LEADER 05650nam 2200721Ia 450 001 9910789881003321 005 20200520144314.0 010 $a1-118-21430-7 010 $a1-283-40187-8 010 $a9786613401878 010 $a1-118-21378-5 010 $a1-118-21393-9 035 $a(CKB)2670000000138068 035 $a(EBL)817882 035 $a(OCoLC)769927161 035 $a(SSID)ssj0000575652 035 $a(PQKBManifestationID)11349842 035 $a(PQKBTitleCode)TC0000575652 035 $a(PQKBWorkID)10550799 035 $a(PQKB)10955507 035 $a(MiAaPQ)EBC817882 035 $a(Au-PeEL)EBL817882 035 $a(CaPaEBR)ebr10524025 035 $a(CaONFJC)MIL340187 035 $a(OCoLC)775420256 035 $a(PPN)180683446 035 $a(EXLCZ)992670000000138068 100 $a20110902d2012 uy 0 101 0 $aeng 135 $aurcn||||||||| 181 $ctxt 182 $cc 183 $acr 200 14$aThe B2B social media book$b[electronic resource] $ebecome a marketing superstar by generating leads with blogging, Linkedin, Twitter, Facebook, email, and more /$fKipp Bodnar and Jeffrey L. Cohen 210 $aHoboken, NJ $cWiley$d2012 215 $a1 online resource (242 p.) 300 $aDescription based upon print version of record. 311 $a1-118-16776-7 320 $aIncludes bibliographical references and index. 327 $aThe B2B Social Media Book: Become a Marketing Superstar; Contents; Foreword; Introduction We Didn't Wake Up One Day and Write This Book; How We Got Here; This Book Is an Offer; You Want More Examples?; What Did We Miss?; Are You Ready to Go?; I: The Fundamentals of Social Media Lead Generation; 1: Why B2B Is Better at Social Media Than B2C; The Marketing Status Quo; What Your Marketing Could Be; Five Reasons B2B Companies Are a Better Fit for Social Media Marketing Than B2C Companies; When Social Media Isn't Right for B2B; B2B Social Media as an Annuity; Results Independent of Effort 327 $aAnnuities Facilitate Scale Social Media Is Only One Piece; Building a Next-Generation B2B Marketing Team; Storytelling + Data Analysis = Great Social Media Marketer; The Perfect B2B Marketing Leader; Three B2B Social Media Steps to Superstardom; 2: Five-Step Social Media Lead Generation Process; Step 1: Getting the Basics Right; Step 2: Maximize Content Discovery; Step 3: Create Conversion Ubiquity; Step 4: Test and Fail Fast; Step 5: Optimize for Maximum Lead Flow; Three B2B Social Media Lead Generation Steps to Superstardom 327 $a3: Yes, Chapter 3 in a Social Media Book Is about Search (It's That Important!)Evolution of Search; Context as the Foundation of Search; Four On-Page Optimization Opportunities; Authority Drives Ranking; Three Strategies for Link Building Success; Changing Authority; Social Search and B2B; Unified Keyword Strategy; Rank Is Dead; Search Isn't Just Google; Three B2B Search Engine Optimization Steps to Superstardom; 4: How to Close the Loop of Social Media ROI; The Math of ROI; Calculating COCA; Understanding Total Lifetime Value; Social Media Is Good for COCA and TLV; Intent Is Attribution 327 $aFirst- versus Last-Action Attribution Gathering the Data; Measuring to Superstardom; Integrating Marketing and Sales Databases; It Is Math, Not Hugs; Three B2B Social Media ROI Steps to Superstardom; 5: Reach: More Is Always Better; Being Targeted Isn't Enough; Be Able to Sell Anything; Six Time-Tested Methods for Building Reach; Remarkable and Frequent Content Fuels Reach; Paying for Reach Is Okay; Nearsightedness Kills Great Marketing; Three B2B Social Media Reach Building Steps to Superstardom; II: Social Media Lead Generation in Action; 6: Creating Ebooks and Webinars That Prospects Love 327 $aCreate Ebooks Everyone Wants The 10- Step Blueprint to Ebook Awesomeness; Webinars Are Low-Cost Trade Shows; Five Steps for an Engaging Webinar; Marketing with Existing Sales Tools; Storytelling with Video; Three Commandments of B2B Video; To YouTube or Not to YouTube, That Is the Question; Being Interesting Is the New Black; Three B2B Social Media Content Offer Steps to Superstardom; 7: Why You Are Already a Business Blogging Expert; The Origins of Corporate Blogging; The Thinking Part of Setting Up Your Business Blog; The Content Part of Setting Up Your Blog 327 $aThe Nuts and Bolts Part of Setting Up Your Blog 330 $aAdvance your B2B marketing plans with proven social media strategies Learn social media's specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies. Social media and online marketing provide the right mix of rich data and reduction in marketing expenses to help transform a marketer into a superstar. The B2B Social Media Book provides B2B marketers with actionable advice on leveraging blogging, LinkedIn, Twitter, Facebook and more, combined with key strategic imperatives tha 606 $aInternet marketing 606 $aSocial media$xEconomic aspects 606 $aOnline social networks$xEconomic aspects 615 0$aInternet marketing. 615 0$aSocial media$xEconomic aspects. 615 0$aOnline social networks$xEconomic aspects. 676 $a658.8/72 686 $aBUS043000$2bisacsh 700 $aBodnar$b Kipp$f1982-$01571330 701 $aCohen$b Jeffrey L.$f1965-$0438091 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910789881003321 996 $aThe B2B social media book$93845693 997 $aUNINA