ask the experts digital webinar: using social tools for b2b
TRANSCRIPT
Ask the Experts Digital Webinar:
Using Social Tools for B2B Storytelling & Demand Generation
The Marketing Cloud™ is a collection of cloud-based marketing services that make internal
marketing functions more efficient and external marketing programs more effective.
Education Connection Inspiration
What is the Marketing Cloud™?
Social Media Tools You Can’t Live Without
Top Social Media Tips
Success Metrics for Insight and Action
Today’s Agenda
Replay and Link will be provided post webinar
Ask Questions As We Go
Q&A
Group Chat
Twitter - #mktgcloud
Move Quickly, Group Questions, Summary After
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Social media and content strategist who has worked with more than 700 brands
Creator of the Convince & Convert blog, ranked the world's #3 social media blog by Social Media Examiner
Co-author of the new book The Now Revolution: 7 Shifts to Make Your Business Faster, Smarter, and More Social
He’s on Twitter as @jaybaer
Jay Baer Social Media Strategist
Directs major accounts for clients in professional and financial services
Leads BlissPR’s social media strategy development by assessing and maximizing customer engagement
As chief media trainer, Elizabeth prepares clients for interaction with the press
Latest Blog: http://bit.ly/ms80UU
She’s on Twitter as @elizabethsosnow
Elizabeth Sosnow Managing Director, BlissPR
A veteran social business executive who helps customers using data-driven assessment and blue ocean strategy
Adam’s social demand generation clients include SAP, Wente Vineyards, and Pulitzer-Prize Winning author Thomas Friedman
His second book, The Social Customer, is due out in September; can be pre-ordered for $10 off with special link
He’s on Twitter as @MetzConsulting
Adam Metz VP of Bus. Development, Metz Consulting
Creating SEO-friendly blog content is a major piece of the B2B lead gen success equation.
Inbound Writer (inboundwriter.com) automatically scores your posts, and makes specific recommendations about keywords, headlines, subheads.
Social media chatter data in next release
$20/month SAAS package
Jay’s Top Tool - Inbound Writer
Jay’s Top Tool - Inbound Writer
Elizabeth’s Top Tool – BackType Alerts
What does it do? Sends you e-mail updates whenever a search term is mentioned in a blog comment – the only tool that can do that
Cost? Free
Frequency? “As they arrive,” daily or weekly emails
Why should you use it?Find hidden influencers
Make connections to engaged prospects
Monitor competitor names & brands
Catch “accelerating topics”
Social Marketing AutomationYou need whitelisting/blacklisting on all social properties
Social Media Monitoring System needs to tie to marketing automation platform
Revenue Cycle Analytics (i.e. Marketo or similar) should discretely map social’s contribution to bottom line
Adam’s Top Tool - Social Marketing Automation
What is the social media tool you can’t live without?
Social Media Tool You Can’t Live Without Discussion
What are the best analytic tools?
Social Media Tool You Can’t Live Without Discussion
Of all the social media outlets which is most effective for business professionals?
Social Media Tool You Can’t Live Without Discussion
How can executives utilize LinkedIn?
Social Media Tool You Can’t Live Without Discussion
Start by finding your stories
Once upon a time
What if?
David vs. Goliath
Adam & Eve
Hannibal Lecter
Heroes, especially Frodos
A picture is worth a 1,000 words
Elizabeth’s Top Tip – Refine Your Content
Next, recognize that your story – your content –needs new packaging
Infographics
e-books
songs
cartoons
dictionaries
podcasts
QR codes are content
If you’re not using Blue Ocean/Art of War (Sun Tzu) methodology to write strategy, you’re going to be at a serious competitive disadvantage
If you’re using your competitors results to benchmark success, you’re dead wrong. 72-90% of your customers are social.
“Strategy and planning are two different things, and most people confuse the two.” - Alan Weiss
Adam’s Top Tips
Yes, you should create content and tell your stories on web properties you own.
But, the audiences that find these stories are limited to the people who ALREADY know you.
Atomize and decentralize your stories to reach a much larger group of prospects who may not know you yet.
Jay’s Top Tip – Decentralize and Atomize Your Stories
Centralized vs. Decentralized Content
Search
Social
Direct Entry
Blog
Slideshare
Podcasts
YouTube
Communities
Photo Galleries
More Bait in More Places
Each time you break a story into a small piece and spread it, it’s more bait in the water for Google AND for prospects.
Take your white paper and make it 10 pieces of content.
What is your top social media tip?
Top Social Media Tip Discussion
Top Social Media Tip Discussion
What recommendations can you make for coming up with fresh, informative and entertaining content without it appearing canned ?
Top Social Media Tip Discussion
What are the best ways to ensure audience engagement/conversation via social media outlets?
Top Social Media Tip Discussion
How do I get timely and relevant content without spending endless hours?
Two Levels of Metrics
Media-Centric MetricsFans, Followers, Click-throughs, etc.
Monetization MetricsNew leads acquired, sample trials, downloads, appointments booked
If each media-centric metric isn’t linked, in dashboards and reports to monetization metrics, you’re not generating demand
Adam’s Metric Tips
Jay’s Metric Tip - Measure Visits to Sales-Oriented Pages from Social Outposts
Jay’s Metric Tip - Measure Visits to Sales-Oriented Pages from Social Outposts
Jay’s Metric Tip - Also Measure New Visits From Social Outposts
SEO/PPC Equivalency Modeling?
You want to build relationships with influencers, fans and prospects
Inbound links = “votes” from external sites into your site
Track your success by individual “vote” – who was interested in your content? What did they say about it?
Benchmark:
Elizabeth’s Metric Tip – Track Inbound Links for content votes, not just SEO
PersonInfluencersAmbassadorsKey prospectsCynics
Type of contentQuantityBusiness or marketing priorityQuality of surrounding copySEO/ranking boost
Bonus: Track your inbound links vs. competitors for free by using OpenSiteExplorer
Elizabeth’s Metrics Bonus
What is your most insightful social media success metric?
Most Insightful Social Media Metric Discussion
How do you measure social media ROI?
Most Insightful Social Media Metric Discussion
Famous Last Words
July 13 – Webinar: Unforgettable: Creating Memorable Content that Drives Demand with Dr. Carmen Taran, Rexi Media
August 10 – Webinar: Marketing Tools to Drive Pipeline, a Showcase of Leading Edge Marketing Solutions
August 30 – Dreamforce Party at San Francisco Museum of Modern Art
Upcoming Marketing Cloud Events
Replay and Link will be provided post webinar
Follow:@jaybaer @elizabethsosnow @MetzConsulting@mktgcloud
See ON24 Content Widget for Resource Downloads
Elizabeth’s Blog: http://bit.ly/ms80UU
Send additional questions and comments to Sandra Freeman [email protected]
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Ask the Experts Digital Webinar:
Using Social Tools for B2B Storytelling & Demand Generation