When a leading healthcare and education consulting firm needed to centralize its social media marketing strategy they sought a one-stop shop platform for publishing, campaign segmentation and in-depth analytics.

The company needed to to make more effective use of its Twitter, Facebook and LinkedIn accounts. As part of their social media alignment the company implemented Oktopost’s platform for a more organization social media editorial calendar, and ability to share social data with its marketing automation platform – Eloqua. Over the course of a few months, the team’s focused efforts as well as their use of the platform resulted in increased engagement and measureable success of social marketing programs.

Results

The company implemented Oktopost as part of a larger social media strategy redesign. Success of the social media marketing program is attributed to the smart social approach and the strengths of Oktopost, with its B2B focus.

In addition to being able to measure and report on the social media effectiveness, the company increased the value of their existing marketing automation investment. Social media data, otherwise hidden from Eloqua, is now used to gain the full online journey of prospects and customers.

Solution

After extended research and a trial run, the digital marketing team found Oktopost is one of the only solutions available that allows integration of all social media accounts, and can track conversions, while integrating all this data with their marketing automation platform. Using Oktopost has given a clear view of all social activity and centralized the goals and performance of their social channels. Now, the accounts promote and share thought leadership, company announcements, event publicity and gated content in a cohesive and comprehensive manner.

Analytics Give InsightThe analytic report feature has eliminated manual

reports and streamlined campaign analysis. The

campaign breakdown helps see which topics are

successful and should be promoted more or less or

emulated for future campaigns. The heat map also

accurately establishes the best times of day to reach

their audience.

Calendar ViewFor the company’s purposes, the calendar view allows multiple users to schedule content for different campaigns. It gives a singular view of content distribution to ensure the proper topics are being covered in the proper ways.

Eloqua IntegrationBy integrating with Oktopost they were able to see all social click data in the Eloqua platform. This enables the company to segment leads and prospects for enhanced nurturing, and provides the ability to modify lead scores based on social activity. Each social click is appended with unique data points ranging from social network name to the Oktopost campaign topics.

Key TakeawaysFrom a sporadic, non-measureable and individualized social marketing execution, to an organized accountable and unified strategy, they transformed their digital content marketing for the better. The company is benefiting by being able to see the success of campaigns, content breakdown and engagement levels within specific time frames.

Oktopost gave this team the extra edge of organization, transparency and measurable social media ROI to align their marketing goals and use social strategy to its advantage.

Challenge

The company is a leading, research and consulting firm that specializes in helping its healthcare and higher education clients improve performance. With no dedicated social media staff, the burden of social media marketing fell on employees with a different primary focus. These professionals would post sporadically, only when they had time and were often operating independently. The company manages many different social media accounts, for general updates, products announcements and more specific accounts as well. The social media marketing, like in many companies, existed, but was chaotic and its effect on business was non-quantifiable. Social activity data was siloed and not available to their Eloqua instance, resulting in inadequate lead scoring and nurturing.

The digital marketing team decided to claim ownership, which helped regain control of the accounts and use them to their best potential. When the team was deciding how to reign in the administration of all the accounts and how the company should proceed with its social strategy, they identified the need for a single platform where all members of the team would have visibility of the content, performance and conversions.

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Case Study