sherpawebinar - MarketingSherpa

Transcription

Watch a video recording of this webinar to see Daniel Burstein , Nichole Kelly, and Eddie Smith guide you through the presentation and answer questions from the audience. http://bit.ly/162I1KX
@esmitsky • @DanielBurstein • @Nichole_Kelly
Join the conversation
#SherpaWebinar
#sherpawebinar
How to Overcome the 5 Most Common Social Media Mistakes in B2B Marketing
Sponsored by:
Oct. 11, 2012
Panel Presenters
Daniel Burstein
Director, Editorial Content
MECLABS
@DanielBurstein
Nichole Kelly
President
SME Digital
@Nichole_Kelly
Eddie Smith
Chief Revenue Officer
Topsy Labs
@esmitsky
#sherpawebinar
Join the conversation
#SherpaWebinar
#sherpawebinar
Hashtag Metrics #sherpawebinar
Hashtag Metrics
#sherpawebinar
MarketingSherpa is a research and publishing organization serving the marketing community
•
MarketingSherpa’s annual research cycle provides knowledge for continuous marketing improvement #sherpawebinar
Research Background
•
We surveyed over 3,000 marketers focused on lead generation to uncover:
• Top challenges
• Best marketing tactics
• Lead scoring, nurturing and management
• Content strategies
• Marketing automation
• Marketing analysis
• Marketing operations and metrics
•
Result of this research – MarketingSherpa’s FUEL methodology to power marketing effectiveness from lead generation to sales conversion
#sherpawebinar
Which of the 5 social media mistakes would you like to hear the most about? • Thinking your CFO is your nemesis
• Single‐use content
• Creating content that is not authentic
• Treating social media like it’s “special”
• Not soliciting outside content
#sherpawebinar
5 Social Media Mistakes in B2B Marketing
1
2
3
4
5
Thinking your CFO is your nemesis
Single‐use content
Creating content that is not authentic
Treating social media like it’s “special”
Not soliciting outside content
5 B2B Social Media Mistakes
Only 46% of CMOs view achieving or increasing measurable ROI from social marketing programs a top strategic priority
#sherpawebinar
Measure Mention Activity Over Time by Keyword
IBM, Cisco, Hewlett 3 Month Volume Trend
#sherpawebinar
Track & Measure Link‐Sharing In Social Medias
SAP.com, oracle.com, salesforce.com 30 day analysis
#sherpawebinar
Social Mistake #1: Thinking your CFO is the nemesis
#sherpawebinar
Social Mistake #1: Thinking your CFO is the nemesis
iPad Campaign to Drive Electronic Magazine Subscribers
• 289% increase in total impressions
• 169% increase in engagement
• 1453% increase in leads generated
• 44% decrease in cost per soft lead
warnet.ws
#sherpawebinar
1
2
3
4
5
Treating social media like ‘“special”
Repurposing and reformatting existing content the most effective tactic for developing B2B marketing content
#sherpawebinar
Social Mistake #2: Single‐use content
#sherpawebinar
Social Mistake #2: Single‐use content
• Blog Posts
• Webinar • Ebook
Generated 74% lift in online leads in first month
#sherpawebinar
1
2
3
4
5
Content creation improves lead quality and conversion rate
#sherpawebinar
Is This Authentic and Real?
#sherpawebinar
It wasn’t…. Don’t fool your audience or be fooled #sherpawebinar
Social Mistake #3: Creating content that is not authentic
#sherpawebinar
1
2
3
4
5
Most marketers agree on importance of inbound marketing integration, but don’t always practice it
#sherpawebinar
Create Buzz & Embed Links To Drive Traffic
Include links in posts
Create persistent presence over time using same theme, terms or hashtags
#sherpawebinar
Social Mistake #4: Treating social media like it’s “special”
#sherpawebinar
#sherpawebinar
February 19-22
Las Vegas
Super Early Bird
Special
Save
$500
Offer Ends 10/31
1
2
3
4
5
Customer reviews most effective content in meeting marketing objectives for B2B marketers.
#sherpawebinar
Social Mistake #5: Not soliciting outside content
#sherpawebinar
Measure & Quantify Positive/Negative Reviews
Social Sentiment – Hewlett Packard Past 3 Months On Twitter
#sherpawebinar
Key Takeaways
"Presenting social media data versus business data" ‐‐ Nichole Kelly
"Social media should not just be tracked after the fact, it should be used to learn about your products and customers" ‐‐ Eddie Smith
"Every company creates content every day, they just don't always share it" ‐‐ Daniel Burstein
#sherpawebinar
Thank You!
Daniel Burstein
Director, Editorial Content
MECLABS
@DanielBurstein
Nichole Kelly
President
SME Digital
@Nichole_Kelly
Eddie Smith
Chief Revenue Officer
Topsy Labs
@esmitsky
#sherpawebinar

sherpawebinar - MarketingSherpa

Transcription

Similar documents

Bio - LD Lowe

a must-see property before deciding to build!!!

Mansion Messenger 9-16-11 Reduce

Kelly Osbourne Hits Up NYFW After Weekend with Jeff Beacher The

Cohort 6 Mestract - Susan A. MacDonald website

Live At Conchy Joes

Rock Art Love Foundation

Kelly Press Release_v4_11.30.15

REMIX – SUMMER 2015