The New Role of Social Marketing
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential The Role of Social in B2B Marketing Maria Pergolino Sr. Director, Marketing @inboundmarketer
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Transcript of The New Role of Social Marketing
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Role of Social in B2B Marketing
Maria Pergolino
Sr. Director, Marketing@inboundmarketer
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
So, why is social even important?
Page 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential
23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23 23
23%
Page 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Social has become a disruptive force…
Radio
Online
TV
0% 5% 10% 15% 20% 25% 30% 35%
Search
Videos/Movies
Instant Messaging
Portals
Online Games
Social Networks
0% 5% 10% 15% 20% 25%
Where They Are OnlineWhere People Spend Their Time
Source: Morgan Stanley; Neilsen
Page 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential
And, if we had any doubt…!
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Where have we been?
Page 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement
AwarenessPublishingPush your message to multiple networks via a central interface.
ListeningMonitor when your prospects are talking about your brand.
Presence ManagementCreate and manage pages across social networks.
Historically, we’ve treated it as a channel
Page 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Come on down to Acme this Saturday for 20% off. We have the best bikes and prices in town! Trust us!
Acme Bikes
Focus has been on Company-to-Buyer
Page 9© 2012 Marketo, Inc. Marketo Proprietary and Confidential
15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15
15%
Page 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Company to Buyer: 15% Trust
Source: Nielsen Research 2011
Page 11© 2012 Marketo, Inc. Marketo Proprietary and Confidential
And, Tweeting or Posting More Won’t Help
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
So, where do we go next?
Page 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Buyer to Buyer: 92% TrustSource: Nielsen Research 2011
More relevance!
Page 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential
250K Prospects
Page 15© 2012 Marketo, Inc. Marketo Proprietary and Confidential
But the real opportunity is theirnetwork of friends
Page 16© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement
Awareness
PublishingPush your message to multiple networks via a central interface.
ListeningMonitor when your prospects are talking about your brand.
Social CampaignsEngage your prospects with interactive social apps.
Presence ManagementCreate and manage pages across social networks.
Social Campaigns Are the Next Phase
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
What does it look like?
Page 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Jane’s friends respondYou get new customers! (and build a powerful new database)
Make every touch point social Jane spreads the word
Let the Crowd Amplify Every Campaign
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
How do we do it and what’s the value?
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Key #1: Create a Compelling Reason to Engage, and then to share…
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Facebook Pages
Polls & Voting
Video Share
Form Share
Referral Programs
Sweepstakes
Contests
Page 22© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Video
Share
Page 23© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Revenue Rockstar Decal Offer RESULTS• Social reach
expanded by 12X
• 16,000 viewers in first 15 days
• 184,000 social impressions
Page 24© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Versus Vote
Page 25© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Referral Program
Page 26© 2012 Marketo, Inc. Marketo Proprietary and Confidential
RESULTS• Social reach
expanded by 2.5X
• 5.9 referrals for each shared link
• Incremental revenue of $40,000 in just two weeks
Incremental Lift and No Incremental Cost
Page 27© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Sweepstakes
Page 28© 2012 Marketo, Inc. Marketo Proprietary and Confidential
RingCentral Election Social SweepstakesRESULTS• Social reach
expanded by 8X
• 73% interaction rate
• Share rate of 28%
Page 29© 2012 Marketo, Inc. Marketo Proprietary and Confidential
5 Motivators That Make People Share
1. Reputation 2. Access to Something Exclusive 3. Co-creation4. Competition and Winning 5. Altruism
Page 30© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Keys to Success in B2B Social Marketing
1. Leverage Peer-to-Peer Communications2. Create Compelling Social Interactions3. Make Every Campaign Social4. Measure, Test, and Optimize5. Integrate Social Data with Existing Profiles and
Identify Influencers
Page 31© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Re
ach
& E
ng
age
me
nt
Soci
al Li
ft
Soci
al Li
ft
Soci
al Li
ft
Soci
al Li
ft
Soci
al Li
ft
Landing Pages
Website Facebook Pages
Paid Ads Email
Soci
al Li
ft
Events
Think of It As An Integrated Part of Everything
Page 32© 2012 Marketo, Inc. Marketo Proprietary and Confidential
1. Integrate social apps into your Website
2. Integrate social sharing into all video assets
3. Launch social apps from whitepapers, datasheets, and other content
4. Launch partner referrals or refer-a-colleague programs
5. Launch Facebook Company pages
6. Make social a key part of all trials
7. Run a contest or sweepstakes
Start Right Away and Grow Your Way Into It
Page 33© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Payoff
1. Amplified reach from ALL existing marketing
2. Deeper engagement and advocacy with
prospects and customers
3. A bigger database, new customers and more
revenue!
Page 34© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Marketo, Inc.901 Mariners IslandSuite 200San Mateo, CA 94404
650-898-7417
blog.marketo.comwww.marketo.com
Maria PergolinoSr. Director, Marketing
[email protected]@inboundmarketer
Thank You!
