Delivered at the Plastics News Executive Forum on March 8, 2011 in Summerlin, Nevada by Eric Schwartzman. [CC] Feel free to use but please attribute www.ericschwartzman.com.

1. Social
Media
for
Plas/cs
Execs
@EricSchwartzman
March
8,
2011

2. One
Word

3. Two
Words
Brian
Solis

4. Scale
and
Scope

5. News
Media
Addict
Pussycat
Dolls
Academy
Awards
Britney
Spears
Mayor
Jerry
Brown
Star
Wars
30th
Anniversary

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. One
to
Many
Newspapers
Television
Media
Rela/ons
Magazines
Radio

8. Controlled
Communica/ons

9. Scoring
Ink

10. Law
of
Diminishing
Returns
Source:
Paper
Cuts

11. Demise
of
One
to
Many
Source:
Pew
Internet

12. Ad
Spending
Trends

13. Digital
Domina/on
Source:
TNS
Digital
Life
Study,
Oct.
10,
2010

14. Diversity
of
Online
Channels
New
Media
Monitoring
Geo
Networking
Email
Apps
Search
Content
Social
Blogs/Podcasts
Networks
Social
Social
Media
Networks

15. B2B
vs.
B2C
Marke/ng
• Group
consensus
• RelaQonships
maRer
• Audience
is
knowledgeable,
engaged,
serious
• Intense
need
for
informaQon
• Different
prioriQes
Page
15

16. Stakeholder
CommiTees
Page
16

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. B2B
Social
Media
Spending
and
Objec/ves

19. Value
of
Offline
vs.
Online
Communica/ons
Public
Gatherings
Social
Networks
Print
Blogs
Media
Buys
Broadcast

20. Value
of
Social
Media:
Increased
Produc/vity

21. More
With
Less
•
Bytes
are
Cheaper
than
Bits
•
Bytes
are
More
Environmentally
Responsible
•
Bytes
are
Easier
to
Change
•
Bytes
are
on
Demand

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. Listen
to
the
Industry

24. Listening:
Linkedin
Answers

25. Listen
in
Real
Time

26. Listen
to
Thought
Leaders

27. Selling
Sto
the
edia:
Show
the
Community
Listen
ocial
M Compe//on

28. Listen
to
Hashtags

29. Listen
to
Hashtags

30. Listening:
Google
Reader

31. Listening:
Hootsuite

32. Inbound
Marke/ng:
Profi/ng
from
Listening
Posts

33. Dell
Taps
Chief
Listening
Officer

34. Lower
Cost
per
Lead
2011
State
of
Inbound
MarkeQng
Study

35. Online
Media
Rela/ons

36. Listening
to
the
Numbers:
Keyword
Relevancy

37. Listening
to
the
Numbers:
Top
Content

38. Listening
to
the
Numbers:
Referrals

39. Integra/on:
Embassy/Homeland
Strategy
39

40. Integra/on:
Start
with
a
Blog
Embassy
Homeland
Embassy
Search
TwiTer
Embassy
Embassy
Linkedin
SlideShare

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. Embassy

Homeland

43. Resource
Requirements
for
Blogging

44. Blogs
Work
Best
in
B2B
2011
State
of
Inbound
MarkeQng
Study

45. What’s
Next?
Mobile
Social
Networking
B2B
PossibiliQes
for
Mobile
|
eMarketer

46. Hoovers
with
GP

47. Social
Networking
and
Sales
Prospec/ng

48. Linkedin
Works
Best
in
Manufacturing
2011
State
of
Inbound
MarkeQng
Study

49. Mobile
Apps

50. Tablet
Apps

51. Smart
Phones
and
Tablets
The
Untethered
ExecuQve
|
Forbes

52. It’s
About
Rela/onships

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. 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. 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. The
Challenge

57. Social
Media
Training

58. www.OnTheRecordPodcast.com
@ontherecord
facebook.com/ontherecordonline
Link
in
iTunes

59. Read
the
Book
PRE
ORDER
AT
Amazon
::
Barnes
&
Noble
::
Borders

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
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