Social Media 2013: What Sites Are Most Important to Marketers This Year?
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Social Media 2013: What Sites Are Most Important to Marketers This Year February 13, 2013 A special thank you to: Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that your system has not been muted. #TMGWebinar
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Transcript of Social Media 2013: What Sites Are Most Important to Marketers This Year?
Social Media 2013:
What Sites Are Most Important to
Marketers This Year February 13, 2013
A special thank you to:
Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT
If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that
your system has not been muted.
#TMGWebinar
Today’s Speakers
Heather Fletcher Senior Editor
Target Marketing
Jeanniey Mullen Global Executive Vice President & CMO
Zinio
Moderator
Lee Odden CEO
TopRankMarketing.com
#TMGWebinar
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2013
Mobile Consumer Engagement February 2013 - @jeannieymullen
1. You will look at your phone/BB during my presentation
2. You will leave this webinar with a new respect
for The Ellen Show
3. You will think about your target audience in
new ways and create at least three
innovative ways to look at growing your market
3 Promises I will make you
KNOW THIS GUY?
WHY IS HE FAMOUS? 1. I have no idea- but he looks young
2. He was Blackie on General Hospital
(1982-1984)
3. He was Uncle Jessie on Full House (1987-
1995)
4. He was the Drummer for the Beach Boys
(1995-2000)
5. He was Dr. Tony Gates on ER (2005-2009)
6. He was Dr. Carl Howl on Glee (2010-
2013)
WHY IS HE FAMOUS? 1. I have no idea- but he looks young
2. He was Blackie on General Hospital
(1982-1984)
3. He was Uncle Jessie on Full House (1987-
1995)
4. He was the Drummer for the Beach Boys
(1995-2000)
5. He was Dr. Tony Gates on ER (2005-2009)
6. He was Dr. Carl Howl on Glee (2010-
2013)
SILENT GENERATION
BABY BOOMER/GEN X
GENERATION X
BABY BOOMER
MILLENIAL
GENERATION SWIPE
TAKEAWAY 1:
• EVERY GENERATION LIVES LIFE FROM A
DIFFERENT BASE PERSPECTIVE
• THE KEY TO SUCCESS IS BUILDING YOUR
MARKETING FROM THAT BASE
• PERSPECTIVE BASED MARKETING IS
CRITICAL IN DRIVING MOBILE/DIGITAL
SUCCESS
1 2 3
Discovery is Key- and often overlooked
1. Lifestyle driven by physical and metal wellness –
82% save directions
2. Being online is driven by a need for personal
information (health, family) - 67% seek health info
online
3. Device adoption is primarily driven by gifts
4. Downtime is uptime – 98% watch TV every day –
46% use email
5. Friends keep you young – 54% share using email
6. They get tablets as presents (due to health reasons)
“65+”
The SILENT Generation
S U C C E S S
• Service oriented elements
• Simple sharing via. email
• PC/MAC – maybe tablet
• Helpful tips
1. Where the wealth and income is– spend $2.3 trillion
a year and own $28 trillion in assets
2. They spent their lives building brands: Gerber, Fast
food, Toyota, Nike, Starbucks – 60% say if you
capture their generation they will buy.
3. Device adoption is inevitable -96% will use it for
fitness and financial management
4. Digital management is life– 82% use their calendar
function, 64% use email to manage their life
5. Friends keep you informed – 30% use social
comments for buying decisions
“46-64”
The BABY BOOMERS
S U C C E S S
• Lifestyle imagery
• Ratings and reviews RULE
• Smartphone centric
• Impulse buys bring big bucks
(customer experience is key)
1. Built by the 1980’s and 1990’s – retro is key to
purchase patterns
2. First generation to grow up with computers
integrated into their lifestyle – only 2% share using
3. Devices are a natural part of life – 78% own a
smartphone or tablet
4. Email is their backbone -it connects- 30% on
pinterest, twitter, facebook and linkedin
5. They can’t live without email– 75% have logged into
online sites with their email
“30-45”
GENERATION X
S U C C E S S
• Email should be secondary
(but really means it is primary)
• Videos entice and engage
• Mobile life management
makes a difference
“18-29”
The MILLENIALS
http://pewresearch.org/millennials/quiz/
0 – Time I Can Function Without Coffee In The Morning
Stan’s Life In Five Numbers:
9 – Years Since I Have Last Used A Landline Phone
29 – Emails I Receive During A One Hour Class
(28 – Of Those Emails Are From Jeanniey)
154 – Applications on my iPhone 4
“17 and younger”
The SWIPES
TAKEAWAY 2:
• THE CMO OF TODAY HAS A SECRET
WEAPON: DIGITAL
• DIGITAL ENABLES YOU TO CONNECT WITH
YOUR CUSTOMER IN WAYS YOU COULD
HAVE NEVER ACCOMPLISHED BEFORE
• FOUR WORDS: DISCOVERY, EXPERIENCE,
PERSONAL VALUE
1 2 3
.COM
MEDIA
AFFILIATES
ANALYTICS
PARTNERS
CONTENT
Differentiated Analytics Are Key
THE ELLEN SHOW:
THE TALE OF THE ANIMAL, THE
PRESIDENT AND THE BEAUTY
• ANIMAL PHOTO BOMBS: THIS IS “ELLEN” TO A 13 YEAR OLD
• THE PRESIDENT: THIS IS “ELLEN” TO A 60 YEAR OLD
• KRISTEN BELL: THIS IS “ELLEN” TO A 32 YEAR OLD
THE TIME/TABLET/TRUST GRID 4+ hours
per day of
free time
2+ hours
per day of
free time
1+ hours
per day of
free time
No free time
Shared PC Private PC PPC/Smartp
hone
Smartphone/
Shared
Tablet
Smartphone/Pr
ivateTablet
Device
Toolbelt
Gen Swipe
Shared
Tablet
Millennials
Gen X
Private
Tablet
Boomers
Silent
Generation
$$$$$$$$
$$$$
$$
$
Trust Based Spending in a Busy World
IN APP
ECOMMERCE
IN-FLIGHT
ENTERTAINMENT
TOPICAL
DISCOVERY
SOCIAL GRAPH
DISTRIBUTION
PARTNERS
TAKEAWAY 3:
FREE TIME + DEVICE ACCESS / (DISCOVERY +
EXPERIENCE)
=
BRAND ENGAGEMENT IN 2013
1. Device form factor matters.
2. Long-tail volume, content atomization matters.
3. Rise of distributor power matters.
4. Discovery, flexibility, relevance matters.
5. Strategies built to your target demographic matter.
“Fundamental Truths that Matter”
B2B Social Media in 2013
@LeeOdden CEO, TopRank Online Marketing
Image: Shutterstock
@leeodden @leeodden
1.2 Million Words MarketingBlog.com
Consulting: Content Search Social
PR
@leeodden @leeodden
Source: TNW
@leeodden @leeodden
@leeodden @leeodden
Active= used site in the past month. Source: Global Web Index 2013
@leeodden @leeodden
@leeodden @leeodden
Here’s the thing: every business has stories to tell.
Social just makes it easier to discover, consume and share them.
@leeodden @leeodden
Create
Consume
Publish
Interact
Transact
50 billion
connected devices: 2020
Source: Ericcson
B2B Buyers Are Users & Consumers of Social
Content Too
Ubiquitous Connectivity
@leeodden @leeodden
55% B2B Buyers Use Social
for Purchase Research
Business.com 2012 70%
B2B Buyers Journey is
Complete Before a Sales Lead
SiriusDecisions 2012
@leeodden @leeodden
of B2B marketers are using content marketing tactics to
grow their business. Source: Content Marketing Institute Nov 2012
91%
83%
Article Posting
87%
Social Media
77%
Blogs 78%
eNewsletters
71%
Case Studies
70%
Videos
@leeodden @leeodden
Where Does Social Media Fit in B2B?
Photo: Shutterstock
Photo: Shutterstock
Social Media only works for consumer brands. Who wants to be “friends” with an office
furniture company?
Never mind that, who has time for Tweets,
Likes and Plusses? We have leads to generate!
@leeodden @leeodden
Integrating Social Media Into the Marketing Mix 1
@leeodden @leeodden
Purchase
Consideration
Interest
Awareness
Traditional Sales Funnel
@leeodden @leeodden
PR Radio
TV Print
Word of Mouth
Ecommerce
Store FAQ
Knowledge Base Promotions
Newsletter
Social Networks
Blog Website
Community Forum
Online Ads
PPC
Social Ads
Blog
Reviews
Media
awareness consideration purchase retention advocacy interest
Customer Journey
@leeodden @leeodden
Personal Digital Presence – Phase 2
Attract
Engage
Convert
Optimize 360 Model
@leeodden @leeodden
Hub and Spoke
@leeodden @leeodden
Optimized & Socialized Framework
Preferences
Pain Points
Behaviors
Search &
Social Data
Sources
Topics, SEO
Calendar,
Repurpose
Social & SEO
Networking,
Link Building
Understand Your Audience
Keywords Topics Message
Content & Promotion Plan
Optimize Socialize Promote
awareness consideration purchase retention advocacy interest
@leeodden @leeodden
Social Networks for B2B 2
@leeodden @leeodden
If your
Most Important B2B Social Question
prospects
customers
employees
influencers
partners are on social networks…
Then that’s where your B2B brand should be.
@leeodden @leeodden
Attract Engage Convert
Optimize 360 Model – Integrate Social
Blog
Social referrals Social ads Social search Search engines
Social networking Content sharing Content co-creation
Social ads Act on buy signals Offers
Add Social Sharing Widgets to B2B Content
@leeodden @leeodden
Persona: “Admin Jane” Influences CEO
Values: = Fast = Save $ = Service
Fast
Save $
Service
Blog
awareness consideration purchase retention advocacy interest
Byline PPC
Email Offer
Demo
Tips Articles
Newsletter
Blog
Soc Net
Social Ads
Press
Blog
White Paper
PPC
Trial
Loyalty
Community
VIP
Referral
Article
Media
Case Study
Blog
Social Ads
Testimonial
Soc Net
Thank You
Referral
Rewards
Content: = Topics = Keywords = Media = Channel
@leeodden @leeodden
Optimize Company Fan Page: Visual, Interactive Content Custom Tabs Connect Offline to Online, P2P Promote Other Social Channels Promote Offers
Groups: Participate Create your own
Run Facebook Ads Sidebar Ads, Facebook Exchange News Feed Ads, Offers, Mobile Promoted Posts, Sponsored Stories
@leeodden @leeodden
LinkedIn Optimize Profiles: Key Executives Guidelines for all staff
Optimize Company Page: Promote products/services Research prospects Share content/grow networks
LinkedIn Groups: Participate, create your own
Run LinkedIn Ads Targeted Display Ads Targeted Status Updates Video Ads
@leeodden @leeodden
Twitter Optimize Profiles: Social Team, Service Guidelines for all staff
Optimize Company Profile: Monitor for buy/service keywords Interact & engage Share & promote content Syndicate blog content
Run Twitter Ads Promoted Accounts Promoted Tweets Promoted Trends
@leeodden @leeodden
YouTube Optimize Channel: Template & layout Search & social discovery Publishing & engagement Activity feed & curation Playlists, Video Response YouTube Analytics
Optimize Videos: Keywords, titles, descriptions Captioning, CTAs, subscribe, links
Run YouTube Ads TrueView Display, Mobile In-Stream, Home Page
@leeodden @leeodden
Google+ Optimize Profiles: Content Creators, Execs, Social Team Employ authorship, get verified Guidelines for all staff
Optimize Company Profile: Share & promote content Interact & engage Google Hangouts - video
Community Page: Curate themed content Cross posts to G+ company page
No Google+ Ads (yet)
@leeodden @leeodden
Pinterest Optimize Pinterest: Create or convert to a business acct Create topical “boards” keywords Curate visual content Pictures, video, audio, slideshows Interact: pin, re-pin, like, follow Link to to social content Co-curate boards Grow the network
No Pinterest Ads (yet) Make sure you have a business acct
@leeodden @leeodden
Monitor & Optimize
• Visits
• Views/Impressions
• Fans
• Friends
• Followers
• Comments
• Likes
• Google Plusses
• Links
• SERPs
• Search Traffic
• Share of Voice
• Improve Service
• Shorter Sales
Cycles
• Increased Order
Quantity, Frequency
• More Referrals
• Lower Marketing
Costs
• Grow Revenue
• Improve Profits
Social Content KPI’s Business Outcomes
@leeodden @leeodden
B2B Social Listening 3
@leeodden @leeodden
Applying Listening to Social Content
Listening Tools: • HootSuite • Social Platforms • Trackur • Radian6
Identify Tracking Phrases • Buying signals • Service opportunities • Brand name mentions • Competitor mentions • Trending use • Topical variations • Kudos • Dissent
React Accordingly: • Reach out • Engage • Refer • Curate • Share • Adjust social content • Inform SEO • Test & refine
Photo: Shutterstock
@leeodden @leeodden
B2B Social Media Listening HootSuite: Listen for Buying Signals Search Social Channels for Your Website
(Replace “yourdomain” with your website address”)
Topsy: topsy.com/s?q=yourdomain.com
Pinterest: pinterest.com/source/yourdomain.com/
Twitter: twitter.com/search?q=yourdomain.com
Facebook: (search Google with this) site:facebook.com inurl:posts “yourdomain.com”
YouTube: http://www.youtube.com/results?search_query=%E2%80%9Dtoprankblog.com%E2%80%9D
Google+: https://plus.google.com/s/yourdomain.com/posts
@leeodden @leeodden
3 Key Takeaways
1. B2B buyers, prospects & influencers are influenced by social. Become an influencer of influencers.
2. Map content plans to attract, engage & convert – across the sales cycle
3. You must analyze progress (KPIs) to optimize performance (business outcomes)
@leeodden @leeodden
@LeeOdden
TopRankMarketing.com
MarketingBlog.com
Thank You!
OptimizeBook.com
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