12
Source:
Emerging
Trends
in
B-­‐to-­‐B
Social
Media
Marke;ng:
Insights
From
the
Field
@ericschwartzman

4. What
Happened?
#Entrust12
@ericschwartzman

5. Where’s
the
Value?
#Entrust12
Case
Study:
hMp://ontherecordpodcast.com/chaMer
@ericschwartzman

6. What’s
the
Business
Case?
Paid
Earned
Brochures
Search
 Discoverable
through
Search
 Shareable
through
Social
Person-­‐to-­‐Person
Social
Networks
#Entrust12
@ericschwartzman

7. What’s
the
Objec>ve?
To
generate
leads
by
geVng
your
subject
maMer
exper;se
on
the
record
online.
#Entrust12
@ericschwartzman

8. Let’s
Connect
Follow
Us:
hMp://twiMer.com/entrust
hMp://twiMer.com/entrustSSL
Friend
Us:
hMps://www.facebook.com/EntrustSecurity
hMps://www.facebook.com/EntrustSSL
Connect:
hMp://www.linkedin.com/company/entrust
If
you’d
like
to
promote
any
of
your
own
content
through
these
channels,
send
an
email
to
dax.davis@entrust.com
#Entrust12
@ericschwartzman

9. Let’s
Check
In
#Entrust12
@ericschwartzman

10. B2B
Social
Sales
in
4
Steps
• Listen
Phase
1
• Build
Your
Phase
2
Network
• Par;cipate
Phase
3
• Evaluate
Phase
4
#Entrust12
@ericschwartzman

11. Step
1:
Listen
Future
o
f
Search
is
Socia
l
Use
Google
Related
Search
#Entrust12
@ericschwartzman

12. Step
1:
Listen
Focus
on
Your
Market
Search
Volume
over
Time
Geography
of
Search
#Entrust12
hMp://www.google.com/insights
@ericschwartzman

13. Step
1:
Listen
To
Import
Subs,
Click
Here
To
Share,
Click
Here
#Entrust12
hMp://ericschwartzman.com/IS-­‐subs
@ericschwartzman

14. Step
1:
Listen
Import
the
Subs
Google
Reader
Subscrip>ons:
hYp://ericschwartzman.com/IS-­‐subs
#Entrust12
@ericschwartzman

15. Step
1:
Listen
Bookmark
Here
Build
Contact
Lists
#Entrust12
@ericschwartzman

16. Step
2:
Build
Your
Network
#Entrust12
@ericschwartzman

17. Step
2:
Build
Your
Network
Make
it
Easy
#Entrust12
@ericschwartzman

18. Step
2:
Build
Your
Network
#Entrust12
hMp://rappor;ve.com/
@ericschwartzman

19. Step
2:
Build
Your
Network
#Entrust12
hMp://rappor;ve.com/
@ericschwartzman

20. Step
2:
Build
Your
Network
Go
to:
hMp://www.linkedin.com/in/daxdavis
and
send
a
connec;on
request
to
dax@daxdavis.com
#Entrust12
@ericschwartzman

21. Step
2:
Build
Your
Network
#Entrust12
@ericschwartzman

22. Step
3:
Par>cipate
Klout
Score
#Entrust12
@ericschwartzman

23. Step
3:
Par>cipate
Likes,
Comments
and
Shares
determine
rank
+1s,
Comments
and
Shares
determine
rank
in
the
newsfeed
in
the
newsfeed
#Entrust12
@ericschwartzman

24. Communi>es
Convey
Trust
#Entrust12
@ericschwartzman

25. Raise
Your
Hand
of
You’re
on
TwiYer
#Entrust12
@ericschwartzman

26. Step
3:
Par>cipate
• What
Should
You
Tweet
About?
• Retweet
content
from
@Entrust
and
@EntrustSSL
• Retweet
useful
info
from
other
users
by
searching
these
hashtags
#IPsec,
#TCO,
#malware,
#infosec,
#security,
#cryptography,
#ssl
• Interact
with
other
aMendees
at
this
event.
Find
them
using
the
#Entrust12
hashtag
• Live
tweet
from
big-­‐;cket
events
like
#RSA
and
#ISW
• “Overheard
at
#Entrust12”
-­‐
what
are
aMendees
talking
about
around
you?
•
Who
else
is
there?
Tweet
about
people
you’ve
spoMed
and
include
their
TwiMer
as
an
@men;on.
•
Photos
with
other
aMendees
#Entrust12
@ericschwartzman

27. Raise
Your
Hand
if
You’re
on
Facebook
#Entrust12
@ericschwartzman

28. Step
3:
Par>cipate
• Like
or
Comment
on
updates
from:
hMps://www.facebook.com/EntrustSecurity
hMps://www.facebook.com/EntrustSSL
• Posts
that
end
with
a
ques;on
are
15%
more
engaging
• Posts
80
words
or
less
are
27%
more
engaging
• Posts
outside
of
business
hours
are
20%
more
engaging
• Don’t
ask
Why.
Ask
Where
or
When.
• Most
Liked
posts
include
these
words:
Like,
Take,
Submit
• Most
Commented
posts
include:
Comment,
Post,
Tell
Us
• Least
engaging
posts
include:
Event,
Winner,
Offer
#Entrust12
@ericschwartzman

29. Step
3:
Par>cipate
#Entrust12
@ericschwartzman

30. Step
3:
Par>cipate
#Entrust12
@ericschwartzman

31. Step
3:
Par>cipate
#Entrust12
@ericschwartzman

32. B2B
Social
Networks
#Entrust12
About
the
SAP
Community
Network
@ericschwartzman

33. Step
3:
Par>cipate
Embassy
Embassy
Homeland
Search
TwiYer
Embassy
Embassy
Linkedin
SlideShare
#Entrust12
@ericschwartzman

34. Why
Make
a
Blog
the
Homeland?
#Entrust12
Source:
2011
State
of
Inbound
Marke;ng
Study
@ericschwartzman

35. B2B
Blogs
35
• 73
blogs
• 17
bloggers
• 600%
jump
in
leads
• Top
quality
#Entrust12
Case
Study:
hMp://ontherecordpodcast.com/emerson
@ericschwartzman

36. Extendhree:
Par>cipate
Phase
T the Reach of Existing Activities
Video

Webcast
&
YouTube
PowerPoint

SlideShare
Text
Transcript

Blog
Post
MP3

Podcast
SME
Shares
#Entrust12
@ericschwartzman

37. What’s
the
ROI?
#Entrust12
@ericschwartzman

38. What’s
the
Value
of
Intangible
Assets?
#Entrust12
@ericschwartzman

39. Expenses
vs.
Assets
#Entrust12
@ericschwartzman

40. Step
4:
Evaluate
Search
Blog
TwiYer
Facebook
Email
Linkedin
#Entrust12
@ericschwartzman

41. Step
4:
Evaluate
#Entrust12
hMp://www.radian6.com/
@ericschwartzman

42. Step
4:
Evaluate
#Entrust12
hMp://hootsuite.com
@ericschwartzman

43. Review
-­‐
B2B
Social
Sales
in
4
Steps
Ac>vity
Tool
• Listen
and
Map
Phase
1
• Build
Your
Network
Phase
2
• Par;cipate
Phase
3
• Measure
and
Evaluate
Phase
4
#Entrust12
@ericschwartzman

44. Policy
MaYers
44
Entrust
appreciates
the
effec;ve
use
of
social
media
for
business
and
employees
who
demonstrate
excellence
in
this
area
will
be
recognized
and
rewarded
at
their
annual
employee
review.
#Entrust12
@ericschwartzman

45. What’s
Next?
#Entrust12
@ericschwartzman

46. B2B
Mobile
Marke>ng
46
#Entrust12
@ericschwartzman

47. Cisco
App
#Entrust12
@ericschwartzman

48. B2B
Social
Marke>ng
Revolu>on
Eisner
Aristocrat
Revolu;onary
Lassiter
#Entrust12
@ericschwartzman

49. Thank
You
DOWNLOAD
THE
DECK
www.EricSchwartzman.com/Decks
Eric
Schwartzman
eric@ericschwartzman.com
+1
(310)
455-­‐4000
Available:
Amazon
::
Barnes
&
Noble
iPad
::
Kindle
#Entrust12
@ericschwartzman