Social Intelligence: How to Make Your Digital Campaigns Smarter

SMARTER DIGITAL CAMPAIGNSBOOST BRAND AWARENESS AND CONVERSIONS

MATTHEW ZITOVP OF PRODUCT, SYNTHESIO

@MATTHEWZITO

MATT ZILLISR. DIRECTOR OF MARKETING, MARKETO

@MATTZILLI

The Quest of Every Marketer

YOURCUSTOMERS

Todays World

2900

Marketing

Messages Per

Day

Consumers are Self-Directing Journeys66% to 90% of a Consumer’s Journey Today is Self-Directed (Forrester, 2014)

And Demand a Personalized Experience

87% of people demand a meaningful brand experience (Edelman Consulting, 2014)

A Transformation in Consumer Expectation

49%

48%

48%

33%

Personalized online ads promote offers and products from websites visited

Emails are based on past browsing and buying behavior

The shopping experience is personalized across channels

Social media feeds have personalized ads

Consumers are more likely to engage with a new brand and purchase when:

A Transformation in Consumer Engagement

MassMarketing

Focus on themessage

A Transformation in Consumer Engagement

MassMarketing

Focus on themessage

TransactionalMarketing

Focus on the transactions

A Transformation in Consumer Engagement

MassMarketing

Focus on themessage

TransactionalMarketing

Focus on the transactions

EngagementMarketing

Focus on long-term

relationships

ENGAGEMENT MARKETINGBuild personalized and lifelong relationships#1 – As Individuals

ENGAGEMENT MARKETINGBuild personalized and lifelong relationships#1 – As Individuals#2 – Based On What They Do

ENGAGEMENT MARKETINGBuild personalized and lifelong relationships#1 – As Individuals#2 – Based On What They Do#3 – Continuously Over Time

ENGAGEMENT MARKETINGBuild personalized and lifelong relationships#1 – As Individuals#2 – Based On What They Do#3 – Continuously Over Time#4 – Directed Towards An Outcome

ENGAGEMENT MARKETINGBuild personalized and lifelong relationships#1 – As Individuals#2 – Based On What They Do#3 – Continuously Over Time#4 – Directed Towards An Outcome#5 – Everywhere They Are

Personalized Experience in a Multi-channel World

LISTEN TO WHAT CUSTOMERS ARE SAYING

TURN CUSTOMER DATA INTO INSIGHTS

12%

2M 1M

BUILD SMART RECORDS IN MARKETO

SEE THE 360° VIEW OF YOUR CUSTOMERS

RECENT MENTIONS

MENTION VOLUMES

4.2%

FRIEND NETWORK

SRS = 86

BRAND POSITIVITY

EMAIL INTERACTIONS

WEB INTERACTIONS

EVENT ATTENDANCE

INTERNET OF THINGS INTERACTIONS

BUILD CONTENT & CAMPAIGNS ACROSS CHANNELS

MOBILE

EMAIL

WEB

SOCIAL

MOBILE

EMAIL

WEB

SOCIAL

DELIVER CONTENT AT THE RIGHT TIME

PERSONALIZEDMARKETING

BRAND LOYALTY& REVENUE

EXISTING CUSTOMER

BOOST LOYALTY AND CONVERSIONS

PERSONALIZED MARKETING

ORGANIC SHARES & REFERRALS

AUDIENCE GROWTH & REVENUE

BRAND LOYALTY& REVENUE

EXISTING CUSTOMER

NEW FANS/CUSTOMERS

GROW YOUR AUDIENCE & CUSTOMER BASE

LISTEN TO SOCIAL MORE INTELLIGENTLY

TO FIND NEW CUSTOMERS

ADD NEW CUSTOMERS TO YOUR MARKETING ECOSYSTEM

SMARTER DIGITAL CAMPAIGNSBOOST BRAND AWARENESS AND CONVERSIONS

MATTHEW ZITOVP OF PRODUCT, SYNTHESIO

@MATTHEWZITO

MATT ZILLISR. DIRECTOR OF MARKETING, MARKETO

@MATTZILLI

Questions & Next Steps

SYNTHESIO@SYNTHESIO

SYNTHESIO IS A PROUD LAUNCHPOINT PARTNER. VISIT THE LINK

BELOW TO LEARN MORE.

HTTP://SYNTHES.IO/MARKETO-LP

MARKETO@MARKETO

MARKETO.COM