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Tom Martin Case Study


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In order to promote and sell his book, The Invisible Sale, Tom Martin needed a way to maximize the effectiveness of social media, and where to apply his limited resources

In order to promote and sell his book, The Invisible Sale, Tom Martin needed a way to maximize the effectiveness of social media, and where to apply his limited resources

Published in: Social Media, Business, Technology

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  • 1. For B2B Social Marketing Professionals Tom Martin Customer Case Study
  • 2. A Social Media Epiphany Tom Martin, author of The Invisible Sale, decided to use Oktopost to promote his book via social marketing While tracking the analytics of his social campaigns, Tom made an astounding discovery...
  • 3. Tom Martin: Professional Background Tom needed to conduct large-scale social media distribution to promote his book • Over 20 years of experience in the advertising business, helping clients turn conversations into sales • Globally recognized speaker and blogger • Founder of Converse Digital, a digital marketing strategy agency • Author of the book, The Invisible Sale
  • 4. Oktopost revolutionizes the way B2B marketers use social media today. (Tom Martin, author of The Invisible Sale)
  • 5. Tom’s Invisible Challenge The Problem Tom’s Solution Only one person (Tom) to execute all of the social marketing for the book Post valuable content for marketing purposes across all social networks Unrealistic to manually post across all networks, including LinkedIn Groups Leverage the power of LinkedIn Discussion Groups on a large-scale Difficult to accurately monitor and measure ROI of social media efforts Run the entire social media strategy by himself by means of a platform Tools like HootSuite and Sprout Social were more effective for “listening”, but not for large-scale distribution Gain a thorough understanding of the effectiveness of his social marketing
  • 6. Tom sought the ability to use social media for both marketing and selling, with limited time and resources
  • 7. Oktopost: The Visible Solution The first platform that enables you to execute large-scale distribution to LinkedIn Discussion Groups Robust engagement features, such as a single Social Inbox that lets you respond to comments on any post Analytical data that lets users identify which Discussion Groups most effectively drive engagement The only platform that tracks and measures the real business value of social media activities
  • 8. Dominate LinkedIn Discussion Groups Powerful Content Distribution With Oktopost, Tom was able to take a single piece of content and post it on a multitude of LinkedIn Discussion Groups, giving him access to tens of thousands of potential leads. Cost-Effective Resource Allocation Using the Social Analytics Dashboard, Tom tracked clicks and conversions to understand which social networks generated the most sales, and then divided his resources accordingly
  • 9. Making the Invisible, Visible Tom could see precisely which campaign a specific lead came from He gained deep insight into the true business value of his social marketing and social selling activities Tom was able to assess what type of content - and which social network, delivered the highest ROI
  • 10. Oktopost: Designed for B2B Content Marketing Using Oktopost, Tom promoted and sold his book through social media without having to waste considerable time and money By discerning between clicks and conversions, he intelligently allocated resources solely to the social networks that generated sales
  • 11. Extensive Social Analytics for All Campaigns Oktopost provided Tom with the broadest view of KPI analytics for all of his social media activities
  • 12. Think Beyond the Click The book launch campaign was a resounding success: 58 conversions and 18,271 clicks on posts But do clicks tell the whole story…?
  • 13. What to Measure: Clicks or Conversions? 22% Conversion .03071% Conversion At first glance it appears that Facebook was the most effective social network. A single Facebook post had 3,256 clicks! However, clicks didn’t provide Tom with the full picture of what drives his results.
  • 14. Conversions Drive Marketing Success When looking at conversions, everything changes… LinkedIn had fewer clicks, but provided a significantly higher conversion rate 0.031% Conversion Rate 22% Conversion Rate
  • 15. Key Takeaways A Click isn’t Everything Only looking at clicks can lead to inaccurately measuring the effectiveness of your campaigns, causing you to place your focus on social networks that don’t actually increase ROI Conversions Tell the Story By seeing which networks and discussion groups converted the highest, you can understand where to apply your limited time and resources LinkedIn: A Social Selling Powerhouse For his social marketing and social selling needs, Tom understood that LinkedIn provided the greatest opportunity for success. He was able to take this realization and focus his attentions on the right places and drive sales for his book.
  • 16. Oktopost helped Tom save time, reach an expansive target audience, and understand the effectiveness of his social activities. Find out more about how Oktopost can help you
  • 17. Thanks! Questions? feel free to contact us @Oktopost or find us on Facebook