It’s Not Just a Consumer Thing!
Social media is still considered a B2C marketer’s game. But the truth is that B2B marketing professionals can and should practice the same smart and effective social media strategies. And by doing so, B2B marketers can get all of the same benefits—brand awareness, quality leads, website traffic, business relationships, and increased sales—as their fun and trendier counterparts.
This case study will outline how Toshiba Telecommunication Systems Division (TSD)—manufacturer of business telephone systems—bravely endeavored to add a social media program to its B2B marketing and public relations efforts on a super tight budget—and surpassed its wildest expectations.
As Director of Marketing at Toshiba, Gail Miller enlisted public relations professional Teri Sawyer (T&Co.) and Certified Social Media Strategist Raleigh Gerber (TurnUpTheVolume) to create a truly integrated, successful B2B marketing trifecta.
Join us to learn:
- Why more than 80% of B2B companies use social media marketing
- How to integrate social media into your marketing and PR plan
- What activity is the #1 key to success
- Which social media platforms work for B2B, and which don’t
- Tactics to engage and motivate the channel
- What’s blog got to do with it?
- And other secrets from the B2B social media marketing trenches
3300 Bristol St.
Costa Mesa, California 92626-1806
IABC Members: $35.00
NAWBO Members: $35.00
Non-member Registration: $45.00
Student (with proof of full-time student status): $25.00
About our Panel
Gail Kathryn Miller, Marketing Evangelist
Gail Miller, has been the director of marketing for Toshiba Telecommunication Systems Division and Delphi, Packard Division as well as handled key marketing positions at ITT Cannon and Merrill Lynch. A strategic marketing expert with more than 20 years of experience in marketing for Fortune 500 companies, Ms. Miller has developed integrated marketing programs, implemented social media programs and created branding programs for software and hardware for B2B companies. She is adept at optimizing global resources and promoting innovative solutions in complex environments. She can be reached at firstname.lastname@example.org.
Raleigh Gerber, Certified Social Media Strategist and Trainer
Raleigh Gerber is a certified social media strategist who develops and maintains social media campaigns for corporations, products, and professional services, including B2B, consumer and Global campaigns. She has proven success with social networking — Facebook, Twitter, LinkedIn, Google+, YouTube, Pinterest, Tumblr, blogs, etc.
Raleigh has recently developed, implemented and managed award-winning social media and blog programs for Toshiba America. She served as Social Media Strategist for Organo Gold, a global coffee company, where she grew its bi-lingual online community beyond 100k fans.
Raleigh’s expertise is in delineating and implementing social media marketing techniques that best support company communications and sales initiatives with a focus on expanding the brand’s online reputation, visibility, traffic, and engagement.
Teri Sawyer, PR Director, T&Co
Teri Sawyer runs T&Co., a virtual marketing, public relations, and social media agency where she brings together the right teams to service clients. T&Co. client experience includes ABC Sports, Deloitte & Touche, Mitsubishi Electric America, Toshiba, and Walt Disney Records. Clients have enjoyed media coverage on television news and in leading national press, including CNN, CNBC, ABC, CBS, NBC, Time Magazine, the Wall Street Journal, Associated Press, BusinessWeek, the Los Angeles Times, USA Today, and key trade publications. T&Co. clients have also had visibility in major industry analyst reports, including Gartner. T&Co. has also launched successful social media programs for clients including D-Link and Toshiba’s Telecommunication Systems Division.
Teri draws on her 25+ years in public relations to develop and implement strategic public relations programs for consumer and business clients nationwide. Her specialty is media relations, focused on providing image campaigns resulting in high-profile media coverage. She is a co-founder of the OC PR Divas women’s networking group and co-chairs the OC PRSA Mentorship Committee. She holds a BA in Journalism from CSU Long Beach.