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B2B Social Media Success Secrets – Jay Baer Webinar Notes

Yesterday I listened to Jay Baer‘s free 30-minute Webinar on B2B Social Media Success Secrets and wanted to share some of his presentation on social media. If you aren’t familiar with Jay’s work, check out his blog Convince and Convert.

Thirty minutes is not a long time to cover what is obviously a complex topic, but Jay highlighted some key points that any business needs to know when considering adding social media to their marketing mix.

When starting out, define why social media is valuable to your business. Also define success metrics ahead of time as part of your strategy.

Create a Brand Community - get those customers who like you to love you. Your customers are your strongest advocates. Focus on them first. Managing a brand community is a great way to get customer feedback and learn about social media along the way.

Building Outposts – Chris Brogan was one of the first people to describe outposts and home base. You have a company web site and you might have a blog, Linkedin page, Twitter page and/or Facebook page among other pages (home bases). These are all places that prospects go to actively find you.

But they have to already be looking for you and in many cases, they aren’t. These prospects are seeking information in your industry at other web sites – outposts. You need to be sure that you appear in these outposts as an expert and provide valuable content.

Content marketing – create FAQs and share the same content in different ways. Take a presentation and make a series of blog posts, publish it on Slideshare.net, create an ebook – there are many options. Baer listed a few places that are great for content sharing:

Knol.google.com
Slideshare.net
Scribd
Squidoo

Build social profiles of customers and prospects with social media tools.

Flowtown
Gmail
Gist

The social media success equation:

Know why you need to be there.
Create a brand community.
Find and participate in relevant outposts. (participate, not sell)
Create social FAQ to convert sales.
Measure success that works for you.

Jay uses blog stats such as how long someone was at his site, if they visited his speaking and consulting pages, tracks referrers and is always looking at the search terms that people are using to find his site.

Some great dashboard management tools for social media:

Tweetdeck
Hootsuite
Seesmic
CoTweet

Free social media listening tools:

Social Mention
Addictomatic

There are also a few paid services such as Radian6 and a new company, RowFeeder.

It was a quick and informative webinar and I wish there was more time to hear Baer’s advice on social media. I recommend checking out his book that will be coming out in February 2011.

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