measuring social marketing: finding the true roi through...

© 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


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


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


Biggest pain point in social is attribution


But, we know what we want


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Pages Website Facebook

Pages Paid Ads Email

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Making Every Campaign Social


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


“The basic idea here is that the best type of

advertising is a message from a friend.”

- Mark Zuckerberg

Peer-to-Peer


Social Marketing – The Social Media Clutter


Identify Your Customer Currency

What’s in it for me?


Material Currency: Discount


Emotional Currency: Pride


Emotional Currency: Knowledge


Now What?


Measuring Success – The What

Traffic, Interaction, Sharing, Conversions, Reach


Measuring Success – The Where

Social Networking Channels


Measuring Success – The Who

Social CRM


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


What we use

• Social Channels • Facebook

• Twitter

• RingCentral Blog

• Forum

• Yelp

• LinkedIn

• Google Plus

• YouTube

• Pinterest

• Quora

• Blogs

• Flickr

• Instagram

• Social Tools • Marketo

• Salesforce

• Hootsuite

• Social Dynamx

• Scoop.it


Marketo

Campaign


Marketo Results

Entered sweepstakes

40% Shared via social

28% Survey respondents

1200 189,000+ social impressions


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


Visual Content Helps Stand Out

145,000

views

17,000

views

eBook Interactive Infographic

Hits and Long-Tail Content


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


Facebook and EdgeRank

• Time Decay • Weight • Affinity Social nurturing


Twitter Promoted Tweets

• Combination of search & timeline campaigns

• $109k invested • 2,995 Prospects • $ per Prospect: $37 • $290k pipeline to date


Slideshare

• $5k invested • 2,765 names • 57 new prospects • $ per Prospect: $94 • $107k pipeline to date


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


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

ges2.marketo.com/dg2-social-marketing.html

ges2.marketo.com/dg2-social-marketing.html


But who is dancing? AT THE DANCE


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

http://bit.ly/DGtoLN


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Making Every Campaign Social


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

measuring social marketing: finding the true roi through...

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