The document summarizes a panel discussion on social and emerging media for B2B companies. It provides tips from three panelists - Rob MacEwen, Chris Uschan, and Courtney Wiley - on engaging users, implementing social media campaigns, and using social media for B2B purposes like attracting prospects, nurturing relationships, and driving traffic. Key recommendations include engaging customers and peers rather than just selling, being patient as payoffs are long term, focusing efforts on a few channels done well, and leveraging social media to generate qualified leads and increase loyalty.

1. Social and Emerging Media Moderated by: Laura Horton Marketing Manager, Pardot

2. Panelists Rob MacEwen Managing Director Chris UschanDirector of Online Marketing Courtney WileyDirector of Digital Marketing

3. Rob MacEwen

4. Engaging Social Media Users It’s not about selling – It’s about engaging Partners – Build your brand Thought Leaders – Learn from them Peers in Other Industries – Get referrals Competitors – Listen, Advance the Industry Customers – Promote them, Help them

6. Be Patient

7. Incorporate Social Content on your Site

8. Payoff is Longer Term

9. Figure it out now

10. Develop Success Measurements

11. Don’t get distracted

12. Focus and keep relevant

14. Link to your landing pages and forms

15. Track your links to your content

16. Do Everything

17. Let users pick the type of content they want

18. Blog, Video, Whitepaper, Email, Seminar

19. It’s just another touch

21. Everybody’s Doing It

24. Content Hub (blog)

27. Commitment Time, Length, Execs

28. Support Biz Objectives

29. Listen/Participate

30. Build relationships

31. Don’t hard sell

32. Try – Fail – Try

33. Measure, learn, adapt

34. Can’t do everything

35. Pick a few, do them well!

36. Junta42

37. SmartBriefs

38. Hubspot

39. Chris Brogan

40. MarketingProfs.com

41. WOM - Andy Sernovitz

42. New Marketing – David Scott

43. Made to Stick – Chip Heath

44. Groundswell - Forrester

46. Social Media for B2B is the “New Normal” 33% visit social media sites to engage in research before making a purchasing decision. 47% say social media sites influence their decision to purchase from a specific company. 26% have changed their minds about a purchasing decision after reading peer comments on a social media site.

47. B2B Marketers to Boost Spending

49. Search + connect to attract analysts, prospects, PR connects, customers

50. Establish business partnerships with like-minded organizations

51. Be everywhere all the time with hashtags and schedulers

52. Customer care inquiries, requests

53. Go deeper with RTs, @ mentions. “INgage” on a 1-to-1 level

54. Online Community and Chat

55. Find new customers through friends, provide micro-groups

56. Integrate social media results in search engines

57. Leverage Pardot data for immediate chat sessions

58. Facebook

59. “Like” customers and prospects, engage by leaving messages

60. Broadcast solution videos

61. Use photos to show off company culture

62. YouTube

63. Connect videos with landing pages

64. Increase search engine ranking + brand recognition

65. Social Bookmarking Sites

66. Generate exposure for brands, tag appropriately

67. Email marketing, prospecting via Pardot

68. Include social media channels on all outgoing emails, track links

69. Use new Pardot feature to quickly research prospectsDrive qualified traffic 2. Generate net new leads 3. Increase loyalty

70. Cost Savings Case Study INgage Networks has identified $10,000 per employee in cost savings and potential revenue AVAILABLE ONLINE at http://www.ingagenetworks.com/case-studies

71. Keep in Touch Rob MacEwen - Audaxium rob.macewen@audaxium.com @robmacewen Chris Uschan - Omnipresscuschan@omnipress.com@chrisuschan Courtney Wiley - Ingage Networkscwiley@ingagenetworks.com@wileyccoyote