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Cnfidential MarketingXLerator
Social Media Best Prac0ces Natascha Thomson Marke0ngXLerator
April 6, 2015
Cnfidential MarketingXLerator
Natascha Thomson [email protected] @NaThomson +1 (925) 519-‐8111
Over 15 years of B2B marke0ng experience in Global 2000 and startup companies. Customers include SAP, EMC, Polycom, SLAP, Lookingglass.
Cnfidential MarketingXLerator
Quiz
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Mark Zuckerberg, CEO
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Larry Page & Sergey Brin, Founders
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Sheryl Sandberg, COO #LeanIn
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Jeff Weiner, CEO
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Dick Costolo, CEO
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Reid Hoffman, Co-‐Founder
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Today’s Agenda Social Media Best Prac0ces • Strategy Development 101 • Case Studies • Dos and Don’ts • Q&A
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Social Media (Marke0ng) Strategy 101
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Impact: How do You get Your message to Your audience? n Iden9fy “watering holes” n Define strategies & tac9cs n Execute n Measure & Fine Tune
The 3 Marketing Pillars
Brand Posi0oning / Message Promo0on
Portray: Who are you / your company? n Define Iden9ty n Ar9culate Brand Promise and Differen9ator
Convince: Why does it ma^er? n Define Target Audience n Posi9on products & services n Define offering USP and Differen9ators
Awareness, Engagement, Conversion
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Strategy Elements
1. Objectives 2. Target Audience 3. “Watering Holes” 4. Tactics 5. Execution 6. Monitoring 7. Fine-Tuning
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Example: Metrics
REACH (how many poten9al eyeballs?)
ENGAGE (how many interac9ons?)
ACT (response to call to ac9on)
ADVOCATE & SHARE (sa9sfac9on and loyalty)
AWARENESS Volume (e.g., # of fans, followers)
Interac9on (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)
Interac9on (e.g., # of comments per post)
Conversion (e.g., # of downloads of solu9on whitepaper)
Referral (e.g., # of referrals to friends)
INTENT Contact (e.g., # opt-‐ins for newsleger)
Depth (e.g., # of click-‐thru on 2nd level links)
Conversion (# of leads generated)
Reten9on (e.g., # of inquiries from installed base)
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DON’T: Why Social Goes South
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The Shiny Object Syndrome
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#Hashtag Ignorance
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#SusanAlbumParty
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#SusAnalBumParty
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A Strategy C Execu0on
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Password: Fluffy123
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Analysis Paralysis
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Excessive Automa0on
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Excessive Automa0on
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Think Anybody Can Tweet
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DO: Determine Your True North
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1. B2B LinkedIn Campaign 2. B2C Social Media Campaign
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Q&A
Cnfidential MarketingXLerator
Natascha Thomson [email protected] @NaThomson +1 (925) 519-‐8111
Over 15 years of B2B marke0ng experience in Global 2000 and startup companies. Customers include SAP, EMC, Polycom, SLAP, Lookingglass.
