Social channels are seeing their user base grow every minute. With over 500 million daily active users on Facebook, 250 million monthly active users on twitter and 300 million users on LinkedIn businesses can longer ignore social. Join Charlie Treadwell, Director Social Marketing at Symantec and learn: - How to get started on Twitter, Facebook, LinkedIn and SlideShare - Best practices on how to create content that engages with your customers - Metrics to track your efforts on social

1. Social Media Marketing Introduction 1
Social Media Marketing Introduction
Charlie Treadwell
Director of Social Marketing

2. “We need to be on Facebook page?”
Social Media Marketing Introduction 2

3. The four-step approach to the social strategy
Social Media Marketing Introduction 3
P
O
S
T
People – Assess your customers’ social activities
Objectives – Decide what you want to accomplish
Strategy – Plan for how relationships with customers will change
Technology – Decide which social technologies to use
Source: Forrester

4. Symantec Presence Framework
Social Media Marketing Introduction 4
HOME BASESOUTPOSTSPASSPORTS
10% 30% 60% Presence Framework
Connect
Symantec.com
Instagram
Google Plus
Spiceworks
Reddit
Blogs
Flickr
Slideshare
YouTube
LinkedIn
Facebook
Twitter
PartnerNet
Source: Adapted from Chris Brogan

5. Facebook Overview
• Used for staying connected
with family and friends and
entertainment
• Users login daily, and is a
good platform to stay
engaged with customers
• Both private and public
• Excellent advertising platform
with accurate targeting and
measurement
• Organic (free) engagement is
no longer easy to come by
Social Media Marketing Introduction 5

6. Creating a Page
facebook.com/business
Social Media Marketing Introduction 6
Profile Picture
Description

7. Images Matter in our Visual World
• Choose an appropriate Cover Photo
• Include images with content
• Include a call to action
• Consider boosting content to reach customers
Social Media Marketing Introduction 7

8. Promote Content to the Customers You Want
Social Media Marketing Introduction 8

9. Newsfeed Sponsored Posts or Right Column Ads
Social Media Marketing Introduction 9
Right Column AdsNewsfeed Desktop
CPC – Cost Per Click
CPM – Cost Per 1000 impressions
Newsfeed Mobile

10. Twitter Overview
• A micro-blogging platform
used for real time news and
updates
• Follow celebrities and
connecting with communities
• Users login daily, but many
don’t use the application
regularly
• Public
• Advertising capabilities still
being developed and results
are hard to track
• Organic (free) engagement is
easier to come by
Social Media Marketing Introduction 10

11. Creating a Profile
Twitter.com/signup
Social Media Marketing Introduction 11
Profile Picture

12. Images Matter in our Visual World
• Choose an appropriate Cover Photo
• Include images with content
• Include a call to action
• Use relevant hashtags
Social Media Marketing Introduction 12

13. Promote Content to the Customers You Want
Social Media Marketing Introduction 13
ads.twitter.com
Campaign Dashboard

14. Twitter Targeting
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• Keywords – Reach people that
search, tweet about, or engage
with specific keywords
– EVENTS · PRODUCT INTEREST ·
PURCHASE INTENT
• Interests and followers –Reach
people with specific interests or
who are similar to followers of
specific accounts
– FINDING NEW AUDIENCES ·
CONVERSATION · PUBLICITY
• Television – Reach people who
engage with specific television
programming
– BRANDING · REINFORCEMENT ·
ENGAGEMENT
• Tailored audiences – Reach
people using your own data
– TARGET YOUR EXISTING
CUSTOMERS AND PROSPECTS

15. Twitter Cards
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Desktop
Mobile
Types of Cards
• Summary Card
• Summary Card with Large
Image
• Photo Card
• Gallery Card
• App Card
• Player Card
• Product Card
• Lead Generation Card
• Website Card

16. LinkedIn Overview
• The Professional social
network: your online resume
and professional profile
• No longer simply an online
rolodex, content is key on
LinkedIn
• Job posting and recruiting
• Public and private
• Advertising capabilities one of
the most effective for B2B
marketing
• Organic (free) engagement is
effective once you have a
following
Social Media Marketing Introduction 16

17. Creating a Page
linkedin.com/company/
Social Media Marketing Introduction 17
Profile Picture
Description

18. Company Profile
• Choose an appropriate Cover Photo
• Include images with content
Social Media Marketing Introduction 18

19. Paid Targeting
Presentation Identifier Goes Here 19
• Ads and promoted content (with desktop, tablet and mobile preview)
• Location, Company (name, size, industry), job title (function or seniority)

20. Careers
Social Media Marketing Introduction 20
• Unique to LinkedIn
• Profile content relevant to someone interested
in working for your company

21. SlideShare Overview
• Slide Share was acquired by
LinkedIn in 2012
• A free website which allows you
to post content as a
presentation. Presentations are
viewed by the general public,
and can increase traffic to your
website, landing pages, or blog.
• Huge repository of
presentations, documents, PDFs,
infographics, and even Video
• Public
• Organic (free) engagement is
easier to come by, 60 million
monthly visitors
Social Media Marketing Introduction 21

22. Creating a Page
slideshare.net/pro
Social Media Marketing Introduction 22
Profile Picture
Lead Gen Forms
Note: Program currently being updated,
contact sales for information in the
meantime

23. Slide Share Best Practices
• It’s the most popular
document and presentation-
sharing website in the world:
It has a global Alexa ranking of
122, and 60 million monthly
visitors
• It’s mobile compatible:
SlideShare automatically
optimizes your content for
mobile users
• The homepage features
popular content: If your
presentation reaches the front
page, it will go viral
Social Media Marketing Introduction 23
Seach Engine Optimization (SEO)
• Google ranks successful Slideshare
presentations above blog articles,
news stories, even (occasionally)
Youtube videos.
http://www.slideshare.net/WishpondTechnologies
Ltd/how-to-use-slideshare-to-market-your-
business

24. Using Slide Share for Promoted Content
• SlideShare embeds
natively on Facebook,
Blogs, Websites,
LinkedIn, and Twitter
• Embed content and use
lead gen cards to net
new contacts
• Used paid media to
target customers with
presentations,
infographics, and
documents
Social Media Marketing Introduction 24

25. “What kind of content do I create?”
Social Media Marketing Introduction 25

26. Internally, Creating Relevant, Integrated Content
Is A Challenge For Most Brands
of marketers say that their
biggest challenge with content
is "creating original content"
and that they don't have
enough time to do it
78%
of marketers do not have a
documented content
strategy.
44%
Social Media Marketing Introduction

27. 78% of B2B buyers start their
research with online search.
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B2B Buyer Behavior, Demand Gen Report 2012

28. What is content marketing?
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“Content marketing is a pull, rather than a push, strategy.
Content doesn’t interrupt, it attracts.”
Rebecca Lieb, Advertising Age

29. It’s simple.
Answer your prospects’ top 30 questions.
Social Media Marketing Introduction 29
What content do you create?
Tip: Start with Sales and Support.

30. Source: Greatest Content Marketing Strategy, by Barry Feldman · January 26, 2014
30
Create 90 pieces of content in 90 days
based on the 30 questions.
1. Create 30 blog posts. The headline is the
question. The copy is the answer. Immensely
simple. Ridiculously valuable.
2. Make 30 videos. Same topics. You might change
the title ever so slightly. A lot of people would
rather watch than read
3. Make 30 podcasts. Why? A lot of people choose
to listen, rather than read or watch.
Social Media Marketing Introduction

31. No one is going to buy your stuff…
Until they get the answers they seek.
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32. Social Media Marketing Introduction 32
Stock
Stock is the durable stuff.
It’s the content you produce
that’s as interesting in two
months (or two years) as it
is today.
Flow
Flow is the feed. It’s the
posts and the tweets. It’s
the stream of daily and
sub-daily updates that
remind people that you
exist.
&

33. Share 4pieces
of influencers
great content.
It’s not all about you.
Curate other people’s great content and becoming
a content provider and trusted source.
Social Media Marketing Introduction 33
For 1of your
own content.
And 1piece of
entertainment.

34. Social Media Marketing Introduction 34
EntertainmentOur Content
Other People’s
Content

35. Social Media Marketing Introduction 35
Brand
Goals
Customer
Interests
Relevancy
=
Sharable,
engaging ideas
and values
Identify relevancy with social listening data
Social Content, Listening and Trends
Customer-centric content delights and adds value at every stage of the purchasing
journey and key moments of truth.

37. Personal
Relevance
40% of people shared content that was
personally relevant.
Social Media Marketing Introduction 37
“I saw something and it made me think
of one of my friends.”
“It seemed right up my friend’s alley.”
What makes people want to share?
Humor Utility#1 #2 #3

38. 1. Identify a list of your target customers
2. Use social listening to understand who
influences them and what topics interest
them
3. Curate a list of content from the top
influencers and bake them into your 4-1-1
content strategy
Social Media Marketing Introduction 38
Where do you find relevant content
from influencers?

39. Social Media Marketing Introduction 39
552 million identities
exposed in 2013
2013 Dubbed the Year of
the Mega Breach

40. Social Media Marketing Introduction 40
If I’m a CIO, what
questions am I asking
myself right now?

41. Social Media Marketing Introduction 41
Stock Flow
&

42. We have surveillance video from
the hotels that shows people turn
on the shower, direct the nozzle at
the wall and then leave the room
for the whole day.
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Russian deputy prime minister Dmitry Kozak, Business Insider

43. Social Media Marketing Introduction 43
1,213 RTs

44. Symantec GRID – New Social Syndication
• Social Media Syndication
– Partners can go to
www.symantecgrid.com and create a
login and have access to 5 categories of
social content updated by our social
media team every 2 weeks.
• Social content categories:
– Thought Leadership
– Product & Solutions
– Industry News & Research
– Events & Webcasts
– Virus & Threat Alerts
44

45. 64% of B2B buyers said the
winning vendor’s content had a
significant impact on their
buying decision
Social Media Marketing Introduction 45
2013 Demand Gen Report: B2B Buyer Behavior Survey

46. Key Takeaways
• Use the POST method to create a customer focused social media
strategy
• Establish a presence strategy to effectively invest time and resources
• A good social media strategy includes a strong paid and targeted
media strategy
• Start by listening and identify 30 questions your customers ask
• Create 90 pieces of content in 90 days
• Balance your content calendar with other people’s content and follow
the 4-1-1 rule, and leverage www.symantecgrid.com
• Create content that is personally relevant, humorous, and utility
• Leverage real-time events to capitalize on captive audiences
• Show some personality
Social Media Marketing Introduction 46

47. Thank you!
Copyright © 2013 Symantec Corporation. All rights reserved. Symantec and the Symantec Logo are trademarks or registered trademarks of Symantec Corporation or its affiliates in
the U.S. and other countries. Other names may be trademarks of their respective owners.
This document is provided for informational purposes only and is not intended as advertising. All warranties relating to the information in this document, either express or implied,
are disclaimed to the maximum extent allowed by law. The information in this document is subject to change without notice.
Social Media Marketing Introduction 47
Charlie Treadwell, Director of Social Marketing
Twitter: @ctreadwell
LinkedIn linkedin.com/in/charlietreadwell