B2B Social Media: Why It Changes EverythingPanel Session – October 26, 2011

Panel Members• Jane Mazur, VP, Global Vision Care

Communications, Bausch + Lomb• Eric Majchrzak, Director of Marketing, Freed

Maxick & Battaglia, CPAs• Brian Nizinsky, Online Marketing Manager,

Eastman Kodak’s Graphic Communications Group

• Danny Hanssel, Marketing Strategy Advisor, DanHanssel.com

Panel Session Guidelines

• Moderator presents a slide to begin panel discussion on each topic– Audience invited to queue up at microphones during discussion

• Panelists discuss each topic and share their insights on what works

• Audience members may ask a question or briefly share an insight

• When topic or time exhausted, we’ll proceed to the next topic

Research:Gathering intelligence on target

audiences• What do you monitor?

• Which tools do you use?– Free versus paid

• Do you segment and profile target social audiences? If so, how?– Social media behavior and influence

Objectives:Defining and aligning with audiences &

metrics• What are your social marketing objectives?

– Marcom goals vs. social marketing objectives

• How do you determine objectives?– Quantitative versus qualitative objectives

• Do you align objectives with specific target audiences and metrics?

Actions: Creating a tactical plan to achieve

objectives• Which social media marketing tactics are most

effective for you? Social networking, blogging, content sharing, social SEO, social ads, etc.

• How are you integrating social with other tactics in the marketing mix?– Search, email, other online and offline

• How does social media fit in the marketing budget?– Percentage of budget, staffing costs

• Creating dialogues & transparent conversation that put the company in a position of thought leadership.

…A community of eye care professionals interested in sharing visionary ideas and insights on eye health from around the industry. From breaking news and updates to practice management and marketing tools, Vision Experts provides busy ECPs with the information they need to know to grow their business and stay informed.

“Vision Experts is dedicated to sharing news and

information to improve the business practices of busy eye

care professionals everywhere. We bring you more than just the latest

headlines from the eye health industry. We provide

visionary ideas and insights, as well as a forum for

discussion and thought leadership…”

Stay connected and informed. Like Vision Experts on Facebook for eye health insights and discussion. Follow Vision Experts on Twitter for breaking news and information from around the eye health industry.

Promotion

- Reps to share directly with Doctors and staff in

the field

- Committee to promote through online resources,

including Thought Leaders,

Educators.com, LinkedIn

- BioScience to mention in publications and releases

- Share with KOLs

- Pitch on EyeWay

Strategy

- Comprised of 13 of Bausch + Lomb’s leading

vision experts from around the globe, as well as 4

advisory members

- 3 Facebook and 5 Twitter posts per week during high

traffic hours

- Committee members choose content from

online resources (such as Vision Monday, ODwire, Contact Lens Spectrum)

and facilitate conversation with fans

Platforms:Constructing your social media

architecture• How is your social media architecture

constructed?– Hub and spoke, other framework

• Does every site in the architecture have a plan and a purpose?– Direct traffic to conversion points, etc.

• Do you prioritize the roll-out of social media sites?– Master one before implementing the next

Thank You For Attending!

Panel Members• Jane Mazur, VP, Global Vision Care

Communications, Bausch + Lomb• Eric Majchrzak, Director of Marketing, Freed

Maxick & Battaglia, CPAs• Brian Nizinsky, Online Marketing Manager,

Eastman Kodak Co.’s Graphic Communications Group

Moderator• Danny Hanssel, Marketing Strategy Advisor,

DanHanssel.com