How Today's Marketers Are Using Social Media #IS12


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  • Here is our agenda for what we will cover today. Please let me know if this matches your expectations, and if you have a special interest in certain areas.
  • Here is our agenda for what we will cover today. Please let me know if this matches your expectations, and if you have a special interest in certain areas.
  • Leader in Cloud RecruitingThink of it as an amalgamation of MA, CRM, Applicant Decisioning System that leverages: cloud computing – collective intelligence – and crowd sourcing. (if I’ve lost you… don’t worry.)Gives me a unique vantage point.One facet of our Cloud Recruiting Platform provides Job eMarketing integrated through over 1500 boards and social channels. Plus we have the Accolo Career Network of over 2.5M members – a large audience base to work with.Also using social…. 2-5 & 6 just embarking.
  • What do you want to accomplish?Customer Communication?Brand Exposure?Traffic to your site?SEO?Know youraudience… and the sites you should targetShow of hands, how many here are selling B2B … how many B2C?Marketers? Sales professionals?Who, what, where, when, andwhy!Economic buyerFunctional buyerInfluencers+ Job Seekers+ Recruiters
  • Ensure the fundamentals … Your CALL TO ACTIONTo hook into your Marketing Automation / nurturing campaigns and ultimately sales pipeline…
  • Twitter-Promoted Tweets-Promoted AccountsFacebook-Banner Ads-Text Ads-Opt-in Forms-Like Button goes to our form versus away from our formGoogle Plus-Still trying to figure this one outPinterest/Tumblr-Sources for infographics and places where that can live
  • Go To live demo of actual form here
  • Rather than saying “let’s send this email out to everyone on Thursday” we build lots of content based on used business rules and individuals actions or lack of to determine when and who gets each message – and it happens automatically. Even the content in a given message can dynamically change maybe based on industry or some other demographic characteristic of the people you sell to.
  • This is where the power and opportunity of Marketing Automation come in. Forget (for a moment) about Marketing Automation helping your sales team alignment. Marketing Automation is for you and your team. MA extends your marketing beyond email to multi channel and cross channel campaigns and automation. Allowing you to interact with customers where they are – whenever they are there with individual dialogues they want and value. This is your answering to marketing to the individual.
  • How Today's Marketers Are Using Social Media #IS12

    1. 1. How Today’s MarketersAre Using Social Media
    2. 2. How Today’s Marketers Are Using Social Media• While social media has the potential to increase and monitor brand awareness and drive lead generation, most organizations and marketers are still not sure how to go about it. At the same time, social media spend is seeing the biggest growth as a % of marketing budgets.• In this session, you’ll learn about how leading marketers are using social media and what results they’re able to achieve.SLIDE :2
    3. 3. HOW TODAY’S MARKETERS ARE USINGAgenda SOCIAL MEDIA • What are they using it for? • How are they going about it? • What results are they seeing? • What are the best practices? • Discussion with Question & Answers
    4. 4. • Joe LucasSpeakers – InsideView, Senior Marketing Manager • Cynthia Countouris – Accolo, VP Marketing • Ellen Valentine – SilverPop, Evangelist • Koka Sexton – InsideView, Director Social Strategy
    6. 6. Leveraging Social Media at Accoloa unique vantage point1. Career Opportunity (Job) Marketing ____2. Corporate Leadership and Branding3. Product Marketing and Sales Engagement4. Customer Retention and Support5. Product Roadmap / Feedback ____6. Enterprise Social Networking (SocialText)SLIDE :6
    7. 7. Corporate Leadership and Brandingdiffering sites provide differing valueSLIDE :7
    8. 8. And Be Social! make it fun and easy to shareSLIDE :8
    10. 10. Facebook: Social – Newsletter Opt-in1,415 sign-ups via our Find out how To do this: Facebook page in 9 months.
    11. 11. 66% Prefer Social Sign in
    12. 12. Automation  NurturingMeaningful Interactions Business Rules Dynamically Generate Content Registration Automated Emails Email Follow up
    13. 13. Marketing AutomationAlign your marketing department with your customer
    14. 14. KOKA SEXTONSLIDE :14
    15. 15. Social Media @InsideView• Branding• Engagement• Lead Generation• Customer RetentionSLIDE :15
    16. 16. The ROI: Social Marketing Skill Levels Skill Level 1 Skill Level 2 Skill Level 3 Skill level 4• Fans • Social Media • New leads • Enchantment Followers Engagement and Revenue and SubscribersSLIDE :16
    17. 17. Top of funnel lead gen Social channels have a Twitter large reach that can beFacebook used to communicate as well as generate new leads Community from multiple sources. • Product • Webinars • Papers New Leads
    18. 18. Targeting new leads through social mediaFocus Gain Attention Capture• Bio searches • Follow • MQL data• Tweet searches • Communicate • Push additional content • Push content • Feedback & Shares Imagine the machine you would create if sales people understood this.
    19. 19. Discussion Topics• How are you leveraging social media?• What are your goals for social media?• How does sales align to social marketing?• What tools are working?• How do you measure engagement?• How are you able to show ROI and results?• How are you using social activity during lead nurturing?• What are your plans for social media in the future?SLIDE :19
    20. 20. Key Takeaways1. Know your audience, know your objective(s) and how you’ll measure them2. Don’t bite off more than you can chew3. Keep your eyes open. This industry is still in the formative stages4. Be Social! Have fun! You’re creating human relationshipsSLIDE :20