Social Media for B2B Technology Marketers (originally presented to Cisco's SMB global marketing team.) More social media and marketing content at http://gregverdino.typepad.com.

1. humans networking
{connecting with small and medium businesses
through social media}

2. {who is this guy?}

3. {who is crayon?}

4. {who is crayon?}

6. “social media describes the online
technologies and practices that people use to
share opinions, insights, experiences, and
perspectives with each other. Social media can
take many different forms, including text,
images, audio, and video. Popular social
mediums include blogs, message boards,
podcasts, wikis, and vlogs.”
{wikipedia.org}

7. {but the real point is}
the people

8. {when i say social media, is this what you picture?}
it’s time to take a broader view

9. {by the numbers}

10. {b2b decision makers participate in social media}
according to a KnowledgeStorm study of b2b technology decision makers
Do you participate in any of the following social media channels?
90%
Video
80%
Blogs
yes
80%
Wikis
Social
69%
Networks
53%
Podcasts
For podcasts yes includes once/a few times/frequently responses; for all other
media yes includes monthly/weekly/daily responses
KnowledgeStorm / UniversalMcCann Emerging Media Series (July-Nov 2006)

11. {social media influence b2b purchase decisions}
Among those that participate in each social channel – does the content
they access influence their business-related purchase decisions?
57.3%
Video
53.6%
Blogs
yes
52.2%
Wikis
26.5%
Podcasts
KnowledgeStorm / UniversalMcCann Emerging Media Series (July-Nov 2006)

12. {b2b marketers are shifting spend}
according to a Forrester survey of b2b marketers
% of B2B Marketers Changing their
B2B Marketing Budget Allocation
B2B Marketing Budget Allocation
Budgeting Allocation on Emerging Channels
Trade show s 91%
Public relations 89%
Email 87%
Budget
73%
72%
78%
Direct mail Increase
77%
Print advertising
Executive seminars and events 74%
73%
Sponsorship
72%
Webinars
No Change 25%
70%
Inside sales/telemarketing
62%
Online display ads (banners, pop-ups)
59%
Search marketing
37%
Emerging online tactics
28%
Rich media ads or Internet video Budget
3%
Decrease
Outdoor media 24%
22%
TV advertising
20%
Radio
Emerging Online Tactics include Podcasts, RSS and Blogs The growth represents a change in the annual
marketing budget from 2005 to 2006
Forrester: “B2B Marketing Needs a Makeover – Now” (Aug 2006)

13. it’s time for b2b marketers to shift from
communication to conversation
let’s get down to business

14. {the three pillars of conversational marketing}
community
dialogue
partnership

15. community
dialogue
partnership

16. vscommunities of practice
communities of interest

17. {communities of interest}

19. {communities of practice}

20. {b2b buyers see the value of business networking}
69% use social
networks “primarily for
business networking
and development”
and consistently cite
6 “best uses”
KnowledgeStorm / UniversalMcCann Emerging Media Series (July-Nov 2006)

24. {networks of practice: getting smaller}

26. {networks of practice: going global}

28. {virtual networks of practice}

29. community
dialogue
partnership

30. they’re you
talking about

33. “Ah, maybe I am prejudiced because I love Cisco stuff…”
“I hate Cisco with the white-hot intensity
of a thousand schoolgirls sizing up the latest bimbette
that their current teen heartthrob crush is dating.”

34. http://flickr.com/photos/davewavehm/287002178/

37. {the conversation gap}

42. community
dialogue
partnership

44. {partnership in action}

49. {measurement}

50. {measuring your return on innovation}

51. {what you can measure}
total time spent on the site
level of active participation
number of unique users
returning versus new readers
referring source statistics
links from other sites
google pagerank
volume of google natural search results
impressions
click throughs or inbound inquiries
conversions or sales
etc

52. {what you should measure}
did I design my social media program to
accomplish specific conversation objectives,
and did it deliver against those objectives?

53. {getting started}

54. {the principle of . . .}
Share Your
Blog
Expertise
Tap the
Wisdom of Wiki
Customers
what before how
Customers
Social
Helping
Network
Customers
Engage
Prospects
Podcast
Through
Customer
Evangelism

55. {no blog / wiki / podcast / forum / etc is an island}

58. {questions answers}

59. {greg verdino}
chief strategy officer
crayon
www.crayonville.com
gregverdino.typepad.com
greg@crayonville.com
{mobile} 631.747.1451
{skype} gregverdino
{second life} jiggy stardust