Social Media Sharing - It's Kind of a Big Deal
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This document summarizes a webinar about using social media sharing to promote marketing campaigns. Some key points: - Social sharing can help reach customers through friends and family recommendations, with 70% trusting those sources over company messages. - Successful social sharing involves encouraging shares, using visuals, integrating social into all campaigns, having resources to support social efforts, and measuring social media results. - Social networks like Facebook, Twitter, LinkedIn and SlideShare provide opportunities for social sharing, including landing pages, lead generation cards, and company updates. - Tracking social referral traffic and conversions can show the impact of social sharing efforts. Engaging stakeholders like customers, employees and resellers in sharing content can also help
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Social Media Sharing - It's Kind of a Big Deal
- 1. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Social Media Sharing - It's Kind of a Big Deal
- 2. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Speakers Carra Manahan Marketing Programs Specialist, Marketo @CarraManahan #marketo Glenn Gaudet President and Founder, GaggleAmp @glenng
- 3. Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Quick Housekeeping • Chat box is available if you have any questions • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides/recording • Twitter Hashtag: #marketo
- 4. Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Social Sharing • Half of all social media users under age 35 follow their online friends’ product and service recommendations • 43% of US marketers have found a customer through LinkedIn • 93% of marketers use social media for business
- 5. Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Your Social Network
- 6. Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Your Actual Social Network The real opportunity lies in the ability to reach their network of friends.
- 7. Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 70% trust friends and family <20% trust company messages
- 8. Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 5 Keys to Social Sharing Success 1) Encourage the Share 2) Visuals 3) Make Every Campaign Social 4) Have the Right Resources 5) Measure Results
- 9. Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Encourage the Share
- 10. Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Visuals
- 11. Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Reach&Engagement SocialLift SocialLift SocialLift SocialLift SocialLift Landing Pages Website Facebook Pages Paid Ads Email SocialLift Events Making Every Campaign Social
- 12. Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Have the Right Resources & People
- 13. Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Measure Results
- 14. Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Social Programs 1) Facebook 2) Twitter 3) LinkedIn 4) Slideshare
- 15. Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential • Organic Reach: 64,576 • Paid Reach: 93,056 • Clicks: 7.1K • Engagement: 17.3K
- 16. Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Landing Page Opens in Facebook Facebook Tabs • Names go directly into your marketing automation
- 17. Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Twitter Lead Generation Cards
- 18. Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential • Lead data syncs to marketing automation platform • Requested asset is sent directly to Twitter user’s email inbox • Engage in the buying cycle and nurture accordingly
- 19. Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential LinkedIn Company Updates • Utilize your company page to promote your content Extra lift
- 20. Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Slideshare eBook: 18K views Slidedeck: 353K views Lead Gen Form
- 21. Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential GaggleAMP • Encourages employees to share your content with the right message
- 22. Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 23. Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Test & Tune With Social Funnel Metrics Coloring Book Referral Results as of 9/11/2013 • 341 participants shared • 400 registered downloads • 20% increase in registered downloads
- 24. Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 25. Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Virtual Event Referral Results as of 9/11/2013 • 916 participants shared • 334 registered for the event • 36% increase in registration!
- 26. Page 26 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The Results Visits via Social Referral (YTD): 455,955 Conversions (TYD): 34,333 Source: Marketo Data as of Jun-2013: Marketo Revenue Cycle Analytics Social is very important for brand and content amplification.
- 27. Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Engaging Stakeholders • People ARE talking about your company • Who are your stakeholders? • Affinity levels • Role of privacy • Value of a share • GaggleAMP/Marketo Integration
- 28. Page 28 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Like It or Not… People Are Talking About Your Company
- 29. Page 29 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Proactive Get ahead of it.
- 30. Page 30 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Reactive Or get squashed by it!
- 31. Page 31 © 2013 Marketo, Inc. Marketo Proprietary and Confidential How do you get ahead of it? Simple… don’t do it alone.
- 32. Page 32 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Engage Stakeholders Who are they?
- 33. Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Fans • Justin Bieber is #1 on Twitter • Retweets .08% • Favorites .05% • How about your fans?
- 34. Page 34 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Customers • Dropbox went viral on social media • Earn free service for sharing social media
- 35. Page 35 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Resellers • ARCserve Resellers • CA provides social media content to their ARCserve resellers • Industry Knowledge & Product
- 36. Page 36 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Employees • Global Services provides social media content to employees • Thought Leadership
- 37. Page 37 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Employee Case Study • XO Communications (B2B Boradband Supplier) put 250 sales people on GaggleAMP • One salesperson within a week of got two leads by updating LinkedIn status which led to $10K/month in business • XO follows a post strategy of 9 industry posts to one XO related post • Sharing has increased blog traffic by 10% and visitors have a 30% higher visit time • ROI: Cost per lead from sharing is significantly lower than the other traffic driving driving vehicles they use • The point is to increase sharing, GaggleAMP makes it easy.
- 38. Page 38 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Affinity Levels Higher Affinity Lower Affinity
- 39. Page 39 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Role of Privacy • Stakeholders want to help, but don’t want to “hand over” the keys to their social accounts. • Track the aggregate results rather than an individual’s. • Opt-in is crucial to success.
- 40. Page 40 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Value of Sharing
- 41. Page 41 © 2013 Marketo, Inc. Marketo Proprietary and Confidential GaggleAMP • Integrates with Marketo
- 42. Page 42 © 2013 Marketo, Inc. Marketo Proprietary and Confidential GaggleAMP • Amplifies social media and provides rich lead tracking information to Marketo
- 43. Page 43 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Contact Information • Glenn Gaudet • President & Founder, GaggleAMP • @glenng • GaggleAMP • http://gaggleamp.com • 888.677.4528 • Special Offer – 2 Week Trial of GaggleAMP • http://gaggleamp.com/webinar06
Editor's Notes
- So to kick things off, let’s talk about social sharing.. The reason we’re all here today. Let’s start with these key statistics.Can social sharing make a difference? Absolutely! 93% of marketers are already using social media for business and those that aren’tmaking their content socially shareable are missing a huge opportunity.Also when you’re thinking about social sharing it’s important that you remember it’s about quality not quantity! It all depends entirely on your company’s social presence. For instance if you’re working a large corporation with a million fans, 1000 shares but not be a lot. But if you’re at a smaller business, 1000 shares goes a much longer way. You’ll also want to keep in mind that only a few shares but by influential people can be key. 93% stat- BufferHalf of all social media users under age 35 follow their online friends’ product and service recommendations. (TECHi)43% of US marketers have found a customer through LinkedIn (source: A Sales Guy Consulting)Twitter users send 400M tweets each day (source: Nielsen)Facebook users share 2.5B pieces of content on the site each day (source: Nielsen)
- So moving on…At Marketo, we like to use an iceberg as an example of the power of social media and its reach. On the surface, you can see the top of the iceberg, which represents your social network including all of your Facebook friends, all of your Twitter followers, LinkedIn connections, etc.
- But when you look beyond the surface and see the whole iceberg, you’re able to see its true value. Not only are you able to utilize your direct social network, but the real opportunity lies in the ability to reach their network of friends.
- And on that note, 70% of people trust their family and friends while less than 20% trust company messages. Again we see that the majority of people value what their immediate networks have to say and it emphasizes that buyer to buyer trust is much more valuable.So how can you as a brand overcome this statistic? By making sure that your content is socially shareable.
- There are 5 keys to achieving social sharing success. They are:#1 – Encourage the share#2 – Visuals#3 – Make Every Campaign Social#4 – Have the Right Resources#5 – Measure the Results
- So #1 Encourage The Share.You want to make it easy for people to share your useful content. Also try to create compelling reasons for someone to share.Go over each image… 3- give them access to something exclusive
- MemesFun images make people want to share your valuable content. Also help build affinity, on Facebook for instance a big part of the algorithm is affinity- drives likes and shares.
- We like to make sure that all of our marketing campaigns have a social element. If we’re launching a new asset or promoting a webinar we always think about how to make it social. Whether it’s by creating a referral offer, a contest, or a simple social share. For instance, when you registered for this webinar you probably noticed a social share button below the form you filled out.Let your network amplify your campaigns! Drive traffic to your website, landing pages, ads, email, etc. Include social engagement in all of these channels. Think of social as something that you integrate into everything and can provide extra lift.
- Make sure you have the resources and people to available to make your social presence happen. Depending on how much you’re looking to do on social media, you’ll want to have at least one person dedicated to social. Also, besides making sure you have the appropriate person, you’ll want have the right tools. Have a platform that you can use to schedule your social posts to be more effective, have someone that can create and track your social media programs in your marketing automation instance.
- Not only do we add social media to every campaign we launch. We make sure that we can track its success. A common issue when it comes to social media is that its success is not measurable and cannot be quantified. This is where marketing automation comes in- by utilizing your marketing automation platform you can not only track but also measure the success of your social campaigns.
- Similar as to how your different marketing programs, track your social leads by social channel.
- 20% Text RuleFacebook engagement – likes shares comments. Image used for amplification- generate leads.Sponsored stories are key you’ll want to use Facebook’s algorithm to your advantage. When anyone engages with any post on your page, whether it’s a comment, like, or share that action is then shared with their Facebook friends. Also when someone shares your post, the link that you’ve placed goes along with it. So when you’re posting promotions for anything on Facebook you want to make sure that you can track how well your post is doing.Ideally you’ll want to send them directly to a landing page so you can then see how many people have registered for an upcoming event, downloaded a piece of content, or whatever it is that you’d like your friends to do. Put a little paid promotions behind it.
- While we do use links to landing pages, we also link to our Facebook tabs so create a better user experience for someone. When they click the link in the our Facebook post, the landing page actually opens within Facebook, they fill it out, and are able to download the asset.Publishing your landing pages to Facebook make things easier for anyone of your potential buyers to do whatever it is that you’d like. You can create ones for event registration as well.
- Real time engagement. Use it to push out new content.A few months ago Twitter rolled out lead generation cards which allow you capture leads from twitter which then sync directly into your marketing automation instance. They are also great for adding another level of social sharing to your campaigns. All someone has to do is retweet your post and in 1 click the asset delivered straight to their inbox.
- Company posts on LinkedIn are also important. To truly take advantage of your social networks, you’ll want to be sure to have an active company page and use it to promote your content.Just like Facebook, when someone likes your post it shows up on their profile and will appear in their friends’ feeds.
- Tons of visual content. We have someone download our slides and have a form pop up. When someone fills out a form, we capture their lead information.
- So another element of social sharing that you can’t overlook are your employees. Them along with your customers are your biggest brand advocates.Social media is a big part of our marketing efforts and we encourage our employees to have a presence and promote valuable and useful content. Yet, some people are hesitant about this because they’re not sure what to say or what content they should be promoting.To avoid all of the above, we rolled out GaggleAMP. Every month we add in exactly what we’d like people to post with the exact messaging and they can then post it and share it with their networks.
- Besides promoting your content on social networks and making sure everything is shareable, you can also add a little fun and incentivize. Create a compelling reason for someone to share your content.Earlier this year we released the Big Marketing Activity Coloring book. It was one of the first referral campaigns we launched at Marketo and the results were great. The key here was that we incentivized the audience.When people signed up for the referral campaign, they were given a personalized URL to share with their friends via social or email. When 5 people downloaded the coloring book using their URL we’d send them a hard copy of the coloring book and crayons.
- Coloring Book Referral:https://app-abk.marketo.com/#SOA715B2LA1Since this was one of the first referral campaign we launched it was great for testing. We had 341 people sign up to share, 400 registrations from people’s personalized URLs which gave us a 20% increase in overall downloads.
- Overall social is very important for brand and content amplification. And a mix of both paid and organic promotions goes a long way. Another important part of social sharing are various types of stakeholders that a company has and how to leverage them for social sharing.Glenn Gaudet the president and founder of one of our integration partners... GaggleAMP. For full disclosure, Marketo is also a customer and uses GaggleAMP.