(Originally presented as a webinar with special guest, Leadtail) If you’re a marketer at a mid-size company or someone that sells to these high-value business leaders, this presentation provides data-driven insights that may interest you. This presentations reveals 5 critical insights you can apply right now to better reach and engage middle market executives on social media. By incorporating these insights into your marketing playbook, you’ll be able to answer questions like: • Which social networks and platforms should you be active on? • What topics should you use to drive your content marketing strategy? • Which publications should you leverage for PR and online advertising? • How can you become more influential with top marketers at mid-size companies? In addition, we’ll reveal the top 50 brands and people that most influence marketing leaders at mid-size companies, and examine their best practices. These strategies reflect the findings of a report prepared by Leadtail in collaboration with DNN, which summarizes the activity of 500+ senior marketers at mid-size companies active on Twitter from October 1 to December 31, 2013.

1. How Top Marketers at Mid-Size Companies
Engage On Social Media
Dennis Shiao
Karri Carlson
@DNNCorp
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Carter Hostelley
@Leadtail
@Leadtail

2. Can you hear us?
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

3. Can you see this slide?
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

4. Since you’re probably wondering …
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Slides will be available: http://www.slideshare.net/dnnsoftware
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We’ll also send you a copy of the social insights report
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

5. About
Develop Social Media Strategies and Insights for Decision Makers
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

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+ employees
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

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
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

8. Key Question:
How do mid-size marketers describe themselves
on social media?
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

9. Top Bio Keywords Used by Mid-Size Marketers
Based on keywords used in the Twitter profile.
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

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 approach
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

11. Key Question:
Which social networks are these mid-size
marketers active on?
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

12. They Share Content from Multiple Social Networks
Twitter
100%
Instagram
45%
YouTube
45%
Foursquare
24%
LinkedIn
20%
Facebook
18%
Vine
17%
Slideshare
15%
Paper.li
10%
Pinterest
10%
Vimeo
7%
TwitPic
7%
Kickstarter
7%
Spotify
6%
Google +
% of Mid-Size Company Marketers that
published at least 1 tweet originating from
this platform during Q4 2013.
6%
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

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 isn’t all work and no play as mid-size
marketers also use Instagram, YouTube, Foursquare, and Vine
Recommendation:
Don’t limit yourself to LinkedIn when looking to reach and engage
mid-size marketers
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

14. Key Question:
What conversations do top marketers at midsize companies engage in?
Well, that depends…
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

15. Top Hashtags Used by Mid-Size Marketers
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

16. B2B and B2C Focus on Different Hashtags
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

17. Deeper Insights: Topics Marketers Share
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

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
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

19. Key Question:
What content sources do these top marketers
most engage with?
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

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 Sources
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

21. Top 25 Most Shared Mainstream Media Sources
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

22. Top 25 Most Shared Industry Media Sources
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

23. 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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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

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
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

25. Key Question:
Which people most influence mid-size marketers?
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

26. 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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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

27. Top 50 People Most Retweeted by Mid-Size Marketers
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

28. 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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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

29. Top 50 People Most Mentioned by Mid-Size Marketers
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

30. Deeper Insights: How to Engage Influencers
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

31. Deeper Insights: How to Engage Influencers
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

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
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

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 marketers
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

34. Key Question:
What are the main webinar takeaways?
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

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!
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

36. What’s Next?
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Stick around as we’ll answer your questions now
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Or engage us @DNNCorp or @Leadtail
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Thanks for joining us for today’s webinar!
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Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014