Michael Procopio @MichaelProcopio

Peter Spielvogel @PeterSpielvogel

Natascha Thomson @NaThomson

B2B Social Media Marketing Trends, Best Practices, and Real-Word Use Cases

© 2013 MarketingXLerator 2

http://www.amazon.com/Rules-B2B-Social-Media-Marketing/dp/1607731134

Agenda • Social Media Trends

• Use Case: Engagement

• B2C vs. B2B

• Integrating Social

• LinkedIn vs. Facebook

• Game Changers

• Social First

© 2013 MarketingXLerator 3

@NaThomson

4

“Consumers continue to spend more time on social networks than

on any other category of sites.”

Social Media Report, Dec. 2012, Nielsen

“Consumers continue to spend more time on social networks than

on any other category of sites.”

Social Media Report, Dec. 2012, Nielsen

5

Buzz Words

• Pull Marketing• SEO• Content• Story Telling• Video• Images• Blogging• Local• Pinterest

6

7

2013 Trends

© 2012 MarketingXLerator 8

Reality CheckReality Check

SophisticationSophistication

ConsolidationConsolidation

Trends 2013:Trends 2013:

Use Case: Engagement

© 2012 MarketingXLerator 9

Use Case: EngagementUse Case: Engagement

@MichaelProcopio

LinkedIn.com/in/MichaelProcopio

10

B2C vs. B2B

11

$20K

Social Software

VS

SUV

> $1M

Integrating Social

12

Courtesy of: Marketing Interactions, Inc.

LinkedIn vs. Facebook

1. 9 Things that Motivate Employees More than Money

2. Steve Jobs and the Seven Rules of Success

3. Steve Jobs: How to Live Before You Die

4. The World at Seven Billion

5. Four Destructive Myths Most Companies Still Live By

6. 5 Things to Do Every Day for Success

1. Satellite Photos of Japan, Before and After the Quake and Tsunami

2. What Teachers Really Want to Tell Parents

3. No, Your Zodiac Sign Hasn’t Changed

4. Parent’s, Don’t Dress Your Girls Like Tramps

5. Father-Daughter Dance Medley (Video)

6. At Funeral, Dog Mourns the Death of Navy SEAL Killed in Afghanistan

Follow for incentives, rewards, or discounts.4

Follow for news, insights, and product information.5

Source/s: LinkedIn Follower Analysis, January 20124, eMarketer (Lab42 study, August 2011)5

LinkedInTop shared articles, 2011

FacebookTop shared articles, 2011

13

No Marketing Speak

14

An blog post excerpt edited to remove marketing speak and use a social and personal voice.

15

@PeterSpielvogel

LinkedIn.com/in/PeterSpielvogel

Marketing is Changing… Fast

16

Traditional Marketing Social Media

Press release Blog/ Twitter/ LinkedIn

White paper Series of blog posts

Datasheet (printed) Wiki or web page

Roadshow Webinars

Highly produced video YouTube

Go Directly to Your Audience

17

ProductMarketing

CorporateMarketing

Public Relations

ExternalAgency

ProductMarketing

Social is Better

18

Agility

Cost

Reach

Cycle Time

Think Social First

19

20

1.Social media sophistication gap

2.Engage vs. amplify

3.B2B vs. B2C – it’s all about the target audience

4.LI: insights, news, and product information; FB: discounts, incentives, and rewards.

5.Create social media-ready content first

Key Takeaways

Move The Needle

Move The Needle

1. Ask yourself: “Who is my target audience?” Do your homework.

2. Where does my audience get their information? Identify these “watering holes”.

3. Create objectives, tactics, and content for each channel you choose.

Channel Selection

24

http://www.amazon.com/Rules-B2B-Social-Media-Marketing/dp/1607731134

 www.onlinemarketinginstitute.org 

Thank You

Contact us on Twitter:@MichaelProcopio@PeterSpielvogel@NaThomson

Bibliography

• 42 Rules for B2B Social Media Marketing• Google+ Communities: The Last Nail in

Facebook's Coffin?• The Social Media Report 2012 (by Nielsen)• Pictures from Creative Common on Flickr

26