Today’s business leaders are struggling to understand how to harness the power of digital marketing tools such as social media to improve their business results. In this Content Marketing Workshop, we cover: - Whether social media is a useful business tool or a waste of time - Why most companies can’t harness the power of social media - A case study of how one engineering firm used LinkedIn to send lead generation results through the roof

1. Content Marketing Workshop: How to make
social media a useful business tool
Presented by Marie Wiese, Ashley
Mayhew and Carleigh Sisson

2. Welcome: Agenda
• Why bother?
• Choosing the right channel and voice
• B2B social media case study
• Developing an All-Star LinkedIn profile/company
page
• Social media advertising for B2B companies
• Wrap up and open discussion

3. You are what you post!

4. Confession Time
I hate social media.
It frustrates me
It makes me uncomfortable
It feel like a waste of time
I am no different than most small business owners.

5. Is social media a useful business tool or a
waste of time?
• Canada ranks in the top 3 countries around the world
in online engagement
• We also lead in social networking engagement
• 40% of Canada embraced Facebook or Twitter at the
end of 2010
• 50% of Canada embraced Facebook, Twitter and
LinkedIn by the end of 2012

6. Useful tool?
• 20 million people in the
country expected to
access social networks at
least monthly this year
• 7 in 10 internet users, or
56.7% of the total
population, will use social
networks this year
• By 2018 those
penetration rates will rise
slightly to 70.6% and
59.9%, respectively

7. Canada vs US
• Penetration rates put Canada right in line with the
US, where 55.9% of the population will use social
networks this year.
• The vast majority of social network users in Canada
are on Facebook. That translates to just over half the
population using the social network monthly.

8. Twitter
• Growth for the Twitter
audience in Canada is still
in the double digits
• 1/3 of social network
users in Canada will use
Twitter this year
representing a 25% of
Canada’s total population
• Twitter is more popular in
Canada than in the US
where 16.4% of the
population use Twitter

9. The reach of social media
• Facebook has 19M Canadian users
• Twitter has 8.5M Canadian users
• LinkedIn has 7M Canadian users
– Visitors earn $75K or more
– Most active sectors: finance, manufacturing, high tech
– Most active cities: Toronto, Vancouver, Montreal, Ottawa

10. Positive things about social media…
• It has reach and daily use
• It makes us think about our message/content
• It makes us think about search terms
• It blurs the line between company and individual

11. Company versus Customer
• Customers are not targets; they are people who are
interested in solving their own problem
• People use social media not “companies”
• Social media business use has to been seen as a
people tool, not a corporate broadcast channel.

12. The purpose of
social media as
part of a digital
dialogue.
Unless your organization can
survive in a commoditized
procurement state, you MUST
create a digital dialogue with
your customers so you can
engage them at the top of the
sales funnel.

13. Trust is the
cornerstone of any
dialogue offline or
online.

14. Common Mistakes
1. Social media can not be the main KPI for content
marketing
2. Social clouds our judgment of good and bad content
3. Just because it takes 5 minutes to open a Twitter account
does not mean we are good at it
4. We misunderstand the phrase “interaction”: a “like”, a
“tweet” or a “share” is an action, not an interaction
5. If it’s not part of the your sales process then it’s noise
6. It needs to lead to a physical and measurable response

15. The difference between social content and
sales content
Article #1:
Myths about marketing automation you need to know
Article #2:
Hubspot vs Infusionsoft: Which is the best marketing
automation software
Which performed better? Get the answer here:
http://www.thesaleslion.com/social-media-effect-content-marketing/

16. Before you open ANY account…
1. Set a clear goal
2. Choose the right voice
3. Choose the right channel and understand it
4. Track the results

17. Set a clear goal
• Most business owners think they should be on social
media but don’t have a clear goal or target in mind
• FOCUS – not every channel is right for every
business. Be brave and pick one

18. Choose the right voice
• Understand how your industry is using social media
• Understand the types of questions, groups and topics
involved and their “tone”
• Without a clear value proposition and sense of
customer, you can’t choose content or tone properly
• Decide if you are technical, helpful, thought leaders,
etc.

19. Choose the right channel
• Facebook, Pinterest, Instagram are consumer
channels
• LinkedIn, Google+, SlideShare are business channels
• Twitter, YouTube are both

20. Best practices
• Produce customer-centric content first, then decide
where it needs to be shared
• Social is great for SEO and testing content
• Don’t let social media hinder what needs to be said
• Produce content your sales team needs today and
resist the urge to be “liked” – Tweets don’t pay the
bills

21. ASHLEY MAYHEW
Social Media Coordinator - Employee Experience, TD Bank Group

22. Leveraging LinkedIn to expand and
support your online brand
Building your social profile, presence and
professional network.

23. Today's Objectives
23
LinkedIn-The Basics
Steps to an All-Star LinkedIn
Profile
Building Your LinkedIn Presence
Building Your LinkedIn Business
Presence
Anything else you want to chat
about!

24. Social media is
now the #1 activity
online.

25. LinkedIn 101
• 313M+ Members worldwide
• 2 new members per second
• 66% of members are outside of U.S
• 39 million students and recent college graduates on
LinkedIn - fastest-growing demographic

26. LinkedIn as part of your digital strategy
• Promote your Customer Brand: Value Add (Products and
Services)
– General brand awareness
– Virtual relationship building and nurturing
– Add Value
– Drive website traffic
– Your story and value add for customers
– Thought Leadership/Industry Influencer
• Promote your Employee Brand (Why work for us/with me)
– Recruitment
– Partnerships
– Retention

27. Steps to an All-Star Profile
1. Get serious about your photo.
2. Professional names only.
3. Professional Headline branding is critical & support it in your summary.
4. Optimize your location.
5. Align to your industry.
6. Customize your profile URL.
7. Your Activity will show your latest status update.
8. Think keyword optimization.
9. Build credible recommendations.
10. Build your online network from real relationships.
11. Manage your endorsements.
http://www.linkedin.com/in/nealschaffer
rather than
http://www.linkedin.com/pub/neal-
schaffer/4a/z89/145/

28. 3 Critical questions to ask yourself - Before
hitting Refresh on your Profile
1. What makes me great?
• Brands are built around superlatives. W has the hippest
hotels. Volvo builds the safest cars. Apple is the most
innovative. Paris is the world’s most romantic city.
2. What makes me unique?
• Your expertise in a niche area
• Personality characteristic
3. What makes me compelling?
• Who needs to know you? Who is making decisions
about you? Who can benefit from your services?
• Personal branding is not about being famous. It’s about
being selectively famous.
Source: Forbes

29. How to leverage LinkedIn to
strengthen your presence-
LinkedIn Profiles

30. 1
2
3
4
5
1
6
1. Build your personal brand –Build
your social network, search for
people here to add
2. Explore people you may know-
review the suggested connections
and add people you may not have
thought to connect with yet
3. Post Status updates- make yourself
visible to your connections, provide
interesting/relevant content
4. Join Groups- become an active
member by participating in
discussions and posting relevant
content
5. Use Pulse News- to stay in the know
and provide opportunity to easily
share articles with your network
6. Engage with content- build and
maintain relationships with your
connections by engaging in
conversations (liking, sharing and
commenting)

31. Building Your LinkedIn Business
Presence - Company Pages

32. 1. Showcase your
brand and tell your
story
2. Share rich, relevant
content through
status updates
3. Engage with
followers Leverage
robust targeting
capabilities
4. Measure your
results through the
built in
engagement
analytics
dashboard
5. Be searchable by
LinkedIn members
(make sure you
optimize your page
content)
1
2
5
3
4

33. CARLEIGH SISSON
Digital Marketing Manager, Marketing CoPilot

34. Social Media Advertising for B2B
Companies
Twitter Promoted Tweets
LinkedIn Sponsored Updates

35. What is Paid Social Media?
• Similar to pay-per-click advertising but much
less expensive
• Pay for people to engage with your social
media posts
• Can target based on a variety of parameters
– keywords, geography, job title, industry
Where there are people, there are
opportunities.

36. Promoted Tweets on Twitter
• Target to search results (such as
specific hashtag) or to specific users
(your followers, or users like your
followers).
• Shows up in the user’s search results
or timeline as a Promoted Tweet
• You pay only when someone clicks,
retweets, replies to, or favorites our
tweet.

37. Why?
• Drive people off Twitter to a specific landing page of
your choice
• Target based on keywords and interests
• Cheaper then Google AdWords for similar results
• Build your audience and brand awareness

38. Example: @mcopilot
• Campaign: 2015 Content Marketing Workshop Series
• Timeline: January 20 – Feb 6 (17 days)
• Budget: $100.00
• Parameters:
– Website clicks or conversions
– 1 location, Toronto
– 22 keywords, all based on content marketing, workshops,
Toronto
– 4 tweets manually selected

39. Results: Promoted Tweets
• 44.2K impressions
• 223 total engagements
• $98.20 spent of budget
• 206 clicks on link
• 6 retweets
• 1 reply
• 10 new followers

40. Interpreting Results
• Increased followers and brand awareness
• 200+ new visits to website
• Audience was interested in content
• Great test on a small budget
• Did not drive sales

41. Sponsored LinkedIn Updates
• Choose specific target audience
by location, company size,
industry, job title, etc.
• Appears on audiences home feed
as a promoted update.
• You pay only when someone
clicks, comments, shares, or
follows.

42. Why?
• Amazing ability to target your ideal buyer simply by
choosing their job title, industry, company size, etc.
• Promote your business solution in a business setting
• Fairly new space with small competition… for now
• More cost-effective than other PPC alternatives
• Grow following and strengthen brand reputation

43. Example: Marketing CoPilot Company
Page
• Campaign: 2015 Content Marketing Workshop Series
• Timeline: January 19 – Feb 3 (15 days)
• Budget: $100.00
• Parameters:
– Optimize click through rate
– 1 location: Toronto
– Industry: technology, professional services, manufacturing
– Job function: sales and marketing
– Seniority: all

44. Results: Sponsored Update
• 19.9K impressions
• 20 clicks
• 0.1% click through rate
• 3 social actions (likes, shares, comments)
• 1 new follower
• $102.73 spent of budget

45. Interpreting Results
• 19K new people in our target audience saw the post
• 20 people clicked through on content
• Great test on a small budget
• Achieved one sale

46. Is paid social media right for you?
Depends on your goal:
• Yes if your goal is brand awareness and building a
following
• Yes if you have a specific target in mind
• Yes if you want to test something
• Yes if you have a small budget to test
• No if you only do it once and expect sales results

47. Key Success Factors
• Defining your purpose
• Identify resources to maintain
• Set budget to test
• Maintain inventory of social media assets
• Have a physical and measurable response to drive
people to and track it

48. The power of using social media for your
business…
1. It can be very powerful as part of a content plan and
digital strategy
2. If you choose the right channel, it can help your sales
process
3. If you give yourself 12 months to test you will see
results
4. If you “share, listen, test and find your voice”, you
will get results

49. QUESTIONS?

50. Let’s connect
Marie Wiese
@mariewiese
linkedin.com/in/marketingcopilot
Ashley Mayhew
@AshleyMayhew_TD
linkedin.com/in/ashleymayhew
Carleigh Sisson
@_carleighann
linkedin.com/in/carleighsisson

51. Get this presentation…
SlideShare
slideshare.net/marketingcopilot
Email us
info@marketingcopilot.com
Follow us
@mcopilot

52. About us
Since 2003, Marketing CoPilot has been providing small and medium-sized
businesses with digital marketing strategies that produce measurable
business results. Marketing CoPilot integrates deep technical and creative
capabilities with a proven methodology to help organizations turn their
websites into powerful lead generation and lead nurturing tools.
100% of the companies that implement the Marketing CoPilot Content
Marketing Program have reduced the cost of lead acquisition and increased
revenue.
Marketing CoPilot Inc is a registered trademark in Canada. Copy right @2014. Not to be
reproduced or reused without full attribution.
Marketing CoPilot Inc. | 32 Prince William Drive | Markham, ON | L3R 7V5 | 416.218.2009