1. The DefiniTiveGuiDe ToSocial MarkeTinGA MArketo Workbook
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 reaDTheDefiniTive GuiDe Tob2bSocialMarkeTinG?Social marketing has become anintegral part of our lives and continuesto evolve. A few years ago everyonewas talking about the importanceof B2B companies being active andcreating pages on sites such asFacebook and Twitter now theconversation has shifted and is movingtowards the idea that every marketingcampaign must be 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, howdo you harness it? How do you enticeand engage your audience to share yourmessage and to be a brand ambassador?As a marketer, you need to learn toleverage social media for buildingrelationships, listening to the market,promoting content, and influencing buyerseven before theyre identified as potentialleads. You have to do more than socialmedia; you have to do socialmarketing.The question is no longer should I dosocial, the real question is why wouldntI do social? Our Definitive Guide to B2BSocial Marketing shows you how to addsocial to every marketing activity to drivebuyer engagement, new business andrevenue. Whether you are just starting outor have a well-defined social marketingplan, this guide is your go-to handbook.Lets get social!Marketing today is difficult. there are 200million people on the u.s. do not call list.over 86% of tv viewers admit to skippingcommercials. Forty-four percent of directmarketing is never opened. roughly 99.9% ofonline banners are never clicked. buyers waituntil they have completed 60-80% of theirresearch before reaching out to vendors.Michael brennersenior director of global Marketing at sAp
4. pArt onewhyDoeSMybuSineSSneeD SocialMarkeTinG?04
5. pArt one: Whydoes Mybusinessneed sociAl MArketing?SoMe conTexTBefore we delve into how tostrategically use social marketingthroughout all of your marketingactivities, lets do a quick marketinghistory lesson. In the past, the primaryway a prospect could get informationabout a company was by engagingdirectly with a sales person. Marketingfocused on brand building andawareness by using mass advertising,tradeshows, PR and print media.Direct mail and cold calling made upthe majority of targeted interactions,and marketers passed all new leads hot or cold to the sales team forfollow-up.With the arrival of Google in 1998, B2Bcompanies started to focus on searchengine optimization (SEO), pay-per-click(PPC) advertising and email marketingto drive traffic to their website. They alsocreated content such as whitepapersand webinars to convert traffic into leads.The best marketers realized that their leadswere often sent too early to sales.As a result, they invested in lead nurturingand scoring programs to further definehot leads and used additional methodsto nurture the rest to be sent to salesat a later date.Today, marketing through SEO, PPC,and email are still very much a part of themarketing mix, but social media sites drivea large portion of the B2B interactions onthe web.Through the many connections socialmarketing creates, businesses can beginto move from a company-to-buyer marketingmodel to a peer-to-peer influence model.Social is the perfect platform for creatingthose valuable business relationships thatpromote sharing and engagement. And forthis to be effective, as a marketer you haveto develop a strategy that weaves in socialas part of every marketing campaign thatyou do.lets tAke A look At soMecoMpelling stAts FroM sociAl MediAexAMiners 2012 sociAl MArketingMArketing industry report 93% of B2B marketers use social marketingto market their business 85% of marketers reported that the number
6. one benefit of social marketing is generatingmore business exposure 74% of marketers reported that social marketinghas increased their site traffic 59% of marketers are using social marketingfor 6 hours or more per week05
7. pArt one: Whydoes Mybusinessneed sociAl MArketing?The GolDen ruleSof Social MarkeTinG061. Dont take yourself too seriously.It should be obvious, but social marketingis about being social, and that means youneed a good personality to make yourbrand likable.2. Inbound is not enough.Each of the tactics described in this guide canwork on their own. But, for a business to benefit fullyfrom them, they should be combined with outboundmarketing. Never underestimate what a bit of paidpromotion can do for your business.3. You must have goodcontent and solid offers.Without well-produced,engaging content, anyand all tactics you employwill most likely fail.7. Peer-to-peersharing is thebest way to getyour messageheard.4. You will need a strong call to action.The tried-and-true, strong call to action is just asimportant in social media as it is anywhere else.Be clear about what you want your audience todo after consuming your content or engaging withyour brand.5. Always add value.At the end of the day, if you arenot providing some sort ofvalue to your prospects andcustomers, you are not doingyour job and social media willnever work for you.6. Never forget that social is a two-way street.No one likes being talked at. Yes, broadcast your message, butremember to keep the lines of communication open in both directions.When contacted, always respond quickly and sincerely. Be sure to mixup your messaging and use a combination of content and offers.
8. pArt tWolayinGThefounDaTion0707
9. pArt tWo: lAying the FoundAtionGeTTinGSTarTeDSocial marketing holds tremendousopportunities for B2B companieslooking to drive new business andincrease revenue, but only if youfirst develop a solid foundation andan understanding of what makesthe world of social marketing tick.No matter how complex your currentstrategy is, you will want to re-visit it ona yearly basis and make sure you haveeverything you need to be successful.Getting Started: Settingyour company up for Successin Social MarketingTake a minute and fill out our checklistto make sure you have covered all of yourinitial basics.FMy company has clear goals for socialmarketing. Be as specific as you can andkeep these objectives in mind for everyinitiative you execute. Assign a key teamof business stakeholders to discuss socialmarketing priorities and strategy. It isimportant to have a solid understanding ofyour business personal social marketingmethodology and how your team willexecute in order to define metrics.FWe have the human resources tocommit to social marketing. Before youstart your social marketing initiative askyourself if you can allocate the resourcesneeded. Social marketing is about real-time response and continuously updatedinformation both of which requirecommitment and dedication.FWe produce enough quality contentto sustain social marketing conversations.Content feeds the social marketing beast.Audit your existing marketing assets andidentify your thought leadership pieces.Also make sure you put a plan in placethat will enable you to consistently producesocial marketing-worthy content, includingblog posts, infographics, videos, andwhite papers.FWe know which social media sitesare popular with our prospects andcustomers. Do your research and focusyour energy and investments where youraudiences are.FOur company website is prepared forsocial marketing attention. Before youset up multiple social media profiles and
10. pages, make sure your own website is ingood enough shape to handle the attention.FWe are ready to incorporate socialmarketing strategies throughout thebuying process. Social marketing is notjust for the top of the demand generationfunnel. Its important to monitor and trackyour prospects and customers throughoutyour sales pipeline.FWe are committed to making everycampaign social. As you determine whatyour campaign calendar looks like for thenext six months or a year, you want tomake sure that you have a plan to usesocial to amplify every marketing tactic.Whether you have just created a newcontent piece or are running a demandgeneration campaign, be sure to includesocial sharing and create tactics within thecampaign that encourage relationshipbuilding across your social landscape.08
11. pArt tWo: lAying the FoundAtionDevelopinG aSocialMarkeTinG plan anD policyAlthough its tempting to dive right intothe various social media sites out there,you need to develop a social marketingplan first. Creating goals and metricswill help ensure that the time andresources your organization investsin social marketing are well spent.Its important to have guidelines thatstructure your efforts and guide yourparticipants in the right direction.your b2b SocialMarketing planDeveloping a social marketing plan issimilar to developing any other strategy.While there is no standard approach, thebasic components can be addressed byanswering these simple questions:Who are you targeting with yoursocial marketing?How can you deploy social marketingtactics for measurable success?What goals or objectives do you wantto accomplish?Who are you targeting withsocial marketing?Prospects? Customers? Media?All of the above? Once youve decidedon the targets, flesh out the definingcharacteristics of each group. If youvealready read Marketos The DefinitiveGuide to Lead Nurturing, you knowabout the importance of developingbuyer personas: a fictional character thatrepresents a target group. Start by listingthe characteristics you would have fora typical buyer persona, but add a socialmarketing dimension to it.How can you deploy social marketingtactics for measurable success?Later in this guide well address a numberof different tactics that you can employto achieve the business results youreseeking through social marketing. Selecta few that you think will have the mostimpact on your organization and startwith those.What do you want to accomplishand what are your distinct actionitems for each goal?
12. Social marketing requires time, effort andresources. Take the tactics youve decidedon and associate clear goals, objectivesand action items for each one.As with any new strategy, try and testa variety of social marketing channelsand tactics to see which has the mostsignificant impact on your goals. For moreinformation on standard social marketingtactics, objectives and metrics, go tocheck out our Social Media Tactical Plan.Focus on howto be social,not on how todo social.jay baerbest-selling authorof the now revolution
13. pArt tWo: lAying the FoundAtioncheckliST: piTfallSTo avoiD in SocialMarkeTinGFDont dive into social marketingunless youre ready. You need objectives,goals and ways to measure success andaccountability.FDont be a big brag. Know thedifference between becoming a thoughtleader and endless self-promotion.FDont be afraid to try social marketingbecause it doesnt rely on the traditionalmetrics youre used to.FDont be afraid of social media becausethe ROI will be challenging. There are waysto measure impact if you have a baselineto start with. Additionally, the branding andvisibility you can achieve through it willdefinitely impact your bottom line.FDont use social media sites asadvertising opportunities alone. Keepyour brand human on social media sitesand save your ad-speak for real advertisingor when you have a more significantpresence on social sites.FDont assume every social media siteis good for your business. Research whichsocial media sites your customers frequentand how they prefer to consume content.FDont merely create social pagesand think you are done. Instead, digdeeper and create a social presencethat resonates with your target audienceand promotes relationship buildingand sharing.With the growing relianceon social media, we no longersearch for news, or the productsand services we wish to buy.instead they are being pushedto us by friends, acquaintancesand business colleagues."erik QualManbest-selling Authorof socialnomics10
14. pArt tWo: lAying the FoundAtionbuilDinG your SocialMeDiaSwaTTeaMSocial marketing takes time andorganizational readiness. To ensurethat you are getting the highest ROIout of your social marketing strategy,there needs to be a structure in place,stakeholder buy-in, and a devotedresource (or a few). Providing a solidfoundation to your social marketingstrategy will enable you to scale andnurture your program as it evolves.Stakeholder buy-inWhen determining your social strategy,you will want to make sure that you haveexecutive support for your initiative, associal marketing is time consuming andyou will need dedicated resources.The more your stakeholders understandand believe in the power of socialmarketing, the more they will evangelizethroughout the company and support yourstrategy. Depending on organizationalreadiness this may be no easy task.Here are some things you should keepin mind when developing your pathto success:Illustrate competitors who are usingsocial marketing successfullyShare some key insights and socialmarketing statisticsHighlight how social marketing canbe used for lead generation, creatinga customer community, thoughtleadership, and even recruitingCreate a report that monitors your socialmarketing activity and point out somepossibly missed opportunities forengagement based on your findingsShare how you will determine ROI onceyour initiative takes offHighlight low-cost benefits of engagingthrough social marketing vs. traditionaladvertisinghow can you squander even onemore day not taking advantageof the greatest shifts of ourgeneration? how dare you settlefor less when the world has
15. made it so easy for you to beremarkable?SeTh GoDinbest-selling Author
16. pArt tWo: lAying the FoundAtionbuilDinG yourSocialMeDiaSwaTTeaMcreating a Social MediaGovernance boardIn addition to your focused social mediastaff, you will want to create a social mediagovernance board that is made up ofexecutives, stakeholders, Subject MatterExperts, and key employee advocates.This is the team that determines yourongoing broad strategy goals, internaltraining initiatives, and makes keydecisions around your social mediainteractions. Your Governance Boardshould meet on a monthly or quarterlybasis to re-assess and innovate onprocesses and strategies.Staffing considerationsSocial marketing takes effort, especiallyif you want to work towards creating anintegrated campaign strategy. Therefore,you will want to take resource allocationinto account when creating your plan.How many resources you will need todedicate to social marketing will dependon the following:Budget for new headcountor intern availabilityWeekly social time commitmentsStrategic goalsNumber of platforms utilizedContent strategyCurrent and future community sizeConsider starting by dedicating onefull-time head count to social marketingmanagement. This person will spend hisor her time mostly on communitymanagement, social messaging, contentcreating, and planning. Resourcepermitting, the next full time employee hireshould be someone dedicated to creatingcontent and who can serve as themanaging editor for all of your content.
17. pArt tWo: lAying the FoundAtionbuilDinG yourSocialMeDiaSwaTTeaMa day in the life: Marketos Social Media ManagerRemember, the amount of work you willhave for your resource depends on yourstrategy and company size. You will alsowant your resource to work alongside yourdemand gen team to create successfulcampaigns. Social media is a huge partof our marketing at Marketo, so wededicate a lot of time to creating our socialpresence. For example, at Marketo 15% ofall marketing head count is focused onsocial, content, and inbound. If yourcompany is smaller, you may not need todedicate as much time.When you are searching for your SocialMedia Manager, you want to look for aperson that is customer service oriented,good at relationship building, is creative,and a strong communicator. This persondoes not need to be a Subject MatterExpert, but he or she should be a digitalnative someone who grew upentrenched in the internet and knows theins and outs of social media. He or shedoesnt need to be young, eg. theproverbial 23 year old social mediamanager, but fluency in online customs isa must. Your Social Media Manager will beon the front lines of your strategy andwill be interacting with customers andprospects on a daily basis through youronline channels, so make sure you taketime to hire the right person.Were livingat a time whenattention isthe new currency.those who insertthemselves intoas many channelsas possible lookset to capturethe most value.peTe caShMoreceo & Founderof mashable.com
18. pArt tWo: lAying the FoundAtionbuilDinG your SocialMeDiaSwaTTeaMorganization-wideparticipationYou should also think about how you wantyour employees to be engaging on socialnetworks. By having an open discussionwith your teams on utilizing social networksto promote their personal brand as well astheir own, you can establish guidelines thatcan help them become more active. Havingyour thought leaders work in tandem withyour social marketing strategy is a greatway to further your social reach.Create a social media policyDetermine how you want your employeesto participate in social media. At Marketo,we have created a Social Media Policydocument that outlines what socialnetworks to participate in, how often, andwhat the ground rules are. Dont assumethat your employees will know how toparticipate. Make it easily available to allstaff through your company Wiki, HR sites,or even develop your own social mediamicrosite. Introduce it via a company-wideemail and consider creating posters thatadvertise your policy and post themthroughout your offices.Show them the WIIFM:whats in it for meYour employees are busy, and it takeseffort and time to create a Twitter account,post on Facebook, post on LinkedIn, andcreate blog posts. So you have to showyour teams, what is in it for themwhat arethe benefits of contributing to social media?Here are some things you might want tocall out:Personal brandingget yourname out thereBuilding relationships with sales leadsBuilding customer relationshipsHelping your company be seenas a thought leaderYou might also want to considerincentivizing social media contributions.You can give out prizes for the employeewho tweets the most or contributes the
19. most blog content. Money motivates,so this is a great way to get started.Training, training, trainingThis is one of the most important aspectsof getting people involved with B2B socialmedia. At Marketo, we created SocialMedia Month which consisted of weeklyworkshops on social networks,participation rules, blogging tips, LinkedInoptimization for SEO, and social mediaphoto day. We also did a series of blogposts that spoke to each social networkand discussed how employees can bemore active. By providing a structuredformat for learning about social networksyour employees can be both well-informedand pumped up and ready to be social.create a socialmedia policy (beit 3 pages likecoca cola or 50like the military)and trust youremployees to abideto free them totell the storiesthat engage.cc chapManAuthor and contentexpert14
20. pArt tWo: lAying the FoundAtioncreaTinG your SocialMarkeTinG policyThe social marketing landscape canfeel unstructured. Thats why it paysto have a social marketing policy toguide the actions of everyone in yourorganization that will participate insocial media. Its also essential tomonitor whats being said and provideguidelines on how to respondappropriately (without making youremployees feel like theyre beingcensored).A formalized document will help protectyour company in a legal sense, whileensuring that youre acting consistentlyacross all social marketing sites, andreinforcing your brand and value in themarketplace (a bit like a corporate styleguide). Check out Marketos Social MediaPolicy as an example.Here are some suggestions:Define what social marketing means foryour company. Determine and call outwhat social networks you will beparticipating in. Use your socialmarketing policy to define what the termmeans for your entire organization sotheres no confusion as to when thesocial media guidelines apply and whenthey dont.Set up a basic set of ground rules.Consider some basic tenets that youdlike your company to follow when itcomes to participation. Dont assumethat your employees know how toparticipate make sure that your guideis clear, concise, and easy to find. Youcan even include social training duringthe employee onboarding process.Decide how your organization willwant to engage as a social marketingparticipant and contributor. Will yourcompanys social media conversationscome from a single person or willeveryone in your company participate?Will social marketing be used as acustomer service function, marketingtool or for product marketing research?Be as explicit as possible, and considerall the possible ways that people couldgo wrong, without being overly dramatic.Remember, your policy is an opportunity
21. to get your company excited aboutcontributing to social media sites.Stress the importance of confidentiality.Encourage your companyscontributors to remember theimportance of confidential information,and to manage their social marketingcontributions just as they wouldconversations taking place in public.by creating compelling content,you can become a celebrity.paul Gillinsocial Media expert and Author
22. pArt tWo: lAying the FoundAtionconTenT creaTionNo discussion of social marketingis complete without a discussion ofcontent. Your content is the Yin to theYang of social, they work hand-in-handto drive success.You need a mix of content to share on yoursocial channels. By showcasing thoughtleadership in each stage of the buyingcycle, you can move a prospect throughyour funnel. Many of your customers andprospects are turning to social networksto consume their news and best practices,so social is the perfect venue for viewingand sharing your content.Do some research to set up your buyerpersonas so you know what content willresonate the most. The closer you getto saying something unique and relatable,the more peer-to-peer engagement andsharing you will experience.If you are a smaller company without manyavailable assets or available resources forcontent creation, take into considerationrepurposing already created pieces.We do this at Marketo to ensure we areextending the life of each piece we create.Take a webinar for example. After thewebinar has been recorded, you can turnit into the following pieces of shareablecontent:Blog postsWhitepaperSlide deckVideoChecklists/cheat sheetPodcastInfographicBy creating a strategy where yourepurpose content, creating multipleassets seems much less daunting.content TypesYou want to make sure that you are creatinga variety of content types to share on socialmedia channels so your audience remains
23. engaged. Content is a great way to showyour expertise and your personality. Thereare many purposes for creating content,and although your main goal is buildingyour brand expertise, you also want tomake sure you integrate your thoughtleadership with fun, shareable pieces.The Content Marketing Institute put out agreat diagram to explain content purposesand how often each type should be sharedon your social channels.These content types can take manyforms, but you will want to make sureyou have the following mixed into yourcontent strategy:Big rock content pieces like ebooksand Definitive GuidesWhite papersTip sheets/checklistsBlog postsInfographicsVideosFun visual content such as memesand cartoonsSlideshowsPodcaststhe content Marketing institutecontent Mix pyramid
24. pArt tWo: lAying the FoundAtionviSual conTenTWhen we think of content, we often thinkof a compilation of words that tell a storyrelevant to our buyer and connect to ourbrand. The problem is that our prospectshave less time to read these words, evenwhen they tell a well-crafted story thatcan be useful in their jobs. Why? Werein a state of information overflow, andmany are looking for a way to dig out.Simultaneously, we have learned todigest information faster sometimeseven at a glance. This quickconsumption of data lets us know thebig message and allows us to decidewhether or not we need to keep reading.The headline of an article is commonlyused to make this decision, but how canwe rely on more than a headline to getour point across?The answer is visual content marketing,and it should be a key piece of your socialmarketing content strategy. Visual contentmarketing is the utilization of images toengage your prospects through the buyingcycle. This can include infographics,images, charts and graphs, memes,comics, photos, and videos. Whats criticalis that they help tell a story related to yourbrand. Keep in mind that this doesntmean a sales pitch. Rather, visual contentis created with the goal of appealing toyour prospects and is meant to offer thema solution for a pain they may have. Andbecause you have so little time and spaceto get your message across in socialmedia, visual content will become acornerstone of your strategy.Here are some examples ofMarketos visual content (clockwisefrom top right):true colors infographic: What yourbrand colors says About your businessthe definitive guide to internationalMarket expansion cover designslideshare: visual contentMarketing: capture and engageyour AudienceWebinar graphic: visual contentMarketing: capture and engageyour Audience
25. pArt tWo: lAying the FoundAtionviSual noTe-TakinG:a Deep DiveWe are all visual thinkers. 75% of thesensory neurons in our brains areprocessing visual information.B2B marketers are constantly beingbombarded with information. Thequestion arises: how do we keep all ofthis information and transform it intosomething organized and accessible?One way is to use visual note-takingwhich finds the right mixture of words,illustrations, and designs to capture asubject and make it memorable.This is highly dynamic way of sharingvisual content. The great part of visualnote-taking is that it enables you to explaina complex idea in a series of simplisticdiagrams. Visual note-taking can bea useful tactic during keynote speakingsessions at events, can help create a funand engaging video, and can even beused by your sales teams to give uniqueand compelling presentations. Internally,visual note-taking can help aid collaborationand amplify creativity.The early field of visual note-taking,was named Explicit Group Memoryby facilitator Geoff Ball, who discoveredthat a shared picture supported grouplearning or more importantly a lastingmemory in the group.At Marketo, we recently employed visualnote-taking for our User Summit. We useda graphic facilitator to capture visualrecordings of the keynotes. Sketchingnotes from each keynote and trackedsessions in real time created a record thatis not only memorable, but also one youmight actually want to look at again. (Itsnow art hanging in the Marketo office).Here are four benefits we reapedalmost immediately from using agraphic facilitator to illustrate ourconference sessions and keynotes:Extends conversations and builds buzz.Immediately after each session, ourvisual boards were drawing crowds
26. who took photos and posted them tovarious social networks right away.Helps with short term memory cache.By breaking down the information intosingle chunks illustrated within the visualnotes, it becomes much easier for anaudience to process and understandwhen learning new things.Enables better understanding of keytakeaways. Our visual boards becamea piece of content providing a tangiblerepresentation, allowing the audienceto quickly grasp big ideas and translatetheir impact and value.Gets attendees to look up from theirdevices. Putting pen to paper, or in thiscase sharpie to foamcore, is an antidoteto the pervasiveness of digital culture.Studies show it can help retain moreinformation.Presenting thoughts and ideas visuallyis a terrific and simple way to capturea conversation and its meaning. Hiringgraphic recorders who sketch what isdiscussed at meetings and conferencesis a great way to keep employees engagedand communicate complex ideas in ameaningful and memorable way.18
27. pArt tWo: lAying the FoundAtionconTenT MarkeTinGTipS73% of consumers prefer to get theirinformation about an organization inarticles rather than advertisements.That means its more important thanever to include custom content in youroverall marketing mix. Generatingcompelling searchable content thatpeople want to consume can helpdrive traffic to your website, attractand retain a dedicated following, andgreatly increase brand awareness.In order to produce quality contentyoure going to need a good source ofraw material to continually draw upon.Here are some tips to keep it fresh:Follow industry expertsA great way to get ideas on what contentyou should be creating is to follow expertsand influencers on Twitter. Use relevanthashtags for search and create lists onyour top influencers. By tracking thesetweets, you can determine what peopleare talking about and create contentaround those themes. Also, you can curatecontent on sites like Flipboard, so you canaggregate both news and social content.Make every employeea content creatorEncouraging employees to contributeto your blog is a great way to generatecontent internally. Ask your customerservice and sales teams about their mostfrequently asked questions then havethem write blog posts about the solutions.By developing a blog template, you canmake it easy for others to contribute.Linkedin TodayLinkedin Today makes it easy to stay upto date with the most popular news, blogs,and articles relevant to your business.Think of it as your interactive real-timemorning paper. What shows up in yourfeed is generated directly from the networkyoure connected to, bringing you the mostrelevant news about the industries andtopics based on the industries andsources you find most valuable. Checkingin to Linkedin Today can spark a wealth ofcontent ideas based around trends andhot topics relevant to your industry.
28. Visualize your keywordsBuilding a word cloud based onconversations around your brand is a greatway to visualize keywords most associatedwith your brand. For example, find a groupof tweets that mention your brand, productor industry, and drop them into a tag cloudapplication such as Wordle. Youll oftenfind new keywords you may not havethought of, as well as a few surprise topicsof association. This is a great way to reallystretch your content dollar and findemerging trends to blog about.EavesdropBe nosy. Listen in on conversations offlineas well as online. Tune in to conversationswhile waiting in line at Starbucks or at thetable next to you at lunch. Find out whatpeople are talking about and what theycare about. Use Evernote to jot downand keep track of interesting points youoverhear and the ideas they spark whichoften turn into content and conversationalblog posts.traditionalmarketing talksat people. contentmarketing talkswith them.DouG keSSlervelocity partnersTest and evaluateOf course every target audience is different.When you are sharing your content on yoursocial channels, you will want to test, test,test! What is your audience sharing?What are they experiencing as authentic?At Marketo, we try to mix in posts for ourDefinitive Guides with fun marketingmemes that we have created. The funpieces encourage your audience to share,builds trust, and ultimately helps youdevelop brand loyalty. As you continueto further hone in on your social strategy,you will get into a rhythm of what contentresonates for your audience.
29. pArt tWo: lAying the FoundAtioninTerview:conTenT MarkeTinGexperTrebeccaliebrebecca lieb DiscussesStrategy, influencers,and leftover TurkeyRebecca Lieb is an analyst at theAltimeter Group where she covers digitaladvertising and marketing. She is theauthor of Content Marketing How to UseContent to Market Online and in SocialMedia and consults on content strategyfor a variety of brands and professionaltrade organizations.M: What are your best tips for businessesthat are struggling to find content?RL: For one thing, businesses have tostart thinking like publishers in order to notonly define content, but also to effectivelyuse content. Its very daunting to wakeup every day and find a blank page to fiblank air time or blank podcast time,which is why real publications haveeditorial calendars.ll,Theres a degree of predictability in contentthats not only very helpful to the businessor the publisher whos publishing thatcontent, but also to the audience. Theregularity of these types of features keepspeople coming back. So in order toconstantly create new sources of contentyou need a plan, you need an editorialcalendar.M: During your session at ad:techyou mentioned that content is likeleftover turkey?RL: I love using the turkey analogy. Peoplereally get that. You start out with the turkeyat Thanksgiving and thats the main event,and then everybody knows that afterThanksgiving youre eating turkeysandwiches, you have turkey on yoursalad, and maybe a little turkey hash.Journalists very quickly learn how to treattheir stories and their sources like thatturkey. Thats not meant to soundderogatory, but you need to understandwhat your content assets are and how andwhen to use them.
30. M: In your book, Content Marketingyou talk about how to do a Content Audit.How important do you think that is to theoverall content marketing strategy?RL: A content audit is very importantbecause it not only assesses what youhave, if you do it correctly it assesses howwell its working and how its working ona number of levels. So you not only lookat what content you have, but also is itprofessionally produced, is it spelledcorrectly, is it consistent in style? Whatcontent is attracting people? You look atyour web analytics, and say oh they likethis, they dont like that, or they cantfind something else. It evaluates how freshand topical your content is.20
31. pArt tWo: lAying the FoundAtioninTerview:conTenT MarkeTinGexperT rebecca liebM: Influencer outreach is essential fora successful content strategy. What areyour recommendations for people whoare just starting their influencer outreach?How do you reach an influencer that maybe considered inaccessible?RL: Not a lot of people are inaccessibleon the web, but what they are is inundated.You know theres a lot of noise, we all geta lot of email, we all get a lot of messagesand a classic mistake thats made whenpeople try to reach influencers by gettingin touch by saying Hi, I really admire you.Now can you do this thing for me?What you really have to do first is establisha relationship with that influencer. Perhapsgive them something of value or somethingthats helpful. Take a risk, stick your neckout there and create some dialogue andyou might be pleasantly surprised.M: Who are the top content marketinginfluencers to follow? Who would yourecommend adding to your RSS readers?Aside from yourself of course!RL: Robert Rose who just coauthoredan excellent book on content marketingwith Joe Pulizzi. Joe founded The ContentMarketing Institute and their feed isinvaluable and probably the leadingpublication. For content strategy, theresKristina Halvorson who wrote the book onthe topic. Im a great admirer of Ann Handleyand C.C. Chapman who published earlybooks on content marketing before mineeven. Also, Lee Odden is a terrific bloggeron this and Sally Falkow is very good in thepublic relations range. If you search Twitter,there are some very good Twitter lists ofthe leading content marketing influencers.I would suggest following those peopleand determining whos right for you andwhos really speaking to your contentmarketing needs.
32. pArt threepeer-To-peerSocialSharinG22
33. pArt three:peer-to-peer sociAl shAringwhyShare?Dont just do a social campaign,make every campaign social. Beforeyou begin executing on your socialstrategy, it is important to spend sometime on ways to make every campaignsocial and to understand the benefitsof peer-to-peer sharing vs. companyto-buyer sharing.In the past, marketers have thought of socialmarketing as listening and publishing socialcontent, but instead of viewing social as anisolated channel, todays marketer needsto incorporate it as part of their cohesivemarketing strategy.One of the best ways to engage youraudience is by providing them with acompelling reason to share your messageacross social networks in a way that isnatural and seamless. Word-of-mouthmarketing and peer recommendationsare an extremely powerful way to increasebrand visibility, as people will believe theirnetwork of peers vs. a brand drivencampaign. If your target audiences friendsand colleagues are talking about yourproduct or service, you are more likely togain their trust in a much more meaningfulway than by running an ad campaign.A recent Nielsen Survey showed thatonly 33% of buyers believe what abrand has to say about itself.Because people view any brand-to-buyercommunication as an advertisement, yourcustomers are less likely to take your wordfor it. In contrast, the same studyshowed that 92% believe what theirpeers have to say about a brand. Thatis what you should be focusing on.We think the real promise of the socialexplosion for marketers isnt aboutupdating your feed for hundreds oreven thousands of fans. We think itsabout getting your voice heard by themillions of people out on the social webin a different way by turning yourcustomers into an army of powerfuladvocates for your brand and creatingthousands of peer-to-peerrecommendations on your behalf.3.
34. Make your shares measurable2.Always ask for the right to shareat the right time1.Give people a reason to shareng: ial shari3 parts to soceve there are ilAt Marketo, we beGive people a reason to ShareThis is a new way to think about influence.In the past, influence used to be simple there were few influencers and it was yourPR teams job to find the right people.Social has changed all of that and thereis now an exploding amount of influencers.You want to know who is influentialto your brand, your products, and yourcampaigns. A great way to do this is bybuilding out campaigns that are conduciveto social sharing.But what makes people share? You willwant to consider this when you determinewhat social sharing campaigns you wantto set up.Here are our top 5 motivators thatmake people share:1. Reputation2. Access to something exclusive3. Co-creation4. Competition and winning5. Altruism
35. pArt three:peer-to-peer sociAl shAringwhyShare?Here are some additionalstatistics to consider taken froma recent New York Times studyon social sharing:75% say sharing helps them betterunderstand and process newstheyre interested in85% say the responses they getfrom posting to a social mediasite provide more thought94% consider how helpful a link wouldbe to another user before posting it68% share as an advertisement forthemselves, to give others a bettersense of who they are73% say it helps them find peoplewith common interestsBe sure to keep in mind these motivatorsand stats as you start developing socialaspects to all of your campaigns. Onceyou have created a campaign that youbelieve is worth sharing, here are someadditional ways to incentivize sharingwithin your campaigns:Refer-a-Friend: This sort of campaign isgenerally centered around a compellingoffer. You promote your offer via emailmarketing and social networks, andthen you create special offers for boththe referrers and the referees. If youare utilizing a sharing platform, you canexpect to gather metrics such asbiggest influencers.Social Sweepstakes: Create a contestand get your entrants to spread theword on your behalf. Through thesweepstakes entry you gain importantuser data like who is sharing and wherethey are sharing most.Polls and Voting: Everyone has anopinion and they are usually happy toshare. Take a look at the power of Yelp!Creating a campaign that engages youraudience and compels them to sharetheir opinions is a great way to buildrelationships and get valuable
36. information about your targetaudiences likes and dislikes.Flash Deals: This is a concept similarto a Groupon. Many social sharingapplications offer functionality for youto create your own time-sensitive deal.Use this to create a fun and viralcampaign that will increase brandawareness and increase newcustomers with sharing. Keep inmind the following when creatingyour Flash Deal:Offer time periodMaximum numberof deals soldAllow users to trackdeals progressPublish your offer onall social networks andyour websiteYou can create campaigns like thisyourself, or you can do so through a socialapplication such as Marketo SocialMarketing. The beauty of using anapplication to assist you in creating thesesharing campaigns is that you not onlyhave a streamlined way to deploy eachcampaign, but you can also harnesspowerful metrics that will help youcontinuously test and innovate.
37. pArt three:peer-to-peer sociAl shAringaSk forTheShareSocial Sharingalways ask for the Shareat the right TimeNow that you have created reasons forpeople to share, you want to make sureyou are prompting people to share yourmessage at the right time. As socialsharing has become more important tomarketers, the best practice has been toinclude social sharing links before or aftera piece of content. This is passive sharing.You are creating the opportunity to share,but you are not asking for the share.And if you dont 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 youenjoyed it, by the time you get to the endyou might not remember to share.If you employ active sharing techniques,you are asking your audience to share atthe right time. At Marketo, we use MarketoSocial Marketing to prompt people toshare our message. If you are reading ablog, in addition to the social share buttonsthat appear at the top, we also prompt ourreaders to share by having a share boxpop up as they are reading the blog,reminding them to share.By asking your audience to share, youare starting a conversation with them.You can also use this technique aftera lead downloads a content piece, afterthey download, ask for the share.Social Sharing
38. pArt three:peer-to-peer sociAl shAringMake yourShareSMeaSurableMake your Shares MeasurableWhen a prospect or customer shares yourcontent, this is a great indicator that theyare an influencer for your brand.Additionally by tracking shares, you candetermine what content is working so youcan create more intelligent socialcampaigns over time.Remember when you implementedmarketing automation? (If you havent yet,you should.) You immediately had morevisibility into your campaigns and website.Suddenly, you could track website visitsand downloads. You knew who wasvisiting your website, what pages theyvisited, and what content appealed mostto them. Additionally, you could track all ofyour email campaigns. The increasedtracking capabilities enabled you tooptimize your processes and messaging.You should be doing the same with yoursocial marketing. Instead of just knowinghow many shares you received on Twitter,LinkedIn, Google+, Facebook, etc, youwant to know everything about eachsharing activity. Who is sharing yourcontent? Who did they share your content influencers are, what content they arewith? And what are they sharing? Social sharing, and what their networks looklike.applications like Marketo Social Marketing, By analyzing your social sharingmetrics,create more insight into all of your social you can create A/B testing, so youknowactivities so you know who your top what is working and what isnt.Marketo social Marketing dashboardThe Definition of SocialvalidationSocial validation, or social proofing, is apsychological phenomenon that occurswhen people do not have enoughinformation to make opinionsindependently, and instead look forexternal clues like popularity, trust, etc.Social networks play an influential rolewhen it comes to mitigating the feeling ofrisk that overcomes B2B buyers whentrying to solve a problem or purchase asolution. A huge part of this is from thesocial validation or social proofing inherentto many social media sites. For example,
39. sites that focus on bookmarking, ranking,voting, and commenting all incorporatesocial validation when users give theiropinions through comments or ratings.B2B companies can use social validationto help increase their credibility and allaytheir prospects fears. By opening yourwebsite up to ratings, reviews (andsometime rants), youre telling yourprospects that you value transparency, areopen to feedback, and can be trusted as avendor.
40. pArtFourb2bSocialMeDia channelSanDTacTicS27
41. pArt Four: b2b sociAlMediA chAnnels And tActicschannelS anDTacTicSSocial Media channels andTactics for every b2b MarketerThis is meat of your social marketingplan. The types of social media toolswell cover include:ChannelsSocial NetworksFacebookTwitterLinkedInGoogle+YouTubePresentation and Document SharingPhoto and Image SharingQ&A SitesInfluence tracking sitesTacticsBloggingCommentingBookmarkingPodcastingThere are many different venues to getthe word out there about your company.These channels are where you will postyour contact and promote peer-to-peersharing. This is not an exhaustive list, butwe have mentioned some of the majorsocial channels you should consider.Social NetworksThis is the bread and butter of your socialmarketing strategy. You will be spendinga lot of time on the four major socialmarketing sites: Facebook, Twitter,LinkedIn, and Google+. But rememberthat it is not enough to merely post onthese sites, the key is to engage and buildrelationships through influence marketing.28
42. pArt Four: b2b sociAlMediA chAnnels And tActicsfacebookThere are more than 800 millionpeople using Facebook every day.This platform offers more than justa way to stay connected to friendsand family; it is an essential tool in theB2B marketing toolbox. Facebookallows your business to be available topeople on a trusted, popular platform,where prospects can see real people(their friends, family or colleagues)interacting with you and your brand.This sets the stage for you to buildstronger, more immediaterelationships with them.But, businesses need to strike that criticalbalance of offering content that is relevantand adds value, with content that just plainentertains. At Marketo, we like to ask twoquestions before every Facebookinteraction we plan:1. Does this help our brands likeability?2. Is this interesting, engaging, usefulcontent?Posting for the sake of posting canactually hurt your chances of being seen.The second you post something thatis not engaging or relevant, EdgeRank,Facebooks proprietary algorithm toorganize your newsfeed, will stop amplifyingyour posts and placing them in your fansnewsfeeds (more on that below).Facebook Pages can help your companybuild awareness, share enthusiasm, createloyalty, strengthen inbound marketing, andpromote peer-to-peer sharing. First, letsbreak down the elements of a Facebookpage and how you can take advantageof them.Facebooks new timeline:what you need to knowFacebook began rolling out its newtimeline format in September 2011. Hereshow it better serves B2B companies:The scrapbook style lets youprominently display key snapshots ofyour business brand, marketing focus,and gives you the ability to tell a story andto highlight your companys milestones.Interactions, comments on Fan pages,
43. and Likes about your companyappear in a users news feed. Likeswill also appear in a box at the topof their page, keeping you prominentlytop of mind.The ticker shows a live stream of friendsactivities and conveniently lets usersLike a page without leaving their ownnewsfeed. In other words, Facebookusers can easily see when their friendsare interacting with or commentingabout your brand and they can dothe same.Marketos current Facebook pageThe timeline offers more branding andlead-capture options. The large coverimage presents plenty of room for yourbranding and marketing images, so youcan capture the eye of a potentialcustomer and get them on your page.You can also pin images to the top ofyour page and highlight certain imagesto enlarge them.29
44. pArt Four: b2b sociAlMediA chAnnelsAnd tActics facebookEdgeRank explainedThe content you create and share is yourmake-or-break component onFacebook. To get the most out of yourFacebook page and presence, your postsappearing on your fans newsfeeds isessential. This is where EdgeRankbecomes important. EdgeRank isFacebooks algorithm that personalizesusers newsfeeds and inserts posts itthinks will interest them. In very simplifiedterms, if users (or their friends) areinteracting with your company/brand ona fairly frequent basis, you show up; if not,you get dropped.When it comes to Facebook marketing,you can use two metrics to measure yoursuccess: engagement rate and thepeople are talking about this rating.Your engagement rate can bedetermined by dividing your total Likesand comments by your total numberof fans (Likes + Comments/Total #of Fans). Thats why your posts needto be engaging and spark a reaction.A high engagement rate helps you buildyour EdgeRank and gets you seenmore often.Your people are talking about thisrating is basically your buzz metric.It measures whos talking about you oryour posts on their pages and can befound in your pages Facebook insightsas well as on your page. For example,on Marketos Facebook page, the"talking about this" number is locatedon the profile page just under the coverphoto and the chart below that istrending that number. It basically showswhen Marketos activities in the real,virtual, or social worlds are sparkingconversation on Facebook.The next logical question is, How do Keep your interactions up by posting morewe increase our interaction and sharing? often and by being online andavailableTo boost interaction, businesses need right after you post. In other words,dontto post more often and engage their post and go to bed. And keep in mind thatconsumers in a two-way dialogue. More a post posed as a "question" tends tothan 70% of interactions occur during drive more interaction than one written as
45. the first hour after a post is made. a statement.Marketos talking aboutthis metriceven when you are marketing to your entireaudience or customer base, you are still simplyspeaking to a single human at any given time.Worry less about sounding professional andworry more about creating remarkable contentthat other humans can relate to.ann hanDleychief content officer at Marketingprofs
46. pArt Four: b2b sociAlMediA chAnnelsAnd tActics facebookHow 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, soyoubased 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 visualcontentor comments about the page. on our Facebook page to get engagementfrom 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;you post content that gets Likes and likes and shares be posted on socialnetworkscomments, and your future contentappears in the newsfeeds of those thatLiked and commented on earlier content.Dont forget: as prospects interact withyou through Likes, reposts, or shares,you should be tracking engagement.to be displayed on social networks on social networksMeme created to encourage killing time infographic tovisual graphic depicting a stat event graphic created to post31
47. pArt Four: b2b sociAlMediA chAnnelsAnd tActicsfacebookFacebook GroupsThe Group feature is useful fordemonstrating your companys passion fora topic, and gathers like-minded people toshare ideas. The best part is that the morepeople join your group, the more it getspromoted to their friends and networks,increasing the groups popularity andgrowth. Creating a Facebook Groupis a great way for businesses to createawareness, increase inbound links andfoster loyalty.Facebook ListsFacebook launched this feature inresponse to Google+s circles, so itfunctions 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 listfor competitors. Through lists you caneasily view and post to select groups ora company, which makes it easier for youto monitor and engage.Facebook Promoted PostsPromoted posts show up in the newsfeedof all your fans and are visible to theirfriends as well. It becomes a sponsoredstory that is seen by more people than aregular post, so be sure that when you dochoose to promote a post, it is strong,current, and compelling.It is pretty safe to say that businesses willnever be able to compete with posts thatare strictly entertainment-based or forsocial purposes only. But by using thispromoted post feature, you can callattention to posts that you believe willgenerate the most impact.Facebook suggests using PromotedPosts for any of the following to get youmore exposure:Unique, vibrant, and interestingphotos and videosOffers (still in beta)Exclusive events or news
48. QuestionsWe found the magic formula forpromoted posts to be this: Clevermessaging with a fun visual, alltied back to a strong offer or pieceof content.heres the elevation principle formula:great content plus other people minusmarketing messages equals growth.Michael STelznercofounder of social Media examinerHere is an example of a very successfulPromoted Post we did at Marketo:Typically, <20% of your fans will naturallysee any post, 35% at best, often less.In this case only 8,847 saw it organically,and for a budget of $200, the promotedpost added 34,759 views. This was almost5x the number of views that we would havereceived organically.
49. pArt Four: b2b sociAlMediA chAnnelsAnd tActicsfacebookFacebook AdsIf you do use Facebook ads , they needto appeal to your audience, think outsidethe box. Use eye catching pictures andcompelling language. Remember: yourecompeting for attention in a noisyenvironment. Heres an example of howwe managed to break through the noisewith our Facebook ad:Facebook AppsBefore the timeline changes took place,you could capture Likes via yourwelcome page by gating your content andencouraging users to Like your page foraccess to this exclusive content. This hasgone away with timeline. Now Facebookgives you the option to feature up to twelveapps. Four of these apps are shown bydefault, with the remaining apps underthe fold and only visible by clicking andexpanding the tab on the right. Althoughyou cannot move the photo app as thedefault, you can control which other threeapps show above the fold. Its importantto optimize these three and rotate themfrequently with fresh offers.Allowing you to change the appsappearing above the fold is one of themost interactive and engaging portionsof the timeline and your best chanceto showcase a call to action or offer thatwill convert. Take this into considerationwhen selecting the display images ofyour apps. Consider the image a smalladvertisement rather than an image.Weve even developed a customapplication within Facebook thatincentivizes Likes of our offers. Thisform syncs with Marketo and capturesthe lead in real time while offering theuser a frictionless experience becausethey can fill it in without leaving Facebook.Marketos Facebook AppsA brand is no longer what we tellthe consumer it is it is whatconsumers tell each other it is.ScoTT cookco-Founder of intuitFacebook Key Metrics
50. Likes Posts People are talking about this Engagement rate
51. pArt Four: b2b sociAlMediA chAnnels And tActicsinTerview: facebookexperT DenniSyuDennis yu on breakingedgerank & creatingkick-a** adsDennis Yu is co-founder and CEOof BlitzLocal.com, providing leading edgelocal search solutions for regional, nationaland international multi-location andfranchised enterprises. Over the last 3years, he has guided the development ofan ad serving platform that garners PPC,SEO, email, and facebook advertising,optimizing campaigns to online and offlineconversions via phone, lead generation,online ordering, and coupon redemption.M: How do you determine who to targetspecifically?DY: You have to know who your audienceis. If you are selling marketing automationsoftware, and its targeted to smallbusinesses all of the way up to enterprisecorporations, well that audience couldpotentially be 2 million people. If you donthave the budget for 2 million peopleor if you dont have the time to make 100different micro targeted ads, then whatyou do is set up one or two ads startingat 5 or 10 bucks a day.We call this a mega ad. You create one adthat has everything in it and then you startto do A/B testing. You keep promoting tothe winners, it seems like what might beworking here is people who are 25 plus,and I am going to take not just the peoplewho are in marketing, but I am going tonarrow it down to those people who areB2B marketing and Director, MarketingVice President, Executive and I am goingto also say those people who are friendsor fans. Then keep narrowing down andtake the offspring of this mastered ad.M: How many people on average reallysee a business pages post and whatpercentage of their following is Facebookactually showing it to?DY: Facebooks number is 16%, but thatis a confounded number because thereare a lot of small businesses, and its easyto get 16% exposure if you have only100 fans. If you are beyond small businessand I mean 100 plus employees, the realnumber is about 5%. If you have 20,000
52. fans, youre lucky if you can even geta 1,000 people or even 2,000 peopleto see your posts.M: What is your number one tip forbusinesses trying to break throughEdgeRank with an organic post?DY: Ill give you one and half tips. If you canget more engagement against a particularpost, youre going to have more power inthe news because it generates morepotential connections. Lots of people aresaying that if you advertise you will rankbetter organically in Facebook becauseFacebook doesnt discount the ad driveninteractions that occur.But you asked how do you do itorganically. Well, you have to use othersources of traffic to drive people to theFacebook page and to that post. If you usethings like the comments plug-in, anyinteraction that occurs on Facebook willshow-up on the website at the same time.34
53. pArt Four: b2b sociAlMediA chAnnels And tActicsinTerview: facebookexperT DenniSyuM: Whats the best tool to findrecommended targets for you?DY: There is nothing better thanFacebooks own tool which is free touse. You dont even have to create anad account to get access. To make anaccount, you go to facebook.com/ads/manage and go in and say, I want toknow how many females there are wholive in San Francisco, who have this kindof degree, who went to Stanford and wholike healthcare. I can do that and getexactly how many there are.If you are spending enough money, youcan use Power Editor as well. It can targetpeople by where they are in their life sayare they looking for a car, they have anauto intended category, just got married-you can combine that with a particularinterest targets.M: What would you recommendas the best resources for stayingup today on Facebook changes?DY: I dont think theres really a betterresource than allfacebook.com andinsightfacebook.com. If you are a developeror if you are sort of technical, I wouldrecommend developers.facebook.com.Thats where they post things when thereare breaking changes, where an FBMLis going to break, or when there is a newad format that you need to take care of. If youre new to Facebook marketing,I would just go to facebook.com/marketingbecause it has all the different resourcesFacebook wants you to read.
54. pArt Four: b2b sociAlMediA chAnnels And tActicsTwiTTerIn 2007, Twitter began as what manyconsidered to be a flash-in-the-pansocial media outlet, but as of 2012,Twitter had over 500 million registeredusers and is one of the 10 most popularsites on the Internet anything buta passing phase. Companies that lacka strategic, lead-generating plan ofattack for their Twitter accounts arelosing out on access to a hugepotential customer base and theopportunity to showcase themselvesas social savvy, relevant businesses.Being followed on Twitter is anincredibly strong signal of onlineaffinity for your business. Theseself-selected prospects are indicatingan active interest in your brand andare asking to hear more from you.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 shortTwitter handle will help your followerswhen they re-tweet you.Think of Twitter as the water cooler forB2B marketers: Its a vibrant communitywhere businesses can prospect leads andcongregate as thought leaders to discussrelevant industry topics. B2B marketersare always striving to provide good contentin an easily digestible and timely format.On Twitter, it is easy to quickly composeTweets and messages aimed at thoseinterested in your company or product.At Marketo, we are always seekingmarketing avenues that allow forcontinuous, real-time engagement withour customers and prospects. Twitterhappens to be one of our most effectiveprospecting channels. We use it to get theword out to customers about specificproduct offerings and as a forum forpotential customers to discover and learnmore about us and what we offer.Marketos twitter page36
55. pArt Four: b2b sociAlMediA chAnnels And tActicsTwiTTerTwitter followingBecoming someones followeron Twitter accomplishes four goals:You identify Twitter accounts that willbe relevant and interesting to you, yourorganization and your industry.You let people know that youre onTwitter, and encourage them to followyou back.You associate yourself with a specificgroup of industry experts and thoughtleaders, and demonstrate your interestin the space.Twitter is a great platform forengagement, so once you followsomeone on Twitter you can workon starting a conversation.Tips for followingFind people to follow by importingyour contact databases using toolsthat Twitter provides. Then, broadenthis action by following those that yourfollowers are following where relevant.Be sure to also follow people that yourcompetitors are following.Do a search for experts in the fieldwho are tweeting. You can find peopleto follow on sites like Wefollow.comor Twibes.com.If possible, try to make sure to followback relevant people and companiesthat are following you. You dont wantto upset prospects, customers orpartners by not following them!Twitter provides easy searchfunctionality so that you can findpeople that are talking about yourcompany and your industry. Spendsome time trying out different searchesand hashtags that are relevant to yourbusiness. Once you find the peoplewho are contributing most to theconversation, start following them.Create lists. By creating a list you caneasily segment people who you are
56. following. As an example you can createa list for hot prospects, customers, andone for competitors.Tools to manageTwitter followersWith so many people to follow,sometimes it is tough to keep track.Plus, as you follow more people,you notice the number of irrelevantTweets start adding up. There aremany tools out there that can helpyou get rid of people who arentfollowing you, reciprocate follows,cleanup inactives, and follow newpeople based on similar interests.Here are 5 tools that can easily helpyou manage your Twitter followers:1. tweepi.com2. friendorfollow.com3. untweeps.com4. refollow.com5. foller.me37
57. pArt Four: b2b sociAlMediA chAnnelsAnd tActicsTwiTTerTwitter 101 : Getting started You can also engage Twitter followersand influencers by including an @Always use a URL shortener like Bit.ly. mention in your tweets. You can do thisThey are also often built into other when you post content you think willtools such as Hootsuite and Tweetdeck. resonate with an influencer. An easyYou only have 140 characters, so make format to follow is tweeting with a linkit count! to relevant content and then includingThe symbol # on Twitter is known the @ mention at the end of the tweet.as a hashtag. These tags are used Use Twitter lists to segment users byto affiliate a tweet with a certain topicinterest or group together brandand can be useful for tracking social advocates and your favorite twittermarketing campaigns and connecting users. Keep in mind that when you addwith customers. You can develop your a user to a public list they are notifiedown hashtags to try and promote a viral and the list is open and searchable toallfollowing for a specific topic or campaign. users. A private list, which may beusedAvoid the temptation to use tools that for competitors, is only visible to you.send automatic direct messages. Use Twitter during events and toThese types of messages are often promote things like contests. A greatconstrued as spam and may cause way to engage your Twitter followerspeople to unfollow you. is to create a contest that asks followersto contribute in some way.You want your Twitter feed to be a mixof Tweets youve created, as well asreplies and retweets.An example of Marketos twitter feed
58. pArt Four: b2b sociAlMediA chAnnels And tActicsTwiTTerTweetchatsA Twitter chat is a public conversation onTwitter based around a unique hashtag.The hashtag allows you to follow thediscussion and easily participate in it. MostTwitter chats are usually recurring and onspecific topics but some are also basedaround special events. Hosting a Twitterchat is an amazing way to engage withyour fans and followers. In addition, this isa great way to better understand and growyour community and to promote yourbrand and business.Five Great Weekly Tweetchatsfor Marketers(Taken from http://under30ceo.com/25-twitter-chats-every-entrepreneur-must-know/)#blogchatTopic: BloggingHost: @MackCollierWhen: Sundays 9PM ETWhy its cool: This is supposed to bethe largest Twitter chat on the web andevery last week of the month users pickthe topic.#socialmediaTopic: Social MediaHost: @JasonBreed @marc_meyerWhen: Tuesday at 12PM ETWhats good: There is a huge archiveof 130+ chats. Check out the transcriptshere and check out some serious thoughtleadership by attendees.#b2bchatTopic: B2B Marketing Best PracticesHost: @b2b_chat @andrewspoeth @b2bento @cuferg @kseniacoffmanWhen: Thursdays 8PM ETWhats cool: This group features its ownLinkedIn group http://linkd.in/qJtYFgexclusive to B2B marketers.#mmchatTopic: Marketer MondayHosts: @TheSocialCMO @JeffAshcroftWhen: Mondays 8PM ETWhats smart: Most recent topic:Would You Join Your Own Community?Get the chance to meet social marketingexperts from leading firms every week.#bizforumTopic: Trending Business TopicsHost: @samfiorellaWhen: Wednesdays 8PM ETWhats awesome: Unlike other chatsparticipants are encouraged to agree
59. or disagree and really get to the root of theissue. Hashtag also features the questionof the day.39
60. pArt Four: b2b sociAlMediA chAnnelsAnd tActicsTwiTTerPromoted Tweets in timelinesA Twitter strategy we have used with greatsuccess is launching Promoted Tweets intimelines targeted to followers and userswho are similar to our followers. OurPromoted Tweets contain timely andengaging content like contests for tripsto industry events and links to thought-leadership pieces. Every Promoted Tweetthat we run goes to a gated resource page.We set up a series of three Tweets percampaign and rotate them accordingly.For timelines, we run three Tweets on onecampaign for three days at a time.Promoted Tweets in searchFor search Tweets, we run two offersevery two weeks with three differentTweets focusing on fifteen keywords andfive countries. We have found through trialand error that its more about the offer thanabout the money spent. Fresh relevantcontent offers with the right messagingyields CTRs of up to 17% with a cost-perprospectcoming in at around $14 each.This, of course, will vary based on youroffer and the relevancy of your content.We always see significant spikes inrelevant Tweets during industry events.We decided to capitalize on that and usePromoted Tweets in search results duringkey B2B conference dates. This allowedus to be part of relevant conversationswhen the conversations are hot. Bytargeting event-specific hashtags andrelevant keywords like B2B and leadmanagement, we are where we needto be at prime lead-generating moments.Being a part of real-time conversationsmeans pouncing on real-time opportunities.Influencer marketing on TwitterTwitter is a fantastic platform to learnwho your influencers are. BecauseTwitter is designed for quick exchangesof information and shares, you can startto keep track of who is re-tweeting yourcontent and engaging in conversations.Remember to reach out to your topsharers to create relationships. Theymay be interested in doing a guest blog
61. or allowing you to do a guest blog on thesite. The more you engage directly withyour top influencers, the more they willcontinue to promote your content.An example of airthe internethas turnedwhat used to bea controlled,one-way messageinto a real-timedialogue withmillions."@DanielleSackSsenior Writerat Fast companyMarketo promoted tweet40
62. pArt Four: b2b sociAlMediA chAnnels And tActicsTwiTTerWhat to tweetTo some, this may sound backwards orsurprising, but do not use Twitter to onlypromote your company. Sure, calling outyour companys new ebook or webcast isan important part of your tweeting. But ifyou never contribute to the conversationstaking place, if you never offer somethingpersonal or fun or funny, you are missingthe prime opportunity unique to Twitter.Twitter is about building relationships;it is about reciprocity. Engage and beengaged. Be a part of the flow ofinformation. Dont be a broken recordrepeatedly rattling off the companystagline. Its in your best interests to payattention to what your customers andprospective customers are tweeting aboutand to respond accordingly.Remember, your content should createvalue and ultimately, be helpful to yournetwork. In B2B marketing, re-tweetingmaterial that will be helpful to your networkis good, but writing your own informationalmaterial is even better. If your network(specifically, customers and prospectivebuyers) benefit from something you tweetabout, they will remember you and yourbusiness.Here is that word of caution mentionedearlier: As with anything, a little selfpromotion is good for business but if yourentire tweet history is only about you andyour company, youve got it wrong. Keepin mind the 4-1-1 rule:The 4-1-1 rule for Twitter was popularizedby Tippingpoint Labs and Joe Pulizzi,founder of Junta42 and the ContentMarketing Institute. For every one self-serving Tweet, you should re-tweet onerelevant Tweet and most importantlyshare four pieces of relevant contentwritten by others.Whats great about this approach is that itlets you engage in the conversation, buildawareness, and keep in touch with yourfollowers without coming across as pushyor too me focused. Weve been trying tofollow it at Marketo for our Twitter updatesas well as our Facebook updates, andso far results are positive. As you plan out
63. the cadence of updates youll send, tryscheduling four educational or entertainingTweets mixed with one soft promotion(e.g. attend an event) and one hardpromotion (e.g. download a free trialor apply for an account).Twitter Key Metrics Followers Mentions Retweets Retweet/reply reach Number of lists Social Capital influenceof twitter followers Number of potential prospectssent to sales
64. pArt Four: b2b sociAlMediA chAnnels And tActicslinkeDinAs a leading social networking sitefor professionals, LinkedIn is perfectfor B2B organizations, as the focus ison education, work history, companiesand professional interests.Build out your companyLinkedIn ProfileCompanies can build a profile on LinkedInthat showcases products, employeenetworks, blog posts, upcoming events,and status updates. Much like Twitter orFacebook, 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.Here are some tips to get startedon creating your LinkedIn page:Give a voice to your products: The newProducts Page allows you to assignmembers of your organization todifferent product offerings so prospectsknow exactly who to get in touch with.This is a great way to startconversations between top prospectsand product managers, sales, andsupport staff within you organization.Recommendations: After you createyour Products and Services Page, youcan begin using recommendations.This gives current customers oremployees a forum to recommendyour products and services to others.Videos: You can now post videosdirectly to LinkedIn on your Productsand Services Page. Place them nextto product descriptions to get themost value and visibility.Offers: The Products and ServicesPage now has a Promo box. This isa great place to include contests,promotions, and discounts. Use thisarea to drive additional traffic to yourwebsite.Marketos linkedin page42
65. pArt Four: b2b sociAlMediA chAnnels And tActicslinkeDinBuild a LinkedIn Group aroundyour companys specializationsand core competenciesThe Groups feature is a great way todemonstrate thought leadership arounda specific area and to gain insight intothe pain points of potential customers.Encourage customers to use this asa forum for discussions and assignsomeone to monitor your group. Themoderator should post responses andkeep the conversation going. LinkedInGroups makes it easy for B2B companiesto locate potential customers. Simplymake a list of keywords that relate to yourprospects or the industries you target,and run a search for any LinkedIn Groupsrelated to these keywords. Once you findthe right groups, participate in discussions,ask questions and make connections.Encourage your employeesto participateLinkedIn is a great venue for your employeesto both promote your brand and their ownpersonal brands. Employee contributorsshould post your company blogs on theirLinkedIn status updates and join relevantgroups. The more evangelists you have onLinkedIn, the more opportunity you have tobecome a thought leader in your space.LinkedIn and SEOLinkedIn is fantastic for SEO and havingproperly optimized pages, both companyand employee can boost SEO and organicvisibility.Encourage employees to optimizetheir pages by using the followingquick tips:Include a professional headshotInclude keywords in job position titleLink to company blog under WebsitesAdd Twitter handleClaim unique URL and then drop it intoemail signatures
66. Write a summary in the first person andthink of it as a greatest hits collection.Include keywords and add a bit of yourown personalityUnder Specialties, include a line listall skills one on top of the other to makeyour profile easy to readMake sure to add plenty of skillsin the Skills sectionMove recommendations closerto the topLinkedIn AdvertisingLike Facebook Ads and Promoted Tweets,LinkedIn advertising can get your messageacross to the right audience. LinkedIn adswork like PPC , and because LinkedInholds valuable demographic information,this may be a great platform for you toreach your target audience. When you setup a LinkedIn profile, you put in informationsuch as title, role, company, workexperience etc, and LinkedIn can usethat information to help very specificallytarget advertising.Create ads that work for your targetaudience: When you develop an adon LinkedIn you will be asked to selectyour demographics based on role, title,industry, geography, and a variety ofother criteria. Remember to think aboutyour keywords when working in eachdemographic. An ad geared towardsa practitioner will be different than anad geared towards an executivelevel prospect.Think about your call to action: As withyour ad copy, you want to make surethat your call to action is appropriate toyour target audience. If it is a piece ofcontent think about whether your targetaudience will resonate with that contact.Additionally, make sure that you areutilizing one call to action per ad so thatyou give your prospect clear direction.
67. pArt Four: b2b sociAlMediA chAnnelsAnd tActicslinkeDinOther important LinkedIn tipsTry to get recommendations fromothers that include positive commentsabout your company. These commentscontribute to social validation aboutyour organization when people viewyour page. Do this for both personalprofiles and for your company profile,as it allows for reviews as well.Pay attention to the network updatesyou receive from LinkedIn, as theyshare important updates about yourconnections and can hold the keyto new business opportunities foryou and your company.Use LinkedIn Answers to ask thought-provoking questions or become anexpert by providing valuable answersand demonstrating thought leadership.LinkedIn Answers are a great way foryou to showcase your interests, expertiseand problem-solving capabilities toentire networks of people, which canindirectly drive interest in your companyand new businessPromote events on LinkedIn.The events section of LinkedIn allowsevent organizers to post events andencourages those attending to RSVPfor the event. This promotes additionalvisibility and encourages sharing.44LinkedIn Key Metrics Followers Referring Traffic References Group Members Discussions Createdif you make customers unhappyin the physical world, they mighteach tell 6 friends. if you makecustomers unhappy on the internet,they can each tell 6,000 friends.jeff bezoSceo at Amazon.com
68. pArt Four: b2b sociAlMediA chAnnels And tActics GooGle+Google+ is quickly becoming a key partof any business social media strategy.Boasting 150 million active users and250 million total users as of June 2012,this social network is going to growvery quickly as Google is making aGoogle+ account mandatory for allGmail users. Google+ is also playinga major role in SEO by making it easierfor marketers to show up in searchresults.About PageAn essential but often overlooked first step,the about page is a fantastic opportunityto give a quick overview of what yourbusiness is all about. You can also linkback to specific pages and services fromthis page directing potential customersto the most important pages on yourwebsite. Its important to have a balanceof marketing savvy copy thats alsoSEO friendly.Marketos google+ pageMake sure to include information thatsearchers will want to know about yourcompany. Take advantage of the fact thatGoogle+ allows you to use bullets in yourdescription, which makes it simple tocreate an easy-to-read list of your productsand services. You can also include linksto specific pages and a contact form. Testand track different variations to see whatworks best for your business.Google EventsGoogle recently announced the Eventsfeature which allows G+ users to sendout customized invitations to anyoneregardless of whether or not they areG+ users. It syncs beautifully with GoogleCalendar and shows up automaticallywhen a user confirms for an event.In addition to sending out invites towebinars, work functions, parties, etc.,Google Events can also send out invitesfor Google Hangouts. This could be thecatalyst that gets your business on boardto start using Hangouts or increase theawareness and attendance of the onesyou are already hosting.
69. The Party Mode feature of Events allowseveryone in attendance to instantly uploadpictures to the same album using theGoogle+ mobile app, creating a living,real-time photo journal of a specific timeand place. You can then show the photosoff in chronological order as a slideshow allwithin Google+.CirclesThis functionality allows a marketer tosegment their followers. Unlike other socialnetworks, through Circles, marketers candevelop personas and communicatehighly segmented messaging to eachaudience. This allows you to have a moreauthentic dialogue with your keyprospects.HangoutsUse Google+ Hangouts for videoconferencing. Again, the beauty here isthat it is highly integrated with other Googleapplications. So, if you use Google appsfor your business, Hangouts can be aquick and easy way to connect teams andget some face time with a prospect.45
70. pArt Four: b2b sociAlMediA chAnnels And tActics GooGle+Claim your ownership of contentGoogle is aggressively using SEO benefitsto entice webmasters and bloggers toengage with Google+. Google Authorshipis how Google authenticates and willincreasingly begin to trust you as aquality source of content. Setting upGoogle Authorship is simple andstraightforward. You identify yourself toGoogle through your Google+ profile andthen link back to it from your content andvice versa.Google authorship is the easiest wayto take advantage of the SEO benefits ofGoogle+. Doing so will allow the authorspicture to show up next to his blog postsin Google search results, causing higherrankings and click through rates.The business benefits for settingup Google AuthorshipIncreases awareness of your overallGoogle+ profile pageAdds a human element to yourcontent and increases trustworthinessHelps your content stand out fromthe crowded search page resultsImproves your chances of showingup in more personalized search resultsProtects the original posts rankingposition as higher than a post thathas scraped or syndicated theoriginal contentStudies have shown thatGoogle Authorship increasesclick-through-ratesGoogle+ Key Metrics Circle Adds/ Followers Mentionsexample of google Authorship46
71. pArt Four: b2b sociAlMediA chAnnels And tActicsyouTubeVideo is now an essential part of anysuccessful social marketing and leadgeneration strategy. Not convinced?According to Forbes, three-quartersof executives surveyed said they watchwork-related videos on business-related websites at least weekly; morethan half watch work-related videos onYouTube at least weekly.When optimizing this channel for lead genthe first step is to create videos that bothentertain and educate. Your goals shouldbe based on increasing awareness,demonstrating products, sharingknowledge, and humanizing the company.The next step is to optimize these videoswith targeted keywords giving thema much better chance of reaching pageone in Google search.Optimize your channelYour channel description should include akeyword rich description since this sectionrepresents the meta data that is searchedby Google. Each section of your profileis a chance to add in your business mostimportant keywords.Optimize individual videosYour video description should be 2 or 3sentences that include targeted keywords.Its also a best practice to include ashortened link with a call to action drivingtraffic to your website or a landing pagewith a specific offer.The tagging feature is the way thatYouTube determines the relevance of yourasset and groups similar videos together.5-7 tags are optimal and will ensures yourvideo is associated with other videos thatuse the same tags so they can appear asa related video when users are viewingother videos.Encourage commentsWhen a video receives higher ratings andmore comments, YouTube sees these asindications of higher quality, more relevantvideos. Your goal should be to generate asmany thumbs up ratings and commentsas you can for SEO purposes.
72. Commenting on other popular videosin your niche is another way to generatemore comments and ratings. Its alsoa great opportunity to present yourselfas an expert by making a comment thatactually gets liked by the viewers.Increase awareness for your companyMany of your prospects are probablyalready registered users of these videosites. Make online videos part of yourmarketing asset strategy youll have apresence on sites that your prospects arealready visiting, while looking like a thoughtleader in your industry.Generate new leadsUse videos to promote lead generation byputting links to offers for additional contentlike whitepapers or webinars at the bottomor end of the video.Publish online videos on your websiteand landing pagesWith sites such as YouTube, you can easilyhost videos on your landing pages andwebsites by using the links and embedcode that YouTube provides.Get into video viral marketingVideo sites provide you with the links to letyou share with others or include the videoson your own site. Determine which videoswould be useful to prospects and includethese links in your emails, blog posts, andother outbound communications.Remember, always be thinking aboutmaking your content more shareable.
73. pArt Four: b2b sociAlMediA chAnnelsAnd tActicsyouTubeIncrease social shares through videoVideo content is a great asset to promotesocial sharing. Integrate videos in yoursocial campaigns to further increaseengagement, as videos often have highshare rates compared to other typesof assets.Promotional and sales-focused videosare acceptable and useful. Unlikewhitepapers, online videos can be productoriented and promotional, such as:Product demosCustomer testimonialsSpeaking engagementsHoliday video cardsVblog (video blog) entriesUser generated contentCompany culture videosYou can also separate this content outby using channels and by customizingthose channels with your companylogo and branding.YouTube Key Metrics Referrals Views of videos Pages ranking on key terms Subscribers SharesWere livingat a time whenattention is thenew currency.those who insertthemselves intoas many channelsas possible lookset to capturethe most value.peTe caShMoreFounder of mashable.comMarketos youtube page
74. pArt Four: b2b sociAlMediA chAnnels And tActicspreSenTaTion anDDocuMenTSharinGWhile 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 anextensionin mindset. B2B prospects are already of the Resources or Downloads sectioneducating themselves about your on your company website, with the addedcompanys 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 webinarslides. Make sure that all of yourpresentations are optimized for SEO.Marketos slideshare page
75. pArt Four: b2b sociAlMediA chAnnelsAnd tActicspreSenTaTion anDDocuMenTSharinGSlideShareWe recently experienced great successusing SlideShare as a channel to promoteour content. While working with ColumnFive, we created a slide presentation calledHow to Build a Better Inbound MarketingMachine. In just over four weeks, ourpresentation was viewed more than133,000 times and shared hundreds oftimes across the socialsphere.Pretty impressive numbers and we wantto explain how we got them. Of course,it is not an exact science. But we foundthat putting in place the following elementsto promote and build awareness aroundour SlideShare presentation gave us amuch better chance of garnering plentyof views and shares.Keys to a successfulSlideShare launch1. Make it a part of something bigger.Our SlideShare presentation is a partof a much larger content initiative.At Marketo, we build our editorialcalendar around monthly themesand then put together the contentpieces to support that theme,including, but not limited to,SlideShare decks, white papers,blog posts, email campaigns, andinfographics.2. Base your presentation on a topicin which you are an expert.3. Take it on the road. Present yourSlideShare deck at company meeting,user groups, meetups, and conferences.4. Use both paid and earned media in yourpromotion strategy.5. Work with a partner who understandsyour goals.Presentation and DocumentSharing Key Metrics Referrals from presentation/document sharing sites Views on presentation/documentsharing sites Pages ranking on key terms frompresentation/document sharing sites Subscribers to company profileor pagesMarketing is theart and science
76. of choosing targetmarkets andbuilding profitablerelationships withthem; its the artof demandmanagementphillip koTlerprofessor and MarketingguruMarketos success with our inbound Marketing slideshare deck
77. pArt Four: b2b sociAlMediA chAnnels And tActicspinTereSTphoto and image SharingThe ease at which you can share photosand images with others is a huge boonfor B2B companies. It lets you record andincrease the visibility of company events,industry conferences, user groups andmore. Prospects and customers lovevisual content, so make sure you areconsistently using images in yourmarketing mix. Why are photos king?Here are our top reasons why you shoulduse photos and images as part of yourmarketing campaigns.Appeals to emotions: Visual contentappeals to the viewers emotions in away that text is unable to. Thanks to thesimplicity of photo and image sharingapplications, text is an afterthought.Creates intimacy: Photos help openthe personal side of your company.Now customers and prospects canrelate to your brand message via photos.Engages: Photo and image sharingapplications provide the perfectopportunity for your business to engagecustomers in a fun way through contestsand other image-centric campaigns.pinterestPinterest is virtual scrapbook or pinboardthat allows users to share and organizevisual imagery. A user can pin anythingfrom around the web and other users canre-pin their images. Users organize theirPinterest pages by categorizing contenton boards.For businesses, Pinterest can be a wayto curate visual content like infographics,videos, company culture, and even blogposts. Pinterest can help promotecreativity, but always make sure that yourcontent is relevant to your audience.Pinterest pages can also be used for alanding page for an email campaign, event,or presentation. The boards provide aunique way of organizing content to bevisually appealing to your prospect.Make sure you are including a good contentmix in your Pinterest boards. Followers will
78. want to see a combination of business andculture content. At Marketo, our boardsrange from info on marketing automation,infographics, blogs, to office fun. Justmake sure all of your content is visuallyappealing and interestingMarketo pinterest boards51
79. pArt Four: b2b sociAlMediA chAnnels And tActicspinTereSTAdvertising and infographics rulethe B2B marketing pinsToday, B2B marketers can get tonsof great examples of award winninginfographics and advertising campaignson Pinterest. When pinning, pin the mostvisually interesting aspect of what you aresharing, like a special banner, slide, orcover page to get the most engagementand to make your brand look like itbelongs.Its a great opportunity for additionalpromotion of B2B campaignsThe pinning of handbags and skirts,directly or through fans, is a great wayfor retailers to socially market their goods,but companies that sell $20k consultingpackages or $400k aircraft engines stilldont have Pinterest in their marketingplans. Should they? If they care aboutor spend money on any of the following,then the answer is definitely yes.SEO: While there are many theoriesabout how the big search engines scoresocial media linking, connectingPinterest can certainly help your efforts.Content: Do you have some interestingcontent that has done well on othersocial channels? Why not pin it? Just asthe Facebook audience is different fromthe Twitter audience, Pinterest allowsyou to appeal to a more visually focusedcrowd that may not be spending theirslow hours on Facebook or Twitter.Design: Are you a design forwardcompany? Or do you typically developdesign-forward campaigns? Pinterest isall about the visual, so leverage the factthat graphic designers are one of themost prolific groups of pinners, get yourcreative team to pin their work to inspireand be inspired!Marketing: Just as designers pin andre-pin designs that inspire them,marketers pin and re-pin campaignsthat inspire them. Start a companyboard to show your peers the beautyof your marketing and build yourreputation among prospects and
80. possible job candidates as a top tiermarketing company. Next, start a boardwith pins of others marketingcampaigns that inspire you.Get followed: SEO is importantPinterests search is mainly how peoplefind you and your pins, and it is all aboutkeywords. For example, a picture of a fishwith no description will not be found ina search for fish. However, simply addinga description (adjectives help!) willimmediately get eyes on your pin.Load up relevant, popular keywords in thedescription of your pins and boards andyou are guaranteed to get more views/likes/follows.Fresh content creates the most wavesJust like any other social media platform,Pinterest rewards those that bring freshcontent. So while its very easy to fill aboard with re-pins, ultimately the fastestway to increase your followership is bypinning new and interesting items.52
81. pArt Four: b2b sociAlMediA chAnnels And tActicsinSTaGraMInstagram is a photo sharing app thatcan have some relevance to the B2Bmarket, especially with Facebooksrecent acquisition of the application.Having more than 27 million users,Instragram has a very active user base.Use Instagram for capturing event andoffice culture photos. You can alsoleverage the application to runcontests and scavenger hunts.The 4 stages of Instragram for B2B1. Curate: Before you begin snappingphotos and engaging viewers, its upto you to create a plan to help youcurate fans of your company. Askquestions like:What does my target audiencewant to see?How can I get them to engagewith my photos?What will get them talking aboutmy company?At its core, the curate stage is aboutdetermining what will make your fansengage with your brand in a positivemanner and creating a plan of execution.2. Snap: The time has come to startsnapping photos! Consider thefollowing objectives as you createyour visual content:Make it exclusive: Post imagesthat can only be seen on Instagram.Make it visually engaging: Instragramusers are savvy, creative, and knowa lackluster photo when they seeone. Dont post a photo unless it hasaesthetic appeal.Make it personal: Post photos of youremployees at work to give viewersand potential customers personalinsight into the inner workings of yourcompany. Viewers want to feel likethey are part of something, and thisinside glimpse works wonders.3. Hashtag: The Instragram hashtagis a powerful feature to engage yourviewers. Hashtags act as keywordsproviding a way for people to find
82. photos through a simple search.Hashtags are especially useful as youseek to establish your brand as anindustry leader and get more followers.Implement hashtags that are uniqueto your brand and industry, as well ashashtags that are popular keywords.And remember to use hashtags on allof your posts.4. Engage: Engagement with potentialcustomers and sharing are the primaryreasons to utilize a platform such asInstragram. Luckily, there are a varietyof ways for B2B companies to do this:Events: Post photos of eventsyou host for your current andpotential clientsGeolocation: Use the geolocationfeature to provide yet another pointof engagement with your viewersGamification: Hold a contest foryour audience. Have viewerssubmit photos, provide captions,or solve a puzzle about your photos.photos from Marketosinstragram feedPhoto and Image Sharing Key MetricsReferrals from photo sharing sitesViews of photos on social sitesSubscribers to your photoprofile or pagesPage rankings on key termsfrom photo sharing sitesRepins and pinterest board follows
83. Q&aSiTeSQ&A sites provide a platform for usersto ask questions, provide answers, anddiscuss topics of interest. The bestsites provide easily searchableanswers and can be good for SEO.Topics on these sites vary significantly.Popular Q&A sites are Quora,Formspring, and answers.com. Quorais unique in that it combines questions,answers, social media, and search.Google particularly gives Quoralot of weight in search, so have yourteam members start to engage inrelevant industry conversations.Remember to tell your team toannounce themselves as an employeebefore they answer a question.Q&A sites help you drive traffic to yourwebsite 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.And always focus on building relationships.Link BuildingSince many of these sites rank very highand have a continuous amount of traffic,adding links to the major Q&A sites is agreat way to get additional traffic to yourwebsite and are great for SEO. The keyhere is to make sure that you are not justplacing links without including it in a qualityand informative post. Additionally, makesure that links you are including are alsoto content that provides value to thosesearching for answers.Q&A Sites Key Metrics Increased brand awarenessof influential blogs Link-backs and referring traffic Influencer mentionsAn example of a Qoura postby a Marketo employee
84. pArt Four: b2b sociAlMediA chAnnelsAnd tActicsinfluenceTrackinGSiTeSNow that you are set up on all of yoursocial sites, you will want to see howyou are doing. By leveraging free siteslike Klout, Kred, and Peerindex, youcan quickly see where you standagainst your competition, who youinfluence, and who influences you.kloutKlout is a great way to measure your socialmarketing influence. By aggregating yourusage on Twitter, Facebook, Linkedin,Google+, and Foursquare, Klouts algorithmgives you a score based on 3 areas:True Reach: the number of peopleyour content reachesAmplification: how many peopleyou influenceNetwork: who in your network is a topinfluencer and how do they respondto your contentKlout also tells you what topics you areinfluential in and you can both reward andreceive +Ks that increase your score.kredSimilar to Klout, Kred measures your socialcontent, who it reaches, who engages,and if the engaged user shares yourcontent with others. The unique part aboutKred, is not only does it measure influence,but it also measures outreach, which canbe important if you are running socialcampaigns and trying to promoteinteractions and shares. Kred alsoprovides transparency, in that the toolshows you exactly what actions andinteractions affected your score.peerindexIn contrast to Klout and Kred, Peerindexmeasures authority, which is based onhow others react to your opinions, highlarge your audience is, and your activity.Peerindex uses topics, so a user cansearch for top influencers in each categorywho has the most authority. Users canalso search by region and sources. This isa great way to determine influencers byindustry and even by location.
85. social marketing eliminatesthe middlemen, providingbrands the unique opportunityto have a direct relationshipwith their customers.bryan weinerceo at digital Agency 360i
86. pArt Four: b2b sociAlMediA chAnnels And tActicsbloGGinGNow that you have an idea of whatchannels you want to start engagingyour target audience on, lets takesome time to talk about various tacticsyou can utilize both on these channelsand in conjunction with your dailysocial media activities.blogging 101Blogs play a key role in educatingprospects for lead generation andnurturing. Many of your most qualifiedleads whether youve identified them ornot are readers of your blog. Your blogcan be one of the most powerful marketingassets 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 prospects 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 sureyou keep up with your content marketingmix, as the format is more conducive toquick, easily digestible posts.Blogs boost your organic search engine byadding pages to your site and encouraginginbound links. Blogs give you a greaterchance of showing up in the right searchengine results. They also give other sitesa reason to link to you, increasing thenumber of inbound links and boostingyour search engine rankings.Here are some examples of bloggingtechniques:Establish a corporate blogging strategythat includes overall goals and successmetrics.Identify and recruit blog contributorsin your organization.Blog with your keywords in mind at Marketo we use a Top Keywordspreadsheet to help guide our efforts.
87. Link to your blog from other pages onyour corporate website.Marketos Modern b2b Marketing blogRespond to blog comments within24 hours and make sure all of yourbloggers are aware of and abideby this rule.Remember your content mix includecontent that is diverse and speaksto all places in the buying cycle.Encourage your readers to participateby including calls to action at the endof each blog. At Marketo, we often askreaders to participate and answerquestions.Do not censor comments since youwant to spark authentic conversationsthat engage your readers.
88. pArt Four: b2b sociAlMediA chAnnelsAnd tActicsbloGGinG5 Tips to write a killer blog post1. Make a list: One of the simplest B2Bblog post concepts can be the mosteffective: list posts. Think 25 Must-Read Email Marketing Resources,15 Influential Leaders in Search EngineOptimization or 30 Cant Miss SocialMedia Conferences. List posts areeffective because they are easilyscanned. Plus, readers know exactlywhat theyre getting simply by viewingthe headline influencing many to sharethe content with their social networkseven before clicking through themselves.List posts can also effectively attractinbound links. For example, with the15 Influential Leaders in Search EngineOptimization post, thought leadersprofiled are likely to link back to the postfrom their own blog or corporate website.2. Write the unexpected: Tips andchecklists are popular blog formats,but to create a post that truly standsout, write a reverse tips or checklistpost. For example, instead of 10 Waysto Improve Deliverability on Your NextEmail Campaign, try writing Top 10Ways to Get Flagged as Spam.When it all boils down, both posts offersimilar takeaways: how to ensure youremails reach subscribers inboxes.The reverse post concept may be evenmore successful at attracting readersand inbound links, thanks to theshock value.3. Play off current events: Relating B2Bblog content back to current events canhelp make posts relevant, timely andinteresting. For example, an eventplanning software company couldleverage a news item about theSummer Olympics on its blog. A postcould discuss the planning elementof the large-scale event, and tie in thecompanys business offerings.4. Leverage someone elses thoughts:Thought leader interviews make greatcontent for B2B blogs. At Marketo,we have used this concept on manyoccasions where top influencers haveprovided insight on a range of B2Bmarketing topics. Leveraging the insightand opinions of respected industryleaders not only provides interesting,
89. relevant content for readers; it can Quick Tiensurip: A key thing to keep inmind isalso position your B2B organization ng that your blog content is alwaysas a thought leader. relevant to your audience. Make sure you5. Use stats, poll results, or other research: are focusing on pain points andthat yourResearch-driven posts whether based posts are always relatable. Additionally,on an in-depth research report or a less if you can tie in something emotionalthatformal reader poll are another killer will really strike a chord with yourprospect,element for B2B blogs. B2B he or she will continue to come back fororganizations can leverage their own more insight.research, or that of other groups.The benefits of research-driven postsare two-fold: First, byte-sized statisticalinformation is simple and quick to read.Secondly, its easily sharable via socialnetworks.doing well with blogging is notabout writing one key post, it isabout performing day after day andhelping a few people at a timeaaron wallAuthor of the seobook blog
90. pArt Four: b2b sociAlMediA chAnnelsAnd tActicsbloGGinGBlog commentingBlog commenting is underrated fewcompanies recognize that engaging andcommenting on relevant blogs achievesmarketing goals and therefore do notrealize its full potential as a marketing tool.Its a great platform for discussion and anengaging method of marketing.Increases readership: Find leads whoare looking for you, but just haventfound you yet. Some people just needthat link to click to your website whenthey arent actively searching for it, andyou can meet them halfway by providinginformation they want and a link to oneof your related blog posts.Heightens brand awareness: Make yourbrand top-of-mind. Leads are doingresearch on the internet for your product,so be where they are, which wont alwaysbe on your website. Once they see thatyou have been commenting on blogswith great information, theyll startto wonder what your company doesand how your company can fix theirproblems.Strengthens relationships: Customersmay be commenting on others blogs,which is a perfect time to begin arelationship with them by engaging themin a discussion. If customers are theones writing the blog posts about you,just drop them a simple thanks! Theywill appreciate it, and you will benefit.Enhances your SEO: Your blogcomments will generally includekeywords that leads are searching for.The more you comment, the more likelyyour lead will find you. However, becareful: it is not a best practice to loadyour comment with keywords and a link this is frowned upon. Write a commentthat continues the discussion, and ifa link is relevant, post it! You are doingthem a favor. Additionally, if the blog isconsidered credible in the eyes ofsearch engines, you can possiblyincrease your position in organic searchresults as more people click on yourwebsite and therefore increase visits toyour site.
91. Identifies you as an expert: Leads arelooking for information. If you canprovide what theyre looking for,awesome! You just won points in theirbook. Now theyll be looking to youfor answers.However, comment with caution! Commentand engage with prospects and customerson blogs with topics similar to yours, but becareful not to merely advertise your blog orproducts. Instead, further a discussion andspark their interests in the topic with yourexpertise, and if you have a relevant articleor blog post that covers a similar topic,add a link to your post if you think theydappreciate it. Chances are, if theyreinterested in what you have to offer, they willreligiously follow what you have to say andshare that information with their colleagues.Blogging Key Metrics Number of posts Audience growth uniqueand repeat visits Referring traffic Time on site Number of conversions(e.g. prospect to lead,lead to opportunity, etc.) Conversion rate (dependingon specific conversion goals) Subscribers Inbound links Technorati, Alltop and otherdirectory listings SEO improvementsCommenting Key Metrics Number of comments Increased number of conversionsfrom commenters (e.g. new leads) Increased traffic from searchablecommentsexample of a commenting threadon a Marketo blog
92. pArt Four: b2b sociAlMediA chAnnels And tActicsbookMarkinGbookmarkingSocial bookmarking lets usersshare the websites that they thinkare interesting. The bookmarks are notstored on an individual browser, but existon web-based bookmarking sites suchas Reddit and StumbleUpon. B2Bcompanies can benefit tremendouslyfrom social bookmarking throughincreased awareness and visibility,and in their SEO efforts as well.StumbleUpon and RedditThese sites focus on providing thebest of the web by having users voteon what they find most interesting,valuable, entertaining, etc. Once youstart identifying the articles that youfind useful and interesting, take noteof whos 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.Bookmarking Key Metrics Referrals and visits from these sites Page rankings on key terms fromthese sites Button views the numberof times the sharing icon (button)was viewed on your site Bookmarks the number ofbookmark events Bookmarking rate the numberof bookmarks divided bybutton viewsbuild it, andthey will come onlyworks in the movies.social Media is abuild it, nurtureit, engage them,and they may comeand stay.SeTh GoDinsethgodin.com
93. pArt Four: b2b sociAlMediA chAnnelsAnd tActicspoDcaSTinGA podcast is a type of multi-episodicdigital media that can be downloaded.Podcasts are great for webinars andthought leadership series. There area number of podcast directories thatcan be used to distribute your podcastcontent such as your companyswebinars and phone conferences.Below are some ways podcasts candrive B2B success.Podcasts are automaticallydistributed to series subscribersWhen you have subscribers to yourpodcast series, their podcatcherapplication will automatically recognizeand download your latest podcasts.So when you create a new podcastit will reach your subscribers withoutyou having to formally execute a newmarketing campaign.Leverage Podcast directories for SEOIn addition to the Apple iTunes store, thereare a number of sites dedicated to helpingusers find the most popular and usefulpodcasts according to their interests.These podcast directories are yet anotherway for your company to improve its SEOthrough additional inbound links.A Podcast series offer a uniqueway to interact and converse withyour customers and prospectsMake sure to provide a dedicatedphone number or email address thatis associated with your podcasts sopeople can respond to you. Then youcan dedicate an upcoming podcast toanswering questions or addressing thefeedback you received.Podcasting Key Metrics Referrals from podcast directories Views of podcasts(if hosted on podcast sites) Number of subscribers and conversions55 percent of respondents saidthey would be more likely toconsume white papers and analystreports if they were deliveredas podcasts.reSearchpodcasts penetrate b2b Mainstream,
95. pArt Four: b2b sociAlMediA chAnnelsAnd tActicsSeo & Socialseo is a marketing function for sure, but itneeds to be baked into a product, not slappedon like icing after the cake is baked.Duane forreSTerAuthor and conference speakerSearch engines have long reliedheavily on external links as a proxyfor quality. The assumption is that ifa website site is good it will naturallyattract lots of inbound links from otherwebsites and blogs, and therefore thatsite should rank highly in search.However, as the internet evolves, socialmarketing mentions and likes arebecoming increasingly common, andsearch engines realize that they needto look at those social marketingsignals, in addition to normal links, tojudge what ought to be ranking highly.So, by having plenty of buzz about yoursite in popular social marketing likeFacebook and Twitter, you couldreceive a direct SEO boost.That said, as of 2012 the direct impact ofsocial signals is estimated to be relativelyminor compared to links, according toSEOmozs survey of industry experts. Thisrelatively small direct impact is expected toincrease in the future, so for wisemarketers looking to future-proof theirSEO strategies, social marketing isprobably a good investment.As a side note, many social marketingsites, particularly in profiles, will allow youto insert links back to your website. Whilethis may seem like an easy way to buildlinks, unfortunately most nofollow thoselinks, which is a piece of invisible code thatessentially tells Google, Dont count thislink as a vote. Thats not to say you cantget some good traffic through thoseprofiles, or that other search enginesbesides Google wont follow them, butit probably means you wont get a directlink boost in Googles eyes.Infusing SEO keywords into blog postsand social marketing propertiesPart of SEO is being mindful of thekeywords your target audience issearching for, and then using thosekeywords within all properties you wantto rank well in search engines. For an easyand free way of doing keyword research,check out the Google Keyword Tool.
96. After you identify target keywords, dontgo crazy. Keyword stuffing is a bad ideaand went on Googles chopping blocka long time ago. You want to use keywordsin a way that reads naturally to humans.With that caveat in mind, titles, descriptionsand headlines are particularly important, aswell as including keywords at least a fewtimes in text blocks. By having keywordsinfused into your social marketingproperties, you can use them as additionalpieces of bait in the SEO ocean.
97. pArt FiveToolS for SocialMarkeTinGSucceSS62
98. pArt Five: tools ForsociAlMArketing successSocialMeDiaMoniTorinGSofTwareThere are so many social platformsout there! But how do you stayorganized so that you can ensureyou are putting the time and energyinto the all of the right platforms?Luckily, there are many social mediavendors that can help you listen andengage, maintain a consistentpresence, and help you createrobust social campaigns.The tools you chose will guide you throughthe buying process from awarenessto engagement, enabling you to trulydevelop a solid social marketing campaignthat you consistently track along the way.Your social media monitoring software andpresence management will empower youto be aware of your influencers, while yourpublishing and social campaign platformswill help you engage and ultimately convertyour target audience.Social Media Monitoring(a.k.a. listening)One of the first things youll want to do islisten to the social marketing conversationsthat relate to your brand to see what othersare saying about you. Guaranteed yourcustomers are talking about you, so makeso you are having a conversation withthem. Be proactive and not reactive.the 4 stages of social media toolsinnovation needsto be part of yourculture. consumersare transformingfaster than weare, and if wedont catch up,were in trouble.ian Schaferceo, deep Focus
99. pArt Five: tools ForsociAlMArketing successSocialMeDiaMoniTorinGSofTwareHere are a few of the most popularmethods for listening to your customers:Twitter Search: search for your brand orother important key words or hashtagsto see who has been talking about you.Facebook Search: search all publiccontent including everything postedin public fan pages, groups and events.Privacy settings on personal pagesmay restrict what you can see.LinkedIn Search: the Answers sectionis the best place to start. See if peoplehave asked questions about yourcompany, competitors and industry,and see how people responded.Search for the top Linkedin Groupsthat are relevant to your business andindustry. Once you do this you have theoption to subscribe to a daily or weeklydigest of the conversations that aretaking place. You can then respondand participate directly from your inbox.Be sure to encourage employees toalso monitor this area of LinkedIn andto routinely respond to questions.Google+ Search: Search your productor keywords inside of Google+ tomonitor activity around your brand andindustry. A +1 or a thank you on otherusers mentions and comments cango a long way by letting the communityknow your business is active and payingattention.Google Alerts: view search engineresults more efficiently by setting upalerts around keywords. For example,establish a Google Alert for yourcompany name and other relevantkeywords. You may get some irrelevantresults but its an easy and effective wayto keep up to date with what people aresaying about you at no cost. You canalso find out relevant information aboutyour competitors and industry news.Sites like HyperAlerts (http://www.hyperalerts.no) can send you alertswhen your (or your competitor)Facebook pages or Twitter accountshave activity.A more sophisticated approach includes
100. utilizing a social media monitoringapplication that enables you to:Automate searchesMonitor high volume keyword mentionsacross many social marketing channelsRun reports on the mentions of yourbrand, competitors and top keywordsSocial media monitoring will help youdecide where to get started whenbeginning your social marketing efforts.Start engaging on sites where yourcompany is mentioned most, or where youcan find the largest number of customers.Free or budget-friendly solutionsIf you are a smaller company or are justgetting started, you may want to beginwith some inexpensive or free monitoringtools. This way you can start to trackwhat people are saying about youwithout spending money on anenterprise solution. Tools like SocialMention, PostRank, and Brand Monitorgive you a resource to start diving intoand tracking social conversations.Enterprise level toolsSocial media monitoring tools, such asViral Heat or Radian6, are available as asoftware-as-a-service model at a monthlyor annual fee.Using these tools you can build reportsand measure share of voice, share ofconversation, and conduct in depthanalysis of trends and keyword mentionsaround your brand and industry. Theseenterprise tools are very powerful and canreally help you get a full picture of what isbeing said about your brand.You can translate what you hear intoaction. If you capture social marketingconversations in your marketingautomation or CRM system, you canrespond to them or pass them to sales.Remember, social marketing providesa great way to engage with your customersand create relationships so listeningis only the first part. Make sure you areparticipating in conversations, which willelevate your brand in the eyes of yourtarget audience.64
101. pArt Five: tools ForsociAlMArketing success oTher SocialapplicaTionSpresence ManagementThese tools help you manage pagesacross all of your social networks to ensurethat you have a consistent voice and arefully leveraging how each of your socialpages can interact with one another toproduce even greater results. Manymarketers have a variety of differentcomponents to their marketing mix different social pages, SEO, website etc and they often think of them independentlyinstead of as one complete strategy.Social marketing presence managementtools can help you maintain a consistentmessage. By keeping everything fluidand connected, you can establish thatyour prospects and customers areexperiencing one brand voice vs. 10 or 15different disparate voices. Leverage toolssuch as Vitrue and Hearsay Social totighten your strategy so that all of yourprospects and customers always havethe same brand experience when visitingeach of your different social sites.publishing platformsSocial marketing management tools,such as Hootsuite, Tweetdeck, andCoTweet help you manage and monitorconversations on your social mediaprofiles. Typically these sites integratewith Facebook, Twitter, LinkedIn, Google+,Foursquare, and Wordpress so you caneasily have visibility into all of your profilesin one place. These tools can also helpyou schedule messages and Tweets,track brand mentions on social networks,and analyze social marketing traffic. Bymanaging all of your social profiles througha publishing platform, you can improveyour productivity and save time. These aretypically free or low cost to get started, andare a must if you are ramping up yoursocial presence via Twitter, Facebook,and LinkedIn.Social campaignsApplications, like Marketo SocialMarketing, are available to help youcreate compelling and shareable socialcampaigns which easily enables you to
102. accelerate your social and word of mouthmarketing initiatives. The compelling partof applications like Marketo SocialMarketing, is that they give people whovisit your website a reason to share yourcontent across their personal socialnetworks. Marketo Social Marketingutilizes social referral, promotions, andengagement apps to provide your targetaudience a more dynamic experience.Compelling use cases for people to sharecontent could include a sweepstakes,voting, and referrals.And because these applications integratedirectly into your marketing automationsoftware, they are able to track data andprovide analytics on each socialcampaign. Quickly get a snapshot of yoursocial reach, influencer profile, share rate,clickback rate, and most importantly,determine how each campaign is affectingyour pipeline funnel. Refer to Part Threefor more information.65
103. pArt sixincorporaTinGSocialMarkeTinG inTo everySTaGe of your funnel66
104. pArt six: incorporAting sociAlMArketing into every stAge oF your FunnelSocial leaD nurTurinGSocial marketing plays a key rolethroughout your entire sales pipeline,beginning before prospects are evenidentified (while they research orfollow thought leadership on socialmedia sites), to after they becomecustomers (as they remain loyalcustomers through retention andcross- and up-sell opportunities).There are four key areas where socialmarketing can play an expanded roleacross your sales pipeline:Developing relationships with veryearly-stage prospects before they evenenter your database through social leadgeneration techniquesBuilding and maintaining relationshipswith known prospects as they educatethemselvesSupporting the sales cycle once thebuyer engages in a formal buyingprocess with a sales repDeepening and expanding relationshipswith existing customersnurturing prospective leadsthrough Social MediaLead nurturing comes into play whenqualified prospects visit your site or socialmedia sites anonymously. It is a vital part ofthe sales process that consists of investingin and building relationships with prospectsregardless of whether or not you have theircontact information. Just because youcant identify these individuals doesntmean they arent qualified leads; nurturethem just as you would the known contactsin your database. If you dont, more agilecompetitors will steal these prospects fromunder your nose. Essentially, you shoulduse social marketing interactions andconversations just as you would onlineactivity on your own website to increasethe relevance and targeting of yourmarketing and sales efforts.Here are a few examples of how touse social marketing interactions tobolster your lead nurturing methods:
105. Focus in and be specific: Use whatyouve learned from listening to socialmedia conversations to engage withprospects with greater relevancy. Forexample, after identifying a prospectsTwitter username, follow his or herTwitter conversations that includekeywords you care about, and trackall of this data in your marketingautomation system. You can alsoengage with the prospect via Twitter by@mentioning him or her and includinga piece of relevant content. Retweetingis also a great way to get a hotprospects attention.Segment and trigger your campaignsbased on social interactions: Thinkabout the potential of segmentingand triggering based on explicitconversations among people on socialmarketing sites. Get a strong indicationof buying intent by combining knowledgeof these interactions with tracking ofother engagement activities such asemail click-throughs, downloads andweb page visits.Interact with prospects over multiplemedia channels: Integrate socialmarketing channels with traditionalchannels such as email, direct mail, andphone. Make sure you are incorporatingblogs, videos, and links to your socialsites in your lead nurture email programs.social innovationmakes the productdevelopment cyclefaster, and morein-tune with thevoice of thecustomer.aDaM MeTzsocial Media expert andconsultant
106. pArt six: incorporAting sociAlMArketing into every stAge oF your FunnelSocialopporTuniTynurTurinGSocial marketing can be quite valuableto your internal marketing and salesoperations as well. You can promotegreater alignment between the twodepartments by refining the leadhandoff process and bolstering thelead lifecycle the path that yourleads take once in your leadmanagement system. A successfullead lifecycle requires agreementbetween marketing and sales on whatconstitutes a sales-ready lead, andagreement on when and how leadsshould get recycled back to marketingfor further nurturing. Social mediainteractions can provide deep insightinto sales readiness and buyer intent,so they are critical to keeping leadsmoving along the lead lifecycle.Here are a few key ways you can makesocial marketing a deeper part of yoursales and marketing alignmentobjectives in the future:Use social conversations to enhanceyour lead scoring and impact leadhandoff to sales: In addition todemographic, BANT and behavioraldata, begin to use social interactionsas factors in your lead scoringmethodology. Then, tailor yourautomated business rules for leadhandoff to include social mediainteractions. Let social media activitiestrigger the handoff and impact whichleads are deemed hottest for sales.Notify sales reps when prospects andcustomers show increased activity orare make interesting comments: Hotleads demonstrate interestingmoments or behaviors that indicatetheir sales readiness. This might beincreased website activity, emailclick-throughs, and in the case of socialmedia, increased interactions andconversations on social media sites.By notifying the sales team of theseinteractions immediately, you willdramatically increase the relevancyand timing of their conversations withthese prospects.Have social marketing activities playa key role in lead recycling campaigns:You could set up a rule whereby an
107. increase in activity on social sitestriggers a lead score change that thenre-engages the lead with sales. Whilethis business rule will be automatic,be sure to also give sales the ability tomanually indicate a specific timeframein which the lead should be re-engagedif they have deeper insight into therelationship.Sell using all available channels: Socialmarketing interactions provide a greatway for the individual sales rep to buildrelationships with contacts, especiallyyounger contacts who may be ascomfortable interacting online as theyare using email or phone. Understandwhat channels each contact uses tocommunicate, and communicate withhim or her in that manner.the new rulesof attractionrequire a shiftin direction.its not aboutpushing yourmessage, butpulling in yourcustomers. And theway to pull is topublish content.joe pulizziFounder of contentMarketing institute andcontent Marketingevangelist
108. pArt six: incorporAting sociAlMArketing into every stAge oF your Funnel Social cuSToMernurTurinGExisting customers are a tremendoussource of new and continuing revenue,and should be continuously nurturedjust as much as new leads.social Media isabout sociology andpsychology morethan technology.brian SoliSprincipal Analyst atAltimeter groupCustomer marketing is a worthyinvestment for your marketing dollars,and heres how social marketingcan help:Use social marketing to reaffirmcustomer purchases after the decisionis made: Just because a prospect hasagreed to buy your product or servicedoesnt necessarily mean youre homefree. In fact, the period between whena purchasing decision is made to whenthe deal is signed and officially closedis critical. Use social marketing toreaffirm their choice is the right one.Create lead nurturing campaignsoptimized for new customers andincorporate your social marketingsegments and triggers: When anopportunity is closed and won, this isthe perfect time to put all the associatedcontacts into a new drip marketingcampaign thats optimized forcustomers. Make these campaignseven more effective by incorporatingthe social marketing segments andtriggers we discussed earlier. Over timethey will help you cross- and up-selladditional products and strengthencustomer loyalty.Listen to the social media conversationsof existing customers for new needsand requirements, or even the risk ofdefection to your competitors: Manyof your existing customers arent goingto tell you explicitly when they need anadditional product or service from you.So youre going to have to monitor theirsocial interactions to spot the cues.
109. Be especially attentive to the complaintsfrom existing customers you maystop them from being poached bya competitor.By incorporating social marketing intolead nurturing, marketers can betterunderstand and interact with prospectsand customers by increasing therelevancy of marketing campaigns andsales conversations. Ultimately, this willincrease the volume and quality of salesleads, boost conversion rates, and helpyou realize tremendous revenue growth.
110. pArt sevenThe roiof Social70pArt sevenThe roiof Social70
111. pArt seven: the roi oF sociAlThechallenGeSofSocialMarkeTinGMeaSureMenTThe topic of social marketing ROIis really a subject worthy of its ownDefinitive Guide, but well try to giveyou enough information in this sectionto understand:How people are measuring socialmarketing todayWhat the challenges areHow to choose the areas ofmeasurement that make the mostsense for your businessMany companies fear that theres no trueway to measure the ROI of socialmarketing activities. In comparison toother marketing channels such as email,SEO, and display advertising, social mediadoesnt offer as direct or concrete of a ROImeasurement. This is partly due to the factthat social media interactions revolvemostly around conversations and brandawareness, which are not as easy tomeasure quantitatively as click-throughsand CPMs. Because social marketing isvery much about the qualitative not thequantitative, this results in much debateabout what metrics are truly usefuland accurate when it comes to socialmarketing.Measuring Social MarketingJust because measuring social marketingROI is a challenge doesnt mean itsimpossible. The world of social marketingROI is still evolving. In most cases, we haveto rethink traditional metrics to include theways that people interact with social. Forexample, the standard metrics for emailmarketing include delivery, open andclick-through rates. While its still possibleto find value in measuring click-throughsfrom specific URLs on sites such as Twitteror YouTube, social marketing also lendsitself to new categories of measurement,such as activity and engagement.challenges of SocialMarketing MeasurementMuch of the difficulty in measuring socialmarketing efforts stems from the inboundlead. While its revered for its high level of
112. qualification, interest and sales readiness,it is also difficult to attribute it to anyspecific marketing campaign. Manyinbound leads can be attributed toword-of-mouth and partner or employeereferrals. For inbound leads arriving viaa website or phone call, attribution toa single referral source can be even moredifficult. Moreover, the idea of first touchand last touch (meaning an original leadsource versus the campaign that reallyclosed the deal) is even more complexwhen it comes to social media.As any B2B marketer knows, it takesmultiple touches to convert a lead intoa sale. This means even those prospectsthat were attributed to a PPC or emailcampaign may have also read yourcorporate blog and Tweets before makingthe decision to purchase your product orservice. Even though you may not be ableto get any more granular than inboundcall or word-of-mouth as referralsources for some of your leads, you are stillmaking a case for social marketing in yourorganization.The Altimeter Group recently releaseda study called The Social MarketingROI Cookbook, and in the paper citedthe following reasons as some of mostcommon challenges of measuring theimpact of social media:Exists online, offline, and across multiplescreens which fragments data captureMeasurement is a moving target, sincesocial marketing is always changingOrganizations dont own socialmarketing the way they do theirwebsites or other owned propertiesDifferent apps and platforms give riseto different metrics, making a holisticview challenging71
113. pArt seven: the roi oF sociAlThe challenGeSofSocialMarkeTinGMeaSureMenTThinking outside the box:overcoming challengesSocial media has changed the game ofmarketing, so traditional metrics must bere-imagined. Not only must traditional ROImetrics be looked at such as cost savings,conversions, cost per lead, etc, butmarketers must also look at non-traditionalmetrics such as brand lift and socialengagement. And as social marketingcontinues to evolve, the gap to attributingleads to specific social marketing sourcesis becoming smaller. Through manyavailable tools you can make usefulcorrelations between social marketingand improvements at your organization inrevenue, website traffic and other areas.If engagement is truly what you shouldbe tracking, what does it mean and howcan you track it? For the purposes of thisguide, we consider engagement to bea category of interaction that includemetrics such as People Talking About Usin Facebook , LinkedIn, brand mentionsin Twitter, sharing of your content,commenting, and returning visitors, etc.Another important area of measurementfor social marketing is brand andawareness. Traditional media mightmeasure brand and awareness throughreach and frequency: how many peoplehave seen an ad and how many timestheyve seen it. These days, there aretechnologies that measure posts forpositive and negative sentiments, andshare of voice (i.e. the number of articles,tweets, posts, etc. in which a specificbrand is mentioned in comparisonto its competitors).And i think the one mistake that most companies make, evenmature companies in the social media marketing world rightnow, the one mistake they make is they dont plan to measure.jaSon fallSceo of social Media explorer
114. pArt seven: the roi oF sociAluSefulSocialMarkeTinGMeaSureMenTSDespite the uncertainty aroundmeasuring social marketinginteractions, there are best practicesthat you can put in place. Again, theway you go about measuring yourROI will have be altered, as socialmarketing is a much more fluidchannel than an email blast. Keepiterating your methodology as youhone in further on the place socialmarketing has within yourorganization.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.By leveraging new social applications,like Marketo Social Marketing, marketerscan now begin to track social campaignswith more accuracy. Through thesenew social tools, you can often trackengagement through dashboardreporting metrics such as socialreach, impressions, social activity, andconversions. This can be a great way tostart optimizing your engagement. If youare using a social application, you will beable to measure more robustly how yourcampaigns are performing.Examine referring trafficGoogle Analytichannelclick on Referring Siyour social network of choimuch traffic is beibasedon the activisitors to complete. Increastraffic from social sithat yoursocineedle in the right direction.
115. pArt seven: the roi oF sociAluSefulSocialMarkeTinGMeaSureMenTSReview the quality andrelevance of contentContent is the fuel for your social mediaengine, but if its not relevant and useful,its a waste of digital space. The correctway to assess the value of a piece ofcontent is not by continuously checkingevery five minutes to see if your retweetcount goes up or if someone commentson your blog. These vanity metrics give afalse sense of hope that your content isgenerating leads for your brand orbusiness.Instead of judging the success of yourcontent by the share button, pull back thecurtain and see whats really going on.For each piece of content you create,monitor unique page views, time on pageand total pages viewed. If unique pageviews go up, thats an indication that yourreach is growing, increased time on pageshows 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.You can easily track these three mentionswithin Google Analytics by clicking on theContent tab, then choosing Overview. Thiswill give you a snapshot of your top piecesof content along with detailed metricsincluding page views, unique page viewsand time on page. Drilling down into yourcontent with Google Analytics is a greatway to determine which content isresonating with your audience.Look at Share of VoiceWith social media, share of voice refersto the number of conversations about yourcompany versus your competitors/market.The value of online customer and prospectinteraction can be tied to the share of voice(SOV) metric. Segment brand mentionsby social channel to uncover opportunitiesfor improvement. You may find that yourefforts on one particular channel are goingunnoticed, but excelling on anotherchannel.The formula for calculating
116. SOV is simple: divide the numberof conversations or mentions ofyour brand by total number ofconversations or mentions aboutother brands in your market.Share of Voice =Your Mentions / (Total Mentions forCompetitive Companies/Brands)
117. pArt seven: the roi oF sociAluSefulSocialMarkeTinGMeaSureMenTSTrack the total size of communityand engagementMeasuring and tracking the size of yourcollective communities is essential indetermining whether you are adding valuethrough your social strategy. Using a socialsharing application, like Marketo SocialMarketing, is a great way to integratecustomer data with social profiles andinteractions while monitoring growth andengagement levels.Social tools aggregate your activity intoa dashboard where you can quickly seewhether your strategy is moving in theright direction. Marketo Social Marketingoffers a good view of your basic metrics,including engagement and total size,and even goes a step further withrecommendations for influencers tofocus on.screen shot from Marketos social Marketing dashboardSentimentSentiment analysis is imperfect at best,often ignoring the human element ofsarcasm or simple context. To becompletely accurate, you need to trackthis manually. Go through your mentionsand tag them as positive, neutral ornegative. Add up the totals and measureover time. Are the good mentions growingand the negative mentions decreasing?Sentiment analysis can be thought of as"opinion mining."Influencer trackingBy tracking and creating relationshipswith some key influencers, you canfurther determine how your message isbeing received by customers and leads.Either through manual tracking or byleveraging a social analytics tool, likeMarketo Social Marketing, you can figureout who is interacting with you and sharingyour content on social networks. Thereare typically a handful of people who willevangelize your brand to their network ofpeers. Work to create relationships withthem and track how often they are
118. spreading your word. Through carefultracking of these top interactions, youcan begin to connect-the-dots, identify,and quantify prospect influence for usein segmenting and targeting. Manysocial marketing networks overlap, sopay attention to who influences yourtop prospects and vice versa as youcontinue to determine who to buildrelationships with.Social Media Return on EffortThe social metrics used to determinesuccess are the ones that make sensefor your business and that you can tieback to your marketing bottom line.Building a simple dashboard manuallyor using a social tool is an easy way totrack and update these metrics on aweekly or monthly basis. You can thenmonitor trends and set goals for growthbased on whats working. If your metricsare not moving in the right direction orseem to be stalled, try mixing up yourmessaging and experimenting withdifferent posting times and frequency.
119. pArt seven: the roi oF sociAluSefulSocialMarkeTinGMeaSureMenTSMonth over month growth inorganic website traffic, leads,and opportunitiesBy organic traffic, we mean when peopleare finding your website by ways otherthan paid promotion or direct brandawareness (e.g. typing in your URL orsearching your brand names). From there,track how much of that traffic turns intoleads, and whether those leads turn intopipeline and revenue. This is great way toshow that all the content, blogging, linking,and social outreach is actually impactingthe bottom line. Moreover, dont just trackthe absolute level of these, but also trackthe trends so you can see how quickly youare going up in a successful inboundmarketing program, these will grow fasterthan your overall objectives and companygrowth rate.Social engagement, not just reachReach is defined as the total size of theaudience you can reach, including yourTwitter followers, Facebook fans, LinkedInfollowers, blog subscribers, and email lists.But the world is noisy, and just becausesomeone follows you doesnt mean theyare engaging with your brand. Socialengagement becomes even moreimportant as prospective buyers use andlearn on social sites. This is important,since the more people that are talkingabout you on social, the more yourupdates will show up on the main newsfeed for your fans. Other tools suchas Feedburner show similar metricsfor engagement, not just reach.Lead generation by content,channel, and initiativeBeyond core organic traffic and leads,track lead generation by content asset andsource. What sources are driving the mosttraffic? What kinds of content drive themost leads? The most revenue? It canalso be insightful to track how these varyby product line or business unit.Forecasted conversion throughthe funnel
120. Your C-suite executives dont really careabout the number of raw prospects or evenleads marketing generates; they care aboutpipeline and revenue. And they care evenmore about next months revenue than theydo about what happened in the past. Aftera few months of monitoring the trends ofyour social media lead generation, you canstart making forecasts about how muchcontribution inbound will make to futurepipeline. This isnt easy, but is probably thesingle most credibility-building thing youcan do as a marketing executive.Marketos roi on using social for lead genTake a look at the image of Marketosactual ROI on social. Here are somekey items to note:Facebook and LinkedIn displayads not effectiveTwitter drove many prospects,but slow to convert to leadsFacebook memes are working greatSlideshare great for acceleration(not lead gen)
121. pArt seven: the roi oF sociAl focuSinG onbuSineSS roiWhen youre dealing with a lot ofdifferent B2B marketing channelsincluding social media, email, searchand more, its easy to get caught upon how each channel is performing.However, what matters overall whenyoure talking about ROI is that youreearning more money than yourespending.Dont let the challenge of measuring socialmarketing ROI deter you from finding valuein it. Even if youre wondering whatengagement means for your businessand how youre going to measure it, youcan still prove the value of social marketingby establishing baselines and trackingyour progress.In his popular presentation, The Basicsof Social Media ROI, social marketingconsultant Olivier Blanchard recommendsan easy way to start measuring the impactof social media. First set up a timeline anddraw a line to signify the point in time inwhich you started to use social marketingin your marketing efforts. Then map ontothis timeline the various social marketingactivities in which youre participating,as well as the results (e.g. opportunitycreation, new customers, sales revenue,etc.) that your company has experiencedsince implementing its social marketingstrategy. This will show what type of overallimpact social marketing has had, andwhether or not it has helped you increaseyour goals over the baseline. Even withnumerous marketing activities occurringat the same time, youll still be able to provethat social marketing has had a positiveimpact on your overall business ROI.As control of a companys marketingmessages and, indeed, its very brandimage continues to migrate fromtraditional media to social media, it hasbecome imperative that companies not onlypay close attention to how theyre beingperceived in online conversations butthat they also take appropriate action,based on the insights they glean. in manycases, their future depends upon it.jeff zabinthe roi on social marketing Monitoring: Why it paysto listen to online conversation, Aberdeen group
122. 25MuST-know SocialMeDia experTSNeed help getting started oradvancing your current socialmarketing strategy? The expertsbelow represent the best of the bestwhen it comes to all things social.Some have books, some have blogs,others consulting firms and top notchTwitter pages. And all have the A+smarts to push your social marketingto the next level. Drum roll please1. Jay BaerSpeaker, Author, ConsultantBlog: jaybaer.comconvinceandconvert.comTwitter: @jaybaer2. Michael BrennerSenior Director, Global Marketing at SAP,President and Co-Founder ofBusiness2CommunityBlog: b2bmarketinginsider.comTwitter: @brennermichael3. Michael BritoSVP of Social Business Planningat Edelman Digital, AuthorBlog: britopian.comTwitter: @britopian4. Chris BroganPresident and CEO of HumanBusiness Works, BloggerBlog: chrisbrogan.comTwitter: @chrisbrogan5. Jeff BullasConsultant, Speaker, BloggerBlog: jeffbullas.comTwitter: @jeffbullas6. Brian CarterVP of Marketing at Infinigraph,Author, SpeakerBlog: briancarteryeah.com/blog/Twitter: @briancarter7. Brian ClarkFounder and CEO of CopybloggerBlog: copyblogger.com/blog/Twitter: @copyblogger8. Jeffrey CohenManager of Social Media at Radian6Blog: socialmediab2b.comTwitter: @jeffreylcohen9. Jason Falls
123. CEO of Social Media Explorer,Author, SpeakerBlog: socialmediaexplorer.comTwitter: @jasonfalls10. Ann HandleyHead of Content at Marketing Profs,AuthorBlog: marketingprofs.comTwitter: @marketingprofs11. Jason KeathCEO of Social FreshBlog: socialfresh.comTwitter: @jasonkeath12. Cindy KingManaging Editor at Social Media ExaminerBlog: socialmediaexaminer.comTwitter: @cindyking13. David Meerman ScottMarketing Strategist, Speaker, AuthorBlog: webinknow.comTwitter: @dmscott14. Adam MetzPrincipal of The Social ConceptBlog: adammetz.comTwitter: @themetz
124. 25MuST-know SocialMeDia experTS15. Scott MontyHead of Social Media at FordBlog: scottmonty.comTwitter: @scottmonty16. Amber NaslundCo-Founder and President atSideraWorks, Writer, Blogger, SpeakerBlog: brasstackthinking.comTwitter: @ambercadabra17. Lee OddenCEO at TopRankBlog: optimizebook.comtoprankblog.comTwitter: @leeodden18. Amy PorterfieldSocial Media Marketing ConsultantBlog: amyporterfield.comTwitter: @amyporterfield19. Neal SchafferPresident and Principal at WindmillsMarketing, Consultant, Author, SpeakerBlog: windmillnetworking.comTwitter: @nealschaffer20. Robert ScobleStartup LiasonBlog: scobleizer.comTwitter: @scobleizer21. Mari SmithSpeaker, Author, Social Media MarketingLeaderBlog: marismith.comTwitter: @marismith22. Brian SolisPrincipal at The Altimeter Group, Author,AnalystBlog: briansolis.comfuture-works.comTwitter: @briansolis23. Mike StelznerFounder of Social Media Examiner, AuthorBlog: socialmediaexaminer.comTwitter: @mike_stelzner24. Marty WeintraubCo-Owner and Founder of AimClearBlog: aimclearblog.comTwitter: @aimclear25. Dennis YuSocial Analytics Evangelist
125. Blog: dennis-yu.comTwitter: @dennisyu
126. conclusionThe b2b buyinGproceSS haS chanGeDProspects are now relying on socialmedia to research and educatethemselves before actually engagingwith your company. But it is not enoughto merely post on your Facebook andTwitter pages, instead you have towork social into every aspect of yourmarketing and create more peer-topeersharing opportunities. The moreyour audience wants to engage withyour content, the more likely it is thatthey will want to share and ultimatelyconvert to customers.Forget what everyone else is doing.Choose the social marketing tacticsthat are right for you. Then get out thereand engage always in the spirit ofexperimentation. Not everything you tryin social marketing will be right for youcompany, but stick with it and youlldevelop a powerful new source of revenuethat costs a lot less than traditional media.And remember social is more than justa channel or tactic; it is a strategy thatshould be present in every aspect ofyour marketing.80
127. conTacTMarkeToNorth America: +1.877.260.MKTO (6586)Europe: +353 1 242 3000Email: firstname.lastname@example.orgVisit our website: www.marketo.comTo get The Definitive Guide to LeadNurturing online, visit:www.marketo.com/dg2-lead-nurturingTo get The Definitive Guide to LeadScoring online, visit:www.marketo.com/dg2-lead-scoring To get The Definitive Guide to MarketingMetrics", visit: www.marketo.com/dg2-marketing-metricsVisit our blogs: blog.marketo.comabout Marketo:easy, powerful, completeMarketo uniquely provides easy-to-use,powerful and complete marketingsoftware that propels fast-growing smallcompanies and global enterprises alike.Marketos marketing automation and saleseffectiveness software including theworlds first integrated solution for socialmarketing automation streamlinesmarketing processes, delivers morecampaigns, generates more win-readyleads, and dramatically improves salesperformance. With proven technology,comprehensive services and expertguidance, Marketo helps thousands ofcompanies around the world turnmarketing from a cost center into arevenue driver.Known for providing breakthroughinnovation and fueling explosive growth,Marketo was recently named one ofAmericas Most Promising Companiesby Forbes, the #1 Marketing SoftwareVendor on the INC 500, and the #1fastest-growing private company of 2011by the Silicon Valley Business Journal.In both 2011 and 2012 the companyreceived the CRM Market Leaders AwardsWinner for Marketing Solutions by CRMMagazine. Salesforce.com customers alsohonored the company with twoAppExchange Best of 11 Awards, forBest Marketing Automation Solution andBest Chatter Exchange.
128. written by:Maria PergolinoSenior Director of MarketingTwitter: @inboundmarketerDayna RothmanManager, Content ProgramsTwitter: @dayrothJason MillerManager, Social MediaTwitter: @jasonmillercaJon MillerVP of Content and Web StrategyTwitter: @jonmillerDesigned by:Velocity Partnerswww.velocitypartners.co.uk81