Embed Size (px)
Citation preview
How to Benchmark Social Data to Drive ROI
Divya DuttSenior Marketing Manager Demand GenerationMarketo
Greg RothDirector, Product MarketingSynthesio
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Agenda • The Marketing Challenge• How to Use Social Across the Buyer’s Journey• Define Objectives and Metrics for Social
Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
The Buyer Has Changed
• Value-driven• Opportunistic• Multichannel• Research-driven
Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
It’s Harder to Get Their Attention
Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Buyers Expect Personal, Engaging Experiences
Listen Respond
At All Stages of the Buyer’s Journey
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.
Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
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 Fit2. Lead Interest3. Lead Behavior4. Buyer Stage and Timing
Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Scoring Example
Early Score = 5
MidScore = 40
LateScore = 100
Funny video on Twitter
Blog tips, ebooks accessed by through Facebook
Late stage demo sent from rep through LinkedIn
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Give people what they want
Personalized Ads – Industry Specific
Health Care Higher Education
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
Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Define Objectives and Metrics for the Stages
Phase Objective Metrics Business ImpactAwareness Drive awareness, early
interestImpressions, 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
Metrics That Really MatterTop 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
1. Social can help throughout the buyer’s journey2. Serve relevant content based on the buyer’s
journey3. Social is just a channel – you still need great
content and offers4. Define Objectives and Metrics for each stage5. Track Your Social Efforts so you can iterate and
improve
Key Takeaways
@dkap_11
LISTENINGRAW DATA
MEASUREMENTENRICHED DATA
SOCIAL INTELLIGENCEACTIONABLE DATA
SHARE OF VOICE
SENTIMENT
INFLUENCE
REACH
DEMOGRAPHICS
ROI
CREATE KPIS THAT WILL CONNECT SOCIAL TO BUSINESS IMPACT
KPIS
KPIS
KPIs
KPIs
Tactical
Strategic
ROI $
BUSINESSINTELLIGENCE
?
$
LISTENING
MEASUREMENT
INTELLIGENCE
STAGE 1: KNOWING THE CUSTOMER
STAGE 2ANALYZING THE CUSTOMER
STAGE 3:UNDERSTANDING THE CUSTOMER
IDENTIFY AND MEASURE EACH STAGE OF THE CUSTOMER LIFE CYCLE
SOCIAL MATURITY
LISTENINGRAW DATA
IDENTIFY AND MEASURE EACH STAGE OF THE CUSTOMER LIFE CYCLE
Campaigns
Research
Crisis
Brand Health
SHARE OF VOICE REACH
Tactical Campaign PerformanceAnalysis of content performance
based on vanity metrics
Competitive AnalysisAnalysis of brand or product’s place
within the competitive landscape
Trend IdentificationAnalysis of historical campaign content to
surface trending topics around brands and keywords
AlertingAutomated notifications triggered when
problem topics surpass volume thresholds
STAGE 1:KNOWING THE CUSTOMER
MEASUREMENTENRICHED DATA
Campaigns
Research
Crisis
Brand Health
IDENTIFY AND MEASURE EACH STAGE OF THE CUSTOMER LIFE CYCLE
SENTIMENT
DEMOGRAPHICS
SHARE OF VOICE REACH
Measure Community ImpactSegmentation of campaign results by
category, demographic, or psychographic groupings
Audience SegmentationClustering of defined audience
groupings to harvest insights around what influences and motivates social
tribes
Hot Button Topic IdentificationAnalysis to discover high/low
sentiment for problematic keywords and themes that could cause potential
crises
Perception AnalysisAnalysis of specific brand and product
impact on segmented audiences
STAGE 2:ANALYZING THE CUSTOMER
Campaigns
Research
Crisis
Brand Health
IDENTIFY AND MEASURE EACH STAGE OF THE CUSTOMER LIFE CYCLE
SENTIMENT
DEMOGRAPHICS
SHARE OF VOICE REACH
Campaign ROIAnalysis of impact of campaign (pre, during, post) based on business and
social metrics
Influencer IdentificationAnalysis of social media users mapped
to thematic, demographic, and psychographic segments
Advocate/Detractor IdentificationDefinition of segments evolving
influence and analysis of changing conversations over time
Customer Experience AnalysisMapping of customer lifecycle stages of
social ROI KPIs
SOCIAL INTELLIGENCEACTIONABLE DATA
ROI
INFLUENCE
STAGE 3:UNDERSTANDING THE CUSTOMER
LISTENINGRAW DATA
MEASUREMENTENRICHED DATA
SOCIAL INTELLIGENCEACTIONABLE 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 AnalysisBenchmarking the impact of crises on overall brand health based on strategic
business metrics that go beyond volume and
sentiment
Influencer Impact AnalysisMeasurement of the impact that brand ambassadors or critics have
over time on overall social brand equity
Brand Equity AnalysisRobust measurement framework of social KPIs and targets by
segment, market and life stage
Tactical
Strategic
ROI $
BUSINESSINTELLIGENCE
?
$
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?
70+ Languages197 Countries
FORUMS+ COMMENTS
BLOGS+ COMMENTS
VKONTAKTE
SINA WEIBO
YOUTUBE
MAINSTREAM
+ COMMENTSDEVELOP A MARKETING
ECOSYSTEM WHICH WILL EFFECTIVELY CORRELATE AND
DISTRIBUTE SOCIAL DATA ACROSS THE ENTERPRISE
YouTube
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
