Marketo held a Social Marketing Rockstar Tour in 2012 visiting 15 cities to discuss implementing, executing, and measuring social strategy with marketers from various industries and company sizes. Over 2000 attendees shared insights on their current social media use and lessons learned. Common themes included controlling your message, consistency, and implementing social media policies. Marketo has compiled the best tips collected on the tour.
REUPLOAD - Originally uploaded 27th February 2013, Slideshare wasn't previewing this because of some glitch, so I've re-uploaded. Hopefully this works.
I was recently asked to give a crash course in developing effective digital strategies. Because I have a contrary streak and think that digital isn't a separate entity, I presented what I think are the key principles in developing marketing strategies instead. It's an intro to strategy in a lot of ways, but hopefully it will be useful/interesting to a few people.
Even though influencer marketing is widely acknowledged to be the most effective yet highly affordable form of advertising, the actual return on investment is still a looming question for marketers who haven't yet worked with influencers. In this white paper, you will learn about research data and case study examples that prove the ROI of influencer marketing.
Keynote presentation for the #SocialTools15 conference in San Francisco - October 27 & 28. The focus is using data and analytics to drive more effective storytelling and content strategy.
Measuring Social Media for Brand AwarenessHootsuite
HootSuite and Nichole Kelly present the latest White Paper in our series on measuring social media for ROI.
This one is titled Measuring Social Media for Brand Awareness.
REUPLOAD - Originally uploaded 27th February 2013, Slideshare wasn't previewing this because of some glitch, so I've re-uploaded. Hopefully this works.
I was recently asked to give a crash course in developing effective digital strategies. Because I have a contrary streak and think that digital isn't a separate entity, I presented what I think are the key principles in developing marketing strategies instead. It's an intro to strategy in a lot of ways, but hopefully it will be useful/interesting to a few people.
Even though influencer marketing is widely acknowledged to be the most effective yet highly affordable form of advertising, the actual return on investment is still a looming question for marketers who haven't yet worked with influencers. In this white paper, you will learn about research data and case study examples that prove the ROI of influencer marketing.
Keynote presentation for the #SocialTools15 conference in San Francisco - October 27 & 28. The focus is using data and analytics to drive more effective storytelling and content strategy.
Measuring Social Media for Brand AwarenessHootsuite
HootSuite and Nichole Kelly present the latest White Paper in our series on measuring social media for ROI.
This one is titled Measuring Social Media for Brand Awareness.
If you have started your social media marketing, you should know what is social media ROI.
Here are some useful information that you should have in mind.
A full day workshop for executives, marketing heads and communications heads on --
1. How to organize and energize brand evangelists to achieve business objectives?
2. How to create influencer platforms and programs that work both online and offline?
3. How to build strong relationships with influencers by integrating online communities and offline events?
I have used versions of this slide deck for the following workshops:
- Private workshop for MSLGROUP clients in Taiwan.
- Private workshop for MSLGROUP offices in India, China, Taiwan, Hong Kong, Japan and Singapore.
- Marcus Evans Social Media Marketing Conference, November 2010.
- Private workshop for RPG Group, June 2010.
- Private workshop for BIAL, June 2010.
- NASSCOM Foundation workshop, April 2010.
- NASSCOM Emerge Workshop, April 2010.
- Guest Lecture at MICA, March 2010
Social media is a great tool to promote your services or some products.
So, the best thing you should do is to outsource social media! In this presentation, we present the most important reasons.
People trust word-of-mouth recommendations over brand advertisements. And that's why influencer marketing is disrupting traditional advertising as we know it. In this white paper, you will learn what influencer marketing is and how to run influencer-driven social media campaigns.
To get better understanding of engagement, audiences, and overall performance, Twitter has provided users the ability to dig into their profiles. This Masterclass exposes the hows, whys and whats of Twitter Analytics
The Future of Influencer Marketing - Predictions for 2015 2016Rustin Banks
Traditional marketing tactics simply aren’t working in the digital space. Consumers are increasingly tuning out brand advertising, or worse, actively avoiding it.
To learn more about this growing challenge and other trends that are emerging, check out The Future of Influencer Marketing, Predictions for 2015-2016.
Content Creation Best Practices & The Problem With Editorial CalendarsBen Grossman
89% of content marketers are focused on creating more engaging, higher quality content currently or within the next 12 months. And while intentions seem promising, prospects don't look too good. Two-thirds of content marketers admit that they either don’t have a strategy or that their plans live in a separate, stand-alone document (a.k.a. an Editorial Calendar). It’s a content crisis! That was the genesis of Jack Morton’s SXSW Interactive Workshop: “Why Editorial Calendars Make Your Content SUCK.”
In this presentation, a distinction is drawn between use of Editorial Calendars for content organization (which is a great use of the tool) versus content creation (which can lead to content that is not-so-great). Three alternative means of content creation and ideation are suggested: 1) consumer-inspired; 2) data-driven; and 3) conversation-led. Examples of content that fell short and content that soared are also provided in order to move marketers beyond thinking inside editorial boxes so that they can do something extraordinary.
If you have started your social media marketing, you should know what is social media ROI.
Here are some useful information that you should have in mind.
A full day workshop for executives, marketing heads and communications heads on --
1. How to organize and energize brand evangelists to achieve business objectives?
2. How to create influencer platforms and programs that work both online and offline?
3. How to build strong relationships with influencers by integrating online communities and offline events?
I have used versions of this slide deck for the following workshops:
- Private workshop for MSLGROUP clients in Taiwan.
- Private workshop for MSLGROUP offices in India, China, Taiwan, Hong Kong, Japan and Singapore.
- Marcus Evans Social Media Marketing Conference, November 2010.
- Private workshop for RPG Group, June 2010.
- Private workshop for BIAL, June 2010.
- NASSCOM Foundation workshop, April 2010.
- NASSCOM Emerge Workshop, April 2010.
- Guest Lecture at MICA, March 2010
Social media is a great tool to promote your services or some products.
So, the best thing you should do is to outsource social media! In this presentation, we present the most important reasons.
People trust word-of-mouth recommendations over brand advertisements. And that's why influencer marketing is disrupting traditional advertising as we know it. In this white paper, you will learn what influencer marketing is and how to run influencer-driven social media campaigns.
To get better understanding of engagement, audiences, and overall performance, Twitter has provided users the ability to dig into their profiles. This Masterclass exposes the hows, whys and whats of Twitter Analytics
The Future of Influencer Marketing - Predictions for 2015 2016Rustin Banks
Traditional marketing tactics simply aren’t working in the digital space. Consumers are increasingly tuning out brand advertising, or worse, actively avoiding it.
To learn more about this growing challenge and other trends that are emerging, check out The Future of Influencer Marketing, Predictions for 2015-2016.
Content Creation Best Practices & The Problem With Editorial CalendarsBen Grossman
89% of content marketers are focused on creating more engaging, higher quality content currently or within the next 12 months. And while intentions seem promising, prospects don't look too good. Two-thirds of content marketers admit that they either don’t have a strategy or that their plans live in a separate, stand-alone document (a.k.a. an Editorial Calendar). It’s a content crisis! That was the genesis of Jack Morton’s SXSW Interactive Workshop: “Why Editorial Calendars Make Your Content SUCK.”
In this presentation, a distinction is drawn between use of Editorial Calendars for content organization (which is a great use of the tool) versus content creation (which can lead to content that is not-so-great). Three alternative means of content creation and ideation are suggested: 1) consumer-inspired; 2) data-driven; and 3) conversation-led. Examples of content that fell short and content that soared are also provided in order to move marketers beyond thinking inside editorial boxes so that they can do something extraordinary.
According to recent reports, just 8% of companies say they can prove ROI from their social media spending, yet 70% of marketers say they plan to increase their social media spending. CMOs are under the gun now more than ever to show how social media marketing directly impacts bottom line revenue. And while we all know that good social content marketing can foster an engaged community, how should we measure the tangible, financial benefits? What metrics should you be looking for to justify your social budget to the C-Suite? What, really, is the value of a “like?” If you are a marketer who needs help showing your CMO that an active social community actually improves commerce, this webinar is for you.
Hear from our panel of experts as they discuss:
How to use user-generated content to persuade and influence the purchasing decision.
The best ways to quantify positive social sentiment.
Which metrics matter in the connection between digital community and business bottom line.
What CMOs really want to hear and the best ways to deliver those results.
As a speaker on a panel discussion at the recent Brand Innovators Summit, I focused my talk on employee advocacy at Avanade and how social media activity can be maximized with emerging technologies such as a dedicated social media sharing portal.
11 Content Marketing Gems from Content Jam SpeakersLightspan Digital
11 of #contentjam's speakers share nuggets of wisdom and give a sneak-peek into their presentations. Because... content!
Content Jam is a one-day content marketing conference on October 2, 2014. Experts in content strategy and creation, SEO, analytics, promotion, conversion, and measurement will share their smartest tools and techniques. You’ll learn how to create, manage, promote, share, and measure your content marketing efforts.
DemandGen Report (DGR) has announced the launch and preliminary agenda for the first annual Content2Conversion Conference, to be held Tuesday, April 24th at the Times Center in Manhattan. The leading industry source will host the educational conference in response to a growing need for progressive marketing — centered on using thought leadership as a connecting point for solution providers to effectively engage with prospective buyers.
A presentation given by Mary Bahr and Kate Koziol to the Women's Presidents Organization on June 20, 2012. Discussing how to create a successful marketing plan and measure its success.
Balancing what to say, when and where, with measurement of what is effective, co-presenters Mary Bahr and Kate Koziol deliver this customized best practice presentation for the Chicago chapters of the Women President\'s Organization.
As author Emily Giffin once said, “Everyone wants to belong, or be a part of something bigger than themselves, but it's important to follow your heart and be true to yourself in the process.” This quote perfectly sums up what employee advocacy is all about: empowering employees to promote their company's message on social media and, in the process, allowing them to develop their personal brand, and position themselves as trusted advisors and thought leaders in their own networks.
Dell, InfusionSoft, SAP, and United Way, among others, are putting employee advocacy to work with the help of EveryoneSocial, the leading platform for employee advocacy and first to solely focus on the employee and employee advocacy. Founded in 2013, EveryoneSocial makes it easy for your employee and brand advocates to share original and curated content on social media, helping you to align, simplify, and measure your company’s social publishing efforts.
You’ll want to join us on our exclusive, live webinar with EveryoneSocial to discuss:
· Identifying your employee advocacy objectives
· Educating and motivating your employee and brand advocates
· Giving advocates guidelines and tools for social advocacy success
· Defining the employee advocacy metrics to track
Content Marketing World: Training with Content Marketing Jedi Masters #CMWorldJim MacLeod
For a few days in late 2016, The Content Marketing Institute brought together the world's leaders in Content Marketing. Here are a few of the pearls of wisdom that they delivered to save us from the dark side of Marketing.
With more than 2.3 billion active users worldwide, social media has officially gone from a "nice-to-have" to a "must-have" — and not just for consumer-facing companies.
You'll learn:
- Why social is potentially more impactful for B2B than B2C
- The biggest areas of opportunity for B2B social media
- The 3 types of social CMOs
- How to manage expectations and find your internal champions
- Unexpected ways to glean actionable insights from social data
- Real-world use cases and best practices from CMOs just like you
EGO Report cung cấp các bản báo cáo đánh giá về năng lực con người, nêu bật những đặc điểm cốt yếu về tính cách, khí chất, ham muốn và năng lực của bạn
MagixBow là team triển khai các dự án công nghệ với sứ mệnh hỗ trợ doanh nghiệp và tổ chức tối ưu hóa được các hoạt động quản lý và vận hành.
HRM (Human Resource Management) là hệ thống quản trị các vấn đề liên quan đến nhân sự từ chấm công, bảng lương, đánh giá, đào tạo,… cho doanh nghiệp.
Chúng tôi thành lập với mục đích và sứ mệnh cao cả đó là “nâng cao chất lượng cuộc sống và hiệu quả công việc của mọi người” và MZ Group đang nỗ lực từng ngày để hoàn thành sứ mệnh đó.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
2. In 2012, Marketo embarked on our Social Marketing Rockstar Tour
where we visited 15 cities across the nation to talk about implementing,
executing, and measuring social strategy. We met marketing interns all
the way up the ladder to CEOs, spoke to marketers from every industry,
and networked with both large companies of 10,000+ employees and
small companies of 10. The common denominator? An intense interest
in social media and a desire to learn how to use it more holistically in
every marketing campaign.
Every organization uses social in a different way. At each stop on the
tour we collected insights from over 2000 customer attendees on how
they are using social in their marketing today, plus any tips and lessons
that they have learned along the way. We have gone through each entry
and have compiled the best of the best!
2
3. 1) Control your message.
2) Make your message consistent.
3) Put a social media policy in place.
Lyndsey McDermand @YSIinc
Marcom Coordinator, YSI, Inc
More is not necessarily better.
Post things that are relevant,
useful, and thoughtful rather
than just lots of posts.
When someone posts on a
social channel, you need to try
and immediately respond. Don’t
fall victim to poor “listening.”
Lessons learned: not linking our
social platforms together and being
too “self-focused”. Also, you need
to provide relevant content to
target audiences.
Paul Odnoletkov @Geosoft
Global Marketing Associate, Geosoft, Inc.
David George @SystemSensor
Director, Marketing Communications, Honeywell
Liz Bartek @Liz_Bartek
Senior Internet Marketing Consultant, Social Media
Make sure you have the ability to
track “who” your social followers
are and “where” they go. And
then use that data to nurture.
Barbara Holt @barbaraholt
Marketing Communications Specialist, Rimage/Qumu
1
2
6
7
8
Oversharing and not listening.
Social is a 2-way conversation!
Paul Odnoletkov @Geosoft
Global Marketing Associate, Geosoft, Inc.
4
5
Don’t just push content
links. Engage! It has to
be a conversation.
Jared Jost @SmarshInc
Marketing Analyst, Smarsh
Listen using Radian6. We have a presence
across all common platforms (FB, Twitter,
LinkedIn, etc). We actively push out
promotional messages, and engage with
and respond to brand mentions.
Stephen Allcock @questrade
Supervisor, Marketing Automation, Questrade
9
Try not to post too much company
centric news--you will almost always
be bragging too much. We learned to
post more relevant industry and analyst
news to balance out our promotions.
Lauren Twele @Symplified
Online Marketing Manager, Symplified
3
3
4. CEO KnowledgeVision
10
11
12
15
13
Always test to see what works
in paid advertising. And then
constantly re-assess based on
your findings.
Jill Petre @jillpetre
Marketing Coordinator, SendGrid
Integrate your social media
tactics into a tool that tracks
your outreach, so you can see
what works and what doesn’t
Marchell Gillis @MarchellGillis
Digital PR Manager
It can be difficult to monetize
social media when you are
learning! Try not to be too
conservative at first.
Frank D. Sledge @Circadence
Corporate Communications/Legal Affairs, Circadence
Measurement is more than last
click/referral attribution. Other
KPIs should include engagement,
amplification, and reach.
Kelly Cooper @kellyjcoop
Marketing Manager, ShopIgniter
14
Always use social media
to reach prospects and
customers. And measure the
influence of your current efforts
in terms of demand generation.
Dorinne Hoss @Cleversafe
Marketing Manager, Cleversafe
Cast a wide net with Facebook
ads and make sure you are
incentivizing sharing.
Adam Barker @Educated_Travel
Web Marketing and Design Manager, NETC
Reaction time with responding
to Tweets increases conversion
rates. Also, remember to gather
data about your prospects via
social channels!
Kareem Ghanie @KGhanie
Director of Demand Gen, NetDNA
17
Social media with
limited paid ads is priming
the pump. But then know
when to dial down the paid
and let it grow organically.
16
Michael Kolowich @MichaelKolowich
CEO KnowledgeVision
4
5. 18
19
20
21
22
While running contests and
collecting email addresses, make
sure to send periodic lead nurture
updates throughout the contest so the
entrants stay familiar with your brand.
Nicole Aguilar @COOPTHINK
Interactive Marketing Manager, Co-op Financial Services
When doing sweepstakes
and giveaways, make
the prizes something of
value and of interest. Then
promote the winners.
Harini Prasad @HariniPrasad
Customer Marketing Manager, BigMachines
Tie social media incentives into tradeshow
sweepstakes. As an example, instead of
just a fishbowl at an event, “Like” us on
Facebook and enter to win an iPad. Start
with small incentives to avoid pushback
and then demonstrate ROI.
Rebecca McNeil @RebeccaAnn0212
Inbound Marketing Manager, PR Manager,
HealthcareSource
We have found that beyond promoting our
events, programs, and industry news, sharing
our daily corporate lives, injecting humor, and
showing our human side on social media has
been very valuable for our brand.
Jenna Keegan @CoreSecurity
Marketing Specialist, CORE Security
We use Twitter, LinkedIn, Facebook, Pinterest,
SlideShare, blog, Google+, etc. We promote
content, such as whitepapers, events,
webinars, etc, across all social channels. Use
them to reinforce each other. For example,
a blog post can influence Tweets which can
drive downloads of relevant whitepapers.
Will Wiegler @WillWiegler
CMO, The TAS Group
5
6. 28
For everyone who
follows us on Twitter, we
give them access to a
piece of content.
Katherine Fawcett @buildingengines
Marketing Associate, Building Engine
27
We use social channels to drive
traffic to our blog and engage
with our influencers. All of our
customers (let’s say 99%) are
potential upsells, so engaging with
them through social is critical.
Rebecca McNeil @RebeccaAnn0212
Inbound Marketing Manager, PR Manager,
HealthcareSource
26
Friday freebies! We do a small
giveaway every week. We get
product feedback, use cases,
and product development
information. We also get a “soft”
lead for sales to follow up on.
Brandi Brown @brandiheinz
Social Media and eCommerce Manager, ETA
Hand2Mind
24
We do frequent email blasts
with share buttons. New
product releases and webinars
are announced via the blog,
Facebook, and Twitter.
Nicole Aguilar @COOPTHINK
Interactive Marketing Manager, Co-op
Financial Service
23
We have a Twitter contest once a
quarter. We have found that iPad
giveaways are always popular but
always seem to bring in followers
that will never buy our product.
Katie McKay @desktone
Marketing Coordinator, Desktone
25
Multi-share referrals, publicize events/
updates, sweepstakes, product polls,
content sharing, share buttons in
emails and on landing pages.
Czarina Carden @HomeFinder1
Senior Marketing Manager, Homefinder.com
6
7. 29
30
Don’t abandon traditional tools--
bake social into every existing app!
Craig Probus @RevCultCraig
Practice manager, RevCult
If you don’t do it, you
don’t make mistakes!
Emily Hossellman @ehossellman
Marketing Goddess, Centercode
31
32
33
34
Inconsistency is the
biggest mistake. Also, you
need to make all of your
campaigns social.
Ashley Pater @GTreasury
Marketing Director, GTreasury
Create a genuine voice
and build meaningful,
trustworthy relationships.
Emerly Soong @ETAhand2mind
eCommerce and Social Media Intern,
ETA Hand2Mind
Don’t commit and
then stop. You need to
maintain and build.
Steve Susina @ssusina
Director or Demand Generation, Crain
Business Insurance
Have balance between push and pull
tactics, make sure you have enough
cross engagement, and pay attention to
targeted messaging.
Czarina Carden @HomeFinder1
Senior Marketing Manager, Homefinder.com
35
36
37
38
A lesson learned is not
having a launch plan like any
other launch of a program.
Marci Acquaviva @ncircletweets
nCircle
We’re in the real estate
industry--very much still an
old-school “handshake”
business. The challenge is
bringing those “handshakes”
into a digital environment.
Sarah Fisher @buildingengines
Marketing and Communications Director,
Building Engines
Include social across all
campaigns to build an
audience, and get more
content to feed your funnel.
Bill Copeland @MarketSight
Director of Marketing, MarketSight
Do not treat social as a
separate channel. Social
should be integrated into all
of your campaigns.
Stephen Allcock @questrade
Supervisor, Marketing Automation, Questrade
7
8. 39
40
43
Make sure you are always
on top of content generation
and thinking about the next
post/engagement.
Simon Poulton @SPoulton
Marketing Analyst, LaserFiche
People love video! Visual
content is key on social
channels. And remember
not to censor comments.
Nimmy Reichenberg @AlgoSec
VP of Marketing, Algosec
41
42
Titles are everything when it
comes to content. If users are not
grabbed by the titles, the content
is useless. Layout is also extremely
important, as poor formats can
turn people away before they
absorb your intended message.
Create interesting headlines and
develop engaging layouts.
Nick Krone @buildingengines
Marketing Intern, Building Engines
Combine both inbound
and outbound content.
Kara Lanio @karalanio
Marketing Specialist, Imprivata
Content is king! And it must
be relevant to your target
audience. Tweets and
Facebook posts go way up
with great content.
Heidi Gilmore @cloudbees
Marketing Communications, CloudBees
8
9. 44
48
Social Media takes
executive buy-in to engage
others in the organization.
Adam Berman @SpartaSystems
Online Marketing Manager, Sparta Systems
Make sure you have
company involvement!
Michele Greenberg @MicheleG_Akibia
Marketing Manager Akibia
45
46
We have learned that in social
media marketing we have to both
guide our customers and teach
them how to share our content.
Sarah Sullivan @Sarah_Sull
Social Media Intern, Healthcaresource
Social media needs to be
de-centralized. Empower your SMEs
(Subject Matter Experts) to respond
and increase responsiveness.
Bob Anders @HoneywellNow
Writer, Honeywell
47
49
50
We market to school teachers
and administrators. Teachers are
more socially active, but they
generally don’t have the buying
power. However, they are big
influencers. We need to make it
easy and ask more explicitly for
them to share our products.
Jemilah Senter @ETAhand2mind
Sr Manager, Marketing Communications,
ETA Hand2Mind
Social can’t be siloed, it
must be integrated with
global campaigns.
Kristin Amico @kamico
PR and Social Media Manager,
Click Software
Our social strategy relies
on influencers and industry
leaders. We provide content
that is full of data and
analytics. This works as a
preview to our larger reports.
Eugene Ko @PhoCusWright
Manager, Digital Marketing,
PhocusWright
9
10. 10
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