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How Top Marketers at Mid-Size Companies Engage on Social Media

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How Top Marketers at Mid-Size Companies Engage On Social Media Dennis  Shiao   Karri  Carlson   @DNNCorp   1 Carter  Hostelley   @Leadtail   @Leadtail  
Can  you  hear  us?   2 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Can  you  see  this  slide?   3 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Since you’re probably wondering … •  Slides will be available: http://www.slideshare.net/dnnsoftware •  We’ll also send you a copy of the social insights report 4 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
About Develop Social Media Strategies and Insights for Decision Makers 5 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
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 6 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
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 7 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Key  Ques<on:   How  do  mid-­‐size  marketers  describe  themselves   on  social  media?   8 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Top  Bio  Keywords  Used  by  Mid-­‐Size  Marketers   Based on keywords used in the Twitter profile. 9 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
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 10 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Key  Ques<on:   Which  social  networks  are  these  mid-­‐size   marketers  ac<ve  on?   11 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
They  Share  Content  from  Mul<ple  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 + 6% 12 % of Mid-Size Company Marketers that published at least 1 tweet originating from this platform during Q4 2013. Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
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 13 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Key  Ques<on:   What  conversa<ons  do  top  marketers  at  mid-­‐ size  companies  engage  in?   Well,  that  depends…   14 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Top  Hashtags  Used  by  Mid-­‐Size  Marketers   15 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
B2B  and  B2C  Focus  on  Different  Hashtags   16 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Deeper  Insights:  Topics  Marketers  Share   17 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
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 18 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Key  Ques<on:   What  content  sources  do  these  top  marketers   most  engage  with?   19 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 20 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Top  25  Most  Shared  Mainstream  Media  Sources   21 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Top  25  Most  Shared  Industry  Media  Sources   22 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
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 23 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
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 24 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Key  Ques<on:   Which  people  most  influence  mid-­‐size  marketers?   25 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
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 26 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Top  50  People  Most  Retweeted  by  Mid-­‐Size  Marketers   27 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
People  Most  Men<oned  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 28 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Top  50  People  Most  Men<oned  by  Mid-­‐Size  Marketers   29 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Deeper Insights: How to Engage Influencers 30 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Deeper Insights: How to Engage Influencers 31 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
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 32 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 33 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
Key  Ques<on:   What  are  the  main  webinar  takeaways?   34 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
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! 35 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! 36 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014

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How Top Marketers at Mid-Size Companies Engage on Social Media

  • 1. How Top Marketers at Mid-Size Companies Engage On Social Media Dennis  Shiao   Karri  Carlson   @DNNCorp   1 Carter  Hostelley   @Leadtail   @Leadtail  
  • 2. Can  you  hear  us?   2 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  • 3. Can  you  see  this  slide?   3 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  • 4. Since you’re probably wondering … •  Slides will be available: http://www.slideshare.net/dnnsoftware •  We’ll also send you a copy of the social insights report 4 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  • 5. About Develop Social Media Strategies and Insights for Decision Makers 5 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 6 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 7 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  • 8. Key  Ques<on:   How  do  mid-­‐size  marketers  describe  themselves   on  social  media?   8 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. 9 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 10 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  • 11. Key  Ques<on:   Which  social  networks  are  these  mid-­‐size   marketers  ac<ve  on?   11 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  • 12. They  Share  Content  from  Mul<ple  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 + 6% 12 % of Mid-Size Company Marketers that published at least 1 tweet originating from this platform during Q4 2013. 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 13 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  • 14. Key  Ques<on:   What  conversa<ons  do  top  marketers  at  mid-­‐ size  companies  engage  in?   Well,  that  depends…   14 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  • 15. Top  Hashtags  Used  by  Mid-­‐Size  Marketers   15 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  • 16. B2B  and  B2C  Focus  on  Different  Hashtags   16 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  • 17. Deeper  Insights:  Topics  Marketers  Share   17 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 18 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  • 19. Key  Ques<on:   What  content  sources  do  these  top  marketers   most  engage  with?   19 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 20 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  • 21. Top  25  Most  Shared  Mainstream  Media  Sources   21 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  • 22. Top  25  Most  Shared  Industry  Media  Sources   22 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 23 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 24 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  • 25. Key  Ques<on:   Which  people  most  influence  mid-­‐size  marketers?   25 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 26 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  • 27. Top  50  People  Most  Retweeted  by  Mid-­‐Size  Marketers   27 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  • 28. People  Most  Men<oned  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 28 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  • 29. Top  50  People  Most  Men<oned  by  Mid-­‐Size  Marketers   29 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  • 30. Deeper Insights: How to Engage Influencers 30 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  • 31. Deeper Insights: How to Engage Influencers 31 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 32 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 33 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  • 34. Key  Ques<on:   What  are  the  main  webinar  takeaways?   34 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! 35 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014
  • 36. 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! 36 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – Feb 2014