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Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
- 1. Social Media Strategy for B2B Sales Crea4ng Context and Debunking Myths So You Can Win
- 2. “People don’t want to connect with brands. They want to connect with each other. Fascina8ng companies create more opportuni8es for people to connect with each other; through the brand.” — Sally Hogshead, Author of Fascinate
- 3. Finn Digital • Digital Agency • Regional clients with global reach • Where marketing and technology strategy meet, we’ll be there • B2B and B2C
- 4. Our Rules of Thumb • Consider the audience first • Reflect offline success, online • Extend reach with technology • Strong online experiences have strong purpose
- 7. Social Media Value = Your Value • Networking event • Tradeshow • Prospec4ng (please, not this guy’s idea of value)
- 9. Listening at the right keyhole • Use LinkedIn, but how? • Where do I start to iden4fy my audience online? • Fish where the fish are, and find the right spot on the shoreline
- 10. B2B isn't different, is it? • Marke4ng vs. sales • Lead genera4on vs. "interes4ng trends" (both can be valuable) • The online‐all‐day office worker vs. the field engineer in the middle of a strip mine • Differences in accessibility
- 11. Listening Tools • Establishing relevance • Social • Analy4cs ‐ a gold mine socialmen4on.com search.twi[er.com Google Reader Viral Heat h[p://socialmedia‐listening.wikispaces.com/Tools
- 12. Human (personable) Authen4c (believable) HARM Relevant (why I should care) Message (story, benefit, ac4on) Text
- 13. There's No News Sir, But the Old News • Campaign • Integra4on of communica4on channels – e‐newsle[er – personal email – print (it's not dead) – a[en4on‐ge[ers and door‐handle warmers – the telephone (it's so 1983)
- 14. Par4cipate! Share Your Examples of Successful Sales ‐ OFFLINE! Where can social media make a difference?
- 15. Real Life with the Clients • Mining Equipment Manufacturer – What is that for? – No. – Wait, maybe… – No. – Okay, maybe. But no.
- 16. Financial Services • Now what? • Policy • Mavericks
- 18. B2B Agriculture • Farmers are social • Veterinary Science • Devices of media consump4on – iPad – iPhone
- 19. Tools You Can Use • Shoutlet • Scribd‐whitepapers • Blog • Slideshare.net • LinkedIn • HootSuite, TweetDeck • Gist • CRM integra4on ‐ SalesForce.com plugins • Phone Apps • Social listening free tools (Google it.)
- 20. People You Should Take Donuts • Analy4cs guy in‐house • Webmaster • The Marke4ng Department • Everyone with a story about your product
- 21. What You Can Do Tomorrow • Search for conversa4ons and listen • Build rela4onships – in‐house – customers • Build the bait ‐ Content forward – Video – Images – Informa4on
- 22. Word To The Wise • Consistent Brand Representa4on • Nothing online is deleted • Be a maverick, but only a li[le
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