Prsummitkeynote 110727164350-phpapp01
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Eric Schwartzman's deck on B2B Social Media. Website www.ericschwartzman.com
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Prsummitkeynote 110727164350-phpapp01
- 1. B2B Social Marke:ng Driving Demand and Awareness with Social Media Eric Schwartzman, author “Social Marke6ng to the Business Customer” Keynote -‐ PR Summit #prsummitsf @ericschwartzman
- 2. HOW TO: Build Awareness and Generate Leads A G E N D A HOW: o B2B Social Media is Different o You Can Market through Social Media o You Can Prepare for What’s Next #prsummitsf @ericschwartzman
- 3. HOW TO: Build Awareness and Generate Leads A G E N D A HOW: o B2B Social Media is Different o You Can Market through Social Media o You Can Prepare for What’s Next #prsummitsf I’ll Display Follow Up Resource Links Here @ericschwartzman
- 4. Value of B2B Social Media • 73 blogs • 17 bloggers • 600% jump in leads • Top quality Get engineers talking to engineers and get everyone else out of the middle.” Rick Short, Marcom Director 4 #prsummitsf Case Study: h[p://ontherecordpodcast.com/emerson @ericschwartzman
- 5. Adop:on of B2B Social Media 93% of all B2B marketers are engaged in some form of social media marke6ng. Social Media Channel Adop:on by B2B Marketers Linkedin 72% Facebook 71% Twi[er 67% YouTube 48% Blogging 44% Online Communi6es 22% #prsummitsf Source: Emerging Trends in B-‐to-‐B Social Media Marke6ng: Insights From the Field @ericschwartzman
- 6. Why B2B Social Marke:ng is Different #prsummitsf Get this INFOGRAPHIC: h[p://www.flickr.com/photos/ericschwartzman/4514443625/ @ericschwartzman
- 7. Advantages of Social Media Paid Earned Brochures Blogs Phone Social Networks 7 #prsummitsf @ericschwartzman
- 8. Advantages of Social Media Paid Earned Brochures Blogs Digital Breadcrumbs: Discoverable and Shareable Phone Social Networks 8 #prsummitsf @ericschwartzman
- 9. Produc:vity Gains of Social Media #prsummitsf @ericschwartzman
- 10. How Filters Change the Marke:ng Game #prsummitsf @ericschwartzman
- 11. Spamming the Stream is Ineffec:ve #prsummitsf h[p://twi[er.com @ericschwartzman
- 12. But That Doesn’t Stop Most Businesses #prsummitsf HOW TO: Market via Facebook: h[p://ontherecordpodcast.com/facebooks-‐pages @ericschwartzman
- 13. Step 1: Listening for Opportuni:es #prsummitsf Sign Up: www.google.com/reader @ericschwartzman
- 14. Step 2: Build Embassies #prsummitsf HOW TO: Generate Leads on SlideShare: h[p://ontherecordpodcast.com/slideshare @ericschwartzman
- 15. Step 3: Socialize the Homeland Homeland Integrate a blog into the corporate site 15 #prsummitsf @ericschwartzman
- 16. Step 3: Homeland/Embassy Strategy Embassy Homeland Embassy Search TwiVer Embassy Embassy Linkedin SlideShare 16 #prsummitsf @ericschwartzman
- 17. Step 3: Integrate Social Media into Work Flows New Business Presenta6on, Speech or Event #prsummitsf @ericschwartzman
- 18. Step 3: Integrate Social Media into Work Flows MP3 Podcast New Business Presenta6on, Speech or Event #prsummitsf @ericschwartzman
- 19. Step 3: Integrate Social Media into Work Flows Text Transcript Blog Post MP3 Podcast New Business Presenta6on, Speech or Event #prsummitsf @ericschwartzman
- 20. Step 3: Integrate Social Media into Work Flows PowerPoint SlideShare Text Transcript Blog Post MP3 Podcast New Business Presenta6on, Speech or Event #prsummitsf @ericschwartzman
- 21. Step 3: Integrate Social Media into Work Flows Video Webcast & YouTube PowerPoint SlideShare Text Transcript Blog Post MP3 Podcast New Business Presenta6on, Speech or Event #prsummitsf @ericschwartzman
- 22. Step 3: Integrate Social Media into Work Flows Video Webcast & YouTube PowerPoint SlideShare Text Transcript Blog Post MP3 Podcast New Business Presenta6on, Speech or Event #prsummitsf @ericschwartzman
- 23. Step 4: Measure the Results #prsummitsf HOW TO: Google Analy6cs Overview -‐ www.ontherecordpodcast.com/analy6cs @ericschwartzman
- 24. Steps 1-‐4: Framework for Social Marke:ng Ac:va:on Ac:vity Tool • Social Media Monitoring Step 1 • Social Media Mapping • Social Media Par6cipa6on Step 2 • Social Media Engagement • Social Media Management Step 3 • Social Media Marke6ng • Measure and Evaluate the Results Step 4 24 #prsummitsf @ericschwartzman
- 25. Steps 1-‐4: Framework for Social Marke:ng Ac:va:on Ac:vity Tool • Social Media Monitoring Step 1 • Social Media Mapping • Social Media Par6cipa6on Step 2 • Social Media Engagement • Social Media Management Step 3 • Social Media Marke6ng • Measure and Evaluate the Results Step 4 25 #prsummitsf @ericschwartzman
- 26. Steps 1-‐4: Framework for Social Marke:ng Ac:va:on Ac:vity Tool • Social Media Monitoring Step 1 • Social Media Mapping • Social Media Par6cipa6on Step 2 • Social Media Engagement • Social Media Management Step 3 • Social Media Marke6ng • Measure and Evaluate the Results Step 4 26 #prsummitsf @ericschwartzman
- 27. Steps 1-‐4: Framework for Social Marke:ng Ac:va:on Ac:vity Tool • Social Media Monitoring Step 1 • Social Media Mapping • Social Media Par6cipa6on Step 2 • Social Media Engagement • Social Media Management Step 3 • Social Media Marke6ng • Measure and Evaluate the Results Step 4 27 #prsummitsf @ericschwartzman
- 28. What’s Next? Mobile Search Op:miza:on #prsummitsf HOW TO: Op6mize Your Site for Mobile Search: ontherecordpodcast.com/mobile @ericschwartzman
- 29. Cisco Events iPhone App #prsummitsf @ericschwartzman
- 30. The Challenge: Overcoming Digital Illiteracy #prsummitsf Hands On Social Media Training: h[p://www.socialmediabootcamp.com @ericschwartzman
- 31. Follow Up Resource: B2B Social Marke:ng Book Eric Schwartzman DOWNLOAD THE DECK www.B2BSocialMediaBook.com Available: Amazon :: Barnes & Noble Borders :: iPad :: Kindle #prsummitsf @ericschwartzman
- 32. K.I.T. (310) 463-‐4026 Phone my-‐calendar Calendar eric[at]ericschwartzman[dot]com Email ericschwartzman.com Website ontherecordpodcast.com Podcast spinfluencer.com Blog @ericschwartzman Twi[er facebook.com/ericschwartzman Facebook linkedin.com/in/schwartzman Linkedin youtube.com/spinfluencer YouTube slideshare.net/ericschwartzman Slideshare Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0 #prsummitsf @ericschwartzman