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B 2 B : T H E P O W E R O F T W I T T E R
August 10, 2016 9:56 am PST
Steve YanorSky Alphabet+1 (604) [email protected]
Document Control Code: 09253875-02Sky Alphabet B2B + The Power of Twitter Presentation_ Aug 10_2016_012August 10, 2016 10:01 AM
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TWITTERIS NOTOPTIONAL
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89%
75%
66%
52%
i n c r e a s e d e x p o s u r e
i n c r e a s e d t r a f f i c
m a r k e t p l a c e i n t e l l i g e n c e
t h o u g h t l e a d e r s h i p p o s i t i o n i n g
Twitter Drives Results for Businesses
SOURCE: MAY 2016. SOCIAL MEDIA MARKETING INDUSTRY REPORT. PUBLISHED BY SOCIAL MEDIA EXAMINER.
Based on a Survey of 5,000+ Twitter users in 2016
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B2BFIRMSPREFERTWITTER
93%
SOURCE: B2B MOBILE MARKETING REPORT. 2015. PUBLISHED BY REGALIX.
91% LINKEDIN68% FACEBOOK
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TARGET AUDIENCE OF SOCIAL MEDIA MARKETING
New prospects .........................................................93%
Existing customers .............................................................. 89%
Partners ...................................................................................... 54%
SOURCE: MAY 2016. SOCIAL MEDIA MARKETING INDUSTRY REPORT. PUBLISHED BY SOCIAL MEDIA EXAMINER.
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MOST EFFECTIVE B2B ENGAGEMENT CHANNELS
LinkedIn ...................................... 64Twitter ...........................................47Blog ............................................... 36SlideShare .................................. 29YouTube ...................................... 28Facebook .....................................17Google+ ......................................... 2
SOURCE: STATE OF B2B SOCIAL MEDIA MARKETING (JUNE 2015). PUBLISHED BY REGALIX.
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Twitter is a Central Player in the B2B Path-to-Purchase Journey
State of B2B Marketing 2016 (Jan 2016). Published by Regalix.SOURCE: JUNE 2016. CUSTOMER INSIGHTS. PUBLISHED BY TWITTER.
Several Interactions During the Purchase Cycle
Followafter discovering a Twitter handle
73%
Retweeta Tweet
33%
Tweeted ata business
30%
Stopped at the SMB’s storeor website
38%
Made a purchase
25%
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digital overview
WHAT WORKEDWHAT WILL HAVE THE MOST IMPACT
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Looking Back: What Marketers Said WereThe Most Effective Channels For Achieving 2015 Marketing Goals
WebsiteE-mail
SEO (organic search)Social: Twitter, LinkedIn, Google+
Content Marketing: BlogsOnline events (workshops, seminars etc)
Paid searchSocial communitiesOnline display ads
Mobile webVideo advertising
Mobile appAffiliate marketing
Mobile messaging (text messaging)
86%72%54%52%39%37%30%24%21%14%14%13%10%5%
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SOURCE: STATE OF B2B MARKETING (JAN 2016). PUBLISHED BY REGALIX.
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EXPECTED TO BE INDISPENSABLE IN 2016
E-Mail ............................................................................................ 28%Social Media ............................................................ 27%Website ........................................................................................ 26%
EXPECTED TO HAVE THE MOST IMPACT IN 2016
Content Marketing (Blogging, white papers) ......64%Marketing Automation ..........................................................50%Social Media Marketing ........................................................ 45%
State of B2B Marketing 2016 (Jan 2016). Published by Regalix.
Looking Forward: Channels Expected to Deliver 2016 Marketing Goals
={
SOURCE: STATE OF B2B MARKETING (JAN 2016). PUBLISHED BY REGALIX.
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1. Twitter Community Building (2,000+ followers)
2. Content Marketing: Blogging, Writing, Tweeting
3. Curated Editorial Calendars for Social Media
4. Social Media Postings: Twitter, LinkedIn, Google+
5. Live Event Tweeting
6. Market Intelligence
7. Management Profiles
8. Communications Strategy
9. New Business Campaign Design
10. Google Analytics & KPI Reporting
SKY ALPHABET SERVICES
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12:23
socialmedia
IMPORTANCETACTICS
FREQUENCY
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HOW IMPORTANT IS SOCIAL MEDIA TO MARKETERS?
59% VERY IMPORTANT40% SOMEWHAT IMPORTANT99% IMPORTANT
94% SAID INCREASING BRAND AWARENESS IS THE KEY OBJECTIVE OF SOCIAL MEDIA MARKETING
SOURCE: STATE OF B2B SOCIAL MEDIA MARKETING 2015 (JUNE 2015)
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SOCIAL MEDIA TACTICS
Blogging / Microblogging ......................................................79%Website Design / Management / Optimization ..........74%Content Sharing ..........................................................................74%Webinar .......................................................................................... 68%Social Media Advertising ....................................................... 66%Social Sharing Button ..............................................................57%SEO for Social Sites ................................................................. 43%Social Media News Release ..................................................40%Social Media Contests ...............................................................18% Interactive Posts ..........................................................................16%Social Media Apps ......................................................................13%
SOURCE: STATE OF B2B SOCIAL MEDIA MARKETING (JUNE 2015). PUBLISHED BY REGALIX.
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SOCIAL MEDIA PUBLISHING FREQUENCY
Multiple times a day ............................................. 52%Once a day ............................................................................ 27%Weekly once .......................................................................... 16%Monthly once ...........................................................................2%
SOURCE: STATE OF B2B SOCIAL MEDIA MARKETING 2015. PUBLISHED BY REGALIX
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content marketing
FOR PRE-SALESEFFECTIVE CONTENT FORMS
LOOKING FORWARD
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CONTENT MARKETING: PERFECT FOR PRE-SALE MARKETING OBJECTIVES
1. Lead generation2. Creating awareness3. Building thought leadership4. Nurturing prospects & influencing purchase5. Building website traffic6. Engaging customers to build loyalty & advocacy7. Improving SEO ranking8. Generating sales
SOURCE: STATE OF B2B CONTENT MARKETING (MAY 2016). PUBLISHED BY REGALIX.
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THE MOST EFFECTIVE CONTENT MARKETING FORMS
PRE-SALES POST-SALES Case study .................................................69% 48%Blog post ...................................................62% 59%White paper ..............................................59% 38%Infographics ..............................................54% 30%Articles ........................................................43% 55%Video / Audio content ..........................41% 36%Survey results .......................................... 40% 39%Research report ......................................36% 35%
STATE OF B2B SOCIAL MEDIA MARKETING 2015. PUBLISHED BY REGALIX
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19:23
analyticsROI
NEW INITIATIVESLOOKING FORWARD
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ROI MEASUREMENT
1. Website Traffic2. Profile Views3. Conversion Rate4. Downloads5. Page Views6. Level of Engagement (Retweets, Mentions)7. Time Spent on Website8. # Followers of followers9. # New Followers per Day10. Reach
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THE MOST IMPORTANT DIGITAL MARKETING INITIATIVES
Understanding the customerbuying journey
Educating and influencingpurchase by mapping
content assets and distributionchannels to key stages in the
customer buying journey
78%
77%
State of B2B Marketing 2016 (Jan 2016). Published by Regalix.SOURCE: STATE OF B2B MARKETING JAN 2016. PUBLISHED BY REGALIX.
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22:23
YOURAUDIENCE
IS ONTWITTER
YO U A R E W H AT YO U T W E E T
The Twitter bird logo is property of Twitter, Inc.All logos and trademarks are property of their respective owners.
Sources: Regalix, Inc. (2015, 2016)Twitter, Inc. Customer Insights (July 2016)Social Media Examiner, Inc. (May 2016)
© 2016 Steve Yanor. All rights reserved. Sky Alphabet is a D/B/A for a sole proprietorship operated by Steve Yanor.
