How B2B Marketers Engage on Twitter

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1. Your Online Marketing and B2B Social Marketing ExpertsSocialInsightsReport: HowB2BMarketers EngageonTwi;er AspecialreportfromLeadtail IncollaboraBonwith:@Leadtail and @BestB2BSocial 2. IntroducBon Despite all the technology available, your ability to reach, engage, and influence B2B marketers is still limited. While buyer personas, surveys, and search marketing data can get you in the ballpark, we believe social media insights are now a must-have for understanding these decision makers in a way that becomes truly actionable. With that in mind, we developed this report: How B2B Marketers Engage on Twitter, to provide social media insights into the patterns and behaviors of B2B marketing decision makers. Using Leadtails Social Insights technology to analyze data from Twitter, this report reveals insights about B2B marketing executives to help you answer questions such as: }How do B2B marketers describe themselves on the Social Web?}Which social networks are B2B marketers active on?}What topics are they talking about?}Which media sources are these marketing professionals consuming and sharing?}Who are the most influential vendors and people with B2B marketers?Armed with these social media insights, you can now take a more informed look at your strategy for reaching, engaging, and influencing B2B marketing professionals, and getting them to take the actions you care about most. 2Leadtail B2B Marketers Social Insights Report September 2013 3. MethodologyandDataSet The methodology the Leadtail team used in analyzing the data is as follows: 1.Identify B2B marketers active on social media based on criteria such as job function, seniority, geography and company type to create the target audience sample.2.Use the Leadtail Social Insights technology to extract insights around key activities, such as what links are shared, who is mentioned and retweeted, popular hashtags, popular platforms used to share content, etc.3.Review, analyze, and package these insights into periodic reports.The specific data set analyzed for this report includes: }500 North American B2B marketers (manager level and above)}B2B Marketers working in the areas of: Online marketing, Content Marketing, Demand Gen/Lead Gen, Social Media, Strategy, and Community.}Total of 113,039 tweets, and 70,245 shared links.}Tweets published between June 1, 2013 August 31, 2013.}Total follower reach: 1,156,532; median # of followers per marketer: 8943Leadtail B2B Marketers Social Insights Report September 2013 4. KeyTakeaways }}Social media, content marketing, big data, and mobile are active, top-of-mind conversation topics for B2B marketers.}B2B marketers consume Industry Media to stay up to date and informed, making it a key channel for reaching these decision makers.}B2B marketers engage heavily with content from an elite group of vendors, creating both opportunity and challenges for other vendors that want to influence the conversation.}4B2B marketers are business leaders focused on curating a social media presence that showcases their skills, relationships, and expertise.B2B marketers actively engage with those they consider thought leaders - whether those are people or vendors.Leadtail B2B Marketers Social Insights Report September 2013 5. WhoAreTheseB2BMarketers?5Leadtail B2B Marketers Social Insights Report September 2013 6. WhereAreTheyLocated? Our B2B marketers data sample comes from North America - primarily the U.S.Based on the location provided in the B2B marketers Twitter profiles.6Leadtail B2B Marketers Social Insights Report September 2013 7. HowDoTheyDescribeThemselves? The way these marketing professionals describe themselves on Twitter reveals keywords that can help you reach and engage them across the Social Web.Based on keywords used in the Twitter profile. 7Leadtail B2B Marketers Social Insights Report September 2013 8. WhatDoTheyTalkAbout? Hashtags reveal the topics and events that captured the attention of, and drove the conversation between, B2B marketers during the report period.8Leadtail B2B Marketers Social Insights Report September 2013 9. WhichSocialNetworksAreTheyAcBveOn? 100%Twitter 35%LinkedIn 18%Instagram13%Foursquare8%Vine Paper.li Facebook5% 3%Pinterest2%Quora2%Spotify1%Tumblr1%In addition to Twitter, B2B marketing pros are active on a number of other social networks, many of which cross post content to Twitter. Though LinkedIn is the most popular network for sharing content to Twitter, it isnt all work and no play: Instagram, Foursquare, and Vine also appear in the top 5. % of B2B Marketers that shared between this network + Twitter during the report period.9Leadtail B2B Marketers Social Insights Report September 2013 10. WhatApps+PlaNormsDoTheyFavor? Despite the myriad of Twitter clients, mobile apps and specialized social media management platforms, most B2B marketers stick with the classics when it comes to sharing content to Twitter. 80%Twitter.com76%Tweet Button 51%Twitter for iPhone 35%LinkedIn HootSuite34% 24%Twitter for iPad TweetDeck18%Instagram18%foursquare13%Twitter for Android13%Desktop/Web App Mobile App/Platform% of B2B Marketers that published at least 1 tweet originating from this platform during the report period.10Leadtail B2B Marketers Social Insights Report September 2013 11. HowDoB2BMarketersEngagewith ContentonTwi;er?11Leadtail B2B Marketers Social Insights Report September 2013 12. WhatTypesofContentDoTheyShare? Industry media sites are the most common source of content shared by B2B marketers. These sites play an important role in defining the conversations B2B marketing professionals have with their peers, their internal teams, and ultimately clients and customers. Many of these publications feature submissions from marketing thought leaders and experts, and have robust email and social media distribution that keeps their content in front of this audience every day. The majority of mainstream media content shared is business and strategy focused typically covering broad issues and trends impacting marketing and technology.eCommerce (e.g. Amazon)1% Mainstream Media 25% Industry Media 62%Social Media 11%The social media category for B2B marketing professionals includes everything from insightful slideshows on content curation, to cheering on our favorite sports teams and passing on breaking news. % of 100 Most Popular Shared Content Sources12Leadtail B2B Marketers Social Insights Report September 2013 13. WhatAretheMostSharedMainstreamSources? Top 25 Mainstream Media Content Sources shared by B2B marketers during the report period, ranked based on the number of unique marketers that shared each source. 11.1.Forbes2.Huffington Post3.HBR Blogs4.New York Times5.Inc. Magazine Fast Company7.WIRED8.Wall St. Journal9.Entrepreneur1313. 14.6.10. USA Today12.15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25.Leadtail B2B Marketers Social Insights Report September 2013BuzzFeed WSJBlogs BusinessWeek CNN WashingtonPost Bloomberg NPR Yahoo!Finance FastCo.Create Quartz FastCo.Design CNETNews TheVerge TheGuardian Medium 14. WhatAretheMostSharedIndustrySources? Top 25 Industry Media Content Sources shared by B2B marketers during the report period, ranked based on the number of unique marketers that shared each source. 11.1.Mashable2.Business Insider3.Business 2 Community4.Hubspot Blog5.MarketingProfs6.TechCrunch7.Content Marketing Institute8.Advertising Age9.Social Media Today10. VentureBeat 1412. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25.Leadtail B2B Marketers Social Insights Report September 2013BtoBOnline CMSWire B2BMarkeSngInsider SocialMediaExaminer GigaOM ZDNet Mediapost EloquaBlog AllThingsD ClickZ SearchEngineWatch eConsultancy Salesforce MediaBistro eMarketer 15. WhatAretheMostSharedSocialSources? Top 10 Social Media Content Sources shared by B2B marketers during the report period, based on the number of unique marketers that shared each source.1.YouTube2.LinkedIn3.Instagram4.SlideShare5.Facebook6.Twitter (Photos)7.Paper.li8.Foursquare9.Vine10. Pinterest 15Leadtail B2B Marketers Social Insights Report September 2013 16. WhichVendorsandPeopleAreMost InuenBalwithB2BMarketers?16Leadtail B2B Marketers Social Insights Report September 2013 17. WhichVendorsDoB2BMarketersRetweetMost? As social media continues to reshape how we communicate, brands (and in the B2B context, vendors) must increasingly become more like publishers creating and sharing high quality, highly relevant content on a regular basis or risk losing out to competitors that do. So which vendors are doing the best job today creating the kind of content that engages B2B marketing professionals and inspires them to pass that content on to their social networks? This word cloud shows the vendors retweeted most by B2B marketers in our sample during the report period. (A ranked list is shown on the following page)17Leadtail B2B Marketers Social Insights Report September 2013 18. Top50VendorsMostRetweetedbyB2BMarketers 11.1.@HubSpot12. 13.2.@salesforce14. 15.3.@Eloqua4.@marketo5.@forrester6.@LinkedIn21.7.@Gartner_inc23.8.@ExactTarget25.9.@siriusdecisions27.10.@hootsuite29.16. 17. 18. 19. 20.22.24.26.28.30.@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.18Leadtail B2B Marketers Social Insights Report September 2013 19. WhichVendorsDoB2BMarketersMenBonMost? Looking at which vendors B2B marketers mention on Twitter can give us yet another perspective on the forces that shape their views on products, services, and industry trends. Mentions can be a reference to an experience, a shout-out to grab attention, a big thank you (or no thanks), or simply a question or even the highly-coveted social recommendation. That means mentions can represent a deeper level of engagement than a retweet. In any case, vendors that are frequently mentioned are gaining mindshare from the B2B marketers that theyre looking to reach and engage.19Leadtail B2B Marketers Social Insights Report September 2013 20. Top50VendorsMostMenBonedbyB2BMarketers 11.1.@HubSpot12. 13.2.@marketo14. 15.3.@salesforce4.@ShareThis5.@Eloqua6.@LinkedIn21.7.@forrester23.8.@siriusdecisions25.9.@klout27.10.@ExactTarget29.16. 17. 18. 19. 20.22.24.26.28.30.@twitter @Gartner_inc @google @SAP @hootsuite @KISSmetrics @MakingTheNumber @Moz @Pardot @Adobe @amazon @kapost @feedly @Lattice_Engines @wordpressdotcom @Demandbase @unbounce @scoopit @Neolane @foursquare31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50.@IBM @Microsoft @Oracle @Pinterest @IDC @InsideSales @Vocus @topohq @AMA_Marketing @kickstarter @Nimble @ReachForce @BrightTALK @instagram @Zite @McK_CMSOForum @Brainzooming @BoxHQ @DnBUS @Dreamforce* Based on unique # of B2B marketers in the sample that mentioned the handle. Ties broken using Klout score followed by # of followers.20Leadtail B2B Marketers Social Insights Report September 2013 21. WhoDoB2BMarketersRetweettheMost? There is persistent myth in social media that content is retweeted because the reader likes it. While that is certainly the case some of the time, there is one less obvious but profound reason why people retweet. They think: My followers will like this. Whether its because its timely, provocative, or topical - who gets retweeted is a reflection of what people believe their own social audience will find relevant. This word cloud contains the handles retweeted most by B2B marketers in our sample during the report period. (A ranked list is shown on the following page) 21Leadtail B2B Marketers Social Insights Report September 2013 22. Top50PeopleMostRetweetedbyB2BMarketers 11.1.@ValaAfshar12. 13.2.@jaybaer14. 15.3.@BrennerMichael4.@jeffbullas5.@jonmiller6.@GuyKawasaki21.7.@jowyang23.8.@ShellyKramer25.9.@funnelholic27.10.@jchernov29.16. 17. 18. 19. 20.22.24.26.28.30.@rwang0 @briansolis @dharmesh @PamMktgNut @mvolpe @Benioff @markwschaefer @ckburgess @HeinzMarketing @ardath421 @bhalligan @levie @ariannahuff @kimgarst @JoePulizzi @copyblogger @cahidalgo @leeodden @TedRubin @megheuer31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50.@dmscott @jill_rowley @jillkonrath @jbecher @wittlake @MeghanMBiro @TheGrok @JasonMillerCA @Robert_Rose @NealSchaffer @kokasexton @augieray @EricTTung @Remarkmarketing @buyerpersona @tedcoine @garyvee @brainpicker @JeffSheehan @MargaretMolloy* Based on unique # of B2B marketers in the sample that retweeted the handle. Ties broken using Klout score followed by # of followers.22Leadtail B2B Marketers Social Insights Report September 2013 23. WhoDoB2BMarketersMenBontheMost? When it comes to mentions context is key. Mentioning a person can mean giving credit for an idea or piece of content being shared, engaging directly in conversation, or giving a shout-out to someone youve recently met. In any context, being mentioned is a sign that a person is an active part of the social dialogue, and those mentioned most are the people youll find at the center of engaging conversations between B2B marketers. This word cloud shows the people mentioned most by B2B marketers in our sample during the report period. (A ranked list is shown on the following page)23Leadtail B2B Marketers Social Insights Report September 2013 24. Top50PeopleMostMenBonedbyB2BMarketers 11.1.@jaybaer12. 13.2.@BrennerMichael14. 15.3.@funnelholic4.@markwschaefer5.@briansolis6.@jowyang21.7.@wittlake23.8.@mvolpe25.9.@HeinzMarketing27.10.@jonmiller29.16. 17. 18. 19. 20.22.24.26.28.30.@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.24Leadtail B2B Marketers Social Insights Report September 2013 25. Conclusion25Leadtail B2B Marketers Social Insights Report September 2013 26. Conclusion Imagine if you could listen to the daily conversations of B2B marketers. How would you use that information to better reach, engage, and influence these marketing professionals to take the actions you care most about? For example, would it provide you insights into where to advertise, what content to create, whom to partner with, and how best to develop and implement your social media strategy? Sure it would. We created this special report to provide you with social media insights to help you make more informed decisions about how to reach, engage, and influence B2B marketing professionals. And since the topics, content sources, and influencers are constantly changing so, too, are the social media insights. Sign up to get future social insights reports delivered to your inbox. http://offers.leadtail.com/social-insights-report26Leadtail B2B Marketers Social Insights Report September 2013 27. AboutDNNDNN provides a suite of solutions for creating rich, rewarding online experiences for customers, partners and employees. DNN technology is the foundation for 750,000+ websites worldwide and our customers include True Value Hardware, Bose, Cornell University, Glacier Water, Dannon, Delphi, USAA, NASCAR, Northern Health and the City of Denver. In addition to our commercial solutions, DNN is the steward of the DotNetNuke Open Source Project.To learn more about how you can create rich, rewarding online experiences, contact us: sales@dnnsoftware.com | 650.288.3150 or visit http://dnnsoftware.com27Leadtail B2B Marketers Social Insights Report September 2013 28. AboutLeadtailLeadtail is an agency focused on making online marketing and social media work for business.www.Leadtail.com @Leadtail, @BestB2BSocial www.Leadtail.com/blog/ www.linkedin.com/companies/LeadtailThe Leadtail team has developed and implemented social media programs and campaigns for leading consumer and business brands including TiVo, WageWorks, AlcatelLucent, Symantec, Adaptive Planning and Peoplefluent. Our social media insights reports have been referenced in media publications including: Business Insider, Forbes, Huffington Post, MarketingProfs, CMSWire, and ERE.Interested in collaborating on a future social insights report? Email us: advertise@leadtail.com28Leadtail B2B Marketers Social Insights Report September 2013