Live with Marketers – Beyond Cat Videos: Driving Business with Social Media

Live with Marketers – Beyond Cat Videos: Driving Business with Social Media


>>Hi everybody, welcome back to live with marketers, the first live broadcast and show for marketers by marketers, morning talkshow at LinkedIn, broadcast from our Sunnyvale studio Doctor we are excited everyone has tuned in today to talk about social media, we’ve had a blast the last couple episodes talking about the something mindset, finding ROI and how we solve for that, but today we will talk about social media because that’s what everyone said they want to hear about. Is it just Videos or dog videos, or people just wasting time? We will find out today. I’m Alex, a content market manager at Lincoln, I’ve been here for three years, I’ve been creating content to help people better understand how to use the platform, how to use our products, and also how to achieve their goals as marketers. A couple of housekeeping details and I will introduce our guests here, the audio stream comes to your speakers and there is no dial in, make sure your save your questions for the end, we will have a live Q&A, save about 10 minutes at the end, and you can submit your questions to the console, and we will also share the slides at the end and the recording as well so in case you have to go to the bathroom or you are trying to get a quick snap of one of my slides we will send it afterwards so no worries. I wanted her as my guests, thank you for being here, we have Koka, Steve from LinkedIn, I would love for you to introduce yourselves and share something not on your LinkedIn profile.>>My name is Koka, from an industry principle at HootSuite, help out our largest customers develop social strategies, specifically in the context of this webinar or live stream for driving ROI from social, one thing that’s not on my LinkedIn profile, many years ago I was a private investigator, so my job was to basically get into a car and follow people all around the Bay Area and try and catch them doing bad things.>>That’s so cool.>>Easy segue to social media right?>>A great transition.>>You were tracking people then, you’re tracking them now. My name is Steve Kearns, as Alex said I’m a social media lead at LinkedIn sales and working solutions, if you follow at LinkedIn selling, at LinkedIn marketing on twitter or Instagram or LinkedIn Learning solutions and Lincoln sales solutions on LinkedIn chances idols, will be coming from me or one of my team members around the globe. And then in terms of what’s not on my LinkedIn profile, I used to do a lot of musical theater and I sang a lot in college and high school and I was actually the teen Angel in Greece in my high school production of grease, that’s guy who flies in from the ceiling and six beauty school dropout.>>Awesome, I would make you give us a little preview but I won’t, I don’t want to make you do that on live air so maybe if we have time afterwards.>>He was singing in the back and it was glorious everyone.>>There is your follow-up webinar.>>I will take Koka’s word for that I guess. Moving into her agenda, will talk about why you should be on social media, if you aren’t your competitors are, you want to make sure you have a good presence, talk about scheduling tools and how teams there may be smaller source content, mapping content to objectives, measuring success, advertising ROI, then I will have each of our guests here share a campaign example of a campaign that they did that was very successful on social. Finally we will end with a just for fun kind of a fire drill of questions for our guests here to get them, get to know them better and of course the live Q&A for everyone at the end. For someone to kick it back to everyone watching and ask why did you tune in today? You want to better understand who is here so we can serve your needs and better answer your questions and you walk with more tips and tools not by your options are A I’m new at the whole social media thing, B and a social media marketing manager looking for new tools and tips, C I’m not a social media marketing manager but I’m just curious and want to understand the landscape better, or B actually hiring for a social media position so I’m want to better understand attributes of someone I should be hiring and he will give you a couple seconds to respond. Do we have any productions, what do you think? Is a social media manager myself I’m hoping that a bunch of people just like me are watching this webinar so I can provide them with some helpful tips, so fingers crossed for my social managers out there.>>I’m really interested to find out how much a percentage of these individuals are just try to figure out the landscape, they are not actually in a role with this yet, because I see the trends moving in this space and how many people are actually interested.>>Definitely. Let’s check it out. Looks like 41% are social media managers, which is awesome, and a close second is people just curious to understand. Cool.>>We went.>>I love winning.>>It was close though. Good stuff, we are glad you two didn’t come as I said we will talk about social media, isn’t just about cats flying through space on burritos or does it actually have value? We know 79% of marketers have found value on LinkedIn, so I wanted to kick it to you guys now, with all the misconceptions about social media, people are worried that maybe their employees are just wasting time on the platforms, why do you think the company should be investing time on social media, I’ll give that once the first.>>It’s important for brands to spend time where their audience spends their time and we find time and again that that is going to be on social media whether it’s LinkedIn, Twitter, Facebook, you name it, people are really going to be investing time in these platforms and they want to committee with brands through that way especially with millennials, I know there’s a step flooding around that says one third of millennials actually prefer to make it with businesses via social media, so not email, they don’t want to go to something in person, they want to have a two-way conversation with people over these social media channels, so I think in order to kinda promote your brand and Heisei we are out here, that requires a significant presence on social.>>The only thing I would add to that if you have to be on social, as Steve mentioned that’s where your buyers and customers are, and they are expecting that interaction. And I don’t know if I would put it just down on the millennials, I find the trend continuing to grow where people need instant gratification not just in what they are trying to go for but actually getting issues resolved. And sitting on hold for 45 minutes to an hour with the company is going to do anyone any benefit, so social is now that primary customer service channel in most cases.>>And there is a lot of independent research going on, we now know that people consume about 10 pieces of content before even raising their hands to talk to us person, so you have to be on there like I said before if you aren’t your competitors are. So now we’ve established obvious leaders of value on being on social media, how can you use social media to help you achieve your business goals?>>I think the more important question, and I will answer that one, but as I talked to more and more companies around the world it’s that they don’t even understand what their business metrics are in most cases. I think they have a good idea of them because that’s what they run the business but when you ask them specifically what do they think social is going to help out with they just truck their shoulders, they don’t understand that that at all.>>>>Understanding the waterfall and then applying the social activities we know of to that exact funnel in most cases, and you can start seeing the benefits almost immediately from it.>>And here’s the key with social media, you are really tweeting to tweet or posting on Lincoln for the sake of posting on LinkedIn, you want to make sure as Koka that your business objectives are being certified what you are doing on social, for example if you are looking to generate thought leadership content or raise brand awareness you are going to be approaching social from a completely different perspective than if your primary goal is to generate leads or convert on those leads, so the beauty of social media is that there is really a platform for everybody and new construction your social media content to serve those different business objectives as I’m sure you do it at HootSuite and we do at LinkedIn, the world is your oyster there.>>One of your objectives should be to communicate with your audience, how do you drive conversation with your community.>>How would you go about building an objective-based social media calendar?>>Going back to what I said earlier I think if you are looking at awareness, those reach campaigns, if you are going for conversions that’s some type of direct call to ation within that campaign, there could be other things you are nurturing through, sponsored ads or whatever that may be the go farther down the final, I would think of an editorial campaign you have to think of the always on component of it, but when you think of the campaigns it’s not just one campaign, it’s usually different layers of a campaign throughout a month that are achieving all those different business goals from awareness to lead generation to actually nurturing the prospects. So I think you need it or taking of your editorial campaign as a holistic approach just like you do in most marketing campaigns that you produce.>>And I know one thing we’ve suggested in the past is to really have kind of honed in social media calendars or editorial calendars based on each objective. So if you are serving an audience that wants to hear more about your Brandon wants to learn more then you are going to have sort of a bucket of content that you can use to help serve that goal. The other editorial calendar may be more specific to lead Jen is going to be helpful so you are not really like leaving any sort of business objective behind. You don’t want to just focus in on one specific thing if you know you have an audience that has varied needs, right? Packs correct.>>And we know that social media, I think you mentioned earlier, you’re not just broadcasting and not engaging, the building relationships just like it is in real life and that takes time so social media and investing in it and being an effective social media manager is time-consuming. So how much time you think marketers should devote to social media?>>The timing will totally depend on how big your audience already is and how big your company is, but I think for the companies that are smaller and just starting off and in some cases they are one person and they have three different jobs at the company and social is a component of that, I would dedicate an hour or two a day and that’s for everything, that’s from curating content, engaging, a bulk of the time it has to be spent especially if you’re that small to engage with that audience, as well as part of that time is actually that time is actually building out your calendar and scheduling those updates so you can get your other job done well stuff is still being pushed out for your networks.>>Absolutely. +1 to all of that.>>Fair enough. What about marketing automation tools that can help? Obvious you can’t be a social media all that you have other things to do so how can you be always on and that’s why we use marketing unintelligible tools, what are some of the marketing automation tools you use?>>Marketing automation tools are a social media marketers best friend, that’s what’s going to enable you to have that not only to wake indications dialogue but also be posting around the clock when your audiences are listening. So you might not necessarily want to be changed to your desk at 8:30 PM, but everybody is to be on their twitter feed her on LinkedIn scrolling through they are more likely to engage with your content so we use a tool called sprinkler, that’s a social media measurement platform, there are others out there like HootSuite, there’s TweetDeck, other –>>I will be biased and say HootSuite of course but there’s a bunch of them and more of them are popping up every day, like these little startups are popping up and we’re seeing them around the world, and it’s because companies, small businesses and large are realizing they need this technology.>>In the beauty of the technology is it allows for tracking and reporting that you wouldn’t already have insight into, so on sprinkler we use a reporting dashboard that tells us everything from engagement all the way down to top performers, we will see growth over time, so all the metrics you will want to send up to your boss if you are asking for more resources are going to be available to you within the pretty box of the social media management platform.>>And whenever you think of automation there’s always a component of that where people shrug off and they are like, that sounds weird to me, to be automated. But I leave it’s more around how you are actually using that automation. If you have an audience that is global, as you mentioned, you don’t want t be up all night scheduling that stuff out, you want to be able to show that impact, again going back to the ROI, of what’s being put out there and was being consumed and how many leads are being generated from that. So I think the lowest barrier of entry are things like the hoot letter, things that quickly allow you to share or scedule stuff within this social calendar of yours. It’s the automation that allows you to track the activity and flag conversations that you need to pay attention to show you are having to go through a whole stream of a feed to see which ones you need to reply to, and excellent surfaces that stuff up for you and that’s where automation can really help out a business.>>And what it enables you to do as well as, say you have blog posts publishing every day or you want to promote webinars or any of this more demand Jen or traffic focused objective you will be able to schedule that so that goes out immediately and you are able as a social media manager to focus on really engaging your community and having those two-way conversations, something that technology really can’t do, at least not at this point.>>They are working on it though.>>So use your time wisely and that’s really where marketing automation can come in handy.>>Definitely helps you scale your ability to communicate, if you want to optimize for the conversation side of it you can have automation in these other technologies take care of the rest of it.>>What about tips for, I get asked all the time posting cadence time of day I know there’s not a silver bullet answer but you have any tips for that? Packs that will not up to your business objectives. If you are looking to generate brand awareness you are going to be posting more often than if you are looking to generate leads or at least that’s what we do at LinkedIn. You want to tell the market hey, we are out here, these are our products and services, this is how we can help you achieve your business goals. But again it really goes back to a lot of testing, at LinkedIn we do a lot of A.B. Testing where we will see if we post this at eight in the morning versus posting it at eight in the evening, which will perform better? And based on that, based on your specific audience, you are going to be able to optimize for better engagement.>>Depending on the size of your audience, everyone will be different, there’s no silver bullet, it’s hard to answer that question but I think you have to find a cadence that works in there has to be a certain minimum number of times during a day where you actually are posting stuff. It always surprises me when I talk to a company and they say we post once a day at like 6 AM. Well, what do you do the rest of the day? All that engagement, I think the lifespan of a social update is at Max maybe an hour or two. So what do you do the rest of the day? You are missing out on a massive amount of audience, you have to have stuff dripping out all day long.>>And it’s different, we were talking earlier off-camera how it’s different for every content format, talk about that, twitter, we do 10 to 11, at LinkedIn we do three or four, you have to think about your audience and where they are spending the most time and what makes sense for what platform.>>Totally.>>I know there’s a lot of smaller teams watching today who feel like they don’t have a lot of resources, so can you give some tips on how you source content?>>I think every team always feel like you don’t have enough resources regardless of how big or small they are. I think what has helped me the most from a marketing standpoint is finding ways to curate content quickly and effectively, so I rely heavily on RSS feeds or ways of identifying trending content around a specific keyword, and that quickly informs me to what I should be sharing with the audience that I have on my own networks.>>To sort of build on that, the way I look at a social program, provided you have the resources to do this, is it should be a daily communications channel that’s rather unguarded, sort of an open door into your business. It should have a touch point into everything you are doing. If you are at events, if you are doing webinars, if you are posting blogs, if someone from your company is giving an important speech, that’s something social should plug into whether it’s prescheduled or whether you are there live tweeting and posting and taking pictures and videos, so in terms of sourcing content you can get very creative by going to these events, but pulling from your blog, pulling from executive briefings that your execs are putting out, and like Koka there are amazing technologies that can help you source third-party content so content written by individuals other than your company, so what I use is Google alerts. I hone in on keywords that we want to rank for almost like SEL, content marketing, B2B marketing, so on and so forth, and at 8 AM every morning I get like 14 Google alerts that come in, they are totally free, and you are able to say okay, this is going to be a value to my audience, I will plop this into different social platforms and enhance that community.>>I have the same visibility great opportunity, I believe that from a professional branding perspective but I think it’s even more true for companies and the more visible you are to your audience the more opportunities will ultimately come your way. That was the foundation of what inbound was supposed to be, how do you create this channel where things are coming to you?>>We typically say in our strategy we say that you don’t want to be the person, or you don’t want to talk to the person at the party whose just talking with themselves the entire time and we think the same should go for all of your social, your presence on your social channels as well.>>Is always about adding value, that’s what you have to ask yourself before you share anything is where my audience find value in this? Because like Alex said no one wants to sit at the party with someone who’s only talking about themselves, but beyond that people want to perceive your brand as genuinely helpful and as trustworthy, and it’s really difficult in social media, brands, people can step out when brands are inauthentic.>>Absolutely, and I will extend off of that and I say you should add value in excess of whatever you are asking for in return. If you are asking for some sort of CTA where you are capturing leads or trying to sell a product online, whatever you are producing out into the ecosystem, into these networks, should be adding value in excess of whatever the price point is of whatever you are trying to sell. So that people who are engaging with your brand are actually seeing it as not just entertainment but information, there’s so much more wrapped into it besides this is widget or this service you are trying to sell.>>And speaking of all this great content and how it should be out there and in front of your prospects, we say at LinkedIn that visual should be the new headline, or it is the new headline. When you are scrolling through the feed you want your content to be the thumb stopper, something that eye-catching, something that messages the messaging or the caption that goes along with her imagery and we also know that people remember 10% of the information they heard three days later, but when paired with a relevant image they were member 65%, which is wild, so I wanted to ask you guys if you have any suggestions for online tools for sourcing high-quality imagery or maybe photo editing.>>At LinkedIn we use a number of different free tools to help us source images, like Alex said it’s really important that when you are posting some kind of social update you have an image that makes sense to go along with it or a gif or some kind of video that helps bring out the visual component and tell that story. So we use things like pixels, picks up a, on splash, canva, and the beauty of these tools as they allow you to not only find millions of images but you also don’t have to worry about getting sued by a photographer because you weren’t allowed to use that image, so then we will go and plop that into Photoshop, there are a bunch of free photo editing tools as well, and we will resize it for different platforms and we are on our way.>>I think that list is probably pretty extensive, there’s millions of images out there, you double down on this idea that this idea that the world is going visual, and if it’s not a picture it’s something you Photoshop yourself, or its something from gify, its something that pulls the individual in as they come through the feed. I worked with someone a couple years ago we had this pronounced statement that they wanted our committee or our audience to anticipate what our next share would be. I want them to be wondering what are they going to say next? And I think that gets even more compounded when you start taking of the imagery you are using with that because that’s what actually drawing them in.>>And using consistent imagery allows you to do is it’s something we talk about a ton in content marketing, say you were to remove your brand’s logo from your content piece. Would consumers be to recognize hey, that’s something from LinkedIn or something from HootSuite? And the Nirvana answer for us marketers is yes, you want someone to be able to say I love this content, I’m anticipating the next thing, so totally agree there.>>And even if upside, when someone sees an image that looks like some thing at LinkedIn or HootSuite would share.>>Defining your visual style.>>You start building your brand based on an aesthetic that other people are seeing.>>And it doesn’t even have to break the bank, I know our team has done a couple of photo shoots just internally with our marketers just hang around the office, and they’ve done really well for us and I think it’s also a fun way to give everyone an inside look at what it’s like to work at LinkedIn and all the personalities on our team.>>It’s not just because we are so good-looking. What is the salve, what’s the secret sauce?>>It’s all you.>>That brings a great point is that you leverage your own internal employees, I love seeing companies that do that well because it starts bringing down those barriers. So I’m not just buying something from a company, the imagery I’m seeing on their website, the things I see on their social, could be the people I’m interacting with within this organization because they are promoting their brand. Through their people.>>If I see one more stock photo of someone smiling with their hands on the keyboard I think I will — faxed the handshake photo with the bright sun in the background?>>The unintelligible one with the plant coming out of the hands? Or the sales and marketing one where they are shaking hands? Was an offshoot of the surround engagement as you have yourself in the shoes of the consumer. Would you recommend getting the brand think of what is going to entice you to click or share or perform some sort of social action or next step because the same thing applies, we are all people, marketing is no longer be to be or be to see, it’s HTH, that’s the big buzzword these days. So I think that that’s something that’s important to remember, what would entice you to act?>>How many times you look at a feed anywhere like there’s a stock photo, let me click on that?>>Zero times.>>People like pretty things.>>Exactly. Talking about pretty things and things that have blown out of the water this year, video has blown up this year which is no surprise, I wanted to ask you guys a little bit about how video plays into your social strategy, I will start with you, I know a lot of teams are concerned because it’s very expensive, that’s one of the challenges. Have you seen real benefits and how does it play into your strategy?>>I think video is blowing up, I think it’s been a big deal for probably a couple years in some fashion, it’s been on the fringe, people have been trying to figure it out and there is now a lot of data that empirically shows where video is helping drive ROI, I think the idea or the statement, the challenge statement that it’s just too expensive is false.>>That’s fake news.>>It’s fake news. I believe that most people want to use that as an excuse but the reality is I see companies all the time who are being extremely effective and they are filming it on their iPhones or their mobile device. They don’t have a studio set up. It gets to a point where you want to be in a studio producing these things, but the barrier of entry for social is so low, and it really comes down to what you are sharing. Is there value in what it is? Most people don’t care if you are putting on stone tablets, if there’s value in it people will consume it and because people are so ingrained with video right now, get on your iPhone, film something for a minute and put it out there. If the message is resonating it doesn’t matter what platform or what the device is.>>Absolutely, and I think us marketers what we feel comfortable with are the tried-and-true lead generation channels, so blog, we love emails, we love social media, but this whole idea of video kind of makes us really nervous and scared, we are like, I don’t know how to do that, what if I look bad, what if this isn’t received the way it needs to be? But I think the key here is figuring out how to operationalize video, something we are doing at LinkedIn is we just started creating a video content calendar, a video editorial calendar, where we’re going to give the same amount of weight to our video content as we do webinars, blog posts, so on and so forth, so that we can really not only improve professionally that this skill but really figure out what are people responding best to, and again operationalize that just like we would a blog.>>And you think of video, you break it into different categories, there’s the quick stuff you can throw up on twitter, LinkedIn now has video, we are throwing something up on Facebook, but even within HootSuite in our own video cadence we are building and live streams to start this on a regular basis where it was kind of fun to do it every now and then because it was out of the norm, now it’s actually part of our content plan where these live streams, because people are tuning in, look at all the viewers on right now, they are tuning into this. So there’s a ton of benefit, I think the question needs to be how do we continue to connect with this audience, and if video is the way they are going, find ways, push past that barrier of insecurity and put yourself out there in video.>>I totally agree with the notion that it doesn’t have to break the bank, on our team we have this series called indispensable seconds where we whip out our iPhones and take 60 seconds of us talking about what is on the blog, which top of mind for marketers going out there on twitter, Instagram, it’s done really well for us and it’s a cool way for us to humanize our brand and give people an inside look at all of the people, the great individuals on our team.>>I think video is one of the only ways now, we talk at marketers all the time to cut through the noise and I hate to say with video you are physically making noise, but at least personally we have seen engagement off the charts with any video content we post.>>And whenever I’m thinking of a campaign or ways to engage with our audience, I always try to look in the mirror, like how do I consume this stuff? As I’m going through a feed regardless of the platform on my phone, because I do this on my phone, I stop at videos. I’ll watch that first two seconds to see what it’s about, maybe I’ll get into it, and there have been times when I eventually got yelled at because I’m on Facebook and I’m going through a video feed and I keep scrolling through more more videos.>>You go down the rabbit hole.>>Video is so inviting, whereas when you are reading blog posts it usually bounces out somewhere else and there are these transitions that break that communication, but video in most cases on both of these platforms is in line with whatever you are interested in.>>And similarities photo shoots were having, I think it’s also important, we found sales reps who are so incredibly photogenic and so amazing on camera that we are like, hey, we need to borrow you for five or 10 minutes to give this amazing pitch, then we have a content piece that we can slice and dice and promote for a long time to come. The barrier to entry like you said is so low.>>I find individuals that work at companies that want to do this on their own and there are companies empowering them to do it, there’s a guy by the name of Morgan Ingram out of Atlanta who basically gives sales tips, he started off as a sales development rep and now he’s a sales development manager, but in that process he started finding ways to leverage his own social networks through video to educate the masses, now he’s got this massive following in space.>>It’s important to note that you probably shouldn’t make it too long, some of the testing we’ve done, I think people drop off, we were doing to me at videos and most everyone is dropping off around 60 seconds. So do video but don’t go crazy I guess. Or make it quick, attention is a currency. I think I will shift the conversation, we talked about video a lot, which is awesome, but I want to tak about getting into the nitty-gritty of measurement and metrics because if it can be measured and can be improved. Shooting it back to you guys we will ask, just curious, are you currently able to track ROI from your social activities? Your options are A yes, B no, or C somewhat, give you a couple of seconds, what do you think?>>I think most of the audience was a somewhat.>>It’s still endless.>>If someone says yes that they are 100% competent, I want to talk to you.>>I want to take you out to dinner.>>You will teach me some stuff.>>Let’s see what our results are. A little over half say no, followed by somewhat, 11% yes, again I would love to meet you.>>Please reach out.>>I would love to know how you feel so confident, reporting can be a pain point I know that, but let’s dive in, how do you measure success? What are the key metrics you track? Back before I get into that, that’s astounding to me because I think that is also the going industry analyst reports also is that most people aren’t tracking this and it’s crazy because the tools notice. Five years ago the answer should be no but nowadays there’s no excuse how you are not measuring to some level of ROI. How do we measure the ROI on our side? We look at different areas, it depends on the type of campaign. Is it to drive awareness, to increase that share of voice, is it around a go to market campaign for a new product launch or some other future functionality? If it’s lead generation we are trying to track everything from video views to how many clicks, how many social shares, because that’s also a leading indicator, how many, the CTA of the blog post or the other assets your advertising, and sponsoring, how much traffic is going to those? What is that conversion rate, and ultimately how many opportunities for your company are being generated from these campaigns? Because if you can map from social update to revenue, you have a very strong story to tell to your bosses as to why you need to increas the budgets. And I think that’s where a lot of marketers are having struggles right now, they are asking for bigger budgets for digital but the CEO and the executive and the board is saying how are you going to show ROI? And most marketers that have been in traditional marketing for 20+ years have no idea.>>And going off of what he said about proving that ultimate ROI of that dollars and sense of what the social post drove, it’s important to work backwards almost and consider your audience not to be your boss or the chief marketing officer of your company, but to be the CFO or the person who’s going to sign on the dotted line of that check, that’s going to help you in that headspace to be able to say okay, what I’m doing cannot only be operationalized but can be monetized. What we’ve done it LinkedIn is we have a rather robust self-service advertising platform, so through different tracking parameters we were able to discern when someone clicks on a specific tweet or a LinkedIn post and then jumps into our advertising platform to spend or to create an ad, we can see the dollar value and then the projected revenue, and that’s something we just recently discovered, I about jumped out of my seat when I found out we could do this and what that allowed us to do is to really go back to our bosses, to the people who work in procurement, and say look there’s really value in what we are doing and it’s so cost-effective, all you have to do is really pay –>>At HootSuite we track all of our leads from all the social stuff we’re doing, our blog is cookied and all that stuff, so they are measuring that but was getting fascinating to us is how we’re expanding employees, we can report sales force is our CRM, how to track leads coming in from individual employees’ social updates through one of our apps called amplify, and as they are sharing content it’s all tagged unique to them, it’s all dynamic you TM, and we can run reports and say this employee has generated 15 leads this month, got three, when you can get to that level of granularity for your business you will start seeing more success and it’s just a matter of throwing gasoline on that fire.>>And it’s really important to mention obviously there’s the vanity metrics, the likes and shares and comments and stuff, but on our team we’ve tried to move beyond the click and we are not optimizing for the clique, were optimizing for the conversion because if you optimize for the click you could be accidentally going in the opposite direction. At how our team does it anyway. As we talked about before every audience is different, we talked about cadence, there’s no silver bullet answer, but I would find it interesting to know how your team establishes social success benchmarks.>>You know when you are in school and the teacher tells you orders inspirational quotes saying you really only running a race against yourself or beating your personal best, I can throw out what our personal best is, what yours is, but again it’s all going to be scaled against how your past performances looks. For example if you are seeing a 1% click through rate for example, and you saw that through the entirety of 2016, if you want to say okay now that’s the benchmark for success, in 2017 we want to be that by some parameter. It’s important to know where you’ve been and where you are going, and also what your objectives are.>>That’s so deep. It applies to so much.>>I’ll be here all day. Until 12. But you know.>>I don’t have much to add to that, that’s the goal, is to find ways to measure this activity down as far as you can. And you start with the fluffy metrics and I’m not a fan of the fluffy metrics, in fact I used to be a huge naysayer of measuring any of that stuff, but I see it as leading indicators, because if you can measure that well and understand how to measure the stuff down the funnel, you can start then playing that game, saying if it takes 2000 hits to the website to get one closed opportunity, what happens if we put 5000 hits on the website? Does that number map through? And we continue to find that there’s a little bit of shaking but the math will work out.>>Fuzzy math, we call it.>>The idea is always to work backwards because these vanity metrics, all of a sudden when yu say I have 500,000 followers across social and this is the average annual return we are delivering in terms of advertising conversions or whatever your nirvana metric is, then you can go back and say if we gain an additional 50,000 followers this is how much that follower is worth to the business, this is their projected spend. Those vanity metrics all of a sudden become really awesome.>>And that’s what your executive team wants to hear. If you can show them that back planning and you say you want me to generate 100 new leads or whatever that number is? This is what I’m going to need, and be able to explain what that trajectory looks like. Most times that’s how their brain is working anyway so they will be okay with signing off on that.>>There’s your territorial calendar right there.>>A big part of measuring anyways attribution, I know everyone loves this topic, it’s great, we will do a little 101 of attribution so everyone is on the same page, first touch means 100% of the credit came from the very first interaction that the prospect had with your content, last touch is that all of it goes to all the attribution goes to the last touch they had. Multitouch is a little bit more complicated but it’s most effective because you are allocating credit to multiple touch points along the buyer’s journey. Multitouch, kind of difficult, why do you think so many marketers are struggling with this?>>I think they are struggling because they don’t have the right system set up. I think again the panel earlier about the majority of people not being a to track ROI, it’s because they don’t have the right system set up. The multitouch is the ideal state, you want to get to that because when you are seeing a buyers journey in many cases, and if you understand buyers journey then you can get scientific.>>And you were optimizing for the right things.>>Last touch is where most companies fall because that’s the easiest way for them to show some impact. I’m a fan of the first touch also because I wanted to know as a marketer what leads, what people do they bring into our system on my own outside of any other influence? And kind of measuring that through it, you start trying to figure out the multi channel piece. But because marketers are having to show ROI they have to measure something and that last touch is probably the best indicator for that.>>And this is where sort of your demand generation team or your demand Jen marketing to be her best friends because I know a social marketers a lot of times we are the big loud personalities in the room, we are the creatives, the people who can take on a dime and engage in a conversation but a lot of times I found sometimes I don’t necessarily have the head for business that the demand Jen marketer would have, I don’t think things the same way, really know how all of our campaigns are putting into each other to that granular level, so I’ve found success in just going to the Mensing I have this challenge, is there a way that you know of in your wheelhouse that we can figure out some kind of reporting structure that’s going to show people, by people I mean us, how people are acting? If you can answer the question, they clicked on a tweet, they clicked on a LinkedIn post, what do they do next what do they do before that? You should get a promotion.>>So we dove into why you should be on social, we dove into metrics, we talked about how to source content, we talked about attribution. Do you have any general tips for how to optimize for better engagement on social?>>Outside of the paid piece of it because that kind of makes it easier if you know your targeting correctly, I honestly believe that one of the best ways to drive engagement is to be engaging. Find ways to drive conversations around your updates. I was on a live stream with HootSuite if you want to go talking about social selling which is kind of like what my wheelhouse is, we had a decent number of people in the live stream but we mentioned right on the screen, give us a thumbs up if you want us to move in this direction or a heart if you want us to move in this direction, and when we saw the engagement metric, it was phenomenal.>>We should do that on our next one. Social signals started pushing out which then drove in more people because the Facebook algorithm starts promoting the content within those audiences. So you just have to find ways to be engaging.>>And I think very tactical best practices at LinkedIn, we always include rich media, that’s images, videos, gifs, something for people to link visually latch onto and we also keep copy short and sweet. Always use short links, two reasons why we do, I held up four, I’m not good with math, that’s why got into social media, the different two avenues, the reason we have this is because number one you can add a bunch of tracking your link and then shorten it and the ones going to be the wiser, and you also optimize so that people aren’t seeing these giant links with three ellipses after it where engagement is going to drop off. To put yourself in the shoes of the consumer, what do you want to see, what do you want to click on? Keep it short and sweet and I was at a visual component.>>We also found that lifting short stats and close out of larger pieces of content have performed well for us whether it’s, we’ve done a couple of AB tests for the images in the same but one of the captions it says 74% of developers are relying on content marketers more than before and the other one says content marketers world rely on marketing more than ever before, the stat always outperforms the general caption because people love stats, people love sharing stuff it’s easily digestible it makes them look more knowledgeable and it’s more specific than just saying all marketers.>>And it adds value, you are adding value to the community because people are walking away with something didn’t necessarily know before and that arms them to do their jobs better.>>And we talked about paid, that’s a way to boost your social or booster engagement but we also have found that organic and paid play well together so we will see what does well organically and we will boost that unpaid.>>I think that’s a best practice, even outside of what you were doing I think that’s what most companies should be trying to do is looking at their organic calendars he was performing well and keying off of that to throw again gas on the fire to push that to a large audience because obviously your organic network is interested in some way, so how are you going to then boost it to a larger audience outside of what the normal algorithm would give reach to? Racks and the beauty of paid media is now all of these different advertising platforms have this wealth of data that you can leverage to serve targeted advertising. You are able to say I want to target this group of B2B marketers or I want to target director plus salespeople or whatever it is, there’s a platform it’s going to enable you to really reach that audience or that content.>>Or custom audiences. Literally based on email addresses from campaigns you’ve been running, putting that in and saying I want you to message to these people and you can build cadences around that so once they see this ad you wanted to see this ad, you can get really complex in this.>>I’d love to share a campaign example now, transitioning a little to specific campaign examples you can walk us through. Steve, I’ll let you go first, if you can share an example of a campaign that your team found successful or our team, we are on the same team.>>We set about 3 feet away from each other.>>We spent a lot of time together.>>This is the furthest apart we’ve been in a month.>>Are you having separation anxiety? We will fix that afterwards. Can you share an example of the campaign and how it all came together for you? Racks as it will become a big campaign for us in 2017 was called out the proof campaign, more of like the proof initiative or project proof, we are trying to move away from campaigns and more structure our energy around messaging and what are the takeaways for marketers? So we found in the market that there were a lot of studies coming out around the value of marketing on LinkedIn, and how B2B marketers are finding ROI. To what we did is we listed a lot of these third-party stats, against that’s performed really well around social, and we threw them into social media tiles, some have people in them, there are others with really cool desk shots, but the idea is to really demonstrate that ROI is serious business. ROI, serious business, and LinkedIn can help you achieve that. So in a drip that not only went across the blog, are social channels, we had videos around it, we had a whole webinar series around it that was last season of this, we kind of had a strategy that are lighted up to each other but from a social perspective we are able to do was see a 92% increase in engagement versus our typical benchmark, again a benchmark from 2016 is how we performed, then we also saw a tenant increase in reach. So those will be the vanity metrics but if we continue to boil down we saw a huge lift in self-service conversions just in a couple months, north of $50,000 in self-serve bookings, that’s not even a projected number, that’s just what people have spent on since they interacted with one of our social media tiles. So I think the value in all of this is figuring out again how to social plug into that business objective or that larger objective that your organization has, and then how do you activate that?>>I think it was just an awesome way to help marketers make the case for spending on LinkedIn, spending more time on LinkedIn, so that was a great campaign. Koka, you have a good one you can share? But I think it’s fascinating that both of our campaigns we will talk about were around proving or giving social ROI and that’s what this session is about also. That was not correlated. One of the campaigns the HootSuite marketing team, their brilliant social is in their DNA, they were building a campaign in the same fashion, like how do companies understand what is social ROI and how do you measure it? We have a platform called impact that then measures all this through analytics, it can show you what the ROI looks like. So they wanted to activate our community around this so they had four videos that they were publishing online through the different networks, and focused on social ROI. So how do you talk to your boss? How are you measuring it, what is the basics of social ROI? They have these four videos that basically answered a lot of these problem statement we were getting from our customers, and what we found through that was that each of these videos then had a call to action to either a blog, a webinar that was being put into the same topic, or to an e-book around the same topic. And it was amazing that through this process of using video with calls to action and other assets, the other traditional marking pieces, the results were amazing for me as an individual but I know the marketing team was astonished by this as well, where we got a 17x ROI. They put I think $3000 behind the campaign itself, which isn’t a significant amount of money, it’s still a lot of money for most marketing teams, but it was kind of an intelligent risk as he would call it to put it out there and because of the way the videos funneled into all these other assets and how they were measuring that impact, we were able to use ourselves as a case study about how you measure ROI, leveraging social channels.>>And I love that you were crowd sourcing sentiment, literally finding your customers’ questions and pain points and answering them in different forms of content, content marking is about, alleviating those point points, the awesome stuff.>>I think that goes to show also is that the idea that social is on an island of its own is over.>>It should be.>>These campaigns were so successful because your teamwork so closely with everyone who is running the blog, webinars, people who are producing videos, the social manager or someone else, and that’s why our proof campaign was so successful is getting everybody on that same ship and sailing toward a common destination, and that common destination should be proving all alike, right?>>We will run into our just for fun round, some fire drill questions for you guys. We will see how it goes. I’ll ask the question, Koka you can answer first and then Stephen we will round Robin it until we are done and then we will do Q&A. Longtime question, is it gif or gif?>>It’s gif. Is there even a question?>>I know it’s gif.>>That should be a poll question. I don’t exactly know — what does it stand for? The first word is graphic.>>Graphic interactive format.>>How do you say graphic? You don’t say giraffe-ic.>>I’m team gif, Jif is a peanut butter, probably get a check in the mail from Jif later.>>Favorite B to B or B to C company that’s causing unsocial at the moment. What I will say the most recent campaign I saw was through Burger King, I think these CPG brands are crushing it now because they are moving into these worlds where many B2B companies are afraid to move into, but Burger King just ran this campaign around Stephen King’s It, the movie, where they hosted a theater full of people for an early screening and at te last screen before it went into the credits it just had the Burger King logo, very subtly, and just said crushing clouds since whatever the year was, and also with the dig at McDonald’s but an amazing way of leveraging social and creating videos around it.>>And to piggyback around that I would go and say Wendy’s. Their social team has been so incredible, I think it’s important for social managers and brands to not only talk about themselves but to insert themselves into conversations that people wouldn’t necessarily expect them to.>>And they are inserting everywhere. What people tweet at them and they are like, big Mac or whopper and Wendy’s? And Wendy’s will tweet back, no thanks. Or something a little bit snarky. I think for a large corporation to say that is incredible, because to get that approved and take that risk is huge and it’s paying off to medically for them. So good job there.>>Or Gordon Ramsay, he’s another great example, people tweet at Gordon Ramsay photos of their food and ask him opinions and he will tweet back and say that looks like vomit. He’s just like he is on TV but he’s doing it through social with his community. Again, get as close to the members as you possibly can.>>People eat that stuff up.>>Literally.>>I’ll be here all day.>>Biggest steak you see companies making unsocial packs I think the biggest mistake, A they aren’t on it, but I say the biggest mistake for the ones who are on it is using it incorrectly in my view, they are using it as a primarily broadcast channel and they are spitting out a lot of information but they aren’t actually engaging with that audience. I think that’s a huge miss in the companies who are going to disrupt them are the ones were going to start taking that audience from them by engaging with them because that’s what people want.>>Brands are far too corporate on social. If you want controlled messaging have a press conference and don’t take questions. If you’re going to be on social media you need to personify your brand, you need to make people think that you are a walking, talking, breathing entity that has feelings and wants to help you out. So I think that’s the biggest missed opportunity is people just not being able or be willing to take those risks that you need in order to drive engagement on social.>>One quality using a good social media manager should have.>>The one quality, I was a curiosity. Anybody professional you just need to be extremely curious but I think for social media marketers the world is changing so fast and I get put into lists or talked about as being this expert and I kind of shy away from that because I’m a student in this just like every else, as much as I’ve learned and experienced in my career I’m learning things everything today and I’m having to look for this information, it’s not being spoonfed to me in most cases, so I think great social marketing is done through a deep curiosity to, what can I do next? What should I be looking at that is different than what everyone else is doing?>>and I think adding onto that it’s the idea that a social manager should not only manager should not only be this big ball of personality where they can insert themselves into things and be humorous and witty on the turn of a dime, but also to have that head for business and for metrics because the only way that you will be able to expand your role, expand your team, and get more buy-in from an executive level, is if you are thinking of walking and talking like a businessperson the second you step off of the ownership of the social channels.>>I think six years ago, whenever it was, 2010 when I switched from sales into marketing, I got my first marketing role, I looked at as many social marketers I knew in my own network as well as other people I had known about and I saw this really weird, or I guess actually concerning trend where they were job hopping every year or year and half and I had to ask them, I reached out to a bunch of them and said what is the reason for that? Should I expect I’m only going to have a job for a year? And they said the reason they had a job hop was the CEOs and executives didn’t see the value in what they were doing and they were the first had to get cut because they were an expense. And I believe now with this focus on ROI, this is what people are able to keep their jobs, to your point you have to be business focused, you have to understand the numbers, but you also have to have those layers of crativity where as other people in the company probably don’t, as well as the personality, and is a wide range of skill sets you need within this role, it’s not just I can tweet.>>And my two cents, social media marketing is important, a campaign is just a social campaign, it goes on the blog, it’s on different channels, go to the demand didn’t team and the unintelligible team, I think being a good cross-cultural partners important. To jump to questions because we have five bits left and there are tons of questions.>>That was fast.>>Koka, Where can I go to the video example you wrote about?>>I can share some links, I would they follow me on twitter and I’ll share the links right after this is over with. I have them all. There in the HootSuite Facebook feed but it’s from a campaign earlier this year, you can still find it if you went to the HootSuite Facebook page.>>Cool. Aside from LinkedIn, Twitter, Facebook, what are some of the social media channels organization should look at to get exposure?>>I will say Instagram especially for B2B is becoming more prevalent, so as we start to think about video content, about gifs, about different ways to promote our brands, I find that not a lot of B2B brands are doing Instagram well, so I think that’s a huge opportunity for you to go in there and say hey, I want a little bit of budget for Instagram, I want to try out these different content downloads or a video series or some kind of live stream situation and run with it.>>I think the most important question is where are your customers? I think one of the first kind of tears of social marketing is listening piece, you need to know where your buyers are spending time, and I work with a lot of CPG brands but they talk about Facebook and Twitter, but interest, it amazed me because as a B2B marketer I never thought about Pinterest, it was kind of a tier 3, but for a lot of CPG friends Pinterest is there place, you need to go where your buyers are, know where their customers are spending the time and optimize yourself around those. Lectures a good one directed at Koka, feel free to add your two cents Steve. Easily downloaded HootSuite and I’m not sure how to use it recorded with Lincoln, what’s the best way to engage the two?>>Send me a message, connected with the team internally that can help you with all that.>>Here’s a content specific question, do you create unique content for each social platform or do you run the same content across platforms?>>That’s a really good question.>>I know, it is.>>It depends, I know that’s a very nebulous answer but I can talk about our content strategy a little more in detail. We have a a bunch of blog posts, a bunch of videos, a bunch of e-books we promote on a daily basis, those are typically going to be hosted on other platforms so whether that’s on LinkedIn.com, on business not LinkedIn.com, on YouTube, we are usually linking on to someplace with relevant tracking, so that he does is changing the messaging specific to each platform, so what about context. Will change copy, we tell people is different, a lot of times for resourcing protective the content we are creating is going to drive back to the same place, but if you are following us on LinkedIn, on twitter, on Instagram, my goal is that you are not going to get fatigued even if you are going to the same piece of content, you are going to be seeing a different caption or different image that’s when to add value in some way. Specific to video we will optimize videos for LinkedIn, for Instagram, so on and so forth.>>Each platform has its own nuances, right? You can have 140 characters on twitter but on LinkedIn it’s like 280 or whatever that may be, you have that extra room so in some cases you want to find ways to use that. But I think again at the best practice, you have an e-book or a blog post, you have three callouts from that blog post and those become three separate social taste driving the same asset, that’s the way to extend the life of your content.>>Here’s another good one, is there a perfect mix for a percentage of social posts that should be about us versus our company?>>There is your 411 right there. Is a pretty widely known concept in marketing but they typically say that you want to share four pieces of third-party content or independent content per every piece of content you share that’s relevant to you. What this does is basically shows people, hey, we are entirely self-serving, we actually want to help you succeed.>>And I think depending on your brand, HootSuite for example, we produce one or two or three or sometimes for blog posts tay on how to become effective social marketing managers. Some of this is self-serving but going back to earlier, add value in excess of what you are asking for in return, doesn’t matter if the content is driving back to your own site as long as that content is designed to have value and not to convert them in some way. So I think it’s the intent of that content depending, regardless of if it’s third-party or hosted on your own site. If you are going to have Legion components that should only be one component of the other three or four you are sharing. So that people aren’t always anticipating if I click this they will ask for me to download something, whatever that is, you want your community to say I’m going to learn whatever that headline is, they will teach me that.>>We will do one more because I want to help this person out that we will wrap up the, the question is as a person who is new to this on the only person at my company, where do I start? I have no followers, I don’t know what to post about or how to get people interested. How and why do people find you? Lots of questions but just general advice for someone who is starting at Ground Zero.>>I was told by my boss, shout out to Tim if you are watching, don’t boil the ocean. That’s something all of us want to do, we want to post on every platform and keep a presence, and you have dessert small. Start posting once a day, twice a day, on one platform and then grow from there.>>My other favorite LinkedIn-ism besides don’t boil the ocean ocean is if you are things done better. Understand where your audience is, if they are on Facebook, twitter, Instagram — understand where they are and then learn everything about that one platform to engage with that audience and then start branching off and you will start — you will naturally understand the nuances between those. But again don’t try going to every single social platform because then you are going 100 miles wide and only like half an inch deep, you want to get ingrained within these wide and only like half an inch deep, you want to get as networks as possible about that but that’s better than being on all platforms and having an okay presence.>>Totally.>>I think that wraps it up, I know there are some more questions, maybe will pull together a blog post and put it on our blog to answer the rest of the questions, that was also a shameless plug for our blog, if you go to the consul you can see a button to subscribe to the Lincoln marking solutions blog.>>It’s too easy.>>Tons of great tools and tips on there, in addition to that there some good resources on the console, also please stay connected with us I believe he will show all of our Twitter handles, connect with us on LinkedIn as well. Our next episode is going to be in November and we will have a new host so I’m going to be leaving you guys in good hands, another member of our team, Sean Callahan, will take over and rock it, stay to do more details for that and thanks so much for tuning in, thanks for being here. And that’s all, have a great day, hope this was helpful.

4 comments

Leave a Reply

Your email address will not be published. Required fields are marked *