Social Media has a few very common myth - and it's about time we bust them!
B2B marketers tend to ignore Social Media channels or focus on LinkedIn alone. However, Twitter, Facebook, and even Pinterest, all have potential when it comes to finding the right audience for your product.
This presentation reviews these common myths and then show the importance of holistic approach towards understanding the entire marketing funnel. From Blogs, to LinkedIn groups to paid media on Facebook and remarketing.
2. Shameless (obligatory) self promotion slide
Over 30 <gulp> years combined experience with tech start ups and multi-national brands
Google, Facebook, Ubuntu, Fuji-Xerox, HP Scitex, Askem, Cliqdo,
Jinni, Cloudyn, Roojoom, BlazeMeter, DMG, ICQ
Marketing Envy
What We Do:
Lifecycle marketing
Product Design, Pre-launch, Launch, Growth
Billy Cina Amit Lavi
4. Social media myths:
1. Unsuitable for B2B
2. Can’t measure its ROI
3. ‘Reach’ & ‘Engagement’ are buzzwords
4. Cheap PR replacement
5. It’s all about the content
18. Challenges in the Cloud - B2B Case Study
• Product: Huge need, little demand
• PR & online campaigns: Some demand generated
• Audience: Devops, Developers and CTOs
• Assets: Website, blog, limited social media
• Challenge: Create awareness & scale demand
B2B SaaS
Company
20. • All channels: Time on site and conversions
• Facebook: Comments, frequency & blog traffic
• Facebook remarketing: List size and freshness
• LinkedIn: Quality of exposure
• Twitter: Traffic and quality
• Blog: Average time on blog, page views
Measuring: How & What
24. Key takeaways
Social media relevant in every stage of funnel
& Relevant to all P2P products
Quantity of channels ≠ quantity per channel
Focus on list size
Content is key, distribution is the door
Measure and evaluate key channels Marketing Envy
Services include:
Positioning and messaging
Establishing social mechanics & measuring tools
User acquisition strategy and testing
Branding and marcom, all elements
Multi-channel demand generation campaigns
PR management
Scaling platforms for growth
More…
Marketing agency for tech companies with two distinct goals:
1. Proving an ROI from each campaign / activity
2. Educating you how to repeat or continue the success
Social is a arbitrary name of several marketing channels with almost nothing in common but people creating content and sharing it
Like Google search, websites or newsletter, social media channels are just platforms to reach relevant people
Myths are irrelevant once you are talking about social as just another channel
Social Media is not good for B2B
B2B Marketers are people – they are everywhere. Might have different moods and intentions but they are still there – get their attention, get them to read, show them the value, get them to the blog, get their remarketing list. They are on Facebook, They are on Twitter and they are on LinkedIn
There’s no ROI in Social Media
Social media is a marketing cannel like any other – what are you measuring? If you are measuign online sales
http://www.technicallymarketing.com/index.php/tag/mythbusters/
At the end of it all, people are people with their habbits and social networks they use
http://www.technicallymarketing.com/index.php/tag/mythbusters/
Comments or retweets are means to an end – focus on goal then measure gols
Goals can be sales. Off line visitors to store or exposure
To each Goals choose a set of intermediate goals which are means to an end
http://www.technicallymarketing.com/index.php/tag/mythbusters/
Comments or retweets are means to an end – focus on goal then measure gols
Goals can be sales. Off line visitors to store or exposure
To each Goals choose a set of intermediate goals which are means to an end
Engagement is a means to an end
Test
Analyze
Optimize
Example from Outbrain campaign
כולם מדברים על תוכן וכמה הוא חושב. כולם חושבים שעם תוכן טוב, הם בכלל לא צריכים לפרסם. מספיק שהם יעלו תוכן טוב בפייסבוק, טוויטר ואינטסגרם ואנשים יגיעו אליהם
האמת היא שמעט מאוד מצליחים רק באמצעות תוכן
מעבר לזה – לא תמיד עבודת תוכן יעודית היא בעלת
החזר חיובי על השקעה. לפעמים השקעה קטנה בפרסום מביא החזר מטורף ועולה פחות בשעות אדם
גם אנשים עולים כסף ולייצר תוכן לוקח המון זמן
מה התשובה – Native Advertising
Company created a service that many may need but few knew existed
PR and precision media buy proved effective but limited in reach
Target audience – Devops, Cloud Developers and CTOs
Assets - Almost no presence on Social Media but had a blog
Problem – Need to raise demand - No one searches for relevant terms. We know, we tried and got no results
The Cloudyn Case Study:
Awareness
Native ads on Facebook, LinkedIn and Youtube – Pushing PR articles and blogs with Outbrain. Advertising Content – Not Sales Pitch. Targeting Developers, CTOs, Job roles and Cloud Based interests
Focus on advertising to the same users and measure Frequency – What’s the frequency of impressions per unique
2. Consideration: - This is where the focus is
Obtaining Followers and building social Media properties - Push Content from blog and other sources, become and authority
Push posts to users who have been on the site before – Remarketing
Target on Facebook users from LinkedIn, Google or any other source
Remarketing from Outbrain users – coming to blog
Remarketing from Youtube
3. Action –
For lead and sale : Remarket to LP – Direct Sale
For sale – Facebook Remarketing on GDN and Facebook + Newsletter
Search Remarketing – based on traffic from all sources
4. Loyalty
Newsletter
Fresh content on Blog
Target to followers
5. Advocacy – Newsletters and advertising on social media with request to engage – The key is to give value and entertain – and people will share
In each chanel we focused on traffic to site but internally we had other key indidcators to assess effectiveness of working in each channel.
Facebook – Comments, Frequency, Traffic to site and remarketing list size Expose as many times as possible to users but with fresh content
Facebook remarketing – List size and freshness – how many people did we reach and how did it grow. Was it still working after 60 days? Or 30 is enough?
LinkedIn – What percentage of our exposure is to our target audience
Twitter – Who retwitted
Outbrain – Where did our ads appear
Blog – How many people read articles and how many pages they viewed. No attempt to convert from blog
For most marketers, when looking at results of channel the last interaction before the conversion counts and all attribution goes to it – However – Ask yourself:
How did people know to search for my solution
How did they know my company’s name?
How come conversion was immediate?
The way it usually is:
Users gets content from company
Users reacts with content (Click, like, comment)
User get more content – on Blog this time – they read and leave
Users gets another ad to LP – Specific offering – reads and leave
Users search organically for solution to research – comes again to site and leave
Users searches for exact term after making a decision – converts
Must attribute conversion to each stage of the funnel
However, the weirdest thing is that it’s so so simple to measure! Just make sure to tag all links with consistant convention – Google Analytics will show you all the funnels leading to conversion !
For most marketers, when looking at results of channel the last interaction before the conversion counts and all attribution goes to it – However – Ask yourself:
How did people know to search for my solution
How did they know my company’s name?
How come conversion was immediate?
The way it usually is:
Users gets content from company
Users reacts with content (Click, like, comment)
User get more content – on Blog this time – they read and leave
Users gets another ad to LP – Specific offering – reads and leave
Users search organically for solution to research – comes again to site and leave
Users searches for exact term after making a decision – converts
Must attribute conversion to each stage of the funnel
However, the weirdest thing is that it’s so so simple to measure! Just make sure to tag all links with consistant convention – Google Analytics will show you all the funnels leading to conversion !
Social Media is relevant in every stage in the funnel
Quantity of Channels not Quantity per Channel
Focus on list size - Remarketing, Facebook Custom Audiences, Email list – The bigger (while focused) the better.
Content is Key – Distribution is the door - Keeo Content Fresh and relevant but make sure to amplify it with native ads according to each channel
Keep it fresh and consistent
Measure and evaluate key channels