In Marketo’s recent Social Marketing Rockstar Tour, we visited 15 cities to talk about implementing, executing, and measuring social strategy. We met marketing interns and CEOs and all levels in between; spoke to marketers from every industry; and networked with marketers from large companies with 10,000+ employees and small companies with fewer than 10. The common denominator? An intense interest in social media and a desire to learn how to use it more holistically in every marketing campaign.
Every organization uses social in a different way. At each stop on the tour we collected insights from over 2,000 customer attendees on how they are using social in their marketing today, plus any tips and lessons that they have learned along the way. We have gone through each entry and have compiled the best of the best! For the full list, be sure to download our ebook 50 Tried and True Social Insights from Real Marketers.
So what are the top six social subjects that our customers cared about? Let’s take a look!
1. Social marketing rules of engagement
One of the top subjects that marketers cared about was the rules of social engagement. How do you engage with your customers and prospects? What should you post and how often should you post it? We got a ton of amazing insights from our attendees. Here are some of the top answers:
“Try not to post too much company centric news–you will almost always be bragging too much. We learned to post more relevant industry and analyst news to balance out our promotions.”
–Lauren Twele, Online Marketing Manager, Symplified
“When someone posts on a social channel, you need to try and immediately respond. Don’t fall victim to “poor” listening.”
–David George, Director, Marketing Communications, Honeywell
2. Measure and iterate
Another hot topic on the minds of our customers was measuring social. How do you measure social engagement and iterate your strategy based on the results? Many marketers were looking to go beyond the basics of merely posting on Facebook and wanted to move towards a more measurable strategy. Here is what they had to say:
“Make sure you have the ability to track “who” your social followers are and “where” they go–and then try and use that data to nurture!”
–Barbara Holt, Marketing Communications Specialist, Rimage/Qumu
“Measurement is more than the last click/referral attribution. Other KPIs should include engagement, amplification, and reach.”
–Kelly Cooper, Marketing Manager, ShopIgniter
3. Generate social lift
Social is all about a 2 way conversation with your followers. How do you generate a social lift that goes beyond a Facebook “Like”? Our customers weigh in on how they are engaging their social communities each day.
“Tie social media incentives to tradeshow sweepstakes. As an example, instead of just a fishbowl at an event, “Like” us on Facebook to win an iPad. Start with small incentives to avoid pushback and then demonstrate ROI.”
–Rebecca McNeil, Inbound Marketing Manager, HealthcareSource
“Friday freebies! We do a small giveaway every week. We get product feedback, use cases, and product development information. We also get a “soft” lead for sales to follow-up on.”
–Brandi Brown, Social Media and eCommerce Manager, ETA Hand2Mind
4. Social marketing words of wisdom
There is nothing better than advice about social marketing from REAL social marketers. Take a look at some of our top “marketing words of wisdom”:
“Don’t commit and then stop. You need to maintain and build.”
–Steve Susina, Director of Demand Generation, Crain Business Insurance
“Do not treat social as a separate channel. Social should be integrated into all of your campaigns.”
–Stephen Allcock, Supervisor, Marketing Automation, Questrade
5. Content is king!
You need to content to really make your social presence sing. But how do you do it? And what sort of content should you promote? The best way to start creating content is to learn from others. Take a look at what some of our top content marketers had to say:
“Titles are everything when it comes to content. If users are not grabbed by the titles, your content can be useless. Layout is also extremely important, as poor formats can turn people away before they absorb your intended message. Create interesting headlines and develop engaging layouts.”
–Nick Krone, Marketing Intern, Building Engines
“People love video! Visual content is key on social channels. And remember not to censor comments.”
–Nimmy Reichenberg, VP of Marketing, Algosec
6. Social is a group effort
And last, but not least, everyone felt very strongly that social was a group effort. You can’t silo your social strategy in the marketing team alone, you need the entire organization’s buy-in and involvement. You also need help from your customer evangelists! Read on for some insight on how to create a social community out of both employees and customers:
“We have learned that in social media we have to both guide our customers and teach them how to share our content.”
–Sarah Sullivan, Social Media Intern, Healthcareresource
“Social media needs to be de-centralized. Empower your SMEs (Subject Matter Experts) to respond and increase responsiveness.”
–Bob Anders, Writer, Honeywell
Dayna Rothman
http://blog.marketo.com/blog/
Every organization uses social in a different way. At each stop on the tour we collected insights from over 2,000 customer attendees on how they are using social in their marketing today, plus any tips and lessons that they have learned along the way. We have gone through each entry and have compiled the best of the best! For the full list, be sure to download our ebook 50 Tried and True Social Insights from Real Marketers.
So what are the top six social subjects that our customers cared about? Let’s take a look!
1. Social marketing rules of engagement
One of the top subjects that marketers cared about was the rules of social engagement. How do you engage with your customers and prospects? What should you post and how often should you post it? We got a ton of amazing insights from our attendees. Here are some of the top answers:
“Try not to post too much company centric news–you will almost always be bragging too much. We learned to post more relevant industry and analyst news to balance out our promotions.”
–Lauren Twele, Online Marketing Manager, Symplified
“When someone posts on a social channel, you need to try and immediately respond. Don’t fall victim to “poor” listening.”
–David George, Director, Marketing Communications, Honeywell
2. Measure and iterate
Another hot topic on the minds of our customers was measuring social. How do you measure social engagement and iterate your strategy based on the results? Many marketers were looking to go beyond the basics of merely posting on Facebook and wanted to move towards a more measurable strategy. Here is what they had to say:
“Make sure you have the ability to track “who” your social followers are and “where” they go–and then try and use that data to nurture!”
–Barbara Holt, Marketing Communications Specialist, Rimage/Qumu
“Measurement is more than the last click/referral attribution. Other KPIs should include engagement, amplification, and reach.”
–Kelly Cooper, Marketing Manager, ShopIgniter
3. Generate social lift
Social is all about a 2 way conversation with your followers. How do you generate a social lift that goes beyond a Facebook “Like”? Our customers weigh in on how they are engaging their social communities each day.
“Tie social media incentives to tradeshow sweepstakes. As an example, instead of just a fishbowl at an event, “Like” us on Facebook to win an iPad. Start with small incentives to avoid pushback and then demonstrate ROI.”
–Rebecca McNeil, Inbound Marketing Manager, HealthcareSource
“Friday freebies! We do a small giveaway every week. We get product feedback, use cases, and product development information. We also get a “soft” lead for sales to follow-up on.”
–Brandi Brown, Social Media and eCommerce Manager, ETA Hand2Mind
4. Social marketing words of wisdom
There is nothing better than advice about social marketing from REAL social marketers. Take a look at some of our top “marketing words of wisdom”:
“Don’t commit and then stop. You need to maintain and build.”
–Steve Susina, Director of Demand Generation, Crain Business Insurance
“Do not treat social as a separate channel. Social should be integrated into all of your campaigns.”
–Stephen Allcock, Supervisor, Marketing Automation, Questrade
5. Content is king!
You need to content to really make your social presence sing. But how do you do it? And what sort of content should you promote? The best way to start creating content is to learn from others. Take a look at what some of our top content marketers had to say:
“Titles are everything when it comes to content. If users are not grabbed by the titles, your content can be useless. Layout is also extremely important, as poor formats can turn people away before they absorb your intended message. Create interesting headlines and develop engaging layouts.”
–Nick Krone, Marketing Intern, Building Engines
“People love video! Visual content is key on social channels. And remember not to censor comments.”
–Nimmy Reichenberg, VP of Marketing, Algosec
6. Social is a group effort
And last, but not least, everyone felt very strongly that social was a group effort. You can’t silo your social strategy in the marketing team alone, you need the entire organization’s buy-in and involvement. You also need help from your customer evangelists! Read on for some insight on how to create a social community out of both employees and customers:
“We have learned that in social media we have to both guide our customers and teach them how to share our content.”
–Sarah Sullivan, Social Media Intern, Healthcareresource
“Social media needs to be de-centralized. Empower your SMEs (Subject Matter Experts) to respond and increase responsiveness.”
–Bob Anders, Writer, Honeywell
Dayna Rothman
http://blog.marketo.com/blog/
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