b2b social marketing workshop

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#B2BSMW #PRSAIcon @ EricSchwartzman B2B Social Marke<ng Workshop Eric Schwartzman www.ericschwartzman.com Sunday, Oct. 16, 2011 8:30am to Noon 1

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Eric Schwartzman's B2B Social Marketing Workshop at the PRSA International Conference in Orlando on Oct. 16, 2011

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Page 1: B2B Social Marketing Workshop

#B2BSMW    #PRSAIcon  @EricSchwartzman  

B2B  Social  Marke<ng  Workshop  

Eric  Schwartzman  www.ericschwartzman.com    

Sunday,  Oct.  16,  2011  8:30am  to  Noon  

1  

Page 2: B2B Social Marketing Workshop

#B2BSMW    #PRSAIcon  @EricSchwartzman  

Intro  to  B2B  Social  Media  [VIDEO]  

Link:  hAp://www.youtube.com/watch?v=nXQdy-­‐22TXM    

2  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Housekeeping  

•  Introductory  immersion  

•  New  vocabulary  

•  Examples  

•  Slide  numbers  

•  Digital  handouts  

•  Hashtag  #PRSAIcon  

3  

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#B2BSMW    #PRSAIcon  @EricSchwartzman   Page  4  

The  Media  Landscape  ShiJed  

0  

10,000  

20,000  

30,000  

40,000  

50,000  

60,000  

70,000  

1994   1997   2000   2003   2006   2009  

US  Newspaper  Business  

Circula<on  (000)  

Revenues  ($000)  

•  Average  age  of  US  daily  newspaper  reader:  57  

•  Reduc_on  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  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Building  Digital  Literacy   5  

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•  Value-drive decision-making •  Group consensus •  “Bet the business” •  Long-term relationships •  Audience is knowledgeable, engaged, serious •  Intense need for information

B2B  Difference  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

B2B  Social  Media  Adop<on  Today  

93%  of  all  B2B  marketers  are  engaged  in  some  form  of  social  media  marke_ng.  

Social  Media  Channel   Adop<on  by  B2B  Marketers  

Linkedin   72%  

Facebook   71%  

TwiAer   67%  

YouTube   48%  

Blogging   44%  

Online  Communi_es   22%  

Source:  Emerging  Trends  in  B-­‐to-­‐B  Social  Media  Marke_ng:  Insights  From  the  Field    

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

B2B  Social  Media  PlaTorms  to  Needs  

Source:  Emerging  Trends  in  B-­‐to-­‐B  Social  Media  Marke_ng:  Insights  From  the  Field    

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

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  Marke<ng  Spending  in  2011  

Increase   No  change   Decrease  Source:  EMarketer  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Inbound  vs.  Outbound  Marke<ng  

Source:  2011  State  of  Inbound  Marke_ng  Study  

10  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Lowered  Costs  of  Social  Marke<ng  

Source:  2011  State  of  Inbound  Marke_ng  Study  

11  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Rela<ve  Costs  by  Channel  

2011  State  of  Inbound  Marke_ng  Study  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Change  in  Expenditures  

2011  State  of  Inbound  Marke_ng  Study  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Change  in  Expenditures  

2011  State  of  Inbound  Marke_ng  Study  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Effec<veness  by  Channel  

2011  State  of  Inbound  Marke_ng  Study  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Effec<veness  by  Channel  

2011  State  of  Inbound  Marke_ng  Study  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Frequency  vs.  Effec<veness  

2011  State  of  Inbound  Marke_ng  Study  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Channel  Effec<veness  by  Industry  

2011  State  of  Inbound  Marke_ng  Study  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Realis<c  B2B  Goals  

•  Adding  social  media  to  the  mix  can  increase  the  effec_veness  and  efficiency  of  exis_ng  outreach  efforts  

•  Social  media  is  a  channel  for  building  closer  rela_onships  with  news  media  

•  Social  media  can  be  used  for  lead  genera_on  

•  B2B  companies  showcase  their  exper_se  and  thought  leadership  to  mul_ple  stakeholders  

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 Assemble  Research  

Blogs  

Social  Networks  

Forums  

Apps  

Search  

20  

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Linkedin:  Are  Your  Visible   21  

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SlideShare:  Are  You  Genera<ng  Leads   22  

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Des<na<on  Websites  

 Pure  Play  Social  Networks  

Niche  Social  Networks  

Loca<on-­‐Based  

Apps  

Email  

Search  

Listening  

Picking  Online  Channels   23  

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24  Listening  to  Your  Market  

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25  Listening  to  Twi`er  

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26  EC=MC  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Content  Marke<ng  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

B2B  Content  Marke<ng  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Research:  Are  You  Ranking?   29  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Search:  Are  Your  Training  Materials  Accessible?   30  

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31  Think  Like  a  Customer  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

B2B  SEO  

business insurance

business liability insurance

general business liability insurance

conversion probability

sear

ch v

olum

e

Focus on Long Tail Keywords.

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Search  Drives  Awareness,  Considera<on  and  Decision  

source: Tech Target

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Mobile  Search  is  Local  and  Social  

ontherecordpodcast.com/mobile  

34  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Time  Spent  on  Email  Declines  

Source:  Nielsen  

35  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

But  Email  is  S<ll  More  Important  

Source:  TNS  Digital  Life  Study,  Oct.  10,  2010  

36  

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Most  Compe<<ve  Channel   37  

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Email  Risks   38  

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Email  Risks:  Blogger  Fights  Back  

unique  visitor  to  lifehacker.com  

39  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Email  Marke<ng   40  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Demo:  Blue  Sky  Factory  

hAp://www.blueskyfactory.com/    

41  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Building  a  House  List:  Jedi  Synchroniza<on   42  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Blog  Marke<ng   43  

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B2B  Open  Social  Marke<ng   44  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

45  Websites  Marke<ng  

Put  each  session  on  its  own  web  page,  add  sharing  buAons  and  include  the  speaker’s  TwiAer  ID    

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

46  Socializing  Your  Website  

Facebook  “Like”  buAon  

TwiAer  “Tweet”  buAon  

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  CorbeA  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

47  Eventbright.com  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

48  Social  Sync  

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#B2BSMW    #PRSAIcon  @EricSchwartzman   Page  49  

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  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

B2B  Blogging  ROI  

2011  State  of  Inbound  Marke_ng  Study  

50  

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51  Live  Blogging  Events  

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Online  Audio  and  Video  

podcast  

webcast  download  

Podcast  rigs:  hAp://bit.ly/lRu6dO      

52  

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Global  Podcast  Audience  Growth  

Wave.3  Universal  McCann  Study  2008  [PDF]  

53  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Finding  Podcasts  through  Show  Notes   54  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

iTunes  as  a  Podcatcher  

Finding  podcasts  in  iTunes  

Submifng  podcasts  

55  

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Distribu<ng  Through  iTunes   56  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Podcast  in  iTunes   57  

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Promo<ng  Podcasts:  SEOed  Press  Release   58  

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Case  Study:    APM  Music  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Case  Study:    APM  Music  

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Case  Study:    APM  Music  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Case  Study:    APM  Music  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Online  Video:  Reach  and  Frequency  in  the  U.S.  

source:  comScore  

Source:  On  the  Record…Online  

63  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Filtering  YouTube  

Sort  by  view  count  to  iden<fy  most  popular  content  

Use  “quotes”  for  an  exact  phrase  match  

Mapping  YouTube’s“Early  Childhood  Educa<on”  community  

64  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

YouTube:  Community  Mapping  

Online  Influencer  

“Early  Childhood  Educa<on”  community  members  

65  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Online  Video:  Internal  Communica<ons   66  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Naked  Conversa<ons  

“Formality  suppresses  dialogue;  informality  encourages  it.    Formal  conversa>ons  and  presenta>ons  leave  li?le  room  for  debate.    They  suggest  that  everything  is  scripted  and  predetermined.    Informal  dialogue  is  open.    It  invites  ques>ons,  encourages  spontaneity  and  cri>cal  thinking...Informality  gets  the  truth  out.    It  surfaces  out-­‐of-­‐the-­‐box  ideas  -­‐-­‐  the  ideas  that  may  seem  absurd  at  first  hearing  but  that  create  breakthroughs.“  

     -­‐Larry  Bossidy,  CEO,  Honeywell  

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Online  Video:  Internal/External  Communica<ons   68  

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#B2BSMW    #PRSAIcon  @EricSchwartzman  

Social  Media  isn’t  Just  for  PR  

“[Social  media  is]  such  a  new  area  that  I  don’t  think  anyone  fully  comprehends  the  impact  and  where  this  is  going  to  be  five  to  10  years  from  now.  It  will  revolu<onize  not  only  how  we  market  but  how  we  work  together.”  

Ed  Linde  II,  senior  marke9ng  manager  for    web  marke9ng  marke9ng,  IBM.com  

69  

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B2B  Podcasts   70  

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B2B  Podcasts   71  

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Securing  iTunes  Distribu<on  

Finding  podcasts  in  iTunes  

Submifng  podcasts  

72  

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Distribu<ng  Through  iTunes   73  

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B2B  Podcast  in  iTunes   74  

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75  Embrace  Buyer-­‐Oriented  Keywords  and  Phrases  

Research  Your  Keywords  

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Post  Events  

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Share  with  Your  Community  

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Event  is  Published  to  Your  Page’s  Newsfeed  

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Post  Events  on  Linkedin  

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Promote  Events  on  Linkedin  

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81  Share  in  Linkedin  Groups  

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82  Linkedin  Demos  

A.    HOW  TO:  Op_mize  Your  Linkedin  Profile  B:  HOW  TO:  Create  and  Embed  a  Linkedin  Badge  C.  HOW  TO:  Use  Linkedin  Advanced  Search  D.  HOW  TO:  Grow  Your  Network  E.  HOW  TO:  See  Who’s  Been  Viewing  Your  Linkedin  Profile  F.  HOW  TO:  Research  Linkedin  Groups  G.  HOW  TO:  Post  to  Linkedin  Group  H.  HOW  TO:  Publish  to  Linkedin  via  RSS  I.  HOW  TO:  Track  Discussions  in  Linkedin  Groups  J.  HOW  TO:  Exclude  Items  Published  to  Linkedin  Groups  via  RSS  with  no  Ac_vity  K.  HOW  TO:  Search  TwiAer  by  Industry  or  Company  with  Linkedin  Signal  L.  HOW  TO:  Use  Linkedin  to  Curate  Industry  News  M.  HOW  TO:  Embed  “Share”  BuAons  N.  HOW  TO:  Use  Linkedin’s  Mobile  Applica_on  

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83  Social  Media  Demos  

A.    HOW  TO:  Launch  a  Blog  B:  HOW  TO:  Embed  a  SlideShare  Deck  C.  HOW  TO:  Use  Linkedin  Advanced  Search  D.  HOW  TO:  Grow  Your  Network  E.  HOW  TO:  See  Who’s  Been  Viewing  Your  Linkedin  Profile  F.  HOW  TO:  Research  Linkedin  Groups  G.  HOW  TO:  Post  to  Linkedin  Group  H.  HOW  TO:  Publish  to  Linkedin  via  RSS  I.  HOW  TO:  Track  Discussions  in  Linkedin  Groups  J.  HOW  TO:  Exclude  Items  Published  to  Linkedin  Groups  via  RSS  with  no  Ac_vity  K.  HOW  TO:  Search  TwiAer  by  Industry  or  Company  with  Linkedin  Signal  L.  HOW  TO:  Use  Linkedin  to  Curate  Industry  News  M.  HOW  TO:  Embed  “Share”  BuAons  N.  HOW  TO:  Use  Linkedin’s  Mobile  Applica_on  

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84    Use  Conference  Hashtags  

Conference  Organizer’s  Hashtag  

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85  Schedule  Your  Tweets  in  Advance  

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Web  Mail  Sync   86  

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87  YouTube  Channels  

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88  Post  B2B  Conference  Your  Sessions  

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89  Join  Your  Community  

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Post  Your  Slide  Decks  to  SlideShare  

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Use  Social  Media  to  Add  Touch  Points  

Des<na<on  Websites  

 Pure  Play  Social  Networks  

Niche  Social  Networks  

Loca<on-­‐Based  

Apps  

Email  

Search  

Listening  

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source:  Mary  Meeker  

Smart  Phones  and  Tablets  Outselling  PCs  

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What’s  Next?  Smart  Phones  and  Tablets  

The  Untethered  Execu_ve  |  Forbes    

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97  Listening  to  Foursquare  

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98  Registering  Events  on  Foursquare  

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B2B  Mobile  Marke<ng   99  

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Social  Networking  and  Sales  Prospec<ng   100  

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•  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 101  

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•  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 102  

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Gam-if-i-ca-tion 103  

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Cisco  Events  iPhone  App  

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QR  Codes  at  B2B  Events  

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Twi`er  

Digital  Awakening  

Homeland  Embassy   Embassy  

Embassy  Embassy  

Integrate  a  blog  into  the  corporate  site  

Search  

Linkedin   SlideShare  

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Conference  Call,  Speech  or  Event  

MP3    Podcast  

Text  Transcript    Blog  Post  

PowerPoint    SlideShare  

Video    Webcast  &  YouTube  

Extend the Reach of Existing Activities 107  

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Phase  1  

•  Social  Media  Monitoring  •  Social  Media  Mapping  

Phase  2  

•  Social  Media  Par_cipa_on  •  Social  Media  Engagement    

Phase  3  

•  Social  Media  Management  •  Social  Media  Marke_ng  

Phase  4  •  Measure  and  Evaluate  the  Results  

Four  Phases  of  Social  Business  Ac<va<on  

108  

Ac<vity   Tool  

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It’s  a  Revolu<on  

Revolu_onary  Aristocrat  Eisner   Lassiter  

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B2B  Social  Media  Book  

www.B2BSocialMediaBook.com    

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Hands  On  Training  Opportuni<es   111  

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EricSchwartzman.com   112  

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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        TwiAer  

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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