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Aim First, Shoot Second: Mastering the complexity of
B2B digital marketing
#socalbma
Chris Bennett CEO/Founder 97thFloor.com @chrisbennett - @97thfloor SoCalBMA.org @socalbma
#socalbma
Marketing Agency of the Year 2014 Stevie Awards
Download This Deck Here:
bit.ly/SoCalBma
What we are Going to Cover
Where to start with content for social
Promotion tips on social
Get more mileage with repurposing content
Interactive marketing apps
How the World Sees B2B
How You See B2B
B2B is Complex
B2C Marketing
B2B Marketing
image credit: http://www.firstpeople.us/pictures/bear/bear-catching-salmon.html
!
B2C Customer
!
B2B Customer
Now that I have added to you’re anxiety
Social Sites We Will Be Covering
Social Sites We Will Be Covering
What We Are Not Going to Cover
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
“80% of publications about our company were the result of InMail enquires (Forbes, PCMag, PCWorld,
ZDNet, etc). And probably at least 50% of our biggest leads were the result of using LinkedIn InMails.”
- Dmitry Davydov, Chief Marketing Officer at Bitrix24
http://medialeaders.com/public-relations-tips-brands/
Bet you didn’t know thatStats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
submit your slides on Wed/Thur
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
http://www.slideshare.net/BlueCoat/mobile-securityrisks/
Use the custom Tweet button to “trend in social media” and get on the SlideShare Homepage.
https://www.bluecoat.com/company-blog/2014-02-20/why-your-mobile-device-isn%E2%80%99t-secure-you-think
Use a custom button to entice people to click through to your site.
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.comStats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Thats GoodStats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
The newly launched Autoplay feature has helped short form
videos perform really well. Use what you are making on
Instagram or Vine and post on FB. We are seeing really good
engagement for no extra effort.
Stats from study coming soon by www.salesforce.comStats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Very few, if any of you will want to use Vine.
If you do, start by repurposing existing videos.
Integrate with your Twitter campaigns.
Stats from study coming soon by www.salesforce.com
But 100% of the Internet gets news from Reddit.
Altruistic content WINS on Reddit.
Altruistic content WINS on the Entire Internet.
You’re working harder than a T-Rex making a bed
Make your Social Consistent With Social Mark UP
Start by making your Social Consistent with Open Graph
http://time.com/2863227/ending-the-war-on-fat/
B l o g !
P o s t
F a c e b o o k !
P o s t
G o o g l e + !
P o s t
L i n k e d I N !
P o s t
Where’s the Pic?
Should of…
http://pixartheory.com
!<title>The Pixar Theory</title> <meta property='og:locale' content='en_US'/> <meta property='og:type' content='article'/> <meta property='og:title' content='The Pixar Theory an Interactive Story, by @97thfloor #pixartheory'/> <meta property='og:description' content='Every Pixar movie is connected. This interactive graphic tells the story of how and why.'/> <meta property='og:url' content='http://www.pixartheory.com'/> <meta property='og:site_name' content='The Pixar Theory'/> <meta property='og:image' content='http://www.97thfloor.com/wp-content/uploads/2013/07/The-Pixar-Theory-share-1.jpg'/> <meta property='og:image' content='http://www.97thfloor.com/wp-content/uploads/2013/07/The-Pixar-Theory-share-2.jpg'/> <meta property='og:image' content='http://www.97thfloor.com/wp-content/uploads/2013/07/kitty.jpg'/>
https://developers.facebook.com/docs/opengraph
https://dev.twitter.com/docs/cards
https://dev.twitter.com/docs/cards/validation/validator
Get more mileage out of your existing efforts
Find your top performing content
PixarTheory.com
It can be anything
A Video
Infographic
Blog Post
White Paper
Case Study
Interactive Marketing App
https://www.discover.com/student-loans/majors/
Then…
Blog Post
https://www.bluecoat.com/company-blog/2014-04-29/most-advanced-cyber-threats-come-seemingly-innocent-places-0
To SlideShare
http://www.slideshare.net/BlueCoat/ss-the-most-advanced-cyber-threats-1
Make your images dance for more flavor
https://www.bluecoat.com/company-blog/2014-04-29/most-advanced-cyber-threats-come-seemingly-innocent-places-0
Use what you are already doing.
http://www.digicert.com/news/increasing-online-trust-infographic.htm
and squeeze every last drop.
http://www.slideshare.net/DigiCertCom/increasing-onlinetrust
Interactive Marketing AppsGet on the Bandwagon
https://turbotaxcpaselect.intuit.com/history-of-taxes/
Interactive's are engaging. Calls to action convert.
https://turbotaxcpaselect.intuit.com/history-of-taxes/
Useful, Altruistic Content WINS!
Useful, Altruistic Content WINS!
http://techpageone.dell.com/big-data-powering-world/
Useful, Altruistic Content WINS!
https://www.discover.com/student-loans/majors/
Useful, Altruistic Content WINS!
https://www.discover.com/student-loans/majors/
Recap
Where to start with content for social
Promotion tips on social
Get more mileage with repurposing content
Interactive marketing apps
Chris Bennett CEO/Founder 97thFloor.com @chrisbennett - @97thfloor https://www.linkedin.com/company/97th-floor ! SoCalBMA.org @socalbma https://www.linkedin.com/company/SoCalBMA https://www.facebook.com/SoCalBMA
#socalbma
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