This document discusses the most important social media sites for marketers in 2013. It finds that Facebook remains the most widely used and important social network, with over 1 billion monthly active users. However, other professional networks like LinkedIn with over 200 million members and Twitter with over 500 million registered users are also increasingly important for B2B marketers. The growing ubiquity of mobile devices and connectivity will only increase social media's importance for discovering, sharing, and consuming business stories and content.
Beyond Digital Detox and Singularity - How to stay Human in the Digital?Alexander Steinhart
The digital world has become by Smartphone & Co to our constant companion — and requires constant attention. We can work anywhere, but work, leisure and technology can hardly be separated. The smartphone as the primary contact when standing up — and the Internet has become indispensable in our daily lives. There are many downsides of how digital technology is designed today. And we’re just at the beginning of a new age. Some are nostalgic about life pre-Internet, but we shall use this new autonomy that technology gives us. How about designing our environment and technology as we wish and need? Which are the necessary ideas, technologies and strategies to live in this digital world also in future a human life.
CeBIT 2016, 14 - 18 March
Type of event: Keynote
Topic: Digital Transformation
Event series: CeBIT Global Conferences
Title: Beyond Digital Detox and Singularity - How to Be Human in the Digital?
Speaker: Alexander Steinhart, Psychologist, Co-Founder & CEO ( OFFTIME )
http://www.offtime.co
http://offtime.co/blog/en/beyond-digital-detox-and-singularity-how-to-be-human-in-the-digital/
Let’s find out what the Digital detox is. Digital detox is a signal of something bigger, it's more than just a passing fad. It is a signal of some big changes that take place in society.
Let's talk about the present and look to the future.
Why do companies need to manage the entire customer experience? New analysis reveals that the entire customer journey - the series of interactions with a brand - is more important than any single touchpoint experience. Leading companies identify and effectively manage a few "key journeys." When companies perfect managing the entire customer journey, they reap significant benefits—including enhanced customer and employee satisfaction, reduced customer churn, increased revenue, lower costs, improved organizational collaboration, and competitive advantage. Presented at the Harvard Business Review webinar. For more on customer decision journeys: http://mckinseyonmarketingandsales.com/topics/customer-decision-journey
Beyond Digital Detox and Singularity - How to stay Human in the Digital?Alexander Steinhart
The digital world has become by Smartphone & Co to our constant companion — and requires constant attention. We can work anywhere, but work, leisure and technology can hardly be separated. The smartphone as the primary contact when standing up — and the Internet has become indispensable in our daily lives. There are many downsides of how digital technology is designed today. And we’re just at the beginning of a new age. Some are nostalgic about life pre-Internet, but we shall use this new autonomy that technology gives us. How about designing our environment and technology as we wish and need? Which are the necessary ideas, technologies and strategies to live in this digital world also in future a human life.
CeBIT 2016, 14 - 18 March
Type of event: Keynote
Topic: Digital Transformation
Event series: CeBIT Global Conferences
Title: Beyond Digital Detox and Singularity - How to Be Human in the Digital?
Speaker: Alexander Steinhart, Psychologist, Co-Founder & CEO ( OFFTIME )
http://www.offtime.co
http://offtime.co/blog/en/beyond-digital-detox-and-singularity-how-to-be-human-in-the-digital/
Let’s find out what the Digital detox is. Digital detox is a signal of something bigger, it's more than just a passing fad. It is a signal of some big changes that take place in society.
Let's talk about the present and look to the future.
Why do companies need to manage the entire customer experience? New analysis reveals that the entire customer journey - the series of interactions with a brand - is more important than any single touchpoint experience. Leading companies identify and effectively manage a few "key journeys." When companies perfect managing the entire customer journey, they reap significant benefits—including enhanced customer and employee satisfaction, reduced customer churn, increased revenue, lower costs, improved organizational collaboration, and competitive advantage. Presented at the Harvard Business Review webinar. For more on customer decision journeys: http://mckinseyonmarketingandsales.com/topics/customer-decision-journey
Generational Dynamics in Service Management - Tips for Working Together; ITSM...ITSM Academy, Inc.
If you’re like most companies, you likely have 3-5 Generations on your teams. Enjoy humor and hear tips on how to attract and integrate the Millennials & Boomlets into your Service Management Teams and explore what the rapid ‘Aging of America’ means to your company and what you should be doing to prepare … so you’re not caught short by the wealth of tribal knowledge exiting in mass! Learn things like how to help them communicate and produce results with one another without driving each other crazy! And which generational pairings work most effectively together. Have some fun as we explore creative ways to get things accomplished effectively for your customers … across the Generations.
Generation alpha microsoft nancy nemes nov 2013 finalNancy Nemes
Digital Darwinism and Generation Alpha. What can we learn from Darwin to help us meet and exceed the expectations of new generations on technology? How do touch devices change our brains? What does Generation Alpha want from technology?
Generation Y - A New Identity in the English Teaching Community Evania Netto
Generation Y is the fastest growing segment of today’s workforce. However, what is the difference between this and the previous generation? What should professionals know to understand this new identity that has emerged in the teaching world? In this presentation, presenters talk about the characteristics of different generations and how they can be prepared to achieve common results.
Care and feeding of baby boomers in recruiting Career Pivot
Are you a recruiter who works with Baby Boomers? Do you wonder what drives baby boomer candidates to certain types of positions? Do you have problems convincing baby boomer candidates to consider alternative types of positions? If you have been asking those questions then this session is for you.
We will delve into the characteristics of the various generations in the workplace. However, we will focus on the underlying characteristics of baby boomers and why they want what they want in the workplace!
Content is the currency for building social relationships that can boost earned media. If you want to ensure your brand gets in the media, then become the media. Presentation from PRSA International Conference on evolving digital PR through content marketing by Lee Odden, CEO of TopRank Online Marketing.
Navigating Generational Differences in the Professional EnvironmentMeghan Granito
With five generations meeting in the workplace for the first time in history, we are challenged daily to understand the attitudes, values, and demands of our coworkers, customers, and the public in general. Understanding the similarities and differences between the generations, including distinct preferences for how to communicate effectively, is key to successful relationships.
Why Can't We All Just Get Along? Four Generations Working Side by Side in Har...Andrew Krzmarzick
Presentation delivered at the Training Officer's Consortium (TOC) Institute in Williamsburg, VA, on April 27, 2009. Facilitated by a Gen X'er and a Traditional. Objectives included:
1. Understand and better navigate the intergenerational differences in your office
2. Participate in several training modalities that reach a multi-generational audience
3. Experience a truly blended approach to training that addresses the learning preferences of all four generations.
Service Design for the Internet of the WorldDaniel Harris
When I had the pleasure of speaking to key telecoms and technology industry figures at November's Smart Device and Mobile User Experience Summit this is the question I attempted to address.
As always at Fjord, people come first. So when looking to provide sustainable design a future market within the Internet of Everything, we have to look at the economic and social situation that many people in the world are facing. In the west this looks like what the LifeStyle News Network is coining 'The Just Nots': aspiring and hard working citizens affected by increasing inflation, food prices, and housing costs; just not able to create the life they thought they were going to achieve.
It's likely that we'll have to design niche services and create flexible, open source brands to meet the needs of this generation – who are digitally native and happy to hack; they transcend the demographic driven models that brands have traditionally targeted.
We believe the experience of the Internet of Everything is a liquid experience, where platforms and even interfaces begin to disappear. This is our new challenge – how can we design liquid services to address the new needs that are emerging from from a age where digitally mature, and connected people want more value with less money?
Maximizing the ROI of Every Lead: Advanced Lead Nurturing, Segmentation, and ...Gary DeAsi
(Marketo Marketing Nation Summit, 2014) How to use marketing automation to collect and utilize custom, critical data for your business to multiply engagement levels, conversion rates and ROI with database segmentation and dynamic content, through outbound email, lead nurturing and scoring.
Key Takeaways include:
A) Intelligent database segmentation and targeting with custom fields and custom scoring
B) Utilizing demographic and behavioral data to dictate marketing initiatives and dynamic content, and ensure that every lead you generate will receive the right content, at the right time, throughout every stage of the buyer's journey
C) Building a lead nurturing machine (and "ecosystem") that will work for you to identify and capitalize on key characteristics and behaviors, and move leads down the funnel accordingly, in an automated fashion
D)Concrete action items for Marketo users and marketing leaders on how you can implement all of the above to optimize your funnel, achieve greater results with a lesser investment, and quantify its impact on the bottom line
The second annual Adobe Consumer Content Survey—a December 2018 survey of 1,000 U.S. consumers who own at least one digital device—found that digital content consumption is on the rise and consumers have already established expectations and preferences.
Generational Dynamics in Service Management - Tips for Working Together; ITSM...ITSM Academy, Inc.
If you’re like most companies, you likely have 3-5 Generations on your teams. Enjoy humor and hear tips on how to attract and integrate the Millennials & Boomlets into your Service Management Teams and explore what the rapid ‘Aging of America’ means to your company and what you should be doing to prepare … so you’re not caught short by the wealth of tribal knowledge exiting in mass! Learn things like how to help them communicate and produce results with one another without driving each other crazy! And which generational pairings work most effectively together. Have some fun as we explore creative ways to get things accomplished effectively for your customers … across the Generations.
Generation alpha microsoft nancy nemes nov 2013 finalNancy Nemes
Digital Darwinism and Generation Alpha. What can we learn from Darwin to help us meet and exceed the expectations of new generations on technology? How do touch devices change our brains? What does Generation Alpha want from technology?
Generation Y - A New Identity in the English Teaching Community Evania Netto
Generation Y is the fastest growing segment of today’s workforce. However, what is the difference between this and the previous generation? What should professionals know to understand this new identity that has emerged in the teaching world? In this presentation, presenters talk about the characteristics of different generations and how they can be prepared to achieve common results.
Care and feeding of baby boomers in recruiting Career Pivot
Are you a recruiter who works with Baby Boomers? Do you wonder what drives baby boomer candidates to certain types of positions? Do you have problems convincing baby boomer candidates to consider alternative types of positions? If you have been asking those questions then this session is for you.
We will delve into the characteristics of the various generations in the workplace. However, we will focus on the underlying characteristics of baby boomers and why they want what they want in the workplace!
Content is the currency for building social relationships that can boost earned media. If you want to ensure your brand gets in the media, then become the media. Presentation from PRSA International Conference on evolving digital PR through content marketing by Lee Odden, CEO of TopRank Online Marketing.
Navigating Generational Differences in the Professional EnvironmentMeghan Granito
With five generations meeting in the workplace for the first time in history, we are challenged daily to understand the attitudes, values, and demands of our coworkers, customers, and the public in general. Understanding the similarities and differences between the generations, including distinct preferences for how to communicate effectively, is key to successful relationships.
Why Can't We All Just Get Along? Four Generations Working Side by Side in Har...Andrew Krzmarzick
Presentation delivered at the Training Officer's Consortium (TOC) Institute in Williamsburg, VA, on April 27, 2009. Facilitated by a Gen X'er and a Traditional. Objectives included:
1. Understand and better navigate the intergenerational differences in your office
2. Participate in several training modalities that reach a multi-generational audience
3. Experience a truly blended approach to training that addresses the learning preferences of all four generations.
Service Design for the Internet of the WorldDaniel Harris
When I had the pleasure of speaking to key telecoms and technology industry figures at November's Smart Device and Mobile User Experience Summit this is the question I attempted to address.
As always at Fjord, people come first. So when looking to provide sustainable design a future market within the Internet of Everything, we have to look at the economic and social situation that many people in the world are facing. In the west this looks like what the LifeStyle News Network is coining 'The Just Nots': aspiring and hard working citizens affected by increasing inflation, food prices, and housing costs; just not able to create the life they thought they were going to achieve.
It's likely that we'll have to design niche services and create flexible, open source brands to meet the needs of this generation – who are digitally native and happy to hack; they transcend the demographic driven models that brands have traditionally targeted.
We believe the experience of the Internet of Everything is a liquid experience, where platforms and even interfaces begin to disappear. This is our new challenge – how can we design liquid services to address the new needs that are emerging from from a age where digitally mature, and connected people want more value with less money?
Maximizing the ROI of Every Lead: Advanced Lead Nurturing, Segmentation, and ...Gary DeAsi
(Marketo Marketing Nation Summit, 2014) How to use marketing automation to collect and utilize custom, critical data for your business to multiply engagement levels, conversion rates and ROI with database segmentation and dynamic content, through outbound email, lead nurturing and scoring.
Key Takeaways include:
A) Intelligent database segmentation and targeting with custom fields and custom scoring
B) Utilizing demographic and behavioral data to dictate marketing initiatives and dynamic content, and ensure that every lead you generate will receive the right content, at the right time, throughout every stage of the buyer's journey
C) Building a lead nurturing machine (and "ecosystem") that will work for you to identify and capitalize on key characteristics and behaviors, and move leads down the funnel accordingly, in an automated fashion
D)Concrete action items for Marketo users and marketing leaders on how you can implement all of the above to optimize your funnel, achieve greater results with a lesser investment, and quantify its impact on the bottom line
The second annual Adobe Consumer Content Survey—a December 2018 survey of 1,000 U.S. consumers who own at least one digital device—found that digital content consumption is on the rise and consumers have already established expectations and preferences.
Insight You Need to Successfully Market to Tweens and TeensAquent
Understanding the youth market is crucial for any company attempting to capture the attention of today's tween and teen consumers. The lives and minds of this dynamic group are ever-changing, so it's essential to gain a better understanding of our youth today before launching your next youth-oriented product or marketing campaign. Much of Brenda Hurley's time is focused on C&R's youth business, providing research and consulting services to clients through its KidzEyes and TeensEyes Divisions. She was also very involved in this year's launch of YouthBeat, C&R's syndicated report covering the attitudes and behaviors of today’s youth.
Our First Presenter was: Michael Salamon
Presentation Title: Step 3: Trail Assessment and Condition Surveys (TRACS)
Our Second Presenter was: Sarah Weise
Presentation Title: The New Rules of Marketing for Gen Z
This is a presentation I gave to students at Fairfield University on the 19th September 2011. The talk was about the opportunities offered by digital technologies in terms of making a mark in the world, future jobs and careers.
Nowadays, it is very much common to see smart phone on child's hand. They are master to use, play and glue on smart mobile very early age of life. But we should envision the Impact of smart phone on child development. Every parent should concern about the screen time of the child.
Discussing the key ingredients needed to reach and engage tech-savvy women in the digital age. How businesses can get cut-through in such a noisy and crowded space. What do mums respond to and how to keep them engaged. Unlocking the power of the digital mum and the benefits to your business.
The increased usage of mobile devices and the rise of social networking have made personal technology a more integral part of people's lives than ever before. This study looked to uncover any issues and concerns that people have with the increasing pervasiveness of technology in their lives, particularly around security, privacy, and heath/safety.
Some of the key findings from this study are:
- People still do not trust mobile technology enough to feel comfortable making online purchases/transactions, preferring instead to use their computers
- While people have concerns about their online privacy, it has little impact on their actual mobile technology usage
- Concerns over the usage of mobile technology and personal health have little impact on people's mobile device usage, in fact, many people are skeptical over claims that mobile technology may pose a health risk
Similar to Social Media 2013: What Sites Are Most Important to Marketers This Year? (20)
The State of B2B Marketing: New Marketing Automation Stats for 2017Act-On Software
Many of the available marketing automation stats we regularly
use – to make strategic decisions, craft presentations, prepare
for sales calls – are getting a bit long in the tooth. So we set
off to uncover the most recent marketing stats by surveying
more than 350 marketing professionals in North America and
Europe to get their take on how investing in marketing
automation impacts business performance. The most
noteworthy results are included below.
Why Content Marketers Should Be Making Unicorn Babies Act-On Software
In this episode of the Rethink Podcast, we interview Larry Kim, CEO of Mobile Monkey, and founder of Wordstream. Larry is recognized as among the Top 50 Most Influential People in Digital Marketing. In this conversation, he talks about the differences between unicorn and donkey content, and how marketers can create unicorn babies.
Trust is a crucial part of attracting, converting, and retaining customers, and email newsletters are a great way to build that trust. A successful newsletter that is regular, reliable, and consistently delivers useful, interesting information can help you effectively nurture existing and future customers.
Getting started with marketing automation may seem complicated, but with a little preparation, you’ll see results right away. In fact, 44% of companies achieve a positive ROI within only six months - with a whopping 28% average overall return.
Our quick start guide will give you a 6-step strategy to prepare your organization for adopting marketing automation and help you accelerate your return on investment.
Marketing Automation Hacks: The Act-On EditionAct-On Software
If you’re already using Act-On, then you know that marketing automation is an indispensable tool for executing on your B2B marketing strategy. But the majority of B2B marketers still feel that they’re not using the technology to its full potential.
Act-On's Director of Digital Marketing, Linda West shares various #MAHacks to help you get ahead!
Rethinking the Role of Marketing, reveals that top performing marketing teams are taking full control of the customer lifecycle – everything from customer acquisition, to the more lucrative customer retention and expansion.
Looking to make a lasting impression on potential buyers? Check out this presentation for the tips & tricks you need to really dazzle with your content!
Having a tough time selling your C-suite on the benefits of marketing automation? Give this presentation a gander for the tips, tricks, and best practices necessary to build the strongest possible business case for marketing automation!
Learn to separate the signals from the noise when it comes to search engine marketing in this exciting presentation on SEO basics, brought to you by Website Magazine!
What Sales Leaders Should REALLY Expect from Marketing AutomationAct-On Software
Having trouble selling your sales leadership on the benefits of marketing automation? Don't miss this exciting presentation from Ian Michiels of Gleanster Research on the returns you and your business can expect from automated programs!
Ever wondered what makes for exceptional marketing content, or struggled to strike a proper balance between selling and serving? Lucky for you, Act-On's top demand gen personnel have tips and tricks to share that are sure to help your online offers really resonate! Get to know the ins and outs of crafting killer content in this exciting presentation.
Looking to move beyond a batch-and-blast approach when it comes to emails you send? Find out how to create more targeted offers with our crash course on lead nurturing basics!
Preparing for Compliance: Canada's Anti-Spam Law (CASL)Act-On Software
Get to know the ins & outs of Canada's latest anti-spam legislation in this exciting webinar led by David Fowler, Act-On's Chief Deliverability Officer!
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Brunch and Learn - Direct Marketing on a Shoestring Budget
Social Media 2013: What Sites Are Most Important to Marketers This Year?
1. Social Media 2013:
What Sites Are Most Important to
Marketers This Year
February 13, 2013
A special thank you to:
Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT
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your system has not been muted.
#TMGWebinar
2. Today’s Speakers
Jeanniey Mullen Lee Odden
Global Executive Vice President & CMO CEO
Zinio TopRankMarketing.com
Moderator
Heather Fletcher
Senior Editor
Target Marketing
#TMGWebinar
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widget for the complete rundown.
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5. 3 Promises I will make you
1. You will look at your phone/BB during my presentation
2. You will leave this webinar with a new respect
for The Ellen Show
3. You will think about your target audience in
new ways and create at least three
innovative ways to look at growing your market
7. WHY IS HE FAMOUS?
1. I have no idea- but he looks young
2. He was Blackie on General Hospital
(1982-1984)
3. He was Uncle Jessie on Full House (1987-
1995)
4. He was the Drummer for the Beach Boys
(1995-2000)
5. He was Dr. Tony Gates on ER (2005-2009)
6. He was Dr. Carl Howl on Glee (2010-
2013)
8. WHY IS HE FAMOUS?
1. I have no idea- but he looks young
SILENT GENERATION
2. He wasBABY BOOMER/GEN X
Blackie on General Hospital
(1982-1984)
3. He was Uncle Jessie on Full House (1987-
GENERATION X
1995)
4. He was theBABY BOOMER Beach Boys
Drummer for the
(1995-2000)
5. He was Dr. Tony Gates on ER (2005-2009)
MILLENIAL
6. He was Dr. Carl Howl on Glee (2010-
GENERATION SWIPE
2013)
9. TAKEAWAY 1:
• EVERY GENERATION LIVES LIFE FROM A
DIFFERENT BASE PERSPECTIVE
• THE KEY TO SUCCESS IS BUILDING YOUR
MARKETING FROM THAT BASE
• PERSPECTIVE BASED MARKETING IS
CRITICAL IN DRIVING MOBILE/DIGITAL
SUCCESS
11. The SILENT Generation
“65+”
1. Lifestyle driven by physical and metal wellness –
82% save directions
2. Being online is driven by a need for personal
information (health, family) - 67% seek health info
online
S U C C E S S
3. Device adoption is primarily driven by gifts • Service oriented elements
4. Downtime is uptime – 98% watch TV every day – • Simple sharing via. email
46% use email • PC/MAC – maybe tablet
5. Friends keep you young – 54% share using email • Helpful tips
6. They get tablets as presents (due to health reasons)
12. The BABY BOOMERS
“46-64”
1. Where the wealth and income is– spend $2.3 trillion
a year and own $28 trillion in assets
2. They spent their lives building brands: Gerber, Fast
food, Toyota, Nike, Starbucks – 60% say if you
capture their generation they will buy.
S U C C E S S
3. Device adoption is inevitable -96% will use it for
• Lifestyle imagery
fitness and financial management
• Ratings and reviews RULE
4. Digital management is life– 82% use their calendar
• Smartphone centric
function, 64% use email to manage their life
• Impulse buys bring big bucks
5. Friends keep you informed – 30% use social (customer experience is key)
comments for buying decisions
13. GENERATION X
“30-45”
1. Built by the 1980’s and 1990’s – retro is key to
purchase patterns
2. First generation to grow up with computers
integrated into their lifestyle – only 2% share using
email
3. Devices are a natural part of life – 78% own a
S U C C E S S
smartphone or tablet
• Email should be secondary
4. Email is their backbone -it connects- 30% on (but really means it is primary)
pinterest, twitter, facebook and linkedin • Videos entice and engage
5. They can’t live without email– 75% have logged into • Mobile life management
makes a difference
online sites with their email
15. Stan’s Life In Five Numbers:
0 – Time I Can Function Without Coffee In The Morning
9 – Years Since I Have Last Used A Landline Phone
29 – Emails I Receive During A One Hour Class
(28 – Of Those Emails Are From Jeanniey)
154 – Applications on my iPhone 4
17. TAKEAWAY 2:
• THE CMO OF TODAY HAS A SECRET
WEAPON: DIGITAL
• DIGITAL ENABLES YOU TO CONNECT WITH
YOUR CUSTOMER IN WAYS YOU COULD
HAVE NEVER ACCOMPLISHED BEFORE
• FOUR WORDS: DISCOVERY, EXPERIENCE,
PERSONAL VALUE
20. • ANIMAL PHOTO BOMBS: THIS IS “ELLEN” TO A 13 YEAR OLD
21. • THE PRESIDENT: THIS IS “ELLEN” TO A 60 YEAR OLD
22. • KRISTEN BELL: THIS IS “ELLEN” TO A 32 YEAR OLD
23. THE TIME/TABLET/TRUST GRID
4+ hours
per day of Gen Swipe Silent $
free time
Generation
2+ hours
per day of Millennials
free time $$
$$$$
Gen X
1+ hours
per day of
free time
$$$$$$$$
Boomers
No free time
Shared PC Shared Private PC PPC/Smartp Smartphone/ Private Smartphone/Pr Device
Tablet hone Shared Tablet ivateTablet Toolbelt
Tablet
24. Trust Based Spending in a Busy World
IN APP
ECOMMERCE
IN-FLIGHT
ENTERTAINMENT
TOPICAL
DISCOVERY
SOCIAL GRAPH
DISTRIBUTION
PARTNERS
25. TAKEAWAY 3:
FREE TIME + DEVICE ACCESS / (DISCOVERY +
EXPERIENCE)
=
BRAND ENGAGEMENT IN 2013
26. “Fundamental Truths that Matter”
1. Device form factor matters.
2. Long-tail volume, content atomization matters.
3. Rise of distributor power matters.
4. Discovery, flexibility, relevance matters.
5. Strategies built to your target demographic matter.
34. @leeodden @leeodden
Here’s the thing: every business has
stories to tell.
Social just makes it easier to discover,
consume and share them.
35. @leeodden @leeodden
Ubiquitous Connectivity
Source: Ericcson
50 billion Create
connected devices: 2020
Consume
Publish
Interact
B2B Buyers Are Users
& Consumers of Social
Transact
Content Too
36. @leeodden @leeodden
55%
B2B Buyers
Use Social
for Purchase
Research
Business.com 2012 70%
B2B Buyers
Journey is
Complete Before
a Sales Lead
SiriusDecisions 2012
37. @leeodden @leeodden
77% 78%
Blogs eNewsletters
83% 71%
Article Posting Case Studies
87% 91% 70%
Videos
Social Media
of B2B marketers are using
content marketing tactics to
grow their business.
Source: Content Marketing Institute Nov 2012
38. @leeodden @leeodden
Where Does Social Media Fit in B2B?
Social Media only works for
consumer brands. Who wants
to be “friends” with an office
furniture company?
Never mind that, who
has time for Tweets,
Likes and Plusses? We
have leads to generate!
Photo: Shutterstock
Photo: Shutterstock
39. @leeodden @leeodden
Integrating Social Media Into
1 the Marketing Mix
40. @leeodden @leeodden
Traditional Sales Funnel
Awareness
Interest
Consideration
Purchase
41. @leeodden @leeodden
Customer Journey
Newsletter
Social Ads
PPC Reviews Community
Forum Social Networks
Email Blog
Website Blog
Online Ads Media
awareness interest consideration purchase retention advocacy
Email Store
FAQ
Word of Mouth Promotions
Knowledge Base
P
Ecommerce
R Radio
TV
Print
42. @leeodden @leeodden
Personal Digital Engage
Presence – Phase 2
Optimize 360 Model
Attract Convert
44. @leeodden @leeodden
Optimized & Socialized Framework
awareness interest consideration purchase retention advocacy
Understand Keywords Content & Optimize
Your Topics Promotion Socialize
Audience Message Plan Promote
Preferences Search & Topics, SEO Social & SEO
Pain Points Social Data Calendar, Networking,
Behaviors Sources Repurpose Link Building
46. @leeodden @leeodden
Most Important B2B Social Question
If your prospects
customers
employees
influencers
partners are on social networks…
Then that’s where your B2B brand should be.
47. @leeodden @leeodden
Optimize 360 Model – Integrate Social
Blog
Attract Engage Convert
Social referrals Social networking Social ads
Social ads Content sharing Act on buy signals
Social search Content co-creation Offers
Search engines
Add Social Sharing Widgets to B2B Content
48. @leeodden @leeodden
Persona: Values: Content:
“Admin Jane” = Fast = Topics
Influences CEO = Save $ = Keywords
= Service = Media
= Channel
awareness interest consideration purchase retention advocacy
Blog Facebook Email Offer Tips Articles Blog
Fast
Byline PPC Demo Newsletter Soc Net
Social Ads Blog PPC Loyalty VIP
Save $
Press White Paper Trial Community Referral
Article Case Study Social Ads Soc Net Referral
Service
Media Blog Testimonial Thank You Rewards
49. @leeodden @leeodden
Facebook
Optimize Company Fan Page:
Visual, Interactive Content
Custom Tabs
Connect Offline to Online, P2P
Promote Other Social Channels
Promote Offers
Groups:
Participate
Create your own
Run Facebook Ads
Sidebar Ads, Facebook Exchange
News Feed Ads, Offers, Mobile
Promoted Posts, Sponsored Stories
50. @leeodden @leeodden
LinkedIn
Optimize Profiles:
Key Executives
Guidelines for all staff
Optimize Company Page:
Promote products/services
Research prospects
Share content/grow networks
LinkedIn Groups:
Participate, create your own
Run LinkedIn Ads
Targeted Display Ads
Targeted Status Updates
Video Ads
51. @leeodden @leeodden
Twitter
Optimize Profiles:
Social Team, Service
Guidelines for all staff
Optimize Company Profile:
Monitor for buy/service keywords
Interact & engage
Share & promote content
Syndicate blog content
Run Twitter Ads
Promoted Accounts
Promoted Tweets
Promoted Trends
52. @leeodden @leeodden
YouTube
Optimize Channel:
Template & layout
Search & social discovery
Publishing & engagement
Activity feed & curation
Playlists, Video Response
YouTube Analytics
Optimize Videos:
Keywords, titles, descriptions
Captioning, CTAs, subscribe, links
Run YouTube Ads
TrueView
Display, Mobile
In-Stream, Home Page
53. @leeodden @leeodden
Google+
Optimize Profiles:
Content Creators, Execs, Social Team
Employ authorship, get verified
Guidelines for all staff
Optimize Company Profile:
Share & promote content
Interact & engage
Google Hangouts - video
Community Page:
Curate themed content
Cross posts to G+ company page
No Google+ Ads (yet)
54. @leeodden @leeodden
Pinterest
Optimize Pinterest:
Create or convert to a business acct
Create topical “boards” keywords
Curate visual content
Pictures, video, audio, slideshows
Interact: pin, re-pin, like, follow
Link to to social content
Co-curate boards
Grow the network
No Pinterest Ads (yet)
Make sure you have a business acct
55. @leeodden @leeodden
Monitor & Optimize
Social Content KPI’s Business Outcomes
• Visits • Share of Voice
• Views/Impressions • Improve Service
• Fans • Shorter Sales
• Friends Cycles
• Followers • Increased Order
• Comments Quantity, Frequency
• Likes • More Referrals
• Google Plusses • Lower Marketing
• Links Costs
• SERPs • Grow Revenue
• Search Traffic • Improve Profits
57. @leeodden @leeodden
Applying Listening to Social Content
Listening Tools: Identify Tracking Phrases React Accordingly:
• HootSuite • Buying signals • Reach out
• Social Platforms • Service opportunities • Engage
• Trackur • Brand name mentions • Refer
• Radian6 • Competitor mentions • Curate
• Trending use • Share
• Topical variations • Adjust social content
• Kudos • Inform SEO
• Dissent • Test & refine
Photo: Shutterstock
58. @leeodden @leeodden
B2B Social Media Listening
HootSuite: Listen for Buying Signals Search Social Channels for Your Website
(Replace “yourdomain” with your website address”)
Topsy:
topsy.com/s?q=yourdomain.com
Pinterest:
pinterest.com/source/yourdomain.com/
Twitter:
twitter.com/search?q=yourdomain.com
Facebook: (search Google with this)
site:facebook.com inurl:posts “yourdomain.com”
YouTube:
http://www.youtube.com/results?search_query=
%E2%80%9Dtoprankblog.com%E2%80%9D
Google+:
https://plus.google.com/s/yourdomain.com/post
s
59. @leeodden @leeodden
3 Key Takeaways
1. B2B buyers, prospects & influencers are
influenced by social. Become an influencer of
influencers.
2. Map content plans to attract, engage &
convert – across the sales cycle
3. You must analyze progress (KPIs) to optimize
performance (business outcomes)
61. Question & Answer Session
If you haven’t done so already,
please take this time to submit questions to
our speakers using the “Q&A” box on your
console.
#TMGWebinar
62. Thank You
Thank you for taking the time to attend our webinar today.
For additional information about our webinar series,
check out the following Web site:
www.targetmarketingmag.com/webinar
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