B2B Social Marketing Report: Marketing Executives on Twitter
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1 Your Online Marketing and B2B Social Marketing B2B Social Marketing Report: Marketing Executives on Twitter Reach, Engage, and Influence Marketing Decision Makers Q1 2013
2 Introduction Despite all the technology available, your ability to reach, engage, and influence marketing executives at leading brands and agencies is still limited. While buyer personas, surveys, and search marketing data can get you in the ballpark, we believe social media insights are now a must-have for understanding senior marketers in a way that becomes truly actionable. With this in mind, we developed the B2B Social Marketing Report: Marketing Executives on Twitter to provide social media insights into the patterns and behaviors of marketing decision makers. Using Leadtail s B2B Social Marketing technology to analyze data from Twitter, this report reveals insights about marketing executives to help you answer questions such as: Which social networks should you invest your time and effort in? Is mobile something that you should prioritize? Which media publications should you advertise with? What topics should you create content around? Who should you get to speak at your events? Armed with these social media insights, you can now take a more informed look at your strategy for reaching, engaging, and influencing marketing decision makers to take the actions you care most about. 2!
3 Methodology and Data Set The methodology the Leadtail team used in analyzing the data is as follows: 1. Identify senior marketers active on social media based on criteria such as job function, seniority, type of company, etc., to create the target audience data set. 2. Use the Leadtail B2B Social Marketing technology to extract insights around key activities, such as what links are shared, who is mentioned and retweeted, popular hashtags, popular platforms used to share content, etc. 3. Review, analyze, and package these insights into periodic reports. The specific data set analyzed for this report was composed of: 1,797 marketing executives (manager level and above) working in the areas of: Marketing, Media Planning/Buying, PR/Communications, and Social Media/Community. Based around the globe, but primarily concentrated in North America Working at B2C and B2B companies and agencies. Total of 407,192 tweets, and 185,948 shared links. Tweets published between January, 2013 March 31, !
4 Key Takeaways Brand and agency marketers are active on many social networks - not just Facebook, Twitter, and LinkedIn. Mobile is now an imperative for those wanting to reach and engage marketing executives. Senior marketers actively consume and share mainstream media, but industry specific media drives their daily social interactions. 4!
5 Where Are They Located? Our marketing executives come from points across the globe, with the highest concentrations in major metro areas of North America. 5! Based on Location provided in Twitter Profile.
6 How Do They Describe Themselves? The way senior marketers describe themselves in their Twitter Profiles reveals topical keywords that can help you reach and engage them across the Social Web. 6!
7 What Do They Talk About? Hashtags reveal the topics and events, big and small, national and local, that captured the attention of these marketing executives in Q !
8 Which Social Networks Are They Active On? Twitter Instagram LinkedIn foursquare Vine Facebook GetGlue.com Pinterest Spotify Tumblr Yelp Path 2.0 Triberr Pandora 3% 3% 3% 3% 2% 1% 1% 1% 1% 10% 22% 20% 27% 100% In addition to Twitter, marketing executives are active on a number of social/user generated content networks, many of which cross post content to Twitter. For example, 10% of marketers in our sample posted at least 1 video from Vine, Twitter s 6- second video app, making Vine more popular with senior marketers than media darlings Pinterest, Spotify, and Tumblr (at least for now!) % of Marketing Executives that shared between this network + Twitter during the report period 8!
9 How Are They Using Mobile? While many marketing executives struggle in their professional lives to figure out how to make the most of mobile they appear to have no problem figuring out where mobile fits in their own daily lives. With 40% of all the tweets we analyzed for Q originating from a mobile device, understanding how to engage senior marketers via their mobile devices is rapidly becoming less of a choice and more of an imperative. Mobile 40% Web 60% 9!
10 Which Apps + Platforms Drive Mobile Sharing? With built-in features that promote sharing content to social networks, it s not surprising that iphone apps dominate mobile sharing by senior marketers. Twitter for iphone 56% Instagram Twitter for ipad foursquare 20% 23% 27% ios Camera on ios Twitter Mobile Web Vine - Make a Scene Twitter for Android Photos on ios 13% 12% 11% 10% 10% 9% % of Marketing Executives that published at least 1 tweet from this platform during the report period 10!
11 What Drives Sharing on the Web? Most of the tweets we analyzed that originated from the web come from two touch points: Twitter s web interface, and the distributed Tweet button. Twitter.com 75% Tweet Button 63% LinkedIn 22% TweetDeck HootSuite 16% 16% Buffer Facebook Pinterest Twitter for Mac Paper.li Spotify 5% 3% 3% 3% 3% 3% % of Marketing Executives that published at least 1 tweet from this platform during the report period 11!
12 What Types of Content Do They Share? Mainstream media sites are the most commonly shared but that doesn t mean it s all celebrity gossip and sports (though there is a fair amount of that we re human after all!) The vast majority of mainstream media content shared is business, technology, and media focused typically covering broad industry issues and trends. Industry media plays an important role in defining the conversations marketers have with each other, their internal teams, and ultimately clients and customers. Many of these publications feature submissions from marketing and PR thought leaders and experts, and have robust and social media distribution that keeps their content in front of senior marketers daily. Mainstream Media 44% Apps & Tools 3% Social/User Generated Media 21% Industry Media 32% User generated content includes everything from of the moment memes captured on Tumblr, to behind-the-scenes photos on Instagram, to YouTube videos featuring marketing guru Seth Godin, and everything in between. % of 100 Most Popular Shared Content Sources 12!
13 What Are the Top Content Sources? The table below shows the 10 most shared content sources in each category. These top sites tend to be fairly stable over time, making them solid targets for PR and media programs to build awareness with marketing decision makers. Mainstream Media Industry Specific User Generated New York Times Mashable YouTube Forbes TechCrunch Instagram The Huffington Post Business Insider LinkedIn BuzzFeed Advertising Age Twitter Wall Street Journal Ad Week Facebook Fast Company All Things D foursquare HBR Blogs The Next Web Vine USA Today Mediapost TwitPic Inc. Digiday Pinterest 13! Wired VentureBeat SlideShare
14 What Are the Most Shared Content Sources? The following are the top 100 Content Sources shared by senior marketers in Q1 2013, based on the number of unique people from our set that shared the source during the report period. 1. YOUTUBE (ON SITE) 2. INSTAGRAM 3. LINKEDIN 4. TWITTER (PHOTOS) 5. MASHABLE 6. NEW YORK TIMES 7. FORBES 8. FACEBOOK 9. HUFFINGTON POST 10. FOURSQUARE 11. TECHCRUNCH 12. BUSINESS INSIDER 13. AD AGE 14. BUZZFEED 15. VINE 16. WALL ST JOURNAL 17. FAST COMPANY 18. AD WEEK 19. TWITPIC 20. PINTEREST 21. HBR BLOGS 22. USA TODAY 23. ALL THINGS D 24. INC 25. WIRED 26. THE NEXT WEB 27. MEDIAPOST 28. CNN 29. DIGIDAY 30. CNET NEWS 31. SLIDESHARE 32. VENTUREBEAT 33. VIMEO 34. WASHINGTON POST 35. THE VERGE 36. WSJ BLOGS 37. GUARDIAN UK 38. PAPER.LI 39. MEDIA BISTRO 40. AMAZON 41. THE ATLANTIC 42. PR DAILY 43. BLOOMBERG 44. NPR 45. SOCIAL MEDIA TODAY 46. BIZ JOURNALS 47. TUMBLR 48. ESPN 49. GOOGLE 50. HUBSPOT 51. REUTERS 52. EMARKETER 53. FASTCO DESIGN 54. BBC UK 55. ABC NEWS 56. LA TIMES 57. READ WRITE WEB 58. ENTREPRENEUR 59. GIGAOM 60. NYT BITS BLOG 61. SLATE 62. MARKETINGPROFS 63. BUSINESS 2 COMMUNITY 64. YOUTU.BE (SHARED) 65. ECONSULTANCY 66. SOCIAL MEDIA EXAMINER 67. BUSINESS WEEK 68. YFROG (TWITTER PICS) 69. THE ONION 70. FASTCO CREATE 71. CNN MONEY 72. GIZMODO 73. KICKSTARTER 74. CBS NEWS 75. YAHOO NEWS 76. LOCKERZ (TWITTER PICS) 77. PSFK 78. MARKETINGLAND 79. FASTCO EXIST 80. YAHOO FINANCE 81. SPOTIFY 82. SEARCH ENGINE WATCH 83. TED 84. PANDO DAILY 85. ITUNES 86. ZD NET 87. ALL FACEBOOK 88. GOOGLE PLUS 89. NY MAG 90. NYT MEDIA DECODER BLOG 91. SOCIAL MEDIA MKTG MAG 92. JEFF BULLAS 93. GAWKER 94. ENGADGET 95. CLICKZ 96. SOUNDCLOUD 97. GETGLUE 98. THE NEW YORKER 99. FLICKR 100. MARKETWATCH 14!
15 Who Do Marketers Retweet the Most? There is persistent myth in social media that content is retweeted because the reader likes it. While that is undoubtedly true some of the time, there is one less obvious but profound reason why people retweet. They think: My followers will like this. Whether it s because it s funny, timely, provocative, or topical - who gets retweeted is a reflection of what people believe their own audience will find relevant. The word cloud to the right shows the people that were retweeted the most amongst marketing executives in Q !
16 Who Did Marketers Mention the Most? Another measure of influence is how often a brand or person is mentioned on Twitter. Following are the Top 100 PEOPLE mentioned by senior marketers in Q1 2013, based on the number of marketers in our sample that mentioned the user during the report period !
17 Which Brands Do Marketers Retweet Most? It s not just individual people who influence the conversation amongst senior marketers on Twitter. Perhaps more than any other group, marketers are open to (and at times, expect!) brands to engage them directly and participate in a two way dialog. And while marketers can be harsh when a brand gets it wrong, they are just as likely to amplify examples of social media done right by sharing examples with their own network via retweets. The word cloud to the right shows the brands that were retweeted the most amongst marketing executives in Q !
18 Which Brands Did Marketers Mention Most? While some of the people on the Top 100 People list are approaching personal brandom the following are the Top 100 BRANDS mentioned by marketing execs, based on the number of unique marketers in our sample that mentioned the user during the report period !
19 Conclusions Imagine if you could listen to the daily conversations of brand marketers and agency executives? How would you use what you heard to better reach, engage, and influence these marketing decision makers to take the actions you care most about? For example, would it provide you insights into where to advertise, what content to create, who to build relationships with, and how best to develop and implement your social media strategy? Sure it would. We created the B2B Social Marketing Report: Marketing Executives on Twitter to provide you with social media insights to help you make more informed decisions for reaching, engaging, and influencing marketing decision makers. And since the topics, content sources, and influencers are constantly changing so, too, are the social media insights for marketing executives. With this in mind, keep an eye out for our upcoming Q report! 19!
20 About Leadtail Leadtail is an agency focused on making online marketing and social media work for business. The Leadtail team has developed and implemented social media programs and campaigns for leading consumer and business brands including TiVo, Alcatel- Lucent, Symantec, Avaya, and Xerox PARC; and technology startups such as Zuberance, Socialtext, and PunchTab. Connect with !
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