1. B2B Social Media:
Why It Changes Everything
Panel Session – October 26, 2011

2. Panel Members
• Jane Mazur, VP, Global Vision Care
Communications, Bausch + Lomb
• Eric Majchrzak, Director of Marketing, Freed
Maxick & Battaglia, CPAs
• Brian Nizinsky, Online Marketing Manager,
Eastman Kodak’s Graphic Communications
Group
• Danny Hanssel, Marketing Strategy Advisor,
DanHanssel.com

3. Panel Session Guidelines
• Moderator presents a slide to begin panel
discussion on each topic
– Audience invited to queue up at microphones during discussion
• Panelists discuss each topic and share their
insights on what works
• Audience members may ask a question or
briefly share an insight
• When topic or time exhausted, we’ll proceed
to the next topic

4. Research:
Gathering intelligence on target audiences
• What do you monitor?
• Which tools do you use?
– Free versus paid
• Do you segment and profile target social
audiences? If so, how?
– Social media behavior and influence

5. Objectives:
Defining and aligning with audiences & metrics
• What are your social marketing objectives?
– Marcom goals vs. social marketing objectives
• How do you determine objectives?
– Quantitative versus qualitative objectives
• Do you align objectives with specific target
audiences and metrics?

6. Actions:
Creating a tactical plan to achieve
objectives
• Which social media marketing tactics are most
effective for you?
Social networking, blogging, content sharing, social SEO, social ads, etc.
• How are you integrating social with other tactics
in the marketing mix?
– Search, email, other online and offline
• How does social media fit in the marketing
budget?
– Percentage of budget, staffing costs
• Creating dialogues & transparent conversation
that put the company in a position of thought
leadership.

7. “Vision Experts is dedicated
to sharing news and
information to improve the
business practices of busy eye
care professionals
everywhere. We bring you
more than just the latest
headlines from the eye health
industry. We provide
visionary ideas and insights,
as well as a forum for
discussion and thought
leadership…”
…A community of eye care
professionals interested in sharing
visionary ideas and insights on
eye health from around the industry.
From breaking news and
updates to practice management
and marketing tools, Vision Stay connected and informed. Like Vision Experts on Facebook for eye
Experts provides busy ECPs with health insights and discussion. Follow Vision Experts on Twitter
the information they need to know for breaking news and information from around the eye health industry.
to grow their business and stay
informed.

8. Strategy Promotion
- Comprised of 13 of - Reps to share directly with
Bausch + Lomb’s leading Doctors and staff in the
vision experts from around field
the globe, as well as 4
advisory members - Committee to promote
through online resources,
- 3 Facebook and 5 Twitter including
posts per week during high Thought Leaders,
traffic hours Educators.com, LinkedIn
- Committee members - BioScience to mention in
choose content from publications and releases
online resources (such as
Vision Monday, ODwire, - Share with KOLs
Contact Lens Spectrum)
and facilitate conversation - Pitch on EyeWay
with fans

9. Platforms:
Constructing your social media
architecture
• How is your social media architecture
constructed?
– Hub and spoke, other framework
• Does every site in the architecture have a
plan and a purpose?
– Direct traffic to conversion points, etc.
• Do you prioritize the roll-out of social
media sites?
– Master one before implementing the next

10. Thank You For Attending!
Panel Members
• Jane Mazur, VP, Global Vision Care
Communications, Bausch + Lomb
• Eric Majchrzak, Director of Marketing, Freed
Maxick & Battaglia, CPAs
• Brian Nizinsky, Online Marketing Manager,
Eastman Kodak Co.’s Graphic Communications
Group
Moderator
• Danny Hanssel, Marketing Strategy Advisor,
DanHanssel.com