Social Trends & Best Practices Managed Marketing Service Karen Levy Newnam

Agenda About The Channel Company and MaaS B2B Content Marketing Trends B2B Social Marketing Trends Best Practices for Social Media Strategy and Execution Next Steps

Channel History of 30+ years | Proven Channel Brands and Platforms | Channel Base

The addition of new influencers and the demand for readily available content necessitate a more collaborative next generation B2B marketing strategy. Sources: Forrester and Nielson 5x more dependent on content than they were 5 years ago 70-90% of the buyer’s journey Is complete prior to engaging with a vendor pieces of content prospects engage with prior to making a purchase Awareness Interest Consideration Evaluation Purchase Satisfaction The B2B Buyer’s Journey Has Changed

Managed Marketing Services Concierge

The Process Vendor PMM Introduces Program to Partner SAM & PMM meet with Partner PMM/SAM Proposes Campaign Based on Partner’s Current Strategy and Capabilities SAM Engages PM SAM PM Creates Execution Team Monitors Progress Passes Leads to Partner Meets with SAM to Review Progress PM PM Provides Weekly/Monthly Reporting to Partners SAM Holds QBRs with Partners and Vendor PM/SAM Outreach PlanningExecutionReporting

B2B Content & Social Marketing Trends

B2B Content Marketing Tactic Usage Source: 2014 B2B Content Marketing Trends – North America Content Marketing Institute/MarketingProfs

Challenges That B2B Content Marketers Face

B2B Content Marketing Social Platforms Usage and Effective Ratings Social Media Platform UsageEffectiveness Ratings LinkedIn Twitter YouTube SlideShare Vimeo Facebook Pinterest Instagram Google+ 63% 55% 48% 42% 40% 32% 25% 24% 20% LinkedIn Twitter Facebook YouTube Google+ SlideShare Pinterest Instagram Vimeo 94% 88% 84% 72% 64% 41% 33% 24% 20%

Consistent Blogging Boots Inbound ROI 82% of marketers who blog daily report positive ROI for overall inbound efforts Source: The State of Inbound Marketing 2013, HubSpot

What Should I Consider as I Move Forward?

Social Media Strategy: Overview Situational Analysis: How are you doing right now? Competitors Partners Platforms Business Goals Objectives: What are your goals and how do you measure success? KPIs and Analytics Reach Organic Followers Targeted Advertising Influencer Outreach Reach Organic Followers Targeted Advertising Influencer Outreach Content Branded Industry Events Call-to- Action Keywords Content Branded Industry Events Call-to- Action Keywords Platforms Metrics Leverage Data Optimize Messaging Increase Engagement Metrics Leverage Data Optimize Messaging Increase Engagement Audience Execution: How can you achieve your goals? Source: Nowspeed 2015

Social Media Strategy: Situation Analysis Who are you targeting? Who are your competitors? Who are your partners? What platforms do you own? Customers Influencers Partners Prospects Keywords How do they differentiate themselves? Which best practices do they leverage for lead gen? How do they respond to public comments? Who are their fans & followers? What’s your relationship like? Do they share your content? Do you appear at events with them? Do you have SMM Platforms created? Are your platforms optimized to generate conversations & leads? Do you know which platforms get the most engagement & visits back to your website?

Best Practices for Creating Buyer Personas Define clear, measurable social media goals As you progress, your objectives may change ReachEngagementWebsite VisitsConversions Metrics Total # of fans & followers acquired over specified time Metrics Mentions, comments, shares, retweets, clicks Metrics CTR on social posts, frequency and # of social visits back to site Metrics Webinar registrants, white paper downloads, contact us form submissions, add to cart purchase MeasureOptimizeMonitorTrack

Social Media Strategy: Driving ROI Followers Content/Call to Action Traffic/Leads 500 Followers 10,000 Followers 10,000 Impressions/Month 2M Impressions/Month = + + = 20 Posts/Month 200 Posts/Month

Social Media Strategy: Evaluating Platforms Optimize for Design and Content Platforms Choose social platforms that will help you reach your audience Review to ensure best practices are being followed Make sure to optimize in order to increase social success Items we look for: Vanity URL Strong Bio Compelling Visuals Engaging Calls To Action Positive Reviews

Social Media Strategy: Building Reach Website Landing Page Personal Promotion Employee Activity Advertising Facebook LinkedIn Twitter Follow Engage Followers Unfollow Non Followers Social Media ROI Followers +

Social Media: Analyzing Metrics

Where Do I Get the Content?

Create Custom Core Content for Syndication Core Content ArticleBlog Posts Landing Page Social PostsVideoPodcast Core Content Website Copy Events White Papers Press Releases Articles E-Books Photos Testimonials News and Opinions

Manage Your Content with an Editorial Calendar

Getting Started

Social Media: Best Practices Start with a strategy Determine the platforms most suited to your goals Utilize a syndication tool Be a good listener Practice the 80/20 rule for thought leadership content versus company branded content Source rich evergreen content to fuel your presence Set realistic goals and monitor performance

Social Media Marketing Tips Find your company voice, and use it to craft your content Use educational content to create thought leadership Not all of your content has to be original; you can also create thought leadership by leveraging industry content Don’t expect immediate results Build trust through credibility and generate demand Spotlight your platforms and build your follower base Remember: There are no short cuts; building and nurturing relationships takes time

How Can We Help You Amplify Your Social Media Marketing? Custom Social Programs Content Creation Social Strategy Social Audience Build Social Execution Social Media Audits

Your Marketing as a Service Contacts AT&T Chelsea Albers Marketing Account Manager Dell Cortney Doucette Strategic Account Manager

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