We wrote a lot of social spotlights over the past year. And while our writers usually rely on outside observation and research to inform our content, we just felt it was appropriate to make this spotlight a bit more personal. In person, Drift, the sales acceleration platform, is best.
That’s why we were thrilled when Pat Timmons, Drift’s social media manager, agreed to share some inside knowledge with us so we can deliver strategic advice straight from the source.
If your brand is looking to improve your social game, take notes (especially if you’re a B2B tech company). Few do it better than drift.
1. Keep it helpful
Drift’s Revenue Acceleration Platform enables brands to offer real-time engagement and personalized conversations to their viewers throughout a buyer’s journey. Her commitment to keeping customers at the center of their work is held particularly well on her social channels – which, according to Pat, is quite intentional:
“We have eight leadership principles that keep us on the ground – the first (and perhaps most important) is to put the customer at the center of everything we do – which is also central to our goal and philosophy of our social channels. With every interaction, we want to be helpful and make sure our customers get the information and support they need. ”
And wow, they deliver. After all the time I’ve spent studying their social channels, one thing was crystal clear: Drift really, really wants me to succeed. There is no shortage of valuable content on Twitter, Instagram, Facebook, LinkedIn and YouTube that should help me – the consumer – learn, grow and achieve my goals. Here Pat throws a little more light on the pillars of Drift’s content:
“The bulk of our social calendar is focused on our blog content, podcasts, drift insiders, thought leadership from executives and other drifters, and tips on using our products and solutions that we know will be relevant to our customers.”
We can no longer think of marketing, sales and customer success as separate teams.
You’re a single sales team focused on helping customers thrive in this new normal.
Here are 5 steps you can take to get the most out of your sales team: https: //t.co/EXK9qOkxm8
– Drift ⚡️ (@Drift) February 26, 2021
Make it yours
The next time you brainstorm your content strategy, consider your most frequently asked customer questions, relevant industry topics, and the most important points for your audience. The goal is to add value to everything you share and consistently find new ways to support your customers.
2. Keep it human
Something else that struck me immediately when I checked out their social channels – Instagram in particular – was all of their faces. And if there’s no face, there’s likely a quote or good ol ‘UGC in its place. As a B2B tech company, it’s so important to remind your audience that there are real people behind your brand – let alone damn smart people with a lot of valuable experience and expertise.
That’s why I think it’s great that Pat’s team often draws other Drift employees into discussions with their community:
“When someone is certified by Drift, several team members congratulate them. Often times, when a customer has a question, the person who is directly involved with that part of the business answers. It shows our community and our customers that we hear them and are there for them. “
Zareena (aka Z) joined @Drift almost three years ago and takes care of everything that is legal.
She’s known in the office for being fun with legal matters and for creating something anyone can understand, as well as clever catchphrases like #nocrimes.
Get to know Z here: https: //t.co/OAdFXnRmo8
– Drift ⚡️ (@Drift) February 10, 2021
Make it yours
If you haven’t already done so, consider implementing a Meet the Team series where you introduce your audience to the brilliant people you can work with every day. If, like Drift, you want to go a step further, see if you can get the same teammates to engage more with your community – whether it’s answering questions or maybe even doing brief account takeovers.
3. Keep it open
Drift not only uses social media to open communication between the company and the community, but goes one step further and builds a bridge to its management team. Drift Founder and CEO David Cancel is a familiar face on the brand’s social media channels. This is a smart move considering that more than half of consumers want CEOs to be in person on social media. And according to Pat, it pays off:
“The thought leadership of our management and leadership teams is always good. For example, our founder and CEO, David Cancel, has a newsletter called The OneThing – and insights from it are often shared by our community on social media. ”
Make it yours
The newsletter idea is pretty ingenious – you can even reduce the scope while keeping the impact with an open letter, update, or post from someone at the exec level. Or you can try a (moderated) executive AMA for an hour. Another idea might be to take an existing column of content (product updates, article exchanges, industry news, etc) and only consistently get it from someone at the executive level versus your social team.
4. Keep it shareable
Do you remember the podcasts Pat mentioned earlier? They’re a staple in Drift’s content strategy – and for good reason! You’re basically the intersection of everything that Drift does so well (both socially and socially): conversation, growth tips, thought leadership, humanity, empathy, transparency, and visibility.
Those podcast episodes then become a gold mine for social content. Instead of just sharing a link to the episode, smart social teams like Pat’s break that content down into smaller, more digestible pieces like quotes or short clips that they can share on their networks.
“At Drift, we believe that content can (and should) be used across channels, and podcasts are a big part of that strategy. Mark Kilens, our VP of Content and Community, often refers to our strategy as the solar system. The sun is the original content (e.g., a podcast, event, webinar, etc.) and the planets are social posts, blog posts, emails, and more. ”
Well, let me just say, Pat: This strategy is … out of this world (forgive me).
What will the growth role look like in the future?
Will Wong, VP Lifecycle at Disney + & ESPN +, gives a good look at what to expect, how different parts of the role have been marketed, and more.
Listen to the full episode here: https://t.co/ymaFUkdthX pic.twitter.com/yiZ4N7kaQJ
– Drift Podcasts (@DriftPodcasts) February 18, 2021
Make it yours
Think about how to turn a piece of content into several parts to share on social networks by highlighting the most impactful parts. Quotes are always a great option, as is sharing others’ positive responses to this larger piece of content – a great way to communicate value without having to say it yourself.
5. Leave it on camera
As part of this solar system strategy, Drift also video-records its podcast recordings and converts them into digestible clips for the audience to enjoy. Which makes sense – not just because video does so well on social networks, but also because it’s been a core part of Drift’s strategy since day one. In fact, three of Drift’s earliest marketing staff were video producers. Pat even started out as a video intern. Not to mention the drift video solution.
And while video has always been a challenge for growing marketing teams, the pandemic has only made things difficult. Fortunately, according to Pat, Drift shares a solution for this too:
“It was a big focal point when we moved away. We’re hosting a variety of events that are now virtual so our team quickly made speaker film kits at home. For our most recent Drift Insider certification, each instructor was given a film set so that they could film from the comfort of their own home. ”
There’s that signature empathy again.
Make it yours
Take in as much as you can. Events, podcasts, AMAs, personalized responses to customer questions, product launches, etc. Share short clips on social networks to tease future events and conversations and provide continuous value to your audience in the most engaging format.