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May 13, 2015
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Oct. 11, 2012
How to Overcome the 5 Most Common Social Media Mistakes in B2B Marketing
Sponsored by:
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Panel Presenters
Nichole KellyPresidentSME Digital@Nichole_Kelly
Daniel BursteinDirector, Editorial ContentMECLABS@DanielBurstein
Eddie SmithChief Revenue OfficerTopsy Labs@esmitsky
#sherpawebinar@esmitsky • @DanielBurstein • @Nicole_Kelly
Join the conversation
#SherpaWebinar
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Hashtag Metrics
#sherpawebinar@esmitsky • @DanielBurstein • @Nicole_Kelly
Hashtag Metrics
#sherpawebinar@esmitsky • @DanielBurstein • @Nicole_Kelly
MarketingSherpa is a research and publishing organization serving the marketing community
• MarketingSherpa’s annual research cycle provides knowledge for continuous marketing improvement
#sherpawebinar@esmitsky • @DanielBurstein • @Nicole_Kelly
• We surveyed over 3,000 marketers focused on lead generation to uncover:
• Top challenges• Best marketing tactics• Lead scoring, nurturing and management• Content strategies• Marketing automation• Marketing analysis• Marketing operations and metrics
• Result of this research – MarketingSherpa’s FUEL methodology to power marketing effectiveness from lead generation to sales conversion
Research Background
#sherpawebinar@esmitsky • @DanielBurstein • @Nicole_Kelly
• Thinking your CFO is your nemesis
• Single-use content
• Creating content that is not authentic
• Treating social media like it’s “special”
• Not soliciting outside content
Which of the 5 social media mistakes would you like to hear the most about?
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Thinking your CFO is your nemesisSingle-use contentCreating content that is not authenticTreating social media like it’s “special”Not soliciting outside content
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5 Social Media Mistakes in B2B Marketing
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#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Only 46% of CMOs view achieving or increasing measurable ROI from social marketing programs a top strategic priority
5 B2B Social Media Mistakes
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Measure Mention Activity Over Time by KeywordIBM, Cisco, Hewlett 3 Month Volume Trend
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Track & Measure Link-Sharing In Social Medias SAP.com, oracle.com, salesforce.com 30 day analysis
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Social Mistake #1: Thinking your CFO is the nemesis
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Social Mistake #1: Thinking your CFO is the nemesis
• 289% increase in total impressions
• 169% increase in engagement
• 1453% increase in leads generated
• 44% decrease in cost per soft lead
warnet.ws
iPad Campaign to Drive Electronic Magazine Subscribers
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Thinking your CFO is your nemesisSingle-use contentCreating content that is not authenticTreating social media like ‘“special”Not soliciting outside content
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5 Social Media Mistakes in B2B Marketing
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#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Repurposing and reformatting existing content the most effective tactic for developing B2B marketing content
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Social Mistake #2: Single-use content
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Social Mistake #2: Single-use content
• Blog Posts• Webinar • Ebook
Generated 74% lift in online leads in first month
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Thinking your CFO is your nemesisSingle-use contentCreating content that is not authenticTreating social media like it’s “special”Not soliciting outside content
2
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5 Social Media Mistakes in B2B Marketing
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5
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Content creation improves lead quality and conversion rate
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Is This Authentic and Real?
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
It wasn’t…. Don’t fool your audience or be fooled
#sherpawebinar@esmitsky • @DanielBurstein • @Nicole_Kelly
Social Mistake #3: Creating content that is not authentic
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Thinking your CFO is your nemesisSingle-use contentCreating content that is not authenticTreating social media like it’s “special”Not soliciting outside content
2
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1
5 Social Media Mistakes in B2B Marketing
4
5
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Most marketers agree on importance of inbound marketing integration, but don’t always practice it
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Create Buzz & Embed Links To Drive Traffic
Include links in postsCreate persistent presence over time using same theme, terms or hashtags
#sherpawebinar@esmitsky • @DanielBurstein • @Nicole_Kelly
Social Mistake #4: Treating social media like it’s “special”
#sherpawebinar@esmitsky • @DanielBurstein • @Nicole_Kelly
Super Early Bird Special
$500Offer Ends 10/31
February 19-22Las Vegas
Save
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Thinking your CFO is your nemesisSingle-use contentCreating content that is not authenticTreating social media like it’s “special”Not soliciting outside content
2
3
1
5 Social Media Mistakes in B2B Marketing
4
5
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Customer reviews most effective content in meeting marketing objectives for B2B marketers.
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Social Mistake #5: Not soliciting outside content
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Measure & Quantify Positive/Negative ReviewsSocial Sentiment – Hewlett Packard Past 3 Months On Twitter
#sherpawebinar@esmitsky • @DanielBurstein • @Nicole_Kelly
Key Takeaways
"Presenting social media data versus business data" -- Nichole Kelly
"Social media should not just be tracked after the fact, it should be used to learn about your products and customers" -- Eddie Smith
"Every company creates content every day, they just don't always share it" -- Daniel Burstein
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Thank You!
Nichole KellyPresidentSME Digital@Nichole_Kelly
Daniel BursteinDirector, Editorial ContentMECLABS@DanielBurstein
Eddie SmithChief Revenue OfficerTopsy Labs@esmitsky