Integrating Social Media into Marketing Automation<br />Parker TrewinDirector of Marketing Communications<br />
6 Stats that justify even having this discussion<br />Your customers are talking about you.  You need to be part of the co...
6 Reasons to Get Going<br />Better, one-to-one interactions; deeper customer relationships<br />Close more deals<br />More...
6 Easy Things to Get Going<br />Listen to what’s being said<br />Participate in the conversation<br />Start small<br />Cra...
6 Ways to make it measurable<br />BUDURL – clicks, referrals from shortened URLS<br />Buzzient – social media influencers,...
6 Resources to get you started<br />Altimeter Group – Social Media Consulting from the people who wrote Groundswell<br />C...
Sales<br />Marketing<br />What’s Social Marketing Automation<br />SEO/<br />SEM<br />Social<br />Media<br />Email Marketin...
 Engage prospects w actionable  data
 Drive a quality 1:1 relationship
 Personalized service across lifecycle
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Integrating Social Media into Marketing Automation

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2009 Dreamforce roundtable preso on integrating social media into your B2B marketing efforts.

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Integrating Social Media into Marketing Automation

  1. 1. Integrating Social Media into Marketing Automation<br />Parker TrewinDirector of Marketing Communications<br />
  2. 2. 6 Stats that justify even having this discussion<br />Your customers are talking about you. You need to be part of the conversation!<br />340+ million visitors on Facebook<br />275+ million blogs<br />44.5+ million month visitors on Twitter<br />43 million LinkedIn members<br />1.9 million Tweets per day<br />162,343 People Following Guy Kawasaki<br />
  3. 3. 6 Reasons to Get Going<br />Better, one-to-one interactions; deeper customer relationships<br />Close more deals<br />More upsells<br />Offer better customer service<br />Increased visibility and strength of brand<br />How’s my brand doing?<br />Influence the influencers<br />Competitive monitoring<br />Business Referrals<br />Recruiting help<br />
  4. 4. 6 Easy Things to Get Going<br />Listen to what’s being said<br />Participate in the conversation<br />Start small<br />Craft a social media policy<br />Deputize your efforts<br />Measure and promote your success<br />
  5. 5. 6 Ways to make it measurable<br />BUDURL – clicks, referrals from shortened URLS<br />Buzzient – social media influencers, keywords, sentiment<br />Genius.com – clicks, visitors, companies from shortened URLS, anonymous web-visitor tracking; integrated into marketing automation<br />Google Analytics – referrals from social media profiles<br />Radian6 – social media influencers, news monitoring, keywords, etc.<br />Twitalyzer – brand strength and influence on Twitter <br />
  6. 6. 6 Resources to get you started<br />Altimeter Group – Social Media Consulting from the people who wrote Groundswell<br />Chris Brogan Blog, Thoughts from a social guru <br />Mashable’s10 “Must Haves” for Social Media Policy<br />How to craft contagious content and attraction marketing -eMarketing Strategies for the Complex Sale <br />Facebook Marketing for Dummies <br />The New Rules for Marketing and PR, influential book from David Meerman Scott<br />
  7. 7. Sales<br />Marketing<br />What’s Social Marketing Automation<br />SEO/<br />SEM<br />Social<br />Media<br />Email Marketing<br />Webinars<br />Online Advertising<br />Connect to All “Cloud Conversations”<br />Right-time dialog between interested buyers and Sales<br />Blogs<br /><ul><li> Increase relevant connections
  8. 8. Engage prospects w actionable data
  9. 9. Drive a quality 1:1 relationship
  10. 10. Personalized service across lifecycle
  11. 11. Track click-throughs & lead sources
  12. 12. All conversations or ads=campaign
  13. 13. Pull conversations to your website
  14. 14. Automate engagement w/ nurturing and scoring</li></ul>Trade-Shows<br />
  15. 15. Social Marketing Automation AddressesToday’s Marketing & Sales Challenges<br />Marketing Challenges<br />How do I…<br />Sales Challenges<br />How do I…<br />Reach, listen & respond to relevant conversations?<br />Identify prospects from my territory on the web site? <br />Engage & track my prospect after click-through?<br />Increase connect rates with qualified prospects?<br />Determine best channels for lead generation?<br />Connect with a prospect when she’s ready – not before and not too late?<br />Engage prospects without wasteful manual processes?<br />Get the right profile data to have more quality conversations?<br />Optimize conversion rates?<br />Re-engage prospects not yet ready?<br />Re-engage prospects not ready to buy?<br />Identify up-sell & cross-sell opportunities with my customers?<br />
  16. 16. “Multi-Cloud&quot; Marketing<br />Easily track any campaign<br />Start customer conversations anywhere<br />Respond & Interact<br /><ul><li>Landing pages
  17. 17. Auto-response emails
  18. 18. Live chat/promos</li></ul>Continue the conversation on your website<br />Lead Nurturing & Scoring<br /><ul><li>Easy drag-and-drop interface
  19. 19. Rank by profile and behavior</li></ul>Timely, Personal communication by prospect profile and interest<br />Lead Routing<br /><ul><li>Real-time alerts
  20. 20. “No wait” conversions</li></ul>Right-time connections, Informed follow-up<br />How Social Marketing Automation Works<br />IT<br />Reach<br />Response<br />Relationship<br />Revenue<br />
  21. 21. About Genius.com<br />Genius is the leading on-demand marketing automation and Sales 2.0 solutions provider with over 500 total and 160 joint customers. Genius enables Marketing and Sales to instantly identify and connect with their best prospects in the Cloud.<br />For more information go to:<br />www.genius.com<br />www.genius.com/marketinggeniusblog/<br />www.twitter.com/parker_genius<br />ptrewin@genius.com<br />

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