mastering b2b social media
DESCRIPTION
Mastering B2B Social Media . I’m Brian Halligan . Nice to meet you. I’m Kipp Bodnar. Nice to meet you. @ KippBodnar. I’m Brian Halligan . Nice to meet you. I’m Jeff Cohen. Nice to meet you. @ JeffreyLCohen. I’m Brian Halligan . Nice to meet you. - PowerPoint PPT PresentationTRANSCRIPT
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Mastering B2B
Social Media
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I’m Brian Halligan.Nice to meet you.
@KippBodnar
I’m Kipp Bodnar.Nice to meet you.
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I’m Brian Halligan.Nice to meet you.
@JeffreyLCohen
I’m Jeff Cohen.Nice to meet you.
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I’m Brian Halligan.Nice to meet you.
amzn.to/b2bsm2
We wrote The B2B Social Media Book.
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#B2BSM
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B2B isn’t Boring.
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60% of the sales
cycle is over – before a
buyer talks to your
salesperson.91
CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7
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B2B>B2C
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Business to People.
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Your opportunity, to shine.
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Relationship based sales.
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Already have the expertise.
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Clear customer Personas.
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Closed Millions In Sales From Online LeadsROI – 2800%!
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#B2BSM
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B2B Myths Busted.
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@KippBodnar
Marketing is an asset NOT an expense.
“” Tweet This!
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B2B SOCIAL MEDIA ISABOUT SELLING.
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@KippBodnar
Your goal shouldn't be to buy leads. Your goal should be to buy customers. In order buy customers, you need to buy credibility.
“” Tweet This!
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73% of CEOs
don’t believe
marketers drive
revenue.91
FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ
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Leads fix the problem.
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1Tweet
Form
Landing Page
How Social Media Leads Happen
Lead
Like CTABlog Post
Landing Page
+1 CTAProduct Page
Landing Page
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3
Get The Basics Right
2 Maximize Content Discovery
Create Conversion Ubiquity
Test and Fail Fast4
1
5 Optimize for Maximum Leads
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The self life of a social media link is 3 hours.
BITLY, 9/2011
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Share lots of links.
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B2B SOCIAL MEDIA HASCLEAR ROI.
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@KippBodnar
If you can’t count it, why do it?
“” Tweet This!
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Math Ahead
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TLV-COCACOCA =ROI (%)
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Total Lifetime Value.
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Cost of Customer Acquisition
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First-Action Attribution: User Clicks Link on Twitter
Reads Blog Post
Signs Up For Webinar
Attends Sales Call
Looks at Product Page
Buys Product
Last-Action Attribution: Clicks on a PPC Ad
First- Vs. Last-Action Attribution
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10K-3K3K =233
(%)
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B2B SOCIAL MEDIA ISONLY ONE PIECE.
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@KippBodnar
Social media amplifies the effectiveness of offline marketing, it doesn’t replace it.
“” Tweet This!
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Trade shows are social too.
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GOAL: Use Social Media To Promote Offline Events
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5,000 T-Shirts.
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RESULT: 235% Increase in event tickets distributed and 95% redeemed
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B2B SOCIAL MEDIA ISABOUT REACH BUILDING.
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@KippBodnar
B2B companies should obsess about building reach as much or MORE than B2C companies.
“” Tweet This!
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The Social Web Rewards Reach
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Social reach is the new word-of-mouth referral engine .
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THE
10-4-1 RULELinks to third-party articles
Links to company blog posts.
Link to a company landing page.
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You’re the Star.
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THANK YOU.
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I’m Brian Halligan.Nice to meet you.
amzn.to/b2bsm2
We wrote The B2B Social Media Book.