ROI & Social webinar with Craig Rosenberg & Jason Miller

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Driving Social ROI with an Integrated Marketing Approach Hosted by Craig Rosenberg CEO & Co-Founder TOPO Jason Miller Sr Manager Content Marketing & Social LinkedIn wit h Welcome to

Transcript of ROI & Social webinar with Craig Rosenberg & Jason Miller

Page 1: ROI & Social webinar with Craig Rosenberg & Jason Miller

Driving Social ROI with an Integrated Marketing

Approach

Hosted by

Craig RosenbergCEO & Co-Founder

TOPO

Jason MillerSr Manager Content Marketing & Social

LinkedIn

with

Welcome to

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Craig Rosenberg is the Co-founder of TOPO, a research, advisory, and consulting firm that helps sales and marketing organizations design and deliver great buying experiences. He is also author of the B2B marketing blog, funnelholic.com

Jason Miller is the Senior Content Marketing Manager at Linkedin where he leads the content marketing and social efforts for LinkedIn Marketing Solutions. He contributes to multiple marketing blogs and authored ‘The Social Media Tactical Plan’.

About the Presenters

Viralheat is the social media marketing suite that makes it easy for you to manage social and put it to work for your business. Trusted by more than 25,000 brands, Viralheat combines social media management and intelligence in a single platform encompassing account management, monitoring, engagement, analytics, and more.

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In this webinar you will learn:

• How to map your content to buyer experience.

• How to measure your efforts to drive optimal results

• How to integrate social into all of your marketing

experiences.

• How social + marketing automation will make your

marketing efforts more effective

• And much more!

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Truly understand the buyer

© 2013 TOPO

Buyer Demographics1. Who are you personally (married, children, etc)?2. What’s your background and career path?3. How long have you been at your current job?4. What industry is your company in?5. How many employees does your company have?

Buyer Role6. What is your role in the organization?7. What is your title?8. What are your responsibilities?9. What skills do you possess?10. Who are you accountable to?11. What does your team look like?

Buyer Psychology12. What are you most excited about at work?13. What are your main opportunities (biggest)?14. What are your main challenges (biggest)?15. Do you like to make things happen?16. What motivates you to make something happen?17. What defines success in your role?18. Are you optimistic or pessimistic about work?

Day in the Life19. What does a typical day look like?20. How would you describe your work environment?21. What obstacles do you commonly encounter?22. Who do you interact with the most?23. What’s your preferred mode of communication?24. What tools do you use at work?25. How do you gather information to make decisions?

Purchasing Decisions26. How would you describe the way you buy products?27. What are the major phases of a purchasing process?28. What’s an example of a purchase you recently made?29. Who is responsible for purchasing decisions?30. Who influences purchasing decisions?31. What causes you to begin a purchasing process?32. What criteria do you use to evaluate products?33. What causes you to purchase a product?34. What causes you to purchase one product over another?35. Is product, price, or service more important?36. How long does it take to make a purchase?37. What information is valuable to you during a purchase?38. How do you prefer to consume that information?39. How do you prefer to interact with vendors?40. How can vendors help you the most?

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DemographicsBen O’Brien, Director of Email Marketing26 year old hipster with attitudeApple, MailChimp, HackerNews Fanboy125 employee high growth internet company

Buyer RoleFocused on email marketingPart of product development teamNew user acquisitionCustomer retention/engagementUser experience is criticalMetrics: new users/month, time in application

PsychologyLikes to make things happen – go getterBut feels under-appreciatedBelieves that email is biggest upside at businessReally should be part of marketing teamObeys the metrics

Day in the Life15 minute morning scrum30% of day spent working in MailChimp40% on creative and copywriting20% on metrics and reportingSome meetings, but not overwhelmingHates the phone; likes email, web collaboration

PurchasingDecision-maker for all things emailRecently bought email analytics toolLikes to purchase things the cool kids are usingPeer input is key to purchasing decisionsWon’t buy anything with bad UXPrice must fit into user economicsInherently suspicious of vendorsDoesn’t like salespeoplePrefers to self-service when purchasingLikes to buy from startups

Buyer Persona

© 2013 TOPO

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Map the buying experience

Buyer Stage

Buyer Activity

Status Quo Understand

Requirements/ Options

Engage Vendor(s)Identify Problem/Opportu

nity

Make Decision/Purchase

Key Question

How do I keep my customers happy when I’m growing?

What do I do now that I have two people in support?

How do I make this really easy on my business?

Does it satisfy my core requirements and is it easy?

Can I show CEO that the software and price just work?

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Next Step Requirement

Potential Roadblock

Workload requires more than 1 person to support process

Complexity high enough to require real application

Understands core use cases and leading vendors

Actual use of trial, as opposed to just signup

CEO must approve decision and provide credit card

Business not growing enough to justify next step

Buyer doesn’t realize general benefits of SaaS

Can’t understand basic need and requirements

Able to signup for trial, but too challenging to use

CEO vetoes decision at last minute because of TCO issue

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© 2013 TOPO

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Persona #1

• Changing Buyer

• Content Selling 101

Persona #2

• Executive’s guide to Content Selling

• 10 Habits of Top Sales Leaders

Content mapping happens here

Status Quo Understand

Requirements/ Options

Engage Vendor(s)Identify Problem/Opportu

nity

Make Decision/Purchase

Map content to the buying experience

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Awareness

Issue/Question Why do I need this product?

Messaging Soundbyte(s)

“Buyers prefer to consume content then listen to a sales person”“Legacy selling approaches are not as effective today?

Sales Play Focus on the problemUnderstand current environmentDeliver “Changing Buyer” presoSend Ultimate Guide to Content Selling

Content The Changing Buyer (Preso)The Ultimate Guide to Content Selling (Preso)

Prospect advances when

They identify there is a problem

Build content around real buyer issues or questions

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Marketing Solutions

5 Tactics to Integrate Into Your Digital Marketing StrategyJason Miller, Sr. Content Marketing Manager@JasonMillerCA@LinkedInMktg@LinkedIn@SlideShare

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The world’s largest professional network

1 As of Aug 1, 20132 As of June 27, 2013

238M+Members WorldwideGrowing at more than two members per second >3M

90%1

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Company Pages

Fortune 100 companies use LinkedIn Talent Solutions to hire

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Your Philosophical Approach to Social is Killing Me

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70% of the Buying Cycle is Already Complete Before a Prospect is Ready to Talk to Sales.

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You Better Have Content that Answers Their Questions.

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ROI of Social is No Longer a Mystery

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Social Media Leads Do Not Come in a Box

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All Leads are NOT Created Equal

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But, Social Leads are NOT Ready to Buy

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You Would Have Better Luck Finding…..

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Prepare to Have Your Mind Blown

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The Seventeen Thousand Dollar Social Media Post

First Touch Attribution

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Landing Pages

Website Social ProfilesOnline Ads Email

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Events

Making Every Campaign Social

Slide Courtesy of Marketo

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Essentials for Success

Inbound is not Enough4-1-1 RuleContent is still kingAdvocatesGo Visual

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Inbound + Outbound = Awesomeness

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Organic is Good, Paid is Better

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The Holy Grail of Social Media Advertising

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• LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period.

• As a result of the brand exposure in the LinkedIn feed, research confirmed that U.S. marketing executives were 50% more likely to agree that Adobe can “shape the future of digital marketing.”

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The 4-1-1 Rule

Do This Not This

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Content is STILL King

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Content Fuels Social….So ……….Repurpose, Repurpose, then Repurpose Some More

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Washed Up? Who Says So? There’s Always Room for a New Audience.

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Social Signals Influence Google

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Claim Your Content with Google Authorship:

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Leverage Your Employees & Advocates

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The Visual is the New Headline

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We are all Visual Thinkers…..

75% of the Sensory Neurons in our Brains Process Visual Information

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Meet the Experts

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Desk.com Gets it

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The Infographic is not Dead. Claiming that Something is Dead, is.

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Hell Yes! - First Page Results

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SlideShare is also a Search Engine

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Integrate Your Presentations Across Multiple Channels

SlideShare Easily Embeds into Landing Pages, Blogs, and Renders Beautifully in Twitter.

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Bonus Lightning Round

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You May Ask Yourself, Why Didn’t I Think of That?

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Promoting Your Event? Check…..

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A Coupon Code Inside Your Slidedeck? I’ll Take It!

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A Visual Journey of FAQs? Genius.

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Clickable Links Inside your SlideShare Deck, Boom!

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How do you know if your social strategy is working?

Increased referral traffic

Social Engagement

Higher quality leads

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Q&A

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Questions?

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Thank You!

Contact us at:

[email protected]

@viralheat

linkedin.com/company/viralheat

plus.google.com/+viralheat

facebook.com/viralheat

@funnelholic

linkedin.com/in/

craigrosenberg

@JasonMillerCA

linkedin.com/in/jsnmiller