b2b new media essentials by designated editor at swissnex boston, cambridge innovation center
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New Media Essentials for B2B Success
Designated Editor Speaking Series
Suzanne McDonald | Content & Social Strategist
Sue@DesignatedEditor.com
swissnex Boston & Cambridge Innovation Center
@Sue_DesigEditor
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6 years Page 1
Masters in Journalism & Mass Communications BA in Journalism
Social Media Strategies professor
suzanne’s experience
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Paid media vs. owned media
www.emarketer.com/Article.aspx?R=1008948@Sue_DesigEditor
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92% of B2B prospects almost never book a meeting from a cold call
or email.
Sales executives will first seek connectionsthrough social media networks, and thenincrease response rates with warm introductions.
— UNC’s Kenan-Flagler School of Business study
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Challenges we’ll address
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o How to integrate new media
o How to get your team to adapt
o How to tell if it’s working
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4 stages to activate new media
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Stage 1 Your website
Stage 2 Your blog & email
Stage 3 Social media integration
Stage 4 Social media optimization & metrics
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Stage 1 Your website
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Who is your audience?
Who might be your best advocates? What are their defining characteristics? What are they looking for? Are you using the right vocabulary?
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Keywords: Your prospects’ vocabulary
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Keywords: Include in Titles and Descriptions
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who is your audience?
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Stage 2 Blog & email Google & search engines <3 fresh content
Activate keywords & make multimedia
Offers a glimpse inside your brand
Enable and moderate comments
Leverage blog posts to feed email
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Blogs cited as least expensive for B2C & B2B
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Editorial calendars
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Tools to drive blogs & content
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B2B blog: helpful, not boring, multimedia
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Easy-to-act-on Email
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http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php
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Stage 3 Social Media integration
‘The growth in social media marketing will be exponential: Smaller companies — with revenues under $25 million —
in particular will increasingly rely on social media outlets
To market their products and services.’— Duke University's Fuqua School of Business
& American Marketing Association
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http://www.fuqua.duke.edu/news_events/releases/cmo_survey_optimism/#.T4RXZY5XJ_k
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tactics
Discover major companies with Search
Categorize prospects with Tags
Participate in Groups specific to your industry
Contribute your expertise with Answers
Find and Connect with key influencers
Host or attend an Event and share it
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Skills & Expertise page
Auto-suggestions
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How’s the industry faring?
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Bottom of the page: Groups worth joining?
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• Towns & cities• Education • Gender• Marital status
• Interests & Likes• Age
Targeting ads
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Lingering questions
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www.emarketer.com/Article.aspx?R=1008929
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B2B channel on
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Show your expertise visually or curate others’
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Other tools to consider
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Stage 4 How are we doing?
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Google Analytics: soon + social
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New media success for B2Bs
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Longer-lasting vs. paid media
Now you’ll know what’s working
Reduced customer service costs
Understand & relate to clients
Your clients see your team as experts
Broader brand-building boosts awareness
Website + Blog + Email + Social media
Questions?
Designated Editor Speaking Series
Happy to help!
New Media Essentials for B2B Success
Suzanne McDonald | Content & Social Strategist
Sue@DesignatedEditor.com
@Sue_DesigEditor
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