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How to Engage B2B Marketers
Using Social Media

Dennis Shiao

Karri Carlson

@DNNCorp
1

Carter Hostelley
@Leadtail

@Leadtail
About
Develop Social Media Strategies and Insights for Decision Makers

2

Leadtail B2B Marketers Social Insights Report – September 2013

#B2Bsocialinsights
How We Generated Social Media Insights
• Twitter as proxy for social media activity
• Twitter activity of 500 North American
B2B marketers (manager and up)

• Over 90-day period: June 1 to Aug 31, 2013
• Analyzed 113,039 tweets and 70,245 links
• Total follower reach: 1,156,532
• Median number of followers: 894

3

Leadtail B2B Marketers Social Insights Report – September 2013

#B2Bsocialinsights
Key Question:
How do B2B marketers describe themselves on
social media?

4

Leadtail B2B Marketers Social Insights Report – September 2013
Top Bio Keywords Used by B2B Marketers

Based on keywords used in the Twitter profile.
5

Leadtail B2B Marketers Social Insights Report – September 2013

#B2Bsocialinsights
Actionable Insights
• B2B marketers use their Twitter profiles to describe who they are
professionally and personally
Recommendation:
Consider social bio keywords when developing your buyer
personas, marketing copy, and direct sales approach

6

Leadtail B2B Marketers Social Insights Report – September 2013

#B2Bsocialinsights
Key Question:
Which social networks are B2B marketers active on?

7

Leadtail B2B Marketers Social Insights Report – September 2013
Top Social Networks Used for Twitter Cross-Posting
Twitter

100%

LinkedIn

35%

Instagram

18%

Foursquare

13%

Vine
Paper.li
Facebook

8%
5%
3%

Pinterest

2%

Quora

2%

Spotify

1%

Tumblr

1%
% of B2B Marketers that shared between this network + Twitter during the report period.

8

Leadtail B2B Marketers Social Insights Report – September 2013

#B2Bsocialinsights
Actionable Insights
• B2B marketing pros are active on a number of social networks
including many that cross-post to Twitter
• Though LinkedIn is most popular, it isn’t all work and no play as B2B
marketers also use Instagram, Foursquare, and Vine
Recommendation:
Don’t limit yourself to LinkedIn when looking to reach and engage
B2B marketers

9

Leadtail B2B Marketers Social Insights Report – September 2013

#B2Bsocialinsights
Key Question:
What conversations do B2B marketers engage in?

10

Leadtail B2B Marketers Social Insights Report – September 2013
Top Hashtags Used by B2B Marketers

11

Leadtail B2B Marketers Social Insights Report – September 2013

#B2Bsocialinsights
Actionable Insights
• Popular hashtags reveal which topics and events are catching
the attention of B2B marketers
• These include broad topics, specific events, and local and
national news
Recommendation:
Consider hashtags when developing content marketing, deciding
which events to invest in, and what topics to engage in

12

Leadtail B2B Marketers Social Insights Report – September 2013

#B2Bsocialinsights
Key Question:
What content sources do B2B marketers most
engage with?

13

Leadtail B2B Marketers Social Insights Report – September 2013
Content Sources Shared by B2B Marketers
eCommerce
(e.g. Amazon)

1%

• Industry media sites are the
most common source of content
shared
• The majority of mainstream
media content shared is
business and strategy focused

Mainstream
Media
25%
Industry
Media
62%

• Social media platforms are used
to share both job-related and
personal interest content

Social
Media
11%

% of 100 Most Popular Shared Content Sources

14

Leadtail B2B Marketers Social Insights Report – September 2013

#B2Bsocialinsights
Top 25 Most Shared Industry Media Sources

1.

11.

Mashable

12.

2.

Business Insider

13.

3.

Business 2 Community

14.

4.

Hubspot Blog

5.

MarketingProfs

6.

TechCrunch

7.

Content Marketing Institute

8.

Advertising Age

9.

Social Media Today

10. VentureBeat

15

15.
16.
17.
18.

19.
20.
21.
22.
23.
24.

25.

Leadtail B2B Marketers Social Insights Report – September 2013

BtoB Online
CMSWire
B2B Marketing Insider
Social Media Examiner
GigaOM
ZDNet
Mediapost
Eloqua Blog
All Things D
ClickZ
Search Engine Watch
eConsultancy
Salesforce
MediaBistro
eMarketer

#B2Bsocialinsights
Top 25 Most Shared Mainstream Media Sources

1.

11.

Forbes

12.

2.

Huffington Post

13.

3.

HBR Blogs

14.

4.

New York Times

5.

Inc. Magazine

6.

Fast Company

7.

WIRED

8.

Wall St. Journal

9.

Entrepreneur

10. USA Today

16

15.
16.
17.
18.

19.
20.
21.
22.
23.
24.

25.

Leadtail B2B Marketers Social Insights Report – September 2013

BuzzFeed
WSJ Blogs
BusinessWeek
CNN
Washington Post
Bloomberg
NPR
Yahoo! Finance
Fast Co. Create
Quartz
Fast Co. Design
CNET News
The Verge
The Guardian
Medium

#B2Bsocialinsights
Actionable Insights
• B2B marketers read, tweet, and share both industry and
mainstream media content
• Top vendors are starting to cross the divide, becoming more like
publishers in the eyes of some B2B marketers (more on this in a
moment…)
Recommendation:
Use both industry and mainstream publications for your online
advertising, PR, and content marketing “bylines”

17

Leadtail B2B Marketers Social Insights Report – September 2013

#B2Bsocialinsights
Key Question:
Which vendors most influence B2B marketers?

18

Leadtail B2B Marketers Social Insights Report – September 2013
Vendors Retweeted the Most by B2B Marketers

•

Leading B2B vendors are
increasingly becoming like
publishers

•

Which vendors are winning
the content marketing war to
reach and engage B2B
marketers?

19

Leadtail B2B Marketers Social Insights Report – September 2013

#B2Bsocialinsights
Top 50 Vendors Most Retweeted by B2B Marketers
11.

1.

@HubSpot

12.
13.

2.

@salesforce

14.
15.

3.

@Eloqua

4.

@marketo

5.

@forrester

6.

@LinkedIn

21.

7.

@Gartner_inc

23.

@ExactTarget

25.

8.

16.
17.
18.
19.
20.

22.

24.

26.

9.

@siriusdecisions

27.
28.

10.

@hootsuite

29.

30.

@kapost
@Pardot
@Oracle
@twitter
@SAP
@ShareThis
@Moz
@unbounce
@DnBUS
@Microsoft
@AMA_Marketing
@MakingTheNumber
@Adobe
@BoxHQ
@IDC
@Nimble
@linkedinselling
@marketingcloud
@McK_CMSOForum
@IBM

31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.

50.

@Dell
@MailChimp
@KISSmetrics
@SproutSocial
@Loyalty360
@Impactbnd
@Silverpop
@CSC
@sellingtools
@SDL
@Demandbase
@Vocus
@AMAnet
@IBMbigdata
@Brainzooming
@Desk
@Dreamforce
@InsideSales
@Achievers
@ioninteractive

* Based on unique # of B2B marketers in the sample that retweeted the handle. Ties broken using Klout score followed by # of followers.

20

Leadtail B2B Marketers Social Insights Report – September 2013

#B2Bsocialinsights
Actionable Insights
• Top B2B vendors have not only embraced content marketing but
are truly becoming publishers in the eyes of B2B marketers
Recommendation:
Understand what top vendors are doing with their content marketing
and follow their lead to reach and engage B2B marketers
Best Practices:
So what are top vendors doing to make our list?

21

Leadtail B2B Marketers Social Insights Report – September 2013

#B2Bsocialinsights
Best Practices
• Enlist executives, influencers, and customer
advocates to share, mention, and retweet content
(Marketo)
• Deploy multiple handles to deliver targeted content to
specific audiences (Salesforce)

• Position their blogs as the hub of their content
marketing strategy (Hubspot)
• Publish compelling content that drives conversations
between B2B marketers at all levels (Eloqua)
22

Leadtail B2B Marketers Social Insights Report – September 2013

#B2Bsocialinsights
Key Question:
Which people most influence B2B marketers?

23

Leadtail B2B Marketers Social Insights Report – September 2013
People Mentioned Most by B2B Marketers

Being mentioned is a sign that
a person is an active part of
the social dialogue
This word cloud shows the
people mentioned most by
B2B marketers

24

Leadtail B2B Marketers Social Insights Report – September 2013

#B2Bsocialinsights
Top 50 People Most Mentioned by B2B Marketers
11.

1.

@jaybaer

12.
13.

2.

@BrennerMichael

14.
15.

3.

@funnelholic

4.

@markwschaefer

5.

@briansolis

6.

@jowyang

21.

7.

@wittlake

23.

@mvolpe

25.

8.

16.
17.
18.
19.
20.

22.

24.

26.

9.

@HeinzMarketing

27.
28.

10.

@jonmiller

29.

30.

@rwang0
@ShellyKramer
@leeodden
@ardath421
@jeffbullas
@jchernov
@PamMktgNut
@TonyZambito
@ValaAfshar
@garyvee
@JoePulizzi
@jill_rowley
@Robert_Rose
@TedRubin
@JasonMillerCA
@mitchjoel
@dharmesh
@ckburgess
@TomPick
@GuyKawasaki

31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.

50.

@GerryMoran
@MeghanMBiro
@dmscott
@MargaretMolloy
@juntajoe
@copyblogger
@smallbiztrends
@heidicohen
@DaveKerpen
@MargieClayman
@ariannahuff
@kimgarst
@ducttape
@bhalligan
@remarkmarketing
@jbecher
@EricTTung
@IanCleary
@cahidalgo
@Marketri

* Based on unique # of B2B marketers in the sample that mentioned the handle. Ties broken using Klout score followed by # of followers.

25

Leadtail B2B Marketers Social Insights Report – September 2013

#B2Bsocialinsights
Actionable Insights
• Key influencers build their “brand” by leveraging content: speaking
engagements, books, their own blogs, “bylines” and/or senior
positions: CMO, SVP, VP, etc. at leading vendors
Recommendation:
Follow these influencers, share their content, build relationships with
them… while you start building your own brand with B2B marketers
Best Practices:
So what are these people doing to make our list?

26

Leadtail B2B Marketers Social Insights Report – September 2013

#B2Bsocialinsights
Best Practices
• Top influencers tweet a LOT… 10 to 20+ times daily
• Create a consistent persona through original and
curated content

• Engage with other B2B marketers, vendors, and
publications on high profile topics of interest
• Use social channels to drive blog traffic, email
signups, event registrations, and audience growth on
other social media channels
27

Leadtail B2B Marketers Social Insights Report – September 2013

#B2Bsocialinsights
Key Question:
What are the main webinar takeaways?

28

Leadtail B2B Marketers Social Insights Report – September 2013
Key Takeaways
1. Participate on more than one social network (LinkedIn and Twitter
are good choices) and look to experiment with others
2. Consider social media bio keywords and hashtags when
developing buyer personas, brand messaging, content
marketing, and direct sales strategies – Think Social SEO
3. Target the right media sources to drive your online
advertising, PR, and byline strategies
4. Invest in a robust content marketing strategy, and get your
executives, employees, and brand advocates involved in sharing it
5. Follow and engage top influencers, while you develop your
strategy for becoming one too!
29

Leadtail B2B Marketers Social Insights Report – September 2013

#B2Bsocialinsights
What’s Next?
•

Thanks for joining us for today’s webinar!

•

Engage us @DNNCorp or @Leadtail

•

Visit our websites to learn more:
http://www.dnnsoftware.com
http://www.leadtail.com

30

Leadtail B2B Marketers Social Insights Report – September 2013

#B2Bsocialinsights

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How to Engage B2B Marketers Using Social Media

  • 1. How to Engage B2B Marketers Using Social Media Dennis Shiao Karri Carlson @DNNCorp 1 Carter Hostelley @Leadtail @Leadtail
  • 2. About Develop Social Media Strategies and Insights for Decision Makers 2 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 3. How We Generated Social Media Insights • Twitter as proxy for social media activity • Twitter activity of 500 North American B2B marketers (manager and up) • Over 90-day period: June 1 to Aug 31, 2013 • Analyzed 113,039 tweets and 70,245 links • Total follower reach: 1,156,532 • Median number of followers: 894 3 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 4. Key Question: How do B2B marketers describe themselves on social media? 4 Leadtail B2B Marketers Social Insights Report – September 2013
  • 5. Top Bio Keywords Used by B2B Marketers Based on keywords used in the Twitter profile. 5 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 6. Actionable Insights • B2B marketers use their Twitter profiles to describe who they are professionally and personally Recommendation: Consider social bio keywords when developing your buyer personas, marketing copy, and direct sales approach 6 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 7. Key Question: Which social networks are B2B marketers active on? 7 Leadtail B2B Marketers Social Insights Report – September 2013
  • 8. Top Social Networks Used for Twitter Cross-Posting Twitter 100% LinkedIn 35% Instagram 18% Foursquare 13% Vine Paper.li Facebook 8% 5% 3% Pinterest 2% Quora 2% Spotify 1% Tumblr 1% % of B2B Marketers that shared between this network + Twitter during the report period. 8 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 9. Actionable Insights • B2B marketing pros are active on a number of social networks including many that cross-post to Twitter • Though LinkedIn is most popular, it isn’t all work and no play as B2B marketers also use Instagram, Foursquare, and Vine Recommendation: Don’t limit yourself to LinkedIn when looking to reach and engage B2B marketers 9 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 10. Key Question: What conversations do B2B marketers engage in? 10 Leadtail B2B Marketers Social Insights Report – September 2013
  • 11. Top Hashtags Used by B2B Marketers 11 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 12. Actionable Insights • Popular hashtags reveal which topics and events are catching the attention of B2B marketers • These include broad topics, specific events, and local and national news Recommendation: Consider hashtags when developing content marketing, deciding which events to invest in, and what topics to engage in 12 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 13. Key Question: What content sources do B2B marketers most engage with? 13 Leadtail B2B Marketers Social Insights Report – September 2013
  • 14. Content Sources Shared by B2B Marketers eCommerce (e.g. Amazon) 1% • Industry media sites are the most common source of content shared • The majority of mainstream media content shared is business and strategy focused Mainstream Media 25% Industry Media 62% • Social media platforms are used to share both job-related and personal interest content Social Media 11% % of 100 Most Popular Shared Content Sources 14 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 15. Top 25 Most Shared Industry Media Sources 1. 11. Mashable 12. 2. Business Insider 13. 3. Business 2 Community 14. 4. Hubspot Blog 5. MarketingProfs 6. TechCrunch 7. Content Marketing Institute 8. Advertising Age 9. Social Media Today 10. VentureBeat 15 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. Leadtail B2B Marketers Social Insights Report – September 2013 BtoB Online CMSWire B2B Marketing Insider Social Media Examiner GigaOM ZDNet Mediapost Eloqua Blog All Things D ClickZ Search Engine Watch eConsultancy Salesforce MediaBistro eMarketer #B2Bsocialinsights
  • 16. Top 25 Most Shared Mainstream Media Sources 1. 11. Forbes 12. 2. Huffington Post 13. 3. HBR Blogs 14. 4. New York Times 5. Inc. Magazine 6. Fast Company 7. WIRED 8. Wall St. Journal 9. Entrepreneur 10. USA Today 16 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. Leadtail B2B Marketers Social Insights Report – September 2013 BuzzFeed WSJ Blogs BusinessWeek CNN Washington Post Bloomberg NPR Yahoo! Finance Fast Co. Create Quartz Fast Co. Design CNET News The Verge The Guardian Medium #B2Bsocialinsights
  • 17. Actionable Insights • B2B marketers read, tweet, and share both industry and mainstream media content • Top vendors are starting to cross the divide, becoming more like publishers in the eyes of some B2B marketers (more on this in a moment…) Recommendation: Use both industry and mainstream publications for your online advertising, PR, and content marketing “bylines” 17 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 18. Key Question: Which vendors most influence B2B marketers? 18 Leadtail B2B Marketers Social Insights Report – September 2013
  • 19. Vendors Retweeted the Most by B2B Marketers • Leading B2B vendors are increasingly becoming like publishers • Which vendors are winning the content marketing war to reach and engage B2B marketers? 19 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 20. Top 50 Vendors Most Retweeted by B2B Marketers 11. 1. @HubSpot 12. 13. 2. @salesforce 14. 15. 3. @Eloqua 4. @marketo 5. @forrester 6. @LinkedIn 21. 7. @Gartner_inc 23. @ExactTarget 25. 8. 16. 17. 18. 19. 20. 22. 24. 26. 9. @siriusdecisions 27. 28. 10. @hootsuite 29. 30. @kapost @Pardot @Oracle @twitter @SAP @ShareThis @Moz @unbounce @DnBUS @Microsoft @AMA_Marketing @MakingTheNumber @Adobe @BoxHQ @IDC @Nimble @linkedinselling @marketingcloud @McK_CMSOForum @IBM 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. @Dell @MailChimp @KISSmetrics @SproutSocial @Loyalty360 @Impactbnd @Silverpop @CSC @sellingtools @SDL @Demandbase @Vocus @AMAnet @IBMbigdata @Brainzooming @Desk @Dreamforce @InsideSales @Achievers @ioninteractive * Based on unique # of B2B marketers in the sample that retweeted the handle. Ties broken using Klout score followed by # of followers. 20 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 21. Actionable Insights • Top B2B vendors have not only embraced content marketing but are truly becoming publishers in the eyes of B2B marketers Recommendation: Understand what top vendors are doing with their content marketing and follow their lead to reach and engage B2B marketers Best Practices: So what are top vendors doing to make our list? 21 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 22. Best Practices • Enlist executives, influencers, and customer advocates to share, mention, and retweet content (Marketo) • Deploy multiple handles to deliver targeted content to specific audiences (Salesforce) • Position their blogs as the hub of their content marketing strategy (Hubspot) • Publish compelling content that drives conversations between B2B marketers at all levels (Eloqua) 22 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 23. Key Question: Which people most influence B2B marketers? 23 Leadtail B2B Marketers Social Insights Report – September 2013
  • 24. People Mentioned Most by B2B Marketers Being mentioned is a sign that a person is an active part of the social dialogue This word cloud shows the people mentioned most by B2B marketers 24 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 25. Top 50 People Most Mentioned by B2B Marketers 11. 1. @jaybaer 12. 13. 2. @BrennerMichael 14. 15. 3. @funnelholic 4. @markwschaefer 5. @briansolis 6. @jowyang 21. 7. @wittlake 23. @mvolpe 25. 8. 16. 17. 18. 19. 20. 22. 24. 26. 9. @HeinzMarketing 27. 28. 10. @jonmiller 29. 30. @rwang0 @ShellyKramer @leeodden @ardath421 @jeffbullas @jchernov @PamMktgNut @TonyZambito @ValaAfshar @garyvee @JoePulizzi @jill_rowley @Robert_Rose @TedRubin @JasonMillerCA @mitchjoel @dharmesh @ckburgess @TomPick @GuyKawasaki 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. @GerryMoran @MeghanMBiro @dmscott @MargaretMolloy @juntajoe @copyblogger @smallbiztrends @heidicohen @DaveKerpen @MargieClayman @ariannahuff @kimgarst @ducttape @bhalligan @remarkmarketing @jbecher @EricTTung @IanCleary @cahidalgo @Marketri * Based on unique # of B2B marketers in the sample that mentioned the handle. Ties broken using Klout score followed by # of followers. 25 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 26. Actionable Insights • Key influencers build their “brand” by leveraging content: speaking engagements, books, their own blogs, “bylines” and/or senior positions: CMO, SVP, VP, etc. at leading vendors Recommendation: Follow these influencers, share their content, build relationships with them… while you start building your own brand with B2B marketers Best Practices: So what are these people doing to make our list? 26 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 27. Best Practices • Top influencers tweet a LOT… 10 to 20+ times daily • Create a consistent persona through original and curated content • Engage with other B2B marketers, vendors, and publications on high profile topics of interest • Use social channels to drive blog traffic, email signups, event registrations, and audience growth on other social media channels 27 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 28. Key Question: What are the main webinar takeaways? 28 Leadtail B2B Marketers Social Insights Report – September 2013
  • 29. Key Takeaways 1. Participate on more than one social network (LinkedIn and Twitter are good choices) and look to experiment with others 2. Consider social media bio keywords and hashtags when developing buyer personas, brand messaging, content marketing, and direct sales strategies – Think Social SEO 3. Target the right media sources to drive your online advertising, PR, and byline strategies 4. Invest in a robust content marketing strategy, and get your executives, employees, and brand advocates involved in sharing it 5. Follow and engage top influencers, while you develop your strategy for becoming one too! 29 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights
  • 30. What’s Next? • Thanks for joining us for today’s webinar! • Engage us @DNNCorp or @Leadtail • Visit our websites to learn more: http://www.dnnsoftware.com http://www.leadtail.com 30 Leadtail B2B Marketers Social Insights Report – September 2013 #B2Bsocialinsights