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Leadtail and DNN Webinar
1. How Top Marketers at Mid-Size Companies
Engage On Social Media
Dennis
Shiao
Karri
Carlson
@DNNCorp
1
Carter
Hostelley
@Leadtail
@Leadtail
2. Can
you
hear
us?
2
Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
3. Can
you
see
this
slide?
3
Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
4. Since you’re probably wondering …
•
Slides will be available: http://www.slideshare.net/dnnsoftware
•
We’ll also send you a copy of the social insights report
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
5. About
Develop Social Media Strategies and Insights for Decision Makers
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
6. Quick Poll: What size company do you work at?
0 to 50 employees?
51 to 500 employees?
501 to 5,000 employees?
5,000+ employees
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
7. How We Generated Social Media Insights
• Twitter as proxy for social media activity
• Twitter activity of 504 North American Marketers
(manager and up); B2C and B2B
• Mid-size companies: 50 to 5,000 employees
• Over 90-day period: Oct 1 to Dec 31, 2013
• Analyzed 91,805 tweets and 45,731 links
• Total follower reach: 1,483,196
• Median number of followers: 690
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
8. Key
Ques<on:
How
do
mid-‐size
marketers
describe
themselves
on
social
media?
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
9. Top
Bio
Keywords
Used
by
Mid-‐Size
Marketers
Based on keywords used in the Twitter profile.
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
10. Actionable Insights
• Marketers at mid-size companies use their Twitter profiles to
describe who they are both professionally and personally
Recommendation:
Consider social bio keywords when developing your buyer
personas, marketing copy, and direct sales approach
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
11. Key
Ques<on:
Which
social
networks
are
these
mid-‐size
marketers
ac<ve
on?
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
12. They
Share
Content
from
Mul<ple
Social
Networks
Twitter
100%
Instagram
45%
YouTube
45%
Foursquare
24%
LinkedIn
20%
Facebook
18%
Vine
17%
Slideshare
15%
Paper.li
10%
Pinterest
10%
Vimeo
7%
TwitPic
7%
Kickstarter
7%
Spotify
6%
Google +
6%
12
% of Mid-Size Company Marketers that
published at least 1 tweet originating from
this platform during Q4 2013.
Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
13. Actionable Insights
• Top marketers at mid-size companies are active on a number of
social networks including many that cross-post to Twitter
• Though LinkedIn is popular, it isn’t all work and no play as mid-size
marketers also use Instagram, YouTube, Foursquare, and Vine
Recommendation:
Don’t limit yourself to LinkedIn when looking to reach and engage
mid-size marketers
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
14. Key
Ques<on:
What
conversa<ons
do
top
marketers
at
mid-‐
size
companies
engage
in?
Well,
that
depends…
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
15. Top
Hashtags
Used
by
Mid-‐Size
Marketers
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
16. B2B
and
B2C
Focus
on
Different
Hashtags
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
17. Deeper
Insights:
Topics
Marketers
Share
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
18. Actionable Insights
• Popular hashtags and keywords reveal which topics and events are
catching the attention of top marketers at mid-size companies
• These include professional and personal topics, and national
and local news and events
• But B2B marketers keep it more about business, while B2C
marketers inject some fun into their conversations…
Recommendation:
Consider hashtags and keywords when developing content marketing,
deciding which events to invest in, and what topics to engage in
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
19. Key
Ques<on:
What
content
sources
do
these
top
marketers
most
engage
with?
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
20. Content
Sources
Shared
by
Mid-‐Size
Marketers
• Mainstream media sites are the
most common source of content
shared; business, strategy, and
leadership focused
• Industry media plays an
important role in shaping daily
conversations; with submissions
by marketing thought-leaders
• Social media platforms are used
to share both job-related and
personal interest content
% of 100 Most Popular Shared Content Sources
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
21. Top
25
Most
Shared
Mainstream
Media
Sources
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
22. Top
25
Most
Shared
Industry
Media
Sources
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
23. Deeper
Insights:
Most
Shared
Posts
1. Top CMOs on Twitter
@SMMmagazine
2. Ten Surprising Social Media Statistics that Will Make
You Rethink Your Social Media Strategy
@FastCompany
3.
Riding the Hashtag in Social Media
@NYTimes
4.
The Five Superpowers of Marketing
@HarvardBiz
5.
Facebook Admits Organic Reach is Falling Short,
Urges Marketers to Buy Ads
@AdAge
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
24. Actionable Insights
• Mid-size marketers read, tweet, and share both mainstream and
industry media content
• Much of industry media is driven by marketing thought-leaders
“bylines”, guest posts, and shared research
Recommendation:
Consider both mainstream and industry publications for your online
advertising and PR placements
Make content marketing bylines and guest posts, a key part of your
awareness and engagement strategy
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
25. Key
Ques<on:
Which
people
most
influence
mid-‐size
marketers?
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
26. People
Most
Retweeted
by
Mid-‐Size
Marketers
Being retweeted is a reflection
of what people believe their
own social audience will find
relevant.
This word cloud shows the
people retweeted most often
by mid-size marketers
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
27. Top
50
People
Most
Retweeted
by
Mid-‐Size
Marketers
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
28. People
Most
Men<oned
by
Mid-‐Size
Marketers
Being mentioned is a sign that
a person is an active part of
the social dialogue
This word cloud shows the
people mentioned most by
Top mid-size marketers
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
29. Top
50
People
Most
Men<oned
by
Mid-‐Size
Marketers
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
30. Deeper Insights: How to Engage Influencers
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
31. Deeper Insights: How to Engage Influencers
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
32. Deeper Insights: What the Data Shows
• Top influencers tweet a LOT… 10 to 20+ times daily
• Create a consistent persona through original and
curated content
• Engage with other marketers and publications on high
profile topics of interest
• Use social channels to drive blog traffic, email
signups, event registrations, and audience growth on
other social media channels
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
33. Actionable Insights
• Key influencers build their “brand” by leveraging content: speaking
engagements, books, their own blogs, “bylines” and/or senior
positions: CMO, SVP, VP, etc. at leading vendors
Recommendation:
Follow these influencers, share their content, build relationships with
them; while you start building your own brand with mid-size marketers
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
34. Key
Ques<on:
What
are
the
main
webinar
takeaways?
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
35. Key Takeaways
1. Participate on more than one social network (LinkedIn and Twitter
are good choices) and look to experiment with others
2. Consider social media keywords, hashtags, and topics when
developing buyer personas, brand messaging, content marketing,
and social selling strategies – Think Social SEO
3. Target the right media sources to drive your online advertising, PR,
and byline strategies
4. Invest in a robust content marketing strategy, and get your
executives, employees, and brand advocates involved in sharing it
5. Follow and engage top influencers, while you develop your
strategy for becoming one too!
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
36. What’s Next?
•
Stick around as we’ll answer your questions now
•
Or engage us @DNNCorp or @Leadtail
•
Thanks for joining us for today’s webinar!
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014