Data.com Connect Presents: Natascha Thomson - Creating a Social Media Strategy that Works for You

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Creating a Social Media Strategy That Works

Natascha Thomson CEO, MarketingXLerator @NaThomson


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Agenda

#DataConnectTalk

1.  Is there a social media mandate? 2.  What channels should you be on? 3.  How do you measure success? 4.  How much will it cost? 5.  What is social selling vs. social marketing? 6.  Q&A





Larry Page & Sergey Brin









@Jack Dorsay





Sundar Pichai



Ignore (Social Media) at Your Own Risk

1.  LISTENING •  What are people saying about you?

2.  PULL •  Can you be found?

3.  FISHING WHERE THE FISH ARE •  Where is your target audience?

4.  CUTE ANIMALS •  Human-to-Human

Picture: Boo – The Cutest Dog in the World.


facebook.com/ConnectMembers @NaThomson

Impact: Get through to me. Peak my interest. Make me want to take ac9on. n  Talk to me where & when I am n  Get my a2en3on n  Court me n  Engage & convince me n  Make it easy for me

The Big Picture (Consumer View)

Brand Posi9oning / Message Promo9on

Portray: Who are you? n  (Brand) Iden3ty n  Promise/Differen3ator

Convince: Why should I care? n  Know & meet my needs n  What’s uniquely relevant about you?

n  Why should I trust you? Got proof?

Attention è Relevance è Action



Your Brand Based on your brand, people decide if they want to connect. Based on your content, people decide if they want to stay connected.



What Do You Want To Portray?





Message: Why Would Anybody Care?

What do you offer that your target audience is looking for? How can you convincingly show that you can successfully serve their needs?



Promotion: Get the Word Out

How can your message reach your audience ? How can you interest, dazzle and convert them?



Forrester: Buyer’s Journey Has Changed

•  70-90% of the buyers journey is complete prior to engaging a vendor.

•  Consumers engage with an average of 11.4 pieces of content before purchase



Buyer Cycle: Past

Source: Robin Grant: The purchase funnel is no more.



Buyer Cycle: Present “Consumer’s Decision Journey”

Source: Robin Grant: The purchase funnel is no more; via McKinsey.



“You need to develop ways for people to talk about your product, so that word of mouth works.”

~ McKinsey Global Marketing & Sales Practice

Source: Robin Grant: The purchase funnel is no more.



Source: Harvard Business Review & Gartner.


facebook.com/ConnectMembers 27 Source: Nielsen.



Create YOUR Strategy



The 5 Key Elements

1.  Objectives 2.  Target Audience 3.  Social Channels 4.  Tactics 5.  Measurement



Sample Objectives

1.  Increase revenue by $500,000 by March 2016 2.  Attract 3 new partners by December 2016 3.  Become a thought leader in IoT by June 2016

How do you measure success?

How do you turn this into marketing goals?


facebook.com/ConnectMembers @NaThomson

Impact: Get through to me. Win me over. Make me want to take ac9on.

Break It Down

Brand Posi3oning / Message Promo9on

Portray: Who are you? n  (Brand) Iden3ty n  Promise/Differen3ator

Convince: Why should I care? n  Know & meet my needs n  What’s uniquely relevant about you?

n  Why should I trust you? Got proof?

Awareness è Action è Conversion



Target Audience



Target Audience Segmentation

Customer base

Market Segment

s Industry

Geos

Line of Business

(LoB)

Net New or Install Base?

Titles, Roles?

SMB, Medium, Enterprise?

Retail, High-Tech etc. or

Horizontal?

North America, EMEA, APAC etc.?



Segmentation Example

Goal: Increase revenue to $x for x product in next 12 months. Target Audience 1: •  North America •  Net New •  C-level, VP, Director in HR Role •  SMB (up to $100 million revenue/year; 25+ employees) •  Horizontal ( Top 3: Manufacturing, FinServices, High-Tech)



Your Target Audience Informs Your Choice of Social Media Channels



Owned vs. Earned vs. Paid Social Media

Source: SmartInsights.com

•  Owned •  @NaThomson •  MarketingXLerator.com •  Linkedin Profile / Blog •  Original Content

•  Earned •  LinkedIn Group Engagement •  Blog Placements •  Branded Communities •  Influencer Sharing

•  Paid •  Social Ads & Promoted Accounts •  Paid Blog Placements •  Paid Influencers / Advertorials



Measurement



Sample Objectives

1.  Increase revenue by $500,000 by March 2016 2.  Attract 3 new partners by December 2016 3.  Become a thought leader in IoT by June 2016

How do you measure success?

How do you turn this into marketing goals?



Measurement

Increase Revenue and Partners: 1.  Metric: $ Revenue 2.  Metric: # New Partners è  Quantifiable but attribution can be difficult



•  70-90% of the buyers journey is complete prior to engaging a vendor.

•  Consumers engage with an average of 11.4 pieces of content before purchase



Measurement

IoT Thought Leadership 1.  Metric: Awareness (e.g. Impressions) 2.  Metric: Engagement (e.g. Comments) 3.  Metric: Conversion (e.g. Views/Downloads)

è  Somewhat quantifiable but attribution can be difficult



QUICK START



1.  Choose the right presence 2.  Complete your profile

3.  Engage your audience

The first steps…


facebook.com/ConnectMembers 44 Facebook Page: Public Figure



5 Key Facebook Tactics

1.  Connect via authentic emotions and visuals 2.  Post for the “News Feed” not your Page

3.  Know when your audience is online

4.  Include a Call to Action (CTAs)

5.  Post regularly and respond to every post


facebook.com/ConnectMembers 46 My News Feed



Source: Social Media Examiner.

Show a Sense of Humor



Example Success Metrics 1.  Follower growth rate (%)

2.  Likes / Shares / Comments

3.  Conversion Rates



For a good start…

1.  Pick a “good” name for your handle 2.  Complete your profile

•  Profile Description

•  Quality picture(s)

•  Location

•  URL to company, blog or LinkedIn profile

3.  Follow relevant people



5 Key Twitter Tactics 1.  Share the content your target audience

craves

2.  Be authentic and respectful

3.  Participate in events with hashtags 4.  Use relevant hashtags 5.  Be human = Think P2P not B2B



Example Success Metrics

1.  Follower growth rate (%) 2.  Retweets / Mentions / Quotes

3.  Conversion Rates (CTR/Leads)



Getting Started

1.  Complete your profile

ü  Quality picture(s) ü  Custom headline ü  Contact details ü  Summary ü  Work history ü  Add custom content

2.  Customize your URL 3.  Create a Company Page





5 Key LinkedIn Tactics

1.  Invite relevant connections 2.  Give and ask for recommendations 3.  Post status updates, possibly blog 4.  Join relevant groups 5.  Use the Ad Tool to segment







Is your Target Audience there?





5 Free(mium) Tools

1.  Bufferapp + Applet 2.  Bitly 3.  Twitonomy 4.  eClincher 5.  Twitter Analytics & TweetDeck

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5 Enterprise Tools

1.  Salesforce Marketing Cloud 2.  eClincher 3.  DataSift 4.  Tracx 5.  Sprinklr

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Social Selling / Marketing 101

1.  Research your prospects and leverage context

2.  Identify and connect with relevant influencers 3.  Establish yourself as a trusted expert

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Recap: Social Strategy 101

1.  Objectives 2.  Target Audience

3.  Fishing Holes 4.  Content 5.  Paid and organic

6.  Experiment and measure



Natascha Thomson [email protected] @NaThomson +1 (925) 519-8111

Over 15 years of B2B marketing experience in Global 2000 and startup companies. Customers include SAP, EMC, Polycom, SLAP, LookingGlass.

