The Definitive Guide to Social Marketing - A Marketo Workbook

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Software vendor Marketo has released a comprehensive guide to business-to-business social marketing.

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The Definitive Guide to Social Marketing - A Marketo Workbook

  1. 1. The DefinitiveGuide toSocial MarketingA Marketo Workbook 01
  2. 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. 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. 4. part oneWhy doesmy BusinessNeed SocialMarketing? 04
  5. 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. 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. 7. part twoLaying theFoundation 07
  8. 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 tactic.in 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. 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. 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 colleagues.to 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. 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. 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. 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 mashable.com a must. Your Social Media Manager will be 13
  14. 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. 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. 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. 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. 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. 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 different.you’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. 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. 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 influencers.you 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. 22. part threepeer-to-peersocial sharing 22
  23. 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 influence.you 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 people.social 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 influencers.to-buyer 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. 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. 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 them.you 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. 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. 27. part fourb2b socialmedia channelsand tactics 27
  28. 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. 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. 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 often.you 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. 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. 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. 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
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