A brief overview of why social media is a vital part of marketing with some insights into how to prepare and plan effectively.

1. Why Social Media?

2. Why?
In the past direct mail and cold calling
made up the majority of prospective target
interaction by sales. Marketing focused on
brand awareness via advertising, trade
shows, print media and PR.

3. Why?
With the arrival of Google in 1998, B2B
companies started to focus on search
engine optimisation (SEO), pay-per-click
(PPC) advertising and email marketing to
drive traffic to their website.

4. Why?
Today, marketing through SEO, PPC, and
email are still very much a part of the
marketing mix, but social media sites
drive a large portion of the B2B
interactions on the web.

5. Why?
If you’re not yet utilising social media,
you’re missing the opportunity to
connect with a large proportion of your
prospects.

6. Learning from the USA
• 93% of B2B marketers use social marketing to market their business
• 74% of marketers reported that social marketing has increased their site traffic
• 59% of marketers are using social marketing or 6 hours or more per week
• 85% of marketers reported that the number one benefit of social marketing is
generating more business exposure
Let’s take a look at some compelling
stats from the“ 2012 US Social
Marketing Industry Report”

7. B2B Sales Model
Pinterest
LinkedIn
Social
Media
E-shots
Webinar
Instagram
Virtual
Events
Blogs
Twitter
Online
Adverts
Mobile
Marketing
Connect
On-page
SEO
Off-page
SEOOnline
Video
Slide
Share
YouTube
Facebook
Links Content
Marketing
Through the many connections social marketing creates,
businesses can begin to move from a company-to-buyer
marketing model to a peer-to-peer influence model.

8. What can social media do?
Successful businesses need to learn to leverage
social media – for building relationships, listening
to the market, promoting content, and influencing
buyers even before they’re identified as potential
leads. You have to do more than social media;
you have to do social marketing.
You don’t go on a first date and
propose, similarly in business
your target audience wants to get
to know you before making a
commitment.

9. Advice
Why it works
Social is the perfect platform for creating those valuable
business relationships that promote sharing and
engagement.
Active Prospects
Opinions
White
Papers
Thought
Leadership
Debate
Target Audience
Guide

10. The Don’ts…
Don’t leap straight into social media marketing unless you’ve got a
definite plan. You need objectives, goals and ways to measure
success and accountability.
Don’t use social media exclusively to sell. Know the difference
between becoming a thought leader and endless self-promotion.
Don’t be afraid to try social media because it doesn’t fit into
traditional marketing techniques.
Don't be afraid of social media because the ROI will be challenging.
There are ways to measure impact if you have a baseline to start
with.
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11. The Don’ts…
Don’t use your social media sites for purely advertising. Your social
sites can be utilised to showcase your company culture, such as
charity events, which generate subtle brand awareness.
Don’t assume every social media site will be relevant for your
business, find out where you can find your target audience online
Don’t create your social sites and think that’s it. You need to create
an online presence, that engages your target audience.
Don't wait for your target audience to come to you, find out where
they are interacting online, focus on relationship building and share
your content, advice tips and knowledge.
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12. Why engage?
73% of consumers prefer to get their information about an
organization in articles rather than advertisements. That
means it’s more important than ever to include custom
content in your overall marketing mix.
Generating compelling searchable content that people want
to consume can help drive traffic to your website, attract and
retain a dedicated following, and greatly increase brand
awareness.

13. What to discuss
Follow industry experts
A great way to get ideas on what content you should be
creating is to follow experts and influencers on Twitter. By
tracking these tweets, you can determine what people are
talking about and create content around those themes.
Identify appropriate blogs, which are discussing topical
issues. You can usually find independent bloggers within
online media and specific industry bodies.

14. Keep it relevant
Keeping up-to-date
Linkedin Today makes it easy to stay up to date with the most
popular news, blogs, and articles relevant to your business.
Think of it as your interactive real-time morning paper. What
shows up in your feed is generated directly from the network
you’re connected to, bringing you the most relevant news
about the industries and topics based on the industries and
sources you find most valuable. Checking in to Linkedin Today
can spark a wealth of content ideas based around trends and
hot topics relevant to your industry.

15. www.studio10design.co.uk
email - claire@studio10design.co.uk
Mobile - 07554 661927