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School of Visual Concepts
Social Media Strategies and
Programs for B2B Marketers
Dec 7, 2011
Andy Boyer & the Social3i Team
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Copyright Note
The material used in this deck is a combination of content
originally created and developed by Social3i Principals, as well
as content sourced by researching social media in major
search engines and content sharing sites. Many of the slides
you see here came from other decks on Slideshare.net.
Hopefully all charts and graphs in the deck attribute the work
to the original owner, along with a link to where the content
was sourced. However, due to the widespread sharing of this
deck, and the number of edits, it is possible that some
information is not accurately attributed. We apologize for any
errors, and in no way make any claims that all of the data in
this presentation is the original work of Social3i Consulting.
If you feel your work has been unfairly distributed or
represented in this presentation, please contact
social3i Proprietary and Confidential 3
About Social3i
• Social3i is a small but nimble digital marketing .
• We provide large-scale brand analysis, audience research and social
marketing programs for major global brands, small to mid-sized companies
and government organizations.
• We focus on social commerce and delivering ROI-based programs, not just
brand impressions.
• We develop content for companies of all shapes and sizes.
• Background with RealNetworks, Publicis, T-Mobile, Microsoft, Photoworks,
venture-backed startups, non-profits, and minor league baseball. Web: http://www.social3i.com Blog: http://www.social3i.com/blog
Twitter: @social3i Email: [email protected]
Slides: www.slideshare.net/social3i Facebook: www.facebook.com/social3i
Intelligence &
Insight Ideation & Planning
Influencer Marketing
Social Marketing Program
Development
Social Competency
Training
What you asked for
What you asked for
What you asked for
What you asked for
Rating
Average
Examples of other B2B Social Media Campaigns 0.0% (0) 0.0% (0) 0.0% (0) 16.7% (1) 83.3% (5) 3.83
Social Media Frameworks and Strategies 0.0% (0) 0.0% (0) 0.0% (0) 66.7% (4) 33.3% (2) 3.33
Analytics Tools 0.0% (0) 0.0% (0) 16.7% (1) 83.3% (5) 0.0% (0) 2.83
Social media Management Tools 0.0% (0) 0.0% (0) 33.3% (2) 50.0% (3) 16.7% (1) 2.83
Influencer Identification 0.0% (0) 0.0% (0) 50.0% (3) 33.3% (2) 16.7% (1) 2.67
LinkedIn 101 0.0% (0) 0.0% (0) 50.0% (3) 50.0% (3) 0.0% (0) 2.5
Advanced Social Media (Tablets, Mobile apps, Games,
etc...)0.0% (0) 0.0% (0) 50.0% (3) 50.0% (3) 0.0% (0) 2.5
Facebook Advertising 0.0% (0) 16.7% (1) 50.0% (3) 16.7% (1) 16.7% (1) 2.33
Google Plus 0.0% (0) 16.7% (1) 50.0% (3) 33.3% (2) 0.0% (0) 2.17
How to Build Facebook Apps and Pages 0.0% (0) 16.7% (1) 50.0% (3) 33.3% (2) 0.0% (0) 2.17
Facebook 101 0.0% (0) 16.7% (1) 66.7% (4) 16.7% (1) 0.0% (0) 2
Twitter 101 0.0% (0) 16.7% (1) 66.7% (4) 16.7% (1) 0.0% (0) 2
Blogging 101 0.0% (0) 16.7% (1) 66.7% (4) 16.7% (1) 0.0% (0) 2
YouTube 101 0.0% (0) 16.7% (1) 83.3% (5) 0.0% (0) 0.0% (0) 1.83
Not Important
at all
Not very
important
Semi-interesting, but
just gloss over it
I'd like to spend
some meaningful
time on this
I really want to go
deep in this area
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Agenda
• B2B Social Media – An Overview • Some stats that support the initiative
• Some anecdotes that support the initiative
• Basic Case Study examples
• Starting a B2B Campaign From Scratch • Frameworks for getting started
• Management Tools and Software to get you moving
• Social Media Analytics Tools to track your success
• Guest Speaker: Anne Dalton, Intermec
• Breakout Groups
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Section 1:
B2B SOCIAL MEDIA KICKOFF
Not our goal
today…
Source: Ignite Social Media
Some B2B Social Objectives
Engage with Customers and Partners
Deepen Relationships Generate Leads
Sharing of news and information from partners and customers
Collect real insight and understanding of partner needs and wishes
Increase the circle of influence and sphere of information
Encourage Partners and end users to “try & buy” and recommend products to peers/colleagues and Executives
Identification of trendsetters and thought leaders
Conversations with the right people in the right places about product ideas and deficiencies
Why Social Media
• 46% Decline in Tradeshow spending
• 44% of Direct Mail never opened
• 61% of Marketers will spend more on EARNED MEDIA in 2011
• 69% of B2B Marketers shifting budget to Social Media in 2011
Industry Shift in Marketing Spend
• US Internet users spend 3x more time on social networks than email, and 6x more than on portals
• 61% of U.S. Marketers use Social Media for Lead Gen
• 63% of companies who are using social media say it has INCREASED EFFECTIVENESS of other marketing efforts
• LinkedIn drives the most leads to B2B sites, according to Leadforce
B2B Users and Customers Shifting to Social Vehicles
Source: HubSpot
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Stats and Relevant Examples
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First: Let’s Get into the Content Mindset
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Hosted Community: Dell Idea Storm
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Single Channel Examples
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Example: SteelMasterUSA.com
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Example: SteelMasterUSA.com
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Example: Taleo
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Example: Taleo
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Example: Taleo
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Example: Taleo
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More Examples
Why Facebook?
Why Facebook?
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Getting a community involved
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YouTube Content cycles
• A video on YouTube gets 50% of its views in the first 6 days it is on the site, according to data from analytics firm TubeMogul.
• After 20 days, a YouTube video has had 75% of its total views.
• That's a really short life span for YouTube videos, and it's probably getting shorter. In 2008, it took 14 days for a video to get 50% of its views and 44 days to get 75% of its views
http://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-2010-5#ixzz0vSdScBK1
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Education via YouTube:
TED Conferences
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Brands might mine social for memes
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Brands might mine social for memes
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Thanks to Twitter, News Now Travels
at the Speed of Social Media.
3:26 pm photo was
posted to Janis
Krum’s (@jkrums)
twitter profile
New York Times
broke the news at
3:48 pm and didn’t
post to the front
page until 4:00 pm
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The Twitter Customer Service Angle:
Comcast Cares
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Comcast Cares
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Comcast Cares
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Single Brand / Multiple Accounts
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Best Practices – Brad from Starbucks
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Best Practices – Brad from Starbucks
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Best Practices – Brad from Starbucks
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Your Governor Tweets
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So, who does your Governor follow? (and why only 25 people?)
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Connecting LinkedIn with Slideshare
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Google Plus
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Google Plus
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Hosted Community: Dell Idea Storm
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World Park Campaign
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A Brief Moment to Talk about Mobile and Tablets
"Nearly seven in 10 tablet owners
reported spending at least 1 hour
per day using the device, including
38% who spent over 2 hours on it.
And while just 28% consider it
their primary computer, 77% are
spending less time on desktop or
laptop PCs since they got a
tablet." (eMarketer)
40% of U.S. mobile subscribers
regularly browse the internet on
their phone and a projected
12.5% of all e-commerce
transactions going mobile by the
end of the year, Mobile web traffic
will surpass PC traffic by 2013."
(60 Second Marketer)
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What does your web site look like on mobile
devices?
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What Can Happen if You Don’t Have a Social
Presence…
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Facebook Advertising
Social Advertising – Facebook
Choose your audience by location, age and interests.
Choose to pay only when people click (CPC) or see your ad (CPM).
Connect with more than 500 million potential customers.
Promote your Facebook Page or website.
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Social Advertising – Twitter
“Promoted Tweets are offered on a Cost-per-Engagement (CPE) basis, so you only pay when a user Retweets, replies to, clicks on or favorites your Promoted Tweet. Retweeted impressions by engaged users are free. Just like regular Tweets, the ones that users engage with most tend to be insightful, conversational, fresh and timely, and crafted for sharing”
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Think about B2B Coupon sites:
Example: RapidBuyr
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Think about B2B Coupon sites: Example: Bizy
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Section 2
Starting Your B2B Campaign
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Quiz Time: Basic Logos We Probably Know
Facebook Twitter YouTube LinkedIn Wordpress
Blogger Wikipedia Foursquare Tumblr Flickr
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Choosing Channels (The Brian Solis Flower)
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Social Programs Span Across the Company
•
•
•
•
Marketing
Sales
Research
Customer Service :
Understand what is being said about your brand, leverage data to
improve traditional marketing efforts
Understand where to find more leads, and who influences your
core audiences
Crowdsource ideas faster and fill out missing pieces of data
from traditional research
Understand what issues customers are having, and where those
customers are going for solutions.
Source: Social3i Consulting
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Choosing Focus Connecting Traditional Customer Touchpoints
Maximizing an ad campaign by extending the content to channels not covered by paid media
Crowdsourcing information to improve programs and services
Searching for external opportunities to service customer related issues,
Product / Service
Development
Customer Support
Outbound PR / Advertising
Source: Social3i Consulting
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Audience Identification:
Where are you, and where can you hope to get?
Ignore
Interest
Interact
Integrate
Influence
Develop marketing and business plans without benefit of any data or insights generated on the social web about you or competitors
Basic benchmarking, auditing and listening to conversation about your brand, customers & products
Enagaging with fans, followers, press, analysts and critics
Melding social into your overall marketing program
The Long Term Goal: Giving customers a say in developing, supporting and evangelizing your brand
Source: Social3i Consulting
The Social Media Audit
Size of Audience
Consistency of Posts
Volume of Engagement
Sentiment of Conversation
Theme and Storyline
Overall
ScoreBlog
YouTube
Slideshare
Attribute Summary
At Par with competitors and partners
Better than most competitors and partners
Room for imrprovement
Key
Source: Social3i Consulting
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Sample Social Content Generation Plan
Vehicle Owner(s) Core Strategic Benefit Sample Content Freq of updates
Blog • All Depts • PR Editor
in Chief
• Awareness and Pass Along • Influence Purchase • Customer Support • Diminish Neg WOM
• Testimonials • Partner Stories • News and
Announcements
2-4x per week
Twitter • CS • Dev, • Mktg, PR • HR
• Awareness and Pass Along • Customer Support • Diminish Neg WOM
• Company News • Partner News • Support • Links to Industry News
3-4x per day
Facebook • Mktg, • HR
• Customer Support • Diminish Neg WOM • Customer Insight and
Innovation
• Company News • Partner News • Support FAQ • Behind the Scenes
2-4x per week
YouTube • Mktg • Awareness and Pass Along • Influence Purchase
• Product Demos • Behind the Scenes
4x per month
LinkedIn • HR • Dev
• Awareness and Pass Along • Customer Insight and
Innovation
• Job Listings • Developer Group
Moderation
As Needed
Slideshare • Dev • Customer Support • Influence Purchase
• Detailed “How To” and Product Information
1x per month
Source: Social3i Consulting
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Sample Editorial Calendar
Editorial Calendar
Date Offline Event
Sales Calls Aggregated Content on
Web Site
Blog Facebook (In addition to
general discussion)
Twitter (In addition to replies and discussion)
YouTube Foursquare
Sun 7/10 Mon 7/11 Tues 7/12 Wed 7/13 Thurs 7/14 Fri 7/15 Sat 7/16 Sun 7/17 Mon 7/18 Tues 7/19 Wed 7/20 Thurs 7/21 Fri 7/22 Sat 7/23 Sun 7/24 Mon 7/25 Tues 7/26 Wed 7/27 Thurs 7/28
Source: Social3i Consulting
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Social Media Information Flow Driving Conversations With the Market
General Target Markets
Industry Professionals
Industry Press and Influencers
Employees and Customers
Long Term Partners
Company Enthusiasts
Social Media helps small companies look bigger,
and big companies get smaller
Source: Social3i Consulting
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Determining Level of Effort/Time/Money
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Social Media Marketing - Time Commits http://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed
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58% of Marketers Spend 6 or more hours per week
on social media
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How Social Helps Target Your Message
Brand Broad
Message
Potential Customers Source: Social3i Consulting
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How Social Helps Target Your Message
Brand Narrow, Targeted Message
Potential Customers Source: Social3i Consulting
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Sample B2B Personas
Sources from Slideshare. Apologies, cannot remember whose deck it came from
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How the Leading Global Brands use Facebook
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Stats? http://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed
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Building a Social Media Policy http://9to5mac.com/2011/12/02/revealed-apples-internal-policies-on-employee-social-networking-speculating-on-rumors-leaking-blogging-and-more/
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Section 3:
Tools and Helpful Apps
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Url Shorteners – Bit.ly (Goo.gl , ow.ly , etc…)
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Involver and North Social:
Using Free Apps for…YouTube Integration
Chance to share to your wall
See Involver.com and NorthSocial.com
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Involver and North Social:
Using Free Apps for…YouTube Integration
Like and Share buttons for easy sharing
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Involver and North Social:
Using Free Apps for…YouTube Integration
Follow Button included
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Facebook Grader
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Analysis: What to Measure
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Klout
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Twitter Tools - Seesmic
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Twitter Tools – CoTweet
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Twitter Tools – TweetDeck
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Twitter Tools - - Hootsuite
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Twitter Tools - Hootsuite
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Twitter Tools: www.twilert.com
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Twitaholic
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WeFollow
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TwitCleaner
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Content Creation Tools
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Photo Apps
Instagram 100 Cameras in 1
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Flickr Slideshows
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Video Slideshows - Animoto
http://animoto.com/play/yoxTJ1XQPpAsNrIpAHijag?utm_source=merrillgardens.com&utm_medium=player&utm_campaign=player
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Make Videos on the fly
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MonitoringTools
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Feedly
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Radian6 – Best for the Enterprise
Pros: Largest company reviewed by
Forrester.
• Easy to use widget based dashboards
• Real-time data can be configured to listen
and respond to UGC posts as they happen.
• Tracks established social media KPI’s
(volume, engagement and sentiment) with
automated workflow tools to turn this data
into action.
• Allows multiple users to immediately
engage with important conversions via the
engagement dashboard.
Cons: Data quality has some serious
issues.
• Spam hygiene requires significant time
investment by the tool operator
• Scoring of sentiment in twitter has known
defects* that have yet to be addressed in
the latest version of this tool
• Volume based pricing can make this tool
expensive for novice users.
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Alterian – Best for Midsized Companies
Pros: One of the largest data sets among
all tools, and a dashboard built for
Analysts.
• Data warehouse has nearly 4 Billion
conversations indexed as far back as
2004
• Dashboard built for analysts to do both
qualitative and quantitative analysis.
• Customizable sentiment dictionary
allows for the most accurate sentiment
tracking of all NLP based tracking tools.
• Email reporting capabilities are good.
Cons: Data latency concerns and
workflow tools require custom
configuration to be impactful.
• Volume based pricing can make this tool
expensive for novice users.
• Workflow tools are complicated to
configure
• Customer support services are slow to
respond.
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Lithium – Good for Small Companies
Pros: Decent coverage at a
reasonable cost
• Dashboard collects data in real
time.
• Excellent video capture data
• Email reporting capabilities are
good.
• Flat fee pricing for unlimited
search results.
Cons: Workflow tools are not
powerful enough for engagement
• Facebook data coming soon
• Twitter data is incomplete
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Viral Heat – Good for Start-ups
Pros: Low price/ decent service
• Uses data aggregators to do a
better job than google alerts
• Dashboard built for quantitative
analysis.
• Email reporting capabilities are
good.
• Pricing as low as $9.99/month
Cons: Data latency concerns and
workflow tools require custom
configuration to be impactful.
• Can’t go back in time
• Workflow does not empower
engagement
• Customer support services are
slow to respond.
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MiscTools
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Namechk
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DandyID
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About.me
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Flavors.me
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Next Sections
Guest Speaker:
Anne Dalton, Intermec
Real World Examples:
1) Influencer Identification
2) Using Social Media for Competitive Analysis
Guest Speakers:
Michael Neu and Colin Lamont from Social3i Consulting to
discuss Facebook Advertising, Affiliate Marketing, Facebook
Tabs, Google+, Blogging, Wordpress Set-up and
Implementation and any other topics you want to cover.
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