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Social Media Myths
Amit Lavi
CEO, Marketing Envy
13 May 2014
Marketing Envy
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
Social is dead – Welcome to Online Marketing
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
#1
Social is unsuitable for B2B
Marketing Envy
Social Media Myths - B2B Case Study
#2
Can’t measure ROI
Marketing Envy
Follow Some Rules
Measure according to
your goals
Online Sales
Awareness
Offline Visits
#3
Reach & Engagement
= Buzzwords
Marketing Envy
Engagement is the means to an end
Test
Analyze
Optimize
Reiterate
Marketing Envy
#4
Social is a cheap PR
replacement
Marketing Envy
Social Media Myths - B2B Case Study
#5
It’s all about the content
Marketing Envy
Marketing Envy
Native
Advertising
Case Study
Marketing Envy
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
Social Media Myths - B2B Case Study
• 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
Evaluating each channel
Marketing Envy
Conversion path:
Complicated but measurable
Marketing Envy
Results
40% increase in unique visitors
65% increase in leads generated
Marketing Envy
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
The End
Amit Lavi
amit@marketingnv.com
054-4508269
Marketing Envy

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Social Media Myths - B2B Case Study

Hinweis der Redaktion

  1. 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
  2. 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
  3. 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/
  4. At the end of it all, people are people with their habbits and social networks they use
  5. 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
  6. 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
  7. Engagement is a means to an end Test Analyze Optimize
  8. Example from Outbrain campaign
  9. 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
  10. מה התשובה – Native Advertising
  11. 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
  12. 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
  13. 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
  14. 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 !
  15. 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 !
  16. 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