Encourage, Manage and Measure Word-of-mouth Referrals Using Facebook
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AMA Marketing Effectiveness Online Seminar Series Anna Carbonara American Marketing Association
Transcript of Encourage, Manage and Measure Word-of-mouth Referrals Using Facebook
AMA Marketing Effectiveness
Online Seminar Series
Anna Carbonara
American Marketing Association
Check out the AMA website
Continue today’s discussion on Twitter: #AMAB2B
B2B Social Media Marketing:Encourage, Manage, and Measure Word of Mouth Referrals using Facebook
American Marketing Association WebinarJuly, 2009
© 2009 Marketo, Inc. All rights reserved
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Today’s AgendaEvent Hashtag: #AMAB2B
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…andigniteexplosiverevenuegrowth.
“BycombiningMarketowithbestprac6cesinpersonaliza6onandtargetedoffers,weachieveda7xincreaseinsales‐readyleads.”
‐DaveWieneke,ThomsonCompuMark
...tochangethewaymarke9ngandsalesworktogether…
Priori6zeanddeliverhighqualityleadswithlesseffort
UnderstandandinteractwiththehoJestleads
Closemorebusinessfaster
Achievesmartersellingandhigherwinrates
• Lowersriskandtotalcostofownership
Morethan200mid‐marketandenterprisecompaniesuse…
• ‘BestMarke6ngAutoma6on’appbySalesforcecustomers
…MarketoLeadManagementandMarketoSalesInsight…
• Uncompromisingsolu6onsformarke6ngandsaleseffec6veness
Introduction to Marketo
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2500+Enterprises… …haveturnedtoAppirio… ...tobuildsolu9onsoncloudplaForms…
…andtransformtheirbusinesses
“IfIhaveanotherideanextmonth,withAppiriowecanquicklyassembletheirteamandgetsomethingbuilt.”
‐ChrisBruzzo,Starbucks
• 150+servicescustomers• 2500productcustomers
• 300%+revenuegrowthinpastyear• FundedbySequoia,GGV
• StrategicpartnerofSalesforce.comandGoogle
Introduction to Appirio
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B2B Social Media Marketing
Source:WSJ,Adweek,Forrester,eMarketer
Tradi&onaladsdown2%,Socialmarke&ngup17%
Bewithyourcustomers:200MusersofFacebook
Usershave2Xtrustinafriendvs.acompany
Likebrandsonthewebin1997
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Broadcast
Corporatecontent
Interrup6on
Shout
B2Bbuyersarepeoplefirst,employeessecond.Theirexpecta6onsforengagingwithabrandareshapedbytheirexperienceontheconsumerweb.
B2B Brands need to be thinking about Social Media Marketing
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Social Media Marketing needs a Social Network
25Mac&veusergroupsonFacebook
Source:Forrester,eMarketer
Peoplehave2Xthetrustinafriendvs.acompany
82Minternetuserscreatedcontentin’08
AverageFBuserhas120friends
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Facebook: Perfect Forum for Social Marketing
Source:Facebook© 2009 Marketo & Appirio Marketo & Appirio Proprietary and Confidential
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When Sharing is Good for Business: The Power of Promotion
Source:Bain&Company,NYTimes
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Companies on Facebook Today = Companies on the Internet in 1997
Coca‐ColahasthemostpopularproductpageonFacebook(3M+fans)CreatedbyDustyandMichaelJ,“just2guyswhojustlikeCoke”inAug08
Nowco‐managedbyCoke’sDirectorofGlobalInterac6veMarke6ngMostcompaniesstumblingintosocialmarke6ng–fewareasluckyasCoca‐Cola
Source:hJp://www.facebook.com/coca‐cola
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Companies Under-Leverage the Tools they have to Engage a Community
Facebook Pages & Groups
Reach / EngagementTool
• Apps are the missing piece of most social marketing campaigns
• Disproportionate potential impact:o “Promoters” install
your app; most engaged portion of audience
o Most likely to take action and spread the word
Facebook Apps
Facebook Ads
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Overcoming Barriers to Successful Word of Mouth Social Media Marketing Campaigns
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Recipe for Success
• Socialmediamarke6ngneedstobeintegratedwithallofyourmarke6ngefforts
• Thetoolsandtechnologyshouldbecomplementary
• Starttheconversa6oninFacebook,thencon6nueitthroughtradi6onalchannels
Exis9ngpromoters• Highnumber,highdegreeofpassion
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B2B Case Study: Appirio
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Appirio on Facebook
Whenoffersarerespondedto,informa6onsuchasFacebookIdandreferrerIDarecaptured.
CaptureResponses
Appirioemployees,partnersandfansloadtheAppirioFacebookapplica6ontotheirprofiletobealertedofnews,expertcontent,eventsandpromo6ons.
SpreadApplica9on
Crea%nghighlyqualifiedleadsthroughW‐O‐Mreferrals.
ComponentsAppirio’sFacebookApplica9on:
UserscandecidetorefertheseofferingstospecificfriendsorpublishthemtotheirWall‐andexposetotheiren6renetwork.
ReferOfferings
AppiriousesSalesforce.comandMarketototrackandmanagereferralsandmeasureresults(e.g.,engagement,referralac6vity,sales)
TrackandManage
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Lead Management at Appirio powered by Marketo
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Follow-up Campaign
MarketoScreenShot
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InquiryCapture
ProspectDatabase
Life‐CycleAutoma9on
Scoringand
Insight
LeadNurturing
Repor9ngandAnaly9cs
Lead Management & Sales Insight
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Getting Started: Engage with Your Community on Facebook
Exampleprojectoutline:ComponentsofSolu%on:
•Marketo’smarke9ngautoma9onsolu9on
•Appirio’sservicesconnec9ngForce.comandFacebook
•Salesforce.comCRMbackend
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Question and Answer:
MariaPergolino,[email protected]@inboundmarketer
RyanNichols,[email protected]@appirio_ryan
KirkCrenshaw,[email protected]@appirio_kirk
www.marketo.com@marketo
www.appirio.com@appirio
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