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Social Demand Generation

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Learn more about Eloqua Social Suite from the slides used at Eloqua Experience 2012.

Learn more about Eloqua Social Suite from the slides used at Eloqua Experience 2012.

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  • A lot our customers tell us that in the early days of social, brand marketing or even PR really owned most of the company’s social efforts. Demand gen on the other had been waiting on the sidelines trying to determine if and when there was a place for social within their campaigns. While Eloqua is breaking down the technology barriers for the use of social in demand gen, one of the greatest barriers we still see is purely organizational.
  • But organizations feel like there must be a role for social in lead and demand generation. Rather than relying solely on traditional channels like emails and landing pages they’re looking for more innovative ways to include social within their campaigns. But it’s not about wrestling the keys to social away from content marketing, it’s about working in conjunction – building on all that thought leadership the company has developed and extending that into lead generation efforts.
  • In practice, companies that incorporate a social media strategy into demand gen demonstrate better business results than those that don’t. In this recent Aberdeen study, best-in-class companies were defined as those with 20% revenue growth and a 44% marketing contribution to leads (among a few other metrics). Leaders are already integrating social profile data into their prospect records to drive lead management and scoring efforts.
  • And socially active demand gen organizations are providing a much higher percentage of leads to sales. So clearly there are some tangible benefits to getting involved. So why such a slow start?
  • The reality is many organizations still lack a plan and they’re not exactly sure what to measure. As you can see here, almost 50% of respondents to this recent YouGov study in the UK still indicate that they are using social for increasing brand awareness. Surely a nice benefit, but not really the job of demand gen, is it? And nearly a quarter still don’t think there is any benefit to the use of social for driving demand. Hopefully we can change that opinion.
  • The reality is many organizations still lack a plan and they’re not exactly sure what to measure. As you can see here, almost 50% of respondents to this recent YouGov study in the UK still indicate that they are using social for increasing brand awareness. Surely a nice benefit, but not really the job of demand gen, is it? And nearly a quarter still don’t think there is any benefit to the use of social for driving demand. Hopefully we can change that opinion.
  • One of the things we’ve done recently to help is publish a Grande Guide on a set of best practices for incorporating social within your demand generation strategies. If you haven’t downloaded and read this report, or you have colleagues still on the fence about the value of social, you’ll need to pick up a copy (can we have some printed out?)
  • Even once you’ve identified some best practices and measurements, another hurdle is that there is still a massive landscape of tools and technologies to enable social marketing. But in essence, most are best suited in pre-funnel or early funnel activities, rather than in the actual lead generation stages. At Eloqua, we have really spent our efforts building tools into our marketing automation that dovetails with these other tools rather than competing with them. For example, we recently introduced a Radian6 cloud component that allows you to expose content curated for keywords and sentiment directly on a landing page. Joel will get into this more in the demo portion of this session.
  • In fact, we’ve built an entire framework for social demand generation to help our customers get started and continually improve. The framework is all about incorporating social into the marketing activities you are already engaging – not looking at social as a net-new channel or platform. In the demo, we will show you ways to more effectively expose their social assets such as YouTube SlideShare, or Twitter feeds. This is purely leveraging the existing social equity you’ve already built. But then we see companies moving to encourage visitors to share content socially through social sharing buttons or social comment widgets. Then, by gaining the trust of your contacts, you can use social sign-on to enrich contact records with social data. Then lastly, it is critical to continually measure the impact social is having on campaign effectiveness. This lets you then spend more effort on the social channels and tactics that are driving leads through the funnel, and less time on those that aren’t.
  • But where we see the greatest opportunity is in social sign-on. Even if you have the best social awareness program in the history of earth, if you can’t convert those social identities to actual leads with proper email addresses, names, and demographic information, it’s virtually impossible to pull them into the marketing funnel.
  • We are seeing that social sign-on is a particularly powerful tool for using social to drive effectiveness. In social sign-on, a visitor uses their social credentials to register for an event or a piece of content rather than a traditional form. It’s a very common practice in B2C, and we expect B2B to follow rapidly.
  • A lot of folks look at social sign-on purely as a way to help increase conversions. After all, the fewer fields you ask visitors to fill out, the more likely they are to complete the form. However, we’ve also seen evidence that social sign-on can improve data quality (you will have a lot fewer Micky Mouse’s in your contact database). It also grants you access to lots of rich social data that you can use to improve your understanding about leads without asking them explicitly for all that information. And ultimately, you can use that new social body language to improve targeting and segmentation.
  • We’ve seen a great deal in LinkedIn social sign-on particularly because their API makes the best and richest social data available back to the marketer. Information like associations, interests, skills, and specialties can be very valuable for learning more about what might be of interest to a particular lead. We also find that because business visitors tend to associate LinkedIn more with their business persona, it is often the preferred channel for sign-on.
  • However, we have made it easy to append a business email address with Twitter or Facebook as well. We enable marketers to ask for any additional pieces of information that they want. Asking for a business email, for instance, can greatly increase your ability to match the user’s social identity to an existing identity in the contact database. That way you are essentially getting permission-based social appending on top of existing contacts rather than creating duplicate entries or pulling in social data that’s disconnected from traditional data.
  • Transcript

    • 1. Demand a Social Revolution Eloqua Social Suite Rob Bois - @robbois Joel Rothman - @joelondemand© 2012 Eloqua, Inc.
    • 2. Social began as an awareness strategy Brand Marketing Demand Gen© 2012 Eloqua, Inc.
    • 3. But demand gen is feeling the pressue Demand Gen© 2012 Eloqua, Inc.
    • 4. Companies using social perform betterSource: Aberdeen Group’s B2B Social Media Marketing Benchmark Report, March 2012 © 2012 Eloqua, Inc.
    • 5. Companies using social perform betterSource: Aberdeen Group’s B2B Social Media Marketing Benchmark Report, March 2012 © 2012 Eloqua, Inc.
    • 6. Source: YouGov Social Media in Demand Gen Survey, 166 UK respondents from August-September 2012 © 2012 Eloqua, Inc.
    • 7. Source: YouGov Social Media in Demand Gen Survey, 166 UK respondents from August-September 2012 © 2012 Eloqua, Inc.
    • 8. Never fear, a Grande Guide is here© 2012 Eloqua, Inc.
    • 9. Eloqua complements the social ecosystem Pre-Funnel Demand Earned Generation Owned Media Media Paid Media © 2012 Eloqua, Inc.
    • 10. Twitter Feed CommentsSocial Reporting Social Sign-on © 2012 Eloqua, Inc.
    • 11. But how can you bridge the gap?@social_id mail@company.com mail@company.com@social_id © 2012 Eloqua, Inc.
    • 12. Social sign-on: The Secret SauceSocial sign-on (otherwise known as “social login”) is a form of single sign-on using existing credentials from a third-party social network such as Facebook, Twitter, or LinkedIn in lieu of creating a new login account specifically for that web site or page.© 2012 Eloqua, Inc.
    • 13. Social sign-on has multiple benefits• Increased conversion rates• Improved data accuracy• Social data appending• Improved social targeting and segmentation © 2012 Eloqua, Inc.
    • 14. Social API’s provide rich append data© 2012 Eloqua, Inc.
    • 15. Combine social with traditional forms Contact Record Name John Doe Email jdoe@acme.com Company Acme jdoe@acme.com Industry Industrial Twitter @john_doe Facebook 12345678900434 LinkedIn 23451235© 2012 Eloqua, Inc.
    • 16. Social Suite Demo

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