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©2015SteveYanorforCanadaianUAVs.Allrightsreserved.
B 2 B : T H E P O W E R O F T W I T T E R
August 10, 2016	 9:56 am PST
Steve Yanor
Sky Alphabet
+1 (604) 710-1105
steve.yanor@skyalphabet.com
Document Control Code: 09253875-02
Sky Alphabet B2B + The Power of Twitter Presentation_ Aug 10_2016_012
August 10, 2016 10:01 AM
©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor.
2:23
TWITTER
IS NOT
OPTIONAL
©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor.
3:23
89%
75%
66%
52%
i n c r e a s e d e x p o s u r e
i n c r e a s e d t r a f f i c
m a r k e t p l a c e i n t e l l i g e n c e
t h o u g h t l e a d e r s h i p p o s i t i o n i n g
Twitter Drives Results for Businesses
SOURCE: MAY 2016. SOCIAL MEDIA MARKETING INDUSTRY REPORT. PUBLISHED BY SOCIAL MEDIA EXAMINER.
Based on a Survey of 5,000+ Twitter users in 2016
©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor.
4:23
B2B
FIRMS
PREFER
TWITTER
93%
SOURCE: B2B MOBILE MARKETING REPORT. 2015. PUBLISHED BY REGALIX.
91%	LINKEDIN
68%	FACEBOOK
©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor.
5:23
TARGET AUDIENCE OF SOCIAL MEDIA MARKETING
New prospects..........................................................93%
Existing customers ............................................................... 89%
Partners....................................................................................... 54%
SOURCE: MAY 2016. SOCIAL MEDIA MARKETING INDUSTRY REPORT. PUBLISHED BY SOCIAL MEDIA EXAMINER.
©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor.
6:23
MOST EFFECTIVE B2B ENGAGEMENT CHANNELS
LinkedIn.......................................64
Twitter............................................47
Blog................................................ 36
SlideShare................................... 29
YouTube....................................... 28
Facebook......................................17
Google+.......................................... 2
SOURCE: STATE OF B2B SOCIAL MEDIA MARKETING (JUNE 2015). PUBLISHED BY REGALIX.
©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor.
7:23
Twitter is a Central Player in the B2B Path-to-Purchase Journey
State of B2B Marketing 2016 (Jan 2016). Published by Regalix.SOURCE: JUNE 2016. CUSTOMER INSIGHTS. PUBLISHED BY TWITTER.
Several Interactions During the Purchase Cycle
Follow
after discovering
a Twitter handle
73%
Retweet
a Tweet
33%
Tweeted at
a business
30%
Stopped at the
SMB’s store
or website
38%
Made a
purchase
25%
©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor.
8:23
digital
overviewWHAT WORKED
WHAT WILL HAVE THE MOST IMPACT
©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor.
9:23
Looking Back: What Marketers Said Were
The Most Effective Channels For Achieving 2015 Marketing Goals
Website
E-mail
SEO (organic search)
Social: Twitter, LinkedIn, Google+
Content Marketing: Blogs
Online events (workshops, seminars etc)
Paid search
Social communities
Online display ads
Mobile web
Video advertising
Mobile app
Affiliate marketing
Mobile messaging (text messaging)
86%
72%
54%
52%
39%
37%
30%
24%
21%
14%
14%
13%
10%
5%
............................................................
............................................................
............................................................
............................................................
............................................................
............................................................
............................................................
............................................................
............................................................
............................................................
............................................................
............................................................
............................................................
............................................................
SOURCE: STATE OF B2B MARKETING (JAN 2016). PUBLISHED BY REGALIX.
©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor.
10:23
EXPECTED TO BE INDISPENSABLE IN 2016
E-Mail............................................................................................. 28%
Social Media ............................................................. 27%
Website......................................................................................... 26%
EXPECTED TO HAVE THE MOST IMPACT IN 2016
Content Marketing (Blogging, white papers).......64%
Marketing Automation...........................................................50%
Social Media Marketing......................................................... 45%
State of B2B Marketing 2016 (Jan 2016). Published by Regalix.
Looking Forward:
Channels Expected to Deliver 2016 Marketing Goals
={
SOURCE: STATE OF B2B MARKETING (JAN 2016). PUBLISHED BY REGALIX.
©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor.
11:23
1.	 	Twitter Community Building (2,000+ followers)
2.	 Content Marketing: Blogging, Writing, Tweeting
3.	 Curated Editorial Calendars for Social Media
4.	 Social Media Postings: Twitter, LinkedIn, Google+
5.	 Live Event Tweeting
6.	 Market Intelligence
7.	 Management Profiles
8.	 Communications Strategy
9.	 New Business Campaign Design
10.	Google Analytics & KPI Reporting
SKY ALPHABET SERVICES
©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor.
12:23
social
mediaIMPORTANCE
TACTICS
FREQUENCY
©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor.
13:23
HOW IMPORTANT IS SOCIAL MEDIA TO MARKETERS?
59%		VERY IMPORTANT
40%		SOMEWHAT IMPORTANT
99%	IMPORTANT
94%	SAID INCREASING BRAND AWARENESS
	 IS THE KEY OBJECTIVE OF
	 SOCIAL MEDIA MARKETING
SOURCE: STATE OF B2B SOCIAL MEDIA MARKETING 2015 (JUNE 2015)
©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor.
14:23
SOCIAL MEDIA TACTICS
Blogging / Microblogging.......................................................79%
Website Design / Management / Optimization...........74%
Content Sharing...........................................................................74%
Webinar........................................................................................... 68%
Social Media Advertising........................................................ 66%
Social Sharing Button...............................................................57%
SEO for Social Sites.................................................................. 43%
Social Media News Release...................................................40%
Social Media Contests................................................................18%
Interactive Posts...........................................................................16%
Social Media Apps.......................................................................13%
SOURCE: STATE OF B2B SOCIAL MEDIA MARKETING (JUNE 2015). PUBLISHED BY REGALIX.
©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor.
15:23
SOCIAL MEDIA PUBLISHING FREQUENCY
	 	
Multiple times a day..............................................52%
Once a day............................................................................. 27%
Weekly once........................................................................... 16%
Monthly once............................................................................2%
SOURCE: STATE OF B2B SOCIAL MEDIA MARKETING 2015. PUBLISHED BY REGALIX
©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor.
16:23
content
marketing
FOR PRE-SALES
EFFECTIVE CONTENT FORMS
LOOKING FORWARD
©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor.
17:23
CONTENT MARKETING:
PERFECT FOR PRE-SALE MARKETING OBJECTIVES
1. 		Lead generation
2. 		Creating awareness
3. 		Building thought leadership
4. 		Nurturing prospects & influencing purchase
5. 		Building website traffic
6. 		Engaging customers to build loyalty & advocacy
7. 		Improving SEO ranking
8. 		Generating sales
SOURCE: STATE OF B2B CONTENT MARKETING (MAY 2016). PUBLISHED BY REGALIX.
©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor.
18:23
THE MOST EFFECTIVE CONTENT MARKETING FORMS
	 PRE-SALES		 POST-SALES	
Case study..................................................69%	48%
Blog post ....................................................62%	59%
White paper...............................................59%	38%
Infographics...............................................54%	30%
Articles.........................................................43%	55%
Video / Audio content...........................41%	36%
Survey results...........................................40%	39%
Research report.......................................36%	35%
STATE OF B2B SOCIAL MEDIA MARKETING 2015. PUBLISHED BY REGALIX
©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor.
19:23
analyticsROI
NEW INITIATIVES
LOOKING FORWARD
©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor.
20:23
ROI MEASUREMENT
1. 	 Website Traffic
2.	 Profile Views
3. 	 Conversion Rate
4. 	 Downloads
5. 	 Page Views
6. 	 Level of Engagement (Retweets, Mentions)
7. 	 Time Spent on Website
8.	 # Followers of followers
9.	 # New Followers per Day
10.	Reach
©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor.
21:23
THE MOST IMPORTANT DIGITAL MARKETING INITIATIVES
Understanding the customer
buying journey
Educating and influencing
purchase by mapping
content assets and distribution
channels to key stages in the
customer buying journey
78%
77%
State of B2B Marketing 2016 (Jan 2016). Published by Regalix.SOURCE: STATE OF B2B MARKETING JAN 2016. PUBLISHED BY REGALIX.
©2016SteveYanor.Allrightsreserved.SkyAlphabetisaD/B/AnameforasoleproprietorshipoperatedbySteveYanor.
22:23
YOUR
AUDIENCE
IS ON
TWITTER
YO U A R E W H AT YO U T W E E T
The Twitter bird logo is property of Twitter, Inc.
All logos and trademarks are property of their
respective owners.
Sources: Regalix, Inc. (2015, 2016)
Twitter, Inc. Customer Insights (July 2016)
Social Media Examiner, Inc. (May 2016)
© 2016 Steve Yanor. All rights reserved.
Sky Alphabet is a D/B/A for a sole proprietorship
operated by Steve Yanor.

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