UCSC Silicon Valley - Advanced Social Media Marketing Course (Day 1)

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Advanced Social Media Marke0ng Natascha Thomson October 17, 2014

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Picture Credit: Despair.com

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What to Expect

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Today’s Agenda 9 AM Introduc0ons & Branding 10 AM What’s New? 11 AM Guest Speaker 1 PM Strategy & Final Projects Info 3 PM Advanced SM Usage 4 PM Guest Speaker


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…in 160 Characters


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Natascha Thomson NaThomson@Marke?ngXLerator.com @NaThomson +1 (925) 519-‐8111

Over 15 years of B2B marke0ng experience in Global 2000 and startup companies. Customers include SAP, EMC & Polycom.

Get 25% off with promo code ADD12:

hXp://www.happyabout.com/42rules/b2bsocialmediamarke?ng.php



Your Social Media Profile = Your Virtual Business Card



5 Reasons You Need to Be On Social Media

1.  If you don’t listen, you can’t respond 2.  If you can’t be found, you don’t exist 3.  If you’re not where your audience is, others will be 4.  If you don’t engage, you won’t convert 5.  If you don’t experiment, you won’t learn



Impact: How do You get Your message to Your audience? n  Iden?fy channels

  Email   Social Media

n  Define tac?cs   Webinars   SEO

n  Create Content (Calendar)   Blogs   Videos

Deliverables:

-  Detailed Plan -  Execu?on

The 3 Marketing Pillars

Brand Posi0oning / Message Promo0on

Portray: Who are you/ your company? n  Iden?ty n  Promise/Differen?ator

Deliverables: Crea?ve Brief For n  Look & Feel n  Style n  Colors n  Fonts n  Pictures

Convince: Why does it ma`er? n  Clear understanding of target audience and needs

n  Unique Selling Point n  Differen?ators n  Products & Services

Deliverables: n  Copy n  Assets

Awareness, Engagement, Conversion



Why Does (Your) Brand MaXer?

Your Social Brand Is Part of Your Professional Iden0ty!

Brand “You” Is Star0ng To Stretch Across Personal & Business!

A Strong Network Is Crucial to Your Success!



Self-‐Branding Tips Crea0ng a Brand 1.  What is your area of exper0se? 2.  What image would you like to portray (in the industry)? 3.  What informa0on can you share to add value? Facts •  Based on your brand, people decide if they want to connect with you. •  Based on your content, people decide if they want to stay connected.



Good Example: LI Self-‐Branding



What About YOUR Brand?



Be Consistent Across Channels

This applies to your online & offline presence; profile and messages. Copyright by Marke?ngXLerator.


Good Example: LI/TwiXer Self-‐Branding



Example: TwiXer Self-‐Branding



Profile Categories



Example: Biz Professional



Example: Biz Thought Leader



Example: Famous Leader/Celebrity



Example: Global B2B Brand



Example: Global B2C Brand



Example: Startup



Example: B2B Product/Category



Example: B2C Product



What’s New?



Source: Danielle Herzberg, Hubspot

Newish: Pull Marke?ng



Push Marke0ng (Outbound)

vs. Pull Marke0ng (Inbound)



Approximately 46% of online users

count on social media when making a purchase decision.

Source: Nielsen



85% of business decision-‐makers find at least one social media channel important when making a technology purchase decisions.

Source: Forrester Research Copyright by Marke?ngXLerator.


Buyer’s Journey: Has Changed

•  70-‐90% of the buyers journey is complete prior to engaging a vendor (Forrester)

•  Consumer engages with 11.4 pieces of content prior to making a purchase (Forrester)

•  Consumers are 5x more dependent on content than they were 5 years ago (Nielsen)



Buyer’s Journey: Content

The 3 most influen0al pieces of content: 1.   Expert Content (Credible 3rd Party) >

especially at onset & Point-‐of-‐Sales (PoS) 2.   Brand Content > the further in sales cycle 3.   User-‐Generated/UGC (Reviews such as

Amazon) > especially PoS

Source: Nielsen: Consumers Crave Real Content When Making Purchase Decisions Copyright by Marke?ngXLerator.


Buyer Cycle: Past

Source: Robin Grant: The purchase funnel is no more.


Buyer Cycle: Present

Source: Robin Grant: The purchase funnel is no more; via McKinsey.


Content is not King. Content in Context is King.



Social Media & The Law

•  Legisla?ons trails technology •  Who owns your TwiXer followers? •  Corporate Social Media Guidelines!!! Source: my blog. A big thank you to Paul Cowie, Partner, Sheppard Mullin.



Collabora?ve Economy

•  Sharing Economy – Yerdle, Rideshare, Uber, oDesk, AirBnB

•  Maker Movement – TechShop, Etsy

•  Co-‐Innova?on Movement – Kickstarter, Indiegogo



Collabora?ve Economy

•  Sharing Economy – Yerdle, Rideshare, Uber, oDesk, AirBnB

•  Maker Movement – TechShop, Etsy

•  Co-‐Innova?on Movement – Kickstarter, Indiegogo

“The Highest Form of Loyalty is Shared Des7ny” ~ Jeremiah Owyang


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Social Media Strategy



Impact: How do You get Your message to Your audience? n  Iden0fy channels

  Email   Social Media

n  Define tac0cs   Webinars   SEO

n  Create Content (Calendar)   Blogs   Videos

Deliverables:

-  Detailed Plan -  Execu?on

The 3 Marketing Pillars

Brand Posi0oning / Message Promo0on

Portray: Who are you/ your company? n  Iden?ty n  Promise/Differen?ator

Deliverables: Crea?ve Brief For n  Look & Feel n  Style n  Colors n  Fonts n  Pictures

Convince: Why does it ma`er? n  Clear understanding of target audience and needs

n  Unique Selling Point n  Differen?ators n  Products & Services

Deliverables: n  Copy n  Assets

Awareness, Engagement, Conversion


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Steps to a (Social Media Marke?ng) Strategy

ü  Define your brand* 2.  Set your objectives 3.  Define your target audience 4.  Identify the appropriate “watering holes”

•  Prioritize •  Define goals & metrics per channel

5.  Create tactics 6.  Execute (and experiment) 7.  Monitor & Fine-Tune *Assumption: Positioning/core messaging exist.



Objec?ve Serng

•  Tie back to business goals •  Priori?ze •  Make them measurable

– Qualita?ve metrics can be ok – Know HOW to measure

•  Be careful what you measure



Defining the Target Audience



Who is Your Target Audience?

•  External/Internal •  Buyer’s Cycle: Decision

Makers, Influencers •  Demographics/Personas > Listen, Research, Ask

Customer base

Market Segments Industries

Geos

LoBs

Net New / Install Base

Titles, Roles

SMB, Medium, Enterprise

Retail, Financial Services

etc.

North America EMEA

etc.



Exercise

•  Your boss tells you: “We need to be on social media”

•  What do you ask her? •  Which social channels do you choose?



Poten?al Ques?ons

1.  What is the objec?ve? How will it be measured?

2.  What are the resources? (Me?) 3.  Who is the target audience? 4.  What else are we doing? 5.  Is social media the best route? 6.  Do we have the tools to listen?



Owned vs. Earned vs. Paid Examples: •  Owned

–  @NaThomson, @SAP, @Polycom

•  Earned / Organic –  LinkedIn Groups, Blog

syndica?on, comments on other’s blogs

•  Paid –  CIO.com, Forbes

advertorial, LI ad, TwiXer promoted account

Source: SmartInsights.com Copyright by Marke?ngXLerator.


Steps to a (Social Media Marke?ng) Strategy

ü  Define your brand 2.  Set your objectives 3.  Define your target audience 4.  Identify the appropriate “watering holes”

•  Prioritize •  Define goals & metrics per channel

5.  Create tactics 6.  Execute (and experiment) 7.  Monitor & Fine-Tune



Advanced Social Media Usage


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The 12 Commandments of Social Media

Thou shalt: 1.  Determine thy organiza?on's goals for social media. Social media shall be

employed under a flexible plan to meet those goals. 2.  Know thy target audience and community. 3.  Know thy organiza?onal culture and voice. Speak to your audience in your voice. 4.   Listen. If you do nothing else, listen to what people are saying about your

organiza?on, products or services, compe?tors and environment. 5.  Be social. It is called SOCIAL media: Engage your community. 6.  Be pa?ent but measure results! Progress takes ?me but must be monitored. 7.  Not aXempt to be on every playorm. Priori7ze on the social pla5orms that meet

your objec9ves, audience, and resources best. 8.  Be authen0c 24/7/52. 9.  Show thy passion. Involve your stakeholders emo?onally. 10.  Be consistent with message, principles and tone. 11.  Produce great targeted content. 12.  Use good manners. If you are angry delay your post or tweet and read it again

before pos?ng.

Source: Professor Gary Schirr; LinkedIn Blog; with edit to #7.


Source: Our Digital Coach. Copyright by Marke?ngXLerator.


hXp://techcrunch.com/2014/01/21/instagram-‐is-‐the-‐fastest-‐growing-‐social-‐site-‐globally-‐mobile-‐devices-‐rule-‐over-‐pcs-‐for-‐social-‐access/?ncid=tcdaily



Example: Metrics

REACH (how many poten?al eyeballs?)

ENGAGE (how many interac?ons?)

ACT (response to call to ac?on)

ADVOCATE & SHARE (sa?sfac?on and loyalty)

AWARENESS Volume (e.g., # of fans, followers)

Interac?on (e.g., # of retweets or shares)

Click-‐Thru ( e.g., click-‐thru on bit.ly links)

Shares (e.g., # of shares or # of repeat visits)

INTERACTION Volume (e.g., # of visits to company blog)

Interac?on (e.g., # of comments per post)

Conversion (e.g., # of downloads of solu?on whitepaper)

Referral (e.g., # of referrals to friends)

INTENT Contact (e.g., # opt-‐ins for newsleXer)

Depth (e.g., # of click-‐thru on 2nd level links)

Conversion (# of leads generated)

Reten?on (e.g., # of inquiries from installed base)



59% of Twi`er users have visited B2B tech brand sites,

compared to 40% for the average Internet popula0on.

Source: Compete and TwiXer



TwiXer Op?miza?on

n TwiXer Account n Memorable user name n Bio n Profile & background pictures n URL n Loca?on

n Know your Hashtags Advanced: n Use Mobile App n Sign up for Bit.ly’s n  Install Bufferapp.com n Hootsuite et al



TwiXer Abbrevia?on Dic?onary

•  MT = Modified tweet. •  RT = Retweet. •  DM = Direct message (accounts have to follow each other). •  CC = Carbon-‐copy. Works the same way as email. •  IMHO = In my humble opinion. •  LOL = Laugh out Loud; ROFL = Roll On The Floor Laughing. •  TY = Thank you. •  ^NT = Ini?als added to a Tweet to indicate a personal addi?on



What Makes a Good Tweet?

3 Tips for a Good Tweet 1.  Listen before you Tweet 2.  Add your own insights vs. just (re)tweet 3.  Be a personality not a company (P2P) 3 Tips to Increase your Following 1.  Follow influencers & other interesting people 2.  Tweet during relevant events using the hashtag 3.  Include influencers or other relevant handles in your Tweets (even ask

for RTs)


How to Judge “A Good Tweet”

Metrics: Reach – Followers - Influence – Engagement

Qualitative •  It’s audience appropriate •  Good content = not a product pitch •  Leaves room for Retweeting •  Influences (your audience) •  Is a well-defined piece in your overall social media

strategy •  Is Retweeted by your influencers (not just friends)

Quantitative •  Tweet is Retweeted and/or commented on •  Creates a high amount of impressions; premise:

influencers have many followers •  Click-throughs to promoted content, e.g. via Bit.ly’s •  Growth in number of followers •  Increase in Klout score


Tac?cs

•  #Hashtags, Trends •  TweetChats •  Contests •  Promoted Accounts •  Promoted Tweets •  TwiXer Cards


Or: hXps://ads.twiXer.com

FAQ Copyright by Marke?ngXLerator.


#SAPtd Throwback Challenge



LinkedIn Tips Op0mize Your Profile

§  Professional picture §  Complete profile §  Upload/link to content §  Recommenda?ons §  Build good connec?ons



List your ?tle/experience in a meaningful way.

Many people will form their first impression of you from reading your LinkedIn profile. Example Profile:



Provide a brief overview of your skills & accomplishments.

The way you write the summary tells people a lot about how you view &

present yourself.



Ask past & present clients and colleagues for recommenda?ons.

Write recommenda?ons for others.



Post status updates to demonstrate your thought leadership & exper?se.

Ideally daily.



Join Relevant LI Groups : Answer & Ask Ques?ons



LinkedIn Segmenta?on



LinkedIn Tac?cs

§  Status Updates (Profile/Company Page) §  Company Page §  Join/Engage in/ Run a Group § Write LI Blog §  Adver?sing §  Leverage Ad tool for segmenta?on §  Comment



Use Case

•  LinkedIn Ad Campaign



Social Media E?queXe 1.  Never blatantly pitch your company or product 2.  Listen to “conversa?ons” before you “talk” 3.  Be respecyul, kind, and add value 4.  Imagine your posts will appear on the front page of the NYTimes

(they could) 5.  If somebody gets “nasty”, don’t engage in an online argument.

Ideally, try to work it out “off-‐line”. 6.  Don’t men?on religion, race, poli?cs, sex



Tips •  Requires a content strategy that focuses on pictures, stories,

videos etc. •  Challenge is to turn “Likes” into more •  Overall more popular for B2C vs. B2B •  Constant changes •  You have to pay to reach your fans •  Brands say it works well if you pay



FB Marke?ng & Ads



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Blog Content: •  Blog about your area

of exper?se & passion.

•  Tell a story – don’t pitch products.

•  Fill informa?on gaps for your audience.

•  Engage through downloads, of videos & other relevant content.



Blog

Cross-‐market your blog via: §  TwiXer, LinkedIn, G+, FB, Pinterest etc. §  Email §  NewsleXers §  Syndica0on

§  Add a call to ac0on to each blog, e.g. “download this white paper”; “URL to another blog on the topic”, “Register here”, “Subscribe”.

§  Blog regularly §  Use the right keywords in the right places/SEO §  Create good links back to your blog:

§  Comment on other people’s blogs §  Link to other blogs in your blog (own or external) §  Include your blog URL in your email signature & social profiles

Related: 21 Tac?cs to increase blog traffic



•  Google AdWords Keywords Tool



Google Plus



hXp://www.slideshare.net/NataschaThomson/pinterest-‐is-‐your-‐business-‐ready Copyright by Marke?ngXLerator.


Guest Speaker: Mario Herger

Presenta?on: Using gamifica0on to create leads in sales and marke0ng. Mario Herger, CEO Enterprise Gamifica9on Consultancy LLC •  Gamifica?on, innova?on, social business, and intrapreneurship in the

enterprise. •  Author of mul?ple books. Previously: •  Sr. Innova?on Strategist, SAP Labs •  Global Head of the Gamifica?on Ini?a?ve, SAP •  Co-‐founder: Austrian Innova?on Center Silicon Valley (AICSV)

"I help organiza9ons make work more fun.”


UCSC Silicon Valley - Advanced Social Media Marketing Course (Day 1)

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Transcript of UCSC Silicon Valley - Advanced Social Media Marketing Course (Day 1)