Selling Social Media

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Excerpt from the http://www.socialmediabootcamp.com delivered at the Online Marketing Summit in Los Angeles on June 15, 2011.

Selling
Social
Media

Eric
Schwartzman

@ericschwartzman

www.SocialMediaBootCamp.com

+1
(310)
455-‐4000

June
14,
2011

3:45
–
4:30pm

#OMSLA
@ericschwartzman

2

Housekeeping

•  Selling
social
nedia

•  Slide
numbers

•  Deck
will
be
available

#OMSLA

Follow
Up
Resource
Links
Will
Appear
Here
@ericschwartzman

Sell
the
ProducBvity
Gains
of
Social
Media

#OMSLA

Case
Study:
hOp://ontherecordpodcast.com/chaOer

@ericschwartzman

Selling
Social
Media:
Use
Buyer
Keywords

“It’s
not
informa.on
overload,
it’s
ﬁlter
failure.”

Clay
Shirky,
author,
Here
Comes
Everybody

#OMSLA
@ericschwartzman

Keyword
Discovery

#OMSLA
@ericschwartzman

Selling
Social
Media:
Google
Test

#OMSLA
@ericschwartzman

Selling
Social
Media:
Real
Time
Results

#OMSLA
@ericschwartzman

Selling
Social
Media:
Build
a
CoaliBon

• 

Look
for
early
adopters
on
Linkedin

•  Evaluate
their
sophisScaSon
by
checking
group
memberships
and

recommendaSons

• 

Search
Google
for
inﬂuencers
at
your
company
using
TwiOer

#OMSLA
@ericschwartzman

Selling
Social
Media:
Trade
Media
on
TwiPer

#OMSLA
@ericschwartzman

Selling
Social
Media:
CalculaBng
the
Reach
of
Blogs

#OMSLA
hOp://compete.com/

@ericschwartzman

Selling
Social
Media:
PosiBon
Social
Media
as
an
Extension

Listorious
shows
over
200
USA
Today
reporters,
243
New
York
Times
reporters
and

more
than
100
Wall
Street
Journal
reporters
on
TwiOer.

#OMSLA
@ericschwartzman

Selling
Social
Media:
Show
the
Community

#OMSLA
@ericschwartzman

Selling
Social
Media:
SlideShare

#OMSLA
HOW
TO:
Generate
Leads
on
SlideShare:
hOp://ontherecordpodcast.com/slideshare

@ericschwartzman

EXAMPLE:
Business
Case
for
ReBrement
Plans

#OMSLA
hOp://search.twiOer.com/

@ericschwartzman

EXAMPLE:
Business
Case
for
ReBrement
Plans

#OMSLA
@ericschwartzman

17

MarkeBng
Gains
of
Social
Media

Paid
Earned

Brochures
Blogs

Digital
Breadcrumbs:

Discoverable
and

Shareable

Phone
Social
Networks

#OMSLA
@ericschwartzman

Social
Networking
End
Game:
Demographics

#OMSLA
@ericschwartzman

21

B2B
Mobile
MarkeBng

#OMSLA
@ericschwartzman

23

Mobile
Search
is
Local
and
Social

ontherecordpodcast.com/mobile

#OMSLA
@ericschwartzman

Impact
of
B2B
Social
Media

“[Social
media
is]
such
a
new
area

that
I
don’t
think
anyone
fully

comprehends
the
impact
and

where
this
is
going
to
be
ﬁve
to

10
years
from
now.
It
will

revoluBonize
not
only
how
we

market
but
how
we
work

together.”

Ed
Linde
II,
senior
marke0ng
manager
for

web
marke0ng
marke0ng,
IBM.com

24

#OMSLA
@ericschwartzman

Social
Media
MarkeBng
AdopBon
in
Business

Source:
AlSmeter
Group

#OMSLA
@ericschwartzman

27

Promote
Digital
Literacy

#OMSLA
Download
this
INFOGRAPHIC:
hOp://ﬂic.kr/p/9khsam

@ericschwartzman

FOLLOW
UP
RESOURCE:
Social
MarkeBng
Book

www.B2BSocialMediaBook.com

#OMSLA
@ericschwartzman

Thank
You

www.EricSchwartzman.com

(310)
455-‐4000

@ericschwartzman

Register:
www.SocialMediaBootCamp.com

#OMSLA
@ericschwartzman

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Selling Social Media

1. Selling Social Media Eric Schwartzman @ericschwartzman www.SocialMediaBootCamp.com +1 (310) 455-‐4000 June 14, 2011 3:45 – 4:30pm #OMSLA @ericschwartzman

2. 2 Housekeeping •  Selling social nedia •  Slide numbers •  Deck will be available #OMSLA Follow Up Resource Links Will Appear Here @ericschwartzman

3. Sell the ProducBvity Gains of Social Media #OMSLA Case Study: hOp://ontherecordpodcast.com/chaOer @ericschwartzman

4. Selling Social Media: Use Buyer Keywords “It’s not informa.on overload, it’s ﬁlter failure.” Clay Shirky, author, Here Comes Everybody #OMSLA @ericschwartzman

5. Keyword Discovery #OMSLA @ericschwartzman

6. Keyword Discovery #OMSLA @ericschwartzman

7. Selling Social Media: Google Test #OMSLA @ericschwartzman

8. Selling Social Media: Real Time Results #OMSLA @ericschwartzman

9. Selling Social Media: Build a CoaliBon •  Look for early adopters on Linkedin •  Evaluate their sophisScaSon by checking group memberships and recommendaSons •  Search Google for inﬂuencers at your company using TwiOer #OMSLA @ericschwartzman

10. Selling Social Media: Trade Media on TwiPer #OMSLA @ericschwartzman

11. Selling Social Media: CalculaBng the Reach of Blogs #OMSLA hOp://compete.com/ @ericschwartzman

12. Selling Social Media: PosiBon Social Media as an Extension Listorious shows over 200 USA Today reporters, 243 New York Times reporters and more than 100 Wall Street Journal reporters on TwiOer. #OMSLA @ericschwartzman

13. Selling Social Media: Show the Community #OMSLA @ericschwartzman

14. Selling Social Media: SlideShare #OMSLA HOW TO: Generate Leads on SlideShare: hOp://ontherecordpodcast.com/slideshare @ericschwartzman

15. EXAMPLE: Business Case for ReBrement Plans #OMSLA hOp://search.twiOer.com/ @ericschwartzman

16. EXAMPLE: Business Case for ReBrement Plans #OMSLA @ericschwartzman

17. 17 MarkeBng Gains of Social Media Paid Earned Brochures Blogs Digital Breadcrumbs: Discoverable and Shareable Phone Social Networks #OMSLA @ericschwartzman

18. Social Networking End Game: Demographics #OMSLA @ericschwartzman

19. Social Networking End Game: Demographics #OMSLA @ericschwartzman

20. Social Networking End Game: Demographics #OMSLA @ericschwartzman

21. 21 B2B Mobile MarkeBng #OMSLA @ericschwartzman

22. Social Networking End Game: Demographics #OMSLA @ericschwartzman

23. 23 Mobile Search is Local and Social ontherecordpodcast.com/mobile #OMSLA @ericschwartzman

24. Impact of B2B Social Media “[Social media is] such a new area that I don’t think anyone fully comprehends the impact and where this is going to be ﬁve to 10 years from now. It will revoluBonize not only how we market but how we work together.” Ed Linde II, senior marke0ng manager for web marke0ng marke0ng, IBM.com 24 #OMSLA @ericschwartzman

25. Social Media MarkeBng AdopBon in Business •  Monitoring conversaBons •  Defending the brand •  Real Bme campaign course correcBon •  Social media interacBons from real world events Source: AlSmeter Group #OMSLA @ericschwartzman

26. Social Media MarkeBng AdopBon in Business Source: AlSmeter Group #OMSLA @ericschwartzman

27. 27 Promote Digital Literacy #OMSLA Download this INFOGRAPHIC: hOp://ﬂic.kr/p/9khsam @ericschwartzman

28. FOLLOW UP RESOURCE: Social MarkeBng Book www.B2BSocialMediaBook.com #OMSLA @ericschwartzman

29. Thank You www.EricSchwartzman.com (310) 455-‐4000 @ericschwartzman Register: www.SocialMediaBootCamp.com #OMSLA @ericschwartzman

Selling Social Media

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