E-Commerce Manger Pam Aungst gave a presentation on January 19, 2012 to the Society of Plastics Engineers, detailing how B2B companies with long and complex sales cycles can use inbound marketing and social media to build leads.

1. SPE SOCIAL MEDIA
PRESENTATION
1 B2B Social Media & Strategic Partnerships
January 19, 2012

2. INTRODUCTION
 Creating websites for 14 years
 Participating in Social Media
for 7 years
 MBA in Marketing
 Certificates in
 E-Business Marketing
Management
 Project Management
Pam Aungst  Google AdWords
E-Commerce Manager
E&T Plastics  Advanced Social Media
2

3. ABOUT SOCIAL MEDIA
3 How The Rules of Marketing are Changing

4. 4

5. • 1 out of every 6 minutes online is spent on Facebook
Source: 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 not
Source: Hubspot, 2010
• Companies that use Twitter
average 2x more leads per month
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than those who do not
Source: Hubspot, 2010

6. WHAT TO DO ABOUT IT
6 Pull instead of push

7. 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
7

8. DIFFERENCES: INBOUND VS.
OUTBOUND
Outbound Inbound
Marketing Marketing
•Telemarketing •Blogging & SEO
•Trade Shows •Video & Social Media
•Direct Mail •Webinars
•Email Blasts •White Papers
•Print Ads •eBooks & Guides
•TV/Radio Ads
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9. 9

10. HOW TO “PULL”
INSTEAD OF “PUSH”
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1) Publish
2) Spread
3) Converse

11. PUBLISH “GENUINELY USEFUL”
INFORMATION
What to Publish Where to Get Ideas
 Blog Posts (EASY!)  Customer FAQ’s
 “How-to” Tutorials
 Record what you’re already doing
 White Papers
 Summarize latest industry news
 E-Books
 Lists! “Top 10” Tips For…
 Review an industry publication
 Videos
 Interview someone
 Webinars
 Repurpose old content (newsletters,
 Planning Tools
case studies, etc.)
 Guides  Repurpose new content
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12. SPREAD (VIA SOCIAL MEDIA)
 Helps content get found by “warm” prospects
 Social presence gives impression you’re ready,
willing & waiting to become their trusted 12
advisor

13. ALL THAT SPREADING IMPROVES
SEO sharing brings in links to your website
 Social
 Links to your website boost your SEO
 Easier for that “warm” prospect to find you on Google
13

14. 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
“The mouths are
already moving.
 Facebook = Brochure on tabletop You need to decide
 Visually show off your capabilities if you want to be a
part of the
(Pictures, pictures, and more pictures)
conversation.”
- Scott Stratten
 Twitter = Cocktail party after the show
 Converse to build relationships 14

15. LET THEM DISCOVER YOU
Sales Funnel Social Funnel
Manufacturers can pass the 15
lead to a distributor at any point 15

16. SOCIAL MEDIA DIFFERENCES: B2B
VS B2C
Audience Personas Length of
Size Interactions
Large Overall, Short, One-time
B2C (Speaking to
General
the Masses)
Small Individual Long, Ongoing
B2B (Group of a
Few Decision
Salespeople
Makers)
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17. BUSINESS RESULTS FROM SOCIAL
MEDIA
17

18. HOW TO GET STARTED &
SUCCEED
18 Plan, Measure, Revise, Repeat

19. 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
19

20. TOP 3 WAYS TO FAIL
IN B2B SOCIAL MEDIA
2.Push out the same old sales info
3.Actdifferently online than in
person
4.Be inconsistent
20

21. DEALING WITH
FEAR OF SOCIAL MEDIA
Marketing communications are
less controlled on social
Usemistakes as an opportunity to
humanize your brand
21

22. 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. 22

23. 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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24. 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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25. HOW TO MEASURE
SUCCESS
25

26. 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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27. 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” 27

28. •Recommended Reading
•Social Marketing to the Business Customer:
Listen to Your B2B Market, Generate Major
Account Leads, and Build Client
Relationships
by Paul Gillin & Eric Schwartzman
•eMarketing Strategies for the Complex Sale
by Ardath Albee
THE END
28 Questions?