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How Top Marketers at Mid-Size Companies
Engage On Social Media
Karri Carlson @Leadtail
Dennis Shiao @DNNCorp
Carter Hostelley @Leadtail
2 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Can you hear us?
3 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Can you see this slide?
4 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Since you’re probably wondering …
• We’ll also send you a copy of the social insights report
• Slides will be available: http://www.slideshare.net/dnnsoftware
5 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
About
Develop Social Media Strategies and Insights for Decision Makers
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Quick Poll: What size company do you work at?
0 to 50 employees?
51 to 500 employees?
501 to 5,000 employees?
5,000+ employees
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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
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How do mid-size marketers describe themselves on social media?
Key Question:
9 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Based on keywords used in the Twitter profile.
Top Bio Keywords Used by Mid-Size Marketers
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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 approach
11 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Which social networks are these mid-size marketers active on?
Key Question:
12 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
6%
6%
7%
7%
7%
10%
10%
15%
17%
18%
20%
24%
45%
45%
100%
Google +
Spotify
Kickstarter
TwitPic
Vimeo
Paper.li
Slideshare
Vine
Foursquare
YouTube
% of Mid-Size Company Marketers that
published at least 1 tweet originating from
this platform during Q4 2013.
They Share Content from Multiple Social Networks
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Actionable Insights
• Top marketers at mid-size companies are active on a number of
social networks including many that cross-post to Twitter
Recommendation:
Don’t limit yourself to LinkedIn when looking to reach and engage
mid-size marketers
• Though LinkedIn is popular, it isn’t all work and no play as mid-size
marketers also use Instagram, YouTube, Foursquare, and Vine
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What conversations do top marketers at mid-size companies engage in?
Key Question:
Well, that depends…
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Top Hashtags Used by Mid-Size Marketers
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B2B and B2C Focus on Different Hashtags
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Deeper Insights: Topics Marketers Share
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Actionable Insights
• Popular hashtags and keywords reveal which topics and events are
catching the attention of top marketers at mid-size companies
Recommendation:
Consider hashtags and keywords when developing content marketing,
deciding which events to invest in, and what topics to engage in
• 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…
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What content sources do these top marketers most engage with?
Key Question:
20 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
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 Sources
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Top 25 Most Shared Mainstream Media Sources
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Top 25 Most Shared Industry Media Sources
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Deeper Insights: Most Shared Posts
1. Top CMOs on Twitter
@SMMmagazine
2. Ten Surprising Social Media Statistics that Will Make
You Rethink Your Social Media Strategy @FastCompany
3. Riding the Hashtag in Social Media @NYTimes
4. The Five Superpowers of Marketing @HarvardBiz
5. Facebook Admits Organic Reach is Falling Short,
Urges Marketers to Buy Ads
@AdAge
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Actionable Insights
• Mid-size marketers read, tweet, and share both mainstream and
industry media content
Recommendation:
Consider both mainstream and industry publications for your online
advertising and PR placements
• Much of industry media is driven by marketing thought-leaders
“bylines”, guest posts, and shared research
Make content marketing bylines and guest posts, a key part of your
awareness and engagement strategy
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Which people most influence mid-size marketers?
Key Question:
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People Most Retweeted by Mid-Size Marketers
Being 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 marketers
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Top 50 People Most Retweeted by Mid-Size Marketers
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People Most Mentioned by Mid-Size Marketers
Being 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 marketers
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Top 50 People Most Mentioned by Mid-Size Marketers
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Deeper Insights: How to Engage Influencers
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Deeper Insights: How to Engage Influencers
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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
33 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
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 marketers
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What are the main webinar takeaways?
Key Question:
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Key Takeaways
5. Follow and engage top influencers, while you develop your
strategy for becoming one too!
4. Invest in a robust content marketing strategy, and get your
executives, employees, and brand advocates involved in sharing it
3. Target the right media sources to drive your online advertising, PR,
and byline strategies
2. Consider social media keywords, hashtags, and topics when
developing buyer personas, brand messaging, content marketing,
and social selling strategies – Think Social SEO
1. Participate on more than one social network (LinkedIn and Twitter
are good choices) and look to experiment with others
36 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
What’s Next?
• Stick around as we’ll answer your questions now
• Or engage us @DNNCorp or @Leadtail
• Thanks for joining us for today’s webinar!
