B2B Social Media Marketing on March 19

Digital media channels often highlight case studies and thought leadership with respect to consumer (B2C) social media, but often ignore business-to-business (B2B). And it’s unfortunate, because the enterprise and B2B market is one of the faster growing segments in the economy.

So, what’s different if you’re selling to other businesses? SMCLA’s next event will focus on social media strategy and best practices when your target is a CEO, a VP of Marketing, an IT Director, someone in HR, etc.  Think this doesn’t apply to you? Think again. Whether you work at an agency, as a consultant, a channel marketing manager, on a business development team, handle sales for enterprise (small – mid-size and even SOHO), or are an HR manager, this event is for you!

SMCLA B2B Panel. Image by AJ Feuerman.We have assembled a panel of experts in the B2B world, including Rachel Luxemburg, Principal Strategist at Adobe, Stephen Gundee, Enterprise Relationship Manager at LinkedIn, Erick Brownstein, EVP for Marketing at YTM, Lauren Buchman, marketing consultant specializing in channel marketing, and our moderator,  Eric Schwartzman, co-author of Social Marketing to the Business Consumer.

Join us on March 19 at Cross Campus LA for an evening of networking, food, drinks, and an interactive conversation that will focus on how major brands in the B2B space use social media to drive, engage and interact with their clients and prospects. This is your opportunity to engage thought leaders in a growing segment of the digital industry.  We look forward to seeing you there!

Meet our panelists:

SMCLA B2B Panel_Erick Brownstein
Erick Brownstein

Erick Brownstein is a new media entrepreneur with a focus on the explosive world of online video. Having worked on the client and the agency side, Erick’s experience ranges from advising the CEOs of multibillion-dollar companies to directing international environmental and human rights campaigns. He is an advocate for class clowns and unschooling papa who believes that grades take the fun out of failing.

Follow Erick on Twitter @ErickB, and you can connect with him on LinkedIn.

SMCLA B2B Panel_Rachel Luxemburg
Rachel Luxemburg

Rachel Luxemburg, Principal Strategist, Community & Social Media, leads the Community Center of Excellence at Adobe, tasked with providing strategic direction for influencer, advocate, and community programs across Adobe. She holds a B.A. from Vassar College and an MBA from the University of San Francisco.

You can find Rachel on Twitter @rlux.

SMCLA-B2B-Panel_Stephen-Gundee
Stephen-Gundee

Stephen Gundee is a Senior Relationship Manager for LinkedIn. His primary responsibility is to consult with some of LinkedIn’s largest clients in an effort to help reshape their talent and employment brand strategies. He has been an employee of LinkedIn since August of 2010; during that time he has seen LinkedIn balloon from 750 employees to 3,500 employees worldwide. He is a new Southern California resident, having moved from Chicago in May of 2012, with his wife Cari and son Calvin.

Connect with Stephen on Twitter @StephenGundee and check out the official LinkedIn blog

Lauren Buchman - @LaurenJBuchman
Lauren Buchman

Lauren Buchman is the founder of Yellow Bike Marketing. She has worked for ad agencies for the better part of a decade. She launched the first social media campaigns for channel marketing efforts at 3form, McAfee, and Microsoft. Connect with Lauren on Twitter @LaurenJBuchman.

 

Moderator: Eric Schwartzman

Eric Schwartzman
Eric Schwartzman – @ericschwartzman

Best-selling coauthor of Social Marketing to the Business Customer, Eric Schwartzman specializes in a vast array of communications and social media policy development. He is the technology entrepreneur behind iPressroom, a start-up he founded that develops a proprietary software service for managing external communications. He also offers live and online social media training programs. Today, he is a senior communications consultant to various businesses, nonprofits and government agencies. Past clients include Pussycat Dolls, Britney Spears World Tour, The Salt Lake Olympics, Cirque du Soleil, Lucasfilm and others. Eric was previously director of promotions at Rogers & Cowan  and VP of marketing at Laser Storm. Eric also founded the Digital Impact Conference and has been producing the award-winning podcast “On the Record…Online” (@ontherecord).

Guest Post: Did He Really Tweet That? How Investor Relations Officers Can Help the C-Suite Engage in Social Media

by Julie MacMedan, Vice President of Investor Relations, Demand Media

You may have read about what I’d like to call “the tweet heard ‘round the world” – or at least, “the tweet heard ‘round the Street.”  On May 14, 2012, public company Francesca’s Holding Corporation announced the firing of its Chief Financial Officer based on a finding that he improperly communicated company information through social media.  http://on.wsj.com/JcJeJ1  During the company’s Quiet Period ahead of announcing quarterly results, the CFO tweeted “Board meeting.  Good numbers = Happy Board.”  Once learning of the CFO’s tweets, a shudder ran down my spine as I suppose it would of any self-respecting Investor Relations Officer (IRO).  “How could he have been so reckless?”  “How many glasses of wine did he drink before that tweet?” “OMG” were some remarks shared in consternation with fellow practitioners.

Social media is becoming increasingly important not only for marketing the company’s products and services, but also enhancing its corporate reputation and effectively reaching an over-stretched and increasingly social-media-active investment community.  If they’re not already doing so, IROs should be learning how they can use social media to enhance their company’s corporate reputation and investor relations program.  As more C-Suite executives become active on social media, IROs should get more involved in helping protect them from unwittingly using social media tools to the detriment of the company’s reputation, and even in violation of Federal Securities regulations.

While the Francesca’s Holding Co. CFO example above is glaringly obvious and easy to address with basic Regulation Fair Disclosure training, what are some of the more delicate or subtle areas of social media communication that IROs can coach public company executives about before they type that first tweet?

Here are some Do’s and Don’ts for executives actively using social media tools:

DO:

  • Understand that you are representing your company – even if you add a disclaimer that your opinions are not those of the company
  • Understand that, most likely, more short sellers than friendly investors are following you
  • Use social media to increase awareness of and simplify important strategic and financial news
  • Promote and link to company products/websites to drive traffic and interest
  • Elevate your personal reputation in alignment with your position at the public company

DON’T:

  • Communicate material undisclosed information
  • Tweet about  travel and meetings if it is not expected or widely known that you would be there
  • Disparage a competitor – including commenting on executive departures/M&A deals
  • Post “anonymously” to promote your products and services
  • Post, repost or retweet information that does not advance the reputation of your company or positively motivate employees, customers and shareholders

Social media tools are an increasingly important way for the C-Suite to advance a company’s reputation and connect with key audiences – including employees, customers, media and investors.  IRO’s should not be afraid of social media, they should embrace and encourage it. Approach it as you would any verbal conversation with an investor at a conference or on the phone.  After all, that’s what social media is – a conversation.

Julie MacMedan is one of our featured speakers at our “Can I Tweet That?” Social Media in Regulated Industries event, July 30 at the Yahoo! Community Center.  It’s not too late to RSVP.