social media for b2b and sales in tourism: linkedin and beyond
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Social Media for B2B
Sheila ScarboroughTourism Currents
@SheilaS@TourismCurrents
Any marketing strategy asks....
What are your goals?
Who is your market?
Where can you get in front of that market (including online?)
@SheilaS@TourismCurrents
Social media isn't the place to be "sales-y"
BUT
Likes/followers can become sales opportunities & leads
@SheilaS@TourismCurrents
"Hand out knowledge, not brochures"
Real Lawyers Have Blogs
@SheilaS@TourismCurrents
Social media for B2B is like a trade show
Photo credit siebenthalercreative Flickr CC
Your LinkedIn Trade Show Booth
People's personal profiles & activity
Company Page
@SheilaS@TourismCurrents
How People Can Help Pages
Help with Page content & ideas
Like & Share Company Page updates
Tag the Page in their personal updates
Tell their other networks about it
@SheilaS@TourismCurrents
Key to LinkedIn ....
Groups!
New to LinkedIn ....
Publishing from your personal profile
My first post on the LinkedIn publishing platform. Went pretty well, but I haven't yet figured out how much time to give it or how to incorporate it into my business strategy. Lots of possibilities, though.
New to LinkedIn ....
Showcase sub-pages for your Company Page
B2B Social Media Beyond LinkedIn
@SheilaS@TourismCurrents
Are #eventprofson Twitter? Yes!
@SheilaS@TourismCurrents
Are #eventprofson Instagram? Yes!
@SheilaS@TourismCurrents
In-app screenshot of Instagram photos with #eventprofs hashtag
Also look for #meetingprofs
Are #eventprofson Pinterest? Yes!
@SheilaS@TourismCurrents
Under-utilized platform?
SlideShare
@SheilaS@TourismCurrents
Social SEOGet found!
Optimize YouTube, SlideShare & Flickrfor search
@SheilaS@TourismCurrents
Is Facebook ever relevant for B2B?
@SheilaS@TourismCurrents
Fundamentals
Know your market, goals & metrics
Build relationships & network where your market is active
Better to be great on 1-2 platforms than over-extend & stink at 8 of them
@SheilaS@TourismCurrents
@SheilaS@TourismCurrents
Checklist
LinkedIn: an ecosystem of active staff personal profiles + solid Company Page
Blogs: read/interact on key ones (start your own?)
Twitter: hashtags & chats
Instagram: hashtags
Pinterest: relevant Boards & people
SlideShare: consider it
Social SEO: title, describe, tag
Facebook: yes, if your market's there
Thanks very much!
Sheila ScarboroughTourism Currents
@SheilaS@TourismCurrents