How to Engage B2B Marketers Using Social Media

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How to Engage B2B Marketers Using Social Media

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(Originally presented during a DNN webinar, "How to Engage B2B Marketers Using Social Media" - http://www.dnnsoftware.com/About/Resources/Webinars/view/webinar/cid/422183) ...

(Originally presented during a DNN webinar, "How to Engage B2B Marketers Using Social Media" - http://www.dnnsoftware.com/About/Resources/Webinars/view/webinar/cid/422183)

If you’re a B2B marketer or a marketer that sells to these highly coveted decision makers, this presentation provides data-driven insights that may interest you.

We reveal critical insights you can apply to better reach and engage B2B marketers on social media. By incorporating these insights into your marketing playbook, you’ll answer questions like:

1) Which social networks and platforms should you be active on?
2) What topics should you build your content marketing strategy around?
3) Which publications should you leverage for PR and online advertising?
4) What are the top B2B vendors doing right, and how can you do it right too?
5) How can you become more influential with B2B marketers?

These strategies reflect the findings of a recent report prepared by Leadtail in collaboration with DNN, which summarizes the activity of 500 B2B marketers on Twitter from June 1 to August 31, 2013.

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  • 1. How to Engage B2B Marketers Using Social Media Dennis Shiao Karri Carlson @DNNCorp 1 Carter Hostelley @Leadtail @Leadtail
  • 2. About Develop Social Media Strategies and Insights for Decision Makers 2 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 3. How We Generated Social Media Insights • Twitter as proxy for social media activity • Twitter activity of 500 North American B2B marketers (manager and up) • Over 90-day period: June 1 to Aug 31, 2013 • Analyzed 113,039 tweets and 70,245 links • Total follower reach: 1,156,532 • Median number of followers: 894 3 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 4. Key Question: How do B2B marketers describe themselves on social media? 4 Leadtail B2B Marketers Social Insights Report – September 2013
  • 5. Top Bio Keywords Used by B2B Marketers Based on keywords used in the Twitter profile. 5 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 6. Actionable Insights • B2B marketers use their Twitter profiles to describe who they are professionally and personally Recommendation: Consider social bio keywords when developing your buyer personas, marketing copy, and direct sales approach 6 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 7. Key Question: Which social networks are B2B marketers active on? 7 Leadtail B2B Marketers Social Insights Report – September 2013
  • 8. Top Social Networks Used for Twitter Cross-Posting Twitter 100% LinkedIn 35% Instagram 18% Foursquare 13% Vine Paper.li Facebook 8% 5% 3% Pinterest 2% Quora 2% Spotify 1% Tumblr 1% % of B2B Marketers that shared between this network + Twitter during the report period. 8 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 9. Actionable Insights • B2B marketing pros are active on a number of social networks including many that cross-post to Twitter • Though LinkedIn is most popular, it isn’t all work and no play as B2B marketers also use Instagram, Foursquare, and Vine Recommendation: Don’t limit yourself to LinkedIn when looking to reach and engage B2B marketers 9 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 10. Key Question: What conversations do B2B marketers engage in? 10 Leadtail B2B Marketers Social Insights Report – September 2013
  • 11. Top Hashtags Used by B2B Marketers 11 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 12. Actionable Insights • Popular hashtags reveal which topics and events are catching the attention of B2B marketers • These include broad topics, specific events, and local and national news Recommendation: Consider hashtags when developing content marketing, deciding which events to invest in, and what topics to engage in 12 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 13. Key Question: What content sources do B2B marketers most engage with? 13 Leadtail B2B Marketers Social Insights Report – September 2013
  • 14. Content Sources Shared by B2B Marketers eCommerce (e.g. Amazon) 1% • Industry media sites are the most common source of content shared • The majority of mainstream media content shared is business and strategy focused Mainstream Media 25% Industry Media 62% • Social media platforms are used to share both job-related and personal interest content Social Media 11% % of 100 Most Popular Shared Content Sources 14 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 15. Top 25 Most Shared Industry Media Sources 1. 11. Mashable 12. 2. Business Insider 13. 3. Business 2 Community 14. 4. Hubspot Blog 5. MarketingProfs 6. TechCrunch 7. Content Marketing Institute 8. Advertising Age 9. Social Media Today 10. VentureBeat 15 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. Leadtail B2B Marketers Social Insights Report – September 2013 BtoB Online CMSWire B2B Marketing Insider Social Media Examiner GigaOM ZDNet Mediapost Eloqua Blog All Things D ClickZ Search Engine Watch eConsultancy Salesforce MediaBistro eMarketer #B2Bsocialinsights
  • 16. Top 25 Most Shared Mainstream Media Sources 1. 11. Forbes 12. 2. Huffington Post 13. 3. HBR Blogs 14. 4. New York Times 5. Inc. Magazine 6. Fast Company 7. WIRED 8. Wall St. Journal 9. Entrepreneur 10. USA Today 16 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. Leadtail B2B Marketers Social Insights Report – September 2013 BuzzFeed WSJ Blogs BusinessWeek CNN Washington Post Bloomberg NPR Yahoo! Finance Fast Co. Create Quartz Fast Co. Design CNET News The Verge The Guardian Medium #B2Bsocialinsights
  • 17. Actionable Insights • B2B marketers read, tweet, and share both industry and mainstream media content • Top vendors are starting to cross the divide, becoming more like publishers in the eyes of some B2B marketers (more on this in a moment…) Recommendation: Use both industry and mainstream publications for your online advertising, PR, and content marketing “bylines” 17 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 18. Key Question: Which vendors most influence B2B marketers? 18 Leadtail B2B Marketers Social Insights Report – September 2013
  • 19. Vendors Retweeted the Most by B2B Marketers • Leading B2B vendors are increasingly becoming like publishers • Which vendors are winning the content marketing war to reach and engage B2B marketers? 19 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 20. Top 50 Vendors Most Retweeted by B2B Marketers 11. 1. @HubSpot 12. 13. 2. @salesforce 14. 15. 3. @Eloqua 4. @marketo 5. @forrester 6. @LinkedIn 21. 7. @Gartner_inc 23. @ExactTarget 25. 8. 16. 17. 18. 19. 20. 22. 24. 26. 9. @siriusdecisions 27. 28. 10. @hootsuite 29. 30. @kapost @Pardot @Oracle @twitter @SAP @ShareThis @Moz @unbounce @DnBUS @Microsoft @AMA_Marketing @MakingTheNumber @Adobe @BoxHQ @IDC @Nimble @linkedinselling @marketingcloud @McK_CMSOForum @IBM 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. @Dell @MailChimp @KISSmetrics @SproutSocial @Loyalty360 @Impactbnd @Silverpop @CSC @sellingtools @SDL @Demandbase @Vocus @AMAnet @IBMbigdata @Brainzooming @Desk @Dreamforce @InsideSales @Achievers @ioninteractive * Based on unique # of B2B marketers in the sample that retweeted the handle. Ties broken using Klout score followed by # of followers. 20 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 21. Actionable Insights • Top B2B vendors have not only embraced content marketing but are truly becoming publishers in the eyes of B2B marketers Recommendation: Understand what top vendors are doing with their content marketing and follow their lead to reach and engage B2B marketers Best Practices: So what are top vendors doing to make our list? 21 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 22. Best Practices • Enlist executives, influencers, and customer advocates to share, mention, and retweet content (Marketo) • Deploy multiple handles to deliver targeted content to specific audiences (Salesforce) • Position their blogs as the hub of their content marketing strategy (Hubspot) • Publish compelling content that drives conversations between B2B marketers at all levels (Eloqua) 22 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 23. Key Question: Which people most influence B2B marketers? 23 Leadtail B2B Marketers Social Insights Report – September 2013
  • 24. People Mentioned Most by B2B 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 B2B marketers 24 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 25. Top 50 People Most Mentioned by B2B Marketers 11. 1. @jaybaer 12. 13. 2. @BrennerMichael 14. 15. 3. @funnelholic 4. @markwschaefer 5. @briansolis 6. @jowyang 21. 7. @wittlake 23. @mvolpe 25. 8. 16. 17. 18. 19. 20. 22. 24. 26. 9. @HeinzMarketing 27. 28. 10. @jonmiller 29. 30. @rwang0 @ShellyKramer @leeodden @ardath421 @jeffbullas @jchernov @PamMktgNut @TonyZambito @ValaAfshar @garyvee @JoePulizzi @jill_rowley @Robert_Rose @TedRubin @JasonMillerCA @mitchjoel @dharmesh @ckburgess @TomPick @GuyKawasaki 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. @GerryMoran @MeghanMBiro @dmscott @MargaretMolloy @juntajoe @copyblogger @smallbiztrends @heidicohen @DaveKerpen @MargieClayman @ariannahuff @kimgarst @ducttape @bhalligan @remarkmarketing @jbecher @EricTTung @IanCleary @cahidalgo @Marketri * Based on unique # of B2B marketers in the sample that mentioned the handle. Ties broken using Klout score followed by # of followers. 25 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 26. 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 B2B marketers Best Practices: So what are these people doing to make our list? 26 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 27. Best Practices • Top influencers tweet a LOT… 10 to 20+ times daily • Create a consistent persona through original and curated content • Engage with other B2B marketers, vendors, 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 27 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 28. Key Question: What are the main webinar takeaways? 28 Leadtail B2B Marketers Social Insights Report – September 2013
  • 29. 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 bio keywords and hashtags when developing buyer personas, brand messaging, content marketing, and direct sales 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! 29 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 30. What’s Next? • Thanks for joining us for today’s webinar! • Engage us @DNNCorp or @Leadtail • Visit our websites to learn more: http://www.dnnsoftware.com http://www.leadtail.com 30 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights