B2B Marketing and The Power of Twitter

1. ©2015SteveYanorforCanadaianUAVs.Allrightsreserved. B 2 B : T H E P O W E R O F T W I T T E R August 10, 2016 9:56 am PST Steve Yanor Sky Alphabet +1 (604) 710-1105 steve.yanor@skyalphabet.com Document Control Code: 09253875-02 Sky Alphabet B2B + The Power of Twitter Presentation_ Aug 10_2016_012 August 10, 2016 10:01 AM

3. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 3:23 89% 75% 66% 52% i n c r e a s e d e x p o s u r e i n c r e a s e d t r a f f i c m a r k e t p l a c e i n t e l l i g e n c e t h o u g h t l e a d e r s h i p p o s i t i o n i n g Twitter Drives Results for Businesses SOURCE: MAY 2016. SOCIAL MEDIA MARKETING INDUSTRY REPORT. PUBLISHED BY SOCIAL MEDIA EXAMINER. Based on a Survey of 5,000+ Twitter users in 2016

4. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 4:23 B2B FIRMS PREFER TWITTER 93% SOURCE: B2B MOBILE MARKETING REPORT. 2015. PUBLISHED BY REGALIX. 91% LINKEDIN 68% FACEBOOK

5. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 5:23 TARGET AUDIENCE OF SOCIAL MEDIA MARKETING New prospects..........................................................93% Existing customers ............................................................... 89% Partners....................................................................................... 54% SOURCE: MAY 2016. SOCIAL MEDIA MARKETING INDUSTRY REPORT. PUBLISHED BY SOCIAL MEDIA EXAMINER.

6. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 6:23 MOST EFFECTIVE B2B ENGAGEMENT CHANNELS LinkedIn.......................................64 Twitter............................................47 Blog................................................ 36 SlideShare................................... 29 YouTube....................................... 28 Facebook......................................17 Google+.......................................... 2 SOURCE: STATE OF B2B SOCIAL MEDIA MARKETING (JUNE 2015). PUBLISHED BY REGALIX.

7. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 7:23 Twitter is a Central Player in the B2B Path-to-Purchase Journey State of B2B Marketing 2016 (Jan 2016). Published by Regalix.SOURCE: JUNE 2016. CUSTOMER INSIGHTS. PUBLISHED BY TWITTER. Several Interactions During the Purchase Cycle Follow after discovering a Twitter handle 73% Retweet a Tweet 33% Tweeted at a business 30% Stopped at the SMB’s store or website 38% Made a purchase 25%

9. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 9:23 Looking Back: What Marketers Said Were The Most Effective Channels For Achieving 2015 Marketing Goals Website E-mail SEO (organic search) Social: Twitter, LinkedIn, Google+ Content Marketing: Blogs Online events (workshops, seminars etc) Paid search Social communities Online display ads Mobile web Video advertising Mobile app Affiliate marketing Mobile messaging (text messaging) 86% 72% 54% 52% 39% 37% 30% 24% 21% 14% 14% 13% 10% 5% ............................................................ ............................................................ ............................................................ ............................................................ ............................................................ ............................................................ ............................................................ ............................................................ ............................................................ ............................................................ ............................................................ ............................................................ ............................................................ ............................................................ SOURCE: STATE OF B2B MARKETING (JAN 2016). PUBLISHED BY REGALIX.

10. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 10:23 EXPECTED TO BE INDISPENSABLE IN 2016 E-Mail............................................................................................. 28% Social Media ............................................................. 27% Website......................................................................................... 26% EXPECTED TO HAVE THE MOST IMPACT IN 2016 Content Marketing (Blogging, white papers).......64% Marketing Automation...........................................................50% Social Media Marketing......................................................... 45% State of B2B Marketing 2016 (Jan 2016). Published by Regalix. Looking Forward: Channels Expected to Deliver 2016 Marketing Goals ={ SOURCE: STATE OF B2B MARKETING (JAN 2016). PUBLISHED BY REGALIX.

11. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 11:23 1. Twitter Community Building (2,000+ followers) 2. Content Marketing: Blogging, Writing, Tweeting 3. Curated Editorial Calendars for Social Media 4. Social Media Postings: Twitter, LinkedIn, Google+ 5. Live Event Tweeting 6. Market Intelligence 7. Management Profiles 8. Communications Strategy 9. New Business Campaign Design 10. Google Analytics & KPI Reporting SKY ALPHABET SERVICES

13. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 13:23 HOW IMPORTANT IS SOCIAL MEDIA TO MARKETERS? 59% VERY IMPORTANT 40% SOMEWHAT IMPORTANT 99% IMPORTANT 94% SAID INCREASING BRAND AWARENESS IS THE KEY OBJECTIVE OF SOCIAL MEDIA MARKETING SOURCE: STATE OF B2B SOCIAL MEDIA MARKETING 2015 (JUNE 2015)

14. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 14:23 SOCIAL MEDIA TACTICS Blogging / Microblogging.......................................................79% Website Design / Management / Optimization...........74% Content Sharing...........................................................................74% Webinar........................................................................................... 68% Social Media Advertising........................................................ 66% Social Sharing Button...............................................................57% SEO for Social Sites.................................................................. 43% Social Media News Release...................................................40% Social Media Contests................................................................18% Interactive Posts...........................................................................16% Social Media Apps.......................................................................13% SOURCE: STATE OF B2B SOCIAL MEDIA MARKETING (JUNE 2015). PUBLISHED BY REGALIX.

15. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 15:23 SOCIAL MEDIA PUBLISHING FREQUENCY Multiple times a day..............................................52% Once a day............................................................................. 27% Weekly once........................................................................... 16% Monthly once............................................................................2% SOURCE: STATE OF B2B SOCIAL MEDIA MARKETING 2015. PUBLISHED BY REGALIX

17. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 17:23 CONTENT MARKETING: PERFECT FOR PRE-SALE MARKETING OBJECTIVES 1. Lead generation 2. Creating awareness 3. Building thought leadership 4. Nurturing prospects & influencing purchase 5. Building website traffic 6. Engaging customers to build loyalty & advocacy 7. Improving SEO ranking 8. Generating sales SOURCE: STATE OF B2B CONTENT MARKETING (MAY 2016). PUBLISHED BY REGALIX.

18. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 18:23 THE MOST EFFECTIVE CONTENT MARKETING FORMS PRE-SALES POST-SALES Case study..................................................69% 48% Blog post ....................................................62% 59% White paper...............................................59% 38% Infographics...............................................54% 30% Articles.........................................................43% 55% Video / Audio content...........................41% 36% Survey results...........................................40% 39% Research report.......................................36% 35% STATE OF B2B SOCIAL MEDIA MARKETING 2015. PUBLISHED BY REGALIX

20. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 20:23 ROI MEASUREMENT 1. Website Traffic 2. Profile Views 3. Conversion Rate 4. Downloads 5. Page Views 6. Level of Engagement (Retweets, Mentions) 7. Time Spent on Website 8. # Followers of followers 9. # New Followers per Day 10. Reach

21. ©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor. 21:23 THE MOST IMPORTANT DIGITAL MARKETING INITIATIVES Understanding the customer buying journey Educating and influencing purchase by mapping content assets and distribution channels to key stages in the customer buying journey 78% 77% State of B2B Marketing 2016 (Jan 2016). Published by Regalix.SOURCE: STATE OF B2B MARKETING JAN 2016. PUBLISHED BY REGALIX.

23. YO U A R E W H AT YO U T W E E T The Twitter bird logo is property of Twitter, Inc. All logos and trademarks are property of their respective owners. Sources: Regalix, Inc. (2015, 2016) Twitter, Inc. Customer Insights (July 2016) Social Media Examiner, Inc. (May 2016) © 2016 Steve Yanor. All rights reserved. Sky Alphabet is a D/B/A for a sole proprietorship operated by Steve Yanor.