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Business 2 Community

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Social Media has changed the Game for Marketing Professionals. Have You Changed Yours?

Michael Procopio @MichaelProcopioPeter Spielvogel @PeterSpielvogelNatascha Thomson @NaThomson

December 17, 2012

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Poll: How much has Social Media Changed Your Marketing Game?

• Not at all• Somewhat• A lot

© 2012 MarketingXLerator 3Nov-2012

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Agenda

• Social Media Trends• Use Case: Engagement• B2C vs. B2B• Integrating Social• LinkedIn vs. Facebook• Game Changers• Social First

© 2012 MarketingXLeratorDec-2012 4

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@NaThomson

© 2012 MarketingXLerator 5Nov-2012

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Nov-2012 © 2012 MarketingXLerator 6

“Consumers continue to spend more time on social networks than

on any other category of sites.”

Social Media Report 2012, Nielsen

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Buzz Words in 2012

• Pull Marketing• SEO• Content• Story Telling• Video• Images• Blogging• Local• Pinterest

Nov-2012 © 2012 MarketingXLerator 7

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Dec -2012 © 2012 MarketingXLerator 8

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2013 Trends

Nov-2012 © 2012 MarketingXLerator 9

Reality Check

Sophistication

Consolidation

Trends 2013:

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Use Case: Engagement

Nov-2012 © 2012 MarketingXLerator 10

Use Case: Engagement

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@MichaelProcopio

LinkedIn.com/in/MichaelProcopio

© 2012 MarketingXLerator 11Dec -2012

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B2C vs. B2B

Dec -2012 © 2012 MarketingXLerator 12

$20K

Social Software

VS

SUV

> $1M

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Integrating Social

Dec -2012 © 2012 MarketingXLerator 13

Courtesy of: Marketing Interactions, Inc.

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LinkedIn vs Facebook

1. 9 Things that Motivate Employees More than Money

2. Steve Jobs and the Seven Rules of Success

3. Steve Jobs: How to Live Before You Die

4. The World at Seven Billion

5. Four Destructive Myths Most Companies Still Live By

6. 5 Things to Do Every Day for Success

1. Satellite Photos of Japan, Before and After the Quake and Tsunami

2. What Teachers Really Want to Tell Parents

3. No, Your Zodiac Sign Hasn’t Changed

4. Parent’s, Don’t Dress Your Girls Like Tramps

5. Father-Daughter Dance Medley (Video)

6. At Funeral, Dog Mourns the Death of Navy SEAL Killed in Afghanistan

Follow for incentives, rewards, or discounts.4

Follow for news, insights, and product information.5

Source/s: LinkedIn Follower Analysis, January 20124, eMarketer (Lab42 study, August 2011)5

LinkedInTop shared articles, 2011

FacebookTop shared articles, 2011

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No Marketing Speak

Nov-2012 © 2012 MarketingXLerator 15

An blog post excerpt edited to remove marketing speak and use a social and personal voice.

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© 2012 MarketingXLerator 16Dec -2012

@PeterSpielvogel

LinkedIn.com/in/PeterSpielvogel

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Marketing is Changing… Fast

Nov-2012 © 2012 MarketingXLerator 17

Traditional Marketing Social Media

Press release Blog/ Twitter/ LinkedIn

White paper Series of blog posts

Datasheet (printed) Wiki or web page

Roadshow Webinars

Highly produced video YouTube

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Go Directly to Your Audience

Nov-2012 © 2012 MarketingXLerator 18

ProductMarketing

CorporateMarketing

Public Relations

ExternalAgency

ProductMarketing

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Social is better

Nov-2012 © 2012 MarketingXLerator 19

Agility

Cost

Reach

Cycle Time

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Think Social First

Nov-2012 © 2012 MarketingXLerator 20

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© 2012 MarketingXLerator 21Nov-2012

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© 2012 MarketingXLerator 22Dec -2012

http://www.amazon.com/Rules-B2B-Social-Media-Marketing/dp/1607731134

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Contact us on Twitter:@MichaelProcopio@PeterSpielvogel@NaThomson

Thank You!

© 2012 MarketingXLerator 23Nov-2012

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Bibliography

• 42 Rules for B2B Social Media Marketing• Google+ Communities: The Last Nail in Facebook's Co

ffin?

• The Social Media Report 2012 (by Nielsen)

Nov-2012 © 2012 MarketingXLerator 24