Ask the Experts Digital Webinar:

Using Social Tools for B2B Storytelling & Demand Generation

The Marketing Cloud™ is a collection of cloud-based marketing services that make internal

marketing functions more efficient and external marketing programs more effective.

Education Connection Inspiration

What is the Marketing Cloud™?

Social Media Tools You Can’t Live Without

Top Social Media Tips

Success Metrics for Insight and Action

Today’s Agenda

Replay and Link will be provided post webinar

Ask Questions As We Go

Q&A

Group Chat

Twitter - #mktgcloud

Move Quickly, Group Questions, Summary After

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Social media and content strategist who has worked with more than 700 brands

Creator of the Convince & Convert blog, ranked the world's #3 social media blog by Social Media Examiner

Co-author of the new book The Now Revolution: 7 Shifts to Make Your Business Faster, Smarter, and More Social

He’s on Twitter as @jaybaer

Jay Baer Social Media Strategist

Directs major accounts for clients in professional and financial services

Leads BlissPR’s social media strategy development by assessing and maximizing customer engagement

As chief media trainer, Elizabeth prepares clients for interaction with the press

Latest Blog: http://bit.ly/ms80UU

She’s on Twitter as @elizabethsosnow

Elizabeth Sosnow Managing Director, BlissPR

A veteran social business executive who helps customers using data-driven assessment and blue ocean strategy

Adam’s social demand generation clients include SAP, Wente Vineyards, and Pulitzer-Prize Winning author Thomas Friedman

His second book, The Social Customer, is due out in September; can be pre-ordered for $10 off with special link

He’s on Twitter as @MetzConsulting

Adam Metz VP of Bus. Development, Metz Consulting

Creating SEO-friendly blog content is a major piece of the B2B lead gen success equation.

Inbound Writer (inboundwriter.com) automatically scores your posts, and makes specific recommendations about keywords, headlines, subheads.

Social media chatter data in next release

$20/month SAAS package

Jay’s Top Tool - Inbound Writer

Jay’s Top Tool - Inbound Writer

Elizabeth’s Top Tool – BackType Alerts

What does it do? Sends you e-mail updates whenever a search term is mentioned in a blog comment – the only tool that can do that

Cost? Free

Frequency? “As they arrive,” daily or weekly emails

Why should you use it?Find hidden influencers

Make connections to engaged prospects

Monitor competitor names & brands

Catch “accelerating topics”

Social Marketing AutomationYou need whitelisting/blacklisting on all social properties

Social Media Monitoring System needs to tie to marketing automation platform

Revenue Cycle Analytics (i.e. Marketo or similar) should discretely map social’s contribution to bottom line

Adam’s Top Tool - Social Marketing Automation

What is the social media tool you can’t live without?

Social Media Tool You Can’t Live Without Discussion

What are the best analytic tools?

Social Media Tool You Can’t Live Without Discussion

Of all the social media outlets which is most effective for business professionals?

Social Media Tool You Can’t Live Without Discussion

How can executives utilize LinkedIn?

Social Media Tool You Can’t Live Without Discussion

Start by finding your stories

Once upon a time

What if?

David vs. Goliath

Adam & Eve

Hannibal Lecter

Heroes, especially Frodos

A picture is worth a 1,000 words

Elizabeth’s Top Tip – Refine Your Content

Next, recognize that your story – your content –needs new packaging

Infographics

e-books

songs

cartoons

dictionaries

podcasts

QR codes are content

If you’re not using Blue Ocean/Art of War (Sun Tzu) methodology to write strategy, you’re going to be at a serious competitive disadvantage

If you’re using your competitors results to benchmark success, you’re dead wrong. 72-90% of your customers are social.

“Strategy and planning are two different things, and most people confuse the two.” - Alan Weiss

Adam’s Top Tips

Yes, you should create content and tell your stories on web properties you own.

But, the audiences that find these stories are limited to the people who ALREADY know you.

Atomize and decentralize your stories to reach a much larger group of prospects who may not know you yet.

Jay’s Top Tip – Decentralize and Atomize Your Stories

Centralized vs. Decentralized Content

Search

Social

Email

Direct Entry

Blog

Slideshare

Podcasts

YouTube

Communities

LinkedIn

Photo Galleries

More Bait in More Places

Each time you break a story into a small piece and spread it, it’s more bait in the water for Google AND for prospects.

Take your white paper and make it 10 pieces of content.

What is your top social media tip?

Top Social Media Tip Discussion

Top Social Media Tip Discussion

What recommendations can you make for coming up with fresh, informative and entertaining content without it appearing canned ?

Top Social Media Tip Discussion

What are the best ways to ensure audience engagement/conversation via social media outlets?

Top Social Media Tip Discussion

How do I get timely and relevant content without spending endless hours?

Two Levels of Metrics

Media-Centric MetricsFans, Followers, Click-throughs, etc.

Monetization MetricsNew leads acquired, sample trials, downloads, appointments booked

If each media-centric metric isn’t linked, in dashboards and reports to monetization metrics, you’re not generating demand

Adam’s Metric Tips

Jay’s Metric Tip - Measure Visits to Sales-Oriented Pages from Social Outposts

Jay’s Metric Tip - Measure Visits to Sales-Oriented Pages from Social Outposts

Jay’s Metric Tip - Also Measure New Visits From Social Outposts

SEO/PPC Equivalency Modeling?

You want to build relationships with influencers, fans and prospects

Inbound links = “votes” from external sites into your site

Track your success by individual “vote” – who was interested in your content? What did they say about it?

Benchmark:

Elizabeth’s Metric Tip – Track Inbound Links for content votes, not just SEO

PersonInfluencersAmbassadorsKey prospectsCynics

Type of contentQuantityBusiness or marketing priorityQuality of surrounding copySEO/ranking boost

Bonus: Track your inbound links vs. competitors for free by using OpenSiteExplorer

Elizabeth’s Metrics Bonus

What is your most insightful social media success metric?

Most Insightful Social Media Metric Discussion

How do you measure social media ROI?

Most Insightful Social Media Metric Discussion

Famous Last Words

July 13 – Webinar: Unforgettable: Creating Memorable Content that Drives Demand with Dr. Carmen Taran, Rexi Media

August 10 – Webinar: Marketing Tools to Drive Pipeline, a Showcase of Leading Edge Marketing Solutions

August 30 – Dreamforce Party at San Francisco Museum of Modern Art

Upcoming Marketing Cloud Events

Replay and Link will be provided post webinar

Follow:@jaybaer @elizabethsosnow @MetzConsulting@mktgcloud

See ON24 Content Widget for Resource Downloads

Elizabeth’s Blog: http://bit.ly/ms80UU

Send additional questions and comments to Sandra Freeman sandra@marketing-cloud.com

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Ask the Experts Digital Webinar:

Using Social Tools for B2B Storytelling & Demand Generation