B2B Social Media presentation by Warren Knight at CIM Digital Marketing Bootcamp, 1 Nov 2011 Bedford

1. HELPING BUSINESS USE SOCIAL MEDIA MARKETING FOR A PROFIT
@wvrknight

3. “The same product costs on average three times the cost to produce”
- Tony from www.Komodo.co.uk
GroupBuy & Flash sale Affiliate network Social integration
Peer to peer
sharing discount Refer a friend
Ratings & Mobile platform Embedded
reviews Facebook store

7. Why is Social Media Important
for B2B Marketing?
 Social Media is about the importance of customers.
 It empowers Businesses to make meaningful change to
better serve your customer and build loyalty.
 You get honest feedback to build solutions that better
meet the customers needs.
 Understand the wants and needs of the customer, let
them tell you.

8. THE BIG NEWS
& &
Influence Search Rankings
What we
TWEET matters
SHARE matters
what people
LIKE matters

9. WHAT IS CONTENT MARKETING?
 Blogging - 434% Google Index
 Video + Podcasting
 Email Marketing
 Flickr, Picasa
 Social (Twitter, Facebook, LinkedIn)
 Case Studies, White Papers, Webinars
 Tumblr, Posterous, etc.
All of this is called Inbound Marketing

10. Four Step Process
FOUR STEP PROCESS
Four Step Process for Social Media Selection
Business Goals Measurement Tactics Tools
Increase sales Leads More prospects Blog – Content is King
Generate leads Media mentions Media relations Twitter
Thought leadership Speak opportunity Educate customer YouTube
Product Launch Customer Channel partners Facebook Fan Page
Test Ideas Satisfaction Move customer LinkedIn
Create Channels Time To market service online Community
Reduce Support Positive sentiment Trade associations Stumbleupon
Counter Feedback Service calls Advertise Tumblr
If your strategy is stand alone it will fall alone
Integration with ALL Marketing

11. BRAND Consistency
Brand CONSISTENCY

12. FIND YOUR AUDIENCE

13. LEAD: LISTEN
# Hastags RSS Feeds Monitoring’ Folder
Streams
LinkedIn Advance Search
LinkedIn Advance Search
Keywords in 5 locations  Blogs
1. Headline  Websites
2. Work Experience  Twitter
3. Past Experience  Google.news
4. Summary  Cragslist
5. Specialities  Wikipedia

14. LEAD: EXPERIMENT
MarketMeSuite
SEO
Social Automation
Bit.ly

15. LEAD: APPLY
5 tweets a day
Advice: As an expert you should offer advice
Share: Article, link information that aligns with your business
Engage: Industry. Follow them, re-tweet, engage in conversations
Have fun: Be funny - send links to relevant funny articles
1 Post a day Special Offer: Send information about a special offer, promotion, event
Pictures: 3 Images at a time (Facebook)
Video: Link to a video you have placed on YouTube
1 Blog a Week Press Release: Take a picture and load or link to online article
Add Value: Talk around the business and add value to your audience
Competitions & Polls: Find out what your customer want

16. LEAD: DEVELOP
Analytics
Measuring Social Media
Effectiveness & Engagement
61% 50% 41% 39%

17. All Media Must Be Digital
To build brand advocates and engage ...It must be mobile.
 It must be Spontaneous
50% of all mobile traffic is accounted for by Social Networks
 It must be easy to access
Slidshare (PowerPoint),
Sribd (PDF)
YouTube (Video)
 It must do more than simply being a digital version of the
traditional message
 It must be able to make itself more shareable, findable and social
Where there is value, there are consumers willing to share it.

18. Case Study
Five days after posting the videos on their specially designed website,
Will it Blend, and on YouTube. They had 9.5 Million views on YouTube.”
150 Million upload the videos and shared.
In fact, so popular is this worldwide phenomenon that 210,000 people
logged on to eBay to view the leftovers of a blended iPod and iPhone. The
dust of each of these products fetched $800 and $901 respectively

19. United Airlines Breaks Guitar
4 Million People
Cost The Airline $180 Million?
Which, incidentally, would have
bought Dave Carroll more than
51,000 replacement guitars
UNDERSTAND AND USE IT ...OR

20. 2 HOUR COMPLIMENTARY
COMPLIMENTARY
7 Day E-course SOCIAL MEDIA 7 Day E-course
TRAINING
• 3 MONTH STRATEGY COMPLIMENTARY
COMPLIMENTARY
• TOOLS TO ANALYTICS 7 Day E-course
7 Day E-course
• MAKE YOUR BUSINESS MORE SOCIAL
• GLOOPLE

21. Social Media
Training - Mentoring - Consultancy
Tell us Warren Knight
www.warrenknight.co.uk
what Warren Knight
e: warren@warrenknight.co.uk
t: @wvrknight
you Gloople – Making Shopping Social
think www.gloople.co.uk
t: @gloople