How Top Marketers at Mid-Size Companies
Engage On Social Media

Dennis Shiao

Karri Carlson

@DNNCorp
1

Carter Hostelley
...
Can you hear us?

2

Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Can you see this slide?

3

Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Since you’re probably wondering …
•

Slides will be available: http://www.slideshare.net/dnnsoftware

•

We’ll also send y...
About
Develop Social Media Strategies and Insights for Decision Makers

5

Leadtail Top Marketers at Mid-Size Companies So...
Quick Poll: What size company do you work at?

0 to 50 employees?
51 to 500 employees?
501 to 5,000 employees?

5,000+ emp...
How We Generated Social Media Insights
• Twitter as proxy for social media activity
• Twitter activity of 504 North Americ...
Key Question:
How do mid-size marketers describe themselves
on social media?

8

Leadtail Top Marketers at Mid-Size Compan...
Top Bio Keywords Used by Mid-Size Marketers

Based on keywords used in the Twitter profile.
9

Leadtail Top Marketers at M...
Actionable Insights
• Marketers at mid-size companies use their Twitter profiles to
describe who they are both professiona...
Key Question:
Which social networks are these mid-size
marketers active on?

11

Leadtail Top Marketers at Mid-Size Compan...
They Share Content from Multiple Social Networks
Twitter

100%

Instagram

45%

YouTube

45%

Foursquare

24%

LinkedIn

2...
Actionable Insights
• Top marketers at mid-size companies are active on a number of
social networks including many that cr...
Key Question:
What conversations do top marketers at midsize companies engage in?
Well, that depends…

14

Leadtail Top Ma...
Top Hashtags Used by Mid-Size Marketers

15

Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 201...
B2B and B2C Focus on Different Hashtags

16

Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 201...
Deeper Insights: Topics Marketers Share

17

Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 201...
Actionable Insights
• Popular hashtags and keywords reveal which topics and events are
catching the attention of top marke...
Key Question:
What content sources do these top marketers
most engage with?

19

Leadtail Top Marketers at Mid-Size Compan...
Content Sources Shared by Mid-Size Marketers
• Mainstream media sites are the
most common source of content
shared; busine...
Top 25 Most Shared Mainstream Media Sources

21

Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb...
Top 25 Most Shared Industry Media Sources

22

Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2...
Deeper Insights: Most Shared Posts
1. Top CMOs on Twitter
@SMMmagazine

2. Ten Surprising Social Media Statistics that Wil...
Actionable Insights
• Mid-size marketers read, tweet, and share both mainstream and
industry media content

• Much of indu...
Key Question:
Which people most influence mid-size marketers?

25

Leadtail Top Marketers at Mid-Size Companies Social Ins...
People Most Retweeted by Mid-Size Marketers

Being retweeted is a reflection
of what people believe their
own social audie...
Top 50 People Most Retweeted by Mid-Size Marketers

27

Leadtail Top Marketers at Mid-Size Companies Social Insights Repor...
People Most Mentioned by Mid-Size Marketers

Being mentioned is a sign that
a person is an active part of
the social dialo...
Top 50 People Most Mentioned by Mid-Size Marketers

29

Leadtail Top Marketers at Mid-Size Companies Social Insights Repor...
Deeper Insights: How to Engage Influencers

30

Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb ...
Deeper Insights: How to Engage Influencers

31

Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb ...
Deeper Insights: What the Data Shows
• Top influencers tweet a LOT… 10 to 20+ times daily
• Create a consistent persona th...
Actionable Insights
• Key influencers build their “brand” by leveraging content: speaking
engagements, books, their own bl...
Key Question:
What are the main webinar takeaways?

34

Leadtail Top Marketers at Mid-Size Companies Social Insights Repor...
Key Takeaways
1. Participate on more than one social network (LinkedIn and Twitter
are good choices) and look to experimen...
What’s Next?

•

Stick around as we’ll answer your questions now

•

Or engage us @DNNCorp or @Leadtail

•

Thanks for joi...
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How marketers at mid size companies engage on social media

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(Originally presented as a webinar with special guest, Leadtail)

If you’re a marketer at a mid-size company or someone that sells to these high-value business leaders, this presentation provides data-driven insights that may interest you.

This presentations reveals 5 critical insights you can apply right now to better reach and engage middle market executives on social media. By incorporating these insights into your marketing playbook, you’ll be able to answer questions like:

• Which social networks and platforms should you be active on?
• What topics should you use to drive your content marketing strategy?
• Which publications should you leverage for PR and online advertising?
• How can you become more influential with top marketers at mid-size companies?

In addition, we’ll reveal the top 50 brands and people that most influence marketing leaders at mid-size companies, and examine their best practices.

These strategies reflect the findings of a report prepared by Leadtail in collaboration with DNN, which summarizes the activity of 500+ senior marketers at mid-size companies active on Twitter from October 1 to December 31, 2013.

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How marketers at mid size companies engage on social media

  1. 1. How Top Marketers at Mid-Size Companies Engage On Social Media Dennis Shiao Karri Carlson @DNNCorp 1 Carter Hostelley @Leadtail @Leadtail
  2. 2. Can you hear us? 2 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  3. 3. Can you see this slide? 3 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  4. 4. Since you’re probably wondering … • Slides will be available: http://www.slideshare.net/dnnsoftware • We’ll also send you a copy of the social insights report 4 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  5. 5. About Develop Social Media Strategies and Insights for Decision Makers 5 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  6. 6. Quick Poll: What size company do you work at? 0 to 50 employees? 51 to 500 employees? 501 to 5,000 employees? 5,000+ employees 6 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  7. 7. How We Generated Social Media Insights • Twitter as proxy for social media activity • Twitter activity of 504 North American Marketers (manager and up); B2C and B2B • Mid-size companies: 50 to 5,000 employees • Over 90-day period: Oct 1 to Dec 31, 2013 • Analyzed 91,805 tweets and 45,731 links • Total follower reach: 1,483,196 • Median number of followers: 690 7 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  8. 8. Key Question: How do mid-size marketers describe themselves on social media? 8 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  9. 9. Top Bio Keywords Used by Mid-Size Marketers Based on keywords used in the Twitter profile. 9 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  10. 10. Actionable Insights • Marketers at mid-size companies use their Twitter profiles to describe who they are both professionally and personally Recommendation: Consider social bio keywords when developing your buyer personas, marketing copy, and direct sales approach 10 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  11. 11. Key Question: Which social networks are these mid-size marketers active on? 11 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  12. 12. They Share Content from Multiple Social Networks Twitter 100% Instagram 45% YouTube 45% Foursquare 24% LinkedIn 20% Facebook 18% Vine 17% Slideshare 15% Paper.li 10% Pinterest 10% Vimeo 7% TwitPic 7% Kickstarter 7% Spotify 6% Google + % of Mid-Size Company Marketers that published at least 1 tweet originating from this platform during Q4 2013. 6% 12 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  13. 13. Actionable Insights • Top marketers at mid-size companies are active on a number of social networks including many that cross-post to Twitter • Though LinkedIn is popular, it isn’t all work and no play as mid-size marketers also use Instagram, YouTube, Foursquare, and Vine Recommendation: Don’t limit yourself to LinkedIn when looking to reach and engage mid-size marketers 13 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  14. 14. Key Question: What conversations do top marketers at midsize companies engage in? Well, that depends… 14 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  15. 15. Top Hashtags Used by Mid-Size Marketers 15 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  16. 16. B2B and B2C Focus on Different Hashtags 16 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  17. 17. Deeper Insights: Topics Marketers Share 17 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  18. 18. Actionable Insights • Popular hashtags and keywords reveal which topics and events are catching the attention of top marketers at mid-size companies • These include professional and personal topics, and national and local news and events • But B2B marketers keep it more about business, while B2C marketers inject some fun into their conversations… Recommendation: Consider hashtags and keywords when developing content marketing, deciding which events to invest in, and what topics to engage in 18 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  19. 19. Key Question: What content sources do these top marketers most engage with? 19 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  20. 20. Content Sources Shared by Mid-Size Marketers • Mainstream media sites are the most common source of content shared; business, strategy, and leadership focused • Industry media plays an important role in shaping daily conversations; with submissions by marketing thought-leaders • Social media platforms are used to share both job-related and personal interest content % of 100 Most Popular Shared Content Sources 20 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  21. 21. Top 25 Most Shared Mainstream Media Sources 21 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  22. 22. Top 25 Most Shared Industry Media Sources 22 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  23. 23. Deeper Insights: Most Shared Posts 1. Top CMOs on Twitter @SMMmagazine 2. Ten Surprising Social Media Statistics that Will Make You Rethink Your Social Media Strategy @FastCompany 3. Riding the Hashtag in Social Media @NYTimes 4. The Five Superpowers of Marketing @HarvardBiz 5. Facebook Admits Organic Reach is Falling Short, Urges Marketers to Buy Ads @AdAge 23 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  24. 24. Actionable Insights • Mid-size marketers read, tweet, and share both mainstream and industry media content • Much of industry media is driven by marketing thought-leaders “bylines”, guest posts, and shared research Recommendation: Consider both mainstream and industry publications for your online advertising and PR placements Make content marketing bylines and guest posts, a key part of your awareness and engagement strategy 24 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  25. 25. Key Question: Which people most influence mid-size marketers? 25 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  26. 26. People Most Retweeted by Mid-Size Marketers Being retweeted is a reflection of what people believe their own social audience will find relevant. This word cloud shows the people retweeted most often by mid-size marketers 26 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  27. 27. Top 50 People Most Retweeted by Mid-Size Marketers 27 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  28. 28. People Most Mentioned by Mid-Size Marketers Being mentioned is a sign that a person is an active part of the social dialogue This word cloud shows the people mentioned most by Top mid-size marketers 28 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  29. 29. Top 50 People Most Mentioned by Mid-Size Marketers 29 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  30. 30. Deeper Insights: How to Engage Influencers 30 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  31. 31. Deeper Insights: How to Engage Influencers 31 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  32. 32. Deeper Insights: What the Data Shows • Top influencers tweet a LOT… 10 to 20+ times daily • Create a consistent persona through original and curated content • Engage with other marketers and publications on high profile topics of interest • Use social channels to drive blog traffic, email signups, event registrations, and audience growth on other social media channels 32 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  33. 33. Actionable Insights • Key influencers build their “brand” by leveraging content: speaking engagements, books, their own blogs, “bylines” and/or senior positions: CMO, SVP, VP, etc. at leading vendors Recommendation: Follow these influencers, share their content, build relationships with them; while you start building your own brand with mid-size marketers 33 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  34. 34. Key Question: What are the main webinar takeaways? 34 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  35. 35. Key Takeaways 1. Participate on more than one social network (LinkedIn and Twitter are good choices) and look to experiment with others 2. Consider social media keywords, hashtags, and topics when developing buyer personas, brand messaging, content marketing, and social selling strategies – Think Social SEO 3. Target the right media sources to drive your online advertising, PR, and byline strategies 4. Invest in a robust content marketing strategy, and get your executives, employees, and brand advocates involved in sharing it 5. Follow and engage top influencers, while you develop your strategy for becoming one too! 35 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  36. 36. What’s Next? • Stick around as we’ll answer your questions now • Or engage us @DNNCorp or @Leadtail • Thanks for joining us for today’s webinar! 36 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
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