Joining up b2b social media with sales

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Stephen Waddington

PR Moment Social Media in B2B Communications

Business News & Politik

Joining-up b2b social media

1 | 03.12.2013

Source: Flickr / CC Attribution / Andreanna Moya

PR Moment data soft on b2b
.

2 | 03.12.2013

Source: PR Moment (n=50)

Really. No really? Think again

3 | 03.12.2013

Source: The Business of Influence, Philip Sheldrake (Wiley, 2011)

The business of influence

Organisation

4 | 03.12.2013

Market

Competitors

Sales 1.0: online spam

5 | 03.12.2013

Source: Sales email / Stephen Waddington

Sales 2.0: mining for data

6 | 03.12.2013

Source: LinkedIn

Sales 2.0: turning data into insights

7 | 03.12.2013

Marketing 101: sales pipeline
Awareness
Knowledge
Interest
Preference
Action
8 | 03.12.2013

Source: Topsy

Planning model

Listening

9 | 03.12.2013

Influencer
Identification

Attract:
Content, cha
nnels and
story telling

Engage

Sales

Listening: events good start point

10 | 03.12.2013

Source: Vintank

Listening: specialist tools

11 | 03.12.2013

Source: Vintank

Influencer identification: Topsy

12 | 03.12.2013

Source: Followerwonk

Influencer identification: Traackr

13 | 03.12.2013

Source: Traackr

Don’t join the content bandwagon

14 | 03.12.2013

Source: Content Marketing Institute: 2013 Benchmarks, Budgets and Trends

Innovative and brave content

16 | 03.12.2013

Source: Prezly

Humour works but apply with care

17 | 03.12.2013

Source: Screwfix / Twitter

Built-in lead generation

18 | 03.12.2013

Source: Altimeter / Slideshare

You need to be media agnostic

19 | 03.12.2013

Source: Unified Social

New platforms for engagement
Link

Author tag

20 | 03.12.2013

Source: Google+

Communities and hanging out

21 | 03.12.2013

Source: Google+

Closing the sales cycle
email

CRM

whitepapers

events

blogs

video

22 | 03.12.2013

Closing the sales cycle
email

CRM

whitepapers

SALES
events

blogs

video

23 | 03.12.2013

How can I help?
• Plot your customer pipeline journey
• Map marketing and communication activity
against your pipeline
• Test, test, test
• Please don’t fill the internet with shit content…
• …and don’t send dumb emails because they
might get shared.

24 | 03.12.2013

Joining-up b2b social media
Stephen Waddington

stephen.waddington@ketchum.com
slideshare.net/wadds
wadds.co.uk
@wadds

26 | 03.12.2013

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Joining up b2b social media with sales

1. Joining-up b2b social media 1 | 03.12.2013 Source: Flickr / CC Attribution / Andreanna Moya

2. PR Moment data soft on b2b . 2 | 03.12.2013 Source: PR Moment (n=50)

3. Really. No really? Think again 3 | 03.12.2013 Source: The Business of Influence, Philip Sheldrake (Wiley, 2011)

4. The business of influence Organisation 4 | 03.12.2013 Market Competitors

5. Sales 1.0: online spam 5 | 03.12.2013 Source: Sales email / Stephen Waddington

6. Sales 2.0: mining for data 6 | 03.12.2013 Source: LinkedIn

7. Sales 2.0: turning data into insights 7 | 03.12.2013

8. Marketing 101: sales pipeline Awareness Knowledge Interest Preference Action 8 | 03.12.2013 Source: Topsy

9. Planning model Listening 9 | 03.12.2013 Influencer Identification Attract: Content, cha nnels and story telling Engage Sales

10. Listening: events good start point 10 | 03.12.2013 Source: Vintank

11. Listening: specialist tools 11 | 03.12.2013 Source: Vintank

12. Influencer identification: Topsy 12 | 03.12.2013 Source: Followerwonk

13. Influencer identification: Traackr 13 | 03.12.2013 Source: Traackr

14. Don’t join the content bandwagon 14 | 03.12.2013 Source: Content Marketing Institute: 2013 Benchmarks, Budgets and Trends

15. Brand voice: it should be like dating 15 | 03.12.2013 Brand Voice What Audiences Want to Hear, Say, Do & Value What Your Brand Wants to Say, Hear, Do & Value

16. Innovative and brave content 16 | 03.12.2013 Source: Prezly

17. Humour works but apply with care 17 | 03.12.2013 Source: Screwfix / Twitter

18. Built-in lead generation 18 | 03.12.2013 Source: Altimeter / Slideshare

19. You need to be media agnostic 19 | 03.12.2013 Source: Unified Social

20. New platforms for engagement Link Author tag 20 | 03.12.2013 Source: Google+

21. Communities and hanging out 21 | 03.12.2013 Source: Google+

22. Closing the sales cycle email CRM whitepapers events blogs video 22 | 03.12.2013

23. Closing the sales cycle email CRM whitepapers SALES events blogs video 23 | 03.12.2013

24. How can I help? • Plot your customer pipeline journey • Map marketing and communication activity against your pipeline • Test, test, test • Please don’t fill the internet with shit content… • …and don’t send dumb emails because they might get shared. 24 | 03.12.2013

25. How can I help? 25 | 03.12.2013

26. Joining-up b2b social media Stephen Waddington stephen.waddington@ketchum.com slideshare.net/wadds wadds.co.uk @wadds 26 | 03.12.2013

Joining up b2b social media with sales

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