With spending projected to grow at 21% a year through 2013, business-to-business social media communications is the place to be. In this session, you'll learn how to model winning B2B social campaigns, convince skeptics of social marketing's value, map out a well-defined business strategy, choose metrics that matter, optimize your visibility to search engines and take advantage of the latest social search category.

1. Social
Marke=ng
to
the
Business
Customer
Ge#ng
Serious
About
B2B
Cinco
de
Mayo
Paul
Gillin
Eric
Schwartzman
@pgillin
#PRSADIconf
@ericschwartzman

2. Lead Gen Excellence
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
@pgillin
2
#PRSADIconf
Page
@ericschwartzman

3. How is B2B Different?
• Value-drive decision-making
• Group consensus
• “Bet the business”
• Long-term relationships
• Audience is knowledgeable, engaged, serious
• Intense need for information
@pgillin
3
#PRSADIconf
Page
@ericschwartzman

4. Inves=ng
in
Digital
Change
In
B2B
Online
Marke=ng
Spending
in
2011
Website
E-­‐mail
Social
media
Search
Video
Webcasts
Banners
Sponsorship
Virtual
events
Other
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Increase
No
change
Decrease
Source:
EMarketer
@pgillin
#PRSADIconf
@ericschwartzman

5. Blogs
Work
Best
in
B2B
@pgillin
#PRSADIconf
2011
State
of
Inbound
MarkeZng
Study
@ericschwartzman

6. New
World
Prospec=ng
INBOUND OUTBOUND
SEO Bottom-up lead gen
Blogs Enhanced lead
Twitter
qualification
Multiple points of
Content Premiums
engagement
Word of Mouth
@pgillin
6
#PRSADIconf
Page
@ericschwartzman

7. Selling
Social
Media:
Defining
Strategy
•
Channel
social
• Sa=sfy
audit
media
through
trails
PR
Strict
Regulatory
Management
Oversight
Oversight
Exploratory
Embraces
and
Curious
Change
•
Implement
•
Get
at
ROI
of
social
media
social
media
policy
&
training
@pgillin
#PRSADIconf
@ericschwartzman

8. Shock
&
Awe
@pgillin
#PRSADIconf
@ericschwartzman

9. Lower
Cost
per
Lead
2011
State
of
Inbound
MarkeZng
Study
@pgillin
#PRSADIconf
@ericschwartzman

10. Selling
Social
Media:
Offline
vs.
Online
Tac=cs
Public
Gatherings
Social
Networks
Print
Blogs
Media
Buys
Broadcast
@pgillin
#PRSADIconf
@ericschwartzman

11. Selling
Social
Media:
Produc=vity
Gains
@pgillin
#PRSADIconf
@ericschwartzman

12. Quotes
from
Thought
Leaders
"Fully
networked
enterprises
are
not
only
more
likely
to
be
market
leaders
or
to
be
gaining
market
share
but
also
use
management
pracZces
that
lead
to
margins
higher
than
those
of
companies
using
the
Web
in
more
limited
ways
.”
McKinsey
survey
of
3,249
execuZves
“Companies
that
are
highly
effecZve
at
communicaZons
had
47%
higher
total
returns
to
shareholders
over
the
last
five
years
compared
with
the
firms
that
are
the
least
effecZve
communicators.”
A
survey
by
Towers
Watson
of
328
large
employers
@pgillin
#PRSADIconf
@ericschwartzman

13. Collect
Real
World
Evidence
Search
Blogs
Social
Apps
Networks
Forums
@pgillin
#PRSADIconf
@ericschwartzman

14. Search:
Are
You
Ranking?
@pgillin
#PRSADIconf
@ericschwartzman

15. Social
Networks:
Are
Buyers
Asking
Ques=ons?
@pgillin
#PRSADIconf
@ericschwartzman

16. Social
Networks:
Are
Your
Employees
Online?
• Look
for
early
adopters
on
Linkedin
• Evaluate
their
sophisZcaZon
by
checking
group
memberships
and
recommendaZons
• Search
Google
for
influencers
at
your
company
using
Twiger
@pgillin
#PRSADIconf
@ericschwartzman

17. Social
Networks:
Are
Your
Trade
Media
Online
@pgillin
#PRSADIconf
@ericschwartzman

18. Social
Networks:
Posi=on
Social
Media
as
an
Extension
Listorious
shows
over
200
USA
Today
reporters,
243
New
York
Times
reporters
and
more
than
100
Wall
Street
Journal
reporters
on
Twiger.
@pgillin
#PRSADIconf
@ericschwartzman

19. Selling
Social
Media:
Show
Evidence
of
the
Community
@pgillin
#PRSADIconf
@ericschwartzman

20. Forums:
Or
Are
They
Conversing
on
Niche
Nets?
@pgillin
#PRSADIconf
@ericschwartzman

21. Demonstrate
Authority
Today,
you
can
take
your
message
directly
to
your
consZtuents
without
relying
upon
media
intermediaries
And
why
would
you
not
want
to
do
that?
@pgillin
21
#PRSADIconf
Page
@ericschwartzman

22. Enhance
Visibility
“I
have
an
e-­‐mail
on
my
wall
from
a
company
Screenshot
to
that
asked
us
to
bid
on
a
nine-­‐figure
next
to
a
come
sign
that
asks
‘Is
there
any
value
in
blogging?’”
(site
currently
down)
Jim
Cahill
Emerson
Process
Experts
@pgillin
22
#PRSADIconf
Page
@ericschwartzman

23. B2B
Social
Media:
Linkedin
Signal
@pgillin
#PRSADIconf
@ericschwartzman

24. B2B
Social
Media:
Linkedin
Signal
@pgillin
#PRSADIconf
@ericschwartzman

25. B2B
Social
Networking
Case
Study:
SAP
About
the
SAP
Community
Network
@pgillin
#PRSADIconf
@ericschwartzman

26. What’s
Next?
Smart
Phones
and
Tablets
@pgillin
#PRSADIconf
@ericschwartzman
The
Untethered
ExecuZve
|
Forbes

27. B2B
Mobile
Marke=ng
@pgillin
#PRSADIconf
@ericschwartzman

28. Mobile
is
Local
and
Social
ontherecordpodcast.com/mobile
@pgillin
#PRSADIconf
@ericschwartzman

29. Choosing
Metrics
that
Ma[er
@pgillin
#PRSADIconf
@ericschwartzman

30. Mul=
Channel
Funnels
@pgillin
#PRSADIconf
@ericschwartzman

31. Inves=ng
in
Digital
Literacy
@pgillin
#PRSADIconf
@ericschwartzman

32. Thank
You
Paul
Gillin
DOWNLOAD
THE
DECK
Eric
Schwartzman
www.B2BSocialMediaBook.com
@pgillin
#PRSADIconf
@ericschwartzman