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How Today's Marketers Are Using Social Media #IS12Presentation Transcript
How Today’s MarketersAre Using Social Media
How Today’s Marketers Are Using Social Media• While social media has the potential to increase and monitor brand awareness and drive lead generation, most organizations and marketers are still not sure how to go about it. At the same time, social media spend is seeing the biggest growth as a % of marketing budgets.• In this session, you’ll learn about how leading marketers are using social media and what results they’re able to achieve.SLIDE :2
HOW TODAY’S MARKETERS ARE USINGAgenda SOCIAL MEDIA • What are they using it for? • How are they going about it? • What results are they seeing? • What are the best practices? • Discussion with Question & Answers
• Joe LucasSpeakers – InsideView, Senior Marketing Manager • Cynthia Countouris – Accolo, VP Marketing • Ellen Valentine – SilverPop, Evangelist • Koka Sexton – InsideView, Director Social Strategy
CYNTHIA COUNTOURISSLIDE :5
Leveraging Social Media at Accoloa unique vantage point1. Career Opportunity (Job) Marketing ____2. Corporate Leadership and Branding3. Product Marketing and Sales Engagement4. Customer Retention and Support5. Product Roadmap / Feedback ____6. Enterprise Social Networking (SocialText)SLIDE :6
Corporate Leadership and Brandingdiffering sites provide differing valueSLIDE :7
And Be Social! make it fun and easy to shareSLIDE :8
ELLEN VALENTINESLIDE :9
Facebook: Social – Newsletter Opt-in1,415 sign-ups via our Find out how To do this: Facebook page in 9 http://bit.ly/zCg7Lm months.
66% Prefer Social Sign in
Automation NurturingMeaningful Interactions Business Rules Dynamically Generate Content Registration Automated Emails Email Follow up
Marketing AutomationAlign your marketing department with your customer
KOKA SEXTONSLIDE :14
Social Media @InsideView• Branding• Engagement• Lead Generation• Customer RetentionSLIDE :15
The ROI: Social Marketing Skill Levels Skill Level 1 Skill Level 2 Skill Level 3 Skill level 4• Fans • Social Media • New leads • Enchantment Followers Engagement and Revenue and SubscribersSLIDE :16
Top of funnel lead gen Social channels have a Twitter large reach that can beFacebook used to communicate as well as generate new leads Community from multiple sources. • Product • Webinars • Papers New Leads
Targeting new leads through social mediaFocus Gain Attention Capture• Bio searches • Follow • MQL data• Tweet searches • Communicate • Push additional content • Push content • Feedback & Shares Imagine the machine you would create if sales people understood this.
Discussion Topics• How are you leveraging social media?• What are your goals for social media?• How does sales align to social marketing?• What tools are working?• How do you measure engagement?• How are you able to show ROI and results?• How are you using social activity during lead nurturing?• What are your plans for social media in the future?SLIDE :19
Key Takeaways1. Know your audience, know your objective(s) and how you’ll measure them2. Don’t bite off more than you can chew3. Keep your eyes open. This industry is still in the formative stages4. Be Social! Have fun! You’re creating human relationshipsSLIDE :20