Live with Marketers - Beyond Cat Videos: Driving Business with Social Media

Live with Marketers – Beyond Cat Videos: Driving Business with Social Media

hi everybody welcome back to live with marketers the first live broadcasted show for marketers by marketers morning talk show here at LinkedIn broadcasted from our Sunnyvale studio we're super excited that everyone is tuned in today to talk about social media so we've had a blast last couple episodes talking about the molniya mindset we've talked about finding ROI and how the LinkedIn marketing team finds ROI and how we solve for that but today we're gonna talk about social media because that's what everyone said that they wanted to hear about is it just cat videos is just dog videos or people just wasting time we're gonna find out today so I'm Alex Rin I'm a Content Marketing Manager at LinkedIn I've been at LinkedIn for 3 years I've been creating content tell people just better understand how to use our platform how to use our products and then also how to achieve their goals as marketers a couple of housekeeping details and I'll introduce our guests here the audio stream comes through your speakers and there's no dial in I'm gonna make sure you save your questions for the end we're gonna have a live QA save about 10 minutes at the end for the QA and you can submit your questions through the console and then we're also going to share the slides at the end and the recording as well so in case you have to go to the bathroom or you're trying to get a quick snap of one of my slides we're gonna send it afterwards so no worries so I want to introduce my guests here thank you so much for being here we have Coco Sexton from HootSuite Steve Kearns from LinkedIn I'd love for each of you guys to please introduce yourself and share something that is not on your LinkedIn profile so my name is Coco Sexton I am an industry principal at HootSuite I basically help out our largest customers develop social strategies specifically you know context of this webinar or this live stream for driving ROI from social one thing that is not on my LinkedIn profile many years ago I was a private investigator so my job was to basically get into a car and follow people all around the Bay Area and try and catch them doing bad things that's so cool yeah it was great transition yeah you're tracking people then you're tracking people now different ways yeah great so my name is Steve Kearns as Alex said I am the social media lead at LinkedIn sales and marketing solutions so if you follow at LinkedIn selling at LinkedIn more getting on Twitter or Instagram or LinkedIn marketing solutions and Linkedin sales Solutions on LinkedIn chances are those comms are going to be coming from me or one of my team members around the globe and then in terms of what's not on my LinkedIn profile I used to do a lot of musical theater and I sang a lot in college in high school and I was actually the teen angel in grease in my high school production of grease so that's the guy who you know flies in from the ceiling and sings beauty school dropout so awesome I I would make you give us a little preview but I won't I don't wanna make you do that on my there so maybe if we have some time afterwards he was singing in the back and it was a it was glorious everyone there's our follow-up webinar yeah I would say Coco's word for it on that one I guess all right so moving into our agenda we're gonna talk about why you should be on social media because as we know if you're not on social media your competitors are so you want to make sure you have a good presence talk about scheduling tools and how teams that are maybe smaller source content mapping content to objectives measuring success and optimizing ROI and then I'm gonna have each of our guests here share a campaign example of a campaign that they did that was very successful on social finally we're gonna end with a just for fun kind of like a fire drill of questions for our guests here to get them get to know them a little bit better and then of course the the live Q&A for everyone at the end but first I want to kick it back to everyone watching and asked why did you tune in today we just want a better insurance who is here so you can serve your needs and hopefully answer your questions and you can walk away with more tips and tools so your options are hey I'm new at this whole social media thing B I'm a social media marketing manager looking for new tools and tips see I'm not a social media marketing manager but I'm just curious want to understand the landscape better or D I'm actually hiring for a social media position someone better understand the attributes of someone that I should be hiring and we'll give you a couple seconds to respond do you have any predictions or you think well as a social media manager myself I'm hoping that a bunch of people just like me are watching this webinar so I can provide them with some helpful tips so fingers crossed for my social managers out there I'm really interested find out how much percentage of these individuals are just trying to figure out the landscape but they're not actually in a role with this yet because I see the trends moving in the space seeing coming actually just interested yeah definitely okay let's check it out looks like 41% our social media managers which is awesome and then a close second is people just curious to understand I'm cool so you guys win good stuff well we're glad that you tuned in Oh as I said we're going to talk about social media so is it just about cats flying through space on burritos or does it actually have value we know that 79% of marketers have found value on LinkedIn so I wanted to kind of kick it to you guys now with all the misconceptions about social media you know why people people are worried that that maybe their employees are just wasting time on the platforms why do you think that companies should be investing time on social media I'll give that one Steve absolutely well it's important for brands to spend time where their audiences are spending their time and we find time and time again that that is going to be on social media whether it's LinkedIn Twitter Facebook you name it people are really going to be investing time in those platforms and they want to communicate with brands you know through that way especially with Millennials I know there's a stat floating around out there that says that one-third of Millennials actually prefer to communicate with businesses via social media so not email you know they don't want to go to something in person they want to have a two-way conversation with people you know over these social media channels so I think that you know in order to kind of promote your brand and say hey we're out here you know that requires a significant presence on social yeah and the only thing I would added that is that you have to be on social yeah I mean that's what you know as Steve mentioned like that's where your buyers or your customers are and they're expecting that interaction and I don't know if I would put it just down on the Millennials I find the trend is continuing to grow where people need instant gratification not just in you know what they're trying to go for but actually getting issues resolved and sitting on hold for 45 minutes to an hour with a company isn't isn't going to do anybody any benefit so social is now that primary customer service channel in most cases mmm-hmm yeah and there's a lot of just like independent research going on we now know that people consume about 10 pieces of content before you've been raising their hands to talk to a salesperson so you know you have to be on there like I said before if you're not your competitors are so don't you know that we've established obviously there's a value in being on social media how can you use social media to help you achieve your business goals you think okay so I think the more important question of that and I'll answer that but is as I talked to more and more companies around the world it's that they don't even derstand what their business metrics are in most cases I mean I think they have a good idea of them because that's why they run a business but when you ask them specifically what do they think social is going to help out with they just shrug their shoulders they don't they don't understand that landscape at all so I think one of the best things that you we can do is help them identify what that waterfall looks like if it's traffic into conversions like how much traffic does it take to get a certain number of conversions understanding that waterfall and then applying the social activities that we know of to that exact funnel in most cases and you can start seeing the benefits almost immediately from it right and here's the key with social media you're not really tweeting to tweet or posting on LinkedIn for the sake of posting on LinkedIn you want to make sure as coca said that your business objectives are being served by what you're doing on social so for example if you are looking to you know generate thought leadership content or raise brand awareness you're going to be approaching social from a completely different perspective than if your primary goal is to you know generate leads or convert on those leads so I mean the beauty of social media is that there's really a platform for everybody and you know you can structure your social media content to serve those different buses business objectives as we you know I'm sure you guys do it at HootSuite and we do it LinkedIn so you know kind of the world is our oyster there yeah and one of your gestures should be to communicate with your audience right it's odd cast channels how are you actually driving conversations with with your community yep right so how would you go about building an objective based social media calendar so you know going back to what I said earlier I think if you are looking at you know awareness you know those are each campaigns if you're going for conversions like you know that's some type of direct call to action within that campaign there could be other things that you're nurturing through with you know sponsored ads whatever that may be that kind of go further down the funnel you know I think that when you think of an editorial campaign you have to think of the always-on component of it when you're thinking of the campaigns it's not just one campaign it's usually different layers of a campaign throughout a month that are achieving all those different business goals from awareness to lead generation to actually nurturing those prospects so I think you need to start thinking of your editorial campaign as a holistic approach just like you do in most marketing campaigns that you can you produce right and I know one thing we've you know suggested in the past is to really have kind of honed in social media calendars or editorial calendars based on each objective so you know if you are serving an audience that you know wants to hear more about your brand and wants to learn more then you're going to have a sort of a bucket of content that you can use to help serve that goal you know the other editorial calendar it may be more specific to like lead gen is going to be helpful so that you are not really like leaving any sort of business objective behind right you know you don't want to just focus in on one specific thing if you know you have an audience that has you know varied needs right correct right and we know that social media is not just like you I think you mentioned earlier you're not just like broadcasting and not engaging it's all about building relationships yep just like it is like in real life and that takes time so you know social media and investing in it and really being an effective social media manager it's time-consuming so how much time do you think marketers should devote to social media yeah okay so the timing will totally depend on how big your audience already is and how big your company is but you know I think for the companies that are smaller and just starting off in some cases they're one person and they have three different jobs in the company and social as a component of that you know you I would dedicate an hour to a day and that's for everything that's from curating content that's engaging I mean a bulk of the time it has to be spent socially that small to engage with that audience as well as a part of that time is actually building out your calendar and scheduling out those updates so that you can get your other job done while stuff is still being pushed out through networks absolutely +1 to all of that okay yeah fair enough well what about you know marketing automation tools that can help I know it's like a fine line between actually being on there and engaging the real time and then obviously you can't be on social media all day you have other things to do so how can you be always on yeah and that's why we use marketing so what are some of the marketing automation tools that you use DS so I will say you know marketing automation tools are a social media marketers best friend so that's what's going to enable you to have that not only two-way communications dialog but also be posting around the clock when your audiences are listening so you might not necessarily want to be chained to your desk yet 8:30 p.m. but you know everybody's going to be on their Twitter feed or on LinkedIn scrolling through and they're more likely to engage with your content so we use a tool called sprinkler so that's a social media management platform there are others out there like HootSuite there's tweet deck khoka other well I'm gonna be buying safety of course but yeah I mean there's there's a bunch of them and more of them are popping up every day like these little startups are popping up and we're seeing them around the world and it's because companies small businesses and large users are beginning to realize they need this this technology and the beauty of the technology too is it allows for tracking and reporting that you wouldn't already you know have insight into so you know on sprinkler we use a reporting dashboard that tells us everything from engagement you know all the way down to top performers will see growth over time so all metrics that you're going to want to you know send up to your boss if you're asking for more resources are gonna be available to you within the you know the the pretty box of the the social media management platform yeah I think in whenever you think of automation there's always a component of that where people shrug off and they're like I that sounds weird to me to be automated but it's I believe it's more around how you're actually using that automation yeah if you have an audience that is global as you mentioned earlier you don't want to be up all night scheduling that stuff out you know you want to be able to show that impact again going back to the ROI of what's being put out there and what's being consumed and how many leads are being generated from that you know so I think you know the lowest barrier of entry are are things like you know the hoot litter things that quickly allow you to share stuff our schedule stuff within this you know social calendar of yours right you know it's it's the automation that allows you to track the activity and flag conversations that you need to pay attention to and so you're not having to go through a whole afid to see which ones you need to reply to it actually surfaces that stuff up for you and that's where automation can really help out a business right great and what it enables you to do as well is you know say you have blog posts they're publishing every day or you want to promote webinars or you know any of this more demand gen or traffic traffic focused objectives you're going to be able to schedule that so that goes out immediately and you're able as the social media manager to focus on you know really engaging your community and having those two-way conversations something that technology really can't do at least not at this point so I'm working on it exactly so use your time wisely and that's really where marketing automation can come in handy yeah it definitely helps you scale your ability to communicate like optimize for the conversation side of it and you can have automation and these other technologies take care of the rest of it yep what about tips for like I get asked all the time you know posting cadence time of day I know there's not a silver bullet answer but do you have any tips for that so again that's all gonna ladder back up to your business objectives so you know if you are looking to generate brand awareness you're going to be posting more often then you know if you're looking to to generate leads or at least that's what we we do it LinkedIn you know you want to tell the market hey we're out here you know these are our products and services this is how we can help you achieve your business goals but again you know it really goes back to a lot of testing so at LinkedIn we do a lot of a/b testing where you know we'll see okay if we post this at 8:00 in the morning versus posting it at 8:00 in the evening you know which is going to perform better and then based on that based on your specific audience you're really going to be able to optimize for for better engagement yeah I think it's depending on the size of your audience like everybody's gonna be different there's over bullet so it's always hard to answer that question but I think there's you have to find a cadence that works and there has to be a certain minimum number of times during during a day where you actually are posting stuff it always surprises me when I reach I talk to a company and they say we post once a day and it's at like 6 a.m. well what do you do the rest of the day yeah and you all that engagement I mean I think the lifespan of a of a social update is that max of you know maybe an hour – yeah so what do you do the rest of the day like you're missing out a massive mounting audience you have to have stuff dripping out all day long right yeah and I mean it's different like we were talking earlier off-camera about how it's different for every content format yeah talk about that like you know Twitter it's like we do you know 10:00 to 11:00 LinkedIn we do 3 to 4 so you have to think about you know your audience and where they're spending the most time and done what makes sense for what platform Italy so I know there's a lot of smaller Tina's watching today who feel like they don't have a lot of resources so can you give some tips on how you source content I think every team yeah I think every team always feels like they don't have enough resources regardless of how big or small they are yep you know I think you know what what has helped me the most from a marketing standpoint is finding ways to curate content very quickly and effectively so I rely heavily on the RSS feeds or ways of identifying trending content around a specific keyword and that it quickly informs me to what I should be sharing with the audience that I have on my own networks you know to sort of build on that the way I look at a social programme provided you have the resources to do this is it should be you know a daily communications channel that's rather unguarded sort of an open door into your business so it should have a touch point into into everything you're doing right so if you're out events if you're doing webinars if you're posting blogs if someone from your company is giving an important speech that's something that social should plug into whether it's pre-scheduled or whether you're there live tweeting and posting and taking pictures and videos so in terms of sourcing content you know you can get very creative by going to these events by you know pulling from your blog pulling from you know executive briefings that your execs are putting out and you know like Coca said there's amazing technologies that can help you source third-party content so content written by individuals other than than your company so what I use is Google Alerts so you know I hone in on keywords that we want to rank for almost like SEO so content marketing b2b marketing so on and so forth and you know at 8 a.m. every single morning I get like 14 Google alerts that come in they're totally free and you're able to say okay well this is going to be a value to my audience I'm gonna plop this into different social platforms and hands that community yeah and I mean I have the saying visibility creates opportunity and I believe that from a professional branding perspective but I think it's even more true for companies and the more visible you are to your audience and the opportunities are Auto ultimately gonna come your way I mean that was the whole foundation of what inbound was supposed to be like how do you bring this channel where things are coming to you yeah and I mean we typically say you know in our strategy we say that you don't want to be the person or you don't want to talk to the person what the party was just talking about themselves the entire time and we think the same should all of your social there your presence on your social channels as well so it's about adding value that's that's what you have to ask yourself before you share anything is will my audience find value in this because like Alex said no one wants to you know sit at the party with with someone who's only talking about themselves but beyond that you know people want to perceive your brand as genuinely helpful and as trustworthy and it's really difficult in social media brands people can sniff out when when brands are inauthentic absolutely and you know I so I it will extend off of that and I say you know you got ad value in excess of whatever you're asking for in return yep so if you're asking for you know some type of CTA we're capturing leads or if you're trying to sell a product online whatever you're producing out into the ecosystem into these networks should be adding value in excess of whatever the price point is of whatever you're trying to sell so that the people who are engaging with your brand are actually seeing as not just entertainment but information like there's so much more wrapped into it besides this is widget or the service you're trying to sell right yeah and I mean speaking of like all this great content and how it should be out there and in front of your prospects we say it LinkedIn that visual should be the new headline or it is the new headline you know when you're scrolling through the feed you want your content to be the thumb stop or something that's really eye-catching something that really matches the messaging or the caption that goes along with your imagery and we also know that people remember 10% of the information that they heard three days later but when paired with the relevant image they actually remember 65% which is wild so I wanted to ask you guys if you have any suggestions for online tools for sourcing high quality imagery or maybe photo editing yeah so at LinkedIn we use a number of different free tools to help us source images so you know like Alex said it's really important when you're posting some kind of social update you have an image that makes sense to go along with it or a gif or some kind of video that really helps like bring out the you know the visual component and tell that story so we use things like texels pixabay unsplash canva and the beauty of all these tools is that they allow you to you know not only find millions of images but you're not gonna have to worry about like getting sued by a photographer because you know you weren't allowed to use that image so then we'll go and we'll like plop that into Photoshop there are a bunch of free photo editing tools as well and we'll resize it for different platforms and we're on our way so yeah I think that list is probably pretty extensive there's millions of images out there you know I think it's you just you double down on this idea that this idea that the world is going visual and if it's not a picture it's you know it's it's something that you Photoshop yourself or it's you know something from giffy it's something that pulls that individual and Weiser Fleming through the feed you know I work with somebody a couple of years ago who had this profound statement that you know they wanted our community or our audience to anticipate what our next share would be like you know I want them to be wondering what are they gonna say next and I think you know that gets even more compounded when you start thinking the imagery you're using with that because that's actually drawing them in right and what you know using consistent imagery allows you to do is something we talk about a ton in content marketing is you know say you were to remove your brand's logo from your content piece would consumers be able to recognize oh hey that's something from LinkedIn or that's something from HootSuite and the Nirvana answer for our us marketers is yes you know you want someone to be able to say wow you know I I love this content I'm anticipating the next thing so so totally agree there or even on the flip side when somebody sees an image like oh that looks like something that LinkedIn or HootSuite had would share right yeah yeah you're defining your visual yeah you start actually building your brand just based on an aesthetic that other people are seeing out yeah exactly and it doesn't even have to break the bank like I know our team has done we're pretty scrappy as well and we've done a couple of photo shoots just like internally with our marketers just hanging around the office and they've done really well for us too and I think it's also one way to give everyone inside look at like what it's like to work at LinkedIn and all the personalities on our team it's not just because we're so good-looking or what is the solve there what's the secret it's all you it's all you know but I think that brings up the great point is that you leverage your own internal employees and I love seeing companies that do that well because it starts breaking down all those barriers so I'm not just buying something from a company the imagery I'm seeing on their website the things that I'm seeing on their social are actually could actually be the people I'm interacting with right within within this organization because you know they're they're promoting their brand their people yeah I mean if I see one more stock photo of just like someone with like smiling with their hands on the keyboard like I think I would so the handshake photo what kind of like the bright Sun in the background oh it's like the plant coming out of the hands or sales and marketing alignment where they're shaking good I think so it's kind of an an offshoot of this too around engagement is you really have to put yourself in the shoes of the consumer so you know when you're communicating with a brand think of what's going to entice you to click or share or perform some kind of social action or next step because I mean the same thing applies we're all people you know marketing is is no longer b2b or b2c it's it's age to age that's like the big buzzword these days so I think that you know that's something that's important to remember what you know what would entice you to to act yeah like how many times do you look at a feed and you're like oh there's a stock photo let me click on that exactly yeah people like pretty things exactly okay so talking about pretty things and things that have just like blowing out of the water this year video has blown up this year which is no surprise so I want to ask you guys a little bit about how video plays into your social strategy coke I'll start with you I know a lot of teams are concerned because it's very expensive that's one that's one of the challenges have you seen real benefits and how does it play into your strategy yeah so I think video is blowing up I mean I think it's been a big deal for probably a couple of years in some fashion it's been in the fringe like people have been trying to figure it out and now there's a lot of data that can that empirically shows where video is actually held Bing Drive ROI you know I think the the idea the the statement the challenge statement that it's just too expensive is it's false and I yeah it's fake news yeah I believe that most people want to use that as an excuse but the reality is I see companies all the time who are being extremely effective and they're filming this on their iPhones or their mobile device you know they don't have a studio set up now it gets to a point where you want to be in a studio and producing these things yeah but the barrier of entry for social is so low and as long it really just comes down to what you're sharing is there value in what it is you know most people don't care if you're putting on stone tablets right like if there's value in it people will consume it and because people are so ingrained with video right now get on your iPhone just film something for a minute and put it out there and if the message is resonating it doesn't matter what platform or like what the device is absolutely and I think as marketers what we feel very comfortable with you know are the the tried and true lead generation channels so blog you know we love emails we love social media but this whole idea of video kind of makes us really nervous and scared we're like I don't really know how to do that what if I look bad what if you know this isn't received the way it needs to be but I think the key here is figuring out how to operationalize video so something we're doing at LinkedIn is we actually just started creating a you know video content calendar a video editorial calendar where we're going to give the same amount of weight to our video content as we do webinars blog posts so on and so forth so that you know we can really not only improve professionally at you know this this skill but you know figure out what are people responding best to and again operationalize that just like we would a blog yeah and I think you know you think of video you broke it into different categories right like there's the quick stuff that you can throw up on Twitter or you know LinkedIn now has video or throwing something up on Facebook but you I'm seeing you know like even in HootSuite within our own video cadence like we're building in live streams just like this on a regular basis now where it was kind of fun to do it every now and then because was like out of the norm but now it's actually part of our content plan where these live streams because people are actually tuning them in look at all of you that are on right now you're all tuning into this right so there's there's a ton of benefit in that how do you I think the question is you say how do we continue to connect with this audience right and if video is the way they're going like find ways push your push past that barrier of in you know insecurity and put yourself out there and video yeah I totally agree that you know with the notion that it doesn't have to break the bank like on our team we have this series called indispensable seconds where we just we bought our iPhones take 60 seconds of us talking about what's on the blog what should be top of mind for marketers and throw it up on Twitter Instagram LinkedIn and it has done really well for us and again like it's a cool way for us to like humanize our brand and and give people an inside look at all of the the people the great individuals on our team right and I think video is one of the only ways now we talk as marketers all the time about how to cut through the noise and I hate to say with video you're physically making noid but it's I mean at least personally we've seen engagement off the charts with any video content we post yeah I mean I always got a ball whenever I'm thinking of a campaigns or ways to engage with our audience I always try and look in the mirror like how do I consume this stuff yeah you know as I'm going through a feed regardless of the platform on my on my phone cuz I could do this on my phone I stopped at videos like I'll watch that first two seconds to see what it's about maybe I'll get into it in there been times where I've actually gotten yelled at because I'm on Facebook and I'm going through a video feed and I just keep scrolling through more and more videos and like I did you go down a rabbit hole and I mean like video is so inviting right whereas when you're reading blog post like it's usually bouncing out somewhere else and like there's there's these transitions that break that communication but video in most cases on most of these platforms it's just inline with whatever it is that you're interested in and similar to these photo shoots were having I think it's also important to you know we found sales reps who are like so incredibly photogenic and you know so amazing on camera that we're like hey you know we need to borrow you for five or ten minutes to give this amazing pitch and then we have a Content piece that we can slice and dice and and promote for long time to come so yeah the barrier to entry like you said is so so low and yeah I mean I feel great I find individuals that work at companies that you know want to do this on their own and their companies empower them to do it there's a guy by the name of Morgan Ingram out of Atlanta who basically gives sales tips and he started off as a sales development rep and now he's a sales job manager but in that process he started finding ways to leverage his own social networks through video to educate the masses and now he's got this massive following in the space yeah sportin note though that you probably shouldn't make it too long with some of the testing we've done I think people will drop off we were doing these two-minute videos in the post everyone was dropping off around like 60 seconds so do video but don't worry I guess yeah or make it quick attention as a currency yeah so I think I'm gonna shift the conversation a little bit we talked about video a lot but and which is awesome but I want to talk about getting into the nitty-gritty of measurement and metrics because if it can be measured it can be improved so shooting it back to you guys we're gonna ask just curious are you currently able to track our Y from your social activities your options are a yes B no or a C somewhat give you a couple seconds what you guys think I'm gonna think that most the audience is gonna say some yeah some what it's it's still nebulous yeah I mean if someone says yes and they're like a hundred percent confident like I want to talk to you yeah I wanna take you out to dinner yeah cuz you're gonna teach me some stuff yeah yeah okay a little over half an O and then followed by some what 11% yes again love to meet you connect eh I'd love to learn how you're feeling so confident you're tracking reporting can definitely be a pain point I know that for sure but let's dive in so khoka how do you measure success what are the key metrics that you try so before you get into that that is actually astounding to me because I think that is also the going industry analysts reports also is that most people aren't tracking this and it's crazy because the tools now exist five years ago that answer should be no but nowadays like there's really no excuse how you're not measuring this to some level of ROI right so how do we measure in the ROI on our side so you know we look at different areas it really depends on the type of campaign is it to drive awareness is get increase that share of voice is it around to go to market campaign for a new product launch or some other feature functionality you know if it's lead generation you know we're trying to track everything from you know video views to how many clicks how many social shares of that because that also is an aleady indicator how many you know the CTA is of the blog posts or the other assets that your advertising and sponsoring how much traffic is getting going to those what is that conversion rate and then ultimately you know how many opportunities for your company are being generated from these campaigns because if you can map from social update to revenue you have a very strong story to tell to your bosses as to why you need to increase the budgets exactly and I think that's where a lot of marketers are having struggles right now is they're asking for bigger and bigger budgets for digital but they're the CEOs and the executive of the board and saying well what how are you actually gonna show an ROI and most marketers that have been in traditional marketing for 20 plus years have no idea and I think you know kind of going off of what Coca said about proving that that ultimate ROI of you know that dollars and cents of what that's social post drove it's important to almost work backwards and consider your audience not to be your boss or the chief marketing officer at your company but to be the CFO or the person who's going to sign on the dotted line of that check that's going to help put you in that headspace to be able to say okay you know what I'm doing can not only be operationalized but can be monetized so you know what we've done at LinkedIn is we have you know a rather robust self-service advertising platform so through you know different tracking parameters we were able to discern when someone clicks on a specific tweet or a LinkedIn post and then jumps into our advertising platform to spend or to create an ad you know we can see the dollar value there and then the projected revenue and that's something we just recently discovered which like I about like jumped out of my seat when I found out we could do this and not what that allowed us to do is to really go back you are in our bosses too you know the people who work in procurement and say look there is real value in what we're doing and it's so cost effective all you have to do is you know really pay an update yeah exactly yeah you know in it HootSuite we track all of our leads from all the social stuff we're doing our blog is then you know cookie and all those stuff so they're already measuring that but what's really getting fascinating to us is how we're expanding store employees so we're now able to report sales forces our CRM how to track leads coming in from individual employee social updates through our through one of our apps called amplify and as they're sharing content it's all tagged unique to them it's all dynamic UTM and we're actually able to run reports and say oh this employees generated 15 leads this one's gotten got really liked it when you can get to that level of granularity for your business you're going to start seeing more success and then it's just a matter of throwing gas on that fire yeah and I think you know it's also really important to just mention like obviously there's the vanity metrics like you know the likes and their shares in the comments and stuff but on our team we've tried to move beyond the click and we're not optimizing for the cliff we're optimizing for the conversion because if you optimize for the click you could actually be accidentally going in the opposite direction so it's Hardeen does it anyway yes I was we talked about before every audience is different we talked about cadence you know like there's no silver bullet answer but I would find it interesting interesting to know how your team establishes social success benchmarks yeah so I think it's you know when you're in school and the teacher tells you or there's inspirational quotes saying that you know you really only are running a race against yourself or you're beating your personal best I mean I could throw out what our personal best is what your personal best is but again it's all going to be scaled against you know how your past performance has looked so for example you know if you're seeing a you know a 1% click-through rate for example and you saw that through the entirety of 2016 if you want to say okay well now that's the benchmark for success in 2017 we want to beat that by you know some parameter it's important to know where you've been and where you're going and also what your objectives are so so dumb yeah a place I'll be here all day until 12:00 you know yeah yeah I mean I don't think I have much add that I think that's the the goal of it is to find ways to to measure this activity down as far as you can and you start with the fluffy metrics and I'm not a fan of the fluffy metrics in fact I used to be a huge you know you know naysayer of measuring any of that stuff but I see it as leading indicators because if you can if you can measure that well and you can understand how to measure the stuff down down the runnel you can start then playing that game right I think if it takes 2000 hits to the website to get one closed opportunity what happens if we put 5,000 hits on the website does that number map through right and we continue to find that the math there's a little bit of shaking in it but the math will work out fuzzy math we call it yes fuzzy math math ideas always to work backwards too because you know these vanity metrics all of a sudden when you say you know I have five hundred thousand followers across social and you know this is the average annual return we're delivering in terms of you know advertising conversions or whatever your your Nirvana metric is then you can go back and say you know if we gain an additional 50 thousand followers this is how much that follower is worth to the business this is their projected spend so you know those vanity metrics all of a sudden become really awesome yeah and that's what the CFO that's what the your executive team is gonna want to be here yeah if you can show them that back planning and you say oh you want me to generate a hundred new leads or whatever that made that number is this is what I'm gonna need and be able to explain to them what that trajectory looks like most times that's how their brains working anyway so they're going to be okay with signing off on that and there's your editorial calendar right there sadly part of a big part of measuring anyway is attribution so I know everyone loves this topic it's great we're gonna do a little like a little 101 of attribution just so everyone's on the same page here so first touch means that 100% of the credit came from the very first action or the first interaction that the prospect had with your content the last touch is that all of it goes to all the attribution goes to the last touch that they had multi-touch is a little bit more complicated but it's the most effective because you're allocating credit to multiple touch points along the buyers journey so you know I know like I said multi-touch kind of difficult why do you think so many marketers are struggling with this so I think they're struggling with it because they just want the right system set up right I think again you know the the the poll earlier about you know majority the people not being able to track ROI it's because they don't have the right system set up you know the multi-touch is the ideal state you want to get to that because then you're actually seeing buyers journey yeah in many cases and if you understand buyers journey then you can get scientific how you're doing anything right last touch is typically where most companies fall because that's the easiest way for them to actually show some impact I'm a fan of the first touch also because I wanted to know as a marketer what leads what people did I bring in to our system on my own outside of any other influence and then kind of measuring that through it I mean then you start trying to figure out the the multi-channel piece but because marketers are having to show ROI they have to measure something and that last touch is probably the best indicator for that right and this is where is sort of your demand generation team or your demand gen marketers can be your best friends because I know as social marketers a lot of times where you know the big loud personalities in the rude where the creatives were the people who you know can think on a dime and engage in a conversation but a lot of times you know I found this sometimes I don't necessarily have the head for business that you know the demand gen marketer would have I don't think of things the same way I don't really know how you know all of our campaigns are plugging into each other to that granular level so you know I found success in just going to them and saying hey you know I have this challenge is there a way that you know of in your wheelhouse that we can figure out some kind of reporting structure that's going to show people or you know by people I mean us how people are acting you know if you can answer the question you know they clicked on a tweet they clicked on a LinkedIn post what did they do next or what did they do before that you know you should get a promotion right yeah you know and I mean we don't so we drove into you know why you should be on social and Gove into metrics we talked about how to source of content we talked about attribution do you have just any general tips for how to optimize for better engagement on social so I mean outside of the the paid piece of it because that kind of you know makes it easier if you know you're targeting correctly I honestly believe that one of the best ways to drive engagement is to be engaging so find ways to drive conversations around your updates I was on a live stream with with HootSuite a few months ago talking about social selling which is kind of like what my wheelhouse is and yeah we had a decent number of people in the live stream but we we mentioned right on the screen give us a thumbs up if you want us to move in this direction or give us a heart if you want us move in this direction and we saw the engagement metrics I mean it was it was phenomenal watches all of a sudden all those social signals started actually pushing out which then drove in more people because the Facebook algorithm starts promoting this content within that those audiences so I think you know you just got to find ways to be engaging yeah and I think very tactical best practices that LinkedIn we always include rich media so that's images videos gifts something for people to like vigil this visually excuse me um latch on to and then we also keep copy short and sweet so we always use short links to reasons why we use short links I held up for not good with math but that's why I got into social media so those the different two avenues the reason why we have those is because number one you can add a bunch of tracking onto your link and then shorten it no one's gonna be the wiser and then you also you know optimize so that people aren't seeing these giant links with three ellipses after it where engagements gonna drop off so again put yourself in the shoes of the consumer what do you want to see what do you want to click on keep it short and sweet and always add the visual component yeah we've also found that lifting really short stats or quotes out of larger pieces of content have performed really well for us whether it's we've done a couple AP tests where the image is the same as driving to the same ebook but for one of the captions it said 74% of Beauty bars are relying on content marketing more than ever before and the other was just like content marketer is gonna rely on BB marketing this year more than ever before the stat always outperforms just the general people of stuff yeah because people have stats people love sharing stuff that are easily digestible that make them look more knowledgeable and it's just more specific than just saying all marketers and again it adds value you're adding value to that community because people are walking away with something that they didn't necessarily know before and that arms them to do their jobs better yeah and I mean we talked about paid obviously like that's a way to boost your social but or boost your engagement but we also have found that organic and paid play really well together so we'll see what does well organically and then we'll boost that on paid in fact I think that's a best practice I mean even just outside of you know what you're doing I think that's what most companies should be trying to do is looking at their organic calendar seeing what's performing well and then keying off of that to throw the again gas on the fire to push that to the large audience so obviously your organic network is interested it in some way so how are you going to then boost it to a larger audience outside of what the normal algorithm would give it reach to and the beauty of paid media is that you know now all of these different advertising platforms have this wealth of data that you can now leverage to serve targeted advertising you know to to your target audience so you know you're able to say okay I want to target this group of b2b marketers or I want to target you know director plus sales people or whatever it is there's a platform that's going to enable you to you know really reach that reach out audience with that content or specific like custom audiences yeah literally just based on email addresses from campaigns you've been running and putting that in and saying I want you to message to these people and you can build Cadence's around that so once they see this ad you want them to see this ad you can get really complex into this I'd love to share a campaign example now transitioning a little bit to specific campaign examples that you can kind of like walk us through so Steve I'll let you go first if you can share an example of a campaign that you your team found successful or our team we're on the same team yes we are we some about three feet away from you and a lot of time together we do oh and I sit in the middle to like separate them for a while this is the farthest apart we've been fix that afterwards okay so can you share an example of a campaign and how it all came together absolutely so a big campaign for us in 2017 was called not the proof campaign more of like the proof initiative or project proof we're trying to move away from campaigns and more you know structure our our strategy around messaging and you know what are the takeaways for marketers so you know we found in the market that there were a lot of studies coming out around the value of marketing on LinkedIn and how b2b marketers are finding ROI so what we did is we lifted a lot of these third-party stats again stats perform really well across social and we threw them on to social media tiles some have people in them there are others with you know really cool like desk shots but the idea is to really demonstrate that ROI is serious business so ry serious business and and LinkedIn can really help you achieve that so in a drip that not only went across the blog our social channels we had videos around it we had a whole webinar series around it that was last season of this so we kind of had a strategy that all added up to each other but from a social perspective what we were able to do is see a 92% increase in engagement versus our typical benchmark again a benchmark from 2016 as to how we performed and then we also saw a 10x increase in reach so those are gonna be the vanity metrics but then if we you know continue to boil down we saw you know a huge lift in in self-service conversions just you know in a couple months like north of $50,000 in self-serve bookings and that's not even a projected number that's just what people have spent on since they interacted with one of our social media tiles so I think the value in all of this is figuring out again how does social plug into that business objective or that larger objective the your organization has and then how do you activate that right I think that's just it was just an awesome way to like help marketers make the case yeah I'm spending on LinkedIn any more time on LinkedIn so yeah that was that was a great campaign yeah khoka do you have a good one you can share yeah absolutely I think it's fascinating that both of our campaigns that we're gonna talk about were around proving or giving social ROI and that's what this session is about also that was not coordinated so one of the campaign's that the HootSuite marketing team I mean they're they're brilliantly social is in their DNA they were building a campaign a lot of the same fashion like how do companies are helping companies understand what is social ROI and how do you measure it we have a platform called impact that then measures all this and through analytics we'll show you what that ROI looks like so they wanted to activate our community around this so they had four videos that they were publishing online through the different networks and focused on social ROI so how do you talk to your boss how do you you know how are you measuring it like what is what is the basics of social ROI so they have these four videos that basically it started answering a lot of these problem statements that we were getting from from our customers and what we found through that was that each of these videos then had a call to action to either a blog a webinar that was being put under the st. a with the same topic or to an e-book around the same topic and it was amazing that through this process of driving using video with calls to action into other assets they other traditional marketing pieces the results were amazing for me as an individual but I know that the marketing team was astonished by this as well where you know we got a 17 X ROI so they put you know I think was three thousand dollars behind the campaign itself which isn't a significant amount owning it's still a lot of money for most marketing teams but it was it was kind of a intelligent risk as you would call it to put it out there and because of the way the videos funneled into all these other assets and how they were measuring that impact we were able to use ourselves as a case study about how you measure ROI leveraging social channels yeah and I love the fact that you were just like crowdsourcing sentiment like literally finding your customers questions and pain points and answering them in different forms of content like that's what content marketing is about right exactly alleviating those pain points so awesome stuff I think what it goes to show too is that the idea that social is on an island of its own is over you know champions are we're so successful just because you know your team worked so closely with everyone who's running the blog webinars you know people who are producing videos whether that's the social manager or someone else and that's why our proof campaign was so successful – it was getting everybody on that same ship and sailing toward a common destination and that common destination should be you know proving ROI right we're gonna run in you are just for fun round five some fire drill questions for you guys and yeah we'll see how it goes so um I'll just ask the question khoka you can answer first then Steve and we'll just round-robin it until weirdo and then we'll do Q&A all right so a long time question is it gif or Jif it's gif thank you a question thank you I mean I'm not I know it's gif it's yeah I'm definitely a full question there's a gift for jiff like I think it's I don't exactly know what it say what does it stand for the first word in that is graphic graphic interactive say graphic you don't see graphic trash like it's there's a G so hard yeah yeah I think people just like like peanut butter maybe yeah yeah I'm team gif Jeff is a peanut butter it's true I got I get a check in the mail later from Jeff for for that product lacing exactly there you go all right favorite b2b or b2c company who's just crushing it on social at the moment I'm gonna say I think the most recent campaign I saw was through Burger King I think these CPG brands are crushing it right now because they're moving into these word worlds where many b2b companies are afraid to move into but Burger King just ran this campaign around Stephen King's it the movie where they hosted a theater full of people for early screening and at the last screen before it went into the credits it just had the Burger King logo very subtly and just said crushing clowns since whatever the year was and I mean obviously it's a dig at McDonald's but I mean amazing way of leveraging social and creating videos around this stuff absolutely and to piggyback off of that I'd go and say Wendy's so when because their social team has been so incredible I think it's important for social managers and for brands to not only you know talk about themselves but to insert themselves into conversations that people wouldn't necessarily expect them to learn including joy everywhere people tweet at them and they're like oh you know Big Mac or whopper at Wendy's and you know Wendy's they'll tweet back no thanks or you know something a little bit snarky and I think like for a large corporation to say that it is incredible because they to get that approved and to take that risk is huge and it's paying off tremendously for them so you know good job good job there or Gordon Ramsay like he's another great example and I'll make him really quick like people tweet at Gordon Ramsay photos of their food and ask him opinions and he will tweet back and says that you know that looks like vomit or what like he's just like he is on his TV yeah yeah but he's doing it through social with his community like again get as close to the members as you possibly can yeah people eat that stuff yeah yeah yeah I think the biggest mistake either a they're not on it but I say the biggest mistake for the ones who are on it is they're using it incorrectly in my view they are using it as a primarily as a broadcast channel and they're they're spitting out a lot of information but they're not actually engaging with that audience I think that is a huge mess and the companies who are going to disrupt them are the ones who are going to start taking that audience from them by engaging with them because that's what people want right brands are far too corporate on social you know if you want to have controlled messaging have a press conference and don't take questions you're gonna be on social media you need to personify your brand you need to make people think that you are a walking talking breathing entity that has feelings and you know wants to help you out so I think that's the biggest missed opportunity honestly is people just not being able or being willing to take those risks that you need in order to drive engagement on social all right one quality you think a good social media manager should have so the the one quality you know is I'll say curiosity I think that is anybody professionally you just need to be you know extremely curious but I think for social media marketers the world is changing so fast and you know I get you know put in the list or I get talked about like as being this expert but and I kind of kind of shy away from that because I'm a student in this just like everybody else as much as I've learned and and experienced in my career I am learning things every single day and I'm having to look for this information there's nothing spoon-fed to me right in most cases so I think great social marketing is done through just a deep curiosity – what can I do next what should I be looking at that is different than what everybody else is doing and I think you know adding on to that it's it's the idea that a social manager should not only be you know kind of this this big ball of personality where they're able to insert themselves in things and you know be humorous and witty on the turn of a dime but also to have that head for business and for metrics because the only way that you're going to be able to expand your role expand your team and get more buy-in from an executive level is if you're thinking and walking and talking like a business person the second you step off of the you know ownership of those social channels yeah I think so what six years ago whenever it was like 2010 when I switched into from sales into marketing I got my first marketing role I looked at as many social marketers that I knew my own networks as well as other people that I just had known about and I had I saw this really weird or I guess actually concerning trend where they were job hopping like every year year and a half and I had to ask them how to reach out to a bunch of them and said like what's the reason for that should I expect that I'm only gonna have a job for a year in this role and they said the reason why they had a job hop was because the CEOs the executives didn't see the value and what they're doing and they were the first head to get cut because they were an expense and I believed now with this focus on ROI like this is why people were able to keep their jobs so to your point you have to be business focused you have to understand the numbers but you also have to have those layers of creativity whereas other people in company probably don't as well as you know the personality and and all there's there's a wide range of skill sets you need within this role it's not just I can tweet right yeah and my tips to sense – I think like you know social media marketing is content marketing it's all like one of the same so being a really good cross-functional partner I think is really important yeah a campaign isn't just like a social campaign I get sick I was on the blog you're going with the demands on team you working with adults team so anyway I think being a good cross-functional partner is very important I'm gonna go ahead and jump to questions because we actually have five minutes left and there are tons of questions Wow yeah Coco where can I go to the video example you wrote about I can share some links if you I'd say follow me on Twitter and I will share the links right after this is over with I have Mon okay well doctor fact are in the HootSuite Facebook feed but it's from a campaign earlier this year but you can still find if you went to the HootSuite Facebook page okay cool aside from LinkedIn Twitter and Facebook what are some other social media channels that organizations should be looking at to get exposure so I will say Instagram especially for b2b is becoming more and more prevalent so as we start to think about video content about gifts about you know different ways to to promote our brands I find that not a lot of b2b brands are doing Instagram well so I think that's a that's a huge opportunity for you know you to go in there and say hey you know I want a little bit of budget for Instagram I want to try out you know these different content downloads or a video series or some kind of some kind of livestream situation and and run with it yeah I think the most important question is is where are your customers yeah I think the the one of the first kind of tiers of social marketing is the listening piece and so you need to know where your buyers are spending time and you know I talk I work with a lot of CPG brands and you know they talk about Facebook and Twitter but Pinterest like it amazed me because as a b2b marketer I never thought about Pinterest I think it was kind of like a Tier three maybe but for a lot of CPG brands like Pinterest is their place so you you just need to go where your where your buyers are we know where your customers are spending their time and start optimizing yourself around those I love it okay here's a good one directed at cocoa but feel free to add your two cents to Steve I recently downloaded HootSuite and I'm not really sure how to use it in coordination with LinkedIn what's the best way to engage the to send me a message I'll connect you with the team internally that can they can help you out with all of that okay here's a content specific question do you create unique content for each social platform or do you run the same content across platforms that's a really good question absolutely so we it depends I know that's a that's a very nebulous answer but I can talk about our content strategy a little bit more in detail so we have you know a bunch of blog posts a bunch of videos a bunch of ebooks that we promote on a daily basis so those are typically going to be hosted on other platforms so whether that's our you know on LinkedIn com on business delt on YouTube so you know we're usually linking off to to some place with relevant tracking so I think the the key for us is really changing the messaging specific to each platform so it's about context so we will change copy the way we tag people is different a lot of times from a resourcing perspective the content that we're creating is going to drive back to the same place but you know if you're following us on LinkedIn on Twitter on Instagram my goal is that you're not going to get fatigued even if you're going to the same piece of content you're going to be seeing a different caption or a different image that's going to add value in some way no specific to video we will optimize videos for LinkedIn for Instagram so on and so forth yeah I think you know each platform it has its own nuances Yeah right like you can have 140 characters on Twitter but on LinkedIn it's like 280 or whatever that may be so you have that extra room so in some cases like you want to find ways to use that but I think it's again it's a best practice if you have an e-book or a blog post you have three call-outs from that blog post and those become three separate social updates driving the same asset I mean that's just the way to extend the life of your content yeah okay here's another good one is there a perfect mix for percentage of social posts that should be about us versus our company there's there's your yeah there's 401 one so this is a pretty widely known concept in the world of content marketing but they typically say that you want to share four pieces of you know third party content or independent content per every piece of content you share that's relevant to you so what this does is it basically shows people hey you know we're not entirely self-serving we actually want to help you succeed yeah and so I think you know depending on your brand you mean the HootSuite for example we produce one two sometimes three blog posts a day all around how to become effective social media marketing managers so you know some of that is very self-serving but I think again going back to what I said earlier add value in excess of whatever you're asking for a return it doesn't matter so much if the content is driving back to your own site as long as that content is designed to add value and not to convert them in some way so I think it's the intent of that content depending on regardless of if it's third-party or on your poster on your own site so you know if you're going to have lead gen components like that should only be one component of the other three or four that you're sharing so that people aren't always anticipating oh if I click this they're gonna ask for me to download something you know whatever that is like you want your you want your community to say I'm gonna learn whatever that headline is they're gonna teach me that in this we will do one more because I really want to help this person out and then we'll wrap out wrap-up but so the question is as a person who's new to this I'm the only person at my company where do I start I have no followers I don't know what to post about or how to get people interested how and why do people find you so lots of questions in there but just like general advice for someone who's like starting at Ground Zero yeah so I am always told by my boss I'm shout out to to Megan if you're watching don't boil the ocean so I think that's something that all of us want to do we want to like post on every platform and keep a presence and you just have to start small you know start posting once a day twice a day on one platform and then grow from there yeah bye my other favorite LinkedIn ISM besides don't boil the ocean as you know fewer things done better yep right and I think that's one of those things you just have to learn so you understand what your audience is yeah if they're on Facebook if they're on Twitter if they're on you know Instagram you understand where they are and then start with that one and start learning everything you can about that one platform to engage with that audience and then start branching off and you'll start and you'll naturally understand the nuances between those but again don't try going to every single social platform because then you're going you know 100 miles wide and only like a half an inch deep like you want to get is ingrained within these these networks as possible yeah and understand how to communicate with them yeah do the market research find out which platform your audience is on and then just build that one up it's better than being on all platforms and having a like a you know okay presence it's totally all right cool I think that that wraps it up I know there's some more questions maybe we'll pull together a blog post and put it on our blog to answer the rest of the questions that was also a shameless plug for our blog if you go to the console you can see a button to subscribe to the LinkedIn marketing solutions blog it's easy it's too easy tons of great tools and tips on there in addition to that there's some other good resources on the console also please stay connected with us or believe we're going to show all of our Twitter handles connect with us on LinkedIn as well our next episode is actually going to be in November and we're gonna have a new host so I'm going to be leaving you guys in some in good hands another member of our team is Sean Callahan is gonna take over and he's gonna rock it so stay tuned on more details for that and thanks so much for tuning in thanks so much for being thank you overview guys yeah and that's all have a great day I hope this is helpful all right

4 thoughts on “Live with Marketers – Beyond Cat Videos: Driving Business with Social Media”

  1. Thanks for putting this together. With video being 60,000 times faster for the brain to comprehend it is definitely a relevant topic.

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