new media essentials for b2b success
DESCRIPTION
Designated Editor's presentation to the Newport County Chamber of Commerce on how to use new media sources for business. Lessons on how to integrate social media and other new media sources (website, blog, email) to optimize content, leverage business, and measure results. Insight on best digital tools for B2B success.TRANSCRIPT
![Page 1: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/1.jpg)
New Media Essentials for B2B Success
Designated Editor Speaking Series
Suzanne McDonald | Content & Social Strategist
Newport County Chamber of Commerce
@Sue_DesigEditor
![Page 2: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/2.jpg)
www.designatededitor.com 2
6 years Page 1
Masters in Journalism & Mass Communications BA in Journalism
Social Media Strategies professor
suzanne’s experience
![Page 3: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/3.jpg)
www.designatededitor.com 3
Paid media vs. owned media
www.emarketer.com/Article.aspx?R=1008948@Sue_DesigEditor
![Page 4: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/4.jpg)
www.designatededitor.com 4@Sue_DesigEditor
92% of B2B prospects almost never book
a meeting from a cold call or email.
Sales executives will first seek connections
through social media networks, and then
increase response rates with warm introductions.
— UNC’s Kenan-Flagler School of Business study
![Page 5: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/5.jpg)
www.designatededitor.com 5
B2B challenges we’ll address
@Sue_DesigEditor
o What is new media & how to integrate
o How to help your team adapt
o What success looks like
![Page 6: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/6.jpg)
www.designatededitor.com 6
4 stages to activate new media
@Sue_DesigEditor
Stage 1 Your website
Stage 2 Your blog & email
Stage 3 Social media integration
Stage 4 Social media optimization & metrics
![Page 7: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/7.jpg)
www.designatededitor.com 7
Stage 1 Your website
@Sue_DesigEditor
![Page 8: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/8.jpg)
www.designatededitor.com 8
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?
![Page 9: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/9.jpg)
www.designatededitor.com 9@Sue_DesigEditor
Here’s looking a quality B2B site
![Page 10: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/10.jpg)
www.designatededitor.com 10
Keywords: Your prospects’ vocabulary
@Sue_DesigEditor
![Page 11: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/11.jpg)
www.designatededitor.com 11@Sue_DesigEditor
Keywords: Include in Titles and Descriptions
![Page 12: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/12.jpg)
www.designatededitor.com 12
who is your audience?
@Sue_DesigEditor
![Page 13: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/13.jpg)
www.designatededitor.com 13
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
@Sue_DesigEditor
![Page 14: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/14.jpg)
www.designatededitor.com 14
Blogs cited as least expensive for B2C & B2B
![Page 15: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/15.jpg)
www.designatededitor.com 15
Editorial calendars
@Sue_DesigEditor
![Page 16: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/16.jpg)
www.designatededitor.com 16@Sue_DesigEditor
Tools to drive blogs & content
![Page 17: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/17.jpg)
www.designatededitor.com 17
B2B blog: helpful, not boring
@Sue_DesigEditor
![Page 18: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/18.jpg)
www.designatededitor.com 18
B2B multimedia blog
@Sue_DesigEditor
![Page 19: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/19.jpg)
www.designatededitor.com 19
Easy-to-act-on Email
@Sue_DesigEditor
![Page 20: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/20.jpg)
www.designatededitor.com 20
http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php
@Sue_DesigEditor
![Page 21: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/21.jpg)
www.designatededitor.com 21
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
@Sue_DesigEditor
http://www.fuqua.duke.edu/news_events/releases/cmo_survey_optimism/#.T4RXZY5XJ_k
![Page 22: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/22.jpg)
www.designatededitor.com 22
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
@Sue_DesigEditor
![Page 23: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/23.jpg)
www.designatededitor.com 23
Skills & Expertise page
Auto-suggestions
![Page 24: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/24.jpg)
www.designatededitor.com 24
How’s the industry faring?
@Sue_DesigEditor
![Page 25: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/25.jpg)
www.designatededitor.com 25
Bottom of the page: Groups worth joining?
@Sue_DesigEditor
![Page 26: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/26.jpg)
www.designatededitor.com 26
Facebook B2C LinkedIn B2B
@Sue_DesigEditor
![Page 27: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/27.jpg)
www.designatededitor.com 27@Sue_DesigEditor
![Page 28: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/28.jpg)
www.designatededitor.com 28
• Towns & cities
• Education
• Gender
• Marital status
• Interests & Likes
• Age
Targeting ads
@Sue_DesigEditor
![Page 29: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/29.jpg)
www.designatededitor.com 29
Lingering questions
@Sue_DesigEditor
![Page 30: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/30.jpg)
www.designatededitor.com 30
www.emarketer.com/Article.aspx?R=1008929
@Sue_DesigEditor
![Page 31: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/31.jpg)
www.designatededitor.com 31
Connections
![Page 32: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/32.jpg)
www.designatededitor.com 32@Sue_DesigEditor
![Page 33: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/33.jpg)
www.designatededitor.com 33
B2B channel on
@Sue_DesigEditor
![Page 34: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/34.jpg)
www.designatededitor.com 34
![Page 35: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/35.jpg)
www.designatededitor.com 35
Show your expertise visually or curate others’
@Sue_DesigEditor
![Page 36: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/36.jpg)
www.designatededitor.com 36@Sue_DesigEditor
![Page 37: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/37.jpg)
www.designatededitor.com 37
QR codes
http://mashable.com/2011/07/23/creative-qr-codes/@Sue_DesigEditor
![Page 38: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/38.jpg)
www.designatededitor.com 38
Other tools to consider
@Sue_DesigEditor
![Page 39: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/39.jpg)
www.designatededitor.com 39
Tools to consider
@Sue_DesigEditor
![Page 40: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/40.jpg)
www.designatededitor.com 40
Stage 4 How are we doing?
@Sue_DesigEditor
![Page 41: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/41.jpg)
www.designatededitor.com 41
Engagement & Relevance
Facebook Insights
![Page 42: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/42.jpg)
www.designatededitor.com 42
Google Analytics: + social
@Sue_DesigEditor
![Page 43: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/43.jpg)
www.designatededitor.com 43@Sue_DesigEditor
![Page 44: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/44.jpg)
www.designatededitor.com 44
New media success for B2Bs
@Sue_DesigEditor
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
![Page 45: New Media Essentials for B2B Success](https://reader036.vdocuments.site/reader036/viewer/2022081412/5454c7cdaf795946778b698d/html5/thumbnails/45.jpg)
Questions?
Designated Editor Speaking Series
Happy to help!
New Media Essentials for B2B Success
Suzanne McDonald | Content & Social Strategist
@Sue_DesigEditor