Daniel Burstein

B2B Social Media: Jay Baer discusses social media ROI and Facebook likes [Video]

October 6th, 2011

Quick checklist, B2B marketers. Do you have:

  • Customers?
  • Prospective customers?
  • Employees?
  • Competitors?
  • A story to tell?

Then, according to Jay Baer, “Congratulations, you have the raw materials for social media.” And he makes a good point. After all, some B2B marketers think of social media as more of a consumer marketing tactic, and many B2B marketers think they can’t learn anything from their B2C brethren.

But at last week’s MarketingSherpa B2B Summit in Boston, Jay made a very convincing argument for B2B social media. But he didn’t just aim to shift the audience’s paradigm; his keynote was replete with actionable advice, including ideas on how to tackle one of the most daunting tasks of all, measuring social media ROI.

He also talked about search and social going together like peanut butter and jelly. Jay gave the audience examples on how they could be a “digital dandelion,” spreading their content through the digital world like dandelion seeds on a windy day.

After his keynote (and once he was finished signing books for his marketing groupies), videographer Luke Thorpe and I cornered Jay on the expo floor and peppered him with a few questions about some of his more eye-opening ideas …

In this video, I asked Jay:

  • Why he thought social media was even more powerful for B2B companies than consumer marketers (quite counterintuitive, but I think he makes an excellent point) – 0:12
  • … and how to prove that to your boss via the three most powerful letters in business, ROI – 1:10
  • About the challenges of duplicate content and social media, including every marketer’s fear of arousing the wrath of the great and powerful Oz … um, I mean Google … with duplicate content. – 2:05
  • And perhaps the most “overrated” of all marketing metrics, the Facebook “like” versus (or rather, in conjunction with) one of the earliest digital marketing metrics, the email list – 2:50

If you missed Jay in Boston, you can catch him at B2B Summit San Francisco, October 24-25. And Jay promised to be twice as good, so I can’t wait to see what he has up his sleeve.


Related Resources:

Social Media Marketing: Why B2B marketers need to care, by the numbers

5 takeaways on B2B social media, lead generation, building a customer-centric approach, and more

Social Media Companies: 3 non-obvious ways social media will impact big companies

Jay Baer Exposes 4 Common B2B Social Media Mistakes

MarketingSherpa B2B Summit 2011 – San Francisco, October 24-25

Daniel Burstein

About Daniel Burstein

Daniel Burstein, Senior Director of Editorial Content, MECLABS. Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the editorial direction for MECLABS – digging for actionable information while serving as an advocate for the audience. Daniel is also a speaker and moderator at live events and on webinars. Previously, he was the main writer powering MarketingExperiments publishing engine – from Web clinics to Research Journals to the blog. Prior to joining the team, Daniel was Vice President of MindPulse Communications – a boutique communications consultancy specializing in IT clients such as IBM, VMware, and BEA Systems. Daniel has 18 years of experience in copywriting, editing, internal communications, sales enablement and field marketing communications.

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