@esmitsky • @DanielBurstein • @Nichole Kelly · How to Overcome the 5 Most Common Social Media...

@esmitsky • @DanielBurstein • @Nichole_Kelly

Watch a video recording of this webinar to see Daniel Burstein , Nichole Kelly, and

Eddie Smith guide you through the presentation and answer questions from

the audience.

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#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly

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Oct. 11, 2012

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

Sponsored by:


Panel Presenters

Nichole KellyPresidentSME Digital@Nichole_Kelly

Daniel BursteinDirector, Editorial ContentMECLABS@DanielBurstein

Eddie SmithChief Revenue OfficerTopsy Labs@esmitsky


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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 MediasSAP.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”

Super Early Bird Special

$500Offer Ends 10/31

February 19-22Las Vegas

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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

@esmitsky • @DanielBurstein • @Nichole Kelly · How to Overcome the 5 Most Common Social Media...

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