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Shane Gibson's Podcast - Social Selling - B2B Sales and Influence

Shane Gibson Keynote Speaker | Social Selling | Sales Trainer | Social Media Strategy

Posts Categorized / Internet Marketing and SEO

  • Aug 24 / 2010
  • 8
Internet Marketing and SEO, Leadership, Managing Complex Selling Relationships Blog, Marketing and PR, Sales Management Blog, social media, social media podcast, social media tips, social media training

Social Media for B2B Marketing and Sales

A common question I get from business to business focused marketers and sales professionals is: “Does social media marketing and social networking really work in the B2B space?”

I posed this same question to Jeff Booth CEO of Builddirect.com and here was the answer he gave me:

“Social media is not really about B2C or B2B it’s about P2P or person-to-person communications and adding value.”  – Jeff Booth CEO Builddirect.com (the worlds largest online wholesaler of building supplies.)

The reality is that the majority of decision makers or their direct influencers use the web to find information on a vendor and the individual employees they are dealing with. I have compiled a short list of resources and blogs that you may find useful in deciding is social media marketing will work for your organization.

Here are some statistics and quotes regarding social media in the commercial space:

…69% of B2B buyers use social networks “primarily for business networking and development.” (About.com)

…Stereotypes may have C-level executives delegating research to others, but the study reveals that 53% prefer to search the Web and locate information themselves. – Google and Forbes Insights Study (2009)

Social media is not a separate silo or discipline, in fact, companies in the Business-to-Business space like Builddirect.com, Oracle, SAP, Intel, Accenture, GE, and Siemens have found that is most effective when integrated with existing sales and marketing processes. They also have found it has given them a significant advantage over their less socially engaged competitors. (An entire engagement study can be found at http://engagementdb.com )

B2B Social Media Reading and Resources:

  1. Video: “Vital Statistics for B2B Marketers”: http://www.youtube.com/watch?v=nXQdy-22TXM
  2. 20 Support Cases for Using Social Media in B2B Marketing” http://www.savvyb2bmarketing.com/blog/entry/122161/20-support-cases-for-using-social-media-in-b2b-marketing
  3. “A fascinating B2B Social Media Success Story” http://businessesgrow.com/2010/06/20/a-fascinating-hardcore-b2b-social-media-success
  4. “5 B2B Social Media Success Stories” http://blog.marketo.com/blog/2010/05/b2b-social-media-success.html
  5. “30 B2B Social Media Resources” http://blog.hubspot.com/blog/tabid/6307/bid/6379/30-Awesome-B2B-Social-Media-Resources.aspx
  6. “The Definitive Case for B2B Social Media Marketing” – Fast Company http://www.fastcompany.com/1665075/the-definitive-case-for-b2b-social-media-marketing
  7. “7 Reasons Why Social Media is for Sales” – http://bettercloser.com/7-reasons-social-media-sales/
  • Aug 23 / 2010
  • 13
Events and Seminars, Internet Marketing and SEO, iPhone Podcasts, Marketing and PR, social media, social media podcast, social media tips, social media training

Social Media Calendar

There are many aspects to success in social media. Having a solid goal, knowing your core target market and of course monitoring social media conversations and your brand. Producing great content and engaging community are also vital. All of this has to be grounded in a solid implementation plan in order to work over the long term. A goal, great content, and community engagement are not enough to succeed using social media as a marketer, sales person or entrepreneur. We also need to ensure that we are consistent in our approach, message and community involvement.

Today’s podcast is about the importance of a social media calendar for individuals and organizations. I have also provides a social media calendar template that Jay Levinson and I developed for Guerrilla Social Media Marketing.

Have a listen, download the sample social media calendar and then let me know how it works for you.

Download the sample Social Media Calendar (WORD) and Social Media Calendar (PDF)

  • Jul 20 / 2010
  • 3
Events and Seminars, Internet Marketing and SEO

Worthy Cause: Local Man is Fundraising for New Spandex Outfit

Just kidding… but he does need skates 🙂

Ever thought of dropping everything to chase a dream?

We all would…. as long as it fit in to our busy schedules. BUT who has the time or the energy?

I was chatting with Steve Jagger, my co-author for Sociable!, and he shared the new adventure his younger brother Kevin has undertaken.

I had spoken with Kevin just a few months ago, at the time he was working for a US college media firm after putting in his dues on Bay Street as an investment banker. Turns out I was a little out of the loop.

After watching the Vancouver 2010 Olympics, Kevin has decided to quit his job and attempt to compete in long track speed skating with the ultimate goal of trying to make the Canadian National Team.

Crazy right?

What makes it only slightly crazier is that Kevin has never even competed in speed skating and up until the time of writing has yet to step on Oval ice!! Talk about bold.

One thing I did not realize is speed skating is not cheap – especially when you have to commute to Calgary to compete (the ice at the Richmond Oval has been removed), hire a full time coach and get custom made skates & blades.

As a way to support himself, Kevin has started a great blog that follows his journey from the cubicle to the ice. The blog is aptly named: Long Track Long Shot (http://www.longtracklongshot.com).

If you want to support Kevin on his journey he is selling t-shirts to help raise funds to buy his first pair of custom skates. For $25 you can help Kevin and even get the t-shirts delivered by Kevin on his bike! (for those of you living in the Lower Mainland). You can order for the next 48 hours if you want to support his vision.

Here’s a video of him training:

  • Jun 14 / 2010
  • 5
Internet Marketing and SEO, Marketing and PR, social media, social media podcast, social media tips, social media training

10 Best Practices in Social Media for Social Causes

There are dozens of organizations out there that are effectively using social media in the not-for-profit and charity sectors. I have truly just begun to understand and study all of the fantastic case studies and success stories from events like the annual Blogathon to some of the great stuff that organizations like the Redcross have achieved through online funding.

Today’s podcast is not about some of these global examples but a very local one I had the privilege to be part of. In a 24 hour period Anthony Caridi of KasuFunding.com and I along with a very committed social media community here in Vancouver raised over $12,000 for the Make a Wish Foundation. Almost 100% of the donations came from Twitter or FaceBook connections.

Here are 10 things we discovered that worked (some of them we implemented and others we will implement next time):

1)   Organize your collateral material early for each stakeholder group

2)   Make your content easy to share, cut and paste

3)   Integrate the offline with the online and get influencer buy-in early

4)   Have multiple platforms for RSVP’ing for events

5)   Get donors with big lists and big reach to not just cut a check but use that influence and reach to promote your cause

6)   Contact people individually and ask them to do something easy

7)   Use a fundraising platform like KasuFunding.com that makes it easy for people to Tweet, share and forward information about the cause.

8)   Work close with the Charity

9)   If you are a charity leverage your stakeholder groups when social media marketing instead of using internal resources

10)  Keep your message really simple.

Special Thanks to:


  • May 31 / 2010
  • 5
Internet Marketing and SEO, Leadership, Marketing and PR, social media, social media podcast, social media tips, social media training

How the World’s #1 Online Building Supply Company uses Social Media

Today’s podcast is an interview with Rob Jones the Marketing and Social Media Coordinator for BuilDdirect.com. BuildDirect sells more building supplies online than any other company on the planet. Rob and I discuss how they have used social media to augment their online marketing efforts.

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