Brainrider hosts these wonderful monthly meetups for marketers (digital and traditional) in Toronto. Click on an image for a larger version of the sketchnotes. Feel free to share these under the Creative Commons Attribution 2.5 Canada licence!

Dragging an Organization into the Digital Age – Sarah Major and Jeanie Hendrie

7 Steps to Social Media Success, Richard Marginson

Like these? Check out sketchnotes for previous #torontob2b meetups or my other sketchnotes!

Text:

DRAGGING AN ORGANIZATION INTO THE DIGITAL AGE
Sarah Major and Jeanie Hendrie
#torontoB2B
Nov 15, 2012

First!
Content strategy and framework
Current clients start conversations
Associates engage
Prospective associates
Great place to work

Rest of the world
SEO, etc.

Anchor
-> Outpost
-> Outpost
-> Outpost

What questions do clients ask you? What language do they use? -> Organize into framework -> Blog categories (Targeting, Brand strategy, …)

Plan on a page
Goals
Ways of working
…

Translating analogue behaviours to digital

Content strategy is not permanent.
BrainRider
-> Review using data

Analytics: tie it back to goals to make them actionable

Generate Content
Views
Posting momentum

Expand deployment
Reader loyalty
Length of stay

Fostering engagement
Client breakdown
Comments

drum up internal engagement
highlight client comments

Video objectives
Share and celebrate
Recognize and reward
Have fun!

Evolution of SKW
Before and after
Stats
Blog team

Challenge:
Keeping writers writing, otherwise stale!
-> buckets of inspiration

Q: Guest bloggers?
A: Clients co-write some posts. Those are very successful.
Q: Most commented vs most read?
A: Often different.

7 STEPS TO SOCIAL MEDIA SUCCESS
Richard Marginson (@RickyInMotion)
#torontoB2B
Nov 15, 2012

Word of mouth of SUPER STEROIDS
listening
connecting
publishing
Chris Brogan

One-to-one dialogue

1. Got the vision? Get the support!

Not the decision-maker?
GET BUY-IN.

Community manager

monthly, etc.
Steering committee
–agency
Community manager
-SMEs
-Editorial

2. Who knows your BRAND better than

YOU?
Be engaged instead of handing it all

off to an agency.

3. Start with free tools.
Understand what your customers see.

4. Rules and guidelines are important.
– resolve ambiguity

5. Engage!
converse
comment
curate
create

6. you’re already making a ton of

stuff.
Reimagine it for social media

purpose -> content -> measurement

7. Measuring success
mentions per day
positive, negative, neutral
trends, opportunities, threats

Google authorship, Bing and Klout,

Google Panda update

Social proof
Restaurant
full of your friends.

Q: Talking to clients?
A: Survey, key search terms, call

centre, content..
sales team may also know, can

summarize over many customers.

Click on an image for a larger version of the sketchnotes. Feel free to share these! You can credit it as (c) 2012 Sacha Chua under the Creative Commons Attribution 2.5 Canada licence.

How to create a free trial that works, Justin Norris

Successful telephone lead generation, Trevor Hamilton

Brainstorming, Marilyn Barefoot

Click on the image for a larger version.

At today’s TorontoB2B Marketers Meetup, Sweeney Williams told us about Canada’s upcoming anti-spam legislation, Ian Fleming shared different approaches to mobile website design, and Scott Armstrong talked about how they’re working on a program-based marketing playbook at Brainrider.

I’ve just put my Evernote sketchnote collection online, and you can browse and search within it on the Web. If you use Evernote, you can add the notebook and browse through it there. =) Enjoy!

Like these? Check out the sketchnote for the previous #torontob2b meetup (lead generation, Q&A) or my other sketchnotes!

Update 2012-11-15: Here’s the video recap!

Click on the images for larger versions. Feel free to share these under the Creative Commons attribution license.

In Sean O’Donovan’s talk on managing content for lead generation, he shared tips on mapping your content to the customer’s buying journey, repurposing what you have, and making it easier for people to find the information through metacontent and packaging. If you’re having someone else develop your content, it’s a good idea to ask them to develop the promotional materials for it too.

Ben Harrison and Scott Armstrong shared some of their experiences and opened the floor up for Q&A. It was interesting to hear about the marketing side of things.

If you like this, you might also want to check out my sketchnotes from the previous torontob2b meetup:

• Marketing automation, Jeffrey Yee
• Building a social enterprise, Andrew Jenkins
• Designing content so that it works, Carl Friesen

Other links:

• My sketchnotes of books and meetups
• How I do these sketchnotes
• Other cool sketchnotes around the Web

To find out about the next #torontob2b event, check out Brainrider’s events page.

Enjoy!

UPDATE 2012-11-15: Here’s the video recap!

Designing Content So It Works

Carl Friesen, Global Reach Communications

Like these? Check out my other sketchnotes, visual book notes/reviews, and visual metaphors.

Here’s the text from the sketchnotes to improve people’s ability to search for it:

Designing content so that it works

Designing content so that it works
Carl Friesen, Global Reach Communications

Website for e-book on content design showyourexpertise.com

1 2 3 4 5

stories

The Trend
Client wants customized solution
Show that you understand their world

1. Trend & historic causes
2. current situation
3. Thoughts on developments, reasons
4. Recommendations

The How-To
1.
2.
3.

Example: trustees, communication process

must be:
Relevant + Realistic
not necessarily what you do, but what clients will find helpful

Helpful!
– process with steps or
– a list of success factors

1. outcome
2. supplies/equipment
3. steps
4. avoiding pitfalls/problems

The How-to-Work-With
How to get good results from working with you

cannot be self-serving
include info on saving money
1. wild success experience
2. factors
3. advice

 

The Case Study
Leading-edge thought & sound implementation
Trans-Canada highway story
Wildlife protection

Not about showing how clever you are!

Must have learning points THEY can use
Must be a story
Tell with the client credibility

1. Initial situation
2. Steps
3. Problems & solutions
4. Lessons learned

 

The Survey
Shows that you stay in touch
must be what your audience cares about

More useful with a trend

Distribute appropriately
Level of detail
Consider limited distribution
The Opinion
informed opinion, thought leadership
at no charge

Long form
-situation
-views on good & bad aspects
-recommendations

The Review
-New product/service
-What’s different
-Discuss good/bad

The Comment

Notes by Sacha Chua, @sachac, LivingAnAwesomeLife.com

UPDATE 2012-11-15: Here’s the video recap!

Click on the images to view larger versions. I might redraw these sometime – I still have to get the hang of working with paper! =)

Building a Social Enterprise
Andrew Jenkins, Volterra

 

Like these? Check out my other sketchnotes, visual book notes/reviews, and visual metaphors.

Here’s the text from the sketchnotes to improve people’s ability to search for it:

Building a social enterprise

Building a Social Enterprise
Andrew Jenkins, Volterra
#torontob2b May 3, 2012

Historically:
Listen
competitive intelligence
pin points
needs
cocktail party
conversations we couldn’t overhear before

Message
Engage
Individual targeting
Reputation
Culture
Indium example
content contact cash
planking example

External to Internal
Training
examples
policy
-IBM
-Coca Cola
-Dell
social media university

adoption
can’t make me
adoption count me in

How does communication flow?

Influence

Some people: I can’t wait for you, so I’m going to set things up myself…
ragues

Q&A
-Resistors: Use peers, look for the bright spot.
It took 20 years for e-mail to be ubiquitous.

Who can’t gain from greater visibility? question
Social media: 10 years
RBC: 140 years

Notes by Sacha Chua, @sachac, LivingAnAwesomeLife.com

UPDATE 2012-11-15: Here’s the video recap!

Marketing Automation
Jeffrey Yee, Eloqua

Like these? Check out my other sketchnotes, visual book notes/reviews, and visual metaphors.

Here’s the text from the sketchnotes to improve people’s ability to search for it:

Marketing automation

Marketing Automation
Jeffrey Yee, Eloqua

leads small
list management
forms
scoring
analytics
events
challenge
-Too expensive
-Not fully used
-Not implemented correctly
-Did not address business needs

1. Focus
one thing! business need!
2. Identify
Look for what your top performers are already doing
3. Start small, then build for mass adoption
-Target the second-tier salespeople!
4. Wait patiently for the lift.
incremental improvement

Best practices from client side
Dun & Bradstreet
credit risk management sales & marketing supply risk management

1. Focus
Example
Retention trigger-based e-mail
one need
40.1% opens
13.4% click through
10% increase in retention rates
2. Identify before you automate
Focus group?
Study top performers
How are we achieving this today?
Can we automate and scale this?

Repurpose

Think linear, it’s easier that way

Get personal and add value
plaint text e-mail from sales, not marketing
3. Mass adoption (but start very small)
advocates get others on board

Look for the people who are close to their quotas:
Tier 2 segmenting your salespeople!

Have reps vet leads before adding to program

3rd party data
4. Wait patiently for the lift. Set expectations.
Ex results
-6 months
pipeline value *19%
# of yes 14%
average upsize 3%
ops won 25%

Budget 12+ months

Like low-hanging fruit
Scaling up what already works
Notes by Sacha Chua, @sachac, LivingAnAwesomeLife.com