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B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that…...

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@SheilaS @TourismCurrents B2B Social Media Sheila Scarborough / @SheilaS Tourism Currents / @TourismCurrents #eTS16
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Page 1: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms

@SheilaS@TourismCurrents

B2B Social Media

Sheila Scarborough / @SheilaSTourism Currents / @TourismCurrents

#eTS16

Page 2: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms

Social media isn't the place to be "sales-y"

BUTLikes/followers can become sales

opportunities & leads@SheilaS

@TourismCurrents#eTS16

Page 3: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms

Let’s talk B2B Social Networking

Yes, LinkedIn, but look beyond that…

Social networks = relationships. Be patient.

Better to be effective on 2-3 platforms than stink at 8 of them

@SheilaS@TourismCurrents

#eTS16

Page 4: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms
Page 5: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms

"Hand out knowledge, not brochures"

Real Lawyers Have Blogs

@SheilaS@TourismCurrents

#eTS16

Page 6: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms

Social media for B2B is like a trade show

PhotocreditsiebenthalercreativeFlickrCC

Page 7: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms

Your LinkedIn Trade Show Booth

Staff personal profiles & activity

Your Company Page

@SheilaS@TourismCurrents

#eTS16

Page 8: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms
Page 9: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms
Page 10: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms
Page 11: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms
Page 12: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms
Page 13: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms

How People Can Help PagesHelp with Page content & ideas

Like & Share Company Page updates

Tag the Page in their personal updates

Tell their other networks about it@SheilaS

@TourismCurrents#eTS16

Page 14: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms

One Key to LinkedIn ....

Groups!@SheilaS

@TourismCurrents#eTS16

Page 15: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms
Page 16: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms

Another Key to LinkedIn ....

Publishing from your personal profile

@SheilaS@TourismCurrents

#eTS16

Page 17: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms
Page 18: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms

B2B Social Media Beyond

LinkedIn@SheilaS

@TourismCurrents#eTS16

Page 19: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms

IndustryBlogs

@SheilaS@TourismCurrents

#eTS16

Page 20: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms
Page 21: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms
Page 22: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms

Are #eventprofson Twitter?

Yes! @SheilaS@TourismCurrents

#eTS16

Page 23: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms
Page 24: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms

Are #eventprofs

on Instagram? Yes! @SheilaS

@TourismCurrents#eTS16

Page 25: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms
Page 26: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms
Page 27: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms
Page 28: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms

Do #eventprofs

attend industry conferences? Yes!

@SheilaS@TourismCurrents

#eTS16

Page 29: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms
Page 30: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms

Are #eventprofson Pinterest?

Yes! @SheilaS@TourismCurrents

#eTS16

Page 31: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms
Page 32: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms
Page 33: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms

Under-utilized platform?

SlideShare@SheilaS

@TourismCurrents#eTS16

Page 34: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms
Page 35: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms

Social SEOGet found!

Optimize YouTube, SlideShare, & images for search

@SheilaS@TourismCurrents

#eTS16

Page 36: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms
Page 37: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms

Is Facebook ever relevant for B2B?

@SheilaS@TourismCurrents

#eTS16

Page 38: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms
Page 39: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms
Page 40: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms
Page 41: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms

FundamentalsKnow your market, goals, & metrics

Build relationships & bring value where your market is active

Better to be great on 1-2 platforms than over-extend & stink at a bunch of them

@SheilaS@TourismCurrents

#eTS16

Page 42: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms

Checklist / Takeawaysl LinkedIn: build an ecosystem of active staff personal profiles + a solid

DMO Company Page + Groups + LI publishing

l Blogs: read/interact on key ones for your market (start your own?)

l Twitter: hashtags & chats & conference hashtags

l Instagram: hashtags

l Pinterest: relevant Boards & people

l SlideShare: consider it

l Social SEO: title, describe, tag

l Facebook: yes, if your market's there@SheilaS

@TourismCurrents#eTS16

Page 43: B2B Social Media€¦ · Let’s talk B2B Social Networking Yes, LinkedIn, but look beyond that… Social networks = relationships. Be patient. Better to be effective on 2-3 platforms

Thanks very much!Sheila ScarboroughTourism Currents

@SheilaS@TourismCurrents


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