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The authors of “42 Rules for B2B Social Media Marketing” will discuss the latest trends in social media and how to use it to advance your company’s goals -- and your career. With over 20 years of combined experience in social media, the authors will share success stories and best practices for mixing social media into your marketing plan, leveraging the top social media channels, and generating leads. In this webinar, you will learn: • The key differences between B2B and B2C social media and how to use this information to your advantage • How to engage more effectively with your customers, partners, and prospects • How to build a “social-first” approach to marketing that increases effectiveness and reduces costs
Citation preview
#B2Conline
#B2Conline
Social Media has changed the Game for Marketing Professionals. Have You Changed Yours?
Michael Procopio @MichaelProcopioPeter Spielvogel @PeterSpielvogelNatascha Thomson @NaThomson
December 17, 2012
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Poll: How much has Social Media Changed Your Marketing Game?
• Not at all• Somewhat• A lot
© 2012 MarketingXLerator 3Nov-2012
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Agenda
• Social Media Trends• Use Case: Engagement• B2C vs. B2B• Integrating Social• LinkedIn vs. Facebook• Game Changers• Social First
© 2012 MarketingXLeratorDec-2012 4
#B2Conline
@NaThomson
© 2012 MarketingXLerator 5Nov-2012
#B2Conline
Nov-2012 © 2012 MarketingXLerator 6
“Consumers continue to spend more time on social networks than
on any other category of sites.”
Social Media Report 2012, Nielsen
“Consumers continue to spend more time on social networks than
on any other category of sites.”
Social Media Report 2012, Nielsen
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Buzz Words in 2012
• Pull Marketing• SEO• Content• Story Telling• Video• Images• Blogging• Local• Pinterest
Nov-2012 © 2012 MarketingXLerator 7
#B2Conline
Dec -2012 © 2012 MarketingXLerator 8
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2013 Trends
Nov-2012 © 2012 MarketingXLerator 9
Reality CheckReality Check
SophisticationSophistication
ConsolidationConsolidation
Trends 2013:Trends 2013:
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Use Case: Engagement
Nov-2012 © 2012 MarketingXLerator 10
Use Case: EngagementUse Case: Engagement
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@MichaelProcopio
LinkedIn.com/in/MichaelProcopio
© 2012 MarketingXLerator 11Dec -2012
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B2C vs. B2B
Dec -2012 © 2012 MarketingXLerator 12
$20K
> $1M
VS
SUV
Social Software
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Integrating Social
Dec -2012 © 2012 MarketingXLerator 13
Courtesy of: Marketing Interactions, Inc.
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LinkedIn vs Facebook
1. 9 Things that Motivate Employees More than Money
2. Steve Jobs and the Seven Rules of Success
3. Steve Jobs: How to Live Before You Die
4. The World at Seven Billion
5. Four Destructive Myths Most Companies Still Live By
6. 5 Things to Do Every Day for Success
1. Satellite Photos of Japan, Before and After the Quake and Tsunami
2. What Teachers Really Want to Tell Parents
3. No, Your Zodiac Sign Hasn’t Changed
4. Parent’s, Don’t Dress Your Girls Like Tramps
5. Father-Daughter Dance Medley (Video)
6. At Funeral, Dog Mourns the Death of Navy SEAL Killed in Afghanistan
Follow for incentives, rewards, or discounts.4
Follow for news, insights, and product information.5
Source/s: LinkedIn Follower Analysis, January 20124, eMarketer (Lab42 study, August 2011)5
LinkedInTop shared articles, 2011
FacebookTop shared articles, 2011
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No Marketing Speak
Nov-2012 © 2012 MarketingXLerator 15
An blog post excerpt edited to remove marketing speak and use a social and personal voice.
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© 2012 MarketingXLerator 16Dec -2012
@PeterSpielvogel
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Marketing is Changing… Fast
Nov-2012 © 2012 MarketingXLerator 17
Traditional Marketing Social Media
Press release Blog/ Twitter/ LinkedIn
White paper Series of blog posts
Datasheet (printed) Wiki or web page
Roadshow Webinars
Highly produced video YouTube
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Go Directly to Your Audience
Nov-2012 © 2012 MarketingXLerator 18
ProductMarketing
CorporateMarketing
Public Relations
ExternalAgency
ProductMarketing
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Social is better
Nov-2012 © 2012 MarketingXLerator 19
Agility
Cost
Reach
Cycle Time
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Think Social First
Nov-2012 © 2012 MarketingXLerator 20
#B2Conline
© 2012 MarketingXLerator 21Nov-2012
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© 2012 MarketingXLerator 22Dec -2012
http://www.amazon.com/Rules-B2B-Social-Media-Marketing/dp/1607731134
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Contact us on Twitter:@MichaelProcopio@PeterSpielvogel@NaThomson
Thank You!
© 2012 MarketingXLerator 23Nov-2012
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Bibliography
• 42 Rules for B2B Social Media Marketing• Google+ Communities: The Last Nail in Facebook's
Coffin?• The Social Media Report 2012 (by Nielsen)
Nov-2012 © 2012 MarketingXLerator 24