The document discusses the results of a marketing campaign by Manticore Technology that integrated social media. It found that social media efforts generated 18% of leads but 60% of sales opportunities, showing social media was effective at driving quality leads. Key lessons included that author participation was critical to social media success and that content re-purposing across social platforms extended the reach of the campaign. The document concludes yes, social media integration can effectively drive leads when used as part of an overall lead nurturing strategy.
The document is a report from Simply Measured analyzing Twitter usage among the top 100 global brands in Q4 2014. Some key findings include:
- Brands increased posting by 11% year-over-year while growing audiences by 38% on average, and engagement per post rose 85%.
- Photos were the most common content and generated the most engagement, while links were also popular but engaged users less.
- Brands significantly increased interactions with users, with @replies making up 68% of tweets on average.
- Media brands like MTV and Disney drove the most overall engagement, while restaurant brands excelled at one-on-one interactions.
The document discusses selecting and implementing social media strategies. It notes that over $4 billion was spent on social media marketing in 2011. The agency provides customized social media strategies and campaigns across multiple channels including YouTube, Facebook, Twitter, and more. They offer specialized packages focused on YouTube optimization and landing pages to help drive leads and sales through an integrated social media presence.
Mohammed Akthar Maximized Brand Awareness omairakthar
The document discusses the importance of social media for business promotion and brand awareness. It outlines key statistics about major social media platforms like Facebook, Twitter, Instagram, Google+, and YouTube. It also provides examples of how large companies like Target, Starbucks, and Southwest Airlines effectively use social media for marketing, customer service, and developing customer loyalty. The document concludes that an interactive social media presence is essential for businesses to remain relevant and succeed in today's digital landscape.
This document provides guidance for CDC employees on creating widgets to share public health information. It describes different types of widgets that pull content from images or RSS feeds. It outlines best practices such as clearly defining objectives, knowing the target audience, and ensuring long-term relevance. Widgets must be cleared and meet accessibility standards. Metrics and periodic reviews are recommended to evaluate widgets.
Network Solutions Rockville Womens Business Center Workshop February 2011Web.com
The document provides an overview of social media 101. It discusses the goals of using social media for business, how social media is evolving rapidly with user generated content, and what users and marketers are doing on social media platforms. It also outlines various social media tools for listening, content creation, connections, advertising and measuring engagement. Finally, it provides a checklist for an effective social media strategy.
How to Use Online Intelligence As Part of a Total Media StrategySocial Strategy1
"How To Use Online Intelligence As Part of a Total Media Strategy ”
The webinar explores the importance and growing influence of not only social media, but total media –including traditional publications, virtual communities, multimedia, blogs, message boards, and opinion sites–and how organizations can leverage total media intelligence to inform and track marketing programs including product development, advertising, and competitive analysis.
Sponsored by Social Strategy1 and Write2Market
This document summarizes a presentation by Ardath Albee on demand generation strategies. Albee is a marketing strategist and author who believes buyer personas are key to content strategies. The presentation discusses how attention has evolved from cursory to intentional, and how content should match what buyers want, including content structured by business role. It also emphasizes the importance of consistency across channels to help prospects connect information. Engagement data can inform program design, and consistency involves pre-event, event, and post-event activities around triggers for education, expertise and evidence.
How Chip Kron and educate2earn has helped AmeriFirst Financialchipkron
This document discusses an educate2earn marketing plan for mortgage lenders. Some key points:
- Over 19,000 real estate agents have attended CE classes taught by Amerifirst loan officers, earning over 58,000 CE credits.
- The classes cover current market trends and have grown one company's business by over 483%.
- Amerifirst has 16 branch locations across 4 states and is licensed in 8 states total.
- They offer various specialized loan programs like FHA, foreign national, and manufactured home loans.
- The goal is to be the lender of choice for real estate agents and treat employees and customers with integrity.
The document is a report from Simply Measured analyzing Twitter usage among the top 100 global brands in Q4 2014. Some key findings include:
- Brands increased posting by 11% year-over-year while growing audiences by 38% on average, and engagement per post rose 85%.
- Photos were the most common content and generated the most engagement, while links were also popular but engaged users less.
- Brands significantly increased interactions with users, with @replies making up 68% of tweets on average.
- Media brands like MTV and Disney drove the most overall engagement, while restaurant brands excelled at one-on-one interactions.
The document discusses selecting and implementing social media strategies. It notes that over $4 billion was spent on social media marketing in 2011. The agency provides customized social media strategies and campaigns across multiple channels including YouTube, Facebook, Twitter, and more. They offer specialized packages focused on YouTube optimization and landing pages to help drive leads and sales through an integrated social media presence.
Mohammed Akthar Maximized Brand Awareness omairakthar
The document discusses the importance of social media for business promotion and brand awareness. It outlines key statistics about major social media platforms like Facebook, Twitter, Instagram, Google+, and YouTube. It also provides examples of how large companies like Target, Starbucks, and Southwest Airlines effectively use social media for marketing, customer service, and developing customer loyalty. The document concludes that an interactive social media presence is essential for businesses to remain relevant and succeed in today's digital landscape.
This document provides guidance for CDC employees on creating widgets to share public health information. It describes different types of widgets that pull content from images or RSS feeds. It outlines best practices such as clearly defining objectives, knowing the target audience, and ensuring long-term relevance. Widgets must be cleared and meet accessibility standards. Metrics and periodic reviews are recommended to evaluate widgets.
Network Solutions Rockville Womens Business Center Workshop February 2011Web.com
The document provides an overview of social media 101. It discusses the goals of using social media for business, how social media is evolving rapidly with user generated content, and what users and marketers are doing on social media platforms. It also outlines various social media tools for listening, content creation, connections, advertising and measuring engagement. Finally, it provides a checklist for an effective social media strategy.
How to Use Online Intelligence As Part of a Total Media StrategySocial Strategy1
"How To Use Online Intelligence As Part of a Total Media Strategy ”
The webinar explores the importance and growing influence of not only social media, but total media –including traditional publications, virtual communities, multimedia, blogs, message boards, and opinion sites–and how organizations can leverage total media intelligence to inform and track marketing programs including product development, advertising, and competitive analysis.
Sponsored by Social Strategy1 and Write2Market
This document summarizes a presentation by Ardath Albee on demand generation strategies. Albee is a marketing strategist and author who believes buyer personas are key to content strategies. The presentation discusses how attention has evolved from cursory to intentional, and how content should match what buyers want, including content structured by business role. It also emphasizes the importance of consistency across channels to help prospects connect information. Engagement data can inform program design, and consistency involves pre-event, event, and post-event activities around triggers for education, expertise and evidence.
How Chip Kron and educate2earn has helped AmeriFirst Financialchipkron
This document discusses an educate2earn marketing plan for mortgage lenders. Some key points:
- Over 19,000 real estate agents have attended CE classes taught by Amerifirst loan officers, earning over 58,000 CE credits.
- The classes cover current market trends and have grown one company's business by over 483%.
- Amerifirst has 16 branch locations across 4 states and is licensed in 8 states total.
- They offer various specialized loan programs like FHA, foreign national, and manufactured home loans.
- The goal is to be the lender of choice for real estate agents and treat employees and customers with integrity.
The Role Of Social Newletters In The Age of Content MarketingG3 Communications
The boundaries differentiating B2C and B2B marketing strategies are starting to blur. In fact, the instant gratification that comes with online search, social media, email and other web-based tools have offered buyers instant access to a plethora of information on potential solutions and services, as well as business trends.
While vendors and their partner networks are recognizing that social media and content marketing are the new must haves for sales and marketing success, there is a clear disconnect between channel-wide goals, and overall training and capabilities to drive engagement and sales via these channels.
Social newsletters, however, allow organizations to connect the dots between social media and blogs, creating a new opportunity for channel engagement.
Register for the webinar titled: The Role of Social Newsletters In The Age Of Content Marketing to learn how organizations across the channel can optimize social engagement and blogging with social newsletters.
The document discusses best practices for B2B digital marketing using a converged approach of paid, owned, and earned media. It notes that nearly half of B2B marketers plan to increase budgets in 2013, especially for digital marketing. To stay competitive, marketers need to enable thought leadership, adjust their online and offline mix, and capitalize on marketing technology. The document provides guidance on creating compelling owned content, employing an effective paid media strategy, and leveraging influencers to spread stories through earned media channels. It emphasizes measuring the dynamic customer journey using analytics to coordinate paid, owned, and earned efforts.
AdMobilize is an early stage Internet of Things company that has raised over $4 million in funding. They produce AdBeacon, a facial detection device that captures consumer data. The company has a small open culture of 35 employees across offices in Miami, Washington D.C., Colombia, and London. On social media, AdMobilize has over 1,000 followers on Twitter but lacks frequent updates and engagement. Their content focuses on product awareness for tech developers and businesses but could improve by generating more calls-to-action.
Social and Digital Marketing for InspireCorpsJames Schmidt
This document provides recommendations for InspireCorps' digital marketing strategy from 2015-2016. It analyzes their current website and provides suggestions for improvement. It recommends establishing a presence on social media platforms like Facebook and LinkedIn in phase one, and YouTube and Google+ in phase two. Sample social media content is provided. It also outlines plans for social media engagement, monitoring, and management. Additional recommendations include improving the contact page, fixing issues with the website ribbon, and launching the online community learning site. The document provides a comprehensive digital marketing strategy for InspireCorps across multiple channels.
This document discusses social media and Web 2.0 best practices from SAP. It covers:
1) Topics around Web 2.0, social media, and SAP's involvement including blogs and communities.
2) Why companies should embrace social media, including increased revenue, brand awareness, and search rankings.
3) Common pitfalls around social media like not having clear objectives or engaging audiences. It provides tips on avoiding these pitfalls through strategy and goals.
Making Dollars and Cents of Social Media: Part 2Todd Van Hoosear
This two part webinar series is hosted by Progress Partner Marketing. Key topics:
1. Social media and the marketing world: What’s new, and why you should care?
2. The evolution of content marketing: The intersection of stories, search and social
3. Eyes vs wallets: The two major social marketing strategies
4. How to measure your awareness-building campaign
5. How to measure your lead generation campaign
6. What’s next: Where is this technology and marketing heading?
The Second Street Practicum Team presented their final recommendations for helping Second Street Marketing move into content marketing. They conducted interviews in Phase I to identify pain points, then tested eight potential products in Phase II. Their survey and experiments showed the Blog Post Popularizer was the most useful and important product. They recommend starting with the Popularizer, then expanding their portfolio in phases.
How to leverage social media at IT organizationsThe Oren Group
The rapid proliferation of social media has revolutionized the way companies and consumers from around the world communicate, collaborate and transact. Social media platforms & tools like:
Facebook, Twitter, blogs, webcasting, and virtual events have positively impacted our business by enabling effective knowledge sharing & collaboration with various stakeholders across different geographies and time zones.
In this presentation, I will explain why and how IT companies should use social media to develop relationships with their target audiences and stakeholders.
I will discuss social media strategies & platforms that are available for companies in general and IT companies in particular to effectively provide value to their customers and stakeholders. Several case studies of IT companies that have successfully adopted social media are provided.
Millennial Media provides mobile advertising solutions and specializes in mobile advertising. Their technology powers mobile intelligence and insights. They have expertise in campaign management, reporting, and award-winning in-house creative services. Millennial Media has a global reach of over 1.25 billion impressions in the UK and 2.5 billion impressions in the EU across various content verticals like social networks and entertainment. They offer various mobile advertising formats and targeting capabilities.
SozializeMe is a social media engagement platform that allows brands and blogs to engage their audience across multiple social networks from a single button on their website or blog. It aims to help content creators grow their social media following simultaneously across platforms like Facebook, Twitter, Instagram, and more. The company has raised seed funding, developed a beta product with over 30,000 registered users, and signed partnership and accelerator deals. It forecasts rapid customer and revenue growth over the next few years as it expands its team and refines its freemium business model.
Social media provides opportunities for businesses to engage with customers and communities. Effective social media programs involve developing a strategy, integrating social media into business functions, managing engagement, and measuring results. Key elements include defining goals, appointing leadership, establishing policies, identifying communities, developing content and measuring metrics like engagement, mentions and conversions. Tools like Twitter, Facebook, forums and alerts can help monitor conversations and spread content.
- The Evolution of B2B Social Media Channels
- Social Media Advertising and its Implications on other forms of Digital Marketing
- Evolving Technologies -Social Media Analytics, Content Curation & Targeting Influencers
- Future Trends for Social Media in the Enterprise
- Summary & Key Take-aways
tcs analysis and commentary on web through social mediaVeer Pratap Singh
The document provides an overview of social media marketing and Tata Consultancy Services' (TCS) analysis and commentary on their social media strategy. Some key points:
- Social media marketing is focused on creating engaging content to encourage sharing and organic spread of a company's message. It allows for inexpensive marketing campaigns.
- TCS conducted research on their social media use, analyzing platforms, tools, and methods used. They found that measurement, integration, and video marketing were top priorities for marketers.
- The majority of TCS' time spent on social media is 6+ hours per week, with over a third spending 11+ hours. Their research provided insights to improve TCS' own social media strategy
This document provides an introduction to social media marketing. It defines social media and lists major social media platforms. It discusses how social media has changed communication and marketing strategies from being product-focused to being customer-focused. It outlines the major activities in social media marketing like listening, community management, advertising, and sales/lead generation. It also provides frameworks for planning a social media marketing strategy, including setting goals and key performance indicators and measuring the results of social media activities. Examples of successful social media campaigns from brands like KFC, Lipton, Metro, Evian and Dove are also summarized.
The document discusses the evolution of marketing and public relations from 2000 to 2010, with a focus on the rise of social media. It provides statistics on social media usage and outlines best practices for integrating different social media platforms like blogs, Facebook, Twitter, and LinkedIn into marketing strategies. The document also presents case studies of how organizations successfully used social media to achieve their outreach goals.
What are the most Important trends in Social Media for Public Relations and Marketing in 2015? Explaining how the social media landscape will continue to change and how especially the public relations field needs to adapt.
Social Media Landscape for Credit UnionsMyJobMatcher
Social media is becoming increasingly important with things like word of mouth influencing purchases. Credit unions should embrace social media to [1] shape discussions about their brand, [2] help with marketing like awareness and recruiting, and [3] drive website traffic and search rankings. However, they must avoid pitfalls like rushing in without a plan, failing to engage audiences, and not measuring results. The document provides best practices like developing content and using multiple platforms like Facebook, Twitter, and LinkedIn.
This document discusses 5 ways that combining marketing automation with human touch can improve marketing performance. It provides examples of how live agent interactions enhanced marketing campaigns for various companies. Prospect qualification, relationship building, gathering business intelligence, ensuring optimal prospect coverage, and improving data quality are the 5 ways highlighted. Case studies describe how live agents working with marketing automation platforms helped generate more leads, increase sales pipelines, qualify prospects, and convert more prospects through nurturing programs. The integration of human touch and automation is advocated to help overcome challenges in lead generation.
Lead Nurturing after the Sales Handoff Accelerate the Buying ProcessManticore Technology
This document discusses strategies for lead nurturing after prospects have been handed off from marketing to sales. It recommends defining ideal prospect personas and buyer profiles jointly between sales and marketing. Then it describes three types of post-sales handoff nurture programs: 1) lifecycle nurtures for new prospects, 2) stay-in-touch nurtures for those not ready to buy, and 3) re-engagement nurtures for dormant prospects. The document advocates mapping nurture content to prospects' buying phases and roles using dynamic content to reduce complexity. It also stresses the importance of leveraging more than just the basic functionality of marketing automation systems.
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The boundaries differentiating B2C and B2B marketing strategies are starting to blur. In fact, the instant gratification that comes with online search, social media, email and other web-based tools have offered buyers instant access to a plethora of information on potential solutions and services, as well as business trends.
While vendors and their partner networks are recognizing that social media and content marketing are the new must haves for sales and marketing success, there is a clear disconnect between channel-wide goals, and overall training and capabilities to drive engagement and sales via these channels.
Social newsletters, however, allow organizations to connect the dots between social media and blogs, creating a new opportunity for channel engagement.
Register for the webinar titled: The Role of Social Newsletters In The Age Of Content Marketing to learn how organizations across the channel can optimize social engagement and blogging with social newsletters.
The document discusses best practices for B2B digital marketing using a converged approach of paid, owned, and earned media. It notes that nearly half of B2B marketers plan to increase budgets in 2013, especially for digital marketing. To stay competitive, marketers need to enable thought leadership, adjust their online and offline mix, and capitalize on marketing technology. The document provides guidance on creating compelling owned content, employing an effective paid media strategy, and leveraging influencers to spread stories through earned media channels. It emphasizes measuring the dynamic customer journey using analytics to coordinate paid, owned, and earned efforts.
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This document provides recommendations for InspireCorps' digital marketing strategy from 2015-2016. It analyzes their current website and provides suggestions for improvement. It recommends establishing a presence on social media platforms like Facebook and LinkedIn in phase one, and YouTube and Google+ in phase two. Sample social media content is provided. It also outlines plans for social media engagement, monitoring, and management. Additional recommendations include improving the contact page, fixing issues with the website ribbon, and launching the online community learning site. The document provides a comprehensive digital marketing strategy for InspireCorps across multiple channels.
This document discusses social media and Web 2.0 best practices from SAP. It covers:
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2) Why companies should embrace social media, including increased revenue, brand awareness, and search rankings.
3) Common pitfalls around social media like not having clear objectives or engaging audiences. It provides tips on avoiding these pitfalls through strategy and goals.
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This two part webinar series is hosted by Progress Partner Marketing. Key topics:
1. Social media and the marketing world: What’s new, and why you should care?
2. The evolution of content marketing: The intersection of stories, search and social
3. Eyes vs wallets: The two major social marketing strategies
4. How to measure your awareness-building campaign
5. How to measure your lead generation campaign
6. What’s next: Where is this technology and marketing heading?
The Second Street Practicum Team presented their final recommendations for helping Second Street Marketing move into content marketing. They conducted interviews in Phase I to identify pain points, then tested eight potential products in Phase II. Their survey and experiments showed the Blog Post Popularizer was the most useful and important product. They recommend starting with the Popularizer, then expanding their portfolio in phases.
How to leverage social media at IT organizationsThe Oren Group
The rapid proliferation of social media has revolutionized the way companies and consumers from around the world communicate, collaborate and transact. Social media platforms & tools like:
Facebook, Twitter, blogs, webcasting, and virtual events have positively impacted our business by enabling effective knowledge sharing & collaboration with various stakeholders across different geographies and time zones.
In this presentation, I will explain why and how IT companies should use social media to develop relationships with their target audiences and stakeholders.
I will discuss social media strategies & platforms that are available for companies in general and IT companies in particular to effectively provide value to their customers and stakeholders. Several case studies of IT companies that have successfully adopted social media are provided.
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The document provides an overview of social media marketing and Tata Consultancy Services' (TCS) analysis and commentary on their social media strategy. Some key points:
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- TCS conducted research on their social media use, analyzing platforms, tools, and methods used. They found that measurement, integration, and video marketing were top priorities for marketers.
- The majority of TCS' time spent on social media is 6+ hours per week, with over a third spending 11+ hours. Their research provided insights to improve TCS' own social media strategy
This document provides an introduction to social media marketing. It defines social media and lists major social media platforms. It discusses how social media has changed communication and marketing strategies from being product-focused to being customer-focused. It outlines the major activities in social media marketing like listening, community management, advertising, and sales/lead generation. It also provides frameworks for planning a social media marketing strategy, including setting goals and key performance indicators and measuring the results of social media activities. Examples of successful social media campaigns from brands like KFC, Lipton, Metro, Evian and Dove are also summarized.
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Social media integration into marketing campaigns – Does it Drive Leads?
1. 11/29/2015 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
Social Media Integration into Marketing
Campaigns – Does it Drive Leads?
November 16, 2010
2. 21/29/2015 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
Agenda
Manticore Technology Overview
Speaker Introduction
Campaign Components
Social Media Integration Process
Impact of Social Media on Overall Results
Social Media Lessons Learned
Q&A
3. 31/29/2015 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
eBook Campaign Overview
Manticore needed demand generation campaign for 2H
2010.
Primary Goal:
1. Drive marketing qualified leads to sales
Secondary Goals of campaign
1. Drive message of importance of process for success with
marketing automation
2. Work with our growing partner to increase their exposure
3. Test social media to see if it worked
With the right campaign, we could accomplish
all four of these
4. 41/29/2015 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
About Manticore Technology
Founded in 2001
Trusted provider of SaaS marketing automation
solutions since 2003
Companies of all sizes around the globe rely on
Manticore to manage and measure their marketing
funnel.
Simply powerful marketing automation
Developed for marketers
Ideal combination of usability and power
It’s about process – not technology for technology sake
People
Process
Technology
6. 61/29/2015 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
Featured Speaker
Emily Mayfield
Senior Marketing Manager
@Manticoretech
www.manticoretechnology.com/blog
7. 71/29/2015 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
Campaign Components
eBook: The Quintessential Marketing Automation Guidebook
10 contributors;
9 separate sections lead nurturing process
email
landing
pages
blog
posts
8. 81/29/2015 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
Social Media Integration
Social Share Icons in the eBook
What is Social Sharing?
9. 91/29/2015 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
Social Media Integration
Integrating Social Media into Lead Nurturing
DemandBoosterTM Lead Nurturing Process
Email Sent with
promoting section 1
Two choices:
Download Section
(No registration)
Register & DL
Complete Guide
Follow-up Email to
Blog Interview
Blog
Post
10. 101/29/2015 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
Social Media Integration
Blog – Content Re-purposing
Review two sections a week on Funnel Focus blog
Follow-up Interview posted 2 weeks later – links back
to review
Link to complete section; section linked to download
Follow-up interview integrated into lead nurture; drove
additional downloads
*Same Content re-purposed 4 times*
11. 111/29/2015 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
OUTBOUND EMAIL
CAMPAIGNS
SOCIAL MEDIA
DISTRIBUTION
Social Media Integration
12. 121/29/2015 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
Social Media Integration
Author Community Participation
Initiated partnerships between authors
to review sections
Notified authors when & where section
reviews and interviews posted
Chose authors active in social media
Integrated eBook encouraged social
media participation
13. 131/29/2015 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
Overall Campaign Results
Lead Generation:
Campaign generated 175% MORE LEADS than previous
non-integrated campaigns
82% of registrants from lead nurturing/email
18% directly from social media initiatives
Opportunities (Deals in Pipeline) :
60% produced from social media efforts
Potential revenue from social media 2X MORE than lead
nurturing/email
14. 141/29/2015 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
Overall Results Cont.
Campaign ROI:
Year-to-Date: 117% ROI
ROI Pipeline: 1055% ROI
Based on # of opportunities open in
pipeline
ROI of email only (no social
media):
ROI Pipeline: 256%
15. 151/29/2015 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
Key Takeaways
Does Social Media Drive Leads?
18% of leads came directly from social media
efforts
Quality vs. Quantity
80/20 Rule (not quite)
20% of leads came from social media
Social Media made up for 60% of opportunities
Look past # of leads generated
to determine the value of social
media
YES!
16. 161/29/2015 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
Social Media Lessons Learned
Interactive Share Chicklets in eBook:
Costly and Ineffective
Spent about $800 to ingrate into
eBook – saw very few click-thrus
Alternative: Integrate them into a
landing page – Less expensive, more
effective
17. 171/29/2015 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
Social Media Lessons Learned
Author Participation
#1 driver of social media success
The more active the author, the
better the lead gen
Delivering content with no
registration drives leads
40% of registrants downloaded at least 1
section before registering
18. 181/29/2015 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
Lead Nurturing Lessons Learned
Two-touch campaign is enough
Significant drop off in section & eBook
downloads after 2nd offering
Jump in Unsubscribes
1235 Downloads
585 Downloads
52 Downloads
17 Downloads
19. 191/29/2015 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
Remember…
Tested: social media as an integral part of a lead
nurturing campaign
Not tested: social media as a stand alone
20. 201/29/2015 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
Summary
Social Media Integration into a Campaign – Does
it Drive Leads? YES
Community & multiple social media participants
in the right industry is CRITICAL.
Content re-purposing prolongs the life of the
campaign & boosts registration rates.
You do not need to have a huge social media
following to get results
22. 221/29/2015 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
Contact Information
Emily Mayfield
@Manticoretech
www.manticoretechnology.com/blog
Editor's Notes
CD Slide
CD Slide…
We have customers that are with us for 3-4 years
CD Slide…
Thanks so much Christopher. And thanks so much to everyone for joining us today! I know a lot of you have downloaded to eBook or at least read one of the sections, so I think you’ll find the campaign framework interesting and will really walk away with some practical tactics that you can implement in your own campaigns.
I wanted to start by giving you an overview of the components we created to build this campaign. We started, of course with our offering. Like Christopher said, we wanted to offer content that really emphasized the importance of building a process around marketing automation and the tools & resources necessary to do that – because the more solid your process is, the better results you’re going to have with the technology. We created The Quintessential Marketing Automation Guidebook – which we wanted to be an all inclusive eBook offering a high-level look at the components and process necessary to really succeed with marketing automation. As Christopher said, marketing automation is about a lot more than just technology – the people and the process are critical success factors as well. So we envisioned an offering that really drove that home.
So now we had an idea of what we wanted to eBook to be about. We needed to come up with a way to produce valuable content so we brought in industry experts from all different specialties – be it building a process, tracking metrics, impact on sales, or content creation. So we contacted 9 well-respected thought leaders in marketing automation and asked them each to contribute a section to the eBook. Each author picked their own topic around marketing automation and then wrote a section on it. We designed it so that each section could exist separately as a stand alone download – the eBook is a compilation of all of them.
So we have our offering. Now how are we going to get it out there?
We then created an 8-week lead nurturing process using our DemandBooster product pictured here. We used 4 of and offered a section every 2 weeks. The goal being, for the recipient to eventually enter their information and register to receive the entire guide. The components of the lead nurture were emails, prospect pages, and blog posts.
So, now let’s discuss integrating social media with our lead nurturing campaign. We really did that in three ways.
We built interactive share chicklets into the eBook so readers could tweet and share directly from the PDF. And if you haven’t seen the eBook, I have a later slide that shows you what that looks like.
For those of you that are fairly new to social media – let me explain what a social share icon or chicklet is….
Social Sharing is the menu bar that you see a lot of times in blogs or on our web sites, where you can click on each icon and share it with your social network in that particular outlet. So here you can share it over twitter, facebook, or linkedin.
As part of our social media strategy we embedded social share icons into the eBook. Idea
being, readers could be reading a section and immediately share it with their friends driving
more downloads. We thought twitter would be the most effective, so that’s what we used in
The ebook.
At the bottom of each page, the reader could hit the “retweet this” icon, a pre-populated
twitter feed would come up mentioning the section and author and linking to it. The nice
thing is, the author would then see mentions of themselves in tweets and retweet would
have the opportunity to retweet it. They also had the option to email it to a friend or follow
us (Manticoretech) on twitter – where we would be tweeting about other chapters,
mentions, etc.
So, now let’s discuss how our lead nurturing process worked and how we integrated social media.
And just to offer a quick explanation of what a lead nurturing process is for those of you that aren’t familiar. It allows you to create a multi-touch email campaign and communicate with the recipient based on their activity or response.
So in this scenario, Like I mentioned before, we created an 8-week lead nurturing campaign offering 4 of the 9 chapters.
With our primary call-to-action being to download the section offered.
Each email offered a section of the eBook requiring no registration to donwload it. Secondary, was a call-to-action to download the guide. We then were able to create a follow-up based on their decision:
If they downloaded the section but didn’t register, they received a follow-up email thanking them for their download and a link to the section author’s follow-up interview on the blog.
If they downloaded the eBook, they received a follow-up thanking them for their download and a link offering them an opportunity to take an online demo of our product. They would then be removed from the lead nurture because they had registered and become a lead
If they registered for the chapter but didn’t subsequently download the guide or if they took no action at all, they remained in the nurture and were sent another offering for another section the next week.
The other social media initiative I mentioned was simultaneous to the lead nurturing process posting section reviews and interviews on our blog. So what I really want to stress here, is content re-purposing. And this is really the meat of your social media strategy. This is an example of the blog post review…
Just a quick summary to entice the reader to download the section. This drives registrations because they then have the option to download the eBook directly from the section.
We also used this section as an offering in our lead nurturing campaign. Like I mentioned, anyone who downloaded the section from the nurture received a follow-up email driving them to a follow-up interview.
We conducted a follow-up interview with the author and posted it two weeks later. The follow-up interview linked back to the summary post, which linked to the eBook prospect page. On several occasions the follow-up interview produced more downloads than the original post.
Point being – a big part of social media is making your content make as much noise as possible. So re-purposing your content allows you to do that, while at the same time giving the appearance that you’re offering fresh, valuable content. Modern marketing is all about hitting the right person, with the right message at the right time. Re-purposing gives you a way to do that without creating a bunch of new stuff.
This one section of the eBook was re-purposed 4 times. And we did that with several other sections as well.
So if you look at calendar distribution, this is how it fits togetherer. We had a 4-touch nurture process with an email going out every two weeks.
At the same time, we were creating a blog post summary twice a week and an interview follow-up twice a month. I know at the bottom it looks like a ton of blog posts and a lot of work. But remember this is re-purposed content so you’re using the same thing over again and just tweaking it a little. That being said, it still takes some time & effort. So make sure you have someone willing to devote some time to managing the social media piece.
Also, at the top, the reason the lead nurtures are staggered is because we were adding a new list of leads into the process each month. This allows us to spread out the lead flow to sales, so they don’t get bogged down with new leads and not get to follow-up promptly.
The last social media initiative was developing an organized and tactical approach to fostering author participation in the social media promotion. Part of the reason we chose to have multiple thought leaders participate in this project was because we knew if presented correctly, they could hugely impact the campaign’s success.
However, it takes more than just saying, “hey could please help promote this eBook.” For a campaign lasting twelve weeks, you need a strategic action plan to really leverage your author’s popularity and influence in the space. So, it’s important to give a single, simple action that each author can easily implement – otherwise the thought of promoting it becomes overwhelming with everything else they have going on.
So, we initiated a partnerships between authors that were highly active in social media, to review each other’s section on their blogs. We also notified authors when and where section reviews and interviewed were posted so they could tweet it, link to it, re-purpose it, ect. It’s a win-win for both of us, they are gaining exposure as a thought leader, while at the same time, driving eBook downloads.
As I mentioned before, part of our selection process for authors included how active they were in social media – we chose authors that we knew had active blogs, twitter followings and forums.
Also, we gave them an incentive to promote each other’s sections, because each section linked to the complete eBook which they were featured in, so ultimately, it was a win for them to promote other thought leaders.
So, as we mentioned, this was the most social media integrated campaign we’ve ever producted. And we put a ton of extra effort into the social media piece of it, so tracking its impact was important. And the results were pretty amazing:
For Lead Generation:
This campaign generated 175% more lead than previous non-integrated campaigns
Now, 82% of those leads came from our lead nurturing campaign. So still the vast majority of overall leads are coming in thru direct emails. But we did have 18% come directly from social media efforts, meaning they had not received an email from us about the eBook at all.
But to really measure the impact of a campaign, you need to look at more than just number of leads generated. So we also look at opportunities – which is a lead that is actively looking for a marketing automation solution and has engaged with our sales team.
60% of total opportunities from this campaign came from social media efforts. Meaning the quality of leads coming in thru social media outlets were more qualified than those coming from email. Also, the potential revenue from social media initiatives was 2X more than from our lead nurturing efforts.
Campaign ROI for this project. YTD is 117% ROI potential, which is based on the # of opportunities that resulted from this campaign that are still in the pipeline is 1055%.
That’s a pretty big win for marketing. We spent around $20,000 on the campaign and we have over $210,000 of worth of deals in the pipeline Year-to-Date. And the campaign is actually still running, so I’m sure we’ll end up exceeding that number.
If we were take all the opportunities coming in from email only (taking opportunities resulting directly from social media – our ROI potential would be 256%.
So, you’re looking at a difference of about 800%.
So, I think those results answer our initial question: Does Social Media Drive Leads? Yes, it does. 18% came directly from social media and they were highly qualified.
But I think the big take-away here is that social media drives QUALITY leads. 60% of our total opportunities came out of that small percentage of leads generated by social media. So in terms of quality vs quantity. It’s a lot like the 80/20 rule. 80% of your leads produce 20% of the revenue, while 20% of leads produce 80% of the revenue.
The math of course isn’t exact on that. But the point is, a smaller amount of qualified leads is better than a larger amount of not qualified leads. So to truly judge the value of social media, it’s important to look beyond just the # of leads generated and look at the bigger picture, which is the revenue/# of deals it produced.
So, the social media integration was a huge success overall. However, as every marketer knows you make mistakes and learn from it, on each and every campaign you do. So I wanted to share with you a few of my lessons learned on this campaign:
One social media initiative I mentioned was imbedding interactive share chicklets into the eBook PDF.
2. It costs us almost $800 to integrate these into an eBook and we saw very click-thrus on those so it really was not worth the money.
3. Part of that could have been because people weren’t used to seeing them in a PDF
So they weren’t quite sure what they were.
4. A better use of time & money would be to integrate them into a prospect page. It’s less costly, and you’re still enabling your registrants to share that registration page with their network and drive leads to you.
So, I think the takeaway here is that you don’t always need to do the most innovative new thing for social media to be effective and sometimes it can even work against you.
Author Participation – This was the #1 driver of social media success. It’s difficult to build excitement and momentum without have a team of people willing to do it with you. Having 8 authors (1 of the 9 was our president) involved expanded our reach 8X what we would have.
The more active the author in social media, the more leads their efforts generate. Our most active social media author (she has the most twitter followers and has a highly popular blog – generated 51 registrations from a single post). An author that posted, who gave us great content and had a decent following but not huge, generated 5. So when thinking about who you would like to contribute, it’s important to look not only at their area of expertise and content. But also their social media activity.
Separating those sections and offering them without requiring a registration was a huge hit.
Some thinking about gating your valuable content with a registration page, because afterall, that’s the value your bringing to the prospect. And they should be willing to give you something in exchange for it.
However, we found offering them a good, meaty piece of content as a teaser to this 50-page document worked very well. We embedded a link on every page of every section to the registration page for the Complete Guide. Unlike the embedded social shares, this was inexpensive and very effective. 40% of our total registrants downloaded at least one stand-alone section before downloading the entire guide.
Also, delivering content without requiring a registration drives additional leads. There is some thought behind not giving away educational content because that’s gem for lead generation. But when a prospect has a taste of the value they’re getting, they’re more likely to download and give you the correct information. 40% of our registrants downloaded at least one section before downloading the complete eBook.
Like I mentioned, we offered 4 of the 9 chapters in a lead nurturing campaign, idea being if the registrations kept flowing at the same rate, we’d add the other chapters later. However, we saw a significant drop off in section and eBook downloads after the 1st two. We still had some trickling in, but not enough to justify the time and effort. I would recommend starting off with a two-touch campaign. And then re-purposing your content later to drive additional registrations.
And one think I would like to emphasize (just because I did site some comparisons is terms of lead generation and lead quality) – I did not test social media as a stand alone. These results and lessons learned apply to using social media as part of an integrated multi-touch email campaign. They are both building momentum for each other. Results for both pieces would probably be different if not used together.
Also, in this presentation, I did not get into which social media outlet works the best in terms of twitter vs. facebook vs. linkedin vs. youtube. Our blog posts automatically to our facebook page and linkedin profiles, and most things that I’ve listened to regarding social media find that twitter and linkedin work the best for B2B marketers. Since they’re all really just one effort for us. I did not look at each separately and compare, but twitter was the most prominent referring URL.
So, there you have it for Integrating Social Media into your marketing campaigns. Just to summarize:
Does social media integration into a campagn drive leads? YES, it does.
Having a community of social media participants the right industry for your target audience is critical.
Re-purposing your content prolongs the life of the campaign and boost registration rates.
And I also wanted to point out, that you do not need to have a huge social media following to get results. Until recently we hadn’t put a ton of effort into social media initiatives so as a result, didn’t have a huge following, but we leveraged our team, our authors and our partners to make some noise. And as you can see that effort really paid off.
Thank you all so much for joining me for today’s presentation and I hope you picked up some good tip for creating your own integrated campaign.
We’ve had a bunch of good questions throughout the presentation, so I’d like to open it up for questions now.