B2B Social Marketing Workshop

#B2BSMW #PRSAIcon @EricSchwartzman

B2B Social Marke<ng Workshop

Eric Schwartzman www.ericschwartzman.com

Sunday, Oct. 16, 2011 8:30am to Noon

1


Intro to B2B Social Media [VIDEO]

Link: hAp://www.youtube.com/watch?v=nXQdy-‐22TXM

2


Housekeeping

•  Introductory immersion

•  New vocabulary

•  Examples

•  Slide numbers

•  Digital handouts

•  Hashtag #PRSAIcon

3

#B2BSMW #PRSAIcon @EricSchwartzman Page 4

The Media Landscape ShiJed

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

1994 1997 2000 2003 2006 2009

US Newspaper Business

Circula<on (000)

Revenues ($000)

•  Average age of US daily newspaper reader: 57

•  Reduc_on in US newsroom staffs since 2001: 45%

•  Direct-‐mail spending is expected to decline nearly 40% by 2014

•  93% of B2B buyers use search to begin the buying process

•  80% of IT decision-‐makers say word of mouth is their most important source when making buying decisions

•  Google Processes 38,000 search queries every second


Building Digital Literacy 5


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

B2B Difference


B2B Social Media Adop<on Today

93% of all B2B marketers are engaged in some form of social media marke_ng.

Social Media Channel Adop<on by B2B Marketers

Linkedin 72%

Facebook 71%

TwiAer 67%

YouTube 48%

Blogging 44%

Online Communi_es 22%

Source: Emerging Trends in B-‐to-‐B Social Media Marke_ng: Insights From the Field

7


B2B Social Media PlaTorms to Needs

Source: Emerging Trends in B-‐to-‐B Social Media Marke_ng: Insights From the Field

8


B2B Spending

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


Inbound vs. Outbound Marke<ng

Source: 2011 State of Inbound Marke_ng Study

10


Lowered Costs of Social Marke<ng

Source: 2011 State of Inbound Marke_ng Study

11


Rela<ve Costs by Channel

2011 State of Inbound Marke_ng Study


Change in Expenditures



Change in Expenditures



Effec<veness by Channel



Effec<veness by Channel



Frequency vs. Effec<veness



Channel Effec<veness by Industry



Realis<c B2B Goals

•  Adding social media to the mix can increase the effec_veness and efficiency of exis_ng outreach efforts

•  Social media is a channel for building closer rela_onships with news media

•  Social media can be used for lead genera_on

•  B2B companies showcase their exper_se and thought leadership to mul_ple stakeholders

19


Assemble Research

Blogs

Social Networks

Forums

Apps

Search

20


Linkedin: Are Your Visible 21


SlideShare: Are You Genera<ng Leads 22


Des<na<on Websites

Pure Play Social Networks

Niche Social Networks

Loca<on-‐Based

Apps

Email

Search

Listening

Picking Online Channels 23


24 Listening to Your Market


25 Listening to Twi`er


26 EC=MC


Content Marke<ng


B2B Content Marke<ng


Research: Are You Ranking? 29


Search: Are Your Training Materials Accessible? 30


31 Think Like a Customer


B2B SEO

business insurance

business liability insurance

general business liability insurance

conversion probability

sear

ch v

olum

e

Focus on Long Tail Keywords.

32


Search Drives Awareness, Considera<on and Decision

source: Tech Target

33


Mobile Search is Local and Social

ontherecordpodcast.com/mobile

34


Time Spent on Email Declines

Source: Nielsen

35


But Email is S<ll More Important

Source: TNS Digital Life Study, Oct. 10, 2010

36


Most Compe<<ve Channel 37


Email Risks 38


Email Risks: Blogger Fights Back

unique visitor to lifehacker.com

39


Email Marke<ng 40


Demo: Blue Sky Factory

hAp://www.blueskyfactory.com/

41


Building a House List: Jedi Synchroniza<on 42


Blog Marke<ng 43


B2B Open Social Marke<ng 44


45 Websites Marke<ng

Put each session on its own web page, add sharing buAons and include the speaker’s TwiAer ID


46 Socializing Your Website

Facebook “Like” buAon

TwiAer “Tweet” buAon

Auto Scheduling

Fail to phone

Myers Industries 1293 S. Main St. Akron, Ohio 44301

10am, Tuesday, May 17, 2011 – FREE Lasik & Glaucoma Screenings

REGISTER

Company Contact: Kim Hemminger

Day of Event: Pam CorbeA


47 Eventbright.com


48 Social Sync


B2B Blogging

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


B2B Blogging ROI


50


51 Live Blogging Events


Online Audio and Video

podcast

webcast download

Podcast rigs: hAp://bit.ly/lRu6dO

52


Global Podcast Audience Growth

Wave.3 Universal McCann Study 2008 [PDF]

53


Finding Podcasts through Show Notes 54


iTunes as a Podcatcher

Finding podcasts in iTunes

Submifng podcasts

55


Distribu<ng Through iTunes 56


Podcast in iTunes 57


Promo<ng Podcasts: SEOed Press Release 58


Case Study: APM Music








Online Video: Reach and Frequency in the U.S.

source: comScore

Source: On the Record…Online

63


Filtering YouTube

Sort by view count to iden<fy most popular content

Use “quotes” for an exact phrase match

Mapping YouTube’s“Early Childhood Educa<on” community

64


YouTube: Community Mapping

Online Influencer

“Early Childhood Educa<on” community members

65


Online Video: Internal Communica<ons 66


Naked Conversa<ons

“Formality suppresses dialogue; informality encourages it. Formal conversa>ons and presenta>ons leave li?le room for debate. They suggest that everything is scripted and predetermined. Informal dialogue is open. It invites ques>ons, encourages spontaneity and cri>cal thinking...Informality gets the truth out. It surfaces out-‐of-‐the-‐box ideas -‐-‐ the ideas that may seem absurd at first hearing but that create breakthroughs.“

-‐Larry Bossidy, CEO, Honeywell


Online Video: Internal/External Communica<ons 68


Social Media isn’t Just for PR

“[Social media is] such a new area that I don’t think anyone fully comprehends the impact and where this is going to be five to 10 years from now. It will revolu<onize not only how we market but how we work together.”

Ed Linde II, senior marke9ng manager for web marke9ng marke9ng, IBM.com

69


B2B Podcasts 70


B2B Podcasts 71


Securing iTunes Distribu<on

Finding podcasts in iTunes

Submifng podcasts

72


Distribu<ng Through iTunes 73


B2B Podcast in iTunes 74


75 Embrace Buyer-‐Oriented Keywords and Phrases

Research Your Keywords


Post Events


Share with Your Community


Event is Published to Your Page’s Newsfeed


Post Events on Linkedin


Promote Events on Linkedin


81 Share in Linkedin Groups


82 Linkedin Demos

A. HOW TO: Op_mize Your Linkedin Profile B: HOW TO: Create and Embed a Linkedin Badge C. HOW TO: Use Linkedin Advanced Search D. HOW TO: Grow Your Network E. HOW TO: See Who’s Been Viewing Your Linkedin Profile F. HOW TO: Research Linkedin Groups G. HOW TO: Post to Linkedin Group H. HOW TO: Publish to Linkedin via RSS I. HOW TO: Track Discussions in Linkedin Groups J. HOW TO: Exclude Items Published to Linkedin Groups via RSS with no Ac_vity K. HOW TO: Search TwiAer by Industry or Company with Linkedin Signal L. HOW TO: Use Linkedin to Curate Industry News M. HOW TO: Embed “Share” BuAons N. HOW TO: Use Linkedin’s Mobile Applica_on


83 Social Media Demos

A. HOW TO: Launch a Blog B: HOW TO: Embed a SlideShare Deck C. HOW TO: Use Linkedin Advanced Search D. HOW TO: Grow Your Network E. HOW TO: See Who’s Been Viewing Your Linkedin Profile F. HOW TO: Research Linkedin Groups G. HOW TO: Post to Linkedin Group H. HOW TO: Publish to Linkedin via RSS I. HOW TO: Track Discussions in Linkedin Groups J. HOW TO: Exclude Items Published to Linkedin Groups via RSS with no Ac_vity K. HOW TO: Search TwiAer by Industry or Company with Linkedin Signal L. HOW TO: Use Linkedin to Curate Industry News M. HOW TO: Embed “Share” BuAons N. HOW TO: Use Linkedin’s Mobile Applica_on


84 Use Conference Hashtags

Conference Organizer’s Hashtag


85 Schedule Your Tweets in Advance


Web Mail Sync 86


87 YouTube Channels


88 Post B2B Conference Your Sessions


89 Join Your Community


Post Your Slide Decks to SlideShare


Use Social Media to Add Touch Points

Des<na<on Websites

Pure Play Social Networks

Niche Social Networks

Loca<on-‐Based

Apps

Email

Search

Listening


source: Mary Meeker

Smart Phones and Tablets Outselling PCs





What’s Next? Smart Phones and Tablets

The Untethered Execu_ve | Forbes


97 Listening to Foursquare


98 Registering Events on Foursquare


B2B Mobile Marke<ng 99


Social Networking and Sales Prospec<ng 100


•  Dashboard of “micro-apps” •  Use Event as Launchpad •  Social Micro-apps

•  Profile •  Connections •  Social sync •  Activity Stream •  Likes and Comments •  Leaderboard

•  Utility Micro-apps •  Social networking •  GPS based data points •  Virtual check-ins •  RSS Feeds •  Video Feeds •  Photo Feeds

Best of Facebook, 4Sq + Twitter 101


•  Visual display of friends on map

•  Check into social trends for an Event

•  Provide local spots for attendees to visit

•  Provide hotel/airline information

•  Conference view, quick glance to see what is trending

Trend Spotting 102


Gam-if-i-ca-tion 103


Cisco Events iPhone App


QR Codes at B2B Events


Twi`er

Digital Awakening

Homeland Embassy Embassy

Embassy Embassy

Integrate a blog into the corporate site

Search

Linkedin SlideShare

106


Conference Call, Speech or Event

MP3 Podcast

Text Transcript Blog Post

PowerPoint SlideShare

Video Webcast & YouTube

Extend the Reach of Existing Activities 107


Phase 1

•  Social Media Monitoring •  Social Media Mapping

Phase 2

•  Social Media Par_cipa_on •  Social Media Engagement

Phase 3

•  Social Media Management •  Social Media Marke_ng

Phase 4 •  Measure and Evaluate the Results

Four Phases of Social Business Ac<va<on

108

Ac<vity Tool


It’s a Revolu<on

Revolu_onary Aristocrat Eisner Lassiter

109


B2B Social Media Book

www.B2BSocialMediaBook.com

110


Hands On Training Opportuni<es 111


EricSchwartzman.com 112


How Can I Help?

(310) 463-‐4026 Phone

my-‐calendar Calendar

eric[at]ericschwartzman[dot]com Email

ericschwartzman.com Website

ontherecordpodcast.com Podcast

spinfluencer.com Blog

@ericschwartzman TwiAer

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

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