(This is the fourth in a series of guest posts for Silverpop written by Jeff Ogden, president of B2B lead generation company Find New Customers.)
Recently, I was invited to deliver the keynote address at the BMA-NJ Social Media Symposium, which included speakers from Google and Linkedin. My goal was to entertain and deliver a fun and engaging talk.
As a national speaker for the Business Marketing Association and the host of Mad Marketing TV, this was a great opportunity to get in front of many B2B marketing folks.
I started by sharing 10 things that one can accomplish using social media:
- Gain visibility with prospects, partners, customers and community
- Share your brand story
- Become recognized as an expert
- Increase deal conversion rates
- Introduce your new products and services
- Pump up prospecting referrals and lead
- Get speaking gigs
- Listen and earn new leads for your business
- Network and find new business partners
- Hire smarter and faster
We also shared how much social networks have grown: Facebook surpassing 845 million members as of February 2012, 340 million Tweets every day, and executives from nearly every Fortune 500 company on LinkedIn. The bottom line? Social is too big to ignore anymore.
No good social media presentation skips the ROI discussion. But I consider social media a form of communication. We don’t always look at ROI on communication tools like the telephone and email, so why do we have to find an ROI on social?
We also shared our new Fearless Competitor blog and discussed the reasons why your blog should be your home base. In fact, Google discussed a form of search results which highlights fresh content in the last 48 hours. We discussed our investment in our new blog—how slider images appear, how it’s clearly labeled and easy to share, and how it’s optimized for search results.
We also said any good keynote presentation has to offer one big idea that people can use. So we discussed newsjacking, an idea from David Meerman Scott.
The idea of newsjacking is to jump on a new story right away and share insights with the press. Look at the “Life of a news story” graphic below and see how quickly you have to engage:
What are the steps for newsjacking? Below is a diagram of how newsjacking works:
Finally, we shared the key points to remember when engaging with social media:
- Don’t aim to be good at social media. Aim to be good at biz using social media.
- Before jumping in, ask why people are there.
- Keep in mind that some social platforms are highly mobile, especially Instagram and Foursquare.
- ALL social media must move the biz needle.
- Worst reason to do social? FOMO (Fear of Missing Out).
Deep research, careful planning and good content are all keys to success in social media in B2B marketing. For more on the topic, check out my Slideshare presentation on “Driving Business Results with Social Media”:
1) Blog: “Why B2B Marketers Need to Be More Social”
2) Tip Sheet: “10 Tips for Using Social and Mobile to Capture, Communicate & Understand”
3) Blog: “Hey Marketer, Where’s Your Social Bait?”