measuring the roi of social marketing, liz smyth , marketing director, marketo
DESCRIPTION
Liz Smyth , Marketing Director, Marketo. Technology for Marketing & Advertising 2013, 26-27 February 2013, Earl's Court 2, LondonTRANSCRIPT
Organised by:Sponsored by:
Measuring the ROI of social marketing
Liz Smyth Marketing Director
Marketo
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Measuring the ROI of Social MarketingTFM+A - February 2013
Liz Smyth
EMEA Marketing Director@lizsmyth
#SMROI
Page 3© 2012 Marketo, Inc.
Marketo in a Nutshell
• Thought leader driving the market agenda
• Easy-to-use, powerful and complete marketing software
• Built on customer adoption & success
• EMEA HQ opened in Dublin 2011
@LizSmyth #SMROI
Page 4© 2012 Marketo, Inc.
Biggest pain point in social is attribution
@LizSmyth #SMROI
Page 5© 2012 Marketo, Inc.
But, we know what we want
@LizSmyth #SMROI
Page 6© 2012 Marketo, Inc.
Page 7© 2012 Marketo, Inc.
Page 8© 2012 Marketo, Inc.
Re
ach
& E
ng
age
me
nt
Landing Pages
Website Facebook Pages
Paid Ads Email Events
Making Every Campaign Social
@LizSmyth #SMROI
Page 9© 2012 Marketo, Inc.
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 accounts for• 1 Billion – Active Facebook users
@LizSmyth #SMROI
Page 10© 2012 Marketo, Inc.
“The basic idea here is that the best type of advertising is a message from a friend.”
- Mark Zuckerberg
Peer-to-Peer
@LizSmyth #SMROI
Page 11© 2012 Marketo, Inc.
Social Marketing – The Social Media Clutter
@LizSmyth #SMROI
Page 12© 2012 Marketo, Inc.
Identify Your Customer Currency
What’s in it for me?
@LizSmyth #SMROI
Page 13© 2012 Marketo, Inc.
Material Currency: Discount
@LizSmyth #SMROI
Page 14© 2012 Marketo, Inc.
Emotional Currency: Knowledge
@LizSmyth #SMROI
Page 15© 2012 Marketo, Inc.
Now What?
@LizSmyth #SMROI
Page 16© 2012 Marketo, Inc.
Measuring Success – The What
Traffic, Interaction, Sharing, Conversions, Reach
@LizSmyth #SMROI
Page 17© 2012 Marketo, Inc.
Measuring Success – The Where
Social Networking Channels
@LizSmyth #SMROI
Page 18© 2012 Marketo, Inc.
Measuring Success – The Who
Social CRM
@LizSmyth #SMROI
Page 19© 2012 Marketo, Inc.
Visual Content Helps Stand Out
145,000 views
17,000 views
Word
s
Visual
eBook Interactive Infographic
Hits and Long-Tail Content
@LizSmyth #SMROI
Page 20© 2012 Marketo, Inc.
Facebook Timeline Campaigns
@LizSmyth #SMROI
Page 21© 2012 Marketo, Inc.
Facebook and EdgeRank
• Time Decay• Weight• Affinity
@LizSmyth #SMROI
Page 22© 2012 Marketo, Inc.
Twitter Promoted Tweets
• Combination of search & timeline campaigns
• $109k invested• 2,995 Prospects• $ per Prospect: $37• $290k pipeline to date
@LizSmyth #SMROI
Page 23© 2012 Marketo, Inc.
Slideshare
• $5k invested• 2,765 names• 57 new prospects• $ per Prospect: $94• $107k pipeline to date
@LizSmyth #SMROI
Page 24© 2012 Marketo, Inc.
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
@LizSmyth #SMROI
Page 25© 2012 Marketo, Inc.
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 MillerSocial 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
@LizSmyth #SMROI
Page 26© 2012 Marketo, Inc.
But who is dancing?AT THE DANCE
Page 27© 2012 Marketo, Inc.
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
Page 28© 2012 Marketo, Inc.
Re
ach
& E
ng
age
me
nt
Landing Pages
Website Facebook Pages
Paid Ads Email Events
Making Every Campaign Social
@LizSmyth #SMROI
Page 29© 2012 Marketo, Inc. @LizSmyth #SMROI
Page 30© 2012 Marketo, Inc.
Key Tweetable 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
@LizSmyth #SMROI
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Question and Answer
#SMROI
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!
Pick up your Definitive Guide to Social Marketing
at the Marketo Stand
#SMROI