Michael Procopio - 42 Rules for B2B Social Media Marketing. Learn Proven Strategies and Field-Tested Tactics through Real World Success...

Learn Proven Strategies and Field-Tested Tactics through Real-World Success Stories

Foreword by Ray Wang

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20660 Stevens Creek Blvd., Suite 210
Cupertino, CA 95014

Copyright 2012 by Michael Procopio, Peter Spielvogel, and Natascha Thomson

All rights reserved. No part of this book shall be reproduced, stored in a retrieval system, or transmitted by any means electronic, mechanical, photocopying, recording, or otherwise without written permission from the publisher.

Published by Super Star Press, a Happy About imprint 20660 Stevens Creek Blvd., Suite 210, Cupertino, CA 95014
http://42rules.com

First Printing: November 2012
Paperback ISBN: 978-1-60773-113-9 (1-60773-113-4)
eBook ISBN: 978-1-60773-114-6 (1-60773-114-2)
Place of Publication: Silicon Valley, California, USA
Library of Congress Number: 2012951157

The authors are donating all their royalties to the Khan Academy, an organization committed to providing a free world-class education to anyone anywhere. The publisher is matching their contribution dollar for dollar.

Trademarks

All terms mentioned in this book that are known to be trademarks or service marks have been appropriately capitalized. Happy About, nor any of its imprints, can attest to the accuracy of this information. Use of a term in this book should not be regarded as affecting the validity of any trademark or service mark.

Warning and Disclaimer

Every effort has been made to make this book as complete and as accurate as possible. The information provided is on an as is basis. The author(s), publisher, and its agents assume no responsibility for errors or omissions nor assume liability or responsibility to any person or entity with respect to any loss or damages arising from the use of information contained herein.

Early Praise For This Book!

This book is a must-read for your staff to learn key B2B social media marketing strategies and fill in knowledge gaps. It provides hands-on advice and real-world use cases, unlike many other books on the topic that talk high-level and leave people wanting. Whether you want to build your brand online or turn your organization into a social business, as an executive, this book is a great resource.

Dave DeWalt, Former CEO and President, McAfee

While the lines between B2B and B2C are blurring, there are aspects of social media that a B2B marketer must carefully consider and navigate. 42 Rules for B2B Social Media Marketing provides an insightful GPS for the journey that will benefit both the social media novice and the expert.

Jonathan D. Becher, CMO, SAP

This book moves B2B social media marketing mountains! The authors have taken the complex world of social media and applied specific best practices for the business-to-business space. It is a must-read; do not leave home without it. Essential for any new or seasoned marketer who needs to excel in this brave new world.

Vanessa DiMauro, CEO, Leader Networks LLC

For those who still think social media is only for consumer marketing, 42 Rules for B2B Social Media Marketing is a must-read. Beginning with the basics, the authors then take the reader through familiar territory for B2B marketers, showing how social media can boost awareness, influence the influencers, generate leads, and even train the sales force. Read this book before your competitors do.

Tim Matthews, Senior Director Product Marketing, Symantec

42 Rules for B2B Social Media Marketing solves a basic problem: getting you up to speed on social media marketing very quickly. It explains the why and how in a concise manner. Just the real deal in making social media work for you and your company from people who are used to running big social media programs in B2B enterprises.

Rick Mans, Social Media Lead, Capgemini

Finally, a concise, practical guide for B2B social marketing! Most of the social media content and advice available on the web focuses on B2C models; its often hard to find good B2B content. Its great to have a resource written by actual social media practitioners/leaders who have learned how to successfully navigate the complex channels of B2B social marketing.

Maria Poveromo, Senior Director Social Media, Adobe Systems

While a lot of books have been written on social media marketing, the authors have truly honed in on the unique needs of the B2B marketer, providing actionable advice on how to effectively reach target audiences. Whether you are just getting started in social media, looking for ways to improve your level of engagement, or need a great reference guide to get your teams up to speed, this book has something for everyone.

Marina Greenwood, Principal, Activa PR

This book is loaded with real-life examples and written in a concise and to the point manner. It is a must-read for anybody leveraging the most important aspect of B2B marketing in todays worlddigital marketing. While most books of this nature are written purely at the high-level or from a strategic standpoint, this book is comprehensive in that it also discusses digital marketing tools and how to use them effectively.

Sonja Hickey, Senior Product Marketing Manager, HP

Finally, someone has brought together best practices for B2B social media in a concise and actionable format. Regardless of whether youre new to social media or an industry veteran, youll find something new you can start implementing right away. This 42 Rules book has become my new go-to reference guide.

Jonathan Chizick, Vice President, MarketingCamp.org

I absolutely love the format and content of this book! Finally, an easy-to-reference social media resource for B2B companies without a dedicated marketing agency or department. Each Rule is short and snappy, with how-to suggestions anyone can implement one at a time or as part of a comprehensive program.

Ren Shimada Siegel, President, High Tech Connect

The rise of social media, content proliferation and mobile applications has made the life of a B2B Marketer difficult to get their message heard. The good news is that this book serves as a playbook with really smart strategies coupled with practical examples of how B2B marketers can use social media to create and distribute meaningful content to their target audiencethe right content, at the right time, in the right channel to the right customer.

Michael Brito, SVP Social Business Planning, Edelman Digital

Natascha, Peter, and Michael have written a book that cuts through all the noise and offers a straight-forward guide for developing and executing a thoughtful and effective social media strategy. A must-read for B2B marketers looking to improve their knowledge of social media and learn how to do it right.

Shelly Milam, Social Media and Digital Manager, Juniper Networks

Social marketing advice today is predominantly geared to B2C organizations which are fundamentally different from the B2B world. Yet, we know that business-to-business commerce and interactions can benefit greatly from social business practices, and that B2B organizations can have exponential impacts on the global marketplace. 42 Rules offers valuable, practical guidance for B2B marketers at all levels. The content is well organized for easy reference, includes quick ideas to implement, and is supported by real-world examples.

Mark Yolton, SVP of Digital, Social and Communities, SAP