Co-created and presented with Mark Galloway, OppSource President.

1. December 4, 2012
Blending Traditional and New Media
to Drive Leads and Close Deals
Copyright©2012 – OppSource, Inc. – All Rights Reserved

2. Where We Are Today

3. Today’s Realities

4. How We Got Here
• It used to take a whole lot longer to reach an audience…it
took previous game-changers quite a while to reach
audiences of 50 million:
Radio: 38 years

5. • It used to take a whole lot longer to reach an audience…it
took previous game-changers quite a while to reach
audiences of 50 million:
Television: 13 years

6. • It used to take a whole lot longer to reach an audience…it
took previous game-changers quite a while to reach
audiences of 50 million:
Internet: 4 years

7. • It used to take a whole lot longer to reach an audience…it
took previous game-changers quite a while to reach
audiences of 50 million:
iPod: 2 years

8. • It used to take a whole lot longer to reach an audience…it
took previous game-changers quite a while to reach
audiences of 50 million:

9. Social Media + B2B Marketing

10. The B2B Marketer’s Dilemma
• Need to add social media to the mix while maintaining the
fundamentals of quality marketing

11. Social Media Imperatives
Three quick things to remember with social media:
1. Identify the right audiences and work to engage them—not
everyone you possibly can.
2. Support your SEO, themes, and brand.
3. BE RELEVANT. Social media for social media’s sake is a waste of
everyone’s time.

12. Hang Up the Bullhorn

13. Elevate Your Facebook Game
Facebook is all about: Facebook Misuse:
 Engagement (positive and
negative)
 Presence/relationship
building on other pages
(companies, customers, th
ought leaders)
 Showing
personality/company
culture
(customers, employees, hir
ing)

14. Facebook is all about: Facebook Best Use:
 Engagement (positive and
negative)
 Presence/relationship
building on other pages
(companies, customers, tho
ught leaders)
 Showing
personality/company culture
(customers, employees, hiri
ng)

15. Elevate Your Twitter Game
Twitter is all about: Twitter Misuse:
 Making connections at
the individual level – easy
to reach out in a
casual/friendly way
 Spreading news fast –
and the more the better
 Opportunities to engage
quickly and effectively

16. Twitter is all about: Twitter Best Use:
 Making connections at the
individual level – easy to
reach out in a casual/friendly
way
 Spreading news fast – and
the more the better
 Opportunities to engage
quickly and effectively

17. Elevate Your YouTube Game
YouTube is all about: YouTube Misuse:
 Getting better track-backs
(30% weight toward your
relevancy track-backs from
YouTube channel videos)
 Great visual
representations of
products/services
 Getting found on the
second largest search
platform after Google

18. YouTube is all about: YouTube Best Use:
 Getting better track-backs
(30% weight toward your
relevancy track-backs from
YouTube channel videos)
 Great visual representations
of products/services
 Getting found on the second
largest search platform after
Google

19. Elevate Your LinkedIn Game
LinkedIn is all about: LinkedIn Misuse:
 Connecting via groups on a
conversational level with
peers/prospects/customers/
even competitors
 Maintaining conversations in
a professional space
 Researching to find the
people you want to talk to
(and find another way/place
to connect)

20. LinkedIn is all about: LinkedIn Best Use:
 Connecting via groups on a
conversational level with
peers/prospects/customers/e
ven competitors
 Maintaining conversations in
a professional space
 Researching to find the
people you want to talk to
(and find another way/place
to connect)

21. Justify Your Social Efforts
• The platforms may be different, but the tracking is not –
make sure inquiries are captured the same way you would
any other prospect. Wherever and however you
capture, make sure it extends into your social media
pursuit.

22. Measurement  Justification
Just as you would with a HVCTA
on your site or in an email, tie
compelling content to a capture
mechanism that allows you to
further catalog, nurture, learn
about, and interact with the
prospect. This will also help you:
 Confirm you’re interacting with the
right people
 Allow you to lead the prospect
through the appropriate
messaging and conversational
steps
 Justify your social media
investments

23. More in the Moment
The OLD Model:
Vendors expect the luxury of conditioning, educating, and engaging
prospects, working them through a convoluted capture/hand-off cycle
with multiple steps and players

24. More in the Moment
The NEW Model:
Prospects condition themselves and it should be your aim to engage
the prospect in their moment of interest and keep the conversation
going as long as possible until his needs are met

25. Recap
• Social media is powerful – when you use it to your
advantage
• Your marketing strategy and brand should be at the
forefront of your social media endeavors
• Social media is a different kind of tool – use it as it was
intended…for conversation
• Moment-of-Interest Marketing™ is all about engaging
prospects when they are looking for you

26. Thank You!
Mark.Galloway@OppSource.com
Laura.Ginsburg@OppSource.com
Copyright©2012 – OppSource, Inc. – All Rights Reserved