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B2B Fast-Track to New Media Success by Designated Editor

It’s true: Most new media successes stem from B2C. And so many B2Bs seem lost. Designated Editor’s Suzanne McDonald offered a fast-track for B2Bs in this presentation, requested by Swissnex Boston and hosted by the Cambridge Innovation Center.

B2Bs & social media: Where we’re at

“Ninety-two percent of prospects almost never book a meeting from a cold call or email.  In 2012, rather than make cold calls, sales executives will first seek connections through social media networks, and then increase response rates with warm introductions.” –  UNC’s Kenan-Flagler School of Business, reported by Mashable.

Social Media Reality-check

AdAge recently reported:

“Although few CMOs will admit this, social media costs less to execute on a per-impression basis than TV, print, and radio. But the organizational cost – both the number of people needed to execute these programs and the changes to corporate culture – can be significant.”

Stage 1: Get your website together

Key components: WordPress, themes, usability & identifying with your audience

Tools: Keywords (Google Keyword tool) and use them in the right places (titles, meta & content)

Remember: Search is increasingly becoming more about social  (Google Alerts)

Stage 2: Blog & email

Key components: Blogs enable you to demonstrate thought-leadership, brand personality; brand all of your experts as experts, not just the CEO

Tools:  Editorial Calendars should include trade shows, industry news, client questions, processes; make it multimedia; leverage blog to feed email

Remember: B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever

Stage 3: Social integration: Optimize profiles & content for you & team

Key components: Reserve brand profiles across platforms, determine which social platforms make sense, based on your audience

Tools:  LinkedIn use verify leads, connect, community; Twitter enables fast engagement, use hashtags, SlideShare = decision-makers; YouTube #2 search engine; Wikis, PitchEngine/HARO, Zemanta, Podcasts, Meetup, Facebook, Pinterest, Quora, Google+ (too many to bold)

Remember: You don’t have to be everywhere, so focus on your audiences and where they are

Stage 4: Measure & refine

Key components: Know what’s working & what’s not: Refine & adjust

Tools: Facebook Insights, Bit.ly, Klout, Google Analytics

Remember: You won’t know until you try & each brand is unique (or should be), so there’s no 1 size fits all

Designated Editor is working on “B2B New Media Success Guide” eBook & would love to feature your tips. Please share in the comments & be sure to comment on anything we’ve overlooked.

Many thanks to Swissnex Boston and the Cambridge Innovation Center, looking forward to seeing you again soon!

Here’s to helping B2Bs succeed via new media!

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Group Deals Begin to Grow up: Tips for Retailers, Restaurants From South by Southwest Interactive

How can small businesses benefit from group deals like Groupon?

Kara Nortman Senior Vice President of Publishing CityGrid Media

Kara Nortman, CityGrid Media

One of the best South by Southwest Interactive 2012 talks was jam-packed with lessons, tips, and stats on the state of group buying. With fatigue setting in on both sides of the equation, consumers and merchants, how can everyone get what they want?

Kara Nortman, senior VP of publishing at CityGrid Media, took the stage solo and wowed everyone attending.

Here are some highlights

Group Deals Are Killing Your Small Business: How small businesses can uniquely and effectively tap into group deals as a key piece of a smart overall marketing strategy.

Have you heard about Groupon?

Create a more effective group deal strategy

  • SMBs and deal sites are at odds … SMBs must show clear return on investment. Businesses are being more critical
  • Prior to 2008 there were 2 personas: enjoy a high-price experience (get-what-you-pay-for) and the couponer
  • Prepaid transactions are not dead. Consumers will get more relevant deals through them
  • Deal sites need to provide their clients with great analytics
  •  Correlating behavior with credit card data is commencing, but it still needs consumers’ trust with data and privacy
    • Proximity marketing and credit are going to be the most exciting developments in next few years

Deal sites to consider

Think Near

  • Pulls in demand patterns, weather, traffic, and events reports. It allows you to auto-generate 5-10 campaigns each week for each business
  • Targets local, high-quality customers
  • Became bigger than Groupon in NYC

Savored

  • Targets high-quality restaurants and has focuses on experience and high value – creating a clear brand can help your deals succeed
  • Forces users to commit to reservations and align them with restaurants’ slow times. Offer 30% off with no embarrassing coupons
  • Encourages diners to post pictures of their receipts that shows their discount

Punchcard

  • Aims to collect who loyal customers are without merchant cooperation, then present to the business owner
  • Users take photos of receipts to collect data for PunchCard
  • Targets low-frequency and high-spend customers

The truth is in the numbers: Group deals statistics

  • 44% subscribe to 4 or more deal services – often causes user fatigue
  • 44% of daily-deal customers will come back, but some might have already been customers
  • 66% of people let their deals expire before redeeming
  • A third of all Americans shopped on Small Business Saturday and saw 23% boost into small shops. This is Amex taking a long-term approach
  • 15% of Punchcard customers generate 50% of revenue – you consolidate loyalty cards and even redeem at businesses that don’t offer cards
  • 20%-30% of Groupon’s 10,000 employees are in sales
  • Studies show it didn’t matter whether you offered 50% off or less, the majority just want some discount and will convert

Thanks to @mauriciopina, @journalynn, @DeeSwartz, and @lorennoel for sharing their insights!