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B2B Social Media Podcast #2 - Eric Schwartzman and Paul Gillin, co-authors of Social Marketing to the Business Customer -- the first book devoted entirely to B2B social media marketing, present the second podcast in our series on the developments in and best practices for marketing to business customers online.

We're giving away a copy of the book for free to the first comment we get on the show blog for this podcast #2, so please give us your feedback!

In this show:

Alibaba has invested in $4.5 billion in logistics. The exchange will take a cut of transactions brokered with its partners. This is a new role for an exchange and we wonder if it presages a new business model. Are you using Alibaba? We'd love to hear your experiences.

LinkedIn has some new features, including a cool visualization tool that shows the relationships of people in your professional network. It's early stage and not very useful at this point, but it's another demonstration of how social maps can be applied to rich professional networks.

Eric says it's a proof of concept at best. He doesn't see a lot of value in the visualization tool and doesn't have the time to figure it out. However, he does see a lot of value in combining relationships with geographic data to improve sales prospecting.

A recent Wall Street Journal story documented the sometimes nasty surprise of session-based clicks. When buyers sign up for a pay-per-click campaign, they have the option of including session-based clicks in the mix. This option may serve their ads against different queries depending upon the user's previous behavior. Some buyers are finding that session-based clicks can drive up advertising fees without delivering much value. There's a simple way to avoid this problem: turn off the session-based click option.

LinkedIn is also offering some intriguing new advertising options that enable advertisers to target all kinds of professional demographic and interests. Every technology has a downside, though. Eric notes that these new features can also be used for poaching employees by enabling recruiters to target advertising to specific companies.

Do you use LinkedIn for professional advice and networking? It's the preferred social network for B2B professionals and we provide some examples of how it pays off. Eric has been spending time in the B2B marketing group on LinkedIn and is impressed by the moderator who gently but firmly guides the conversation.

Please send comments, criticism and feedback to [email protected]

Eric Schwartzman and Paul Gillin, co-authors of Social Marketing to the Business Customer – the first book devoted entirely to B2B marketing, present the second podcast in our series on the developments in and best practices for marketing and engaging business customers online.  

In this episode...  

Alibaba has invested $4.5 billion in logistics. The exchange will take a cut of transactions brokered with its partners. This is a new role for an exchange, and we wonder if it presages a new business model. Are you using Alibaba? We'd love to hear about your experiences.  

LinkedIn has new features, including a cool visualization tool showing people's relationships in your professional network. It's early stage and not very useful, but it demonstrates how social maps can be applied to rich professional networks.  

Eric says it's a proof of concept at best. He doesn't see much value in the visualization tool and has no time to figure it out.

However, he does see a lot of value in combining relationships with geographic data to improve sales prospecting.  

A recent Wall Street Journal story documented the sometimes nasty surprise of session-based clicks. When buyers sign up for a pay-per-click marketing campaign, they can include session-based clicks in the mix.

Depending upon the user's previous behavior, this option may serve their ads against different queries.

Some buyers find that session-based clicks can drive up advertising fees without delivering much value.

A simple way to avoid this problem is to turn off the session-based click option.  

Linkedin is also offering some intriguing new advertising options that enable advertisers to target all kinds of professional demographic and interests. Every technology has a downside, though.

Eric notes that these new features can also be used for poaching employees by enabling recruiters to target advertising to specific companies.  

Do you use Linkedin for professional advice and networking? It's the preferred social network for B2B marketing consultants and we provide some examples of how it pays off.

Eric has been spending time in the B2B marketing group on LinkedIn and is impressed by the moderator, who gently but firmly guides the conversation and keeps everyone on topic without alienating passionate interactions.

Haiti Emergency Earthquake Communications Case Study. Organizations charged with responding to the earthquake that killed 300,000 people in Haiti last January faced tremendous challenges. Barbara Burfeind, chief of Plans and Integration for Defense Visual Information within the Office of the Assistant Secretary of Defense for Public Affairs and Heidi Lenzini, lieutenant commander, U.S. Navy Southern Command Public Affairs, report on the interplay between disaster relief logistics, equipment and online crisis communications.

SHOW NOTES

2:40 Haiti disaster online crisis communications lessons learned. Heidi describes her insights from manning the duty phone of the organization charged with keeping the world updated in the hours after a natural disaster.

3:33 Emergency communications obstacles include the onslaught of inquiries to the point that communications systems become overloaded and information flow ceased.

5:38 Conducting crisis communications online with tools like Twitter, Facebook, websites and voicemail, if continually updated with new information, can reduce paralyzing inbound requests and call volume.

6:17 Emergency response logistics are interwoven with post disaster communications, and limited by transport to the site, lack of infrastructure and for limited communications bandwidth.

8:00 Combat Camera photographers were on site and able to send images from the field. Barbara describes how planning processes need to take into account the need for image collection early on.

8:53 Haiti emergency communications logistics depended closely on post disaster planning. Communicators that collect information or images need to be as self-sustaining as Marines to avoid consuming supplies meant for disaster victims.

12:08 Damage to post disaster infrastructure defines an organization’s ability to capture and send images. Prolific smart phones become irrelevant if there are no cell towers to link them to satellites.

13:56 Internet and email capability after the Haiti earthquake were based on responding US military ships. Ship-based communications had limited bandwidth and public affairs often had to take second place to disaster communications necessary to recovery efforts.

21:20 Disaster recovery organizations must collaborate, accept help to staff up quickly, plan carefully and share resources. Heidi argues for putting in place online crisis communications systems to address the overload of requests for information after a disaster.

24:09 End

Recommended Episodes

* BP Oil Spill Crisis Communications

* Crisis Communications Online: Virginia Tech Tragedy

* Army Social Media Training

About the Podcaster

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.

His book "Social Marketing to the Business Customer" with Paul Gillin about B2B social media marketing is available at Amazon, Barnes & Noble or Borders.

Greg Williams ([email protected]), a marketing communications specialist focused on science and technology, wrote and search engine optimized these show notes. Greg is a veteran of journalism and public relations, having worked as an editor at the Associated Press, a manager at Fleishman Hilliard Public Relations in New York and as a science editor for two university medical centers.

B2B Social Media Podcast #1 - Eric Schwartzman and Paul Gillin, co-authors of Social Marketing to the Business Customer -- the first book devoted entirely to B2B social media marketing -- kick off a special series on the developments in and best practices for marketing to business customers online.

Social media crisis simulator Firebell, which was recently introduced by PR giant Weber Shandwick, is providing crisis communications training for companies keen to avoid critical missteps in an online brand crisis. In this installment of the On the Record...Online pr podcast, Weber Shandwick VP Brooke Worden joins guest host Sandra Burrowes to give us a glimpse of FireBell’s realism and effectiveness, attributes that recently earned the social media crisis tool a 2010 Digital PR Award for best new digital service/product/app.

Creating a social crisis drill that replicates the urgency of an online attack has been a challenge for PR professionals. For this reason, FireBell’s social media attack simulator is intentionally designed to be stress-producing. Worden highlights the unscripted nature of a social crisis—real or simulated—and the choices companies are forced to make while such an event unfolds.

Using FireBell, realistic scenarios compel company communicators to respond to a crisis in real time. Users are able to tweet, post to Facebook and post video to YouTube in response to unfolding events yet do so in a secure, off-the-Internet environment. A class-action lawsuit, a damaging video by an employee, product recall or a fatal accident at a company facility are real-world brand emergencies that happen every day and typical of a FireBell scenario. The goal following a social crisis drill is to debrief the event and combine it with post-drill feedback to forge a realistic, experience-based crisis communications plan.

Brooke Worden, VP Financial Services with Weber Shandwick Minneapolis, led the recent U.S. Census Bureau public relations campaign, working with more than 50 employees in six Weber Shandwick offices nationwide.

OTHER RECOMMENDED PODCASTS

BP Oil Spill Crisis Communications: Inside the US Government's First Attempt at Using Social Media to Communicate a National Disaster

Social Media Crisis Communications Strategy Deep Dive with FEMA Public Information Officer John Shea

Crisis Communications Online: Social Media Usage during a Crisis with Leysia Palen

ABOUT THE PODCASTER

Based in Minneapolis/St. Paul, @SandraBurrowes is an independent marketing and public relations professional specializing in strategy, media relations and social media management for the business-to-consumer market. Sandra partners with companies and organizations to shape their brands, improve their reputations and maximize their relationships with target audiences. She is an associate with the Chartered Institute of Public Relations.

These podcast show notes were written and optimized by @SandraBurrowes.

Social media crisis simulator Firebell, which was recently introduced by PR giant Weber Shandwick, is providing crisis communications training for companies keen to avoid critical missteps in an online brand crisis.

In this episode, Weber Shandwick VP Brooke Worden joins guest host Sandra Burrowes to give us a glimpse of FireBell’s realism and effectiveness, attributes that recently earned the social media crisis tool a 2010 Digital PR Award for best new digital service/product/app.

Creating a social crisis drill that replicates the urgency of an online attack has been a challenge for PR professionals. For this reason, FireBell’s social media attack simulator is intentionally designed to be stress-producing. Worden highlights the unscripted nature of a social crisis—real or simulated—and the choices companies are forced to make while such an event unfolds.

Using FireBell, realistic scenarios compel company communicators to respond to a crisis in real time.

Users are able to tweet, post to Facebook and post video to YouTube in response to unfolding events yet do so in a secure, off-the-Internet environment.

A class-action lawsuit, a damaging video by an employee, product recall or a fatal accident at a company facility are real-world brand emergencies that happen every day and typical of a FireBell scenario.

The goal following a social crisis drill is to debrief the event and combine it with post-drill feedback to forge a realistic, experience-based crisis communications plan.

Brooke Worden, VP Financial Services with Weber Shandwick Minneapolis, led the recent U.S. Census Bureau public relations campaign, working with more than 50 employees in six Weber Shandwick offices nationwide.

ABOUT THE PODCASTER Based in Minneapolis/St. Paul, Sandra Burrowes specializing in strategy, media relations and social media management at teh Mayo Clinic.

She is an associate with the Chartered Institute of Public Relations.

These podcast show notes were written and optimized by Sandra Burrowes, Senior Public Affairs Specialist at Mayo Clinic.

Photo by Josep Castells on Unsplash

B2B Social Media Podcast #1 - Eric Schwartzman and Paul Gillin, co-authors of Social Marketing to the Business Customer -- the first book devoted entirely to B2B social media marketing -- kick a special series on developments in and best practices for marketing to business customers online. Please send comments, criticism and feedback to [email protected]

In this episode:

B2B apps

B2B social media effectiveness survey

Linkedin marketing best practices

Links

B2B Possibilities of Mobile | eMarketer

9 Out of 10 Companies Don't Think They Use Social Media Effectively | Eric Sass

Hoover's Brings Business Networking to Customers With LinkedIn Agreement

5 Ways to Use LinkedIn Groups to Build Influential Connections | Social Media Examiner

Recommended Episodes

Facebook Marketing Tips - Social Plug Ins

Facebook Marketing Tips - Facebook Pages and Facebook Ads

Facebook Marketing Tips - Graph API

About the Podcasters

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.

His book "Social Marketing to the Business Customer" with Paul Gillin about B2B social media marketing is available atAmazon, Barnes & Noble or Borders.

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, the Joy of Geocaching and Social Marketing to the Business Customer with Eric Schwartzman about business-to-business applications of social media.

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.

Facebook marketing tips and Facebook marketing strategies from Amazon, Spotify and Qype, presented by Facebook partner engineer Simon Cross and Qype Country Manager for France Vincent Wermus.

These three companies are using Facebook to solve a longstanding problem marketers have had with social media: Most channels provide no demographics on who’s listening. Think about it. RSS is a great distribution tool. It’s effective, efficient and cheap, but you have almost no idea who’s reading your blog or listening to podcast, and no what they think about it.

These savvy marketers are using Facebook’s Graph API to collect basic demographics on their visitors and request permission for extended demographics in exchange for premium services that improve the functionality of their websites. When you have a rich make a market for your product and services.

This podcast explains why the power of the Facebook platform is not so much Facebook.com, but rather, the connections, identities and interests of the network’s users. Using Amazon, Spotify and Qype’s Facebook integration as case studies, the talk suggests the social networking giant is much more than just a as dotcom destinations. It is a non-technical discussion of the Graph API, which can be used to let visitors bring their Facebook friends and interests with them to a website.

It is the second part of a presentation delivered at Le Web 2010 in Paris. The first part of the talk was gives Facebook marketing tips with Social Plug-ins. Prior to Simon, Facebook Account Executive Xavier Leclerc shared Facebook Marketing Ideas for using Facebook Pages and gave Facebook Advertising Tips.

RECOMMENDED PODCASTS

Marketing with Facebook Social Plug Ins

Marketing with Facebook Pages and Facebook Ads

Top Stories from Le Web 2010

SUBSCRIPTION OPTIONS

Subscribe on iTunes

Subscribe on Twitter

Subscribe on Facebook

Subscribe to RSS

ABOUT THE PODCASTER

@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.

His book "Social Marketing to the Business Customer" with Paul Gillin about B2B social media marketing is available at Amazon, Barnes & Noble or Borders.

Facebook marketing tips and Facebook marketing strategies from Amazon, and Spotify, presented by Facebook partner engineer Simon Cross and Vincent Wermus.    

These three companies are using Facebook to address a longstanding problem marketers have had with social media: Most channels provide no demographics on who’s listening. 

Think about it. 

RSS is a great distribution tool.  It’s effective, efficient and cheap, but you have almost no idea who’s reading your blog or listening to podcast, and no what they think about it. 

These savvy marketers are using Facebook’s Graph API to collect basic demographics on their visitors and request permission for extended demographics in exchange for premium services that improve the functionality of their websites. 

When you have a rich make a market for your product and services.  

This podcast explains why the power of the Facebook platform is not so much Facebook.com, but rather, the connections, identities and interests of the network’s users.  

Using Amazon, Spotify and Qype’s Facebook integration as case studies, the talk suggests the social networking giant is much more than just a as dotcom destinations. 

It is a non-technical discussion of the Graph API, which can be used to let visitors bring their Facebook friends and interests with them to a website.    It is the second part of a presentation delivered at Le Web in Paris and his PowerPoint deck is available. 

The first part of the talk was gives Facebook marketing tips with Social Plug-ins.  

Prior to Simon, Facebook Account Executive Xavier Leclerc shared Facebook Marketing Ideas for using Facebook Pages and gave Facebook Advertising Tips.  

Photo by Markus Spiske on Unsplash

Marketing with Facebook “Like” Buttons

If you’re scratching your head wondering how in the heck Facebook could be valued at $50 billion US dollars, or trying to figure out what the real significance of Facebook is on organizational communications, this podcast offers the social media training you need to come up to speed. I also have a detailed blog post on this as well at http://www.ericschwartzman.com/blog.

It’s the second in a series of podcasts on Facebook Marketing, the first of which is about Marketing with Facebook Pages and Facebook Ads with Facebook account executive Xavier LeClerc.

In this episode, you will learn:

• The benefits of installing Facebook “Like” buttons

• How to use Facebook “Like” buttons to achieve massive reach

• How optimize Facebook “Like” buttons for maximum engagement

• How to use the Facebook Activity Stream and Live Stream social plug ins.

Join Facebook partner engineer Simon Cross for a riveting presentation on why and how to use the Facebook’s social plug ins to extend the reach of Facebook.com to your destination website using their social plug ins.

Understand the benefits of inetrgating Facebook “Like” buttons into your site and how best to optimize them to engage then to reach and engage the largest number of users. Mr. Cross recent numerous case studies from well-known organizations like The Independent and The BBC and talks about which social plug ins to use based on your marketing objectives.

Next week, we’ll release the third and final episode in our Marketing with Facebook series, featuring Mr. Cross discussing how to optimize your website using the Facebook Graph API.

This presentation was recorded at Le Web 2010 in Paris on Dec. 9. 2010.

RECOMMENDED PODCASTS

Marketing with Facebook Pages and Facebook Ads

Top Stories from Le Web 2010

Social Media Monitoring Expert Panel

SUBSCRIPTION OPTIONS

Subscribe on iTunes

Subscribe on Twitter

Subscribe on Facebook

Subscribe to RSS

ABOUT THE PODCASTER

@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.

His book "Social Marketing to the Business Customer" with Paul Gillin about B2B social media marketing is available at Amazon, Barnes & Noble or Borders.

Technical Note: The content management system on which this blog is hosted does not support Facebook "Like" buttons or Twitter Tweet buttons. For this reason, the ones that appear below have been added at the end of the blog post where they appear with severe limitations. As a result, this blog is scheduled to be migrated to WordPress in 2011.