b2b social media workshop - los angeles
DESCRIPTION
June 13, 2011TRANSCRIPT
#OMSLA @ericschwartzman
presents a B2B Social Media Marke;ng Workshop
by Eric Schwartzman
www.ericschwartzman.com Monday, June 13, 2011 10:30am to 12:30pm
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Housekeeping
• Abbreviated workshop
• New vocabulary
• Slide numbers
• Deck will be available
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Follow Up Resource Links Will Appear Here
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A g e n d a
10:30 – 11:30am
• Sell B2B social media to leadership and colleagues
• How to draI a B2B social media policy
• Find B2B conversaKons on Facebook, TwiMer, blogs and online forums
11:30 – 12:30pm
• Select the right technology plaOorm for B2B social media communicaKons
• OpKmize content for search engines for B2B audiences
• And measure the results
Deeper Dive: hKp://www.socialmediabootcamp.com
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Sell the Produc;vity Gains of Social Media
Case Study: hMp://ontherecordpodcast.com/chaMer
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Brochures
Phone
Paid
Blogs
Earned
Social Networks
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Marke;ng Gains of Social Media
Digital Breadcrumbs: Discoverable and Shareable
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Lowered Costs of Social Marke;ng
Source: 2011 State of Inbound MarkeKng Study
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How B2Bs are Budge;ng for Social Media
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
TNS Global Web Usage Study: hMp://discoverdigitallife.com/
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B2B Social Media Adop;on
93% of all B2B marketers are engaged in some form of social media markeKng.
Social Media Channel Adop;on by B2B Marketers
Linkedin 72%
Facebook 71%
TwiMer 67%
YouTube 48%
Blogging 44%
Online CommuniKes 22%
Source: Emerging Trends in B-‐to-‐B Social Media MarkeKng: Insights From the Field
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The B2B Social Marke;ng Difference
Get this INFOGRAPHIC: hMp://flic.kr/p/7SVGNV
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How Filters Undermine Mass Media
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Filters are Marginalizing Mass Media
0
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
• ReducKon 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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Every Company’s a Media Company
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Control vs. Credibility
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You No Longer Define Your Brand
"The Net interprets censorship as damage and routes around it."
John Gilmore (EFF)
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Assemble Evidence
Blogs
Social Networks
Forums
Apps
Search
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Search: Are You Ranking?
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Linkedin: Facebook with a Tie
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TwiKer: Check the Influencer List
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Selling Social Media: SlideShare
HOW TO: Generate Leads on SlideShare: hMp://ontherecordpodcast.com/slideshare
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Selling Social Media: Show the Community
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Map Strategy to Corporate Culture
• Get at ROI of social media
• Implement social media policy & training
• Sa;sfy audit trails
• Channel social media through External Comms
Strict Management Oversight
Regulatory Oversight
Embraces Change
Exploratory and Curious
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GET this INFOGRAPHIC: hMp://flic.kr/p/9jZwPX
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Why Boundaries are Important 22
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Secng Boundaries
Social Media Policy
Transparency of Public
InformaKon
RespecOulness
Privacy
ConfidenKality
Diplomacy
Disclaimers Conflict ResoluKon
Crisis ConsideraKons
Legal MaMers
IT Policy
PenalKes
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Policy Development Tips
Dept. Risk Opportunity
HR Existing policy violations; policing
Goodwill with work force; recruiting
IT Information security; data loss
Reduce network and desktop support requests
Legal Copyright, free speech, libel and audit trails
Better corp. oversight; tighter controls
Marketing Aggravate brand fracture Enable market to self-‐educate
Customer Service Perceived productivity loss
Reduce call center demand
PR Negligible Unfiltered communications
PA Negligible ID opposition points
IR Selective disclosure Better shareholder communications
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FREE RESOURCE: www.SocialMediaPolicyTemplate.com 25
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TwiKer
Social Marke;ng Ac;va;on Case Study
Homeland Embassy Embassy
Embassy Embassy
Integrate a blog into the corporate site
Search
Linkedin SlideShare
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Integra;ng Social Media into Conven;onal Work Flows 27
New Business PresentaKon, Speech or Event
MP3 Podcast
Text Transcript Blog Post
PowerPoint SlideShare
Video Webcast & YouTube
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Step 1 • Social Media Monitoring • Social Media Mapping
Step 2 • Social Media ParKcipaKon • Social Media Engagement
Step 3 • Social Media Management • Social Media MarkeKng
Step 4 • Measure and Evaluate the Results
Opera;onal Framework for Social Marke;ng Ac;va;on 28
Ac;vity Tool
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Des;na;on Websites
Pure Play Social Networks
Niche Social Networks
Loca;on-‐Based
Apps
Search
Listening
Picking Online Channels 29
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DEMO: Listening to Your Market with Google Reader
Sign Up: www.google.com/reader
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DEMO: Listening to TwiKer with HootSuite
Sign Up: www.hootsuite.com
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Listening to Foursquare
Search: www.foursquare.com
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Registering Events on Foursquare
hMps://foursquare.com/business/
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BREAK 34
www.SocialMediaBootCamp.com
June 30 – July 1, 2011 Los Angeles
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Search: Is Your Specialized Exper;se Searchable?
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Think Like a Customer
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SEO 101
+ =
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Just Eat It. Please?
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72 Market Street, Venice Beach, CA
CLOSED
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Don’t Get Her Mad
If you make kick ass chili, I’ll eat it.
But I won’t.
No chance!
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Where’s the Recipe?
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Let’s Get Serious
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Who’s Angus?
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This is a Test
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Story of Lost Revenue
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Raising My Hand, Jumping Up & Down
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Forfeited their Archival Value
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To Share or Not to Share
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It’s S;ll GoKa Be Interes;ng to Your Audience
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Make Your Content and Community Searchable
Download this INFOGRAHIC: hMp://flic.kr/p/9p5Vzk
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Stupido
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I Found the Recipe
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My Crea;on
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My Blog Outranks the LA Times
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Can Your Customer Find You?
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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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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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Email Marke;ng B2B Events 60
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Websites: Make Your FAQs Linkable
Put each Answer at it’s own URL
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Websites: Make Your FAQs Searchable
Search OpKmized Browser Page Title
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HOW TO: Check Your Browser Page Titles
Search “site:yourdomain.com”
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Socialize Your Website
Facebook “Like” buMon
TwiMer “Tweet” buMon
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 CorbeM
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Eventbright.com: Ready To Go Social Solu;on
hKp://www.socialmediabootcamp.com
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Automated Marke;ng with Social Sign-‐In
Case Study: hKp://bit.ly/cLiNAc
1. Capture Profile Data 2. Establish a ConnecKon 3. Auto Publish Updates
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Automate Your Growth with Social Sync
Case Study: hKp://bit.ly/j57f5q
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B2B Blogging for Lead Genera;on
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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Blogs Work Best in B2B
Source: 2011 State of Inbound MarkeKng Study
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Live Blogging Conferences, Webcasts and Events
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B2B Podcasts 71
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B2B Podcasts 72
B2B Social Media Podcast: hMp://ontherecordpodcast.com
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Securing iTunes Distribu;on
Finding podcasts in iTunes
Submicng podcasts
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HOW TO: Get Your Podcast Featured on iTunes
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Distribu;ng Through iTunes 74
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B2B Podcast in iTunes 75
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Embrace Buyer-‐Oriented Keywords and Phrases
Research Your Keywords
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Social Networking vs. Search
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Post Your Event to Your Facebook Page
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Promote Your Event to those Who’ve “Liked” Your Page
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Event is Published to Your Page’s Newsfeed
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Post Your Event on Linkedin
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Promote Your Event on Linkedin
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Post Your Event to Linkedin Groups
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source: Mary Meeker
Smart Phones and Tablets Outselling PCs
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B2B Mobile Marke;ng 87
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Social Networking and Sales Prospec;ng 88
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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
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Cisco Events iPhone App
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QR Codes at B2B Events
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Measure the Results
HOW TO: Google AnalyKcs Overview -‐ www.ontherecordpodcast.com/analyKcs Sign Up: hMp://www.google.com/analyKcs/
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It’s a Revolu;on
RevoluKonary Aristocrat Eisner Lassiter
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FREE RESOURCES: NewsleKer, Blog and Podcast
www.EricSchwartzman.com
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FOLLOW UP RESOURCE: B2B Social Media Book
www.B2BSocialMediaBook.com
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Thank You
www.EricSchwartzman.com (310) 455-‐4000
@ericschwartzman
Register: www.SocialMediaBootCamp.com