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            #SherpaWebinar

                        #sherpawebinar
              @esmitsky • @DanielBurstein • @Nicole_Kelly
How to Overcome the 5 Most Common
Social Media Mistakes in B2B Marketing

                          Oct. 11, 2012
Sponsored by:
Panel Presenters

                      Daniel Burstein
                      Director, Editorial Content
                      MECLABS
                      @DanielBurstein



        Nichole Kelly                                   Eddie Smith
        President                                       Chief Revenue Officer
        SME Digital                                     Topsy Labs
        @Nichole_Kelly                                  @esmitsky




                          #sherpawebinar
               @esmitsky • @DanielBurstein • @Nichole_Kelly
Join the conversation




            #SherpaWebinar

                        #sherpawebinar
              @esmitsky • @DanielBurstein • @Nicole_Kelly
Hashtag Metrics




                       #sherpawebinar
             @esmitsky • @DanielBurstein • @Nicole_Kelly
Hashtag Metrics




                       #sherpawebinar
             @esmitsky • @DanielBurstein • @Nicole_Kelly
MarketingSherpa is a research and publishing
organization serving the marketing community

•   MarketingSherpa’s annual
    research cycle provides
    knowledge for continuous
    marketing improvement




                                  #sherpawebinar
                        @esmitsky • @DanielBurstein • @Nicole_Kelly
Research Background
• We surveyed over 3,000 marketers focused
  on lead generation to uncover:
   • Top challenges
   • Best marketing tactics
   • Lead scoring, nurturing and management
   • Content strategies
   • Marketing automation
   • Marketing analysis
   • Marketing operations and metrics

• Result of this research – MarketingSherpa’s FUEL methodology to power
  marketing effectiveness from lead generation to sales conversion


                                 #sherpawebinar
                       @esmitsky • @DanielBurstein • @Nicole_Kelly
Which of the 5 social media mistakes would you like to
hear the most about?


      • Thinking your CFO is your nemesis
      • Single-use content
      • Creating content that is not authentic
      • Treating social media like it’s “special”
      • Not soliciting outside content




                          #sherpawebinar
                @esmitsky • @DanielBurstein • @Nicole_Kelly
5 Social Media Mistakes in B2B Marketing


 1   Thinking your CFO is your nemesis
 2   Single-use content
 3   Creating content that is not authentic
 4   Treating social media like it’s “special”
 5   Not soliciting outside content

                          #sherpawebinar
               @esmitsky • @DanielBurstein • @Nichole_Kelly
5 B2B Social Media Mistakes
                                                       Only 46% of CMOs
                                                       view achieving or
                                                       increasing measurable
                                                       ROI from social
                                                       marketing programs a
                                                       top strategic priority




                       #sherpawebinar
            @esmitsky • @DanielBurstein • @Nichole_Kelly
Measure Mention Activity Over Time by Keyword
       IBM, Cisco, Hewlett 3 Month Volume Trend




                        #sherpawebinar
             @esmitsky • @DanielBurstein • @Nichole_Kelly
Track & Measure Link-Sharing In Social Medias
   SAP.com, oracle.com, salesforce.com 30 day analysis




                           #sherpawebinar
                @esmitsky • @DanielBurstein • @Nichole_Kelly
Social Mistake #1: Thinking your CFO is the nemesis




                             #sherpawebinar
                  @esmitsky • @DanielBurstein • @Nichole_Kelly
Social Mistake #1: Thinking your CFO is the nemesis
                                                 iPad Campaign to Drive
                                                 Electronic Magazine
                                                 Subscribers

                                               • 289% increase in total
                                                 impressions
                                               • 169% increase in
                                                 engagement
                                               • 1453% increase in leads
                                                 generated
                                               • 44% decrease in cost per
                                                 soft lead
                                                                 warnet.ws

                             #sherpawebinar
                  @esmitsky • @DanielBurstein • @Nichole_Kelly
5 Social Media Mistakes in B2B Marketing


 1   Thinking your CFO is your nemesis
 2   Single-use content
 3   Creating content that is not authentic
 4   Treating social media like ‘“special”
 5   Not soliciting outside content

                         #sherpawebinar
              @esmitsky • @DanielBurstein • @Nichole_Kelly
Repurposing and reformatting existing content the most
effective tactic for developing B2B marketing content
                            #sherpawebinar
                 @esmitsky • @DanielBurstein • @Nichole_Kelly
Social Mistake #2: Single-use content




                           #sherpawebinar
                @esmitsky • @DanielBurstein • @Nichole_Kelly
Social Mistake #2: Single-use content
                                                               • Blog Posts
                                                               • Webinar
                                                               • Ebook

                                                               Generated 74%
                                                               lift in online leads
                                                               in first month




                           #sherpawebinar
                @esmitsky • @DanielBurstein • @Nichole_Kelly
5 Social Media Mistakes in B2B Marketing


 1   Thinking your CFO is your nemesis
 2   Single-use content
 3   Creating content that is not authentic
 4   Treating social media like it’s “special”
 5   Not soliciting outside content

                          #sherpawebinar
               @esmitsky • @DanielBurstein • @Nichole_Kelly
Content
                                               creation
                                               improves lead
                                               quality and
                                               conversion rate




           #sherpawebinar
@esmitsky • @DanielBurstein • @Nichole_Kelly
Is This Authentic and Real?




                         #sherpawebinar
              @esmitsky • @DanielBurstein • @Nichole_Kelly
It wasn’t…. Don’t fool your audience or be fooled




                          #sherpawebinar
               @esmitsky • @DanielBurstein • @Nichole_Kelly
Social Mistake #3: Creating content that is not authentic




                             #sherpawebinar
                   @esmitsky • @DanielBurstein • @Nicole_Kelly
5 Social Media Mistakes in B2B Marketing


 1   Thinking your CFO is your nemesis
 2   Single-use content
 3   Creating content that is not authentic
 4   Treating social media like it’s “special”
 5   Not soliciting outside content

                          #sherpawebinar
               @esmitsky • @DanielBurstein • @Nichole_Kelly
Most marketers agree on importance of
inbound marketing integration, but
don’t always practice it

                          #sherpawebinar
               @esmitsky • @DanielBurstein • @Nichole_Kelly
Create Buzz & Embed Links To Drive Traffic
                                                             Include links in posts
                                                             Create persistent presence
                                                             over time using same theme,
                                                             terms or hashtags




                         #sherpawebinar
              @esmitsky • @DanielBurstein • @Nichole_Kelly
Social Mistake #4: Treating social media like it’s “special”




                            #sherpawebinar
                  @esmitsky • @DanielBurstein • @Nicole_Kelly
#sherpawebinar
@esmitsky • @DanielBurstein • @Nicole_Kelly
February 19-22
  Las Vegas



 Save
5 Social Media Mistakes in B2B Marketing


 1   Thinking your CFO is your nemesis
 2   Single-use content
 3   Creating content that is not authentic
 4   Treating social media like it’s “special”
 5   Not soliciting outside content

                          #sherpawebinar
               @esmitsky • @DanielBurstein • @Nichole_Kelly
Customer reviews most
                                 effective content in
                                 meeting marketing
                                 objectives for B2B
                                 marketers.




           #sherpawebinar
@esmitsky • @DanielBurstein • @Nichole_Kelly
Social Mistake #5: Not soliciting outside content




                            #sherpawebinar
                 @esmitsky • @DanielBurstein • @Nichole_Kelly
Measure & Quantify Positive/Negative Reviews
Social Sentiment – Hewlett Packard Past 3 Months On Twitter




                            #sherpawebinar
                 @esmitsky • @DanielBurstein • @Nichole_Kelly
Key Takeaways
    "Presenting social media data versus business data"
    -- Nichole Kelly


    "Social media should not just be tracked after the fact, it
    should be used to learn about your products and customers"
    -- Eddie Smith


    "Every company creates content every day, they just don't
    always share it"
    -- Daniel Burstein




                             #sherpawebinar
                   @esmitsky • @DanielBurstein • @Nicole_Kelly
Thank You!

                      Daniel Burstein
                      Director, Editorial Content
                      MECLABS
                      @DanielBurstein



        Nichole Kelly                                   Eddie Smith
        President                                       Chief Revenue Officer
        SME Digital                                     Topsy Labs
        @Nichole_Kelly                                  @esmitsky




                          #sherpawebinar
               @esmitsky • @DanielBurstein • @Nichole_Kelly

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How to Overcome the 5 Most Common Social Media Mistakes in B2B Marketing

  • 1. Join the conversation #SherpaWebinar #sherpawebinar @esmitsky • @DanielBurstein • @Nicole_Kelly
  • 2. How to Overcome the 5 Most Common Social Media Mistakes in B2B Marketing Oct. 11, 2012 Sponsored by:
  • 3. Panel Presenters Daniel Burstein Director, Editorial Content MECLABS @DanielBurstein Nichole Kelly Eddie Smith President Chief Revenue Officer SME Digital Topsy Labs @Nichole_Kelly @esmitsky #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
  • 4. Join the conversation #SherpaWebinar #sherpawebinar @esmitsky • @DanielBurstein • @Nicole_Kelly
  • 5. Hashtag Metrics #sherpawebinar @esmitsky • @DanielBurstein • @Nicole_Kelly
  • 6. Hashtag Metrics #sherpawebinar @esmitsky • @DanielBurstein • @Nicole_Kelly
  • 7. MarketingSherpa is a research and publishing organization serving the marketing community • MarketingSherpa’s annual research cycle provides knowledge for continuous marketing improvement #sherpawebinar @esmitsky • @DanielBurstein • @Nicole_Kelly
  • 8. Research Background • We surveyed over 3,000 marketers focused on lead generation to uncover: • Top challenges • Best marketing tactics • Lead scoring, nurturing and management • Content strategies • Marketing automation • Marketing analysis • Marketing operations and metrics • Result of this research – MarketingSherpa’s FUEL methodology to power marketing effectiveness from lead generation to sales conversion #sherpawebinar @esmitsky • @DanielBurstein • @Nicole_Kelly
  • 9. Which of the 5 social media mistakes would you like to hear the most about? • Thinking your CFO is your nemesis • Single-use content • Creating content that is not authentic • Treating social media like it’s “special” • Not soliciting outside content #sherpawebinar @esmitsky • @DanielBurstein • @Nicole_Kelly
  • 10. 5 Social Media Mistakes in B2B Marketing 1 Thinking your CFO is your nemesis 2 Single-use content 3 Creating content that is not authentic 4 Treating social media like it’s “special” 5 Not soliciting outside content #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
  • 11. 5 B2B Social Media Mistakes Only 46% of CMOs view achieving or increasing measurable ROI from social marketing programs a top strategic priority #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
  • 12. Measure Mention Activity Over Time by Keyword IBM, Cisco, Hewlett 3 Month Volume Trend #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
  • 13. Track & Measure Link-Sharing In Social Medias SAP.com, oracle.com, salesforce.com 30 day analysis #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
  • 14. Social Mistake #1: Thinking your CFO is the nemesis #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
  • 15. Social Mistake #1: Thinking your CFO is the nemesis iPad Campaign to Drive Electronic Magazine Subscribers • 289% increase in total impressions • 169% increase in engagement • 1453% increase in leads generated • 44% decrease in cost per soft lead warnet.ws #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
  • 16. 5 Social Media Mistakes in B2B Marketing 1 Thinking your CFO is your nemesis 2 Single-use content 3 Creating content that is not authentic 4 Treating social media like ‘“special” 5 Not soliciting outside content #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
  • 17. Repurposing and reformatting existing content the most effective tactic for developing B2B marketing content #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
  • 18. Social Mistake #2: Single-use content #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
  • 19. Social Mistake #2: Single-use content • Blog Posts • Webinar • Ebook Generated 74% lift in online leads in first month #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
  • 20. 5 Social Media Mistakes in B2B Marketing 1 Thinking your CFO is your nemesis 2 Single-use content 3 Creating content that is not authentic 4 Treating social media like it’s “special” 5 Not soliciting outside content #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
  • 21. Content creation improves lead quality and conversion rate #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
  • 22. Is This Authentic and Real? #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
  • 23. It wasn’t…. Don’t fool your audience or be fooled #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
  • 24. Social Mistake #3: Creating content that is not authentic #sherpawebinar @esmitsky • @DanielBurstein • @Nicole_Kelly
  • 25. 5 Social Media Mistakes in B2B Marketing 1 Thinking your CFO is your nemesis 2 Single-use content 3 Creating content that is not authentic 4 Treating social media like it’s “special” 5 Not soliciting outside content #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
  • 26. Most marketers agree on importance of inbound marketing integration, but don’t always practice it #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
  • 27. Create Buzz & Embed Links To Drive Traffic Include links in posts Create persistent presence over time using same theme, terms or hashtags #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
  • 28. Social Mistake #4: Treating social media like it’s “special” #sherpawebinar @esmitsky • @DanielBurstein • @Nicole_Kelly
  • 30. February 19-22 Las Vegas Save
  • 31. 5 Social Media Mistakes in B2B Marketing 1 Thinking your CFO is your nemesis 2 Single-use content 3 Creating content that is not authentic 4 Treating social media like it’s “special” 5 Not soliciting outside content #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
  • 32. Customer reviews most effective content in meeting marketing objectives for B2B marketers. #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
  • 33. Social Mistake #5: Not soliciting outside content #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
  • 34. Measure & Quantify Positive/Negative Reviews Social Sentiment – Hewlett Packard Past 3 Months On Twitter #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly
  • 35. Key Takeaways "Presenting social media data versus business data" -- Nichole Kelly "Social media should not just be tracked after the fact, it should be used to learn about your products and customers" -- Eddie Smith "Every company creates content every day, they just don't always share it" -- Daniel Burstein #sherpawebinar @esmitsky • @DanielBurstein • @Nicole_Kelly
  • 36. Thank You! Daniel Burstein Director, Editorial Content MECLABS @DanielBurstein Nichole Kelly Eddie Smith President Chief Revenue Officer SME Digital Topsy Labs @Nichole_Kelly @esmitsky #sherpawebinar @esmitsky • @DanielBurstein • @Nichole_Kelly

Notas do Editor

  1. Measuring Acquisition & ConversionHow to talk to your CEO and CFO about social media and content marketingMetrics you should use with business leaders, and how to get themIn a complex B2B sale, how can you attribute specific results to specific social media?
  2. Nichole’s comments: CFO’s control budget. You want them as friends. Understand core business goals, what do they want to achieve, what are they doing to get there i.e. leads, revenue, profitability, customer retentionCorrelate how social media can drive attainment of goals, how can social help?Translate social metrics into business objectives – stop presenting social metrics use sales volume, revenue and costBe transparent about the results – provide on-going reporting to the bottom line
  3. Nichole’s comments: CFO’s control budget. You want them as friends. Understand core business goals, what do they want to achieve, what are they doing to get there i.e. leads, revenue, profitability, customer retentionCorrelate how social media can drive attainment of goals, how can social help?Translate social metrics into business objectives – stop presenting social metrics use sales volume, revenue and costBe transparent about the results – provide on-going reporting to the bottom line
  4. Nichole’s Notes:Create content synergyThink of a layered approach – short form (blog post, emails, status updates), long form (e-book, webinar, white paper) How many ways can we repurpose this idea?Think of a topic and then refine to different perspectives with niche audiences, i.e. How to Generate Online Leads - Architectural Software Industry, CRM Software Industry, etc.
  5. Nichole’s Comments:Understand your audience, understand niche audiencesCreate content that is relevant to themDon’t try to cover a sales pitch with tips about your product or serviceThe best cold call follow up email I’ve received started like this. I just left you a voice mail. I admit. I cold called you and I know you probably hate that. And now I’m emailing you to follow up. You probably hate that more. But if it wasn’t important I wouldn’t be bothering you, I promise. Here’s what I need.
  6. Q. Do you agree many organic search listings today are linked to social media content so the integration of social media and SEO tactics are essential?Q. Are you practicing the integration of social media and search engine optimization (SEO) tactics to improve inbound marketing performance?
  7. Nichole’s comments:Measuring social media in isolationNot recognizing social media’s integration opportunities, i.e. social media creates the lead, traditional marketing converts, marketing automationUnderstanding content opportunities, informative vs. decision making, when to trigger, when not to triggerWhen social is special, difference between social lead and other types of leads, what to do differently, what not to do differently
  8. Nichole’s comments:The best way to earn the right to talk about yourself is to talk about others more. Content curation is one of the most effective ways to provide value, but is still rarely used. Guess what – How about asking your customers to blog for you? They are the best testimonials and you could offer them a platform that has a wider reach than their own. This helps to cement the relationship if done well.Reviews – Negative reviews aren’t bad, they add more credibility to the positive reviews. Do you want reviews on your sites or other sites? Your site is better in most cases because you can show you responded and care.