presents

presented by

Social Media for B2B Companies – Good Idea or Waste of Time?

Brian Bluff, President & Co-Founder

What We’ll Cover…

•  Social media – the landscape •  Which platforms apply to your business? •  The importance of content •  Think once, repurpose often, a winning B2B social

media strategy •  Getting started

Social Media Objections

Social Media is a security risk •  Somewhat agree •  Loss of information •  Loss of control •  Rogue employees

Social Media is time consuming •  Agree •  Need a strategy – become the

expert - solve problems •  Provide value •  Repurpose content

Social Media Objections

Social Media is frivolous. •  Disagree •  But a lot of the content

is junk

Social Media Objections

My Customers don’t use social media •  Strongly disagree •  Twitter: 500M registered users •  Facebook: 1B active users •  LinkedIn: 200M registered users •  Google+: 500M registered users,

235M active

Social Media Objections

YouTube

Go Where The People Are

Google Planner

Trust

Source: 2013 Edelman Trust Barometer – www.edelman.com

To build trust •  Be transparent •  Share •  Provide value •  Listen •  Develop advocates •  Embrace all channels of

communication

What’s In It For My Company?

• Relationship Development

• Expand Network

• Communication

• Branding

• SEO

• Lead Generation

Maximize Value

LinkedIn – Very Powerful Sales Tool

Social Media Platforms

•  1 billion users = 3rd largest country in the world •  1 billion pieces of content shared each day •  39% of business owners will buy ads in 2013 •  Facebook has been the top searched term in the US for the

past 3 years

•  500 Million Users •  340M tweets •  1.6B search queries/day •  53% Recommend products •  73% Trust information from Twitter •  42% of Twitter users follow brands •  53% of B2B companies actively use Twitter

•  200 Million members •  80% decision makers •  79% are 35+ years old •  LinkedIn promotes:

•  Business intelligence •  Business development •  Creation of business relationships •  Conversation

•  2nd largest search engine •  Every minute 72 hours of video are uploaded •  Reasons marketers use YouTube:

o  66% for Content Marketing o  49% for Search Engine Optimization o  69% for Branding o  54% for Social Media engagement o  14% for Customer Service

•  500 million users •  235 million active •  Influence search rankings •  Circles offer audience segmentation

Convergence Of Search And Social

Combining SEO And Social Media

Twitter Influenced by: •  Quality of content •  Number of followers •  Tweet volume

Social Media Traffic

LinkedIn Influenced by: •  Number of connections •  Profile updates •  Discussions created

ID Need

Evaluate

Post Buy Eval

Purchase

Search

Generate Lead

Propose

Win

Negotiate

Engage

Upsell/Resell

•  Educate prospects •  Repurpose & distribute content

•  Position content search engines and social media

•  Strengthen brand awareness - create buzz

•  Engage prospects through social media and website

•  Eliminate risk, demonstrate value, simplify the buying decision

•  Customers promote your brand •  Generate referrals

Buying Process

Selling Process

Supporting Internet Marketing Strategy

Buyer personas and the B2B buying process

Marketing Is Like Fishing

To succeed, fish where the fish are �

1973 2013

Fishing upstream – finding prospects before they know they need you

"Establish Credibility With Social Media

Become the Expert

Create Accounts (Name Claim)

Grow Networks

Create Content

Distribute Content

Participate In Discussion

Lead Discussion

Listen, Share and Provide Value

10% Push 90% Pull

"Creating Expert Content Efficiently

Experience •  Problem •  Thinking •  Solution •  Learning •  Teaching •  Expertise

Original Intent •  Email •  Presentation •  Proposal •  Notes/records •  Boilerplate •  Sales literature •  White Papers •  Articles •  Press Releases

Repurpose •  Blog •  Video •  Guest Article •  Email News

Letter

Distribute •  SlideShare •  Twitter •  FaceBook •  LinkedIn •  Google+

•  77% for Content Marketing •  75% for Search Engine Optimization •  64% for Branding •  48% for Social Media •  21% for Customer Service

Reasons Marketers blog

"Blogs = expert & support SEO

Social Properties

Distribute

Prospects Interaction

Branding

Search Engines

Website (blog)

Content Rank

Nee

d

Outline Of An internet Marketing Plan

Thank You! Questions? Thank you!

•  Free 15-point online marketing audit •  Value $1,000

Brian Bluff President & Co-Founder Site-Seeker, Inc. brianbluff@site-seeker.com @BrianBluff w: 315.732.9281 x 11 m: 315.525.5416

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