Beyond the Hype: Social Network Marketing for B2B GEN38 Hall
Web Services #Insights09
Who We Are
Hall Web Services
www.hallme.com/sage
10+ Years in Business
Sage Preferred Vendor
Tom Hall President Fred Greenhalgh Internet Marketing Manager
Amanda O'Brien Inbound Marketing Manager
Who We Are
Hall Web Services
www.hallme.com
10+ Years in Business
Sage Preferred Vendor
Tom Hall President Fred Greenhalgh Internet Marketing Manager
Amanda O'Brien Inbound Marketing Manager YOU DON'T CARE!
What is Social Media
Old Media Old Media vs. New Media New Media
What is Social Media People having conversations online
Time to Re-think Your Marketing Strategy!
Old/Outbound Marketing
TV Radio Ads
Print Ads
Direct Mail
Telemarketing
New/Inbound Marketing
Social Media
SEO/SEM
Blogging
Viral Videos
An Interruption An Interaction
Types of Social Media Sites
Content Producing
Content Sharing
Relationship Building
How Social Media Works
How Social Media Started
Internet Commerce
Product Reviews
Validation
Why stop there
News
Events
Services
Theory How to Use
Lots of people show you How To's
Then What...
Facebook of tomorrow
Understand WHY it works
Traditional media is Dying
Newspapers - Shutting Down
Terrestrial Radio - Done
Satellite Radio - Sorry
Television Ads - DVR
Cold Calling - Caller ID
Shift in Power
Buyer has more power than the seller
We value the opinion of others when we buy
Ability to converse with hundreds before a purchase
Find what I want Validate the Purchase Buy it
Conversation vs. Presentation
Research Buying
People are looking BEFORE they buy
Give them something to find
Corporate transparency
Customers preview products and SELLERS
Each experience changes users perspectives and
expectations
Rapid Change Billions of Keystrokes every minute of every day
Change the Web Mass Development Environment
Media Development
Traditional Media Development
New Media Development
Television
Black and White
Knobs and Buttons
Color
Cable
DVR
YouTube
Media Development
iPhone
iPhone Applications
Users vs. Viewers More Internet Users than TV household
subscribers Source: Nielsen Online http://www.clickz.com/3633357
http://blog.nielsen.com/nielsenwire/tag/total-us-television-viewers/
156.7 million 114.2 million
More Connected Your customers of tomorrow are already online
Demographic Shift
Research Studies
84% of Germans (19-29) would rather do without their current
partner or their car than forego their connection to the Web.
Living without a mobile phone was also unthinkable for 97% of
those questioned in that age range.
How many of you could effectively run your business if your
email was down for a week?
I can't put all my information on the Internet!?!
Giving Away all my secrets?
People will take the information and go to to my
competitors
Validation
Sharing Information
Downloadable Information
Whitepapers
Blog
Validating your services, employees and expertise
Corporate Transparency
Build Trust with Customers
Generate Inbound Links
Reputation Management
Promote your blog and website
Inexpensive
Build relationships before purchasing point
Be a part of the conversation that is already going on
Extend your events, seminars, webcasts, conventions
Benefits of Social Networking
Corporate Transparency
Personalized Buying
Lowering Risk
Validation to Your Customers People do business with PEOPLE!
Types of Social Networking Sites
Content Producing
Content Sharing
Profile
Types of Social Networking Sites
Content Producing
Content Sharing
Profile
Content Producing
Blogs
Online Videos
Micro Blogs
Wikis
Internet Forums
Podcasts
Pictures
Presentations
Types of Social Networking Sites
Content Producing
Content Sharing
Profile
Microblogging Sites
Social Network Aggregation
Social Bookmarking
Social News
Opinion Sites
Content Sharing
Types of Social Networking Sites
Content Producing
Content Sharing
Profile
Profile Social Networking Sites
Personal
Professional
Hybrid
Music
Gaming
What Does THIS have to do with business again?!
Connect with Local Customers
Dresser and Associates
Mark Dresser
LinkedIn Profile & company profile
Group discussions
@hr_software
Connect with Partners-Friends
Wayne Schultz
- Success with Social Media
- Time management
Developing Your Strategy 1. Set company policies 2. Set
measurable goals 3. Listen before you talk 4. Find communities that
matter 5. Create a content strategy 6. Choose the tools that will
work best for you 7. Deliver engaging and interesting content 8.
Measure results 9. You have to give to get
Strategy and Goals
Where are you now?
What do you want to achieve?
How does this fit in with your business goals?
Make the goals measurable
Number of followers or friends
Number of blog posts
Number of comments
Unique visitors to blog and website
Click Thrus Traffic Sources
Video Views
Using LinkedIn for Business
Business Oriented Social Networking Site
Launched in 2003
Used for Professional Networking
Over 35 Million Registered Users
List of People you Know and Trust/Online Rolodex
Median age of 40
Why You Should Use LinkedIn
Connect
Increase Visibility
Ask for advise/expertise
Extend the life of events/tradeshows
How to get Started
www.linkedin.com
Add your current position
Add previous positions
Education
Summary about yourself and your expertise
Add your website and blog URLs
Add your current contact information
Add close profile picture of your face
Build Your LinkedIn Network
Add your present and past co-workers
Search companies you have a relationship with
Search your email address book
Friends
Your contact's contacts
Go the Extra Mile
Make Recommendations
Join Groups
Add applications blog, Slideshare
Start Discussions
Make a company page
Make a user friendly URL
Ask and answer questions
Don't
Pretend to be something you're not
Spam
Advertise & Sell all the time
Add people you don't know
Forget to update regularly
Using Twitter for Business
Microblogging
Send and read follower's updates
3 rd largest Social Network over 5 Million
Median age of user is 31 (Facebook 26)
What are you doing?
Why You Should Use Twitter
Connect
Share your expertise
Push traffic to your website/blog
Keep up on trending topics
Real-time responses/feedback/info
Reputation Management
Extend the life of events/trade shows
How to get Started
www.twitter.com
Create a username
Add a background
Add a short summary about yourself
Add a photo of YOU
Add your website/blog URLs
Listen
Build Your Network - Followers
Friends
Coworkers
Industry Influencers
Buyer Personas
News organizations
Experts
Add Value to the Community
Listen First
Share interesting news
Reply to other people's Tweets
Ask questions & Answer questions
Quality over Quantity
Learn to speak the language
Search topics
Don't
Not participate
Sell sell sell
Give up right away
Forget to think before you Tweet
Everything you say/write can be used against you in the court of
personal opinion!
Using Facebook for Business
More than 175 million active users
Fastest growing demographic 35+
Largest Social Networking site
Started for college students
More than 3 billion minutes spent on Facebook each day
worldwide
