Data.com Connect Presents - Natascha Johnson - Social Media Tactics

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Social Media Business Tac;cs

@NaThomson Marke;ngXLerator.com Natascha Thomson CEO, Marke;ngXLerator

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Today’s Agenda

#DataConnectTalk

1.  Social Media Strategy 101 2.  Hands-‐On Tips & Tricks for

– Facebook – TwiHer – LinkedIn

3.  Q&A

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#DataConnectTalk #DataConnectTalk @NaThomson

Social Media Strategy

Starts With Your Brand

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…in 160 Characters

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#DataConnectTalk #DataConnectTalk #DataConnectTalk @NaThomson

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Natascha Thomson [email protected] @NaThomson +1 (925) 519-‐8111

Over 15 years of marke;ng experience in Global 2000 and startup companies. Customers include SAP, EMC & Polycom.

Copyright by Marke;ngXLerator.

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Over 15 years of marke;ng experience in Global 2000 and startup companies. Customers include SAP, EMC & Polycom.

Get 25% off with promo code ADD12:

hHp://www.happyabout.com/42rules/b2bsocialmediamarkePng.php


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#DataConnectTalk

#DataConnectTalk @NaThomson

Impact: How do You get Your message to Your audience? n  IdenPfy channels

  Email   Social Media

n  Define tacPcs   Webinars   SEO

n  Create Content (Calendar)   Blogs   Videos

Deliverables:

-  Detailed Plan -  ExecuPon

The 3 Marketing Pillars

Brand Posi;oning / Message Promo;on

Portray: Who are you/ your company? n  IdenPty n  Promise/DifferenPator

Deliverables: CreaPve Brief For n  Look & Feel n  Style n  Colors n  Fonts n  Pictures

Convince: Why does it ma]er? n  Clear understanding of target audience and needs

n  Unique Selling Point n  DifferenPators n  Products & Services

Deliverables: n  Copy n  Assets

Awareness, Engagement, Conversion

Copyright by MarkePngXLerator.

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5 Key Elements to Crea;ng Brand YOU

1.  ExperPse & Passion 2.  (Unique) IdenPty 3.  ObjecPve(s) 4.  Clear Target Audience(s) 5.  Consistent ExecuPon

> Based on your brand, people decide if they want to connect. > Based on your content, people decide if they want to stay connected.


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Example: Self-‐Branding


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Example: Global B2B Brand


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Example: B2B Product/Category


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Ignore (Social Media) at Your Own Risk

1.   LISTENING 2.   PULLING 3.   FISHING WHERE THE FISH ARE 4.   CUTE ANIMALS

Picture: Boo – The Cutest Dog in the World.

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Buyer’s Journey: Has Changed

•  70-‐90% of the buyers journey complete prior to engaging a vendor (Forrester)

•  Consumer engages with 11.4 pieces of content prior to purchase (Forrester)

•  Consumers 5x more dependent on content than 5 years ago (Nielsen)


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Buyer Cycle: Past

Source: Robin Grant: The purchase funnel is no more.

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Buyer Cycle: Present

Source: Robin Grant: The purchase funnel is no more; via McKinsey.

Loyalty Loop: Post-‐Purchase Experience is More Impacmul Than Ever

Before.

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#DataConnectTalk #DataConnectTalk @NaThomson

Strategy

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The 5 Key Elements of a (Realis;c) Social Media Strategy

1.  Objectives 2.  Target Audience 3.  Watering Holes 4.  Tactics 5.  Metrics, Tools, Fine-Tuning


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Objec;ve Selng

1.  Tie them back to business goals 2.  Know what success looks like 3.  PrioriPze (ruthlessly)


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Target Audienc

e Defini;o

n

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Example: Who is Your Target Audience?

Customer base

Market Segments Industries

Geos

Line of Business

(LoB)

Net New Install Base

Titles, Roles

SMB, Medium, Enterprise

Retail, Financial Services

etc.

North America EMEA

etc.


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Watering Holes

Where does your audience get their informaPon? 5 Examples:

1.  Trade shows 2.  Online searches 3.  Reports/Analysts 4.  Social Media & Blogs 5.  Peers/Thought Leaders


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Owned vs. Earned vs. Paid •  Owned

–  @NaThomson, MarkePngXLerator.com, Linkedin Profile

•  Earned (Organic) –  LinkedIn groups,

external blogs, comments on blogs

•  Paid –  CIO.com, Forbes

advertorial, LI ads, TwiHer promoted accounts

Source: SmartInsights.com Copyright by Marke;ngXLerator.

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Tac;cs

For each watering hole •  Define objecPves & metrics •  Determine resources •  Create a content calendar •  Choose tools & infrastructure •  Create an executable plan


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Metrics Only Measure Things You Intend to Base Decisions On 1.  Be clear what success looks like so you know it when you

achieve it J 2.  Can be qualitaPve or quanPtaPve 3.  More open than not, growth rate % is more important than

the total numbers


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5 Small-‐Scale Tools

TwiHer: 1.  Bufferapp + Applet 2.  Hootsuite + Hootlet 3.  Crowdbooster 4.  Bitly 5.  Twitonomy.com

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5 Large-‐Scale Tools

1.  Hootsuite 2.  Sprinklr 3.  Sisymos 4.  Radian6 / Salesforce MarkePng Cloud 5.  Tracx

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Hands-‐On:

Op;miza;on & Tac;cs

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Op;miza;on

1.  Choose what type of presence makes the most sense for you

2.  Complete your profile 3.  List informaPon to other

channels, e.g. website, TwiHer, YT

4.  Let the audience engage


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10 Key Facebook Tac;cs

1.  Tell an emoPonal story via a mix of content types, e.g. pictures & videos 2.  Remember, few people will visit your actual FB page – create posts that

make sense in somebody else’s news feed 3.  Know the Pmes your audience is on FB, e.g. mothers vs. students 4.  Include CTAs into at least 70% of your posts 5.  Run contests – reward your audience with your products/services 6.  Leverage influencers and partner to share your message 7.  Capitalize on big events and holidays 8.  Post consistently and respond to everybody 9.  Buy ads to reach exisPng and new audiences 10.  Make it fun


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Source: Social Media Examiner.

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#DataConnectTalk Twitter Optimization

1.  Pick a memorable handle 2.  Complete your profile

–  Solid description –  Quality picture(s) –  Location –  URL to company, blog or LinkedIn profile

3.  Create lists

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#DataConnectTalk

How to Create a List

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#DataConnectTalk

Create a List

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#DataConnectTalk 10 Key Twitter Tactics

1.  Listen before you tweet 2.  Don’t follow just anybody 3.  Don’t use all 140 characters (enable RTs) 4.  Add insights to RTs 5.  Don’t just amplify but engage 6.  Vary content types 7.  Participate in TweetChats & events via #

8.  Mention others in your tweets 9.  Be authentic and don’t argue online 10. Pay for promoted accounts/tweets to increase reach & following

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#DataConnectTalk Example Success Metrics

1.  Follower growth rate (%) 2.  Retweets / Mentions / Comments 3.  Conversion Rates 4.  # Leads 5.  Cost/Lead 6.  Revenue, Revenue/Lead

7.  Influence

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Op;miza;on


1. Complete your profile

•  Quality picture(s) •  Customized headline •  Key contact details •  Excellent summary •  Work history, projects etc.

2. Build meaningful connections 3. Add URLs & content 4. Customize your URL

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10 Key Tac;cs


1.  Post regular status updates 2.  Join groups & participate 3.  Comment on updates & blogs 4.  Solicit & provide recommendations 5.  Share LI content 6.  Create a company Page 7.  Update your profile periodically (notification on) 8.  Publish a blog 9.  Leverage the LI ad tool for segmentation 10.  Advertise

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LinkedIn Segmenta;on


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5 LinkedIn Social Selling Tips Build and nurture rela;onships

1.  Find relevant informaPon on prospects & their connecPons 2.  IdenPfy influencers / decision makers 3.  Ask for introducPons and referrals 4.  Leverage context: social media posts give insights on things like

buying intent, moods, challenges or preferences 5.  Establish yourself as a trusted expert = relevance

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Food for Thought: Social Media & The Law

1.  Who owns your accounts / followers? 2.  LegislaPons is catching up w/technology 3.  Corporate Social Media Guidelines

Source: my blog. A big thank you to Paul Cowie, Partner, Sheppard Mullin.


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Recap: Strategy Crea;on

Ask these quesPons: 1.  What is the objecPve? How will it be measured? 2.  What are the resources? 3.  Who is the target audience? 4.  What else are we doing? 5.  Is social media the best route? 6.  Do we have the tools to listen?


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Over 15 years of B2B marke;ng experience in Global 2000 and startup companies. Customers include SAP, EMC & Polycom.

Data.com Connect Presents - Natascha Johnson - Social Media Tactics

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Transcript of Data.com Connect Presents - Natascha Johnson - Social Media Tactics