This document summarizes a presentation on social media sanity for B2B companies. It discusses defining social media and trends in its use. It covers differences between social media for retail versus B2B. It also discusses establishing social media ROI, building a model for consistent publishing, and using social CRM to integrate social data with marketing and sales data. The presentation aims to provide practical guidance on effectively using social media for B2B companies.

1. Social Media sanity tour Welcome! Presented by: Kevin Miller – EVP Marketing/Sales – SalesFUSION Session Audio Starts at 2PM EST

2. Prevailing social media strategy in b2b… I tweet You tweet We all tweet for …..who knows what?

4. Support B2B and retail customers

5. Platform for driving all lead/demand generation

6. HQ – Atlanta GA – Offices in PA/CA

7. Focus on integrating marketing/sales

8. Embedded demand generation for CRM

10. Retail & B2B

12. Trends in the expansion of social media use

13. Social for Retail versus Social for B2B

14. Social Sanity – the value of social activities

16. You can’t make this stuff up!

18. Member communities reach more internet users (66.8%) than email (65.1%) (Nielsen “Global Faces on Networked Places”)

21. Different subsets of Social CRM on the adoption curve © 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States

23. Engage with consumers in a social atmosphere – Facebook, Twitter, Communities

24. Protect the brand

25. Respond to crisis

26. Then – New Coke– (days and weeks)

27. Now – GAP Logo – (hours and days)

28. The end-result is the same

29. Consumers “owning the brand” is not a result of social media – it only accelerates the result

30. Focus groups

32. Engage with buyers – LinkedIn, Communities & Blogs

33. Empower employees to socially prospect (their own FB, Twitter, LinkedIn)

34. Applicability of many social outlets still unclear

35. Social publishing of b2b content

36. Apply sharing widgets to content

37. Identify “sharing advocates”

38. Data appending

39. CRM Record – linking to social profiles

40. Targeted advertising – LinkedIn, Facebook – Same model as PPC

42. The low down….what’s useful to you? The UF rating system (yes, I made this up) 1-star = don’t tell your boss your doing it 2-stars = moderately useful – ROI is a pipedream but still work experimenting 3-stars = useful – ROI and lead tracking is probable over time 4-stars = don’t tell your boss your NOT doing this

44. Monitor re-tweets

46. Google

47. Radian6

49. Find out who’s tweeting about you – follow and push additional content

51. Marketing?

53. Press

55. Use tweets to create a relevant following within your industry – provide regular updates

56. Create a Facebook company page for customers

57. Create a LinkedIn group for prospects/customers to share ideasTo

59. Track and manage “advocates”

61. Identify advocates of your content

62. Identify viable networks to promote other stuffNo-brainer Zero effort Trackable metrics

64. Ads based on profile targeting

66. Limited to non-existent stats on who is seeing your ad based on profile metrics

67. Do you click on ads in FB? LI?Un-baked cookie dough – first bite tastes good but eating too much makes you sick

70. Publishing sites – Focus, Customerthink (many more depending on your market)

72. SEO

73. Thought leadership

75. Put ppt and white papers to new (free) use

77. Trackable – using web forensics

78. Linked to future site visits

79. Back-traced when suspects convert to leads to opportunities

81. Make any content available for publishing in networks

82. Track in-bound traffic via network & referring domain

83. Match traffic to leads – track through to CRM/OpportunityCreate Publish Track & convert

85. Establish individual or corporate thought leadership

86. Embedded inbound links

88. Direct leads

89. Hub for other social publishing

90. Guest blogging on other industry sites

91. Blog pickups – your blog promoted in other blogs

93. Native integration to Dynamics

95. Ability to track referring domains to web visits to leads/contacts in CRM

97. Visits by network/domain

98. Self-identified leads with originating referring domain – trackable to CRM

99. Social advocate tracking

102. Establish daily/weekly/monthly update schedule

103. Frequency determined by your selected sites and amount of content

105. Sales – option to post in twitter/LinkedIn ….Facebook?????

106. Support – post in customer oriented groups

107. Executive – Blog, Social publishing sites (Customer Think…etc)

109. Policy establishment – HR/Legal

110. Branding – control the message

113. Is the data relevant

114. Sales and Service data delineation

115. Data appending versus social activity

116. Is there a plan for using the information

117. Will the effort pay off?

119. Social publishing – push marketing – assets sharing

120. Social data appending – networking scraping/listening – profile capture, import

122. Questions? See a demonstration of IttyBitty sales@salesfusion.com Learn more about us online www.salesfusion.com