[Webinar] How to Make Full-Funnel Impact with Social Media - Simply Measured and Socedo
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Sophisticated marketing organizations are using social media intent data and analytics to make smarter, more timely decisions. In this webinar, we’ve partnered with Socedo to show you how to use social listening to understand your audience more deeply, create content that converts, and keep a pulse on your audience through every stage of the buying process.
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[Webinar] How to Make Full-Funnel Impact with Social Media - Simply Measured and Socedo
- 1. How to Make FULL-FUNNEL IMPACT with Social Media
- 2. + Speakers Lucy Hitz Head of Marketing Communications Aseem Badshah Founder and CEO #SocialDataSuperPower
- 3. + What’s Ahead • What is full-funnel impact? • Social listening and why it matters • Funnel-specific content planning • Lead generation • Lead nurturing • Sales acceleration • Measurement #SocialDataSuperPower
- 4. + Full-Funnel Impact • Assess the performance of your content at each stage in the marketing funnel to guide future strategies and impact each point. • Use social media signals to understand who is in-market and what they care about • Easily identify promising sales prospects to deliver highly-targeted content at the right time to engage leads and convert to customers What might interest your ideal customer persona? What content got them hooked? What are your leads talking about on social? Can you leverage customers as brand advocates by giving them content they need or find useful? LEAD VISITOR STRANGER CUSTOMER ADVOCATE What finally led to the conversion? #SocialDataSuperPower
- 5. + Why Social Intent and Listening Matters
- 6. + Buyers’ Attention Spans Are Getting Shorter • 51% of professionals say they are almost at the breaking point with information overload. • The average office worker receives 121 emails a day. • The top reason people unsubscribe from emails is because they “receive too many emails in general.” #SocialDataSuperPower
- 7. + Each Message Is Becoming Less Valuable #SocialDataSuperPower
- 8. + What Do We Do Instead? Intent-Based Marketing #SocialDataSuperPower Social Listening ?
- 9. + Listening Leads to Data
- 10. + What Sources of Intent Data Can You Get from Social? 1. Sharing of branded content on private channels including emails, text messages, and IM services (i.e. Slack) #SocialDataSuperPower
- 11. + According to RadiumOne: 84% of consumers’ outbound sharing from publishers’ and marketers’ websites now take place via private, dark social channels such as email and instant messaging + • Sharing is one of the strongest signals of intent • Many tools cannot give insight into the magnitude of this behavior #SocialDataSuperPower
- 12. + #SocialDataSuperPower What Sources of Intent Data Can You Get from Social? 1. Sharing of branded content on private channels including emails, text messages, and IM services (i.e. Slack) 2. Engagement with influencers, trending topics, relevant events, complementary brands/partners and competitors in your space on social media
- 13. + Challenges to Social Marketers without Intent Data 1. Suboptimal social content / messaging • Intuition vs. Data 2. Investing in the wrong social channels 3. Underinvesting in social media marketing 4. Poor marketing performance #SocialDataSuperPower
- 14. + It’s time marketers shift focus…
- 15. + The Big Take-Away: Pivot Your Thinking Move Away From “How many clicks/shares can I get?” Shift Toward “What can I learn about my audience based on how they respond?” #SocialDataSuperPower
- 16. + Listening Leads To Better Results
- 17. + Use Cases for Social Listening Lead Generation Lead Nurturing Sales Acceleration Increase Brand Awareness #SocialDataSuperPower
- 18. + Increase Brand Awareness • Identify Influencers • Understand your target audience • Align your content with audience interest • Tap into emerging topics of conversation #SocialDataSuperPower
- 19. + Identify Influencers • Who they are • What they’re saying • Where they’re saying it • Who they’re talking to #SocialDataSuperPower
- 20. + 1. Reach 2. Resonance 3. Relevance #SocialDataSuperPower Influence Boils Down to 3 Key Factors:
- 21. + Understand Your Target Audience #SocialDataSuperPower
- 22. + Align Your Content With Audience Interest Only 30% of B2B marketers feel that they are effective at content marketing. #SocialDataSuperPower
- 23. + Analyze Emerging Topics of Conversation Themes #SocialDataSuperPower
- 24. + Analyze Emerging Topics of Conversation #SocialDataSuperPower
- 25. + Gain Better Leads By Listening
- 26. + Lead Generation 1. Find new leads based on major events in their industry 2. Win customers from competitors 3. Find people who engage with your technology partners 4. Find people who engage with influencers in your industry #SocialDataSuperPower
- 27. + Match Buying Signals on Social To User Identities. #SocialDataSuperPower Business Intelligence / Data Visualization Software Company Intent Keywords
- 28. + Find New Leads Based on Major Events in Their Industry • Conferences and trade shows and virtual events = demand generation gold mine • Conference #hashtag is your best friend #SocialDataSuperPower Example: #GartnerITExpo
- 29. + Win Customers from Competitors #SocialDataSuperPower
- 30. + Nurture Your Leads Every Step Of The Way
- 31. + Lead Nurturing – Interest Segmentation • Increase conversion rates on emails by segmenting leads based on behaviors
- 32. + Better Lead Scoring Sales Acceleration
- 33. + • By the time a lead reaches your website, they’ve already done 60% of the research elsewhere online. • Score and prioritize leads based on behaviors that have the highest likelihood to convert based on their intent behaviors. Sales Acceleration – Lead Scoring #SocialDataSuperPower
- 34. + Example #SocialDataSuperPower Leads are 174% more likely to take a demo if they Tweet about #SQLServer
- 35. + 6 Suggestions Just For You
- 36. + 6 Types of Social Actions You Need To Listen To 1. Hot topics in your industry 2. Hashtags of major conferences in your industry 3. Engagement or mentions of influencers or complementary companies 4. Follows, mentions, and replies to your competition 5. Follows, mentions, and replies to your corporate Twitter handle and Your executives’ Twitter handles 6. Clicks to your links in your owned social posts #SocialDataSuperPower
- 37. + Measurement Solutions – Simply Measured 1. What people talk about on social 2. What your brand and your competitors do on social 3. What people share through digital word-of-mouth including through private messaging 4. How content shared from your website results in traffic, leads and revenue #SocialDataSuperPower
- 38. + Measurement Solutions – Socedo 1. What social media activities are highly correlated with conversions? 2. How many leads have engaged with you and others in your space? Activity volume by social keyword. 3. When / at which points in the buying journey did leads engage with you and others on social? #SocialDataSuperPower
- 39. Don’t Win By Being Louder... LISTEN
- 41. + Thank You!
Editor's Notes
- Aseem Badshah is the Founder and CEO of Socedo, a demand generation system that helps B2B marketers discover, engage and qualify leads through social media to increase revenue at scale. Aseem has been a leader in the social media marketing space for more than 8 years. Before Socedo, Aseem founded Uptown Treehouse, a marketing agency for Fortune 500 brands focused on social media.
- Lucy Owns
- Lucy: What are we talking about when we say, ”Full-Funnel Impact?” We know that we typically think of leads moving through a funnel and as they move through each stage of the funnel, their needs change – the type of information they need changes, the type of content that interests them changes, and ultimately the way we approach them through content needs to adapt to these changes. Understanding social media signals by listening can help you identify who is showing interest in your space as promising sales prospect so that you can deliver highly-targeted content to them – at the right time – to engage and convert them.
- Lucy In order to really engage users at all stages in the funnel, we need to understand what is happening on social. We need to remember that social media creates a 2-way dialogue, yes we can do some of the talking/sharing, but our users often have a lot to say as well. And what they have to say can help us guide our social marketing strategies.
- Aseem
- Aseem: Traditional marketing strategy has led to our brands delivering message after message – as much as we can provide as quickly as possible. As marketers in 2017, we can’t keep using the same tactics we’ve been using – mass emails, ads, producing more and more content – to reach our buyers, who are starting to tune out to the massive amounts of marketing messages they receive every day. While our efforts are increasing and we continue to send out marketing message after marketing message, data shows us that click-through-rates are declining and people are becoming much more selective at what type of content they consume.
- Aseem: Intent-Based Marketing is the methodology of listening to signals that show a prospect is researching a specific topic or problem area so you can send the right message at the right time. This is the heart of Social Listening. Lucy: Through social listening, you can understand the sentiment, the volume, and reach of every social conversation you have. You gain valuable insight into the topics surrounding your industry, your target audience and their interests – all so you can craft more effective content that will hit the right people, at the right time, through the right channel, through every stage of the funnel. TO NEXT SLIDE: So why is listening so important? It provides us data that we can actually use to guide our social efforts. Lucy will talk through some sources of intent data that we can get from social.
- Lucy
- Lucy By analyzing the signals buyers are giving on the topics of interest to them or problems they are experiencing, we can create more strategic, targeted content and figure out how to get in touch with the right people at the right time. At this point, most marketers are missing some of the most important sources of social media ”intent data” Here are the the types of data that marketers traditionally do not see because they haven’t had the right tools in place
- Lucy A large portion of content sharing happens in dark social channels – places that are typically hard for marketers to track like email and instant messaging Sharing, however, is one of the strongest signals of intent because people only share stuff that’s important to them and their networks Web analytics tools, URL shortening tools, and even traditional social media analytics tools cannot give you visibility into the magnitude of this behavior NEXT SLIDE: Hand over to Aseem for the 2nd source of intent data
- Aseem This is the type of knowledge we all need to be good marketers. We need this info to develop buyer personas and almost all of our marketing programs. For example, my event marketing team needs to know which industry conferences our target audience attends so we can sponsor the right conferences. Our content marketing team needs to know which topics and issues are top of mind for our audience and which influencers matter to our audience. Our product marketing team needs to be fluent in the competitors in our space. Yet, most of us don’t know which of our target prospects are engaging with relevant influencers, talking about trending topics or following our competitors on social.
- Aseem: Without these sources of intent data, marketers can run into some very challenging situations: 1. When you rely on intuition to guide your social / content strategies, this hinders your ability to grow your brand and attract the right people. Following your gut (intuition) isn’t a bad thing – it can often lead us to very exciting places – but when our content and messaging is backed by relevant, meaningful data we are much more likely to see success in our campaigns. 2. We can often continue pouring resources and money into specific channels that we THINK are effective when they actually don’t have a real effect on our bottom line. Data can tell us where the most action is occurring and where we should be refocusing our efforts. 3. Mis-attribution Lack of revenue data Perceived lack of ROI from social media marketing 4. The root problem is that marketers don’t use enough data to figure out who is in-market. Without the right data, marketers aren’t focusing on the right people – they’re not segmenting their database based on who is showing interest in their space, so they send a lot of bulk emails, leading to low conversion rates. They’re passing underqualified leads to their sales team and sales has trouble getting in contact with leads because many of them aren’t in a buying cycle. Underperforming emails Lack of marketing qualified leads Low conversion rates
- Lucy gives the big take away: pivoting our thinking
- Lucy The big lesson on social listening: we need to pivot our thinking and shift focus to what we can learn about our audience based on how they respond to different content. With the Simply Measured social listening tool, you can quickly identify influencers, emerging trends, and you can analyze your content by looking at engagement and interaction from users early on as they progress through your sales funnel.
- Lucy When we listen and focus on finding important pieces of intent data, we can see that full-funnel impact start to take place. Now we will talk about 4 specific use cases of social listening.
- Lucy: By actively listening to what’s happening on social media, we can perform better through each stage of the funnel. From brand awareness, lead generation, lead nurturing, and sales acceleration, social listening can make a huge difference for your content strategy.
- Lucy: With Simply Measured Listening, you can monitor topics of interest to: Identify Influencers - Understand your target audience Align your content with audience interest Tap into emerging topics of conversation NEXT SLIDE: Identify Influencers
- Lucy: It’s important to note that social media serves as an outlet for customers to share what they’re interested in with their networks. Listening to the consumer-driven conversation on your brand, your industry, or your competitors will allow you to identify which voices speak the loudest. These are your influencers – those who are impacting the social environment specific to your brand. NEXT SLIDE: Influence boils down to 3 key factors
- Lucy Increased brand awareness will come as a natural side effect of social listening and providing content to meet the needs of those moving through your funnel. If we can identify key influencers we can maximize our reach by utilizing their following.
- Lucy: When we actively listen to our networks, we gain valuable insight into who our consumers are: What topics do my leads research the most? What events, news, or keywords to they care about? What communities or professional groups do they belong to? Which competitors are they following? This is a screenshot of Simply Measured tracking the conversation on Under Armour. From this data, we can determine the public sentiment regarding the brand, what keywords are influencing the conversation the most, and can identify days of the week and times in the day that these conversations are happening.
- Lucy: Figuring out what content will resonate with prospects and customers is a major challenge. Only 30% of B2B Marketers feel that they are effective at content marketing. Traditionally, marketers create content based on products they want to promote – but again we are pivoting to a more customer-centric by focusing on content they desire. You can put leads into nurture tracks based on what they’ve talked about on social media or based on their sharing behavior. You can use social data to identify who should be a member of a particular campaign, whether it’s an email or advertising campaign.
- Lucy: Social listening requires us to listen in on important conversations – or at least identify conversations –users are already having. At Simply Measured, we can even predict emerging topics based on the influence level of specific users and the number of interactions their specific posts have received. Hand over to Aseem – he will discuss how Socedo helps analyze topics
- Aseem: Socedo can help with content planning as well by tracking engagement with social keywords at the individual lead or contact level. You can answer questions such as: What do my leads care about? Who is influencing my leads? What topics are my leads researching the most? Which keywords are bringing me the most qualified leads and opportunities? Here is an screenshot of some social media activities and keywords Socedo is tracking on our own leads database in a week’s time. This is a report we pulled from Marketo and we used Tableau to visualize this. We can see right away the events our audience cares about – like @martechconference. We can see the influencers our audience cares about, such as Moz, Simply Measured and SiriusDecisions. We noticed that a portion of our audience is engaging with Simply Measured. This means there is an opportunity for us to partner with Simply on content because our audience is already engaging with them. Based on this data, we can also find new insights for content marketing – we noticed that here’s a segment of our leads who are engaging with predictive analytics vendors like @EverString, Infer and 6sense – we don’t currently have content around predictive analytics –now we know we have an opportunity to create new content about predictive analytics and should consider these brands as partners for developing joint content.
- The second use case for social listening helps us identify stronger leads that are more likely to pass through the entire sales funnel.
- Aseem: Right away, we can identify new prospects. When we analyze social data, we can easily find new prospects based on demographic criteria (job titles), descriptive keywords, or relevant actions on Twitter. Every new contact comes with social engagement data so you can follow up with each person in context.
- Aseem: With new technology and data (like Socedo), marketers will be able to match social media profiles and activities to real user identities to find new prospects. Marketers will also be able to see how their existing leads in their marketing automation system are engaging with relevant brands, influencers and topics on social media in-real time. This type of data enables contextual, one-to-one, real-time marketing. Here’s one example of a company that makes a business intelligence software that sits on top of SQL server. They are looking for BI professionals, but the question is how do they know which BI professionals are in companies that are entering a buying cycle? This is where social media signals are really helpful. With a solution such as Socedo, the marketer can find BI professionals who just joined a SQL meetup like SQLPass, just tweeted about SQLServer, which are signals of intent.
- Aseem: 1. Find new leads based on major events in their industry like conferences, tradeshows, and other industry events – all of which can be a demand generation goldmine. Usually during these events, you have the opportunity to engage with thousands of people who are having conversations on social media. With tools like Socedo, you can set up a campaign to identify people who fit your target criteria and have recently tweeted about relevant events. For example, in B2B marketing, SiriusDecisions just had a conference for marketers and sales people. We set up a campaign targeting those who are tweeting about it and found people like Peter, who is in B2B marketing and was at the SiriusDecisions summit. Continuing with the example of the business intelligence software company, they may target BI professionals who go to events like the Gartner IT Symposium You can even export a list of people to your marketing automation platform that will migrate information like job title, company, corporate email addresses, company size, and social engagement data. NEXT SLIDE: Lucy discusses another way to gain valuable leads
- Lucy: With Simply Measured Social Analytics, you can benchmark your performance against competitors and across channels. Dashboards allow you to slice and dice your data to understand content type performance and campaign success – benchmarked against a competitor You can create effective and efficient reports for your stakeholders Bring social data to the rest of your marketing/business data with its API to show the value of your social campaigns in the context of business goals NEXT: Hand back to Aseem for lead nurturing
- Aseem The third use case for social listening is nurturing leads through every step of the sales funnel
- Aseem: Lead Nurturing based on interest expressed by the lead. NEXT SLIDE: Transition slide into Lead Scoring
- Aseem The fourth use case we are discussing today is using intent data and social listening to help you score your leads more effectively and more accurately.
- Aseem: Lead scoring is critical to figuring out which type of customer is the right fit for your business. There may be pieces to effective lead scoring that you might be missing - including behavior. Typically you’d track their online behavior through website visits, email clicks, content downloads and other engagements. We often don’t think of the importance of tracking lead behaviors BEFORE they even engage with our brands. Failing to do so creates a major blind spot in your lead scoring system – your sales team essentially has to play catch-up. Next slide: EXAMPLE
- Aseem owns
- Lucy As we wrap up today’s webinar on full-funnel impact using social media, we want to give you 6 key social actions – that if listened to properly – can have tremendous impact on your social strategy.
- Lucy
- Lucy Simply Measured helps you build engaged communities and turn them into customers by combing insights from:
- Aseem: Socedo complements the insights Simply Measured provides by giving you granular, lead-level insights including:
- Now is the time for marketing organizations to start using social media data and analytics to make decisions at each stage of the marketing funnel. Start by listening to get to know your audience so that you can create content that earns their attention. Continue to keep pulse on your audience as they move through the buying process and seize those opportunities to engage.