Presentati

1. Social Media Marketing presented to The CEO Forum May 26, 2011 by Jennifer Beever CMC IMCP Twitter: @cmo4hire Sponsored by:

3. Social Media Why?

4. Photo on Flickr, Some rights reserved by jurvetson - the Internet Mapping Project, Wired, December 1998

5. Marketing Change

6. Social Media Adoption 95% of companies recruit on LinkedIn (LinkedIn surpassed 100 M ~ 1 mo ago) 27 million tweets each day (8 X 2009) 5 billion Facebook minutes a month (1.5 billion in 2009) 2 billion YouTube videos each day (1 billion 2009)

9. New SEO = SMO 9 facebook LinkedIn photos Web Site video twitter Blog press releases slideshare RSS feed

10. B2B Use of Social Media According to Forrester, B2B social spend will hit 54m by 2014 and BtoB Magazine reports that 93% of B2B companies are using some kind of social media application.

12. Social Media Brands on Website

13. 1,000 + Facebook Followers

14. 2,000 + Twitter Followers

15. Timken Tweets About…. Tradeshows Nigel Los, Dan Szoch from @Timken presenting from 2-3 pm about new ADAPT bearing and bearing repair, respectively. #AISTech Visit @Timken booth 722 at #NORIACorp Reliable Plant to learn about our Online Intelligence System.

16. Timken Tweets About… Company News @Timken Posts Record First-Quarter Earnings; Company Raises Full-Year Outlook #b2b#manufacturinghttp://fb.me/ZX4nntny @Timken Named Vendor of the Year by XL Parts #automotive#aftermarket Timken Auto & Heavy-Duty Aftermarket http://fb.me/yvA9eZI2

17. Timken Tweets About… Employees @RCsaszar Welcome aboard. We'll see you when you start! @Timken Associates in India Volunteer for Habitat for Humanity International Women's Day #habitat @habitatindiahttp://fb.me/WyrIzAwG Both The Timken Company and Timken associates around the world are contributing to the Red Cross disaster relief... http://fb.me/y21sKJAn

18. Timken Tweets About… Customer Service How to: Remove and Install a Bearing with Timken Shaft Guarding Technology for Setscrew Units http://fb.me/Tp5NdG2F We put together a new landing page to help our aftermarket customers more easily navigate the web site. Visit... http://fb.me/E4avjJSg

20. 2,100 + LinkedIn Followers

21. LinkedIn Groups

22. LinkedIn Q&A

24. Your Brand Impression to XXX Contacts?

25. How?

26. Get started Get strategic Analyze keywords Create a system – filter, have discipline Leverage technology for efficiency

27. Get Strategic Who Are Your Buyers? Where Are They? What Are They Looking For?

28. Who? Marketing Persona

29. George the Loyalist Meet George. He’s 63 years old, married, has grown children and grand kids. George has a tremendous work ethic and still works long hours. He is extremely generous to his family, especially the grandkids…. ….He likes receiving the postcards and also responds to email. He wears glasses, and he didn’t grow up using computers so much, although he has learned and adapted to succeed. He expects very high quality content at conferences. He is very loyal and really values networking and face-to-face time with his peers. 29

30. Julie the Skeptic Meet Julie. She’s 46, married with two teens. She grew up with corporate downsizing, tabloid journalism, the Persian gulf war and the rise of AIDS. For this busy mom, efficiency is a must and life is full of time and financial trade-offs…. ….Julie tends to be skeptical, independent, resourceful. She has a free agent mentality and is financially conservative. She expects diversity, fun, and likes informal settings. She uses Google search and other resources to get what she needs to know to succeed.

31. Benjamin the Go-Getter Meet Benjamin. He’s 29. He worked at four jobs right out of school and then his father Tom hired him to work in his company. Benjamin is connected on social networking sites and multi-tasks by Tweeting or text messaging during meetings. He is trying to convince his Dad that the company should go green and do some cause marketing…. ….Benjamin is confident, flexible and civic-minded. He likes teamwork, social events and diversity. He’s connected with his peers and follows industry thought leaders online. He’s frustrated with his Dad’s hesitation to change, but he’s very close to both his parents.

32. Marketing Personas Are easy to “get” & remember Help people quickly empathize with customers Get everyone on the same page Help with quick decision-making

33. There’s a Lot Out There

34. What Works for Your Company?

35. Create a System I.D. Your Social Media Targets Set Up Profiles Connect to Clients & Referral Sources Start Engaging

36. Don’t Be an Info Geyser Flickr Photo Some rights reserved by Alan Vernon. Do add value Do engage Don’t steal Don’t solicit (Chris Brogan sez 1 in 12)

37. Simple Social Media Marketing System

38. B2B Social Media Marketing System Blog

39. Videos Sites Events Content Blog Articles News Social Media Utility Program LinkedIn Facebook Twitter Social Media Sites Slideshare Flickr Press Releases Twitpic

42. How much time per week? LinkedIn – 10-20 minutes Search & connect, Q&A, Inbox Twitter - 30 min, 1Tweet/day (5 week) Tweet news, links, blog posts Blog – 1-3 posts/wk, 60-90 minutes Browse news, outline, write, add photo Facebook – 10 minutes, automate! Other (Video, Podcast) 1/mo ea, 4 hrs

43. Your Social Media Presence Web Site Blog 43

44. Your Social Media Action Plan ______________________________ ______________________________ ______________________________ ______________________________ ______________________________ Examples: Optimize your LinkedIn Company page Set up Twitter profile, follow industry Set up a Facebook company page

45. Estimate Your Time LinkedIn – __ minutes Search & connect, Q&A, Inbox Facebook - __ minutes, __ / day Twitter - __ min, __Tweet/day (__/ wk) Tweet news, links, blog posts Blog – __ posts/wk, ___-___ minutes Browse news, outline, write, add photos Other - __ ________/__, ____ minutes

46. Resources Lee Odden - http://www.toprankblog.com/2011/04/b2b-marketing-seo-social/ Chris Rollyson - http://rollyson.net/consulting/ David Meerman Scott - http://www.davidmeermanscott.com/ Chris Brogan - http://www.chrisbrogan.com/

47. Resources Continued

49. www.newincite.com/blog

50. CMO for Hire

51. Strategic Marketing Consulting

52. Are you doing the right marketing?

53. To the right people?

54. Getting the right results?

55. 818-347-4248; jenb@newincite.com