This deck was used as the foundation of a 7 hour workshop at Seattle's School of Visual Concepts on the uses of Social Media for B2B Marketing. It was presented by Social3i Consulting on Dec 7, 2011.

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School of Visual Concepts
Social Media Strategies and
Programs for B2B Marketers
Dec 7, 2011
Andy Boyer & the Social3i Team

2. Copyright Note
The material used in this deck is a combination of content
originally created and developed by Social3i Principals, as well
as content sourced by researching social media in major
search engines and content sharing sites. Many of the slides
you see here came from other decks on Slideshare.net.
Hopefully all charts and graphs in the deck attribute the work
to the original owner, along with a link to where the content
was sourced. However, due to the widespread sharing of this
deck, and the number of edits, it is possible that some
information is not accurately attributed. We apologize for any
errors, and in no way make any claims that all of the data in
this presentation is the original work of Social3i Consulting.
If you feel your work has been unfairly distributed or
represented in this presentation, please contact
andy@social3i.com. social3i Proprietary and Confidential 2

3. About Social3i
• Social3i is a small but nimble digital marketing .
• We provide large-scale brand analysis, audience research and social
marketing programs for major global brands, small to mid-sized companies
and government organizations.
• We focus on social commerce and delivering ROI-based programs, not just
brand impressions.
• We develop content for companies of all shapes and sizes.
• Background with RealNetworks, Publicis, T-Mobile, Microsoft, Photoworks,
venture-backed startups, non-profits, and minor league baseball.
Web: http://www.social3i.com Blog: http://www.social3i.com/blog
Twitter: @social3i Email: andy@social3i.com
Slides: www.slideshare.net/social3i Facebook: www.facebook.com/social3i
Intelligence & Social Marketing Social
Ideation & Influencer
Insight Program Competency
Planning Marketing
Development Training
social3i Proprietary and Confidential 3

4. What you asked for

5. What you asked for

6. What you asked for

7. What you asked for
I'd like to spend Rating
Not Important Not very Semi-interesting, but I really want to go
some meaningful
at all important just gloss over it deep in this area
time on this
Average
Examples of other B2B Social Media Campaigns 0.0% (0) 0.0% (0) 0.0% (0) 16.7% (1) 83.3% (5) 3.83
Social Media Frameworks and Strategies 0.0% (0) 0.0% (0) 0.0% (0) 66.7% (4) 33.3% (2) 3.33
Analytics Tools 0.0% (0) 0.0% (0) 16.7% (1) 83.3% (5) 0.0% (0) 2.83
Social media Management Tools 0.0% (0) 0.0% (0) 33.3% (2) 50.0% (3) 16.7% (1) 2.83
Influencer Identification 0.0% (0) 0.0% (0) 50.0% (3) 33.3% (2) 16.7% (1) 2.67
LinkedIn 101 0.0% (0) 0.0% (0) 50.0% (3) 50.0% (3) 0.0% (0) 2.5
Advanced Social Media (Tablets, Mobile apps, Games,
0.0% (0) 0.0% (0) 50.0% (3) 50.0% (3) 0.0% (0) 2.5
etc...)
Facebook Advertising 0.0% (0) 16.7% (1) 50.0% (3) 16.7% (1) 16.7% (1) 2.33
Google Plus 0.0% (0) 16.7% (1) 50.0% (3) 33.3% (2) 0.0% (0) 2.17
How to Build Facebook Apps and Pages 0.0% (0) 16.7% (1) 50.0% (3) 33.3% (2) 0.0% (0) 2.17
Facebook 101 0.0% (0) 16.7% (1) 66.7% (4) 16.7% (1) 0.0% (0) 2
Twitter 101 0.0% (0) 16.7% (1) 66.7% (4) 16.7% (1) 0.0% (0) 2
Blogging 101 0.0% (0) 16.7% (1) 66.7% (4) 16.7% (1) 0.0% (0) 2
YouTube 101 0.0% (0) 16.7% (1) 83.3% (5) 0.0% (0) 0.0% (0) 1.83

8. Agenda
• B2B Social Media – An Overview
• Some stats that support the initiative
• Some anecdotes that support the initiative
• Basic Case Study examples
• Starting a B2B Campaign From Scratch
• Frameworks for getting started
• Management Tools and Software to get you moving
• Social Media Analytics Tools to track your success
• Guest Speaker: Anne Dalton, Intermec
• Breakout Groups
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Section 1:
B2B SOCIAL MEDIA KICKOFF

10. Not our goal
today…
Source: Ignite Social Media

11. Some B2B Social Objectives
Engage with Customers
Deepen Relationships Generate Leads
and Partners
 Identification of  Sharing of news and  Increase the circle of
trendsetters and information from influence and sphere
thought leaders partners and of information
 Conversations with the customers  Encourage Partners
right people in the  Collect real insight and and end users to “try &
right places about understanding of buy” and recommend
product ideas and partner needs and products to
deficiencies wishes peers/colleagues and
Executives

12. Why Social Media
Industry Shift in Marketing Spend
• 46% Decline in Tradeshow spending
• 44% of Direct Mail never opened
• 61% of Marketers will spend more on EARNED MEDIA in 2011
• 69% of B2B Marketers shifting budget to Social Media in 2011
B2B Users and Customers Shifting to Social Vehicles
• US Internet users spend 3x more time on social networks than email,
and 6x more than on portals
• 61% of U.S. Marketers use Social Media for Lead Gen
• 63% of companies who are using social media say it has INCREASED
EFFECTIVENESS of other marketing efforts
• LinkedIn drives the most leads to B2B sites, according to Leadforce
Source: HubSpot

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Stats and Relevant Examples

17. First: Let’s Get into the Content Mindset
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22. Hosted Community: Dell Idea Storm
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Single Channel Examples

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43. Example: SteelMasterUSA.com
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44. Example: SteelMasterUSA.com
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45. Example: Taleo
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46. Example: Taleo
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47. Example: Taleo
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48. Example: Taleo
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49. More Examples
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50. Why Facebook?

51. Why Facebook?

52. Getting a community involved
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53. YouTube Content cycles
• A video on YouTube gets
50% of its views in the
first 6 days it is on the
site, according to data
from analytics
firm TubeMogul.
• After 20 days, a YouTube
video has had 75% of its
total views.
• That's a really short life
span for YouTube
videos, and it's probably
getting shorter. In 2008,
it took 14 days for a
video to get 50% of its
views and 44 days to get
75% of its views
http://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-
2010-5#ixzz0vSdScBK1
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54. Common Craft
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55. Education via YouTube:
TED Conferences
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56. Blendtec
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57. Brands might mine social for memes
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58. Brands might mine social for memes
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60. Thanks to Twitter, News Now Travels
at the Speed of Social Media.
3:26 pm photo was
posted to Janis
Krum’s (@jkrums)
twitter profile
New York Times
broke the news at
3:48 pm and didn’t
post to the front
page until 4:00 pm
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62. The Twitter Customer Service Angle:
Comcast Cares
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63. Comcast Cares
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64. Comcast Cares
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65. Single Brand / Multiple Accounts
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66. Best Practices – Brad from Starbucks
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67. Best Practices – Brad from Starbucks
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68. Best Practices – Brad from Starbucks
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69. Your Governor Tweets
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70. So, who does your Governor follow?
(and why only 25 people?)
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71. LinkedIn
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72. Connecting LinkedIn with Slideshare
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73. Google Plus
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74. Google Plus
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75. Hosted Community: Dell Idea Storm
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76. World Park Campaign
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77. A Brief Moment to Talk about Mobile and Tablets
"Nearly seven in 10 tablet owners 40% of U.S. mobile subscribers
reported spending at least 1 hour regularly browse the internet on
per day using the device, including their phone and a projected
38% who spent over 2 hours on it. 12.5% of all e-commerce
And while just 28% consider it transactions going mobile by the
their primary computer, 77% are end of the year, Mobile web traffic
spending less time on desktop or will surpass PC traffic by 2013."
laptop PCs since they got a (60 Second Marketer)
tablet." (eMarketer)
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78. What does your web site look like on mobile
devices?
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79. What Can Happen if You Don’t Have a Social
Presence…
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80. Facebook Advertising
Choose your audience by
Social Advertising – Facebook location, age and interests.
Choose to pay only when people
click (CPC) or see your ad (CPM).
Connect with more than 500
million potential customers.
Promote your Facebook Page
or website.
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81. Twitter
“Promoted Tweets are
Social Advertising – Twitter offered on a Cost-per-
Engagement (CPE) basis,
so you only pay when a
user Retweets, replies
to, clicks on or favorites
your Promoted Tweet.
Retweeted impressions
by engaged users are
free.
Just like regular Tweets,
the ones that users
engage with most tend
to be insightful,
conversational, fresh
and timely, and crafted
for sharing”
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82. Think about B2B Coupon sites:
Example: RapidBuyr
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83. Think about B2B Coupon sites:
Example: Bizy
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Section 2
Starting Your B2B Campaign

85. Quiz Time: Basic Logos We Probably Know
Facebook Twitter YouTube LinkedIn Wordpress
Blogger Wikipedia Foursquare Tumblr Flickr
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87. Choosing Channels (The Brian Solis Flower)
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88. Social Programs Span Across the Company
Marketing
• Understand what is being said about your brand, leverage data to
improve traditional marketing efforts
Sales
• Understand where to find more leads, and who influences your
core audiences
Research
• Crowdsource ideas faster and fill out missing pieces of data
from traditional research
Customer Service :
• Understand what issues customers are having, and where those
customers are going for solutions.
Source: Social3i Consulting social3i Proprietary and Confidential 88

89. Choosing Focus
Connecting Traditional Customer Touchpoints
Crowdsourcing
Product / information to improve
Maximizing an ad campaign Service programs and services
by extending the content to Development
channels not covered by paid
media
Searching for external
opportunities to
service customer
related issues,
Outbound Customer
PR / Advertising Support
Source: Social3i Consulting social3i Proprietary and Confidential 89

90. Audience Identification:
Where are you, and where can you hope to get?
The Long Term Goal:
Giving customers a say
in developing, Influence
supporting and
evangelizing your brand
Melding social into your
overall marketing program
Integrate
Enagaging with fans, followers, press,
analysts and critics
Interact
Basic benchmarking, auditing and listening to conversation
about your brand, customers & products
Interest
Develop marketing and business plans without benefit of any data or
insights generated on the social web about you or competitors
Ignore
Source: Social3i Consulting social3i Proprietary and Confidential 90

91. The Social Media Audit
Source: Social3i Consulting
Size of Consistency Volume of Sentiment of Theme and Overall
Audience of Posts Engagement Conversation Storyline
ScoreBlog
Twitter
Facebook
YouTube
LinkedIn
Slideshare
Attribute
Summary
Key Better than most At Par with
Room for
competitors and competitors
imrprovement
partners and partners

92. Sample Social Content Generation Plan
Freq of
Vehicle Owner(s) Core Strategic Benefit Sample Content
updates
Blog • All Depts • Awareness and Pass Along • Testimonials 2-4x per
• PR Editor • Influence Purchase • Partner Stories week
in Chief • Customer Support • News and
• Diminish Neg WOM Announcements
Twitter • CS • Awareness and Pass Along • Company News 3-4x per
• Dev, • Customer Support • Partner News day
• Mktg, PR • Diminish Neg WOM • Support
• HR • Links to Industry News
Facebook • Mktg, • Customer Support • Company News 2-4x per
• HR • Diminish Neg WOM • Partner News week
• Customer Insight and • Support FAQ
Innovation • Behind the Scenes
YouTube • Mktg • Awareness and Pass Along • Product Demos 4x per
• Influence Purchase • Behind the Scenes month
LinkedIn • HR • Awareness and Pass Along • Job Listings As
• Dev • Customer Insight and • Developer Group Needed
Innovation Moderation
Slideshare • Dev • Customer Support • Detailed “How To” and 1x per
• Influence Purchase Product Information month
Source: Social3i Consulting social3i Proprietary and Confidential 92

93. Sample Editorial Calendar
Editorial Calendar
Date Offline Sales Calls Aggregated Blog Facebook (In Twitter (In YouTube Foursquare
Event Content on addition to addition to
Web Site general replies and
discussion) discussion)
Sun 7/10
Mon 7/11
Tues 7/12
Wed 7/13
Thurs 7/14
Fri 7/15
Sat 7/16
Sun 7/17
Mon 7/18
Tues 7/19
Wed 7/20
Thurs 7/21
Fri 7/22
Sat 7/23
Sun 7/24
Mon 7/25
Tues 7/26
Wed 7/27
Thurs 7/28
Source: Social3i Consulting
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94. Social Media Information Flow
Driving Conversations With the Market
Social Media
Company helps small
Enthusiasts companies
look bigger,
and big
Long Term Partners companies
get smaller
Industry Press and Influencers
Employees and Customers
Industry Professionals
General Target Markets
Source: Social3i Consulting social3i Proprietary and Confidential 94

95. Determining Level of Effort/Time/Money
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96. Social Media Marketing - Time Commits
http://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed
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97. 58% of Marketers Spend 6 or more hours per week
on social media
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101. How Social Helps Target Your Message
Broad
Brand
Message
Potential Customers
Source: Social3i Consulting
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102. How Social Helps Target Your Message
Narrow,
Brand Targeted
Message
Potential Customers
Source: Social3i Consulting
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103. Sample B2B Personas
Sources from Slideshare. Apologies, cannot remember whose deck it came from social3i Proprietary and Confidential 103

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107. How the Leading Global Brands use Facebook

108. Stats?
http://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed
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109. Building a Social Media Policy
http://9to5mac.com/2011/12/02/revealed-apples-internal-policies-on-employee-social-networking-speculating-on-rumors-leaking-blogging-and-more/
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Section 3:
Tools and Helpful Apps

111. Url Shorteners – Bit.ly (Goo.gl , ow.ly , etc…)
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112. Involver and North Social:
Using Free Apps for…YouTube Integration
See Involver.com and
NorthSocial.com
Chance to share to
your wall
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113. Involver and North Social:
Using Free Apps for…YouTube Integration
Like and Share
buttons for easy
sharing
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114. Involver and North Social:
Using Free Apps for…YouTube Integration
Follow Button
included
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115. Facebook Grader
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116. Analysis: What to Measure
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117. Klout
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118. Twitter Tools - Seesmic
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119. Twitter Tools – CoTweet
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120. Twitter Tools – TweetDeck
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121. Twitter Tools - - Hootsuite
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122. Twitter Tools - Hootsuite
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123. Twitter Tools: www.twilert.com
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124. Twitaholic
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125. WeFollow
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126. TwitCleaner
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Content Creation Tools

128. Photo Apps
Instagram 100 Cameras in 1
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129. Flickr Slideshows
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130. Video Slideshows - Animoto
http://animoto.com/play/yoxTJ1XQPpAsNrIpAHijag?utm_source=merrillgardens.com&utm_medium=player&utm_campaign=player
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131. Make Videos on the fly
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MonitoringTools

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134. Feedly
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139. Radian6 – Best for the Enterprise
Pros: Largest company reviewed by
Forrester.
• Easy to use widget based dashboards
• Real-time data can be configured to listen
and respond to UGC posts as they happen.
• Tracks established social media KPI’s
(volume, engagement and sentiment) with
automated workflow tools to turn this data
into action.
• Allows multiple users to immediately
engage with important conversions via the
engagement dashboard.
Cons: Data quality has some serious
issues.
• Spam hygiene requires significant time
investment by the tool operator
• Scoring of sentiment in twitter has known
defects* that have yet to be addressed in
the latest version of this tool
• Volume based pricing can make this tool
expensive for novice users.
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140. Alterian – Best for Midsized Companies
Pros: One of the largest data sets among
all tools, and a dashboard built for
Analysts.
• Data warehouse has nearly 4 Billion
conversations indexed as far back as
2004
• Dashboard built for analysts to do both
qualitative and quantitative analysis.
• Customizable sentiment dictionary
allows for the most accurate sentiment
tracking of all NLP based tracking tools.
• Email reporting capabilities are good.
Cons: Data latency concerns and
workflow tools require custom
configuration to be impactful.
• Volume based pricing can make this tool
expensive for novice users.
• Workflow tools are complicated to
configure
• Customer support services are slow to
respond.
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141. Lithium – Good for Small Companies
Pros: Decent coverage at a
reasonable cost
• Dashboard collects data in real
time.
• Excellent video capture data
• Email reporting capabilities are
good.
• Flat fee pricing for unlimited
search results.
Cons: Workflow tools are not
powerful enough for engagement
• Facebook data coming soon
• Twitter data is incomplete
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142. Viral Heat – Good for Start-ups
Pros: Low price/ decent service
• Uses data aggregators to do a
better job than google alerts
• Dashboard built for quantitative
analysis.
• Email reporting capabilities are
good.
• Pricing as low as $9.99/month
Cons: Data latency concerns and
workflow tools require custom
configuration to be impactful.
• Can’t go back in time
• Workflow does not empower
engagement
• Customer support services are
slow to respond.
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MiscTools

145. Namechk
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146. DandyID
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147. About.me
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148. Flavors.me
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149. Next Sections
Guest Speaker:
Anne Dalton, Intermec
Real World Examples:
1) Influencer Identification
2) Using Social Media for Competitive Analysis
Guest Speakers:
Michael Neu and Colin Lamont from Social3i Consulting to
discuss Facebook Advertising, Affiliate Marketing, Facebook
Tabs, Google+, Blogging, Wordpress Set-up and
Implementation and any other topics you want to cover.
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150. Social3i Consulting
711 6th Avenue North
social3i Suite 200
Seattle, WA 98104
insight | ideation | influence andy@social3i.com
www.social3i.com
150
150