Digital marketers are the leaders and innovators - and the things they're doing and paying attention to now give us a sneak peek into where the rest of the market is likely to be in 12-18 months. Given that we looked at the Twitter behavior of 500+ North American digital marketers to see what patterns emerged and how we could apply these insights to reaching, engaging, and influencing this audience (and in fact, any audience, using the same methods). Here's what we discovered.

1. How Digital Marketers Engage on
Social Media

2. Today’s Presenters
Carter Hostelley
Founder & CEO
@Leadtail
Karri Carlson
VP Social Insights
@Leadtail
Sonya Balzer
Director of Marketing
@PunchTab
#SocInsights

3. About PunchTab
PunchTab is the leading engagement and insights
platform enabling brands to create dynamic
experiences that engage consumers across any
touch point, track and understand user behavior, and
optimize for more effective marketing initiatives and
communications
• Get insights at www.punchtab.com/resources
• Sign up for a demo at www.punchtab.com

4. About Leadtail
Develop Social Media Strategies and Insights

5. How We Generated These Social Insights
• Twitter as proxy for social media
activity
• Twitter activity of 515 North American
digital marketers
• Includes brand, corporate, and agency
marketers
• Analyzed 122,027 tweets and 57,009
links
• Total follower reach: 3,709,783
• Median number of followers: 1,160
• Tweets published: Feb 1 to April 30,
2014
How Digital Marketers Engage on Social Media

6. How Do Digital Marketers Describe
Themselves on Social Media?

7. How Do They Describe Themselves
How Digital Marketers Engage on Social Media
Based on keyword frequency in Twitter bios.

8. Actionable Insights
• Digital marketers use Twitter profiles to
describe who they are both professionally and
personally
Recommendation:
Consider social bio keywords when developing
buyer personas, marketing copy, and social
selling approach
#SocInsights

9. Which Apps and Platforms Drive
Social Sharing for Digital
Marketers?

10. Which Apps and Platforms Drive Twitter
Sharing?
9%
7%
5%
21%
21%
16%
10%
17%
30%
28%
24%
35%
64%
71%
85%
Twitter Website
Tweet Button
Twitter for iPhone
Instagram
iOS
HootSuite
Twitter for iPad
foursquare
LinkedIn
TweetDeck
Twitter for Android
Buffer
Twitter Mobile Web
Flipboard
Vine
Desktop Mobile
% of Digital Marketers that published at least 1 tweet from this platform during the report period.
How Digital Marketers Engage on Social Media

11. Actionable Insights
• Even though many apps and tools for sharing,
native Twitter apps play a significant role in
how digital marketers share content
• Consumption, sharing, and production of
content are moving towards mobile
Recommendation:
Consider how your content will be consumed and
shared; leverage Twitter’s native tools and test
sharing from popular mobile apps
#SocInsights

12. What Conversations do
Digital Marketers Engage
In?

13. Article Title Keywords Reveal Topics of Interest
How Digital Marketers Engage on Social Media
Based on keyword frequency in shared URL titles.

14. Hashtags Reveal Insights about Topics and
Events
Based on unique # of digital marketers using a given hashtag in the report period.
How Digital Marketers Engage on Social Media

15. Top Hashtags Used by Digital Marketers in
August
August 2014
1. #Marketing 11. #Leadership
2. #SocialMedia 12. #FF
3. #IceBucketChallenge 13. #B2B
4. #Ferguson 14. #SEO
5. #ContentMarketing 15. #Social
6. #TBT 16. #Content
7. #Mobile 17. #RIPRobinWilliams
8. #Facebook 18. #Digital
9. #ALSIceBucketChallenge 19. #Emmys
10. #RobinWilliams 20. #Twitter
Based on unique # of digital marketers using a given hashtag in August 2014.
How Digital Marketers Engage on Social Media

16. Actionable Insights
• Popular hashtags and title keywords reveal
which topics and events are capturing the
attention of digital marketers
• The most popular hashtags tend to be
consistent over time but new hashtags emerge
reflecting trends, events, and breaking news
Recommendation:
Consider hashtags when developing
content marketing, investing in events,
and targeting topics for engagement
#SocInsights

17. Which Content Sources do Digital Marketers
Engage in Most?

18. Shared Content Sources
• Industry media plays a critical role
in shaping conversations w/ peers
and clients; driven by submissions
from thought leaders
• Mainstream media reflect broader
trends and topics in business,
marketing, and tech
• Social media platforms are used to
share both job-related and
personal interest content
Social
Media
12%
Industry
Media
42%
Mainstream
Media
43%
Other
3%
Percentages based on share of Top 100 Most Shared Domains by Digital Marketers
How Digital Marketers Engage on Social Media

19. Most Shared Mainstream Media Sources
Following are the Top 25 Mainstream Media Content Sources shared by digital marketers
during the report period, based on the number of unique marketers that shared each source.
11. Entrepreneur
12. Slate
13. WSJ Blogs
14. Washington Post
15. Fast Company Co.Design
16. The Guardian
17. USA Today
18. NPR
19. Medium
20. CNN
21. CNET
22. CNN Money
23. The Atlantic
24. Quartz
25. Fast Company Co.Create
1. New York Times
2. Forbes
3. Huffington Post
4. Fast Company
5. Inc.
6. BuzzFeed
7. The Wall Street Journal
8. HBR Blogs
9. WIRED
10. Time
How Digital Marketers Engage on Social Media

20. Most Shared Industry Media Sources
Following are the Top 25 Industry Media Content Sources shared by digital marketers during
the report period, based on the number of unique marketers that shared each source.
11. Business2Community
12. The Business Journals
13. Digiday
14. Hubspot Blog
15. Buffer Blog
16. Marketing Land
17. Social Media Today
18. Social Media Examiner
19. Gigaom
20. Search Engine Land
21. Econsultancy
22. ClickZ
23. MarketingProfs
24. Convince & Convert
25. (Tie) Moz, eMarketer
1. Mashable
2. Ad Age
3. TechCrunch
4. Business Insider
5. Adweek
6. VentureBeat
7. The Next Web
8. The Verge
9. MediaPost
10. Re/code
How Digital Marketers Engage on Social Media

21. Actionable Insights
• Digital marketers read, tweet, share both
industry and mainstream media content
• Popular industry media are often driven by
thought-leader bylines, guest post, and shared
research
Recommendation:
Consider both industry and mainstream
publications for online advertising and PR
placements; and make bylines and guest posts
key part of awareness and engagement
strategies
#SocInsights

22. Who Most Influences Digital Marketers?

23. Who Digital Marketers Retweet the Most
• Yes, getting retweets is
easier if you’re a 70’s TV
star, late night talk show
host, or leader of the free
world…
• But we also reward great
content with by amplifying it
with retweets.
• Great content can mean
different things to different
people.
• The common factor is:
“my network will find this
valuable.”
How Digital Marketers Engage on Social Media

24. Who Digital Marketers Retweet the Most
11. @MJohnsonLoyalty
12. @rwang0
13. @2morrowknight
14. @richardbranson
15. @brainpicker
16. @markwschaefer
17. @AmberCadabra
18. @jeffbullas
19. @GlenGilmore
20. @MariSmith
21. @ShellyKramer
22. @BrennerMichael
23. @BarackObama
24. @rainnwilson
25. @neiltyson
26. @anildash
27. @AntDeRosa
28. @AnnTran_
29. @BruceVH
30. @nickbilton
31. @petershankman
32. @MarkRaganCEO
33. @danprimack
34. @iSocial_Fanz
35. @MackCollier
36. @badbanana
37. @TedRubin
38. @CHRISVOSS
39. @GerryMoran
40. @bmorrissey
41. @heidicohen
42. @LollyDaskal
43. @StephenAtHome
44. @MagicJohnson
45. @GeorgeTakei
46. @ariannahuff
47. @pmarca
48. @elonmusk
49. @kimgarst
50. @garyvee
1. @jaybaer
2. @ValaAfshar
3. @chrisbrogan
4. @jowyang
5. @leeodden
6. @GuyKawasaki
7. @briansolis
8. @MarketingProfs
9. @dannysullivan
10. @darrenrovell
* Based on unique # of digital marketers in the sample that retweeted the person. Ties broken using Klout score followed by # of followers.
How Digital Marketers Engage on Social Media

25. Actionable Insights
• Key influencers build their “brand” by leveraging
content: speaking engagements, books, their
own blogs, “bylines” and/or senior positions:
CMO, SVP, VP, etc. at leading vendors
Recommendation:
Follow these influencers, share their content,
build relationships with them… while you
building your own brand as a digital marketer
#SocInsights

26. Key Webinar Takeaways?

27. 5 Key Takeaways
1. Consider popular keywords, hashtags, and topics when
developing strategy to reach, engage, and influence
digital marketers
2. Make it easy and encourage sharing with popular tools
like the Tweet button and apps such as Buffer
3. Target the right media sources to drive your online
advertising, PR, and byline strategies
4. Invest in a robust content marketing strategy that
includes creating and publishing thought leadership and
research
5. Follow and engage top influencers while you develop
your approach for becoming one, too!
How Digital Marketers Engage on Social Media

28. Thanks!
Want to get a copy of the
Digital Marketer report?
http://leadtail.com/reports/
Need help developing
customer insights to reach
and engage your target
buyers?
www.punchtab.com/demo