The first book devoted entirely to B2B social marketing
B2B markets are fundamentally different from consumer markets.
Decisions are made on value, not impulse. Buying cycles are
complex, often with many stakeholders involved. Relationships and
support are critical. Bet-the-business decisions demand discipline,
knowledge, and lots of information.
This hands-on guide covers topics unique to this segment,
including cost justification, prospecting and lead generation,
matching tools to the sales funnel, building, B2B search engine
optimization, social media monitoring, social media policy
development, long-term client relationships, gaining stakeholder
support, building a more transparent organization, and what’s
coming next.
* Features plentiful examples, case studies, and best
practices
* Focuses on the channels that are most effective for B2B
marketers
* Builds on the authors’ more than 30 years of combined
experience in the new media/social media space, as well as two
previous successful books
Leverage the vast business-to-business potential of Facebook,
Linked In, Twitter, and many other social media platforms today with
Social Marketing to the Business Customer!
Mục lục
Foreword.
Acknowledgments.
How to Use This Book.
Preface.
Part One: Setting the Table.
Chapter One The Changing Rules Of B2B Marketing.
Chapter Two Seven Ways You Can Use Social Media.
Chapter Three Winning Buy-In and Resources.
Chapter Four Creating a Social Organization.
Chapter Five Creating & Enforcing Social Media
Policies.
Part Two: Tools and Tactics
Chapter Six Learning by Listening.
Chapter Seven Understanding Search.
Chapter Eight Choosing Platforms.
Chapter Nine A Non-Techie’s Guide to Choosing
Platforms.
Part Three: Going to Market.
Chapter Ten Social Platforms in Use.
Chapter Eleven Pick Your Spots: Planning Social Marketing
Campaigns.
Chapter Twelve Lead Generation.
Chapter Thirteen Profiting From Communities.
Chapter Fourteen Return On Investment.
Chapter Fifteen What’s Next For B2B Social Media?
Appendix Elements of a Social Media Policy.
Notes.
About the Authors.
Index.
Giới thiệu về tác giả
PAUL GILLIN (www.gillin.com) is a veteran technology
journalist, author, and speaker. In addition to his three books on
online communities, he has written hundreds of articles and logged
more than 200 radio and television appearances on media outlets
such as CBS, CNN, the BBC, NPR, FOX, and MSNBC. Previously, he was
editor-in-chief and executive editor of the technology weekly
Computerworld and founding editor of online publisher
Tech Target.
ERIC SCHAWARTZMAN (www.ericschwartzman.com) has advised
Boeing, Johnson & Johnson, Southern California Edison, the U.S.
Department of State, and the U.S. Marine Corps on corporate
communications, public affairs, reputation management, and social
media strategy. He is also the creator of the Social Media Boot
Camp, host of the award-winning podcast On the Record . . . Online,
and founder of i Pressroom.
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