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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Marketing’s Move to Predictive Social Analytics
#LaunchPoint
Sal...
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Sally Lowery
VP, Marketing
Appia
Jeff Revoy
Presid...
Page 3
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Quick Housekeeping
• Chat box is available if you have an...
Page 4
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Predictive Social Behavior
The Marketer’s View
Page 5
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
About Viralheat
Comprehensive social
media management
Soc...
Page 6
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
In The Beginning
Page 7
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
It Was Easier to Target Customers
First online display ba...
Page 8
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
2008 Today
*Enterprise social media marketing spend will ...
Page 9
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Customer Funnel
Page 10
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Social Blind Spot
Page 11
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Customer Challenges
• Identifying
• Targeting
• Measuring
Page 12
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Social Management for
Marketing Managers
Enterprise Inte...
Page 13
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 14
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 15
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Twitter
Processor
Facebook
Processor
Instagram
LinkedIn
...
Page 16
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Social
Signals
API
Synching and
Matching
Customer
Contac...
Page 17
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
So, how do we get there?
Page 18
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Predictive Social Analytics & the Marketing Funnel
Socia...
Page 19
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
1.Case Study –
Identifying
Page 20
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 21
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
You don’t always need
to burn time on new ideas.
Page 22
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 23
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 24
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 25
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 26
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
2. Case Study –
Targeting
Page 27
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Targeting Can Be Challenging…
Page 28
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Remarketing / Automation
• Predictive Social Communicati...
Page 29
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Life Changing Event
Page 30
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What’s Our Wedding Pool?
Tracked Keywords and Hashtags:
...
Page 31
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Trends
Viral Post
Page 32
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Wedding Crashers
Engage quickly and directly with users.
Page 33
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Related Influencers
Influencers to build
relationships w...
Page 34
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Influencers
Each influencer
report includes:
...
Page 35
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Twitter Trends
What’s This?
Page 36
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Ashton Kutcher Effect
Page 37
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Lead Drilldown
Increased
Lead
Generation.
Page 38
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Wedding Talk
The waitress asked if I was done with that,...
Page 39
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
New Lead Opportunities
Page 40
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
New Lead Opportunities
Page 41
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
New Lead Opportunities
Page 42
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 43
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Appia at a Glance
Page 44
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Market Story
• 2 Million Apps Across Google Play & App S...
Page 45
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Role of Social Media
• Understand the pain points of...
Page 46
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Turn Insights Into Programs
Page 47
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Complete the Lifecycle
Page 48
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Programs That Keep the Story Going
• Welcome Program
• S...
Page 49
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Welcome Program
• Signup -> Activation Campaign
• Accoun...
Page 50
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Site Creation
• App/Site Created
• App/Site Activated
• ...
Page 51
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Revenue Milestones
• First Day of Revenue
• $100 in Reve...
Page 52
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Nurture
• Monthly Reporting
• Content
• Whitepapers
• We...
Page 53
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Support
Page 54
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Ongoing Story
• Reacting to Conversations in Market
• Co...
Page 55
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Campaign Results
• Since launch 1/23/14
• Signed 438 new...
Page 56
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Q&A
Page 57
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Sally Lowery
VP, Marketing
Appia
Jeff Revoy
President & ...
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!
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Marketing’s Move to Predictive Social Analytics

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Sally Lowery VP of Marketing at Appia, Jeff Revoy CEO of Viralheat and Carra Manahan Marketing Programs Specialist at Marketo discuss the new technologies marketers use to targets potential clients on social media.

Published in: Marketing, Business, Technology
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Transcript of "Marketing’s Move to Predictive Social Analytics"

  1. 1. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Marketing’s Move to Predictive Social Analytics #LaunchPoint Sally Lowery, Appia Jeff Revoy, Viralheat Carra Manahan, Marketo
  2. 2. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Your Speakers Sally Lowery VP, Marketing Appia Jeff Revoy President & CEO ViralHeat Carra Manahan Marketing Programs Specialist Marketo
  3. 3. Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Quick Housekeeping • Chat box is available if you have any questions • There will be time for a Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides and the recording of today’s webinar • Twitter hashtag: #LaunchPoint
  4. 4. Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Predictive Social Behavior The Marketer’s View
  5. 5. Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential About Viralheat Comprehensive social media management Social and Enterprise integrations Patented, real- time data, sentiment and analytics 1B+…mentions per day Explosive Growth
  6. 6. Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential In The Beginning
  7. 7. Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential It Was Easier to Target Customers First online display banner ads delivered October 1994. First ad on Facebook ran from Y2M in 2004.
  8. 8. Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 2008 Today *Enterprise social media marketing spend will grow to $8 Billion by 2016 - Forrester The $8 Billion Dollar Shift - the Customer Funnel $8B by 2016*
  9. 9. Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The Customer Funnel
  10. 10. Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The Social Blind Spot
  11. 11. Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Customer Challenges • Identifying • Targeting • Measuring
  12. 12. Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Social Management for Marketing Managers Enterprise Integration for Marketing Executive CRM Management MARKETO Zendesk Google Analytics API - Data Management Publish Engage AmplifyAnalyze Monitor Viralheat Product Architecture
  13. 13. Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  14. 14. Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  15. 15. Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Twitter Processor Facebook Processor Instagram LinkedIn Social Signals
  16. 16. Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Social Signals API Synching and Matching Customer Contact Database Social Actions Contact Details API Social Signal provide a more complete view of existing leads and customer preferences
  17. 17. Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential So, how do we get there?
  18. 18. Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Predictive Social Analytics & the Marketing Funnel Social traditionally has been at the top of the funnel, but predictive social analytics can dramatically improve conversion in all channels Predictive Social Analytics
  19. 19. Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 1.Case Study – Identifying
  20. 20. Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  21. 21. Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential You don’t always need to burn time on new ideas.
  22. 22. Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  23. 23. Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  24. 24. Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  25. 25. Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  26. 26. Page 26 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 2. Case Study – Targeting
  27. 27. Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Targeting Can Be Challenging…
  28. 28. Page 28 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Remarketing / Automation • Predictive Social Communication gives marketers an opportunity to automate long term messaging: • #IMENGAGED – Average engagement time in the US is 13-16 months • Purchase Considerations: o Location o Dress o Invitations o Flowers o Honeymoon / Travel o Ring o Gifts
  29. 29. Page 29 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The Life Changing Event
  30. 30. Page 30 © 2013 Marketo, Inc. Marketo Proprietary and Confidential What’s Our Wedding Pool? Tracked Keywords and Hashtags: #imengaged #justengaged #wereengaged #engaged #isaidyes #shesaidyes "I'm engaged”
  31. 31. Page 31 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Engagement Trends Viral Post
  32. 32. Page 32 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Wedding Crashers Engage quickly and directly with users.
  33. 33. Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Related Influencers Influencers to build relationships with. Related Keywords for accurate copy.
  34. 34. Page 34 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Engagement Influencers Each influencer report includes: • Instagram handle • Number of followers • Profile description • Post URL • Profile image URL • Total posts Download detailed influencer reports for up to 150 influencers for any specified time period. Reports can be pulled for influencers based on impact and volume.
  35. 35. Page 35 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Twitter Trends What’s This?
  36. 36. Page 36 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The Ashton Kutcher Effect
  37. 37. Page 37 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Lead Drilldown Increased Lead Generation.
  38. 38. Page 38 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Wedding Talk The waitress asked if I was done with that, and I said yes, but I’m married to it! The Perfect Couple #Engaged!
  39. 39. Page 39 © 2013 Marketo, Inc. Marketo Proprietary and Confidential New Lead Opportunities
  40. 40. Page 40 © 2013 Marketo, Inc. Marketo Proprietary and Confidential New Lead Opportunities
  41. 41. Page 41 © 2013 Marketo, Inc. Marketo Proprietary and Confidential New Lead Opportunities
  42. 42. Page 42 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  43. 43. Page 43 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Appia at a Glance
  44. 44. Page 44 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Market Story • 2 Million Apps Across Google Play & App Store • More than 400 mobile ad networks • Defining our differentiation in the market for developers
  45. 45. Page 45 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The Role of Social Media • Understand the pain points of the publisher self- service developer • Competitor wins and fails • Resonating conversation threads o eCPMs o High Fill Rates o Competitive Ad Types o Easy to integrate o Responsive Support
  46. 46. Page 46 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Turn Insights Into Programs
  47. 47. Page 47 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Complete the Lifecycle
  48. 48. Page 48 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Programs That Keep the Story Going • Welcome Program • Site Creation/Site Activation • Revenue Milestones • Nurture • Support
  49. 49. Page 49 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Welcome Program • Signup -> Activation Campaign • Account Active -> Getting Started Campaign • Day 2 -> About Via • Day 5 -> Driving Monetization • Day 30 -> Survey • More Than 3 Days No Login -> Help Campaign • No Impressions 10 Days -> Help Campaign
  50. 50. Page 50 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Site Creation • App/Site Created • App/Site Activated • No App/Site Created in 3 Days • No App/Site Created in 10 Days
  51. 51. Page 51 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Revenue Milestones • First Day of Revenue • $100 in Revenue • $500 in Revenue • No Revenue in 14 Days • No Revenue in 30 Days
  52. 52. Page 52 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Nurture • Monthly Reporting • Content • Whitepapers • Webinars • Infographics • Case Studies
  53. 53. Page 53 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Support
  54. 54. Page 54 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Ongoing Story • Reacting to Conversations in Market • Competitor wins and fails • Ongoing active dialogue in competitor community
  55. 55. Page 55 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Campaign Results • Since launch 1/23/14 • Signed 438 new self-service publishers • More than 2,000 installs • Fall-Off Learnings • Glean from Marketo those that are out of flow • Glean from Viral Heat indicators of out of flow • Optimize • Have added 8 new campaigns since launch
  56. 56. Page 56 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Q&A
  57. 57. Page 57 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Sally Lowery VP, Marketing Appia Jeff Revoy President & CEO ViralHeat Carra Manahan Marketing Programs Specialist Marketo
  58. 58. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Thank you!
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