Se ha denunciado esta presentación.
Se está descargando tu SlideShare. ×

Social Media for Plastics Executives

Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio

Eche un vistazo a continuación

1 de 60 Anuncio
Anuncio

Más Contenido Relacionado

Presentaciones para usted (17)

Similares a Social Media for Plastics Executives (20)

Anuncio

Más de Eric Schwartzman (20)

Social Media for Plastics Executives

  1. 1. Social  Media  for  Plas/cs  Execs   @EricSchwartzman   March  8,  2011  
  2. 2. One  Word  
  3. 3. Two  Words   Brian  Solis  
  4. 4. Scale  and  Scope  
  5. 5. News  Media  Addict   Pussycat  Dolls   Academy  Awards   Britney  Spears   Mayor  Jerry  Brown   Star  Wars  30th  Anniversary  
  6. 6. Plenty  of  Op/ons   Media  Rela/ons   Customer   Investor     Rela/ons   Rela/ons   Public  Affairs   Labor  Rela/ons   Public  Rela/ons   Industry     Community     Rela/ons   Rela/ons   Analyst  Rela/ons  
  7. 7. One  to  Many   Newspapers   Television   Media  Rela/ons   Magazines   Radio  
  8. 8. Controlled  Communica/ons  
  9. 9. Scoring  Ink  
  10. 10. Law  of  Diminishing  Returns   Source:  Paper  Cuts  
  11. 11. Demise  of  One  to  Many   Source:  Pew  Internet  
  12. 12. Ad  Spending  Trends  
  13. 13. Digital  Domina/on   Source:  TNS  Digital  Life  Study,  Oct.  10,  2010  
  14. 14. Diversity  of  Online  Channels   New  Media   Monitoring   Geo  Networking   Email   Apps   Search   Content  Social   Blogs/Podcasts   Networks    Social   Social  Media   Networks  
  15. 15. B2B  vs.  B2C  Marke/ng   •  Group  consensus   •  RelaQonships  maRer   •  Audience  is  knowledgeable,  engaged,  serious   •  Intense  need  for  informaQon   •  Different  prioriQes   Page  15  
  16. 16. Stakeholder  CommiTees   Page  16  
  17. 17. Value  of  Social  Media  to  B2B  Marketers   •  Increases  the  effecQveness  and   efficiency  of  exisQng  outreach   efforts   •  Channel  for  building  closer   relaQonships  with  customer  and   trade  media   •  Excellent  lead  generaQon  channel   •  Great  way  to  showcase  your   experQse  and  thought  leadership   to  mulQple  stakeholders  
  18. 18. B2B  Social  Media  Spending  and  Objec/ves  
  19. 19. Value  of  Offline  vs.  Online  Communica/ons   Public  Gatherings   Social  Networks   Print   Blogs   Media  Buys   Broadcast  
  20. 20. Value  of  Social  Media:  Increased  Produc/vity  
  21. 21. More  With  Less   •   Bytes  are  Cheaper  than  Bits   •   Bytes  are  More  Environmentally  Responsible   •   Bytes  are  Easier  to  Change   •   Bytes  are  on  Demand  
  22. 22. Social  Marke/ng  Implementa/on   •  Social  Media  Monitoring   •  Social  Media  Mapping   Listening   •  Social  Media  ParQcipaQon   •  Social  Media  Engagement     Pick  Spots   •  Social  Media  Management   Go  to   •  Social  Media  MarkeQng   Market  
  23. 23. Listen  to  the  Industry  
  24. 24. Listening:  Linkedin  Answers  
  25. 25. Listen  in  Real  Time  
  26. 26. Listen  to  Thought  Leaders  
  27. 27. Selling  Sto  the  edia:  Show  the  Community   Listen   ocial  M Compe//on  
  28. 28. Listen  to  Hashtags  
  29. 29. Listen  to  Hashtags  
  30. 30. Listening:  Google  Reader  
  31. 31. Listening:  Hootsuite  
  32. 32. Inbound  Marke/ng:  Profi/ng  from  Listening  Posts  
  33. 33. Dell  Taps  Chief  Listening  Officer  
  34. 34. Lower  Cost  per  Lead   2011  State  of  Inbound  MarkeQng  Study  
  35. 35. Online  Media  Rela/ons  
  36. 36. Listening  to  the  Numbers:  Keyword  Relevancy  
  37. 37. Listening  to  the  Numbers:  Top  Content  
  38. 38. Listening  to  the  Numbers:  Referrals  
  39. 39. Integra/on:  Embassy/Homeland  Strategy   39  
  40. 40. Integra/on:  Start  with  a  Blog   Embassy   Homeland   Embassy   Search   TwiTer   Embassy   Embassy   Linkedin   SlideShare  
  41. 41. Extend  the  Reach  of  Exis/ng  Ac/vi/es   Video    Webcast   &  YouTube   PowerPoint     SlideShare   Text  Transcript     Blog  Post   MP3    Podcast   Conference  Call,   Speech  or  Event  
  42. 42. Embassy    Homeland  
  43. 43. Resource  Requirements  for  Blogging  
  44. 44. Blogs  Work  Best  in  B2B   2011  State  of  Inbound  MarkeQng  Study  
  45. 45. What’s  Next?    Mobile  Social  Networking   B2B  PossibiliQes  for  Mobile  |  eMarketer  
  46. 46. Hoovers  with  GP  
  47. 47. Social  Networking  and  Sales  Prospec/ng  
  48. 48. Linkedin  Works  Best  in  Manufacturing   2011  State  of  Inbound  MarkeQng  Study  
  49. 49. Mobile  Apps  
  50. 50. Tablet  Apps  
  51. 51. Smart  Phones  and  Tablets   The  Untethered  ExecuQve  |  Forbes    
  52. 52. It’s  About  Rela/onships  
  53. 53. Share  Everywhere:  Clickable  Gurus   Goal   Generate  Leads   Tac/c   Build  awareness  by  sharing  domain   knowledge   Metrics   Unique  visits;  Online  menQons;   Referrals;  Conversions   Results   2,000%  increase  in  visitors     300%  improvement    in  buzz   50%  increase  in  customers   400%  increase  in  ad  billings   Page  53  
  54. 54. Cut  Out  the  Middleman   Today,  you  can  take   your  message  directly   to  your  consQtuents   without  relying  on   intermediaries   And  why  would  you   not  want  to  do  that?   Page  54  
  55. 55. Blogging  for  Leads   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  55  
  56. 56. The  Challenge  
  57. 57. Social  Media  Training  
  58. 58. www.OnTheRecordPodcast.com   @ontherecord   facebook.com/ontherecordonline   Link  in  iTunes  
  59. 59. Read  the  Book   PRE  ORDER  AT     Amazon  ::  Barnes  &  Noble  ::  Borders  
  60. 60. Thank  You   (310)  463-­‐4026        Phone   my-­‐calendar      Calendar   eric[at]ericschwartzman[dot]com  Email   ericschwartzman.com    Website   ontherecordpodcast.com    Podcast   spinfluencer.com      Blog   @ericschwartzman      TwiRer   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

×