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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Measuring Social Marketing:
Finding the True ROI Through Peer-to-Peer
Engagement
Sanjay Dholakia: CMO, Marketo
Kelly Jo Horton: Sr Manager, Social Marketing Professional Services, Marketo
Nisha Ahluwalia: VP of Product Marketing, RingCentral
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Nisha Ahluwalia VP of Product Marketing
RingCentral @nishaahluwalia
Sanjay Dholakia CMO, Marketo
@sdholakia
#SMROI
Kelly Jo Horton Social Marketing
Professional Services Marketo
@kellyjohorton
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for a Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the slides/recording
• Twitter hashtag: #SMROI
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Biggest pain point in social is attribution
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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Landing
Pages Website Facebook
Pages Paid Ads Email
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Events
Making Every Campaign Social
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Numbers
• 700 Billion – minutes spent on Facebook each month
• 2 Members Every Second - LinkedIn
• 1 Million – Twitter accounts added daily
• 32 Billion – Search queries Twitter handles per month, more than Bing and Yahoo combined
• 40% – Percentage of social media driven purchases Pinterest is projected to account for by Q4 2012
• 1 Billion– Active Facebook users
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
“The basic idea here is that the best type of
advertising is a message from a friend.”
- Mark Zuckerberg
Peer-to-Peer
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Social Marketing – The Social Media Clutter
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Identify Your Customer Currency
What’s in it for me?
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Measuring Success – The What
Traffic, Interaction, Sharing, Conversions, Reach
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Measuring Success – The Where
Social Networking Channels
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Measuring Success – The Who
Social CRM
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Socialized business at RingCentral
Social
Product Feedback
Thought leadership
Product launches, marketing programs
Customer care
Social enterprise
• Increase brand
awareness
• Improve customer
experience
• Enhance brand
image
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
What we use
• Social Channels • Facebook
• RingCentral Blog
• Forum
• Yelp
• Google Plus
• YouTube
• Quora
• Blogs
• Flickr
• Social Tools • Marketo
• Salesforce
• Hootsuite
• Social Dynamx
• Scoop.it
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Results
Entered sweepstakes
40% Shared via social
28% Survey respondents
1200 189,000+ social impressions
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Key Takeaways
1. Always experiment
2. Be authentic
3. Keep it relevant
4. Make everything more social
5. Find, promote and leverage superfans
Integrate cross marketing
Socialize
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Visual Content Helps Stand Out
145,000
views
17,000
views
eBook Interactive Infographic
Hits and Long-Tail Content
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Facebook Timeline Campaigns
36% of our fans saw this (~9K) Paid added almost 35K views, all but 24 Likes Promoted Posts increase views (>25%), amplify to friends
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Facebook and EdgeRank
• Time Decay • Weight • Affinity Social nurturing
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Twitter Promoted Tweets
• Combination of search & timeline campaigns
• $109k invested • 2,995 Prospects • $ per Prospect: $37 • $290k pipeline to date
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Slideshare
• $5k invested • 2,765 names • 57 new prospects • $ per Prospect: $94 • $107k pipeline to date
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
ROI On Social Advertising: Tale of Two Ads
• Facebook and LinkedIn display ads not effective (yet)
• Twitter drove many Prospects, especially early on, but slow to convert to Lead
• Facebook memes are working great (but still new)
• Slideshare great for acceleration (not lead gen), but smaller
Source: Marketo Revenue Cycle Analytics
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Gets Lift From Social Campaigns
Results:
• Ran “Share to Win” Contest
• 5 referred downloads earned a printed
copy and t-shirt
• On average, each share resulted in 25 clicks
• Reached 70k+ via social channels
• 300+ new leads from social channels
Through the use of Marketo’s social campaign functionality, we can now tie specific influencers to social campaigns, and measure the ROI of our social investments.
Jason Miller Social Media Programs Manager
Social Objectives
Campaign: Guide to Social Marketing
• Monitor and reward top brand influencers
• Generate and track new leads and
prospects through social channels
• Promote every campaign socially
• Analyze ROI from social investments
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Lead Nurturing Relevance
1. BUYING STAGES • Early / Mid • Late (Opportunity) • Customer
2. PERSONA • Molly Marketer • Sam Sales • Jack Executive
Get The “Definitive Guide to Lead Nurturing”
http://bit.ly/DGtoLN
3. DYNAMIC CUSTOMIZATION • Industry Wrappers • Size Specific Examples • Localization
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Re
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Socia
l Lif
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Socia
l Lif
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Socia
l Lif
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Socia
l Lif
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Socia
l Lif
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Landing
Pages Website Facebook
Pages Paid Ads Email
Socia
l Lif
t
Events
Making Every Campaign Social
Page 37
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Key Takeaways
1. Leverage “peer-to-peer” influence to give every campaign a social boost
2. Pick the right “currency” to motivate social engagement
3. Authentic social interaction drives more ROI than paid ads
4. Most leads are not “ready-to-dance” – nurture relationships over time
5. To measure ROI of social, you need to track all interactions with an account
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