Tried and True SOCIAL INSIGHTS

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Tried and True

SOCIAL

INSIGHTS 

 

 

In 2012, Marketo embarked on our Social Marketing Rockstar Tour where we visited 15 cities across the nation to talk about implementing, executing, and measuring social strategy. We met marketing interns all the way up the ladder to CEOs, spoke to marketers from every industry, and networked with both large companies of 10,000+ employees and small companies of 10. The common denominator? An intense interest in social media and a desire to learn how to use it more holistically in every marketing campaign.

 

Every organization uses social in a different way. At each stop on the tour we collected insights from over 2000 customer attendees on how they are using social in their marketing today, plus any tips and lessons that they have learned along the way. We have gone through each entry and have compiled the best of the best!

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

2

 

 

 

 

 

 

 

 

 

 

 

 

 

Make sure you have the ability to

1 track “who” your social followers are and “where” they go. And then use that data to nurture.

 

Barbara Holt @barbaraholt

 

Marketing Communications Specialist, Rimage/Qumu

 

 

 

2	1)	Control your message.
	2)	Make your message consistent.
	3)	Put a social media policy in place.

Lyndsey McDermand @YSIinc

 

Marcom Coordinator, YSI, Inc

 

 

 

 

Try not to post too much company

3 centric news--you will almost always be bragging too much. We learned to post more relevant industry and analyst news to balance out our promotions.

 

Lauren Twele @Symplified

 

Online Marketing Manager, Symplified

 

 

4 Oversharing and not listening. Social is a 2-way conversation!

 

Paul Odnoletkov @Geosoft

 

Global Marketing Associate, Geosoft, Inc.

 

 

Don’t just push content

5 links. Engage! It has to

be a conversation.

 

Jared Jost @SmarshInc

 

Marketing Analyst, Smarsh

 

 

 

 

 

 

 

 

More is not necessarily better.

Post things that are relevant,

 

6 useful, and thoughtful rather than just lots of posts.

 

Paul Odnoletkov @Geosoft

 

Global Marketing Associate, Geosoft, Inc.

 

 

When someone posts on a

social channel, you need to try

 

7 and immediately respond. Don’t fall victim to poor “listening.”

 

David George @SystemSensor

 

Director, Marketing Communications, Honeywell

 

 

 

Lessons learned: not linking our

8 social platforms together and being too “self-focused”. Also, you need to provide relevant content to target audiences.

 

Liz Bartek @Liz_Bartek

 

Senior Internet Marketing Consultant, Social Media

 

 

 

 

 

 

 

 

 

 

 

Listen using Radian6. We have a presence across all common platforms (FB, Twitter,

 

9 LinkedIn, etc). We actively push out promotional messages, and engage with and respond to brand mentions.

 

Stephen Allcock @questrade

 

Supervisor, Marketing Automation, Questrade

 

 

 

 

 

 

 

 

3

	Always test to see what works
10	in paid advertising. And then
	constantly re-assess based on
	your findings.
	Jill Petre @jillpetre

Marketing Coordinator, SendGrid

 

 

 

Integrate your social media

11 tactics into a tool that tracks your outreach, so you can see what works and what doesn’t

 

Marchell Gillis @MarchellGillis

 

Digital PR Manager

 

 

 

 

 

12 It can be difficult to monetize social media when you are learning! Try not to be too conservative at first.

 

Frank D. Sledge @Circadence

 

Corporate Communications/Legal Affairs, Circadence

 

 

 

 

 

 

 

 

 

 

Measurement is more than last

13 click/referral attribution. Other KPIs should include engagement, amplification, and reach.

 

Kelly Cooper @kellyjcoop

 

Marketing Manager, ShopIgniter

 

 

 

 

14 Always use social media to reach prospects and customers. And measure the influence of your current efforts in terms of demand generation.

 

Dorinne Hoss @Cleversafe

 

Marketing Manager, Cleversafe

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Cast a wide net with Facebook

15 ads and make sure you are incentivizing sharing.

 

Adam Barker @Educated_Travel

 

Web Marketing and Design Manager, NETC

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Social media with

16 limited paid ads is priming the pump. But then know when to dial down the paid and let it grow organically.

 

Michael Kolowich @MichaelKolowich

CEO KnowledgeVision

CEO KnowledgeVision

 

 

 

Reaction time with responding

17 to Tweets increases conversion rates. Also, remember to gather data about your prospects via social channels!

 

Kareem Ghanie @KGhanie

 

Director of Demand Gen, NetDNA

 

 

 

 

 

 

 

 

 

4

 

 

 

 

 

 

 

 

 

 

While running contests and collecting email addresses, make

18 sure to send periodic lead nurture updates throughout the contest so the entrants stay familiar with your brand.

 

Nicole Aguilar @COOPTHINK

 

Interactive Marketing Manager, Co-op Financial Services

 

 

 

19 When doing sweepstakes and giveaways, make the prizes something of value and of interest. Then promote the winners.

 

Harini Prasad @HariniPrasad

 

Customer Marketing Manager, BigMachines

 

 

 

 

 

 

 

 

 

 

 

 

Tie social media incentives into tradeshow

20 sweepstakes. As an example, instead of just a fishbowl at an event, “Like” us on Facebook and enter to win an iPad. Start with small incentives to avoid pushback and then demonstrate ROI.

 

Rebecca McNeil @RebeccaAnn0212

 

Inbound Marketing Manager, PR Manager,

 

HealthcareSource

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

We have found that beyond promoting our

21events, programs, and industry news, sharing our daily corporate lives, injecting humor, and showing our human side on social media has been very valuable for our brand.

 

Jenna Keegan @CoreSecurity

 

Marketing Specialist, CORE Security

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

We use Twitter, LinkedIn, Facebook, Pinterest, SlideShare, blog, Google+, etc. We promote

 

22 content, such as whitepapers, events, webinars, etc, across all social channels. Use them to reinforce each other. For example, a blog post can influence Tweets which can drive downloads of relevant whitepapers.

 

Will Wiegler @WillWiegler

 

CMO, The TAS Group

 

 

 

 

 

 

 

 

 

 

 

 

 

5

 

 

 

 

We have a Twitter contest once a

23 quarter. We have found that iPad giveaways are always popular but always seem to bring in followers that will never buy our product.

 

Katie McKay @desktone

 

Marketing Coordinator, Desktone

 

 

 

 

 

 

 

 

 

 

 

 

 

 

We do frequent email blasts

24 with share buttons. New product releases and webinars are announced via the blog, Facebook, and Twitter.

 

Nicole Aguilar @COOPTHINK

 

Interactive Marketing Manager, Co-op

 

Financial Service

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

25 Multi-share referrals, publicize events/ updates, sweepstakes, product polls, content sharing, share buttons in emails and on landing pages.

 

Czarina Carden @HomeFinder1

 

Senior Marketing Manager, Homefinder.com

 

 

 

 

 

 

 

 

6

 

 

 

 

 

 

 

 

 

 

Friday freebies! We do a small

giveaway every week. We get

 

26 product feedback, use cases, and product development information. We also get a “soft” lead for sales to follow up on.

 

Brandi Brown @brandiheinz

 

Social Media and eCommerce Manager, ETA

 

Hand2Mind

 

 

 

 

 

We use social channels to drive

27 traffic to our blog and engage with our influencers. All of our customers (let’s say 99%) are potential upsells, so engaging with them through social is critical.

 

Rebecca McNeil @RebeccaAnn0212

 

Inbound Marketing Manager, PR Manager,

 

HealthcareSource

 

 

 

 

 

 

For everyone who

follows us on Twitter, we

 

28 give them access to a piece of content.

 

Katherine Fawcett @buildingengines

 

Marketing Associate, Building Engine

29	Don’t abandon traditional tools--
	bake social into every existing app!
	Craig Probus @RevCultCraig
	Practice manager, RevCult

 

 

 

30 If you don’t do it, you don’t make mistakes!

 

Emily Hossellman @ehossellman

 

Marketing Goddess, Centercode

 

 

31Inconsistency is the biggest mistake. Also, you need to make all of your campaigns social.

 

Ashley Pater @GTreasury

 

Marketing Director, GTreasury

 

 

 

 

 

 

 

 

 

Create a genuine voice

32 and build meaningful, trustworthy relationships.

 

Emerly Soong @ETAhand2mind

 

eCommerce and Social Media Intern,

 

ETA Hand2Mind

 

 

Don’t commit and

33 then stop. You need to maintain and build.

 

Steve Susina @ssusina

 

Director or Demand Generation, Crain

 

Business Insurance

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

We’re in the real estate

industry--very much still an

 

36 old-school “handshake” business. The challenge is bringing those “handshakes” into a digital environment.

 

Sarah Fisher @buildingengines

 

Marketing and Communications Director,

 

Building Engines

 

 

 

 

 

 

 

 

Include social across all

campaigns to build an

 

37 audience, and get more content to feed your funnel.

 

Bill Copeland @MarketSight

 

Director of Marketing, MarketSight

 

34 Have balance between push and pull tactics, make sure you have enough cross engagement, and pay attention to targeted messaging.

 

Czarina Carden @HomeFinder1

 

Senior Marketing Manager, Homefinder.com

 

 

 

 

 

 

35 A lesson learned is not having a launch plan like any other launch of a program.

 

Marci Acquaviva @ncircletweets

 

nCircle

 

38 Do not treat social as a separate channel. Social should be integrated into all of your campaigns.

 

Stephen Allcock @questrade

 

Supervisor, Marketing Automation, Questrade

 

 

7

 

 

 

 

 

 

 

 

 

Make sure you are always

39 on top of content generation

and thinking about the next

 

post/engagement.

 

Simon Poulton @SPoulton

 

Marketing Analyst, LaserFiche

 

40 People love video! Visual

content is key on social

channels. And remember

not to censor comments.

 

Nimmy Reichenberg @AlgoSec

 

VP of Marketing, Algosec

42 Combine both inbound

 

and outbound content.

 

Kara Lanio @karalanio

 

Marketing Specialist, Imprivata

 

 

 

 

Titles are everything when it

comes to content. If users are not

grabbed by the titles, the content

41is useless. Layout is also extremely important, as poor formats can turn people away before they absorb your intended message. Create interesting headlines and develop engaging layouts.

 

Nick Krone @buildingengines

 

Marketing Intern, Building Engines

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Content is king! And it must

be relevant to your target

 

43 audience. Tweets and Facebook posts go way up with great content.

 

Heidi Gilmore @cloudbees

 

Marketing Communications, CloudBees

 

 

 

 

 

 

 

 

 

 

8

44	Social Media takes
	executive buy-in to engage
	others in the organization.
	Adam Berman @SpartaSystems

Online Marketing Manager, Sparta Systems

 

 

 

 

We have learned that in social

45 media marketing we have to both guide our customers and teach them how to share our content.

 

Sarah Sullivan @Sarah_Sull

 

Social Media Intern, Healthcaresource

 

 

 

 

46 Social media needs to be de-centralized. Empower your SMEs (Subject Matter Experts) to respond and increase responsiveness.

 

Bob Anders @HoneywellNow

 

Writer, Honeywell

 

 

 

 

 

 

 

 

 

 

 

 

 

48	Make sure you have
	company involvement!
	Michele Greenberg @MicheleG_Akibia

Marketing Manager Akibia

 

 

 

 

We market to school teachers

and administrators. Teachers are

more socially active, but they

47 generally don’t have the buying power. However, they are big influencers. We need to make it easy and ask more explicitly for them to share our products.

 

Jemilah Senter @ETAhand2mind

 

Sr Manager, Marketing Communications,

 

ETA Hand2Mind

49 Social can’t be siloed, it must be integrated with global campaigns.

 

Kristin Amico @kamico

 

PR and Social Media Manager,

 

Click Software

 

Our social strategy relies

on influencers and industry

leaders. We provide content

50 that is full of data and

analytics. This works as a

 

preview to our larger reports.

 

Eugene Ko @PhoCusWright

 

Manager, Digital Marketing,

 

PhocusWright

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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About Marketo

MARKETING SOFTWARE - EASY, POWERFUL, COMPLETE.

 

 

 

Marketo uniquely provides easy-to-use, powerful and complete marketing software that propels fast-growing small companies and global enterprises alike. Marketo™ marketing automation and sales effectiveness software – including the world’s first integrated solution for social marketing automation

 

– streamlines marketing processes, delivers more campaigns, generates more win-ready leads, and dramatically improves sales performance. With proven technology, comprehensive services and expert guidance, Marketo helps thousands of companies around the world turn marketing from a cost center into a revenue driver.

 

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