Ben Brugler, executive vice president at Akhia, presents "Why Should Consumers Have All the Fun?" at the 2011 YouToo Social Media Conference at Kent State University.

1. Social Media and B2B: “ Why Should Consumers Have All the Fun?” April 15, 2011

4. Is Social Media Right for B2B?

5. 86 percent of business-to-business companies now use some form of social media in their marketing mix…compared to 57 percent in 2009 and 15 percent in 2007 . Source: BtoBonline and the Association of National Advertisers, RealTime Report, White Horse

6. But… Only 32% have a daily presence Source: RealTime Report, White Horse

7. Our competitors will see “ My customers don’t use / have access to social media” Where new customers come from: 45% LinkedIn 43% blogs 38% twitter 32% facebook “ We can’t control what people say” I don’t trust our employees We don’t have anything to say “ We don’t have enough time” 60% of B2B companies have no staff dedicated to social media “ My boss will never go for it” 36% of B2B companies say there is low executive interest Source: AKHIA, Alexander Hotz/Mashable, HubSpot

8. B2B spending on social media will increase from $11 million in 2009 to $54 million in 2014. Source: RealTime Report, White Horse

9. How Will It Be Spent?

10. Google ‘ social media trends in B2B’… you will receive 3,810,000 results

13. Twitter, YouTube Blogs facebook LinkedIn Build interest Thought leadership Connect Personal connection Share knowledge Credible voice Join the community Conduct business Contact/engagement Resource Genuine interest in the co. Trust Ongoing interaction Advocate Partnership Creative to design a graphic Love at First Sight – Building a Social Media Relationship Source: AKHIA Graphic: Candis Hecking/AKHIA

14. The social media toolbox

18. Using twitter – a closer look: Cisco Customer engagement Customer feedback and real-time data CEO face time Corporate news / week ahead Industry resource Source: Social Media Examiner / Cisco

19. Using twitter – a closer look: IBM Promoting partners Build credibility Engagement / build relationships Industry resource “ Listening for leads” Source: TNW (The Next Web)

20. Using twitter – a closer look: IBM Source: eMarketer Using twitter – a closer look: IBM Source: eMarketer

30. facebook: Best Practices Building your fan base – Example: bluefuego http://bluefuego.com/

34. White Trash Repairs http://whitetrashrepairs.com/ Mr. Breakfast Blog: all breakfast all the time http://www.mrbreakfast.com/index.asp Ninja Pizza | A Teenage Mutant Ninja Turtles (TMNT) News Blog http://ninja-pizza.blogspot.com/ Worst Pizza.com: Never Eat a Bad Slice Again! http://www.worstpizza.com/ Better Gnomes and Garden: a blog dedicated to gnomes http://www.bettergnomesandgarden.com/ Sources: Nicole Batchelor/AKHIA

38. Blogging in Action Example: Brand Building Company: Boeing

39. Blogging in Action Example: Brand Building Subject Experts Company: HP

40. Blogging in Action Example: Brand Building Subject Experts Drive Sales Humanizing Company: Adobe

43. Social Media Not just for socializing.

49. Ways to Monitor Tweetbeep – Free site to track Twitter mentions of your company or organization; product names; or any other keyword, and receive hourly updates. Also tracks link mentions of your web site or blog even. The company offers 15-minute alerts, which may prove useful during a crisis where time is of the essence. Social Mention – This site will send you free daily e-mail alerts about your brand, company name, a person’s name, marketing campaign, competitor or key word. You can hone your search to include only blogs, social networks, microblogs, bookmarks, comments and more. Google Comprehensive –Regular alerts for news, blogs, Web, video and groups combined into a comprehensive sweep of mentions by key word. Yahoo offers a similar tool. Keotag – Combs search engines, tag generators and social bookmark link generators at a number of social sites, including Twitter, YouTube, NetVines, Yahoo and Google. Radian6 – A paid service to more closely monitor your mentions and extrapolate deeper meaning from what is being said. Nielsen’s BlogPulse –Monitors broader trends on blogs. TrendsToo (Google) – Searches news wires and web sites, and categorizes by region, city and language.

55. “ Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.” – Seth Godin