B2B Social Media: It's Not As Different As You Think
-
Upload
salesforce -
Category
Technology
-
view
610 -
download
1
Transcript of B2B Social Media: It's Not As Different As You Think
![Page 1: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/1.jpg)
Marketing Cloud: B2B Social Media:
Jeffrey L. Cohen, Salesforce Marketing Cloud, Manager of Content Marketing
@JeffreyLCohen
Kipp Bodnar, Hubspot, Director of Marketing
@KippBodnar
It’s Not as Different as You Think
![Page 2: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/2.jpg)
Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of
the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking
statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service
availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future
operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of
our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service,
new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions
or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers
and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees
and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and
utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is
included in our annual report on Form 10-Q for the most recent fiscal quarter ended July 31, 2012. This documents and others containing important disclosures
are available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be
delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available.
Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
![Page 3: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/3.jpg)
#inbound12
KIPP BODNAR @kippbodnar
![Page 4: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/4.jpg)
#inbound12
JEFF COHEN @JeffreyLCohen
![Page 5: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/5.jpg)
We wrote The B2B Social Media Book. amzn.to/b2bsm2
![Page 6: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/6.jpg)
#B2BSM
![Page 7: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/7.jpg)
![Page 8: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/8.jpg)
Your opportunity to shine
![Page 9: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/9.jpg)
60% of the sales
cycle is over – before a buyer
talks to your salesperson.
CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7
![Page 10: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/10.jpg)
B2B>B2C
![Page 11: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/11.jpg)
Relationship based sales
![Page 12: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/12.jpg)
Already have the expertise
![Page 13: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/13.jpg)
Confirm customer personas
![Page 14: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/14.jpg)
People to People
![Page 15: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/15.jpg)
![Page 16: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/16.jpg)
![Page 17: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/17.jpg)
![Page 18: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/18.jpg)
![Page 19: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/19.jpg)
![Page 20: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/20.jpg)
Closed Millions In Sales From Online Leads ROI – 2800%!
![Page 21: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/21.jpg)
![Page 22: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/22.jpg)
B2B Myths Busted
![Page 23: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/23.jpg)
@KippBodnar
Marketing is an asset NOT an expense.
Tweet This!
#B2BSM
![Page 24: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/24.jpg)
B2B SOCIAL MEDIA IS ABOUT REACH BUILDING
![Page 25: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/25.jpg)
The Social Web Rewards Reach
![Page 26: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/26.jpg)
@JeffreyLCohen
B2B companies should obsess about building reach as much or MORE than B2C companies.
Tweet This!
#B2BSM
![Page 27: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/27.jpg)
Social reach is the new word-of-mouth referral engine
![Page 28: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/28.jpg)
Share lots of links
![Page 29: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/29.jpg)
The shelf life of a social media link is
3 hours.
BITLY, 9/2011
![Page 30: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/30.jpg)
THE
10-4-1
RULE
![Page 31: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/31.jpg)
THE
10-4-1
RULE Links to third-
party articles
![Page 32: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/32.jpg)
THE
10-4-1
Links to company
blog posts
RULE
![Page 33: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/33.jpg)
THE
10-4-1
Link to a company
landing page
RULE
![Page 34: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/34.jpg)
B2B SOCIAL MEDIA IS ABOUT SELLING
![Page 35: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/35.jpg)
@KippBodnar
Your goal shouldn't be to buy leads. Your goal should be to buy customers.
Tweet This!
#B2BSM
![Page 36: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/36.jpg)
73% of CEOs
don’t believe marketers
drive revenue.
FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ
![Page 37: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/37.jpg)
Leads fix the problem
![Page 38: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/38.jpg)
1 List Track Mailer
Traditional Lead Gen Campaign
ROI
![Page 39: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/39.jpg)
1 Tweet Form
Landing
Page
How Social Media Leads Happen
Lead
Like Blog
Post
+1
Product
Page
Home
Page
![Page 40: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/40.jpg)
Dedicated Monitoring
http://www.flickr.com/photos/giara/2211500258/
![Page 41: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/41.jpg)
![Page 42: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/42.jpg)
![Page 43: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/43.jpg)
![Page 44: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/44.jpg)
Place Calls-To-Actions Everywhere
![Page 45: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/45.jpg)
Improve and Iterate
![Page 46: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/46.jpg)
B2B SOCIAL MEDIA HAS CLEAR ROI
![Page 47: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/47.jpg)
@KippBodnar
If you can’t count it, why do it?
Tweet This!
#B2BSM
![Page 48: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/48.jpg)
Math Ahead
![Page 49: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/49.jpg)
TLV-COCA COCA
= ROI (%)
![Page 50: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/50.jpg)
Total Lifetime Value
![Page 51: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/51.jpg)
Cost of Customer
Acquisition
![Page 52: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/52.jpg)
First-Action Attribution: User Clicks Link on Twitter
Reads Blog Post
Signs Up For Webinar
Attends Sales Call
Looks at Product Page
Buys Product
Last-Action Attribution: Clicks on a PPC Ad
First- Vs. Last-Action Attribution
![Page 53: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/53.jpg)
10K-3K 3K
= 233%
![Page 54: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/54.jpg)
B2B SOCIAL MEDIA IS ONLY ONE PIECE
![Page 55: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/55.jpg)
@JeffreyLCohen
Social media amplifies the effectiveness of offline marketing. It doesn’t replace it.
Tweet This!
#B2BSM
![Page 56: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/56.jpg)
Trade shows are social too
![Page 57: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/57.jpg)
![Page 58: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/58.jpg)
GOAL: Use Social Media To Promote Offline Events
![Page 59: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/59.jpg)
![Page 60: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/60.jpg)
5,000 T-Shirts
![Page 61: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/61.jpg)
RESULT: 235% Increase in event tickets distributed and 95% redeemed
![Page 62: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/62.jpg)
THE BEST TIME EVER FOR MARKETERS
![Page 63: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/63.jpg)
@KippBodnar
Master B2B Social Media with reach, lead gen, data and integration with offline activities.
Tweet This!
#B2BSM
![Page 64: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/64.jpg)
The Pot of Gold
http://www.flickr.com/photos/tao_zhyn/442965594/
![Page 65: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/65.jpg)
Prove the CEO Wrong
![Page 66: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/66.jpg)
You’re the Star
![Page 67: B2B Social Media: It's Not As Different As You Think](https://reader034.fdocuments.net/reader034/viewer/2022042714/5575f0d7d8b42af74e8b52a8/html5/thumbnails/67.jpg)
THANK YOU