integrating social media into marketing automation
DESCRIPTION
2009 Dreamforce roundtable preso on integrating social media into your B2B marketing efforts.TRANSCRIPT
Integrating Social Media into Marketing Automation
Parker TrewinDirector of Marketing
Communications
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6 Stats that justify even having this discussion
• Your customers are talking about you. You need to be part of the conversation!– 340+ million visitors on Facebook– 275+ million blogs– 44.5+ million month visitors on Twitter– 43 million LinkedIn members– 1.9 million Tweets per day– 162,343 People Following Guy Kawasaki
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6 Reasons to Get Going
1. Better, one-to-one interactions; deeper customer relationships– Close more deals– More upsells– Offer better customer service
2. Increased visibility and strength of brand– How’s my brand doing?
3. Influence the influencers
4. Competitive monitoring
5. Business Referrals
6. Recruiting help
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6 Easy Things to Get Going
1. Listen to what’s being said
2. Participate in the conversation
3. Start small
4. Craft a social media policy
5. Deputize your efforts
6. Measure and promote your success
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6 Ways to make it measurable
• BUDURL – clicks, referrals from shortened URLS• Buzzient – social media influencers, keywords,
sentiment• Genius.com – clicks, visitors, companies from
shortened URLS, anonymous web-visitor tracking; integrated into marketing automation
• Google Analytics – referrals from social media profiles• Radian6 – social media influencers, news monitoring,
keywords, etc.• Twitalyzer – brand strength and influence on Twitter
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6 Resources to get you started
• Altimeter Group – Social Media Consulting from the people who wrote Groundswell
• Chris Brogan Blog, Thoughts from a social guru • Mashable’s 10 “Must Haves” for Social Media Policy• How to craft contagious content and attraction
marketing -eMarketing Strategies for the Complex Sale
• Facebook Marketing for Dummies • The New Rules for Marketing and PR, influential book
from David Meerman Scott
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SEO/SEM
SocialMedia
Email Marketing
Online Advertising
Webinars
Marketing Sales
Blogs
Trade-Shows
Connect to All “Cloud Conversations”
• Track click-throughs & lead sources
• All conversations or ads=campaign
• Pull conversations to your website• Automate engagement w/
nurturing and scoring
Right-time dialog between interested buyers and Sales
• Increase relevant connections• Engage prospects w actionable
data • Drive a quality 1:1 relationship• Personalized service across
lifecycle
What’s Social Marketing Automation
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Social Marketing Automation AddressesToday’s Marketing & Sales Challenges
Reach, listen & respond to relevant conversations?
Engage & track my prospect after click-through?
Determine best channels for lead generation?
Identify prospects from my territory on the web site?
Engage prospects without wasteful manual processes?
Get the right profile data to have more quality conversations?
Re-engage prospects not ready to buy?
Identify up-sell & cross-sell opportunities with my customers?
Marketing ChallengesHow do I…
Sales ChallengesHow do I…
Optimize conversion rates?
Increase connect rates with qualified prospects?
Re-engage prospects not yet ready?
Connect with a prospect when she’s ready – not before and not too late?
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Lead Nurturing & Scoring
• Easy drag-and-drop interface• Rank by profile and behavior
Timely, Personal communication by prospect profile and interest
“Multi-Cloud" Marketing
Easily track any campaign
Start customer conversations anywhere
Respond & Interact
• Landing pages• Auto-response emails• Live chat/promos
Continue the conversation on your website
Lead Routing• Real-time alerts • “No wait” conversions
Right-time connections, Informed follow-up
How Social Marketing Automation Works
Reach
Relationship
Revenue
Response
IT
1010
About Genius.com
Genius is the leading on-demand marketing automation and Sales 2.0 solutions provider with over 500 total and 160 joint customers. Genius enables Marketing and Sales to instantly identify and connect with their best prospects in the Cloud.
For more information go to:www.genius.comwww.genius.com/marketinggeniusblog/
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