1. Social Media 2013:
What Sites Are Most Important to
Marketers This Year
February 13, 2013
A special thank you to:
Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT
If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that
your system has not been muted.
#TMGWebinar

2. Today’s Speakers
Jeanniey Mullen Lee Odden
Global Executive Vice President & CMO CEO
Zinio TopRankMarketing.com
Moderator
Heather Fletcher
Senior Editor
Target Marketing
#TMGWebinar

3. Tips for Webinar Attendees
• Technical difficulties? Let us know by using the “Q and A” box, or
trouble-shoot by clicking the “Help” widget below
→ Quick tip: Common problems (like loss of sound and/or stall in the slides)
can often be fixed by a quick refresh of your browser.
• Have a question for today’s speaker? Submit via the “Q and A”
box
• Please disable pop-up blockers
• See what this console can do! Click on the “Tips for Attendees”
widget for the complete rundown.
Don’t forget to “share” this webinar!
#TMGWebinar

4. 2013
Mobile Consumer Engagement
February 2013 - @jeannieymullen

5. 3 Promises I will make you
1. You will look at your phone/BB during my presentation
2. You will leave this webinar with a new respect
for The Ellen Show
3. You will think about your target audience in
new ways and create at least three
innovative ways to look at growing your market

6. KNOW THIS GUY?

7. WHY IS HE FAMOUS?
1. I have no idea- but he looks young
2. He was Blackie on General Hospital
(1982-1984)
3. He was Uncle Jessie on Full House (1987-
1995)
4. He was the Drummer for the Beach Boys
(1995-2000)
5. He was Dr. Tony Gates on ER (2005-2009)
6. He was Dr. Carl Howl on Glee (2010-
2013)

8. WHY IS HE FAMOUS?
1. I have no idea- but he looks young
SILENT GENERATION
2. He wasBABY BOOMER/GEN X
Blackie on General Hospital
(1982-1984)
3. He was Uncle Jessie on Full House (1987-
GENERATION X
1995)
4. He was theBABY BOOMER Beach Boys
Drummer for the
(1995-2000)
5. He was Dr. Tony Gates on ER (2005-2009)
MILLENIAL
6. He was Dr. Carl Howl on Glee (2010-
GENERATION SWIPE
2013)

9. TAKEAWAY 1:
• EVERY GENERATION LIVES LIFE FROM A
DIFFERENT BASE PERSPECTIVE
• THE KEY TO SUCCESS IS BUILDING YOUR
MARKETING FROM THAT BASE
• PERSPECTIVE BASED MARKETING IS
CRITICAL IN DRIVING MOBILE/DIGITAL
SUCCESS

10. Discovery is Key- and often overlooked
1 2 3

11. The SILENT Generation
“65+”
1. Lifestyle driven by physical and metal wellness –
82% save directions
2. Being online is driven by a need for personal
information (health, family) - 67% seek health info
online
S U C C E S S
3. Device adoption is primarily driven by gifts • Service oriented elements
4. Downtime is uptime – 98% watch TV every day – • Simple sharing via. email
46% use email • PC/MAC – maybe tablet
5. Friends keep you young – 54% share using email • Helpful tips
6. They get tablets as presents (due to health reasons)

12. The BABY BOOMERS
“46-64”
1. Where the wealth and income is– spend $2.3 trillion
a year and own $28 trillion in assets
2. They spent their lives building brands: Gerber, Fast
food, Toyota, Nike, Starbucks – 60% say if you
capture their generation they will buy.
S U C C E S S
3. Device adoption is inevitable -96% will use it for
• Lifestyle imagery
fitness and financial management
• Ratings and reviews RULE
4. Digital management is life– 82% use their calendar
• Smartphone centric
function, 64% use email to manage their life
• Impulse buys bring big bucks
5. Friends keep you informed – 30% use social (customer experience is key)
comments for buying decisions

13. GENERATION X
“30-45”
1. Built by the 1980’s and 1990’s – retro is key to
purchase patterns
2. First generation to grow up with computers
integrated into their lifestyle – only 2% share using
email
3. Devices are a natural part of life – 78% own a
S U C C E S S
smartphone or tablet
• Email should be secondary
4. Email is their backbone -it connects- 30% on (but really means it is primary)
pinterest, twitter, facebook and linkedin • Videos entice and engage
5. They can’t live without email– 75% have logged into • Mobile life management
makes a difference
online sites with their email

14. The MILLENIALS
“18-29”
http://pewresearch.org/millennials/quiz/

15. Stan’s Life In Five Numbers:
0 – Time I Can Function Without Coffee In The Morning
9 – Years Since I Have Last Used A Landline Phone
29 – Emails I Receive During A One Hour Class
(28 – Of Those Emails Are From Jeanniey)
154 – Applications on my iPhone 4

16. The SWIPES
“17 and younger”

17. TAKEAWAY 2:
• THE CMO OF TODAY HAS A SECRET
WEAPON: DIGITAL
• DIGITAL ENABLES YOU TO CONNECT WITH
YOUR CUSTOMER IN WAYS YOU COULD
HAVE NEVER ACCOMPLISHED BEFORE
• FOUR WORDS: DISCOVERY, EXPERIENCE,
PERSONAL VALUE

18. Differentiated Analytics Are Key
.COM
MEDIA
AFFILIATES
ANALYTICS
PARTNERS
CONTENT
1 2 3

19. THE ELLEN SHOW:
THE TALE OF THE ANIMAL, THE
PRESIDENT AND THE BEAUTY

20. • ANIMAL PHOTO BOMBS: THIS IS “ELLEN” TO A 13 YEAR OLD

21. • THE PRESIDENT: THIS IS “ELLEN” TO A 60 YEAR OLD

22. • KRISTEN BELL: THIS IS “ELLEN” TO A 32 YEAR OLD

23. THE TIME/TABLET/TRUST GRID
4+ hours
per day of Gen Swipe Silent $
free time
Generation
2+ hours
per day of Millennials
free time $$
$$$$
Gen X
1+ hours
per day of
free time
$$$$$$$$
Boomers
No free time
Shared PC Shared Private PC PPC/Smartp Smartphone/ Private Smartphone/Pr Device
Tablet hone Shared Tablet ivateTablet Toolbelt
Tablet

24. Trust Based Spending in a Busy World
IN APP
ECOMMERCE
IN-FLIGHT
ENTERTAINMENT
TOPICAL
DISCOVERY
SOCIAL GRAPH
DISTRIBUTION
PARTNERS

25. TAKEAWAY 3:
FREE TIME + DEVICE ACCESS / (DISCOVERY +
EXPERIENCE)
=
BRAND ENGAGEMENT IN 2013

26. “Fundamental Truths that Matter”
1. Device form factor matters.
2. Long-tail volume, content atomization matters.
3. Rise of distributor power matters.
4. Discovery, flexibility, relevance matters.
5. Strategies built to your target demographic matter.

27. Jeanniey Mullen
jmullen@zinio.com
@jeannieymullen
Thank you!

28. B2B Social Media in 2013
@LeeOdden
CEO, TopRank Online Marketing
Image: Shutterstock

29. @leeodden @leeodden
Consulting:
Content
Search
Social
PR
1.2 Million Words
MarketingBlog.com

30. @leeodden @leeodden
Source: TNW

31. @leeodden @leeodden

32. @leeodden @leeodden
Active= used site in the past month. Source: Global Web Index 2013

33. @leeodden @leeodden

34. @leeodden @leeodden
Here’s the thing: every business has
stories to tell.
Social just makes it easier to discover,
consume and share them.

35. @leeodden @leeodden
Ubiquitous Connectivity
Source: Ericcson
50 billion Create
connected devices: 2020
Consume
Publish
Interact
B2B Buyers Are Users
& Consumers of Social
Transact
Content Too

36. @leeodden @leeodden
55%
B2B Buyers
Use Social
for Purchase
Research
Business.com 2012 70%
B2B Buyers
Journey is
Complete Before
a Sales Lead
SiriusDecisions 2012

37. @leeodden @leeodden
77% 78%
Blogs eNewsletters
83% 71%
Article Posting Case Studies
87% 91% 70%
Videos
Social Media
of B2B marketers are using
content marketing tactics to
grow their business.
Source: Content Marketing Institute Nov 2012

38. @leeodden @leeodden
Where Does Social Media Fit in B2B?
Social Media only works for
consumer brands. Who wants
to be “friends” with an office
furniture company?
Never mind that, who
has time for Tweets,
Likes and Plusses? We
have leads to generate!
Photo: Shutterstock
Photo: Shutterstock

39. @leeodden @leeodden
Integrating Social Media Into
1 the Marketing Mix

40. @leeodden @leeodden
Traditional Sales Funnel
Awareness
Interest
Consideration
Purchase

41. @leeodden @leeodden
Customer Journey
Newsletter
Social Ads
PPC Reviews Community
Forum Social Networks
Email Blog
Website Blog
Online Ads Media
awareness interest consideration purchase retention advocacy
Email Store
FAQ
Word of Mouth Promotions
Knowledge Base
P
Ecommerce
R Radio
TV
Print

42. @leeodden @leeodden
Personal Digital Engage
Presence – Phase 2
Optimize 360 Model
Attract Convert

43. @leeodden @leeodden
Hub and Spoke

44. @leeodden @leeodden
Optimized & Socialized Framework
awareness interest consideration purchase retention advocacy
Understand Keywords Content & Optimize
Your Topics Promotion Socialize
Audience Message Plan Promote
Preferences Search & Topics, SEO Social & SEO
Pain Points Social Data Calendar, Networking,
Behaviors Sources Repurpose Link Building

45. @leeodden @leeodden
2 Social Networks for B2B

46. @leeodden @leeodden
Most Important B2B Social Question
If your prospects
customers
employees
influencers
partners are on social networks…
Then that’s where your B2B brand should be.

47. @leeodden @leeodden
Optimize 360 Model – Integrate Social
Blog
Attract Engage Convert
Social referrals Social networking Social ads
Social ads Content sharing Act on buy signals
Social search Content co-creation Offers
Search engines
Add Social Sharing Widgets to B2B Content

48. @leeodden @leeodden
Persona: Values: Content:
“Admin Jane” = Fast = Topics
Influences CEO = Save $ = Keywords
= Service = Media
= Channel
awareness interest consideration purchase retention advocacy
Blog Facebook Email Offer Tips Articles Blog
Fast
Byline PPC Demo Newsletter Soc Net
Social Ads Blog PPC Loyalty VIP
Save $
Press White Paper Trial Community Referral
Article Case Study Social Ads Soc Net Referral
Service
Media Blog Testimonial Thank You Rewards

49. @leeodden @leeodden
Facebook
Optimize Company Fan Page:
Visual, Interactive Content
Custom Tabs
Connect Offline to Online, P2P
Promote Other Social Channels
Promote Offers
Groups:
Participate
Create your own
Run Facebook Ads
Sidebar Ads, Facebook Exchange
News Feed Ads, Offers, Mobile
Promoted Posts, Sponsored Stories

50. @leeodden @leeodden
LinkedIn
Optimize Profiles:
Key Executives
Guidelines for all staff
Optimize Company Page:
Promote products/services
Research prospects
Share content/grow networks
LinkedIn Groups:
Participate, create your own
Run LinkedIn Ads
Targeted Display Ads
Targeted Status Updates
Video Ads

51. @leeodden @leeodden
Twitter
Optimize Profiles:
Social Team, Service
Guidelines for all staff
Optimize Company Profile:
Monitor for buy/service keywords
Interact & engage
Share & promote content
Syndicate blog content
Run Twitter Ads
Promoted Accounts
Promoted Tweets
Promoted Trends

52. @leeodden @leeodden
YouTube
Optimize Channel:
Template & layout
Search & social discovery
Publishing & engagement
Activity feed & curation
Playlists, Video Response
YouTube Analytics
Optimize Videos:
Keywords, titles, descriptions
Captioning, CTAs, subscribe, links
Run YouTube Ads
TrueView
Display, Mobile
In-Stream, Home Page

53. @leeodden @leeodden
Google+
Optimize Profiles:
Content Creators, Execs, Social Team
Employ authorship, get verified
Guidelines for all staff
Optimize Company Profile:
Share & promote content
Interact & engage
Google Hangouts - video
Community Page:
Curate themed content
Cross posts to G+ company page
No Google+ Ads (yet)

54. @leeodden @leeodden
Pinterest
Optimize Pinterest:
Create or convert to a business acct
Create topical “boards” keywords
Curate visual content
Pictures, video, audio, slideshows
Interact: pin, re-pin, like, follow
Link to to social content
Co-curate boards
Grow the network
No Pinterest Ads (yet)
Make sure you have a business acct

55. @leeodden @leeodden
Monitor & Optimize
Social Content KPI’s Business Outcomes
• Visits • Share of Voice
• Views/Impressions • Improve Service
• Fans • Shorter Sales
• Friends Cycles
• Followers • Increased Order
• Comments Quantity, Frequency
• Likes • More Referrals
• Google Plusses • Lower Marketing
• Links Costs
• SERPs • Grow Revenue
• Search Traffic • Improve Profits

56. @leeodden @leeodden
3 B2B Social Listening

57. @leeodden @leeodden
Applying Listening to Social Content
Listening Tools: Identify Tracking Phrases React Accordingly:
• HootSuite • Buying signals • Reach out
• Social Platforms • Service opportunities • Engage
• Trackur • Brand name mentions • Refer
• Radian6 • Competitor mentions • Curate
• Trending use • Share
• Topical variations • Adjust social content
• Kudos • Inform SEO
• Dissent • Test & refine
Photo: Shutterstock

58. @leeodden @leeodden
B2B Social Media Listening
HootSuite: Listen for Buying Signals Search Social Channels for Your Website
(Replace “yourdomain” with your website address”)
Topsy:
topsy.com/s?q=yourdomain.com
Pinterest:
pinterest.com/source/yourdomain.com/
Twitter:
twitter.com/search?q=yourdomain.com
Facebook: (search Google with this)
site:facebook.com inurl:posts “yourdomain.com”
YouTube:
http://www.youtube.com/results?search_query=
%E2%80%9Dtoprankblog.com%E2%80%9D
Google+:
https://plus.google.com/s/yourdomain.com/post
s

59. @leeodden @leeodden
3 Key Takeaways
1. B2B buyers, prospects & influencers are
influenced by social. Become an influencer of
influencers.
2. Map content plans to attract, engage &
convert – across the sales cycle
3. You must analyze progress (KPIs) to optimize
performance (business outcomes)

60. @leeodden @leeodden
Thank You!
@LeeOdden
lee@toprankmarketing.com
TopRankMarketing.com
MarketingBlog.com
OptimizeBook.com

61. Question & Answer Session
If you haven’t done so already,
please take this time to submit questions to
our speakers using the “Q&A” box on your
console.
#TMGWebinar

62. Thank You
Thank you for taking the time to attend our webinar today.
For additional information about our webinar series,
check out the following Web site:
www.targetmarketingmag.com/webinar
Please take a moment to fill out our
feedback survey.
Thank you to our sponsor:
www.act-on.com
#TMGWebinar