Pesquisa whitehorse

White Horse | White Paper

The TIME Method to B2B
Social Media Engagement
By: Jamie Beckland
March 25,2010

www.whitehorse.com | 877.471.4200 | [e-mail]

1

In This Whitepaper
About the
Author
Jamie Beckland is Emerging
Media Manager at White Horse.
He has designed and implemented dozens of marketing programs using new and emerging technologies and is a frequent writer and presenter on social media strategy.

The TIME Method outlines practices for B2B brand social media engagement to:
Create new in uence channels
Increase quali ed lead generation
Rally top social in uencers
Be authentic in your brand positioning
Build brand advocates
Improve search rankings

Introduction
Just a few years ago, the digital marketer’s job was pretty straightforward: create a web site, advertise on
Google, Yahoo, and MSN for PPC search tra c, and optimize the site for performance. Okay, even that wasn’t very straightforward, as many have discovered. But, the process, at least, was fairly clear-cut.
Today, getting users to get to your Web site is much more complicated. As consumers have shifted more and more of their decision-making process online, the amount of information and their evaluation behavior has moved into social media. The pre-conceived notions that consumers have about your brand, based on the social presence of your brand, have a huge impact on their ultimate purchase decision. In fact, pre-conceived perceptions cause a consumer to be 38% more likely to complete a purchase (Patwardhan and Ramaprasad, 2005).
Because of the huge growth in information available online, consumers are turning more and more to peercuration for ltering relevant content. The implications of this shift are vast. While search engines will continue to be important, they will not be the sole means of Internet research, or even the most accurate (Surowiecki, 2005).
White Horse has developed a methodology to help clients successfully integrate