Turning Likes Into Leads Jennifer Burnham @jennydburnham Director of Social & Content Marketing
Sep 14, 2014
Turning Likes Into Leads
Jennifer Burnham
@jennydburnham Director of Social & Content Marketing
“What’s the value of social media?”
Where We Were 2 Years Ago
We Started By Listening
80,000 Brand Mentions Each Month
# @
! ?
26,000 Read by the Community Team
1,200 Actively Engaged
Managing Conversation Volume
Engagement Coverage
Brand Mentions & Sentiment
Early Success Metrics
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3 Customer Service Case Deflection
Re-Tweets
Likes Comments
Shares
Positive Sentiment Embeds
We Created Content That Delights
Turning Likes Into Leads
1,000,000 Subscribers
Form Completes
Nurture
Sales
Content & Conversations
Ado
ptio
n
Mobile Apps
Tips on Format
Consistent Branding
Map Your Channels
No Broken Windows
Channel Alignment 1
Grow Subscribers to Reach Critical Mass Subscriber Growth Leaderboard
Top Tactics: Content Calendar, Like Gate Campaigns, Advertising
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Build Compelling Offers Landing Page
Sample Offers: ü Webinar ü E-Book ü Gated Video
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Use Owned and Paid Media To Promote
Big Offer / Month
Blog Posts / Month
FB Posts / Month
Tweets / Month
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Suggested Cadence
Tips on Format
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http://salesforce.com/form/?id=7013000sqyy http://bit.ly/salesprocessmap http://na1.salesforce.com/7013000sqyy http://na1.salesforce.com/01Z300000YkRi
Track Your Campaigns 5
Personas 1
Influencers 2
Relevant Content 3
Personas and Audiences
Align Content To Audience 6
Tips on Format
Top of Funnel Mid-Funnel Core Offers
7 Create Content At Each Buyer Stage
Clicks on a Tweet
Watched a Video
Posted a Question
Read a Post
Viewed a Presentation
Became a Fan
Liked a Post
Re-Tweeted a Post
Brand Mention
SEM Free Trial Contact Me Event Registration eBook Offer
Lead Scoring 1
Personalized Journeys 2
Campaign Attribution 3
Marketing Automation
Nurture Content Marketing Leads 8
Optimize Your Content Marketing Funnel
Views / Quarter #
% Qualified Leads
Click-Through %
% Form Completes
% Close Rate
$$$ Avg. Deal Size
Optimization
Promotion
Soft Offer
Confirmation Page
Landing Page
Lead Nurturing
Sales Effectiveness
Sales Follow Up
ACV $$$ Pipeline
Content
+Pipeline Influenced +SEO +Subscribers…
Tips on Format
Results: Lower Cost Per Lead
50% Lower Cost Per Lead
SMB Customer target
Social drives repeatable, meaningful ROI for SMB and Sales audiences
Tips on Format
Results: 2nd Highest Pipe To Spend
Pipe-to-spend ratio for Paid Social averaging 5:1, close to channel averages
New Sources of Leads
SEM (Google Search)
Click
Click
Click
Click
Impression
Impression
Impression
Impression
+Email Addresses
+Ad Dollars
+Social Media Subscribers
Fuel the Viral Loop
Email Drop (Newsletter, Offer)
3rd Party Sites (Display Ads)
Click
Click
Landing Page B (eBook, Contest, App)
Social Requires More Soft Offers
Social Post (Facebook, Twitter...)
Social Ad (Facebook, Twitter...)
Hard Offer
Soft Offer
Content
Great content & engagement earns subscribers
Advertising is the fastest way to grow subscribers
Content (Blog Post, Video, Website)
+Ad Dollars
Display Advertising (Ad Networks)
Content Marketing (Social Heart of Marketing)
Social Advertising (Social Heart of Marketing)
Sharing, Likes
Users are cookied for ad re-targeting
Capture new subscribers with reveal pages, great content, & website integration
Promoted Content
Impression
Search Results (Google AdWords)
Social Profile
Email Marketing (Heart of Marketing)
New email addresses go into marketing automation system
Top Content
Leads by Source
Campaign ROI
Subscribers
Engagement
Qualified Leads
Lead Quality
Conversation Volume
Landing Page A (Free Trial, Demo)
SEO (Google Search)
Click
Impression +Inbound Links
Search Results (Organic Results)
Shares, likes, and comments influence search rankings
+Ad Dollars
Social Adds Two New Pipeline Engines
P P
Impacts Our Existing Pipeline Engines
P P
Inbound Traffic to Website
Form Completes
What We’re Measuring Today
Valid Leads
Pipeline $$$
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Sales Cloud
Four Apps We Use Every Day
Marketing Automation
Jennifer Burnham
@jennydburnham Director of Content Marketing
Chatter
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