How to Master B2B Social Media Marketing
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This document summarizes key points from a presentation about mastering B2B social media. The presentation was given by Brian Halligan, who authored a book on the topic. Some of the main ideas discussed include using social media to build reach before customers contact sales, focusing on relationships over transactions, and integrating social media with other marketing activities to amplify their impact. Metrics like ROI and cost per lead are important to show the value of social media for B2B.
How to Master B2B Social Media Marketing
- 1. Mastering B2B Social Media
- 2. I’m Brian Bodnar. I’m Kipp Halligan. Nice to meet you. Nice to meet you. @KippBodnar
- 3. I’m BrianCohen. I’m Jeff Halligan. Nice to meet you. Nice to meet you. @JeffreyLCohen
- 4. I’m Brian Halligan. We wrote The B2B Nice toMedia you. Social meet Book. amzn.to/b2bsm2
- 5. #B2BSM
- 8. 60% of the sales cycle is over – before a buyer talks to your salesperson. 91! CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7
- 9. B2B>B2C
- 13. People to People
- 19. Closed Millions In Sales From Online Leads ROI – 2800%!
- 20. #B2BSM
- 22. B2B Myths Busted
- 23. “ Marketing is an asset NOT an expense. @KippBodnar ” Tweet This! #B2BSM
- 24. B2B SOCIAL MEDIA IS ABOUT REACH BUILDING
- 25. The Social Web Rewards Reach
- 26. “ B2B companies should obsess about building reach as much or MORE than B2C companies. @JeffreyLCohen ” Tweet This! #B2BSM
- 27. Social reach is the new word-of-mouth referral engine
- 29. BITLY, 9/2011 The shelf life of a social media link is 3 hours.
- 30. THE Links to company blog posts 10-4-1 Links to third- party articles Link to a company landing page RULE
- 31. B2B SOCIAL MEDIA IS ABOUT SELLING
- 32. “ Your goal shouldn't be to buy leads. Your goal should be to buy customers. @KippBodnar ” Tweet This! #B2BSM
- 33. 73% of CEOs don’t believe marketers drive revenue. 91! FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ
- 35. How Social Media Leads Happen 1 Tweet Landing Page Form Lead Like Blog Landing Post CTA Page Product Landing +1 Page CTA Page
- 36. Dedicated Monitoring http://www.flickr.com/photos/giara/2211500258
- 41. #B2BSM
- 42. B2B SOCIAL MEDIA HAS CLEAR ROI
- 43. “ If you can’t count it, why do it? @KippBodnar ” Tweet This! #B2BSM
- 44. Math Ahead
- 45. TLV-COCA = ROI (%) COCA
- 48. First- Vs. Last-Action Attribution Last-Action Attribution: Attends Buys Clicks on a Sales Call Product PPC Ad Looks at Product Page First-Action Signs Up For Reads Blog Attribution: Webinar Post User Clicks Link on Twitter
- 49. 10K-3K = 233% 3K
- 50. B2B SOCIAL MEDIA IS ONLY ONE PIECE
- 51. “ Social media amplifies the effectiveness of offline marketing. It doesn’t replace it. @JeffreyLCohen ” Tweet This! #B2BSM
- 52. Trade shows are social too
- 54. GOAL: Use Social Media To Promote Offline Events
- 56. 5,000 T-Shirts
- 57. RESULT: 235% Increase in event tickets distributed and 95% redeemed
- 59. “ Master B2B Social Media with reach, lead gen, data and integration with offline activities. @KippBodnar ” Tweet This! #B2BSM
- 60. The Pot of Gold http://www.flickr.com/photos/tao_zhyn/442965594/
- 61. Prove the CEO Wrong
- 62. You’re the Star
- 63. THANK YOU
- 64. I’m Brian Halligan. We wrote The B2B Nice toMedia you. Social meet Book. amzn.to/b2bsm2
Editor's Notes
- #30: Connect to milk and pour glass