Social Media Marketing Introduction 1

Social Media Marketing Introduction

Charlie TreadwellDirector of Social Marketing

“We need to be on Facebook page?”

Social Media Marketing Introduction 2

The four-step approach to the social strategy

Social Media Marketing Introduction 3

POST

People – Assess your customers’ social activities

Objectives – Decide what you want to accomplish

Strategy – Plan for how relationships with customers will change

Technology – Decide which social technologies to use

Source: Forrester

4

Symantec Presence Framework

Social Media Marketing Introduction

HOME BASESOUTPOSTSPASSPORTS

10% 30% 60% Presence Framework

Connect

Symantec.com

Instagram

Google Plus

Spiceworks

Reddit

Blogs

Flickr

Slideshare

YouTube

LinkedIn

Facebook

TwitterPartnerNet

Source: Adapted from Chris Brogan

Facebook Overview• Used for staying connected

with family and friends and entertainment

• Users login daily, and is a good platform to stay engaged with customers

• Both private and public• Excellent advertising platform

with accurate targeting and measurement

• Organic (free) engagement is no longer easy to come by

Social Media Marketing Introduction 5

Creating a Page

facebook.com/business

Social Media Marketing Introduction 6

Profile Picture

Description

Images Matter in our Visual World • Choose an appropriate Cover Photo

• Include images with content

• Include a call to action

• Consider boosting content to reach customers

Social Media Marketing Introduction 7

Promote Content to the Customers You Want

Social Media Marketing Introduction 8

Newsfeed Sponsored Posts or Right Column Ads

Social Media Marketing Introduction 9

Right Column AdsNewsfeed Desktop

CPC – Cost Per ClickCPM – Cost Per 1000 impressions

Newsfeed Mobile

Twitter Overview• A micro-blogging platform used

for real time news and updates• Follow celebrities and

connecting with communities • Users login daily, but many

don’t use the application regularly

• Public• Advertising capabilities still

being developed and results are hard to track

• Organic (free) engagement is easier to come by

Social Media Marketing Introduction 10

Creating a Profile

Twitter.com/signup

Social Media Marketing Introduction 11

Profile Picture

Images Matter in our Visual World • Choose an appropriate Cover Photo

• Include images with content

• Include a call to action

• Use relevant hashtags

Social Media Marketing Introduction 12

Promote Content to the Customers You Want

Social Media Marketing Introduction 13

ads.twitter.com

Campaign Dashboard

Twitter Targeting

Social Media Marketing Introduction 14

• Keywords – Reach people that search, tweet about, or engage with specific keywords

– EVENTS · PRODUCT INTEREST · PURCHASE INTENT

• Interests and followers –Reach people with specific interests or who are similar to followers of specific accounts

– FINDING NEW AUDIENCES · CONVERSATION · PUBLICITY

• Television – Reach people who engage with specific television programming

– BRANDING · REINFORCEMENT · ENGAGEMENT

• Tailored audiences – Reach people using your own data

– TARGET YOUR EXISTING CUSTOMERS AND PROSPECTS

Twitter Cards

Social Media Marketing Introduction 15

Desktop

Mobile

Types of Cards

• Summary Card

• Summary Card with Large Image

• Photo Card

• Gallery Card

• App Card

• Player Card

• Product Card

• Lead Generation Card

• Website Card

LinkedIn Overview• The Professional social network:

your online resume and professional profile

• No longer simply an online rolodex, content is key on LinkedIn

• Job posting and recruiting• Public and private• Advertising capabilities one of

the most effective for B2B marketing

• Organic (free) engagement is effective once you have a following

Social Media Marketing Introduction 16

Creating a Page

linkedin.com/company/

Social Media Marketing Introduction 17

Profile Picture

Description

Company Profile• Choose an appropriate Cover Photo

• Include images with content

Social Media Marketing Introduction 18

Paid Targeting

Presentation Identifier Goes Here 19

• Ads and promoted content (with desktop, tablet and mobile preview)

• Location, Company (name, size, industry), job title (function or seniority)

Careers

Social Media Marketing Introduction 20

• Unique to LinkedIn

• Profile content relevant to someone interested in working for your company

SlideShare Overview• Slide Share was acquired by

LinkedIn in 2012• A free website which allows you

to post content as a presentation. Presentations are viewed by the general public, and can increase traffic to your website, landing pages, or blog.

• Huge repository of presentations, documents, PDFs, infographics, and even Video

• Public• Organic (free) engagement is

easier to come by, 60 million monthly visitors

Social Media Marketing Introduction 21

Creating a Page

slideshare.net/pro

Social Media Marketing Introduction 22

Profile PictureLead Gen Forms

Note: Program currently being updated, contact sales for information in the meantime

Slide Share Best Practices

• It’s the most popular document and presentation-sharing website in the world: It has a global Alexa ranking of 122, and 60 million monthly visitors

• It’s mobile compatible: SlideShare automatically optimizes your content for mobile users

• The homepage features popular content: If your presentation reaches the front page, it will go viral

Social Media Marketing Introduction 23

Seach Engine Optimization (SEO)

• Google ranks successful Slideshare presentations above blog articles, news stories, even (occasionally) Youtube videos.

http://www.slideshare.net/WishpondTechnologiesLtd/how-to-use-slideshare-to-market-your-business

Using Slide Share for Promoted Content• SlideShare embeds

natively on Facebook, Blogs, Websites, LinkedIn, and Twitter

• Embed content and use lead gen cards to net new contacts

• Used paid media to target customers with presentations, infographics, and documents

Social Media Marketing Introduction 24

“What kind of content do I create?”

Social Media Marketing Introduction 25

Internally, Creating Relevant, Integrated Content Is A Challenge For Most Brands

of marketers say that their biggest challenge with

content is "creating original content" and that they don't have enough

time to do it

78%

of marketers do not have a documented

content strategy.

44%Social Media Marketing Introduction

78% of B2B buyers start their research with online search.

Social Media Marketing Introduction 27

B2B Buyer Behavior, Demand Gen Report 2012

What is content marketing?

Social Media Marketing Introduction 28

“Content marketing is a pull, rather than a push, strategy. Content doesn’t interrupt, it attracts.”Rebecca Lieb, Advertising Age

It’s simple.Answer your prospects’ top 30 questions.

Social Media Marketing Introduction 29

What content do you create?

Tip: Start with Sales and Support.

Source: Greatest Content Marketing Strategy, by Barry Feldman · January 26, 2014

30

Create 90 pieces of content in 90 days based on the 30 questions.

1. Create 30 blog posts. The headline is the question. The copy is the answer. Immensely simple. Ridiculously valuable.

2. Make 30 videos. Same topics. You might change the title ever so slightly. A lot of people would rather watch than read

3. Make 30 podcasts. Why? A lot of people choose to listen, rather than read or watch.

Social Media Marketing Introduction

No one is going to buy your stuff…Until they get the answers they seek.

Social Media Marketing Introduction 31

Social Media Marketing Introduction 32

StockStock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today.

FlowFlow is the feed. It’s the

posts and the tweets. It’s the stream of daily and sub-daily updates that

remind people that you exist.

&

Share 4 pieces of influencers great content.

It’s not all about you. Curate other people’s great content and becoming a content provider and trusted source.

Social Media Marketing Introduction 33

4-1-1

For 1 of your own content.

And 1 piece of entertainment.

Social Media Marketing Introduction 34

4-1-1

EntertainmentOur Content

Other People’s Content

Social Media Marketing Introduction 35

BrandGoals

CustomerInterests

Relevancy=

Sharable,engaging ideas

and values

Identify relevancy with social listening data

Social Content, Listening and TrendsCustomer-centric content delights and adds value at every stage of the purchasing journey and key moments of truth.

Personal Relevance

40% of people shared content that was personally relevant.

Social Media Marketing Introduction 37

“I saw something and it made me think of one of my friends.”

“It seemed right up my friend’s alley.”

What makes people want to share?

Humor Utility#1 #2 #3

1. Identify a list of your target customers

2. Use social listening to understand who influences them and what topics interest them

3. Curate a list of content from the top influencers and bake them into your 4-1-1 content strategy

Social Media Marketing Introduction 38

Where do you find relevant content from influencers?

Social Media Marketing Introduction 39

552 million identities exposed in 2013

2013 Dubbed the Year of the Mega Breach

Social Media Marketing Introduction 40

If I’m a CIO, what questions am I asking myself right now?

Social Media Marketing Introduction 41

Stock Flow&

We have surveillance video from the hotels that shows people turn on the shower, direct the nozzle at the wall and then leave the room for the whole day.

Social Media Marketing Introduction 42

Russian deputy prime minister Dmitry Kozak, Business Insider

Social Media Marketing Introduction 43

1,213 RTs

Symantec GRID – New Social Syndication• Social Media Syndication– Partners can go to

www.symantecgrid.com and create a login and have access to 5 categories of social content updated by our social media team every 2 weeks.

• Social content categories:– Thought Leadership

– Product & Solutions

– Industry News & Research

– Events & Webcasts

– Virus & Threat Alerts

44

64% of B2B buyers said the winning vendor’s content had a significant impact on their buying decision

Social Media Marketing Introduction 45

2013 Demand Gen Report: B2B Buyer Behavior Survey

Key Takeaways• Use the POST method to create a customer focused social media

strategy• Establish a presence strategy to effectively invest time and resources• A good social media strategy includes a strong paid and targeted

media strategy• Start by listening and identify 30 questions your customers ask• Create 90 pieces of content in 90 days• Balance your content calendar with other people’s content and

follow the 4-1-1 rule, and leverage www.symantecgrid.com • Create content that is personally relevant, humorous, and utility• Leverage real-time events to capitalize on captive audiences• Show some personality

Social Media Marketing Introduction 46

Thank you!

Copyright © 2013 Symantec Corporation. All rights reserved. Symantec and the Symantec Logo are trademarks or registered trademarks of Symantec Corporation or its affiliates in the U.S. and other countries. Other names may be trademarks of their respective owners.

This document is provided for informational purposes only and is not intended as advertising. All warranties relating to the information in this document, either express or implied, are disclaimed to the maximum extent allowed by law. The information in this document is subject to change without notice.

Social Media Marketing Introduction 47

Charlie Treadwell, Director of Social MarketingTwitter: @ctreadwellLinkedIn linkedin.com/in/charlietreadwell