How to Benchmark Social Data to Drive ROI
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Most businesses understand the importance of social media in their marketing, customer service and sales efforts; however, they still struggle to capture and analyze all the rich information and insights that the massive social data landscape provides. The measurement of a campaign’s success or even your audience’s interests can be difficult to interpret without proper secondary data. So how do you benchmark and measure social data to measure campaign success? Join us as social data experts from Marketo and Synthesio discuss how brands get ahead of the game and stay there - with the right benchmarking & measurement strategies and technologies.
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How to Benchmark Social Data to Drive ROI
- 1. How to Benchmark Social Data to Drive ROI Divya Dutt Senior Marketing Manager Demand Generation Marketo Greg Roth Director, Product Marketing Synthesio
- 2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 10/18/2016 Agenda •The Marketing Challenge •How to Use Social Across the Buyer’s Journey •Define Objectives and Metrics for Social
- 3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 10/18/2016 The Buyer Has Changed • Value-driven • Opportunistic • Multichannel • Research-driven
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 10/18/2016 It’s Harder to Get Their Attention
- 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 10/18/2016 Buyers Expect Personal, Engaging Experiences
- 6. Listen Respond At All Stages of the Buyer’s Journey
- 7. Social media is a powerful tool for you to engage your buyer at ALL stages of their journey in a way that is relevant and on their terms.
- 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 10/18/2016 How do you know where the buyer is in their journey? “Lead scoring is the shared sales and marketing methodology for ranking leads in order to determine sales-readiness” 1. Lead Fit 2. Lead Interest 3. Lead Behavior 4. Buyer Stage and Timing
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 10/18/2016 Scoring Example Early Score = 5 Mid Score = 40 Late Score = 100 Funny video on Twitter Blog tips, ebooks accessed by through Facebook Late stage demo sent from rep through LinkedIn
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 10/18/2016 Give people what they want
- 11. Personalized Ads – Industry Specific Health Care Higher Education
- 12. Targeting Options to Reach Your Audience On Social Demographics Number of Employees Industries Titles Geography Job Function Common Targeting Options Interests Custom audience (emails, urls visited) Scores/Buyer stage Marketing Automation lists User groups Look alike audiences Followers Skills Advanced Targeting Options Retargeting Targeting Options Website visit Url based Custom audience Marketing Automation lists
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 10/18/2016 Define Objectives and Metrics for the Stages Phase Objective Metrics Business Impact Awareness Drive awareness, early interest Impressions, reach, increased views on site Ex: SOV ,ToMA Engage Generate initial demand Downloads, new names, CPL Engagement with select companies and titles – ex: Account Based Marketing or Influencer list Purchase Drive conversion, deal acceleration #MQLs, #opportunities New pipeline created, pipe coverage Retain Delight customers Usage data, # partner integrations Sentiment and satisfaction, >90 % retention, lifetime value Advocacy Inspire evangelism Likes, comments, retweets, satisfaction Referrals, reviews, positive word of mouth, NPS
- 14. Metrics That Really Matter Top of the funnel metrics • Reach/impressions • CTR/Engagement • Conversions • CPA/CPL Middle of the funnel Metrics • Marketing Qualified Leads • Sales Qualified leads Bottom of the funnel metrics • Pipeline • Revenue • Customer LTV
- 15. 1. Social can help throughout the buyer’s journey 2. Serve relevant content based on the buyer’s journey 3. Social is just a channel – you still need great content and offers 4. Define Objectives and Metrics for each stage 5. Track Your Social Efforts so you can iterate and improve Key Takeaways @dkap_11
- 16. LISTENING RAW DATA MEASUREMENT ENRICHED DATA SOCIAL INTELLIGENCE ACTIONABLE DATA SHARE OF VOICE SENTIMENT INFLUENCE REACH DEMOGRAPHICS ROI CREATE KPIS THAT WILL CONNECT SOCIAL TO BUSINESS IMPACT KPIS KPIS KPIs KPIs
- 17. Tactical Strategic ROI $ BUSINESS INTELLIGENCE ? $ LISTENING MEASUREMENT INTELLIGENCE STAGE 1: KNOWING THE CUSTOMER STAGE 2 ANALYZING THE CUSTOMER STAGE 3: UNDERSTANDING THE CUSTOMER IDENTIFY AND MEASURE EACH STAGE OF THE CUSTOMER LIFE CYCLE SOCIAL MATURITY
- 18. LISTENING RAW DATA IDENTIFY AND MEASURE EACH STAGE OF THE CUSTOMER LIFE CYCLE Campaigns Research Crisis Brand Health SHARE OF VOICE REACH Tactical Campaign Performance Analysis of content performance based on vanity metrics Competitive Analysis Analysis of brand or product’s place within the competitive landscape Trend Identification Analysis of historical campaign content to surface trending topics around brands and keywords Alerting Automated notifications triggered when problem topics surpass volume thresholds STAGE 1: KNOWING THE CUSTOMER
- 19. MEASUREMENT ENRICHED DATA Campaigns Research Crisis Brand Health IDENTIFY AND MEASURE EACH STAGE OF THE CUSTOMER LIFE CYCLE SENTIMENT DEMOGRAPHICS SHARE OF VOICE REACH Measure Community Impact Segmentation of campaign results by category, demographic, or psychographic groupings Audience Segmentation Clustering of defined audience groupings to harvest insights around what influences and motivates social tribes Hot Button Topic Identification Analysis to discover high/low sentiment for problematic keywords and themes that could cause potential crises Perception Analysis Analysis of specific brand and product impact on segmented audiences STAGE 2: ANALYZING THE CUSTOMER
- 20. Campaigns Research Crisis Brand Health IDENTIFY AND MEASURE EACH STAGE OF THE CUSTOMER LIFE CYCLE SENTIMENT DEMOGRAPHICS SHARE OF VOICE REACH Campaign ROI Analysis of impact of campaign (pre, during, post) based on business and social metrics Influencer Identification Analysis of social media users mapped to thematic, demographic, and psychographic segments Advocate/Detractor Identification Definition of segments evolving influence and analysis of changing conversations over time Customer Experience Analysis Mapping of customer lifecycle stages of social ROI KPIs SOCIAL INTELLIGENCE ACTIONABLE DATA ROI INFLUENCE STAGE 3: UNDERSTANDING THE CUSTOMER
- 21. LISTENING RAW DATA MEASUREMENT ENRICHED DATA SOCIAL INTELLIGENCE ACTIONABLE DATA BENCHMARK SOCIAL DATA TO UNCOVER GLOBAL METRICS, SOCIAL MEDIA ROI, AND COMPETITIVE INTELLIGENCE Campaign ROI Benchmark Analysis of year over year campaign ROI results and identification of most effective investments Crisis Impact Analysis Benchmarking the impact of crises on overall brand health based on strategic business metrics that go beyond volume and sentiment Influencer Impact Analysis Measurement of the impact that brand ambassadors or critics have over time on overall social brand equity Brand Equity Analysis Robust measurement framework of social KPIs and targets by segment, market and life stage
- 22. Tactical Strategic ROI $ BUSINESS INTELLIGENCE ? $ LISTENING MEASUREMENT INTELLIGENCE STAGE 1: Share of Voice, Reach STAGE 2: Sentiment, Demographics STAGE 3: Influence, ROI SOCIAL MATURITY BENCHMARK SOCIAL DATA TO UNCOVER GLOBAL METRICS, SOCIAL MEDIA ROI, AND COMPETITIVE INTELLIGENCE WHERE DO YOU GO FROM HERE?
- 23. 70+ Languages197 Countries DEVELOP A MARKETING ECOSYSTEM WHICH WILL EFFECTIVELY CORRELATE AND DISTRIBUTE SOCIAL DATA ACROSS THE ENTERPRISE
- 24. You Tube f Find potential leads amongst social followers and add them to Marketo lists without changing platforms. Harvest data about leads to improve relevancy of conversations and resonance of content. Enrich Contact Records with Social Data DEVELOP A MARKETING ECOSYSTEM WHICH WILL EFFECTIVELY CORRELATE AND DISTRIBUTE SOCIAL DATA ACROSS THE ENTERPRISE
Hinweis der Redaktion
- One of the main things to consider before you start generating content and running ad campaign is to define clear objectives by phase It is important to have clear objectives before you start creating campaigns to generate awareness, Top of mind awareness (TOMA) Awareness – Blogs Engage – Tweet Chats, PPC, Social, Email Purchase – Email, Mutichannel program, Retargeting, Nurture Retain – webinar and emails (showcase series) Advocacy – Purple select
- The idea here is that each plugs into the next to create a solid core. Yet, each can also operate independently, according to stage of client maturity.
- Then - with obviously more flashy icons and graphics we can show where synthesio sits in a larger digital ecosystem. We can even have more stuff going into the top of the barrel or coming out the bottom.
- Then - with obviously more flashy icons and graphics we can show where synthesio sits in a larger digital ecosystem. We can even have more stuff going into the top of the barrel or coming out the bottom.
- Then - with obviously more flashy icons and graphics we can show where synthesio sits in a larger digital ecosystem. We can even have more stuff going into the top of the barrel or coming out the bottom.
- Then - with obviously more flashy icons and graphics we can show where synthesio sits in a larger digital ecosystem. We can even have more stuff going into the top of the barrel or coming out the bottom.