Small BusinessSmall BusinessThe view from The view from main street.main street.
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About Viralheat About Viralheat
Easy to Use, Comprehensive & Data Driven
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• Market Overview
• Brand Challenges
• Case Studies
Agenda
The Move to Predictive Social Analytics
The Move to Predictive Social Analytics
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In the beginningIn the beginning
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It was easier to target customers It was easier to target customers
First online display banner ads delivered October 19941.
First ad on Facebook ran from Y2M in 20042.
The average teenager can only concentrate on homework for SIX minutes before switching
to a tech device!
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The Customer FunnelThe Customer Funnel
Before Today
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The Customer FunnelThe Customer Funnel
r
Customers Customers
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Marketing ChallengesMarketing Challenges
Social ROISocial ROI
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Brands engaging with social media at incredible levels Brands engaging with social media at incredible levels
Multiple tools and channelsMultiple tools and channels
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Closing the Loop – Centralized Social Data
OwnedOwned PaidPaid
EarnedEarned
Closing the Loop
•Closing the loop - providing
data/insight across all brand social activities - owned, earned, and paid. Centralized data can be integrated into core enterprise activities - CRM, Marketing automation, support, analytics and
advertising!
Page 17 © 2014 Marketo, Inc. #mktgnation14
Jeff: Do we need a how to get there transition?
So, So, howhow do we do we get there?get there?
1.1.Case StudyCase Study. – . – ContentContent
You don’t always needYou don’t always needto burn time on to burn time on new new ideas.ideas.
2.2.Case StudyCase Study. - . - IdentifyIdentify
A Life Changing Event
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Tracked Keywords and Hashtags:
#imengaged #justengaged #wereengaged #engaged #isaidyes #shesaidyes "I'm engaged”
What’s Our Wedding Pool
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Viral Post
Engagement Trends
Engage quickly and directly with users.
Wedding Crashers
Influencers to build
relationships with.
Related Keywords
for accurate
copy.
Related Influencers
Honeymoon Destinations
Wedding Cakes
Wedding Planners
All have potential to make a sale.
Lead Opportunities
Long Term Lead Opportunities
3.3.Case StudyCase Study. – . –
TargetingTargeting
Targeting can be challenging...
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Case Study – T Mobile@WorkCase Study – T Mobile@Work
Launch New VoIP ProductInternet based business phone
system
First small business-focused VoIP product for T-Mobile
T-Mobile Hosted Business SolutionsT-Mobile Hosted Business Solutions
• Crowded category
• First business-focused VoIP product
• Needed to identify relevant audience
• Target key influencers & adopters
The ChallengeThe Challenge
T-Mobile turned to social media to:
•T-Mobile brand sentiment
•Learn where engagement highest
•Determine language/terms used
•Identify SMEs
Social DiscoverySocial Discovery
Solution
Real-time research – #VoIP, #newoffice
Target key influencers re: T-Mobile@work
Identify & cultivate leads
Determine most effective channels
Monitor the ConversationMonitor the Conversation
500 pilot customersHigh percentage were Influencers
Identified best terminologyInsights implemented into campaign
ResultsResults
4.4.Case StudyCase Study. – . –
ResultsResults
Advertising Insights for TV
Little/No activity High activity
Descriptions:
All times Pacific Standard
Organic vs Paid Follower Growth
Timing
• Follow conversations
• Understand life of post/tweet
• Intelligent publishing
Run Smart Promotions• Capture the social
ROI of your campaign in Google Analytics
• Cross channel reports illustrate how network performance compares
Automation
• Enterprise integrations (CRM, Support, HR)
• Lower cost of ownership
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Viralheat – Social Analytics
OwnedOwned PaidPaid
EarnedEarned
Closing the Loop
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Viralheat Viralheat
Easy to Use, Comprehensive & Data Driven
