Advanced Social Media Marketing: 2-Day Course @UCSCExtension Silicon Valley

Cnfidential MarketingXLerator ! !

Advanced Social Media Marke0ng @NaThomson

October 17 & 24, 2014

Cnfidential MarketingXLerator !Copyright by Marke?ngXLerator.

Cnfidential MarketingXLerator !

What to Expect

Copyright by Marke?ngXLerator.


Today’s Agenda 9 AM Introduc0ons & Branding 10 AM What’s New? 11 AM Guest Speaker 1 PM Strategy & Final Projects Info 3 PM Advanced SM Usage 4 PM Guest Speaker




…in 160 Characters





Natascha Thomson NaThomson@Marke?ngXLerator.com @NaThomson +1 (925) 519-‐8111

Over 15 years of B2B marke0ng experience in Global 2000 and startup companies. Customers include SAP, EMC & Polycom.

Get 25% off with promo code ADD12:

hWp://www.happyabout.com/42rules/b2bsocialmediamarke?ng.php



Your Social Media Profile = Your Virtual Business Card



5 Reasons You Need to Be On Social Media

1.  If you don’t listen, you can’t respond 2.  If you can’t be found, you don’t exist 3.  If you’re not where your audience is, others will be 4.  If you don’t engage, you won’t convert 5.  If you don’t experiment, you won’t learn



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

  Email   Social Media

n  Define tac?cs   Webinars   SEO

n  Create Content (Calendar)   Blogs   Videos

Deliverables:

-  Detailed Plan -  Execu?on

The 3 Marketing Pillars

Brand Posi0oning / Message Promo0on

Portray: Who are you/ your company? n  Iden?ty n  Promise/Differen?ator

Deliverables: Crea?ve Brief For n  Look & Feel n  Style n  Colors n  Fonts n  Pictures

Convince: Why does it maèr? n  Clear understanding of target audience and needs

n  Unique Selling Point n  Differen?ators n  Products & Services

Deliverables: n  Copy n  Assets

Awareness, Engagement, Conversion



Why Does (Your) Brand MaWer?

Your Social Brand Is Part of Your Professional Iden0ty!

Brand “You” Is Star0ng To Stretch Across Personal & Business!

A Strong Network Is Crucial to Your Success!



Self-‐Branding Tips Crea0ng a Brand 1.  What is your area of exper0se? 2.  What image would you like to portray (in the industry)? 3.  What informa0on can you share to add value? Facts •  Based on your brand, people decide if they want to connect with you. •  Based on your content, people decide if they want to stay connected.



Good Example: LI Self-‐Branding









What About YOUR Brand?



Be Consistent Across Channels

This applies to your online & offline presence; profile and messages. Copyright by Marke?ngXLerator.


Good Example: LI/TwiWer Self-‐Branding



Example: TwiWer Self-‐Branding



Profile Categories



Example: Biz Professional



Example: Biz Thought Leader



Example: Famous Leader/Celebrity



Example: Global B2B Brand



Example: Global B2C Brand



Example: Startup



Example: B2B Product/Category



Example: B2C Product



What’s New?



Source: Danielle Herzberg, Hubspot

Newish: Pull Marke?ng



Push Marke0ng (Outbound)

vs. Pull Marke0ng (Inbound)



Approximately 46% of online users

count on social media when making a purchase decision.

Source: Nielsen



85% of business decision-‐makers find at least one social media channel important when making a technology purchase decisions.

Source: Forrester Research Copyright by Marke?ngXLerator.


Buyer’s Journey: Has Changed

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

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

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



Buyer’s Journey: Content

The 3 most influen0al pieces of content: 1.   Expert Content (Credible 3rd Party) >

especially at onset & Point-‐of-‐Sales (PoS) 2.   Brand Content > the further in sales cycle 3.   User-‐Generated/UGC (Reviews such as

Amazon) > especially PoS

Source: Nielsen: Consumers Crave Real Content When Making Purchase Decisions Copyright by Marke?ngXLerator.


Buyer Cycle: Past

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


Buyer Cycle: Present

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


Content is not King. Content in Context is King.



Social Media & The Law

•  Legisla?ons trails technology •  Who owns your TwiWer followers? •  Corporate Social Media Guidelines!!! Source: my blog. A big thank you to Paul Cowie, Partner, Sheppard Mullin.



Collabora?ve Economy

•  Sharing Economy – Yerdle, Rideshare, Uber, oDesk, AirBnB

•  Maker Movement – TechShop, Etsy

•  Co-‐Innova?on Movement – Kickstarter, Indiegogo



Collabora?ve Economy

•  Sharing Economy – Yerdle, Rideshare, Uber, oDesk, AirBnB

•  Maker Movement – TechShop, Etsy

•  Co-‐Innova?on Movement – Kickstarter, Indiegogo

“The Highest Form of Loyalty is Shared Des7ny” ~ Jeremiah Owyang


Cnfidential MarketingXLerator !Source: Cognizant YouTube Channel.


Social Media Strategy



Impact: How do You get Your message to Your audience? n  Iden0fy channels

  Email   Social Media

n  Define tac0cs   Webinars   SEO

n  Create Content (Calendar)   Blogs   Videos

Deliverables:

-  Detailed Plan -  Execu?on

The 3 Marketing Pillars

Brand Posi0oning / Message Promo0on

Portray: Who are you/ your company? n  Iden?ty n  Promise/Differen?ator

Deliverables: Crea?ve Brief For n  Look & Feel n  Style n  Colors n  Fonts n  Pictures

Convince: Why does it maèr? n  Clear understanding of target audience and needs

n  Unique Selling Point n  Differen?ators n  Products & Services

Deliverables: n  Copy n  Assets

Awareness, Engagement, Conversion



Steps to a (Social Media Marke?ng) Strategy

ü  Define your brand* 2.  Set your objectives 3.  Define your target audience 4.  Identify the appropriate “watering holes”

•  Prioritize •  Define goals & metrics per channel

5.  Create tactics 6.  Execute (and experiment) 7.  Monitor & Fine-Tune *Assumption: Positioning/core messaging exist.



Objec?ve Serng

•  Tie back to business goals •  Priori?ze •  Make them measurable

– Qualita?ve metrics can be ok – Know HOW to measure

•  Be careful what you measure



Defining the Target Audience



Who is Your Target Audience?

•  External/Internal •  Buyer’s Cycle: Decision

Makers, Influencers •  Demographics/Personas > Listen, Research, Ask

Customer base

Market Segments Industries

Geos

LoBs

Net New / Install Base

Titles, Roles

SMB, Medium, Enterprise

Retail, Financial Services

etc.

North America EMEA

etc.



Exercise

•  Your boss tells you: “We need to be on social media”

•  What do you ask her? •  Which social channels do you choose?



Poten?al Ques?ons

1.  What is the objec?ve? How will it be measured?

2.  What are the resources? (Me?) 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?



Owned vs. Earned vs. Paid Examples: •  Owned

–  @NaThomson, @SAP, @Polycom

•  Earned / Organic –  LinkedIn Groups, Blog

syndica?on, comments on other’s blogs

•  Paid –  CIO.com, Forbes

advertorial, LI ad, TwiWer promoted account

Source: SmartInsights.com Copyright by Marke?ngXLerator.


Steps to a (Social Media Marke?ng) Strategy

ü  Define your brand 2.  Set your objectives 3.  Define your target audience 4.  Identify the appropriate “watering holes”

•  Prioritize •  Define goals & metrics per channel

5.  Create tactics 6.  Execute (and experiment) 7.  Monitor & Fine-Tune



Advanced Social Media Usage




The 12 Commandments of Social Media

Thou shalt: 1.  Determine thy organiza?on's goals for social media. Social media shall be

employed under a flexible plan to meet those goals. 2.  Know thy target audience and community. 3.  Know thy organiza?onal culture and voice. Speak to your audience in your voice. 4.   Listen. If you do nothing else, listen to what people are saying about your

organiza?on, products or services, compe?tors and environment. 5.  Be social. It is called SOCIAL media: Engage your community. 6.  Be pa?ent but measure results! Progress takes ?me but must be monitored. 7.  Not aWempt to be on every playorm. Priori7ze on the social pla5orms that meet

your objec9ves, audience, and resources best. 8.  Be authen0c 24/7/52. 9.  Show thy passion. Involve your stakeholders emo?onally. 10.  Be consistent with message, principles and tone. 11.  Produce great targeted content. 12.  Use good manners. If you are angry delay your post or tweet and read it again

before pos?ng.

Source: Professor Gary Schirr; LinkedIn Blog; with edit to #7.


Source: Our Digital Coach. Copyright by Marke?ngXLerator.


hWp://techcrunch.com/2014/01/21/instagram-‐is-‐the-‐fastest-‐growing-‐social-‐site-‐globally-‐mobile-‐devices-‐rule-‐over-‐pcs-‐for-‐social-‐access/?ncid=tcdaily



Example: Metrics

REACH (how many poten?al eyeballs?)

ENGAGE (how many interac?ons?)

ACT (response to call to ac?on)

ADVOCATE & SHARE (sa?sfac?on and loyalty)

AWARENESS Volume (e.g., # of fans, followers)

Interac?on (e.g., # of retweets or shares)

Click-‐Thru ( e.g., click-‐thru on bit.ly links)

Shares (e.g., # of shares or # of repeat visits)

INTERACTION Volume (e.g., # of visits to company blog)

Interac?on (e.g., # of comments per post)

Conversion (e.g., # of downloads of solu?on whitepaper)

Referral (e.g., # of referrals to friends)

INTENT Contact (e.g., # opt-‐ins for newsleWer)

Depth (e.g., # of click-‐thru on 2nd level links)

Conversion (# of leads generated)

Reten?on (e.g., # of inquiries from installed base)





59% of Twièr users have visited B2B tech brand sites,

compared to 40% for the average Internet popula0on.

Source: Compete and TwiWer



TwiWer Op?miza?on

n TwiWer Account n Memorable user name n Bio n Profile & background pictures n URL n Loca?on

n Know your Hashtags Advanced: n Use Mobile App n Sign up for Bit.ly’s n  Install Bufferapp.com n Hootsuite et al




TwiWer Abbrevia?on Dic?onary

•  MT = Modified tweet. •  RT = Retweet. •  DM = Direct message (accounts have to follow each other). •  CC = Carbon-‐copy. Works the same way as email. •  IMHO = In my humble opinion. •  LOL = Laugh out Loud; ROFL = Roll On The Floor Laughing. •  TY = Thank you. •  ^NT = Ini?als added to a Tweet to indicate a personal addi?on



What Makes a Good Tweet?

3 Tips for a Good Tweet 1.  Listen before you Tweet 2.  Add your own insights vs. just (re)tweet 3.  Be a personality not a company (P2P) 3 Tips to Increase your Following 1.  Follow influencers & other interesting people 2.  Tweet during relevant events using the hashtag 3.  Include influencers or other relevant handles in your Tweets (even ask

for RTs)


How to Judge “A Good Tweet”

Metrics: Reach – Followers - Influence – Engagement

Qualitative •  It’s audience appropriate •  Good content = not a product pitch •  Leaves room for Retweeting •  Influences (your audience) •  Is a well-defined piece in your overall social media

strategy •  Is Retweeted by your influencers (not just friends)

Quantitative •  Tweet is Retweeted and/or commented on •  Creates a high amount of impressions; premise:

influencers have many followers •  Click-throughs to promoted content, e.g. via Bit.ly’s •  Growth in number of followers •  Increase in Klout score


Tac?cs

•  #Hashtags, Trends •  TweetChats •  Contests •  Promoted Accounts •  Promoted Tweets •  TwiWer Cards


Or: hWps://ads.twiWer.com

FAQ Copyright by Marke?ngXLerator.



LinkedIn Tips Op0mize Your Profile

§  Professional picture §  Complete profile §  Upload/link to content §  Recommenda?ons §  Build good connec?ons



List your ?tle/experience in a meaningful way.

Many people will form their first impression of you from reading your LinkedIn profile. Example Profile:



Provide a brief overview of your skills & accomplishments.

The way you write the summary tells people a lot about how you view &

present yourself.



Ask past & present clients and colleagues for recommenda?ons.

Write recommenda?ons for others.



Post status updates to demonstrate your thought leadership & exper?se.

Ideally daily.



Join Relevant LI Groups : Answer & Ask Ques?ons





LinkedIn Segmenta?on





LinkedIn Tac?cs

§  Status Updates (Profile/Company Page) §  Company Page §  Join/Engage in/ Run a Group § Write LI Blog §  Adver?sing §  Leverage Ad tool for segmenta?on §  Comment



Use Case

•  LinkedIn Ad Campaign



Social Media E?queWe 1.  Never blatantly pitch your company or product 2.  Listen to “conversa?ons” before you “talk” 3.  Be respecyul, kind, and add value 4.  Imagine your posts will appear on the front page of the NYTimes

(they could) 5.  If somebody gets “nasty”, don’t engage in an online argument.

Ideally, try to work it out “off-‐line”. 6.  Don’t men?on religion, race, poli?cs, sex




Tips •  Requires a content strategy that focuses on pictures, stories,

videos etc. •  Challenge is to turn “Likes” into more •  Overall more popular for B2C vs. B2B •  Constant changes •  You have to pay to reach your fans •  Brands say it works well if you pay



FB Marke?ng & Ads



1

2

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Blog Content: •  Blog about your area

of exper?se & passion.

•  Tell a story – don’t pitch products.

•  Fill informa?on gaps for your audience.

•  Engage through downloads, of videos & other relevant content.



Blog

Cross-‐market your blog via: §  TwiWer, LinkedIn, G+, FB, Pinterest etc. §  Email §  NewsleWers §  Syndica0on

§  Add a call to ac0on to each blog, e.g. “download this white paper”; “URL to another blog on the topic”, “Register here”, “Subscribe”.

§  Blog regularly §  Use the right keywords in the right places/SEO §  Create good links back to your blog:

§  Comment on other people’s blogs §  Link to other blogs in your blog (own or external) §  Include your blog URL in your email signature & social profiles

Related: 21 Tac?cs to increase blog traffic



•  Google AdWords Keywords Tool



Google Plus



Cnfidential MarketingXLerator !hWp://www.slideshare.net/NataschaThomson/pinterest-‐is-‐your-‐business-‐ready Copyright by Marke?ngXLerator.


Guest Speaker: Mario Herger

Presenta?on: Using gamifica0on to create leads in sales and marke0ng. Mario Herger, CEO Enterprise Gamifica9on Consultancy LLC •  Gamifica?on, innova?on, social business, and intrapreneurship in the

enterprise. •  Author of mul?ple books. Previously: •  Sr. Innova?on Strategist, SAP Labs •  Global Head of the Gamifica?on Ini?a?ve, SAP •  Co-‐founder: Austrian Innova?on Center Silicon Valley (AICSV)

"I help organiza9ons make work more fun.”


Cnfidential MarketingXLerator ! !

Advanced Social Media Marke0ng DAY 2 October 24, 2014

Cnfidential MarketingXLerator !99

AirBnB Video: hWps://www.youtube.com/watch?v=J0CZS3SYVeQ&index=13&list=PLF80F1644A6A1FE7B


Today 9 AM Homework Review

Marke?ng Automa?on Part 1 10 AM Guest Speaker: @AWensity 11 AM Social Iden?ty & Security

Social Marke?ng vs. Social Selling 12 PM Lunch 1 PM Marke?ng Automa?on Part 2

Influencer/Advocate Marke?ng 2 PM Guest Speaker: @Tracx 3 PM Final Project Presenta?ons 4:30 PM Wrap Up

100


Guest Speakers

101


Marke0ng “Automa0on”

102


What is Marke0ng Automa0on?

Wikipedia:

“Marke?ng automa?on refers to sopware playorms designed for marke?ng departments and organiza?ons to automate repe00ve tasks.”

103


What is Marke0ng Automa0on?

Wikipedia:

“Marke?ng automa?on refers to sopware playorms designed for marke?ng departments and organiza?ons to automate repe00ve tasks.”

104

Not Good Enough


What is CRM? Wikipedia:

“Customer rela?onship management (CRM) is a model for managing a company’s interac0ons with current and future customers. It involves using technology to organize, automate, and synchronize sales, marke?ng, customer service, and technical support.”

105


What is CRM? Wikipedia:

“Customer rela?onship management (CRM) is a model for managing a company’s interac0ons with current and future customers. It involves using technology to organize, automate, and synchronize sales, marke?ng, customer service, and technical support.”

106

Beèr


Customer Experience (CX) •  Focus on the (future) customer •  All ac0vity is informed by the resul?ng customer experience

–  Marke?ng does NOT act in isola?on –  Sales does NOT act in isola?on –  Customer service does NOT act in isola?on –  Product development does not act in isola?on…

•  Overused Buzz Word –  O�en used somewhat synonymous with social media

•  Goes way beyond tradi?onal personaliza0on •  Success based on social business level DATA gathering,

analysis and usage (think Code Halos)

107


Customer Experience (CX) •  Focus on the (future) customer •  All ac0vity is informed by the resul?ng customer experience

–  Marke?ng does NOT act in isola?on –  Sales does NOT act in isola?on –  Customer service does NOT act in isola?on –  Product development does not act in isola?on…

•  Overused Buzz Word –  O�en used somewhat synonymous with social media

•  Goes way beyond tradi?onal personaliza0on •  Success based on social business level DATA gathering,

analysis and usage (think Code Halos)

108

Digital Transforma0on


How to maintain a consistent CX? Marke?ng, AR, PR Convergence

Example: •  Blogs replace Press Releases (PR only for BIG news) Example: •  Analyst Rela?ons, Marke?ng and PR talk directly to the same

people via social media –  People expect a unified message –  “Gate-‐keeping” no longer works, e.g. “only PR talks to the press” –  Corporate AR, PR, Blogger & other Influencer programs have the same

members

Marke0ng is responsible for a seamless customer experience. This requires digital transforma0on.

109


Digital Transforma0on It’s all about CX

110

Cnfidential MarketingXLerator !111 Source: Al?meter – 2014 State of Digital Transforma?on





Where is the data? Who owns it?

115


Exercise: Where is the Data? •  LinkedIn •  TwiWer •  Facebook •  Google (Plus) •  Slideshare •  Branded communi?es •  Blogs

116


Who owns social network data? “If social media were truly owned, brands would have control over the experience, access to their fans, and full use of the data. But the reality is quite different: •  Public social networks like LinkedIn and TwiWer don’t enable

brands to access their own data. •  And Facebook now charges brands to reach their own fans

and followers.”

117 Source: HBR – Making Sense of Owned Media.

Cnfidential MarketingXLerator !118 Source: HBR – Making Sense of Owned Media.


What you CAN own: Content, Community & Context

119 Source: HBR – Making Sense of Owned Media.


Accessing Social Data

•  LinkedIn Ad Campaign

•  Technology is needed to bring data from disparate social media, CRM and others systems together in a meaningful way. – Meaningful = linking a persons behavior over mul?ple channels.

–  The analysis of this behavior/context provides insights on past and probable future behaviors.

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Predic0ve Marke0ng A technique that uses social business intelligence to forecast future behavioral paèrns from the analysis of past behaviors. •  Data is analyzed in context. •  Enables beWer targe?ng, interac?ons, and resource alloca?ons,

ideally, leading to higher ROI. •  Example: What pieces of content have performed best?

Cau?on •  Models are by defini?on simplifica?ons of the real world. •  Informa?on is never perfect > unknowns are a given. Real World Applica0on •  Use predic?ve analy?cs to INFORM not DETERMINE your strategy. •  Think probabilis0c not predic?ve.

121 Further reading: Hubspot: Predic?ve Analy?cs.



Guest Speaker: @AliceSFCity “The Impact of Social Analy0cs Across the Enterprise.”

Alice Goldstein, Sr. Manager, Product Marke?ng, Aènsity •  Responsible for corporate insight solu?ons •  Adjunct Instructor at UCSC Silicon Valley:

Leveraging Social Media Partners

Previously: •  Recognized for most trac?on in

salesforce.com community •  Energy Program CommiWee MIT/Standford

Venture Lab (VLAB) •  Xerox PARC

123


About @AWensity 1.  AWensity provides corporate insight solu0ons based on proprietary data

contextualiza?on. 2.  They help Global 1000 companies iden0fy, interpret and “understand”

massive amounts of structured and unstructured data from many different sources.

3.  The use of AWensity can consequently help improve customer experience, manage brand equity, enhance revenue, mi?gate business risk, and help inform business strategies.

124


Social Iden0ty & Security

125


Chart by Orpha Buena via PopHerald.com; data from Gigya.com.


Social Iden?ty & Sign-‐Ons

Social Iden0ty •  Personal Profile Data •  Social Ac?vity

Social Sign-‐Ons •  Offer user convenience •  Enable brands personaliza?on around the 4 Ps

•  Social sign-‐on informa?on can be used to match individuals with exis?ng records in a CRM system to create more complete personas

127 Source: Al?meter – Leveraging Social Iden?ty.

Cnfidential MarketingXLerator !128 Source: Al?meter – Leveraging Social Iden?ty.


Why is Cyber Security so Crucial for Marke0ng?

129












•  Have a unique & complex passwords (no dic?onary words) –  Tools: 1Password, LastPass, KeePass)

•  Hide account passwords (especially for corporate accounts) –  1Password, Single Sign-‐on, Admin-‐managed permissions –  Tools: Hootsuite, Sprinklr – each team member gets their unique password

•  Don’t store passwords in browser & clear history •  Change password at least every 6 months (or when an employee of a privvy to it

leaves) •  Don’t email passwords or write them down •  Monitor account ac?vity frequently

–  Log in daily –  Tools: Google Alerts, Hootsuite, Sprinklr, AWensity, Tracx

•  Have a firewall with a unique password •  Upgrade your so�ware regularly •  Don’t click on every URL

–  Tools: Zer0Fox, Lookingglass Scout –  If message from bank, PayPal etc. – don’t click, log directly into account

140



Let your customers know

what you know about them =

Trust

142


Social Marke0ng vs.

Social Selling

143


Forget the Tradi?onal Sales Funnel

•  Wherever a prospect starts, personalize their journey

•  By 2017: 50 billion connected devices > be prepared for a mul?-‐channel world

•  Be a thought leader

144 Source: Salesforce -‐ B2B marketers need to forget the tradi?onal sales funnel.



Buyer Cycle

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


Tradi?onal Sales vs. Marke?ng: Goals

147

Marke0ng Sales

Brand Coverage Close Deals

Qualified Leads Generate Leads

Nurturing Nurture

“Magic Document” Feedback to marke?ng on market

Key Metric: Key Metric:

# Qualified Leads $$$

On average, marke?ng is s?ll only responsible for 30% of lead genera?on for sales.*

* Source: LinkedIn Social Selling Playbook.


Social Selling vs. Marke?ng: Goals

148

Marke0ng Sales

Brand Coverage Close Deals

Qualified Leads Generate Leads

Nurture Nurture

“Magic Document” Feedback to marke?ng on market

Post Sales Nurturing Post Sales Nurturing

Key Metrics: Key Metrics:

# Qualified Leads $$$

# Lead Conversion Rate

# Engagement



Social Selling Techniques

•  Selling is about building rela0onships •  Discovering incidental similari0es aids the process of connec?ng* –  Examples: same name, same birth date, same sports team, same

hobby, come from same town

Social media makes it easier to discover and mine incidental similari0es.

149 Sources: Forbes – Science of Social Selling & *University of BC Study.


Social “Media” Selling Components

Build and nurture rela0onships 1.  Find relevant informa?on on prospects & their connec?ons 2.  Get introduc?ons and referrals

1.  e.g. ask a LinkedIn 1nd degree connec?ons to introduce you to a 2nd degree

3.  Iden?fy & connect with the influencers of the decision makers 4.  Gain market intelligence by listening, pos?ng and engaging 5.  Leverage context: social media posts give insights on things like

buying intent, moods, challenges or preferences 6.  Establish yourself as a trusted expert = relevance

150

Cnfidential MarketingXLerator !151 Source: LinkedIn Social Selling Playbook.

Cnfidential MarketingXLerator !152 Source: LinkedIn Social Selling Playbook.


The New Marke?ng vs. Sales Reality

153

Marke0ng Sales

Close Deals (e.g. on Facebook) Close Deals

Generate Leads Generate Leads

Nurture Nurture

Post Sales Nurturing Post Sales Nurturing

Care About: Care About:

# Qualified Leads Qualified Leads

# Lead Conversion Rate Lead Conversion

Relevance Relevance

Pipeline Impact Closed Deals $$$


•  57% of buying decisions made before sales rep involvement –  Cold calls are now ineffec?ve 97% of the ?me


CONFUSION Social Marke?ng + Social Selling = Redundancies •  Few companies are social businesses yet

–  Marke?ng silo –  Sales silo –  Customer support silo –  Development silo

•  Digital transforma?on is lacking behind technology/social media Digital transforma0on requires ques0oning the current organiza0onal business model. •  What is the future role of marke0ng vs. sales?

154



Tools

156


AirBnB Video:


Small Scale Tools

TwiWer: •  Bufferapp / Browser Integra?on •  Hootsuite / Hootlet •  Crowdbooster •  Bitly •  Klout •  Twitonomy.com •  TwiWeraudit.com (analyze fake follower count)

158


Large Scale Tools

•  Hootsuite •  Aènsity •  Tracx •  Sprinklr •  Spredfast •  Radian6

159




Guest Speaker: @Geslien “Social Intelligence: Proving the Value of Social.”

Eric Geslien, Director of Enterprise Sales – West, Tracx •  Enables customers to grow revenue & deepen

client rela?onships through the social web •  Responsible for social intelligence solu?on

sales Scope: •  Social Media Intelligence, Social Rela?onship/

Social Media Management System, Social Media Analy?cs, Brand monitoring, Campaign Management, Influencer Management, Engagement Management

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About Tracx •  The tracx social intelligence plasorm empowers agencies and brands with

a highly advanced set of business analy0cs solu?ons designed to grow revenue and deepen customer rela?onships through the social web.

•  tracx refines masses of raw data across all social channels and provides deep insights into customer, compe0tor and influencer behaviors, highligh?ng essen?al marke?ng intelligence and business opportuni?es.

•  Our innova?ve, cloud based solu?on lets you cover all social media requirements from the strategic planning, to the engagement, the daily conversa?on volumes and drivers, through to a full repor0ng suite with ROI capabili0es.

•  tracx’s client base of interna?onal brands and agencies includes Sears, Krap Foods, Royal Bank of Scotland and IPG.

163


Twièr Amplifica0on via Influencers Example

164








Twièr Campaign: #SAPtd Throwback

Challenge

171


#SAPtd Throwback Challenge

172



Final Project Presenta0ons • 5 Minute Presenta?on • 5 Minutes Feedback

174


Final Project: Write a Social Media Strategy ü  For you, your company, product, service… 2.  Set 1-3 SMART Goals

•  What does success look like? How is it measured?

3.  Define the target audience (2 max.) 4.  Identify the most appropriate social channels (2-3) 5.  Optional: Create tactics (can include off-line) •  Explain briefly how you chose your goals, audience, channels, tactics. •  Word or PowerPoint format only. •  Slides for 5 minute presentation on Oct 24. •  Due: October 23rd at noon.


Social Media Resources

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Natascha Thomson NaThomson@Marke?ngXLerator.com @NaThomson +1 (925) 519-‐8111

Over 15 years of B2B marke0ng experience in Global 2000 and startup companies. Customers include SAP, EMC & Polycom.

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Education

Advanced Social Media Marketing: 2-Day Course @UCSCExtension Silicon Valley