Hardcover: 272 pages
Publisher: Wiley; 1 edition (January 18, 2011)
Product Dimensions: 6.3 x 1 x 9.6 inches
Shipping Weight: 1 pounds (View shipping rates and policies)
Average Customer Review: 4.6 out of 5 stars See all reviews (30 customer reviews)
Best Sellers Rank: #926,617 in Books (See Top 100 in Books) #139 in Books > Computers & Technology > Web Development & Design > User Generated Content #388 in Books > Computers & Technology > Business Technology > Social Media for Business #652 in Books > Computers & Technology > Internet & Social Media > Social Media
In my consulting work at Socialmedia.biz, I still run into executives and top-tier managers who think of social networking as an employee productivity drain. For anyone who shares a similar point of view, run to your nearest bookstore and pick up a copy of "Social Marketing to the Business Customer" by Paul Gillin and Eric Schwartzman.The book is chock full of meaty, real-world examples of how to grow your business using B2B and B2C strategies and tactics. The authors show how companies can use social media to forge deep, productive relationships with customers and lure new customers into the fold.Channeling Shel Israel in "Twitterville," they cite a Dell senior manager Richard Binhammer's admonition: "Don't waste your time trying to convert atheists. Work on the agnostics in the room -- doubters who might be turned into believers through conversation."The authors explain how a Midwestern distributor of solar panels could use Twitter's advanced search feature to scout out anyone discussing the term "solar panels" within a 100-mile radius of Chicago.In devoting a chapter to search, the authors reveal some of the tactics that social marketers use to suss out keywords that customers are using to discuss your business -- and where they're discussing it. Sometimes it calls for a shift in the language you use on your own website or blog. "If you're blogging about `solar cells' but your customers are searching for `solar power,' you're speaking two different languages," they write.Social media platforms and services -- LinkedIn, Twitter, Facebook, YouTube, podcasts -- are covered in depth. Businesses' use of Twitter is more robust than you might imagine.
It was with great delight that I picked up Paul Gillin's and Eric Schwartzman's "Social Marketing to the Business Customer." You see, Paul's 2008 "Secrets of Social Media Marketing" was my first social media book. For too long I had been asking people -- all consumer PR pros -- to explain social media to me and yet felt stuck in figuring out how this powerful new thing could be applied to B2B. Paul's book got me out of that rut and set me an orderly path for study. I got to meet him at a PR conference last year and thanked him for remaking my career. I told him I was in B2B he replied that he was coming out with a book on that very topic.So you can imagine the anticipation felt when I opened the book. Now let me share with you the rewards it contained.If Cluetrain Manifesto is the cornerstone of a social media education, then for B2B, "Social Marketing to the Business Customer" is its capstone. Four reasons why:1. B2B v. B2C: Finally, finally, finally, someone has done an exhaustive review of the differences between B2B and B2C business models and why they matter in setting out a social media strategy. Many have tried (including myself), but the book just brings it all together and ties it up in a bow for you. One nugget that caught my eye was how given the large number of influencers in B2B buying decisions, you need to have a different social media approach for each one (a financial-focused message for CFOs, an ease-of-use one for the people who actually use the product, etc.). The book also makes clear you'll need an SEO strategy for each one to make sure the content/conversation is found.2. Gristle: You know how a lot of Web 2.0 pros sell the sizzle of social media steak? Paul and Eric get into the gristle. We've really needed that.
Social Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More Instagram: Master Instagram Marketing - Instagram Advertising, Small Business & Branding (Social Media, Social Media Marketing, Instagram, Branding, Small Business, Facebook, Instagram Marketing) Explosive Leads Generation Marketing for Lawyers: The Attorneys' Secret Guide to Generating Unlimited Leads On Total On Auto-Pilot 24/7 And Exploding Your Bottom Line in 30 Days or Less BUSINESS:Business Marketing, Innovative Process How To Startup, Grow And Build Your New Business As Beginner, Step By Step Online Guide How To Effective ... Grow And Build Business As Beginner) Instagram: Master Instagram Marketing - How to Build A Brand, Get Followers And Use Instagram For Business! (Social Media Marketing, Instagram Marketing, Instagram Tips) Attorney Responsibilities and Client Rights: Your Legal Guide to the Attorney-Client Relationship (Attorney Responsibilities & Client Rights) The Zen of Social Media Marketing: An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue Salesforce Leads, Contacts & Accounts for Beginners: The quick and simple way to track your leads, contacts, vendors, customers and partners in Salesforce (Getting Started with Salesforce Book 1) Podcasting For Promotion, Positioning & Profit: Podcasting Book on How to Podcast and How to Create a World Class Podcast To Generate Free Traffic, Leads, Sales + Establish Expert Status Refining Design for Business: Using analytics, marketing, and technology to inform customer-centric design (Graphic Design & Visual Communication Courses) Social BOOM!: How to Master Business Social Media to Brand Yourself, Sell Yourself, Sell Your Product, Dominate Your Industry Market, Save Your Butt, ... and Grind Your Competition into the Dirt Youtube: Online Marketing. How To Make Money On Youtube For Beginners And Increase Your Audience.: (youtube, youtube video marketing, how to make ... money, youtube marketing, ebay) (Volume 1) Learn to Listen, Listen to Learn, Level 2: Academic Listening and Note-Taking, 3rd Edition How to Talk So Kids Will Listen and Listen So Kids Will Talk Como Hablar Para Que los Ninos Escuchen y Como Escuchar Para Que los Ninos Hablen = How to Talk So Kids Will Listen & Listen So Kids Will Talk (Spanish Edition) Web 4.0 Marketing: The Black Book of Powerful Online Marketing Strategies & Tactics: Online Marketing Series, Book 2 Como Crear Un Plan De Marketing Eficaz: Guía para novatos y expertos para crear un estrategía de marketing efectiva (Internet Marketing nº 2) (Spanish Edition) Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management Gestalt Psychology: Influence customer perceptions and make advertising more memorable (Management & Marketing Book 7)