50 Tried and True Social Insights From Marketers

7/28/2019 50 Tried and True Social Insights From Marketers

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Tried and True

INSIGHTSSOCIAL


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In 2012, Marketo embarked on our Social Marketing Rockstar Tour

where we visited 15 cities across the nation to talk about implementing,

executing, and measuring social strategy. We met marketing interns all

the way up the ladder to CEOs, spoke to marketers rom every industry,

and networked with both large companies o 10,000+ employees and

small companies o 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 dierent way. At each stop on the

tour we collected insights rom over 2000 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 o the best!

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1) Control your message.2) Make your message consistent.3) Put a social media policy in place.

Lyndsey McDermand @YSIincMarcom Coordinator, YSI, Inc

More is not necessarily better.Post things that are relevant,useul, and thoughtul ratherthan just lots o posts.

When someone posts on asocial channel, you need to tryand immediately respond. Dont

all victim to poor listening.

Lessons learned: not linking oursocial platorms together and beingtoo sel-ocused. Also, you needto provide relevant content totarget audiences.

Paul Odnoletkov @GeosotGlobal Marketing Associate, Geosot, Inc.

David George @SystemSensorDirector, Marketing Communications, Honeywell

Liz Bartek @Liz_BartekSenior Internet Marketing Consultant, Social Media

Make sure you have the ability totrack who your social ollowersare and where they go. Andthen use that data to nurture.

Barbara Holt @barbaraholtMarketing Communications Specialist, Rimage/Qumu

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Oversharing and not listening.Social is a 2-way conversation!

Paul Odnoletkov @GeosotGlobal Marketing Associate, Geosot, Inc.

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5Dont just push contentlinks. Engage! It has tobe a conversation.

Jared Jost @SmarshIncMarketing Analyst, Smarsh

Listen using Radian6. We have a presenacross all common platorms (FB, TwitteLinkedIn, etc). We actively push outpromotional messages, and engage wit

and respond to brand mentions.Stephen Allcock @questradeSupervisor, Marketing Automation, Questrade9

Try not to post too much companycentric news--you will almost alwaysbe bragging too much. We learned topost more relevant industry and analystnews to balance out our promotions.

Lauren Twele @SympliedOnline Marketing Manager, Symplied

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CEO KnowledgeVision

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Always test to see what worksin paid advertising. And thenconstantly re-assess based onyour ndings.

Jill Petre @jillpetreMarketing Coordinator, SendGrid

Make sure you have the ability totrack who your social ollowersare and where they go--andthen use that data to nurture.

Barbara Holt @barbaraholtMarketing Communications Specialist, Rimage/Qumu

It can be dicult to monetizesocial media when you are

learning! Try not to be tooconservative at rst.

Frank D. Sledge @CircadenceCorporate Communications/Legal Aairs, Circadence

Measurement is more than lastclick/reerral attribution. OtherKPIs should include engagement,amplication, and reach.

Kelly Cooper @kellyjcoopMarketing Manager, ShopIgniter

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Always use social mediato reach prospects andcustomers. And measure the

infuence o your current eortsin terms o demand generation.

Dorinne Hoss @CleversaeMarketing Manager, Cleversae

Cast a wide net with Facebookads and make sure you areincentivizing sharing.

Adam Barker @Educated_TravelWeb Marketing and Design Manager, NETC

Reaction time with respondingto Tweets increases conversion

rates. Also, remember to gatherdata about your prospects viasocial channels!

Kareem Ghanie @KGhanieDirector o Demand Gen, NetDNA

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Social media withlimited paid ads is primingthe pump. But then knowwhen to dial down the paidand let it grow organically.

16Michael Kolowich @MichaelKolowichCEO KnowledgeVision

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While running contests andcollecting email addresses, makesure to send periodic lead nurtureupdates throughout the contest so theentrants stay amiliar with your brand.

Nicole Aguilar @COOPTHINKInteractive Marketing Manager, Co-op Financial Services

When doing sweepstakesand giveaways, makethe prizes something ovalue and o interest. Thenpromote the winners.

Harini Prasad @HariniPrasadCustomer Marketing Manager, BigMachines

Tie social media incentives into tradeshowsweepstakes. As an example, instead o

just a shbowl at an event, Like us onFacebook and enter to win an iPad. Startwith small incentives to avoid pushbackand then demonstrate ROI.

Rebecca McNeil @RebeccaAnn0212Inbound Marketing Manager, PR Manager,

HealthcareSource

We have ound that beyond promoting our

events, programs, and industry news, sharingour daily corporate lives, injecting humor, andshowing our human side on social media hasbeen very valuable or our brand.

Jenna Keegan @CoreSecurityMarketing Specialist, CORE Security

We use Twitter, LinkedIn, Facebook, PintereSlideShare, blog, Google+, etc. We promotecontent, such as whitepapers, events,webinars, etc, across all social channels. Usthem to reinorce each other. For example,a blog post can infuence Tweets which candrive downloads o relevant whitepapers.

Will Wiegler @WillWieglerCMO, The TAS Group

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28For everyone whoollows us on Twitter, wegive them access to apiece o content.

Katherine Fawcett @buildingenginesMarketing Associate, Building Engine

27We use social channels to drivetrac to our blog and engagewith our infuencers. All o ourcustomers (lets say 99%) arepotential upsells, so engaging withem through social is critical.

Rebecca McNeil @RebeccaAnn0212Inbound Marketing Manager, PR Manager,

HealthcareSource

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Friday reebies! We do a smallgiveaway every week. We getproduct eedback, use cases,and product developmentinormation. We also get a sotlead or sales to ollow up on.

Brandi Brown @brandiheinzSocial Media and eCommerce Manager, ETA

Hand2Mind

24We do requent email blastswith share buttons. Newproduct releases and webinarsare announced via the blog,Facebook, and Twitter.

Nicole Aguilar @COOPTHINKInteractive Marketing Manager, Co-op

Financial Service

23We have a Twitter contest once aquarter. We have ound that iPadgiveaways are always popular butalways seem to bring in ollowersthat will never buy our product.

Katie McKay@desktoneMarketing Coordinator, Desktone

25Multi-share reerrals, publicize events/updates, sweepstakes, product polls,content sharing, share buttons inemails and on landing pages.

Czarina Carden @HomeFinder1Senior Marketing Manager, Homender.com

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Dont abandon traditional tools--bake social into every existing app!

Craig Probus@RevCultCraigPractice manager, RevCult

I you dont do it, youdont make mistakes!

Emily Hossellman @ehossellmanMarketing Goddess, Centercode

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Inconsistency is thebiggest mistake. Also, youneed to make all o yourcampaigns social.

Ashley Pater @GTreasuryMarketing Director, GTreasury

Create a genuine voiceand build meaningul,trustworthy relationships.

Emerly Soong @ETAhand2mindeCommerce and Social Media Intern,

ETA Hand2Mind

Dont commit andthen stop. You need tomaintain and build.

Steve Susina @ssusinaDirector or Demand Generation, Crain

Business Insurance

Have balance between push and pulltactics, make sure you have enoughcross engagement, and pay attention totargeted messaging.

Czarina Carden @HomeFinder1

Senior Marketing Manager, Homender.com

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A lesson learned is nothaving a launch plan like anyother launch o a program.

Marci Acquaviva @ncircletweetsnCircle

Were in the real estateindustry--very much still an

old-school handshakebusiness. The challenge isbringing those handshakesinto a digital environment.

Sarah Fisher @buildingenginesMarketing and Communications Director,Building Engines

Include social across allcampaigns to build anaudience, and get morecontent to eed your unnel.

Bill Copeland @MarketSightDirector o Marketing, MarketSight

Do not treat social as aseparate channel. Socialshould be integrated into allo your campaigns.

Stephen Allcock @questradeSupervisor, Marketing Automation, Questrade

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Make sure you are alwayson top o content generationand thinking about the nextpost/engagement.

Simon Poulton @SPoultonMarketing Analyst, LaserFiche

People love video! Visual

content is key on socialchannels. And remembernot to censor comments.

Nimmy Reichenberg @AlgoSecVP o Marketing, Algosec

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Titles are everything when itcomes to content. I users are notgrabbed by the titles, the contentis useless. Layout is also extremelyimportant, as poor ormats canturn people away beore theyabsorb your intended message.Create interesting headlines anddevelop engaging layouts.

Nick Krone @buildingenginesMarketing Intern, Building Engines

Combine both inboundand outbound content.

Kara Lanio @karalanioMarketing Specialist, Imprivata

Content is king! And it mustbe relevant to your target

audience. Tweets andFacebook posts go way upwith great content.

Heidi Gilmore @cloudbeesMarketing Communications, CloudBees

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Social Media takesexecutive buy-in to engageothers in the organization.

Adam Berman @SpartaSystemsOnline Marketing Manager, Sparta Systems

Make sure you havecompany involvement!

Michele Greenberg @MicheleG_Marketing Manager Akibia

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We have learned that in social

media marketing we have to bothguide our customers and teachthem how to share our content.

Sarah Sullivan @Sarah_SullSocial Media Intern, Healthcaresource

Social media needs to bede-centralized. Empower your SMEs(Subject Matter Experts) to respondand increase responsiveness.

Bob Anders @HoneywellNowWriter, Honeywell

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We market to school teachersand administrators. Teachers aremore socially active, but theygenerally dont have the buyingpower. However, they are biginfuencers. We need to make iteasy and ask more explicitly orthem to share our products.

Jemilah Senter @ETAhand2mindSr Manager, Marketing Communications,

ETA Hand2Mind

Social cant be siloed, itmust be integrated withglobal campaigns.

Kristin Amico @kamicoPR and Social Media Manager,

Click Sotware

Our social strategy relieson infuencers and industryleaders. We provide contentthat is ull o data andanalytics. This works as apreview to our larger reports.

Eugene Ko @PhoCusWrightManager, Digital Marketing,

PhocusWright

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Marketo uniquely provides easy-to-use, powerul and complete marketing

sotware that propels ast-growing small companies and global enterprises

alike. Marketo marketing automation and sales eectiveness sotware

including the worlds frst integrated solution or social marketing automation

streamlines marketing processes, delivers more campaigns, generates

more win-ready leads, and dramatically improves sales perormance. With

proven technology, comprehensive services and expert guidance, Marketo

helps thousands o companies around the world turn marketing rom a cost

center into a revenue driver.

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50 Tried and True Social Insights From Marketers