4. How We Got Here
• It used to take a whole lot longer to reach an audience…it
took previous game-changers quite a while to reach
audiences of 50 million:
Radio: 38 years
5. • It used to take a whole lot longer to reach an audience…it
took previous game-changers quite a while to reach
audiences of 50 million:
Television: 13 years
6. • It used to take a whole lot longer to reach an audience…it
took previous game-changers quite a while to reach
audiences of 50 million:
Internet: 4 years
7. • It used to take a whole lot longer to reach an audience…it
took previous game-changers quite a while to reach
audiences of 50 million:
iPod: 2 years
8. • It used to take a whole lot longer to reach an audience…it
took previous game-changers quite a while to reach
audiences of 50 million:
10. The B2B Marketer’s Dilemma
• Need to add social media to the mix while maintaining the
fundamentals of quality marketing
11. Social Media Imperatives
Three quick things to remember with social media:
1. Identify the right audiences and work to engage them—not
everyone you possibly can.
2. Support your SEO, themes, and brand.
3. BE RELEVANT. Social media for social media’s sake is a waste of
everyone’s time.
13. Elevate Your Facebook Game
Facebook is all about: Facebook Misuse:
Engagement (positive and
negative)
Presence/relationship
building on other pages
(companies, customers, th
ought leaders)
Showing
personality/company
culture
(customers, employees, hir
ing)
14. Facebook is all about: Facebook Best Use:
Engagement (positive and
negative)
Presence/relationship
building on other pages
(companies, customers, tho
ught leaders)
Showing
personality/company culture
(customers, employees, hiri
ng)
15. Elevate Your Twitter Game
Twitter is all about: Twitter Misuse:
Making connections at
the individual level – easy
to reach out in a
casual/friendly way
Spreading news fast –
and the more the better
Opportunities to engage
quickly and effectively
16. Twitter is all about: Twitter Best Use:
Making connections at the
individual level – easy to
reach out in a casual/friendly
way
Spreading news fast – and
the more the better
Opportunities to engage
quickly and effectively
17. Elevate Your YouTube Game
YouTube is all about: YouTube Misuse:
Getting better track-backs
(30% weight toward your
relevancy track-backs from
YouTube channel videos)
Great visual
representations of
products/services
Getting found on the
second largest search
platform after Google
18. YouTube is all about: YouTube Best Use:
Getting better track-backs
(30% weight toward your
relevancy track-backs from
YouTube channel videos)
Great visual representations
of products/services
Getting found on the second
largest search platform after
Google
19. Elevate Your LinkedIn Game
LinkedIn is all about: LinkedIn Misuse:
Connecting via groups on a
conversational level with
peers/prospects/customers/
even competitors
Maintaining conversations in
a professional space
Researching to find the
people you want to talk to
(and find another way/place
to connect)
20. LinkedIn is all about: LinkedIn Best Use:
Connecting via groups on a
conversational level with
peers/prospects/customers/e
ven competitors
Maintaining conversations in
a professional space
Researching to find the
people you want to talk to
(and find another way/place
to connect)
21. Justify Your Social Efforts
• The platforms may be different, but the tracking is not –
make sure inquiries are captured the same way you would
any other prospect. Wherever and however you
capture, make sure it extends into your social media
pursuit.
22. Measurement Justification
Just as you would with a HVCTA
on your site or in an email, tie
compelling content to a capture
mechanism that allows you to
further catalog, nurture, learn
about, and interact with the
prospect. This will also help you:
Confirm you’re interacting with the
right people
Allow you to lead the prospect
through the appropriate
messaging and conversational
steps
Justify your social media
investments
23. More in the Moment
The OLD Model:
Vendors expect the luxury of conditioning, educating, and engaging
prospects, working them through a convoluted capture/hand-off cycle
with multiple steps and players
24. More in the Moment
The NEW Model:
Prospects condition themselves and it should be your aim to engage
the prospect in their moment of interest and keep the conversation
going as long as possible until his needs are met
25. Recap
• Social media is powerful – when you use it to your
advantage
• Your marketing strategy and brand should be at the
forefront of your social media endeavors
• Social media is a different kind of tool – use it as it was
intended…for conversation
• Moment-of-Interest Marketing™ is all about engaging
prospects when they are looking for you
[MARK]These names and icons probably look familiar to you – and these are only the most prevalent players.[CLICK]There are many, MANY more crowding the doorstep.
[MARK]
[LAURA]With social media channels and tools, reaching audiences of 50 million can happen overnight—if not faster. Just look at some of the YouTube views for ridiculous cat videos.
[LAURA]What could be better than a faster, easier way to reach existing and potential customers? It sounds like a dream come true for marketers—spend a little time on Facebook and wait for the inbound leads to fall in line!But wait – social media is a different kind of tool and needs to be treated differently while at the same time complementing and boosting your existing, traditional media vehicles
LAURA: So this is where the wheels come off for many B2B marketers. They’re using the obligatory platforms like Twitter, Facebook, YouTube, and LinkedIn but don’t know how to SEE if their effort is worth it/justifiable.MARK: This is precisely why you need to build social media into everything you do. Social media seems like it’s ‘the new black’ because that’s all anyone talks about these days, but don’t forget that good marketing requires multiple platforms, tactics, and touches. When you weave social media into your campaigns AND your tracking, you’ll see where you’ve been able to gain traction.
[MARK (+BANTER)]
[MARK]Social media is NOT[CLICK]About you. The biggest key to using social media effectively in the B2B marketing space is to use the tools as they were intended – look at best practices in B2C usage (interaction, conversation, support) and do the same
[MARK]Misuse:#1 – posting boring information that’s focused on you#2 – not responding to comments from the peanut gallery. Four days without a response is too long in social media landBest Use:#1 – XRS network building#2 – Coca-cola community building – look at the number of likes, shares and those great commentsMistakes to avoid:Handle controversy wellNot an advertising platform
[LAURA]Misuse:#1 – putting up junk just to post. Twitter makes it easy to post nonsense#2 – watch who’s posting and have procedures in place. A rogue employee made a distasteful comment on Kitchen-Aid’s account during the presidential elections and incited a firestorm Best Use:#1 – use Twitter to connect with people. Twitter makes it easy to stalk – use this to your advantage#2 – JetBlue breaks up the text monotony with a pic supporting their TweetupMistakes to avoid:Follow followers back (follows/followers should run close to equal)Things happen fast – need to be careful to not get caught up in controversyRemember who you’re tweeting as
[MARK]Misuse:#1 – Your YouTube videos should connect to your website: it not only helps rankings, it’ll ensure they’re viewable on all devicesBest Use:#1 – OppSource customer Sage links testimonials to a dedicated YouTube channel for easy perusal #2 – Home Depot playlists are consumer/user-focused. Completely supports the DIY customerMistakes to avoid:Have your own channel setupKeep consistent with brand/culture/products – don’t post to post
[LAURA]Misuse: #1 - Picking on my own father here – using a small, informal, blurry picture is not a great networking idea. If his name was Terry, one might think my face is the person to focus on. LinkedIn is a professional platform, use your official headshot.#2 – company pages need to be regularly updated…with more than just job postings.Best Use:#1 – Personal friend of mine who runs a recruiting company in Canada called Talent Egg. Her post supports her brand and shows how they listen to users#2 – SAP has thought-provoking posts that regularly get tons of views, likes, and positive commentsMistakes to avoid:Professional space – videos of cats not allowedConnect with people you know
[MARK]Showing the value of your social media investment can be tricky—the key is tracking social media-generated leads the same way you would anything else.