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Designated Editor
Speaking Series
                    New Media Essentials
                    for B2B Success
                    Newport County Chamber of Commerce

                    Suzanne McDonald | Content & Social Strategist

                    Sue@DesignatedEditor.com


                         @Sue_DesigEditor
suzanne’s experience
              Social Media
              Strategies professor


  6 years                            Page 1




  Masters in Journalism
  & Mass Communications              BA in Journalism




                                               www.designatededitor.com   2
Paid media vs. owned media




                   www.emarketer.com/Article.aspx?R=1008948
@Sue_DesigEditor                                www.designatededitor.com   3
92% of B2B prospects almost never book
             a meeting from a cold call or email.

Sales executives will first seek connections
through social media networks, and then
increase response rates with warm introductions.

                    —UNC’sKenan-Flagler School of Business study




 @Sue_DesigEditor                                   www.designatededitor.com   4
B2B challenges we’ll address

 o What is new media & how to integrate

 o How to help your team adapt

 o What success looks like




 @Sue_DesigEditor                    www.designatededitor.com   5
4 stages to activate new media

 Stage 1 Your website

 Stage 2 Your blog & email

 Stage 3 Social media integration

 Stage 4 Social media optimization & metrics




 @Sue_DesigEditor                     www.designatededitor.com   6
Stage 1Your website




@Sue_DesigEditor      www.designatededitor.com   7
Who is your audience?

  Who might be your best advocates?

  What are their defining characteristics?

  What are they looking for?

  Are you using the right vocabulary?



                                    www.designatededitor.com   8
Here’s looking a quality B2B site




@Sue_DesigEditor                    www.designatededitor.com   9
Keywords: Your prospects’ vocabulary




@Sue_DesigEditor                www.designatededitor.com   10
Keywords: Include in Titles and Descriptions




  @Sue_DesigEditor                  www.designatededitor.com   11
who is your audience?




@Sue_DesigEditor        www.designatededitor.com   12
Stage 2 Blog & email
Google & search engines <3 fresh content

Activate keywords & make multimedia

Offers a glimpse inside your brand

Enable and moderate comments

Leverage blog posts to feed email

@Sue_DesigEditor                     www.designatededitor.com   13
Blogs cited as least expensive for B2C & B2B




                                    www.designatededitor.com   14
Editorial calendars




 @Sue_DesigEditor     www.designatededitor.com   15
Tools to drive blogs & content




@Sue_DesigEditor                 www.designatededitor.com   16
B2B blog: helpful, not boring




 @Sue_DesigEditor               www.designatededitor.com   17
B2B multimediablog




 @Sue_DesigEditor    www.designatededitor.com   18
Easy-to-act-on
Email




@Sue_DesigEditor   www.designatededitor.com   19
email




          http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php
@Sue_DesigEditor                                                        www.designatededitor.com   20
Stage 3 Social Media integration

‘The growth in social media marketing will be exponential:
Smaller companies — with revenues under $25 million —
in particular will increasingly rely on social media outlets
To market their products and services.’
                                   — Duke University's Fuqua School of Business
                                                  & American Marketing Association




        http://www.fuqua.duke.edu/news_events/releases/cmo_survey_optimism/#.T4RXZY5XJ_k

 @Sue_DesigEditor                                                     www.designatededitor.com   21
tactics

Discover major companies with Search

Categorize prospects with Tags

Participate inGroups specific to your industry

Contribute your expertise withAnswers

Find andConnectwith key influencers

Host or attend anEvent and share it

 @Sue_DesigEditor                       www.designatededitor.com   22
Skills & Expertise page

Auto-
suggestions




                          www.designatededitor.com   23
How’s the industry faring?




@Sue_DesigEditor             www.designatededitor.com   24
Bottom of the page: Groups worth joining?




  @Sue_DesigEditor                 www.designatededitor.com   25
Facebook B2C       LinkedIn B2B




@Sue_DesigEditor                  www.designatededitor.com   26
@Sue_DesigEditor   www.designatededitor.com   27
Targeting ads
•    Towns & cities     • Interests & Likes
•    Education          • Age
•    Gender
•    Marital status




    @Sue_DesigEditor                 www.designatededitor.com   28
Lingering
questions




@Sue_DesigEditor   www.designatededitor.com   29
www.emarketer.com/Article.aspx?R=1008929

@Sue_DesigEditor                                www.designatededitor.com   30
Connections




              www.designatededitor.com   31
@Sue_DesigEditor   www.designatededitor.com   32
B2B channel on




@Sue_DesigEditor   www.designatededitor.com   33
www.designatededitor.com   34
Show your expertise visually or curate others’




  @Sue_DesigEditor                   www.designatededitor.com   35
@Sue_DesigEditor   www.designatededitor.com   36
QR codes




                   http://mashable.com/2011/07/23/creative-qr-codes/
@Sue_DesigEditor                                     www.designatededitor.com   37
Other tools to consider




@Sue_DesigEditor          www.designatededitor.com   38
Tools to consider




@Sue_DesigEditor    www.designatededitor.com   39
Stage 4 How are we doing?




@Sue_DesigEditor            www.designatededitor.com   40
Facebook Insights
Engagement &Relevance




                        www.designatededitor.com   41
Google Analytics: + social




@Sue_DesigEditor             www.designatededitor.com   42
@Sue_DesigEditor   www.designatededitor.com   43
New media success for B2Bs
Website + Blog + Email + Social media
   Longer-lasting vs. paid media
   Now you’ll know what’s working
   Reduced customer service costs
   Understand & relate to clients
   Your clients see your team as experts
   Broader brand-building boosts awareness

 @Sue_DesigEditor                       www.designatededitor.com   44
Designated Editor
Speaking Series
                    New Media Essentials
                    for B2B Success

                    Questions?                 Happy to help!



                    Suzanne McDonald | Content & Social Strategist

                    Sue@DesignatedEditor.com


                         @Sue_DesigEditor

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New Media Essentials for B2B Success

  • 1. Designated Editor Speaking Series New Media Essentials for B2B Success Newport County Chamber of Commerce Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor
  • 2. suzanne’s experience Social Media Strategies professor 6 years Page 1 Masters in Journalism & Mass Communications BA in Journalism www.designatededitor.com 2
  • 3. Paid media vs. owned media www.emarketer.com/Article.aspx?R=1008948 @Sue_DesigEditor www.designatededitor.com 3
  • 4. 92% of B2B prospects almost never book a meeting from a cold call or email. Sales executives will first seek connections through social media networks, and then increase response rates with warm introductions. —UNC’sKenan-Flagler School of Business study @Sue_DesigEditor www.designatededitor.com 4
  • 5. B2B challenges we’ll address o What is new media & how to integrate o How to help your team adapt o What success looks like @Sue_DesigEditor www.designatededitor.com 5
  • 6. 4 stages to activate new media Stage 1 Your website Stage 2 Your blog & email Stage 3 Social media integration Stage 4 Social media optimization & metrics @Sue_DesigEditor www.designatededitor.com 6
  • 7. Stage 1Your website @Sue_DesigEditor www.designatededitor.com 7
  • 8. Who is your audience? Who might be your best advocates? What are their defining characteristics? What are they looking for? Are you using the right vocabulary? www.designatededitor.com 8
  • 9. Here’s looking a quality B2B site @Sue_DesigEditor www.designatededitor.com 9
  • 10. Keywords: Your prospects’ vocabulary @Sue_DesigEditor www.designatededitor.com 10
  • 11. Keywords: Include in Titles and Descriptions @Sue_DesigEditor www.designatededitor.com 11
  • 12. who is your audience? @Sue_DesigEditor www.designatededitor.com 12
  • 13. Stage 2 Blog & email Google & search engines <3 fresh content Activate keywords & make multimedia Offers a glimpse inside your brand Enable and moderate comments Leverage blog posts to feed email @Sue_DesigEditor www.designatededitor.com 13
  • 14. Blogs cited as least expensive for B2C & B2B www.designatededitor.com 14
  • 15. Editorial calendars @Sue_DesigEditor www.designatededitor.com 15
  • 16. Tools to drive blogs & content @Sue_DesigEditor www.designatededitor.com 16
  • 17. B2B blog: helpful, not boring @Sue_DesigEditor www.designatededitor.com 17
  • 18. B2B multimediablog @Sue_DesigEditor www.designatededitor.com 18
  • 19. Easy-to-act-on Email @Sue_DesigEditor www.designatededitor.com 19
  • 20. email http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php @Sue_DesigEditor www.designatededitor.com 20
  • 21. Stage 3 Social Media integration ‘The growth in social media marketing will be exponential: Smaller companies — with revenues under $25 million — in particular will increasingly rely on social media outlets To market their products and services.’ — Duke University's Fuqua School of Business & American Marketing Association http://www.fuqua.duke.edu/news_events/releases/cmo_survey_optimism/#.T4RXZY5XJ_k @Sue_DesigEditor www.designatededitor.com 21
  • 22. tactics Discover major companies with Search Categorize prospects with Tags Participate inGroups specific to your industry Contribute your expertise withAnswers Find andConnectwith key influencers Host or attend anEvent and share it @Sue_DesigEditor www.designatededitor.com 22
  • 23. Skills & Expertise page Auto- suggestions www.designatededitor.com 23
  • 24. How’s the industry faring? @Sue_DesigEditor www.designatededitor.com 24
  • 25. Bottom of the page: Groups worth joining? @Sue_DesigEditor www.designatededitor.com 25
  • 26. Facebook B2C LinkedIn B2B @Sue_DesigEditor www.designatededitor.com 26
  • 27. @Sue_DesigEditor www.designatededitor.com 27
  • 28. Targeting ads • Towns & cities • Interests & Likes • Education • Age • Gender • Marital status @Sue_DesigEditor www.designatededitor.com 28
  • 29. Lingering questions @Sue_DesigEditor www.designatededitor.com 29
  • 31. Connections www.designatededitor.com 31
  • 32. @Sue_DesigEditor www.designatededitor.com 32
  • 33. B2B channel on @Sue_DesigEditor www.designatededitor.com 33
  • 35. Show your expertise visually or curate others’ @Sue_DesigEditor www.designatededitor.com 35
  • 36. @Sue_DesigEditor www.designatededitor.com 36
  • 37. QR codes http://mashable.com/2011/07/23/creative-qr-codes/ @Sue_DesigEditor www.designatededitor.com 37
  • 38. Other tools to consider @Sue_DesigEditor www.designatededitor.com 38
  • 39. Tools to consider @Sue_DesigEditor www.designatededitor.com 39
  • 40. Stage 4 How are we doing? @Sue_DesigEditor www.designatededitor.com 40
  • 41. Facebook Insights Engagement &Relevance www.designatededitor.com 41
  • 42. Google Analytics: + social @Sue_DesigEditor www.designatededitor.com 42
  • 43. @Sue_DesigEditor www.designatededitor.com 43
  • 44. New media success for B2Bs Website + Blog + Email + Social media  Longer-lasting vs. paid media  Now you’ll know what’s working  Reduced customer service costs  Understand & relate to clients  Your clients see your team as experts  Broader brand-building boosts awareness @Sue_DesigEditor www.designatededitor.com 44
  • 45. Designated Editor Speaking Series New Media Essentials for B2B Success Questions? Happy to help! Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor

Notes de l'éditeur

  1. www.emarketer.com/Article.aspx?R=1008948
  2. Challenge: How to utilize efficiently while running a business?Benefit: Paid vs earned media : Solution: Be strategic from the outset, which tools and platforms make the most sense
  3. Be sure to have a conversion, such as a newsletter signup
  4. Be sure to have a conversion, such as a newsletter signup
  5. Need to develop a hypothesis of personae, whether you are marketing on the web or social. You need to SPEAK to SOMEONE. If everyone is a client, no one self-identifies as YOUR client … no one sees that what you do can solve his/her problem.URI students parents of young children=middle-aged
  6. Demonstrate thought-leadership, brand personality(example) B2B = P2P -&gt; people want to interact with other humans, blogs &amp; social make it possible, changing the way businesses interact forever
  7. Various channels that get leads: 52% of marketing pros said leads via blog had lower cost of acquisition.
  8. Editorial calendar should include: Holidays,Conferences Important dates/events that you’d like to get a post out ahead ofEmbed YouTube,Record your presentations,Review the books you’re reading,Schedule aheadBe sure to appoint an Editor and content quality control, a function DE provides for some clients, along w Editorial Calendar developmenthttp://sncr.org/2010/02/19/journalists-use-of-social-media-is-surging-according-to-2nd-annual-middlebergsncr-survey-of-media-in-the-wired-world/80% of journalists believe bloggers have become “important opinion shapers.” Society for New Communication Research  
  9. Eventbrite blog
  10. http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php
  11. Search and tagGroups – ConnectAnswersEvents
  12. B2B = lighter color, 2012 State of Inbound Marketing report
  13. Set daily or lifetime budget Set your run scheduleChoose CPC or CPM Fewer clicks = CPCBid higher than suggested Track your performance
  14. 81% of respondents said they were more likely to trust a Fortune 1000 CEO if he was on Twitterwww.emarketer.com/Article.aspx?R=1008929
  15. Connections: NIM, use Twitter to engage, test your audience
  16. Slideshare has 5x more business owner traffic than other platforms, Source: SlideShare, Comscore
  17. Suggested uses: Video clips, discounts, http://mashable.com/2011/07/23/creative-qr-codes/
  18. Hootsuite: post to multiple accounts, see who connecting w/Bit.ly: How many clicks are you getting? How make your engagement betterEventbrite, reviews on Yelp and Google, SlideShare
  19. Challenge: It’s not working the way we’d thought! Takes too much time! People are complaining.Benefit: Cheaper than paid media &amp; longer-lasting. Take time to focus on what works. Respond and treat complaints on social media as any good customer service pro would Solution: Analyze &amp; adjust &amp; respond (to complainers &amp; yourself)
  20. What works &amp; Your consumers vs. fans
  21. The more content you create, the feedback you get, the more data to crunch and better understand your audience.Initially, it’s like an echo chamber, but as the voices increase, a clearer picture emergesGoogle Analytics: Map overlay, keywords, where they’re coming from
  22. Be sure to have a conversion, such as a newsletter signup