Digital	
  Media	
  for	
  Plas0cs	
  Execu0ves	
  

@EricSchwartzman	
  
Nov.	
  7,	
  2013	
  
One	
  Word	
  
Two	
  Words	
  

Brian	
  Solis	
  
Scale	
  and	
  Scope	
  
Controlled	
  Marke0ng	
  Channels	
  
Direct Sales

Trade Shows

Website

Trade Publications
Ad	
  Spending	
  Trends	
  
Digital	
  Spending	
  
New	
  Media	
  
Monitoring	
  

Email	
  

Geo	
  Networking	
  

Search	
  

Apps	
  

Content	
...
The	
  B2B	
  Difference	
  

• 
• 
• 
• 
• 

Rela9onships	
  ma;er	
  
Knowledgeable	
  buyer	
  
Intense	
  need	
  for	
...
Stakeholder	
  CommiNees	
  

Page	
  9	
  
Value	
  of	
  Offline	
  vs.	
  Online	
  for	
  B2Bs	
  

Public	
  Gatherings	
  

Social	
  Networks	
  

Print	
  

Blo...
Digital	
  Doesn’t	
  Replace	
  Tradi0onal	
  

•  Increases	
  the	
  effec9veness	
  
and	
  efficiency	
  of	
  exis9ng	
...
Breaking	
  Down	
  the	
  Digital	
  Marke0ng	
  Dollar	
  

Source:	
  TNS	
  Digital	
  Life	
  Study,	
  Oct.	
  10,	
...
What	
  is	
  SEO?	
  
This	
  is	
  SEO	
  
Keyword	
  Research:	
  Relevance	
  
Keyword	
  Research:	
  Volume	
  
Social	
  Marke0ng	
  Implementa0on	
  

Listening	
  

Pick	
  Spots	
  

Go	
  to	
  
Market	
  

•  Social	
  Media	
  ...
Listen	
  to	
  the	
  Industry	
  
Listening	
  with	
  Netvibes	
  
Selling	
  Sto	
  the	
  edia:	
  Show	
  the	
  Community	
  
Listen	
   ocial	
  M Compe00on	
  
Listen	
  to	
  Hashtags	
  
Listening:	
  Hootsuite	
  
Dell	
  Taps	
  Chief	
  Listening	
  Officer	
  
Homeland-­‐Embassy	
  Strategy	
  
Homeland
Embassy

Embassy

174,124,771

39,523,152

Embassy

Embassy

5,000 monthly vis...
Working	
  with	
  Embeds	
  

Homeland	
  
Facebook	
  Like	
  Box	
  

YouTube	
  Widget	
  

Embassies	
  

Flickr	
  W...
Listening	
  to	
  the	
  Numbers:	
  Referrals	
  
Make	
  Your	
  Exper0se	
  Discoverable	
  

PowerPoint	
  	
  
SlideShare	
  
Text	
  Transcript	
  	
  
Blog	
  Post	...
Linkedin	
  and	
  Blogs	
  Work	
  Best	
  for	
  B2Bs	
  
Linkedin	
  Works	
  Best	
  in	
  Manufacturing	
  
Leveraging	
  Linkedin	
  

Populate	
  DB	
  

Collect	
  Company	
  Page	
  Followers	
  

Tes9monials	
  
Conversions	
  
Blogging	
  for	
  Leads	
  
73	
  blogs	
  
17	
  bloggers	
  
600%	
  jump	
  in	
  
leads	
  
Top	
  quality	
  
“Get	
...
Content	
  Marke0ng	
  Trends	
  
What’s	
  Next?	
  	
  Mobile	
  Social	
  Networking	
  

B2B	
  Possibili9es	
  for	
  Mobile	
  |	
  eMarketer	
  
Is	
  Your	
  Site	
  Mobile	
  Friendly?	
  
This	
  is	
  Mobile	
  Friendly	
  Website	
  
Hoovers	
  Near	
  Hear	
  Mobile	
  App	
  
Mobile	
  Apps	
  
Tablet	
  Apps	
  
Cisco	
  B2B	
  iPhone	
  App	
  
Social	
  Media	
  Training	
  

www.ComplySocially.com
Social	
  Media	
  Boot	
  Camp	
  

www.socialmediabootcamp.com
B2B	
  Social	
  Media	
  Book	
  

ORDER	
  AT	
  	
  
Amazon	
  ::	
  Barnes	
  &	
  Noble	
  
Thank	
  You	
  

CONNECT
(424) 272-1270
eric@complysocially.com
www.complysocially.com

#complysocially	
  @ericschwartzm...
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IQMS Networking Day

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IQMS Networking Day

  1. 1. Digital  Media  for  Plas0cs  Execu0ves   @EricSchwartzman   Nov.  7,  2013  
  2. 2. One  Word  
  3. 3. Two  Words   Brian  Solis  
  4. 4. Scale  and  Scope  
  5. 5. Controlled  Marke0ng  Channels   Direct Sales Trade Shows Website Trade Publications
  6. 6. Ad  Spending  Trends  
  7. 7. Digital  Spending   New  Media   Monitoring   Email   Geo  Networking   Search   Apps   Content  Social   Networks   Social  Media   Blogs/Podcasts    Social   Networks  
  8. 8. The  B2B  Difference   •  •  •  •  •  Rela9onships  ma;er   Knowledgeable  buyer   Intense  need  for  info   Different  priori9es   Group  consensus   Page  8  
  9. 9. Stakeholder  CommiNees   Page  9  
  10. 10. Value  of  Offline  vs.  Online  for  B2Bs   Public  Gatherings   Social  Networks   Print   Blogs   Media  Buys   Broadcast  
  11. 11. Digital  Doesn’t  Replace  Tradi0onal   •  Increases  the  effec9veness   and  efficiency  of  exis9ng   outreach  efforts   •  Channel  for  building  closer   rela9onships  with   customer  and  trade  media   •  Excellent  lead  genera9on   channel   •  Great  way  to  showcase   your  exper9se  and  thought   leadership  to  mul9ple   stakeholders  
  12. 12. Breaking  Down  the  Digital  Marke0ng  Dollar   Source:  TNS  Digital  Life  Study,  Oct.  10,  2010  
  13. 13. What  is  SEO?  
  14. 14. This  is  SEO  
  15. 15. Keyword  Research:  Relevance  
  16. 16. Keyword  Research:  Volume  
  17. 17. Social  Marke0ng  Implementa0on   Listening   Pick  Spots   Go  to   Market   •  Social  Media  Monitoring   •  Social  Media  Mapping   •  Social  Media  Par9cipa9on   •  Social  Media  Engagement     •  Social  Media  Management   •  Social  Media  Marke9ng  
  18. 18. Listen  to  the  Industry  
  19. 19. Listening  with  Netvibes  
  20. 20. Selling  Sto  the  edia:  Show  the  Community   Listen   ocial  M Compe00on  
  21. 21. Listen  to  Hashtags  
  22. 22. Listening:  Hootsuite  
  23. 23. Dell  Taps  Chief  Listening  Officer  
  24. 24. Homeland-­‐Embassy  Strategy   Homeland Embassy Embassy 174,124,771 39,523,152 Embassy Embassy 5,000 monthly visitors 28,103,480 169,915,715 #complysocially  @ericschwartzman   24  
  25. 25. Working  with  Embeds   Homeland   Facebook  Like  Box   YouTube  Widget   Embassies   Flickr  Widget   Twi;er  Widget   #complysocially  @ericschwartzman   25  
  26. 26. Listening  to  the  Numbers:  Referrals  
  27. 27. Make  Your  Exper0se  Discoverable   PowerPoint     SlideShare   Text  Transcript     Blog  Post   MP3    Podcast   Conference  Call,   Speech  or  Event   Video    Webcast   &  YouTube  
  28. 28. Linkedin  and  Blogs  Work  Best  for  B2Bs  
  29. 29. Linkedin  Works  Best  in  Manufacturing  
  30. 30. Leveraging  Linkedin   Populate  DB   Collect  Company  Page  Followers   Tes9monials  
  31. 31. Conversions  
  32. 32. Blogging  for  Leads   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  32  
  33. 33. Content  Marke0ng  Trends  
  34. 34. What’s  Next?    Mobile  Social  Networking   B2B  Possibili9es  for  Mobile  |  eMarketer  
  35. 35. Is  Your  Site  Mobile  Friendly?  
  36. 36. This  is  Mobile  Friendly  Website  
  37. 37. Hoovers  Near  Hear  Mobile  App  
  38. 38. Mobile  Apps  
  39. 39. Tablet  Apps  
  40. 40. Cisco  B2B  iPhone  App  
  41. 41. Social  Media  Training   www.ComplySocially.com
  42. 42. Social  Media  Boot  Camp   www.socialmediabootcamp.com
  43. 43. B2B  Social  Media  Book   ORDER  AT     Amazon  ::  Barnes  &  Noble  
  44. 44. Thank  You   CONNECT (424) 272-1270 eric@complysocially.com www.complysocially.com #complysocially  @ericschwartzman   44  

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