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Advanced 
Social 
Media 
Marke0ng 
@NaThomson 
October 
17 
& 
24, 
2014 
MarketingXLerator Cnfidential ! !
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
What 
to 
Expect 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Today’s 
Agenda 
9 
AM 
Introduc0ons 
& 
Branding 
10 
AM 
What’s 
New? 
11 
AM 
Guest 
Speaker 
1 
PM 
Strategy 
& 
Final...
MarketingXLerator Cnfidential ! Copyright 
by 
Marke?ngXLerator.
…in 
160 
Characters 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
MarketingXLerator Copyright 
by 
MaCrknefi?denngtXiaLle rato!r.
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Natascha 
Thomson 
NaThomson@Marke?ngXLerator.com 
@NaThomson 
+Get 
1 
(925) 
519-­‐25% 
8111 
off 
with 
Over 
15 
years...
Your 
Social 
Media 
Profile 
= 
Your 
Virtual 
Business 
Card 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfide...
5 
Reasons 
You 
Need 
to 
Be 
On 
Social 
Media 
1. If 
you 
don’t 
listen, 
you 
can’t 
respond 
2. If 
you 
can’t 
be 
...
Brand 
Posi0oning 
/ 
Message 
Promo0on 
Impact: 
How 
do 
You 
get 
Your 
message 
to 
Your 
audience? 
n Iden?fy 
chann...
Why 
Does 
(Your) 
Brand 
MaWer? 
Your 
Social 
Brand 
Is 
Part 
of 
Your 
Professional 
Iden0ty! 
Brand 
“You” 
Is 
Star0...
Self-­‐Branding 
Tips 
Crea0ng 
a 
Brand 
1. What 
is 
your 
area 
of 
exper0se? 
2. What 
image 
would 
you 
like 
to 
po...
Good 
Example: 
LI 
Self-­‐Branding 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Good 
Example: 
LI 
Self-­‐Branding 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Good 
Example: 
LI 
Self-­‐Branding 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
What 
About 
YOUR 
Brand? 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Be Consistent Across Channels 
This 
applies 
to 
your 
online 
& 
offline 
presence; 
profile 
and 
messages. 
Copyright ...
Good 
Example: 
LI/TwiWer 
Self-­‐Branding 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Example: 
TwiWer 
Self-­‐Branding 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Profile 
Categories 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Example: 
Biz 
Professional 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Example: 
Biz 
Thought 
Leader 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Example: 
Famous 
Leader/Celebrity 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Example: 
Global 
B2B 
Brand 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Example: 
Global 
B2C 
Brand 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Example: 
Startup 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Example: 
B2B 
Product/Category 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Example: 
B2C 
Product 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
What’s 
New? 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Newish: 
Pull 
Marke?ng 
Source: 
Danielle 
Herzberg, 
Hubspot 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfide...
Push 
Marke0ng 
(Outbound) 
vs. 
Pull 
Marke0ng 
(Inbound) 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidentia...
Approximately 
46% 
of 
online 
users 
count 
on 
social 
media 
when 
making 
a 
purchase 
decision. 
Source: 
Nielsen 
C...
85% 
of 
business 
decision-­‐makers 
find 
at 
least 
one 
social 
media 
channel 
important 
when 
making 
a 
technology...
Buyer’s 
Journey: 
Has 
Changed 
• 70-­‐90% 
of 
the 
buyers 
journey 
is 
complete 
prior 
to 
engaging 
a 
vendor 
(Forr...
Buyer’s 
Journey: 
Content 
The 
3 
most 
influen0al 
pieces 
of 
content: 
1. Expert 
Content 
(Credible 
3rd 
Party) 
> ...
Buyer 
Cycle: 
Past 
Source: 
Robin 
Grant: 
The 
purchase 
funnel 
is 
no 
more. 
MarketingXLerator Cnfidential !
Buyer 
Cycle: 
Present 
Source: 
Robin 
Grant: 
The 
purchase 
funnel 
is 
no 
more; 
via 
McKinsey. 
MarketingXLerator Cn...
Content 
is 
not 
King. 
Content 
in 
Context 
is 
King. 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential ...
Social 
Media 
& 
The 
Law 
• Legisla?ons 
trails 
technology 
• Who 
owns 
your 
TwiWer 
followers? 
• Corporate 
Social ...
Collabora?ve 
Economy 
• Sharing 
Economy 
– Yerdle, 
Rideshare, 
Uber, 
oDesk, 
AirBnB 
• Maker 
Movement 
– TechShop, 
E...
Collabora?ve 
Economy 
• Sharing 
Economy 
– Yerdle, 
Rideshare, 
Uber, 
oDesk, 
AirBnB 
• Maker 
Movement 
– TechShop, 
E...
Source: 
Cognizant 
YouTube 
Channel. 
MarketingXLerator Cnfidential !
Social 
Media 
Strategy 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Brand 
Posi0oning 
/ 
Message 
Promo0on 
Impact: 
How 
do 
You 
get 
Your 
message 
to 
Your 
audience? 
n Iden0fy 
chann...
Steps 
to 
a 
(Social 
Media 
Marke?ng) 
Strategy 
ü Define your brand* 
2. Set your objectives 
3. Define your target au...
Objec?ve 
Serng 
• Tie 
back 
to 
business 
goals 
• Priori?ze 
• Make 
them 
measurable 
– Qualita?ve 
metrics 
can 
be 
...
Defining 
the 
Target 
Audience 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Who 
is 
Your 
Target 
Audience? 
• External/Internal 
• Buyer’s 
Cycle: 
Decision 
Makers, 
Influencers 
• Demographics/P...
Exercise 
• Your 
boss 
tells 
you: 
“We 
need 
to 
be 
on 
social 
media” 
• What 
do 
you 
ask 
her? 
• Which 
social 
c...
Poten?al 
Ques?ons 
1. What 
is 
the 
objec?ve? 
How 
will 
it 
be 
measured? 
2. What 
are 
the 
resources? 
(Me?) 
3. Wh...
Owned 
vs. 
Earned 
vs. 
Paid 
Examples: 
• Owned 
– @NaThomson, 
@SAP, 
@Polycom 
• Earned 
/ 
Organic 
– LinkedIn 
Group...
Steps 
to 
a 
(Social 
Media 
Marke?ng) 
Strategy 
ü Define your brand 
2. Set your objectives 
3. Define your target aud...
Advanced 
Social 
Media 
Usage 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
The 
12 
Commandments 
of 
Social 
Media 
Thou 
shalt: 
1. Determine 
thy 
organiza?on's 
goals 
for 
social 
media. 
Soci...
Source: 
Our 
Digital 
Coach. 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
hWp://techcrunch.com/2014/01/21/instagram-­‐is-­‐the-­‐fastest-­‐growing-­‐social-­‐site-­‐ 
globally-­‐mobile-­‐devices-­...
Example: 
Metrics 
REACH 
(how 
many 
poten?al 
eyeballs?) 
ENGAGE 
(how 
many 
interac?ons?) 
ACT 
(response 
to 
call 
t...
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
59% 
of 
Twi`er 
users 
have 
visited 
B2B 
tech 
brand 
sites, 
compared 
to 
40% 
for 
the 
average 
Internet 
popula0on...
TwiWer 
Op?miza?on 
n TwiWer 
Account 
n Memorable 
user 
name 
n Bio 
n Profile 
& 
background 
pictures 
n URL 
n ...
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
TwiWer 
Abbrevia?on 
Dic?onary 
• MT 
= 
Modified 
tweet. 
• RT 
= 
Retweet. 
• DM 
= 
Direct 
message 
(accounts 
have 
t...
What Makes a Good Tweet? 
3 Tips for a Good Tweet 
1. Listen before you Tweet 
2. Add your own insights vs. just (re)tweet...
How to Judge “A Good Tweet” 
Metrics: Reach – Followers - Influence – Engagement 
Qualitative 
• It’s audience appropriate...
Tac?cs 
• #Hashtags, 
Trends 
• TweetChats 
• Contests 
• Promoted 
Accounts 
• Promoted 
Tweets 
• TwiWer 
Cards 
Marketi...
Or: 
hWps://ads.twiWer.com 
MarketingXLerator Cnfidential ! 
FAQ 
Copyright 
by 
Marke?ngXLerator.
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
LinkedIn Tips 
Op0mize 
Your 
Profile 
§ Professional 
picture 
§ Complete 
profile 
§ Upload/link 
to 
content 
§ Rec...
List 
your 
?tle/experience 
in 
a 
meaningful 
way. 
Many 
people 
will 
form 
their 
first 
impression 
of 
you 
from 
r...
Provide 
a 
brief 
overview 
of 
your 
skills 
& 
accomplishments. 
The 
way 
you 
write 
the 
summary 
tells 
people 
a 
...
Ask 
past 
& 
present 
clients 
and 
colleagues 
for 
recommenda?ons. 
Write 
recommenda?ons 
for 
others. 
Copyright 
by ...
Post 
status 
updates 
to 
demonstrate 
your 
thought 
leadership 
& 
exper?se. 
Ideally 
daily. 
Copyright 
by 
Marke?ngX...
Join 
Relevant 
LI 
Groups 
: 
Answer 
& 
Ask 
Ques?ons 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
LinkedIn 
Segmenta?on 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
LinkedIn 
Tac?cs 
§ Status 
Updates 
(Profile/Company 
Page) 
§ Company 
Page 
§ Join/Engage 
in/ 
Run 
a 
Group 
§ Wr...
Use 
Case 
• LinkedIn 
Ad 
Campaign 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Social 
Media 
E?queWe 
1. Never 
blatantly 
pitch 
your 
company 
or 
product 
2. Listen 
to 
“conversa?ons” 
before 
you...
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Tips 
• Requires 
a 
content 
strategy 
that 
focuses 
on 
pictures, 
stories, 
videos 
etc. 
• Challenge 
is 
to 
turn 
“...
FB 
Marke?ng 
& 
Ads 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
1 
2 
3 
4 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Blog 
Content: 
• Blog 
about 
your 
area 
of 
exper?se 
& 
passion. 
• Tell 
a 
story 
– 
don’t 
pitch 
products. 
• Fill...
Blog 
Cross-­‐market 
your 
blog 
via: 
§ TwiWer, 
LinkedIn, 
G+, 
FB, 
Pinterest 
etc. 
§ Email 
§ NewsleWers 
§ Synd...
• Google 
AdWords 
Keywords 
Tool 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Google 
Plus 
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
Copyright 
by 
Marke?ngXLerator. 
MarketingXLerator Cnfidential !
MarketingXLerator hWp://www.slideshare.net/NataschaThomson/pinterest-­‐is-­‐your-­‐business-­‐ready 
Cnfidential ! 
Copyri...
Guest 
Speaker: 
Mario 
Herger 
"I 
help 
organiza9ons 
make 
work 
more 
fun.” 
Presenta?on: 
Using 
gamifica0on 
to 
cre...
Advanced 
Social 
Media 
Marke0ng 
DAY 
2 
October 
24, 
2014 
MarketingXLerator Cnfidential ! !
99 
AirBnB 
Video: 
hWps://www.youtube.com/watch?v=J0CZS3SYVeQ&index=13&list=PLF80F1644A6A1FE7B 
MarketingXLerator Cnfiden...
Today 
9 
AM 
Homework 
Review 
Marke?ng 
Automa?on 
Part 
1 
10 
AM 
Guest 
Speaker: 
@AWensity 
11 
AM 
Social 
Iden?ty ...
Guest 
Speakers 
101 
MarketingXLerator Cnfidential !
Marke0ng 
“Automa0on” 
102 
MarketingXLerator Cnfidential !
What 
is 
Marke0ng 
Automa0on? 
Wikipedia: 
“Marke?ng 
automa?on 
refers 
to 
sopware 
playorms 
designed 
for 
marke?ng 
...
What 
is 
Marke0ng 
Automa0on? 
Wikipedia: 
Not 
Good 
Enough 
“Marke?ng 
automa?on 
refers 
to 
sopware 
playorms 
design...
What 
is 
CRM? 
Wikipedia: 
“Customer 
rela?onship 
management 
(CRM) 
is 
a 
model 
for 
managing 
a 
company’s 
interac0...
What 
is 
CRM? 
Wikipedia: 
Be`er 
“Customer 
rela?onship 
management 
(CRM) 
is 
a 
model 
for 
managing 
a 
company’s 
i...
Customer 
Experience 
(CX) 
• Focus 
on 
the 
(future) 
customer 
• All 
ac0vity 
is 
informed 
by 
the 
resul?ng 
custome...
Customer 
Experience 
(CX) 
• Focus 
on 
the 
(future) 
customer 
• All 
ac0vity 
is 
informed 
by 
the 
resul?ng 
custome...
How 
to 
maintain 
a 
consistent 
CX? 
Marke?ng, 
AR, 
PR 
Convergence 
Example: 
• Blogs 
replace 
Press 
Releases 
(PR 
...
Digital 
Transforma0on 
It’s 
all 
about 
CX 
110 
MarketingXLerator Cnfidential !
Source: 
Al?meter 
– 
2014 
State 
of 
Digital 
Transforma?on 
111 
MarketingXLerator Cnfidential !
Source: 
Al?meter 
– 
2014 
State 
of 
Digital 
Transforma?on 
112 
MarketingXLerator Cnfidential !
Source: 
Al?meter 
– 
2014 
State 
of 
Digital 
Transforma?on 
113 
MarketingXLerator Cnfidential !
Source: 
Al?meter 
– 
2014 
State 
of 
Digital 
Transforma?on 
114 
MarketingXLerator Cnfidential !
Where 
is 
the 
data? 
Who 
owns 
it? 
115 
MarketingXLerator Cnfidential !
Exercise: 
Where 
is 
the 
Data? 
• LinkedIn 
• TwiWer 
• Facebook 
• Google 
(Plus) 
• Slideshare 
• Branded 
communi?es ...
Who 
owns 
social 
network 
data? 
“If 
social 
media 
were 
truly 
owned, 
brands 
would 
have 
control 
over 
the 
exper...
Source: 
HBR 
– 
Making 
Sense 
of 
Owned 
Media. 
118 
MarketingXLerator Cnfidential !
What 
you 
CAN 
own: 
Content, 
Community 
& 
Context 
Source: 
HBR 
– 
Making 
Sense 
of 
Owned 
Media. 
119 
MarketingXL...
Accessing 
Social 
Data 
• LinkedIn 
Ad 
Campaign 
• Technology 
is 
needed 
to 
bring 
data 
from 
disparate 
social 
med...
Predic0ve 
Marke0ng 
A 
technique 
that 
uses 
social 
business 
intelligence 
to 
forecast 
future 
behavioral 
pa`erns 
...
MarketingXLerator Cnfidential ! 122
Guest 
Speaker: 
@AliceSFCity 
“The 
Impact 
of 
Social 
Analy0cs 
Across 
the 
Enterprise.” 
Alice 
Goldstein, 
Sr. 
Mana...
About 
@AWensity 
1. AWensity 
provides 
corporate 
insight 
solu0ons 
based 
on 
proprietary 
data 
contextualiza?on. 
2....
Social 
Iden0ty 
& 
Security 
125 
MarketingXLerator Cnfidential !
126 
MarketingXLerator Cnfidential ! 
Chart 
by 
Orpha 
Buena 
via 
PopHerald.com; 
data 
from 
Gigya.com.
Social 
Iden?ty 
& 
Sign-­‐Ons 
Social 
Iden0ty 
• Personal 
Profile 
Data 
• Social 
Ac?vity 
Social 
Sign-­‐Ons 
• Offer...
Source: 
Al?meter 
– 
Leveraging 
Social 
Iden?ty. 
128 
MarketingXLerator Cnfidential !
Why 
is 
Cyber 
Security 
so 
Crucial 
for 
Marke0ng? 
129 
MarketingXLerator Cnfidential !
130 
MarketingXLerator Cnfidential !
131 
MarketingXLerator Cnfidential !
132 
MarketingXLerator Cnfidential !
133 
MarketingXLerator Cnfidential !
134 
MarketingXLerator Cnfidential !
135 
MarketingXLerator Cnfidential !
136 
MarketingXLerator Cnfidential !
137 
MarketingXLerator Cnfidential !
138 
MarketingXLerator Cnfidential !
139 
MarketingXLerator Cnfidential !
• Have 
a 
unique 
& 
complex 
passwords 
(no 
dic?onary 
words) 
– Tools: 
1Password, 
LastPass, 
KeePass) 
• Hide 
accou...
141 
MarketingXLerator Cnfidential !
Let 
your 
customers 
know 
what 
you 
know 
about 
them 
= 
Trust 
142 
MarketingXLerator Cnfidential !
Social 
Marke0ng 
vs. 
Social 
Selling 
143 
MarketingXLerator Cnfidential !
Forget 
the 
Tradi?onal 
Sales 
Funnel 
• Wherever 
a 
prospect 
starts, 
personalize 
their 
journey 
• By 
2017: 
50 
bi...
145 
MarketingXLerator Cnfidential !
Buyer 
Cycle 
Source: 
Robin 
Grant: 
The 
purchase 
funnel 
is 
no 
more; 
via 
McKinsey. 
146 
MarketingXLerator Cnfiden...
Tradi?onal 
Sales 
vs. 
Marke?ng: 
Goals 
147 
Marke0ng 
Sales 
Brand 
Coverage 
Close 
Deals 
Qualified 
Leads 
Generate ...
Social 
Selling 
vs. 
Marke?ng: 
Goals 
148 
Marke0ng 
Sales 
Brand 
Coverage 
Close 
Deals 
Qualified 
Leads 
Generate 
L...
Social 
Selling 
Techniques 
• Selling 
is 
about 
building 
rela0onships 
• Discovering 
incidental 
similari0es 
aids 
t...
Social 
“Media” 
Selling 
Components 
Build 
and 
nurture 
rela0onships 
1. Find 
relevant 
informa?on 
on 
prospects 
& 
...
Source: 
LinkedIn 
Social 
Selling 
Playbook. 
151 
MarketingXLerator Cnfidential !
Source: 
LinkedIn 
Social 
Selling 
Playbook. 
152 
MarketingXLerator Cnfidential !
The 
New 
Marke?ng 
vs. 
Sales 
Reality 
of 
buying 
decisions 
made 
before 
sales 
rep 
involvement 
153 
Marke0ng 
Sale...
CONFUSION 
Social 
Marke?ng 
+ 
Social 
Selling 
= 
Redundancies 
• Few 
companies 
are 
social 
businesses 
yet 
– Marke?...
155 
MarketingXLerator Cnfidential !
Tools 
156 
MarketingXLerator Cnfidential !
157 
AirBnB 
Video: 
MarketingXLerator Cnfidential !
Small 
Scale 
Tools 
TwiWer: 
• Bufferapp 
/ 
Browser 
Integra?on 
• Hootsuite 
/ 
Hootlet 
• Crowdbooster 
• Bitly 
• Klo...
Large 
Scale 
Tools 
• Hootsuite 
• A`ensity 
• Tracx 
• Sprinklr 
• Spredfast 
• Radian6 
159 
MarketingXLerator Cnfident...
160 
MarketingXLerator Cnfidential !
161 
MarketingXLerator Cnfidential !
Guest 
Speaker: 
@Geslien 
“Social 
Intelligence: 
Proving 
the 
Value 
of 
Social.” 
Eric 
Geslien, 
Director 
of 
Enterp...
About 
Tracx 
• The 
tracx 
social 
intelligence 
plasorm 
empowers 
agencies 
and 
brands 
with 
a 
highly 
advanced 
set...
Twi`er 
Amplifica0on 
via 
Influencers 
Example 
164 
MarketingXLerator Cnfidential !
165 
MarketingXLerator Cnfidential !
166 
MarketingXLerator Cnfidential !
167 
MarketingXLerator Cnfidential !
168 
MarketingXLerator Cnfidential !
169 
MarketingXLerator Cnfidential !
170 
MarketingXLerator Cnfidential !
Twi`er 
Campaign: 
#SAPtd 
Throwback 
Challenge 
171 
MarketingXLerator Cnfidential !
#SAPtd 
Throwback 
Challenge 
172 
MarketingXLerator Cnfidential !
173 
MarketingXLerator Cnfidential !
Final 
Project 
Presenta0ons 
• 5 
Minute 
Presenta?on 
• 5 
Minutes 
Feedback 
174 
MarketingXLerator Cnfidential !
Final 
Project: 
Write 
a 
Social 
Media 
Strategy 
ü For you, your company, product, service… 
2. Set 1-3 SMART Goals 
•...
Social 
Media 
Resources 
176 
MarketingXLerator Cnfidential !
Natascha 
Thomson 
NaThomson@Marke?ngXLerator.com 
@NaThomson 
+Get 
1 
(925) 
519-­‐25% 
8111 
off 
with 
Over 
15 
years...
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Advanced Social Media Marketing: 2-Day Course @UCSCExtension Silicon Valley

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Slides for 2 full days of Advanced Social Media Marketing studies at UCSC Silicon Valley.

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Advanced Social Media Marketing: 2-Day Course @UCSCExtension Silicon Valley

  1. 1. Advanced Social Media Marke0ng @NaThomson October 17 & 24, 2014 MarketingXLerator Cnfidential ! !
  2. 2. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  3. 3. What to Expect Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  4. 4. Today’s Agenda 9 AM Introduc0ons & Branding 10 AM What’s New? 11 AM Guest Speaker 1 PM Strategy & Final Projects Info 3 PM Advanced SM Usage 4 PM Guest Speaker Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  5. 5. MarketingXLerator Cnfidential ! Copyright by Marke?ngXLerator.
  6. 6. …in 160 Characters Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  7. 7. MarketingXLerator Copyright by MaCrknefi?denngtXiaLle rato!r.
  8. 8. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  9. 9. Natascha Thomson NaThomson@Marke?ngXLerator.com @NaThomson +Get 1 (925) 519-­‐25% 8111 off with Over 15 years of promo code B2B ADD12: marke0ng experience in Global 2000 and hWp://www.happyabout.com/42rules/ startup companies. Customers b2bsocialmediamarke?ng.php include SAP, EMC & Polycom. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  10. 10. Your Social Media Profile = Your Virtual Business Card Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  11. 11. 5 Reasons You Need to Be On Social Media 1. If you don’t listen, you can’t respond 2. If you can’t be found, you don’t exist 3. If you’re not where your audience is, others will be 4. If you don’t engage, you won’t convert 5. If you don’t experiment, you won’t learn Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  12. 12. Brand Posi0oning / Message Promo0on Impact: How do You get Your message to Your audience? n Iden?fy channels ̶ Email ̶ Social Media n Define tac?cs ̶ Webinars ̶ SEO n Create Content (Calendar) ̶ Blogs ̶ Videos Deliverables: - Detailed Plan - Execu?on The 3 Marketing Pillars Portray: Who are you/ your company? n Iden?ty n Promise/Differen?ator Deliverables: Crea?ve Brief For n Look & Feel n Style n Colors n Fonts n Pictures Convince: Why does it ma`er? n Clear understanding of target audience and needs n Unique Selling Point n Differen?ators n Products & Services Deliverables: n Copy n Assets Awareness, Engagement, Conversion Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  13. 13. Why Does (Your) Brand MaWer? Your Social Brand Is Part of Your Professional Iden0ty! Brand “You” Is Star0ng To Stretch Across Personal & Business! A Strong Network Is Crucial to Your Success! Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  14. 14. Self-­‐Branding Tips Crea0ng a Brand 1. What is your area of exper0se? 2. What image would you like to portray (in the industry)? 3. What informa0on can you share to add value? Facts • Based on your brand, people decide if they want to connect with you. • Based on your content, people decide if they want to stay connected. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  15. 15. Good Example: LI Self-­‐Branding Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  16. 16. Good Example: LI Self-­‐Branding Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  17. 17. Good Example: LI Self-­‐Branding Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  18. 18. What About YOUR Brand? Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  19. 19. Be Consistent Across Channels This applies to your online & offline presence; profile and messages. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  20. 20. Good Example: LI/TwiWer Self-­‐Branding Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  21. 21. Example: TwiWer Self-­‐Branding Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  22. 22. Profile Categories Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  23. 23. Example: Biz Professional Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  24. 24. Example: Biz Thought Leader Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  25. 25. Example: Famous Leader/Celebrity Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  26. 26. Example: Global B2B Brand Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  27. 27. Example: Global B2C Brand Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  28. 28. Example: Startup Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  29. 29. Example: B2B Product/Category Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  30. 30. Example: B2C Product Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  31. 31. What’s New? Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  32. 32. Newish: Pull Marke?ng Source: Danielle Herzberg, Hubspot Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  33. 33. Push Marke0ng (Outbound) vs. Pull Marke0ng (Inbound) Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  34. 34. Approximately 46% of online users count on social media when making a purchase decision. Source: Nielsen Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  35. 35. 85% of business decision-­‐makers find at least one social media channel important when making a technology purchase decisions. Source: Forrester Research Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  36. 36. Buyer’s Journey: Has Changed • 70-­‐90% of the buyers journey is complete prior to engaging a vendor (Forrester) • Consumer engages with 11.4 pieces of content prior to making a purchase (Forrester) • Consumers are 5x more dependent on content than they were 5 years ago (Nielsen) Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  37. 37. Buyer’s Journey: Content The 3 most influen0al pieces of content: 1. Expert Content (Credible 3rd Party) > especially at onset & Point-­‐of-­‐Sales (PoS) 2. Brand Content > the further in sales cycle 3. User-­‐Generated/UGC (Reviews such as Amazon) > especially PoS Source: Nielsen: ConsumCerosp Cyrraigveh tR beayl MCoanrtkeen?t nWghXeLne rMataokrin. g Purchase Decisions MarketingXLerator Cnfidential !
  38. 38. Buyer Cycle: Past Source: Robin Grant: The purchase funnel is no more. MarketingXLerator Cnfidential !
  39. 39. Buyer Cycle: Present Source: Robin Grant: The purchase funnel is no more; via McKinsey. MarketingXLerator Cnfidential !
  40. 40. Content is not King. Content in Context is King. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  41. 41. Social Media & The Law • Legisla?ons trails technology • Who owns your TwiWer followers? • Corporate Social Media Guidelines!!! Source: my blog. A big thank you to Paul Cowie, Partner, Sheppard Mullin. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  42. 42. Collabora?ve Economy • Sharing Economy – Yerdle, Rideshare, Uber, oDesk, AirBnB • Maker Movement – TechShop, Etsy • Co-­‐Innova?on Movement – Kickstarter, Indiegogo Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  43. 43. Collabora?ve Economy • Sharing Economy – Yerdle, Rideshare, Uber, oDesk, AirBnB • Maker Movement – TechShop, Etsy • Co-­‐Innova?on Movement – Kickstarter, Indiegogo “The Highest Form of Loyalty is Shared Des7ny” ~ Jeremiah Owyang Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  44. 44. Source: Cognizant YouTube Channel. MarketingXLerator Cnfidential !
  45. 45. Social Media Strategy Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  46. 46. Brand Posi0oning / Message Promo0on Impact: How do You get Your message to Your audience? n Iden0fy channels ̶ Email ̶ Social Media n Define tac0cs ̶ Webinars ̶ SEO n Create Content (Calendar) ̶ Blogs ̶ Videos Deliverables: - Detailed Plan - Execu?on The 3 Marketing Pillars Portray: Who are you/ your company? n Iden?ty n Promise/Differen?ator Deliverables: Crea?ve Brief For n Look & Feel n Style n Colors n Fonts n Pictures Convince: Why does it ma`er? n Clear understanding of target audience and needs n Unique Selling Point n Differen?ators n Products & Services Deliverables: n Copy n Assets Awareness, Engagement, Conversion Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  47. 47. Steps to a (Social Media Marke?ng) Strategy ü Define your brand* 2. Set your objectives 3. Define your target audience 4. Identify the appropriate “watering holes” • Prioritize • Define goals & metrics per channel 5. Create tactics 6. Execute (and experiment) 7. Monitor & Fine-Tune *Assumption: Positioning/core messaging exist. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  48. 48. Objec?ve Serng • Tie back to business goals • Priori?ze • Make them measurable – Qualita?ve metrics can be ok – Know HOW to measure • Be careful what you measure Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  49. 49. Defining the Target Audience Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  50. 50. Who is Your Target Audience? • External/Internal • Buyer’s Cycle: Decision Makers, Influencers • Demographics/Personas > Listen, Research, Ask Titles, Roles Customer base Market Geos LoBs Net New / Install Base North America Industries Segments SMB, Medium, Enterprise Retail, EMEA etc. Financial Services etc. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  51. 51. Exercise • Your boss tells you: “We need to be on social media” • What do you ask her? • Which social channels do you choose? Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  52. 52. Poten?al Ques?ons 1. What is the objec?ve? How will it be measured? 2. What are the resources? (Me?) 3. Who is the target audience? 4. What else are we doing? 5. Is social media the best route? 6. Do we have the tools to listen? Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  53. 53. Owned vs. Earned vs. Paid Examples: • Owned – @NaThomson, @SAP, @Polycom • Earned / Organic – LinkedIn Groups, Blog syndica?on, comments on other’s blogs • Paid – CIO.com, Forbes advertorial, LI ad, TwiWer promoted account CopyriSgohut rbcye :M Smarakret?InnsgiXghLetsr.actoomr. MarketingXLerator Cnfidential !
  54. 54. Steps to a (Social Media Marke?ng) Strategy ü Define your brand 2. Set your objectives 3. Define your target audience 4. Identify the appropriate “watering holes” • Prioritize • Define goals & metrics per channel 5. Create tactics 6. Execute (and experiment) 7. Monitor & Fine-Tune Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  55. 55. Advanced Social Media Usage Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  56. 56. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  57. 57. The 12 Commandments of Social Media Thou shalt: 1. Determine thy organiza?on's goals for social media. Social media shall be employed under a flexible plan to meet those goals. 2. Know thy target audience and community. 3. Know thy organiza?onal culture and voice. Speak to your audience in your voice. 4. Listen. If you do nothing else, listen to what people are saying about your organiza?on, products or services, compe?tors and environment. 5. Be social. It is called SOCIAL media: Engage your community. 6. Be pa?ent but measure results! Progress takes ?me but must be monitored. 7. Not aWempt to be on every playorm. Priori7ze on the social pla5orms that meet your objec9ves, audience, and resources best. 8. Be authen0c 24/7/52. 9. Show thy passion. Involve your stakeholders emo?onally. 10. Be consistent with message, principles and tone. 11. Produce great targeted content. 12. Use good manners. If you are angry delay your post or tweet and read it again before pos?ng. Source: Professor Gary Schirr; LinkedIn Blog; with edit to #7. MarketingXLerator Cnfidential !
  58. 58. Source: Our Digital Coach. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  59. 59. hWp://techcrunch.com/2014/01/21/instagram-­‐is-­‐the-­‐fastest-­‐growing-­‐social-­‐site-­‐ globally-­‐mobile-­‐devices-­‐rule-­‐over-­‐pcs-­‐for-­‐social-­‐access/?ncid=tcdaily Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  60. 60. Example: Metrics REACH (how many poten?al eyeballs?) ENGAGE (how many interac?ons?) ACT (response to call to ac?on) ADVOCATE & SHARE (sa?sfac?on and loyalty) AWARENESS Volume (e.g., # of fans, followers) Interac?on (e.g., # of retweets or shares) Click-­‐Thru ( e.g., click-­‐thru on bit.ly links) Shares (e.g., # of shares or # of repeat visits) INTERACTION Volume (e.g., # of visits to company blog) Interac?on (e.g., # of comments per post) Conversion (e.g., # of downloads of solu?on whitepaper) Referral (e.g., # of referrals to friends) INTENT Contact (e.g., # opt-­‐ins for newsleWer) Depth (e.g., # of click-­‐thru on 2nd level links) Conversion (# of leads generated) Reten?on (e.g., # of inquiries from installed base) Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  61. 61. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  62. 62. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  63. 63. 59% of Twi`er users have visited B2B tech brand sites, compared to 40% for the average Internet popula0on. Source: Compete and TwiWer Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  64. 64. TwiWer Op?miza?on n TwiWer Account n Memorable user name n Bio n Profile & background pictures n URL n Loca?on n Know your Hashtags Advanced: n Use Mobile App n Sign up for Bit.ly’s n Install Bufferapp.com n Hootsuite et al Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  65. 65. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  66. 66. TwiWer Abbrevia?on Dic?onary • MT = Modified tweet. • RT = Retweet. • DM = Direct message (accounts have to follow each other). • CC = Carbon-­‐copy. Works the same way as email. • IMHO = In my humble opinion. • LOL = Laugh out Loud; ROFL = Roll On The Floor Laughing. • TY = Thank you. • ^NT = Ini?als added to a Tweet to indicate a personal addi?on Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  67. 67. What Makes a Good Tweet? 3 Tips for a Good Tweet 1. Listen before you Tweet 2. Add your own insights vs. just (re)tweet 3. Be a personality not a company (P2P) 3 Tips to Increase your Following 1. Follow influencers & other interesting people 2. Tweet during relevant events using the hashtag 3. Include influencers or other relevant handles in your Tweets (even ask for RTs) MarketingXLerator Cnfidential !
  68. 68. How to Judge “A Good Tweet” Metrics: Reach – Followers - Influence – Engagement Qualitative • It’s audience appropriate • Good content = not a product pitch • Leaves room for Retweeting • Influences (your audience) • Is a well-defined piece in your overall social media strategy • Is Retweeted by your influencers (not just friends) Quantitative • Tweet is Retweeted and/or commented on • Creates a high amount of impressions; premise: influencers have many followers • Click-throughs to promoted content, e.g. via Bit.ly’s • Growth in number of followers • Increase in Klout score MarketingXLerator Cnfidential !
  69. 69. Tac?cs • #Hashtags, Trends • TweetChats • Contests • Promoted Accounts • Promoted Tweets • TwiWer Cards MarketingXLerator Cnfidential !
  70. 70. Or: hWps://ads.twiWer.com MarketingXLerator Cnfidential ! FAQ Copyright by Marke?ngXLerator.
  71. 71. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  72. 72. LinkedIn Tips Op0mize Your Profile § Professional picture § Complete profile § Upload/link to content § Recommenda?ons § Build good connec?ons Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  73. 73. List your ?tle/experience in a meaningful way. Many people will form their first impression of you from reading your LinkedIn profile. Example Profile: Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  74. 74. Provide a brief overview of your skills & accomplishments. The way you write the summary tells people a lot about how you view & present yourself. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  75. 75. Ask past & present clients and colleagues for recommenda?ons. Write recommenda?ons for others. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  76. 76. Post status updates to demonstrate your thought leadership & exper?se. Ideally daily. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  77. 77. Join Relevant LI Groups : Answer & Ask Ques?ons Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  78. 78. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  79. 79. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  80. 80. LinkedIn Segmenta?on Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  81. 81. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  82. 82. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  83. 83. LinkedIn Tac?cs § Status Updates (Profile/Company Page) § Company Page § Join/Engage in/ Run a Group § Write LI Blog § Adver?sing § Leverage Ad tool for segmenta?on § Comment Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  84. 84. Use Case • LinkedIn Ad Campaign Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  85. 85. Social Media E?queWe 1. Never blatantly pitch your company or product 2. Listen to “conversa?ons” before you “talk” 3. Be respecyul, kind, and add value 4. Imagine your posts will appear on the front page of the NYTimes (they could) 5. If somebody gets “nasty”, don’t engage in an online argument. Ideally, try to work it out “off-­‐line”. 6. Don’t men?on religion, race, poli?cs, sex Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  86. 86. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  87. 87. Tips • Requires a content strategy that focuses on pictures, stories, videos etc. • Challenge is to turn “Likes” into more • Overall more popular for B2C vs. B2B • Constant changes • You have to pay to reach your fans • Brands say it works well if you pay Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  88. 88. FB Marke?ng & Ads Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  89. 89. 1 2 3 4 Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  90. 90. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  91. 91. Blog Content: • Blog about your area of exper?se & passion. • Tell a story – don’t pitch products. • Fill informa?on gaps for your audience. • Engage through downloads, of videos & other relevant content. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  92. 92. Blog Cross-­‐market your blog via: § TwiWer, LinkedIn, G+, FB, Pinterest etc. § Email § NewsleWers § Syndica0on § Add a call to ac0on to each blog, e.g. “download this white paper”; “URL to another blog on the topic”, “Register here”, “Subscribe”. § Blog regularly § Use the right keywords in the right places/SEO § Create good links back to your blog: § Comment on other people’s blogs § Link to other blogs in your blog (own or external) § Include your blog URL in your email signature & social profiles Related: 21 Tac?cs to increase blog traffic Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  93. 93. • Google AdWords Keywords Tool Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  94. 94. Google Plus Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  95. 95. Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  96. 96. MarketingXLerator hWp://www.slideshare.net/NataschaThomson/pinterest-­‐is-­‐your-­‐business-­‐ready Cnfidential ! Copyright by Marke?ngXLerator.
  97. 97. Guest Speaker: Mario Herger "I help organiza9ons make work more fun.” Presenta?on: Using gamifica0on to create leads in sales and marke0ng. Mario Herger, CEO Enterprise Gamifica9on Consultancy LLC • Gamifica?on, innova?on, social business, and intrapreneurship in the enterprise. • Author of mul?ple books. Previously: • Sr. Innova?on Strategist, SAP Labs • Global Head of the Gamifica?on Ini?a?ve, SAP • Co-­‐founder: Austrian Innova?on Center Silicon Valley (AICSV) Copyright by Marke?ngXLerator. MarketingXLerator Cnfidential !
  98. 98. Advanced Social Media Marke0ng DAY 2 October 24, 2014 MarketingXLerator Cnfidential ! !
  99. 99. 99 AirBnB Video: hWps://www.youtube.com/watch?v=J0CZS3SYVeQ&index=13&list=PLF80F1644A6A1FE7B MarketingXLerator Cnfidential !
  100. 100. Today 9 AM Homework Review Marke?ng Automa?on Part 1 10 AM Guest Speaker: @AWensity 11 AM Social Iden?ty & Security Social Marke?ng vs. Social Selling 12 PM Lunch 1 PM Marke?ng Automa?on Part 2 Influencer/Advocate Marke?ng 2 PM Guest Speaker: @Tracx 3 PM Final Project Presenta?ons 4:30 PM Wrap Up 100 MarketingXLerator Cnfidential !
  101. 101. Guest Speakers 101 MarketingXLerator Cnfidential !
  102. 102. Marke0ng “Automa0on” 102 MarketingXLerator Cnfidential !
  103. 103. What is Marke0ng Automa0on? Wikipedia: “Marke?ng automa?on refers to sopware playorms designed for marke?ng departments and organiza?ons to automate repe00ve tasks.” 103 MarketingXLerator Cnfidential !
  104. 104. What is Marke0ng Automa0on? Wikipedia: Not Good Enough “Marke?ng automa?on refers to sopware playorms designed for marke?ng departments and organiza?ons to automate repe00ve tasks.” 104 MarketingXLerator Cnfidential !
  105. 105. What is CRM? Wikipedia: “Customer rela?onship management (CRM) is a model for managing a company’s interac0ons with current and future customers. It involves using technology to organize, automate, and synchronize sales, marke?ng, customer service, and technical support.” 105 MarketingXLerator Cnfidential !
  106. 106. What is CRM? Wikipedia: Be`er “Customer rela?onship management (CRM) is a model for managing a company’s interac0ons with current and future customers. It involves using technology to organize, automate, and synchronize sales, marke?ng, customer service, and technical support.” 106 MarketingXLerator Cnfidential !
  107. 107. Customer Experience (CX) • Focus on the (future) customer • All ac0vity is informed by the resul?ng customer experience – Marke?ng does NOT act in isola?on – Sales does NOT act in isola?on – Customer service does NOT act in isola?on – Product development does not act in isola?on… • Overused Buzz Word – Oen used somewhat synonymous with social media • Goes way beyond tradi?onal personaliza0on • Success based on social business level DATA gathering, analysis and usage (think Code Halos) 107 MarketingXLerator Cnfidential !
  108. 108. Customer Experience (CX) • Focus on the (future) customer • All ac0vity is informed by the resul?ng customer experience Digital Transforma0on – Marke?ng does NOT act in isola?on – Sales does NOT act in isola?on – Customer service does NOT act in isola?on – Product development does not act in isola?on… • Overused Buzz Word – Oen used somewhat synonymous with social media • Goes way beyond tradi?onal personaliza0on • Success based on social business level DATA gathering, analysis and usage (think Code Halos) 108 MarketingXLerator Cnfidential !
  109. 109. How to maintain a consistent CX? Marke?ng, AR, PR Convergence Example: • Blogs replace Press Releases (PR only for BIG news) Example: • Analyst Rela?ons, Marke?ng and PR talk directly to the same people via social media – People expect a unified message – “Gate-­‐keeping” no longer works, e.g. “only PR talks to the press” – Corporate AR, PR, Blogger & other Influencer programs have the same members Marke0ng is responsible for a seamless customer experience. This requires digital transforma0on. 109 MarketingXLerator Cnfidential !
  110. 110. Digital Transforma0on It’s all about CX 110 MarketingXLerator Cnfidential !
  111. 111. Source: Al?meter – 2014 State of Digital Transforma?on 111 MarketingXLerator Cnfidential !
  112. 112. Source: Al?meter – 2014 State of Digital Transforma?on 112 MarketingXLerator Cnfidential !
  113. 113. Source: Al?meter – 2014 State of Digital Transforma?on 113 MarketingXLerator Cnfidential !
  114. 114. Source: Al?meter – 2014 State of Digital Transforma?on 114 MarketingXLerator Cnfidential !
  115. 115. Where is the data? Who owns it? 115 MarketingXLerator Cnfidential !
  116. 116. Exercise: Where is the Data? • LinkedIn • TwiWer • Facebook • Google (Plus) • Slideshare • Branded communi?es • Blogs 116 MarketingXLerator Cnfidential !
  117. 117. Who owns social network data? “If social media were truly owned, brands would have control over the experience, access to their fans, and full use of the data. But the reality is quite different: • Public social networks like LinkedIn and TwiWer don’t enable brands to access their own data. • And Facebook now charges brands to reach their own fans and followers.” Source: HBR – Making Sense of Owned Media. 117 MarketingXLerator Cnfidential !
  118. 118. Source: HBR – Making Sense of Owned Media. 118 MarketingXLerator Cnfidential !
  119. 119. What you CAN own: Content, Community & Context Source: HBR – Making Sense of Owned Media. 119 MarketingXLerator Cnfidential !
  120. 120. Accessing Social Data • LinkedIn Ad Campaign • Technology is needed to bring data from disparate social media, CRM and others systems together in a meaningful way. – Meaningful = linking a persons behavior over mul?ple channels. – The analysis of this behavior/context provides insights on past and probable future behaviors. 120 MarketingXLerator Cnfidential !
  121. 121. Predic0ve Marke0ng A technique that uses social business intelligence to forecast future behavioral pa`erns from the analysis of past behaviors. • Data is analyzed in context. • Enables beWer targe?ng, interac?ons, and resource alloca?ons, ideally, leading to higher ROI. • Example: What pieces of content have performed best? Cau?on • Models are by defini?on simplifica?ons of the real world. • Informa?on is never perfect > unknowns are a given. Real World Applica0on • Use predic?ve analy?cs to INFORM not DETERMINE your strategy. • Think probabilis0c not predic?ve. Further reading: Hubspot: Predic?ve Analy?cs. 121 MarketingXLerator Cnfidential !
  122. 122. MarketingXLerator Cnfidential ! 122
  123. 123. Guest Speaker: @AliceSFCity “The Impact of Social Analy0cs Across the Enterprise.” Alice Goldstein, Sr. Manager, Product Marke?ng, A`ensity • Responsible for corporate insight solu?ons • Adjunct Instructor at UCSC Silicon Valley: Leveraging Social Media Partners Previously: • Recognized for most trac?on in salesforce.com community • Energy Program CommiWee MIT/Standford Venture Lab (VLAB) • Xerox PARC 123 MarketingXLerator Cnfidential !
  124. 124. About @AWensity 1. AWensity provides corporate insight solu0ons based on proprietary data contextualiza?on. 2. They help Global 1000 companies iden0fy, interpret and “understand” massive amounts of structured and unstructured data from many different sources. 3. The use of AWensity can consequently help improve customer experience, manage brand equity, enhance revenue, mi?gate business risk, and help inform business strategies. 124 MarketingXLerator Cnfidential !
  125. 125. Social Iden0ty & Security 125 MarketingXLerator Cnfidential !
  126. 126. 126 MarketingXLerator Cnfidential ! Chart by Orpha Buena via PopHerald.com; data from Gigya.com.
  127. 127. Social Iden?ty & Sign-­‐Ons Social Iden0ty • Personal Profile Data • Social Ac?vity Social Sign-­‐Ons • Offer user convenience • Enable brands personaliza?on around the 4 Ps • Social sign-­‐on informa?on can be used to match individuals with exis?ng records in a CRM system to create more complete personas Source: Al?meter – Leveraging Social Iden?ty. 127 MarketingXLerator Cnfidential !
  128. 128. Source: Al?meter – Leveraging Social Iden?ty. 128 MarketingXLerator Cnfidential !
  129. 129. Why is Cyber Security so Crucial for Marke0ng? 129 MarketingXLerator Cnfidential !
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  140. 140. • Have a unique & complex passwords (no dic?onary words) – Tools: 1Password, LastPass, KeePass) • Hide account passwords (especially for corporate accounts) – 1Password, Single Sign-­‐on, Admin-­‐managed permissions – Tools: Hootsuite, Sprinklr – each team member gets their unique password • Don’t store passwords in browser & clear history • Change password at least every 6 months (or when an employee of a privvy to it leaves) • Don’t email passwords or write them down • Monitor account ac?vity frequently – Log in daily – Tools: Google Alerts, Hootsuite, Sprinklr, AWensity, Tracx • Have a firewall with a unique password • Upgrade your soware regularly • Don’t click on every URL – Tools: Zer0Fox, Lookingglass Scout – If message from bank, PayPal etc. – don’t click, log directly into account 140 MarketingXLerator Cnfidential !
  141. 141. 141 MarketingXLerator Cnfidential !
  142. 142. Let your customers know what you know about them = Trust 142 MarketingXLerator Cnfidential !
  143. 143. Social Marke0ng vs. Social Selling 143 MarketingXLerator Cnfidential !
  144. 144. Forget the Tradi?onal Sales Funnel • Wherever a prospect starts, personalize their journey • By 2017: 50 billion connected devices > be prepared for a mul?-­‐channel world • Be a thought leader Source: Salesforce -­‐ B2B marketers need to forget the tradi?onal sales funnel. 144 MarketingXLerator Cnfidential !
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  146. 146. Buyer Cycle Source: Robin Grant: The purchase funnel is no more; via McKinsey. 146 MarketingXLerator Cnfidential !
  147. 147. Tradi?onal Sales vs. Marke?ng: Goals 147 Marke0ng Sales Brand Coverage Close Deals Qualified Leads Generate Leads Nurturing Nurture “Magic Document” Feedback to marke?ng on market Key Metric: Key Metric: # Qualified Leads $$$ On average, marke?ng is s?ll only responsible for 30% of lead genera?on for sales.* * Source: LinkedIn Social Selling Playbook. MarketingXLerator Cnfidential !
  148. 148. Social Selling vs. Marke?ng: Goals 148 Marke0ng Sales Brand Coverage Close Deals Qualified Leads Generate Leads Nurture Nurture “Magic Document” Feedback to marke?ng on market Post Sales Nurturing Post Sales Nurturing Key Metrics: Key Metrics: # Qualified Leads $$$ # Lead Conversion Rate # Engagement * Source: LinkedIn Social Selling Playbook. MarketingXLerator Cnfidential !
  149. 149. Social Selling Techniques • Selling is about building rela0onships • Discovering incidental similari0es aids the process of connec?ng* – Examples: same name, same birth date, same sports team, same hobby, come from same town Social media makes it easier to discover and mine incidental similari0es. Sources: Forbes – Science of Social Selling & *University of BC Study. 149 MarketingXLerator Cnfidential !
  150. 150. Social “Media” Selling Components Build and nurture rela0onships 1. Find relevant informa?on on prospects & their connec?ons 2. Get introduc?ons and referrals 1. e.g. ask a LinkedIn 1nd degree connec?ons to introduce you to a 2nd degree 3. Iden?fy & connect with the influencers of the decision makers 4. Gain market intelligence by listening, pos?ng and engaging 5. Leverage context: social media posts give insights on things like buying intent, moods, challenges or preferences 6. Establish yourself as a trusted expert = relevance 150 MarketingXLerator Cnfidential !
  151. 151. Source: LinkedIn Social Selling Playbook. 151 MarketingXLerator Cnfidential !
  152. 152. Source: LinkedIn Social Selling Playbook. 152 MarketingXLerator Cnfidential !
  153. 153. The New Marke?ng vs. Sales Reality of buying decisions made before sales rep involvement 153 Marke0ng Sales Close Deals (e.g. on Facebook) Close Deals Generate Leads Generate Leads Nurture Nurture Post Sales Nurturing Post Sales Nurturing Care About: Care About: # Qualified Leads Qualified Leads # Lead Conversion Rate Lead Conversion Relevance Relevance Pipeline Impact Closed Deals $$$ calls are now ineffec?ve 97% of the ?me * Source: LinkedIn Social Selling Playbook. • 57% – Cold MarketingXLerator Cnfidential !
  154. 154. CONFUSION Social Marke?ng + Social Selling = Redundancies • Few companies are social businesses yet – Marke?ng silo – Sales silo – Customer support silo – Development silo • Digital transforma?on is lacking behind technology/social media Digital transforma0on requires ques0oning the current organiza0onal business model. • What is the future role of marke0ng vs. sales? 154 MarketingXLerator Cnfidential !
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  156. 156. Tools 156 MarketingXLerator Cnfidential !
  157. 157. 157 AirBnB Video: MarketingXLerator Cnfidential !
  158. 158. Small Scale Tools TwiWer: • Bufferapp / Browser Integra?on • Hootsuite / Hootlet • Crowdbooster • Bitly • Klout • Twitonomy.com • TwiWeraudit.com (analyze fake follower count) 158 MarketingXLerator Cnfidential !
  159. 159. Large Scale Tools • Hootsuite • A`ensity • Tracx • Sprinklr • Spredfast • Radian6 159 MarketingXLerator Cnfidential !
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  162. 162. Guest Speaker: @Geslien “Social Intelligence: Proving the Value of Social.” Eric Geslien, Director of Enterprise Sales – West, Tracx • Enables customers to grow revenue & deepen client rela?onships through the social web • Responsible for social intelligence solu?on sales Scope: • Social Media Intelligence, Social Rela?onship/ Social Media Management System, Social Media Analy?cs, Brand monitoring, Campaign Management, Influencer Management, Engagement Management 162 MarketingXLerator Cnfidential !
  163. 163. About Tracx • The tracx social intelligence plasorm empowers agencies and brands with a highly advanced set of business analy0cs solu?ons designed to grow revenue and deepen customer rela?onships through the social web. • tracx refines masses of raw data across all social channels and provides deep insights into customer, compe0tor and influencer behaviors, highligh?ng essen?al marke?ng intelligence and business opportuni?es. • Our innova?ve, cloud based solu?on lets you cover all social media requirements from the strategic planning, to the engagement, the daily conversa?on volumes and drivers, through to a full repor0ng suite with ROI capabili0es. • tracx’s client base of interna?onal brands and agencies includes Sears, Krap Foods, Royal Bank of Scotland and IPG. 163 MarketingXLerator Cnfidential !
  164. 164. Twi`er Amplifica0on via Influencers Example 164 MarketingXLerator Cnfidential !
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  171. 171. Twi`er Campaign: #SAPtd Throwback Challenge 171 MarketingXLerator Cnfidential !
  172. 172. #SAPtd Throwback Challenge 172 MarketingXLerator Cnfidential !
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  174. 174. Final Project Presenta0ons • 5 Minute Presenta?on • 5 Minutes Feedback 174 MarketingXLerator Cnfidential !
  175. 175. Final Project: Write a Social Media Strategy ü For you, your company, product, service… 2. Set 1-3 SMART Goals • What does success look like? How is it measured? 3. Define the target audience (2 max.) 4. Identify the most appropriate social channels (2-3) 5. Optional: Create tactics (can include off-line) • Explain briefly how you chose your goals, audience, channels, tactics. • Word or PowerPoint format only. • Slides for 5 minute presentation on Oct 24. • Due: October 23rd at noon. MarketingXLerator Cnfidential !
  176. 176. Social Media Resources 176 MarketingXLerator Cnfidential !
  177. 177. Natascha Thomson NaThomson@Marke?ngXLerator.com @NaThomson +Get 1 (925) 519-­‐25% 8111 off with Over 15 years of promo code B2B ADD12: marke0ng experience in Global 2000 and hWp://www.happyabout.com/42rules/ startup companies. Customers b2bsocialmediamarke?ng.php include SAP, EMC & Polycom. MarketingXLerator Cnfidential !

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