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Conducted by Eric Schwartzman (@ericschwartzman) B-to-B SOCIAL MEDIA BOOT CAMP - Hey b-to-b event marketers, we’re created a boot camp just for you (See? That’s love.) B-to-B brands are applying social media to connect with customers, channel partners and suppliers. Eric Schwartzman, bestselling author of “Social Marketing to the Business Customer,” shows you how they’re doing it and how you can, too. Learn how to use blogs, podcasts and social networks to build your b-to-b brand and business. B-to-b event marketing attendees will learn: How to build a social media blueprint How to leverage social media networks and blogs How to monitor and measure social media What new trends you need to be aware of right now Pitfalls to avoid and tips for success
Citation preview
B-‐to-‐B Social Media Boot Camp
Eric Schwartzman www.ericschwartzman.com Monday, May 16, 2011
8:30am to Noon
1
Housekeeping
• Introductory immersion
• New vocabulary
• Examples
• Slide numbers
• Digital handouts
• Hashtag #emschi
2
3
Agenda
8:30 – 10:15am
• Mapping Strategy to Corporate Culture
• Winning Resources for Pilots
• Developing Policies
• OperaPonal Frameworks
• B2B Difference
• Usage Trends
• Social Media Monitoring
• B2B SEO
10:30 – 12:00pm
• Email for B2B Events
• Social Media Research
• Event Websites
• Blogs and B2B Events
• Podcasts and B2B Events
• Social Networks and B2B Events
• Mobile Internet and Smart Phones
• Mobile Apps and B2B Events
• QR Codes and B2B Event
Mayor Jerry Brown
Britney Spears
About Me
Star Wars 30th Anniversary
Pussycat Dolls Academy Awards
5
News Media Junkie
6
Trade Show Addict
Scoring Ink
UnIl it Stopped Working…
Source: Pew Internet
Page 9
The Media Landscape ShiMed
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
1994 1997 2000 2003 2006 2009
US Newspaper Business
CirculaIon (000)
Revenues ($000)
• Average age of US daily newspaper reader: 57
• ReducPon in US newsroom staffs since 2001: 45%
• Direct-‐mail spending is expected to decline nearly 40% by 2014
• 93% of B2B buyers use search to begin the buying process
• 80% of IT decision-‐makers say word of mouth is their most important source when making buying decisions
• Google Processes 38,000 search queries every second
10
The Press Pool Vanished
11
And Every Company Became a Media Company
12
Control vs. Credibility
13
The End of the Crème Puffs
"The Net interprets censorship as damage and routes around it."
John Gilmore (EFF)
Building Digital Literacy
14
Selling Social
Events
Paid
Blogs
Earned
Social Networks
15
ProducIvity Gains
Assemble Evidence
Blogs
Social Networks
Forums
Apps
Search
Search: Are Your Events Ranking?
Linkedin: Facebook with a Tie
Twi`er: Check the Influencer List
Selling Social Media: SlideShare
Selling Social Media: Show the Community
Map Strategy to Corporate Culture
• Get at ROI of social media
• Implement social media policy & training
• SaIsfy audit trails
• Channel social media through External Comms
Strict Management Oversight
Regulatory Oversight
Embraces Change
Exploratory and Curious
23
Exploratory & Curious: Policy
Social Media Policy
Transparency of Public
InformaPon
Respecbulness
Privacy
ConfidenPality
Diplomacy
Disclaimers Conflict ResoluPon
Crisis ConsideraPons
Legal Mafers
IT Policy
PenalPes
24
Exploratory & Curious: Policy Development Tips
Dept. Risk Opportunity
HR Existing policy violations; policing
Goodwill with work force; recruiting
IT Information security; data loss
Reduce network and desktop support requests
Legal Copyright, free speech, libel and audit trails
Better corp. oversight; tighter controls
Marketing Aggravate brand fracture Enable market to self-‐educate
Customer Service Perceived productivity loss
Reduce call center demand
PR Negligible Unfiltered communications
PA Negligible ID opposition points
IR Selective disclosure Better shareholder communications
25
FREE RESOURCE: www.SocialMediaPolicyTemplate.com
26
Twi`er
Embraces Change: Digital Awakening
Homeland Embassy Embassy
Embassy Embassy
Integrate a blog into the corporate site
Search
Linkedin SlideShare
27
Conference Call, Speech or Event
MP3 Podcast
Text Transcript Blog Post
PowerPoint SlideShare
Video Webcast & YouTube
Embraces Change: TRC SoluIons
28
Phase 1 • Social Media Monitoring • Social Media Mapping
Phase 2 • Social Media ParPcipaPon • Social Media Engagement
Phase 3 • Social Media Management • Social Media MarkePng
Exploratory and Curious: OperaIonal Framework
29
Page 30
• Value-drive decision-making • Group consensus • “Bet the business” • Long-term relationships • Audience is knowledgeable, engaged, serious • Intense need for information
B2B Difference
B2B Spending
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Other
Virtual events
Sponsorship
Banners
Webcasts
Video
Search
Social media
E-‐mail
Website
Change In B2B Online MarkeIng Spending in 2011
Increase No change Decrease Source: EMarketer
B2B Goals
• Adding social media to the mix can increase the effecPveness and efficiency of exisPng outreach efforts
• Social media is a channel for building closer relaPonships with news media
• Social media can be used for lead generaPon
• B2B companies showcase their experPse and thought leadership to mulPple stakeholders
32
Session 2: Applying Specific Channels to B2B Events
33
Eric Schwartzman
www.ericschwartzman.com Monday, May 16, 2011
DesInaIon Websites
Pure Play Social Networks
Niche Social Networks
LocaIon-‐Based
Apps
Search
Listening
Picking Online Channels
34
35
Listening to Your Market
36
Listening to Twi`er
37
Listening to Foursquare
38
Registering Events on Foursquare
Search: Are Your Training Materials Accessible?
40
Think Like a Customer
SEO 101
+ =
Just Eat It. Please?
72 Market Street, Venice Beach, CA
CLOSED
Don’t Get Her Mad
If you make kick ass chili, I’ll eat it.
But I won’t.
No chance!
Where’s the Recipe?
Let’s Get Serious
Who’s Angus?
This is a Test
Story of Lost Revenue
Raising My Hand, Jumping Up & Down
Forfeited their Archival Value
SEO Won’t Fix Everything
It’s SIll Go`a Be InteresIng
Stupido
I Found the Recipe
My CreaIon
My Blog Outranks the LA Times
Can Your Customer Find You?
B2B SEO
business insurance
business liability insurance
general business liability insurance
conversion probability
sear
ch v
olum
e
Focus on Long Tail Keywords. 59
Search Drives Awareness, ConsideraIon and Decision
source: Tech Target 60
Mobile Search is Local and Social
ontherecordpodcast.com/mobile
61
BREAK
62
www.SocialMediaBootCamp.com
June 30 – July 1, 2011 Los Angeles
Time Spent on Email Declines
Source: Nielsen 63
But Email is SIll More Important
Source: TNS Digital Life Study, Oct. 10, 2010 64
Email MarkeIng B2B Events
65
Blog Your Call for Speakers
66
Socialize Your Call for Speakers
67
68
Websites: Make Sessions Linkable and Shareable
Put each session on its own web page, add sharing bufons and include the speaker’s Twifer ID
69
Socialize Your Events Calendar
Facebook “Like” bufon
Twifer “Tweet” bufon
Auto Scheduling
Fail to phone
Myers Industries 1293 S. Main St. Akron, Ohio 44301
10am, Tuesday, May 17, 2011 – FREE Lasik & Glaucoma Screenings
REGISTER
Company Contact: Kim Hemminger
Day of Event: Pam Corbef
70
Eventbright.com
71
Social Sync
Page 72
B2B Blogging
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
B2B Blogging ROI
2011 State of Inbound MarkePng Study
73
74
Live Blogging Events
B2B Podcasts
75
B2B Podcasts
76
Securing iTunes DistribuIon
Finding podcasts in iTunes
Subminng podcasts
77
DistribuIng Through iTunes
78
B2B Podcast in iTunes
79
80
Embrace Buyer-‐Oriented Keywords and Phrases
Research Your Keywords
Social Networking vs. Search
Post Your Event to Your Facebook Page
Promote Your Event to those Who’ve “Liked” Your Page
Event is Published to Your Page’s Newsfeed
Post Your Event on Linkedin
Promote Your Event on Linkedin
87
Post Your Event to Linkedin Groups
88
Promote Your Hashtag
Conference Organizer’s Hashtag
89
Promote Your Hashtag
Session Specific Hashtags
90
Schedule Your Tweets in Advance
Building Your Social Graph: Jedi SynchronizaIon
91
92
Launch a YouTube Channel and Post Your Sessions
93
Launch a YouTube Channel and Post Your Sessions
94
Join Your Community
Post Your Slide Decks to SlideShare
Use Social Media to Add Touch Points
DesInaIon Websites
Pure Play Social Networks
Niche Social Networks
LocaIon-‐Based
Apps
Search
Listening
Session 3: What’s Next?
97
Eric Schwartzman www.ericschwartzman.com Monday, May 16, 2011
9:45 to 10:45am
source: Mary Meeker
Smart Phones and Tablets Outselling PCs
What’s Next? Smart Phones and Tablets
The Untethered ExecuPve | Forbes
B2B Mobile MarkeIng
103
Social Networking and Sales ProspecIng
104
• Dashboard of “micro-apps” • Use Event as Launchpad • Social Micro-apps
• Profile • Connections • Social sync • Activity Stream • Likes and Comments • Leaderboard
• Utility Micro-apps • Social networking • GPS based data points • Virtual check-ins • RSS Feeds • Video Feeds • Photo Feeds
Best of Facebook, 4Sq + Twitter
• Visual display of friends on map
• Check into social trends for an Event
• Provide local spots for attendees to visit
• Provide hotel/airline information
• Conference view, quick glance to see what is trending
Trend Spotting
Gam-if-i-ca-tion
Cisco Events iPhone App
QR Codes at B2B Events
It’s a RevoluIon
RevoluPonary Aristocrat Eisner Lassiter
FREE RESOURCES: Newsle`er, Blog and Podcast
www.EricSchwartzman.com
FOLLOW UP RESOURCE: B2B Social Media Book
www.B2BSocialMediaBook.com
Thank You
(310) 455-‐4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
@ericschwartzman Twifer
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
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