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Eric Schwartzman, author of “Social Marketing to the Business Customer” presents at the Avaya Virtual Partner Forum
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#Avaya @ericschwartzman
B2B Social Marke:ng Driving Demand and Awareness with Social Media
Eric Schwartzman, author
“Social Marke6ng to the Business Customer” Avaya Virtual Partner Forum
#Avaya @ericschwartzman
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
#Avaya @ericschwartzman
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
#Avaya @ericschwartzman
Brochures
Phone
Paid
Blogs
Earned
Social Networks
4
Why Marketers Use Social Media
Digital Breadcrumbs: Discoverable and Shareable
#Avaya @ericschwartzman
Brochures
Phone
Paid
Blogs
Earned
Social Networks
5
Why Marketers Use Social Media
Digital Breadcrumbs: Discoverable and Shareable
#Avaya @ericschwartzman
Blogs Work Best in B2B
Source: 2011 State of Inbound Marke6ng Study
#Avaya @ericschwartzman
Social Marke:ng Costs Less
Source: 2011 State of Inbound Marke6ng Study
#Avaya @ericschwartzman
Produc:vity Gains of Internal Social Media
#Avaya @ericschwartzman
B2B Social Media Adop:on Today
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
#Avaya @ericschwartzman
Why B2B Social Marke:ng is Different
Get this INFOGRAPHIC: h[p://www.flickr.com/photos/ericschwartzman/4514443625/
#Avaya @ericschwartzman
How Filters Change the Marke:ng Game
#Avaya @ericschwartzman
Spamming the Stream is Ineffec:ve
h[p://twi[er.com
#Avaya @ericschwartzman
But That Doesn’t Stop Most Businesses
HOW TO: Market via Facebook: h[p://ontherecordpodcast.com/facebooks-‐pages
#Avaya @ericschwartzman
Step One: Start by Listening for Opportuni:es
Sign Up: www.google.com/reader
#Avaya @ericschwartzman
Step One: Listen to Linkedin with Signal
More Info: h[p://blog.linkedin.com/2010/09/29/linkedin-‐signal/
#Avaya @ericschwartzman
Step One: Listening with Radian6
h[p://www.radian6.com/
#Avaya @ericschwartzman
Step Two: Par:cipate in Relevant Conversa:ons
h[p://learn.linkedin.com/groups/
#Avaya @ericschwartzman
Step Two: Put Answers on the Public Record
h[p://www.linkedin.com/answers/
#Avaya @ericschwartzman
Step Two: Share Valuable Content on SlideShare
HOW TO: Generate Leads on SlideShare: h[p://ontherecordpodcast.com/slideshare
#Avaya @ericschwartzman
Step Three: Add a Blog to Your Website
Homeland
Integrate a blog into the corporate site
20
#Avaya @ericschwartzman
TwiVer
Step Three: Add a Blog to Your Website
Homeland Embassy Embassy
Embassy Embassy
Search
Linkedin SlideShare
21
#Avaya @ericschwartzman
Step Three: Share Expert Knowledge on iTunes
Emerging Tech Talk Podcast: h[p://bit.ly/jyE1tJ HOW TO: Get Your Podcast Featured on iTunes
#Avaya @ericschwartzman
Step Three: Integrate Social Media into Work Flows
New Business Presenta6on, Speech or Event
#Avaya @ericschwartzman
Step Three: Integrate Social Media into Work Flows
New Business Presenta6on, Speech or Event
MP3 Podcast
#Avaya @ericschwartzman
Step Three: Integrate Social Media into Work Flows
New Business Presenta6on, Speech or Event
MP3 Podcast
Text Transcript Blog Post
#Avaya @ericschwartzman
Step Three: Integrate Social Media into Work Flows
New Business Presenta6on, Speech or Event
MP3 Podcast
Text Transcript Blog Post
PowerPoint SlideShare
#Avaya @ericschwartzman
Step Three: Integrate Social Media into Work Flows
New Business Presenta6on, Speech or Event
MP3 Podcast
Text Transcript Blog Post
PowerPoint SlideShare
Video Webcast & YouTube
#Avaya @ericschwartzman
Step Three: Integrate Social Media into Work Flows
New Business Presenta6on, Speech or Event
MP3 Podcast
Text Transcript Blog Post
PowerPoint SlideShare
Video Webcast & YouTube
#Avaya @ericschwartzman
Step Four: Measure the Results
HOW TO: Google Analy6cs Overview -‐ www.ontherecordpodcast.com/analy6cs Sign Up: h[p://www.google.com/analy6cs/
#Avaya @ericschwartzman
Case Study: How a B2B Generates Leads with Blogs
30
• 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
#Avaya @ericschwartzman
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
31
Ac:vity Tool
#Avaya @ericschwartzman
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
32
Ac:vity Tool
#Avaya @ericschwartzman
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
33
Ac:vity Tool
#Avaya @ericschwartzman
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
34
Ac:vity Tool
#Avaya @ericschwartzman
What’s Next? Mobile Search Op:miza:on
HOW TO: Op6mize Your Site for Mobile Search: ontherecordpodcast.com/mobile
#Avaya @ericschwartzman
What’s Next? Building Digital Literacy
Hands On Social Media Training: h[p://www.socialmediabootcamp.com
#Avaya @ericschwartzman
B2B Social Marke:ng Recap
B2B Research, Sourcing and Procuring is Happening Online You Can Build Awareness and Genera6ng Leads Online Step One: Listen Step Two: Par6cipate Step Three: Homeland Embassy Strategy
Step Four: Measure the Results
What’s Next: Op6mize for Mobile What’s Next: Increase Your Digital Literacy
#Avaya @ericschwartzman
Follow Up Resource: B2B Social Marke:ng Book
Eric Schwartzman
DOWNLOAD THE DECK www.B2BSocialMediaBook.com
Available: Amazon :: Barnes & Noble Borders :: iPad :: Kindle
#Avaya @ericschwartzman
• Social Media Analysis – Understand how your current efforts stack up to the industry best prac6ces.
– Get a Social Media Analysis Report with a social media effec6veness score with tac6cal advice.
• Social Media Marke:ng
– Social media accounts set-‐up, op6miza6on & branding
– Blog development and op6miza6on
– Content research, crea6on, and distribu6on
– Social media dashboard set-‐up
– Customer repor6ng
– Targeted campaigns, promo6ons, contests, and polls
• Social Media Insights and Analysis
– Detailed client discovery call
– Research insights refinement call
– Custom social media insights and analysis document
– Content plan with ongoing coaching and refinement
• Call your MarketLeaders or Avaya Channel Marke;ng representa;ve today for addi;onal informa;on and pricing!
MarketLeaders Social Media Packages
#Avaya @ericschwartzman
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 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