Data.com Connect Presents - Natascha Johnson - Social Media Tactics
Post on 10-Jul-2015
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Social Media Business Tac;cs
@NaThomson Marke;ngXLerator.com Natascha Thomson CEO, Marke;ngXLerator
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Today’s Agenda
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1. Social Media Strategy 101 2. Hands-‐On Tips & Tricks for
– Facebook – TwiHer – LinkedIn
3. Q&A
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Social Media Strategy
Starts With Your Brand
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…in 160 Characters
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Natascha Thomson NaThomson@MarkePngXLerator.com @NaThomson +1 (925) 519-‐8111
Over 15 years of marke;ng experience in Global 2000 and startup companies. Customers include SAP, EMC & Polycom.
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Natascha Thomson NaThomson@MarkePngXLerator.com @NaThomson +1 (925) 519-‐8111
Over 15 years of marke;ng experience in Global 2000 and startup companies. Customers include SAP, EMC & Polycom.
Get 25% off with promo code ADD12:
hHp://www.happyabout.com/42rules/b2bsocialmediamarkePng.php
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Impact: How do You get Your message to Your audience? n IdenPfy channels
Email Social Media
n Define tacPcs Webinars SEO
n Create Content (Calendar) Blogs Videos
Deliverables:
- Detailed Plan - ExecuPon
The 3 Marketing Pillars
Brand Posi;oning / Message Promo;on
Portray: Who are you/ your company? n IdenPty n Promise/DifferenPator
Deliverables: CreaPve Brief For n Look & Feel n Style n Colors n Fonts n Pictures
Convince: Why does it ma]er? n Clear understanding of target audience and needs
n Unique Selling Point n DifferenPators n Products & Services
Deliverables: n Copy n Assets
Awareness, Engagement, Conversion
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5 Key Elements to Crea;ng Brand YOU
1. ExperPse & Passion 2. (Unique) IdenPty 3. ObjecPve(s) 4. Clear Target Audience(s) 5. Consistent ExecuPon
> Based on your brand, people decide if they want to connect. > Based on your content, people decide if they want to stay connected.
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Example: Self-‐Branding
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Example: Global B2B Brand
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Example: B2B Product/Category
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Ignore (Social Media) at Your Own Risk
1. LISTENING 2. PULLING 3. FISHING WHERE THE FISH ARE 4. CUTE ANIMALS
Picture: Boo – The Cutest Dog in the World.
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Buyer’s Journey: Has Changed
• 70-‐90% of the buyers journey complete prior to engaging a vendor (Forrester)
• Consumer engages with 11.4 pieces of content prior to purchase (Forrester)
• Consumers 5x more dependent on content than 5 years ago (Nielsen)
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Buyer Cycle: Past
Source: Robin Grant: The purchase funnel is no more.
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Buyer Cycle: Present
Source: Robin Grant: The purchase funnel is no more; via McKinsey.
Loyalty Loop: Post-‐Purchase Experience is More Impacmul Than Ever
Before.
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Strategy
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The 5 Key Elements of a (Realis;c) Social Media Strategy
1. Objectives 2. Target Audience 3. Watering Holes 4. Tactics 5. Metrics, Tools, Fine-Tuning
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Objec;ve Selng
1. Tie them back to business goals 2. Know what success looks like 3. PrioriPze (ruthlessly)
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Target Audienc
e Defini;o
n
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Example: Who is Your Target Audience?
Customer base
Market Segments Industries
Geos
Line of Business
(LoB)
Net New Install Base
Titles, Roles
SMB, Medium, Enterprise
Retail, Financial Services
etc.
North America EMEA
etc.
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Watering Holes
Where does your audience get their informaPon? 5 Examples:
1. Trade shows 2. Online searches 3. Reports/Analysts 4. Social Media & Blogs 5. Peers/Thought Leaders
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Owned vs. Earned vs. Paid • Owned
– @NaThomson, MarkePngXLerator.com, Linkedin Profile
• Earned (Organic) – LinkedIn groups,
external blogs, comments on blogs
• Paid – CIO.com, Forbes
advertorial, LI ads, TwiHer promoted accounts
Source: SmartInsights.com Copyright by Marke;ngXLerator.
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Tac;cs
For each watering hole • Define objecPves & metrics • Determine resources • Create a content calendar • Choose tools & infrastructure • Create an executable plan
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Metrics Only Measure Things You Intend to Base Decisions On 1. Be clear what success looks like so you know it when you
achieve it J 2. Can be qualitaPve or quanPtaPve 3. More open than not, growth rate % is more important than
the total numbers
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5 Small-‐Scale Tools
TwiHer: 1. Bufferapp + Applet 2. Hootsuite + Hootlet 3. Crowdbooster 4. Bitly 5. Twitonomy.com
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5 Large-‐Scale Tools
1. Hootsuite 2. Sprinklr 3. Sisymos 4. Radian6 / Salesforce MarkePng Cloud 5. Tracx
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Hands-‐On:
Op;miza;on & Tac;cs
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Op;miza;on
1. Choose what type of presence makes the most sense for you
2. Complete your profile 3. List informaPon to other
channels, e.g. website, TwiHer, YT
4. Let the audience engage
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10 Key Facebook Tac;cs
1. Tell an emoPonal story via a mix of content types, e.g. pictures & videos 2. Remember, few people will visit your actual FB page – create posts that
make sense in somebody else’s news feed 3. Know the Pmes your audience is on FB, e.g. mothers vs. students 4. Include CTAs into at least 70% of your posts 5. Run contests – reward your audience with your products/services 6. Leverage influencers and partner to share your message 7. Capitalize on big events and holidays 8. Post consistently and respond to everybody 9. Buy ads to reach exisPng and new audiences 10. Make it fun
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Source: Social Media Examiner.
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#DataConnectTalk Twitter Optimization
1. Pick a memorable handle 2. Complete your profile
– Solid description – Quality picture(s) – Location – URL to company, blog or LinkedIn profile
3. Create lists
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How to Create a List
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Create a List
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#DataConnectTalk 10 Key Twitter Tactics
1. Listen before you tweet 2. Don’t follow just anybody 3. Don’t use all 140 characters (enable RTs) 4. Add insights to RTs 5. Don’t just amplify but engage 6. Vary content types 7. Participate in TweetChats & events via #
8. Mention others in your tweets 9. Be authentic and don’t argue online 10. Pay for promoted accounts/tweets to increase reach & following
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1. Follower growth rate (%) 2. Retweets / Mentions / Comments 3. Conversion Rates 4. # Leads 5. Cost/Lead 6. Revenue, Revenue/Lead
7. Influence
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Op;miza;on
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1. Complete your profile
• Quality picture(s) • Customized headline • Key contact details • Excellent summary • Work history, projects etc.
2. Build meaningful connections 3. Add URLs & content 4. Customize your URL
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10 Key Tac;cs
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1. Post regular status updates 2. Join groups & participate 3. Comment on updates & blogs 4. Solicit & provide recommendations 5. Share LI content 6. Create a company Page 7. Update your profile periodically (notification on) 8. Publish a blog 9. Leverage the LI ad tool for segmentation 10. Advertise
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LinkedIn Segmenta;on
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5 LinkedIn Social Selling Tips Build and nurture rela;onships
1. Find relevant informaPon on prospects & their connecPons 2. IdenPfy influencers / decision makers 3. Ask for introducPons and referrals 4. Leverage context: social media posts give insights on things like
buying intent, moods, challenges or preferences 5. Establish yourself as a trusted expert = relevance
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Food for Thought: Social Media & The Law
1. Who owns your accounts / followers? 2. LegislaPons is catching up w/technology 3. Corporate Social Media Guidelines
Source: my blog. A big thank you to Paul Cowie, Partner, Sheppard Mullin.
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Recap: Strategy Crea;on
Ask these quesPons: 1. What is the objecPve? How will it be measured? 2. What are the resources? 3. Who is the target audience? 4. What else are we doing? 5. Is social media the best route? 6. Do we have the tools to listen?
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Natascha Thomson NaThomson@MarkePngXLerator.com @NaThomson +1 (925) 519-‐8111
Over 15 years of B2B marke;ng experience in Global 2000 and startup companies. Customers include SAP, EMC & Polycom.
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