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The Definitive Guide To Social Media Marketing Marketo PDF
The Definitive Guide To Social Media Marketing Marketo PDF
TABLE OF CONTENTS
95 Conclusion
Introduction
Today, social media activity is higher join every second. That means in the While popular social media marketing plays a critical role in
than ever, with the number of users time it has taken you to download platforms started as a way to stay the success of every business.
rising by 176M in the last year, based and start reading this guide, almost connected with your personal and Social media marketing offers
on data from Social Media Today— 30 new people started participating professional network, social media marketers a vast opportunity to
and that’s only expected to increase. on social media. And while new has evolved into a powerful way engage with their buyers, across
According to eMarketer, 67.4% of social platforms are popular, users for brands to connect with buyers the entire customer lifecycle, on
internet users worldwide will use a typically adopt these platforms in and engage in instantaneous, two- the platforms they actively tune in
social network this year, and research addition to their current platforms, way conversations. Because of this to for information. So, it's critical
from Social Media Today shows that rather than as a replacement. transformation, social media is now that, as a marketer, you know how
12 new active mobile social users status quo in a business’ digital to leverage social media marketing
presence. Now, users expect to to build your brand, drive demand,
see their favorite brands on social and engage your buyer.
media. And that’s why social media
"Social media is becoming a real part of people's everyday lives (all people, not just social media marketers)."
PEG FITZPATRICK Social Media Strategist and Co-Author, The Art of Social Media: Power Tips for Power Users
3
WHAT IS SOCIAL
MEDIA MARKETING AND
WHY IS IT IMPORTANT?
#MKTOGuide
What is Social Media Marketing and Why is it Important?
Because of its rapid rise and But, it is important to understand that Social media marketing can be done As a term, social marketing is often
prevalence in our modern culture, social media marketing is more than organically—posts are displayed to defined as marketing that builds
social media marketing has become a the traditional platforms that many your audiences based on algorithms awareness around social issues and
global phenomenon and a ubiquitous marketers are familiar with—Facebook, or augmented by paid advertising— causes with the goal of bringing
part of a marketer’s tool kit. There LinkedIn, and Twitter. There are so posts are boosted by a platform's ad about social change. While social
are 2.31 billion people in the world many more activities and platforms capabilities, making it more likely to marketing may use social media
who are active social media users that marketers can and should explore be seen by your target audience. marketing, it is not the same. Social
and 1.97 billion who are active to reach their target audiences, While our definition of social media media marketing today is considered
mobile social media users, according engage them with relevant messages, marketing encapsulates the activities a marketing channel and activity (or
to We Are Social. Social media is and build lasting relationships. that modern marketers do on social set of activities) that marketers use
no longer something that needs media platforms to reach and engage to connect with fans, customers,
an introduction—most marketers their audiences, you may encounter prospects, and partners.
and their audiences know about it. different definitions and terms.
GLOBAL DIGITAL SNAPSHOT A snapshot of the world's key digital statistical indicators
INCREASE DEMAND
Social media offers marketers more Social Selling "As social media becomes more personal, social
than a way to reinforce your brand.
It's also a good way to drive people
Outreach known as social selling gives selling, when practiced correctly, is becoming a
you a new way to connect with your
to a conversion or sale by bringing in
buyers. Your social media marketing
very real channel to engage people with."
new marketable contacts into your
and sales team (if you have one) can JOHN JANTSCH Speaker and Author of Duct Tape Marketing, The Referral Engine,
database and nurturing them across all
reach out to people on a 1 to 1 level and The Commitment Engine
channels. Develop offers, promotions,
and offer them personal, relevant
contests, and content that engages
content, messages, and offers to
your audience more deeply and drives
accelerate them toward a purchase.
conversion—from a form fill to a
purchase. This can be done through
social media activity from your brand
page or on a 1 to 1 basis through
individual team members.
SEO
BENEFITS
Many marketers use their website as
the ‘home base’ for their marketing
activities—driving visitors to their site
to continue to engage and eventually
convert them. An important part
of getting people to your website
includes your ranking in organic search
results, which is where search engine
optimization (SEO) comes in. SEO is a
strategic activity that marketers do to
bolster their organic search rankings
on search engines like Google. While
social media and SEO may not work
in conjunction as far as directly
building your website’s page ranking,
social media is one of the easiest and
most effective ways to push out your
content. The incoming links from
your social media shares can impact Marketing Automation Search
your bounce rate and time-on-site
engagement, and if your content
is good and people stick around to
read it, those engagement metrics
communicate value to search engines.
9
What is Social Media Marketing and Why is it Important?
OMNI-CHANNEL
CAMPAIGNS
Social media does not work in
a silo. Many great brands use
social networks as a critical
component of their marketing
mix and communications, but
it's important to understand that
social media marketing is most
effective when its messages and
content support and reinforce
those on other marketing
channels. Coordinated messages
across channels (including social
media) allow marketers to carry
on a continuous conversation
over time with their audience.
10
What is Social Media Marketing and Why is it Important?
11
What is Social Media Marketing and Why is it Important?
12
CREATE A WINNING
SOCIAL MEDIA STRATEGY
#MKTOGuide
Create a Winning Social Media Strategy
Build Personas
To understand your audience—from social media. Listening to your
prospects to current customers— audience on social media can be
you’ll want to create personas that a helpful way to confirm whether
represent the different types of your personas fit your social media
people in your audience. Often, audience. Listening helps you
this information is available to you understand in real-time what your
from work you have already done audience truly cares about and
to segment and target audiences shares.
in your other marketing channels.
If that’s the case, you may still
want to go back and examine if
those personas truly represent the
audience that you’ll encounter on
14
Create a Winning Social Media Strategy: Understand Your Audience
Build Personas
If you’re starting from scratch and
don’t have customer personas yet QUESTIONS TO ASK WHEN BUILDING YOUR CUSTOMER PERSONA:
or you are adapting them from the This information will help you develop the right content and messaging for your social media platforms
personas you have developed for and build a strong program mix and cadence to address your target personas.
different objectives, here is a set
of questions you will want to ask What companies are they from and what are their key job responsibilities
in order to get started: BACKGROUND there? What are their likes and dislikes about their job and what does
their team structure look like?
What are their business goals and how can your products help them
GOALS achieve those goals? What are their challenges and pain points and how
can you help address them?
PREFERRED CONTENT
What content topics are they interested in?
TOPIC
OBJECTIONS What objections do you anticipate from them during the sales process?
SPECIFIC PRODUCT
Do they have interest in a particular solution or product?
INTEREST
ROLE IN PURCHASE
What is their influence in the decision-making process?
PROCESS
QUOTES What are some key takeaways that they have said during interviews?
15
Create a Winning Social Media Strategy: Understand Your Audience
Build Personas
Most companies develop personas If your business serves several
based on customer demographics types of customers, you’ll want to Why Create Personas?
and behaviors along with their own develop multiple buyer personas. Developing buyer personas requires some initial investment, but it pays off
understanding of their motivations For example, if you’re a B2B throughout the customer lifecycle—not only for targeting your social media
marketing campaigns, but also across all of your marketing efforts.
and challenges. To distill this organization, your personas may
• T
hey determine which kind of content you need: If you break your existing content
into a persona, you can conduct include an executive sponsor, down by persona, you can easily see which personas have plenty of content and
qualitative interviews and surveys decision-maker, and the user. which personas need more.
Growth
Advocacy
"Fully understand the goals and questions your potential customers have at each stage. If you do that,
you can effectively guide customers no matter where they choose to get their information and engage."
JOHN JANTSCH Speaker and Author, Duct Tape Marketing, The Referral Engine, and The Commitment Engine
Create a Winning Social Media Strategy: Map Your Goals to the Customer Lifecycle
"To engage your audience and be successful, you need to have smart copy, great design, and avoid lazy
marketer syndrome (posting just to be posting). You never know where your prospect's journey will start.
It could be a tweet, a LinkedIn post, etc. so make it worthwhile."
JASON MILLER Group Manager, Content Marketing, LinkedIn Marketing Solutions
18
Create a Winning Social Media Strategy: Map Your Goals to the Customer Lifecycle
The probability of selling The probability of selling to an Repeat customers spend more Say they achieve a higher ROI
to a prospect is less than existing customer is greater than than new customers by as much as by focusing on engagement
information about your prospects brand to a friend. All of these drive • Don’t just brag or sell: Endless self-
Early: Early-stage messages on promotion will alienate your audience and
social media are fun, entertaining, or customers—you share something metrics that ultimately support a irritate existing customers.
and educational. These could with them and they share something conversion—a new name, a sale, etc. • Don’t overlook measuring your ROI: There
with you. are concrete ways to measure your impact
include sharing or curating relevant (that we’ll cover later).
news, offering helpful tips on how • Don’t assume every social media site is
to do something, or displaying good for your business: It’s critical to
understand how and when your buyers are
visual content. using social media. Social media requires
you to actively engage with your audience
and can be a resource drain if you’re on
too many channels.
"Once you know your target audience, you can look at the social media • Don’t create a presence on a social site
and then abandon it: Creating a presence
landscape and see which social media platforms will work with your message means finding and building engagement
with your audience. It’s a continuous
and will reach your audience. It's a combination of your goals and where your process that takes time, but is well worth
the effort.
audience spends their time."
PEG FITZPATRICK Social Media Strategist and Co-Author, The Art of Social Media: Power Tips
20
Create a Winning Social Media Strategy
"Great social is really about great content. The campaigns that really stand out are those with content that compel the user to participate,
to engage, to share, to amplify. Think about how you can make your audience part of the content. Starbucks does a great job of this."
MAT T HEINZ President, Heinz Marketing 21
Create a Winning Social Media Strategy: Creating Content for Social Media
"It used to be that we created paid ads, shared those on social media, and hoped they earned organic or "owned" brand engagement.
That model has flipped. Now, brands are creating great stories on their own platforms. If the content is good, it 'earns' social shares. Then
paid promotion is placed behind it to maximize reach. Ultimately, it all starts with great content!" MICHAEL BRENNER CEO, Marketing Insider Group
Create a Winning Social Media Strategy: Creating Content for Social Media
"When you create a great video or blog that resonates with your audience, too often, marketers stop there. You
must take that content and turn it into other pieces that fit other social platforms. For example, if you have a great
Facebook Live video, take the best 1 minute clip and share it on Instagram." BRIAN FANZO Change Evangelist & CEO, iSocialFanz, LLC
Create a Winning Social Media Strategy: Creating Content for Social Media
"One size content doesn't work, of course neither does the "Regulated brands will likely have to take more
same content across all social networks. There are specific conversations offline than a retailer or restaurant,
content considerations for the campaign, the brand's but that doesn't mean they still can't be personable,
audience, and the distinct organic networks built up on empathetic, and helpful in public via social media."
each channel." LEE ODDEN CEO, TopRank Marketing DAN GINGISS Co-Host, Focus on Customer Service Podcast
24
Create a Winning Social Media Strategy: Creating Content for Social Media
25
Create a Winning Social Media Strategy: Creating Content for Social Media
VIDEOS
Video is now an essential part of any building brand affinity, awareness, Encourage comments further increase engagement, as
successful social media marketing and engagement, while others Your goal should be to generate videos often have high share rates
strategy. Not convinced? According will serve as education—helping as many "thumbs up" ratings and compared to other types of assets.
to Wyzowl, 77% of consumers say drive customers toward another comments as you can for brand Promotional and sales-focused
they’ve been convinced to buy a purchase or retaining those that awareness and SEO purposes. videos are acceptable and useful.
product or service by watching you already have. Commenting on other popular Unlike whitepapers, online videos
a video. Online videos help you To get more visibility, make sure videos in your niche is another way can be product-oriented and
achieve a variety of outcomes from you optimize your videos in the to generate more comments and promotional, and include:
awareness and engagement following ways: ratings. It’s also a great opportunity
• Product demos
to conversion and retention. to present yourself as an expert by
Use customer-centric titles • Webinars
Videos, especially those that offer making a comment that spurs other
Put careful thought into the keywords
a real-time look into your brand viewers to engage. • Whiteboard sessions
your customer might search for
activities, are a unique content
when looking for a video like yours Increase social shares • Customer testimonials
format that deserves equally unique Use links or embed codes to share • Speaking engagements
or what will catch their attention as
content. It’s not enough to pull copy your videos on other channels
they’re browsing their feeds. • Holiday video cards
from your other channels. Because and include your videos on your
of this, video can sometimes be
Use video descriptions • Vblog (video blog) entries
website. Determine which videos
hard for brands to develop because
with targeted keywords • User-generated content
would be useful to prospects and
Use the description field to add in
it requires resources to create and customers and include these links in • Company culture videos
keywords that are relevant to your
curate content—someone with your emails, blog posts, and other
buyer and your brand. If your video
behind-the-scenes, real-time access outbound communications. Always
aims to drive conversions, such as
to your brand. think about how to make your
a purchase or download, it’s a best
When optimizing video for your content more shareable.
practice to include a shortened
social media marketing efforts, the Video content is a great asset to
link with a call-to-action (CTA)
first step is to understand the goals promote social sharing. Integrate
driving traffic to your website or a
that you aim to achieve with your videos in your social campaigns to
landing page with a specific offer to
videos. Some will simply entertain—
generate leads.
26
CHOOSING THE
RIGHT SOCIAL
MEDIA PLATFORMS
#MKTOGuide
Choosing the Right Social Media Platforms
Many of these platforms have As with any of your marketing We’ll cover a variety of social
capabilities that overlap and likely campaigns, the best platforms media platforms and their benefits
will continue to develop more as to be on are where your buyers are. for marketers, including some
Reminder
each platform evolves to improve Keep your audience and objectives platforms that have become
the user experience. (In fact, in just in mind as you choose which social the bread and butter of many The content you share on each of these
social media platforms will vary depending
the time it's taken to develop this media platforms to focus on. Some social media marketing strategies
on the target personas you are trying to
Definitive Guide, new features have are better suited for meeting your and others that offer different reach and your objectives for each stage
been launched for some of the objectives for earlier stages of the capabilities and new formats. It’s of the customer lifecycle. Jump back to
platforms mentioned.) Some have customer lifecycle, while others, important to remember that it’s Chapter 2 to learn how to develop content
for social media.
ad targeting options to enable you with more advanced targeting not enough to merely post on any
to serve content to distinct audience options, allow you to reach buyers of these sites; the key is to engage
segments, which we’ll cover in more at every stage of the customer and build relationships with your
detail in the next chapter. lifecycle. As you navigate the social audience continuously.
media landscape, it’s important to
have a solid understanding of each
channel’s features and capabilities
in order to help map a strategy
that determines which platforms to
participate on.
"Choosing the right social media "Only commit to channels that you "It all comes back to asking yourself "I believe too many marketers are "I'm a big fan of embracing new
platforms comes down to asking, can consistently deliver valuable how you can make your story creating strategies focused on tools and platforms with a sandbox
'Where are my customers?' If they information. This means you might relevant to that space. Learning to where their audience is today. Not mentality: Get in there, and get your
are on Snapchat, go there. If they only activate content in a few adapt to evolving technologies will only does that not embrace change, hands dirty. Then decide if you can
are on Pinterest, get there. If they channels and use the others as change the way that we connect but it forgets to factor in where your see a use for your business. Or not.
prefer live video, it's time to adopt listening posts." with people and tell our stories." audience will be tomorrow." (Snapchat? Maybe. Sorry, Ello.)
Facebook Live." JOE PULIZZI Founder, Content BRYAN KR AMER Best Selling BRIAN FANZO Change Evangelist ANN HANDLEY Chief Content
MICHAEL STEL ZNER Founder Marketing Institute Author, CEO, PureMatter, TED Talk & CEO, iSocialFanz LLC Officer, MarketingProfs
and CEO, Social Media Examiner & Keynote Speaker
Choosing the Right Social Media Platforms
Facebook
Facebook is one of the most widely stage for you to build stronger, more
adopted social media platforms. In authentic relationships with them. % OF ALL AMERICAN ADULTS AND INTERNET-USING
fact, according to Pew Research A Facebook Page, the business ADULTS WHO USE AT LEAST ONE SOCIAL PLATFORM
Center, 71% of American adult equivalent of a Facebook profile,
internet users are Facebook users as is the central hub of your brand.
well. And globally, there are more Creating a Facebook Page for your 100
than 1.59 billion active users and company has many benefits: it
1.44 billion active mobile users on makes your business discoverable
Facebook every month. Its continued in Facebook search, allows you to
success is largely attributable to its connect one-on-one with your 75
focus on customer experience and followers, helps you reach large
its ability to navigate the shift to a groups, and gives you deeper
mobile-first world. insights into your audience.
Facebook offers more than just a way But to accomplish this, businesses 50
to stay connected to friends, family, need to strike the critical balance of
and colleagues; it’s an essential tool offering content that is relevant and
to connect with your buyers. Since it adds value with content that just
officially created a space for brands in 25 Internet Users
plain entertains. For your Facebook
2007, it has continued to evolve the posts, be sure to have a mix of fun, All Adults
ways that marketers can engage with ungated (without a form as a barrier)
their audience. Facebook allows your content and offers as well as more
business to be available to people on 0
educational, gated content and
a trusted, popular platform, where 2006 2008 2010 2012 2014
promotions (using a form as a barrier
potential customers can not only to your asset or promotion).
engage with your brand, but also Source: Pew Research Center
see “real” people (their network)
interacting with you. This sets the
29
Choosing the Right Social Media Platforms
organic impressions, and now, Actions on videos: Behavior differs a bit Reduction of
posting for the sake of posting for video, and people don’t necessarily like, click-baiting headlines:
can actually hurt your chances of comment, or share videos that they enjoy.
Facebook counts other actions as metrics You won't
being seen. Facebook is very user-
of success, such as how long someone believe what
centric and continually optimizes watched a video, whether someone turned happened next...
their platform to ensure that the on sound, made the video full screen,
News Feed helps their users—your Time spent reading a post: In the and enabled high-definition. Relevance is
past, brands could have manipulated their key—think about sharing fun, educational,
audience—connect to stories that
engagement rates by running a contest in or humorous video content that is “Clickbaiting” happens when a publisher
matter to them the most. Posting which users were required to like, share, or immediately engaging. posts a link with a headline that’s
content that is overly promotional comment on a post, but this is no longer misleading or leaves out important
will cause your Page’s organic effective. Facebook measures the number information to get users to click on it.
of seconds a user spends on each post to While these posts get a lot of clicks,
distribution to fall over time. So
understand whether the content resonated Facebook research shows that 80% of
how do you make sure your post with them. If individuals spend more time the time, people prefer headlines that are
is seen? Understand how the on a particular post in their News Feed more informative. So instead, Facebook
following issues impact it and compared to others, it’s a good indicator looks at how long people spend reading
that it was important to them. the article and the ratio of people clicking
how to overcome them:
Time spent with content: Facebook on the content compared to people
Diversity of posts: Facebook discovered
starts measuring after your content has discussing and sharing it. Facebook has
that people enjoy reading articles from a
fully loaded and looks at time spent within also identified phrases that are commonly
wide range of publishers, so they’re reducing
a threshold so that longer articles don’t get used in clickbait headlines to determine
how often people see several posts in a row
ranked higher. Ensure that you provide users which posts are clickbait and which web
from the same source. This means it benefits
with timely, relevant, and valuable content domains they’re coming from. Links shared
you to spread your posts throughout the day
that your audience will actually read. from those Pages or domains will appear
to increase the chances of them getting seen
lower in the News Feed until they stop
by your audience.
posting clickbait headlines.
Choosing the Right Social Media Platforms
Facebook
IMPORTANT FEATURES
Bonus! Marketing automation users:
Tabs and Apps
Tabs and apps sit in two places on The benefit of using tabs instead The best solutions allow you to publish multiple landing pages directly
your Facebook page: in the navigation of directing a user right to a landing to Facebook. Rather than redirecting Facebook visitors to your website,
page is that the Facebook user is able these pages allow you to gather data from customer behavior on
bar under your Page’s cover photo
Facebook—in the same way that you can gather data from a page built on
and on the left side of your timeline. to stay within the Facebook ecosystem
your marketing automation platform. From a paid promotion perspective,
Tabs come with your Page and help and does not navigate away. marketing automation users, specifically Marketo users, can also use
users navigate through content such Facebook Lead Ads to promote specific offers and capture lead data that
Facebook Groups
syncs seamlessly with your marketing automation platform.
as your photos, videos, and events. The Group feature is useful for
Tabs can also be used to host a variety demonstrating your company’s
of apps, which help a business extend passion and expertise in a topic
their capabilities directly on their and connects like-minded people
Facebook Page, including running to share ideas and insights. It’s a way
contests, promoting offers (i.e. 20% for brands to drive and participate in
off), connecting to your other social conversations revolving around their
accounts, hosting an e-commerce interests. And the more members in
storefront, hosting a landing page, your group, the more it gets promoted
and more. To see what is available to their friends and networks,
and choose apps to add to your page’s increasing the group’s popularity
tabs, visit the Facebook App Center. and growth.
At Marketo, we use our Facebook tabs Creating a Facebook Group is a
to promote our large content assets, great way for businesses to create
such as our Definitive Guides. When a awareness, increase inbound traffic,
user clicks into a tab, they are shown and foster loyalty. For example, you
a social version of a Marketo landing could create a group for your existing
Example of Facebook Tabs
page. Marketo has the ability to publish customers or around a solution that
landing pages directly to Facebook; your company’s product addresses.
it is an option a user can select when While you cannot create a group on
building their landing page. How you behalf of your company Facebook
use your tab space is a question that Page, you can create one from a Example of Facebook Groups from the navigation
Facebook
Live Video TIPS AND TRICKS
As a newer feature on Facebook, Facebook Paid Advertising
• Use the cover photo to promote
Facebook live videos are real-time Having a complete Facebook Page profile with regular updates is an important step to
large assets, announcements, or
video posts that you can start and building your audience, but to take full advantage of Facebook’s large user base and
events. The cover photo is
then share on your timeline and people-based targeting options, many businesses—those targeting consumers as well
typically the first thing a user sees as those targeting business professionals—are turning to paid promotions. Some of
in your followers' News Feeds. when they visit your Facebook Facebook’s paid promotions include Boosted Posts (also known as promoted posts),
Videos can be watched after the which allow you to put paid advertising and targeting behind a post on your Facebook
Page since it's front and center, so
fact, and brands are able to offer Page. Additionally, they offer advertising, which operates off a traditional pay-per-click
upload an image that is on-brand
a subscribe function to notify model, such as promoting your Page or other offers. For more information on digital
and makes good use of that ads, check out our Definitive Guide to Digital Advertising.
subscribers whenever you start a white space. Since your profile
live broadcast. While live video can photo will cover the bottom left
feel uncomfortable for many at first, corner of your cover image, it's a
because of the popularity of video good idea to have this placement
as a content medium, live video in mind as you design your photo
will be an important part of your so that important text or images
Facebook content strategy. You can don't get cut off. For example,
share announcements, do interviews, Fitbit's cover photo promotes two
cover events, and share educational of their new products released
broadcasts. Live video offers brands earlier this year, Fitbit Blaze and
the opportunity to share what they Fitbit Alta, with the images and
are thinking and doing right now text centered so that it is shown
with their fans and audience. How prominently when you land on
do you get started? Facebook offers their Page. Note that the text
great “how-to” guidelines in their placement is above their profile
help center. photo so it doesn't get cut off.
Fitbit centers images and text in their cover photo so it doesn't get cut off
32
Choosing the Right Social Media Platforms
Facebook
TIPS AND TRICKS
• Use tabs to promote assets, a • Add links to some of your posts
landing page, or other important to point to a landing page on
items. Fitbit uses one of their your website.
tabs to promote their new job
• Use Facebook's link format, which
openings directly within the
appears when you paste a link while
Facebook interface.
you're writing your post, rather than
• Take advantage of Facebook Groups embedding it within a caption, since
to grow your network. Create a posts with the link format receive
user group so your customers twice as many clicks, according to
can connect with each other and Facebook research.
participate in other groups
• Use dark posts to promote content
with similar interests.
without flooding your Page updates.
• Incorporate Live Video into your This ensures you reach the right
posts to engage your audience in the audience with your targeted message
moment. Research from Facebook without alienating the rest of your
reveals that people spend 300% more audience with irrelevant posts.
time watching a Facebook Live video
• Take advantage of Facebook's
when it's broadcasted live compared
Carousel, Slideshow, and Canvas
to afterwards.
features to turn photos or videos of
your new product or latest event into
an interactive experience.
33
Choosing the Right Social Media Platforms
Twitter
In 2007, Twitter began as what many Twitter has become an optimal what you have to say, what you do, infographics and educational
considered to be a flash-in-the-pan network for thought leadership and are asking to hear more from content, to industry news,
social media outlet, but brands and growth and development, and you. And having a Twitter page can occasional press releases, and
organizations can no longer afford to has become a space where both drive positive interactions with these news announcements—and we are
ignore the power of Twitter. Twitter corporate and personal brands can individuals. According to DB5 and available to respond to customer
is a virtual water cooler where the develop ongoing relationships with Twitter’s Customer Insight Study, service issues, routing them to the
world’s news breaks and people followers. Companies that lack a 50% of users visited or shopped right contact in the organization.
gather to discuss industry news, strategic, conversion-based plan the websites of the businesses We strive to use our channel as a
pop-culture, and their daily musings. of attack for their Twitter accounts they follow, 60% purchased from way to engage and further develop
As of December 2015, Twitter had are losing out on access to a huge a business because of something a relationship with our followers.
320 million monthly active users, potential customer base and an they saw on Twitter, and 43% plan We also take advantage of their
with 80% of them on mobile and 79% opportunity to showcase themselves to purchase regularly from the advertising platform, which we will
of accounts held by users outside the in a socially savvy, relevant way. businesses they follow. go into a little later on in
United States. Additionally, it drove Being followed by users on Twitter At Marketo, we use Twitter to engage this guide.
1 billion unique visits monthly to sites is a strong signal of their affinity for with our prospects, customers,
with embedded Tweets. This social your business. These self-selected advocates, and employees. We
giant has proven it’s a critical part of audience members are indicating share content that is interesting
any marketing mix. an active interest in your brand, and relevant to them—from fun
60%
of Twitter users purchased from a business
because of something they saw on Twitter
Choosing the Right Social Media Platforms
Twitter
GROW YOUR FOLLOWING
Building your following on Twitter is 2. Twitter Lists: Twitter lists are tweets and retweet them. On the
a key activity that drives awareness a simple way to accomplish two other hand, if you are promoting
and engagement success on the important things on Twitter: an event or content asset that
social network. There are a variety strategically listen and curate features thought leaders, you
The 4-1-1 Rule
of techniques marketers can use to content for your users. Curated could create a public list, made up
build their following—let’s explore content often comes in the form of all the thought leaders’ handles, Originally introduced by Joe Pulizzi of
Content Marketing Institute, the 4-1-1 rule
four key ways: of a retweet and is a good way to so that any Twitter user could
states that for every four early stage, light,
1. Create Engaging Tweets: ensure that your content mix is not follow that list—making it a benefit and informative content you share, you
Because Twitter is so fast-paced, purely self-promotional. you offer your audience. Keep in can have one soft-sell offer and one hard-
mind that when you add a user to sell offer, like a demo. The 4-1-1 rule can
it’s important that you post To make curating content easier guide your sharing strategy for many social
regularly. Without regular posts, for yourself, develop a Twitter list. a public list, they are notified and
platforms, not just Twitter. We’ll cover this in
your tweets will get pushed Lists are a way to segment a group the list is open and searchable to more detail later in the guide.
down your followers’ streams of accounts that regularly feature all users. A private list, which may
by more recent tweets. As you interesting content. Segmenting be used for competitors, is only
craft your tweets, think about these accounts into a list makes visible to you.
creating a mix of content that finding content to retweet quicker
ranges from entertaining and and easier.
educational, to promotional. A
good rule of thumb to use when Lists can be public or private, and
creating your content mix is the can serve very different purposes.
4-1-1 Rule. For example, if you want to
incorporate an employee's voice or
perspective into your content mix,
you could create a private list of all
of your employees' Twitter handles
and use it to quickly find their
Twitter
3. Crafting Your Tweets: There Use @Mentions: Mentions are "I use Social Champ
are a few important tips to make a way for you to engage other
your tweets more searchable, Twitter users in your tweet. If to spread my posts. Twitter Paid Advertising
shareable, and readable on you’re posting a tweet that you Many of my tweets are Because of its large global user base,
Twitter. think is relevant to a specific
follower or thought leader, tag
automatically repeated Twitter is able to offer marketers
advertising options that are highly
Keep Your Tweets Concise:
Hitting your maximum character
them at the end of your tweet three times, eight customizable and targeted. Users
can interact with promoted content,
count happens, but leave some
with an @mention. This will call hours apart." such as Promoted Tweets, Promoted
their attention to your tweet. Accounts, and Promoted Trends the
space for your followers to add
GUY K AWASAKI same way as they could with organic
Avoid using this in excess because
their thoughts when they retweet content (e.g. promoted tweets can
it can feel spammy. Chief Evangelist, Canva
you to drive more interaction. be liked, retweeted, or favorited and
promoted accounts can be followed).
Try to keep your tweet to around Additionally, Twitter offers Website Cards
100 characters. You can use 4. Twitter Chats: A Twitter chat is that promote a call-to-action and aim
a URL shortener like Bit.ly and a public conversation on Twitter to drive more website visits. For more
information on digital ads, check out our
built-in tools on social media based around a unique hashtag. Definitive Guide to Digital Advertising.
management platforms. The hashtag allows you to
follow the discussion and easily
Use #Hashtags: These symbols
participate in it. Most Twitter
have become synonymous with
chats are usually recurring and
Twitter and are used to tag tweets
on specific topics, but some are
by topic, making it easier for users
based around special events.
to find your tweet. Marketers can
Hosting a Twitter chat is an
develop hashtags and use them
amazing way to engage with your
to help promote and track social
audience and followers. It’s also
campaigns, events, and connect
a great way to understand your
with prospects and customers.
community and promote your
brand or business.
36
Choosing the Right Social Media Platforms
Twitter
TIPS AND TRICKS
• Create a Twitter list for your • Regularly engage with influencers
employees, competitors, by interacting with their posts and
influencers, and top followers. For sharing it with your network.
instance, General Electric creates • Include a relevant link. Tweets
public Twitter lists that serve with links are 86% more likely to
different purposes. Their "Reading be retweeted, according to Buffer.
List" features different publications
• Retweet or quote tweet (adding
like Mashable, New Scientist,
a comment to a retweet) your
Discover Magazine, and New York
previous posts to highlight an
Times Science—likely sharing the
important takeaway again or add
type of content that their audience
onto a previous thought. Quote
is interested in.
tweeting yourself allows you to
• Keep your tweets short and sweet. provide users with context into
Research from Buddy Media shows what your comment is about. For
that tweets that contain less than example, if you promote an event
100 characters receive 17% higher registration and it received a lot
engagement than longer ones. of engagement, you can retweet
• Create hashtags for events, or quote tweet to remind your
product announcements, and audience to register for the event
other campaigns that need a big before the deadline.
promotional push and understand • Twitter handles and media
the popular hashtags that apply to attachments don't count toward
your business, product, or service. the word count anymore, but use
According to research from Buddy this extra space wisely. You don't
Media, tweets with hashtags receive want to overwhelm users with too
twice as much engagement than much text.
those without. But use them
• Add stickers to your tweets to make
sparingly, since tweets with more
them more fun and engaging.
than two hashtags showed a 17% GE creates Twitter Lists for different interests
Stickers are searchable and function
drop in engagement.
as a visual hashtag.
37
Choosing the Right Social Media Platforms
LinkedIn
As the world’s largest professional Encourage your employees to
network on the internet with more participate on LinkedIn—it’s a great
than 400 million members in professional venue for your employees
LinkedIn Paid Advertising
over 200 countries and territories, to both promote your brand and their
LinkedIn is a great way to reach an audience with a business mindset.
LinkedIn has expanded its solution own personal brands. Leverage the
Some of LinkedIn’s paid promotions include Sponsored Updates and
beyond a hiring and networking business network of your employees LinkedIn Ads, which amplify your status updates and advertisements
platform to include robust company by asking them to share your company to your target audience. And with Sponsored InMail, you can send
pages, a highly targeted advertising posts and join and participate in messages directly to a user’s LinkedIn inbox. For more information
on digital ads, check out our Definitive Guide to Digital Advertising.
solution, and a publishing platform. relevant groups. The more evangelists
With these additions, LinkedIn is now you have on LinkedIn, the more
the way to reach an audience with opportunity you have to become a
a business mindset. thought leader in your space.
BUILD YOUR BRAND PRESENCE
Companies can build a profile on
LinkedIn that showcases products,
employee networks, blog posts,
upcoming events, and status updates.
Much like Twitter or Facebook, users
on LinkedIn can follow your profile to
learn more about your company. You
can also post job openings on LinkedIn
and search candidates, making it a
great venue for recruiting talent.
38
Choosing the Right Social Media Platforms
LinkedIn
A strong LinkedIn presence comes seen as a professional network, your 3. Showcase Page: A company For example, PayPal has a
from leveraging different aspects of content mix and tone should aim to showcase page is an extension showcase page that highlights
the social network, which include: be fairly professional and engaging. of your company page that is their merchant solution (targeted
1. Profile Page: Your company We’ve found that because users are designed to highlight specific at business owners and sellers of
profile page is where a user lands on LinkedIn mostly for professional products or services. Showcase goods) versus the payment tool
when searching for you or clicks purposes, educational posts pages are especially helpful that they have for consumers.
on your logo from a user’s profile. perform very well. when your business has multiple Having these segments allows
Company profile pages are a LinkedIn Pulse is the latest offering solutions with different types of users to follow the parts of your
free LinkedIn service for any user by LinkedIn to help users expand fans and followers. business that relate to them.
looking to start one on behalf of their personal brand and thought
their brand. Because this is your leadership. Any user can publish
primary, branded landing page to LinkedIn Pulse, and if they get
on LinkedIn, it’s very important to a wide enough readership and
make sure that you have carefully distribution through their own
thought about the images and network, LinkedIn will increase the
messages you choose to represent posts’ visibility by sharing it broadly
your brand. across the network. For brands,
2. Content Sharing: On your this means that cultivating a set of
company page you have the ability thought leaders in your organization
to share posts. Posting on LinkedIn has more benefit than ever before.
is a key way to build followers and You are able to use LinkedIn Pulse
fuel your paid advertising efforts articles to increase your inbound
(which we will cover in the next links, support your thought
chapter). These posts can be leadership platform, increase
comprised of text, images, links, the followers on your company
non-native video (like a YouTube profile page, and boost your social
link), and slide decks. It's important following on other social platforms.
to note that because LinkedIn is
PayPal's Showcase Page highlights their merchant solution, PayPal for Business
Choosing the Right Social Media Platforms
LinkedIn
4. Groups: LinkedIn groups • LinkedIn Groups makes it easy
are communities on the social for companies to locate potential
platform formed around topics of customers. Simply make a list LinkedIn for Talent, Recruiting, and Careers
interest, industry, title, professional of keywords that relate to your LinkedIn Talent Solutions is a product that serves recruiters and HR, and can
organization, brand, etc. In these prospects or the industries you showcase your company culture. The focal point of this offering is the company
spaces, users can, based on group target, and run a search for career page, a paid page that sits tabbed behind your company profile page. The
career page offers marketing, HR, and recruiting a specific space to run activities
permissions, share articles, post jobs, any LinkedIn Groups related to
that pertain to attracting talent.
exchange advice, and gather digitally. these keywords. Once you find
Groups can be a strategic and the right groups, participate in This space augments your Company Page branding efforts by sharing the
important way for an organization discussions, ask questions, and personality and brand of your corporate culture. Your marketing and messages on
your Career Page are targeted specifically at prospective employees or followers
to create a community of its users, make connections.
who are looking at all aspects of your company and personality.
demonstrate thought leadership
TIPS AND TRICKS
around a specific area, and gain
• Encourage employees to
insight into the pain points of
participate on LinkedIn Pulse
potential customers. From a user
and LinkedIn Groups to build
group, to an industry group, to an
their network and generate
invitation-only advocacy group,
awareness around your brand.
brands can use groups to segment
their audience and develop relevant • Create a group for your
conversations. Before starting a customers and brand advocates
group, identify your objectives and or an industry group for
decide which group structure will professionals in the same space.
best facilitate those goals. LinkedIn • Treat and optimize your LinkedIn
offers a variety of functionality Page for SEO—include your
controls in groups—like choosing top keywords in your company
whether to have an open or closed description and specialties to see
group, turning on or off the ability a real impact in search results.
to post jobs, etc. Make sure that
• Use LinkedIn Pulse to keep track
your group settings match the
of industry news and engage with
objective of the community you are
key influencers.
trying to build and are not overly
strict—it is still a social network.
Choosing the Right Social Media Platforms
A CONVERSATION WITH
DAVID KAREL
Head of B2B Marketing, LinkedIn Marketing Solutions
MKTO: How do you see the role of MKTO: How does social media MKTO: How do you see market
social media marketing changing as help marketers connect to buyers shifts, and technology (like mobile
part of the overall marketing mix? and customers across the entire and IoT) shaping the future of social
(paid and organic) customer lifecycle? media marketing?
DK: Done right, social media marketing DK: Social campaigns should be DK: Continued shifts in both
is a vehicle that allows you to be a designed to reach, educate, and consumer behavior and technology
part of the conversations that your influence buyers at every stage. For advances will keep marketers on their
prospects and customers are having example, through paid or organic toes and give them more ways to
and participate in the buyer’s journey means—and leveraging targeting make an impact through their social
of exploration and self-education. In capabilities at your disposal—you can media marketing efforts. For example:
this way, social media has arguably distribute content in social media
• Optimizing campaigns for mobile
more potential than any other channel feeds that supports brand building
experiences will be key, as we
to influence and shape purchase objectives, specific direct-response
increasingly spend our time on
outcomes, and will continue to become goals, or deeper education on topics
mobile devices vs. sitting at our
an increasingly core part of any that will set them up for success
desktop
marketing effort that’s set up for impact. as customers. It all comes down to
Marketers who find social media at your content strategy and targeting • Smarter machine learning and
the core of their mix will put complete approach to guide content relevancy. predictive capabilities will give us
thought into customer segmentation more tools to ensure relevancy
and persona development work, build • Tools will allow us to more
content development skills into the DNA seamlessly tap into our employee
of their marketing org, and embrace base to amplify company
the channels and platforms that can content—scaling our efforts
efficiently get content in front of the exponentially
audiences that matter.
Choosing the Right Social Media Platforms
Pinterest
Pinterest is a virtual scrapbook or Pinterest pages can also be used Make sure you are including a their design, products, culture, and
pinboard that allows users to share for a landing page for an email good content mix in your Pinterest values. When pinning, pin the most
and organize visual imagery and link campaign, event, or presentation. boards. Followers will want to see visually interesting aspect of what
to external sites. You can even think The boards provide a unique way a combination of business and you are sharing, like a special banner,
of it as a visual search engine. In of organizing content to be visually culture content. slide, or cover page to get the most
fact, an Ahalogy study revealed that appealing to your prospects, but Intel's boards consist of different engagement and to make your brand
42% of active pinners prefer to use always make sure that your content elements that showcase their look like it belongs. Just make sure all
Pinterest instead of search engines. is relevant to your audience. brand, covering everything from of your content is visually appealing,
A user can pin anything from around inspiring, or interesting.
the web and other users can re-pin
their images. And users can organize
their Pinterest pages by categorizing
content on boards.
Pinterest can serve different
purposes depending on the type
of business you’re promoting. For
B2B organizations, it’s a great way to
curate visual content like infographics,
videos, company culture, and even
blog posts.
Pinterest
For consumer organizations, If a brand cares about or spends
Pinterest is a valuable tool that money on any of the following,
allows brands to not only curate then the answer is definitely “yes”:
Pinterest Paid Advertising
content that builds and reinforces • Awareness: Pinterest’s platform
their brand's look and feel but Through Promoted Pins, you can reach
is a search engine in itself,
more people through your pins and
also, depending on the product, allowing your buyers to search ultimately drive more traffic not only to
can serve as a platform that drives for content they’re interested your boards but to your website. You
conversions and sales. From retail in, which can very well be your can target buyers based on keywords
to fitness to vacation packages and they search and their interests, location,
brand’s.
language, device, and gender. And with
beyond—Pinterest has become a
• Engagement: Do you have Buyable Pins, consumers can purchase
valuable conversion generator for products from the Pinterest iOS or
some interesting content that
many marketers. Android App through a “Buy It” button,
has done well on other social without having to leave the app.
A consumer brand like home channels? Why not pin it? Just
improvement retailer Lowe’s creates as the Facebook audience
posts that offer how-to tips and is different from the Twitter
inspiration, promotes their products, audience, Pinterest allows you
and some have a combination of to appeal to a more visually
both elements. focused crowd that may not be
The pinning of handbags and skirts, spending their slow hours on
directly or through fans, is a great Facebook or Twitter. Content
way for retailers to socially market pins can be a great way for your
their goods, but companies that audience to collect a library of
sell consulting packages or aircraft useful assets they can refer to.
engines still don’t have Pinterest in
their marketing plans. Should they?
43
Choosing the Right Social Media Platforms
Pinterest
• Branding: Are you a design- Pinterest’s search is mainly how • Organize your boards around
forward company? Or do you people find you and your pins, and different themes: different product
typically develop design-forward it is all about keywords. For example, collections, company culture,
campaigns? Pinterest is all about a picture of a fish with no description inspiration, how-to, etc. To get
the visuals, so leverage the fact will not be found in a search for “fish.” started, document all of the
that graphic designers are one However, simply adding a description different types of assets you can
of the most prolific groups of (adjectives help!) will immediately get share on Pinterest, then group
pinners and get your creative eyes on your pin. Load up relevant, them into common categories.
team to pin their work to inspire popular keywords in the description Some of your categories may
and be inspired! Just as designers of your pins and boards, and you are be more broad (office fun),
pin and re-pin designs that guaranteed to get more views, while others will be more
inspire them, marketers pin and likes, and follows. specific (infographics).
re-pin campaigns that inspire Just like any other social media • Get verified as an official business
them. Start a company board to platform, Pinterest rewards those so that users view you as a
show your peers the beauty of with fresh content. So while it’s trustworthy source of information.
your marketing and build your very easy to fill a board with re-pins, This will make your pins stand
reputation among prospects ultimately the fastest way to increase out as a verified source as users
and possible job candidates as a your following is by pinning new and scan through different pins, which
top-tier company. Next, start a interesting items. is especially important if you're
board with pins of other brands' directing them to another website.
marketing campaigns that TIPS AND TRICKS
inspire you. • Use relevant keywords to describe
your pins so users can easily
• Conversions: Pins can link to a
find them. Over 80% of pins are
page on another website, which
re-pins, according to RJMetrics,
gives brands the opportunity to
giving your brand the opportunity
drive buyers to a landing page for
to go viral if your audience can
a gated asset or registration page,
find and engage with you. If you're
or to a product’s page to purchase.
a consumer marketer, consider
adding prices to your pins. Pins
with prices get 36% more likes
than those without, according to a
study by Shopify. 44
Choosing the Right Social Media Platforms
Instagram
Instagram is a photo- and video- Whether you are a B2B organization CAPTURE: The time has come to start Make it personal: Post photos
•
sharing app that is becoming more or a consumer brand, here are a creating and sharing your content! and videos that give your audience
and more valuable to marketers, few tips to help you find success on Consider the following objectives as personal insight into the inner
especially with Facebook’s Instagram: you create your visual content: circle or workings of your product
acquisition of the platform. With PLAN: Before you begin sharing Make it exclusive: Post images
• or company. People want to feel
more than 500 million active photos and engaging users, it’s up to and videos that can only be seen like they are part of something,
monthly users, Instagram has you to create a plan to help you reach on Instagram and making them feel like an
a very active user base. Many your audience with posts that they will insider works wonders.
Make it visually engaging:
•
consumer brands are already like. Ask questions like: Include your audience: Find
•
Instagram users are savvy and
realizing tremendous success from ways to feature your followers
• What does my target audience creative, and know lackluster
Instagram, using it to showcase and promote them (with their
want to see? content when they see it. Don’t
their products and engage their permission). Including and
• How can I get them to engage post a photo or video unless it has
audience through posts, contests, acknowledging your audience
with my photos and videos? aesthetic appeal.
and giveaways. will encourage them to continue
For B2B organizations, you can • What will get them talking about to engage and share.
use Instagram to share interesting my company? At its core, the plan
quotes and fun visuals, capture stage is about determining what
event and office culture photos, and will make buyers engage with
run contests and scavenger hunts. your brand in a positive manner
and creating a plan of execution.
45
Choosing the Right Social Media Platforms
50,000
45,000
40,000 Average of all posts: 31,827
35,000
30,000
25,000
20,000
15,000
10,000
5,000
0
Posts with hashtags Posts with Posts with Posts with Posts with five Posts with Posts with
and location tags two hashtags three hashtags no hashtags or more hashtags four hashtags one hashtag
Posts that include both a hashtag and a location tag over-index engagement, averaging 43,061 Likes and Comments each. Posts with multiple hashtags also perform better than average.
Choosing the Right Social Media Platforms
Instagram
ENGAGE: Engaging with potential TIPS AND TRICKS
customers and sharing are the primary • Make sure your Instagram account • You can only post images or Instagram Paid Advertising
reasons to utilize a platform such as name is very similar to your videos on Instagram, so if you
Instagram. Luckily, there are a variety On Instagram, brands can advertise through
company’s name and that it’s set want to share text, such as a quote
a wide variety of photographs and video
of ways for brands to do this: to public so that users can easily or important takeaway, you can imagery. Through single photo ads and
Events: Post photos and videos of
• find you through search, hashtags, create an image with the text multiple photo carousel ads, you can advertise
events you host for your current and their networks’ activity. written within it. In this example, content that appears like a seamless addition
to the user’s Instagram Feed. For more
and potential customers. • Post at peak times. Because Cisco shares a statistic on the
information on digital ads, check out our
Geolocation: Use the geolocation
• Instagram is a mobile-only app, rise of wearable device usage by Definitive Guide to Digital Advertising.
feature to provide yet another point users can only access it on their uploading a photo of text.
of engagement with your viewers. mobile devices, and your posts • Use Instagram Stories to post more
By tagging your location, users can can quickly be filtered down by the frequently without overwhelming
easily discover your account and time they open the app. These your audience. This feature
your photos. This might come in times will vary depending on who makes your content available for
handy for a conference or event your audience is. 24-hours, and you can choose
you’re hosting, or to promote in- • Identify the hashtags that fit for which ones you want to save to
store events. your business and product, the your regular feed for a longer shelf
Gamification: Hold a contest
• trending hashtags (like throwback life.
for your audience. Have viewers Thursday #TBT) that you want
submit photos, provide captions, or to participate in, and those that
solve a puzzle about your photos. are unique to your brand and
• Convert: Instagram offers incorporate them in every single
advertising that can drive direct post. Consider using a branded
sales, form fill-outs, subscriptions, hashtag as well. Simply Measured
and a variety of other conversion reports that 70% of the most-used
activities. While these are not hashtags are branded.
organic posts, they are important
to consider as you create your
Instagram content mix that serves
your goals.
Choosing the Right Social Media Platforms
YouTube
YouTube has over a billion users— TIPS AND TRICKS
almost one-third of all people on the • Use a keyword-rich description • Broadcast live video on your
internet. And according to Alexa, it’s YouTube Paid Advertising
since this section represents the YouTube channel (and then host
the second-largest search engine meta data that is searched by the recording) by connecting Whether your buyers are looking at
in the world after Google, which funny cat videos or watching explanatory
Google. National Geographic's your channel to Google marketing videos, there are various types
makes sense when you think about YouTube videos are packed with Hangouts. You can learn more of ads you can show to targeted audiences
how people use YouTube—as a descriptive keywords to reveal on Google Hangouts help page. based on content: In-Stream, In-Search,
video search engine for a new movie what their videos are about, not In-Display, or In-Video Overlay Ads. For
trailer, a how-to video, or even a more information on digital ads, check out
to mention help with keyword our Definitive Guide to Digital Advertising.
product demo. search rankings.
As such, your video titles should be • Post new videos on a consistent
customer-centric and descriptive basis so that users feel like it’s
so that users can easily find your worthwhile to subscribe to
content, and your video description your channel. Set a cadence
should be two or three sentences for how often you will publish
that include targeted keywords. videos and keep it. Once you’ve
Be sure to take advantage of the set expectations with your
tagging feature, which is the way audience, it can hurt your brand
that YouTube determines the to not meet those expectations.
relevance of your asset and groups Furthermore, you can lose
similar videos together. 5–7 tags credibility if your content is
are optimal and will ensure your stale–this applies across all
video is associated with other videos social media platforms and
that use the same tags so they can marketing channels.
appear as a “related video” when
• Include calls-to-action in
users are viewing other videos.
your videos, asking viewers to
Aside from just posting content on
subscribe or visit a link. You can
YouTube, you can take advantage of
direct them to your website
its ad platform, which allows you to
to learn more or to a landing
display ads before a video to your
page to download a coupon
target audience.
or register for an event.
National Geographic uses keyword-packed descriptions that help boost their search rankings
Choosing the Right Social Media Platforms
Periscope
Unlike the other video-sharing TIPS AND TRICKS
platforms, Periscope is a live • Before you jump into starting your
streaming platform that broadcasts own Periscope broadcasts, do your
live video from your phone. Users research and watch some other
can interact with brands in real time, broadcasts first to get a feel for the
watch replays after a broadcast, and platform and format.
provide feedback. While the videos
• Host video interviews with
disappear on the platform after a
prospects, customers, employees,
certain amount of time, videos can be
and thought leaders. For higher
saved onto your phone to republish
production quality, invest in tools
on other channels. Because this is a
like studio lights, a tripod, and
live channel, with real-time interaction
fun backdrop.
with your audience, it’s important to
be prepared for anything—from silly • Show viewers on-site footage
moments to tough questions. of an event. Have a team ready
to answer customer service
questions, and follow up with
questions you can’t get to while
you’re "on air."
49
Choosing the Right Social Media Platforms
Turn on the chat
Periscope 101 functionality
Allows users to interact with your
broadcast and ask questions or
make comments. You can open it
up to all users or only users that you
Write your headline here follow, but it's a good idea to open
Include a short description of your it up to everyone to allow them to
video and add mentions and hashtags engage directly with your brand.
to increase engagement. This will
be the same copy that gets shared to Change your camera view
your Twitter feed if you turn on After you start broadcasting, you
the functionality. can double tap your screen to
change the camera from front-
facing to rear-facing.
Share your location
This makes your broadcast discoverable
Turn on Twitter post
on Periscope's Global Map tab and will
also allow users who search for your Drive traffic to your Periscope
location to discover your broadcast. broadcast from Twitter.
50
Choosing the Right Social Media Platforms
Snapchat
While Snapchat is more of a messaging • Create branded geo-filters for
app, brands use this platform to tell events, launches, and big events
interactive stories. Snapchat has grown for your audience to use and share Snapchat Paid Advertising
as much in one year as Twitter has in with friends. At Marketo's Marketing
four years combined, and it is now Nation Summit, we used a geo- Snapchat’s 3V (Vertical Video Views) ads, which appear in both premium
and curated content, allow brands to promote their stores in a portrait
the country’s second-favorite social filter within the conference center
mode that takes up the full screen space. And with the geofilter feature,
network, behind Facebook, according vicinity that users could interact businesses can create unique filters for their audiences to use to
to Convince and Convert. Snapchat’s with and share with their network. promote a campaign or event.
functionality is similar to Periscope • Sharing snaps? Understand how
where your content disappears after your tone, voice, and branding will
a period of time, but can be be represented. Consider starting
downloaded and saved elsewhere. an employee ambassador program
TIPS AND TRICKS to share unique views of different
• Create a custom QR code for your teams within your company.
brand's profile (your profile ghost) • Think in terms of a story—the
and get creative with where you "My Story" part of Snapchat
place it. For example, at events accumulates your snaps over a
or in-store, you could place it on 24-hour period of time. What do
swag and signs. you want your audience to know
• Choose a username that is your about you in that time period?
name, or very close to it, and use
your other social networks to drive
your fans and followers to find you
and engage with you.
PRESENTATION SHARING
Presentation-sharing platforms, like TIPS AND TRICKS
other social media platforms, play a • M
ake it a part of something bigger: • T
ake it on the road: Use your • G
et SEO Value: Make sure that all
critical role in the research your buyer Your presentation is more powerful presentation outside of simply of your presentations are optimized
does long before they get in touch with if it’s part of a much larger content posting it to the presentation- for SEO, so you can reap the search
you. Presentation-sharing platforms initiative. If your presentation is sharing platform. Share it at a engine rewards from the work that
such as SlideShare and Scribd offer yet part of a larger campaign, you company meeting, user groups, you have done and drive traffic
another way for you to display your have the opportunity to engage meetups, and conferences. not only to your presentation and
content, educate your audience, and your audience further, with content channel, but back to your website.
support your SEO strategy. that you know will interest them.
For an organization just getting started • B
ase your presentation on a
on a presentation-sharing platform, topic in which you are an expert:
a good place to start is by auditing the Leverage subject matter experts
content on your corporate website within your company for topics
and uploading key pieces. Think of they are knowledgeable in. This
these sites as an extension of the ensures that you are offering
“Resources” or “Downloads” section on your audience a unique and
your company website, with the added expert point of view on a topic
benefit of even greater exposure. and providing value. Content
Upload and share content that Marketing Institute's SlideShare
addresses your buyer personas and provides users with educational
track which sites are most popular content around different aspects
with each persona. Then, refine which of content marketing, which is
topics and content work best on their expertise, from how-to, to
different sites. Types of content you stakeholder buy-in, to SEO.
may want to share include infographics,
slide decks, and webinar slides.
Q&A
Q&A sites provide a platform for users TIPS AND TRICKS
to ask questions, provide answers, • Listen for conversations that are
and discuss topics of interest. The Link Building
going on about your company
best sites provide easily searchable or product and ask employees Many Q&A sites have high rankings and a continuous amount of traffic. Adding links to
answers and can be good for SEO. to join in when appropriate. your responses on Q&A sites is a great way to drive traffic to your website and will have
Popular Q&A sites include Quora, a positive impact on your SEO. However, make sure that you aren’t just placing links
For instance, if customers are
without a quality response and that your link is relevant to the question and your answer.
Reddit, Formspring, and answers. experiencing a technical issue
com, although topics on these or looking for advice about your
sites can vary significantly. Q&A product or service, you can alert
sites help you drive traffic to your your colleagues and ask them to
website, and they also help you build answer the questions.
relationships with key influencers. Set
• Host an AMA, “Ask Me Anything,”
up Google Alerts for your company,
with subject matter experts
competitors and top keywords and
and thought leaders within
keep an eye out for questions you
your company. CEO and CTO
can answer. Remember to provide
of SpaceX Elon Musk did an AMA,
thought leadership and insight within
which received a lot of traction
your comments, and only include
at over 11,000 comments. AMAs
link-backs when relevant. And, of
give your brand direct access to
course, always focus on building
your buyer's needs and interests
relationships.
and allow them to connect with
you on a more personal level.
#MKTOGuide
Social Media Advertising
Advertising on social media platforms more important than ever to have 4. Always add value.
has changed tremendously. the right strategy in place, track all 5. Always test your ads and content on each platform.
55
Social Media Advertising
"Social media is speeding toward a 'pay if you want to play' model. With the introduction of algorithms
across most major social networks, it's very hard for businesses to stand out without bringing money
to the table." MICHAEL STELZNER Founder and CEO, Social Media Examiner.
56
Social Media Advertising
"The social networks increasingly have become publishing platforms, which means the 'Age of Free Social'
comes to a close for all but the lucky, viral few..."Hi Kohls, Love, Chewbacca Mom!"
ANN HANDLEY Chief Content Officer, MarketingProfs
57
Social Media Advertising
58
Social Media Advertising
59
Social Media Advertising
Here are common sizes for PPC ads mandated by Social Media Ad Networks:
Google, a dominant ad network in the online space:
C 320 x 100 px
A A 800 x 320 px
300 x 250 px
B F
300 x 600 px 160 x D
600 px
336 x 280 px B 1200 x 628 px
D
1080 x 1080 px
E 728 x 90 px
C 1200 x 627 px
DEVELOPING A
SOCIALMEDIA CALENDAR
#MKTOGuide
Developing an Editorial Calendar
As you assess and develop content messages when you do share them.
for social media, it’s important to We’ve found that this approach works
think about it in a framework of how in email marketing, on our blog,
you will distribute it. One example of and in social media marketing. It ENTERTAIN MONTHLY
a common framework that is used lets us engage in conversations with
on social media is the 4-1-1 rule. At our audience and build awareness,
INSPIRE BIWEEKLY
Marketo, for example, we not only credibility, and trust and keep in
aim to share valuable content for our touch with our followers—without
audience, but focus on educating coming across as pushy or sales-y. START CONVERSATION WEEKLY
and providing value first and selling So even if one of your top priorities
second. Because of this philosophy, is “announcing new products,” 2 X WEEK
TEACH HOW TO DO SOMETHING
we follow a 4-1-1 rule. This rule states we don’t recommend limiting your
that for every four educational or posts to only information about your PROVIDE RELEVANT INFORMATION 3 X WEEK
entertaining posts (infographic, blog, new releases. Likewise, if you want
awareness-level ebook), you can to acquire new customers on social,
share one soft/midlevel promotion it’s still not the best venue for
Content Marketing Institute's diagram explains content purposes and how often each type should be
shared on your social channels.
(a more solution-focused asset) advertising deals.
and one hard/late-stage promotion
You can certainly mention
(a demo, for example).
promotions on occasion, but do so
This mix allows you to offer with caution. Your audience’s trust— "The 4-1-1 rule applies to brands on social media,
value that far outweighs the sales ultimately your most powerful selling in part because it fundamentally reminds us that
element of your mid- and late- tool—hangs in the balance.
stage promotions and educates and being a resource to others is the best way to
entertains your audience so they are market. (It's a good rule for life, too, isn't it?)"
more welcoming to the later stage
ANN HANDLEY Chief Content Officer, MarketingProfs
Developing an Editorial Calendar
USE THIS WORKSHEET FOR EACH PLATFORM TO CREATE AN EDITORIAL CALENDAR. FILL IN YOUR PRIORITIES BELOW.
Priority 1:
Priority 2:
Priority 3:
Priority 4:
Priority 5:
Developing an Editorial Calendar
How many times per day will you post for each social media platform?
What upcoming releases, company/industry events, announcements, and content do you want to share?
(You may have to check with other teams—PR, content, product.)
List any holidays, national/international events, and trends that you want to post about:
"Anything posted on social media can be considered global content. It's a challenge to plan and execute
social media campaigns across time zones, so be patient and careful to make sure your messages go out
at the right time and day." PEG FITZPATRICK Social Media Strategist and Co-Author, The Art of Social Media: Power Tips for Power Users
Developing an Editorial Calendar
69
Developing an Editorial Calendar
Social marketing has a lot of moving parts. Print out or copy this checklist to make
sure you’re completing the necessary daily tasks:
Check any incoming tweets/FB comments/LinkedIn mentions Check for new social promotion requests from your team,
from yesterday. whether this is done via a dynamic form or an email alias.
Refer any support questions to the appropriate team
Check your paid promotions.
Reply to any comments
Are you still within your budget?
"Like," "favorite," or "retweet" where appropriate
Is your audience engaging?
Check for friend requests and new followers; accept and follow
Check your editorial calendar and colleagues to confirm any
back where appropriate.
events, industry news, or announcements you'll need to monitor.
Double check the tweets/posts you scheduled last night. Send tomorrow's tweets, Facebook posts/LinkedIn posts around
Check for relevance (situations can change overnight!) for review.
Check all links Check all links
Check for typos Check for typos
Check your tracking parameters
(if using marketing automation or tracking platform to collect data)
HOW TO STRUCTURE
YOUR SOCIAL MEDIA TEAM
#MKTOGuide
How to Structure Your Social Media Team
TEAM STRUCTURE
How you structure your social media team and communicate its role and responsibilities to the rest
of the organization has a direct impact on its ongoing success. Let’s take a look at a few things you
may want to consider as you get started.
72
How to Structure Your Social Media Team
Staffing Considerations
Social media marketing takes The size of your team and the
effort, especially if you want to scope of responsibility will vary
work toward creating an integrated considerably based on your
cross-channel campaign strategy. organization's size and structure. Social Media Is a Companywide Effort
Therefore, you will want to take In a large, global organization, While your social media team will do the heavy lifting, a strong
resource allocation into account social media responsibilities may presence of employee advocates on each channel will help strengthen
when creating your plan. How sit across many teams and paid your brand presence. As a company, we embrace social sharing tools
to encourage social conversions within our employees’ networks.
many resources you will need to social advertising may be on a
We curate content that employees can share with their networks so
dedicate to social media marketing separate team. that our posts aren’t just seen by our followers, but by our employees’
will depend on the following: networks as well.
• Budget for new headcount You may also encounter comments or questions that can best be
• Strategic goals addressed by your own employees. In these cases, it would be a good
idea to have a social representative from each team—sales, product
• Number of platforms utilized marketing, support, customer success, etc.—who can engage in these
• Weekly social time conversations. These individuals will represent your company as
employee advocates, but also bring to the table their unique expertise
commitments
and experiences.
• Content strategy
• Current and future
community size
"Marketing today is getting more and more specialized. I outsource paid media to a specialist agency who
stays on top of trends and techniques. But for organic, where the real relationships form, I think it is unwise
to send to an agency. We hold tightly and keep it in-house."
MARK W. SHAEFER Executive Director, Schaefer Marketing Solutions, Speaker, Educator, and Author
73
How to Structure Your Social Media Team
Staffing Considerations
For a consumer organization, you However you choose to structure "If you're looking for talent to run your social
may have a lean team, but outsource your team, it’s important that you
the paid social advertising. Or, cover the following responsibilities:
media marketing, look for people who are natural
for a start-up, your social media • Map to higher-level
communicators and can carry on a conversation."
headcount could be responsible for company goals MAT T HEINZ President, Heinz Marketing
other areas of the business and not
•
Define social media
be able to fully devote their time to
marketing objectives
social media. With that in mind, we
offer some considerations, but keep • Social channel optimization
in mind they won’t fit all situations: • Content strategy
• Consider starting by dedicating • Social campaign planning
one full-time headcount for
• Social CRM segmentation
social marketing management.
This person will spend his or • Social scoring/nurturing
her time mostly on community • Social analytics
management, social messaging,
content creation, best practices,
and planning.
• Resource permitting, the full-
time employee hire should be
someone dedicated to creating
content and who can serve as
the managing editor for all of
your content.
• Then, if possible to hire someone
or contribute to a headcount
of someone on your digital
advertising team that is dedicated
to driving effectiveness and
toward your goals with paid
social advertising.
74
INTEGRATING SOCIAL MEDIA
INTO YOUR OMNI-CHANNEL
MARKETING STRATEGY
#MKTOGuide
Integrating Social Media Into Your Omni-Channel Marketing Strategy
Nurture
Today’s buyers move seamlessly— potential customer mentions your An engagement marketing platform,
and quickly—across channels. A company on social media or interacts like Marketo’s, enables marketers
typical buyer moves quickly from in a key way, you can use your to do this efficiently by making What is Nurturing?
email, to social media, to your engagement marketing platform’s marketing assets—emails, landing
Nurturing is the process of building
website and then back to social marketing automation software to pages, forms, segmentations, effective relationships with potential
media in the blink of an eye, so your listen and respond with triggered and workflows—easy to replicate customers throughout the buying journey
buyer needs to see an integrated emails and communication. You and implement. This ability to fuse and beyond—maximizing results and
revenue for your organization.
experience across every channel. can also use sophisticated targeting planning and execution allows
Your marketing automation platform with paid social media ads. Social marketers more flexibility than ever, It requires listening and responding
and nurturing campaigns need to channels like Facebook, LinkedIn, and which enables them to engage to buyers on multiple channels. And
account for all the ways a buyer Twitter offer highly targeted options buyers quickly and personally— now, with breakthroughs like web
personalization software and a marketing
will look to interact and engage for your ads. You can segment your whether they’re at home, on the
automation platform that syncs with digital
with your brand. ads based on a number of different road, or at the beach—to move advertising platforms, marketers can
Make sure you are using your social attributes such as role, company, them to the next stage in the even nurture anonymous visitors much
media platforms as a key element location, behavior, and more. customer lifecycle. earlier on in their buyers’ journey and then
throughout the entire lifecycle—creating a
in your customer or lead nurturing Additionally, many social channels
more personalized, engaging, and guided
strategy. If you have target accounts allow you to upload lists from your experience than ever before.
or personas, interact with them by CRM or marketing automation tool
responding to posts, liking their so you can target specific individuals
comments or updates, and sharing that are in specific stages in your
great content they post. When a sales cycle.
78
Integrating Social Media Into Your Omni-Channel Marketing Strategy
79
Integrating Social Media Into Your Omni-Channel Marketing Strategy
Web
As a buyer browses your website only personalize your website, but You can also leverage your website automation system, since each
and interacts with your content, the also your retargeting ads on social landing pages to promote your social shared message includes a special
data you collect on their behavior channels. For example, a potential media presence. With Marketo’s link that tracks the responses at every
feeds into a master view that fuels customer may come to your website social application, you can set stage to the conversion event.
your communication with them to sign up for a free trial. Later, after up a social referral campaign to
across all channels, including leaving your website, you can use combine the power of compelling
social. If your marketing automation that information to retarget them on offers for referrers with a reach that
solution has a web personalization social media with an offer for a extends across major social media
app, you can leverage a website “Tips and Tricks” guide that will help platforms, allowing you to grow your
visitor’s lead or engagement score drive adoption and, eventually, a customer base fast. These referrals
or stage in the buyer journey to not paying customer. can be tracked by your marketing
Landing page of a social referral created using Marketo’s social application Marketo’s Social Dashboard tracks a social campaign’s progression and effectiveness and reveals how prospects are
helping to get the word out
80
Integrating Social Media Into Your Omni-Channel Marketing Strategy
Mobile Email
An integrated cross-channel You can easily integrate your • Listen for keywords that are used to life. Gauge whether your campaign
strategy involves both listening and email campaigns and social media by your audience in social media, resonates with the targeted audience
responding on multiple channels. platforms in the following ways: and then send segmented emails and their interests, and determine
Because of the predominance • Social Connecting: Use email to that use those keywords how you can engage them on social
of mobile, it's critical that you grow your social followers. • Watch who your followers follow, media before, during, or after the
incorporate your mobile marketing and use their content interests to event. Perhaps you can offer your
• Social Sharing: Use email to
activities with your social media help augment Facebook audience an inclusive
extend the reach of your message
marketing strategy. exhibit pass or include your hashtag
through social channels.
For mobile, this entails listening for Offline and account handles on all your
• Social Promotion: Use social to signage and presentation decks.
mobile website visits, emails opened Traditional channels often take
grow your email list and promote
on mobile devices, and, if you have a mass marketing approach to With a physical presence, like a brick-
your email marketing efforts.
a mobile application, app installs, in- addressing an audience and can and-mortar store, evaluate how to
app activities, and responses to push Here are some ideas: bring your campaign to customers
sometimes be hard to measure.
notifications and in-app messaging • Supplement each email address It’s important that the results that who visit. How can you best engage
to inform your other marketing in your database with the traditional channels drive are in line them while they are in your store?
campaigns. For example, you can contact’s social media data with your campaign goals. Traditional This can be done a variety of ways
use your social media platforms to channels can be a powerful way to on social media—from promotional
• Feature a Facebook, Twitter, or
promote your mobile app. augment your social media marketing contests, to discounts, or giveaways—
LinkedIn connect button in email
On the other hand, it’s just as campaigns and are still a worthwhile it’s up to you to determine what will
opt-in confirmation messages so
important to be able to respond on tool in your marketing toolbox. work best for your audience and how
that enthusiastic new subscribers
mobile as well. Say a customer opens you will measure its success.
don’t miss out on other ways Events usually have a targeted list
your email and clicks on a form, but to connect of attendees with a specific set of
then exits the landing page without interests. Whether you are hosting
• Add a Facebook, Twitter, or
submitting it. If they have your app a small webinar, a large-scale
LinkedIn connect button to your
installed, perhaps you can send them international trade show, or an
preference center for recipients
a push notification informing them executive private function, event
who’d rather stay in touch over
that their form was not processed. marketing can be a powerful way
social networks
to stand out and bring your brand
81
YOUR SOCIAL MEDIA
TECHNOLOGY STACK
#MKTOGuide
Your Social Media Technology Stack
Remember when you implemented LinkedIn, Facebook, Instagram, etc. single source of truth for cross-
marketing automation? (If you haven't isn’t enough (and it shouldn’t be). channel activities. You can listen
yet, you should consider it.) You Who is sharing your content? Whom and respond to your prospects or
immediately had more visibility into did they share your content with? customers with the right message,
your campaigns and website activity. And what are they sharing? Social at the right time, in the right place.
Suddenly, you could track website applications, like Marketo Social For example—if someone subscribes
visits and downloads. You knew Marketing, create more insight into to your blog and enters your database
who was visiting your website, what all of your social activities so you and then goes to Twitter and fills out
pages they visited, and what content know who your top influencers are, a website card, you can follow up
appealed most to them. Additionally, what content they are sharing, and via email to nudge them along their
you could track all of your email what their networks look like. customer lifecycle toward the next
campaigns. The increased tracking By analyzing your social sharing conversion point and have a single
capabilities enabled you to optimize metrics, you can test different source to track all this data.
your processes and messaging. campaigns, content, and social media
Ideally, you’re able to do the same platforms against each other so you
with your social media marketing. know what is working and what
Perhaps just knowing how many isn’t. Additionally, with a marketing
shares you received on Twitter, automation platform, you have a
83
Your Social Media Technology Stack
What should social media marketers look for when What should social media marketers look for when What should social media marketers look for when
evaluating technology to help them do their jobs? evaluating technology to help them do their jobs? evaluating technology to help them do their jobs?
Make sure the solutions you choose can be easily Perhaps the most important factor is how that Information—data and insights that can help you do
integrated with your existing technology. That way, technology integrates with your existing systems. We’re your job better, understand your successes, and learn
you won’t have to rip out technology you’ve already living in the most exciting, “wild west” technological from your failures. Social media is the greatest focus
invested in to make a social-relationship platform work. landscape that has ever existed, and this has created group any marketing professional could ask for, but to
Social media and other marketing channels should years of legacy systems that individually contain realize its full potential, you need tools that will focus
work together in a streamlined way, freeing up more valuable aspects of the customer journey. The right on KPIs and provide metrics that can be tied back into
time for you to actually engage with your buyers. social media technology will integrate with these the business and the impact that your social campaigns
legacy systems, along with your core marketing system, are having.
Social media marketing is always evolving; what
enabling your brand to leverage insights from social Social media marketing is always evolving; what
should marketers look for and prepare to face next?
media and layer that data to connect online and offline should marketers look for and prepare to face next?
Staying up to date with emerging trends and changes customer experiences.
is only one piece of the puzzle. You also need to know The biggest thing that is changing is where the social
Social media marketing is always evolving; what data lives. Classically, it has been siloed with the
how to quickly translate these trends into tactical
should marketers look for and prepare to face next? marketing team (or in some instances, the social team),
moves and opportunities for your brand on social—
and the best way to do that is through continuous There’s a famous concept by Ray Kurzweil that applies but this doesn’t do justice to the data or allow your
education and training. well here–the Theory of Accelerating Returns, which company to make the most out of it. Social data needs
states that technology innovation is accelerating to be shared throughout your entire organization in a
exponentially. It is virtually impossible to keep up with clean and easy-to-understand way, so look for tools
every technological breakthrough at speed, at scale, that allow you to visualize and distribute KPIs across the
and at an integrated state. organization in real time with key decision makers.
In order to stand a chance, your technological
infrastructure has to be built with scale in mind. Your
solutions should deliver on their promise as well as
evolve with your brand and its needs.
Your Social Media Technology Stack
86
MEASURE THE ROI OF YOUR
SOCIAL MEDIA CAMPAIGNS
#MKTOGuide
Measure the ROI of Your Social Media Campaigns
88
Your Social Media Technology Stack
EARLY-STAGE METRICS
Early-stage content is typically FOLLOWERS: This tracks the size contributes to brand awareness EXISTING: When your campaigns
fun, entertaining, or educational to of your audience on each channel and customer engagement, to convert known names (e.g., a
build brand awareness and affinity, over time to understand how many demonstrate your total impact prospect in your database who has
so you should be measuring data people are interested in your brand on the business (especially when previously interacted with your brand
that indicates how successful your and what you have to say. you’re putting money behind your or a consumer who has already
campaigns are at doing this. Of campaigns–headcount, resources, purchased from you), your marketing
ENGAGEMENT: This tracks the
course, if you’re limited on resources paid promotion, etc.), you need automation platform calculates
interactions social media users have
or bandwidth, your focus may be to measure hard metrics like their behavior in terms of how they
with your social media account, such
more on paid efforts, in which conversions, revenue, and ROI. converted (e.g., downloaded a white
as clicks, likes, shares, and comments
you would place more weight on To accomplish this, you need to paper promoted on your LinkedIn
on your posts and time spent
the conversions your campaign track the conversions (downloads, page), which adds to their lead score.
watching a video.
generates and how they ultimately registrations, subscriptions, For your paid social media
translate into ROI (which can be EACH: This is an important measure
R purchases, etc.) that your social campaigns, which in addition to
understood by analyzing later of brand awareness, as it measures media posts bring in. staffing you’re investing budget
stage metrics). the number of people who have seen
There are two types of conversions dollars into, you’ll want to track the
your post. Essentially, it indicates how
Your social media platforms may you should track: following metrics as well:
far your content has reached and
have native analytics dashboards
how effective word-of-mouth is NEW NAMES: This is the number COST PER LEAD/ACQUISITION:
that reveal so-called “vanity metrics,”
at amplifying your voice. of people your campaign brought B2B marketers typically track the
which are more important than the
into your database. This can help cost per lead they acquired through
name implies. These soft metrics These metrics—followers,
you measure how successful their paid social campaigns, while
help you evaluate and understand engagement, and reach—are
your social media campaigns are consumer marketers may track
early indicators that are precursors especially important for your organic
at acquiring new leads into your the cost per acquisition (unless
to conversions, like brand awareness posts, since your objectives with
database or, if you’re a consumer you’re selling considered purchase
and recognition, influence, and these posts are to build brand
marketer, how many purchases products that have a longer customer
mindshare, and include the following: awareness and affinity and amplify
that campaign generated. lifecycle). To calculate the cost per
your voice. And while these metrics
lead/acquisition, divide the cost of
are certainly important to understand
your paid social campaign by the
how your team
number of leads or acquisitions it
brought in.
89
Your Social Media Technology Stack
EARLY-STAGE METRICS
As you can see, conversions are website analytics platforms like posts). While your social media social media platforms against each
critical to tracking how successful Google Analytics can reveal how platforms can track how many other to see which ones are best
your social media campaigns are. many conversions each campaign people see, click on, engage with, at promoting specific assets. For
For B2B marketers and consumer generated. A marketing automation and convert from a post (if it’s a paid example, perhaps LinkedIn is a better
marketers selling considered platform that can track unique URLs campaign), it’s not able to see who channel for promoting your white
purchase products, this reveals can complement those systems by actually downloads the asset or papers and industry-specific events,
how effective your social campaigns showing you who converted. makes a purchase. while Facebook generates a lot of
are at bringing in leads that you When you share your content on And even if you add unique URL blog subscribers.
will then nurture. For consumer social media, you typically include parameters to track in Google
marketers, this indicates how a link to your website to drive traffic Analytics, you still won’t be able to
successful your social campaigns to a gated or ungated landing page, see who clicked on or converted
are at increasing purchases. unless it’s purely for educational from a post—only how many. This
Your social media platforms’ or entertainment purposes (think: is still useful though, as you can
native analytics alongside with memes and #ThrowbackThursday use this data to benchmark your
90
Your Social Media Technology Stack
EARLY-STAGE METRICS
For deeper insight, set up campaigns even track social media conversions
inside your marketing automation from anonymous leads. In this case,
platform, like Marketo’s, with a smart an unknown lead would come to Retention, Upsell, and Cross-Sell
list or smart campaign that tracks your landing page via a unique URL If you’re a consumer marketer conducting transactions on your website, the next set of
those specific parameters to reveal you promoted on social media, metrics may not apply to you, since a conversion usually indicates a sale. However, remember
that the customer journey doesn’t end post-sale. According to eMarketer, it costs 10 times
how many conversions each of your your website would cookie their
more to acquire new customers than to sell to the ones you already have. And based on
campaigns brought in. Once a social IP address, and then track their data from Bain & Company, a 5% increase in retention yields between a 25%–95% increase
media user clicks on that unique URL activity across your website. Even in profits. Plan a strategy around customer marketing—retention, cross-sell, and upsell—to
and takes an action on that page that if they don’t fill out a form right maximize the customer lifetime value of your hard-won customers.
MID-STAGE METRICS
Your mid-stage content should be SQL: Sales qualified leads, or SQLs, PIPELINE: Your pipeline indicates
educational and engaging to drive are prospects who have been how many leads your social
your audience towards interacting qualified by sales as good leads. campaign brought in. At Marketo,
further with your company. At this our golden metric for a good
OPPORTUNITY: Once a potential
point, the data you collected on campaign is one that generates
customer becomes an SQL, they
the conversions your social media pipeline at least five times the
get further qualified by sales. If
campaigns drove will be critical to amount of the cost.
they deem that there is a sales
measuring your mid- and
opportunity there, they’ll become
late-stage metrics.
an official opportunity in your
At this stage, you’ll need a system. Although opportunities
marketing automation platform, can take a while to develop since
paired with social media, to power they factor in a buyer’s interactions
your prospects through their with your brand, it’s important
journey and your pipeline through to fill your pipeline with as many
ad targeting. You’ll need a marketing good leads as possible to generate
automation platform to track the more customer opportunities.
following metrics: This ties into your activity in earlier
MQL: Marketing qualified leads, stages because the more people
or MQLs, are prospects who have you reach and engage on social
reached an agreed-upon threshold media, the more relationships you
based on your lead scoring, which can develop that will hopefully
takes into account their overall fit, become sales opportunities.
behaviors, and interests. At Marketo,
that threshold is 100.
92
Your Social Media Technology Stack
LATE-STAGE METRICS
At this point, you can start seeing effective you are at identifying your you’ve collected by targeting them
how your social media campaigns customers’ additional needs and with a more narrow focus. In the
contribute directly to revenue. Track cross-selling and upselling to them. earlier stages, you’ll want to focus
the following late-stage metrics to As you measure your social media on a broad approach that can reach
tie your social campaigns to ROI: campaigns, the important thing to many of your buyers. But once
keep in mind is that social media and you’ve got their attention, you can
PPORTUNITIES WON: This
O
marketing automation go hand in hit on their unique interests and
number indicates the number
hand. You engage your audiences needs with powerful marketing
of closed-won deals that your
through social media, both organic technology solutions.
campaign achieved.
and paid, but marketing automation
EVENUE WON: This refers to the
R tracks the process, gives you the
ROI
dollar amount of the deal size that insights to evolve your conversations
your campaigns brought in. intelligently, and allows you to
CUSTOMER LIFETIME VALUE measure the impact of social
(CLV): The CLV represents the total channels and campaigns on your
value that your relationship with business. Additionally, it allows you
a customer brings your company, to bring your ad channels into a solid
across the entire customer lifecycle. omni-channel strategy that creates
For consumer marketers, this may better customer experiences and
be easier to calculate (average moves them faster through the
value of sale X number of repeat buyer journey.
transactions X average retention As buyers engage with your brand
time). For B2B marketers, this more and more, make sure you’re
may vary depending on how making the most of the information
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CONCLUSION
Today, it’s not enough just to be on Change is constant for social media. With the right strategy—one that
social media. You need to be actively Ensure your strategy can stand the guides buyers further along the
engaging with your audience— test of time by defining your goals customer lifecycle and identifies
building your network, sharing and then by testing and adapting social marketing tactics and
content, asking your audience the activities you do to support platforms that are right for your
to share content, participating in them over time. For example, in the organization—you’ll bring revenue
conversations, and responding time we've written this guide, new to the table that’s cost-effective and
to comments. social media marketing capabilities supports a holistic and continuous
As social media adoption continues emerged—a change that's both cross-channel conversation with
to rise, an omni-channel social media wonderful and inevitable. An your buyers.
marketing strategy is essential to your unshakable strategy doesn't shy away
brand’s success. You can’t afford to from experimentation in service
be absent from conversations going to achieve a goal. Technology will
on about your brand, especially when help your team and social media
your competitors are part of them. marketing strategy adapt and iterate
Now that you understand how to quickly in addition to enabling you to
develop a social media strategy, you'll understand how your cross-channel,
be able to use social media marketing continuous conversations with your
to engage your customers at each audience on social media platforms
stage of the journey and create ultimately contribute to achieving
content that's relevant and drives your goals and driving revenue.
toward your objectives.
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ABOUT THE GUIDE
Special Thanks To Our Thought Leaders:
DAVIS LEE
Sr. Creative Director
Marketo
@designsbydavis
LYNN-KAI CHAO
Sr. Graphic Design Specialist
Marketo
@kaitanium
Marketo provides the leading
engagement marketing software and
solutions designed to help marketers
develop long-term relationships with
their customers - from acquisition
to advocacy. Marketo is built for
marketers, by marketers and is
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marketing technology. Marketo puts
Marketing First. Headquartered in San
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world, Marketo serves as a strategic
partner to large enterprise and fast-
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visit www.marketo.com.