SLIDE 1 …and how to overcome them
5 B2B Social Media Career Killers
Eddie Smith Chris Baggott Chief Revenue Officer Chairman Topsy Labs Compendium Nichole Kelly Daniel Burstein President Director of Editorial Content SME Digital MECLABS
SLIDE 2 Eddie Smith Chief Revenue Officer Topsy Labs
Panel Speakers
@esmitsky
2
Nichole Kelly President SME Digital @Nichole_Kelly Chris Baggott Chairman Compendium @chrisbaggott Daniel Burstein Director, Editorial Content MECLABS @DanielBurstein
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Thinking your CFO is your nemesis Single-use content Creating content that is not authentic Treating social media like it’s “special” Not soliciting outside content
2 3 1
5 B2B Social Media Career Killers
4 5
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Only 46% of CMOs view achieving or increasing measurable ROI from social marketing programs a top strategic priority
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Measure Mention Activity Over Time by Keyword
IBM, Cisco, Hewlett 3 Month Volume Trend
SLIDE 6
Track & Measure Link-Sharing In Social Medias
SAP.com, oracle.com, salesforce.com 30 day analysis
SLIDE 7 Career-Killer #1: Thinking your CFO is the nemesis
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warnet.ws
SLIDE 8 Career-Killer #1: Thinking your CFO is the nemesis
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impressions
engagement
generated
soft lead
warnet.ws
iPad Campaign to Drive Electronic Magazine Subscribers
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Walker Information
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Thinking your CFO is your nemesis Single-use content Creating content that is not authentic Treating social media like ‘“special” Not soliciting outside content
2 3 1
5 B2B Social Media Career Killers
4 5
SLIDE 12 Repurposing and reformatting existing content the most effective tactic for developing B2B marketing content
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SLIDE 16 Career-Killer #2: Single-use content
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SLIDE 17 Career-Killer #2: Single-use content
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Generated 74% lift in online leads in first month
SLIDE 18
Thinking your CFO is your nemesis Single-use content Creating content that is not authentic Treating social media like it’s “special” Not soliciting outside content
2 3 1
5 B2B Social Media Career Killers
4 5
SLIDE 19 Content creation improves lead quality and conversion rate
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Is This Authentic and Real?
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It wasn’t…. Don’t fool your audience or be fooled
SLIDE 24 Career-Killer #3: Creating content that is not authentic
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catsdo.com
SLIDE 25
Thinking your CFO is your nemesis Single-use content Creating content that is not authentic Treating social media like it’s “special” Not soliciting outside content
2 3 1
5 B2B Social Media Career Killers
4 5
SLIDE 26 Most marketers agree on importance of inbound marketing integration, but don’t always practice it
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SLIDE 27 Create Buzz & Embed Links To Drive Traffic
Include links in posts Create persistent presence
- ver time using same theme,
terms or hashtags
SLIDE 28 Career-Killer #4: Treating social media like it’s “special”
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catsdo.com
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Thinking your CFO is your nemesis Single-use content Creating content that is not authentic Treating social media like it’s “special” Not soliciting outside content
2 3 1
5 B2B Social Media Career Killers
4 5
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Customer reviews most effective content in meeting marketing
marketers.
SLIDE 31 Career-Killer #5: Not soliciting outside content
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SLIDE 32 Career-Killer #5: Not soliciting outside content
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SLIDE 33
Measure & Quantify Positive/Negative Reviews
Social Sentiment – Hewlett Packard Past 3 Months On Twitter
SLIDE 34 Thank You
34
Nichole Kelly President SME Digital nkelly@socialmediaexplorer.com Chris Baggott Chaiman Compendium cbaggott@compendium.com Daniel Burstein Director, Editorial Content MECLABS Editor@MECLABS.com Eddie Smith Chief Revenue Officer Topsy Labs eddie@topsy.com
SLIDE 35 …and how to overcome them
5 B2B Social Media Career Killers
Eddie Smtih Chris Baggott Chief Revenue Officer Chairman Topsy Labs Compendium Nichole Kelly Daniel Burstein President Director of Editorial Content SME Digital MECLABS
