How marketers at mid size companies engage on social media

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  1. 1. How Top Marketers at Mid-Size Companies Engage On Social MediaDennis ShiaoKarri Carlson@DNNCorp 1Carter Hostelley @Leadtail@Leadtail
  2. 2. Can you hear us?2Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  3. 3. Can you see this slide?3Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  4. 4. Since youre probably wondering Slides will be available: http://www.slideshare.net/dnnsoftwareWell also send you a copy of the social insights report4Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  5. 5. About Develop Social Media Strategies and Insights for Decision Makers5Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  6. 6. Quick Poll: What size company do you work at?0 to 50 employees? 51 to 500 employees? 501 to 5,000 employees?5,000+ employees6Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  7. 7. How We Generated Social Media Insights Twitter as proxy for social media activity Twitter activity of 504 North American Marketers (manager and up); B2C and B2B Mid-size companies: 50 to 5,000 employees Over 90-day period: Oct 1 to Dec 31, 2013 Analyzed 91,805 tweets and 45,731 links Total follower reach: 1,483,196 Median number of followers: 690 7Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  8. 8. Key Question: How do mid-size marketers describe themselves on social media?8Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  9. 9. Top Bio Keywords Used by Mid-Size MarketersBased on keywords used in the Twitter profile. 9Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  10. 10. Actionable Insights Marketers at mid-size companies use their Twitter profiles to describe who they are both professionally and personally Recommendation: Consider social bio keywords when developing your buyer personas, marketing copy, and direct sales approach10Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  11. 11. Key Question: Which social networks are these mid-size marketers active on?11Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  12. 12. They Share Content from Multiple Social Networks Twitter100%Instagram45%YouTube45%Foursquare24%LinkedIn20%Facebook18%Vine17%Slideshare15%Paper.li10%Pinterest10%Vimeo7%TwitPic7%Kickstarter7%Spotify6%Google +% of Mid-Size Company Marketers that published at least 1 tweet originating from this platform during Q4 2013.6%12Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  13. 13. Actionable Insights Top marketers at mid-size companies are active on a number of social networks including many that cross-post to Twitter Though LinkedIn is popular, it isnt all work and no play as mid-size marketers also use Instagram, YouTube, Foursquare, and VineRecommendation: Dont limit yourself to LinkedIn when looking to reach and engage mid-size marketers13Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  14. 14. Key Question: What conversations do top marketers at midsize companies engage in? Well, that depends14Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  15. 15. Top Hashtags Used by Mid-Size Marketers15Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  16. 16. B2B and B2C Focus on Different Hashtags16Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  17. 17. Deeper Insights: Topics Marketers Share17Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  18. 18. Actionable Insights Popular hashtags and keywords reveal which topics and events are catching the attention of top marketers at mid-size companies These include professional and personal topics, and national and local news and events But B2B marketers keep it more about business, while B2C marketers inject some fun into their conversations Recommendation: Consider hashtags and keywords when developing content marketing, deciding which events to invest in, and what topics to engage in 18Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  19. 19. Key Question: What content sources do these top marketers most engage with?19Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  20. 20. Content Sources Shared by Mid-Size Marketers Mainstream media sites are the most common source of content shared; business, strategy, and leadership focused Industry media plays an important role in shaping daily conversations; with submissions by marketing thought-leaders Social media platforms are used to share both job-related and personal interest content % of 100 Most Popular Shared Content Sources20Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  21. 21. Top 25 Most Shared Mainstream Media Sources21Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  22. 22. Top 25 Most Shared Industry Media Sources22Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  23. 23. Deeper Insights: Most Shared Posts 1. Top CMOs on Twitter @SMMmagazine2. Ten Surprising Social Media Statistics that Will Make You Rethink Your Social Media Strategy @FastCompany3.Riding the Hashtag in Social Media @NYTimes4.The Five Superpowers of Marketing @HarvardBiz5.Facebook Admits Organic Reach is Falling Short, Urges Marketers to Buy Ads @AdAge23Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  24. 24. Actionable Insights Mid-size marketers read, tweet, and share both mainstream and industry media content Much of industry media is driven by marketing thought-leaders bylines, guest posts, and shared research Recommendation:Consider both mainstream and industry publications for your online advertising and PR placements Make content marketing bylines and guest posts, a key part of your awareness and engagement strategy 24Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  25. 25. Key Question: Which people most influence mid-size marketers?25Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  26. 26. People Most Retweeted by Mid-Size MarketersBeing retweeted is a reflection of what people believe their own social audience will find relevant.This word cloud shows the people retweeted most often by mid-size marketers26Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  27. 27. Top 50 People Most Retweeted by Mid-Size Marketers27Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  28. 28. People Most Mentioned by Mid-Size 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 Top mid-size marketers28Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  29. 29. Top 50 People Most Mentioned by Mid-Size Marketers29Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  30. 30. Deeper Insights: How to Engage Influencers30Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  31. 31. Deeper Insights: How to Engage Influencers31Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  32. 32. Deeper Insights: What the Data Shows Top influencers tweet a LOT 10 to 20+ times daily Create a consistent persona through original and curated content Engage with other marketers 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 32Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  33. 33. 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 mid-size marketers33Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  34. 34. Key Question: What are the main webinar takeaways?34Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  35. 35. 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 keywords, hashtags, and topics when developing buyer personas, brand messaging, content marketing, and social selling 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! 35Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014
  36. 36. Whats Next?Stick around as well answer your questions nowOr engage us @DNNCorp or @LeadtailThanks for joining us for todays webinar!36Leadtail Top Marketers at Mid-Size Companies Social Insights Report Feb 2014