Cnfidential MarketingXLerator !1

Cnfidential MarketingXLerator ! !

AdvancedSocialMediaMarke0ng:APrac(calApproachforBusinessApril22,2016

Cnfidential MarketingXLerator !

Today’sAgenda9:00AMSocialMedia2016–What’sNew?10:15AM Break10:30AM GuestSpeaker:SocialMedia’sImpactonMarke0ng12:30PM LunchBreak1:15PM Crea0ngaSocialMediaMarke0ngCampaign:BestPrac0ces2:15PM Break2:30PM FinalProjectPresenta0ons–Part13:30PM Break3:45PM FinalProjectPresenta0ons–Part25:00PM ClassEnds

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Cnfidential MarketingXLerator ! !

SocialMedia2016–What’sNew?

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InboundMarke0ng&SEO

Cnfidential MarketingXLerator !7Source:DanielleHerzberg,Hubspot

Cnfidential MarketingXLerator !

“95%oftheU.S.Internetbrowsingpopula6onaccessessearchengineseachmonth.”

Source:Compete

Cnfidential MarketingXLerator !

Forrester:TheBuyer’sJourneyHasChanged

•  70-90%ofthebuyersjourneyiscompletepriortoengagingavendor.

•  Consumersengagewithanaverageof

11.4piecesofcontentbeforepurchase

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BuyerCycle:Past

Source:RobinGrant:Thepurchasefunnelisnomore.

Cnfidential MarketingXLerator !

Today’sBuyerCycleRequired:ContentforeachStage

Source:RobinGrant:Thepurchasefunnelisnomore;viaMcKinsey.

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“Youneedtodevelopwaysforpeopletotalkaboutyourproduct,

sothatwordofmouth(WOM)works.”

McKinseyGlobalMarke6ng&SalesPrac6ce

Source:RobinGrant:Thepurchasefunnelisnomore.

Cnfidential MarketingXLerator !

B2BSocialSelling

Challenge:PreventMarke(ng&Salesfromsteppingoneachother’stoes.Howtopreventoverlaponsocialmedia?SalesProfessionalscanusesocialmediato1.   Researchprospectsandleveragecontext2.  Iden(fyandconnectwithrelevantinfluencers3.  Establishthemselvesastrustedexperts(withprospects,

clients,influencers)=buildlong-termrela(onships,gainaccesstodecisionmakers,nurture/acceleratedeals

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Cnfidential MarketingXLerator !14h`ps://www.youtube.com/watch?v=_2eQ33OBaOU

Cnfidential MarketingXLerator !

“Alignprogram$$&resourcesagainstpriorityaccountsdeterminedinpartnershipwiththesalesteam”

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EmployeeAdvocacy

17h`ps://www.youtube.com/watch?v=Gjj6LpRkxMA

Cnfidential MarketingXLerator !18Source:Al(meter–2014StateofDigitalTransforma(on

Cnfidential MarketingXLerator !19h`p://www.futureofwork.com/ar(cle/details/code-rules#.UbW8WueW9JQ

Cnfidential MarketingXLerator !

AppleNowonSocialMedia

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WhatisInfluencerMarke(ng?

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Thereareover200factorsGoogleconsidersfortheirsearchranking

•  MakeYourWebSiteEasytoCrawlbySearchEngines•  MakeyourWebSiteMobile-Friendly&Mobile-Responsive

•  IndexYourApp(s)

25Source:Hubspot.

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The Mobile Revolution

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The Mobile Revolution

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TheCyberSecurityChallenge

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SomeoftheThreats

PhishingHacking

MimickingClickFraudAdFraudMalware

Impersona0onSocialEngineering

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1.  Haveunique&complexpasswords–  Tools:1Password,LastPass–  Don’tsharepasswordsbetweenteammembers–  Tools:Hootsuite,Sprinklr

2.  Don’tstorepasswordsinyourbrowser/clearhistory3.  Changepasswordatleastevery6months4.  Don’tclickoneveryURL

–  Tools:ZeroFox,LookingglassScout

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Idea(on

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GuestSpeaker

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How Social Media has Turned Marketing Upside Down•  Thenewmarke(ngfunnel,theimportanceofbrand&whyCMOsare

strugglingwithit.•  Examplesofsmall&bigbrands.•  MiniWorkshop/Presenta(ons.

Cnfidential MarketingXLerator !

NataschaThomsonNaThomson@Marke(ngXLerator.com@NaThomson+1(925)519-8111

Over15yearsofB2Bmarke0ngexperienceinGlobal2000andstartupcompanies.CustomersincludeSAP,EMC&Polycom.

Get25%offwithpromocodeADD12:

h`p://www.happyabout.com/42rules/b2bsocialmediamarke(ng.php

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Cnfidential MarketingXLerator !

SocialMediaResources

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IntentBeatsDemographic•  Predic(vevs.KnowingCustomerIntent•  Googlesuggeststhatmarketersandbrandsneedtostartusingdataonintent,

ratherthandataoniden(ty.Toputitinanother(slightlymoreaverschoolspecialsortof)way,whatpeopledoisamoreimportantthantheirrace,gender,ethnicity,etc.

•  Businessownersandmarketerscanfocusmoreonintentbycrea0ngacontentmarke0ngstrategythatproducescontentthatpeoplewiththeproperintentwillfinduseful.

•  AccordingtoresearchfromGoogle,thisisagoodwaytoincreasetrafficandevenrevenue.A2015studyfromGoogleshowedthatthatthemajority(51percent)ofsmartphoneusershavepurchasedfromacompanyorbrandotherthantheonetheyintendedtobecausetheinforma(onprovidedwasuseful.

Source:h`p://www.inc.com/peter-roesler/google-data-shows-customer-intent-beats-demographics-for-modern-marketers.html

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Surveywith1,000+globalbuyersfoundthatB2Bcompaniesusethesesocialchannelsforleadgen:•  90%Facebook(only41%generatedleads)•  53%Twi`er•  47%LinkedIn•  33%BlogsLinkedInprovedtogeneratemoreB2Bleadsthananyotherchannel.

41Source:TheDrum

LinkedInistheBestB2BLeadGenera0onPlaeorm