2011 Event Marketing Summit B2B Social Media Workshop
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Conducted by Eric Schwartzman (@ericschwartzman) B-to-B SOCIAL MEDIA BOOT CAMP - Hey b-to-b event marketers, we’re created a boot camp just for you (See? That’s love.) B-to-B brands are applying social media to connect with customers, channel partners and suppliers. Eric Schwartzman, bestselling author of “Social Marketing to the Business Customer,” shows you how they’re doing it and how you can, too. Learn how to use blogs, podcasts and social networks to build your b-to-b brand and business. B-to-b event marketing attendees will learn: How to build a social media blueprint How to leverage social media networks and blogs How to monitor and measure social media What new trends you need to be aware of right now Pitfalls to avoid and tips for success
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2011 Event Marketing Summit B2B Social Media Workshop
- 1. B-‐to-‐B Social Media Boot Camp Eric Schwartzman www.ericschwartzman.com Monday, May 16, 2011 8:30am to Noon 1
- 2. Housekeeping • Introductory immersion • New vocabulary • Examples • Slide numbers • Digital handouts • Hashtag #emschi 2
- 3. Agenda 8:30 – 10:15am 10:30 – 12:00pm • Mapping Strategy to Corporate • Email for B2B Events Culture • Social Media Research • Winning Resources for Pilots • Event Websites • Developing Policies • Blogs and B2B Events • OperaPonal Frameworks • Podcasts and B2B Events • B2B Difference • Social Networks and B2B Events • Usage Trends • Mobile Internet and Smart Phones • Social Media Monitoring • Mobile Apps and B2B Events • B2B SEO • QR Codes and B2B Event 3
- 4. About Me Pussycat Dolls Academy Awards Britney Spears Mayor Jerry Brown Star Wars 30th Anniversary
- 5. News Media Junkie 5
- 6. Trade Show Addict 6
- 7. Scoring Ink
- 8. UnIl it Stopped Working… Source: Pew Internet
- 9. The Media Landscape ShiMed US Newspaper Business 70,000 CirculaIon (000) 60,000 50,000 Revenues ($000) 40,000 30,000 20,000 10,000 0 1994 1997 2000 2003 2006 2009 • Average age of US daily newspaper reader: • 93% of B2B buyers use search to begin 57 the buying process • ReducPon in US newsroom staffs since • 80% of IT decision-‐makers say word of 2001: 45% mouth is their most important source when making buying decisions • Direct-‐mail spending is expected to decline nearly 40% by 2014 • Google Processes 38,000 search queries every second Page 9
- 10. The Press Pool Vanished 10
- 11. And Every Company Became a Media Company 11
- 12. Control vs. Credibility 12
- 13. The End of the Crème Puffs "The Net interprets censorship as damage and routes around it." John Gilmore (EFF) 13
- 14. Building Digital Literacy 14
- 15. Selling Social Paid Earned Print Blogs Events Social Networks 15
- 17. Assemble Evidence Search Blogs Social Apps Networks Forums
- 18. Search: Are Your Events Ranking?
- 19. Linkedin: Facebook with a Tie
- 20. Twi`er: Check the Influencer List
- 21. Selling Social Media: SlideShare
- 22. Selling Social Media: Show the Community
- 23. Map Strategy to Corporate Culture • Channel social • SaIsfy audit media through trails External Comms Strict Regulatory Management Oversight Oversight Exploratory Embraces and Curious Change • Implement • Get at ROI of social media social media policy & training 23
- 24. Exploratory & Curious: Policy Transparency of Public InformaPon PenalPes Respecbulness IT Policy Privacy Social Media Legal Mafers Policy ConfidenPality Crisis Diplomacy ConsideraPons Conflict Disclaimers ResoluPon 24
- 25. Exploratory & Curious: Policy Development Tips Dept. Risk Opportunity HR Existing policy violations; Goodwill with work policing force; recruiting IT Information security; Reduce network and data loss desktop support requests Legal Copyright, free speech, Better corp. oversight; libel and audit trails tighter controls Marketing Aggravate brand fracture Enable market to self-‐ educate Customer Service Perceived productivity Reduce call center loss demand PR Negligible Unfiltered communications PA Negligible ID opposition points IR Selective disclosure Better shareholder communications 25
- 27. Embraces Change: Digital Awakening Embassy Homeland Embassy Search Integrate a blog into the Twi`er corporate site Embassy Embassy Linkedin SlideShare 27
- 28. Embraces Change: TRC SoluIons Video Webcast & YouTube PowerPoint SlideShare Text Transcript Blog Post MP3 Podcast Conference Call, Speech or Event 28
- 29. Exploratory and Curious: OperaIonal Framework • Social Media Monitoring Phase 1 • Social Media Mapping • Social Media ParPcipaPon Phase 2 • Social Media Engagement • Social Media Management Phase 3 • Social Media MarkePng 29
- 30. B2B Difference • Value-drive decision-making • Group consensus • “Bet the business” • Long-term relationships • Audience is knowledgeable, engaged, serious • Intense need for information Page 30
- 31. B2B Spending Change In B2B Online MarkeIng Spending in 2011 Website E-‐mail Social media Search Video Webcasts Banners Sponsorship Virtual events Other 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Increase No change Decrease Source: EMarketer
- 32. B2B Goals • Adding social media to the mix can increase the effecPveness and efficiency of exisPng outreach efforts • Social media is a channel for building closer relaPonships with news media • Social media can be used for lead generaPon • B2B companies showcase their experPse and thought leadership to mulPple stakeholders 32
- 33. Session 2: Applying Specific Channels to B2B Events Eric Schwartzman www.ericschwartzman.com Monday, May 16, 2011 33
- 34. Picking Online Channels Listening LocaIon-‐Based Email Apps Search Niche Social DesInaIon Websites Networks Pure Play Social Networks 34
- 35. Listening to Your Market 35
- 36. Listening to Twi`er 36
- 37. Listening to Foursquare 37
- 38. Registering Events on Foursquare 38
- 39. Search: Are Your Training Materials Accessible?
- 40. Think Like a Customer 40
- 41. SEO 101 + =
- 42. Just Eat It. Please?
- 43. 72 Market Street, Venice Beach, CA CLOSED
- 44. Don’t Get Her Mad But I won’t. If you make kick ass chili, I’ll eat it. No chance!
- 47. Who’s Angus?
- 48. This is a Test
- 49. Story of Lost Revenue
- 50. Raising My Hand, Jumping Up & Down
- 51. Forfeited their Archival Value
- 52. SEO Won’t Fix Everything
- 53. It’s SIll Go`a Be InteresIng
- 54. Stupido
- 55. I Found the Recipe
- 56. My CreaIon
- 57. My Blog Outranks the LA Times
- 58. Can Your Customer Find You?
- 59. B2B SEO business insurance business liability insurance search volume general business liability insurance conversion probability Focus on Long Tail Keywords. 59
- 60. Search Drives Awareness, ConsideraIon and Decision 60 source: Tech Target
- 61. Mobile Search is Local and Social ontherecordpodcast.com/mobile 61
- 62. BREAK www.SocialMediaBootCamp.com June 30 – July 1, 2011 Los Angeles 62
- 63. Time Spent on Email Declines Source: Nielsen 63
- 64. But Email is SIll More Important 64 Source: TNS Digital Life Study, Oct. 10, 2010
- 65. Email MarkeIng B2B Events 65
- 66. Blog Your Call for Speakers 66
- 67. Socialize Your Call for Speakers 67
- 68. Websites: Make Sessions Linkable and Shareable Put each session on its own web page, add sharing bufons and include the speaker’s Twifer ID 68
- 69. Socialize Your Events Calendar Facebook “Like” bufon Twifer “ Tweet” bufon 10am, Tuesday, May 17, 2011 – FREE Lasik & Glaucoma Screenings Auto Scheduling Myers Industries 1293 S. Main St. Akron, Ohio 44301 REGISTER Company Contact: Kim Hemminger Day of Event: Pam Corbef Fail to phone 69
- 70. Eventbright.com 70
- 71. Social Sync 71
- 72. B2B Blogging 73 blogs 17 bloggers 600% jump in leads Top quality “Get engineers talking to engineers and get everyone else out of the middle.” Rick Short, Marcom Director Page 72
- 73. B2B Blogging ROI 73 2011 State of Inbound MarkePng Study
- 74. Live Blogging Events 74
- 75. B2B Podcasts 75
- 76. B2B Podcasts 76
- 77. Securing iTunes DistribuIon Finding podcasts in iTunes Subminng podcasts 77
- 78. DistribuIng Through iTunes 78
- 79. B2B Podcast in iTunes 79
- 80. Embrace Buyer-‐Oriented Keywords and Phrases Research Your Keywords 80
- 81. Social Networking vs. Search
- 82. Post Your Event to Your Facebook Page
- 83. Promote Your Event to those Who’ve “Liked” Your Page
- 84. Event is Published to Your Page’s Newsfeed
- 85. Post Your Event on Linkedin
- 86. Promote Your Event on Linkedin
- 87. Post Your Event to Linkedin Groups 87
- 88. Promote Your Hashtag Conference Organizer’s Hashtag 88
- 89. Promote Your Hashtag Session Specific Hashtags 89
- 90. Schedule Your Tweets in Advance 90
- 91. Building Your Social Graph: Jedi SynchronizaIon 91
- 92. Launch a YouTube Channel and Post Your Sessions 92
- 93. Launch a YouTube Channel and Post Your Sessions 93
- 94. Join Your Community 94
- 95. Post Your Slide Decks to SlideShare
- 96. Use Social Media to Add Touch Points Listening LocaIon-‐Based Email Apps Search Niche Social DesInaIon Websites Networks Pure Play Social Networks
- 97. Session 3: What’s Next? Eric Schwartzman www.ericschwartzman.com Monday, May 16, 2011 9:45 to 10:45am 97
- 98. Smart Phones and Tablets Outselling PCs source: Mary Meeker
- 102. What’s Next? Smart Phones and Tablets The Untethered ExecuPve | Forbes
- 103. B2B Mobile MarkeIng 103
- 104. Social Networking and Sales ProspecIng 104
- 105. Best of Facebook, 4Sq + Twitter • Dashboard of “micro-apps” • Use Event as Launchpad • Social Micro-apps • Profile • Connections • Social sync • Activity Stream • Likes and Comments • Leaderboard • Utility Micro-apps • Social networking • GPS based data points • Virtual check-ins • RSS Feeds • Video Feeds • Photo Feeds
- 106. Trend Spotting • Visual display of friends on map • Check into social trends for an Event • Provide local spots for attendees to visit • Provide hotel/airline information • Conference view, quick glance to see what is trending
- 107. Gam-if-i-ca-tion
- 108. Cisco Events iPhone App
- 109. QR Codes at B2B Events
- 110. It’s a RevoluIon Eisner Aristocrat RevoluPonary Lassiter
- 111. FREE RESOURCES: Newsle`er, Blog and Podcast www.EricSchwartzman.com
- 112. FOLLOW UP RESOURCE: B2B Social Media Book www.B2BSocialMediaBook.com
- 113. Thank You (310) 455-‐4000 Phone eric[at]ericschwartzman[dot]com Email ericschwartzman.com Website ontherecordpodcast.com Podcast spinfluencer.com Blog @ericschwartzman Twifer facebook.com/ericschwartzman Facebook linkedin.com/in/schwartzman Linkedin youtube.com/spinfluencer YouTube slideshare.net/ericschwartzman Slideshare Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0