How to Overcome the 5 Most Common Social Media Mistakes in B2B Marketing

#sherpawebinar@esmitsky • @DanielBurstein • @Nicole_Kelly

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#SherpaWebinar

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


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Hashtag Metrics


Hashtag Metrics


MarketingSherpa is a research and publishing organization serving the marketing community

• MarketingSherpa’s annual research cycle provides knowledge for continuous marketing improvement


• 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


• 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?


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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Only 46% of CMOs view achieving or increasing measurable ROI from social marketing programs a top strategic priority

5 B2B Social Media Mistakes


Measure Mention Activity Over Time by KeywordIBM, Cisco, Hewlett 3 Month Volume Trend


Track & Measure Link-Sharing In Social Medias SAP.com, oracle.com, salesforce.com 30 day analysis


Social Mistake #1: Thinking your CFO is the nemesis


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


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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Repurposing and reformatting existing content the most effective tactic for developing B2B marketing content


Social Mistake #2: Single-use content


Social Mistake #2: Single-use content

• Blog Posts• Webinar • Ebook

Generated 74% lift in online leads in first month



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Content creation improves lead quality and conversion rate


Is This Authentic and Real?


It wasn’t…. Don’t fool your audience or be fooled


Social Mistake #3: Creating content that is not authentic



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Most marketers agree on importance of inbound marketing integration, but don’t always practice it


Create Buzz & Embed Links To Drive Traffic

Include links in postsCreate persistent presence over time using same theme, terms or hashtags


Social Mistake #4: Treating social media like it’s “special”


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Customer reviews most effective content in meeting marketing objectives for B2B marketers.


Social Mistake #5: Not soliciting outside content


Measure & Quantify Positive/Negative ReviewsSocial Sentiment – Hewlett Packard Past 3 Months On Twitter


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


Thank You!

Nichole KellyPresidentSME Digital@Nichole_Kelly

Daniel BursteinDirector, Editorial ContentMECLABS@DanielBurstein

Eddie SmithChief Revenue OfficerTopsy Labs@esmitsky

How to Overcome the 5 Most Common Social Media Mistakes in B2B Marketing

Documents

How to Overcome the 5 Most Common Social Media Mistakes in B2B Marketing