IDG NL Social Business

5. Social Media Workshop
24.5.15 Amsterdam
Transcript „Employeesareoftenbeingmissedwhenitcomestosocial“
„MostlyemployeesdoSocialMediaactivitiesnexttotheirdailyjob“
„C-LevelstillthinksSocialMediaisforfreeanddoesn’tneed
additionalresources/budget“
„Whenyoustartaconversationonsocialnetworkswithclients,
thereisthepressuretotakeitofflinetocreatealead“
„BoardmemberoftenthinkthatonSocialChannelsInputisequal
Output(Youspend10Kandyougetatleast10K)“
Challenges
Approach of Social Media„C-Levels often use Social Media Marketing for campaign support and not as
a long term relationship with their target audience“- Relationship building is long-term goal, need to get beyond quarterly
campaign limitations by establishing short and long range goals- Paid Social Advertisement more like a traditional media strategy, can turn
on and off
Audience
„How to treat different audiences like Journalists, Influencers etc. on Social?“
- Get to know your followership
- Categorize followers
- E.g. contact Journalists directly via DM when you have news
„Companiesoverarchitectthings
andendupdoingnothing“
- Start small, define scope and then scale
„Content&activitiesstartstrongandthenyoucannotkeepup
withit“
- Create an editorial calendar to plan your content and community
activities
- Use different content formats (measure what is working, be
creative) to keep users engaged and motivated
ROI of Social Media
„B2B Social Media KPIs: everybody has a different
understanding of KPIs on Social. Many do mix up KPIs
with metrics, but metrics are no goals. When they
don’t know they check what the competition is doing
and do the same.“
„How do we show the ROI of Social Media?“
Define clear objectives for activites on Social Networks, what is your longtme goal?
What are the milestones? Which metrics do you need? Is there a definition of your
KPIs?
Usage of Facebook
Facebook is being used more for paid advertising only
and in terms of communities be seen as B2C
- Recommendation to pay attention to the evolution of
Facebook, as they are constantly improving their
targeting, adding more and more business relevant
functionalities and becoming a media house. Based on
Facebooks´ rather personal/private approach, companies
do have the option to add a personal
touch that can help to differentiate
from competitors.
LinkedIn
isseenastheprimaryB2BSocialNetwork.Workingwellforcommunities,butpaidsocialactivitiesarenotworth
theinvestmentcomparedtolessexpensiveoptionsonTwitterandFacebook
Twitter
agile&fast
News-driven
LeverageMultipleVoices-Journalists,
Influencers,ThoughtLeaders
What does work for your business on Social
Media?
„AcombinationofusingLinkedIn/Twitter/FB(mostlypaidAds)->then
sticktoactivitiesthatworked“
„Providecontexttosomethingyouareshowing,notjustpostoutofthedark“
„Teammembersgetabonuswhentheyacquirenew
memberstocorporateLinkedIngroup“
„EmployeeAdvocacyProgramwhereemployeescaneasily
sharecompanies’updates(viaplatform)“

7. IDG Social Business

8. SOCIAL MEDIA LANDSCAPE
The face of social media continues to evolve at a rapid pace—rise of Big Data,
Content Marketing and an ever-expanding solution set complicate the search
for meaningful ROI.
At the same time, social media finally shows it’s growing up to become a full
fledge marketing channel.
The industry has been slow to respond.

9. 3
EVOLVING EXPECTATIONS
2016 Prediction From Forbes:
Marketers Will (Finally) Recognize Social Media as a Channel, Not a Strategy. Social media isn’t
marketing, and it doesn’t work as a “strategy” on its own—something that seems to have finally
sunk into the collective marketing consciousness.Social media is one platform of many, a tactic that
does a great job of supporting broad campaigns but flounders by itself. This distinction will shape
marketing strategies and budgetary considerations in 2016.*
*Top 10 Marketing Trends that will Shape 2016, Nov 3, 2015

10. 4
The Social Enterprise

11. 55
Mobile Penetration
Percentage of mobile users:
89%
Facebook
88%
Twitter
40%
YouTube
80%
Pinterest
100%
Instagram
50%
LinkedIn
B2B buyers participate in work-related social
networks & forums through their phones 47%
who follow brands on social media platforms are more
loyal to those brands53%
Average number of social media
accounts per user
5.54
people have one or more
active accounts1.7 billion
SOCIAL STATS REVEAL
A FRAGMENTED, MOBILE AUDIENCE

12. 66
KEY CHALLENGES IN
SOCIAL MARKETING
86% of B2B
Marketers are
Using Content
Marketing!
77% of B2C
Marketers are
Using Content
Marketing!
Increasing Complexity
Effectiveness Disconnect
Quality Content at Scale

13. 77
16%
26%
17%
19%
12%
8% 2%
DAILY
MULTIPLE TIMES PER
WEEK
WEEKLY
MULTIPLE TIMES PER
MONTH
MONTHLY
LESS THAN ONCE PER
MONTH
UNSURE
HOW OFTEN B2B MARKETERS
PUBLISH NEW CONTENT
CHALLENGES THAT B2B MARKETERS FACE
MEASURING CONTENT EFFECTIVENESS
PRODUCING A VARIETY OF CONTENT
LACK OF BUDGET
GAPS IN KNOWLEDGE AND SKILLS OF INTERNAL TEAM
FINDING TRAINED CONTENT MARKETING PROFESSIONALS
LACK OF INTEGRATIONACROSS MARKETING
LACK OF BUY-IN/VISION FROM HIGHER-UPS
TECHNOLOGY-RELATED CHALLENGES
PRODUCING ENGAGING CONTENT
PRODUCING CONTENT CONSISTENTLY
54%
50%
49%
42%
41%
34%
32%
30%
29%
20%
SOCIAL MEDIA DRIVES CONTENT
QUALITY AND QUANTITY

14. 88
BUSINESS VALUE EXCHANGE

15. 99
Usage is Changing
Trends over the past 10 years
for marketers seeking to deploy
various social media objectives
reflect shifting priorities of the
marketing landscape.
Application?
Social Media is not a one trick
pony. Key is to leverage across
multiple marketing objectives.
Interest Over Time
Lead
Generation
Engagement Sentiment Awareness
Content
Marketing
TRENDS IN MARKETING FOCUS

16. 1010
Emerging Trends in Social Media KPIs
Reach/
Amplification
Engagement/
Advocacy
Demand
Generation
Community
Activation
(Creation)
Community
Management
Social
Content
Management
TOP 6 MARKETING PRIORITIES

17. 1111
Reach/
Amplification
Engagement/
Advocacy
Demand
Generation
Vertical Funnel Activities
Social KPI Driven Solutions
11
ALIGNING TO CUSTOMER MARKETING PRIORITIES
Amplificationof
messages, largely
defined by the
ability to drive
contextual
awareness, reach
IDG Metrics:
• Primary and Amplified
Reach, Impressions,
Views
Reach/
Amplification
Focused on
various types of
audience
engagement with
or reaction to
content
IDG Metrics:
• Likes, Tweets, Thumbs
Up, Follows, Joins,
Comments, Shares
Engagement/
Advocacy
Traditionally
defined leads and
softer forms of
social registration
IDG Metrics:
• Leads, Social Network
Joins, Community
Memberships, Event
Registrations,
Appointment Setting
Demand
Generation
Content creation
designed to work
across social
platformsand other
marketing channels
IDG Metrics:
• Blend of Social Reach,
Engagement and
Demand Generation
Social Content
Managing existing
community
platforms,social
media channels
and employee
involvement
IDG Metrics:
• Blend of Social Reach,
Engagement and
Demand Generation in
relation to activity and
growth
Community
Management
Launching new
communities,
which carry various
objectives and
levels of market
impact
IDG Metrics:
• Blend of Social Reach,
Engagement and
Demand Generation in
relation to growth
Community
Activation
Horizontal Management Needs

18. 1212
Vertical Funnel Activities
Reach/
Amplification
• Power Chats
(Text and Video)
• Advocacy
Accelerator
• Event
Amplification
Engagement/
Advocacy
• Crowd Sourced
Articles
• Content
Socialization
• Social Advocacy
Packs
• Blog Posts (Text
and Video)
Social
Content
• Community
Playbooks
• Audience
Intelligence
• Social Network
Management
• Full Community
Management
(Strategy, Build,
Moderation,
Engagement)
Community
Management
• Custom
Community
Platforms
• Power Blogs
• Community
Works
• LinkedIn and
Facebook Hosted
Groups
Community
Activation
Horizontal Management Needs
A portfolio of products designed to deliver on your objectives and measures of success
THE IDG SOCIAL BUSINESS PORTFOLIO
• SMart Ads
• Sponsored Blog
Posts
• Influencer
Promotions
• Enhanced
Community
Threading
• IDG Brand
Sponsored
Tweets (Social
Shout Outs)
• Community
Memberships
• Social Lead
Generation
• LinkedIn Lead
Activation
Demand
Generation

19. 1313
WORKSHOP SESSION
• Best Practices for Social Platforms
• Marketer Keys
• Breakout Discussion

20. 14
Best Practices:
LinkedIn, Facebook, Twitter, Video

21. 15
64% of a brand social referral
traffic comes from LinkedIn
LinkedIn
- Networking
- Sales Leads
- In-depth insights
- Content development
- Post at least 20 times per month
- Post industry insights
- Ask employees to share on their profile
- Engage in conversations with target members
and share industry insights
- Leverage influencers and experts
- Create a LinkedIn group
- Create a LinkedIn company’s page
- Convert popular conversations on LinkedIn into
a blog post and share the new content
- Use eye catching visualization to convey
industry insights
- Leverage videos
Audience: 30-64 yrs,
college graduates, higher
income household
Opportunities. Actions.

22. 16
34% of Twitter users log into
Twitter more than once a day!
Twitter
- Brand visibility
- Networking/building
relationship
- Content development
- Content distribution/promotion
- Brand monitoring
- Post 1-5 times per day
- Post news, trends, facts, stats, inspiring quotes.
- Post high quality images
- Create short videos and GIF
- Brand your content (memes, templates)
- Host live Twitter chats
- Promote content to influencers/experts
- Pitch stories to journalists/influencers
- Connect and leverage those who are already talking
about you
- Share insights from other sources/channels and always
credit the original source
- Engage with influencers, experts and key stakeholders
Audience: under 50,
college-educated
Opportunities. Actions.

23. 17
58% of Facebook users are
connected to work colleagues
Facebook
Opportunities.
- Brand Visibility
- Content development/host
Actions.
- Post 1-2 times per day
- Brand your content (memes, templates)
- Create content that is more digestible (share fun facts
as well as industry insights)
- Tag other credible pages in your posts
- Use Facebook Live for events or to offer
tutorial/trainings
- Set up the ‘sign up’ button on the Facebook’s page
- Create Facebook apps on your page to display your
other channels/content (e.g. Instagram)
- Share insights from other sources/channels and always
credit the original source
- Use Facebook to host photos from events (album)
Audience: 18-65 yrs,
college-educated

24. 18
Of online video accounts for
50% of all mobile traffic.
Video
- Content visibility
- Conversion
- Repurposing content
- Integrate videos in your social media
marketing strategy
- Optimize videos for channels and device
- Use videos for live events, GIFs, for streaming
live questions/interviews with key experts,
training and tutorials.
- Convert content into small videos that can be
repurposed over time and across channel
(blogs, Twitter GIF)
Opportunities. Actions.

25. 19
Video
Video Options.
- Facebook Live (live streaming)
- Periscope (live streaming)
- Blab (live streaming)
- Snapchat (live streaming/short videos)
- Meerkat (live streaming)
- Twitter (GIF, short videos, use Periscope)
- Vine

26. 20
Marketer Keys

27. 21
Benefits
Incredibly powerful when
aligned to Buyer Journey
Limitations
Noisy marketplace
Response rates
Credibility
Benefits
Immediacy
Scale
Control
Limitations
Poor Message Coordination
ConfusedAudience
Promoted
Brand
Content
OWNED MEDIA
Corporate Content
PAID MEDIA
Traditional Ads
CONVERGED
MEDIA
Sponsored
Customer
Brands that Ask
for Shared
EARNED MEDIA
Organic
Brand pays to leverage a
channel
#1: CONVERGED MEDIA MINDSET
21
Coordinated POE
channels
Limitations
No guarantees
Time to scale
Not trustworthy
Benefits
Control
Versatility
Niche Audiences
Channel a brand controls
Limitations
No Control
Possible negative impact
Hard to measure
Benefits
Credibility
Role in Sales
Lives on
When customers become
the channel
Source: Forrester Research, 2010
Need Assessment Evaluation Selection Implementation

28. 2222
...Content is Not Enough
AUDIENCE INTELLIGENCE +
RIGHT CONTENT =
BEST ENGAGEMENT
#2: CONTEXT IS KEY

29. 2323
#2: CONTEXT IS KEY
1. Right Audience
– Who is my audience?
• Analyze target profile, research hot buttons, understand spheres of use, influence and decision-making
(buying team), where they go for information
2. Right Time
– What factors speed or slow buyer behavior?
• Economic and social factors, customer trends, time of year
• Point in buying cycle
3. Right Content
– What do they want from us and our competitors?
• Review customer feedback about the company and the industry
• Understand challenges are customers facing vis-à-vis the company’s offerings
– What can I give my audience that will be of value to them?
• Review what’s already out there, particularly in the social web
• Translate customer knowledge to the best blend of paid, owned and earned media
23

30. 24
#3: DEFINING SUCCESS
Source MIT Sloan Management Review

31. 25
#3: DEFINING SUCCESS
• Impressions
• Effective Reach
• Pass-along
• Clicks
• CTR
• CPL
• CPE
• Visits
• Views
• Stay-Thru Rate
• Campaign Studies
• Total Social
Participants
• Total Effective
Reach
• Share of
Conversation
• Audience
Sentiment
• Followers
• Members
• Likes
• Views
• Comments
• Embeds
• Blog Posts
• Tweets
• Re-Tweets
• Share of
Conversation
• Shares
• Forwards
• Tags
• Links
• Web Citations
• Reviews
• Uploads
• Downloads
• Visits
• Page Views
• Clicks
• Duration
• Video Plays
• Downloads
• Return Visits
• Memberships
• Bookmarks
• Search Rank
• Audience Surveys
Paid Owned Earned

32. 2929
THANK YOU!