When properly implemented, social media can help B2B companies develop early-stage prospect relationships, nurture leads, speed up the sales cycle and deepen customer relationships.

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10. Part

11. Two
©

12. 2010

13. Marketo,

14. Inc.

15. All

16. rights

17. reserved. 011

18. Part

19. Two

25. Before

26. you

27. start

28. a

29. corporate

30. blog

31. or

35. Content

36. feeds

37. the

38. social

42. Do

43. your

44. research

45.
and

46. focus

47. your

48. energy

49. and

50. investments

51. where

52. your

53. audiences

54. are.

56.
leads

57. generated.

59. Social

60. media

61.
prospects

62. and

63. customers

64. throughout

65. the

66. revenue

67. cycle.

68.
©

69. 2010

70. Marketo,

71. Inc.

72. All

73. rights

74. reserved. 12

75. Part

76. Two

78.
Developing

79. a

80. social

81. media

82. plan

83. is

84. similar

85. to

86. Name

87. John

88. Smith
developing

89. any

90. other

91. strategy.

92. While

93. there

94. is

95.
various

96. social

97. media

98. sites

99. out

100. there,

101. you

102. need

103. no

104. standard

105. approach,

106. the

107. basic

108. components

109. Age

110. 31
can

111. be

112. addressed

113. by

114. answering

115. these

116. simple

117. Title

118. Director

119. of

120. IT
Industry

121. Commercial

122. Real

123. Estate
media

124. are

125. well

126. spent.

127. Because

128. social

129. media

130.
media?
important

131. to

132. have

133. guidelines

134. that

135. structure

136.
company. want

137. to

138. accomplish?
Time

139. spent

140. on

141. social

142. media

143. –

144. Personal

145. 1

146. hour

147. per

148. day
Preferred

149. social

150. media

151. sites

152. –

153. Professional

154. LinkedIn,

155. SlideShare
Time

156. spent

157. on

158. social

159. media

160. -­‐

161. Professional

162. 2

163. hours

164. per

165. day
Customers?

166. Media?

167. All

168. of

169. the

170. above?

171. Once

172.
Name

173.
,

174. you

175. know

176. about

177. the

178.
Age

179.
Title

180.
Industry

181.
would

182. have

183. for

184. a

185. typical

186. buyer

187. persona,

188. but

189.
add

190. a

191. social

192. media

193. dimension

194. to

195. it.

196. Buyer

197. Role

198.
Preferred

199. social

200. media

201. sites

202. –

203. Personal

204.
Time

205. spent

206. on

207. social

208. media

209. –

210. Personal

211.
Preferred

212. social

213. media

214. sites

215. –

216. Professional

217.
Time

218. spent

219. on

220. social

221. media

222. -­‐

223. Professional

224.
©

225. 2010

226. Marketo,

227. Inc.

228. All

229. rights

230. reserved. 13

231. Part

232. Two

233.
Key

234. Metrics Key

235. Metrics
Blogging
opportunity,

236. etc.)
goals)
Social

237. networks
opportunity,

238. etc.)
goals)
©

239. 2010

240. Marketo,

241. Inc.

242. All

243. rights

244. reserved. 14

245. Part

246. Two

247.
As

248. with

249. any

250. new

251. strategy,

252. try

253.
and

254. test

255. a

256. variety

257. of

258. social

259. media

260.
Plan%20Template.pdf.

263. Blogging

265.
2

266. hours

267. daily
Increase

268. brand

269. awareness
Increase

270. engagement
networks
©

271. 2010

272. Marketo,

273. Inc.

274. All

275. rights

276. reserved. 15

277. Part

278. Two

280.
The

281. social

282. media

283. landscape

284. can

285. feel

286.
your

287. company

288. to

289. follow

290. when

291. it

292. comes

293. to

294.
“Rules

295. of

296. Engagement”.
guidelines

297. on

298. how

299. to

300. respond

301. appropriately

302.
(without

303. making

304. your

305. employees

306. feel

307. like

309.
A

310. formalized

311. document

312. will

313. help

314. protect

315. your

316.
company

317. in

318. a

319. legal

320. sense,

321. while

322. ensuring

323. that

324.
media

325. sites,

326. reinforcing

327. your

328. brand

329. and

330. value

331.
in

332. the

333. marketplace

334. (a

335. bit

336. like

337. a

338. corporate

339. style

340. Will

341. social

342. media

343. be

344. used

345. as

346. a

347. customer

348.
possible,

349. and

350. consider

351. all

352. the

353. possible

354. ways

355.
that

356. people

357. could

358. go

359. wrong,

360. without

361. being

362.
When

363. people

364. think

365. of

366. social

367. media,

368. some

369.
think

370. strictly

371. in

372. terms

373. of

374. Facebook

375. and

378.
no

379. confusion

380. as

381. to

382. when

383. the

384. social

385. media

386.
taking

387. place

388. in

389. public.

390.
©

391. 2010

392. Marketo,

393. Inc.

394. All

395. rights

396. reserved.

397. Part

398. Three
©

399. 2010

400. Marketo,

401. Inc.

402. All

403. rights

404. reserved. 17

405. Part

406. Three

407.
to

408. achieve

409. your

410. goals.

411. The

412. types

413. of

414. social

415.
©

416. 2010

417. Marketo,

418. Inc.

419. All

420. rights

421. reserved. 18

422. Part

423. Three

424.
Blogging

425. –

426. Key

427. Metrics
visits
lead,

428. lead

429. to

430. opportunity,

431. etc.)
of

432. your

433. blog.

434. This

435. is

436. reason

437. enough

438. to

439. update

440. conversion

441. goals)
for

442. more.

443. Your

444. blog

445. can

446. be

447. one

448. of

449. the

450. most

451.
s
most

452. compelling

453. and

454. avoid

455. the

456. hard

457. sell.

458.
Blogs

459. act

460. as

461. a

462. source

463. of

464. valuable

465. content

466. and

467.
thought

468. leadership

469. with

470. a

471. “human”

472. face.

473.
The

474. content

475. on

476. your

477. corporate

478. website

479.
focuses

480. primarily

481. on

482. your

483. company,

484. the

485.
value

486. of

487. your

488. products

489. and

490. services,

491. and

492. how

493.
This

494. is

495. all

496. very

497. useful

498. and

499. necessary,

500. but

501. a

502. blog

503.
adds

504. a

505. human

506. touch,

507. especially

508. when

509. a

510. blog

511.
has

512. several

513. contributors.

514. It

515. also

516. lets

517. you

518. focus

519.
have

520. become

521. the

522. fourth

523. most

524. popular

525. online

526.
category

527. –

528. ahead

529. of

530. personal

531. e-­‐mail.”

532.
Blogs

533. boost

534. your

535. organic

536. search

537. engine

538. by

539. –

540. Global

541. Faces

542. and

543. Networked

544. Places,

545. The

546. Nielsen

547. Company,

548. March

549.
adding

550. pages

551. to

552. your

553. site

554. and

555. encouraging

556.
inbound

557. links.
Blogs

558. give

559. you

560. a

561. greater

562. chance

563. of

564. showing

565. up

566.
in

567. the

568. right

569. search

570. engine

571. results.

572. It

573. also

574. gives

575.
other

576. sites

577. a

578. reason

579. to

580. link

581. to

582. you,

583. increasing

584.
your

585. search

586. engine

587. rankings.
©

588. 2010

589. Marketo,

590. Inc.

591. All

592. rights

593. reserved.

594. Part

595. Three

596.
commenters

597. (e.g.

598. new

599. leads)
comments
engage

600. readers

601. and

602. encourage

603. comments.

604.
comments.

605.
As

606. a

607. reader,

608. only

609. comment

610. when

611. you

612. have

613.
worse

614. than

615. a

616. person

617. who

618. only

619. comments

620. with

621.
When

622. someone

623. comments

624. on

625. something

626.
debate

627. going.
©

628. 2010

629. Marketo,

630. Inc.

631. All

632. rights

633. reserved. 20

634. Part

635. Three

637.
Microblogging

638. is

639. ultra-­‐brief

640. blogging,

641. to

642. follow

643. on

644. sites

645. like

646. Wefollow.com

647. or

648.
140

649. characters

650. or

651. so.

652. The

653. most

654. famous

655. Twibes.com.
the

656. only

657. one.

658. sure

659. to

660. follow

661. back

662. everyone

663. that

664. is

665.
picture,

666. links

667. to

668. your

669. company

670. site

671. or

672.
Foursquare,

673. another

674. microblogging

675. tool,

676. blog,

677. customized

678. background,

679. and

680. a

681. prospects,

682. customers

683. or

684. partners

685. by

686.
encourages

687. users

688. to

689. microblog

690. about

691. their

692.
The

693. links

694. in

695. these

696. sample

697. tweets

698.
and

699. search

700. for

701. tweets

702. on

703. keywords

705. relevant

706. to

707. your

708. product

709. or

710. service.

711.
users

712. to

713. encourage

714. them

715. to

716. earn

717. points

718. and

719. TweetDeck

720. and

721. Twhirl

722. are

723. useful

724. for

725. and

726. Twhirl).
promote

727. customer

728. loyalty

729. for

730. businesses.
retweet

731. actually

732. increases

733. its

734. chance

735.
Google

736. Buzz

737. is

738. a

739. new

740. form

741. of

742. microblogging

743. accounts.
and

744. social

745. networking

746. integrated

747. into

748. the

749.
industry.

750. most

751. important

752. or

753. relevant.
mobile

754. phone

755. bring

756. together

757. elements

758. found

759. as

760. a

761. hashtag.

762. These

763. tags

764. are

765. used

766. to

767.
follow

768. you

769. back.
3.

770. You

771. associate

772. yourself

773. with

774. a

777. not

778. what

779. you

780. had

781. for

782. breakfast.

783. and

784. can

785. be

786. useful

787. for

788. tracking

789. social

791. and

792. thought

793. leaders,

794. and customers.

796. demonstrate

797. your

798. interest

799. in

800. the

802. space.
construed

803. as

804. spam

805. and

806. may

807. cause

808.
your

809. contact

810. databases

811. using

812. tools

813. people

814. to

815. “unfollow”

816. you.

817. If

818. you

819.
use

820. them,

821. make

822. sure

823. they

824. provide

825.
your

826. followers

827. are

828. following,

829. where

830. following

831. me.”
relevant.

832. Be

833. sure

834. to

835. follow

836. people

837. that

839. together,

840. and

841. follow

842. like-­‐minded

844. users.

845.
©

846. 2010

847. Marketo,

848. Inc.

849. All

850. rights

851. reserved. 21

852. Part

853. Three

854.
Microblogging

855. –

856. Key

857. Metrics
encouraged

858. users

859. to

860. invite

861. others

862. from

863. day

864. since

865. the

866. account

867. was

868. established
making

869. people

870. visit

871. your

872. website

873. or

874. conduct

875. a

876.
search.

877. number

878. of

879. followers
contests

880. to

881. win

882. one-­‐on-­‐one

883. sessions

884. with

885.
channel

886. and

887. invited

888. partners

889. and

890. customers

891.
to

892. produce

893. and

894. upload

895. their

896. own

897. videos

899. B2B

900. B2C
when

901. your

902. followers

903. will

904. convert

905. into

906. leads.

907. helped

908. businesses,

909. and

910. why

911. people

912. should

913.
Con
its

914. success

915. with

916. using

917. social

918. media

919. to

920. increase

921.
despite

922. the

923. downturn.

924. According

925. to

926. Increa
the

927. conference

928. and

929. generally

930. build

931. more

932.
prospects.

933. It

934. wanted

935. higher

936. conversion

937. from

938.
leads,

939. because

940. of

941. the

942. economic

943. climate.

944.
©

945. 2010

946. Marketo,

947. Inc.

948. All

949. rights

950. reserved. 22

951. Part

952. Three

953.
“To

954. date,

955. Facebook

956. has

957. been

958. predominantly

959. a

960. personal

961. social

962. network,

964.
Social

965. networking

966. has

967. become

968. a

969. huge

970. force

971.
over

972. the

973. phone.
Many

974. businesses

975. are

976. leveraging

977. Facebook

979.
as

980. a

981. way

982. to

983. create

984. awareness,

985. build

986. their

987. interests.

988. This

989. can

990. then

991. become

992. a

993. forum

994. for

995.
brand,

996. promote

997. thought

998. leadership

999. and

1000. even

1001. manage

1002. your

1003. personal

1004. content

1005. separately

1006. discussion

1007. and

1008. sharing,

1009. and

1010. allows

1011. you

1012. to

1013.
manage

1014. events.

1015. While

1016. the

1017. core

1018. component

1019. from

1020. your

1021. business

1022. content.

1023. demonstrate

1024. thought

1025. leadership.
used

1026. to

1027. promote

1028. and

1029. market

1030. your

1031. business.

1032. updates

1033. can

1034. be

1035. used

1036. to

1037. provide

1038. bite-­‐size

1039. events

1040. –

1041. whether

1042. webinars

1043. or

1044. in-­‐person

1045.
yet

1046. powerful

1047. content

1048. that

1049. helps

1050. with

1051.
thought

1052. leadership.

1053. But

1054. keep

1055. your

1056. updates

1057. informal

1058. business

1059. events

1060. where

1061. an

1062. RSVP

1064. can

1065. help

1066. your

1067. company

1068. build

1069.
awareness,

1070. share

1071. enthusiasm,

1072. create

1073. loyalty

1074. have

1075. a

1076. picture

1077. of

1078. yourself

1079. on

1080. Facebook

1081.
contacts

1082. will

1083. see

1084. it).
©

1085. 2010

1086. Marketo,

1087. Inc.

1088. All

1089. rights

1090. reserved. 23

1091. Part

1092. Three

1093.
Your

1095. is

1096. a

1097. mini-­‐website

1098.
communicate

1099. events

1100. and

1101. give

1102. status

1103. updates.

1104.
All

1105. of

1106. these

1107. contribute

1108. to

1109. brand

1110. awareness

1111.
and

1112. increased

1113. loyalty

1114. by

1115. keeping

1116. prospects

1118. B2B

1119. B2C
and

1120. customers

1121. informed.

1122. Unlike

1123. some

1124.
“Friending”

1125. recent

1126. customers

1127. with

1128. corporate

1129.
show

1130. up

1131. in

1132. search

1133. results,

1134. which

1135. means

1136. your

1137.
business

1138. page

1139. can

1140. help

1141. boost

1142. your

1143. inbound

1144. Used

1145. F
demos

1146. or

1147. interests

1148. 33.5

1149. 30.5
to

1150. corporate

1151. materials

1152. with

1153.
Buying

1154. targeted

1155. CPC

1156. ads

1157. on

1158. Facebook

1159. 24.5

1160. 27.1
gathers

1161. like-­‐minded

1162. people

1163. to

1164. share

1165. ideas.

1166.
your

1167. group,

1168. the

1169. more

1170. it

1171. gets

1172. promoted

1173. to

1174. their

1175.
popularity

1176. and

1177. growth.
of

1178. your

1179. business.

1180. One

1181. way

1182. to

1183. think

1184. about

1185. Facebook

1186. for

1187. the

1188.
Krueger,

1189. Wiley

1190. Publishing,

1191. Inc.,

1192. 2010.
©