Integrating social media with marketing automation v1
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This presentation offers ideas on how you can integrate your social media outreach with other marketing efforts.
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Integrating social media with marketing automation v1
- 1. Integrating Social Media into Sales & Marketing Automation Larry Fournier Fourthman Communications www.fourthmancommunications.com
- 2. Creating a Connected Organization “…while most marketing leaders recognize that social can enhance the customer experience, many organizations are not set up to capitalize on this opportunity…” Source: Forrester Consulting -- Organize For Success In The Connected World February 2012 2 © 2012 Fourthman Communications.
- 3. Survival of the Fittest: Social Media Marketing Source: A commissioned study conducted by Forrester Consulting on behalf of Facebook, December 2011 3 © 2012 Fourthman Communications.
- 4. Social Media Basics – Where to Start? 4 © 2012 Fourthman Communications.
- 5. Strategic Approach to Social Media 5 © 2012 Fourthman Communications.
- 6. Strategic Approach to Social Media Use Social Media to Drive Web Traffic and Vice Versa. ABC -- Always Be Converting! 6 © 2012 Fourthman Communications.
- 7. Strategic Approach to Social Media Natural and Paid Search Drives Traffic and New Audience Acquisition. Get More From Search. 7 © 2012 Fourthman Communications.
- 8. Strategic Approach to Social Media Blogging Creates Mindshare and Thought Leadership. Leverage Content Everywhere! 8 © 2012 Fourthman Communications.
- 9. Strategic Approach to Social Media PR and Traditional Marketing Has a Place in Social Media. PR Makes Great Social Content! 9 © 2012 Fourthman Communications.
- 10. Strategic Approach to Social Media Use Social Media to Promote Events and Webinars. This Webinar is an Example. 10 © 2012 Fourthman Communications.
- 11. Strategic Approach to Social Media Socialize Email Campaigns for Promotion & New Audience Acquisition. Get More from Your Email. 11 © 2012 Fourthman Communications.
- 12. Examples of Social Media Success: KFC 12 © 2012 Fourthman Communications.
- 13. Examples of Social Media Success: Caterpillar 13 © 2012 Fourthman Communications.
- 14. Examples of Social Media Success: Cisco Launch es - 3,345 talking about this 14 © 2012 Fourthman Communications.
- 15. Creating a Connected Organization: Definitions Social Social Social Media Marketing Business Clear Owner Across All Media 15 © 2012 Fourthman Communications.
- 16. Measuring Results Once Your Establish Your Social Media Strategy, Measure Results to Objectives. Continually Improve Success. 16 © 2012 Fourthman Communications.
- 17. Summary and Checklist Start by Clearly Defining Your Objectives Social Media is Bigger than Marketing Marketing Priorities Should Drive Investment Integrate Social Media with Search, Website, blogging, Email Campaigns and Track, Measure, Report and Adjust Social Media Success 17 © 2012 Fourthman Communications.
- 18. For More Information Fourthman Communications Larry Fournier, Chief Marketing Consultant Email: fourthman@fourthmancommunications.com On the Web: www.fourthmancommunications.com Phone: 1-508-714-0431 18 © 2012 Fourthman Communications.
Editor's Notes
- Welcome to our Webinar. Thank you for joining todayWe will be talking about Survival of the Fittest and Integrating Social Media into Sales and Marketing programsSome of what we will discuss today is based on a recent study by Forrester Consulting for Facebook on Impressions of senior executives about Social Media and the potential impact on business and their businessesMore than 100 VP and C-Level marketing professionals from the US, the UK,Australia, and Canada were interviewed by ForresterLet’s take a look at the agenda we’ll cover todayNext Slide
- In December of 2011, Forrester Consulting did a survey of more than 100 VP- and C-level marketing professionals from the US, the UK, Australia, and CanadaIn this study, Facebook commissioned Forrester Consulting to conduct an online survey of marketing professionals who work in companies with 5,000 employees or more. The purpose of the survey was to evaluate how their businesses operate in a connected world, asking specific questions about organizational structure, brand-building, and measuring success. Respondents were offered a cash incentive as a thank-you for time spent on the survey. Forrester Consulting also interviewed 12 CEOs, CMOs, and VPs of marketing who work in Fortune 500 companies. They were not paid to be a part of this research.A few major results of the survey include:The quote you see here: that most of the companies interviewed are not prepared to capitalize on the success of social media. Also, To be successful in the connected world, companies will need to undergo a companywide transformation to become a social business. CMOs must lead their organizations into this new connected world through more senior social leadership and companywide social integration.”The survey also revealed some additional information about the perception of CMOs about social mediaNext slide
- In this chart provided by the Forrester Study, respondents are asked to respond to their agreement/disagreement with 3 major statements about social media.60% of executive responders either agreed or strongly agreed that social media helps businesses to be more successful71% agreed or strongly agreed competitive advantage could be gained by leveraging social media Almost 60% of executive responders agreed or strongly agreed that companies that don’t fully embrace social media will not survive!Stephen Quinn, CMO of Walmart concurs with these observations stating, “Social media is going to either transform organizations or force them to be more social. Brands won’t survive if they don’t become better at it.”More and more, the word “Brand” is being interpreted as reputation or online reputation with your customers and your audienceIn the past, the only way to establish your brand was through advertising which was very expensive and not very personal. Social media can do much more to build your brand (reputation) and relationships at a fraction of the cost and on a more personal levelNow that we established the importance of social media, let’s look briefly at how to get started.Next Slide
- One common misconception is that simply having a Twitter account or a Facebook page means that you are done. Herein lies the problem. In the digital world, the old adage “if you build it, they will come” is simply not true. You need to build it, nurture it, tear down and rebuild it, and then repeat. Constantly. It is not an easy process. Here are 5 suggestions to get started with your social media journey:1. Clearly Establish Your ObjectivesWhat is your purpose for going online? Is it to make more money, raise awareness about your brand or product, or something else? Putting these in bullet points will help you later- when establishing the metrics for measuring ROI once you get the ball rolling. How will your social media efforts integrate with your other marketing efforts such as the Website, email marketing, events, PR, etc.2. Identify the Person/people and Hours You are Willing to DedicateEffective social media strategies can be time consuming. Make sure that whoever is tasked with executing these measures actually has enough time to do them. 3. Prepare an OutlineThis is a precursor to your overall digital strategic marketing plan. Determine what your goals are for using social media in your business. Evaluate the tools, platforms and technologies available to you to achieve your goals and objectives. Once you have an outline, it’s time to examine the tools you will be using to execute your objectives. During the inception process, your main objective should be focusing on: the audience.4. Define Your AudienceWhat is the audience demographics. Where do they go on social media? What are they talking about? What platforms do they use to communicate with each other? What information do you have that could be of use to them? Answer all of these questions and plug them into a visual spreadsheet. You want to be where your audience is! Finding the right platform that accomplishes that objective is the next consideration.5. Identify Your Target PlatformsLast year Facebook’s fastest growing demographic was women over 55 years old. This has been a total game changer in the eyes of many- an indication that older, more affluent people are migrating to social media as a means to engage with their communities. Select your first social media platform according to the audience you want to reach! Now that you’ve established your objectives, who will carry them out, where and why, it’s time to piece all of that information into a strategic approach to social media and the rest of your marketing effortsNext slide
- Reinforce Your Campaign Messages and content Across All Marketing MediaMonitoring Online Conversations About Your Brand, Industry and Products Strengthens Your SuccessBuild On Relationships That Start Socially and are leveraged across all your mediaPosition Yourself As an Industry Thought LeaderFind your audience, converge all the relationships in your community and then convert these relationships into opportunities and into customersLet’s take a quick look at how to leverage social media and the WebsiteNext Slide
- If you recall Alec Baldwin in Glengarry, Glenross you may relate to his monolgue about A always B be C closing – ABC! In the case its always be converting!Monitoring Online Conversations About Your Brand, Industry and Products Strengthens Your SuccessReinforce Your Campaign Messages Across All Marketing MediaUse Social Media Links on your website to Build Your social Community and vice versaExamples could be whitepapers that you are offering on your website for registration that can be linked to from your facebook page or your blogAnother example is the use of recorded Webinar content that can be offered on social media with a link to a landing and registration page on your siteEncourage Sharing of your Campaigns and content on your website, in social media and cross pollinate your communitiesBuild On Relationships That Start Socially. Expand relationships to social that started through other communication channelsNow let’s discuss how you can get more from your PPC and organic search Next Slide
- You use natural and ppc search to drive traffic to your siteCan drive new audiences to your social media pages to expand your relationshipUsing social media is the quickest way to push to the top of the search page as the audience that you have on social media will add to your search engine rankingsMonitoring Online Conversations About Your Brand, Industry and Products Strengthens Your SuccessReinforce Your Campaign Messages with ppc search terms and on your social media pages Let’s look at how your blogging can add to your social media relationshipsNext Slide
- Leveraging content from all sources and from blogs to multiple communication channelsNurtures leads, helps to build relationships and drive ConversionsPosition Yourself As a subject matter expert and Industry Thought LeaderAgain you can strengthen your relationships in multiple channels using your blog content to generate interest in your companyNow let’s look at PR and traditional marketing content can be used in your social media outlets to build your brand recognition or reputationNext slide
- Reinforce Your PR, advertising, direct mail and web marketing programs across your social media channelAny press release, company or product updates or launches should be included in your social media pagesMany companies have been very successful in launching new releases to a much larger audience by leveraging PR and announcements in their social media pagesAnd have you noticed the large number of companies today that use their facebook, twitter and linkedIn pages in their television, print and other traditional marketing?You should always be looking for as many channels as possible to build relationships with your audienceYou can also use marketing and company Events to build your audience and relationships in social media.Next slide
- You can use your social media audience to promote your eventsIf your participating in a major industry event you can use that information in social media to generate participation or visits to your session and/or boothYour online events like webinars can be promoted on social media to generate registration for live webinars. The content such as webinar archives and presentations from industry events can be shared on social media pages to further improve your communication to your customers and prospectsAn example here is this webinar. We leveraged the technology marketing channel on LinkedIn to promote the webinar and we will offer the link to the archive on social mediaYou post your content on YouTube, slideshare, you include a link on your website, special landing pages, you tweet and blog about it, etc. Repurposed across all social media channelsLet’s now see how your email marketing campaign content, messages and offerings can be leveraged in social mediaNext slide
- Any Email Campaign is Worthy of Leveraging to Social Media, The Web, Blogs, Etc.Reinforce Your Campaign Messages Across All Marketing MediaLeveraging Social Media into Email Campaigns Nurtures Leads and Drive ConversionsUse Social Media Links In Email to Build Your Community and Your Contact ListEncourage Sharing of your Campaigns Using Tools Like Facebook, LinkedIn, Twitter, Pinterest, YouTube, etc.Expand the reach of your content to all your audiences and reinforce your campaign messagesBuilding new audiences and building new email contacts in the processThat wraps-up our discussion of how you can use social media as part of your overall communication and branding strategyNow lets look at how some companies that you know are seeing success by implementing social media channels and campaigns for both traditional and non-traditional marketingNext Slide
- Challenge: Capitalize on existing social momentum The KFC marketing team began experimenting with social media marketing in 2010When they took a look at the subscribers in their email database who had clicked these social sharing buttons in a KFC email, they found surprising results: In addition to sharing KFC emails on social sites, these subscribers actively engaged in other ways with the email program, showing open and click-through rates 70% higher than the average subscriber. Once they recognized that their most active email subscribers were sharing news about KFC on social networking sites, they recognized an opportunity to find additional brand advocates on their social sites who may be interested in joining the Colonel’s Email Club. Need: Tap existing and create new social influencers KFC defined a “social influencer” as someone who was sharing news about their brand on social networks. They wanted to turn as many existing Colonel’s Email Club subscribers into social influencers as possible by encouraging them to share news about KFC on social networks. They also needed a way to ensure that social influencers knew about and were participating in their email program.Solution: A two-pronged campaign increases email engagement and social exposureStep 1: Use Email Marketing to Drive Social Sharing KFC’s first opportunity to integrate social and email came with the promotion of a new sandwich–the Double Down. To initiate some buzz, KFC decided to use the April Fool’s Day holiday to “pre-announce” the product to consumers. Because the sandwich was so visually compelling, the team felt that email provided the most effective way to show the sandwich and encourage loyal Colonel’s Email Club subscribers to spread the word. The subject line read, “The KFC Double Down is Real! No Fooling.” The email contained very little content, just a product shot and a simple call to action—to share the news with their friends via social media.Step 2: Use Social Media to Drive Email Subscriptions The wildly successful results of the Double Down campaign prompted KFC to identify further ways to engage their email subscribers and social influencers. The KFC Facebook page now drives 3% of all email sign-ups. Quality of the signups gathered from the Facebook page remains high. KFC also plans to use the data collected from this page for further segmentation by zip code, and collect ongoing data from users over time.Double Down Email Campaign Results: Opens, Shares, Web Traffic, and Opt-Ins Dramatically Increase • The email saw a 40% open-rate (KFC’s highest open rate to-date). • Within the first 24 hours, the email received over 12,000 shares on Facebook and Twitter combined. • The social media snowball effect created 3 million additional impressions. • The phrase “Double Down” quickly rose to #2 on Google’s Hot Search list and #3 on Yahoo’s Buzz Index. • Visuals of the email were highlighted on numerous news stations and national talk shows. • Overall traffic to KFC.com sustained a 29% increase due to the buzz surrounding the product launch. • Facebook and Twitter became two of KFC’s top traffic referrers, rankings normally held by the top search engines. • Opt-ins for the email club went up 30% during this pre-announcement time span.
- Case in point: Caterpillar. You probably couldn’t name a more conservative, blue-chip, blue-collar B2B company than The Cat. Yet they have a successful track record of using social media to connect with their customers.Caterpillar is aggressively using more of the technologies before they become main-stream. Caterpillar is now willing to participate and leverage tools that may still be evolving.The Caterpillar brand is built on the backs of great relationships. Social media technologies provides the opportunity to publicly demonstrate our customer / business relationshipsCaterpillar recognizes the power of the big three social media platforms — Facebook, Twitter, and YouTubeWhile those are valued external social media platforms, they have also proven the value from the industry blogs and forums that are managed and hosted by Caterpillar.Caterpillar formed an organization called the ”Multichannel Marketing Group,” driving a culture that views marketing communication through a multichannel lens.Metrics that are tracked by the Caterpillar dashboard include: a funnel of activities, starting at the high-level metrics (Gross Views, Connections, Audience Engagements…) then leading into more tangible metrics (Referrals & Conversions). You can see Caterpillar has a growing audience and relationships of nearly 62,000 Like and more than 1500 talking about the companyUse social media to communicate company information, support information jobs, product information and offer customers and visitors to engage in conversation with the company
- New Router Launch: Promotion Through Play Cisco Systems: Launching the ASR 1000 Series Router Using Social Media MarketingThis case focuses on Cisco Systems' innovative probe-and-learn approach to using social media to launch its ASR 1000 Series Edge Router. The case discusses Cisco's bold plan to launch the ASR 1000 Series "virtually, visually, and virally" and the digital tactics employed by the Cisco Systems marketing team to accomplish this ambitious goal. Cisco Launches ASR 1000 Series server leveraging major social media including Twitter, Facebook, YouTube, and blogs. Promoted a 3D Game – where more than 20,000 network engineers learned as they played a 3D game, wherein they “defended the network” using the ASR. (Research shows that 17% to 18% of IT professionals play games online every day.) Top scorers went on to a championship round with the winner bagging $10,000 plus a router.Became one of the most successful launches in the company’s history! Social Media Launch Highlights:9,000 people attended the social media product launch event – 90 times more attendees than in the pastSaved 42,000 gallons of gasNearly three times as many press articles as with traditional outreach methodsMore than 1,000 blog posts and 40 million online impressionsOne-sixth the cost of a traditional launchCisco Social Media Stats:Blogs: 22 external, 475,000 views/quarterTwitter: 108 Cisco feeds with 2 million followersFacebook: 79 groups with 100,000 fansYouTube: 300+ channels, 2,000+ videos, 4 million viewsSecond Life: 150,000 visitors, 50+ eventsFlickr: 300+ photos, 400,000 views
- Social Is Bigger Than MarketingWe define social in three ways:• Social media: Using social networking sites (digital communities of people who can shareinformation, messages, and content with each other) as a channel to spread your brand messagesand motivate people to engage with them and share them with their friends.• Social marketing: Incorporating the unique properties of social media — peer influence and two-waycommunication — and social technology like APIs into the planning and delivery of the brandexperience, including brand communications and content, media planning, strategic marketingprograms, customer acquisition, and customer relationship management (CRM) efforts.• Social business: A company that uses social media and social technology to improve its interactionswith and service to its customers. By connecting the organization (marketing, product, customerservice, retail, and sales channels) via social technology, a social business can communicate,collaborate, and engage with its employees, customers, and end users more effectively andefficiently. Social businesses are also able to leverage the real-time insights they gain about people,their product, and their brand through social channels to improve their business and drive value fortheir customers.Social Needs A Clear OwnerIn most companies, social is an immature discipline treated as a disjointed, ad hoc marketing tactic or afree PR channel. This rudimentary approach to social is due to Senior marketing executives who are not engaged in social.It makes most sense for the CMO to lead the charge to social. Many marketing executives don’t personally understand social or engage in it. Seventy-one percent of VP- and C-levelmarketing professionals surveyed believe that companies can gain a competitive advantage by leveraging social media But most are not walking the walk, as nearly 70% have not yet started to integrate social into their long-term business strategy• You can start the process today taking baby-steps in the process. Encourage the CMO to take the lead in social marketing.Organize For Success In The Connected World
- Top 3-4 considerations for measuring social media success:* Examples of Financial ResultsOne major definition of success on social media is a financial return on their social media marketing. Must recognize that all marketing takes a relevant and appropriate investment to see a healthy financial return. Establish financial criteria in terms of time spent, cost of resources, opportunity cost* Examples of Measurable Audience ResultsActive participation by your target audienceA 25% increase in the number of followers of their company’s Facebook page within a week. An increase in “Likes” on FacebookActive Page Comments and Conversations about your companyAn Increase in overall Web activity for your company with social media as a “referrer”* Are Your Results Repeatable?Are the specific repeatable marketing techniques and tools to deliver a brilliant return. Can you identify what activities produced what results such as a controversial blog post that received many comments, increased trafficA good blog, for example, needs to be maintained, nurtured and updated with fresh social media content regularly. * Is it Enjoyable for you and your team?Do you actually enjoy the use of social media?Intangible, but incredibly importantIs it resonating with your sudience?Is it personal, open, and an enjoyable part of the marketing mix. So – what’s your definition of successful use of social media? If it’s only financial, you may want to reconsider!