Social Media and how to use it in B2B Marketing

April 28, 2010

Sept

AgendaOnline Objectives;

Why engage in social media marketing?Content Marketing;

What happens when it works?Low Hanging Fruit;

Easy & low cost things companies can doAn Ecosystem Approach;

The pro approachA Case Study;

ActiveConversion

Sept

CredibilitySept

Website Investment

Valuable content that engages;Valuable content that engages; Case studies, whitepapers, Case studies, whitepapers,

webinars, special offerswebinars, special offers

Highly Professional,Highly Professional,Visually Attractive, Easy Visually Attractive, Easy

Navigation Navigation

Sept

Seth Godin on Social Media

http://www.youtube.com/watch?v=r0h0LlCu8KsOr search “Seth Godin on Social Media” in YouTubehttp://www.youtube.com/watch?v=r0h0LlCu8Ks

Or search “Seth Godin on Social Media” in YouTube

What matters is where are the real relationships?What matters is where are the real relationships?

Networking is always important when it is real, Networking is always important when it is real, always a useless distraction if it is fake.always a useless distraction if it is fake.

What the Internet has allowed is an enormous What the Internet has allowed is an enormous amount of fake networking to take place.amount of fake networking to take place.

How you get [real relationships] is by going out How you get [real relationships] is by going out of your way for them, by earning the privilege of of your way for them, by earning the privilege of one day, having that connection, being one day, having that connection, being worthwhile.worthwhile.

Sept

Content Marketing

Returning Visits, Sharing, Credibility, Real

Relationships

Returning Visits, Sharing, Credibility, Real

Relationships

Interactive Webinars

Interactive WebinarsVideo &

Downloadable Content

Video & Downloadable

Content

Valuable Content:

Case Studies, Whitepapers

Valuable Content:

Case Studies, Whitepapers

Sept

Low Hanging Fruit

• Get accounts with key social media– LinkedIn– Twitter

• Put “follow us” buttons on in your website navigation

• Follow Blogs + Media

Sept

LinkedIn- Get a profile, follow SEO best practices, link to your home page- Join Groups, participate in discussions (no sales pitch!), link to website assets- Avoid “updates” that prospects would find useless- Start a Group

Sept

Twitter

- Follow people useful to your customers and prospects- Re-tweet useful tweets- Avoid “updates” that prospects would find useless

Sept

Blogs + Media

- Follow relevant blogs, post comment- Push valuable blog/media postings to you LinkedIn and Twitter pages- Always link your profile name to your website

Sept

The Ecosystem Approach

Your CredibilityYour CredibilityProspectsProspects

Push content to Blog, distribute via Social

Push content to Blog, distribute via Social

Websiteusing Marketing Automation

Websiteusing Marketing Automation

Push content to Prospects via social

and email

Push content to Prospects via social

and email

BlogBlog

Expertise Generates Interest and CredibilityExpertise Generates

Interest and Credibility

Sept

Newsletters vs. Blogging

For the same amount of effort, leverage the content to the

social ecosystem

For the same amount of effort, leverage the content to the

social ecosystem

The blog becomes a repository of Marketing

and Sales collateral

The blog becomes a repository of Marketing

and Sales collateral

Sept

Hootsuite

Sept

Case Study: ActiveConversionSocial Media CloudSocial Media Cloud BlogBlog Website AssetsWebsite Assets WebsiteWebsite

Marketing AutomationMarketing Automation

Sept

FoundPagesSept