B2B Social Marketing Workshop
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Transcript of B2B Social Marketing Workshop
#B2BSMW #PRSAIcon @EricSchwartzman
B2B Social Marke<ng Workshop
Eric Schwartzman www.ericschwartzman.com
Sunday, Oct. 16, 2011 8:30am to Noon
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Intro to B2B Social Media [VIDEO]
Link: hAp://www.youtube.com/watch?v=nXQdy-‐22TXM
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Housekeeping
• Introductory immersion
• New vocabulary
• Examples
• Slide numbers
• Digital handouts
• Hashtag #PRSAIcon
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The Media Landscape ShiJed
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10,000
20,000
30,000
40,000
50,000
60,000
70,000
1994 1997 2000 2003 2006 2009
US Newspaper Business
Circula<on (000)
Revenues ($000)
• Average age of US daily newspaper reader: 57
• Reduc_on in US newsroom staffs since 2001: 45%
• Direct-‐mail spending is expected to decline nearly 40% by 2014
• 93% of B2B buyers use search to begin the buying process
• 80% of IT decision-‐makers say word of mouth is their most important source when making buying decisions
• Google Processes 38,000 search queries every second
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Building Digital Literacy 5
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• Value-drive decision-making • Group consensus • “Bet the business” • Long-term relationships • Audience is knowledgeable, engaged, serious • Intense need for information
B2B Difference
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B2B Social Media Adop<on Today
93% of all B2B marketers are engaged in some form of social media marke_ng.
Social Media Channel Adop<on by B2B Marketers
Linkedin 72%
Facebook 71%
TwiAer 67%
YouTube 48%
Blogging 44%
Online Communi_es 22%
Source: Emerging Trends in B-‐to-‐B Social Media Marke_ng: Insights From the Field
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B2B Social Media PlaTorms to Needs
Source: Emerging Trends in B-‐to-‐B Social Media Marke_ng: Insights From the Field
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B2B Spending
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Other
Virtual events
Sponsorship
Banners
Webcasts
Video
Search
Social media
E-‐mail
Website
Change In B2B Online Marke<ng Spending in 2011
Increase No change Decrease Source: EMarketer
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Inbound vs. Outbound Marke<ng
Source: 2011 State of Inbound Marke_ng Study
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Lowered Costs of Social Marke<ng
Source: 2011 State of Inbound Marke_ng Study
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Rela<ve Costs by Channel
2011 State of Inbound Marke_ng Study
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Change in Expenditures
2011 State of Inbound Marke_ng Study
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Change in Expenditures
2011 State of Inbound Marke_ng Study
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Effec<veness by Channel
2011 State of Inbound Marke_ng Study
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Effec<veness by Channel
2011 State of Inbound Marke_ng Study
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Frequency vs. Effec<veness
2011 State of Inbound Marke_ng Study
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Channel Effec<veness by Industry
2011 State of Inbound Marke_ng Study
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Realis<c B2B Goals
• Adding social media to the mix can increase the effec_veness and efficiency of exis_ng outreach efforts
• Social media is a channel for building closer rela_onships with news media
• Social media can be used for lead genera_on
• B2B companies showcase their exper_se and thought leadership to mul_ple stakeholders
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Assemble Research
Blogs
Social Networks
Forums
Apps
Search
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Linkedin: Are Your Visible 21
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SlideShare: Are You Genera<ng Leads 22
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Des<na<on Websites
Pure Play Social Networks
Niche Social Networks
Loca<on-‐Based
Apps
Search
Listening
Picking Online Channels 23
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24 Listening to Your Market
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25 Listening to Twi`er
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26 EC=MC
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Content Marke<ng
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B2B Content Marke<ng
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Research: Are You Ranking? 29
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Search: Are Your Training Materials Accessible? 30
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31 Think Like a Customer
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B2B SEO
business insurance
business liability insurance
general business liability insurance
conversion probability
sear
ch v
olum
e
Focus on Long Tail Keywords.
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Search Drives Awareness, Considera<on and Decision
source: Tech Target
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Mobile Search is Local and Social
ontherecordpodcast.com/mobile
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Time Spent on Email Declines
Source: Nielsen
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But Email is S<ll More Important
Source: TNS Digital Life Study, Oct. 10, 2010
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Most Compe<<ve Channel 37
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Email Risks 38
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Email Risks: Blogger Fights Back
unique visitor to lifehacker.com
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Email Marke<ng 40
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Demo: Blue Sky Factory
hAp://www.blueskyfactory.com/
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Building a House List: Jedi Synchroniza<on 42
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Blog Marke<ng 43
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B2B Open Social Marke<ng 44
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45 Websites Marke<ng
Put each session on its own web page, add sharing buAons and include the speaker’s TwiAer ID
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46 Socializing Your Website
Facebook “Like” buAon
TwiAer “Tweet” buAon
Auto Scheduling
Fail to phone
Myers Industries 1293 S. Main St. Akron, Ohio 44301
10am, Tuesday, May 17, 2011 – FREE Lasik & Glaucoma Screenings
REGISTER
Company Contact: Kim Hemminger
Day of Event: Pam CorbeA
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47 Eventbright.com
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48 Social Sync
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B2B Blogging
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
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B2B Blogging ROI
2011 State of Inbound Marke_ng Study
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51 Live Blogging Events
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Online Audio and Video
podcast
webcast download
Podcast rigs: hAp://bit.ly/lRu6dO
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Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]
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Finding Podcasts through Show Notes 54
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iTunes as a Podcatcher
Finding podcasts in iTunes
Submifng podcasts
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Distribu<ng Through iTunes 56
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Podcast in iTunes 57
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Promo<ng Podcasts: SEOed Press Release 58
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Case Study: APM Music
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Case Study: APM Music
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Case Study: APM Music
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Case Study: APM Music
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Online Video: Reach and Frequency in the U.S.
source: comScore
Source: On the Record…Online
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Filtering YouTube
Sort by view count to iden<fy most popular content
Use “quotes” for an exact phrase match
Mapping YouTube’s“Early Childhood Educa<on” community
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YouTube: Community Mapping
Online Influencer
“Early Childhood Educa<on” community members
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Online Video: Internal Communica<ons 66
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Naked Conversa<ons
“Formality suppresses dialogue; informality encourages it. Formal conversa>ons and presenta>ons leave li?le room for debate. They suggest that everything is scripted and predetermined. Informal dialogue is open. It invites ques>ons, encourages spontaneity and cri>cal thinking...Informality gets the truth out. It surfaces out-‐of-‐the-‐box ideas -‐-‐ the ideas that may seem absurd at first hearing but that create breakthroughs.“
-‐Larry Bossidy, CEO, Honeywell
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Online Video: Internal/External Communica<ons 68
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Social Media isn’t Just for PR
“[Social media is] such a new area that I don’t think anyone fully comprehends the impact and where this is going to be five to 10 years from now. It will revolu<onize not only how we market but how we work together.”
Ed Linde II, senior marke9ng manager for web marke9ng marke9ng, IBM.com
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B2B Podcasts 70
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B2B Podcasts 71
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Securing iTunes Distribu<on
Finding podcasts in iTunes
Submifng podcasts
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Distribu<ng Through iTunes 73
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B2B Podcast in iTunes 74
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75 Embrace Buyer-‐Oriented Keywords and Phrases
Research Your Keywords
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Post Events
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Share with Your Community
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Event is Published to Your Page’s Newsfeed
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Post Events on Linkedin
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Promote Events on Linkedin
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81 Share in Linkedin Groups
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82 Linkedin Demos
A. HOW TO: Op_mize Your Linkedin Profile B: HOW TO: Create and Embed a Linkedin Badge C. HOW TO: Use Linkedin Advanced Search D. HOW TO: Grow Your Network E. HOW TO: See Who’s Been Viewing Your Linkedin Profile F. HOW TO: Research Linkedin Groups G. HOW TO: Post to Linkedin Group H. HOW TO: Publish to Linkedin via RSS I. HOW TO: Track Discussions in Linkedin Groups J. HOW TO: Exclude Items Published to Linkedin Groups via RSS with no Ac_vity K. HOW TO: Search TwiAer by Industry or Company with Linkedin Signal L. HOW TO: Use Linkedin to Curate Industry News M. HOW TO: Embed “Share” BuAons N. HOW TO: Use Linkedin’s Mobile Applica_on
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83 Social Media Demos
A. HOW TO: Launch a Blog B: HOW TO: Embed a SlideShare Deck C. HOW TO: Use Linkedin Advanced Search D. HOW TO: Grow Your Network E. HOW TO: See Who’s Been Viewing Your Linkedin Profile F. HOW TO: Research Linkedin Groups G. HOW TO: Post to Linkedin Group H. HOW TO: Publish to Linkedin via RSS I. HOW TO: Track Discussions in Linkedin Groups J. HOW TO: Exclude Items Published to Linkedin Groups via RSS with no Ac_vity K. HOW TO: Search TwiAer by Industry or Company with Linkedin Signal L. HOW TO: Use Linkedin to Curate Industry News M. HOW TO: Embed “Share” BuAons N. HOW TO: Use Linkedin’s Mobile Applica_on
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84 Use Conference Hashtags
Conference Organizer’s Hashtag
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85 Schedule Your Tweets in Advance
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Web Mail Sync 86
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87 YouTube Channels
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88 Post B2B Conference Your Sessions
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89 Join Your Community
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Post Your Slide Decks to SlideShare
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Use Social Media to Add Touch Points
Des<na<on Websites
Pure Play Social Networks
Niche Social Networks
Loca<on-‐Based
Apps
Search
Listening
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source: Mary Meeker
Smart Phones and Tablets Outselling PCs
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What’s Next? Smart Phones and Tablets
The Untethered Execu_ve | Forbes
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97 Listening to Foursquare
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98 Registering Events on Foursquare
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B2B Mobile Marke<ng 99
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Social Networking and Sales Prospec<ng 100
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• Dashboard of “micro-apps” • Use Event as Launchpad • Social Micro-apps
• Profile • Connections • Social sync • Activity Stream • Likes and Comments • Leaderboard
• Utility Micro-apps • Social networking • GPS based data points • Virtual check-ins • RSS Feeds • Video Feeds • Photo Feeds
Best of Facebook, 4Sq + Twitter 101
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• Visual display of friends on map
• Check into social trends for an Event
• Provide local spots for attendees to visit
• Provide hotel/airline information
• Conference view, quick glance to see what is trending
Trend Spotting 102
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Gam-if-i-ca-tion 103
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Cisco Events iPhone App
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QR Codes at B2B Events
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Twi`er
Digital Awakening
Homeland Embassy Embassy
Embassy Embassy
Integrate a blog into the corporate site
Search
Linkedin SlideShare
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Conference Call, Speech or Event
MP3 Podcast
Text Transcript Blog Post
PowerPoint SlideShare
Video Webcast & YouTube
Extend the Reach of Existing Activities 107
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Phase 1
• Social Media Monitoring • Social Media Mapping
Phase 2
• Social Media Par_cipa_on • Social Media Engagement
Phase 3
• Social Media Management • Social Media Marke_ng
Phase 4 • Measure and Evaluate the Results
Four Phases of Social Business Ac<va<on
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Ac<vity Tool
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It’s a Revolu<on
Revolu_onary Aristocrat Eisner Lassiter
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B2B Social Media Book
www.B2BSocialMediaBook.com
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Hands On Training Opportuni<es 111
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EricSchwartzman.com 112
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How Can I Help?
(310) 463-‐4026 Phone
my-‐calendar Calendar
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
@ericschwartzman TwiAer
facebook.com/ericschwartzman Facebook
linkedin.com/in/schwartzman Linkedin
youtube.com/spinfluencer YouTube
slideshare.net/ericschwartzman Slideshare
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
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