Conventional wisdom says that social media isn’t appropriate for business-to-business marketing. Conventional wisdom is wrong. Across the corporate landscape,businesses ranging from banks to high-tech firms to plumbing supplies are successfully applying social media tools to connect with customers, channel partners and suppliers. As they grow more confident with the tools, they’re experimenting with sophisticated applications like social networks and customer co-creation. Learn what the innovators are doing and how you can apply the techniques in your communication programs.

1. B2B Social Media
Marketing – Really!
Paul Gillin, Author
The New Influencers
Secrets of Social Media Marketing
Social Marketing to the Business Customer

2.  Objectives
◦ Create awareness for new mainframe
value proposition
◦ Increase mainframe awareness with
college students
 Results
◦ >250,000 views of first episode
◦ Blog traffic increased 25x
◦ Analyst, press, blogger coverage

3. Page 3
The Media in Collapse
2001 2009 Change
Woman’s Day 1.61M 410,000 -74%
Redbook 556,300 154,600 -72%
Playboy 522,800 203,200 -71%
Country Living 380,200 134,900 -64%
Nati Enquirer 1.65M 591,300 -64%
Reader’s Digest 750,000 270,000 -64%
ESPN Magazine 54,350 25,200 -63%
US Magazine Circulation
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
1994 1997 2000 2003 2006 2009
US Newspaper Business
Circulation (000)
Revenues
Average age of US daily newspaper
reader: 57
Reduction in US newsroom staffs
since 2001: 45%
Growth in NBC prime time
audience, 2008: -14.3%
Age of average network evening
news viewer: 63

4. Page 4
Half of Facebook members log on every day,
after which, they they:
 Post 60 million status updates
 Upload 3 million photos
 Stay for 55 minutes
Over on YouTube:
 2 billion viewers stop by every day
 And upload 24 hours of video each minute
 While using as much bandwidth as the
entire Internet used in 2000
On Twitter:
 There are 600 million searches daily
 300,000 new members sign up each day
 50,000 third-party applications ahve been
developedGoogle
New Media Facts
Somewhat
negative
2%
Neutral
16%
Somewhat
positive
46%
Very
positive
36%
Perceived ROI of the Company's
Social Media Activities
Survey of 105 Marketers, April, 2010

5. Influence
Inversion

6. The New Media Landscape
Marathon
schedule
http://bit.ly/w
aCMc
Shared bread
pudding w/
@skydiver at
Mother's. My life is
now complete.
How to Write
a 1 Minute
Video
Marketing
Script
http://ow.ly/17
xJE
I'm at Palm Beach
International Airport
(PBI, West Palm
Beach).
http://4sq.com/4GeL
z0
Best press
photos of
2009
http://om.ly/f
NhW
I can't find my
good black
pants.
Comparing Top
Chef Masters
Restaurants
#topchef
http://is.gd/8q4hN
How To Get Well
Prepared For The
Website Creation.
http://bit.ly/aTitVC

7. Page 7
Just One Guy
Estimated monthly traffic: 73,000
Google Indexed pages: 6,490
Alexis ranking: Top .12%
Inbound links: 850,771
Del.icio.us bookmarks: 1,776
New York Times citations: 115
Computerworld citations: 146
InformationWeek citations: 89
Newsletter subscribers: 150,000

8. Page 8
The Way It Was

9. Page 9
The Way It’s Going

10. Page 10

11. Page 11
• Value-drive decision-making
• Group consensus
• “Bet the business”
• Long-term relationships
• Audience is knowledgeable, engaged, serious
• Intense need for information
How is B2B Different?

12. Page 12
If You’re Not
Helping, They’re
Not Listening

14. Page 14
Cut Out the
Middleman
Today, you can
take your message
directly to your
constituents
without relying
upon media
intermediaries
And why would
you not want to
do that?

15. Page 15
Thought Leadership

16. Page 16
Advise and Inform

18. Page 18
Blogging for Business
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

19. Page 19
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Facebook
Twitter
YouTube
LinkedIn
Blogging
Value of Each Social Media Platform
Least important 2 3 4 Most important
Mainstays of Social Media
BtoB Magazine Survey of 387
Marketers, April, 2010

20. Page 20
Today, You Must Be Everywhere
0
25
50
75
100
Value of Specific Marketing Communications Programs – Video Games
Public
Relations
Internet Word of
Mouth/Viral
In-store/
Point of Sale
Direct
response
advertising
Social
Networking
Mobile
Marketing
General
Advertising
Search Engine
Marketing
Sales
Promotion
Event
Marketing Sponsorship
Branded
Entertainment
10 of 14 Tactics Valued
Higher Than 50%

21. Page 21
0
100
200
300
400
500
600
700
800
900
1000
Before 2006 2007 2008 2009
New
Cumulative
Survey of 105 Marketers, April, 2010
Social Media Adoption by Year, All Platforms

22. Page 22
Source: Monitor
Prepared For Anything

23. Page 23
Link Love

24. Page 24
Spread the Message
Corporate
website
Feed
Aggregator
Partner
website
Email Newsletter

25. Page 25
Spread the Message
Elements May Include:
• News Releases
• Video
• Photos
• Audio
• RSS
• Comments
• Embeds
• Downloads

26. Page 26
AskPatty’s Syndication Wizardry
 10M quarterly
impressions
 100-fold amplification
of blog/Web content
 CEO developing side
business as automotive
social media consultant
“My inbox is overflowing
every day with people
who want speakers,
partnerships, training and
certifications.”
-Jody DeVere, CEO
• Syndication partners include
TwitterMoms, BlogHer,
Parenthood.com, SheKnows
• Articles automatically posted to
bookmarking sites, multiple Facebook
fan pages
• Spokesperson for Rain-X Division of
Shell Oil, Mobil1 division of Exxon/Mobil
• Hired for 12-part video series on
AutoNet TV

27. Page 27
• Branding
• Hiring
• Traffic building
• Professional networking
• Publicity
• News
• Prospecting
• Feedback
• Peer relations
• Competitive tracking
• Search engine optimization
• Mobile visibility
Source: Sirona Consulting
Uses For Twitter in Business

28. Page 28
Share Everywhere: Clickable Gurus
Goal Generate Leads
Tactic Build awareness by
sharing domain
knowledge
Metric
s
Unique visits; Online
mentions; Referrals;
Conversions
Result
s
2,000% increase in site
visitors
300% improvement in
buzz index
50% increase in
customers
400% increase in ad
billings

29. Page 29
Thank you!
Paul Gillin
508-656-0734
paul@gillin.com
Site: gillin.com
Blog: paulgillin.com
Twitter: pgillin