how to overcome the 5 most common social media mistakes in b2b marketing
DESCRIPTION
While social media and content marketing are growing in use and effectiveness in many B2B organizations, common misunderstandings regarding their uses persist – to the detriment of your company’s performance and your personal career growth. Join industry experts, Nichole Kelly, President of SME Digital and Eddie Smith, Chief Revenue Officer at Topsy Labs, as they sit down with Daniel Burstein, Director of Editorial Content for MECLABS, to discuss the most common mistakes B2B marketers make in regard to social media… and, most importantly, how to overcome them. Make the CFO your ally, not your nemesis Get more mileage out of your content Get your users and audience involved in creating effective contentTRANSCRIPT
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Oct. 11, 2012
How to Overcome the 5 Most Common Social Media Mistakes in B2B Marketing
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Panel Presenters
Nichole KellyPresidentSME Digital@Nichole_Kelly
Daniel BursteinDirector, Editorial ContentMECLABS@DanielBurstein
Eddie SmithChief Revenue OfficerTopsy Labs@esmitsky
#sherpawebinar@esmitsky • @DanielBurstein • @Nicole_Kelly
Join the conversation
#SherpaWebinar
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Hashtag Metrics
#sherpawebinar@esmitsky • @DanielBurstein • @Nicole_Kelly
Hashtag Metrics
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MarketingSherpa is a research and publishing organization serving the marketing community
• MarketingSherpa’s annual research cycle provides knowledge for continuous marketing improvement
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• We surveyed over 3,000 marketers focused on lead generation to uncover:
• Top challenges• Best marketing tactics• Lead scoring, nurturing and management• Content strategies• Marketing automation• Marketing analysis• Marketing operations and metrics
• Result of this research – MarketingSherpa’s FUEL methodology to power marketing effectiveness from lead generation to sales conversion
Research Background
#sherpawebinar@esmitsky • @DanielBurstein • @Nicole_Kelly
• Thinking your CFO is your nemesis
• Single-use content
• Creating content that is not authentic
• Treating social media like it’s “special”
• Not soliciting outside content
Which of the 5 social media mistakes would you like to hear the most about?
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Thinking your CFO is your nemesisSingle-use contentCreating content that is not authenticTreating social media like it’s “special”Not soliciting outside content
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5 Social Media Mistakes in B2B Marketing
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#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Only 46% of CMOs view achieving or increasing measurable ROI from social marketing programs a top strategic priority
5 B2B Social Media Mistakes
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Measure Mention Activity Over Time by KeywordIBM, Cisco, Hewlett 3 Month Volume Trend
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Track & Measure Link-Sharing In Social Medias SAP.com, oracle.com, salesforce.com 30 day analysis
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Social Mistake #1: Thinking your CFO is the nemesis
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Social Mistake #1: Thinking your CFO is the nemesis
• 289% increase in total impressions
• 169% increase in engagement
• 1453% increase in leads generated
• 44% decrease in cost per soft lead
warnet.ws
iPad Campaign to Drive Electronic Magazine Subscribers
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Thinking your CFO is your nemesisSingle-use contentCreating content that is not authenticTreating social media like ‘“special”Not soliciting outside content
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5 Social Media Mistakes in B2B Marketing
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#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Repurposing and reformatting existing content the most effective tactic for developing B2B marketing content
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Social Mistake #2: Single-use content
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Social Mistake #2: Single-use content
• Blog Posts• Webinar • Ebook
Generated 74% lift in online leads in first month
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Thinking your CFO is your nemesisSingle-use contentCreating content that is not authenticTreating social media like it’s “special”Not soliciting outside content
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5 Social Media Mistakes in B2B Marketing
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#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Content creation improves lead quality and conversion rate
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Is This Authentic and Real?
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It wasn’t…. Don’t fool your audience or be fooled
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Social Mistake #3: Creating content that is not authentic
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Thinking your CFO is your nemesisSingle-use contentCreating content that is not authenticTreating social media like it’s “special”Not soliciting outside content
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5 Social Media Mistakes in B2B Marketing
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#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Most marketers agree on importance of inbound marketing integration, but don’t always practice it
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Create Buzz & Embed Links To Drive Traffic
Include links in postsCreate persistent presence over time using same theme, terms or hashtags
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Social Mistake #4: Treating social media like it’s “special”
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Super Early Bird Special
$500Offer Ends 10/31
February 19-22Las Vegas
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#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Thinking your CFO is your nemesisSingle-use contentCreating content that is not authenticTreating social media like it’s “special”Not soliciting outside content
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1
5 Social Media Mistakes in B2B Marketing
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#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Customer reviews most effective content in meeting marketing objectives for B2B marketers.
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Social Mistake #5: Not soliciting outside content
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Measure & Quantify Positive/Negative ReviewsSocial Sentiment – Hewlett Packard Past 3 Months On Twitter
#sherpawebinar@esmitsky • @DanielBurstein • @Nicole_Kelly
Key Takeaways
"Presenting social media data versus business data" -- Nichole Kelly
"Social media should not just be tracked after the fact, it should be used to learn about your products and customers" -- Eddie Smith
"Every company creates content every day, they just don't always share it" -- Daniel Burstein
#sherpawebinar@esmitsky • @DanielBurstein • @Nichole_Kelly
Thank You!
Nichole KellyPresidentSME Digital@Nichole_Kelly
Daniel BursteinDirector, Editorial ContentMECLABS@DanielBurstein
Eddie SmithChief Revenue OfficerTopsy Labs@esmitsky