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Eric Schwartzman's deck on B2B Social Media.Website www.ericschwartzman.comTRANSCRIPT
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B2B Social Marke:ng Driving Demand and Awareness with Social Media
Eric Schwartzman, author
“Social Marke6ng to the Business Customer” Keynote -‐ PR Summit
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HOW TO: Build Awareness and Generate Leads
A G E N D A
HOW:
o B2B Social Media is Different o You Can Market through Social Media o You Can Prepare for What’s Next
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HOW TO: Build Awareness and Generate Leads
A G E N D A
HOW:
o B2B Social Media is Different o You Can Market through Social Media o You Can Prepare for What’s Next
I’ll Display Follow Up Resource Links Here
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Value of B2B Social Media
4
• 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
Case Study: h[p://ontherecordpodcast.com/emerson
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Adop:on of B2B Social Media
93% of all B2B marketers are engaged in some form of social media marke6ng.
Social Media Channel Adop:on by B2B Marketers
Linkedin 72%
Facebook 71%
Twi[er 67%
YouTube 48%
Blogging 44%
Online Communi6es 22%
Source: Emerging Trends in B-‐to-‐B Social Media Marke6ng: Insights From the Field
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Why B2B Social Marke:ng is Different
Get this INFOGRAPHIC: h[p://www.flickr.com/photos/ericschwartzman/4514443625/
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Brochures
Phone
Paid
Blogs
Earned
Social Networks
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Advantages of Social Media
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Brochures
Phone
Paid
Blogs
Earned
Social Networks
8
Advantages of Social Media
Digital Breadcrumbs: Discoverable and Shareable
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Produc:vity Gains of Social Media
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How Filters Change the Marke:ng Game
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Spamming the Stream is Ineffec:ve
h[p://twi[er.com
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But That Doesn’t Stop Most Businesses
HOW TO: Market via Facebook: h[p://ontherecordpodcast.com/facebooks-‐pages
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Step 1: Listening for Opportuni:es
Sign Up: www.google.com/reader
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Step 2: Build Embassies
HOW TO: Generate Leads on SlideShare: h[p://ontherecordpodcast.com/slideshare
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Step 3: Socialize the Homeland
Homeland
Integrate a blog into the corporate site
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TwiVer
Step 3: Homeland/Embassy Strategy
Homeland Embassy Embassy
Embassy Embassy
Search
Linkedin SlideShare
16
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Step 3: Integrate Social Media into Work Flows
New Business Presenta6on, Speech or Event
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Step 3: Integrate Social Media into Work Flows
New Business Presenta6on, Speech or Event
MP3 Podcast
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Step 3: Integrate Social Media into Work Flows
New Business Presenta6on, Speech or Event
MP3 Podcast
Text Transcript Blog Post
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Step 3: Integrate Social Media into Work Flows
New Business Presenta6on, Speech or Event
MP3 Podcast
Text Transcript Blog Post
PowerPoint SlideShare
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Step 3: Integrate Social Media into Work Flows
New Business Presenta6on, Speech or Event
MP3 Podcast
Text Transcript Blog Post
PowerPoint SlideShare
Video Webcast & YouTube
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Step 3: Integrate Social Media into Work Flows
New Business Presenta6on, Speech or Event
MP3 Podcast
Text Transcript Blog Post
PowerPoint SlideShare
Video Webcast & YouTube
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Step 4: Measure the Results
HOW TO: Google Analy6cs Overview -‐ www.ontherecordpodcast.com/analy6cs
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Step 1 • Social Media Monitoring • Social Media Mapping
Step 2 • Social Media Par6cipa6on • Social Media Engagement
Step 3 • Social Media Management • Social Media Marke6ng
Step 4 • Measure and Evaluate the Results
Steps 1-‐4: Framework for Social Marke:ng Ac:va:on
24
Ac:vity Tool
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Step 1 • Social Media Monitoring • Social Media Mapping
Step 2 • Social Media Par6cipa6on • Social Media Engagement
Step 3 • Social Media Management • Social Media Marke6ng
Step 4 • Measure and Evaluate the Results
Steps 1-‐4: Framework for Social Marke:ng Ac:va:on
25
Ac:vity Tool
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Step 1 • Social Media Monitoring • Social Media Mapping
Step 2 • Social Media Par6cipa6on • Social Media Engagement
Step 3 • Social Media Management • Social Media Marke6ng
Step 4 • Measure and Evaluate the Results
Steps 1-‐4: Framework for Social Marke:ng Ac:va:on
26
Ac:vity Tool
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Step 1 • Social Media Monitoring • Social Media Mapping
Step 2 • Social Media Par6cipa6on • Social Media Engagement
Step 3 • Social Media Management • Social Media Marke6ng
Step 4 • Measure and Evaluate the Results
Steps 1-‐4: Framework for Social Marke:ng Ac:va:on
27
Ac:vity Tool
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What’s Next? Mobile Search Op:miza:on
HOW TO: Op6mize Your Site for Mobile Search: ontherecordpodcast.com/mobile
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Cisco Events iPhone App
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The Challenge: Overcoming Digital Illiteracy
Hands On Social Media Training: h[p://www.socialmediabootcamp.com
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Follow Up Resource: B2B Social Marke:ng Book
Eric Schwartzman
DOWNLOAD THE DECK www.B2BSocialMediaBook.com
Available: Amazon :: Barnes & Noble Borders :: iPad :: Kindle
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K.I.T.
(310) 463-‐4026 Phone
my-‐calendar Calendar
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
@ericschwartzman Twi[er
facebook.com/ericschwartzman Facebook
linkedin.com/in/schwartzman Linkedin
youtube.com/spinfluencer YouTube
slideshare.net/ericschwartzman Slideshare
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0