Social media integration into marketing campaigns – Does it Drive Leads?

111/16/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved.

Social Media Integration into Marketing Campaigns – Does it Drive Leads?November 16, 2010


Agenda

Manticore Technology Overview Speaker Introduction Campaign Components Social Media Integration Process Impact of Social Media on Overall Results Social Media Lessons Learned Q&A


eBook Campaign Overview Manticore needed demand generation campaign for 2H

2010. Primary Goal:

1. Drive marketing qualified leads to sales Secondary Goals of campaign

1. Drive message of importance of process for success with marketing automation

2. Work with our growing partner to increase their exposure3. Test social media to see if it worked

With the right campaign, we could accomplish all four of these


About Manticore Technology

Founded in 2001 Trusted provider of SaaS marketing automation

solutions since 2003 Companies of all sizes around the globe rely on

Manticore to manage and measure their marketing funnel.

Simply powerful marketing automation Developed for marketers Ideal combination of usability and power

It’s about process – not technology for technology sake People Process Technology


TECHNOLOGY MEDICAL & INSURANCE

FIANANCIAL

BUSINESS SERVICES

Customers Around the Globe

http://www.sharebuilder401k.com/

http://www.messageone.com/

http://www.planview.com/

http://www.healthstream.com/index.htm

https://www.upsbrandexchange.com/Logoff.awsp

http://www.advantec-hr.com/default.aspx

http://www.fleetpartners.com.au/

http://www.gomez.com/


Featured Speaker

Emily MayfieldSenior Marketing Manager

@Manticoretechwww.manticoretechnology.com/blog

http://www.manticoretechnology.com/blog


Campaign ComponentseBook: The Quintessential Marketing Automation Guidebook

10 contributors; 9 separate sections lead nurturing process

email

landing pages

blog posts


Social Media Integration

Social Share Icons in the eBook

What is Social Sharing?



Integrating Social Media into Lead NurturingDemandBoosterTM Lead Nurturing Process

Email Sent with promoting section 1

Two choices:

Download Section (No registration)

Register & DL Complete Guide

Follow-up Email to Blog Interview

Blog Post



Blog – Content Re-purposing Review two sections a week on Funnel Focus blog Follow-up Interview posted 2 weeks later – links back

to reviewLink to complete section; section linked to download

Follow-up interview integrated into lead nurture; drove additional downloads

*Same Content re-purposed 4 times*


OUTBOUND EMAIL CAMPAIGNS

SOCIAL MEDIA DISTRIBUTION




Author Community Participation Initiated partnerships between authors

to review sections

Notified authors when & where section reviews and interviews posted

Chose authors active in social media

Integrated eBook encouraged social media participation


Overall Campaign Results

Lead Generation: Campaign generated 175% MORE LEADS than previous

non-integrated campaigns 82% of registrants from lead nurturing/email 18% directly from social media initiatives

Opportunities (Deals in Pipeline) : 60% produced from social media efforts Potential revenue from social media 2X MORE than lead

nurturing/email


Overall Results Cont.

Campaign ROI: Year-to-Date: 117% ROI ROI Pipeline: 1055% ROI

Based on # of opportunities open in pipeline

ROI of email only (no social media): ROI Pipeline: 256%


Key Takeaways

Does Social Media Drive Leads? 18% of leads came directly from social media

efforts

Quality vs. Quantity 80/20 Rule (not quite)

20% of leads came from social media Social Media made up for 60% of opportunities

Look past # of leads generated to determine the value of social media

YES!


Social Media Lessons Learned

Interactive Share Chicklets in eBook: Costly and Ineffective

Spent about $800 to ingrate into eBook – saw very few click-thrus

Alternative: Integrate them into a landing page – Less expensive, more effective


Social Media Lessons Learned

Author Participation #1 driver of social media success The more active the author, the

better the lead gen Delivering content with no

registration drives leads 40% of registrants downloaded at least 1

section before registering


Lead Nurturing Lessons Learned

Two-touch campaign is enough Significant drop off in section & eBook

downloads after 2nd offering Jump in Unsubscribes

1235 Downloads 585 Downloads

52 Downloads 17 Downloads


Remember…

Tested: social media as an integral part of a lead nurturing campaign

Not tested: social media as a stand alone


Summary

Social Media Integration into a Campaign – Does it Drive Leads? YES

Community & multiple social media participants in the right industry is CRITICAL.

Content re-purposing prolongs the life of the campaign & boosts registration rates.

You do not need to have a huge social media following to get results


Q&A


Contact Information

Emily Mayfield@Manticoretech

www.manticoretechnology.com/blog

http://www.manticoretechnology.com/blog