Going beyond social listening with predictive social analytics

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Most companies have invested in some level of social listening, using social media monitoring tools that capture customers conversations. However, that's typically as far as most companies go generating just a list of conversations without any identifiable business outcomes. Appia and T-Mobile will talk about the future of social media marketing and how they are using Viralheat to predict customer behavior and lead identification. This allows their marketing and sales teams to not only identify hot leads, but also to immediately engage with them and increase the chance of conversion.

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  • Going beyond social listening with predictive social analytics

    1. 1. Going Beyond Social Listening - Using Social Media to Predict Buyer Behavior Jeff Revoy CEO, Viralheat Paul Sebastian CMO, T-Mobile/DT-HBS Sally Lowery VP Marketing, Appia
    2. 2. Page 2 © 2014 Marketo, Inc.#mktgnation14 Predictive Social Behavior The Marketer’s View
    3. 3. Page 3 © 2014 Marketo, Inc.#mktgnation14 About Viralheat Comprehensive social media management Social and Enterprise integrations Patented, real- time data, sentiment and analytics 1B+…mentions per day Explosive Growth
    4. 4. Page 4 © 2014 Marketo, Inc.#mktgnation14 In The Beginning
    5. 5. Page 5 © 2014 Marketo, Inc.#mktgnation14 It Was Easier to Target Customers First online display banner ads delivered October 1994. First ad on Facebook ran from Y2M in 2004.
    6. 6. Page 6 © 2014 Marketo, Inc.#mktgnation14 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*
    7. 7. Page 7 © 2014 Marketo, Inc.#mktgnation14 The Customer Funnel
    8. 8. Page 8 © 2014 Marketo, Inc.#mktgnation14 The Social Blind Spot
    9. 9. Page 9 © 2014 Marketo, Inc.#mktgnation14 Customer Challenges • Identifying • Targeting • Measuring
    10. 10. Page 10 © 2014 Marketo, Inc.#mktgnation14 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
    11. 11. Page 11 © 2014 Marketo, Inc.#mktgnation14
    12. 12. Page 12 © 2014 Marketo, Inc.#mktgnation14
    13. 13. Page 13 © 2014 Marketo, Inc.#mktgnation14 Twitter Processor Facebook Processor Instagram LinkedIn Social Signals
    14. 14. Page 14 © 2014 Marketo, Inc.#mktgnation14 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
    15. 15. Page 15 © 2014 Marketo, Inc.#mktgnation14 So, how do we get there?
    16. 16. Page 16 © 2014 Marketo, Inc.#mktgnation14 1.Case Study – Identifying
    17. 17. Page 17 © 2014 Marketo, Inc.#mktgnation14
    18. 18. Page 18 © 2014 Marketo, Inc.#mktgnation14 You don’t always need to burn time on new ideas.
    19. 19. Page 19 © 2014 Marketo, Inc.#mktgnation14
    20. 20. Page 20 © 2014 Marketo, Inc.#mktgnation14
    21. 21. Page 21 © 2014 Marketo, Inc.#mktgnation14
    22. 22. Page 22 © 2014 Marketo, Inc.#mktgnation14
    23. 23. Page 23 © 2014 Marketo, Inc.#mktgnation14 2. Case Study – Targeting
    24. 24. Page 24 © 2014 Marketo, Inc.#mktgnation14 Targeting Can Be Challenging…
    25. 25. Page 25 © 2014 Marketo, Inc.#mktgnation14 The Life Changing Event
    26. 26. Page 26 © 2014 Marketo, Inc.#mktgnation14 What’s Our Wedding Pool? Tracked Keywords and Hashtags: #imengaged #justengaged #wereengaged #engaged #isaidyes #shesaidyes "I'm engaged”
    27. 27. Page 27 © 2014 Marketo, Inc.#mktgnation14 Engagement Trends What’s This?
    28. 28. Page 28 © 2014 Marketo, Inc.#mktgnation14 The Ashton Kutcher Effect
    29. 29. Page 29 © 2014 Marketo, Inc.#mktgnation14 Lead Drilldown Increased Lead Generation.
    30. 30. Page 30 © 2014 Marketo, Inc.#mktgnation14 Engagement Influencers
    31. 31. Page 31 © 2014 Marketo, Inc.#mktgnation14 Wedding Promoters The Perfect Couple #Engaged!
    32. 32. Page 32 © 2014 Marketo, Inc.#mktgnation14 Wedding Crashers The waitress asked if I was done with that, and I said yes, but I’m married to it! Maybe not an engagement lead but…
    33. 33. Page 33 © 2014 Marketo, Inc.#mktgnation14 New Lead Opportunities
    34. 34. Page 34 © 2014 Marketo, Inc.#mktgnation14 New Lead Opportunities
    35. 35. Page 35 © 2014 Marketo, Inc.#mktgnation14 New Lead Opportunities
    36. 36. Page 36 © 2014 Marketo, Inc.#mktgnation14 3. Case Study – Measuring
    37. 37. Page 37 © 2014 Marketo, Inc.#mktgnation14
    38. 38. Page 38 © 2014 Marketo, Inc.#mktgnation14
    39. 39. Page 39 © 2014 Marketo, Inc.#mktgnation14 T-Mobile Hosted Business Solutions Launch New VoIP Product Internet based business phone system First small business-focused VoIP product for T-Mobile
    40. 40. Page 40 © 2014 Marketo, Inc.#mktgnation14 The Challenge • Crowded category • First business-focused VoIP product • Needed to identify relevant audience • Target key influencers & adopters
    41. 41. Page 41 © 2014 Marketo, Inc.#mktgnation14 Social Discovery • T-Mobile turns to social media to: • Understand T-Mobile brand sentiment • Learn where engagement is the highest • Determine language/terms used • Identify SMEs
    42. 42. Page 42 © 2014 Marketo, Inc.#mktgnation14 Solution Monitor the Conversation • Real-time research – #VoIP, #newoffice • Target key influencers re: T-Mobile@work • Identify and cultivate leads • Determine most effective channels
    43. 43. Page 43 © 2014 Marketo, Inc.#mktgnation14 Results • 500 pilot customers • High percentage were influencers • Identified best terminology • Insights implemented into marketing campaign
    44. 44. Page 44 © 2014 Marketo, Inc.#mktgnation14
    45. 45. Page 45 © 2014 Marketo, Inc.#mktgnation14 Appia at a Glance
    46. 46. Page 46 © 2014 Marketo, Inc.#mktgnation14 Market Story • 2 Million Apps Across Google Play & App Store • More than 400 mobile ad networks • Defining our differentiation in the market for developers
    47. 47. Page 47 © 2014 Marketo, Inc.#mktgnation14 The Role of Social Media • Understand the pain points of the publisher self- service developer • Competitor wins and fails • Resonating conversation threads – eCPMs – High Fill Rates – Competitive Ad Types – Easy to integrate – Responsive Support
    48. 48. Page 48 © 2014 Marketo, Inc.#mktgnation14 Turn Insights Into Programs
    49. 49. Page 49 © 2014 Marketo, Inc.#mktgnation14 Complete the Lifecycle
    50. 50. Page 50 © 2014 Marketo, Inc.#mktgnation14 Programs That Keep the Story Going • Welcome Program • Site Creation/Site Activation • Revenue Milestones • Nurture • Support
    51. 51. Page 51 © 2014 Marketo, Inc.#mktgnation14 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
    52. 52. Page 52 © 2014 Marketo, Inc.#mktgnation14 Site Creation • App/Site Created • App/Site Activated • No App/Site Created in 3 Days • No App/Site Created in 10 Days
    53. 53. Page 53 © 2014 Marketo, Inc.#mktgnation14 Revenue Milestones • First Day of Revenue • $100 in Revenue • $500 in Revenue • No Revenue in 14 Days • No Revenue in 30 Days
    54. 54. Page 54 © 2014 Marketo, Inc.#mktgnation14 Nurture • Monthly Reporting • Content • Whitepapers • Webinars • Infographics • Case Studies
    55. 55. Page 55 © 2014 Marketo, Inc.#mktgnation14 Support
    56. 56. Page 56 © 2014 Marketo, Inc.#mktgnation14 Ongoing Story • Reacting to Conversations in Market • Competitor wins and fails • Ongoing active dialogue in competitor community
    57. 57. Page 57 © 2014 Marketo, Inc.#mktgnation14 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
    58. 58. Thank You! jeff@viralheat.com @jrevoy paul@DTHBS.com @paulsebastien slowery@appia.com @sallymacnc

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