13 Truths About Leveraging Social Marketing

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During a recent GigaOm webinar, David Daniels, CEO of The Relevancy Group and Act-On CMO Atri Chatterjee discussed how and where to leverage social marketing in the customer lifecycle.

As David explained, we live in a short-term society. There are many things vying for our attention and social plays into that. According to David, the short-term nature of today’s mindset and messaging has created a new vernacular. We’re talking in sound bites. So, in honor of that nugget of truth, here are 13 sound bites to take away from this conversation:

Leveraging Social Media: 13 Truths from David Daniels

  1. Consumer Behaviors Influence B2B
    Consumer email behaviors are the behaviors that envelop our day. We take our cues from our daily life. What we learn to do as consumers, we take into the workplace…our ideas are formed from what we do in our consumer lives.
  2. Email is an Integral Part of Social Marketing

    Email is our digital fingerprint, you need an email address to have a twitter account or most social accounts…if you’re going to do anything online, email is a part of it. [As a result,] email is not separate from the social marketing world, it’s an integral part of it.
  3. Your Marketing Messages Need to Be Relevant 

    If an email is irrelevant, we’re going to delete it. People do the same thing when they get too many messages too often, even if they’ve opted in.
  4. You Can Learn from Segmenting Social Data

    Start to segment your social data. You need to understand: Who are these people who are following you?
  5. It’s Important to Make Social Sharing Easy

    When was the last time that you shared an entire message? You get the New York Times brief every day and you shared everything in the brief on your social network? No, you shared one specific story that was very interesting to you… make those things actionable, make it easy for consumers or subscribers when you’re sharing things via social in an email, to do that by an element within your email, or by story.
  6. You Can Learn from Listening
    Listening is so important…today there are tools to do that… in a social fashion.
  7. Don’t Start with More Than What You Can Maintain
    Start with what you can maintain, because again, it’s about content frequency and content freshness. If you create a [Facebook] Page and you’re asking people to follow you, you’re not going to get much of an audience if you have nothing to say. It’s like blogging or on Twitter, any of those social platforms, there needs to be a frequency and you need to be contextually relevant to why they’re following you.
  8. You Should be Using Social to Drive Prospects to Your Website
    If you’re not monetizing that audience [on social networks], you really want to take them, just like with an email, and drive them back to [your site] where you can monetize that audience.
  9. You May Have to Provide Incentives to Get Referrals 

    Share this and get that…Consumers are conditioned…people want something to do something. But it’s a cost of acquisition to drive further recommendations.
  10. Social Platforms Will Change
    If Facebook wants to paint their pages yellow, and your logo is yellow and you can’t see your logo anymore, you’ve got to change. Facebook is going to continue to push their changes on their audience without an interest in what the audience has to say… So don’t shun change when it comes to any of these social networks.
  11. You Need to Be Testing

    As a marketer, I believe in testing. You’re never going to know how these things work out for you until you do those sort of tests and then interrelate it back into the overall performance of your program.
  12. Mobile is Changing Marketing
    What’s the first thing you do when you get out of bed, in terms of devices? People check their email on their mobile phones, [that is the] number one answer.
  13. Attribution Can Provide Valuable Information
    Attribution is attributing that click to the proper channel and how do you do that? There are a lot of benefits to [attribution]… whether you’re doing it based on the last click or the first click.

What truths have you discovered about leveraging social media? Share with us by leaving a comment below!

Interested in gaining more insights about social marketing in the customer life cycle? Download the entire “How and Where to Leverage Social Marketing in The Customer Life-cycle” webinar from GigaOm.