-What is social media?: Busting social myths -Putting the right social media strategy into context -Implementation: Putting Strategy into Action

1. Understanding B2B’s Role in
Social Media
building trust builds customers

2. Steve Krull
CEO & Founder of Be Found Online
Internet Marketing and Social Media Expert

3. Agenda
• Social Stats: Social Media in 2012
• What is Social Media?: Busting Social Myths
• A Social Media Story: All About Bob
• Implementation: Putting Strategy into Action

4. 48 percent of consumers combine social media
and search engines in their buying process.
Source: Group M Search

5. In 2011, 23.1 million people discovered new
brands or products through social media.
Source: The Faces of Social Media

6. 66% of B2B Marketers have implemented a social
media strategy, or will in the next year.
Source: Penton Marketing Services'
2011 B-to-B Marketing Needs Survey

7. Most try their hand at
Facebook, Twitter, and LinkedIn.
Source: Penton Marketing Services'
2011 B-to-B Marketing Needs Survey

8. Source: Penton Marketing Services'
2011 B-to-B Marketing Needs Survey
½ of these companies are not satisfied
with their social media strategy!

9. BECAUSE THEY ARE USING THE WRONG
STRATEGY
WHY?

10. WHAT EXACTLY IS SOCIAL MEDIA?
Busting Social Myths

11. Social Media is not about public relations…

12. Social Media is not about sales …

13. Social Media is not about
business to business…

14. It’s about creating one-on-one
relationships!

15. Reach the consumer
at all touch points!

20. PUTTING THE RIGHT SOCIAL MEDIA STRATEGY
INTO CONTEXT
All About Bob

21. Bob has questions about electrical circuits
and needs advice quickly.

22. He visits the Control Engineering Group on
LinkedIn to ask his question.

23. Joe from Circuits R Us answers Bob’s question
with exactly the information that Bob needed –
and didn’t try to sell him a thing.

24. Joe directs Bob to a video on YouTube that his
company produced. It shows Bob how to wire the
circuits.

25. Joe shares the URL of the Circuits R Us
company blog.

26. Bob follows Joe on Twitter so he can get
breaking news and helpful tips about
electrical engineering.

27. Joe did more than answer Bob’s question. As an
individual, he became a trusted source of
information representing Circuits R Us.

28. Over time, Bob and Joe get to know each other
and form a friendly relationship. It turns out
they have a lot in common – Phillies Fans, Craft
Beer, and StarCraft.

29. The next time Bob needs to purchase
electrical components, he orders from
Circuits R Us.

30. His friends do too!
Sharing good info builds your customer base.

31. PUTTING THE STRATEGY INTO ACTION
Implementation

32. So you shout at 100 people. 30 of them
turn around. What do you do next?

33. Plan, Strategize, Act
(Repeat as needed)

34. Listen to your audience

35. Give your users useful
information, not sales pitches

36. Engage your audience and share info
that is relevant to the conversation

37. Tweet engaging information.
Find & follow

38. Frequently participate in group
discussions (esp. on CFE Groups!).
Ask and answer questions

39. Produce videos that teach your
audience. No commercials!

40. Remember! No gimmicks!

41. Blogs and Guest Blogging – Post consistently
about interesting and cutting-edge
information

42. Plan, Strategize, Act
(Repeat as needed)

43. Social Media Coaching & Management
Social Customer Service & Reputation Management
Paid Search Advertising (SEM)
Search Engine Optimization (SEO)

44. For more information, contact:
Natalie Sowards
Digital Strategist
natalie@befoundonline.com
773-904-1220

45. Twitter: @BeFoundOnline
http://www.linkedin.com/pub/natalie-sowards/0/535/3b1
Twitter: @SteveKrull
http://www.linkedin.com/in/stevekrull