Social Scoring: The Missing Link to Social Marketing ROI [Slides]


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Social marketing presents a profound opportunity for marketers - pay attention to the right conversations and individuals to drive demand and customer acquisition. This revolution allow marketers to target messaging to the right individuals at the right place at the right time, dramatically improving conversion rates through the sales funnel. During this session we will explore the concepts of social scoring (the ability to 'weight' and 'score' actions within your social audience to identify prospects, influencers and customers) and social nurturing (how to continually engage the right individuals to increase engagement) to drive demand generation and customer acquisition. By the end of the session you will have the high level details and the tactical requirements to implement these programs at your company immediately.This session is designed for marketers and marketing executives at B2B and B2C companies who want to track a meaningful ROI through social activities.

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  • Social Scoring: The Missing Link to Social Marketing ROI [Slides]

    1. 1. SOCIAL SCORING: THE MISSING LINK TO SOCIAL MARKETING ROIMike LewisVP of Marketing & SalesAwareness@bostonmikeDial-In Details:Call-in toll number (US/Canada): 1-408-792-6300Access code: 669 479 273© 2012 Awareness CONFIDENTIAL
    2. 2. Submit Questions via Twitter:ABOUT ME… #awarenessinc• VP of Marketing & Sales at Awareness• Boston native, New Dad, Entrepreneur and marketing guy• Active blogger, tweeter, and social media enthusiast• Author, Stand Out Social Marketing, McGraw-Hill Nov 2012
    3. 3. Submit Questions via Twitter: #awarenessincThe Awareness Social Marketing Hub converts social interaction into actionable and monetizable customer relationships
    4. 4. Submit Questions via Twitter: MARKET SUCCESS #awarenessincMedia & Entertainment Retail/E-Commerce Other Advertising, Marketing, and PR AgenciesTelecommunications Software & TechnologyEducation & Non Profit Hospitality & LeisureFinancial Services
    5. 5. Submit Questions via Twitter: #awarenessincA personal story...
    6. 6. Submit Questions via Twitter: #awarenessinc
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    11. 11. Submit Questions via Twitter: #awarenessincooops...wrong day
    12. 12. Submit Questions via Twitter: #awarenessinc
    13. 13. Submit Questions via Twitter: #awarenessinc
    14. 14. Submit Questions via Twitter: #awarenessinc
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    17. 17. Submit Questions via Twitter: #awarenessinc
    18. 18. Submit Questions via Twitter: #awarenessincTHE NEXT DAY...
    19. 19. Submit Questions via Twitter: #awarenessinc
    20. 20. Submit Questions via Twitter: #awarenessincHow’d theyknow that?
    21. 21. Submit Questions via Twitter: #awarenessincIt was this guy!!!
    22. 22. Submit Questions via Twitter:WHAT I THOUGHT... #awarenessinc Just spoke with mike. Wants to head home to see his son. Booked him on earlier flight.
    23. 23. Submit Questions via Twitter: #awarenessinc Wow!!! Social Marketing Automation!!!© 2012 Awareness CONFIDENTIAL
    24. 24. Submit Questions via Twitter: #awarenessincWHAT ACTUALLY HAPPENED...
    25. 25. Submit Questions via Twitter: #awarenessincNot as exciting, but a great story none the less
    26. 26. Submit Questions via Twitter:Social Media is new and unique for marketers #awarenessinc
    27. 27. Submit Questions via Twitter:For businesses, marketing through Social #awarenessincMedia is about • Data that is driven by • Dialog and • ContextualContent within a • Community
    28. 28. Submit Questions via Twitter:FOR EXAMPLE… LETS SAY WE ARE SELLING… #awarenessinc
    29. 29. Submit Questions via Twitter:Traditionally… #awarenessinc • Broadcast messages through multiple channels • Collect Data and Demographically target • Open stores in areas of audience concentration • Drive people to online or offline purchases
    30. 30. Submit Questions via Twitter:Through Social We Would: @bill Need new shoes #awarenessinc for the office party. What to buy? • Listen for individuals who show a Need shoes? We have the largest selection & 20% discount so you look likelihood of buying great at the party • Target: month 2 in marathon training. Feeling better  Hyper-target individuals with everyday contextual offers and content Dude! If you need a new pair of kicks check these out  Identify Contextual Influencers - We will power you on the big day!  Market to a widget enthusiast group on Facebook HUGE ski trip with the guys next month! Can’t wait!  Contextual groups (or create one) Looking for new ski boots? 10% of for you today UGH! I hate back to school shopping for the kids! We hate it too... shop online and avoid the hassle... free returns!
    31. 31. Submit Questions via Twitter:Fundamental Difference #awarenessinc VS
    32. 32. Submit Questions via Twitter: #awarenessincWhat’s at the core?
    33. 33. Submit Questions via Twitter: #awarenessincMarket Intelligence
    34. 34. Submit Questions via Twitter:SOCIAL BREADCRUMBS #awarenessinc Social platforms offer deep audience insights – the social “breadcrumbs” people leave online as they take actions and post content provide ripe insight for audience segmentation and targeting
    35. 35. Submit Questions via Twitter:HOW DO YOU DO IT? #awarenessinc© 2012 Awareness CONFIDENTIAL
    36. 36. Submit Questions via Twitter:THE BIG THREE OF SOCIAL MARKETING AUTOMATION #awarenessinc Social Prospecting Automated Social Profile Collection Social Scoring© 2012 Awareness CONFIDENTIAL
    37. 37. Submit Questions via Twitter: SOCIAL MARKETING AUTOMATION #awarenessinc DRIVE CUSTOMER ACQUISITION, SOCIALLY Capture Leads & Score Leads and Convert Social LeadsSocial Prospecting Social Profiles Target with Offers to Revenue $ Monitor Tracked detailed conversations Score leads based on conversion metrics atoccurring across the Capture and tag the conversation, the content and social web that profiles of individuals engagement and profile level and indicate a buying engaging in the profile and target synch details directly intent conversations with marketing offers with your CRM system © 2012 Awareness CONFIDENTIAL
    38. 38. Submit Questions via Twitter:SOCIAL PROSPECTING #awarenessinc Pay attention to the conversations and actions that demonstrate a liklihood of sale. Identifying buying signals and listen for them. Example: Pella Windows
    39. 39. Submit Questions via Twitter:IMPLICIT VS EXPLICIT BUYING SIGNALS #awarenessincExample: Pella Windows Explicit Implicit “Looking to buy new windows. “Ugh… I can’t get Anyone have this draft to stop! experience with It’s cold in here!” Pella?” “What is the Just starting work cheapest place to on the new buy new windows?” addition! Just bought the “Looking for a new house and am recommendation getting ready to on windows…” move next week!!
    40. 40. Submit Questions via Twitter:SOCIAL PROSPECTING #awarenessincIdentify prospectsand customersacross the socialweb Example The 2012 Super Bowl Host Committee used the hub to identify and assist fans in the Indianapolis area for the big game. A team of 50 managed all interaction resulting in $3.2M in value to NFL.
    41. 41. Submit Questions via Twitter: SOCIAL PROFILE COLLECTION #awarenessinc Collected the publically available profile information on the individuals engaging in your specific conversations. Engagement on brand owned social destination Participation in Public Posts to Facebook contests, Social Networks like: Downloads, et Social Profile© 2012 Awareness CONFIDENTIAL
    42. 42. Submit Questions via Twitter:SOCIAL PROFILE =PAINTING A PICTURE OF YOUR PROSPECT #awarenessinc • Are they talking about topics we care about? > Location, time, who they are talking to, who are they talking about, what is their influence? • Are they engaging with our content? > Do they know about us, sentiment, Social Profile frequency, date, time, what content did they react to • Did they participate in our Contest and Apps > Did we get permission to see more profile data? > Did they share their participation with their friends
    43. 43. Submit Questions via Twitter:CAPTURE PROFILE DETAILS #awarenessincGain an intimate viewof the individualsthat make up your Traditional: 7 fields vs. Social: 100+ fields collectedaudience collected Social Profile Studied at Harvard (2006) and Virginia (1999) Amplified Reach: 23,402,725 Influence Themes: Venture Capital, Investing, Entrepreneurship Other: Fans of 80’s comedies, Political satire televisionExample Politics Democrat Married, Mom The American Cancer Society Interests: TaskRabbit, Kat Von D, Twix, colorTHEORY, GameChanger, Charleston - TravelTell, BillShrink, Drync, Daily Grommet, Elizabeth collects detailed profile Tina Fey, Viximo, Mozes, Clothia, Haute Hanger, Obey Giant, Boston Ballet, Independent Film Festival Boston,, Spring information on all interactions Paddocks, LLC, Stratus Prep, Mars Bars, Awareness, SimpliSafe, across the social web. To date Barack Obama, Women 2.0, ALS/Lou Gehrig’s Disease, Independent Film Festivals, Boston World Partnerships, they have collected over 1M+ Tweets: Dec 14: #MIT100K accelerator kickoff...theyre describing a and use data to identify design charette, hackathon type design help for teams. Great idea. Facebook Posts and Comments: Dec 4: Cassius. 10 years old donors and volunteers. yesterday/today, depending on when you count. Took a nice romp around the southend this morning. Still got it.
    44. 44. Submit Questions via Twitter:THINK OF TRADITIONAL MARKETING #awarenessinc
    45. 45. Submit Questions via Twitter:THINK OF TRADITIONAL MARKETING #awarenessinc Social Prospecting
    46. 46. Submit Questions via Twitter:THINK OF TRADITIONAL MARKETING #awarenessinc Social Prospecting Engage
    47. 47. Submit Questions via Twitter:THINK OF TRADITIONAL MARKETING #awarenessinc Social Prospecting Engage Campaigns
    48. 48. Submit Questions via Twitter: SOCIAL SCORING #awarenessinc Develop a scoring criteria that is dynamic and identifies individuals based on actions over time.© 2012 Awareness CONFIDENTIAL
    49. 49. Submit Questions via Twitter:DEFINE A PATH TO PURCHASE #awarenessinc TRACKING BEFORE DIRECT ENGAGEMENT© 2012 Awareness CONFIDENTIAL
    50. 50. Submit Questions via Twitter:BUILD A BEHAVIORAL SCORE MODEL #awarenessinc© 2012 Awareness CONFIDENTIAL
    51. 51. Submit Questions via Twitter: SOCIALSCORING IN ACTION #awarenessinc +10 points Visited page +10 points “Any recommendations for product?” +5 points JoinedFacebookpag e +5 points “looking to buySCORE something…” Prospectivebuyer TIME
    52. 52. © 2012 Awareness CONFIDENTIAL
    53. 53. Submit Questions via Twitter:SCORING SUMMARY #awarenessinc • People may fall into multiple lists and categories > This may result in multiple scores. For example: Name Email Influence Score (Category 1) Buyer Score Influence Score (Category 1) Sal Giliberto Sal.giliberto@ 46 19 53 Dave Carter DC@ 83 10 61 Steve Tremblay Steve@ 22 53 7 Brian Zanghi brian@ 38 25 83 Melissa Leffler ML@ 14 73 22© 2012 Awareness CONFIDENTIAL
    54. 54. Submit Questions via Twitter:SCORING ACTIONS #awarenessinc Present list of XXX leads to sales team by region Identify top influencers and offer a badge© 2012 Awareness CONFIDENTIAL
    55. 55. Submit Questions via Twitter:BENEFITS OF SOCIAL SCORING #awarenessinc • The social web is becomes your marketing database > Identify buyers, prospects and leads > Tier your prospect list and database based on your rules > Target very specific groups and/or individuals for conversion • Define influence on your terms! > Define influence as it pertains to your company • Understand the customers you have and uncover the ones you dont© 2012 Awareness CONFIDENTIAL
    56. 56. Submit Questions via Twitter:MORE FROM AWARENESS #awarenessinc eBook: Social Prospecting & Social Scoring White Paper: 6 Mind Blowing Social Media Stats Chapter Download: Stand Out Social Marketing© 2012 Awareness CONFIDENTIAL
    57. 57. Submit Questions via Twitter: #awarenessincMike LewisVP of Marketing & SalesAwareness Inc@bostonmike / @awarenessinc