How to Engage B2B Marketers Using Social Media

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  1. 1. How to Engage B2B Marketers Using Social MediaDennis ShiaoKarri Carlson@DNNCorp 1Carter Hostelley @Leadtail@Leadtail
  2. 2. About Develop Social Media Strategies and Insights for Decision Makers2Leadtail B2B Marketers Social Insights Report September 2013#B2Bsocialinsights
  3. 3. How We Generated Social Media Insights Twitter as proxy for social media activity Twitter activity of 500 North American B2B marketers (manager and up) Over 90-day period: June 1 to Aug 31, 2013 Analyzed 113,039 tweets and 70,245 links Total follower reach: 1,156,532 Median number of followers: 8943Leadtail B2B Marketers Social Insights Report September 2013#B2Bsocialinsights
  4. 4. Key Question: How do B2B marketers describe themselves on social media?4Leadtail B2B Marketers Social Insights Report September 2013
  5. 5. Top Bio Keywords Used by B2B MarketersBased on keywords used in the Twitter profile. 5Leadtail B2B Marketers Social Insights Report September 2013#B2Bsocialinsights
  6. 6. Actionable Insights B2B marketers use their Twitter profiles to describe who they are professionally and personally Recommendation: Consider social bio keywords when developing your buyer personas, marketing copy, and direct sales approach6Leadtail B2B Marketers Social Insights Report September 2013#B2Bsocialinsights
  7. 7. Key Question: Which social networks are B2B marketers active on?7Leadtail B2B Marketers Social Insights Report September 2013
  8. 8. Top Social Networks Used for Twitter Cross-Posting Twitter100%LinkedIn35%Instagram18%Foursquare13%Vine Paper.li Facebook8% 5% 3%Pinterest2%Quora2%Spotify1%Tumblr1% % of B2B Marketers that shared between this network + Twitter during the report period.8Leadtail B2B Marketers Social Insights Report September 2013#B2Bsocialinsights
  9. 9. Actionable Insights B2B marketing pros are active on a number of social networks including many that cross-post to Twitter Though LinkedIn is most popular, it isnt all work and no play as B2B marketers also use Instagram, Foursquare, and Vine Recommendation: Dont limit yourself to LinkedIn when looking to reach and engage B2B marketers9Leadtail B2B Marketers Social Insights Report September 2013#B2Bsocialinsights
  10. 10. Key Question: What conversations do B2B marketers engage in?10Leadtail B2B Marketers Social Insights Report September 2013
  11. 11. Top Hashtags Used by B2B Marketers11Leadtail B2B Marketers Social Insights Report September 2013#B2Bsocialinsights
  12. 12. Actionable Insights Popular hashtags reveal which topics and events are catching the attention of B2B marketers These include broad topics, specific events, and local and national news Recommendation: Consider hashtags when developing content marketing, deciding which events to invest in, and what topics to engage in12Leadtail B2B Marketers Social Insights Report September 2013#B2Bsocialinsights
  13. 13. Key Question: What content sources do B2B marketers most engage with?13Leadtail B2B Marketers Social Insights Report September 2013
  14. 14. Content Sources Shared by B2B Marketers eCommerce (e.g. Amazon)1% Industry media sites are the most common source of content shared The majority of mainstream media content shared is business and strategy focusedMainstream Media 25% Industry Media 62% Social media platforms are used to share both job-related and personal interest contentSocial Media 11%% of 100 Most Popular Shared Content Sources14Leadtail B2B Marketers Social Insights Report September 2013#B2Bsocialinsights
  15. 15. Top 25 Most Shared Industry Media Sources1.11.Mashable12.2.Business Insider13.3.Business 2 Community14.4.Hubspot Blog5.MarketingProfs6.TechCrunch7.Content Marketing Institute8.Advertising Age9.Social Media Today10. VentureBeat1515. 16. 17. 18.19. 20. 21. 22. 23. 24.25.Leadtail B2B Marketers Social Insights Report September 2013BtoB Online CMSWire B2B Marketing Insider Social Media Examiner GigaOM ZDNet Mediapost Eloqua Blog All Things D ClickZ Search Engine Watch eConsultancy Salesforce MediaBistro eMarketer#B2Bsocialinsights
  16. 16. Top 25 Most Shared Mainstream Media Sources1.11.Forbes12.2.Huffington Post13.3.HBR Blogs14.4.New York Times5.Inc. Magazine6.Fast Company7.WIRED8.Wall St. Journal9.Entrepreneur10. USA Today1615. 16. 17. 18.19. 20. 21. 22. 23. 24.25.Leadtail B2B Marketers Social Insights Report September 2013BuzzFeed WSJ Blogs BusinessWeek CNN Washington Post Bloomberg NPR Yahoo! Finance Fast Co. Create Quartz Fast Co. Design CNET News The Verge The Guardian Medium#B2Bsocialinsights
  17. 17. Actionable Insights B2B marketers read, tweet, and share both industry and mainstream media content Top vendors are starting to cross the divide, becoming more like publishers in the eyes of some B2B marketers (more on this in a moment) Recommendation: Use both industry and mainstream publications for your online advertising, PR, and content marketing bylines17Leadtail B2B Marketers Social Insights Report September 2013#B2Bsocialinsights
  18. 18. Key Question: Which vendors most influence B2B marketers?18Leadtail B2B Marketers Social Insights Report September 2013
  19. 19. Vendors Retweeted the Most by B2B MarketersLeading B2B vendors are increasingly becoming like publishersWhich vendors are winning the content marketing war to reach and engage B2B marketers?19Leadtail B2B Marketers Social Insights Report September 2013#B2Bsocialinsights
  20. 20. Top 50 Vendors Most Retweeted by B2B Marketers 11.1.@HubSpot12. 13.2.@salesforce14. 15.3.@Eloqua4.@marketo5.@forrester6.@LinkedIn21.7.@Gartner_inc23.@ExactTarget25.8.16. 17. 18. 19. 20.22.24.26.9.@siriusdecisions27. 28.10.@hootsuite29.30.@kapost @Pardot @Oracle @twitter @SAP @ShareThis @Moz @unbounce @DnBUS @Microsoft @AMA_Marketing @MakingTheNumber @Adobe @BoxHQ @IDC @Nimble @linkedinselling @marketingcloud @McK_CMSOForum @IBM31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49.50.@Dell @MailChimp @KISSmetrics @SproutSocial @Loyalty360 @Impactbnd @Silverpop @CSC @sellingtools @SDL @Demandbase @Vocus @AMAnet @IBMbigdata @Brainzooming @Desk @Dreamforce @InsideSales @Achievers @ioninteractive* Based on unique # of B2B marketers in the sample that retweeted the handle. Ties broken using Klout score followed by # of followers.20Leadtail B2B Marketers Social Insights Report September 2013#B2Bsocialinsights
  21. 21. Actionable Insights Top B2B vendors have not only embraced content marketing but are truly becoming publishers in the eyes of B2B marketers Recommendation: Understand what top vendors are doing with their content marketing and follow their lead to reach and engage B2B marketers Best Practices: So what are top vendors doing to make our list?21Leadtail B2B Marketers Social Insights Report September 2013#B2Bsocialinsights
  22. 22. Best Practices Enlist executives, influencers, and customer advocates to share, mention, and retweet content (Marketo) Deploy multiple handles to deliver targeted content to specific audiences (Salesforce) Position their blogs as the hub of their content marketing strategy (Hubspot) Publish compelling content that drives conversations between B2B marketers at all levels (Eloqua) 22Leadtail B2B Marketers Social Insights Report September 2013#B2Bsocialinsights
  23. 23. Key Question: Which people most influence B2B marketers?23Leadtail B2B Marketers Social Insights Report September 2013
  24. 24. People Mentioned Most by B2B MarketersBeing mentioned is a sign that a person is an active part of the social dialogue This word cloud shows the people mentioned most by B2B marketers24Leadtail B2B Marketers Social Insights Report September 2013#B2Bsocialinsights
  25. 25. Top 50 People Most Mentioned by B2B Marketers 11.1.@jaybaer12. 13.2.@BrennerMichael14. 15.3.@funnelholic4.@markwschaefer5.@briansolis6.@jowyang21.7.@wittlake23.@mvolpe25.8.16. 17. 18. 19. 20.22.24.26.9.@HeinzMarketing27. 28.10.@jonmiller29.30.@rwang0 @ShellyKramer @leeodden @ardath421 @jeffbullas @jchernov @PamMktgNut @TonyZambito @ValaAfshar @garyvee @JoePulizzi @jill_rowley @Robert_Rose @TedRubin @JasonMillerCA @mitchjoel @dharmesh @ckburgess @TomPick @GuyKawasaki31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49.50.@GerryMoran @MeghanMBiro @dmscott @MargaretMolloy @juntajoe @copyblogger @smallbiztrends @heidicohen @DaveKerpen @MargieClayman @ariannahuff @kimgarst @ducttape @bhalligan @remarkmarketing @jbecher @EricTTung @IanCleary @cahidalgo @Marketri* Based on unique # of B2B marketers in the sample that mentioned the handle. Ties broken using Klout score followed by # of followers.25Leadtail B2B Marketers Social Insights Report September 2013#B2Bsocialinsights
  26. 26. Actionable Insights Key influencers build their brand by leveraging content: speaking engagements, books, their own blogs, bylines and/or senior positions: CMO, SVP, VP, etc. at leading vendors Recommendation: Follow these influencers, share their content, build relationships with them while you start building your own brand with B2B marketers Best Practices: So what are these people doing to make our list?26Leadtail B2B Marketers Social Insights Report September 2013#B2Bsocialinsights
  27. 27. Best Practices Top influencers tweet a LOT 10 to 20+ times daily Create a consistent persona through original and curated content Engage with other B2B marketers, vendors, and publications on high profile topics of interest Use social channels to drive blog traffic, email signups, event registrations, and audience growth on other social media channels 27Leadtail B2B Marketers Social Insights Report September 2013#B2Bsocialinsights
  28. 28. Key Question: What are the main webinar takeaways?28Leadtail B2B Marketers Social Insights Report September 2013
  29. 29. Key Takeaways 1. Participate on more than one social network (LinkedIn and Twitter are good choices) and look to experiment with others 2. Consider social media bio keywords and hashtags when developing buyer personas, brand messaging, content marketing, and direct sales strategies Think Social SEO 3. Target the right media sources to drive your online advertising, PR, and byline strategies 4. Invest in a robust content marketing strategy, and get your executives, employees, and brand advocates involved in sharing it 5. Follow and engage top influencers, while you develop your strategy for becoming one too! 29Leadtail B2B Marketers Social Insights Report September 2013#B2Bsocialinsights
  30. 30. Whats Next? Thanks for joining us for todays webinar!Engage us @DNNCorp or @LeadtailVisit our websites to learn more: http://www.dnnsoftware.com http://www.leadtail.com30Leadtail B2B Marketers Social Insights Report September 2013#B2Bsocialinsights