Social insights on how CMOs are using social media, and how other senior marketers can incorporate these insights into their own marketing strategies and personal, digital brand building. Presenters: Carter Hostelley, Founder & CEO of Leadtail, and Karri Carlson, VP Social Insights at Leadtail. Host: James Latham, Portland Marketing Group.

1. Portland Marke-ng Group
MAY
2017

2. WHY SOCIAL LISTENING?
2
• CMOs need to deeply understand the topics, stories,
and people that reach and engage buyers, and why…
• Social media provides a real-Cme and behavioral view
of what’s capturing the aFenCon of decision makers
• You will discover insights that inform key aspects of
your markeCng strategy and approach
• These insights can also posiCon you to become a
“digital leader” in your company and the marketplace

3. 3
SOCIAL MEDIA MATURITY MODEL

4. SOCIAL INSIGHTS EXAMPLE
4
How Do CMOs Engage on Social Media?

5. We then analyzed
tweets published by
these markeCng pros between
February 29 – May 29, 2017
196,787
110,032
retweets
87,188
and
menCons/replies
20,860
unique hashtags
ABOUT THE DATA
Including
links shared
99,449
Leadtail idenCfied
senior marketers
(CMOs, VPs of MarkeCng)
acCve on TwiFer
in North America
1,213
5

6. WHERE ARE THEY SHARING FROM?
6
31%YouTube
26%LinkedIn
19%Instagram
10%Facebook
4%SlideShare
Social Networks from Which CMOs Cross Post Content to TwiFer

7. WHAT ARE THEY TALKING ABOUT?
7
Top Hashtags Used by CMOs

8. HASHTAG USAGE IS “LONG TAIL”
8
0 50 100 150 200 250 300 350
#marke-ng
#AI
#CMO
#socialmedia
#IoT
#Tech
#leadership
#data
#Innova-on
#CX
#business
#BigData
#Startup
#Digital
#contentmarke-ng
#SXSW
#sales
#DigitalMarke-ng
#analy-cs
#SEO
#startups
#B2B
#mobile
#Content
#martech
#Cloud
#Entrepreneur
#Facebook
#Brand
#Interna-onalWomensDay
# of panelists that have used the hashtag n=1,213

9. 1. Forbes
2. Inc.
3. The New York Times
4. Medium
5. TechCrunch
6. Business Insider
7. Harvard Business Review
8. The Wall Street Journal
9. Fast Company
10. Bloomberg
WHICH PUBS ARE THEY SHARING?
Mainstream Digital PublicaCons Shared Most by CMOs
11. Entrepreneur
12. The Huffington Post
13. Mashable
14. Fortune
15. The Washington Post
16. VentureBeat
17. The Guardian
18. CNBC
19. USA Today
20. Re/code
9

10. 1. Adweek
2. AdverCsing Age
3. Mediapost
4. CMO.com
5. MarkeCng Land
6. The Drum
7. Digiday
8. HubSpot Blog
9. MarkeCngprofs
10. Content MarkeCng InsCtute
Most Shared Digital PublicaCons Targeted to MarkeCng Professionals
11. Business2Community
12. Social Media Today
13. ChiefMarTec Blog
14. eMarketer
15. CMSwire
16. PR Newswire
17. MarkeCng Week
18. Search Engine Land
19. MarTech Today
20. Jeff Bullas's Blog
10
WHICH PUBS ARE THEY SHARING?

11. #1: @ValaAfshar
#6: @garyvee
#11: @jequllas
#16: @nstevenlucas
#8: @rwang0
#3: @TamaraMcCleary
#13: @DrewNeisser
#18: @bryankramer
#4: @KimWhitler
#9: @briansolis
#14: @jill_rowley
#19: @neilpatel
#2: @chiefmartec
#7: @evankirstel
#12: @conradcreates
#17: @markwschaefer
#5: @jaybaer
#10: @cspenn
#15: @MargaretMolloy
#20: @sacca
WHO INFLUENCES THEM?
TwiFer Handles of the People Most MenConed and Retweeted by CMOs
11

12. PATHS TO INFLUENCE: LEVERAGE
12
• Use the network and credibility of your posiCon
• Create original content through collaboraCon
• Tap collaborators to boost distribuCon and syndicaCon

13. PATHS TO INFLUENCE: SPECIALIZATION
13
• Stake out a hot topic and ”own” it completely
• Validate thought leadership via publicaCons and events
(bylines, quotes, speaking, panels, etc.)
• CulCvate relaConships with different facets of your
audience: customers, vendors, analysts, media, etc.

14. PATHS TO INFLUENCE: ENGAGEMENT
14
• Put humanity and authenCcity front and center
• Keep content loose and approachable (respond to
menCons, ask/answer quesCons, engage in live chats)
• Experiment with different forms, formats, and channels
of communicaCon

15. BUILD YOUR DIGITAL PRESENCE
15
• Define who it is you want to reach, engage, and
influence – your audience or community
• Discover the conversaCons that audience is already
having and join in. Keep an eye on what’s emerging.
• Consume and share content from sources popular
with your audience – beFer yet, get your content in
these publicaCons!
• Showcase your passion and experCse. Be acCve.
Engage with people. You can’t win if you don’t play J

16. Q&A TIME

17. 17
Social Insights for Decision Makers
Leadtail came about from our desire to help marketing executives tap into the power of social media
to get closer to target buyers and radically improve their marketing strategies.
We work with innovative companies to develop social media strategies that leverage social insights
research. Our team has developed and implemented content and social media programs for leading
business brands and venture backed startups including: WageWorks, Robert Half, Neustar, Hoover’s,
and Zuora.
We publish social insights reports about a variety of decision maker groups such as CMOs, HR
professionals, IT executives, sales leaders, and CFOs. These reports have been referenced in
leading business publications including: The Wall Street Journal, Forbes, Entrepreneur, Adweek, and
MarketingProfs.
Interested in collaborating on a future social insights report?
Email us: hello@leadtail.com
Leadtail
Leadtail.com/blog
@Leadtail

18. LET’S CONNECT!
18
Karri Carlson
VP Social Insights
karri@leadtail.com
@heykarri
Carter Hostelley
Founder & CEO
carter@leadtail.com
@CarterHostelley