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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Social Media Sharing - It's Kind of a Big Deal
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Speakers
Carra ManahanMarketing Programs Specialist, Marketo
@CarraManahan
#marketo
Glenn GaudetPresident and
Founder, GaggleAmp
@glenng
Page 3© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Quick Housekeeping
• Chat box is available if you have any questions
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the slides/recording
• Twitter Hashtag: #marketo
Page 4© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Social Sharing
• Half of all social media users under age 35 follow their online friends’ product and service recommendations
• 43% of US marketers have found a customer through LinkedIn• 93% of marketers use social media for business
Page 5© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Social Network
Page 6© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Actual Social Network
The real opportunity lies in the ability to reach their network of friends.
Page 7© 2013 Marketo, Inc. Marketo Proprietary and Confidential
70% trust friends
and family
<20% trust
company messages
Page 8© 2013 Marketo, Inc. Marketo Proprietary and Confidential
5 Keys to Social Sharing Success
1) Encourage the Share2) Visuals3) Make Every Campaign
Social4) Have the Right
Resources5) Measure Results
Page 9© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Encourage the Share
Page 10© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Visuals
Page 11© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Reach
& E
ng
ag
em
en
t
Soci
al Li
ft
Soci
al Li
ft
Soci
al Li
ft
Soci
al Li
ft
Soci
al Li
ft
Landing Pages
Website Facebook Pages
Paid Ads Email
Soci
al Li
ft
Events
Making Every Campaign Social
Page 12© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Have the Right Resources & People
Page 13© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Measure Results
Page 14© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Social Programs
1) Facebook2) Twitter3) LinkedIn4) Slideshare
Page 15© 2013 Marketo, Inc. Marketo Proprietary and Confidential
• Organic Reach: 64,576
• Paid Reach: 93,056• Clicks: 7.1K• Engagement: 17.3K
Page 16© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Landing Page Opens in Facebook
Facebook Tabs
• Names go directly into your marketing automation
Page 17© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Lead Generation Cards
Page 18© 2013 Marketo, Inc. Marketo Proprietary and Confidential
• Lead data syncs to marketing automation platform
• Requested asset is sent directly to Twitter user’s email inbox
• Engage in the buying cycle and nurture accordingly
Page 19© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Company Updates
• Utilize your company page to promote your content
Extra lift
Page 20© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Slideshare
eBook: 18K viewsSlidedeck: 353K views
Lead Gen Form
Page 21© 2013 Marketo, Inc. Marketo Proprietary and Confidential
GaggleAMP
• Encourages employees to share your content with the right message
Page 22© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 23© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Test & Tune With Social Funnel Metrics
Measure,
Test and
Optimize
Coloring Book Referral Resultsas of 9/11/2013
• 341 participants shared
• 400 registered downloads
• 20% increase in registered downloads
Page 24© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 25© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Virtual Event Referral Resultsas of 9/11/2013
• 916 participants shared
• 334 registered for the event
• 36% increase in registration!
Page 26© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Results
Visits via Social Referral (YTD): 455,955Conversions (TYD): 34,333
Source: Marketo Data as of Jun-2013: Marketo Revenue Cycle Analytics
Social is very important for brand and content amplification.
Page 27© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Engaging Stakeholders
• People ARE talking about your company• Who are your stakeholders?• Affinity levels• Role of privacy• Value of a share• GaggleAMP/Marketo Integration
Page 28© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Like It or Not…
People Are Talking About Your Company
Page 29© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Proactive
Get ahead of it.
Page 30© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Reactive
Or get squashed by it!
Page 31© 2013 Marketo, Inc. Marketo Proprietary and Confidential
How do you get ahead of it?
Simple… don’t do it alone.
Page 32© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Engage Stakeholders
Who are they?
Page 33© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Fans
• Justin Bieber is #1 on Twitter
• Retweets .08%• Favorites .05%
• How about your fans?
Page 34© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Customers
• Dropbox went viral on social media
• Earn free service for sharing social media
Page 35© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Resellers
• ARCserve Resellers• CA provides social
media content to their ARCserve resellers
• Industry Knowledge & Product
Page 36© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Employees
• Global Services provides social media content to employees
• Thought Leadership
Page 37© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Employee Case Study
• XO Communications (B2B Boradband Supplier) put 250 sales people on GaggleAMP
• One salesperson within a week of got two leads by updating LinkedIn status which led to $10K/month in business
• XO follows a post strategy of 9 industry posts to one XO related post
• Sharing has increased blog traffic by 10% and visitors have a 30% higher visit time
• ROI: Cost per lead from sharing is significantly lower than the other traffic driving driving vehicles they use
• The point is to increase sharing, GaggleAMP makes it easy.
Page 38© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Affinity Levels
Higher Affinity
Lower Affinity
Employees
Partners
Resellers
Customers
Prospects
“Fans”
Page 39© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Role of Privacy
• Stakeholders want to help, but don’t want to “hand over” the keys to their social accounts.
• Track the aggregate results rather than an individual’s.
• Opt-in is crucial to success.
Page 40© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Value of Sharing
Page 41© 2013 Marketo, Inc. Marketo Proprietary and Confidential
GaggleAMP
• Integrates with Marketo
Page 42© 2013 Marketo, Inc. Marketo Proprietary and Confidential
GaggleAMP
• Amplifies social media and provides rich lead tracking information to Marketo
Page 43© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Contact Information
• Glenn Gaudet• President & Founder, GaggleAMP• @glenng
• GaggleAMP• http://gaggleamp.com• 888.677.4528
• Special Offer – 2 Week Trial of GaggleAMP• http://gaggleamp.com/webinar06