Post on 12-Apr-2017
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 !
“95%oftheU.S.Internetbrowsingpopula6onaccessessearchengineseachmonth.”
Source:Compete
Cnfidential MarketingXLerator !
Forrester:TheBuyer’sJourneyHasChanged
• 70-90%ofthebuyersjourneyiscompletepriortoengagingavendor.
• Consumersengagewithanaverageof
11.4piecesofcontentbeforepurchase
Cnfidential MarketingXLerator !
Today’sBuyerCycleRequired:ContentforeachStage
Source:RobinGrant:Thepurchasefunnelisnomore;viaMcKinsey.
Cnfidential MarketingXLerator ! !
“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 !
“Alignprogram$$&resourcesagainstpriorityaccountsdeterminedinpartnershipwiththesalesteam”
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Cnfidential MarketingXLerator !
Thereareover200factorsGoogleconsidersfortheirsearchranking
• MakeYourWebSiteEasytoCrawlbySearchEngines• MakeyourWebSiteMobile-Friendly&Mobile-Responsive
• IndexYourApp(s)
25Source:Hubspot.
Cnfidential MarketingXLerator !
SomeoftheThreats
PhishingHacking
MimickingClickFraudAdFraudMalware
Impersona0onSocialEngineering
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Cnfidential MarketingXLerator !
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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Cnfidential MarketingXLerator
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
Cnfidential MarketingXLerator !
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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