SPE SOCIAL MEDIA PRESENTATIONB2B Social Media & Strategic Partnerships

January 19, 2012

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INTRODUCTION Creating websites for 14

years

Participating in Social Media for 7 years

MBA in Marketing

Certificates in

E-Business Marketing Management

Project Management

Google AdWords

Advanced Social Media

Pam AungstE-Commerce ManagerE&T Plastics

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ABOUT SOCIAL MEDIAHow The Rules of Marketing are Changing3

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• 1 out of every 6 minutes online is spent on FacebookSource: ComScore, 6/15/11

• Twitter has 100 million active users & 230 million tweets per day

Source: Twitter CEO, 9/9/11

• Users spend 3x the time on blogs & social sites than they do on email

Source: Nielson, 11/10

• Companies that blog get 55% more website visitors

Source: Hubspot, 2010

• B2B companies that blog generate 67% more leads per month than those

who do notSource: Hubspot, 2010

• Companies that use Twitter average 2x more leads per month than those who

do notSource: Hubspot, 2010

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WHAT TO DO ABOUT ITPull instead of push6

WHAT IS INBOUND MARKETING?

“Inbound Marketing is the practice of bringing warm, qualified leads into your sales funnel rather than reaching outward to cold, questionable targets” – Clay Schossow

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Outbound Marketing

•Telemarketing

•Trade Shows

•Direct Mail

•Email Blasts

•Print Ads

•TV/Radio Ads

InboundMarketing

•Blogging & SEO

•Video & Social Media

•Webinars

•White Papers

•eBooks & Guides

DIFFERENCES: INBOUND VS. OUTBOUND

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HOW TO “PULL” INSTEAD OF “PUSH”

1) Publish2) Spread3) Converse

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PUBLISH “GENUINELY USEFUL” INFORMATION

What to Publish

Blog Posts (EASY!) “How-to” Tutorials White Papers E-Books Videos Webinars Planning Tools Guides

Where to Get Ideas

Customer FAQ’s Record what you’re already

doing Summarize latest industry news Lists! “Top 10” Tips For… Review an industry publication Interview someone Repurpose old content

(newsletters, case studies, etc.) Repurpose new content

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SPREAD (VIA SOCIAL MEDIA)

Helps content get found by “warm” prospects

Social presence gives impression you’re ready, willing & waiting to become their trusted advisor

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Social sharing brings in links to your website Links to your website boost your SEO Easier for that “warm” prospect to find you on Google

ALL THAT SPREADING IMPROVES SEO

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CONVERSE – IT’S LIKE A TRADE SHOW

LinkedIn = Giant virtual show floor Prospects are there asking technical

questions - Answer them! Point them to your resources

(that genuinely useful content you made)

Google Plus = Trade Show Sponsorship Easy way to get your name out there

Facebook = Brochure on tabletop Visually show off your capabilities

(Pictures, pictures, and more pictures)

Twitter = Cocktail party after the show Converse to build relationships

“The mouths are already moving.

You need to decide if you

want to be a part of the

conversation.” - Scott Stratten

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LET THEM DISCOVER YOU

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Sales Funnel Social Funnel

Manufacturers can pass the lead to a distributor at any point 15

SOCIAL MEDIA DIFFERENCES: B2B VS B2C

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Audience Size

Personas

Length of Interactions

B2CLarge

(Speaking to the Masses)

Overall, General

Short, One-time

B2BSmall

(Group of a Few

Decision Makers)

Individual Salespeople

Long, Ongoing

BUSINESS RESULTS FROM SOCIAL MEDIA

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HOW TO GET STARTED & SUCCEEDPlan, Measure, Revise, Repeat18

WHERE TO START?

Define objectives Design a plan Choose your tools

Social Media is not one-size-fits-all

Better to be good at a few than be everywhere

Implement plan Measure results Revise plan Repeat

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TOP 3 WAYS TO FAIL IN B2B SOCIAL MEDIA

1.Push out the same old sales info

2.Act differently online than in person

3.Be inconsistent

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DEALING WITH FEAR OF SOCIAL MEDIA

Marketing communications are less controlled on social

Use mistakes as an opportunity to humanize your brand

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AVOID SOUNDING TOO “SALES-Y”

Talk about yourself LESS than you talk about others (At least 60/40…some say 80/20) Less of “We are awesome, our stuff is great” More of “Hey, our friend over there is pretty

great”

Here’s where partnerships come in Customers Vendors / Distributors Trade Associations Charitable Associations

Highlight what they are doing, and ask them to highlight what you are doing.

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STRATEGIC PARTNERSHIPS – BENEFITS

Makes it easy to keep self-promotion to a minimum

Strengthens existing relationships

Allows for sharing of resources

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RECIPROCAL PROMOTION – PROSPECTS

Works great with prospects

More effective and memorable than a cold call

“People love to be made to feel special.” – Scott Stratten, UnMarketing

Drives traffic to your site

“Hey, look, E&T wrote an article about us!”

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HOW TO MEASURE SUCCESS

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HOW TO MEASURE SUCCESS

Big debate about Social Media ROI

Some say you can’t measure ROI on a communications tool (phone system, email server, social)

Some do have social media ROI formulas (p. 210)

Either way, there are metrics that can and should be used to measure your efforts

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METRICS & OBJECTIVES Measurable Social Media

Metrics: Number of fans/followers Engagement level

(comments, “likes”, mentions, retweets, shares, etc.)

Post impressions Monthly active users Conversation/Update Ratio Network Influence, Amplification Probability,

True Reach Increases in website traffic from social

sources Number of inbound links gained Number of inquiries/leads Use metrics to define objectives & analyze success Example: “Increase follower base by 5% per quarter” Example: “Increase social-driven website traffic by 10% per year”

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THE ENDQuestions? 28

•Recommended Reading•Social Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationshipsby Paul Gillin & Eric Schwartzman•eMarketing Strategies for the Complex Saleby Ardath Albee