In this case study, we'll discuss how a leading healthcare and education consulting firm, was able to increase the performance of their social media assets using the Oktopost. With the Oktopost+Eloqua integration, they were able to better score and nurture their leads, which led to leads moving to sales faster.

1. When a leading healthcare and education consulting firm
needed to centralize its social media marketing strategy
they sought a one-stop shop platform for publishing,
campaign segmentation and in-depth analytics.
The company needed to to make more effective use of its Twitter, Facebook and LinkedIn
accounts. As part of their social media alignment the company implemented Oktopost’s
platform for a more organization social media editorial calendar, and ability to share social
data with its marketing automation platform – Eloqua. Over the course of a few months, the
team’s focused efforts as well as their use of the platform resulted in increased engagement
and measureable success of social marketing programs.
Results
The company implemented Oktopost as part of
a larger social media strategy redesign.
Success of the social media marketing program
is attributed to the smart social approach and
the strengths of Oktopost, with its B2B focus.
In addition to being able to measure and report
on the social media effectiveness, the company
increased the value of their existing marketing
automation investment. Social media data,
otherwise hidden from Eloqua, is now used to
gain the full online journey of prospects and
customers.
Solution
After extended research and a trial run, the digital
marketing team found Oktopost is one of the only
solutions available that allows integration of all
social media accounts, and can track conversions,
while integrating all this data with their marketing
automation platform. Using Oktopost has given a
clear view of all social activity and centralized the
goals and performance of their social channels.
Now, the accounts promote and share thought
leadership, company announcements, event
publicity and gated content in a cohesive and
comprehensive manner.
Analytics Give Insight
The analytic report feature has eliminated manual
reports and streamlined campaign analysis. The
campaign breakdown helps see which topics are
successful and should be promoted more or less or
emulated for future campaigns. The heat map also
accurately establishes the best times of day to reach
their audience.
Calendar View
For the company’s purposes, the calendar view
allows multiple users to schedule content for
different campaigns. It gives a singular view of
content distribution to ensure the proper topics
are being covered in the proper ways.
Eloqua Integration
By integrating with Oktopost they were able to see
all social click data in the Eloqua platform. This
enables the company to segment leads and
prospects for enhanced nurturing, and provides
the ability to modify lead scores based on social
activity. Each social click is appended with unique
data points ranging from social network name to
the Oktopost campaign topics.
Key Takeaways
From a sporadic, non-measureable
and individualized social marketing
execution, to an organized
accountable and unified strategy, they
transformed their digital content
marketing for the better. The
company is benefiting by being able
to see the success of campaigns,
content breakdown and engagement
levels within specific time frames.
Oktopost gave this team the extra
edge of organization, transparency
and measurable social media ROI to
align their marketing goals and use
social strategy to its advantage.
Challenge
The company is a leading, research and consulting
firm that specializes in helping its healthcare and
higher education clients improve performance.
With no dedicated social media staff, the burden
of social media marketing fell on employees with a
different primary focus. These professionals would
post sporadically, only when they had time and
were often operating independently. The company
manages many different social media accounts, for
general updates, products announcements and
more specific accounts as well. The social media
marketing, like in many companies, existed, but
was chaotic and its effect on business was non-
quantifiable. Social activity data was siloed and
not available to their Eloqua instance, resulting in
inadequate lead scoring and nurturing.
The digital marketing team decided to claim
ownership, which helped regain control of the
accounts and use them to their best potential.
When the team was deciding how to reign in the
administration of all the accounts and how the
company should proceed with its social strategy,
they identified the need for a single platform
where all members of the team would have
visibility of the content, performance and
conversions.
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Case Study