oktopost 5 mins jan 2014

Socially-Driven B2B Content Marketing

What Are People Saying About Us

Oktopost: Fast Facts

Oktopost is a social media marketing platform designed for B2B content distribution

Enables large-scale content marketing across LinkedIn, Facebook, Google+, Twitter

Offers message-level social analytics for every stage of the funnel, from posts to conversions

Measures social media ROI by tracking sales back to unique social media posts

Integrates with third-party platforms such as Salesforce.com, Marketo and Google Analytics

B2B Content Marketing Today

Content creation is a fundamental part of any modern marketing strategy B2B marketers have largely transitioned to creating and distributing content digitally

Most companies think of content in an itemized way (blog post, video, eBook, case study, webinar, white paper)

Content today aims to educate prospects and establish thought-leadership in the industry, and not directly close sales

The Next Stage: B2B Social Content Marketing

Social content is content, too. A message posted on a social network has the power to engage prospects, generate leads and increase brand awareness. This content can be managed, optimized and measured like any other traditional type. In the social age, content can be 140 characters, or 25 pages.

Tweets are Content.

Facebook posts are Content.

Slideshare presentations are Content.

LinkedIn Group comments are Content.

Oktopost: Built for B2B Social Content Marketing

We are changing the paradigm, from Content Marketing, to Social Content Marketing.

• Explanation: Distributing content across multiple social channels to raise brand awareness and generate leads.

• Use Oktopost to schedule thousands of social posts for numerous profiles, at the most optimal times.

Distribution

• Explanation: Participating in conversations with prospects and existing customers across social media.

• With Oktopost, you can use the Social Inbox to receive and respond to comments made on any of your posts.

Engagement

• Explanation: Posting messages across the social web to promote products, services and marketing collateral.

• Utilize Oktopost to track performance of promotional posts and identify the networks that drive results.

Promotion

Measure Social Marketing Success with Oktopost

Understand which messages and channels drive top campaign results

Optimize language, keywords and messaging based on conversions

Drill down into LinkedIn Group performance: clicks v. conversions

Track leads back to the unique posts that drove them to your landing page

Why Oktopost is Better for B2B Marketing

Capture leads & Syncs with CRM

Yes Partial No No

ROI metrics & Actionable Data

Yes No No No

Network Specific Messaging

Yes No No Yes

Read comments from private LinkedIn groups

Yes No No No

Organize social activity in campaigns

Yes No No No

Thanks!(We have put two case studies on the following slides)

Questions? feel free to contact us @Oktopost or find us on Facebook

Cloudera Case Study

November 15, 2013

Cloudera: Company Background

• Palo Alto based enterprise data management company

• Provides software, support, services and training to data driven enterprises

• Grew to 450+ employees within 6 years

• Needed to get serious about social media

“With Oktopost we can clearly see how social media marketing

generates value for our business”(John Zuanich, Digital Marketing Manager)

Cloudera’s Conundrum

The Problem• Marketing department went

from four to seventeen employees in a single year

• Managing daily posts across all social channels became extremely time consuming

• Could not measure ROI from ad-hoc social posting

• Tools like HootSuite and Sprout Social were overpriced and included features that were not relevant to their marketing needs

What Cloudera Wanted• To see real business value

from social media• Central location for large-

scale content distribution through social media

• Integration with CRM’s like Salesforce.com

• Synchronized support for multiple team members across all social networks

Cloudera needed a social media strategy that could keep up with

growth

Our Solution: Oktopost

• The first tool of its kind that was built for B2B

• The only tool that measures effectiveness of social media marketing for B2B

• The only tool that bridges the gap between social media content marketing and lead generation

OktopostSolution for social media content marketing

• Cloudera was able to manage multiple social profiles and company pages from one place

• Participate in dozens of LinkedIn discussion groups related to big data

• Easily distribute content using all their social profiles and LinkedIn groups

CRM IntegrationSeamless syncing with top platforms

Salesforce.com• Oktopost synced all important lead

information with Salesforce.com• This valuable data helped

significantly increase the rate in which leads converted to sales

Social Media ROISee real business value

• Cloudera was able to see exactly which campaign a specific lead had come from

• Able to see the real business value of their social marketing activities

• Assess what type of content, and which social network, produced the highest ROI

Successful Campaign: Training Webinar

After starting to use Oktopost, Cloudera conducted a large scale campaign to bring attendees to a training webinar. The campaign was a huge success.

Clicks• Of 119 posts, the campaign received 986

clicks! Conversions • The webinar campaign brought over 130

conversions to registered attendees• Knowing which attendee eventually

converted to a paid customer, Cloudera was able to establish actual ROI for their activities with this campaign

Cloudera Today

Social Activities Growth• Cloudera has tripled its social

media activity since it started using Oktopost

LinkedIn Groups• Prior to using Oktopost,

Cloudera’s primary focus on LinkedIn was managing its company page

• Now Cloudera 5+ posts a day on dozens of LinkedIn discussion groups

In working with Oktopost, Cloudera not only found a solution that could keep up

with its growth, but accelerated its ability to keep growing

Thank YouQuestions? feel free to contact us

@Oktopost or on Facebook

Tom Martin Case Study

December, 2013

A Social Media Epiphany

Tom Martin, author of The Invisible Sale, decided to use Oktopost to promote his book via social marketing

While tracking the analytics of his social campaigns, Tom made an astounding discovery...

Tom Martin: Professional Background

• Over 20 years of experience in the advertising business, helping clients turn conversations into sales

• Globally recognized speaker and blogger

• Founder of Converse Digital, a digital marketing strategy agency

• Author of the book, The Invisible Sale

Tom needed to conduct large-scale social media distribution to promote his book

Oktopost revolutionizes the way B2B marketers use social media today.

(Tom Martin, author of The Invisible Sale)

Tom’s Invisible Challenge

Only one person (Tom) to execute all of the social marketing for the book

Unrealistic to manually post across all networks, including LinkedIn Groups

Difficult to accurately monitor and measure ROI of social media efforts

Tools like HootSuite and Sprout Social were more effective for “listening”, but not for large-scale distribution

Post valuable content for marketing purposes across all social networks

Leverage the power of LinkedIn Discussion Groups on a large-scale

Run the entire social media strategy by himself by means of a platform

Gain a thorough understanding of the effectiveness of his social marketing

The Problem Tom’s Solution

Tom sought the ability to use social

media for both marketing and

selling, with limited time and resources

Oktopost: The Visible Solution

The first platform that enables you to execute large-scale distribution to LinkedIn Discussion Groups

Robust engagement features, such as a single Social Inbox that lets you respond to comments on any post

Analytical data that lets users identify which Discussion Groups most effectively drive engagement

The only platform that tracks and measures the real business value of social media activities

Dominate LinkedIn Discussion Groups

With Oktopost, Tom was able to take a single piece of content and post it on a multitude of LinkedIn Discussion Groups, giving him access to tens of thousands of potential leads.

Powerful Content Distribution

Cost-Effective Resource Allocation

Using the Social Analytics Dashboard, Tom tracked clicks and conversions to understand which social networks generated the most sales, and then divided his resources accordingly

Making the Invisible, Visible

Tom could see precisely which campaign a specific lead came from

He gained deep insight into the true business value of his social marketing and social selling activities

Tom was able to assess what type of content - and which social network, delivered the highest ROI

Oktopost: Designed for B2B Content Marketing

By discerning between clicks and conversions, he intelligently allocated resources solely to the social networks that generated sales

Using Oktopost, Tom promoted and sold his book through social media without having to waste considerable time and money

Extensive Social Analytics for All Campaigns

Oktopost provided Tom with the

broadest view of KPI analytics for all of his social media activities

Think Beyond the Click

The book launch campaign was a resounding success:58 conversions and 18,271 clicks on posts

But do clicks tell the whole story…?

22% Conversion

.03071% Conversion

What to Measure: Clicks or Conversions?

At first glance it appears that Facebook was the most effective social network.A single Facebook post had 3,256 clicks!

However, clicks didn’t provide Tom with the full picture of what drives his results.

Conversions Drive Marketing Success

LinkedIn had fewer clicks, but provided a significantly higher conversion rate

22% Conversion Rate

0.031% Conversion Rate

When looking at conversions, everything changes…

Key Takeaways

A Click isn’t EverythingOnly looking at clicks can lead to inaccurately measuring the effectiveness of your campaigns, causing you to place your focus on social networks that don’t actually increase ROI

Conversions Tell the StoryBy seeing which networks and discussion groups converted the highest, you can understand where to apply your limited time and resources

LinkedIn: A Social Selling PowerhouseFor his social marketing and social selling needs, Tom understood that LinkedIn provided the greatest opportunity for success. He was able to take this realization and focus his attentions on the right places and drive sales for his book.

Oktopost helped Tom save time, reach an expansive target audience, and understand the

effectiveness of his social activities.

Find out more about how Oktopost can help you

Thanks!

Questions? feel free to contact us @Oktopost or find us on Facebook