On The Record Online

b2b2 Eric Schwartzman and Paul Gillin, co-authors of Social Marketing to the Business Customer -- the first book devoted entirely to B2B social media marketing, present the second podcast in our series on the developments in and best practices for marketing and engaging business customers online.
In this episode...
Alibaba has invested in $4.5 billion in logistics. The exchange will take a cut of transactions brokered with its partners. This is a new role for an exchange and we wonder if it presages a new business model. Are you using Alibaba? We'd love to hear your experiences.
LinkedIn has some new features, including a cool visualization tool that shows the relationships of people in your professional network. It's early stage and not very useful at this point, but it's another demonstration of how social maps can be applied to rich professional networks.
Eric says it's a proof of concept at best. He doesn't see a lot of value in the visualization tool and doesn't have the time to figure it out. However, he does see a lot of value in combining relationships with geographic data to improve sales prospecting.
A recent Wall Street Journal story documented the sometimes nasty surprise of session-based clicks. When buyers sign up for a pay-per-click campaign, they have the option of including session-based clicks in the mix. This option may serve their ads against different queries depending upon the user's previous behavior. Some buyers are finding that session-based clicks can drive up advertising fees without delivering much value. There's a simple way to avoid this problem: turn off the session-based click option.
LinkedIn is also offering some intriguing new advertising options that enable advertisers to target all kinds of professional demographic and interests. Every technology has a downside, though. Eric notes that these new features can also be used for poaching employees by enabling recruiters to target advertising to specific companies.
Do you use LinkedIn for professional advice and networking? It's the preferred social network for B2B professionals and we provide some examples of how it pays off. Eric has been spending time in the B2B marketing group on LinkedIn and is impressed by the moderator who gently but firmly guides the conversation.
Please send comments, criticism and feedback to comments@b2bsocialmediapodcast.com
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About the Podcasters
Eric Schwartzman @EricSchwartzman provides online social media training, social media strategy and social media policy governance to public relations, public affairs, corporate communications and marketing specialists. He has extensive experience integrating emerging information technologies into organizational communications programs through public speaking, hands-on training seminars, consulting and the development of corporate policies on social media usage.

His clients have included Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, NORAD Northcomm, Southern California Edison, UCLA, US Dept. of State, United States Army, US Embassy of Athens, the United States Marine Corps and many small to medium-sized companies and agencies.

Eric is the instructor behind PRSA’s top-rated social media and emerging treads training seminars, the Social Media Boot Camp and the Social Media Master Class, which are offered monthly in the US.

His book "Social Marketing to the Business Customer" with Paul Gillin about B2B social media marketing is available atAmazon, Barnes & Noble or Borders.

Paul Gillin (@pgillin) of Paul Gillin Communications.  Paul was founding editor-in-chief of TechTarget, one of the most successful technology media entities to emerge on the Internet. Before that, he was editor-in-chief and executive editor of the technology weekly Computerworld for 15 years.

He wrote The New Influencers, Secrets of Social Media Marketing, the Joy of Geocaching and Social Marketing to the Business Customer with Eric Schwartzman about business-to-business applications of social media.

Paul writes a regular column for BtoB magazine and contributes to various blogs and online publications. He’s also a Research Fellow and a member of the advisory board of the Society for New Communications Research.

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