b2b social media
DESCRIPTION
Learn how to use Social Media when marketing for a BTRANSCRIPT
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Social Media and how to use it in B2B Marketing
April 28, 2010
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AgendaOnline Objectives;
Why engage in social media marketing?Content Marketing;
What happens when it works?Low Hanging Fruit;
Easy & low cost things companies can doAn Ecosystem Approach;
The pro approachA Case Study;
ActiveConversion
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CredibilitySept
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Website Investment
Valuable content that engages;Valuable content that engages; Case studies, whitepapers, Case studies, whitepapers,
webinars, special offerswebinars, special offers
Highly Professional,Highly Professional,Visually Attractive, Easy Visually Attractive, Easy
Navigation Navigation
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Seth Godin on Social Media
http://www.youtube.com/watch?v=r0h0LlCu8KsOr search “Seth Godin on Social Media” in YouTubehttp://www.youtube.com/watch?v=r0h0LlCu8Ks
Or search “Seth Godin on Social Media” in YouTube
What matters is where are the real relationships?What matters is where are the real relationships?
Networking is always important when it is real, Networking is always important when it is real, always a useless distraction if it is fake.always a useless distraction if it is fake.
What the Internet has allowed is an enormous What the Internet has allowed is an enormous amount of fake networking to take place.amount of fake networking to take place.
How you get [real relationships] is by going out How you get [real relationships] is by going out of your way for them, by earning the privilege of of your way for them, by earning the privilege of one day, having that connection, being one day, having that connection, being worthwhile.worthwhile.
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Content Marketing
Returning Visits, Sharing, Credibility, Real
Relationships
Returning Visits, Sharing, Credibility, Real
Relationships
Interactive Webinars
Interactive WebinarsVideo &
Downloadable Content
Video & Downloadable
Content
Valuable Content:
Case Studies, Whitepapers
Valuable Content:
Case Studies, Whitepapers
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Low Hanging Fruit
• Get accounts with key social media– LinkedIn– Twitter
• Put “follow us” buttons on in your website navigation
• Follow Blogs + Media
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LinkedIn- Get a profile, follow SEO best practices, link to your home page- Join Groups, participate in discussions (no sales pitch!), link to website assets- Avoid “updates” that prospects would find useless- Start a Group
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- Follow people useful to your customers and prospects- Re-tweet useful tweets- Avoid “updates” that prospects would find useless
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Blogs + Media
- Follow relevant blogs, post comment- Push valuable blog/media postings to you LinkedIn and Twitter pages- Always link your profile name to your website
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The Ecosystem Approach
Your CredibilityYour CredibilityProspectsProspects
Push content to Blog, distribute via Social
Push content to Blog, distribute via Social
Websiteusing Marketing Automation
Websiteusing Marketing Automation
Push content to Prospects via social
and email
Push content to Prospects via social
and email
BlogBlog
Expertise Generates Interest and CredibilityExpertise Generates
Interest and Credibility
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Newsletters vs. Blogging
For the same amount of effort, leverage the content to the
social ecosystem
For the same amount of effort, leverage the content to the
social ecosystem
The blog becomes a repository of Marketing
and Sales collateral
The blog becomes a repository of Marketing
and Sales collateral
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Hootsuite
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Case Study: ActiveConversionSocial Media CloudSocial Media Cloud BlogBlog Website AssetsWebsite Assets WebsiteWebsite
Marketing AutomationMarketing Automation
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FoundPagesSept