guía para b2b social media

COMPENDIUM 2012

The B2B Guide to Social Sharing

2012

A GUIDE BY

COMPENDIUM 2012

The Tie Between Social Media and Corporate Blogs

Perhaps the most important takeaway from this study is the fact that the majority of marketers who

manage their company’s blog are also managing their company’s social media efforts. This means that

probably you, and your counterpart at your fiercest competitor, are responsible for effective and effi-

cient execution on two content-heavy and ever-changing digital channels. In other words, you have a lot

of writing to do, a lot of new technology to keep up with, and an even bigger challenge of orchestrating

all of the madness to deliver successful metrics.

Good social media marketing requires good content. Creating good content gives businesses something to

talk about and share in social media channels to make their business relevant and helpful. Being relevant

and helpful is the key to content marketing success.

What Works for Social Sharing

B2B B2Cvs.

Sponsored by

Measured. Results.

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www.compendium.comwww.dknewmedia.com

Why this data matters

73%

The fact that 73% of blog administrators are also managing their company’s social media channels is an indicator that many businesses are maturing in their approach to content marketing. While content was once lever-aged in one specific channel, marketers are now realizing the benefit, and need, of polli-nating their content across multiple channels.

Ideal social message length

Including a hashtag in social messages

Messages on LinkedIn receive 56% more clicks if they include a hashtag for B2B.

56% more

When to say it

Timing can be everything when it comes to getting the most out of your social media marketing efforts. Whether it’s the day of the week, the hour of the day, or even the minute of the hour, timing can make a difference in how many impres-sions your message makes

What hour of the day should I share content?

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11

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9 Content shared to LinkedIn is generally read in the morning and around lunch.

Content shared to Face-book is generally read around lunch.

Day of the week to share content

S M Tu W Th F S

B2BSharing content on Sunday yields more clicks onLinkedIn than any other day of the week for B2B.

Part of the hour for sharing content

Content on LinkedIn is generally read around the top and bottom of the hour for B2B.

Content on Twitter is generally read around the top and bottom of the hour.

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Compendium is a content marketing platform that helps organizations capture and create original content in a branded hub for distribution to any marketing channel. If you have questions about our content marketing platform or would like to see a demo, visit our web-site at

or email us at www.compendium.com [email protected]

What to say

Sharing content on Wednesday yields more clicks on Twitter than any other day of the week for B2B.

Content shared to Twitter is consumed from couple hours before lunch.

11

AM10

Messages on Twitter receive 193% more clicks if they include a hashtag for B2B.

193% more

Share

16-25 words is the ideal message length for Linke-dIn for B2B.

Tweet

11-15 words is the ideal message length for Twitter for B2B.

TwitterView my profile page

320 105 95TWEETS FOLLOWING FOLLOWERS

105

Including a question mark in social messages

LinkedIn messages receive 25% less clicks if they include a ? for B2B.

Twitter messages receive 39% less clicks if they include a ? for B2B.

39%

25%

Including an exclamation mark in social messages

Using exclamation marks results in 26% more clicks on LinkedIn for B2B.

Using exclamationmarks results in 15% less clicks on Twitter for B2B.

Using a number in your LinkedIn message has no real positive or negative effect for B2B.

Using a number in social messages

Using a number in your Twitter message generates 50% more clicks for B2B.

COMPENDIUM 2012

Here’s why:

» Promoting your blog content on your social

networks will help you get more return on your

time/money spent creating the content. More

impressions will yield more visits.

» Social media is a great place for great content.

Your best blog content will not just show up in

your followers’ feeds. If it is truly good content,

your followers are likely to re-share your content

with their followers, and this will result in expo-

nential exposure for your content.

» When you write great content and spread it

on social networks, those who are interested

will click and land on your branded pages. Your

branded pages can be much more optimized for

conversion than your social media pages since

you have full control of your branded pages’

layouts and components.

» If you are sharing great content on social net-

works that doesn’t exist on your blog or con-

tent hub, you are missing out on a huge SEO

opportunity. If your content is on your blog, it

will generate links and social indicators (likes,

shares, +1s, etc.) that will benefit your website’s

domain. Search engines pay attention to these

factors when determining which pages to serve

up in their search results.

» Blog content is permanent – social content

is not. Let’s pretend that you posted a great

Thanksgiving recipe on Facebook that received

thousands of Likes. When Thanksgiving comes

around next year, that post will be long gone.

However, if you post the recipe on your blog,

you can re-share it year after year. In addition,

the recipe will be indexed by the search engines

and will likely drive search traffic as well.

If you aren’t using your corporate blog to fuel your social media strategy, you are almost certainly not

as effective and efficient as you could be.

For great examples of companies using their blogs to power their social media (and other) strategies see:

COMPENDIUM 2012

Knowing what to say and how to say it is criti-

cal when optimizing your social media strategy.

Some tactics are effective on one network but

not on another. There have been many studies

released that provide aggregate data, but we’ve

found that aggregate data is often misleading. It’s

important to know what is true for each network

and for which industry. Below we’ve distilled our

research to provide some tactical advice. Use our

data to get your strategy started, but don’t forget

to test and measure what works specifically for

your industry and your social followers.

WHAT TO SAY

COMPENDIUM 2012

What is the ideal social message length?

Having the right message length can help provide context to the information you are sharing without

going overkill and making your message too long. Use the data and takeaways below to ensure that

your message is just the right length for each social network.

TAKEAWAYS

» 11-15 words is the sweet spot for Twitter, and you’re safe to use up to 25. Go any shorter, and

your message will likely lack enough information to draw people in.

» LinkedIn postings should aim for 16-25 words, but you are safe to go shorter if necessary.

Good examples:


B2B B2Cvs.

Sponsored by

Measured. Results.

Infographic by



73%





56% more

When to say it



11

AM

11

AM10




S M Tu W Th F S





0

15

30

45

0

15

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What to say



11

AM10


193% more

Share


Tweet




105




39%

25%







COMPENDIUM 2012

Should I use a question mark in my social messages?

Many marketers use question marks in their social messages because they think it will draw a response or

spark a conversation. Before you jump on their bandwagon, take a look at what the data says.

TAKEAWAYS

» Using a question mark in your message on Twitter and LinkedIn is not a good idea most of the

time. People tend to look to Twitter and LinkedIn for information and using a question mark

poses a question rather than provides an answer.

» Look to Facebook to do more polling and question asking.


B2B B2Cvs.

Sponsored by

Measured. Results.

Infographic by



73%





56% more

When to say it



11

AM

11

AM10




S M Tu W Th F S





0

15

30

45

0

15

30

45



What to say



11

AM10


193% more

Share


Tweet




105




39%

25%







COMPENDIUM 2012

Is it effective to use exclamation marks in my social messages?

As marketers, we’ve been taught that it is important to create a sense of urgency for your prospects. Just

think about all of those local car dealership commercials you’ve seen. You know, the ones where the guy

breathlessly screams at you to stop by on Sunday (Sunday, SUNday, SUNDAY!). Before you start “yelling”

at your followers on every social channel, check to see where your urgency will be well received.

TAKEAWAYS

» Using exclamation marks will get you more clicks on LinkedIn, but it will have the reverse ef-

fect on Twitter. Be sure to only use exclamation marks when relevant – if everything is exciting,

nothing is exciting.


B2B B2Cvs.

Sponsored by

Measured. Results.

Infographic by



73%





56% more

When to say it



11

AM

11

AM10




S M Tu W Th F S





0

15

30

45

0

15

30

45



What to say



11

AM10


193% more

Share


Tweet




105




39%

25%







COMPENDIUM 2012

Is it more effective to use hashtags in my social messages?

The use of hashtags has been all the rage since Twitter came along. Below you can see just how effective

using a hashtag can be – but don’t think that hashtags are only good for Twitter.

TAKEAWAYS

» As you may have guessed, using hashtags on Twitter is much more effective than not. However,

don’t forget to also use hashtags when posting to LinkedIn. LinkedIn users are also able to follow

conversations using hashtags – making their use effective there as well.


B2B B2Cvs.

Sponsored by

Measured. Results.

Infographic by



73%





56% more

When to say it



11

AM

11

AM10




S M Tu W Th F S





0

15

30

45

0

15

30

45



What to say



11

AM10


193% more

Share


Tweet




105




39%

25%







COMPENDIUM 2012

What is the effect of using a number on Twitter and LinkedIn?

It is generally accepted that social media posts and blog titles with numbers in them generate more click-

throughs. However, the use of numbers seems to have much more of an effect on Twitter messages than

LinkedIn messages.

TAKEAWAYS

» Surprisingly, using a number on LinkedIn is not going to do you much good. Still it won’t hurt

you either, so use numbers when appropriate.

» The Content Marketing best practice of using a number in your titles and promotional messages

reigns true on Twitter.

Good example: “Check out this post for 3 great content marketing tips.”

Bad example: “Here are some content marketing tips.”


B2B B2Cvs.

Sponsored by

Measured. Results.

Infographic by



73%





56% more

When to say it



11

AM

11

AM10




S M Tu W Th F S





0

15

30

45

0

15

30

45



What to say



11

AM10


193% more

Share


Tweet




105




39%

25%







COMPENDIUM 2012

Timing can be everything when it comes to getting

the most out of your social media marketing efforts.

Whether it’s the day of the week, the hour of the

day, or even the minute of the hour, timing can make

a difference in how many impressions your message

makes. This next section provides some tips to keep in

mind when it comes to keeping your messages on time.

WHEN TO SAY IT

Day of Week:Which day should I share content to get the most clicks?

More social network activity doesn’t necessarily mean more clicks on your social messages. Look below

to see which days you are most likely to get the highest number of clicks per share. Remember that your

results may vary depending on your industry.

TAKEAWAYS

» LinkedIn offers more clicks per share earlier in the week. Specifically, don’t neglect sharing content

to LinkedIn on Sundays, when many people spend time preparing for the week ahead.

» Maintain a rather even spread of content sharing on Twitter. However, be sure to share your

juiciest content on Wednesday.


B2B B2Cvs.

Sponsored by

Measured. Results.

Infographic by



73%





56% more

When to say it



11

AM

11

AM10




S M Tu W Th F S





0

15

30

45

0

15

30

45



What to say



11

AM10


193% more

Share


Tweet




105




39%

25%







Hour of Day: What time of day should I expect to receive traffic from Facebook, Twitter, and LinkedIn?

TAKEAWAYS

» Facebook content does well around lunchtime and later in the afternoon. This is because many

people get on Facebook during lunch and towards the end of the workday. Schedule your Facebook

content for the last half of the workday.

» Schedule tweets between 10am and 2pm. Many people check their Twitter stream after they

settle into the office, but they are less likely to check it once they start wrapping up for the day.

» Focus your LinkedIn activity on the first half of the day. While I am not absolutely certain why

traffic comes from LinkedIn in the morning, my hypothesis is that most people get their LinkedIn

update email in the morning, which drives a higher volume of LinkedIn activity – resulting in more

LinkedIn traffic during the morning hours.


B2B B2Cvs.

Sponsored by

Measured. Results.

Infographic by



73%





56% more

When to say it



11

AM

11

AM10




S M Tu W Th F S





0

15

30

45

0

15

30

45



What to say



11

AM10


193% more

Share


Tweet




105




39%

25%







What is the best minute of the hour to share content on Twitter and LinkedIn?

Perhaps the most surprising finding from our study is that what minute of the hour you post your social

message actually matters. Be sure to notice the specific pattern for each social network below.

TAKEAWAYS

» Twitter content is more likely to be consumed during the top and middle of the hour. This is

likely due to the reader’s need to check their Twitter feed in between meetings.

» Schedule your LinkedIn posts for the middle and bottom of the hour. This is also likely due to

the reader’s need to check updates between meeting times.


B2B B2Cvs.

Sponsored by

Measured. Results.

Infographic by



73%





56% more

When to say it



11

AM

11

AM10




S M Tu W Th F S





0

15

30

45

0

15

30

45



What to say



11

AM10


193% more

Share


Tweet




105




39%

25%







Conclusion

Having reviewed the findings and action points from our study, you are now better equipped to plan your

content marketing strategy towards the B2B audience on Twitter and LinkedIn. However, it is important

to remember that each company’s followers have their own behaviors and interests, and it is best practice

to monitor what works for your individual audience and adjust accordingly. Most importantly, this study

reinforced the idea that using blogs and content hubs to fuel your social strategy is an efficient and effective

strategy for most companies.

Study Details and Additional Resources

For this study, we looked at analytics from over 300 companies on the Compendium platform.

Specifically we looked at their web analytics, mined Bitly data for content shared to Twitter and

LinkedIn through the Compendium Platform, and surveyed blog administrators.


B2B B2Cvs.

Sponsored by

Measured. Results.

Infographic by



73%

The fact that 73% of blog administrators are

also managing their company’s social media chan-

nels is an indicator that many businesses are ma-

turing in their approach to content marketing.

While content was once leveraged in one spe-

cific channel, marketers are now realizing the

benefit, and need, of pollinating their content

across multiple channels.


LinkedIn messages receive 25% less

clicks if they include a ? for B2B.

LinkedIn messages receive 45% less

clicks if they include a ? for B2C.

Twitter messages receive 39% less

clicks if they include a ? for B2B.

Twitter messages receive 52% less

clicks if they include a ? for B2C.

B2B B2C


39%

25% 45%

52%


B2B B2C

Using exclamation

marks results in

26% more clicks

on LinkedIn for B2B.

Using exclamation

marks results in

15% less clicks on

Twitter for B2B.

Using exclamation

marks results in 8%

less clicks on Twitter

for B2C.

Using exclamation

marks results in

27% more clicks

on LinkedIn for B2C.


Messages on LinkedIn receive 56% more

clicks if they include a hashtag for B2B.Messages on LinkedIn receive 20% less

clicks if they include a hashtag for B2C.

##### ##

#########

56% more

Messages on Twitter receive 193% more

clicks if they include a hashtag for B2B.

Messages on Twitter receive 82% less

clicks if they include a hashtag for B2C.

####### ###########

20% less

193% more

82% less

#

Using a number in your LinkedIn message has no real

positive or negative effect for B2B and B2C.


more clicks50%

more clicks3.5%

Using a number in your Twitter message

generates 50% more clicks for B2B.

Using a number in your Twitter message

generates 3.5% more clicks for B2C.

When to say it

Timing can be everything when it comes to getting the most out of your social media

marketing efforts. Whether it’s the day of the week, the hour of the day, or even the

minute of the hour, timing can make a difference in how many impressions your mes-

sage makes


11

AM

12

4

5

PM

11

AM

10

9

121

PM

Content shared to Face-

book is generally read

around lunch and during

the late afternoon.

Content shared to Twitter

is consumed from a couple

hours before to a couple

hours after lunch.

Content shared to LinkedIn

is generally read in the

morning and around lunch.

11

AM

10

121

2

PM


S M Tu W Th F S

B2B B2C

S M Tu W Th F S

Sharing content on Sunday yields more clicks on

LinkedIn than any other day of the week for B2B.Sharing content on Monday yields more clicks on

LinkedIn than any other day of the week for B2C.

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30

45


0

15

30

45

Content on LinkedIn is generally

read around the top and bottom

of the hour for B2B.

B2B B2C

Content on LinkedIn is generally

read evenly throughout the hour,

but content shared 10-15 minutes

into the hour tends to do poorly

for B2C.

Content on Twitter is generally read around the

top and bottom of the hour for B2B and B2C.

0

15

30

45

Compendium is a content marketing platform that helps organizations capture and create original

content in a branded hub for distribution to any marketing channel. If you have questions about

our content marketing platform or would like to see a demo, visit our website at


What to say

Sharing content on Wednesday yields more

clicks on Twitter than any other day of the

week for B2B.

Sharing content on Monday and Wednesday

yield more clicks on Twitter than any other

days of the week for B2C.

Share

16-25 words is the ideal

message length for LinkedIn

for B2B.

Share

21-25 words is the ideal

message length for LinkedIn

for B2C.

Tweet

11-15 words is the ideal mes-

sage length for Twitter for

B2B.



105 Tweet

1-5 words is the ideal mes-

sage length for Twitter for

B2C.



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