leadtail and dnn webinar
TRANSCRIPT
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How Top Marketers at Mid-Size Companies Engage On Social Media
Karri Carlson @Leadtail
Dennis Shiao @DNNCorp
Carter Hostelley @Leadtail
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Can you hear us?
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Can you see this slide?
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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
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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 Ques<on:
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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
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Which social networks are these mid-‐size marketers ac<ve on?
Key Ques<on:
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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 Mul<ple 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 conversa<ons do top marketers at mid-‐size companies engage in?
Key Ques<on:
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 Ques<on:
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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 Ques<on:
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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 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
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Top 50 People Most Men<oned 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
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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 Ques<on:
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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
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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!