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How Digital Marketers Engage on Social Media

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Digital marketers come in many flavors – from digital media to social media to loyalty marketing. The one thing they have in common? They are leaders and innovators in embracing social media to engage in conversations, share what interests them, and to do their jobs. These influential marketers also shape the daily perceptions of millions of consumers and businesses regarding what an online experience really means.
With that in mind, we developed this report: “How Digital Marketers Engage on Twitter”, using Leadtail’s Social Media Insights technology to analyze data from Twitter. This report is a follow up to our 2013 benchmark report about digital marketers.
The goal of this special report is to help you answer questions such as:
How do digital marketers describe themselves on the Social Web?
What topics are they talking about?
Which content sources are these media savvy marketers consuming and sharing?
Who are the most influential publications and people with digital marketers?
Armed with these social media insights, you can now take a more informed look at your strategy for reaching, engaging, and influencing digital marketing professionals, and getting them to take the actions you care about most.

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How Digital Marketers Engage on Social Media

  1. 1. Social Media Insights for Decision Makers Social  Media  Insights:   How  Digital  Marketers   Engage  on  Twi9er   A  special  report  from  Leadtail   in  collabora@on  with:   @Leadtail May 2014
  2. 2. Leadtail Social Media Insights for Decision Makers! Introduc@on   2! Digital marketers come in many flavors – from digital media to social media to loyalty marketing. The one thing they have in common? They are leaders and innovators in embracing social media to engage in conversations, share what interests them, and to do their jobs. These influential marketers also shape the daily perceptions of millions of consumers and businesses regarding what an online experience really means. With that in mind, we developed this report: “How Digital Marketers Engage on Twitter”, using Leadtail’s Social Media Insights technology to analyze data from Twitter. This report is a follow up to our 2013 benchmark report about digital marketers. The goal of this special report is to help you answer questions such as: }  How do digital marketers describe themselves on the Social Web? }  What topics are they talking about? }  Which content sources are these media savvy marketers consuming and sharing? }  Who are the most influential publications and people with digital marketers? Armed with these social media insights, you can now take a more informed look at your strategy for reaching, engaging, and influencing digital marketing professionals, and getting them to take the actions you care about most.
  3. 3. Leadtail Social Media Insights for Decision Makers! Methodology  and  Data  Set   3! The methodology the Leadtail team used to create this report: 1.  Identify digital marketers active on social media based on criteria such as job title, type of company, location etc., to create the target audience data set. 2.  Use the Leadtail Social Media Insights technology to extract insights around key social media activities, such as what links are shared, who is mentioned and retweeted, popular hashtags, popular platforms used to share content, etc. 3.  Review, analyze, and package these insights into this report. The specific data set analyzed for this report is comprised of: }  515 North American digital marketers, manager level and above, active on Twitter during the report period }  Includes brand, corporate, and agency marketers responsible for digital, social, and/or loyalty/CRM marketing programs }  Total of 122,027 tweets, and 57,009 shared links }  Total follower reach: 3,709,783; median # of followers per marketer: 1,160 }  Tweets published between Feb 1, 2014 – Apr 30, 2014
  4. 4. Key  Takeaways   Leadtail Social Media Insights for Decision Makers!4! }  Digital marketers are the leaders and innovators when it comes to embracing emerging media and mobile friendly content such as videos, pictures, and audio – they are the trendsetters. }  Social media, events, and popular culture are active, top-of-mind conversations for digital marketers. So playing off what’s currently happening is a good way to engage these media savvy marketers. }  For many digital marketers, consuming and interacting with mainstream media is directly part of their job – don’t underestimate its ability to “steer the conversation” for this highly coveted audience. }  Digital marketers also actively engage with industry media including marketing, technology, and business news to stay current and informed. This makes it a key channel for reaching and influencing these marketers. }  Certain publications, brands, and people are highly influential with digital marketers – these are good starting points for building brand awareness and driving social amplification.
  5. 5. Who  Are  These  Digital  Marketers?   Leadtail Social Media Insights for Decision Makers!5!
  6. 6. Where  Are  They  Located?   While most digital marketers are located in the major media hubs, many are also hard at work in metro markets across North America. Leadtail Social Media Insights for Decision Makers! ! 6! Based on the location provided in the Twitter profile.
  7. 7. How  Do  They  Describe  Themselves?   The way these marketing professionals describe themselves reveals keywords that can help you reach and engage them across the Social Web. Leadtail Social Media Insights for Decision Makers!7! Based on keywords used in the Twitter profile.
  8. 8. What  Do  They  Talk  About?   8! Leadtail Social Media Insights for Decision Makers! Hashtags reveal the topics and events, big and small, global and local, that captured the attention of digital marketing professionals during the report period.
  9. 9. Which  Social  Networks  Do  They  Share  From?   9! Leadtail Social Media Insights for Decision Makers! 3% 3% 3% 4% 4% 6% 9% 10% 14% 16% 23% 23% 28% 48% 56% 100% SoundCloud Flickr Reddit Kickstarter Spotify Google+ Vimeo Pinterest Vine SlideShare Foursquare LinkedIn Facebook Instagram YouTube Twitter % of Digital Marketers that shared between this network + Twitter during the report period. Twitter continues to be a “hub” for cross-posting content between social networks, particularly content easily consumable in both the desktop and mobile environment like video, pictures, slides, and audio.
  10. 10. How  Do  Digital  Marketers  Engage  with   Content  on  Twi9er?   Leadtail Social Media Insights for Decision Makers!10!
  11. 11. Leadtail Social Media Insights for Decision Makers!11! 5% 7% 9% 10% 16% 17% 21% 21% 24% 28% 30% 35% 64% 71% 85% Vine Flipboard Twitter Mobile Web Buffer Twitter for Android TweetDeck LinkedIn foursquare Twitter for iPad HootSuite iOS Instagram Twitter for iPhone Tweet Button Twitter Website % of Digital Marketers that published at least 1 tweet from this platform during the report period. What  Apps  +  PlaLorms  Drive  Twi9er  Sharing?   Want Digital Marketers to share your content? Better make sure it’s optimized for mobile! Of the Top 15 apps and platforms used to share content to Twitter, nine are primarily or exclusively mobile experiences. Desktop Mobile
  12. 12. What  Types  of  Content  Do  They  Share?   12! Leadtail Social Media Insights for Decision Makers! By a slim margin, mainstream media sites are the most common type of content shared by digital marketers. The majority of mainstream media content shared is news, business, and strategy focused – typically covering broad business and technology issues and trends. Industry media plays an important role in defining the conversations digital marketing professionals have with each other, their internal teams, and ultimately clients and customers. Many of these publications feature submissions from marketing thought leaders and experts, and have robust email and social media distribution that keeps their content in front of this audience every day. The social media content shared by digital marketing professionals includes everything from slideshows on the state of community management, to Instagram photos of office happenings, to cheering on our favorite sports teams and passing on breaking news. % of 100 Most Popular Shared Content Sources Social Media 12% Industry Media 42% Mainstream Media 43% Other 3%
  13. 13. Which  Topics  Are  Most  Popular?   13! Leadtail Social Media Insights for Decision Makers! Which topics grab the attention of digital marketers? Our analysis of headlines in the content shared by this audience provides insights into the topics and keywords that engaged them most during the report period.
  14. 14. 11.  Entrepreneur 12.  Slate 13.  WSJ Blogs 14.  Washington Post 15.  Fast Company Co.Design 16.  The Guardian 17.  USA Today 18.  NPR 19.  Medium 20.  CNN 21.  CNET 22.  CNN Money 23.  The Atlantic 24.  Quartz 25.  Fast Company Co.Create Following are the Top 25 Mainstream Media Content Sources shared by digital marketers during the report period, based on the number of unique marketers that shared each source. Leadtail Social Media Insights for Decision Makers! What  Are  the  Most  Shared  Mainstream  Sources?   14! 1.  New York Times 2.  Forbes 3.  Huffington Post 4.  Fast Company 5.  Inc. 6.  BuzzFeed 7.  The Wall Street Journal 8.  HBR Blogs 9.  WIRED 10.  Time
  15. 15. 11.  Business2Community 12.  The Business Journals 13.  Digiday 14.  Hubspot Blog 15.  Buffer Blog 16.  Marketing Land 17.  Social Media Today 18.  Social Media Examiner 19.  Gigaom 20.  Search Engine Land 21.  Econsultancy 22.  ClickZ 23.  MarketingProfs 24.  Convince & Convert 25.  (Tie) Moz, eMarketer Following are the Top 25 Industry Media Content Sources shared by digital marketers during the report period, based on the number of unique marketers that shared each source. Leadtail Social Media Insights for Decision Makers! What  Are  the  Most  Shared  Industry  Sources?   15! 1.  Mashable 2.  Ad Age 3.  TechCrunch 4.  Business Insider 5.  Adweek 6.  VentureBeat 7.  The Next Web 8.  The Verge 9.  MediaPost 10.  Re/code
  16. 16. 11.  Kickstarter 12.  Spotify 13.  SoundCloud 14.  Flickr 15.  Reddit Following are the Top 15 Social Media Content Sources shared by digital marketers during the report period, based on the number of unique marketers that shared each source. Leadtail Social Media Insights for Decision Makers! What  Are  the  Most  Shared  Social  Sources?   16! 1.  YouTube 2.  Instagram 3.  Facebook 4.  LinkedIn 5.  Foursquare 6.  SlideShare 7.  Vine 8.  Pinterest 9.  Vimeo 10.  Google+
  17. 17. Which  Publishers  and  People  Are  Most   Influen@al  with  Digital  Marketers?   Leadtail Social Media Insights for Decision Makers!17!
  18. 18. Which  Publishers  Do  Digital  Marketers  Retweet  the  Most?   Leadtail Social Media Insights for Decision Makers!18! As social media continues to reshape how information is consumed and shared, creating high-quality content on a regular basis is no longer enough to succeed as a publisher. Successful publishers must also develop high-quality social audiences, and get their content in front of those audiences on a regular basis. (After all, you have to tweet to get retweeted!) The word cloud to the right reflects the publishers who are doing the best job creating content for, and reaching, digital marketers in a way that drives retweets of their content.
  19. 19. Top  50  Publishers  Most  Retweeted  by  Digital  Marketers   * Based on unique # of digital marketers in the sample that retweeted the person. Ties broken using Klout score followed by # of followers. 11.  @Forbes 12.  @HuffingtonPost 13.  @TheNextWeb 14.  @socialmedia2day 15.  @Digiday 16.  @FastCoExist 17.  @nytimes 18.  @forrester 19.  @eMarketer 20.  @CMO_com 21.  @verge 22.  @TIME 23.  @VentureBeat 24.  @Slate 25.  @EntMagazine 26.  @ForbesTech 27.  @FastCoDesign 28.  @SAI 29.  @smexaminer 30.  @Marketingland 31.  @FastCoCreate 32.  @SocialMedia411 33.  @BostInno 34.  @RollingStone 35.  @washingtonpost 36.  @USATODAY 37.  @CNET 38.  @engadget 39.  @Gizmodo 40.  @cnnbrk 41.  @HistoryInPics 42.  @WSJD 43.  @businessinsider 44.  @OPENForum 45.  @Techmeme 46.  @MediaPost 47.  @BostonGlobe 48.  @TheAtlantic 49.  @TEDTalks 50.  @sengineland 1.  @mashable 2.  @FastCompany 3.  @adage 4.  @Inc 5.  @HarvardBiz 6.  @TechCrunch 7.  @WSJ 8.  @WIRED 9.  @Adweek 10.  @BuzzFeed 19!
  20. 20. Who  Do  Digital  Marketers  Retweet  the  Most?   Leadtail Social Media Insights for Decision Makers!20! Whether their tweets are timely, topical, provocative, or data-driven, the people who digital marketers retweet the most are an indicator of who shares content that not only engages marketers, but drives them to share it with their networks. And while it helps to have a unique, high-visibility occupation (President, Billionaire, Star Trek Alum) even we mere mortals can increase our impact by taking a page from the playbooks of these influencers. Each has built a personal brand based, in large part, on the type and quality of content they create, curate, and share.
  21. 21. Top  50  People  Most  Retweeted  by  Digital  Marketers   * Based on unique # of digital marketers in the sample that retweeted the person. Ties broken using Klout score followed by # of followers. 11.  @MJohnsonLoyalty 12.  @rwang0 13.  @2morrowknight 14.  @richardbranson 15.  @brainpicker 16.  @markwschaefer 17.  @AmberCadabra 18.  @jeffbullas 19.  @GlenGilmore 20.  @MariSmith 21.  @ShellyKramer 22.  @BrennerMichael 23.  @BarackObama 24.  @rainnwilson 25.  @neiltyson 26.  @anildash 27.  @AntDeRosa 28.  @AnnTran_ 29.  @BruceVH 30.  @nickbilton 31.  @petershankman 32.  @MarkRaganCEO 33.  @danprimack 34.  @iSocial_Fanz 35.  @MackCollier 36.  @badbanana 37.  @TedRubin 38.  @CHRISVOSS 39.  @GerryMoran 40.  @bmorrissey 41.  @heidicohen 42.  @LollyDaskal 43.  @StephenAtHome 44.  @MagicJohnson 45.  @GeorgeTakei 46.  @ariannahuff 47.  @pmarca 48.  @elonmusk 49.  @kimgarst 50.  @garyvee 1.  @jaybaer 2.  @ValaAfshar 3.  @chrisbrogan 4.  @jowyang 5.  @leeodden 6.  @GuyKawasaki 7.  @briansolis 8.  @MarketingProfs 9.  @dannysullivan 10.  @darrenrovell 21!
  22. 22. Which  Publishers  Do  Digital  Marketers  Men@on  Most?   Leadtail Social Media Insights for Decision Makers!22! Which publishers digital marketers mention on Twitter can give us yet another perspective on the forces that shape their views on products, services, and industry trends. As with mentions of individuals, mentioning a publication can be a reference to an experience, a thank you (or no thanks), a question or even the highly-coveted social recommendation. That means mentions can represent a deeper level of engagement than a retweet. In any case, the publications that are frequently mentioned have captured mindshare with the digital marketers that they’re looking to engage.
  23. 23. Top  50  Publishers  Most  Men@oned  by  Digital  Marketers   * Based on unique # of digital marketers in the sample that retweeted the person. Ties broken using Klout score followed by # of followers. 11.  @smexaminer 12.  @BuzzFeed 13.  @TIME 14.  @MediaPost 15.  @Slate 16.  @CNET 17.  @Adweek 18.  @Digiday 19.  @HuffingtonPost 20.  @USATODAY 21.  @EntMagazine 22.  @eMarketer 23.  @ClickZ 24.  @TheNextWeb 25.  @VentureBeat 26.  @B2Community 27.  @guardian 28.  @forrester 29.  @WIRED 30.  @FortuneMagazine 31.  @Marketingland 32.  @CNN 33.  @businessinsider 34.  @sengineland 35.  @verge 36.  @washingtonpost 37.  @nprnews 38.  @BW 39.  @sewatch 40.  @socialmedia2day 41.  @qz 42.  @FastCoDesign 43.  @SAI 44.  @TheOnion 45.  @gigaom 46.  @CMO_com 47.  @CNNMoney 48.  @OPENForum 49.  @Medium 50.  @CMIContent 1.  @mashable 2.  @Forbes 3.  @FastCompany 4.  @nytimes 5.  @TechCrunch 6.  @adage 7.  @Inc 8.  @HarvardBiz 9.  @LinkedIn 10.  @WSJ 23!
  24. 24. Who  Do  Digital  Marketers  Men@on  Most?   Leadtail Social Media Insights for Decision Makers!24! Mentioning a person by name can mean a few different things in social media: giving credit to someone for an idea or piece of content being shared, engaging someone directly in conversation, or giving a shout- out to a person you’ve recently met. In any context, being mentioned is a sign that a person is an active part of the social conversation, and those mentioned most are the people you’ll find at the center of engaging conversations between digital marketers. This word cloud shows the people mentioned most by digital marketers during the report period.
  25. 25. Top  50  People  Most  Men@oned  by  Digital  Marketers   * Based on unique # of digital marketers in the sample that retweeted the person. Ties broken using Klout score followed by # of followers. 11.  @mcuban 12.  @ValaAfshar 13.  @BrennerMichael 14.  @dannysullivan 15.  @jeffbullas 16.  @unmarketing 17.  @briansolis 18.  @ShellyKramer 19.  @JasonFalls 20.  @AmberCadabra 21.  @HillaryClinton 22.  @darrenrovell 23.  @DaveKerpen 24.  @ScottMonty 25.  @mitchjoel 26.  @Ekaterina 27.  @cc_chapman 28.  @PamMktgNut 29.  @leeodden 30.  @jill_rowley 31.  @adamkmiec 32.  @avinash 33.  @petershankman 34.  @armano 35.  @ginidietrich 36.  @cspenn 37.  @AdamSinger 38.  @BelleBCooper 39.  @StephenAtHome 40.  @neiltyson 41.  @bryankramer 42.  @RSherman_25 43.  @randfish 44.  @AndyBeal 45.  @larrykim 46.  @chiefmartec 47.  @sherylsandberg 48.  @brainpicker 49.  @MikeIsaac 50.  @TedRubin 1.  @jaybaer 2.  @MarketingProfs 3.  @BarackObama 4.  @chrisbrogan 5.  @GuyKawasaki 6.  @jowyang 7.  @markwschaefer 8.  @garyvee 9.  @jimmyfallon 10.  @Pharrell 25!
  26. 26. Conclusion   Leadtail Social Media Insights for Decision Makers!26!
  27. 27. Conclusion   Imagine if you could listen to the daily conversations of digital marketers. How would you use that information to better reach, engage, and influence these new media professionals to take the actions you care most about? For example, would it provide you insights into where to advertise, what content to create, whom to build relationships with, and how best to develop and implement your social media strategy? Sure it would. We created this special report to provide you with social media insights to help you make more informed decisions about how to reach, engage, and influence digital marketing professionals. And since the topics, content sources, and influencers are constantly changing so, too, are the social media insights. Leadtail Social Media Insights for Decision Makers!27! Sign up to get future social insights reports delivered to your inbox: http://offers.leadtail.com/social-insights-reports
  28. 28. 28! Leadtail Social Media Insights for Decision Makers! About  PunchTab   We empower agencies and brands to create dynamic customer experiences that: •  Engage consumers across any touch point •  Track and understand user behavior •  Optimize for more effective marketing initiatives and communications For more info email us: sales@punchtab.com www.punchtab.com @PunchTab www.linkedin.com/company/PunchTab blog.punchtab.com/ PunchTab is the Leading Omni-Channel Engagement and Insights Platform
  29. 29. About  Leadtail   29! Leadtail Social Media Insights for Decision Makers! Leadtail works with innovative companies to develop social media strategies and to leverage social insights research. The Leadtail team has developed and implemented social media programs for leading business brands and venture backed startups including: WageWorks, Trend Micro, Adaptive Insights, Peoplefluent, DNN, and NetBase. Our social media insights reports have been referenced in major publications including: The Wall St. Journal, Business Insider, Forbes, Huffington Post, Adweek, and MarketingProfs. @Leadtail www.linkedin.com/companies/Leadtail www.Leadtail.com/blog/ www.Leadtail.com Interested in collaborating on a future social insights report? Email us: advertise@leadtail.com

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