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Social Insights for Decision Makers @Leadtail
Social	
  Media	
  Insights:	
  
How	
  Search	
  Marketers	
  
Engage	
  on...
Leadtail Social Media Insights for Decision Makers!
Introduc?on	
  
2!
Search engine marketing is a key pillar of almost e...
Leadtail Social Media Insights for Decision Makers!
Methodology	
  and	
  Data	
  Set	
  
3!
The methodology the Leadtail ...
Key	
  Takeaways	
  
Leadtail Social Media Insights for Decision Makers!4!
}  Search engine marketers are highly-skilled ...
Who	
  Are	
  These	
  Search	
  Marketers?	
  
Leadtail Social Media Insights for Decision Makers!5!
Where	
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  They	
  Located?	
  
While most search marketers are located in the major media hubs, many have set up
sho...
How	
  Do	
  They	
  Describe	
  Themselves?	
  
The way search marketing professionals describe themselves reveals keywor...
What	
  Do	
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  Talk	
  About?	
  
8! Leadtail Social Media Insights for Decision Makers!
Hashtags reveal the topics...
How	
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with	
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Leadtail Social Media Insights for Decision Makers!10!
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What	
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11! Leadtail Social Media Insights for Decision Makers!
By a cl...
11.  WSJ Blogs
12.  CNET
13.  Time
14.  Google
15.  HBR Blogs
16.  WIRED
17.  Washington Post
18.  Slate
19.  Gizmodo
20. ...
11.  SEO Roundtable
12.  Ad Age
13.  KISSMetrics Blog
14.  Buffer Blog
15.  ClickZ
16.  Econsultancy
17.  HubSpot Blog
18....
11.  Spotify
12.  Vimeo
13.  Kickstarter
14.  SoundCloud
15.  Flickr
Following are the Top 15 Social Media Content Sources...
Which	
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Leadtail Social Media Insights for Decisio...
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Who	
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Leadtail Social Media Insights for Decision Makers!18!
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Leadtail Social Media Insights for Decision Makers!22!
Mentioning ...
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Conclusion	
  
Leadtail Social Media Insights for Decision Makers!24!
Conclusion	
  
Imagine if you could listen to the daily conversations of search engine marketers.
How would you use that i...
About	
  Leadtail	
  
26! Leadtail Social Media Insights for Decision Makers!
Leadtail works with innovative companies to
...
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Social Insights Report: How Search Engine Marketers Engage on Social Media

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Search engine marketing is a key pillar of almost every online marketing budget. This means search marketers are now responsible for managing tens of billions of annual spending on the placement and optimization of keyword-based advertising programs. To compete effectively, these paid search strategists must keep up with the ever changing intricacies and best practices of search marketing, while also taking into account the increasing convergence of search marketing and social media.
With that in mind, we developed this report: “How Search Marketers Engage on Twitter”, using Leadtail’s Social Insights Technology to analyze data from Twitter.
The goal of this special report is to help you answer questions such as:
How do search marketers describe themselves on the Social Web?
What topics are they talking about?
Which content sources are these search practitioners consuming and sharing?
Who are the most influential publications and people with search marketers?
Armed with these social media insights, you can now take a more informed look at your strategy for reaching and engaging search marketing professionals, and influencing them to take the actions you care about most.

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Social Insights Report: How Search Engine Marketers Engage on Social Media

  1. 1. Social Insights for Decision Makers @Leadtail Social  Media  Insights:   How  Search  Marketers   Engage  on  Twi8er   A  special  report  from  Leadtail   July 2014
  2. 2. Leadtail Social Media Insights for Decision Makers! Introduc?on   2! Search engine marketing is a key pillar of almost every online marketing budget. This means search marketers are now responsible for managing tens of billions of annual spending on the placement and optimization of keyword-based advertising programs. To compete effectively, these paid search strategists must keep up with the ever changing intricacies and best practices of search marketing, while also taking into account the increasing convergence of search marketing and social media. With that in mind, we developed this report: “How Search Marketers Engage on Twitter”, using Leadtail’s Social Insights Technology to analyze data from Twitter. The goal of this special report is to help you answer questions such as: }  How do search marketers describe themselves on the Social Web? }  What topics are they talking about? }  Which content sources are these search practitioners consuming and sharing? }  Who are the most influential publications and people with search marketers? Armed with these social media insights, you can now take a more informed look at your strategy for reaching and engaging search marketing professionals, and influencing 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 search 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 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: }  521 North American search marketers active on Twitter during the report period }  Focused on individual SEM practitioner accounts vs. brand, agency, or company handles }  Total of 105,121 tweets, and 55,615 shared links }  Total follower reach: 1,135,439; median # of followers per marketer: 481 }  Tweets published between Mar 1, 2014 – May 31, 2014
  4. 4. Key  Takeaways   Leadtail Social Media Insights for Decision Makers!4! }  Search engine marketers are highly-skilled practitioners focused on curating a social media presence that showcases their skills, expertise, and affiliations. }  Digital marketing, search marketing (both PPC and SEO), and analytics are all active conversations for search engine marketers. These topics, and their related sub-topics, should anchor the content strategy of those wanting to reach and engage SEMs. }  Search engine marketers consume and rely on industry media to educate themselves and inform how they do their jobs. This makes industry media a key channel for influencing SEMs. }  Search engine marketers also engage heavily with content created and curated by an elite group of vendors, creating both opportunity and challenges for other vendors that want to compete for the attention of these marketers. }  Certain publications, vendors, and people are highly influential with search marketers – these are good starting points for building brand awareness and driving social amplification.
  5. 5. Who  Are  These  Search  Marketers?   Leadtail Social Media Insights for Decision Makers!5!
  6. 6. Where  Are  They  Located?   While most search marketers are located in the major media hubs, many have set up shop and are hard at work in smaller 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 search 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 search marketing professionals during the report period.
  9. 9. How  Do  Search  Marketers  Engage     with  Content  on  Twi8er?   Leadtail Social Media Insights for Decision Makers!9!
  10. 10. Leadtail Social Media Insights for Decision Makers!10! 6% 8% 9% 10% 13% 14% 17% 18% 18% 18% 18% 22% 45% 67% 80% Post with Klout Twitter for Websites Widget foursquare Buffer Twitter Web Client Twitter for iPad iOS LinkedIn HootSuite Instagram TweetDeck Twitter for Android Twitter for iPhone Tweet Button Twitter.com Website % of Search Marketers that published at least 1 tweet from this platform during the report period. What  Apps  +  PlaJorms  Drive  Twi8er  Sharing?   When it comes to engaging on social media, SEMs appear to be holding on to their favorite desktop tools even as other business and consumer audiences move rapidly toward mobile apps and mobile websites. Desktop Mobile
  11. 11. What  Types  of  Content  Do  They  Share?   11! Leadtail Social Media Insights for Decision Makers! By a clear majority, industry media sites are the most common type of content shared by search engine marketers. It plays an important role in defining the conversations SEMs 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 (plus, great SEO!) that keeps their content in front of their target audience every day. Mainstream media content is the second largest type of content shared by SEMs, and tends to be driven by the broader news cycles of business, finance, and technology, with a smaller contribution coming in the form of in-depth editorial content. The social media content shared by search marketers includes everything from slideshows on content marketing, to Instagram photos of dogs, awards, and office happenings…and lots of cheering on our favorite sports teams! % of 100 Most Popular Shared Content Sources Industry Media 58% Mainstream Media 29% Social Media 11% Other 2%
  12. 12. 11.  WSJ Blogs 12.  CNET 13.  Time 14.  Google 15.  HBR Blogs 16.  WIRED 17.  Washington Post 18.  Slate 19.  Gizmodo 20.  CNN 21.  The Guardian 22.  Fast Company Co.Design 23.  The Atlantic 24.  Engadget 25.  CNN Money Following are the Top 25 Mainstream Media Content Sources shared by search 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?   12! 1.  Forbes 2.  New York Times 3.  The Wall Street Journal 4.  Inc. 5.  Huffington Post 6.  Entrepreneur 7.  Fast Company 8.  BuzzFeed 9.  Medium 10.  Quartz
  13. 13. 11.  SEO Roundtable 12.  Ad Age 13.  KISSMetrics Blog 14.  Buffer Blog 15.  ClickZ 16.  Econsultancy 17.  HubSpot Blog 18.  Adweek 19.  AdWords Blog 20.  Bing Ads 21.  Social Media Examiner 22.  VentureBeat 23.  The Verge 24.  Unbounce 25.  Social Media Today Following are the Top 25 Industry Media Content Sources shared by search 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?   13! 1.  Search Engine Land 2.  Search Engine Watch 3.  Marketing Land 4.  Mashable 5.  PPC Hero 6.  Search Engine Journal 7.  Moz 8.  WordStream 9.  TechCrunch 10.  Business Insider
  14. 14. 11.  Spotify 12.  Vimeo 13.  Kickstarter 14.  SoundCloud 15.  Flickr Following are the Top 15 Social Media Content Sources shared by search 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?   14! 1.  YouTube 2.  SlideShare 3.  Instagram 4.  LinkedIn 5.  Facebook 6.  Google+ 7.  Foursquare 8.  Pinterest 9.  Reddit 10.  Vine
  15. 15. Which  Publishers,  Vendors  and  People     Are  Most  Influen?al  with  Search  Marketers?   Leadtail Social Media Insights for Decision Makers!15!
  16. 16. Which  Publishers  Do  Search  Marketers  Retweet  the  Most?   Leadtail Social Media Insights for Decision Makers!16! As social media continues to reshape how information is consumed and shared, creating high-quality digital content is the minimum bar for online publishers. Raising the bar further, vendors are now expected to pump out content on par with professional publishers to engage their prospects and customers before, during, and after the sale. But producing the content is only half the battle. Successful publishers and vendors must also develop high-quality social channels, and get their content in front of their most important audiences on a regular basis. (After all, you have to tweet to get retweeted!) The word cloud to the right reflects the publishers and vendors who are doing the best job creating content that appeals to, and is reaching, search engine marketers in a way that drives amplification via retweets.
  17. 17. Top  50  Publishers/Vendors  Most  Retweeted  by  Search  Marketers   * Based on unique # of search marketers in the sample that retweeted the person. Ties broken using Klout score followed by # of followers. 11.  @Moz 12.  @adage 13.  @WordStream 14.  @FastCompany 15.  @googleanalytics 16.  @Inc 17.  @HubSpot 18.  @Forbes 19.  @Adweek 20.  @WSJ 21.  @TechCrunch 22.  @EntMagazine 23.  @BruceClayInc 24.  @google 25.  @nytimes 26.  @hootsuite 27.  @socialmedia2day 28.  @WIRED 29.  @SportsCenter 30.  @VentureBeat 31.  @ForbesTech 32.  @ClickZ 33.  @buffer 34.  @CNET 35.  @Econsultancy 36.  @MediaPost 37.  @ThinkwithGoogle 38.  @WhiteSharkMedia 39.  @3QDigital 40.  @point_it 41.  @Digiday 42.  @semrush 43.  @seroundtable 44.  @Slate 45.  @Gizmodo 46.  @HarvardBiz 47.  @SAI 48.  @eMarketer 49.  @GrowthHackers_ 50.  @MarketMotive 1.  @sengineland 2.  @ppchero 3.  @BingAds 4.  @mashable 5.  @Marketingland 6.  @adwords 7.  @unbounce 8.  @sewatch 9.  @KISSmetrics 10.  @sejournal 17!
  18. 18. Who  Do  Search  Marketers  Retweet  the  Most?   Leadtail Social Media Insights for Decision Makers!18! When it comes to the people search marketers are retweeting the most, the same rule of “great content” prevails – only here, tweets may be amplified because they’re timely, topical, provocative, or insightful – all without regard to whether the content was originally created by the tweet author. Original thought leadership is definitely well represented, but so too is meaningful curation and clever commentary. The word cloud to the right reflects the people who are doing the best job building a personal brand around the type and quality of content they create, curate, and comment upon, resulting in retweets from other SEMs.
  19. 19. Top  50  People  Most  Retweeted  by  Search  Marketers   * Based on unique # of search marketers in the sample that retweeted the person. Ties broken using Klout score followed by # of followers. 11.  @rustybrick 12.  @LisaSanner 13.  @LukeAlley 14.  @GinnyMarvin 15.  @bgtheory 16.  @robert_brady 17.  @ArianaWolf 18.  @bigalittlea 19.  @elisabethos 20.  @BryantGarvin 21.  @michellemsem 22.  @SamOwenPPC 23.  @PPCKirk 24.  @DuaneForrester 25.  @TheGrok 26.  @dr_pete 27.  @SusanEDub 28.  @avinash 29.  @ebkendo 30.  @Szetela 31.  @aleyda 32.  @siliconvallaeys 33.  @AndyGroller 34.  @NeptuneMoon 35.  @sugarrae 36.  @lisabuyer 37.  @mattmcgee 38.  @danbarker 39.  @RavenJon 40.  @RickGalan 41.  @rodnitzky 42.  @aknecht 43.  @DannyNMIGoodwin 44.  @HeatherCooan 45.  @glenngabe 46.  @AnnieCushing 47.  @leeodden 48.  @portentint 49.  @CyrusShepard 50.  @bill_slawski 1.  @larrykim 2.  @Mel66 3.  @Matt_Umbro 4.  @dannysullivan 5.  @randfish 6.  @mattcutts 7.  @Realicity 8.  @jmgagnon 9.  @John_A_Lee 10.  @chrishaleua 19!
  20. 20. Which  Publishers/Vendors  Do  Search  Marketers  Men?on  Most?   Leadtail Social Media Insights for Decision Makers!20! The publishers search marketers mention on Twitter can give us yet another perspective on the forces that shape their views on products, services, and industry trends. Mentioning a publication or vendor can be a reference to an experience, a thank you (or no thanks), a question or even one of those highly-coveted social recommendations. That means mentions can often represent a deeper level of engagement than a retweet. In any case, the publications and vendors in the word cloud to the right have captured valuable mindshare with the search engine marketers that they’re trying to engage.
  21. 21. Top  50  Publishers/Vendors  Most  Men?oned  by  Search  Marketers   * Based on unique # of search marketers in the sample that retweeted the person. Ties broken using Klout score followed by # of followers. 11.  @YouTube 12.  @unbounce 13.  @sejournal 14.  @LinkedIn 15.  @ClickZ 16.  @Forbes 17.  @CNET 18.  @smx 19.  @googleanalytics 20.  @HubSpot 21.  @Hanapin 22.  @bing 23.  @KISSmetrics 24.  @TechCrunch 25.  @SlideShare 26.  @facebook 27.  @amazon 28.  @Econsultancy 29.  @MarinSoftware 30.  @twitter 31.  @copyblogger 32.  @Inc 33.  @adage 34.  @3QDigital 35.  @EntMagazine 36.  @buffer 37.  @smexaminer 38.  @FastCompany 39.  @WSJ 40.  @TheNextWeb 41.  @HarvardBiz 42.  @acquisio 43.  @semrush 44.  @BuzzFeed 45.  @nytimes 46.  @MediaPost 47.  @avalaunchmedia 48.  @Adweek 49.  @VentureBeat 50.  @verge 1.  @sengineland 2.  @adwords 3.  @sewatch 4.  @ppchero 5.  @BingAds 6.  @Marketingland 7.  @WordStream 8.  @google 9.  @Moz 10.  @mashable 21!
  22. 22. Who  Do  Search  Marketers  Men?on  Most?   Leadtail Social Media Insights for Decision Makers!22! 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 search engine marketers. This word cloud shows the people mentioned most by search marketers during the report period.
  23. 23. Top  50  People  Most  Men?oned  by  Search  Marketers   * Based on unique # of search marketers in the sample that retweeted the person. Ties broken using Klout score followed by # of followers. 11.  @SamOwenPPC 12.  @SusanEDub 13.  @Realicity 14.  @chrishaleua 15.  @mattcutts 16.  @BryantGarvin 17.  @LisaSanner 18.  @robert_brady 19.  @dannysullivan 20.  @bigalittlea 21.  @NeptuneMoon 22.  @jenstar 23.  @TheGrok 24.  @PPCKirk 25.  @Szetela 26.  @I_Marketer 27.  @HeatherCooan 28.  @dr_pete 29.  @ebkendo 30.  @AndrewPPC 31.  @IntelligentPPC 32.  @avinash 33.  @pateast 34.  @oligardner 35.  @timothyjjensen 36.  @mattmcgee 37.  @markkennedysem 38.  @tallykeller 39.  @RickGalan 40.  @andrew_goodman 41.  @ArianaWolf 42.  @ecouch11 43.  @lsussan 44.  @DuaneForrester 45.  @MattSouthern 46.  @RichardFergie 47.  @mvanwagner 48.  @stonetemple 49.  @aimclear 50.  @nateknox 1.  @larrykim 2.  @Matt_Umbro 3.  @bgtheory 4.  @Mel66 5.  @rustybrick 6.  @jmgagnon 7.  @LukeAlley 8.  @John_A_Lee 9.  @GinnyMarvin 10.  @randfish 23!
  24. 24. Conclusion   Leadtail Social Media Insights for Decision Makers!24!
  25. 25. Conclusion   Imagine if you could listen to the daily conversations of search engine marketers. How would you use that information to better reach, engage, and influence these marketing 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 search engine marketers. 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!25! Sign up to get future social insights reports delivered to your inbox: http://offers.leadtail.com/social-insights-reports
  26. 26. About  Leadtail   26! 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, DNN, NetBase, and PunchTab. Our social media insights reports have been referenced in major publications including: The Wall St. Journal, Forbes, Search Engine Watch, Adweek, MarketingProfs, and Econsultancy. @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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