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Your Online Marketing and B2B Social Marketing Experts @Leadtail and @BestB2BSocial
B2B Social Marketing Report:
Marketing Executives on Twitter
Reach, Engage, and Influence Marketing Decision Makers
Q1 2013
Introduction
Despite all the technology available, your ability to reach, engage, and influence marketing
executives at leading brands and agencies is still limited. While buyer personas, surveys, and
search marketing data can get you in the ballpark, we believe social media insights are now a
“must-have” for understanding senior marketers in a way that becomes truly actionable.
With this in mind, we developed the B2B Social Marketing Report: Marketing Executives on
Twitter to provide social media insights into the patterns and behaviors of marketing decision
makers. Using Leadtail’s B2B Social Marketing technology to analyze data from Twitter, this
report reveals insights about marketing executives to help you answer questions such as:
Leadtail Your Online Marketing and B2B Social Marketing Experts!2!
}  Which social networks should you invest your time and effort in?
}  Is mobile something that you should prioritize?
}  Which media publications should you advertise with?
}  What topics should you create content around?
}  Who should you get to speak at your events?
Armed with these social media insights, you can now take a more informed look at
your strategy for reaching, engaging, and influencing marketing decision makers to
take the actions you care most about.
Methodology and Data Set
Leadtail Your Online Marketing and B2B Social Marketing Experts!
The methodology the Leadtail team used in analyzing the data is as follows:
1.  Identify senior marketers active on social media based on criteria such as job function, seniority,
type of company, etc., to create the target audience data set.
2.  Use the Leadtail B2B Social Marketing technology to extract insights around key activities, such
as what links are shared, who is mentioned and retweeted, popular hashtags, popular platforms
used to share content, etc.
3.  Review, analyze, and package these insights into periodic reports.
The specific data set analyzed for this report was composed of:
}  1,797 marketing executives (manager level and above) working in the areas of: Marketing,
Media Planning/Buying, PR/Communications, and Social Media/Community.
}  Based around the globe, but primarily concentrated in North America
}  Working at B2C and B2B companies and agencies.
}  Total of 407,192 tweets, and 185,948 shared links.
}  Tweets published between January, 2013 – March 31, 2013.
3!
Key Takeaways
}  Brand and agency marketers are active on many social
networks - not just Facebook, Twitter, and LinkedIn.
}  Mobile is now an imperative for those wanting to reach and
engage marketing executives.
}  Senior marketers actively consume and share mainstream
media, but industry specific media drives their daily social
interactions.
Leadtail Your Online Marketing and B2B Social Marketing Experts!4!
Where Are They Located?
Our marketing executives come from points across the globe, with the highest
concentrations in major metro areas of North America.
Leadtail Your Online Marketing and B2B Social Marketing Experts!5!
Based on Location provided in Twitter Profile.
How Do They Describe Themselves?
The way senior marketers describe themselves in their Twitter Profiles reveals
topical keywords that can help you reach and engage them across the Social Web.
Leadtail Your Online Marketing and B2B Social Marketing Experts!6!
What Do They Talk About?
7! Leadtail Your Online Marketing and B2B Social Marketing Experts!
Hashtags reveal the topics and events, big and small, national and local, that
captured the attention of these marketing executives in Q1 2013.
Which Social Networks Are They Active On?
8! Leadtail Your Online Marketing and B2B Social Marketing Experts!
1%
1%
1%
1%
2%
3%
3%
3%
3%
10%
20%
22%
27%
100%
Pandora
Triberr
Path 2.0
Yelp
Tumblr
Spotify
Pinterest
GetGlue.com
Facebook
Vine
foursquare
LinkedIn
Instagram
Twitter
In addition to Twitter, marketing executives are
active on a number of social/user generated
content networks, many of which cross post
content to Twitter.
For example, 10% of marketers in our sample
posted at least 1 video from Vine, Twitter’s 6-
second video app, making Vine more popular
with senior marketers than media darlings
Pinterest, Spotify, and Tumblr (at least for now!)
% of Marketing Executives that shared between this network + Twitter during the report period
How Are They Using Mobile?
9!
Mobile 40%
Web 60%
Leadtail Your Online Marketing and B2B Social Marketing Experts!
While many marketing executives struggle in their
professional lives to figure out how to make the most
of mobile – they appear to have no problem figuring
out where mobile fits in their own daily lives.
With 40% of all the tweets we analyzed for Q1 2013
originating from a mobile device, understanding how
to engage senior marketers via their mobile devices is
rapidly becoming less of a choice and more of an
imperative.
Which Apps + Platforms Drive Mobile Sharing?
Leadtail Your Online Marketing and B2B Social Marketing Experts!
With built-in features that promote sharing content to social networks, it’s not surprising that iPhone
apps dominate mobile sharing by senior marketers.
10!
9%
10%
10%
11%
12%
13%
20%
23%
27%
56%
Photos on iOS
Twitter for Android
Vine - Make a Scene
Twitter Mobile Web
Camera on iOS
iOS
foursquare
Twitter for iPad
Instagram
Twitter for iPhone
% of Marketing Executives that published at least 1 tweet from this platform during the report period
Leadtail Your Online Marketing and B2B Social Marketing Experts!11!
3%
3%
3%
3%
3%
5%
16%
16%
22%
63%
75%
Spotify
Paper.li
Twitter for Mac
Pinterest
Facebook
Buffer
HootSuite
TweetDeck
LinkedIn
Tweet Button
Twitter.com
% of Marketing Executives that published at least 1 tweet from this platform during the report period
What Drives Sharing on the Web?
Most of the tweets we analyzed that originated from the web come from two touch points:
Twitter’s web interface, and the distributed Tweet button.
What Types of Content Do They Share?
Leadtail Your Online Marketing and B2B Social Marketing Experts!12!
Apps & Tools
3%
Social/User
Generated
Media
21%
Industry Media
32%
Mainstream
Media
44%
Mainstream media sites are the most commonly
shared – but that doesn’t mean it’s all celebrity
gossip and sports (though there is a fair amount
of that… we’re human after all!) The vast majority
of mainstream media content shared is business,
technology, and media focused – typically
covering broad industry issues and trends.
Industry media plays an important role in defining
the conversations marketers have with each
other, their internal teams, and ultimately clients
and customers. Many of these publications
feature submissions from marketing and PR
thought leaders and experts, and have robust
email and social media distribution that keeps
their content in front of senior marketers daily.
User generated content includes everything from
“of the moment” memes captured on Tumblr, to
behind-the-scenes photos on Instagram, to
YouTube videos featuring marketing guru Seth
Godin, and everything in between. % of 100 Most Popular Shared Content Sources
Mainstream Media Industry Specific User Generated
New York Times Mashable YouTube
Forbes TechCrunch Instagram
The Huffington Post Business Insider LinkedIn
BuzzFeed Advertising Age Twitter
Wall Street Journal Ad Week Facebook
Fast Company All Things D foursquare
HBR Blogs The Next Web Vine
USA Today Mediapost TwitPic
Inc. Digiday Pinterest
Wired VentureBeat SlideShare
What Are the Top Content Sources?
The table below shows the 10 most shared content sources in each category. These top sites
tend to be fairly stable over time, making them solid targets for PR and media programs to build
awareness with marketing decision makers.
13!
26.  THE NEXT WEB
27.  MEDIAPOST
28.  CNN
29.  DIGIDAY
30.  CNET NEWS
31.  SLIDESHARE
32.  VENTUREBEAT
33.  VIMEO
34.  WASHINGTON POST
35.  THE VERGE
36.  WSJ BLOGS
37.  GUARDIAN UK
38.  PAPER.LI
39.  MEDIA BISTRO
40.  AMAZON
41.  THE ATLANTIC
42.  PR DAILY
43.  BLOOMBERG
44.  NPR
45.  SOCIAL MEDIA TODAY
46.  BIZ JOURNALS
47.  TUMBLR
48.  ESPN
49.  GOOGLE
50.  HUBSPOT
51.  REUTERS
52.  EMARKETER
53.  FASTCO DESIGN
54.  BBC UK
55.  ABC NEWS
56.  LA TIMES
57.  READ WRITE WEB
58.  ENTREPRENEUR
59.  GIGAOM
60.  NYT BITS BLOG
61.  SLATE
62.  MARKETINGPROFS
63.  BUSINESS 2 COMMUNITY
64.  YOUTU.BE (SHARED)
65.  ECONSULTANCY
66.  SOCIAL MEDIA EXAMINER
67.  BUSINESS WEEK
68.  YFROG (TWITTER PICS)
69.  THE ONION
70.  FASTCO CREATE
71.  CNN MONEY
72.  GIZMODO
73.  KICKSTARTER
74.  CBS NEWS
75.  YAHOO NEWS
76.  LOCKERZ (TWITTER PICS)
77.  PSFK
78.  MARKETINGLAND
79.  FASTCO EXIST
80.  YAHOO FINANCE
81.  SPOTIFY
82.  SEARCH ENGINE WATCH
83.  TED
84.  PANDO DAILY
85.  ITUNES
86.  ZD NET
87.  ALL FACEBOOK
88.  GOOGLE PLUS
89.  NY MAG
90.  NYT MEDIA DECODER BLOG
91.  SOCIAL MEDIA MKTG MAG
92.  JEFF BULLAS
93.  GAWKER
94.  ENGADGET
95.  CLICKZ
96.  SOUNDCLOUD
97.  GETGLUE
98.  THE NEW YORKER
99.  FLICKR
100.  MARKETWATCH
1.  YOUTUBE (ON SITE)
2.  INSTAGRAM
3.  LINKEDIN
4.  TWITTER (PHOTOS)
5.  MASHABLE
6.  NEW YORK TIMES
7.  FORBES
8.  FACEBOOK
9.  HUFFINGTON POST
10.  FOURSQUARE
11.  TECHCRUNCH
12.  BUSINESS INSIDER
13.  AD AGE
14.  BUZZFEED
15.  VINE
16.  WALL ST JOURNAL
17.  FAST COMPANY
18.  AD WEEK
19.  TWITPIC
20.  PINTEREST
21.  HBR BLOGS
22.  USA TODAY
23.  ALL THINGS D
24.  INC
25.  WIRED
The following are the top 100 Content Sources shared by senior marketers in Q1 2013, based
on the number of unique people from our set that shared the source during the report period.
Leadtail Your Online Marketing and B2B Social Marketing Experts!
What Are the Most Shared Content Sources?
14!
Who Do Marketers Retweet the Most?
Leadtail Your Online Marketing and B2B Social Marketing Experts!15!
There is persistent myth in social
media that content is retweeted
because the reader likes it.
While that is undoubtedly true
some of the time, there is one
less obvious but profound reason
why people retweet. They think:
“My followers will like this.”
Whether it’s because it’s funny,
timely, provocative, or topical -
who gets retweeted is a reflection
of what people believe their own
audience will find relevant.
The word cloud to the right
shows the people that were
retweeted the most amongst
marketing executives in Q1 2013.
Who Did Marketers Mention the Most?
1.  @BARACKOBAMA
2.  @BEYONCE
3.  @BRIANSOLIS
4.  @JTIMBERLAKE
5.  @JOWYANG
6.  @TEDRUBIN
7.  @JAYBAER
8.  @CHRISBROGAN
9.  @VALAAFSHAR
10.  @MARKWSCHAEFER
11.  @BRENNERMICHAEL
12.  @ARMANO
13.  @GARYVEE
14.  @JEFFBULLAS
15.  @GUYKAWASAKI
16.  @SCOTTMONTY
17.  @SHERYLSANDBERG
18.  @EKATERINA
19.  @PAMMKTGNUT
20.  @PONTIFEX
21.  @BRITOPIAN
22.  @JACK
23.  @SHELLYKRAMER
24.  @SCOBLEIZER
25.  @CKBURGESS
26.  @CORYBOOKER
27.  @GEOFFLIVING
28.  @JUSTINBIEBER
29.  @CC_CHAPMAN
30.  @DMSCOTT
31.  @GINIDIETRICH
32.  @NICKKELLET
33.  @KINGJAMES
34.  @LENADUNHAM
35.  @MITCHJOEL
36.  @OPRAH
37.  @SAMFIORELLA
38.  @DUKEO
39.  @LINKEDINEXPERT
40.  @MACKLEMORE
41.  @TONIA_RIES
42.  @ARKARTHICK
43.  @BRYANKRAMER
44.  @DANNYSULLIVAN
45.  @GLENGILMORE
46.  @MARISMITH
47.  @MEGHANMBIRO
48.  @PROBLOGGER
49.  @SHAQ
50.  @SOCIALMOUTHS
51.  @STEVERUBEL
52.  @AARONSTROUT
53.  @BERRIEPELSER
54.  @CSPENN
55.  @LEEODDEN
56.  @DBERKOWITZ
57.  @DINODOGAN
58.  @ELONMUSK
59.  @FLOTUS
60.  @JKCALLAS
61.  @KYLEPLACY
62.  @LILACHBULLOCK
63.  @MARGIECLAYMAN
64.  @MIKE_ALLTON
65.  @THISISSETHSBLOG
66.  @ADAMKMIEC
67.  @DANIELNEWMANUV
68.  @DAVEKERPEN
69.  @JASONFALLS
70.  @MARCORUBIO
71.  @MELISSAONLINE
72.  @PRSARAHEVANS
73.  @AMYVERNON
74.  @ANDERSONCOOPER
75.  @BRAVOANDY
76.  @HEIDICOHEN
77.  @JTSYRUP
78.  @MARKRAGANCEO
79.  @PETERSHANKMAN
80.  @RHIANNA
81.  @TAYLORSWIFT13
82.  @UNMARKETING
83.  @WITTLAKE
84.  @ADAMBAIN
85.  @ARIANNAHUFF
86.  @DANIELSHARKOV
87.  @DANIELZEEVI
88.  @FRANK_STRONG
89.  @IANCLEARY
90.  @IANNARINO
91.  @KOBEBRYANT
92.  @MARGARETMOLLOY
93.  @NEALSCHAFFER
94.  @PIERSMORGAN
95.  @ADAMLEVINE
96.  @ANTDEROSA
97.  @ASKAARONLEE
98.  @JEFFREYHAYZLETT
99.  @KENTHUFFMAN
100.  @KIMGARST
Another measure of influence is how often a brand or person is mentioned on Twitter. Following
are the Top 100 PEOPLE mentioned by senior marketers in Q1 2013, based on the number of
marketers in our sample that mentioned the user during the report period.
Leadtail Your Online Marketing and B2B Social Marketing Experts!16!
Which Brands Do Marketers Retweet Most?
Leadtail Your Online Marketing and B2B Social Marketing Experts!17!
It’s not just individual people who
influence the conversation
amongst senior marketers on
Twitter.
Perhaps more than any other
group, marketers are open to
(and at times, expect!) brands to
engage them directly and
participate in a two way dialog.
And while marketers can be
harsh when a brand gets it
wrong, they are just as likely to
amplify examples of social media
done right by sharing examples
with their own network via
retweets.
The word cloud to the right
shows the brands that were
retweeted the most amongst
marketing executives in Q1 2013.
Which Brands Did Marketers Mention Most?
1.  @MASHABLE
2.  @FOURSQUARE
3.  @WSJ
4.  @YOUTUBE
5.  @LINKEDIN
6.  @TWITTER
7.  @TECHCRUNCH
8.  @NYTIMES
9.  @SHARETHIS
10.  @FASTCOMPANY
11.  @FORBES
12.  @HARVARDBIZ
13.  @BUZZFEED
14.  @ADAGE
15.  @OREO
16.  @HUFFINGTONPOST
17.  @MEDIAPOST
18.  @INC
19.  @PINTEREST
20.  @SXSW
21.  @DIGIDAY
22.  @KLOUT
23.  @GOOGLE
24.  @SAI
25.  @USATODAY
26.  @CNET
27.  @ESPN
28.  @STARBUCKS
29.  @SLIDESHARE
30.  @HUBSPOT
31.  @MARKETINGPROFS
32.  @BURGERKING
33.  @ZITE
34.  @ADWEEK
35.  @AMERICANAIR
36.  @BLOOMBERGNEWS
37.  @CNN
38.  @VENTUREBEAT
39.  @INSTAGRAM
40.  @KICKSTARTER
41.  @TODAYSHOW
42.  @B2COMMUNITY
43.  @ECONSULTANCY
44.  @ENTMAGAZINE
45.  @GUARDIAN
46.  @KETCHUMPR
47.  @SMEXAMINER
48.  @VINEAPP
49.  @EDELMANDIGITAL
50.  @FACEBOOK
51.  @COPYBLOGGER
52.  @EMARKETER
53.  @JEEP
54.  @JETBLUE
55.  @FORTUNEMAGAZINE
56.  @PEPSI
57.  @DELTA
58.  @FASTCOCREATE
59.  @GIGAOM
60.  @HUFFPOSTTECH
61.  @TACOBELL
62.  @VERGE
63.  @WIRED
64.  @REUTERS
65.  @SALESFORCE
66.  @YAHOO
67.  @AUDI
68.  @BW
69.  @MARKETINGLAND
70.  @SENGINELAND
71.  @FASTCODESIGN
72.  @GAWKER
73.  @GIRLSHBO
74.  @KRED
75.  @NEWYORKER
76.  @NPRNEWS
77.  @PANDODAILY
78.  @TARGET
79.  @THEONION
80.  @TIME
81.  @8MANDATES
82.  @AMAZON
83.  @AP
84.  @MLB
85.  @MTV
86.  @SOUTHWESTAIR
87.  @49ERS
88.  @BUDWEISER
89.  @MAILBOX
90.  @WHOLEFOODS
91.  @WORDPRESSDOTCOM
92.  @YAHOOFINANCE
93.  @CLICKZ
94.  @FORD
95.  @HISTORY
96.  @NETFLIX
97.  @PSFK
98.  @BUZZFEEDFOOD
99.  @DUNKINDONUTS
100.  @MARKETO
While some of the people on the Top 100 People list are approaching personal “brandom” – the
following are the Top 100 BRANDS mentioned by marketing execs, based on the number of
unique marketers in our sample that mentioned the user during the report period.
Leadtail Your Online Marketing and B2B Social Marketing Experts!18!
Conclusions
Imagine if you could listen to the daily conversations of brand marketers and
agency executives? How would you use what you heard to better reach,
engage, and influence these marketing decision makers to take the actions you
care most about?
For example, would it provide you insights into where to advertise, what
content to create, who to build relationships with, and how best to develop and
implement your social media strategy? Sure it would.
We created the B2B Social Marketing Report: Marketing Executives on Twitter
to provide you with social media insights to help you make more informed
decisions for reaching, engaging, and influencing marketing decision makers.
And since the topics, content sources, and influencers are constantly changing
so, too, are the social media insights for marketing executives. With this in
mind, keep an eye out for our upcoming Q2 2013 report!
Leadtail Your Online Marketing and B2B Social Marketing Experts!19!
About Leadtail
Leadtail is an agency focused on making online marketing and social media work for
business. The Leadtail team has developed and implemented social media programs
and campaigns for leading consumer and business brands including TiVo, Alcatel-
Lucent, Symantec, Avaya, and Xerox PARC; and technology startups such as
Zuberance, Socialtext, and PunchTab.
Connect with us!
Leadtail Your Online Marketing and B2B Social Marketing Experts!20!
@Leadtail, @BestB2BSocial
www.linkedin.com/companies/Leadtail
www.Leadtail.com/blog/
888.705.4777

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How Are Senior Marketers Using Twitter? | Social Insights Report Q1 2013

  • 1. Your Online Marketing and B2B Social Marketing Experts @Leadtail and @BestB2BSocial B2B Social Marketing Report: Marketing Executives on Twitter Reach, Engage, and Influence Marketing Decision Makers Q1 2013
  • 2. Introduction Despite all the technology available, your ability to reach, engage, and influence marketing executives at leading brands and agencies is still limited. While buyer personas, surveys, and search marketing data can get you in the ballpark, we believe social media insights are now a “must-have” for understanding senior marketers in a way that becomes truly actionable. With this in mind, we developed the B2B Social Marketing Report: Marketing Executives on Twitter to provide social media insights into the patterns and behaviors of marketing decision makers. Using Leadtail’s B2B Social Marketing technology to analyze data from Twitter, this report reveals insights about marketing executives to help you answer questions such as: Leadtail Your Online Marketing and B2B Social Marketing Experts!2! }  Which social networks should you invest your time and effort in? }  Is mobile something that you should prioritize? }  Which media publications should you advertise with? }  What topics should you create content around? }  Who should you get to speak at your events? Armed with these social media insights, you can now take a more informed look at your strategy for reaching, engaging, and influencing marketing decision makers to take the actions you care most about.
  • 3. Methodology and Data Set Leadtail Your Online Marketing and B2B Social Marketing Experts! The methodology the Leadtail team used in analyzing the data is as follows: 1.  Identify senior marketers active on social media based on criteria such as job function, seniority, type of company, etc., to create the target audience data set. 2.  Use the Leadtail B2B Social Marketing technology to extract insights around key activities, such as what links are shared, who is mentioned and retweeted, popular hashtags, popular platforms used to share content, etc. 3.  Review, analyze, and package these insights into periodic reports. The specific data set analyzed for this report was composed of: }  1,797 marketing executives (manager level and above) working in the areas of: Marketing, Media Planning/Buying, PR/Communications, and Social Media/Community. }  Based around the globe, but primarily concentrated in North America }  Working at B2C and B2B companies and agencies. }  Total of 407,192 tweets, and 185,948 shared links. }  Tweets published between January, 2013 – March 31, 2013. 3!
  • 4. Key Takeaways }  Brand and agency marketers are active on many social networks - not just Facebook, Twitter, and LinkedIn. }  Mobile is now an imperative for those wanting to reach and engage marketing executives. }  Senior marketers actively consume and share mainstream media, but industry specific media drives their daily social interactions. Leadtail Your Online Marketing and B2B Social Marketing Experts!4!
  • 5. Where Are They Located? Our marketing executives come from points across the globe, with the highest concentrations in major metro areas of North America. Leadtail Your Online Marketing and B2B Social Marketing Experts!5! Based on Location provided in Twitter Profile.
  • 6. How Do They Describe Themselves? The way senior marketers describe themselves in their Twitter Profiles reveals topical keywords that can help you reach and engage them across the Social Web. Leadtail Your Online Marketing and B2B Social Marketing Experts!6!
  • 7. What Do They Talk About? 7! Leadtail Your Online Marketing and B2B Social Marketing Experts! Hashtags reveal the topics and events, big and small, national and local, that captured the attention of these marketing executives in Q1 2013.
  • 8. Which Social Networks Are They Active On? 8! Leadtail Your Online Marketing and B2B Social Marketing Experts! 1% 1% 1% 1% 2% 3% 3% 3% 3% 10% 20% 22% 27% 100% Pandora Triberr Path 2.0 Yelp Tumblr Spotify Pinterest GetGlue.com Facebook Vine foursquare LinkedIn Instagram Twitter In addition to Twitter, marketing executives are active on a number of social/user generated content networks, many of which cross post content to Twitter. For example, 10% of marketers in our sample posted at least 1 video from Vine, Twitter’s 6- second video app, making Vine more popular with senior marketers than media darlings Pinterest, Spotify, and Tumblr (at least for now!) % of Marketing Executives that shared between this network + Twitter during the report period
  • 9. How Are They Using Mobile? 9! Mobile 40% Web 60% Leadtail Your Online Marketing and B2B Social Marketing Experts! While many marketing executives struggle in their professional lives to figure out how to make the most of mobile – they appear to have no problem figuring out where mobile fits in their own daily lives. With 40% of all the tweets we analyzed for Q1 2013 originating from a mobile device, understanding how to engage senior marketers via their mobile devices is rapidly becoming less of a choice and more of an imperative.
  • 10. Which Apps + Platforms Drive Mobile Sharing? Leadtail Your Online Marketing and B2B Social Marketing Experts! With built-in features that promote sharing content to social networks, it’s not surprising that iPhone apps dominate mobile sharing by senior marketers. 10! 9% 10% 10% 11% 12% 13% 20% 23% 27% 56% Photos on iOS Twitter for Android Vine - Make a Scene Twitter Mobile Web Camera on iOS iOS foursquare Twitter for iPad Instagram Twitter for iPhone % of Marketing Executives that published at least 1 tweet from this platform during the report period
  • 11. Leadtail Your Online Marketing and B2B Social Marketing Experts!11! 3% 3% 3% 3% 3% 5% 16% 16% 22% 63% 75% Spotify Paper.li Twitter for Mac Pinterest Facebook Buffer HootSuite TweetDeck LinkedIn Tweet Button Twitter.com % of Marketing Executives that published at least 1 tweet from this platform during the report period What Drives Sharing on the Web? Most of the tweets we analyzed that originated from the web come from two touch points: Twitter’s web interface, and the distributed Tweet button.
  • 12. What Types of Content Do They Share? Leadtail Your Online Marketing and B2B Social Marketing Experts!12! Apps & Tools 3% Social/User Generated Media 21% Industry Media 32% Mainstream Media 44% Mainstream media sites are the most commonly shared – but that doesn’t mean it’s all celebrity gossip and sports (though there is a fair amount of that… we’re human after all!) The vast majority of mainstream media content shared is business, technology, and media focused – typically covering broad industry issues and trends. Industry media plays an important role in defining the conversations marketers have with each other, their internal teams, and ultimately clients and customers. Many of these publications feature submissions from marketing and PR thought leaders and experts, and have robust email and social media distribution that keeps their content in front of senior marketers daily. User generated content includes everything from “of the moment” memes captured on Tumblr, to behind-the-scenes photos on Instagram, to YouTube videos featuring marketing guru Seth Godin, and everything in between. % of 100 Most Popular Shared Content Sources
  • 13. Mainstream Media Industry Specific User Generated New York Times Mashable YouTube Forbes TechCrunch Instagram The Huffington Post Business Insider LinkedIn BuzzFeed Advertising Age Twitter Wall Street Journal Ad Week Facebook Fast Company All Things D foursquare HBR Blogs The Next Web Vine USA Today Mediapost TwitPic Inc. Digiday Pinterest Wired VentureBeat SlideShare What Are the Top Content Sources? The table below shows the 10 most shared content sources in each category. These top sites tend to be fairly stable over time, making them solid targets for PR and media programs to build awareness with marketing decision makers. 13!
  • 14. 26.  THE NEXT WEB 27.  MEDIAPOST 28.  CNN 29.  DIGIDAY 30.  CNET NEWS 31.  SLIDESHARE 32.  VENTUREBEAT 33.  VIMEO 34.  WASHINGTON POST 35.  THE VERGE 36.  WSJ BLOGS 37.  GUARDIAN UK 38.  PAPER.LI 39.  MEDIA BISTRO 40.  AMAZON 41.  THE ATLANTIC 42.  PR DAILY 43.  BLOOMBERG 44.  NPR 45.  SOCIAL MEDIA TODAY 46.  BIZ JOURNALS 47.  TUMBLR 48.  ESPN 49.  GOOGLE 50.  HUBSPOT 51.  REUTERS 52.  EMARKETER 53.  FASTCO DESIGN 54.  BBC UK 55.  ABC NEWS 56.  LA TIMES 57.  READ WRITE WEB 58.  ENTREPRENEUR 59.  GIGAOM 60.  NYT BITS BLOG 61.  SLATE 62.  MARKETINGPROFS 63.  BUSINESS 2 COMMUNITY 64.  YOUTU.BE (SHARED) 65.  ECONSULTANCY 66.  SOCIAL MEDIA EXAMINER 67.  BUSINESS WEEK 68.  YFROG (TWITTER PICS) 69.  THE ONION 70.  FASTCO CREATE 71.  CNN MONEY 72.  GIZMODO 73.  KICKSTARTER 74.  CBS NEWS 75.  YAHOO NEWS 76.  LOCKERZ (TWITTER PICS) 77.  PSFK 78.  MARKETINGLAND 79.  FASTCO EXIST 80.  YAHOO FINANCE 81.  SPOTIFY 82.  SEARCH ENGINE WATCH 83.  TED 84.  PANDO DAILY 85.  ITUNES 86.  ZD NET 87.  ALL FACEBOOK 88.  GOOGLE PLUS 89.  NY MAG 90.  NYT MEDIA DECODER BLOG 91.  SOCIAL MEDIA MKTG MAG 92.  JEFF BULLAS 93.  GAWKER 94.  ENGADGET 95.  CLICKZ 96.  SOUNDCLOUD 97.  GETGLUE 98.  THE NEW YORKER 99.  FLICKR 100.  MARKETWATCH 1.  YOUTUBE (ON SITE) 2.  INSTAGRAM 3.  LINKEDIN 4.  TWITTER (PHOTOS) 5.  MASHABLE 6.  NEW YORK TIMES 7.  FORBES 8.  FACEBOOK 9.  HUFFINGTON POST 10.  FOURSQUARE 11.  TECHCRUNCH 12.  BUSINESS INSIDER 13.  AD AGE 14.  BUZZFEED 15.  VINE 16.  WALL ST JOURNAL 17.  FAST COMPANY 18.  AD WEEK 19.  TWITPIC 20.  PINTEREST 21.  HBR BLOGS 22.  USA TODAY 23.  ALL THINGS D 24.  INC 25.  WIRED The following are the top 100 Content Sources shared by senior marketers in Q1 2013, based on the number of unique people from our set that shared the source during the report period. Leadtail Your Online Marketing and B2B Social Marketing Experts! What Are the Most Shared Content Sources? 14!
  • 15. Who Do Marketers Retweet the Most? Leadtail Your Online Marketing and B2B Social Marketing Experts!15! There is persistent myth in social media that content is retweeted because the reader likes it. While that is undoubtedly true some of the time, there is one less obvious but profound reason why people retweet. They think: “My followers will like this.” Whether it’s because it’s funny, timely, provocative, or topical - who gets retweeted is a reflection of what people believe their own audience will find relevant. The word cloud to the right shows the people that were retweeted the most amongst marketing executives in Q1 2013.
  • 16. Who Did Marketers Mention the Most? 1.  @BARACKOBAMA 2.  @BEYONCE 3.  @BRIANSOLIS 4.  @JTIMBERLAKE 5.  @JOWYANG 6.  @TEDRUBIN 7.  @JAYBAER 8.  @CHRISBROGAN 9.  @VALAAFSHAR 10.  @MARKWSCHAEFER 11.  @BRENNERMICHAEL 12.  @ARMANO 13.  @GARYVEE 14.  @JEFFBULLAS 15.  @GUYKAWASAKI 16.  @SCOTTMONTY 17.  @SHERYLSANDBERG 18.  @EKATERINA 19.  @PAMMKTGNUT 20.  @PONTIFEX 21.  @BRITOPIAN 22.  @JACK 23.  @SHELLYKRAMER 24.  @SCOBLEIZER 25.  @CKBURGESS 26.  @CORYBOOKER 27.  @GEOFFLIVING 28.  @JUSTINBIEBER 29.  @CC_CHAPMAN 30.  @DMSCOTT 31.  @GINIDIETRICH 32.  @NICKKELLET 33.  @KINGJAMES 34.  @LENADUNHAM 35.  @MITCHJOEL 36.  @OPRAH 37.  @SAMFIORELLA 38.  @DUKEO 39.  @LINKEDINEXPERT 40.  @MACKLEMORE 41.  @TONIA_RIES 42.  @ARKARTHICK 43.  @BRYANKRAMER 44.  @DANNYSULLIVAN 45.  @GLENGILMORE 46.  @MARISMITH 47.  @MEGHANMBIRO 48.  @PROBLOGGER 49.  @SHAQ 50.  @SOCIALMOUTHS 51.  @STEVERUBEL 52.  @AARONSTROUT 53.  @BERRIEPELSER 54.  @CSPENN 55.  @LEEODDEN 56.  @DBERKOWITZ 57.  @DINODOGAN 58.  @ELONMUSK 59.  @FLOTUS 60.  @JKCALLAS 61.  @KYLEPLACY 62.  @LILACHBULLOCK 63.  @MARGIECLAYMAN 64.  @MIKE_ALLTON 65.  @THISISSETHSBLOG 66.  @ADAMKMIEC 67.  @DANIELNEWMANUV 68.  @DAVEKERPEN 69.  @JASONFALLS 70.  @MARCORUBIO 71.  @MELISSAONLINE 72.  @PRSARAHEVANS 73.  @AMYVERNON 74.  @ANDERSONCOOPER 75.  @BRAVOANDY 76.  @HEIDICOHEN 77.  @JTSYRUP 78.  @MARKRAGANCEO 79.  @PETERSHANKMAN 80.  @RHIANNA 81.  @TAYLORSWIFT13 82.  @UNMARKETING 83.  @WITTLAKE 84.  @ADAMBAIN 85.  @ARIANNAHUFF 86.  @DANIELSHARKOV 87.  @DANIELZEEVI 88.  @FRANK_STRONG 89.  @IANCLEARY 90.  @IANNARINO 91.  @KOBEBRYANT 92.  @MARGARETMOLLOY 93.  @NEALSCHAFFER 94.  @PIERSMORGAN 95.  @ADAMLEVINE 96.  @ANTDEROSA 97.  @ASKAARONLEE 98.  @JEFFREYHAYZLETT 99.  @KENTHUFFMAN 100.  @KIMGARST Another measure of influence is how often a brand or person is mentioned on Twitter. Following are the Top 100 PEOPLE mentioned by senior marketers in Q1 2013, based on the number of marketers in our sample that mentioned the user during the report period. Leadtail Your Online Marketing and B2B Social Marketing Experts!16!
  • 17. Which Brands Do Marketers Retweet Most? Leadtail Your Online Marketing and B2B Social Marketing Experts!17! It’s not just individual people who influence the conversation amongst senior marketers on Twitter. Perhaps more than any other group, marketers are open to (and at times, expect!) brands to engage them directly and participate in a two way dialog. And while marketers can be harsh when a brand gets it wrong, they are just as likely to amplify examples of social media done right by sharing examples with their own network via retweets. The word cloud to the right shows the brands that were retweeted the most amongst marketing executives in Q1 2013.
  • 18. Which Brands Did Marketers Mention Most? 1.  @MASHABLE 2.  @FOURSQUARE 3.  @WSJ 4.  @YOUTUBE 5.  @LINKEDIN 6.  @TWITTER 7.  @TECHCRUNCH 8.  @NYTIMES 9.  @SHARETHIS 10.  @FASTCOMPANY 11.  @FORBES 12.  @HARVARDBIZ 13.  @BUZZFEED 14.  @ADAGE 15.  @OREO 16.  @HUFFINGTONPOST 17.  @MEDIAPOST 18.  @INC 19.  @PINTEREST 20.  @SXSW 21.  @DIGIDAY 22.  @KLOUT 23.  @GOOGLE 24.  @SAI 25.  @USATODAY 26.  @CNET 27.  @ESPN 28.  @STARBUCKS 29.  @SLIDESHARE 30.  @HUBSPOT 31.  @MARKETINGPROFS 32.  @BURGERKING 33.  @ZITE 34.  @ADWEEK 35.  @AMERICANAIR 36.  @BLOOMBERGNEWS 37.  @CNN 38.  @VENTUREBEAT 39.  @INSTAGRAM 40.  @KICKSTARTER 41.  @TODAYSHOW 42.  @B2COMMUNITY 43.  @ECONSULTANCY 44.  @ENTMAGAZINE 45.  @GUARDIAN 46.  @KETCHUMPR 47.  @SMEXAMINER 48.  @VINEAPP 49.  @EDELMANDIGITAL 50.  @FACEBOOK 51.  @COPYBLOGGER 52.  @EMARKETER 53.  @JEEP 54.  @JETBLUE 55.  @FORTUNEMAGAZINE 56.  @PEPSI 57.  @DELTA 58.  @FASTCOCREATE 59.  @GIGAOM 60.  @HUFFPOSTTECH 61.  @TACOBELL 62.  @VERGE 63.  @WIRED 64.  @REUTERS 65.  @SALESFORCE 66.  @YAHOO 67.  @AUDI 68.  @BW 69.  @MARKETINGLAND 70.  @SENGINELAND 71.  @FASTCODESIGN 72.  @GAWKER 73.  @GIRLSHBO 74.  @KRED 75.  @NEWYORKER 76.  @NPRNEWS 77.  @PANDODAILY 78.  @TARGET 79.  @THEONION 80.  @TIME 81.  @8MANDATES 82.  @AMAZON 83.  @AP 84.  @MLB 85.  @MTV 86.  @SOUTHWESTAIR 87.  @49ERS 88.  @BUDWEISER 89.  @MAILBOX 90.  @WHOLEFOODS 91.  @WORDPRESSDOTCOM 92.  @YAHOOFINANCE 93.  @CLICKZ 94.  @FORD 95.  @HISTORY 96.  @NETFLIX 97.  @PSFK 98.  @BUZZFEEDFOOD 99.  @DUNKINDONUTS 100.  @MARKETO While some of the people on the Top 100 People list are approaching personal “brandom” – the following are the Top 100 BRANDS mentioned by marketing execs, based on the number of unique marketers in our sample that mentioned the user during the report period. Leadtail Your Online Marketing and B2B Social Marketing Experts!18!
  • 19. Conclusions Imagine if you could listen to the daily conversations of brand marketers and agency executives? How would you use what you heard to better reach, engage, and influence these marketing decision makers to take the actions you care most about? For example, would it provide you insights into where to advertise, what content to create, who to build relationships with, and how best to develop and implement your social media strategy? Sure it would. We created the B2B Social Marketing Report: Marketing Executives on Twitter to provide you with social media insights to help you make more informed decisions for reaching, engaging, and influencing marketing decision makers. And since the topics, content sources, and influencers are constantly changing so, too, are the social media insights for marketing executives. With this in mind, keep an eye out for our upcoming Q2 2013 report! Leadtail Your Online Marketing and B2B Social Marketing Experts!19!
  • 20. About Leadtail Leadtail is an agency focused on making online marketing and social media work for business. The Leadtail team has developed and implemented social media programs and campaigns for leading consumer and business brands including TiVo, Alcatel- Lucent, Symantec, Avaya, and Xerox PARC; and technology startups such as Zuberance, Socialtext, and PunchTab. Connect with us! Leadtail Your Online Marketing and B2B Social Marketing Experts!20! @Leadtail, @BestB2BSocial www.linkedin.com/companies/Leadtail www.Leadtail.com/blog/ 888.705.4777