This webinar will discuss how to integrate social media into marketing efforts to drive results by mapping content to the buyer's journey, measuring efforts, and integrating social and marketing automation. Attendees will learn tactics for driving ROI with social media including how to measure the impact of social on other channels and how to leverage user generated content and visuals. The presenters are Craig Rosenberg, CEO of TOPO, and Jason Miller, Senior Manager of Content Marketing at LinkedIn.

1. Welcome to
Driving Social ROI
with an Integrated Marketing Approach
with
Craig Rosenberg
CEO & Co-Founder
TOPO
Jason Miller
Sr Manager Content Marketing & Social
LinkedIn
Hosted by

2. About the Presenters
Viralheat is the social media marketing suite that makes it easy for you to manage
social and put it to work for your business. Trusted by more than 25,000 brands,
Viralheat combines social media management and intelligence in a single platform
encompassing account management, monitoring, engagement, analytics, and more.
Craig Rosenberg is the Co-founder of TOPO, a research, advisory, and consulting
firm that helps sales and marketing organizations design and deliver great buying
experiences. He is also author of the B2B marketing blog, funnelholic.com
Jason Miller is the Senior Content Marketing Manager at Linkedin where he leads the
content marketing and social efforts for LinkedIn Marketing Solutions. He contributes
to multiple marketing blogs and authored ‘The Social Media Tactical Plan’.

3. In this webinar you will learn:
• How to map your content to buyer experience.
• How to measure your efforts to drive optimal results
• How to integrate social into all of your marketing
experiences.
• How social + marketing automation will make your marketing
efforts more effective
• And much more!

4. Truly understand the buyer
Buyer Demographics
1. Who are you personally (married, children, etc)?
2. What’s your background and career path?
3. How long have you been at your current job?
4. What industry is your company in?
5. How many employees does your company have?
Buyer Role
6. What is your role in the organization?
7. What is your title?
8. What are your responsibilities?
9. What skills do you possess?
10. Who are you accountable to?
11. What does your team look like?
Buyer Psychology
12. What are you most excited about at work?
13. What are your main opportunities (biggest)?
14. What are your main challenges (biggest)?
15. Do you like to make things happen?
16. What motivates you to make something happen?
17. What defines success in your role?
18. Are you optimistic or pessimistic about work?
Day in the Life
19. What does a typical day look like?
20. How would you describe your work environment?
21. What obstacles do you commonly encounter?
22. Who do you interact with the most?
23. What’s your preferred mode of communication?
24. What tools do you use at work?
25. How do you gather information to make decisions?
Purchasing Decisions
26. How would you describe the way you buy products?
27. What are the major phases of a purchasing process?
28. What’s an example of a purchase you recently made?
29. Who is responsible for purchasing decisions?
30. Who influences purchasing decisions?
31. What causes you to begin a purchasing process?
32. What criteria do you use to evaluate products?
33. What causes you to purchase a product?
34. What causes you to purchase one product over another?
35. Is product, price, or service more important?
36. How long does it take to make a purchase?
37. What information is valuable to you during a purchase?
38. How do you prefer to consume that information?
39. How do you prefer to interact with vendors?
40. How can vendors help you the most?
© 2013 TOPO

5. Buyer Persona
Day in the Life
15 minute morning scrum
30% of day spent working in MailChimp
40% on creative and copywriting
20% on metrics and reporting
Some meetings, but not overwhelming
Hates the phone; likes email, web collaboration
Demographics
Ben O’Brien, Director of Email Marketing
26 year old hipster with attitude
Apple, MailChimp, HackerNews Fanboy
125 employee high growth internet company
Buyer Role
Focused on email marketing
Part of product development team
New user acquisition
Customer retention/engagement
User experience is critical
Metrics: new users/month, time in application
Purchasing
Decision-maker for all things email
Recently bought email analytics tool
Likes to purchase things the cool kids are using
Peer input is key to purchasing decisions
Won’t buy anything with bad UX
Price must fit into user economics
Inherently suspicious of vendors
Doesn’t like salespeople
Prefers to self-service when purchasing
Likes to buy from startups
Psychology
Likes to make things happen – go getter
But feels under-appreciated
Believes that email is biggest upside at
business
Really should be part of marketing team
Obeys the metrics
© 2013 TOPO

6. Map the buying experience
1
Next Step
Requirement
Potential
Roadblock
Can I show CEO that
the software and
price just work?
Buyer decides to purchase
Enters credit card info
Buyer becomes customer
No other trials
Takes call/email from sales
Able to satisfy core use case
Takes 2nd call from sales
Does it satisfy my
core requirements
and is it easy?
Make
Decision/Purchase
Internal meeting on final decision
Engage Vendor(s)
Visits leading vendor’s site
Signs up for trial
Just needs it to work
Starts using trial
Focuses on ease of use
Develops vendor shortlist
Creates vendor evaluation plan
Core features identified
Gathers pricing data
Two person workflow is issue
How do I make
this really easy on
my business?
New employee needs to solve
Collects basic info using Google
Talks to peers – values this
Understand
Requirements/
Options
What do I do now
that I have two
people in support?
Workload growing fast
Buyer
Activity
How do I keep my
customers happy
when I’m growing?
1 person support org
Using Gmail/Google Docs
Key
Question
Identify
Problem/Opportu
nity
Status Quo
Number of tickets growing
2 people now working support
New employee not self-sufficient
Buyer
Stage
27
Workload requires
more than 1 person
to support process
Complexity high
enough to require
real application
Understands core
use cases and
leading vendors
Actual use of trial,
as opposed to just
signup
CEO must approve
decision and provide
credit card
Business not
growing enough to
justify next step
Buyer doesn’t
realize general
benefits of SaaS
Can’t understand
basic need and
requirements
Able to signup for
trial, but too
challenging to use
CEO vetoes decision
at last minute because
of TCO issue
© 2013 TOPO

7. Map content to the buying
experience
Status Quo
Persona
#1
Persona
#2
• Changing
Buyer
• Content
Selling 101
• Executive’
s guide to
Content
Selling
• 10 Habits
of Top
Sales
Leaders
Identify
Problem/Opportu
nity
Understand
Requirements/
Options
Engage Vendor(s)
Make
Decision/Purchase
Content mapping happens here

8. Build content around real buyer
issues or questions
Awareness
Issue/Question
Why do I need this product?
Messaging
Soundbyte(s)
“Buyers prefer to consume
content then listen to a sales
person”
“Legacy selling approaches are
not as effective today?
Sales Play
Focus on the problem
Understand current environment
Deliver “Changing Buyer” preso
Send Ultimate Guide to Content
Selling
Content
The Changing Buyer (Preso)
The Ultimate Guide to Content
Selling (Preso)
Prospect
advances when
They identify there is a problem

9. Marketing Solutions
5 Tactics to Integrate Into Your Digital Marketing Strategy
Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg
@LinkedIn
@SlideShare

10. The world’s largest professional network
1
238M+
1
90%
Fortune 100 companies use LinkedIn
Talent Solutions to hire
Members Worldwide
Growing at more than two members per second
2
>3M
Company Pages
1 As of Aug 1, 2013
2 As of June 27, 2013

11. Your Philosophical Approach to Social
is Killing Me

12. 70% of the Buying Cycle is Already
Complete Before a Prospect is Ready
to Talk to Sales.

13. You Better Have Content that Answers
Their Questions.

14. ROI of Social is No Longer a Mystery

15. 15

16. Social Media Leads Do Not Come in a
Box
16

17. All Leads are NOT Created Equal
17

18. But, Social Leads are NOT Ready to Buy

19. You Would Have Better Luck Finding…..

20. Prepare to Have Your Mind Blown

21. The Seventeen Thousand Dollar Social
Media Post
First Touch
Attribution

22. Website
Landing
Pages
Online Ads
Email
Social
Profiles
Social Lift
Social Lift
Social Lift
Social Lift
Social Lift
Social Lift
Reach & Engagement
Making Every Campaign Social
Events
Slide Courtesy of Marketo

23. Essentials for Success
Inbound is not Enough
4-1-1 Rule
Content is still king
Advocates
Go Visual

24. Inbound + Outbound =
Awesomeness

25. Organic is Good, Paid is Better

26. The Holy Grail of Social Media
Advertising

27. • LinkedIn drove 400% more qualified leads
than any other paid lead generation
platform during the campaign period.
• As a result of the brand exposure in the
LinkedIn feed, research confirmed that U.S.
marketing executives were 50% more likely
to agree that Adobe can “shape the future
of digital marketing.”
27

29. Content is STILL King
29

30. Content Fuels Social….So ……….Repurpose,
Repurpose, then Repurpose Some More

31. Washed Up? Who Says So? There’s
Always Room for a New Audience.
31

32. Social Signals Influence Google

33. Claim Your Content with Google
Authorship:

34. Leverage Your Employees & Advocates

35. The Visual is the New Headline
35

36. We are all Visual Thinkers…..
75% of the Sensory Neurons in our
Brains Process Visual Information
36

37. Meet the Experts
37

38. Desk.com Gets it
38

39. The Infographic is not Dead. Claiming
that Something is Dead, is.
39

40. Hell Yes! - First Page Results
40

41. SlideShare is also a Search Engine
41

42. Integrate Your Presentations
Across Multiple Channels
SlideShare Easily Embeds into Landing Pages, Blogs, and Renders Beautifully in Twitter.
42

43. Bonus Lightning Round
43

44. You May Ask Yourself, Why Didn’t
I Think of That?
44

45. Promoting Your Event? Check…..
45

46. A Coupon Code Inside Your
Slidedeck? I’ll Take It!
46

47. A Visual Journey of FAQs? Genius.
47

48. Clickable Links Inside your
SlideShare Deck, Boom!
48

49. How do you know if your social
strategy is working?
Increased
referral traffic
Social
Engagement
Higher
quality leads

51. Questions?

52. Thank You!
Contact us at:
info@viralheat.com
@viralheat
linkedin.com/company/viralheat
plus.google.com/+viralheat
facebook.com/viralheat
@funnelholic
@JasonMillerCA
linkedin.com/in/craigrosenberg
linkedin.com/in/jsnmiller