Measuring the ROI of Social Marketing, Liz Smyth , Marketing Director, Marketo

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Liz Smyth , Marketing Director, Marketo. Technology for Marketing & Advertising 2013, 26-27 February 2013, Earl's Court 2, London

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  • 04/04/13 ©2006 Marketo, Inc. CONFIDENTIAL
  • Measuring the ROI of Social Marketing, Liz Smyth , Marketing Director, Marketo

    1. 1. Measuring the ROI of social marketing Liz Smyth Marketing Director MarketoSponsored by: Organised by:
    2. 2. Measuring the ROI of Social Marketing TFM+A - February 2013 Liz Smyth EMEA Marketing Director @lizsmyth #SMROI© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    3. 3. Marketo in a Nutshell • Thought leader driving the market agenda • Easy-to-use, powerful and complete marketing software • Built on customer adoption & success • EMEA HQ opened in Dublin 2011Page 3© 2012 Marketo, Inc. @LizSmyth #SMROI
    4. 4. Biggest pain point in social is attributionPage 4© 2012 Marketo, Inc. @LizSmyth #SMROI
    5. 5. But, we know what we wantPage 5© 2012 Marketo, Inc. @LizSmyth #SMROI
    6. 6. Page 6© 2012 Marketo, Inc.
    7. 7. Page 7© 2012 Marketo, Inc.
    8. 8. Making Every Campaign Social Reach & Engagement Website Landing Email Facebook Events Pages Paid Ads PagesPage 8© 2012 Marketo, Inc. @LizSmyth #SMROI
    9. 9. The Numbers • 700 Billion – minutes spent on Facebook each month • 2 Members Every Second - LinkedIn • 1 Million – Twitter accounts added daily • 32 Billion – Search queries Twitter handles per month, more than Bing and Yahoo combined • 40% – Percentage of social media driven purchases Pinterest accounts for • 1 Billion – Active Facebook usersPage 9© 2012 Marketo, Inc. @LizSmyth #SMROI
    10. 10. Peer-to-Peer “The basic idea here is that the best type of advertising is a message from a friend.” - Mark ZuckerbergPage 10© 2012 Marketo, Inc. @LizSmyth #SMROI
    11. 11. Social Marketing – The Social Media ClutterPage 11© 2012 Marketo, Inc. @LizSmyth #SMROI
    12. 12. Identify Your Customer Currency What’s in it for me?Page 12© 2012 Marketo, Inc. @LizSmyth #SMROI
    13. 13. Material Currency: DiscountPage 13© 2012 Marketo, Inc. @LizSmyth #SMROI
    14. 14. Emotional Currency: KnowledgePage 14© 2012 Marketo, Inc. @LizSmyth #SMROI
    15. 15. Now What?Page 15© 2012 Marketo, Inc. @LizSmyth #SMROI
    16. 16. Measuring Success – The What Traffic, Interaction, Sharing, Conversions, ReachPage 16© 2012 Marketo, Inc. @LizSmyth #SMROI
    17. 17. Measuring Success – The Where Social Networking ChannelsPage 17© 2012 Marketo, Inc. @LizSmyth #SMROI
    18. 18. Measuring Success – The Who Social CRMPage 18© 2012 Marketo, Inc. @LizSmyth #SMROI
    19. 19. Visual Content Helps Stand Out eBook Interactive Infographic ds al su or ViW 17,000 145,000 views views Hits and Long-Tail ContentPage 19© 2012 Marketo, Inc. @LizSmyth #SMROI
    20. 20. Facebook Timeline CampaignsPage 20© 2012 Marketo, Inc. @LizSmyth #SMROI
    21. 21. Facebook and EdgeRank • Time Decay • Weight • AffinityPage 21© 2012 Marketo, Inc. @LizSmyth #SMROI
    22. 22. Twitter Promoted Tweets • Combination of search & timeline campaigns • $109k invested • 2,995 Prospects • $ per Prospect: $37 • $290k pipeline to datePage 22© 2012 Marketo, Inc. @LizSmyth #SMROI
    23. 23. Slideshare • $5k invested • 2,765 names • 57 new prospects • $ per Prospect: $94 • $107k pipeline to datePage 23© 2012 Marketo, Inc. @LizSmyth #SMROI
    24. 24. ROI On Social Advertising: Tale of Two Ads • Facebook and LinkedIn display ads not effective (yet) • Twitter drove many Prospects, especially early on, but slow to convert to Lead • Facebook memes are working great (but still new) • Slideshare great for acceleration (not lead gen), but smaller Source: Marketo Revenue Cycle AnalyticsPage 24© 2012 Marketo, Inc. @LizSmyth #SMROI
    25. 25. Through the use of Marketo’s social campaign functionality, we can now tie specific influencers toMarketo Gets Lift From Social Campaigns social campaigns, and measure the ROI of our social investments. Social Objectives Jason Miller Social Media Programs Manager • Monitor and reward top brand influencers • Generate and track new leads and prospects through social channels Results: • Promote every campaign socially • On average, each share resulted in 25 clicks • Analyze ROI from social investments • Reached 70k+ via social channels Campaign: Guide to Social Marketing • 300+ new leads from social channels • Ran “Share to Win” Contest • 5 referred downloads earned a printed copy and t-shirtPage 25© 2012 Marketo, Inc. @LizSmyth #SMROI
    26. 26. AT THE DANCEBut who is dancing?Page 26© 2012 Marketo, Inc.
    27. 27. Lead Nurturing Relevance 1. BUYING STAGES 2. PERSONA •Early / Mid • Molly Marketer •Late (Opportunity) • Sam Sales •Customer • Jack Executive 3. DYNAMIC CUSTOMIZATION •Industry Wrappers •Size Specific Examples •Localization Get The “Definitive Guide to Lead Nurturing”Page 27 http://bit.ly/DGtoLN© 2012 Marketo, Inc.
    28. 28. Making Every Campaign Social Reach & Engagement Website Landing Email Facebook Events Pages Paid Ads PagesPage 28© 2012 Marketo, Inc. @LizSmyth #SMROI
    29. 29. Page 29© 2012 Marketo, Inc. @LizSmyth #SMROI
    30. 30. Key Tweetable Takeaways 1. Leverage “peer-to-peer” influence to give every campaign a social boost 2. Pick the right “currency” to motivate social engagement 3. Authentic social interaction drives more ROI than paid ads 4. Most leads are not “ready-to- dance” – nurture relationships over time 5. To measure ROI of social, you need to track all interactions with an accountPage 30© 2012 Marketo, Inc. @LizSmyth #SMROI
    31. 31. Question and Answer #SMROI© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    32. 32. Thank you! Pick up your Definitive Guide to Social Marketing at the Marketo Stand #SMROI© 2012 Marketo, Inc. Marketo Proprietary and Confidential

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