social media for b2b lead generation
DESCRIPTION
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.comTRANSCRIPT
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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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AGENDA
Strategic Brief
4 Steps of Lead Genera>on
What’s Coming Next
I’ll Display Follow Up Resource Links Here
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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
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What Happened?
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Where’s the Value?
Case Study: hMp://ontherecordpodcast.com/chaMer
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Person-‐to-‐Person
Brochures
Paid
Search
Earned
Social Networks
Discoverable through Search
Shareable through Social
What’s the Business Case?
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What’s the Objec>ve?
To generate leads by geVng your subject maMer exper;se on the record online.
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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]
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Let’s Check In
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Phase 1 • Listen
Phase 2 • Build Your Network
Phase 3 • Par;cipate
Phase 4 • Evaluate
B2B Social Sales in 4 Steps
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Step 1: Listen
Use Google Related Search
Future of Search is Social
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Step 1: Listen
Geography of Search
Search Volume over Time
Focus on Your Market
hMp://www.google.com/insights
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Step 1: Listen
hMp://ericschwartzman.com/IS-‐subs
To Import Subs, Click Here
To Share, Click Here
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Step 1: Listen
Google Reader Subscrip>ons: hYp://ericschwartzman.com/IS-‐subs
Import the Subs
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Step 1: Listen
Build Contact Lists
Bookmark Here
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Step 2: Build Your Network
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Step 2: Build Your Network
Make it Easy
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Step 2: Build Your Network
hMp://rappor;ve.com/
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Step 2: Build Your Network
hMp://rappor;ve.com/
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Step 2: Build Your Network
Go to: hMp://www.linkedin.com/in/daxdavis and send a connec;on request to [email protected]
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Step 2: Build Your Network
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Step 3: Par>cipate
Klout Score
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Step 3: Par>cipate
Likes, Comments and Shares determine rank in the newsfeed
+1s, Comments and Shares determine rank in the newsfeed
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Communi>es Convey Trust
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Raise Your Hand of You’re on TwiYer
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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
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Raise Your Hand if You’re on Facebook
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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
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Step 3: Par>cipate
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Step 3: Par>cipate
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Step 3: Par>cipate
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B2B Social Networks
About the SAP Community Network
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Step 3: Par>cipate
Homeland Embassy Embassy
Embassy Embassy
Search
TwiYer
SlideShare
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Why Make a Blog the Homeland?
Source: 2011 State of Inbound Marke;ng Study
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B2B Blogs 35
• 73 blogs
• 17 bloggers
• 600% jump in leads
• Top quality
Case Study: hMp://ontherecordpodcast.com/emerson
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SME Shares
MP3 Podcast
Text Transcript Blog Post
PowerPoint SlideShare
Video Webcast & YouTube
Extend the Reach of Existing Activities Phase Three: Par>cipate
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What’s the ROI?
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What’s the Value of Intangible Assets?
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Expenses vs. Assets
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Step 4: Evaluate
Search
Blog TwiYer Facebook Email Linkedin
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Step 4: Evaluate
hMp://www.radian6.com/
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Step 4: Evaluate
hMp://hootsuite.com
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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?
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B2B Mobile Marke>ng 46
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Cisco App
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B2B Social Marke>ng Revolu>on
Revolu;onary Aristocrat Eisner Lassiter
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Thank You
Eric Schwartzman [email protected]
+1 (310) 455-‐4000
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