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Definitive guide-to-social-marketing


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  • 1. The DefinitiveGuide toSocial MarketingA Marketo Workbook 01
  • 2. table ofcontentS03 Introduction04 part one: Why does my Business Need Social Marketing?07 part two: Laying the Foundation22 part three: peer-to-peer social sharing27 part four: b2b social media channels and tactics62 part five: tools for social marketing success66 part six: incorporating social marketing into every stage of your funnel70 part seven: the roi of social78 25 must-know social media experts80 conclusion81 contact marketo
  • 3. introductionwhy should i read thedefinitive guide tob2b social marketing?Social marketing has become an The question is no longer should I dointegral part of our lives and continues social, the real question is why wouldn’tto evolve. A few years ago everyone I do social? Our Definitive Guide to B2Bwas talking about the importance Social Marketing shows you how to addof B2B companies being active and social to every marketing activity to drivecreating pages on sites such as buyer engagement, new business andFacebook and Twitter– now the revenue. Whether you are just starting outconversation has shifted and is moving or have a well-defined social marketingtowards the idea that every marketing plan, this guide is your go-to handbook.campaign must be social. Let’s get social!The new theory is that social is more thanjust a channel or tactic; it is a strategy thatshould be present in every aspect of yourmarketing. And now that B2B finallyunderstands the power of social, how “Marketing today is difficult. There are 200do you harness it? How do you entice million people on the U.S. ‘Do Not Call’ list.and engage your audience to share your Over 86% of TV viewers admit to skippingmessage and to be a brand ambassador? commercials. Forty-four percent of direct marketing is never opened. Roughly 99.9% ofAs a marketer, you need to learn to online banners are never clicked. Buyers waitleverage social media – for building until they have completed 60-80% of theirrelationships, listening to the market, research before reaching out to vendors”.promoting content, and influencing buyerseven before they’re identified as potential Michael Brennerleads. You have to do more than social Senior Director of Global Marketing at SAPmedia; you have to do socialmarketing. 03
  • 4. part oneWhy doesmy BusinessNeed SocialMarketing? 04
  • 5. part one: WHY DOES MY BUSINESSNEED SOCIAL MARKETING?Some contextBefore we delve into how to As a result, they invested in lead nurturingstrategically use social marketing and scoring programs to further definethroughout all of your marketing hot leads and used additional methods Let’s take a look at someactivities, let’s do a quick marketing to nurture the rest – to be sent to saleshistory lesson. In the past, the primary at a later date. compelling stats from Social Mediaway a prospect could get information Examiner’s “2012 Social marketingabout a company was by engaging Today, marketing through SEO, PPC,directly with a sales person. Marketing and email are still very much a part of the Marketing Industry Report”focused on brand building and marketing mix, but social media sites drive • 3% of B2B marketers use social marketing 9awareness by using mass advertising, a large portion of the B2B interactions on to market their businesstradeshows, PR and print media. the web. • 5% of marketers reported that the number 8Direct mail and cold calling made up one benefit of social marketing is generatingthe majority of targeted interactions, Through the many connections social more business exposureand marketers passed all new leads marketing creates, businesses can begin • 4% of marketers reported that social marketing 7– hot or cold – to the sales team for to move from a company-to-buyer marketing has increased their site trafficfollow-up. model to a peer-to-peer influence model. • 9% of marketers are using social marketing 5 Social is the perfect platform for creating for 6 hours or more per weekWith the arrival of Google in 1998, B2B those valuable business relationships thatcompanies started to focus on search promote sharing and engagement. And forengine optimization (SEO), pay-per-click this to be effective, as a marketer you have(PPC) advertising and email marketing to develop a strategy that weaves in socialto drive traffic to their website. They also as part of every marketing campaign thatcreated content such as whitepapers you do.and webinars to convert traffic into leads.The best marketers realized that their leadswere often sent too early to sales. 05
  • 6. part one: WHY DOES MY BUSINESSNEED SOCIAL MARKETING?The Golden Rulesof Social Marketing 4. ou will need a strong call to action. Y The tried-and-true, strong call to action is just as important in social media as it is anywhere else. Be clear about what you want your audience to do after consuming your content or engaging with 1. Don’t take yourself too seriously. your brand. It should be obvious, but social marketing is about being social, and that means you 3. ou must have good Y need a good personality to make your content and solid offers. brand likable. Without well-produced, engaging content, any 5. lways add value. A and all tactics you employ At the end of the day, if you are will most likely fail. not providing some sort of 7. Peer-to-peer value to your prospects and sharing is the customers, you are not doing best way to get your job and social media will your message never work for you. heard. 2. nbound is not enough. I Each of the tactics described in this guide can work on their own. But, for a business to benefit fully from them, they should be combined with outbound 6. ever forget that social is a two-way street. N marketing. Never underestimate what a bit of paid No one likes being talked at. Yes, broadcast your message, but promotion can do for your business. remember to keep the lines of communication open in both directions. When contacted, always respond quickly and sincerely. Be sure to mix up your messaging and use a combination of content and offers. 06
  • 7. part twoLaying theFoundation 07
  • 8. part two: laying the foundationGetting startedSocial marketing holds tremendous FF My company has clear goals for social FF We produce enough quality content FF We are ready to incorporate socialopportunities for B2B companies marketing. Be as specific as you can and to sustain social marketing conversations. marketing strategies throughout thelooking to drive new business and keep these objectives in mind for every Content feeds the social marketing beast. buying process. Social marketing is notincrease revenue, but only if you initiative you execute. Assign a key team Audit your existing marketing assets and just for the top of the demand generationfirst develop a solid foundation and of business stakeholders to discuss social identify your thought leadership pieces. funnel. It’s important to monitor and trackan understanding of what makes marketing priorities and strategy. It is Also make sure you put a plan in place your prospects and customers throughoutthe world of social marketing tick. important to have a solid understanding of that will enable you to consistently produce your sales pipeline.No matter how complex your current your business’ personal social marketing social marketing-worthy content, includingstrategy is, you will want to re-visit it on methodology and how your team will blog posts, infographics, videos, and FF We are committed to making everya yearly basis and make sure you have execute in order to define metrics. white papers. campaign social. As you determine whateverything you need to be successful. your campaign calendar looks like for the FF We have the human resources to FF We know which social media sites next six months or a year, you want toGetting Started: Setting commit to social marketing. Before you are popular with our prospects and make sure that you have a plan to useYour Company Up for Success start your social marketing initiative ask customers. Do your research and focus social to amplify every marketing Social Marketing yourself if you can allocate the resources your energy and investments where your Whether you have just created a newTake a minute and fill out our checklist needed. Social marketing is about real- audiences are. content piece or are running a demandto make sure you have covered all of your time response and continuously updated generation campaign, be sure to includeinitial basics. information – both of which require FF Our company website is prepared for social sharing and create tactics within the commitment and dedication. social marketing attention. Before you campaign that encourage relationship set up multiple social media profiles and building across your social landscape. pages, make sure your own website is in good enough shape to handle the attention. 08
  • 9. part two: laying the foundationdeveloping a socialmarketing plan and policyAlthough it’s tempting to dive right into Who are you targeting with What do you want to accomplishthe various social media sites out there, social marketing? and what are your distinct actionyou need to develop a social marketing Prospects? Customers? Media? items for each goal?plan first. Creating goals and metrics All of the above? Once you’ve decided Social marketing requires time, effort andwill help ensure that the time and on the targets, flesh out the defining resources. Take the tactics you’ve decidedresources your organization invests characteristics of each group. If you’ve on and associate clear goals, objectivesin social marketing are well spent. already read Marketos The Definitive and action items for each one.It’s important to have guidelines that Guide to Lead Nurturing, you knowstructure your efforts and guide your about the importance of developing As with any new strategy, try and testparticipants in the right direction. buyer personas: a fictional character that a variety of social marketing channels represents a target group. Start by listing and tactics to see which has the mostYour B2B Social the characteristics you would have for significant impact on your goals. For moreMarketing Plan a typical buyer persona, but add a social information on standard social marketingDeveloping a social marketing plan is marketing dimension to it. tactics, objectives and metrics, go tosimilar to developing any other strategy. check out our Social Media Tactical Plan. “Focus on howWhile there is no standard approach, thebasic components can be addressed by How can you deploy social marketing tactics for measurable success? to be social,answering these simple questions: Later in this guide we’ll address a number not on how to• Who are you targeting with your of different tactics that you can employ to achieve the business results you’re do social.” social marketing? seeking through social marketing. Select• How can you deploy social marketing a few that you think will have the most jay baer tactics for measurable success? impact on your organization and start Best-selling author• What goals or objectives do you want with those. of ‘The Now Revolution to accomplish? 09
  • 10. part two: laying the foundationChecklist: pitfallsto avoid in socialmarketingFF Don’t dive into social marketing FF Don’t use social media sites asunless you’re ready. You need objectives, advertising opportunities alone. Keepgoals and ways to measure success and your brand human on social media sitesaccountability. and save your ad-speak for real advertising or when you have a more significantFF Don’t be a big brag. Know the presence on social sites. “With the growing reliancedifference between becoming a thoughtleader and endless self-promotion. FF Don’t assume every social media site on social media, we no longer is good for your business. Research which search for news, or the productsFF Don’t be afraid to try social marketing social media sites your customers frequentbecause it doesn’t rely on the traditional and how they prefer to consume content. and services we wish to buy.metrics you’re used to. Instead they are being pushed FF Don’t merely create social pagesFF Dont be afraid of social media because and think you are done. Instead, dig to us by friends, acquaintancesthe ROI will be challenging. There are ways deeper and create a social presence and business measure impact if you have a baseline that resonates with your target audienceto start with. Additionally, the branding and and promotes relationship buildingvisibility you can achieve through it will and sharing. Erik Qualmandefinitely impact your bottom line. Best-selling Author of Socialnomics 10
  • 11. part two: laying the foundationbuilding your socialmedia swat teamSocial marketing takes time and Here are some things you should keeporganizational readiness. To ensure in mind when developing your paththat you are getting the highest ROI to success: “How can you squander even oneout of your social marketing strategy, more day not taking advantagethere needs to be a structure in place, • llustrate competitors who are using Istakeholder buy-in, and a devoted social marketing successfully of the greatest shifts of ourresource (or a few). Providing a solid • hare some key insights and social S generation? How dare you settlefoundation to your social marketing marketing statisticsstrategy will enable you to scale and • ighlight how social marketing can H for less when the world hasnurture your program as it evolves. be used for lead generation, creating made it so easy for you to be a customer community, thoughtStakeholder Buy-In leadership, and even recruiting remarkable?”When determining your social strategy, • reate a report that monitors your social Cyou will want to make sure that you have marketing activity and point out some Seth Godinexecutive support for your initiative, as possibly missed opportunities for Best-selling Authorsocial marketing is time consuming and engagement based on your findingsyou will need dedicated resources. • hare how you will determine ROI once S your initiative takes offThe more your stakeholders understand • ighlight low-cost benefits of engaging Hand believe in the power of social through social marketing vs. traditionalmarketing, the more they will evangelize advertisingthroughout the company and support yourstrategy. Depending on organizationalreadiness this may be no easy task. 11
  • 12. part two: laying the foundationbuilding your socialmedia swat teamCreating a Social Media Staffing ConsiderationsGovernance Board Social marketing takes effort, especiallyIn addition to your focused social media if you want to work towards creating anstaff, you will want to create a social media integrated campaign strategy. Therefore,governance board that is made up of you will want to take resource allocationexecutives, stakeholders, Subject Matter into account when creating your plan.Experts, and key employee advocates. How many resources you will need toThis is the team that determines your dedicate to social marketing will dependongoing broad strategy goals, internal on the following:training initiatives, and makes keydecisions around your social media • udget for new headcount Binteractions. Your Governance Board or intern availabilityshould meet on a monthly or quarterly • eekly social time commitments Wbasis to re-assess and innovate on • Strategic goalsprocesses and strategies. • umber of platforms utilized N • Content strategy • urrent and future community size C Consider starting by dedicating one full-time head count to social marketing management. This person will spend his or her time mostly on community management, social messaging, content creating, and planning. Resource permitting, the next full time employee hire should be someone dedicated to creating content and who can serve as the managing editor for all of your content. 12
  • 13. part two: laying the foundationbuilding your socialmedia swat teamA day in the life: Marketos Social Media Manager Remember, the amount of work you will on the front lines of your strategy and have for your resource depends on your will be interacting with customers andPosts Promote and engage strategy and company size. You will also prospects on a daily basis through your• Twitter • hink of creative ways to promote T want your resource to work alongside your online channels, so make sure you take • post per hour from 1 content, events, and engage fans demand gen team to create successful time to hire the right person. • influencer re-tweets 4 using pictures, infographics, stats, campaigns. Social media is a huge part• Facebook memes, questions of our marketing at Marketo, so we • -5 posts per day 3 • rack success of promotions T dedicate a lot of time to creating our social• Google+ using Marketo Marketing Software presence. For example, at Marketo 15% of “We’re living • -5 posts per day 3 all marketing head count is focused on at a time when• LinkedIn Influencer outreach social, content, and inbound. If your • posts per day 2 • ead influencer posts on Twitter R company is smaller, you may not need to attention is• Pinterest and other blog feeds and comment dedicate as much time. the new currency. • -5 pins per week 4 Blog When you are searching for your Social Those who insertMonitor • reate blog posts C Media Manager, you want to look for a themselves into• heck Twitter, Facebook, C • TML edit blog posts so they are H person that is customer service oriented, and G+ for mentions or anything formatted and ready to be published good at relationship building, is creative, as many channels that needs a response and a strong communicator. This person as possible look• espond to comments, customer R does not need to be a Subject Matter issues, questions etc Expert, but he or she should be a “digital set to capture• onitor throughout the day M native” – someone who grew up the most value.” entrenched in the internet and knows the ins and outs of social media. He or she doesnt need to be young, eg. the pete cashmore proverbial 23 year old social media CEO Founder manager, but fluency in online customs is of a must. Your Social Media Manager will be 13
  • 14. part two: laying the foundationbuilding your socialmedia swat teamOrganization-wide Show them the WIIFM: Training, training, training what’s in it for me This is one of the most important aspectsParticipation Your employees are busy, and it takes of getting people involved with B2B social “Create a socialYou should also think about how you wantyour employees to be engaging on social effort and time to create a Twitter account, media. At Marketo, we created Social media policy (be post on Facebook, post on LinkedIn, and Media Month which consisted of weeklynetworks. By having an open discussion create blog posts. So you have to show workshops on social networks, it 3 pages likewith your teams on utilizing social networksto promote their personal brand as well as your teams, what is in it for them–what are participation rules, blogging tips, LinkedIn Coca Cola or 50 the benefits of contributing to social media? optimization for SEO, and social mediatheir own, you can establish guidelines that Here are some things you might want to photo day. We also did a series of blog like the military)can help them become more active. Havingyour thought leaders work in tandem with call out: posts that spoke to each social network and trust your and discussed how employees can beyour social marketing strategy is a great • ersonal branding–get your P more active. By providing a structured employees to abideway to further your social reach. name out there format for learning about social networks to free them to • uilding relationships with sales leads B your employees can be both well-informedCreate a social media policy • uilding customer relationships B and pumped up and ready to be social. tell the storiesDetermine how you want your employeesto participate in social media. At Marketo, • elping your company be seen H that engage.”we have created a Social Media Policy as a thought leaderdocument that outlines what socialnetworks to participate in, how often, and You might also want to consider CC Chapmanwhat the ground rules are. Don’t assume incentivizing social media contributions. Author and contentthat your employees will know how to You can give out prizes for the employee expertparticipate. Make it easily available to all who tweets the most or contributes thestaff through your company Wiki, HR sites, most blog content. Money motivates,or even develop your own social media so this is a great way to get started.microsite. Introduce it via a company-wideemail and consider creating posters thatadvertise your policy and post themthroughout your offices. 14
  • 15. part two: laying the foundationCreating your SocialMarketing PolicyThe social marketing landscape can Here are some suggestions: tool or for product marketing research?feel unstructured. That’s why it pays Be as explicit as possible, and considerto have a social marketing policy to • efine what social marketing means for D all the possible ways that people couldguide the actions of everyone in your your company. Determine and call out go wrong, without being overly dramatic.organization that will participate in what social networks you will be Remember, your policy is an opportunitysocial media. It’s also essential to participating in. Use your social to get your company excited aboutmonitor what’s being said and provide marketing policy to define what the term contributing to social media sites.guidelines on how to respond means for your entire organization so • tress the importance of confidentiality. Sappropriately (without making your there’s no confusion as to when the Encourage your company’semployees feel like they’re being social media guidelines apply and when contributors to remember thecensored). they don’t. importance of confidential information, • et up a basic set of ground rules. S and to manage their social marketingA formalized document will help protect Consider some basic tenets that you’d contributions just as they wouldyour company in a legal sense, while like your company to follow when it conversations taking place in public.ensuring that you’re acting consistently comes to participation. Don’t assumeacross all social marketing sites, and that your employees know how toreinforcing your brand and value in the participate – make sure that your guidemarketplace (a bit like a corporate style is clear, concise, and easy to find. Youguide). Check out Marketo’s Social Media can even include social training during “By creating compelling content,Policy as an example. the employee onboarding process. • ecide how your organization will D you can become a celebrity.” want to engage as a social marketing participant and contributor. Will your Paul Gillin company’s social media conversations Social Media Expert and Author come from a single person or will everyone in your company participate? Will social marketing be used as a customer service function, marketing 15
  • 16. part two: laying the foundationcontent creationNo discussion of social marketing If you are a smaller company without many Content Types These content types can take manyis complete without a discussion of available assets or available resources for You want to make sure that you are creating forms, but you will want to make surecontent. Your content is the Yin to the content creation, take into consideration a variety of content types to share on social you have the following mixed into yourYang of social, they work hand-in-hand repurposing already created pieces. media channels so your audience remains content strategy:to drive success. We do this at Marketo to ensure we are engaged. Content is a great way to show extending the life of each piece we create. your expertise and your personality. There • ig rock content pieces like ebooks BYou need a mix of content to share on your are many purposes for creating content, and Definitive Guidessocial channels. By showcasing thought Take a webinar for example. After the and although your main goal is building • White papersleadership in each stage of the buying webinar has been recorded, you can turn your brand expertise, you also want to • Tip sheets/checklistscycle, you can move a prospect through it into the following pieces of shareable make sure you integrate your thought • Blog postsyour funnel. Many of your customers and content: leadership with fun, shareable pieces. • Infographicsprospects are turning to social networks • Videosto consume their news and best practices, • Blog posts The Content Marketing Institute put out a • un visual content such as memes Fso social is the perfect venue for viewing • Whitepaper great diagram to explain content purposes and cartoonsand sharing your content. • Slide deck and how often each type should be shared • Slideshows • Video on your social channels. • PodcastsDo some research to set up your buyer • Checklists/cheat sheetpersonas so you know what content will • Podcastresonate the most. The closer you get • Infographicto saying something unique and relatable,the more peer-to-peer engagement and By creating a strategy where yousharing you will experience. repurpose content, creating multiple assets seems much less daunting. The Content Marketing Institute Content Mix Pyramid 16
  • 17. part two: laying the foundationVisual contentWhen we think of content, we often think is that they help tell a story related to yourof a compilation of words that tell a story brand. Keep in mind that this doesn’trelevant to our buyer and connect to our mean a sales pitch. Rather, visual contentbrand. The problem is that our prospects is created with the goal of appealing tohave less time to read these words, even your prospects and is meant to offer themwhen they tell a well-crafted story that a solution for a pain they may have. Andcan be useful in their jobs. Why? We’re because you have so little time and spacein a state of information overflow, and to get your message across in socialmany are looking for a way to dig out. media, visual content will become aSimultaneously, we have learned to cornerstone of your strategy.digest information faster – sometimeseven at a glance. This quick Here are some examples ofconsumption of data lets us know the Marketos visual content (clockwisebig message and allows us to decide from top right):whether or not we need to keep reading.The headline of an article is commonly True Colors infographic: What yourused to make this decision, but how can Brand Colors Says About your Businesswe rely on more than a headline to getour point across? The Definitive Guide to International Market Expansion cover designThe answer is visual content marketing,and it should be a key piece of your social Slideshare: Visual Contentmarketing content strategy. Visual content Marketing: Capture and Engagemarketing is the utilization of images to your Audienceengage your prospects through the buyingcycle. This can include infographics, Webinar graphic: Visual Contentimages, charts and graphs, memes, Marketing: Capture and Engagecomics, photos, and videos. What’s critical Your Audience 17
  • 18. part two: laying the foundationVisual note-taking:a deep diveWe are all visual thinkers. 75% of the The early field of visual note-taking, notes, it becomes much easier for an Presenting thoughts and ideas visuallysensory neurons in our brains are was named “Explicit Group Memory” audience to process and understand is a terrific and simple way to captureprocessing visual information. by facilitator Geoff Ball, who discovered when learning new things. a conversation and its meaning. HiringB2B marketers are constantly being that a shared picture supported group • nables better understanding of key E graphic recorders who sketch what isbombarded with information. The learning or more importantly – a lasting takeaways. Our visual boards became discussed at meetings and conferencesquestion arises: how do we keep all of memory in the group. a piece of content providing a tangible is a great way to keep employees engagedthis information and transform it into representation, allowing the audience and communicate complex ideas in asomething organized and accessible? At Marketo, we recently employed visual to quickly grasp big ideas and translate meaningful and memorable way.One way is to use visual note-taking note-taking for our User Summit. We used their impact and value.which finds the right mixture of words, a graphic facilitator to capture visual • ets attendees to look up from their Gillustrations, and designs to capture a recordings of the keynotes. Sketching devices. Putting pen to paper, or in thissubject and make it memorable. notes from each keynote and tracked case sharpie to foamcore, is an antidote sessions in real time created a record that to the pervasiveness of digital culture.This is highly dynamic way of sharing is not only memorable, but also one you Studies show it can help retain morevisual content. The great part of visual might actually want to look at again. (It’s information.note-taking is that it enables you to explain now art hanging in the Marketo office).a complex idea in a series of simplisticdiagrams. Visual note-taking can be Here are four benefits we reapeda useful tactic during keynote speaking almost immediately from using asessions at events, can help create a fun graphic facilitator to illustrate ourand engaging video, and can even be conference sessions and keynotes:used by your sales teams to give uniqueand compelling presentations. Internally, • xtends conversations and builds buzz. Evisual note-taking can help aid collaboration Immediately after each session, ourand amplify creativity. visual boards were drawing crowds who took photos and posted them to various social networks right away. • elps with short term memory cache. H By breaking down the information into single chunks illustrated within the visual 18
  • 19. part two: laying the foundationcontent Marketing tips “Traditional marketing talks at people. Content73% of consumers prefer to get their Make every employee Visualize your keywords marketing talksinformation about an organization in a content creator Building a word cloud based on with them.”articles rather than advertisements. Encouraging employees to contribute conversations around your brand is a greatThat means it’s more important than to your blog is a great way to generate way to visualize keywords most associatedever to include custom content in your content internally. Ask your customer with your brand. For example, find a group Doug Kessleroverall marketing mix. Generating service and sales teams about their most of tweets that mention your brand, product Velocity Partnerscompelling searchable content that frequently asked questions then have or industry, and drop them into a tag cloudpeople want to consume can help them write blog posts about the solutions. application such as Wordle. You’ll oftendrive traffic to your website, attract By developing a blog template, you can find new keywords you may not haveand retain a dedicated following, and make it easy for others to contribute. thought of, as well as a few surprise topicsgreatly increase brand awareness. of association. This is a great way to really Test and evaluateIn order to produce quality content Linkedin Today stretch your content dollar and find Of course every target audience is’re going to need a good source of Linkedin Today makes it easy to stay up emerging trends to blog about. When you are sharing your content on yourraw material to continually draw upon. to date with the most popular news, blogs, social channels, you will want to test, test, and articles relevant to your business. Eavesdrop test! What is your audience sharing?Here are some tips to keep it fresh: Think of it as your interactive real-time Be nosy. Listen in on conversations offline What are they experiencing as authentic? morning paper. What shows up in your as well as online. Tune in to conversations At Marketo, we try to mix in posts for ourFollow industry experts feed is generated directly from the network while waiting in line at Starbucks or at the Definitive Guides with fun marketingA great way to get ideas on what content you’re connected to, bringing you the most table next to you at lunch. Find out what memes that we have created. The funyou should be creating is to follow experts relevant news about the industries and people are talking about and what they pieces encourage your audience to share,and influencers on Twitter. Use relevant topics based on the industries and care about. Use Evernote to jot down builds trust, and ultimately helps youhashtags for search and create lists on sources you find most valuable. Checking and keep track of interesting points you develop brand loyalty. As you continueyour top influencers. By tracking these in to Linkedin Today can spark a wealth of overhear and the ideas they spark which to further hone in on your social strategy,tweets, you can determine what people content ideas based around trends and often turn into content and conversational you will get into a rhythm of what contentare talking about and create content hot topics relevant to your industry. blog posts. resonates for your audience.around those themes. Also, you can curatecontent on sites like Flipboard, so you canaggregate both news and social content. 19
  • 20. part two: laying the foundationInterview:content Marketingexpert Rebecca Lieb M: What are your best tips for businesses M: During your session at ad:tech M: In your book, Content Marketing that are struggling to find content? you mentioned that content is like you talk about how to do a Content Audit. RL: For one thing, businesses have to leftover turkey? How important do you think that is to the start thinking like publishers in order to not RL: I love using the turkey analogy. People overall content marketing strategy? only define content, but also to effectively really get that. You start out with the turkey RL: A content audit is very important use content. It’s very daunting to wake at Thanksgiving and that’s the main event, because it not only assesses what you up every day and find a blank page to fill, and then everybody knows that after have, if you do it correctly it assesses how blank air time or blank podcast time, Thanksgiving you’re eating turkey well it’s working and how it’s working on which is why “real” publications have sandwiches, you have turkey on your a number of levels. So you not only look editorial calendars. salad, and maybe a little turkey hash. at what content you have, but also is it Journalists very quickly learn how to treat professionally produced, is it spelled There’s a degree of predictability in content their stories and their sources like that correctly, is it consistent in style? WhatRebecca Lieb Discusses that’s not only very helpful to the business turkey. That’s not meant to sound content is attracting people? You look atStrategy, Influencers, or the publisher who’s publishing that derogatory, but you need to understand your web analytics, and say “oh they likeand Leftover Turkey content, but also to the audience. The what your content assets are and how and this”, “they don’t like that”, or “they can’t regularity of these types of features keeps when to use them. find something else”. It evaluates how freshRebecca Lieb is an analyst at the people coming back. So in order to and topical your content is.Altimeter Group where she covers digital constantly create new sources of contentadvertising and marketing. She is the you need a plan, you need an editorialauthor of Content Marketing – How to Use calendar.Content to Market Online and in SocialMedia and consults on content strategyfor a variety of brands and professionaltrade organizations. 20
  • 21. part two: laying the foundationInterview:content Marketingexpert Rebecca LiebM: Influencer outreach is essential for M: Who are the top content marketinga successful content strategy. What are influencers to follow? Who would youyour recommendations for people who recommend adding to your RSS readers?are just starting their influencer outreach? Aside from yourself of course!How do you reach an influencer that may RL: Robert Rose who just coauthoredbe considered inaccessible? an excellent book on content marketingRL: Not a lot of people are inaccessible with Joe Pulizzi. Joe founded The Contenton the web, but what they are is inundated. Marketing Institute and their feed isYou know there’s a lot of noise, we all get invaluable and probably the leadinga lot of email, we all get a lot of messages publication. For content strategy, there’sand a classic mistake that’s made when Kristina Halvorson who wrote the book onpeople try to reach influencers by getting the topic. I’m a great admirer of Ann Handleyin touch by saying “Hi, I really admire you. and C.C. Chapman who published earlyNow can you do this thing for me?” books on content marketing before mineWhat you really have to do first is establish even. Also, Lee Odden is a terrific bloggera relationship with that influencer. Perhaps on this and Sally Falkow is very good in thegive them something of value or something public relations range. If you search Twitter,that’s helpful. Take a risk, stick your neck there are some very good Twitter lists ofout there and create some dialogue and the leading content marketing might be pleasantly surprised. I would suggest following those people and determining who’s right for you and who’s really speaking to your content marketing needs. 21
  • 22. part threepeer-to-peersocial sharing 22
  • 23. part three: Peer-to-peer social sharingwhy share?Don’t just do a social campaign, One of the best ways to engage your We think the real promise of the social Give People a Reason to Sharemake every campaign social. Before audience is by providing them with a explosion for marketers isn’t about This is a new way to think about begin executing on your social compelling reason to share your message updating your feed for hundreds or In the past, influence used to be simple –strategy, it is important to spend some across social networks in a way that is even thousands of fans. We think it’s there were few influencers and it was yourtime on ways to make every campaign natural and seamless. Word-of-mouth about getting your voice heard by the PR team’s job to find the right and to understand the benefits marketing and peer recommendations millions of people out on the social web Social has changed all of that and thereof peer-to-peer sharing vs. company- are an extremely powerful way to increase in a different way – by turning your is now an exploding amount of sharing. brand visibility, as people will believe their customers into an army of powerful You want to know who is influential network of peers vs. a brand driven advocates for your brand and creating to your brand, your products, and yourIn the past, marketers have thought of social campaign. If your target audience’s friends thousands of peer-to-peer campaigns. A great way to do this is bymarketing as listening and publishing social and colleagues are talking about your recommendations on your behalf. building out campaigns that are conducivecontent, but instead of viewing social as an product or service, you are more likely to to social sharing.isolated channel, today’s marketer needs gain their trust in a much more meaningfulto incorporate it as part of their cohesive way than by running an ad campaign. At Marketo, we believe there are But what makes people share? You willmarketing strategy. 3 parts to social sharing: want to consider this when you determine A recent Nielsen Survey showed that what social sharing campaigns you want only 33% of buyers believe what a 1. ive people a reason to share G to set up. brand has to say about itself. 2. lways ask for the right to share A Because people view any brand-to-buyer at the right time Here are our top 5 motivators that communication as an advertisement, your 3. ake your shares measurable M make people share: customers are less likely to take your word for it. In contrast, the same study 1. Reputation showed that 92% believe what their 2. ccess to something exclusive A peers have to say about a brand. That 3. o-creation C is what you should be focusing on. 4. ompetition and winning C 5. Altruism 23
  • 24. part three: Peer-to-peer social sharingwhy share?Here are some additional • efer-a-Friend: This sort of campaign is R Use this to create a fun and viralstatistics to consider taken from generally centered around a compelling campaign that will increase branda recent New York Times study offer. You promote your offer via email awareness and increase newon social sharing: marketing and social networks, and customers with sharing. Keep in then you create special offers for both mind the following when creating• 5% say sharing helps them better 7 the “referrers” and the “referees”. If you your Flash Deal: understand and “process” news are utilizing a sharing platform, you can • ffer time period O they’re interested in expect to gather metrics such as • Maximum number• 5% say the responses they get 8 biggest influencers. of deals sold from posting to a social media • Social Sweepstakes: Create a contest • llow users to track A site provide more thought and get your entrants to spread the deal’s progress• 4% consider how helpful a link would 9 word on your behalf. Through the • ublish your offer on P be to another user before posting it sweepstakes entry you gain important all social networks and• 8% share as an advertisement for 6 user data like who is sharing and where your website themselves, to give others a better they are sharing most. sense of who they are • olls and Voting: Everyone has an P You can create campaigns like this• 3% say it helps them find people 7 opinion and they are usually happy to yourself, or you can do so through a social with common interests share. Take a look at the power of Yelp! application such as Marketo Social Creating a campaign that engages your Marketing. The beauty of using an audience and compels them to share application to assist you in creating theseBe sure to keep in mind these motivators their opinions is a great way to build sharing campaigns is that you not onlyand stats as you start developing social relationships and get valuable have a streamlined way to deploy eachaspects to all of your campaigns. Once information about your target campaign, but you can also harnessyou have created a campaign that you audience’s likes and dislikes. powerful metrics that will help youbelieve is worth sharing, here are some • lash Deals: This is a concept similar F continuously test and innovate.additional ways to incentivize sharing to a Groupon. Many social sharingwithin your campaigns: applications offer functionality for you to create your own time-sensitive deal. 24
  • 25. part three: Peer-to-peer social sharingask for the share Social SharingAlways Ask for the Share If you employ active sharing techniques,at the Right Time you are asking your audience to share atNow that you have created reasons for the right time. At Marketo, we use Marketopeople to share, you want to make sure Social Marketing to prompt people toyou are prompting people to share your share our message. If you are reading amessage at the right time. As social blog, in addition to the social share buttonssharing has become more important to that appear at the top, we also prompt ourmarketers, the best practice has been to readers to share by having a share boxinclude social sharing links before or after pop up as they are reading the blog,a piece of content. This is passive sharing. reminding them to share.You are creating the opportunity to share,but you are not asking for the share.And if you don’t ask for the share you maybe missing out on an important chance toengage with your audience, as they maynot notice the sharing buttons or becompelled to use them.Here is an example of traditional,passive social sharing:You see the social shares up top, but thatis the only place they appear to the reader.You might read this post, and although you By asking your audience to share, youenjoyed it, by the time you get to the end are starting a conversation with might not remember to share. You can also use this technique after a lead downloads a content piece, after they download, ask for the share. Social Sharing 25
  • 26. part three: Peer-to-peer social sharingMake your shares measurableMake Your Shares Measurable content? Who did they share your content influencers are, what content they are The Definition of SocialWhen a prospect or customer shares your with? And what are they sharing? Social sharing, and what their networks look like. Validationcontent, this is a great indicator that they applications like Marketo Social Marketing, By analyzing your social sharing metrics, Social validation, or social proofing, is aare an influencer for your brand. create more insight into all of your social you can create A/B testing, so you know psychological phenomenon that occursAdditionally by tracking shares, you can activities so you know who your top what is working and what isn’t. when people do not have enoughdetermine what content is working so you information to make opinionscan create more intelligent social independently, and instead look forcampaigns over time. external clues like popularity, trust, etc. Social networks play an influential roleRemember when you implemented when it comes to mitigating the feeling ofmarketing automation? (If you havent yet, risk that overcomes B2B buyers whenyou should.) You immediately had more trying to solve a problem or purchase avisibility into your campaigns and website. solution. A huge part of this is from theSuddenly, you could track website visits social validation or social proofing inherentand downloads. You knew who was to many social media sites. For example,visiting your website, what pages they sites that focus on bookmarking, ranking,visited, and what content appealed most voting, and commenting all incorporateto them. Additionally, you could track all of social validation when users give theiryour email campaigns. The increased opinions through comments or ratings.tracking capabilities enabled you to B2B companies can use social validationoptimize your processes and messaging. to help increase their credibility and allay their prospects’ fears. By opening yourYou should be doing the same with your website up to ratings, reviews (andsocial marketing. Instead of just knowing sometime rants), you’re telling yourhow many shares you received on Twitter, prospects that you value transparency, areLinkedIn, Google+, Facebook, etc, you Marketo Social Marketing Dashboard open to feedback, and can be trusted as awant to know everything about each vendor.sharing activity. Who is sharing your 26
  • 27. part fourb2b socialmedia channelsand tactics 27
  • 28. part four: b2b socialmedia channels and tacticsChannels and tacticsSocial Media Channels and There are many different venues to get Social NetworksTactics for Every B2B Marketer the word out there about your company. This is the bread and butter of your socialThis is meat of your social marketing These channels are where you will post marketing strategy. You will be spendingplan. The types of social media tools your contact and promote peer-to-peer a lot of time on the four major socialwe’ll cover include: sharing. This is not an exhaustive list, but marketing sites: Facebook, Twitter, we have mentioned some of the major LinkedIn, and Google+. But remember• Channels social channels you should consider. that it is not enough to merely post on • Social Networks these sites, the key is to engage and build Facebook relationships through influence marketing. Twitter LinkedIn Google+ • YouTube • resentation and Document Sharing P • hoto and Image Sharing P • Q A Sites • nfluence tracking sites I• Tactics • Blogging • Commenting • Bookmarking • Podcasting 28
  • 29. part four: b2b socialmedia channels and tacticsfacebookThere are more than 800 million Posting for the sake of posting can • nteractions, comments on Fan pages, I • The timeline offers more branding andpeople using Facebook every day. actually hurt your chances of being seen. and “Likes” about your company lead-capture options. The large coverThis platform offers more than just The second you post something that appear in a user’s news feed. “Likes” image presents plenty of room for youra way to stay connected to friends is not engaging or relevant, EdgeRank, will also appear in a box at the top branding and marketing images, so youand family; it is an essential tool in the Facebooks proprietary algorithm to of their page, keeping you prominently can capture the eye of a potentialB2B marketing toolbox. Facebook organize your newsfeed, will stop amplifying top of mind. customer and get them on your page.allows your business to be available to your posts and placing them in your fans • he ticker shows a live stream of friends T You can also pin images to the top ofpeople on a trusted, popular platform, newsfeeds (more on that below). activities and conveniently lets users your page and highlight certain imageswhere prospects can see “real” people “Like” a page without leaving their own to enlarge them.(their friends, family or colleagues) Facebook Pages can help your company newsfeed. In other words, Facebookinteracting with you and your brand. build awareness, share enthusiasm, create users can easily see when their friendsThis sets the stage for you to build loyalty, strengthen inbound marketing, and are interacting with or commentingstronger, more immediate promote peer-to-peer sharing. First, let’s about your brand and they can dorelationships with them. break down the elements of a Facebook the same. page – and how you can take advantageBut, businesses need to strike that critical of them.balance of offering content that is relevantand adds value, with content that just plain Facebooks new timeline:entertains. At Marketo, we like to ask two what you need to knowquestions before every Facebook Facebook began rolling out its newinteraction we plan: timeline format in September 2011. Here’s how it better serves B2B companies:1. oes this help our brands likeability? D2. s this interesting, engaging, useful I • he “scrapbook” style lets you T content? prominently display key snapshots of your business brand, marketing focus, and gives you the ability to tell a story and to highlight your company’s milestones. Marketo’s current Facebook Page 29
  • 30. part four: b2b socialmedia channels and tacticsfacebookEdgeRank explained When it comes to Facebook marketing, The next logical question is, “How do Keep your interactions up by posting moreThe content you create and share is your you can use two metrics to measure your we increase our interaction and sharing?” often and by being online and available“make-or-break” component on success: engagement rate and the To boost interaction, businesses need right after you post. In other words, dontFacebook. To get the most out of your “people are talking about this” rating. to post more often and engage their post and go to bed. And keep in mind thatFacebook page and presence, your posts’ consumers in a two-way dialogue. More a post posed as a question tends toappearing on your fans newsfeeds is • our engagement rate can be Y than 70% of interactions occur during drive more interaction than one written asessential. This is where EdgeRank determined by dividing your total “Likes” the first hour after a post is made. a statement.becomes important. EdgeRank is and comments by your total numberFacebooks algorithm that personalizes of fans (Likes + Comments/Total #users’ newsfeeds and inserts posts it of Fans). That’s why your posts needthinks will interest them. In very simplified to be engaging and spark a reaction.terms, if users (or their friends) are A high engagement rate helps you build Marketo’s “talking aboutinteracting with your company/brand on your EdgeRank and gets you seen this” metrica fairly frequent basis, you show up; if not, more get dropped. • our “people are talking about this” Y rating is basically your “buzz” metric. It measures whos talking about you or “Even when you are marketing to your entire your posts on their pages and can be audience or customer base, you are still simply found in your page’s Facebook insights as well as on your page. For example, speaking to a single human at any given time. on Marketos Facebook page, the Worry less about sounding professional and talking about this number is located worry more about creating remarkable content on the profile page just under the cover photo and the chart below that is that other humans can relate to.” trending that number. It basically shows when Marketo’s activities in the real, Ann Handley virtual, or social worlds are sparking Chief Content Officer at MarketingProfs conversation on Facebook. 30
  • 31. part four: b2b socialmedia channels and tacticsfacebookHow to see and be seen Visual content is critical to sharing andRemember that Facebooks EdgeRank maintaining EdgeRank. On Facebook,algorithm rewards pages in the newsfeed people love sharing visual content, so youbased on the number of interactions want to make sure that you are leveraginga page receives. An interaction can be something that is visually stimulating. Atdefined as a summary of Likes, posts, Marketo, we use a variety of visual contentor comments about the page. on our Facebook page to get engagement from our followers.To show up in as many users topnewsfeeds as possible, your content Here are some examples of somemust be fresh, engaging, current, and visual content we share on Facebook:compelling. Then it becomes a cycle; Meme created to encourage Killing time infographic toyou post content that gets “Likes” and likes and shares be posted on social networkscomments, and your future contentappears in the newsfeeds of those that“Liked” and commented on earlier content.Don’t forget: as prospects interact withyou through “Likes,” reposts, or shares,you should be tracking engagement. Visual graphic depicting a stat Event graphic created to post to be displayed on social networks on social networks 31
  • 32. part four: b2b socialmedia channels and tacticsfacebookFacebook Groups Facebook Promoted Posts Facebook suggests using Promoted Here is an example of a very successfulThe Group feature is useful for Promoted posts show up in the newsfeed Posts for any of the following to get you Promoted Post we did at Marketo:demonstrating your company’s passion for of all your fans and are visible to their more exposure:a topic, and gathers like-minded people to friends as well. It becomes a sponsored Typically, 20% of your fans will naturallyshare ideas. The best part is that the more story that is seen by more people than a • nique, vibrant, and interesting U see any post, 35% at best, often less.people join your group, the more it gets regular post, so be sure that when you do photos and videos In this case only 8,847 saw it organically,promoted to their friends and networks, choose to promote a post, it is strong, • ffers (still in beta) O and for a budget of $200, the promotedincreasing the group’s popularity and current, and compelling. • xclusive events or news E post added 34,759 views. This was almostgrowth. Creating a Facebook Group • Questions 5x the number of views that we would haveis a great way for businesses to create It is pretty safe to say that businesses will received organically.awareness, increase inbound links and never be able to compete with posts that We found the magic formula forfoster loyalty. are strictly entertainment-based or for promoted posts to be this: Clever social purposes only. But by using this messaging with a fun visual, allFacebook Lists promoted post feature, you can call tied back to a strong offer or pieceFacebook launched this feature in attention to posts that you believe will of content.response to Google+’s circles, so it generate the most impact.functions in a very similar way. You cansubscribe to and organize lists for differenttopics or influencers you want to follow.As an example, you might have a list forsocial media influencers and another list “Here’s the elevation principle formula:for competitors. Through lists you can Great content plus other people minuseasily view and post to select groups ora company, which makes it easier for you marketing messages equals growth.”to monitor and engage. Michael Stelzner Cofounder of Social Media Examiner 32
  • 33. part four: b2b socialmedia channels and tacticsfacebookFacebook Ads apps. Four of these apps are shown by Marketo’s Facebook AppsIf you do use Facebook ads , they need default, with the remaining apps underto appeal to your audience, think outside the fold and only visible by clicking and “A brand is no longer what we tellthe box. Use eye catching pictures and expanding the tab on the right. Although the consumer it is – it is whatcompelling language. Remember: you’re you cannot move the photo app as thecompeting for attention in a noisy default, you can control which other three consumers tell each other it is.”environment. Here’s an example of how apps show above the fold. It’s importantwe managed to break through the noise to optimize these three and rotate them Scott Cookwith our Facebook ad: frequently with fresh offers. Co-Founder of Intuit Allowing you to change the apps appearing above the fold is one of the most interactive and engaging portions F acebook Key Metrics of the timeline and your best chance to showcase a call to action or offer that • Likes will convert. Take this into consideration • Posts when selecting the display images of • P eople are talking about this your apps. Consider the image a small • Engagement rate advertisement rather than an image.Facebook AppsBefore the timeline changes took place, We’ve even developed a customyou could capture “Likes” via your application within Facebook thatwelcome page by gating your content and incentivizes “Likes” of our offers. Thisencouraging users to “Like” your page for form syncs with Marketo and capturesaccess to this exclusive content. This has the lead in real time while offering thegone away with timeline. Now Facebook user a frictionless experience becausegives you the option to feature up to twelve they can fill it in without leaving Facebook. 33
  • 34. part four: b2b socialmedia channels and tacticsInterview: FacebookExpert Dennis Yu M: How many people on average really M: What is your number one tip for M: How do you determine who to target see a business page’s post and what businesses trying to break through specifically? percentage of their following is Facebook EdgeRank with an organic post? DY: You have to know who your audience actually showing it to? DY: I’ll give you one and half tips. If you can is. If you are selling marketing automation DY: Facebook’s number is 16%, but that get more engagement against a particular software, and it’s targeted to small is a confounded number because there post, you’re going to have more power in businesses all of the way up to enterprise are a lot of small businesses, and it’s easy the news because it generates more corporations, well that audience could to get 16% exposure if you have only potential connections. Lots of people are potentially be 2 million people. If you don’t 100 fans. If you are beyond small business saying that if you advertise you will rank have the budget for 2 million people and I mean 100 plus employees, the real better organically in Facebook because or if you don’t have the time to make 100 number is about 5%. If you have 20,000 Facebook doesn’t discount the ad driven different micro targeted ads, then what fans, you’re lucky if you can even get interactions that occur. you do is set up one or two ads startingDennis Yu on Breaking a 1,000 people or even 2,000 people at 5 or 10 bucks a day.Edgerank Creating to see your posts. But you asked how do you do itKick-A** Ads organically. Well, you have to use other We call this a mega ad. You create one ad sources of traffic to drive people to the that has everything in it and then you startDennis Yu is co-founder and CEO Facebook page and to that post. If you use to do A/B testing. You keep promoting toof, providing leading edge things like the comments plug-in, any the winners, “it seems like what might belocal search solutions for regional, national interaction that occurs on Facebook will working here is people who are 25 plus”,and international multi-location and show-up on the website at the same time. and “I am going to take not just the peoplefranchised enterprises. Over the last 3 who are in marketing, but I am going toyears, he has guided the development of narrow it down to those people who arean ad serving platform that garners PPC, B2B marketing and Director, MarketingSEO, email, and facebook advertising, Vice President, Executive and I am goingoptimizing campaigns to online and offline to also say those people who are friendsconversions via phone, lead generation, or fans”. Then keep narrowing down andonline ordering, and coupon redemption. take the offspring of this mastered ad. 34
  • 35. part four: b2b socialmedia channels and tacticsInterview: FacebookExpert Dennis Yu M: What’s the best tool to find M: What would you recommend recommended targets for you? as the best resources for staying DY: There is nothing better than up today on Facebook changes? Facebook’s own tool which is free to DY: I don’t think there’s really a better use. You don’t even have to create an resource than and ad account to get access. To make an If you are a developer account, you go to or if you are sort of technical, I would manage and go in and say, “I want to recommend know how many females there are who That’s where they post things when there live in San Francisco, who have this kind are breaking changes, where an FBML of degree, who went to Stanford and who is going to break, or when there is a new like healthcare”. I can do that and get ad format that you need to take care of. exactly how many there are. If you’re new to Facebook marketing, I would just go to If you are spending enough money, you because it has all the different resources can use Power Editor as well. It can target Facebook wants you to read. people by where they are in their life – say are they looking for a car, they have an auto intended category, just got married- you can combine that with a particular interest targets. 35
  • 36. part four: b2b socialmedia channels and tacticsTwitterIn 2007, Twitter began as what many Think of Twitter as the water cooler forconsidered to be a flash-in-the-pan B2B marketers: It’s a vibrant communitysocial media outlet, but as of 2012, where businesses can prospect leads andTwitter had over 500 million registered congregate as thought leaders to discussusers and is one of the 10 most popular relevant industry topics. B2B marketerssites on the Internet – anything but are always striving to provide good contenta passing phase. Companies that lack in an easily digestible and timely format.a strategic, lead-generating plan of On Twitter, it is easy to quickly composeattack for their Twitter accounts are Tweets and messages aimed at thoselosing out on access to a huge interested in your company or product.potential customer base and theopportunity to showcase themselves At Marketo, we are always seekingas social savvy, relevant businesses. marketing avenues that allow forBeing followed on Twitter is an continuous, real-time engagement withincredibly strong signal of online our customers and prospects. Twitteraffinity for your business. These happens to be one of our most effectiveself-selected prospects are indicating prospecting channels. We use it to get thean active interest in your brand and word out to customers about specificare asking to hear more from you. product offerings and as a forum for potential customers to discover and learn more about us and what we offer.Quick Tip: You will also want to makesure that your Twitter handle is short,as you only have 140 characters tocomplete your post. Having a short Marketos Twitter pageTwitter handle will help your followerswhen they re-tweet you. 36
  • 37. part four: b2b socialmedia channels and tacticsTwitterTwitter following Tips for following • Create lists. By creating a list you canBecoming someone’s follower easily segment people who you areon Twitter accomplishes four goals: • ind people to follow by importing F following. As an example you can create your contact databases using tools a list for hot prospects, customers, and• ou identify Twitter accounts that will Y that Twitter provides. Then, broaden one for competitors. be relevant and interesting to you, your this action by following those that your organization and your industry. followers are following – where relevant. Tools to manage• ou let people know that you’re on Y Be sure to also follow people that your Twitter followers Twitter, and encourage them to follow competitors are following. With so many people to follow, you back. • o a search for experts in the field D sometimes it is tough to keep track.• ou associate yourself with a specific Y who are tweeting. You can find people Plus, as you follow more people, group of industry experts and thought to follow on sites like you notice the number of irrelevant leaders, and demonstrate your interest or Tweets start adding up. There are in the space. • f possible, try to make sure to follow I many tools out there that can help• witter is a great platform for T back relevant people and companies you get rid of people who arent engagement, so once you follow that are following you. You don’t want following you, reciprocate follows, someone on Twitter you can work to upset prospects, customers or cleanup inactives, and follow new on starting a conversation. partners by not following them! people based on similar interests. • witter provides easy search T Here are 5 tools that can easily help functionality so that you can find you manage your Twitter followers: people that are talking about your company and your industry. Spend 1. some time trying out different searches 2. and hashtags that are relevant to your 3. business. Once you find the people 4. who are contributing most to the 5. conversation, start following them. 37
  • 38. part four: b2b socialmedia channels and tacticsTwitterTwitter 101 : Getting started • ou can also engage Twitter followers Y and influencers by including an @• lways use a URL shortener like A mention in your tweets. You can do this They are also often built into other when you post content you think will tools such as Hootsuite and Tweetdeck. resonate with an influencer. An easy You only have 140 characters, so make format to follow is tweeting with a link it count! to relevant content and then including• he symbol # on Twitter is known T the @ mention at the end of the tweet. as a hashtag. These tags are used • se Twitter lists to segment users by U to affiliate a tweet with a certain topic interest or group together brand and can be useful for tracking social advocates and your favorite twitter marketing campaigns and connecting users. Keep in mind that when you add with customers. You can develop your a user to a public list they are notified own hashtags to try and promote a viral and the list is open and searchable to all following for a specific topic or campaign. users. A private list, which may be used• void the temptation to use tools that A for competitors, is only visible to you. send automatic direct messages. • se Twitter during events and to U These types of messages are often promote things like contests. A great construed as spam and may cause way to engage your Twitter followers people to “unfollow” you. is to create a contest that asks followers to contribute in some way. • ou want your Twitter feed to be a mix Y of Tweets you’ve created, as well as replies and retweets. An example of Marketos Twitter feed 38
  • 39. part four: b2b socialmedia channels and tacticsTwitterTweetchats #blogchat #mmchatA Twitter chat is a public conversation on Topic: Blogging Topic: Marketer MondayTwitter based around a unique hashtag. Host: @MackCollier Hosts: @TheSocialCMO @JeffAshcroftThe hashtag allows you to follow the When: Sundays 9PM ET When: Mondays 8PM ETdiscussion and easily participate in it. Most Why it’s cool: This is supposed to be What’s smart: Most recent topic:Twitter chats are usually recurring and on the largest Twitter chat on the web and “Would You Join Your Own Community?”specific topics but some are also based every last week of the month users pick Get the chance to meet social marketingaround special events. Hosting a Twitter the topic. experts from leading firms every is an amazing way to engage withyour fans and followers. In addition, this is #socialmedia #bizforuma great way to better understand and grow Topic: Social Media Topic: Trending Business Topicsyour community and to promote your Host: @JasonBreed @marc_meyer Host: @samfiorellabrand and business. When: Tuesday at 12PM ET When: Wednesdays 8PM ET What’s good: There is a huge archive What’s awesome: Unlike other chatsFive Great Weekly Tweetchats of 130+ chats. Check out the transcripts participants are encouraged to agreefor Marketers here and check out some serious thought or disagree and really get to the root of the(Taken from leadership by attendees. issue. Hashtag also features the questiontwitter-chats-every-entrepreneur-must- of the day.know/) #b2bchat Topic: B2B Marketing Best Practices Host: @b2b_chat @andrewspoeth @ b2bento @cuferg @kseniacoffman When: Thursdays 8PM ET What’s cool: This group features its own LinkedIn group exclusive to B2B marketers. 39
  • 40. part four: b2b socialmedia channels and tacticsTwitterPromoted Tweets in timelines We always see significant spikes in Influencer marketing on TwitterA Twitter strategy we have used with great relevant Tweets during industry events. Twitter is a fantastic platform to learnsuccess is launching Promoted Tweets in We decided to capitalize on that and use who your influencers are. Because “The internettimelines targeted to followers and users Promoted Tweets in search results during Twitter is designed for quick exchanges has turnedwho are similar to our followers. Our key B2B conference dates. This allowed of information and shares, you can startPromoted Tweets contain timely and us to be part of relevant conversations to keep track of who is re-tweeting your what used to beengaging content like contests for trips when the conversations are hot. By content and engaging in conversations. a controlled,to industry events and links to thought- targeting event-specific hashtags andleadership pieces. Every Promoted Tweet relevant keywords like “B2B” and “lead Remember to reach out to your top one-way messagethat we run goes to a gated resource page. management,” we are where we need sharers to create relationships. They into a real-timeWe set up a series of three Tweets per to be at prime lead-generating moments. may be interested in doing a guest blogcampaign and rotate them accordingly. Being a part of real-time conversations or allowing you to do a guest blog on their dialogue withFor timelines, we run three Tweets on one means pouncing on real-time opportunities. site. The more you engage directly with millions.campaign for three days at a time. your top influencers, the more they will continue to promote your content.Promoted Tweets in search @daniellesacksFor search Tweets, we run two offers Senior Writerevery two weeks with three different at Fast CompanyTweets focusing on fifteen keywords andfive countries. We have found through trialand error that it’s more about the offer thanabout the money spent. Fresh relevantcontent offers with the right messagingyields CTRs of up to 17% with a cost-per-prospect coming in at around $14 each.This, of course, will vary based on youroffer and the relevancy of your content. An example of a Marketo Promoted Tweet 40
  • 41. part four: b2b socialmedia channels and tacticsTwitterWhat to tweet Remember, your content should create What’s great about this approach is that itTo some, this may sound backwards or value and ultimately, be helpful to your lets you engage in the conversation, buildsurprising, but do not use Twitter to only network. In B2B marketing, re-tweeting awareness, and keep in touch with yourpromote your company. Sure, calling out material that will be helpful to your network followers without coming across as pushyyour companys new ebook or webcast is is good, but writing your own informational or too “me” focused. We’ve been trying toan important part of your tweeting. But if material is even better. If your network follow it at Marketo for our Twitter updatesyou never contribute to the conversations (specifically, customers and prospective as well as our Facebook updates, andtaking place, if you never offer something buyers) benefit from something you tweet so far results are positive. As you plan outpersonal or fun or funny, you are missing about, they will remember you and your the cadence of updates you’ll send, trythe prime opportunity unique to Twitter. business. scheduling four educational or entertainingTwitter is about building relationships; Tweets mixed with one “soft promotion”it is about reciprocity. Engage and be Here is that word of caution mentioned (e.g. attend an event) and one “hardengaged. Be a part of the flow of earlier: As with anything, a little self promotion” (e.g. download a free trialinformation. Dont be a broken record promotion is good for business but if your or apply for an account).repeatedly rattling off the companys entire tweet history is only about you andtagline. It’s in your best interests to pay your company, you’ve got it wrong. Keepattention to what your customers and in mind the 4-1-1 rule: Twitter Key Metricsprospective customers are tweeting aboutand to respond accordingly. The 4-1-1 rule for Twitter was popularized • Followers by Tippingpoint Labs and Joe Pulizzi, • Mentions founder of Junta42 and the Content • Retweets Marketing Institute. For every one self- • Retweet/reply reach serving Tweet, you should re-tweet one • N umber of lists relevant Tweet and most importantly • S ocial Capital – influence share four pieces of relevant content of twitter followers written by others. • umber of potential prospects N sent to sales 41
  • 42. part four: b2b socialmedia channels and tacticslinkedinAs a leading social networking site Here are some tips to get started • Recommendations: After you create • ffers: The Products and Services Ofor professionals, LinkedIn is perfect on creating your LinkedIn page: your Products and Services Page, you Page now has a Promo box. This isfor B2B organizations, as the focus is can begin using recommendations. a great place to include contests,on education, work history, companies • ive a voice to your products: The new G This gives current customers or promotions, and discounts. Use thisand professional interests. Products Page allows you to assign employees a forum to recommend area to drive additional traffic to your members of your organization to your products and services to others. website.Build out your company different product offerings so prospects • ideos: You can now post videos VLinkedIn Profile know exactly who to get in touch with. directly to LinkedIn on your ProductsCompanies can build a profile on LinkedIn This is a great way to start and Services Page. Place them nextthat showcases products, employee conversations between top prospects to product descriptions to get thenetworks, blog posts, upcoming events, and product managers, sales, and most value and visibility.and status updates. Much like Twitter or support staff within you organization.Facebook, users on LinkedIn can followyour profile to learn more about yourcompany. You can also post jobs onLinkedIn, making it a great venue forrecruiting top candidates. Marketo’s LinkedIn page 42
  • 43. part four: b2b socialmedia channels and tacticsLinkedInBuild a LinkedIn Group around Encourage your employees • rite a summary in the first person and W • reate ads that work for your target Cyour company’s specializations to participate think of it as a “greatest hits collection”. audience: When you develop an adand core competencies LinkedIn is a great venue for your employees Include keywords and add a bit of your on LinkedIn you will be asked to selectThe Groups feature is a great way to to both promote your brand and their own own personality your demographics based on role, title,demonstrate thought leadership around personal brands. Employee contributors • nder “Specialties”, include a line list U industry, geography, and a variety ofa specific area – and to gain insight into should post your company blogs on their all skills one on top of the other to make other criteria. Remember to think aboutthe pain points of potential customers. LinkedIn status updates and join relevant your profile easy to read your keywords when working in eachEncourage customers to use this as groups. The more evangelists you have on • ake sure to add plenty of skills M demographic. An ad geared towardsa forum for discussions and assign LinkedIn, the more opportunity you have to in the “Skills” section a practitioner will be different than ansomeone to monitor your group. The become a thought leader in your space. • ove recommendations closer M ad geared towards an executivemoderator should post responses and to the top level prospect.keep the conversation going. LinkedIn LinkedIn and SEO • hink about your call to action: As with TGroups makes it easy for B2B companies LinkedIn is fantastic for SEO and having LinkedIn Advertising your ad copy, you want to make sureto locate potential customers. Simply properly optimized pages, both company Like Facebook Ads and Promoted Tweets, that your call to action is appropriate tomake a list of keywords that relate to your and employee can boost SEO and organic LinkedIn advertising can get your message your target audience. If it is a piece ofprospects or the industries you target, visibility. across to the right audience. LinkedIn ads content think about whether your targetand run a search for any LinkedIn Groups work like PPC , and because LinkedIn audience will resonate with that contact.related to these keywords. Once you find Encourage employees to optimize holds valuable demographic information, Additionally, make sure that you arethe right groups, participate in discussions, their pages by using the following this may be a great platform for you to utilizing one call to action per ad so thatask questions and make connections. quick tips: reach your target audience. When you set you give your prospect clear direction. up a LinkedIn profile, you put in information • I nclude a professional headshot such as title, role, company, work • I nclude keywords in job position title experience etc, and LinkedIn can use • L ink to company blog under “Websites” that information to help very specifically • A dd Twitter handle target advertising. • C laim unique URL and then drop it into email signatures 43
  • 44. part four: b2b socialmedia channels and tacticsLinkedInOther important LinkedIn tips • se LinkedIn Answers to ask thought- U provoking questions or become an• ry to get recommendations from T “expert” by providing valuable answers “If you make customers unhappy others that include positive comments and demonstrating thought leadership. in the physical world, they might about your company. These comments LinkedIn Answers are a great way for contribute to social validation about you to showcase your interests, expertise each tell 6 friends. If you make your organization when people view and problem-solving capabilities to customers unhappy on the Internet, your page. Do this for both personal entire networks of people, which can profiles and for your company profile, indirectly drive interest in your company they can each tell 6,000 friends.” as it allows for reviews as well. and new business• ay attention to the network updates P • romote events on LinkedIn. P Jeff Bezos you receive from LinkedIn, as they The events section of LinkedIn allows CEO at share important updates about your event organizers to post events and connections and can hold the key encourages those attending to RSVP to new business opportunities for for the event. This promotes additional you and your company. visibility and encourages sharing. LinkedIn Key Metrics • Followers • Referring Traffic • References • Group Members • Discussions Created 44
  • 45. part four: b2b socialmedia channels and tacticsGoogle+Google+ is quickly becoming a key part About Page Make sure to include information that The “Party Mode” feature of Events allowsof any business’ social media strategy. An essential but often overlooked first step, searchers will want to know about your everyone in attendance to instantly uploadBoasting 150 million active users and the about page is a fantastic opportunity company. Take advantage of the fact that pictures to the same album using the250 million total users as of June 2012, to give a quick overview of what your Google+ allows you to use bullets in your Google+ mobile app, creating a living,this social network is going to grow business is all about. You can also link description, which makes it simple to real-time photo journal of a specific timevery quickly as Google is making a back to specific pages and services from create an easy-to-read list of your products and place. You can then show the photosGoogle+ account mandatory for all this page directing potential customers and services. You can also include links off in chronological order as a slideshow allGmail users. Google+ is also playing to the most important pages on your to specific pages and a contact form. Test within Google+.a major role in SEO by making it easier website. It’s important to have a balance and track different variations to see whatfor marketers to show up in search of marketing savvy copy that’s also works best for your business. Circlesresults. SEO friendly. This functionality allows a marketer to Google Events segment their followers. Unlike other social Google recently announced the Events networks, through Circles, marketers can feature which allows G+ users to send develop personas and communicate out customized invitations to anyone highly segmented messaging to each regardless of whether or not they are audience. This allows you to have a more G+ users. It syncs beautifully with Google authentic dialogue with your key Calendar and shows up automatically prospects. when a user confirms for an event. Hangouts In addition to sending out invites to Use Google+ Hangouts for video webinars, work functions, parties, etc., conferencing. Again, the beauty here is Google Events can also send out invites that it is highly integrated with other Google for Google Hangouts. This could be the applications. So, if you use Google apps catalyst that gets your business on board for your business, Hangouts can be a to start using Hangouts or increase the quick and easy way to connect teams and Marketo’s Google+ page awareness and attendance of the ones get some face time with a prospect. you are already hosting. 45
  • 46. part four: b2b socialmedia channels and tacticsGoogle+Claim your ownership of content The business benefits for setting • rotects the original post’s ranking PGoogle is aggressively using SEO benefits up Google Authorship position as higher than a post thatto entice webmasters and bloggers to has scraped or syndicated theengage with Google+. Google Authorship • ncreases awareness of your overall I original contentis how Google authenticates and will Google+ profile page • tudies have shown that Sincreasingly begin to “trust” you as a • dds a human element to your A Google Authorship increasesquality source of content. Setting up content and increases trustworthiness click-through-ratesGoogle Authorship is simple and • elps your content stand out from Hstraightforward. You identify yourself to the crowded search page results G oogle+ Key MetricsGoogle through your Google+ profile and • mproves your chances of showing Ithen link back to it from your content and up in more personalized search results • ircle Adds/ Followers Cvice versa. • MentionsGoogle authorship is the easiest wayto take advantage of the SEO benefits ofGoogle+. Doing so will allow the author’spicture to show up next to his blog postsin Google search results, causing higherrankings and click through rates. Example of Google Authorship 46
  • 47. part four: b2b socialmedia channels and tacticsYoutubeVideo is now an essential part of any Optimize your channel Encourage comments Publish online videos on your websitesuccessful social marketing and lead Your channel description should include a When a video receives higher ratings and and landing pagesgeneration strategy. Not convinced? keyword rich description since this section more comments, YouTube sees these as With sites such as YouTube, you can easilyAccording to Forbes, three-quarters represents the meta data that is searched indications of higher quality, more relevant host videos on your landing pages andof executives surveyed said they watch by Google. Each section of your profile videos. Your goal should be to generate as websites by using the links and embedwork-related videos on business- is a chance to add in your business most many ‘thumbs up’ ratings and comments code that YouTube provides.related websites at least weekly; more important keywords. as you can for SEO purposes.than half watch work-related videos on Get into video viral marketingYouTube at least weekly. Optimize individual videos Commenting on other popular videos Video sites provide you with the links to let Your video description should be 2 or 3 in your niche is another way to generate you share with others or include the videosWhen optimizing this channel for lead gen sentences that include targeted keywords. more comments and ratings. It’s also on your own site. Determine which videosthe first step is to create videos that both It’s also a best practice to include a a great opportunity to present yourself would be useful to prospects and includeentertain and educate. Your goals should shortened link with a call to action driving as an expert by making a comment that these links in your emails, blog posts, andbe based on increasing awareness, traffic to your website or a landing page actually gets liked by the viewers. other outbound communications.demonstrating products, sharing with a specific offer. Remember, always be thinking aboutknowledge, and humanizing the company. Increase awareness for your company making your content more shareable.The next step is to optimize these videos The tagging feature is the way that Many of your prospects are probablywith targeted keywords giving them YouTube determines the relevance of your already registered users of these videoa much better chance of reaching page asset and groups similar videos together. sites. Make online videos part of yourone in Google search. 5-7 tags are optimal and will ensures your marketing asset strategy – you’ll have a video is associated with other videos that presence on sites that your prospects are use the same tags so they can appear as already visiting, while looking like a thought a “related video” when users are viewing leader in your industry. other videos. Generate new leads Use videos to promote lead generation by putting links to offers for additional content like whitepapers or webinars at the bottom or end of the video. 47
  • 48. part four: b2b social “We’re livingmedia channels and tactics at a time when attention is theYoutube new currency. Those who insert themselves into as many channels as possible look set to captureIncrease social shares through videoVideo content is a great asset to promote You can also separate this content out by using channels and by customizing YouTube Key Metrics the most value.”social sharing. Integrate videos in your those channels with your company • Referralssocial campaigns to further increase logo and branding. • Views of videos Pete Cashmoreengagement, as videos often have high • Pages ranking on key terms Founder of mashable.comshare rates compared to other types • Subscribersof assets. • SharesPromotional and sales-focused videosare acceptable and useful. Unlikewhitepapers, online videos can be productoriented and promotional, such as:• Product demos• Customer testimonials• Speaking engagements• H oliday video cards• V blog (video blog) entries• U ser generated content• C ompany culture videos Marketos YouTube page 48
  • 49. part four: b2b socialmedia channels and tacticsPresentation anddocument sharingWhile many B2B marketers may be Audit the content on your corporatehesitant to release their content for website and upload key pieces to the rightfree, social media sites require a shift sites. Think of these sites as an extensionin mindset. B2B prospects are already of the “Resources” or “Downloads” sectioneducating themselves about your on your company website, with the addedcompany’s offerings long before they benefit of even greater exposure.get in touch with you – so it makessense to take advantage of this and Upload and share content that addressesstart nurturing them right away via your buyer personas and start to tracksites such as SlideShare and Scribd. which sites are most popular with eachPlus, the more places your content is persona. You can then refine which topicsdisplayed, the more SEO you have and and content work best on different sites.the more chances you are giving your Types of content you share should includeaudience to share. infographics, slide decks, and webinar slides. Make sure that all of your presentations are optimized for SEO. Marketo’s SlideShare page 49
  • 50. part four: b2b socialmedia channels and tacticsPresentation anddocument sharingSlideShare Keys to a successful Presentation and Document SlideShare launch Sharing Key MetricsWe recently experienced great success “Marketing is theusing SlideShare as a channel to promoteour content. While working with Column 1. ake it a part of something bigger. M • eferrals from presentation/ R art and science Our SlideShare presentation is a part document sharing sitesFive, we created a slide presentation called of a much larger content initiative. • iews on presentation/document V of choosing target“How to Build a Better Inbound MarketingMachine”. In just over four weeks, our At Marketo, we build our editorial sharing sites markets and calendar around monthly themes • ages ranking on key terms from Ppresentation was viewed more than and then put together the content presentation/document sharing sites building profitable133,000 times and shared hundreds oftimes across the socialsphere. pieces to support that theme, • ubscribers to company profile S relationships with including, but not limited to, or pages SlideShare decks, white papers, them; it’s the artPretty impressive numbers and we wantto explain how we got them. Of course, blog posts, email campaigns, and of demand is not an exact science. But we found 2. ase your presentation on a topic B management”that putting in place the following elementsto promote and build awareness around in which you are an expert.our SlideShare presentation gave us a 3. ake it on the road. Present your T Phillip Kotler SlideShare deck at company meeting,much better chance of garnering plenty Professor and Marketingof views and shares. user groups, meetups, and conferences. 4. se both paid and earned media in your U Guru promotion strategy. 5. ork with a partner who understands W your goals. Marketos success with our Inbound Marketing SlideShare deck 50
  • 51. part four: b2b socialmedia channels and tacticsPinterestPhoto and Image Sharing • ppeals to emotions: Visual content A Pinterest Pinterest pages can also be used for aThe ease at which you can share photos appeals to the viewer’s emotions in a Pinterest is virtual scrapbook or pinboard landing page for an email campaign, event,and images with others is a huge boon way that text is unable to. Thanks to the that allows users to share and organize or presentation. The boards provide afor B2B companies. It lets you record and simplicity of photo and image sharing visual imagery. A user can pin anything unique way of organizing content to beincrease the visibility of company events, applications, text is an afterthought. from around the web and other users can visually appealing to your prospect.industry conferences, user groups and • reates intimacy: Photos help open C re-pin their images. Users organize theirmore. Prospects and customers love the personal side of your company. Pinterest pages by categorizing content Make sure you are including a good contentvisual content, so make sure you are Now customers and prospects can on boards. mix in your Pinterest boards. Followers willconsistently using images in your relate to your brand message via photos. want to see a combination of business andmarketing mix. Why are photos king? • ngages: Photo and image sharing E For businesses, Pinterest can be a way culture content. At Marketo, our boardsHere are our top reasons why you should applications provide the perfect to curate visual content like infographics, range from info on marketing automation,use photos and images as part of your opportunity for your business to engage videos, company culture, and even blog infographics, blogs, to office fun. Justmarketing campaigns. customers in a fun way through contests posts. Pinterest can help promote make sure all of your content is visually and other image-centric campaigns. creativity, but always make sure that your appealing and interesting content is relevant to your audience. Marketo Pinterest boards 51
  • 52. part four: b2b socialmedia channels and tacticsPinterestAdvertising and infographics rule • Content: Do you have some interesting Get followed: SEO is importantthe B2B marketing pins content that has done well on other Pinterest’s search is mainly how peopleToday, B2B marketers can get tons social channels? Why not pin it? Just as find you and your pins, and it is all aboutof great examples of award winning the Facebook audience is different from keywords. For example, a picture of a fishinfographics and advertising campaigns the Twitter audience, Pinterest allows with no description will not be found inon Pinterest. When pinning, pin the most you to appeal to a more visually focused a search for “fish”. However, simply addingvisually interesting aspect of what you are crowd that may not be spending their a description (adjectives help!) willsharing, like a special banner, slide, or slow hours on Facebook or Twitter. immediately get eyes on your pin.cover page to get the most engagement • Design: Are you a design forward Load up relevant, popular keywords in theand to make your brand look like it company? Or do you typically develop description of your pins and boards andbelongs. design-forward campaigns? Pinterest is you are guaranteed to get more views/ all about the visual, so leverage the fact likes/follows.It’s a great opportunity for additional that graphic designers are one of thepromotion of B2B campaigns most prolific groups of pinners, get your Fresh content creates the most wavesThe pinning of handbags and skirts, creative team to pin their work to inspire Just like any other social media platform,directly or through fans, is a great way and be inspired! Pinterest rewards those that bring freshfor retailers to socially market their goods, • Marketing: Just as designers pin and content. So while it’s very easy to fill abut companies that sell $20k consulting re-pin designs that inspire them, board with re-pins, ultimately the fastestpackages or $400k aircraft engines still marketers pin and re-pin campaigns way to increase your followership is bydon’t have Pinterest in their marketing that inspire them. Start a company pinning new and interesting items.plans. Should they? If they care about board to show your peers the beautyor spend money on any of the following, of your marketing and build yourthen the answer is definitely “yes”. reputation among prospects and possible job candidates as a top tier• SEO: While there are many theories marketing company. Next, start a board about how the big search engines score with pins of others’ marketing social media linking, connecting campaigns that inspire you. Pinterest can certainly help your efforts. 52
  • 53. part four: b2b socialmedia channels and tacticsiNstagramInstagram is a photo sharing app that At its core, the curate stage is about providing a way for people to findcan have some relevance to the B2B determining what will make your fans photos through a simple, especially with Facebook’s engage with your brand in a positive Hashtags are especially useful as yourecent acquisition of the application. manner and creating a plan of execution. seek to establish your brand as anHaving more than 27 million users, industry leader and get more followers.Instragram has a very active user base. 2. nap: The time has come to start S Implement hashtags that are uniqueUse Instagram for capturing event and snapping photos! Consider the to your brand and industry, as well asoffice culture photos. You can also following objectives as you create hashtags that are popular keywords.leverage the application to run your visual content: And remember to use hashtags on allcontests and scavenger hunts. of your posts. • ake it exclusive: Post images MThe 4 stages of Instragram for B2B that can only be seen on Instagram. 4. ngage: Engagement with potential E • ake it visually engaging: Instragram M customers and sharing are the primary1. urate: Before you begin snapping C users are savvy, creative, and know reasons to utilize a platform such as photos and engaging viewers, it’s up a lackluster photo when they see Instragram. Luckily, there are a variety Photos from Marketo’s to you to create a plan to help you one. Don’t post a photo unless it has of ways for B2B companies to do this: Instragram feed curate fans of your company. Ask aesthetic appeal. questions like: • ake it personal: Post photos of your M • Events: Post photos of events Photo and Image Sharing Key Metrics employees at work to give viewers you host for your current and • hat does my target audience W and potential customers’ personal potential clients • eferrals from photo sharing sites R want to see? insight into the inner workings of your • eolocation: Use the geolocation G • iews of photos on social sites V • ow can I get them to engage H company. Viewers want to feel like feature to provide yet another point • ubscribers to your photo S with my photos? they are part of something, and this of engagement with your viewers profile or pages • hat will get them talking about W inside glimpse works wonders. • amification: Hold a contest for G • age rankings on key terms P my company? your audience. Have viewers from photo sharing sites 3. ashtag: The Instragram hashtag H submit photos, provide captions, • epins and pinterest board follows R is a powerful feature to engage your or solve a puzzle about your photos. viewers. Hashtags act as keywords 53
  • 54. QA sitesQA sites provide a platform for users Link Buildingto ask questions, provide answers, and Since many of these sites rank very highdiscuss topics of interest. The best and have a continuous amount of traffic,sites provide easily searchable adding links to the major QA sites is aanswers and can be good for SEO. great way to get additional traffic to yourTopics on these sites vary significantly. website and are great for SEO. The keyPopular QA sites are Quora, here is to make sure that you are not justFormspring, and Quora placing links without including it in a qualityis unique in that it combines questions, and informative post. Additionally, makeanswers, social media, and search. sure that links you are including are alsoGoogle particularly gives Quora to content that provides value to thoselot of weight in search, so have your searching for members start to engage inrelevant industry conversations. QA Sites Key MetricsRemember to tell your team toannounce themselves as an employee • ncreased brand awareness Ibefore they answer a question. of influential blogs • ink-backs and referring traffic LQA sites help you drive traffic to your • Influencer mentionswebsite and they also help you buildrelationships with key influencers.Set up Google Alerts for your company,competitors, top keywords, and keepan eye out for questions you can answer.Remember to provide thought leadershipand insight within your comments, andonly include link-backs when relevant. An example of a Qoura postAnd always focus on building relationships. by a Marketo employee 54
  • 55. part four: b2b socialmedia channels and tacticsInfluencetracking sitesNow that you are set up on all of your Kredsocial sites, you will want to see how Similar to Klout, Kred measures your socialyou are doing. By leveraging free sites content, who it reaches, who engages,like Klout, Kred, and Peerindex, you and if the engaged user shares yourcan quickly see where you stand content with others. The unique part aboutagainst your competition, who you Kred, is not only does it measure influence,influence, and who influences you. but it also measures outreach, which can “Social marketing eliminates be important if you are running socialKlout campaigns and trying to promote the middlemen, providingKlout is a great way to measure your socialmarketing influence. By aggregating your interactions and shares. Kred also brands the unique opportunity provides transparency, in that the toolusage on Twitter, Facebook, Linkedin, shows you exactly what actions and to have a direct relationshipGoogle+, and Foursquare, Klout’s algorithmgives you a score based on 3 areas: interactions affected your score. with their customers.” Peerindex• rue Reach: the number of people T In contrast to Klout and Kred, Peerindex Bryan Weiner your content reaches measures authority, which is based on CEO at Digital Agency 360i• mplification: how many people A how others react to your opinions, high you influence large your audience is, and your activity.• etwork: who in your network is a top N Peerindex uses topics, so a user can influencer and how do they respond search for top influencers in each category to your content who has the most authority. Users can also search by region and sources. This isKlout also tells you what topics you are a great way to determine influencers byinfluential in and you can both reward and industry and even by location.receive +Ks that increase your score. 55
  • 56. part four: b2b socialmedia channels and tacticsBloggingNow that you have an idea of what you keep up with your content marketing Here are some examples of blogging • espond to blog comments within Rchannels you want to start engaging mix, as the format is more conducive to techniques: 24 hours and make sure all of youryour target audience on, let’s take quick, easily digestible posts. bloggers are aware of and abidesome time to talk about various tactics • stablish a corporate blogging strategy E by this can utilize both on these channels Blogs boost your organic search engine by that includes overall goals and success • emember your content mix – include Rand in conjunction with your daily adding pages to your site and encouraging metrics. content that is diverse and speakssocial media activities. inbound links. Blogs give you a greater • dentify and recruit blog contributors I to all places in the buying cycle. chance of showing up in the right search in your organization. • ncourage your readers to participate EBlogging 101 engine results. They also give other sites • log with your keywords in mind B by including calls to action at the endBlogs play a key role in educating a reason to link to you, increasing the – at Marketo we use a Top Keyword of each blog. At Marketo, we often askprospects for lead generation and number of inbound links and boosting spreadsheet to help guide our efforts. readers to participate and answernurturing. Many of your most qualified your search engine rankings. • ink to your blog from other pages on L questions.leads – whether you’ve identified them or your corporate website. • o not censor comments since you Dnot – are readers of your blog. Your blog want to spark authentic conversationscan be one of the most powerful marketing that engage your readers.assets if you stick to the topics yourprospects and customers will find mostcompelling and avoid the hard sell. A blogadds a human touch, especially when ablog has several contributors and it alsolets you focus on your prospect’s agendainstead of yours. It can be a great idea totry and get participation from leaders inyour organization. Not only will thisdiversify your content, but it will also bringmore visibility to your key thought leaders.Additionally, a blog is great to make sure Marketos Modern B2B Marketing Blog 56
  • 57. part four: b2b socialmedia channels and tacticsBlogging5 Tips to write a killer blog post Email Campaign,” try writing “Top 10 relevant content for readers; it can Quick Tip: A key thing to keep in mind is Ways to Get Flagged as Spam.” also position your B2B organization ensuring that your blog content is always1. ake a list: One of the simplest B2B M When it all boils down, both posts offer as a thought leader. relevant to your audience. Make sure you blog post concepts can be the most similar takeaways: how to ensure your 5. se stats, poll results, or other research: U are focusing on pain points and that your effective: list posts. Think “25 Must- emails reach subscribers’ inboxes. Research-driven posts – whether based posts are always relatable. Additionally, Read Email Marketing Resources,” The reverse post concept may be even on an in-depth research report or a less if you can tie in something emotional that “15 Influential Leaders in Search Engine more successful at attracting readers formal reader poll – are another killer will really strike a chord with your prospect, Optimization” or “30 Can’t Miss Social and inbound links, thanks to the element for B2B blogs. B2B he or she will continue to come back for Media Conferences.” List posts are “shock” value. organizations can leverage their own more insight. effective because they are easily 3. lay off current events: Relating B2B P research, or that of other groups. scanned. Plus, readers know exactly blog content back to current events can The benefits of research-driven posts what they’re getting simply by viewing help make posts relevant, timely and are two-fold: First, byte-sized statistical the headline – influencing many to share interesting. For example, an event information is simple and quick to read. the content with their social networks planning software company could Secondly, it’s easily sharable via social even before clicking through themselves. leverage a news item about the networks. List posts can also effectively attract Summer Olympics on its blog. A post inbound links. For example, with the could discuss the planning element “15 Influential Leaders in Search Engine of the large-scale event, and tie in the Optimization” post, thought leaders company’s business offerings. “Doing well with blogging is not profiled are likely to link back to the post from their own blog or corporate website. 4. everage someone else’s thoughts: L Thought leader interviews make great about writing one key post, it is2. rite the unexpected: Tips and W content for B2B blogs. At Marketo, about performing day after day and checklists are popular blog formats, but to create a post that truly stands we have used this concept on many occasions where top influencers have helping a few people at a time” out, write a reverse tips or checklist provided insight on a range of B2B post. For example, instead of “10 Ways marketing topics. Leveraging the insight Aaron Wall to Improve Deliverability on Your Next and opinions of respected industry Author of The SEObook Blog leaders not only provides interesting, 57
  • 58. part four: b2b social Blogging Key Metricsmedia channels and tactics • umber of posts N • udience growth – unique A and repeat visitsBlogging • Referring traffic • ime on site T • umber of conversions N (e.g. prospect to lead, lead to opportunity, etc.) • onversion rate (depending C on specific conversion goals) • Subscribers • Inbound linksBlog commenting • Strengthens relationships: Customers However, comment with caution! Comment • echnorati, Alltop and other TBlog commenting is underrated – few may be commenting on others’ blogs, and engage with prospects and customers directory listingscompanies recognize that engaging and which is a perfect time to begin a on blogs with topics similar to yours, but be • SEO improvementscommenting on relevant blogs achieves relationship with them by engaging them careful not to merely advertise your blog ormarketing goals and therefore do not in a discussion. If customers are the products. Instead, further a discussion andrealize its full potential as a marketing tool. ones writing the blog posts about you, spark their interests in the topic with your Commenting Key MetricsIt’s a great platform for discussion and an just drop them a simple thanks! They expertise, and if you have a relevant articleengaging method of marketing. will appreciate it, and you will benefit. or blog post that covers a similar topic, • Number of comments • nhances your SEO: Your blog E add a link to your post if you think they’d • ncreased number of conversions I• Increases readership: Find leads who comments will generally include appreciate it. Chances are, if they’re from commenters (e.g. new leads) are looking for you, but just haven’t keywords that leads are searching for. interested in what you have to offer, they will • ncreased traffic from searchable I found you yet. Some people just need The more you comment, the more likely religiously follow what you have to say and comments that link to click to your website when your lead will find you. However, be share that information with their colleagues. they aren’t actively searching for it, and careful: it is not a best practice to load you can meet them halfway by providing your comment with keywords and a link information they want and a link to one – this is frowned upon. Write a comment of your related blog posts. that continues the discussion, and if• eightens brand awareness: Make your H a link is relevant, post it! You are doing brand top-of-mind. Leads are doing them a favor. Additionally, if the blog is research on the internet for your product, considered credible in the eyes of so be where they are, which won’t always search engines, you can possibly be on your website. Once they see that increase your position in organic search you have been commenting on blogs results as more people click on your with great information, they’ll start website and therefore increase visits to to wonder what your company does your site. and how your company can fix their • dentifies you as an expert: Leads are I problems. looking for information. If you can provide what they’re looking for, awesome! You just won points in their Example of a commenting thread book. Now they’ll be looking to you on a Marketo blog for answers. 58
  • 59. part four: b2b socialmedia channels and tacticsBookmarkingBookmarking Bookmarking Key MetricsSocial bookmarking lets users “‘Build it, and • eferrals and visits from these sites Rshare the websites that they think • age rankings on key terms from P they will come’ onlyare interesting. The bookmarks are notstored on an individual browser, but exist these sites works in the movies. • utton views – the number Bon web-based bookmarking sites such of times the sharing icon (button) Social Media is aas Reddit and StumbleUpon. B2Bcompanies can benefit tremendously was viewed on your site ‘build it, nurture • ookmarks – the number of Bfrom social bookmarking through bookmark events it, engage them,increased awareness and visibility,and in their SEO efforts as well. • ookmarking rate – the number B and they may come of bookmarks divided by button views and stay’.”StumbleUpon and RedditThese sites focus on providing the“best of the web” by having users vote Seth Godinon what they find most interesting, sethgodin.comvaluable, entertaining, etc. Once youstart identifying the articles that youfind useful and interesting, take noteof who’s contributing this content andbecome friends with them. They willmost likely find what you have tocontribute interesting as well, andcould potentially be customers orpartners for your business. 59
  • 60. part four: b2b socialmedia channels and tacticsPodcastingA podcast is a type of multi-episodic Leverage Podcast directories for SEOdigital media that can be downloaded. In addition to the Apple iTunes store, therePodcasts are great for webinars and are a number of sites dedicated to helpingthought leadership series. There are users find the most popular and usefula number of podcast directories that podcasts according to their interests.can be used to distribute your podcast These podcast directories are yet anothercontent such as your company’s way for your company to improve its SEOwebinars and phone conferences. through additional inbound links.Below are some ways podcasts can “55 percent of respondents saiddrive B2B success. A Podcast series offer a unique way to interact and converse with they would be more likely toPodcasts are automatically your customers and prospects consume white papers and analystdistributed to series subscribersWhen you have subscribers to your Make sure to provide a dedicated phone number or email address that reports if they were deliveredpodcast series, their podcatcher is associated with your podcasts so as podcasts.”application will automatically recognize people can respond to you. Then youand download your latest podcasts. can dedicate an upcoming podcast toSo when you create a new podcast answering questions or addressing the Researchit will reach your subscribers without feedback you received. Podcasts Penetrate B2B Mainstream,you having to formally execute a new MarketingVOXmarketing campaign. Podcasting Key Metrics • eferrals from podcast directories R • iews of podcasts V (if hosted on podcast sites) • umber of subscribers and conversions N 60
  • 61. part four: b2b social “SEO is a marketing function for sure, but itmedia channels and tactics needs to be baked into a product, not slapped on like icing after the cake is baked.”SEO social Duane Forrester Author and conference speakerSearch engines have long relied That said, as of 2012 the direct impact of Infusing SEO keywords into blog postsheavily on external links as a proxy social signals is estimated to be relatively and social marketing propertiesfor quality. The assumption is that if minor compared to links, according to Part of SEO is being mindful of thea website site is good it will naturally SEOmoz’s survey of industry experts. This keywords your target audience isattract lots of inbound links from other relatively small direct impact is expected to searching for, and then using thosewebsites and blogs, and therefore that increase in the future, so for wise keywords within all properties you wantsite should rank highly in search. marketers looking to future-proof their to rank well in search engines. For an easyHowever, as the internet evolves, social SEO strategies, social marketing is and free way of doing keyword research,marketing mentions and “likes” are probably a good investment. check out the Google Keyword Tool.becoming increasingly common, andsearch engines realize that they need As a side note, many social marketing After you identify target keywords, don’tto look at those social marketing sites, particularly in profiles, will allow you go crazy. “Keyword stuffing” is a bad ideasignals, in addition to normal links, to to insert links back to your website. While and went on Google’s chopping blockjudge what ought to be ranking highly. this may seem like an easy way to build a long time ago. You want to use keywordsSo, by having plenty of buzz about your links, unfortunately most “nofollow” those in a way that reads naturally to in popular social marketing like links, which is a piece of invisible code that With that caveat in mind, titles, descriptionsFacebook and Twitter, you could essentially tells Google, “Don’t count this and headlines are particularly important, asreceive a direct SEO boost. link as a vote.” That’s not to say you can’t well as including keywords at least a few get some good traffic through those times in text blocks. By having keywords profiles, or that other search engines infused into your social marketing besides Google won’t follow them, but properties, you can use them as additional it probably means you won’t get a direct pieces of bait in the SEO ocean. link boost in Google’s eyes. 61
  • 62. part fivetools for socialmarketing success 62
  • 63. part five: tools forsocial marketing successsocial mediamonitoring softwareThere are so many social platforms Social Media Monitoringout there! But how do you stayorganized so that you can ensure (a.k.a. “Listening”) “Innovation needs One of the first things you’ll want to do isyou are putting the time and energy listen to the social marketing conversations to be part of yourinto the all of the right platforms?Luckily, there are many social media that relate to your brand to see what others culture. Consumers are saying about you. Guaranteed yourvendors that can help you listen and customers are talking about you, so make are transformingengage, maintain a consistentpresence, and help you create so you are having a conversation with faster than we them. Be proactive and not reactive.robust social campaigns. are, and if weThe tools you chose will guide you through don’t catch up,the buying process from “awareness” we’re in trouble.”to “engagement”, enabling you to trulydevelop a solid social marketing campaignthat you consistently track along the way. Ian SchaferYour social media monitoring software and CEO, Deep Focuspresence management will empower youto be aware of your influencers, while yourpublishing and social campaign platformswill help you engage and ultimately convertyour target audience. The 4 stages of social media tools 63
  • 64. part five: tools forsocial marketing successsocial mediamonitoring softwareHere are a few of the most popular • oogle+ Search: Search your product G A more sophisticated approach includes Enterprise level toolsmethods for listening to your customers: or keywords inside of Google+ to utilizing a social media monitoring Social media monitoring tools, such as monitor activity around your brand and application that enables you to: Viral Heat or Radian6, are available as a• Twitter Search: search for your brand or industry. A +1 or a thank you on other software-as-a-service model at a monthly other important key words or hashtags user’s mentions and comments can • Automate searches or annual fee. to see who has been talking about you. go a long way by letting the community • onitor high volume keyword mentions M• acebook Search: search all public F know your business is active and paying across many social marketing channels Using these tools you can build reports content including everything posted attention. • un reports on the mentions of your R and measure share of voice, share of in public fan pages, groups and events. • Google Alerts: view search engine brand, competitors and top keywords conversation, and conduct in depth Privacy settings on personal pages results more efficiently by setting up analysis of trends and keyword mentions may restrict what you can see. alerts around keywords. For example, Social media monitoring will help you around your brand and industry. These• inkedIn Search: the “Answers” section L establish a Google Alert for your decide where to get started when enterprise tools are very powerful and can is the best place to start. See if people company name and other relevant beginning your social marketing efforts. really help you get a full picture of what is have asked questions about your keywords. You may get some irrelevant Start engaging on sites where your being said about your brand. company, competitors and industry, results but it’s an easy and effective way company is mentioned most, or where you and see how people responded. to keep up to date with what people are can find the largest number of customers. You can translate what you hear into Search for the top Linkedin Groups saying about you at no cost. You can action. If you capture social marketing that are relevant to your business and also find out relevant information about Free or budget-friendly solutions conversations in your marketing industry. Once you do this you have the your competitors and industry news. If you are a smaller company or are just automation or CRM system, you can option to subscribe to a daily or weekly Sites like HyperAlerts (http://www. getting started, you may want to begin respond to them or pass them to sales. digest of the conversations that are can send you alerts with some inexpensive or free monitoring taking place. You can then respond when your (or your competitor) tools. This way you can start to track Remember, social marketing provides and participate directly from your inbox. Facebook pages or Twitter accounts what people are saying about you a great way to engage with your customers Be sure to encourage employees to have activity. without spending money on an and create relationships – so listening also monitor this area of LinkedIn and enterprise solution. Tools like Social is only the first part. Make sure you are to routinely respond to questions. Mention, PostRank, and Brand Monitor participating in conversations, which will give you a resource to start diving into elevate your brand in the eyes of your and tracking social conversations. target audience. 64
  • 65. part five: tools forsocial marketing successother SocialapplicationsPresence Management Publishing Platforms Social CampaignsThese tools help you manage pages Social marketing management tools, Applications, like Marketo Socialacross all of your social networks to ensure such as Hootsuite, Tweetdeck, and Marketing, are available to help youthat you have a consistent voice and are CoTweet help you manage and monitor create compelling and shareable socialfully leveraging how each of your social conversations on your social media campaigns which easily enables you topages can interact with one another to profiles. Typically these sites integrate accelerate your social and word of mouthproduce even greater results. Many with Facebook, Twitter, LinkedIn, Google+, marketing initiatives. The compelling partmarketers have a variety of different Foursquare, and Wordpress so you can of applications like Marketo Socialcomponents to their marketing mix – easily have visibility into all of your profiles Marketing, is that they give people whodifferent social pages, SEO, website etc in one place. These tools can also help visit your website a reason to share your– and they often think of them independently you schedule messages and Tweets, content across their personal socialinstead of as one complete strategy. track brand mentions on social networks, networks. Marketo Social Marketing and analyze social marketing traffic. By utilizes social referral, promotions, andSocial marketing presence management managing all of your social profiles through engagement apps to provide your targettools can help you maintain a consistent a publishing platform, you can improve audience a more dynamic experience.message. By keeping everything fluid your productivity and save time. These are Compelling use cases for people to shareand connected, you can establish that typically free or low cost to get started, and content could include a sweepstakes,your prospects and customers are are a must if you are ramping up your voting, and referrals.experiencing one brand voice vs. 10 or 15 social presence via Twitter, Facebook,different disparate voices. Leverage tools and LinkedIn. And because these applications integratesuch as Vitrue and Hearsay Social to directly into your marketing automationtighten your strategy so that all of your software, they are able to track data andprospects and customers always have provide analytics on each socialthe same brand experience when visiting campaign. Quickly get a snapshot of youreach of your different social sites. social reach, influencer profile, share rate, clickback rate, and most importantly, determine how each campaign is affecting your pipeline funnel. Refer to Part Three for more information. 65
  • 66. part sixincorporating socialmarketing into everystage of your funnel 66
  • 67. part six: incorporating socialmarketing into every stage of your funnelSocial lead nurturingSocial marketing plays a key role Nurturing Prospective Leads Here are a few examples of how to • nteract with prospects over multiple Ithroughout your entire sales pipeline, through Social Media use social marketing interactions to media channels: Integrate socialbeginning before prospects are even Lead nurturing comes into play when bolster your lead nurturing methods: marketing channels with traditionalidentified (while they research or qualified prospects visit your site or social channels such as email, direct mail, andfollow thought leadership on social media sites anonymously. It is a vital part of • ocus in and be specific: Use what F phone. Make sure you are incorporatingmedia sites), to after they become the sales process that consists of investing you’ve learned from listening to social blogs, videos, and links to your socialcustomers (as they remain loyal in and building relationships with prospects media conversations to engage with sites in your lead nurture email programs.customers through retention and regardless of whether or not you have their prospects with greater relevancy. Forcross- and up-sell opportunities). contact information. Just because you example, after identifying a prospect’s can’t identify these individuals doesn’t Twitter username, follow his or herThere are four key areas where social mean they aren’t qualified leads; nurture Twitter conversations that include “Social innovationmarketing can play an expanded role keywords you care about, and trackacross your sales pipeline: them just as you would the known contacts all of this data in your marketing makes the product in your database. If you don’t, more agile competitors will steal these prospects from automation system. You can also development cycle• eveloping relationships with very D engage with the prospect via Twitter by early-stage prospects before they even under your nose. Essentially, you should @mentioning him or her and including faster, and more use social marketing interactions and enter your database through social lead conversations just as you would online a piece of relevant content. Retweeting in-tune with the generation techniques is also a great way to get a hot• uilding and maintaining relationships B activity on your own website – to increase prospect’s attention. voice of the the relevance and targeting of your with known prospects as they educate marketing and sales efforts. • egment and trigger your campaigns S customer”. themselves based on social interactions: Think• upporting the sales cycle once the S about the potential of segmenting buyer engages in a formal buying and triggering based on explicit Adam Metz process with a sales rep conversations among people on social Social Media Expert and• eepening and expanding relationships D marketing sites. Get a strong indication Consultant with existing customers of buying intent by combining knowledge of these interactions with tracking of other engagement activities such as email click-throughs, downloads and web page visits. 67
  • 68. part six: incorporating socialmarketing into every stage of your funnelSocial opportunitynurturingSocial marketing can be quite valuable • se social conversations to enhance U • ave social marketing activities play Hto your internal marketing and sales your lead scoring and impact lead a key role in lead recycling campaigns:operations as well. You can promote handoff to sales: In addition to You could set up a rule whereby an “The new rulesgreater alignment between the twodepartments by refining the lead demographic, BANT and behavioral data, begin to use social interactions increase in activity on social sites triggers a lead score change that then of attractionhandoff process and bolstering the as factors in your lead scoring re-engages the lead with sales. While require a shift“lead lifecycle” – the path that yourleads take once in your lead methodology. Then, tailor your automated business rules for lead this business rule will be automatic, be sure to also give sales the ability to in system. A successful handoff to include social media manually indicate a specific timeframe Its not aboutlead lifecycle requires agreementbetween marketing and sales on what interactions. Let social media activities trigger the handoff and impact which in which the lead should be re-engaged if they have deeper insight into the ‘pushing’ yourconstitutes a “sales-ready” lead, and leads are deemed “hottest” for sales. relationship. message, butagreement on when and how leadsshould get recycled back to marketing • otify sales reps when prospects and N customers show increased activity or • ell using all available channels: Social S marketing interactions provide a great ‘pulling’ in yourfor further nurturing. Social media are make interesting comments: Hot way for the individual sales rep to build customers. And theinteractions can provide deep insightinto sales readiness and buyer intent, leads demonstrate “interesting moments” or behaviors that indicate relationships with contacts, especially younger contacts who may be as way to pull is toso they are critical to keeping leads their sales readiness. This might be comfortable interacting online as they publish content.”moving along the lead lifecycle. increased website activity, email are using email or phone. Understand click-throughs, and in the case of social what channels each contact uses toHere are a few key ways you can make media, increased interactions and communicate, and communicate with Joe Pulizzisocial marketing a deeper part of your conversations on social media sites. him or her in that manner. Founder of Contentsales and marketing alignment By notifying the sales team of these Marketing Institute andobjectives in the future: interactions immediately, you will Content Marketing dramatically increase the relevancy Evangelist and timing of their conversations with these prospects. 68
  • 69. part six: incorporating socialmarketing into every stage of your funnelSocial customernurturingExisting customers are a tremendous Customer marketing is a worthy • reate lead nurturing campaigns C • isten to the social media conversations Lsource of new and continuing revenue, investment for your marketing dollars, optimized for new customers and of existing customers for new needsand should be continuously nurtured and here’s how social marketing incorporate your social marketing and requirements, or even the risk ofjust as much as new leads. can help: segments and triggers: When an defection to your competitors: Many opportunity is closed and won, this is of your existing customers aren’t going • se social marketing to reaffirm U the perfect time to put all the associated to tell you explicitly when they need an customer purchases after the decision contacts into a new drip marketing additional product or service from you. is made: Just because a prospect has campaign that’s optimized for So you’re going to have to monitor their “Social Media is agreed to buy your product or service customers. Make these campaigns social interactions to spot the cues. about sociology and doesn’t necessarily mean you’re home even more effective by incorporating Be especially attentive to the complaints free. In fact, the period between when the social marketing segments and from existing customers – you may psychology more a purchasing decision is made to when triggers we discussed earlier. Over time stop them from being poached by than technology.” the deal is signed and officially “closed” they will help you cross- and up-sell a competitor. is critical. Use social marketing to additional products and strengthen reaffirm their choice is the right one. customer loyalty. By incorporating social marketing into Brian Solis lead nurturing, marketers can better Principal Analyst at understand and interact with prospects Altimeter Group and customers by increasing the relevancy of marketing campaigns and sales conversations. Ultimately, this will increase the volume and quality of sales leads, boost conversion rates, and help you realize tremendous revenue growth. 69
  • 70. part seventhe roiof social 70
  • 71. part seven: the roi of socialthe challengesof social marketingmeasurementThe topic of social marketing ROI about what metrics are truly useful specific marketing campaign. Many The Altimeter Group recently releasedis really a subject worthy of its own and accurate when it comes to social inbound leads can be attributed to a study called “The Social MarketingDefinitive Guide, but we’ll try to give marketing. “word-of-mouth” and partner or employee ROI Cookbook”, and in the paper citedyou enough information in this section referrals. For inbound leads arriving via the following reasons as some of mostto understand: Measuring Social Marketing a website or phone call, attribution to common challenges of measuring the Just because measuring social marketing a single referral source can be even more impact of social media:• How people are measuring social ROI is a challenge doesn’t mean it’s difficult. Moreover, the idea of “first touch” marketing today impossible. The world of social marketing and “last touch” (meaning an original lead • xists online, offline, and across multiple E• What the challenges are ROI is still evolving. In most cases, we have source versus the campaign that really screens which fragments data capture• How to choose the areas of to rethink traditional metrics to include the closed the deal) is even more complex • easurement is a moving target, since M measurement that make the most ways that people interact with social. For when it comes to social media. social marketing is always changing sense for your business example, the standard metrics for email • rganizations don’t “own” social O marketing include delivery, open and As any B2B marketer knows, it takes marketing the way they do theirMany companies fear that there’s no true click-through rates. While it’s still possible multiple touches to convert a lead into websites or other owned propertiesway to measure the ROI of social to find value in measuring click-throughs a sale. This means even those prospects • ifferent apps and platforms give rise Dmarketing activities. In comparison to from specific URLs on sites such as Twitter that were attributed to a PPC or email to different metrics, making a holisticother marketing channels such as email, or YouTube, social marketing also lends campaign may have also read your view challengingSEO, and display advertising, social media itself to new categories of measurement, corporate blog and Tweets before makingdoesn’t offer as direct or concrete of a ROI such as activity and engagement. the decision to purchase your product ormeasurement. This is partly due to the fact service. Even though you may not be ablethat social media interactions revolve Challenges of Social to get any more granular than “inboundmostly around conversations and brand Marketing Measurement call” or “word-of-mouth” as referralawareness, which are not as easy to Much of the difficulty in measuring social sources for some of your leads, you are stillmeasure quantitatively as click-throughs marketing efforts stems from the inbound making a case for social marketing in yourand CPMs. Because social marketing is lead. While it’s revered for its high level of organization.very much about the qualitative not the qualification, interest and sales readiness,quantitative, this results in much debate it is also difficult to attribute it to any 71
  • 72. part seven: the roi of socialthe challengesof social marketingmeasurementThinking outside the box: correlations between social marketing Another important area of measurementovercoming challenges and improvements at your organization in for social marketing is brand andSocial media has changed the game of revenue, website traffic and other areas. awareness. Traditional media mightmarketing, so traditional metrics must be measure brand and awareness throughre-imagined. Not only must traditional ROI If engagement is truly what you should reach and frequency: how many peoplemetrics be looked at such as cost savings, be tracking, what does it mean and how have seen an ad and how many timesconversions, cost per lead, etc, but can you track it? For the purposes of this they’ve seen it. These days, there aremarketers must also look at non-traditional guide, we consider engagement to be technologies that measure posts formetrics such as brand lift and social a category of interaction that include positive and negative sentiments, andengagement. And as social marketing metrics such as “People Talking About Us” “share of voice” (i.e. the number of articles,continues to evolve, the gap to attributing in Facebook , LinkedIn, brand mentions tweets, posts, etc. in which a specificleads to specific social marketing sources in Twitter, sharing of your content, brand is mentioned in comparisonis becoming smaller. Through many commenting, and returning visitors, etc. to its competitors).available tools you can make useful “And I think the one mistake that most companies make, even mature companies in the social media marketing world right now, the one mistake they make is they don’t plan to measure”. Jason Falls CEO of Social Media Explorer 72
  • 73. part seven: the roi of socialuseful social marketingmeasurementsDespite the uncertainty around By leveraging new social applications, Examine referring trafficmeasuring social marketing like Marketo Social Marketing, marketers Google Analytics is a fantastic way tointeractions, there are best practices can now begin to track social campaigns measure how much traffic is being referredthat you can put in place. Again, the with more accuracy. Through these to your website from the various socialway you go about measuring your new social tools, you can often track channels. Under the Traffic Sources tab,ROI will have be altered, as social engagement through dashboard click on Referring Sites and then type inmarketing is a much more fluid reporting metrics such as social your social network of choice to see howchannel than an email blast. Keep reach, impressions, social activity, and much traffic is being referred. Set up goalsiterating your methodology as you conversions. This can be a great way to based on the actions you want yourhone in further on the place social start optimizing your engagement. If you visitors to complete. Increasing referralmarketing has within your are using a social application, you will be traffic from social sites is a good indicatororganization. able to measure more robustly how your that your social efforts are moving the campaigns are performing. needle in the right direction.Meet with stakeholders in yourorganization to determine what metricsare useful for you and your team to track.This may require a bit of education andresearch for both you and the executiveteam, but once you have a clear vision ofwhat data you are attempting to correlateyou can begin determining ways to trackand measure. 73
  • 74. part seven: the roi of socialuseful social marketingmeasurementsReview the quality and You can easily track these three mentions The formula for calculatingrelevance of content within Google Analytics by clicking on the SOV is simple: divide the numberContent is the fuel for your social media Content tab, then choosing Overview. This of conversations or mentions ofengine, but if it’s not relevant and useful, will give you a snapshot of your top pieces your brand by total number ofit’s a waste of digital space. The correct of content along with detailed metrics conversations or mentions aboutway to assess the value of a piece of including page views, unique page views other brands in your market.content is not by continuously checking and time on page. Drilling down into yourevery five minutes to see if your retweet content with Google Analytics is a great Share of Voice =count goes up or if someone comments way to determine which content is Your Mentions / (Total Mentions foron your blog. These “vanity metrics” give a resonating with your audience. Competitive Companies/Brands)false sense of hope that your content isgenerating leads for your brand or Look at Share of Voicebusiness. With social media, share of voice refers to the number of conversations about yourInstead of judging the success of your company versus your competitors/market.content by the share button, pull back the The value of online customer and prospectcurtain and see what’s really going on. interaction can be tied to the share of voice (SOV) metric. Segment brand mentionsFor each piece of content you create, by social channel to uncover opportunitiesmonitor unique page views, time on page for improvement. You may find that yourand total pages viewed. If unique page efforts on one particular channel are goingviews go up, that’s an indication that your unnoticed, but excelling on anotherreach is growing, increased time on page channel.shows that your content is interesting tothe visitor and increased total page viewsmeans your visitor wants to learn more byclicking on other pages around your site. 74
  • 75. part seven: the roi of socialuseful social marketingmeasurementsTrack the total size of community Social tools aggregate your activity into Sentiment tracking of these top interactions, youand engagement a dashboard where you can quickly see Sentiment analysis is imperfect at best, can begin to connect-the-dots, identify,Measuring and tracking the size of your whether your strategy is moving in the often ignoring the human element of and quantify prospect influence for usecollective communities is essential in right direction. Marketo Social Marketing sarcasm or simple context. To be in segmenting and targeting. Manydetermining whether you are adding value offers a good view of your basic metrics, completely accurate, you need to track social marketing networks overlap, sothrough your social strategy. Using a social including engagement and total size, this manually. Go through your mentions pay attention to who influences yoursharing application, like Marketo Social and even goes a step further with and tag them as positive, neutral or top prospects and vice versa as youMarketing, is a great way to integrate recommendations for influencers to negative. Add up the totals and measure continue to determine who to buildcustomer data with social profiles and focus on. over time. Are the good mentions growing relationships with.interactions while monitoring growth and and the negative mentions decreasing?engagement levels. Sentiment analysis can be thought of as Social Media Return on Effort opinion mining. The social metrics used to determine success are the ones that make sense Influencer tracking for your business and that you can tie By tracking and creating relationships back to your marketing bottom line. with some key influencers, you can further determine how your message is Building a simple dashboard manually being received by customers and leads. or using a social tool is an easy way to Either through manual tracking or by track and update these metrics on a leveraging a social analytics tool, like weekly or monthly basis. You can then Marketo Social Marketing, you can figure monitor trends and set goals for growth out who is interacting with you and sharing based on what’s working. If your metrics your content on social networks. There are not moving in the right direction or are typically a handful of people who will seem to be stalled, try mixing up your evangelize your brand to their network of messaging and experimenting with peers. Work to create relationships with different posting times and frequency. them and track how often they are Screen shot from Marketos Social Marketing Dashboard spreading your word. Through careful 75
  • 76. part seven: the roi of socialuseful social marketingmeasurementsMonth over month growth in are engaging with your brand. Social do about what happened in the past. Afterorganic website traffic, leads, engagement becomes even more a few months of monitoring the trends ofand opportunities important as prospective buyers use and your social media lead generation, you canBy organic traffic, we mean when people learn on social sites. This is important, start making forecasts about how muchare finding your website by ways other since the more people that are talking contribution inbound will make to futurethan paid promotion or direct brand about you on social, the more your pipeline. This isn’t easy, but is probably theawareness (e.g. typing in your URL or updates will show up on the main news single most credibility-building thing yousearching your brand names). From there, feed for your fans. Other tools such can do as a marketing executive.track how much of that traffic turns into as Feedburner show similar metricsleads, and whether those leads turn into for engagement, not just reach.pipeline and revenue. This is great way toshow that all the content, blogging, linking, Lead generation by content,and social outreach is actually impacting channel, and initiativethe bottom line. Moreover, don’t just track Beyond core organic traffic and leads,the absolute level of these, but also track track lead generation by content asset andthe trends so you can see how quickly you source. What sources are driving the most Marketos ROI on using social for lead genare going up – in a successful inbound traffic? What kinds of content drive themarketing program, these will grow faster most leads? The most revenue? It can Take a look at the image of Marketosthan your overall objectives and company also be insightful to track how these vary actual ROI on social. Here are somegrowth rate. by product line or business unit. key items to note:Social engagement, not just reach Forecasted conversion through • acebook and LinkedIn display FReach is defined as the total size of the the funnel ads not effectiveaudience you can reach, including your Your C-suite executives don’t really care • witter drove many prospects, TTwitter followers, Facebook fans, LinkedIn about the number of raw prospects or even but slow to convert to leadsfollowers, blog subscribers, and email lists. leads marketing generates; they care about • acebook memes are working great FBut the world is noisy, and just because pipeline and revenue. And they care even • lideshare great for acceleration Ssomeone follows you doesn’t mean they more about next month’s revenue than they (not lead gen) 76
  • 77. part seven: the roi of socialfocusing onbusiness roiWhen you’re dealing with a lot of In his popular presentation, The Basicsdifferent B2B marketing channels of Social Media ROI, social marketingincluding social media, email, search consultant Olivier Blanchard recommends “As control of a company’s marketingand more, it’s easy to get caught up an easy way to start measuring the impact messages – and, indeed, it’s very brandon how each channel is performing. of social media. First set up a timeline andHowever, what matters overall when draw a line to signify the point in time in image – continues to migrate fromyou’re talking about ROI is that you’re which you started to use social marketing traditional media to social media, it hasearning more money than you’re in your marketing efforts. Then map ontospending. this timeline the various social marketing become imperative that companies not only activities in which you’re participating, pay close attention to how they’re beingDon’t let the challenge of measuring social as well as the results (e.g. opportunitymarketing ROI deter you from finding value creation, new customers, sales revenue, perceived in online conversations butin it. Even if you’re wondering what etc.) that your company has experienced that they also take appropriate action,“engagement” means for your business since implementing its social marketingand how you’re going to measure it, you strategy. This will show what type of overall based on the insights they glean. In manycan still prove the value of social marketing impact social marketing has had, and cases, their future depends upon it.”by establishing baselines and tracking whether or not it has helped you increaseyour progress. your goals over the baseline. Even with numerous marketing activities occurring Jeff Zabin at the same time, you’ll still be able to prove The ROI on Social marketing Monitoring: Why It Pays that social marketing has had a positive to Listen to Online Conversation, Aberdeen Group impact on your overall business ROI. 77
  • 78. 25 must-know socialmedia expertsNeed help getting started or 1. Jay Baer 5. Jeff Bullas 10. Ann Handleyadvancing your current social Speaker, Author, Consultant Consultant, Speaker, Blogger Head of Content at Marketing Profs,marketing strategy? The experts Blog: j Blog: Authorbelow represent the best of the best Twitter: @jeffbullas Blog: marketingprofs.comwhen it comes to all things social. Twitter: @jaybaer Twitter: @marketingprofsSome have books, some have blogs, 6. Brian Carterothers consulting firms and top notch 2. Michael Brenner VP of Marketing at Infinigraph, 11. Jason KeathTwitter pages. And all have the A+ Senior Director, Global Marketing at SAP, Author, Speaker CEO of Social Freshsmarts to push your social marketing President and Co-Founder of Blog: Blog: socialfresh.comto the next level. Drum roll please… Business2Community Twitter: @briancarter Twitter: @jasonkeath Blog: Twitter: @brennermichael 7. Brian Clark 12. Cindy King Founder and CEO of Copyblogger Managing Editor at Social Media Examiner 3. Michael Brito Blog: Blog: SVP of Social Business Planning Twitter: @copyblogger Twitter: @cindyking at Edelman Digital, Author Blog: 8. Jeffrey Cohen 13. David Meerman Scott Twitter: @britopian Manager of Social Media at Radian6 Marketing Strategist, Speaker, Author Blog: Blog: 4. Chris Brogan Twitter: @jeffreylcohen Twitter: @dmscott President and CEO of Human Business Works, Blogger 9. Jason Falls 14. Adam Metz Blog: CEO of Social Media Explorer, Principal of The Social Concept Twitter: @chrisbrogan Author, Speaker Blog: Blog: Twitter: @themetz Twitter: @jasonfalls 78
  • 79. 25 must-know socialmedia experts15. Scott Monty 19. Neal Schaffer 23. Mike StelznerHead of Social Media at Ford President and Principal at Windmills Founder of Social Media Examiner, AuthorBlog: Marketing, Consultant, Author, Speaker Blog: socialmediaexaminer.comTwitter: @scottmonty Blog: Twitter: @mike_stelzner Twitter: @nealschaffer16. Amber Naslund 24. Marty WeintraubCo-Founder and President at 20. Robert Scoble Co-Owner and Founder of AimClearSideraWorks, Writer, Blogger, Speaker Startup Liason Blog: aimclearblog.comBlog: Blog: Twitter: @aimclearTwitter: @ambercadabra Twitter: @scobleizer 25. Dennis Yu17. Lee Odden 21. Mari Smith Social Analytics EvangelistCEO at TopRank Speaker, Author, Social Media Marketing Blog: dennis-yu.comBlog: o Leader Twitter: @dennisyu Blog: marismith.comTwitter: @leeodden Twitter: @marismith18. Amy Porterfield 22. Brian SolisSocial Media Marketing Consultant Principal at The Altimeter Group, Author,Blog: AnalystTwitter: @amyporterfield Blog: b Twitter: @briansolis 79
  • 80. conclusionthe b2b buyingprocess has changedProspects are now relying on social Forget what everyone else is to research and educate Choose the social marketing tacticsthemselves before actually engaging that are right for you. Then get out therewith your company. But it is not enough and engage – always in the spirit ofto merely post on your Facebook and experimentation. Not everything you tryTwitter pages, instead you have to in social marketing will be right for youwork social into every aspect of your company, but stick with it and you’llmarketing and create more peer-to- develop a powerful new source of revenuepeer sharing opportunities. The more that costs a lot less than traditional media.your audience wants to engage withyour content, the more likely it is that And remember social is more than justthey will want to share and ultimately a channel or tactic; it is a strategy thatconvert to customers. should be present in every aspect of your marketing. 80
  • 81. contactmarketoNorth America: +1.877.260.MKTO (6586) About Marketo: Known for providing breakthrough Written By:Europe: +353 1 242 3000 Easy, Powerful, Complete innovation and fueling explosive growth, Marketo uniquely provides easy-to-use, Marketo was recently named one of Maria PergolinoEmail: powerful and complete marketing “America’s Most Promising Companies” Senior Director of MarketingVisit our website: software that propels fast-growing small by Forbes, the #1 Marketing Software Twitter: @inboundmarketer companies and global enterprises alike. Vendor on the INC 500, and the #1To get The Definitive Guide to Lead Marketo’s marketing automation and sales fastest-growing private company of 2011 Dayna RothmanNurturing online, visit: effectiveness software – including the by the Silicon Valley Business Journal. Manager, Content world’s first integrated solution for social In both 2011 and 2012 the company Twitter: @dayroth marketing automation – streamlines received the CRM Market Leaders AwardsTo get The Definitive Guide to Lead marketing processes, delivers more Winner for Marketing Solutions by CRM Jason MillerScoring online, visit: campaigns, generates more win-ready Magazine. customers also Manager, Social leads, and dramatically improves sales honored the company with two Twitter: @jasonmillerca performance. With proven technology, AppExchange Best of ’11 Awards, forTo get The Definitive Guide to Marketing comprehensive services and expert Best Marketing Automation Solution and Jon MillerMetrics, visit: guidance, Marketo helps thousands of Best Chatter Exchange. VP of Content and Web Strategydg2-marketing-metrics companies around the world turn Twitter: @jonmiller marketing from a cost center into aVisit our blogs: revenue driver. Designed By: Velocity Partners 81
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