pitme marketing summit:

Cnfidential MarketingXLerator

(Social Media) Marke/ng for Startups

Natascha Thomson January 27, 2014

#PITME


How Do You Get To Know Somebody,

Virtually?

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Cnfidential MarketingXLerator3


How Do You Get To Know Somebody,

Virtually?

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Connec/ng People for Business Impact.

Natascha Thomson [email protected] @NaThomson +1 (925) 519-‐8111

Over 15 years of B2B marke/ng experience in Global 2000 and startup companies. Customers include SAP, EMC, Matrix Precise, Cen6gon Solu6ons, EV Technologies.

•  Strategy Development •  Channel Op6miza6on •  Integrated Campaigns (Organic & Paid) •  ROI Repor6ng •  Training (1:1 & Workshops) •  Blogging / Wri6ng

(SOCIAL MEDIA) MARKETING CONSULTING SERVICES

Accolades •  A Top Marke6ng Author on Twiaer

Top marke6ng book authors on Twiaer •  A Top Webinar on BrightTalk

Top 5 marke6ng webinars on BrightTalk •  A Woman in Social Media who Rocks

25 social media rock stars


Your Social Media Profile = Your Virtual Business Card

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1.  Marke6ng Basics 2.  Social Media for Promo6on 3.  Strategy Planning

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Cnfidential MarketingXLeratorSource: hap://en.wikipedia.org/wiki/Marke6ng


Impact: How do You get Your message to Your audience? n  Iden6fy channels

  Email   Social Media

n  Define tac6cs   Webinars   SEO

n  Create Content (Calendar)   Blogs   Videos

Deliverables:

-  Detailed Plan -  Execu6on

The 3 Marketing Pillars

Brand Posi/oning / Message Promo/on

Portray: Who is Your Company? n  Iden6ty n  Promise/Differen6ator

Deliverables: Crea6ve Brief For n  Look & Feel n  Style n  Colors n  Fonts n  Pictures

Convince: Why does it ma_er? n  Clear understanding of target audience and needs

n  Unique Selling Point n  Differen6ators n  Products & Services

Deliverables: n  Copy n  Assets

Awareness, Engagement, Conversion

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Do Your Homework: Marke6ng Plan Template

I. Execu6ve Summary II. The Challenge III. Situa/on Analysis

–  Company Analysis –  Customer Analysis –  Compe6tor Analysis –  Collaborators –  Climate –  SWOT Analysis

IV. Market Segmenta/on V. Marke/ng Strategy

–  Product –  Place –  Price –  Promo/on

14 Source: Quick MBA or Download from Slideshare


Source: Danielle Herzberg, Hubspot


Push Marke/ng (Outbound)

vs. Pull Marke/ng (Inbound)

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•  Used to instant gra6fica6on •  Expects relevant content at every stage •  On average, 60% through sales cycle before engaging with

sales Marketer moves buyer through buying process, not sales.

Source: The New Breed of B2B Buyer

Today’s B2B Buyer

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Why Social Media?

EMC Employee Training Video

18 Source: EMC YT


5 Reasons to Be on Social Media

1.  If you can’t be found, you don’t exist 2.  Be where your audience is 3.  Reduce risk: Listen 4.  Learn 5.  Ask ques6ons

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B2C and B2B are Different

20 Source: Social Media Examiner: Social Media Marke6ng Industry Report 2013


Approximately 46% of online users

count on social media when making a purchase decision.

Source: Nielsen

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85% of business decision-‐makers:

“At least one social media channel is important when making technology purchase decisions”.

Source: Forrester

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hap://techcrunch.com/2014/01/21/instagram-‐is-‐the-‐fastest-‐growing-‐social-‐site-‐globally-‐mobile-‐devices-‐rule-‐over-‐pcs-‐for-‐social-‐access/?ncid=tcdaily

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Owned vs. Earned vs. Paid •  Owned

–  Channels you “run”; your strategy •  Earned / Organic

–  Channels you don’t own but can leverage, e.g. LinkedIn Groups, Blog syndica6on, comments on other’s blogs.

•  Paid –  Channels you don’t own & have to pay

to play in. E.g. Forbes advertorial, LI ad, FB promoted story.

Source: SmartInsights.com


Social Plaqorm Focus Areas

•  Facebook: B2C •  LinkedIn: B2B •  Google+: B2B •  Slideshare: B2B •  Twiaer: B2B •  Pinterest: B2C •  Instagram: B2C

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BLOGS •  Fresh Content Helps

with SEO

•  Builds Thought Leadership

•  Content for Social Media

•  Enables Calls to Ac6on


Good Content is the Best Recipe

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To maximize engagement with your brand, you need to understand what informa6on the audience wants as well as what they do with it once they get it.


Steps to a (Social Media) Marke6ng Strategy

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1.  Define Your Brand & Core Messaging 2.  Set your objectives 2.  Know your target audience 3.  Identify the right “watering holes” 4.  Create tactics 5.  Execute (and experiment) 6.  Monitor & Fine-Tune


“A mediocre strategy well executed is be:er than a great strategy poorly executed.”

Source: HBR.org

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Social Media E6queae 1.  Never blatantly pitch your company or product 2.  Listen to “conversa6ons” before you “talk” 3.  Be respecqul, kind, and add value 4.  Imagine your posts will appear on the front page of the NYTimes

(they could) 5.  If somebody gets “nasty”, don’t engage in an online argument.

Ideally, try to work it out “off-‐line”. 6.  Don’t men6on religion, race, poli6cs, sex

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What to Measure: Example

REACH (how many poten6al eyeballs?)

ENGAGE (how many interac6ons?)

ACT (response to call to ac6on)

ADVOCATE & SHARE (sa6sfac6on and loyalty)

AWARENESS Volume (e.g., # of fans, followers)

Interac6on (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)

Interac6on (e.g., # of comments per post)

Conversion (e.g., # of downloads of solu6on whitepaper)

Referral (e.g., # of referrals to friends)

INTENT Contact (e.g., # opt-‐ins for newsleaer)

Depth (e.g., # of click-‐thru on 2nd level links)

Conversion (# of leads generated)

Reten6on (e.g., # of inquiries from installed base)


Cross-‐Channel Management Tools •  Google Alerts – See if your blog or ar6cle gets picked up by Google •  BuddyMedia -‐ to schedule updates to mul6ple channels; part of Salesforce Mkgt Cloud •  Hootsuite – schedule posts from mul6ple channels & get reports •  BufferApp.com – schedule your updates to mul6ple channels

Twi_er Tools •  Bit.ly – Clicks on URLs •  Klout.com -‐ influencer score •  Crowdbooster – impressions, RTs, Men6ons, Favorites (for fee) •  Twitonomy.com – good Twiaer management tools for unfollowing & stats Facebook Tools •  See admin dashboard “Insights” (Likes, Shares, clicks etc.)

LinkedIn Tools •  Number of interac6ons with posts (likes, shares, comments; manual count) •  Growth of membership •  Dashboard for paid content

Measure & Fine-‐Tune

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Video by Exact Target / Salesforce.com


Social Media Resources

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Connec/ng People for Business Impact.

Natascha Thomson [email protected] @NaThomson +1 (925) 519-‐8111

Over 15 years of B2B marke/ng experience in Global 2000 and startup companies. Customers include SAP, EMC, Matrix Precise, Cen6gon Solu6ons, EV Technologies.

•  Strategy Development •  Channel Op6miza6on •  Integrated Campaigns (Organic & Paid) •  ROI Repor6ng •  Training (1:1 & Workshops) •  Blogging / Wri6ng

(SOCIAL MEDIA) MARKETING CONSULTING SERVICES

Accolades •  A Top Marke6ng Author on Twiaer

Top marke6ng book authors on Twiaer •  A Top Webinar on BrightTalk

Top 5 marke6ng webinars on BrightTalk •  A Woman in Social Media who Rocks

25 social media rock stars


Social CRM

Engage the customer in a collaborative conversation in order to provide mutually beneficial value

in a trusted and transparent business environment.

Paul Greenberg, Owner, The 56 Group

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Cnfidential MarketingXLerator 39

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59% of Twi_er users have visited B2B tech brand sites,

compared to 40% for the average Internet popula/on.

Source: Compete and Twiaer

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