〈畅销书〉社会化媒体的B2B营销策略.pdf

SOCIAL MEDIA FOR B2B MARKETING ASUTHOSH NAIR JASPREET SIDHU 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 V. NOT THE FINAL WORD 23 SHARE THE SOCIAL MEDIA FOR B2B MARKETING WHITE-PAPER TWITTER FACEBOOK Creative Commons Attribution-Share Alike 3.0 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? Heres a clue:?1 - 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 us