1. 1
presents
a
B2B
Social
Media
Marke;ng
Workshop
by
Eric
Schwartzman
www.ericschwartzman.com
Monday,
June
13,
2011
10:30am
to
12:30pm
#OMSLA
@ericschwartzman
2. 2
Housekeeping
• Abbreviated
workshop
• New
vocabulary
• Slide
numbers
• Deck
will
be
available
#OMSLA
Follow
Up
Resource
Links
Will
Appear
Here
@ericschwartzman
3. 3
A
g
e
n
d
a
10:30
–
11:30am
11:30
–
12:30pm
• Sell
B2B
social
media
to
leadership
• Select
the
right
technology
and
colleagues
plaOorm
for
B2B
social
media
communicaKons
• How
to
draI
a
B2B
social
media
policy
• OpKmize
content
for
search
engines
for
B2B
audiences
• Find
B2B
conversaKons
on
Facebook,
TwiMer,
blogs
and
online
• And
measure
the
results
forums
#OMSLA
Deeper
Dive:
hKp://www.socialmediabootcamp.com
@ericschwartzman
4. Sell
the
Produc;vity
Gains
of
Social
Media
#OMSLA
Case
Study:
hMp://ontherecordpodcast.com/chaMer
@ericschwartzman
5. 5
Marke;ng
Gains
of
Social
Media
Paid
Earned
Brochures
Blogs
Digital
Breadcrumbs:
Discoverable
and
Shareable
Phone
Social
Networks
#OMSLA
@ericschwartzman
6. Lowered
Costs
of
Social
Marke;ng
#OMSLA
Source:
2011
State
of
Inbound
MarkeKng
Study
@ericschwartzman
7. How
B2Bs
are
Budge;ng
for
Social
Media
Change
In
B2B
Online
Marke;ng
Spending
in
2011
Website
E-‐mail
Social
media
Search
Video
Webcasts
Banners
Sponsorship
Virtual
events
Other
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Increase
No
change
Decrease
Source:
EMarketer
#OMSLA
TNS
Global
Web
Usage
Study:
hMp://discoverdigitallife.com/
@ericschwartzman
8. B2B
Social
Media
Adop;on
93%
of
all
B2B
marketers
are
engaged
in
some
form
of
social
media
markeKng.
Social
Media
Channel
Adop;on
by
B2B
Marketers
Linkedin
72%
Facebook
71%
TwiMer
67%
YouTube
48%
Blogging
44%
Online
CommuniKes
22%
Source:
Emerging
Trends
in
B-‐to-‐B
Social
Media
MarkeKng:
Insights
From
the
Field
#OMSLA
@ericschwartzman
9. The
B2B
Social
Marke;ng
Difference
#OMSLA
Get
this
INFOGRAPHIC:
hMp://flic.kr/p/7SVGNV
@ericschwartzman
11. Filters
are
Marginalizing
Mass
Media
US
Newspaper
Business
70,000
Circula;on
(000)
60,000
50,000
Revenues
($000)
40,000
30,000
20,000
10,000
0
1994
1997
2000
2003
2006
2009
• Average
age
of
US
daily
newspaper
reader:
• 93%
of
B2B
buyers
use
search
to
begin
57
the
buying
process
• ReducKon
in
US
newsroom
staffs
since
• 80%
of
IT
decision-‐makers
say
word
of
2001:
45%
mouth
is
their
most
important
source
when
making
buying
decisions
• Direct-‐mail
spending
is
expected
to
decline
nearly
40%
by
2014
• Google
Processes
38,000
search
queries
every
second
Page
11
#OMSLA
@ericschwartzman
21. 21
Map
Strategy
to
Corporate
Culture
•
Channel
social
• Sa;sfy
audit
media
through
trails
External
Comms
Strict
Regulatory
Management
Oversight
Oversight
Exploratory
Embraces
and
Curious
Change
•
Implement
•
Get
at
ROI
of
social
media
social
media
policy
&
training
#OMSLA
GET
this
INFOGRAPHIC:
hMp://flic.kr/p/9jZwPX
@ericschwartzman
23. 23
Secng
Boundaries
Transparency
of
Public
InformaKon
PenalKes
RespecOulness
IT
Policy
Privacy
Social
Media
Legal
MaMers
Policy
ConfidenKality
Crisis
Diplomacy
ConsideraKons
Conflict
Disclaimers
ResoluKon
#OMSLA
@ericschwartzman
24. 24
Policy
Development
Tips
Dept.
Risk
Opportunity
HR
Existing
policy
violations;
Goodwill
with
work
policing
force;
recruiting
IT
Information
security;
Reduce
network
and
data
loss
desktop
support
requests
Legal
Copyright,
free
speech,
Better
corp.
oversight;
libel
and
audit
trails
tighter
controls
Marketing
Aggravate
brand
fracture
Enable
market
to
self-‐
educate
Customer
Service
Perceived
productivity
Reduce
call
center
loss
demand
PR
Negligible
Unfiltered
communications
PA
Negligible
ID
opposition
points
IR
Selective
disclosure
Better
shareholder
communications
#OMSLA
@ericschwartzman
26. 26
Social
Marke;ng
Ac;va;on
Case
Study
Embassy
Homeland
Embassy
Search
Integrate
a
blog
into
the
TwiKer
corporate
site
Embassy
Embassy
Linkedin
SlideShare
#OMSLA
@ericschwartzman
27. 27
Integra;ng
Social
Media
into
Conven;onal
Work
Flows
Video
Webcast
&
YouTube
PowerPoint
SlideShare
Text
Transcript
Blog
Post
MP3
Podcast
New
Business
PresentaKon,
Speech
or
Event
#OMSLA
@ericschwartzman
28. 28
Opera;onal
Framework
for
Social
Marke;ng
Ac;va;on
Ac;vity
Tool
• Social
Media
Monitoring
Step
1
• Social
Media
Mapping
• Social
Media
ParKcipaKon
Step
2
• Social
Media
Engagement
• Social
Media
Management
Step
3
• Social
Media
MarkeKng
• Measure
and
Evaluate
the
Results
Step
4
#OMSLA
@ericschwartzman
29. 29
Picking
Online
Channels
Listening
Loca;on-‐Based
Email
Apps
Search
Niche
Social
Des;na;on
Websites
Networks
Pure
Play
Social
Networks
#OMSLA
@ericschwartzman
30. 30
DEMO:
Listening
to
Your
Market
with
Google
Reader
#OMSLA
Sign
Up:
www.google.com/reader
@ericschwartzman
31. 31
DEMO:
Listening
to
TwiKer
with
HootSuite
#OMSLA
Sign
Up:
www.hootsuite.com
@ericschwartzman
32. 32
Listening
to
Foursquare
#OMSLA
Search:
www.foursquare.com
@ericschwartzman
33. 33
Registering
Events
on
Foursquare
#OMSLA
hMps://foursquare.com/business/
@ericschwartzman
34. 34
BREAK
www.SocialMediaBootCamp.com
June
30
–
July
1,
2011
Los
Angeles
#OMSLA
@ericschwartzman
35. Search:
Is
Your
Specialized
Exper;se
Searchable?
#OMSLA
@ericschwartzman
56. 56
B2B
SEO
business
insurance
business liability
insurance
search volume
general business
liability insurance
conversion probability
Focus on Long Tail Keywords.
#OMSLA
@ericschwartzman
61. 61
Websites:
Make
Your
FAQs
Linkable
Put
each
Answer
at
it’s
own
URL
#OMSLA
@ericschwartzman
62. 62
Websites:
Make
Your
FAQs
Searchable
Search
OpKmized
Browser
Page
Title
#OMSLA
@ericschwartzman
63. 63
HOW
TO:
Check
Your
Browser
Page
Titles
Search
“site:yourdomain.com”
#OMSLA
@ericschwartzman
64. 64
Socialize
Your
Website
Facebook
“Like”
buMon
TwiMer
“ Tweet”
buMon
10am,
Tuesday,
May
17,
2011
–
FREE
Lasik
&
Glaucoma
Screenings
Auto
Scheduling
Myers
Industries
1293
S.
Main
St.
Akron,
Ohio
44301
REGISTER
Company
Contact:
Kim
Hemminger
Day
of
Event:
Pam
CorbeM
Fail
to
phone
#OMSLA
@ericschwartzman
65. 65
Eventbright.com:
Ready
To
Go
Social
Solu;on
#OMSLA
hKp://www.socialmediabootcamp.com
@ericschwartzman
66. 66
Automated
Marke;ng
with
Social
Sign-‐In
1. Capture
Profile
Data
2. Establish
a
ConnecKon
3. Auto
Publish
Updates
#OMSLA
Case
Study:
hKp://bit.ly/cLiNAc
@ericschwartzman
67. 67
Automate
Your
Growth
with
Social
Sync
#OMSLA
Case
Study:
hKp://bit.ly/j57f5q
@ericschwartzman
68. B2B
Blogging
for
Lead
Genera;on
73
blogs
17
bloggers
600%
jump
in
leads
Top
quality
“Get
engineers
talking
to
engineers
and
get
everyone
else
out
of
the
middle.”
Rick
Short,
Marcom
Director
Page
68
#OMSLA
@ericschwartzman
69. Blogs
Work
Best
in
B2B
#OMSLA
Source:
2011
State
of
Inbound
MarkeKng
Study
@ericschwartzman
70. 70
Live
Blogging
Conferences,
Webcasts
and
Events
#OMSLA
@ericschwartzman
89. Best of Facebook, 4Sq + Twitter
• Dashboard of “micro-apps”
• Use Event as Launchpad
• Social Micro-apps
• Profile
• Connections
• Social sync
• Activity Stream
• Likes and Comments
• Leaderboard
• Utility Micro-apps
• Social networking
• GPS based data points
• Virtual check-ins
• RSS Feeds
• Video Feeds
• Photo Feeds
#OMSLA
@ericschwartzman
91. QR
Codes
at
B2B
Events
#OMSLA
@ericschwartzman
92. Measure
the
Results
HOW
TO:
Google
AnalyKcs
Overview
-‐
www.ontherecordpodcast.com/analyKcs
#OMSLA
Sign
Up:
hMp://www.google.com/analyKcs/
@ericschwartzman
93. It’s
a
Revolu;on
Eisner
Aristocrat
RevoluKonary
Lassiter
#OMSLA
@ericschwartzman
