The New Role of Social Marketing
 

The New Role of Social Marketing

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  • Companies have been trying to leverage the Social Web for a while now. Most companies these days are spending a lot of money and time making sure that they’re constantly updating their Facebook status and Twitter feeds. And there are software solutions do a great job of helping marketers manage this stuff.
  • A Nielsen Survey showed that only 15% of buyers believe what a brand has to say about itself. Because people view any brand-to-buyer communication as an advertisement.
  • The same Nielsen study shows that a full 76% of people believe what their peers have to say. That’s Marketo’s focus. We give marketers the tools they need to go get their customers to go spread the word on their behalf over and over and over again.
  • We think the real promise of the social explosion isn’t about updating your feed for your existing prospects or “fans”…
  • …we think it’s about getting to the millions of people out on the social web in a different way, by turning your customers into an army of powerful advocates for your brand and creating thousands of peer-to-peer recommendations on your behalf.
  • Companies have been trying to leverage the Social Web for a while now. Most companies these days are spending a lot of money and time making sure that they’re constantly updating their Facebook status and Twitter feeds. And there are software solutions do a great job of helping marketers manage this stuff.
  • Marketo social marketing helps you to do this by going beyond simple sharing or like buttons, with social applications that allow you to promote and engage across social channels, ensuring you have the right application for the right situation…
  • Online video has never been more popular, and it's one of users' favorite things to share with their networks. Why not make it easy for them? Marketo can help you turn any video into a highly shared piece of content, amplifying your brand across the social graph. Our in-line sharing process allows users to seamlessly share your video without any roadblocks, helping to drive maximum participation. And as your mini-movie spreads across the Web, Marketo Social Marketing will help you see who's sharing it, what they're saying, and who's driving the most traffic to your site.
  • In-line sharing displayed to 16K people in first 15 days resulted in 184,000 social impressions (12X amplification over original audience)
  • Everyone has an opinion, and in our increasingly social world, they’re usually more than happy to share it with their friends online. Marketo makes it easy for you to create incredibly engaging Social Polls and Social Voting campaigns that engage users with your brand and compel them to share their opinions across their social networks, helping you discover your most involved and passionate users and discern their opinions. Want to know what your customers think of your products, their top topics for your next conference, or just about anything? Leverage your audience’s passion for sharing their perspectives, and get free brand attention and awareness every step of the way.
  • They go by many names: Referral Programs, Tell-a-Friend, Refer-a-Friend and Word-of-Mouth Marketing Programs just to name a few. But let's face it, whatever you call them, they rarely produce as much as they should. Until now! With Marketo’s Social Referral Programs we combine the power of extremely compelling offers for "referrers" with a social reach that extends far and wide to maximize "referrals," allowing you to grow you customer base fast.Most online referral programs require users to fill out a form or send their colleagues a pre-written email invitation. Marketo Social Marketing helps you amplify your reach exponentially with sharing features that generate powerful, peer-to-peer recommendations on all the major social networks – LinkedIn, Facebook, Twitter.Each time someone shares your special offer with their friends and followers, the shared message includes a special link (PURL) that tracks all of the responses at ever stage, all the way down to the "conversion event". 
  • Social Reach: 2.5X Organic Campaign VisitsResulting Clicks: 5.9 referrals for each shared linkIncremental Conference Revenue: $40K USD in two weeks
  • Nothing motivates people more than a chance to win something. With Marketo’s social sweepstakes you can get a sweepstakes up and running fast. And, it will have our unique social sharing features that entice participants to spread the word to their social networks on your behalf.You decide what information to capture during the sweepstakes sign up – gender, age, location, household income- whatever you want. Require it as a condition for entry, and build a stronger database. With each sweepstakes entry, your company gains important user data, but the flow of information doesn't stop there. As contest entrants share their interest in the giveaway across their social networks, you can track where they're sharing and how many new users they're driving to your sweepstakes.
  • Social Reach: 82X Organic Campaign Visits ReachInteraction Rate: 73%Share Rate: 28%
  • Hint for #3 - Use pictures that support what you are saying.  Use Google Images to find LARGE images (1024x768 or bigger). 
  • Hint for #3 - Use pictures that support what you are saying.  Use Google Images to find LARGE images (1024x768 or bigger). 

The New Role of Social Marketing The New Role of Social Marketing Presentation Transcript

  • The Role of Social in B2B Marketing Maria Pergolino Sr. Director, Marketing @inboundmarketer© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • So, why is social even important?© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23% 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23Page 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential View slide
  • Social has become a disruptive force… Where People Spend Their Time Where They Are Online Social Networks TV Online Games EmailOnline PortalsRadio Instant Messaging Videos/Movies Print Search 0% 5% 10% 15% 20% 25% 30% 35% 0% 5% 10% 15% 20% 25% Source: Morgan Stanley; NeilsenPage 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential View slide
  • And, if we had any doubt…!Page 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Where have we been?© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Historically, we’ve treated it as a channel Listening Monitor when your prospects are talking about your brand. Presence Management Create and manage pages across social networks. Publishing Push your message to multiple networks via a central interface.Page 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Focus has been on Company-to-Buyer Acme Bikes Come on down to Acme this Saturday for 20% off. We have the best bikes and prices in town! Trust us!Page 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15% 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15Page 9© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • And, Tweeting or Posting More Won’t HelpPage 11© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • So, where do we go next?© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 15© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Social Campaigns Are the Next Phase Listening Monitor when your prospects are talking about your brand. Presence Management Create and manage pages across social networks. Publishing Push your message to multiple networks via a central interface. Social Campaigns Engage your prospects with interactive social apps.Page 16© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • What does it look like?© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Let the Crowd Amplify Every Campaign Make every touch point social Jane spreads the word You get new customers! Jane’s friends respond (and build a powerful new database)Page 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • How do we do it and what’s the value?© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Key #1: Create a Compelling Reason to Engage, and then to share…© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Facebook Pages Polls & Voting Video Share Form Share Referral Programs Sweepstakes Contests© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 22© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Marketo Revenue Rockstar Decal Offer RESULTS • Social reach expanded by 12X • 16,000 viewers in first 15 days • 184,000 social impressionsPage 23© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 24© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 25© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Incremental Lift and No Incremental Cost RESULTS • Social reach expanded by 2.5X • 5.9 referrals for each shared link • Incremental revenue of $40,000 in just two weeksPage 26© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 27© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • RingCentral Election Social Sweepstakes RESULTS • Social reach expanded by 8X • 73% interaction rate • Share rate of 28%Page 28© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 5 Motivators That Make People Share 1. Reputation 2. Access to Something Exclusive 3. Co-creation 4. Competition and Winning 5. AltruismPage 29© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Keys to Success in B2B Social Marketing 1. Leverage Peer-to-Peer Communications 2. Create Compelling Social Interactions 3. Make Every Campaign Social 4. Measure, Test, and Optimize 5. Integrate Social Data with Existing Profiles and Identify InfluencersPage 30© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Think of It As An Integrated Part of Everything Social Lift Social Lift Reach & Engagement Social Lift Social Lift Social Lift Social Lift Website Landing Email Facebook Events Pages Paid Ads PagesPage 31© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Start Right Away and Grow Your Way Into It 1. Integrate social apps into your Website 2. Integrate social sharing into all video assets 3. Launch social apps from whitepapers, datasheets, and other content 4. Launch partner referrals or refer-a-colleague programs 5. Launch Facebook Company pages 6. Make social a key part of all trials 7. Run a contest or sweepstakesPage 32© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • The Payoff 1. Amplified reach from ALL existing marketing 2. Deeper engagement and advocacy with prospects and customers 3. A bigger database, new customers and more revenue!Page 33© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Thank You! Marketo, Inc. Maria Pergolino 901 Mariners Island Sr. Director, Marketing Suite 200 maria@marketo.com San Mateo, CA 94404 @inboundmarketer 650-898-7417 blog.marketo.com www.marketo.comPage 34© 2012 Marketo, Inc. Marketo Proprietary and Confidential