The 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 -- Annuities 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 -- 3: 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 -- First- 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 -- Create 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 -- The Nuts and Bolts Part of Setting Up Your Blog -- The Ultimate Business Blogging Checklist -- Blog Content Drives Leads -- Three B2B Blogging Steps to Superstardom -- 8: Become a LinkedIn Lead Generation Superstar -- Profiles Are Just the Beginning -- Companies Can Get Recommendations Too -- Business Value Through Sharing -- Grouping Your Expertise: LinkedIn Groups -- Answering the Questions: LinkedIn Answers -- Professionals Need Advertising Too -- Three B2B LinkedIn Steps to Superstardom -- 9: Twitter: Leads in 140 Characters -- Five Off-Platform Benefits of Twitter -- Anatomy of a Tweet -- Replies and Mentions -- Retweets -- Direct Messages -- Hashtags.

Finding B2B Leads on Twitter -- Setting Up a B2B Twitter Account -- The 10-4-1 Rule of Social Sharing -- 14 Ways to Drive Leads with Content on Twitter -- Five Ideas for Prospect Engagement for B2B Companies -- Pushing the Twitter Envelope -- Three B2B Twitter Steps to Superstardom -- 10: Maximizing Facebook Lead Generation through Engagement -- Profiles versus Pages -- It Made Sense for Cisco to Join -- Three Reasons to Create a B2B Presence on Facebook -- Yes, Facebook Is for B2B -- Understanding the EdgeRank Engagement Algorithm -- 10 Ways to Drive Leads on Facebook -- Facebook Engagement Means Leads -- Three B2B Social Media Facebook Steps to Superstardom -- 11: E-Mail Is Social -- Opt-In Is a Better Call to Action -- Why Nobody Likes E-Mail -- 12 Ways to Get More Leads Out of E-Mail -- Testing E-Mail Ideas Using Social Media -- Four Ways to Socialize a Prospect's Inbox -- Social Profiles within the Inbox -- Three B2B Social Media E-Mail Steps to Superstardom -- III: Taking Social Media Lead Generation to the Next Level -- 12: Stop Preparing for the Mobile Web -- It's Here -- Getting Smart about Smartphones -- Two Ways to Mobile-Optimize a Website -- On the Go with Mobile Content -- What Is the Context of Your Content? -- Rethinking the Mobile Landing Page -- B2B Mobile Apps Are for Suckers -- Location Is for Sales, Not Marketing -- Three B2B Social Media Mobile Marketing Steps to Superstardom -- 13: Making Trade Shows Social -- Driving Trade Show Leads with Social Media -- Treat Trade Shows Like Comarketing -- Five Steps to Instantly Make Your Trade Show More Social -- Taking Over Physical and Digital Word of Mouth -- Three Trade Show Takeaways from "DNS Is Sexy" -- Using Location to Become the Best "Party" at a Trade Show -- Virtual Conference -- Three B2B Social Media Trade Show Steps to Superstardom.

14: Run a B2B Social Media Marketing Team Like a Start-Up -- It All Starts with Passion -- Where Does Passion Come From? -- Knowing When to Ship -- It Becomes Agile Marketing Anyway -- Three Principles of Agile Marketing -- When It's Time to Look for Funding -- What's the Exit Strategy? -- Three B2B Social Media Start-Up Steps to Superstardom -- 15: 10 B2B Social Media Roadblocks -- 1. Legal Wants Full Approval-Of Everything -- 2. Social Network Access Is Blocked -- 3. Executive Support Is Lacking -- 4. The Customer Base Is Not Attuned to Social Media -- 5. But I Have a Real Job to Do -- 6. It Is Free, Right? -- 7. We Need the Right People for the Task -- 8. We Have Always Done It This Way -- 9. The Network Admin Is a Debbie Downer -- 10. You Don't Know Where to Start -- Three Clearing Roadblock Steps to Superstardom -- 16: The Best Time Ever! -- Social Media Marketing Is about Lead Generation -- Be a Storyteller Who Uses Data -- Second Is the First Loser -- Useless Metrics -- The Beginning, Not the End -- Acknowledgments -- About the Authors -- Notes -- Index.