Social Media in Silicon Valley (& Colombia not Columbia)

Cnfidential MarketingXLerator

Social Media in Silicon Valley (& Colombia not Columbia)

Natascha Thomson, Marke=ngXLerator

March 24, 2015


A Presenta3on by Marke3ngXLerator in Collabora3on with Globaltech Bridge

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Cnfidential MarketingXLerator3


Quiz J:

Name this Silicon Valley Celebrity

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Mark Zuckerberg, CEO



Larry Page & Sergey Brin, Founders



Sheryl Sandberg, COO #LeanIn



Jeff Weiner, CEO



Dick Costolo, CEO



Reid Hoffman, Co-‐Founder


Today’s Agenda •  Why Social Media? •  Marke=ng has Changed •  Social Media Strategy 101 •  Get Ready for Digital Transforma=on

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3 Reasons You Need to Be On Social Media

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1.  If you don’t listen, you can’t respond 2.  If you can’t be found, you don’t exist 3.  If your audience is there, your compe==on is also


Which Social Channels Do You Use?

Audience Results: 1.  Facebook 2.  LinkedIn 3.  Twi_er

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…in 160 Characters

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Natascha Thomson [email protected] @NaThomson +1 (925) 519-‐8111

Over 15 years of B2B marke=ng experience in Global 2000 and startup companies. Customers include SAP, EMC & Polycom.




Get 25% off with promo code ADD12:

h]p://www.happyabout.com/42rules/b2bsocialmediamarke3ng.php


Example: Celebrity

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Example: Global B2B Brand

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Example: Global B2C Brand

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Cnfidential MarketingXLerator28 Source: Sta3sta



Source: Our Digital Coach.


Colombia vs. USA

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Colombia vs. USA

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Source: La3n Post


Source: La3n Post


Marke=ng has changed

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Source: Hubspot


Tradi=onal vs. Inbound

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Facebook Twi_er LinkedIn Blogs

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Owned vs. Earned vs. Paid Examples: •  Owned

–  @NaThomson, @SAP, @Polycom

•  Earned / Organic –  LinkedIn Groups, Blog

syndica3on, comments on other’s blogs

•  Paid –  CIO.com, Forbes

advertorial, LI ad, Twi]er promoted account

Source: SmartInsights.com


Twi]er Tac3cs

•  #Hashtags, Trends •  TweetChats •  Contests •  Promoted Accounts •  Promoted Tweets •  Twi]er Cards


LinkedIn Tac3cs

§  Status Updates (Profile/Company Page) §  Company Page §  Join/Engage in/ Run a Group § Write LI Blog §  Adver3sing §  Leverage Ad tool for segmenta3on §  Comment

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Facebook Tac3cs •  Have acontent strategy that focuses on pictures, stories,

videos •  Create emo3ons, •  Make sure to turn “Likes” into more (or drive traffic

somewhere else) •  Organic Reach only 2% •  B2C brands say it works well if you pay

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Blog •  Blog about your area

of exper3se & passion.

•  Tell a story – don’t pitch products.

•  Fill informa3on gaps for your audience.

•  Engage through downloads, of videos & other relevant content.



70-‐90% of the buyer’s journey complete prior to engaging vendor.


Buyer Cycle: Past

50 The Consumer Decision Journey, McKinsey.

Cnfidential MarketingXLeratorSource: Forrester Research 51

Buyer Cycle: Present


Social + Local + Mobile =

SoLoMo

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Social Media Strategy

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Strategy Elements

1.  Objectives 2.  Target Audience 3.  “Watering Holes” 4.  Tactics 5.  Execution 6.  Monitoring 7.  Fine-Tuning


Target Audience

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Customer base

Market Segments Industries

Geos

LoBs

Net New / Install Base

Titles, Roles

SMB, Enterprise Retail, Finance

Latin America North America

Cnfidential MarketingXLerator 56



Tac=cs


Consumer engages with 11.4 pieces of content prior to purchase.


Content is not King. Content in Context is King.

Cnfidential MarketingXLerator 61 Source: Al3meter – 2014 State of Digital Transforma3on



Digital Transforma=on It’s all about CX

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Customer Experience (CX)

Social Business = DATA aggrega3on & analysis in context

•  Personaliza=on •  Automa3on •  Predic3ve Marke3ng (behavioral pa]erns) Requires Organiza3onal Transforma3on

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A Word of Cau=on: Have a REAL Password or…

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h]ps://www.youtube.com/watch?v=aDycZH0CA4I





Social Media E3que]e 1.  Never blatantly pitch your company or product 2.  Listen to “conversa3ons” before you “talk” 3.  Be respecrul, kind, and add value 4.  Imagine your posts will appear on the front page of the NYTimes

(they could) 5.  If somebody gets “nasty”, don’t engage in an online argument.

Ideally, try to work it out “off-‐line”. 6.  Don’t men3on religion, race, poli3cs, sex

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Buyer Cycle: Present

71 The Consumer Decision Journey, McKinsey.


The 12 Commandments of Social Media

Thou shalt: 1.  Determine thy organiza3on's goals for social media. Social media shall be

employed under a flexible plan to meet those goals. 2.  Know thy target audience and community. 3.  Know thy organiza3onal culture and voice. Speak to your audience in your voice. 4.   Listen. If you do nothing else, listen to what people are saying about your

organiza3on, products or services, compe3tors and environment. 5.  Be social. It is called SOCIAL media: Engage your community. 6.  Be pa3ent but measure results! Progress takes 3me but must be monitored. 7.  Not a]empt to be on every plarorm. Priori%ze on the social pla-orms that meet

your objec4ves, audience, and resources best. 8.  Be authen=c 24/7/52. 9.  Show thy passion. Involve your stakeholders emo3onally. 10.  Be consistent with message, principles and tone. 11.  Produce great targeted content. 12.  Use good manners. If you are angry delay your post or tweet and read it again

before pos3ng.

72 Source: Professor Gary Schirr; LinkedIn Blog; with edit to #7.


“Engage the customer in a collabora%ve conversa4on

in order to provide mutually beneficial

value”.

Paul Greenberg

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