Post on 28-Jan-2018
Marketo’s Secrets to Social Media Marketing
Lisa Marcyes, Senior Social Media Marketing Manager
@lisa_marcyes
Housekeeping
• This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes.
• Have a question? Use the chat box and I’ll get to your questions after the webinar.
• Posting to social? Use our hashtag -#MKTGnation
• There is a brief survey after the webinar
Understand Your Audience
1
Social Channel Best Practices
2
The 4 R’s of Social Media Content
3
How to Measure ROI
4
Agenda
Ingredients to a Winning Social Strategy
• Audience Personas
• Goals
• Content and Visuals
• Scheduling
• A/B Testing
• Paid
• Listening
• Measurement
1 BUILD PERSONAS
Why Create Personas?
Determine Which Kind of Content
You Need
Set the Tone, Style, and
Delivery Strategy
Target the Topics You Should be
Posting
Informs Where Buyers Get Their Information and How They Want
to Consume
Who is Your Target Audience?• Job Title
• Geographical Location
• Age
• Business Goals
• Who Are They Following
• Role in Purchase Process
What Do They Care About?• Content Types
• Topic Interests
• Product Interests
• Messaging
Where Are They?
• Twitter, Facebook, LinkedIn, Instagram, Youtube, Slideshare, Snapchat
• Forums
• Time of Day
2 SOCIAL CHANNEL BEST PRACTICES
• Blogs
• News
• Event Highlights
• Livestreaming
• Short Form Video
• Chats
• Polls
• Influencer Interaction
• Blogs
• Video
• Live
• How-To’s
• Interview Clips
• Events
• Groups
• News
• Best Practices
• Tips and Tricks
• Thought Leadership
• Quick Takeaways
• Company Culture
• Humor
• Quote Templates
• Behind-The-Scenes
• Event Highlights
• Corporate Social Responsibility
• Stories
• Company Culture
• Share Examples
• Draw From Your Own Experiences
• Highlight Struggles/Resolutions
• Keep It Simple
• Be Human
• Film Vertical
Livestreaming
Posting Frequency:
What Works for Us
• Post 10-12 Times/Day
• Posting Times: Throughout the Day
• Post 1-2 Times/Day
• Posting Times: Mornings/Evenings
• Post 1-2 Times/Day
• Posting Times: Mornings/Evenings
How to Target Paid AdsOrganic Posts Go to All Followers
Dark Posts & Ads Can Target By:
• Geography
• Things They Like/Follow
• Interest
• Keyword
• Company/Title/Industry
Different Networks, Different Options
Who They Follow, Keyword, Like My Followers, Gender
Lead Cards, Website Cards, Direct Message, Mobile
Age, Gender, Interests, Lookalikes
Mobile, Lead Ad, Right Column, Instagram
Exclusions
Company Size, Seniority, Groups, Job Function, Title, Skills
Sponsored Update, InMail
Exclusions
ABM
What Should You Be
Listening For?
Enhances a marketer’s awareness and expertise about audience preferences
Enhances campaign effectiveness and optimizes programs for a company’s target audience
Increases engagement with your buyers
Why A/B Testing is Important
What Should You Be Testing?
Different Images
Video
Livestream
Visuals
Tone
Length
Hashtags
Messaging
Frequency
Time
Posting
3 4 R’S OF SOCIAL MEDIA CONTENT
Use sections of the same piece of content to create smaller breakout pieces.
Reorganize
Create new content from existing content.
Rewrite
RetireRemove content that’s outdated.
Make and old asset feel new again.
Redesign
4 HOW TO MEASURE ROI
•Target Audience
•+/- Growth
•New Names / Cost Per Lead Acquisition
Followers
•Likes, Retweets, Comments, Conversations
•Influencers
•+/- Interactions
Engagement
•3rd Party Mentions
•+/- Sentiment
•Reach
Share of Voice
Metrics That Matter
Metrics That REALLY Matter
Mid-Stage
• Marketing Qualified Leads
• Sales Qualified Leads
• Opportunity & Pipeline
Late-Stage
• Opportunities Won
• Revenue & ROI
• Customer Lifetime Value
MarTech Stack
• Hootsuite (Scheduling and Listening)
• Brandwatch (Share of Voice, Sentiment and Competitor Analysis)
• Simply Measured (Channel and Content Performance)
• Marketo (Leads, Opportunities, Pipeline)
Questions?
@lisa_marcyeshttps://www.linkedin.com/in/lisamarcyes