How to Engage Target Executives with Social Media
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Presentation to the American Marketing Association on how to leverage social media to engage target executives.
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How to Engage Target Executives with Social Media
- 1. Engaging Target Executives with Content & Social Media Jeff Ogden, President of Find New Customers & Host, Marketing Made Simple TV
- 2. “When we’re able to connect at the right level in target companies, we have a much greater chance of winning.” Sandi Edwards
- 3. About Jeff • Author of #1 rated b2b marketing blog in America (BuyerZone) • Creator and Host popular TV show – Marketing Made Simple TV • Winner SLMA “20 to Watch in Sales Lead Management” • Winner OpenView Labs Top Sales Expert
- 4. 1. Syndicated weekly marketing show 3. TV on the Internet 5. Awesome guests
- 5. “Technological shifts have been so profound, that today being trust-worthy is no longer good enough. Companies must strive for Extreme Trust.” Don Peppers and Martha Rogers. Don is an interview on Marketing Made Simple TV
- 9. Then Everything Changed
- 10. The World of Today 845 million users as of 2/2012
- 11. Keys for Engaging Today
- 12. 10 Ways to Engage – Beyond Email 1. Send an SMS message to a smartphone 2. Send an InMail via Linkedin (includes link to your profile) 3. Comment on a blog post 4. Send a DM in Twitter (arrives in email) 5. Re-tweet something they posted 6. Send a handwritten note via snail mail 7. Connect with their company on Linkedin 8. Offer them the opportunity to write a guest post for your blog 9. Invite them to connect with you on Linkedin 10. Post a photo of them on Pinterest
- 15. Let’s look at a really good one ROBUST EXAMPLE
- 18. Twitter Profile
- 19. Share Valuable Content • How to Write an optimal Linkedin Profile- photo, blog, Twitter. • How to create an awesome personal brand – Linkedin, blog, Twitter, YouTube, etc. • Share news about alma mater • Know people at former company • Attended the same college
- 20. Connecting with the right executives Summary •Use multiple approaches •Be creative •Don’t give up too soon •Focus on how you can help THEM
- 21. Newsjacking Free PR
- 24. Key Points when Using Social Media • Don’t aim to be good at social media. Aim to be good at biz using social media • Before jumping in, ask why people are there? • Keep in mind some social platforms are highly mobile, esp Instagram and FourSquare • ALL social media must move the biz needle • Worst reason to do social? FOMO
- 25. Thank You! • Jeff Ogden, President of Find New Customers • www.findnewcustomers.com • http://about.me/jeffogden • @fearlesscomp • Or just Google “Jeff Ogden”
Editor's Notes
- Personalize with an objective from Sandi. Make sure not to over-sell it.
- I normally put this at the end, but want you have have ammunition.
- Everyone wants to hear about the show.
- Good intro into the changing world.
- Life used to be easy. Call someone. They answered. Ask for a meeting. They took it.
- For eons, the phone was the tool of sales.
- More recently, email became the preferred tool of sales.
- Then the tsunami hit.
- We live in a very different world today. Case in point, there are more mobile phones in the world that TVs, televisions and desktop computers – combined!
- The change means a higher cost of entry. More research and personalization is needed.
- Here’s a post from the top rated blog – 10 ways to connect without email.
- Here is a linkedin profile of a Medtronic person. Helpful but not a great profile.
- Here we have a more robust profile, but still far from optimal. Look at how the description helps you frame a conversation.
- Let’s break down one best practices example.
- See the links and the blog updates.
- The blog link takes you to the blog.
- Also, Twitter, Facebook, YouTube, etc.
- Share valuable content with them (Value is defined by them.) Think!
- Summary points on connecting.
- Optional section on Free PR using Newsjacking
- Key points on social from my Keynote at the BMA NJ Social Media Symposium.