The DefiniTiveGuiDe ToSocial MarkeTinGA MArketo Workbook
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
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
pArt onewhyDoeSMybuSineSSneeD SocialMarkeTinG?04
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
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
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.
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
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
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?
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
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
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
made it so easy for you to beremarkable?SeTh GoDinbest-selling Author
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.
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
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
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
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
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
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
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
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
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
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
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.
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.
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.
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
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.
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.
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
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
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.
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
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,
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.
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
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,
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
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
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
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
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
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.
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
Likes Posts People are talking about this Engagement rate
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
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
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.
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
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
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
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
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
or disagree and really get to the root of theissue. Hashtag also features the questionof the day.39
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
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
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
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
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
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
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.
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
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.
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
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
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.
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.
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
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
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
of choosing targetmarkets andbuilding profitablerelationships withthem; its the artof demandmanagementphillip koTlerprofessor and MarketingguruMarketos success with our inbound Marketing slideshare deck
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
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