Comments on:

Thursday, Luncheon Keynote, 12:30–2 p.m.

SNCR Presentation: "Social Marketing to the Business Customer: It's Time to Get Serious About B2B"

With spending projected to grow at 21% a year through 2013, business-to-business social media communications is the place to be. In this session, you'll learn how to model winning B2B social campaigns, convince skeptics of social marketing's value, map out a well-defined business strategy, choose metrics that matter, optimize your visibility to search engines and take advantage of the latest social search category.

Speakers:

Paul Gillin, senior fellow, SNCR, and Eric Schwartzman, fellow, SNCR, are co-authors of the first book devoted exclusively to B2B social media, " Social Marketing to the Business Customer." Gillin is author of "The New Influencers and Secrets of Social Media Marketing." Schwartzman's podcast “On the Record...Online” looks at how technology is changing how organizations communicate. On Twitter, connect with Gillin at @pgillin and Schwartzman at @ericschwartzman.

This is an audio transcript of a keynote presentation by Paul Gillin and I, presented by the Society for New Communications Research at the PRSA Digital Impact Conference in New York City.  

It was delivered just after our book, Social Marketing to the Business Customer was released.

With spending projected to grow at 21% a year through 2013, business-to-business social media communications is the place to be.  

In this keynote, you'll hear how to model winning B2B social campaigns, convince skeptics of social marketing's value, map out a well-defined business strategy, choose metrics that matter, optimize your visibility to search engines and take advantage of the latest social search category.

Speakers: Paul Gillin, senior fellow, SNCR, and Eric Schwartzman, fellow, SNCR, are co-authors of the first book devoted exclusively to B2B social media, " Social Marketing to the Business Customer."

Gillin is author of "The New Influencers and Secrets of Social Media Marketing."

Managing online communities isn't always all it's cracked up to be.  Sometimes, things go a little sideways.

That's just what happened to me.   I have always been impressed with Rachel Happe's deep subject matter expertise in online community management.   

She has invested much time and energy thinking about and helping others figure out how to actively manage online communities, even in some of the toughest, most delicate situations.   

Having recently had some challenges of my own participating in a Linkedin Group set up by Kim Albee of Genoo and managed by her intern, I decided to share my situation with Rachel, get some guidance, and see what I could learn.    And learn I did. So will you, if you listen to this episode.  

Not many organizations are brave enough to leverage communities to market themselves. Content marketing is still a safer and easier-to-grasp approach.

But for the organizations that can pull it off, generating leads, building awareness and making a market -- particularly for considered purchases with longer sales cycles -- via social networks makes a lot of sense, because it’s a way for the market to come up to speed and self-educate, which is less expensive then direct sales and has the added credibility of learning through a peer, rather than through a sales person, where it typically takes longer to establish trust. In this episode Rachel Happe (@rhappe), principal and co-founder of the Community Roundtable, an online resource for community practitioners, discusses:

Why B2B communities are more sustainable.

Peers are more trusted than authority figures.

Strategy for participating in someone else’s community versus your own.

Value of differentiating service offerings through social networks.

Using online social communities to prequalify prospects.

B2B Online Marketing Linkedin Group managed by Kim Albee, president of Genoo

What makes a good community manager.

Community for information sharing versus engagement.

Eric’s guest post on Scott Monty’s blog.

Linkedin, Twitter and Facebook are important for  awareness and consideration, but late stage buying decisions are more likely occur on niche networks.

Should community managers be held to the same standards as community members?

Is posting relevant links to a community a good way to stimulate conversation, or is requiring members to post only questions a better way to germinate discussion?

Do communities with user ratings make it easier to assess the community without having to invest the time and learn first hand?

Photo by William White on Unsplash

Our guest panelist is Allan Schoenberg (@allanschoenberg), director of corporate communications at CME Group (@cmegroup).

We welcome your comments, criticism and feedback. Please send email with attachments of 5MB or less to [email protected] Post a comment to our show page at iTunes. In this episode:

1. Match.com Lawsuit Raises Key Issue: Who's Responsible for Truth? - Is it your responsibility to share relevant information with your customers, even if youíre not sure itís accurate?

2. Is Facebook ready for B2B? CME group is about to implement the new Facebook comment API into sections of its site. Traffic to our site from Twitter/FB has been going through the roof, Allan says. CME was initially skeptical about Facebook's B2B potential, but Allan is impressed with recent Is this a big new opportunity for B2B?

3. Google releases Analytics 5 and tests Multi Channel Funnel reporting Amy Chang, Director of Product Management, Google Analytics announced the new feature at AdTech SF last week. Justin Cutroni has a blog post on it, and we have a two part series with Justin coming up on this podcast.

4. B2B Daily Deals Site Launches with Business Publisher - Daily deals sites such as Groupon and LivingSocial already have significant scale in the consumer arena, and the former has already begun experimenting with B2B offers. Business-to-business daily deals platform RapidBuyr launched yesterday, aided by a close partnership with Advance Publications-owned regional business publisher American City Business Journals.

5. Upcoming

a. Allan talks about how CME is integrating the Facebook API into its site and its potential to leverage events promotion.

b. Paul will emcee the B2B magazine Social Media Awards breakfast in New York on May 24† present and present a pre-conference educational seminar at the BMA Annual Conference in Chicago on June 1. The topic: Unleash Your Inner Publisher

c. Eric ís teaching the Social Media Marketing Workshop in Los Angeles, June 30-July 1. There are still seats left.

Previous B2B Social Media Podcast Episodes:

B2B Social Media Podcast #8

B2B Social Media Podcast #7

B2B Social Media Podcast #6

B2B Social Media Podcast #5

About the Podcast You've been listening to the B2B Social Media Podcast by Eric Schwartzman and Paul Gillin, co-authors of Social Marketing to the Business Customer-- the first book devoted entirely to B2B social media marketing -- discuss developments in and best practices for marketing to business customers online. Post a comment to our show page at iTunes.

Join our community at www.b2bsocialmediabook.com and send comments to comments @b2bsocialmediapodcast.com.

About our Guest Allan Schoenberg is director of corporate communications at CME Group, the world's leading and most diverse financial marketplace. His team oversees media relations, social media, crisis management, message development, international initiatives, and broadcast/digital communications. CME† is one of the financial industry's most active social media participants, with a Twitter following of more than 750,000 (@CMEgroup) and active presences on Facebook, Linkedin and a variety of other channels. He also has worked for Accenture, Edelman Worldwide, and Fleishman-Hillard. He is currently stationed in London.

About the Podcasters Paul Gillin and Eric Schwartzman are coauthors of the book "Social Marketing to the Business Customer" about B2B social media marketing. It's available at Amazon, Barnes & Noble or Borders.

Eric Schwartzman @EricSchwartzman provides online social media training, social media strategy and social media policy governance to public relations, public affairs, corporate communications and marketing specialists. He has extensive experience integrating emerging information technologies into organizational communications programs through public speaking, hands-on training seminars, consulting and the development of corporate policies on social media usage. His clients have included Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, NORAD Northcomm, Southern California Edison, UCLA, US Dept. of State, United States Army, US Embassy of Athens, the United States Marine Corps and many small to medium-sized companies and agencies. Eric is the instructor behind PRSAís top-rated social media and emerging treads training seminars, the Social Media Boot Camp and the Social Media Master Class, which are offered monthly in the US.

Paul Gillin (@pgillin) is principal of of Paul Gillin Communications.† Paul was founding editor-in-chief of TechTarget, one of the most successful technology media entities to emerge on the Internet. Before that, he was editor-in-chief and executive editor of the technology weekly Computerworld for 15 years. He wrote The New Influencers, Secrets of Social Media Marketing and The Joy of Geocaching. Paul writes a regular column for BtoB magazine and contributes to various blogs and online publications. Heís also a Research Fellow and a member of the advisory board of the Society for New Communications Research.

Search engine marketing remains a tough slog for Google competitors like Microsoft’s Bing, which, despite six straight quarters of market share gains, was still at just 13.9 percent as of March. Still, the only company in the space to achieve such a six-quarter streak before then had been Google. Social search, geolocation and digital video are among the hot frontiers at companies seeking to improve our search experience. Adam Sohn, senior director of public and influencer relations for Microsoft Corporation, believes Bing can gain ground on Google in these areas of search, with his proof coming in the form of a growing list of partnerships between Bing and companies like Facebook, Yahoo and Research in Motion.

Adam sat down with “On the Record…Online,” the official podcast of the PRSA Digital Impact Conference in New York to discuss his keynote at the conference , which was titled: "Bing: Does the World Need another Search Engine?"

Show Notes:

1:50 Search industry changes reflect profound shifts in how people are using the web, with the usage pattern shifting from searches for websites using keywords to attempts to complete complex and personal tasks and projects, Sohn argues. More than typing in a single term to find a web site, searchers are looking to book travel, make purchases or research health conditions, for example, and in a more relevant way.

2:30 Search engine industry analysis reveals that one in four searches fails, in that the user is not able to easily accomplish what they set out to do. Search engines, to reach the next level, will need to successfully analyze the intent of the searcher to make the search meaningful.

2:50 Search sessions are now lasting longer than ever, with more than half running 30 minutes or more. That suggests two things to Bing: people are seeking to complete more complex tasks online and may be having a harder time doing so.

3:35 Google search continues to dominant the search industry, with the competition composed of would-be challengers like Bing seeking to steel market share.

4:10 Search industry evolution is proceeding apace as new forces like social networking and mobile input have an ever greater impact on search. Once upon a time, search consisted only of a bunch of web sites and algorithms to find them. Now vast amounts of information are flowing into the web each second from Twitter, Facebook, Foursquare … user- generated video via YouTube, Quora’s conversations among experts, and mobile aps where location matters.

5:00 Geolocation search is an important aspect for the future of search engines because, with your permission, search engine companies will soon be able to use where you are to empower your searches. Mobile phones generate sensor data that can make search algorithms smarter in their offerings. In a future scenario, search engines may see that you are searching for driving directions, combine that GPS data from your phone indicating that you are moving 65 miles per hour, and then surmise that you need driving directions and freeway routing. If you were at moving 2 miles per hour, the same search would ideally yield walking directions.

5:55 Social search and mapping represent other near-future advances in search, Sohn says. Say you are using a search engine to find a place with good pizza. The search engine would then layer social networking on top of mobile searching, giving you note only the closest restaurant as you move, but an idea of which of your friends have already checked in there. Sohn believes people will interact with search on a digital map canvas in many cases, as well through voice-activated search. Mobile and mapping will remain areas of focus for search design because of their explosive growth.

8:50 Search continues to grow, and Bing sees it accelerating further still as generations of young people continue to graduate from high school and college who have never searched for anything without using the web. Other segments continue to increase their increase their use. Bing recognizes that it is a lesser player, but it does reach 30 percent of the market on its own and in combination with Yahoo, its strategic partner.

13:05 Social media marketing is clearly as vital to search companies as many others. Bing has success with contests featuring user-generated content (who can come up with the best Bing jingle) as well a partnership where Bing users could gain credits with the Farmville social media game. Bing’s marketing team is constantly trying to predict the direction that the search engine industry will move in, and social search was a trend they spotted a while back. This has its most impact when you can spot a trend in technology and match that with marketing strategies that meet a customer need.

14:08 Facebook search is obviously an emerging force online, and Bing is poised to take advantage, having announced last October a partnership with the social networking giant. Bing has been working hard to take Facebook information and merge it into Bing. Again with the user in complete control, and seeing only things you’re friends want to show you, you would know have a social signal in your search results. Not only would do you see ten blue links in your search results, but also notes on which links your friends have ”liked” one of those ten. Such personal search results help you separate the wheat from the chaff. Social search will be a huge investment area for Bing, which is the only search engine with a Facebook deal. Bing expects to announce related news in the next few weeks.

17:10 End

About the Guest Host

Greg Williams (@gregscience), an independent consultant specializing in public relations for medical science and technical companies. After beginning his career as an editor for the Associated Press, Greg has since served as a public relations strategist for two international public relations firms and two university medical centers, and as a writer for institutions including Eastman Kodak and the National Academy of Sciences.

These show notes were search engine optimized by Greg Williams.

Marcie Steerman from the technical communications group at Johns Hopkins Applied Physics Lab and Heather Marks, Director, Interactive Communications at Avery Dennison talk about how their organizations are using private online social networking platforms behind the firewall as part of their internal communications strategy.

Johns Hopkins is redefining internal communications practices with a social network that facilitates dialog among more than 4,500 staff members spread across a 300 acre campus. Their most dynamic platform is called the Cooler (as in water cooler) ans it’s powered by Elgg, an open source social networking engine. Because it's internal, staff members can discuss proprietary ideas without making inadvertent intellectual property disclosures.

Avery Dennison is using Lotus Connections to power their social networking internal communications plan. It’s a global company with more than 32,000 employees at 240+ facilities in 60 countries, and they’re using their private social network to time-shift and place shift conversations.

Neither Elgg or Lotus Connections appear to have the types of activity streams that has made Facebook and Twitter so popular. Elgg looks more like an online forum with user profiles and IBM doesn’t make it easy to find screenshots or samples of Lotus Connections online. Avery uses primarily the wikis, forums and blog modules to foster internal collaboration, rather than what Facebook or Linkedin users would recognize as a familiar social networking platform.

But both organizations are realizing significant gains from their internal online collaboration initiatives, and in this episode they talk about:

1. How they’re using internal social networks at their organizations.

2. The benefits of social networking in a private environment.

3. How they achieved widespread adoption.

4. The importance of:

a. Securing strong, executive sponsorship.

b. Social media literacy among management.

c. Comfort with social networking websites for external communications.

5. The benefits and drawbacks of open source vs. proprietary social networking software.

it will come as no surprise to listeners of this podcast that social networks have value to internal communicators. We may see social media literacy become an integral part on most internal communications jobs in the future.

This episode is a follow up to a previous show on Private Social Networks with Robin Daniels of Salesforce.com Chatter.

Subscribe:

iTunes

Twitter

Facebook

Other Recommended Episodes:

Private Social Networking for Business

Interview with Mark Yoltan on the SAP Community Network

Mobile Search Strategy

Embed this Podcast:

About the Podcaster:

Eric Schwartzman (@EricSchwartzman) provides social marketing services, social marketing research and social media training to businesses, government agencies and nonprofits. He over 15 years experience integrating emerging information technologies into organizational communications programs. He has served Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, NORAD Northcomm, Southern California Edison, Toyota, UCLA, US Dept. of State, United States Army, US Embassy of Athens, US Embassy to Rome, United States Marine Corps and many other small to medium-sized companies and agencies. Eric is also the instructor behind top-rated social media training seminars and the Social Media Boot Camp which are offered monthly in the US and abroad. Visit the social media training calendar for upcoming dates.

Should organizations discipline employees over their comments in social media? The pros and cons of using social networks behind the firewall. Is it time for B2B marketers to put a mobile marketing strategy in place?

Our guest panelist is Chris Boudreaux (@cboudreaux), founder of Social Media Governance and Senior VP at Converseon.

We welcome your comments, criticism and feedback. Please send email with attachments of 5MB or less to [email protected]

Post a comment to our show page at iTunes.

In this Episode:

Time to Update Your Social Media Policy?

Thanks to Erica Klein Vice President/Digital Sales at TargetSpot for the heads up on this topic.

Reuters reprimanding of employee for Tweet my be unconstitutional (Apr. 6, 2011) Erin Kurtz (@eekurtz), Reuters Head of Publicity. Deborah Zabarenko (@dzabarenko). Steve Greenhouse (@greenhousenyt) of the New York Times.

Company Settles Case in Firing Tied to Facebook (Feb. 7, 2011)

Should your employer have access to your Facebook account? (Feb. 21, 2011)

Social Networking Sprawl - is our network of connections getting too big and are internal or special-purpose social networks the answer?

Salesforce.com Customer Survey: Productivity Gains of using Chatter for Internal Comms was the result of the best pitch Eric’s ever recieved for this podcast, and it was by Angela D’Arcy (@angelaDRC) of The OutCast Agency.

Steve Rubel’s column on ‘Validation Era’ of online marketing

Rise of Services like Path, Instagram, Beluga and GroupMe. Uniqueness of these services.

Eric’s guest post on Scott Monty’s blog on B2B Social Network for Internal Comms

Should B2B marketers have a mobile strategy? Christina Kerley (@christinakerley) has some compelling examples in this white paper. Also see: Tablet Device Usage Overtaking Print, Radio & TV.

Upcoming

Chris will speak at the School of WOM in May joining Susan Emerick (@sfemerick) and Bill Chamberlin (@horizonwatching) from IBM to talk about how Big Blue is enabling employees to speak in social channels.

Paul will present the B2B Social Media Boot Camp in New York City on June 17

Eric’s anchoring the Social Media Boot Camp L.A. June 30-July 1. PRSA, City National Bank, J&J and Toyota. 19 seats left.

Previous B2B Social Media Podcast Episodes:

B2B Social Media Podcast #7

B2B Social Media Podcast #6

B2B Social Media Podcast #5

About the Podcast

You’ve been listening to the B2B Social Media Podcast by Eric Schwartzman and Paul Gillin, co-authors of Social Marketing to the Business Customer -- the first book devoted entirely to B2B social media marketing -- discuss developments in and best practices for marketing to business customers online.

Post a comment to our show page at iTunes.

Join our community at www.b2bsocialmediabook.com and send comments to [email protected].

About our Guest

Chris Boudreaux (@cboudreaux) is SVP of Business Integration at Converseon, where he helps the world’s largest brands to achieve business objectives through social media by transforming business processes, data integration, and governance. Prior to Converseon, Chris created and led the Social Media Management offering at Accenture, where he also advised clients in digital marketing and online product development. His work has been featured by industry researchers and journalists including Forrester and Gartner, and he founded SocialMediaGovernance.com, the foremost resource on governance in social media. Chris is co-author of The Social Media Management Handbook, and he has helped leading global corporations including Bank of America, Boeing, eBay, IBM, Kodak, Kohler, Novo Nordisk and Microsoft. Contact Chris at [email protected] or follow him at (@cboudreaux).

About the Podcasters

Paul Gillin and Eric Schwartzman are coauthors of the book "Social Marketing to the Business Customer" about B2B social media marketing is available atAmazon, Barnes & Noble or Borders.

Eric Schwartzman @EricSchwartzman provides online social media training, social media strategy and social media policy governance to public relations, public affairs, corporate communications and marketing specialists. He has extensive experience integrating emerging information technologies into organizational communications programs through public speaking, hands-on training seminars, consulting and the development of corporate policies on social media usage.

His clients have included Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, NORAD Northcomm, Southern California Edison, UCLA, US Dept. of State, United States Army, US Embassy of Athens, the United States Marine Corps and many small to medium-sized companies and agencies.

Eric is the instructor behind PRSA’s top-rated social media and emerging treads training seminars, the Social Media Boot Camp and the Social Media Master Class, which are offered monthly in the US.

Paul Gillin (@pgillin) of Paul Gillin Communications. Paul was founding editor-in-chief of TechTarget, one of the most successful technology media entities to emerge on the Internet. Before that, he was editor-in-chief and executive editor of the technology weekly Computerworld for 15 years.

He wrote The New Influencers, Secrets of Social Media Marketing and the Joy of Geocaching.

Paul writes a regular column for BtoB magazine and contributes to various blogs and online publications. He’s also a Research Fellow and a member of the advisory board of the Society for New Communications Research.

B2B Social Media Podcast - Episode 8 Should organizations discipline employees for noncompliance with their social media policies?

We discuss an incident reported by the New York Times involving Reuters reprimanding an employee for criticizing the newswire's management style via Twitter.

But accordingly to the National Labor Relations Board, a federal government agency, that may be unconstitutional.  Should you update your corporate social media policy as a result.  Listen to find out.  

Social networking isn't just for internal communications anymore.  Next up, we discuss the pros and cons of private internal social networks behind the firewall to increase productivity inside the work place, Salesforce.com's Chatter customer survey and other internal social networking platforms.  

Is it time for B2B marketers to put a mobile search marketing strategy in place?  You’ve heard that the marketing wars of tomorrow will be fought on the small screen.

Smart phone usage and mobile search continue to grow, with analysts predicting nearly 3.5 billion mobile searches per month by next year. 

And already, 80% of smart phone users research purchasing decisions within a 10 to 20 mile radius of their location, which certainly makes sense if you’re shopping for pizza or tires. 

But what if you’re a B2B buyer of highly specialized products and services? What role does or will mobile play in B2B sales cycles?  

Our guest panelist is Chris Boudreaux (@cboudreaux), founder of Social Media Governance and Senior VP at Converseon.  

This is the B2B Social Media Podcast by Eric Schwartzman and Paul Gillin, co-authors of Social Marketing to the Business Customer -- the first book devoted entirely to B2B social media marketing.

Thanks to Erica Klein, Vice President/Digital Sales at TargetSpot for the heads up.Reuters reprimanding of employee for Tweet may be unconstitutional (Apr. 6, 2011) Erin Kurtz (@eekurtz), Reuters Head of Publicity. Deborah Zabarenko (@dzabarenko). Steve Greenhouse (@greenhousenyt) of the New York Times.Company Settles Case in Firing Tied to Facebook (Feb. 7, 2011) Should your employer have access to your Facebook account? (Feb. 21, 2011)

Social Networking Sprawl - is our network of connections getting too big and are internal or special-purpose social networks the answer?

Salesforce.com Customer Survey: Productivity Gains of using Chatter for Internal Comms was the result of the best pitch Eric's ever received for this podcast, and it was by Angela D'Arcy (@angelaDRC) of The OutCast Agency.Steve Rubel's column on "Validation Era" of online marketingRise of Services like Path, Instagram, Beluga and GroupMe. Uniqueness of these services.Eric's guest post on Scott Monty's blog on internal social networks

Should B2B marketers have a mobile strategy?

About our Guest Chris Boudreaux (@cboudreaux) is SVP of Business Integration at Converseon, where he helps the world's largest brands to achieve business objectives through social media by transforming business processes, data integration, and governance.

Prior to Converseon, Chris created and led the Social Media Management offering at Accenture, where he also advised clients in digital marketing and online product development.

His work has been featured by industry researchers and journalists including Forrester and Gartner, and he founded Social Media Governance, the foremost resource on governance in social media.

Chris is co-author of The Social Media Management Handbook,

Mobile marketing is all about social, and all about local. But what about businesses with multiple locations? Or brands sold by resellers at locations that aren’t their own? How should marketers approach this type of scenario? And what mobile marketing trends should advertisers be paying attention to?

And what about the user interface? It’s one thing to lead a horse to water. It’s another thing to get them to actually drink. We know, by now, that the user experience on a mobile device is very different than it is on the desktop. What’s the best way for mobile marketers to ensure a positive small screen experience, so that once customers find them, they stick around and convert.

Rich Devine of Zaaz, a design, optimization and analytics agency specializing in mobile advertising, and one of the mobile marketing companies, discusses:

Mobile marketing campaigns for impulse purchases vs. considered purchases.

Using Google Webmaster Tools to localizes sections and pages on your site.

Designing websites for the mobile user.

How to convert websites designed for stationary computers to work for mobile browsers.

Mobile browsers vs, mobile apps. How to decide which one is right for you?

User agent detection and mobile agent detection.

WordPress themes like Themedy and Thesis to convert your website to mobile.

Microformats and hCards for geosegmenting different pages on the same site.

How to generate Geocode http://www.geo-tag.de/generator/en.html

Monetizing microconversions.

This is the second part of a two-part series on Mobile Marketing with Rich Devine.

Upcoming Epsiodes:

Part One: Mobile Search Strategy with Rich Devine of ZAAZ

When to Facebook, When to Tweet with Dan Zarrella of HubSpot

Community Management Deep Dive with Rachel Happe of the Community Roundtable

Subscribe:

iTunes

Twitter

Facebook

Recommended Past Episodes:

Mobile Search Strategy - Part One

Private Social Networking for Business

B2B SEO Strategies and Tactics

Embed this Podcast:

About the Podcaster:

Eric Schwartzman (@EricSchwartzman) provides social marketing services, social marketing research and social media training to businesses, government agencies and nonprofits. He over 15 years experience integrating emerging information technologies into organizational communications programs. He has served Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, NORAD Northcomm, Southern California Edison, Toyota, UCLA, US Dept. of State, United States Army, US Embassy of Athens, US Embassy to Rome, United States Marine Corps and many other small to medium-sized companies and agencies. Eric is also the instructor behind top-rated social media training seminars and the Social Media Boot Camp which are offered monthly in the US and abroad. Visit the social media training calendar for upcoming dates.

Mobile marketing is all about social, and all about local. But what about businesses with multiple locations?

Or brands sold by resellers at locations that aren’t their own?  How should marketers approach this type of scenario?  

And what mobile marketing trends should advertisers be paying attention to? And what about the user interface?  

It’s one thing to lead a horse to water. It’s another thing to get them to actually drink.

We know, by now, that the user experience on a mobile device is very different than it is on the desktop.  

What’s the best way for mobile marketers to ensure a positive small screen experience, so that once customers find them, they stick around and convert.

Rich Devine of ZAAZ, a design, optimization and analytics agency specializing in mobile advertising, and one of the mobile marketing companies, discusses:

Mobile marketing campaigns for impulse purchases vs. considered purchases.Using Google Webmaster Tools to localizes sections and pages on your site.Designing websites for the mobile user.How to convert websites designed for stationary computers to work for mobile browsers.Mobile browsers vs, mobile apps. How to decide which one is right for you?User agent detection and mobile agent detection.WordPress themes like Themedy and Thesis to convert your website to mobile.Microformats and hCards for geosegmenting different pages on the same site.How to generate Geocode https://www.geo-tag.de/generator/en.htmlMonetizing microconversions.

This is the second part of a two-part series on Mobile Marketing with Rich Devine. Here's part one.