50 Social Insights From Real Marketers

5/27/2018 50 Social Insights From Real Marketers

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Tried and True

INSIGHTSSOCIAL


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In 2012, Marketo embarked on our Social Marketing Rockstar Tour

where we visited 15 cities across the nation to talk about implementing,

executing, and measuring social strategy. We met marketing interns all

the way up the ladder to CEOs, spoke to marketers from every industry,

and networked with both large companies of 10,000+ employees and

small companies of 10. The common denominator? An intense interest

in social media and a desire to learn how to use it more holistically in

every marketing campaign.

Every organization uses social in a different way. At each stop on the

tour we collected insights from over 2000 customer attendees on how

they are using social in their marketing today, plus any tips and lessons

that they have learned along the way. We have gone through each entry

and have compiled the best of the best!

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1) Control your message.2) Make your message consistent.3) Put a social media policy in place.

Lyndsey McDermand @YSIincMarcom Coordinator, YSI, Inc

More is not necessarily better.Post things that are relevant,useful, and thoughtful ratherthan just lots of posts.

When someone posts on asocial channel, you need to tryand immediately respond. Dont

fall victim to poor listening.

Lessons learned: not linking oursocial platforms together and beingtoo self-focused. Also, you needto provide relevant content totarget audiences.

Paul Odnoletkov @GeosoftGlobal Marketing Associate, Geosoft, Inc.

David George @SystemSensorDirector, Marketing Communications, Honeywel

Liz Bartek @Liz_BartekSenior Internet Marketing Consultant, Social Media

Make sure you have the ability totrack who your social followersare and where they go. Andthen use that data to nurture.

Barbara Holt @barbaraholtMarketing Communications Specialist, Rimage/Qumu

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Oversharing and not listening.Social is a 2-way conversation!

Paul Odnoletkov @GeosoftGlobal Marketing Associate, Geosoft, Inc.

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5Dont just push contentlinks. Engage! It has tobe a conversation.

Jared Jost @SmarshIncMarketing Analyst, Smarsh

Listen using Radian6. We have a preacross all common platforms (FB, TwLinkedIn, etc). We actively push outpromotional messages, and engage

and respond to brand mentions.

Stephen Allcock @questradeSupervisor, Marketing Automation, Questrade9

Try not to post too much companycentric news--you will almost alwaysbe bragging too much. We learned topost more relevant industry and analystnews to balance out our promotions.

Lauren Twele @SymplifiedOnline Marketing Manager, Symplified

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CEO KnowledgeVision

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Always test to see what worksin paid advertising. And thenconstantly re-assess based onyour findings.

Jill Petre @jillpetreMarketing Coordinator, SendGrid

Integrate your social mediatactics into a tool that tracksyour outreach, so you can seewhat works and what doesnt

Marchell Gillis @MarchellGillisDigital PR Manager

It can be difficult to monetizesocial media when you arelearning! Try not to be tooconservative at first.

Frank D. Sledge @CircadenceCorporate Communications/Legal Affairs, Circadence

Measurement is more than lastclick/referral attribution. OtherKPIs should include engagement,amplification, and reach.

Kelly Cooper @kellyjcoopMarketing Manager, ShopIgniter

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Always use social mediato reach prospects andcustomers. And measure the

influence of your current effortsin terms of demand generation.

Dorinne Hoss @CleversafeMarketing Manager, Cleversafe

Cast a wide net with Facebookads and make sure you areincentivizing sharing.

Adam Barker @Educated_TravelWeb Marketing and Design Manager, NETC

Reaction time with respondingto Tweets increases conversion

rates. Also, remember to gathedata about your prospects viasocial channels!

Kareem Ghanie @KGhanieDirector of Demand Gen, NetDNA

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Social media withlimited paid ads is primingthe pump. But then knowwhen to dial down the paidand let it grow organically.

16Michael Kolowich @MichaelKolowCEO KnowledgeVision

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While running contests andcollecting email addresses, makesure to send periodic lead nurtureupdates throughout the contest so theentrants stay familiar with your brand.

Nicole Aguilar @COOPTHINKInteractive Marketing Manager, Co-op Financial Services

When doing sweepstakesand giveaways, makethe prizes something ofvalue and of interest. Thenpromote the winners.

Harini Prasad @HariniPrasadCustomer Marketing Manager, BigMachines

Tie social media incentives into tradeshowsweepstakes. As an example, instead of

just a fishbowl at an event, Like us onFacebook and enter to win an iPad. Startwith small incentives to avoid pushbackand then demonstrate ROI.

Rebecca McNeil @RebeccaAnn0212Inbound Marketing Manager, PR Manager,

HealthcareSource

We have found that beyond promoting our

events, programs, and industry news, sharour daily corporate lives, injecting humor, ashowing our human side on social media hbeen very valuable for our brand.

Jenna Keegan @CoreSecurityMarketing Specialist, CORE Security

We use Twitter, LinkedIn, Facebook, PintSlideShare, blog, Google+, etc. We promcontent, such as whitepapers, events,webinars, etc, across all social channelsthem to reinforce each other. For exampa blog post can influence Tweets which cdrive downloads of relevant whitepapers

Will Wiegler @WillWieglerCMO, The TAS Group

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28For everyone whofollows us on Twitter, wegive them access to apiece of content.

Katherine Fawcett @buildingenginesMarketing Associate, Building Engine

27We use social channels to drivtraffic to our blog and engagewith our influencers. All of ourcustomers (lets say 99%) arepotential upsells, so engagingthem through social is critical

Rebecca McNeil @RebeccaAnn0212Inbound Marketing Manager, PR Manager,

HealthcareSource

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Friday freebies! We do a smgiveaway every week. We geproduct feedback, use caseand product developmentinformation. We also get a slead for sales to follow up on

Brandi Brown @brandiheinzSocial Media and eCommerce Manager

Hand2Mind

24We do frequent email blastswith share buttons. Newproduct releases and webinarsare announced via the blog,Facebook, and Twitter.

Nicole Aguilar @COOPTHINKInteractive Marketing Manager, Co-op

Financial Service

23We have a Twitter contest once aquarter. We have found that iPadgiveaways are always popular butalways seem to bring in followersthat will never buy our product.

Katie McKay @desktoneMarketing Coordinator, Desktone

25Multi-share referrals, publicize events/updates, sweepstakes, product polls,content sharing, share buttons inemails and on landing pages.

Czarina Carden @HomeFinder1Senior Marketing Manager, Homefinder.com

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Dont abandon traditional tools--bake social into every existing app!

Craig Probus@RevCultCraigPractice manager, RevCult

If you dont do it, youdont make mistakes!

Emily Hossellman @ehossellmanMarketing Goddess, Centercode

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Inconsistency is thebiggest mistake. Also, youneed to make all of yourcampaigns social.

Ashley Pater @GTreasuryMarketing Director, GTreasury

Create a genuine voiceand build meaningful,trustworthy relationships.

Emerly Soong @ETAhand2mindeCommerce and Social Media Intern,

ETA Hand2Mind

Dont commit andthen stop. You need tomaintain and build.

Steve Susina @ssusinaDirector or Demand Generation, Crain

Business Insurance

Have balance between push and pulltactics, make sure you have enoughcross engagement, and pay attention totargeted messaging.

Czarina Carden @HomeFinder1Senior Marketing Manager, Homefinder.com

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A lesson learned is nothaving a launch plan like anyother launch of a program.

Marci Acquaviva @ncircletweetsnCircle

Were in the real estateindustry--very much still an

old-school handshakebusiness. The challenge isbringing those handshakesinto a digital environment.

Sarah Fisher @buildingenginesMarketing and Communications Director,Building Engines

Include social across allcampaigns to build anaudience, and get morecontent to feed your funnel

Bill Copeland @MarketSightDirector of Marketing, MarketSight

Do not treat social as aseparate channel. Socialshould be integrated into allof your campaigns.

Stephen Allcock @questradeSupervisor, Marketing Automation, Questrade

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Make sure you are alwayson top of content generationand thinking about the nextpost/engagement.

Simon Poulton @SPoultonMarketing Analyst, LaserFiche

People love video! Visual

content is key on socialchannels. And remembernot to censor comments.

Nimmy Reichenberg @AlgoSecVP of Marketing, Algosec

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Titles are everything when itcomes to content. If users are notgrabbed by the titles, the contentis useless. Layout is also extremelyimportant, as poor formats canturn people away before theyabsorb your intended message.Create interesting headlines anddevelop engaging layouts.

Nick Krone @buildingenginesMarketing Intern, Building Engines

Combine both inboundand outbound content.

Kara Lanio @karalanioMarketing Specialist, Imprivata

Content is king! And it mbe relevant to your targe

audience. Tweets andFacebook posts go way with great content.

Heidi Gilmore @cloudbeesMarketing Communications, Cloud

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Social Media takesexecutive buy-in to engageothers in the organization.

Adam Berman @SpartaSystemsOnline Marketing Manager, Sparta Systems

Make sure you havecompany involvement

Michele Greenberg @MicheMarketing Manager Akibia

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We have learned that in social

media marketing we have to bothguide our customers and teachthem how to share our content.

Sarah Sullivan @Sarah_SullSocial Media Intern, Healthcaresource

Social media needs to bede-centralized. Empower your SMEs(Subject Matter Experts) to respondand increase responsiveness.

Bob Anders @HoneywellNowWriter, Honeywell

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We market to school teachersand administrators. Teachers aremore socially active, but theygenerally dont have the buyingpower. However, they are biginfluencers. We need to make iteasy and ask more explicitly forthem to share our products.

Jemilah Senter @ETAhand2mindSr Manager, Marketing Communications,

ETA Hand2Mind

Social cant be siloed, itmust be integrated withglobal campaigns.

Kristin Amico @kamicoPR and Social Media Manager,

Click Software

Our social strategy relieson influencers and industryleaders. We provide contentthat is full of data andanalytics. This works as apreview to our larger reports.

Eugene Ko @PhoCusWrightManager, Digital Marketing,

PhocusWright

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Marketo uniquely provides easy-to-use, powerful and complete marketing

software that propels fast-growing small companies and global enterprises

alike. Marketo marketing automationand sales effectiveness software

including the worlds first integrated solution for social marketing automation

streamlines marketing processes, delivers more campaigns, generates

more win-ready leads, and dramatically improves sales performance. With

proven technology, comprehensive services and expert guidance, Marketo

helps thousands of companies around the world turn marketing from a cost

center into a revenue driver.

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50 Social Insights From Real Marketers