[WEBINAR] How Digital Marketers Engage on Social Media

How Digital Marketers Engage on

Social Media

Today’s Presenters

Karri Carlson

VP Social Insights

@Leadtail

Carter Hostelley

Founder & CEO

@Leadtail

Sonya Balzer

Director of Marketing

@PunchTab

#SocInsights

About PunchTab

PunchTab is the leading engagement and insights

platform enabling brands to create dynamic

experiences that engage consumers across any

touch point, track and understand user behavior, and

optimize for more effective marketing initiatives and

communications

• Get insights at www.punchtab.com/resources

• Sign up for a demo at www.punchtab.com

https://www.punchtab.com/resources

http://www.punchtab.com

About Leadtail

Develop Social Media Strategies and Insights

How We Generated These Social Insights

• Twitter as proxy for social media

activity

• Twitter activity of 515 North American

digital marketers

• Includes brand, corporate, and agency

marketers

• Analyzed 122,027 tweets and 57,009

links

• Total follower reach: 3,709,783

• Median number of followers: 1,160

• Tweets published: Feb 1 to April 30,

2014 How Digital Marketers Engage on Social Media

How Do Digital Marketers Describe

Themselves on Social Media?

How Do They Describe Themselves

How Digital Marketers Engage on Social Media

Based on keyword frequency in Twitter bios.

Actionable Insights

• Digital marketers use Twitter profiles to

describe who they are both professionally and

personally

Recommendation:

Consider social bio keywords when developing

buyer personas, marketing copy, and social

selling approach

#SocInsights

Which Apps and Platforms Drive

Social Sharing for Digital

Marketers?

Which Apps and Platforms Drive Twitter

Sharing?

5%

7%

9%

10%

16%

17%

21%

21%

24%

28%

30%

35%

64%

71%

85%

Vine

Flipboard

Twitter Mobile Web

Buffer

Twitter for Android

TweetDeck

LinkedIn

foursquare

Twitter for iPad

HootSuite

iOS

Instagram

Twitter for iPhone

Tweet Button

Twitter Website

% of Digital Marketers that published at least 1 tweet from this platform during the report period.

Desktop Mobile


Actionable Insights

• Even though many apps and tools for sharing,

native Twitter apps play a significant role in

how digital marketers share content

• Consumption, sharing, and production of

content are moving towards mobile

Recommendation:

Consider how your content will be consumed and

shared; leverage Twitter’s native tools and test

sharing from popular mobile apps

#SocInsights

What Conversations do

Digital Marketers Engage

In?

Article Title Keywords Reveal Topics of Interest


Based on keyword frequency in shared URL titles.

Hashtags Reveal Insights about Topics and

Events


Based on unique # of digital marketers using a given hashtag in the report period.

Top Hashtags Used by Digital Marketers in

August

August 2014

1. #Marketing 11. #Leadership

2. #SocialMedia 12. #FF

3. #IceBucketChallenge 13. #B2B

4. #Ferguson 14. #SEO

5. #ContentMarketing 15. #Social

6. #TBT 16. #Content

7. #Mobile 17. #RIPRobinWilliams

8. #Facebook 18. #Digital

9. #ALSIceBucketChallenge 19. #Emmys

10. #RobinWilliams 20. #Twitter


Based on unique # of digital marketers using a given hashtag in August 2014.

Actionable Insights

• Popular hashtags and title keywords reveal

which topics and events are capturing the

attention of digital marketers

• The most popular hashtags tend to be

consistent over time but new hashtags emerge

reflecting trends, events, and breaking news

Recommendation:

Consider hashtags when developing

content marketing, investing in events,

and targeting topics for engagement

#SocInsights

Which Content Sources do Digital Marketers

Engage in Most?

Shared Content Sources

• Industry media plays a critical role in shaping conversations w/ peers and clients; driven by submissions from thought leaders

• Mainstream media reflect broader trends and topics in business, marketing, and tech

• Social media platforms are used to share both job-related and personal interest content

Social Media

12%

Industry Media

42%

Mainstream Media

43%

Other

3%


Percentages based on share of Top 100 Most Shared Domains by Digital Marketers

Most Shared Mainstream Media Sources

11. Entrepreneur

12. Slate

13. WSJ Blogs

14. Washington Post

15. Fast Company Co.Design

16. The Guardian

17. USA Today

18. NPR

19. Medium

20. CNN

21. CNET

22. CNN Money

23. The Atlantic

24. Quartz

25. Fast Company Co.Create

Following are the Top 25 Mainstream Media Content Sources shared by digital marketers

during the report period, based on the number of unique marketers that shared each source.

1. New York Times

2. Forbes

3. Huffington Post

4. Fast Company

5. Inc.

6. BuzzFeed

7. The Wall Street Journal

8. HBR Blogs

9. WIRED

10. Time


Most Shared Industry Media Sources

11. Business2Community

12. The Business Journals

13. Digiday

14. Hubspot Blog

15. Buffer Blog

16. Marketing Land

17. Social Media Today

18. Social Media Examiner

19. Gigaom

20. Search Engine Land

21. Econsultancy

22. ClickZ

23. MarketingProfs

24. Convince & Convert

25. (Tie) Moz, eMarketer

Following are the Top 25 Industry Media Content Sources shared by digital marketers during

the report period, based on the number of unique marketers that shared each source.

1. Mashable

2. Ad Age

3. TechCrunch

4. Business Insider

5. Adweek

6. VentureBeat

7. The Next Web

8. The Verge

9. MediaPost

10. Re/code


Actionable Insights

• Digital marketers read, tweet, share both

industry and mainstream media content

• Popular industry media are often driven by

thought-leader bylines, guest post, and shared

researchRecommendation:

Consider both industry and mainstream

publications for online advertising and PR

placements; and make bylines and guest posts

key part of awareness and engagement

strategies

#SocInsights

Who Most Influences Digital Marketers?

Who Digital Marketers Retweet the Most

• Yes, getting retweets is

easier if you’re a 70’s TV

star, late night talk show

host, or leader of the free

world…

• But we also reward great

content with by amplifying it

with retweets.

• Great content can mean

different things to different

people.

• The common factor is:

“my network will find this

valuable.”


Who Digital Marketers Retweet the Most

* Based on unique # of digital marketers in the sample that retweeted the person. Ties broken using Klout score followed by # of followers.

11. @MJohnsonLoyalty

12. @rwang0

13. @2morrowknight

14. @richardbranson

15. @brainpicker

16. @markwschaefer

17. @AmberCadabra

18. @jeffbullas

19. @GlenGilmore

20. @MariSmith

21. @ShellyKramer

22. @BrennerMichael

23. @BarackObama

24. @rainnwilson

25. @neiltyson

26. @anildash

27. @AntDeRosa

28. @AnnTran_

29. @BruceVH

30. @nickbilton

31. @petershankman

32. @MarkRaganCEO

33. @danprimack

34. @iSocial_Fanz

35. @MackCollier

36. @badbanana

37. @TedRubin

38. @CHRISVOSS

39. @GerryMoran

40. @bmorrissey

41. @heidicohen

42. @LollyDaskal

43. @StephenAtHome

44. @MagicJohnson

45. @GeorgeTakei

46. @ariannahuff

47. @pmarca

48. @elonmusk

49. @kimgarst

50. @garyvee

1. @jaybaer

2. @ValaAfshar

3. @chrisbrogan

4. @jowyang

5. @leeodden

6. @GuyKawasaki

7. @briansolis

8. @MarketingProfs

9. @dannysullivan

10. @darrenrovell


Actionable Insights

• Key influencers build their “brand” by leveraging

content: speaking engagements, books, their

own blogs, “bylines” and/or senior positions:

CMO, SVP, VP, etc. at leading vendors

Recommendation:

Follow these influencers, share their content,

build relationships with them… while you

building your own brand as a digital marketer

#SocInsights

Key Webinar Takeaways?

1. Consider popular keywords, hashtags, and topics when

developing strategy to reach, engage, and influence

digital marketers

2. Make it easy and encourage sharing with popular tools

like the Tweet button and apps such as Buffer

3. Target the right media sources to drive your online

advertising, PR, and byline strategies

4. Invest in a robust content marketing strategy that

includes creating and publishing thought leadership and

research

5. Follow and engage top influencers while you develop

your approach for becoming one, too!

5 Key Takeaways


Thanks!

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