social media for b2b lead generation

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@ericschwartzman #Entrust12 4 Steps to B2B Social Media Lead Genera>on Eric Schwartzman, author/speaker/digital strategist Social Marke;ng to the Business Customer 2012 Entrust Sales Conference :: SF

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Delivered by Eric Schwartzman as a keynote at the Entrust Sales Conference at the Fairmont Hotel in San Francisco on Sunday, Feb. 26, 2012. http://www.ericschwartzman.com

TRANSCRIPT

Page 1: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

4  Steps  to  B2B  Social  Media  Lead  Genera>on  

Eric  Schwartzman,  author/speaker/digital  strategist  

“Social  Marke;ng  to  the  Business  Customer”  2012  Entrust  Sales  Conference  ::  SF  

Page 2: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

AGENDA  

  Strategic  Brief  

  4  Steps  of  Lead  Genera>on  

 What’s  Coming  Next  

I’ll  Display  Follow  Up  Resource  Links  Here  

Page 3: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

B2B  Social  Media  Adop>on  Today  

93%  of  all  B2B  marketers  are  engaged  in  some  form  of  social  media  outreach.  

Social  Media  Channel   Adop>on  by  B2Bs  

Linkedin   72%  

Facebook   71%  

TwiMer   67%  

YouTube   48%  

Blogging   44%  

Online  Communi;es   22%  

Source:  Emerging  Trends  in  B-­‐to-­‐B  Social  Media  Marke;ng:  Insights  From  the  Field    

Page 4: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

What  Happened?  

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@ericschwartzman  #Entrust12  

Where’s  the  Value?  

Case  Study:  hMp://ontherecordpodcast.com/chaMer    

Page 6: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Person-­‐to-­‐Person  

Brochures  

Paid  

Search  

Earned  

Social  Networks  

 Discoverable  through  Search  

 Shareable  through  Social  

What’s  the  Business  Case?  

Page 7: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

What’s  the  Objec>ve?  

To  generate  leads  by  geVng  your  subject  maMer  exper;se  on  the  record  online.  

Page 8: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Let’s  Connect  

Follow  Us:  hMp://twiMer.com/entrust  hMp://twiMer.com/entrustSSL    

Friend  Us:  hMps://www.facebook.com/EntrustSecurity  hMps://www.facebook.com/EntrustSSL    

Connect:  hMp://www.linkedin.com/company/entrust  

If  you’d  like  to  promote  any  of  your  own  content  through  these  channels,  send  an  email  to  [email protected]    

Page 9: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Let’s  Check  In  

Page 10: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Phase  1  •  Listen  

Phase  2  •  Build  Your  Network  

Phase  3  •  Par;cipate  

Phase  4  •  Evaluate  

B2B  Social  Sales  in  4  Steps  

Page 11: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Step  1:  Listen  

Use  Google  Related  Search  

Future  of  Search  is  Social  

Page 12: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Step  1:  Listen  

Geography  of  Search  

Search  Volume  over  Time  

Focus  on  Your  Market  

hMp://www.google.com/insights    

Page 13: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Step  1:  Listen  

hMp://ericschwartzman.com/IS-­‐subs    

To  Import  Subs,  Click  Here  

To  Share,  Click  Here  

Page 14: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Step  1:  Listen  

Google  Reader  Subscrip>ons:  hYp://ericschwartzman.com/IS-­‐subs    

Import  the  Subs  

Page 15: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Step  1:  Listen  

Build  Contact  Lists  

Bookmark  Here  

Page 16: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Step  2:  Build  Your  Network  

Page 17: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Step  2:  Build  Your  Network  

Make  it  Easy  

Page 18: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Step  2:  Build  Your  Network  

hMp://rappor;ve.com/    

Page 19: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Step  2:  Build  Your  Network  

hMp://rappor;ve.com/    

Page 20: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Step  2:  Build  Your  Network  

Go  to:  hMp://www.linkedin.com/in/daxdavis  and  send  a  connec;on  request  to  [email protected]      

Page 21: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Step  2:  Build  Your  Network  

Page 22: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Step  3:  Par>cipate  

Klout  Score  

Page 23: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Step  3:  Par>cipate  

Likes,  Comments  and  Shares  determine  rank  in  the  newsfeed  

+1s,  Comments  and  Shares  determine  rank  in  the  newsfeed  

Page 24: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Communi>es  Convey  Trust  

Page 25: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Raise  Your  Hand  of  You’re  on  TwiYer  

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@ericschwartzman  #Entrust12  

Step  3:  Par>cipate  

• What  Should  You  Tweet  About?  •  Retweet  content  from  @Entrust  and  @EntrustSSL  

•  Retweet  useful  info  from  other  users  by  searching  these  hashtags  #IPsec,  #TCO,  #malware,  #infosec,  #security,  #cryptography,  #ssl  

•  Interact  with  other  aMendees  at  this  event.    Find  them  using  the  #Entrust12  hashtag  

•  Live  tweet  from  big-­‐;cket  events  like  #RSA  and  #ISW  •  “Overheard  at  #Entrust12”  -­‐  what  are  aMendees  talking  about  around  you?  

•   Who  else  is  there?  Tweet  about  people  you’ve  spoMed  and  include  their  TwiMer  as  an  @men;on.  

•   Photos  with  other  aMendees  

Page 27: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Raise  Your  Hand  if  You’re  on  Facebook  

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@ericschwartzman  #Entrust12  

Step  3:  Par>cipate  

•  Like  or  Comment  on  updates  from:  hMps://www.facebook.com/EntrustSecurity  

hMps://www.facebook.com/EntrustSSL    

•  Posts  that  end  with  a  ques;on  are  15%  more  engaging  •  Posts  80  words  or  less  are  27%  more  engaging  

•  Posts  outside  of  business  hours  are  20%  more  engaging  

•  Don’t  ask  Why.  Ask  Where  or  When.  •  Most  Liked  posts  include  these  words:  Like,  Take,  Submit  

•  Most  Commented  posts  include:  Comment,  Post,  Tell  Us  

•  Least  engaging  posts  include:  Event,  Winner,  Offer  

Page 29: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Step  3:  Par>cipate  

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@ericschwartzman  #Entrust12  

Step  3:  Par>cipate  

Page 31: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Step  3:  Par>cipate  

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@ericschwartzman  #Entrust12  

B2B  Social  Networks  

About  the  SAP  Community  Network  

Page 33: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Step  3:  Par>cipate  

Homeland  Embassy   Embassy  

Embassy  Embassy  

Search  

Linkedin  

TwiYer  

SlideShare  

Page 34: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Why  Make  a  Blog  the  Homeland?  

Source:  2011  State  of  Inbound  Marke;ng  Study  

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@ericschwartzman  #Entrust12  

B2B  Blogs   35  

•  73  blogs  

•  17  bloggers  

•  600%  jump  in  leads  

•  Top  quality  

Case  Study:  hMp://ontherecordpodcast.com/emerson    

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@ericschwartzman  #Entrust12  

SME  Shares  

MP3    Podcast  

Text  Transcript    Blog  Post  

PowerPoint    SlideShare  

Video    Webcast  &  YouTube  

Extend the Reach of Existing Activities Phase  Three:  Par>cipate  

Page 37: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

What’s  the  ROI?  

Page 38: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

What’s  the  Value  of  Intangible  Assets?  

Page 39: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Expenses  vs.  Assets  

Page 40: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Step  4:  Evaluate  

Search  

Blog  TwiYer  Facebook  Email  Linkedin  

Page 41: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Step  4:  Evaluate  

hMp://www.radian6.com/    

Page 42: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Step  4:  Evaluate  

hMp://hootsuite.com    

Page 43: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Phase  1  •  Listen  and  Map  

Phase  2  •  Build  Your  Network  

Phase  3  •  Par;cipate  

Phase  4  •  Measure  and  Evaluate  

Review  -­‐  B2B  Social  Sales  in  4  Steps  

Ac>vity   Tool  

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Policy  MaYers   44  

Entrust  appreciates  the  effec;ve  use  of  social  media  for  business  and  employees  who  demonstrate  excellence  in  this  area  will  be  recognized  and  rewarded  at  their  annual  employee  review.  

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What’s  Next?  

Page 46: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

B2B  Mobile  Marke>ng   46  

Page 47: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Cisco  App  

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B2B  Social  Marke>ng  Revolu>on  

Revolu;onary  Aristocrat  Eisner   Lassiter  

Page 49: Social Media for B2B Lead Generation

@ericschwartzman  #Entrust12  

Thank  You  

Eric  Schwartzman  [email protected]  

+1  (310)  455-­‐4000  

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