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B2B Social MediaB2B Social Media
Ab tAbout me:
Ab tAbout you:
As marketers, what do we do?
Awareness
AcquisitionAcquisition
Loyalty
Traditional Marketing Tacticsg
Events Print
Search
Print 
Advertising
Banner 
Awareness
PR
Ads
Acquisition
Lead
Generation
Programs
Sales
Promotions
Acquisition
Web
Sites
Branded
Content
Loyalty 
Programs
Direct 
Marketing
Loyalty
Traditional Marketing Tacticsg
PAID PUSHPAID + PUSH
With traditional marketing tactics
we can control: The medium
With traditional marketing tactics
we can control: The message
With traditional marketing tactics
we can control: The response
With traditional marketing tactics
we can control: The frequency
Social Media
EARNED +EARNED
BI-DIRECTIONALBI-DIRECTIONAL
Social media can mean a lot of
things
In social media we CAN’T
CONTROL: The medium
In social media we CAN’T
CONTROL: The message
In social media we CAN’T
CONTROL: The response
In social media we CAN’T
CONTROL: The frequency
Word of Mouth:
Precursor to Social Media
As social media participants,
what do we do?
Listening
RespondingResponding
Contributing
It’s not the same activity or impact
We can’t measure it the same way
Traditional Social Media
B2C Social Media
B2B Social Media
B2B vs. B2C:
What’s different?
B2B vs. B2C:
What’s different?
B2B vs. B2C:
What’s different?
Meaningful B2B Goalsg
Consumer insight and researchConsumer insight and research
Customer Support, Customer Management
l d bSales and business support
Thought leadership
Consumer Insightg
and Research
Consumer Insightg
and Research
Consumer Insightg
and Research
Responding to what you hearg y
Customer Support/
Customer Management
Consumer Support/Customer
Management
What Not to Do
Sales and business support
Sales and business support
Thought Leadershipg
Customer Insight
and Research
Customer Support and
Customer Management
Sales and
Business Support
Questions?
Thank You.

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B2B Social Media - Mahtab Rezai