B2B Social Marketing: Driving Demand and Awareness with Social Media

#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


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


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


Brochures

Phone

Paid

Blogs

Earned

Social Networks

4

Why Marketers Use Social Media

Digital Breadcrumbs: Discoverable and Shareable


Brochures

Phone

Paid

Blogs

Earned

Social Networks

5

Why Marketers Use Social Media

Digital Breadcrumbs: Discoverable and Shareable


Blogs Work Best in B2B

Source: 2011 State of Inbound Marke6ng Study


Social Marke:ng Costs Less

Source: 2011 State of Inbound Marke6ng Study


Produc:vity Gains of Internal Social Media


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


Why B2B Social Marke:ng is Different

Get this INFOGRAPHIC: h[p://www.flickr.com/photos/ericschwartzman/4514443625/


How Filters Change the Marke:ng Game


Spamming the Stream is Ineffec:ve

h[p://twi[er.com


But That Doesn’t Stop Most Businesses

HOW TO: Market via Facebook: h[p://ontherecordpodcast.com/facebooks-‐pages


Step One: Start by Listening for Opportuni:es

Sign Up: www.google.com/reader


Step One: Listen to Linkedin with Signal

More Info: h[p://blog.linkedin.com/2010/09/29/linkedin-‐signal/


Step One: Listening with Radian6

h[p://www.radian6.com/


Step Two: Par:cipate in Relevant Conversa:ons

h[p://learn.linkedin.com/groups/


Step Two: Put Answers on the Public Record

h[p://www.linkedin.com/answers/


Step Two: Share Valuable Content on SlideShare

HOW TO: Generate Leads on SlideShare: h[p://ontherecordpodcast.com/slideshare


Step Three: Add a Blog to Your Website

Homeland

Integrate a blog into the corporate site

20


TwiVer

Step Three: Add a Blog to Your Website

Homeland Embassy Embassy

Embassy Embassy

Search

Linkedin SlideShare

21


Step Three: Share Expert Knowledge on iTunes

Emerging Tech Talk Podcast: h[p://bit.ly/jyE1tJ HOW TO: Get Your Podcast Featured on iTunes


Step Three: Integrate Social Media into Work Flows

New Business Presenta6on, Speech or Event




MP3 Podcast




MP3 Podcast

Text Transcript Blog Post




MP3 Podcast


PowerPoint SlideShare




MP3 Podcast


PowerPoint SlideShare

Video Webcast & YouTube


Step Four: Measure the Results

HOW TO: Google Analy6cs Overview -‐ www.ontherecordpodcast.com/analy6cs Sign Up: h[p://www.google.com/analy6cs/


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


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







32

Ac:vity Tool







33

Ac:vity Tool







34

Ac:vity Tool


What’s Next? Mobile Search Op:miza:on

HOW TO: Op6mize Your Site for Mobile Search: ontherecordpodcast.com/mobile


What’s Next? Building Digital Literacy

Hands On Social Media Training: h[p://www.socialmediabootcamp.com


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


Follow Up Resource: B2B Social Marke:ng Book

Eric Schwartzman

DOWNLOAD THE DECK www.B2BSocialMediaBook.com

Available: Amazon :: Barnes & Noble Borders :: iPad :: Kindle


•  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


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

B2B Social Marketing: Driving Demand and Awareness with Social Media

Business

Transcript of B2B Social Marketing: Driving Demand and Awareness with Social Media