1.
Business-to-Business Social Media Presented by: Out There Advertising Kim Keuning, President Melissa D’Aloia, Account Executive

2.
Why is social media important?

3.
Social media is here to stay <ul><li>B2B buyers are spending more time researching online </li></ul><ul><li>Social media can play a big role in the decision-making process </li></ul><ul><li>Leverage social media for: </li></ul><ul><ul><li>Building relationships </li></ul></ul><ul><ul><li>Listening to the market </li></ul></ul><ul><ul><li>Influencing buyers before they are identified as leads </li></ul></ul>

4.
Why social media for B2B <ul><li>Before </li></ul><ul><ul><li>Prospect engaged directly with salesperson </li></ul></ul><ul><li>Arrival of Google </li></ul><ul><ul><li>Search engine optimization </li></ul></ul><ul><ul><li>Pay-per-click </li></ul></ul><ul><li>Today </li></ul><ul><ul><li>Social media sites drive a large portion of B2B interactions on the web </li></ul></ul>www.companywebsite.com

5.
Fundamental concepts <ul><li>Choosing your social media identity </li></ul><ul><li>Social media monitoring </li></ul><ul><ul><li>Twitter search </li></ul></ul><ul><ul><li>Facebook search </li></ul></ul><ul><ul><li>LinkedIn search </li></ul></ul><ul><ul><li>Search engines </li></ul></ul><ul><ul><li>Alerts </li></ul></ul><ul><li>Monitoring software </li></ul>vs

6.
Inbound Marketing <ul><li>“ Your prospect…cares about his boss or the story you're telling or the risk or the hassle of making a change. He cares about who you know and what other people will think when he tells them what he’s done after he buys from you. </li></ul><ul><li>The opportunity, then, is not to insist that your customers get more rational, but instead to embrace just how irrational they are. Give them what they need.” </li></ul><ul><li>Seth Godin, The Rational Marketer (and the Irrational Customer), 2009 </li></ul>

7.
Check list – Is your company ready for social media? <ul><li>My company has clear goals for social media </li></ul><ul><li>We have the human resources to commit to social media </li></ul><ul><li>We produce enough quality content to sustain a social media conversation </li></ul><ul><li>We know which social media sites are popular with our prospects and customers </li></ul><ul><li>Our company website is prepared for social media attention </li></ul><ul><li>We are ready to incorporate social media </li></ul><ul><li>strategies throughout the buying process </li></ul>

8.
Developing a social media strategy <ul><li>Target Audience </li></ul><ul><li>Goals or Objectives (tie-in with overall company goals) </li></ul><ul><li>Tactics </li></ul><ul><li>Key Metrics </li></ul>

9.
Example Tactic: <ul><li>Target Audience: Owners of small businesses </li></ul><ul><li>Objective: Increase brand awareness </li></ul><ul><li>Social Media Tactic: Blogging </li></ul><ul><li>Short-term objective 1: Promote thought leadership through blog posting on </li></ul><ul><li>industry best practices </li></ul><ul><ul><ul><ul><ul><li>Create blog publication schedule </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Add RSS button </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Publish blog post once a week </li></ul></ul></ul></ul></ul><ul><li>Short-term objective 2: Increase engagement </li></ul><ul><ul><ul><ul><ul><li>Respond to comments within 24 hours </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Add links to blog on website and in e-newsletter </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Invite relevant guest bloggers and market to their networks </li></ul></ul></ul></ul></ul><ul><li>Time invested: 1-2 hours daily </li></ul>

10.
Social Media Tools <ul><li>Blogging </li></ul><ul><li>Social Bookmarks </li></ul><ul><li>Microblogging </li></ul><ul><li>B2B Social Networks </li></ul><ul><li>Documents/Content </li></ul><ul><li>Video </li></ul><ul><li>Wiki and Crowd Sourced Content </li></ul><ul><li>Pictures </li></ul><ul><li>Social Search </li></ul><ul><li>Monitoring and Measurement </li></ul>

12.
Determine your social media voice <ul><li>Social voice is different from a brand voice </li></ul><ul><ul><li>Social voice=person </li></ul></ul><ul><ul><li>Brand voice=anonymous </li></ul></ul><ul><li>Informal is acceptable </li></ul><ul><li>Be genuine </li></ul>

13.
Start a blog <ul><li>Promote yourself and get feedback from community </li></ul><ul><li>Build prospects through search engine rankings </li></ul><ul><li>Establish business as thought leader </li></ul><ul><li>Share customer success stories </li></ul>

14.
Using LinkedIn <ul><li>Merge offline engagement with online </li></ul><ul><li>LinkedIn Groups </li></ul><ul><li>LinkedIn Answers </li></ul>

15.
Don’t be creepy <ul><li>If you use social media like a keyword searching robot you are going to come off as creepy </li></ul><ul><li>Use common sense </li></ul><ul><li>Approach people like you would want to be approached </li></ul><ul><li>Be transparent </li></ul>

16.
Using Twitter effectively <ul><li>Twitter search </li></ul><ul><li>Hashtags </li></ul><ul><li>Follow industry influencers, engage customers, track competition </li></ul>

17.
Be consistent and follow-up <ul><li>Social media is not about setting and forgetting, it’s about being social </li></ul><ul><li>Stay engaged </li></ul><ul><ul><li>Blog consistently </li></ul></ul><ul><ul><li>Follow-up and ask if they </li></ul></ul><ul><ul><li>have any additional </li></ul></ul><ul><ul><li>questions </li></ul></ul><ul><li>Send direct messages </li></ul>

18.
Leverage analytics <ul><li>Website stats </li></ul><ul><li>Shares/Retweets/Mentions </li></ul>What is driving visitors to your website?

19.
Monitor Industry

21.
Make it easy to share your content <ul><li>Make sharing options visible </li></ul><ul><li>Allow e-mails to be viewed as web page </li></ul><ul><li>Frame web pages/blog posts with a social bar </li></ul><ul><li>Enable forward </li></ul><ul><li>to a friend </li></ul>

22.
About us page <ul><li>Add photos of staff to about us page </li></ul><ul><li>Add links to employees’ LinkedIn profiles </li></ul><ul><li>Describe employees’ expertise and cut out the gobblygook </li></ul>

23.
Start/maximize your blog <ul><li>Update regularly - once a week at least </li></ul><ul><ul><li>Publish helpful content and not always a sales pitch </li></ul></ul><ul><ul><li>Write about topics your business partners, customers, vendors, etc. are searching for </li></ul></ul><ul><li>Design of blog should match your website </li></ul>

24.
Taking social media seriously <ul><li>Add links to social media sites on bottom of e-mail – let people know how they can connect with you </li></ul><ul><li>Be yourself and realize “You can’t do it all.” </li></ul>

25.
<ul><li>Make your business more human </li></ul><ul><li>Interesting content is king </li></ul><ul><li>Know your audience and your goals </li></ul><ul><li>Borrow knowledge from consumer world </li></ul><ul><li>People buy expertise </li></ul><ul><li>Social media isnt’ about you, it’s about them </li></ul><ul><li>Fuse social media with offline engagement </li></ul><ul><li>Learn to be human again </li></ul><ul><li>Have a goal </li></ul><ul><li>Go where people are interacting now </li></ul>10 Essential Social Media Lessons

26.
You can find us at: <ul><li>www.outthereadvertising.com </li></ul><ul><li>www.facebook.com/outthereadvertising </li></ul><ul><li>@outtheread </li></ul><ul><li>@melissadaloia </li></ul>