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SummaryofMarketingProfsB2BForum

SummaryofMarketingProfsB2BForum

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Published by Becky Pearce
This is my summary of the MarketingProfs Business-to-Business Forum that took place in Boston June 8-9. I have included links to the slides from each session I attended as well as relevant links to outside resources mentioned in each session.
This is my summary of the MarketingProfs Business-to-Business Forum that took place in Boston June 8-9. I have included links to the slides from each session I attended as well as relevant links to outside resources mentioned in each session.

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Published by: Becky Pearce on Jun 11, 2009
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Recap of MarketingProfs Business-to-Business ForumJune 8-9, 2009
KEY TAKEAWAYS
 
Connect the pieces (website, Facebook, Twitter, etc.) of our social media puzzle.
 
T
ell a “story” about who we are and what we do.
 
Educate all associates on the social media tools we are using so they understand how they can contribute andwhat the benefit is to them.
 
Determine where are our clients are on the web and make sure we are there.
INTERACTIVE SESSION: What Will Social Media do for my Business? Interactive Q&A
Moderator:
Greg Verdino, Chief Strategy Officer, crayon, LLC
Facilitator:
Ann Handley, Chief Content Officer, MarketingProfs
Panelists:
Donna M. Tucci, Director, Web/New Media, Ingersoll RandAneta Hall, Emerging Media Manager, Pitney BowesMonique Trulson, Manager of Web & E-Commerce, Hello Direct
 
Create best practices and strategy for SM efforts.
 
Define goals: Marketing vs. Branding vs. Recruitment, etc.
 
TEACH/EDUCATE on how to use SM.
 
What are the perceptions our clients/potential clients have?
 
Everyone insists that you may not think people are talking about you but they ARE. Really, are they? We need todo more digging to find out.
 
“If there is no “bad” people won’t believe the good.”
 
Social media humanizes companies
 
Monitor search terms and create RSS feeds for them.
 
Where are our clients? How do we find out where they spend their time on the web?
o
 
ASK THEM.
o
 
ASK ASSOCIATES. They may know and interact with them and we don’t even r
ealize it. Even more reasonto provide guidance to all associates.
o
 
Do some basic Google searches for key individuals at each client. See where they are at.
 
Mobile website is very important. If users cannot access from mobile devices they WILL get frustrated.
 
Breakdown each SM component by department. How can they each use it and how does it benefit them?
 
Highly recommended Microblogging behind a firewall (i.e. Yammer).
o
 
Flattens the organization.
o
 
Humanizes it for associates.
o
 
Serves as a training tool to get people comfortable with social.
o
 
Removes geographic barriers.
 
Look for relevant Facebook Groups. Join them.
 
Personal summary of event by  Becky Pearce - June 10, 2009
 
Recap of MarketingProfs Business-to-Business ForumJune 8-9, 2009
SESSION: Social Media Hot Seat
Lab Leader:
Jason Baer, Founder & President, Convince & Convert
 
Make sure all blogs use the same platform/format.
 
Add profiles for blog writers. Add commenting feature for blog.
 
Improve URLs so they make sense to the viewer.
 
Check readability on website and all SM pages.
 
Use more cross linking within blog posts and create a blogroll on our page. Both will build more awareness of ourblog and create better SEO.
 
Title tags?
 
Use official corporate background on Twitter page.
 
Commenting on other blogs we read will also improve visibility and SEO. Research relevant blogs and target thosethat could provide the most leverage.
 
Use outside sites to post pictures, video, slideshows, documents, etc. This improves visibility and SEO. (See Scribd  for documents.)
 
Post white papers/research papers to Scribd. 
 
Get involved with LinkedIn Groups to show expertise. Plus increases visibility and SEO.
 
Identify key search terms we want to be associated with. Use these terms wherever possible. Identify 2 and hitthem hard. See Kadient as example.
 
Better use of YouTube descriptions for SEO. Use key search terms we identify.
 
Embed more video and photos into blogs, website, etc. rather than just linking to them.
 
On Locations map, relate more to our own company. What can we say about our people in those locations?
 
Community Service initiative is not prominent enough. Speaks volumes about who we are and could be importantto potential clients. Could make us stand out. Creates a kinship with us they may not otherwise have.
 
Not immediately clear what we do. Add “A Marketing Company” to logo.
 
Make colors more consistent across all platforms.
 
Twitter Feed page
 –
consider not just showing company tweets but also relevant Twitter searches. Also agreedthat we need to add photos of those Tweeting for the company and links to their personal Twitter accounts, if they have them and want to share.
 
(Check on www.TheAdvancedGuard.com for white paper on using FB for business)
 
Flickr feed on website
 –
, creates a kinship, humanizes the company.
 
(Look at Alltop for best blogs)
 
TELL A STORY. Connect the pieces again somehow.
 
Guide associates on how to talk about different topics.
 
(Check on plug-in to add blogs to LinkedIn.)
 
“Fun without being off brand.” Was used to describe 
video Kadient created and posted to YouTube.
 
Consider taking presentations and breaking them down into multiple blog post. Always think about how thingscan be deconstructed and used in multiple ways/multiple platforms.
 
(Look at 
.)
Personal summary of event by  Becky Pearce - June 10, 2009
 
Recap of MarketingProfs Business-to-Business ForumJune 8-9, 2009
SESSION:
Moderator:
Diane Hessan, President & CEO, Communispace
Panelist:
Joanne Del Toro, Director, Online Communities, Network SolutionsGretchen Harding, Senior Marketing Manager, IntuitNathan Beverly, Marketing Strategy & Insights Manager, WellPoint Corporate Marketing
 
Several people on panel said they were able to gain stories/testimonials through their customer communities thatthey later were able to use in their other marketing efforts.
 
Share customer insight with associates once we have it.
 
Build trust. Don’t hard sell through
the community.
 
How do you keep people engaged? Allow them to engage with each other. Make them feel like theirideas/feedback are being listened to and applied to changes in the business.
 
Must respond, engage and follow up.
 
Must be a well-moderated site to help discussion along. The more moderators the better to get differentperspectives.
 
Allow EVERY user to moderate inappropriate content. Everyone should be able to immediately reportinappropriate content.
 
Moderate and monitor but NOT filter.
 
Can also setup automatic filters for certain content. Specific terms, phrases, etc.
 
Don’t allow anyone to post anonymously.
 
Don’t feel obligated to create a community. Consider starting small
(cheap) and growing.
 
If you don’t have at least 100 customers that will be on the site then don’t bother. It’s not a large enough
community for customers to feel like they are gaining something and are part of a community.
Speaker:
George Hague, Senior Marketing Strategist, J. Schmid & Associates, Inc.
 
BrandObjectiveOfferSellTrack
 
What is our One Simple Truth?
 
What are our customers really buying?
 
What are our client’s pain points?
 
Personal summary of event by  Becky Pearce - June 10, 2009

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