TAILIEUCHUNG - SOCIAL MEDIA FOR B2B MARKETING BY ASUTHOSH NAIR & JASPREET SIDHU

Rebecca Brookes, Director of Social Marketing, Planned Parenthood Federation of America, Inc. Contributing Members of the Turning Point Social Marketing National Excellence Collaborative: Deborah Arms, Chief, Division of Prevention, Ohio Department of Health Debra Burns, Director, Office of Public Health Practice, Minnesota Department of Health Patti Kimmel, Chief, Division of Health Policy, Illinois Department of Public Health Mike Newton-Ward, Social Marketing Consultant, North Carolina Division of Public Health Sylvia Pirani, Director, Office of Local Health Services, New York State Department of Health Danie Watson, President, The Watson Group Marketing Communications, Minneapolis, Minnesota | TABLE OF CONTENTS I. WHY SOCIAL MEDIA MATTERS IN B2B MARKETING 3 II. HOW CAN YOU START BASIC RULES OF ENGAGEMENT 8 I. PLAN YOUR STRATEGY 8 II. DO YOUR RESEARCH 9 III. SET YOUR GUIDELINES 11 IV. GET CRACKING 13 III. HOW ARE OTHERS DOING IT 15 I. PRODUCT LAUNCH 16 II. LEAD DEMAND GENERATION CUSTOMER RETENTION 17 III. BRAND BUILDING MANAGEMENT 18 IV. MONITOR AND MEASURE RESULTS 19 BEIW V. NOT THE FINAL WORD 23 SHARE THE SOCIAL MEDIA FOR B2B MARKETING WHITE-PAPER TWITTER FACEBOOK creative _ commons Creative Commons Attribution-Share Alike Social Media for B2B Marketing WHY SOCIAL MEDIA MATTERS IN B2B MARKETING Business-to-business B2B marketing is undergoing a sea change. Traditional marketing channels like television the print media and outdoor advertising no longer deliver the return on investment they once promised -for a simple reason your customers are spending less than 25 of their time paying attention to these channels. Wondering where all the action is taking place then Here s a clue - More than 133 million blogs indexed since 2002 - More than 10 million users create 1 500 new tweets every second - Facebook user growth for the 35-plus demographic has grown to 12 million users in the first quarter of 2009 Welcome to the world of Social Media. Where conversations interactions and consumer-generated content get mashed up into a heady mix that s potentially marketing elixir. Remember the days when we heard of new brands and products through either word-of-mouth press reviews or advertising Now take all these add loads of opportunities for strong customer relationships and what you have is social media. In fact over 90 of B2B buyers are already using Social Media tools often to research and execute t1 Source A2 M2 Three Screen Report Nielsen NetRatings. Q1 2009. t2 Source Forrester Research. Feb 2009. Social Media for B2B .

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