#PRSADIconf  @pgillin  @ericschwartzman  

Social  Marke=ng  to  the    Business  Customer  

Ge#ng  Serious  About  B2B  Cinco  de  Mayo  

Paul  Gillin  

Eric  Schwartzman  

#PRSADIconf  @pgillin  @ericschwartzman  

Page  2  

Lead Gen Excellence

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  

#PRSADIconf  @pgillin  @ericschwartzman  

Page  3  

•  Value-drive decision-making •  Group consensus •  “Bet the business” •  Long-term relationships •  Audience is knowledgeable, engaged, serious •  Intense need for information

How is B2B Different?

#PRSADIconf  @pgillin  @ericschwartzman  

Inves=ng  in  Digital  

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  

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Blogs  Work  Best  in  B2B  

2011  State  of  Inbound  MarkeZng  Study  

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Page  6  

OUTBOUND

Bottom-up lead gen

Enhanced lead qualification

Multiple points of engagement

New  World  Prospec=ng  

INBOUND

SEO

Blogs

Twitter

Content Premiums

Word of Mouth

#PRSADIconf  @pgillin  @ericschwartzman  

Selling  Social  Media:  Defining  Strategy  

•   Get  at  ROI  of  social  media  

•   Implement  social  media  policy  &  training  

• Sa=sfy  audit  trails  

•   Channel  social  media  through  PR  

Strict  Management  Oversight  

Regulatory  Oversight  

Embraces  Change  

Exploratory  and  Curious  

#PRSADIconf  @pgillin  @ericschwartzman  

Shock  &  Awe  

#PRSADIconf  @pgillin  @ericschwartzman  

Lower  Cost  per  Lead  

2011  State  of  Inbound  MarkeZng  Study  

#PRSADIconf  @pgillin  @ericschwartzman  

Selling  Social  Media:  Offline  vs.  Online  Tac=cs  

Print  

Public  Gatherings  

Media  Buys  

Blogs  

Broadcast  

Social  Networks  

#PRSADIconf  @pgillin  @ericschwartzman  

Selling  Social  Media:  Produc=vity  Gains  

#PRSADIconf  @pgillin  @ericschwartzman  

Quotes  from  Thought  Leaders  

"Fully  networked  enterprises  are  not  only  more  likely  to  be  market  leaders  or  to  be  gaining  market  share  but  also  use  management  pracZces  that  lead  to  margins  higher  than  those  of  companies  using  the  Web  in  more  limited  ways  .”  

McKinsey  survey  of  3,249  execuZves  

“Companies  that  are  highly  effecZve  at  communicaZons  had  47%  higher  total  returns  to  shareholders  over  the  last  five  years  compared  with  the  firms  that  are  the  least  effecZve  communicators.”  

A  survey  by  Towers  Watson  of  328  large  employers  

#PRSADIconf  @pgillin  @ericschwartzman  

Collect  Real  World  Evidence  

Blogs  

Social  Networks  

Forums  

Apps  

Search  

#PRSADIconf  @pgillin  @ericschwartzman  

Search:  Are  You  Ranking?  

#PRSADIconf  @pgillin  @ericschwartzman  

Social  Networks:  Are  Buyers  Asking  Ques=ons?  

#PRSADIconf  @pgillin  @ericschwartzman  

Social  Networks:  Are  Your  Employees  Online?  

•  Look  for  early  adopters  on  Linkedin  •  Evaluate  their  sophisZcaZon  by  checking  group  memberships  and  recommendaZons  

•  Search  Google  for  influencers  at  your  company  using  Twiger  

#PRSADIconf  @pgillin  @ericschwartzman  

Social  Networks:  Are  Your  Trade  Media  Online  

#PRSADIconf  @pgillin  @ericschwartzman  

Social  Networks:  Posi=on  Social  Media  as  an  Extension  

Listorious  shows  over  200  USA  Today  reporters,  243  New  York  Times  reporters  and  more  than  100  Wall  Street  Journal  reporters  on  Twiger.    

#PRSADIconf  @pgillin  @ericschwartzman  

Selling  Social  Media:  Show  Evidence  of  the  Community  

#PRSADIconf  @pgillin  @ericschwartzman  

Forums:  Or  Are  They  Conversing  on  Niche  Nets?  

#PRSADIconf  @pgillin  @ericschwartzman  

Page  21  

Demonstrate  Authority  

Today,  you  can  take  your  message  directly  to  your  consZtuents  without  relying  upon  media  intermediaries  

And  why  would  you  not  want  to  do  that?  

#PRSADIconf  @pgillin  @ericschwartzman  

Page  22  

Enhance  Visibility  

“I  have  an  e-­‐mail  on  my  wall  from  a  company  that  asked  us  to  bid  on  a  nine-­‐figure  next  to  a  sign  that  asks  ‘Is  there  any  value  in  blogging?’”  

Jim  Cahill  Emerson  Process  Experts  

Screenshot  to  come  

(site  currently  down)  

#PRSADIconf  @pgillin  @ericschwartzman  

B2B  Social  Media:  Linkedin  Signal  

#PRSADIconf  @pgillin  @ericschwartzman  

B2B  Social  Media:  Linkedin  Signal  

#PRSADIconf  @pgillin  @ericschwartzman  

B2B  Social  Networking  Case  Study:  SAP  

About  the  SAP  Community  Network  

#PRSADIconf  @pgillin  @ericschwartzman  

What’s  Next?  Smart  Phones  and  Tablets  

The  Untethered  ExecuZve  |  Forbes    

#PRSADIconf  @pgillin  @ericschwartzman  

B2B  Mobile  Marke=ng  

#PRSADIconf  @pgillin  @ericschwartzman  

Mobile  is  Local  and  Social  

ontherecordpodcast.com/mobile  

#PRSADIconf  @pgillin  @ericschwartzman  

Choosing  Metrics  that  Ma[er  

#PRSADIconf  @pgillin  @ericschwartzman  

Mul=  Channel  Funnels  

#PRSADIconf  @pgillin  @ericschwartzman  

Inves=ng  in  Digital  Literacy  

#PRSADIconf  @pgillin  @ericschwartzman  

Thank  You  

Eric  Schwartzman  

Paul  Gillin  

DOWNLOAD  THE  DECK  www.B2BSocialMediaBook.com