5 Ways to Woo Your B2B Social Media Audience & 3 Brands That Are Doing it Well



Have you ever been in a relationship where one partner wanted more, and the other was hesitant to take the next step?

Many B2B marketers are facing a similar roadblock. They’re ready to ask social media followers to “marry” them, but some of those followers are beginning to question why they liked the brand in the first place.

A recent study found that only 20% of CMOs are using social media for engagement. Two thirds of CMOs also report that they’re not ready to cope with social media.

Social Media Marketing World 2015: Memorable Moments & Top Takeaways #SMMW15

Debbie Friez and Brooke Furry at Social Media Marketing World 2015

They say that the third time’s the charm. According to the word on the street (and our own opinions), Social Media Marketing World 2015 may have been the best party Michael Stelzner and his team have thrown since the conference’s inaugural event in 2013.

Three of TopRank Online Marketing’s team members – Debbie Friez, Brooke Furry, and of course Lee Odden – flew out to this year’s event in gorgeous San Diego. Hanging out in SoCal definitely makes you want to wear sandals and sit in the sun – which made us ecstatic, coming from still-snowy Minnesota.

But we didn’t completely enter vacation mode. Our goal was to make friends, increase our social know-how, and mingle with fellow marketers. Lee gave a presentation Friday afternoon entitled “Repurpose on Purpose: Personalized Content for your Target Audience,” while Debbie and Brooke live blogged and tweeted the event’s top takeaways.

12 Tools to Help You Optimize Your Social Media Marketing Results

Friez and Cleary at #SMMW15

Strategy gives you direction, but tools help you get there quicker, says Ian Cleary, founder, RazorSocial at Social Media Marketing World. Once you have a strategy, then you need tools to help you save time and provide value.

Twenty-six percent of marketers spend 6-10 hours a week on social media. Let’s explore twelve possible problems and the tools that can help solve those problems and make you more productive.

12 problems and the tools to solve them

1. People not seeing your content? Consider using PostPlanner, which was just a Facebook planner up until it recently added Twitter. You can –

  • Schedule content
  • Decide what type of content to share
  • Discover new content
  • Allows you to create a queue of content

Twitter Marketing – How Brands Rise to the Top of the Stream: Microsoft, BMC Software, Renaissance Hotels

L-R: Rob Wolf, Nicole Taylor, Pam Moore, Tyler Anderson, and Eric Tung

Rob Wolf, Nicole Taylor, Pam Moore, Tyler Anderson, and Eric Tung

What are brands doing to rise to the top of the Twitter stream? Marketers from Microsoft, BMC Software and Renaissance Hotels at Social Media Marketing World (#SMMW15) explained what has been working in their social media world.

Every Brand has Different Goal
Twitter is to inform, says Rob Wolf, social media manager, Microsoft. He manages the corporate Twitter account, which is used to break company news, along with some engagement with customers and influencers. They look to Facebook more as an engagement tool.

Renaissance Hotels, a division of Marriott International, looks to Twitter to distinguish themselves in a crowded brand market. Nicole Taylor, senior manager, digital marketing, says she is challenged to work with the local hotels to help them understand why Twitter is relevant.

Tweetiquette – Turn Twitter Pet Peeves Into Best Practices


With over 240 million users and 500 million tweets sent per day, Twitter is as ubiquitous as it gets in terms of social media.

With all that use comes a variety of opportunities as well as opinions about what to do and what not to do. There’s nothing static about best practices on social networks and Twitter is no different.

Of course some things stay the same. In 2009 a study was done of Twitter content and 40% was deemed “pointless babble“. I suspect many Twitter users would agree that a certain portion of today’s tweets fall in that same category. This got me thinking about what it is that annoys people about Twitter? If we discover the things people don’t like, perhaps the opposite or removal of those behaviors can point us in the right direction.

How UFC Is Throwing Big Blows On Social Media

UFC NMX 2014Big sports are big business.  There are billions of dollars to be made and no sport is growing faster than the Ultimate Fighting Championship (UFC).  Millions of viewers worldwide tune in to watch fighters pummel each other.  Jackie Poriadjian SVP/Strategic Marketing/PR & Distribution for UFC and Dave Taylor sat down and discussed How The UFC Rocks Social at NMX 2014.

The Stats

Lets take a look at some of the numbers that make the UFC a true heavyweight.

  • Largest PPV Event In The World – Bigger than the WWE, professional boxing, or any other pay-per-view event out there.  The UFC is the real king of the ring when it comes to transactional viewing events.
  • Broadcast In 28 languages – That’s just as many as the BBC, the world’s largest broadcaster.  That’s the big reach their fighters wish they had.

Opening Up Twitter Analytics to All – Smart Marketing Move ala Google

Twitter AnalyticsIs Twitter the right place for your social media investment?

Whether you have time or ad dollars to spend, this is a question that marketers are visiting and revisiting as the demand for social media performance increases.

According to Twitter, 35% of consumers that follow a brand are more likely to purchase from that brand. Twitter users are also 47% more likely to visit the company’s website and 35% are more likely to retweet content from a business they follow.

Is Twitter right for you? How do you know the performance of your Twitter engagement and marketing activities?  Wouldn’t it be nice to have access to Twitter Analytics without having to advertise?

Yes, it would. And now you can.

Online Marketing News: Where Brands Are Social, Google Places Updates & the Big Data Disconnect

Where Brands Are Social - Technorati Media

Technorati Media Shares: Where Brands Are Social

Over 90% of brands recently shared with Technorati Media that they have a presence on Facebook, with Twitter and YouTube comig in second and third with 85% and 73%, respectively. Just 26 percent of brand managers report a presence on Google+, lower even than Pinterest at 41%. According to their 2013 Digital Influence Report, Technorati also found that “brands are spending the largest parts (nearly 75 percent) of their digital budget on display advertising, search and producing video. Spending on social, including influencer outreach, makes up only 10 percent of brands’ digital marketing spend.”

Online Marketing News: Google Updates, Email Marketing Insights & Content Marketing Success


CMI Content Marketing Framework

7 Step Framework Demonstrates Core Elements of Successful Content Marketing Strategies

There is no silver bullet in content marketing, yet there are core, common elements to successful content marketing strategies, says Content Marketing Institute. They’ve shared their content marketing framework to help marketers increase their own chances of success, along with a whitepaper expanding upon each of their seven identified elements. See The CMI Content Marketing Framework: 7 Building Blocks to Success for more.

Businesses Plan to Spend More on Email Marketing in 2013

A new report from iContact found that 56% of businesses surveyed plan to increase their email marketing in 2013. Just 1% said they plan on cutting back. Other key findings from their survey of SMBs with revenue between $1 million and $50 million include:

Real-Time Marketing Smarts: Companies Killing It with Off-the-Cuff Content

Real-time marketing examples for brandsReal-time social engagement is a great way for brands to stay top of mind, build their social audience and even influence the buying decisions of consumers. On-the-fly upsets to content plans and rapid response content creation are counterintuitive for most brands, though.

At TopRank, we coach brands on careful planning, implementation, measurement and ongoing improvement based on insights. But how can brands maintain quality and ensure thoughtful content if they’re expected to produce and launch it in minutes?

Perhaps the best known example of this strategy recently was Oreo’s infamous Superbowl tweet. They showed just how effective social listening is, when their “You can still dunk in the dark” branded image was retweeted over 16,000 times.

Real-Time Marketing Tips from Twitter’s Joel Lunenfeld at #SESNY

Twitter's Joel Lunenfeld“We’re moving from a world where we plan campaigns for the future, to one where we adapt campaigns to the moment.” – Joel Lunenfeld, Twitter’s VP of Global Brand Strategy and the keynote speaker this morning at SES New York.

Lunenfeld shared his vast experience and insight in real-time marketing in Optimizing Second Screen Engagement: Trends, Data & Insights. Mobile has certainly changed the way people find, consume and engage with information. Twitter came of age with the right tools, at just the right time, to answer the need for a real-time communication platform.

Now, said Lunenfeld, 85 percent of users say the phone is their primary way to access Twitter and the average mobile user follows 11 brands. Every 2.5 days, there are a billion tweets sent and over the past year, the amount of Twitter users has doubled.

Online Marketing News: Top CEOs in Social, Facebook to Solve Attribution Problem with Atlas

The Tweets from the Top - CEOs in Social Media

Oprah, Rupert Murdoch Most Influential CEOs in Social Media (or Infographics: This Is How You Do It)

In a brilliant display of content marketing prowess, has released a caricature infographic illustrating the 40 CEOs most influential in social media. Oprah tops the list with a Klout score of 92, followed closely by Rupert Murdoch at 91, which just goes to show that social influence is not a popularity contest.

Virgin’s Richard Branson, HDNet’s Mark Cuban, and Jack Dorsey of Square round out the top 5. The top 40 is rife with the usual suspects; tech and marketing CEOs from Twitter, Salesforce, Foursquare, Dell, LinkedIn, etc. One surprising find: Facebook CEO Mark Zuckerberg failed to break the top 50.