Social Scoring: The Missing Link to Social Marketing ROI [Slides]

© 2012 Awareness CONFIDENTIAL

SOCIAL SCORING:THE MISSING LINK TO SOCIAL MARKETING ROI

Mike LewisVP of Marketing & SalesAwareness@bostonmike

Dial-In Details:Call-in toll number (US/Canada): 1-408-792-6300 Access code: 669 479 273

Submit Questions via Twitter:#awarenessinc

• VP of Marketing & Sales at Awareness• Boston native, New Dad, Entrepreneur

and marketing guy• Active blogger, tweeter, and social media

enthusiast• Author, Stand Out Social

Marketing, McGraw-HillNov 2012

ABOUT ME…


The Awareness Social Marketing Hub converts social interaction into actionable and

monetizable customer relationships


Advertising, Marketing, and PR Agencies

Telecommunications

Education & Non Profit

Retail/E-Commerce

Software & Technology

Media & Entertainment

Hospitality & Leisure

Other

Financial Services

MARKET SUCCESS


A personal story...


ooops...wrong day


THE NEXT DAY...


How’d they know that?


It was this guy!!!

Submit Questions via Twitter:#awarenessincWHAT I THOUGHT...

Just spoke with mike. Wants to head home to see his son. Booked him on earlier flight.



Wow!!!

Social Marketing Automation!!!


WHAT ACTUALLY HAPPENED...


Not as exciting, but a great story none the less

Submit Questions via Twitter:#awarenessincSocial Media is new and unique for marketers


• Data that is driven by• Dialog and • Contextual Content within a • Community

For businesses, marketing through Social Media is about

Submit Questions via Twitter:#awarenessincFOR EXAMPLE… LET'S SAY WE ARE SELLING…

Submit Questions via Twitter:#awarenessincTraditionally…

• Broadcast messages through multiple channels

• Collect Data and Demographically target

• Open stores in areas of audience concentration

• Drive people to online or offline purchases


• Listen for individuals who show a likelihood of buying

• Target:➡ Hyper-target individuals with

contextual offers and content➡ Identify Contextual Influencers ➡ Market to a widget enthusiast

group on Facebook➡ Contextual groups (or create

one)

Through Social We Would: @bill Need new shoes for the office party. What to buy?

HUGE ski trip with the guys next month! Can’t wait!

month 2 in marathon training. Feeling better everyday

UGH! I hate back to school shopping for the kids!

Need shoes? We have the largest selection & 20% discount so you look great at the party http://bit.ly/45hdf

Dude! If you need a new pair of kicks check these out http://bit.ly/jhgk - We will power you on the big day!

Looking for new ski boots? 10% of for you today http://bit.ly/jhgk

We hate it too... shop online and avoid the hassle... free returns! http://bit.ly/jhgk

http://bit.ly/45hdf

http://bit.ly/jhgk

http://bit.ly/jhgk

http://bit.ly/jhgk

Submit Questions via Twitter:#awarenessincFundamental Difference

VS


What’s at the core?


Market Intelligence

Submit Questions via Twitter:#awarenessincSOCIAL BREADCRUMBS

Social platforms offer deep audience insights – the social

“breadcrumbs” people leave online as they take actions and post

content provide ripe insight for audience segmentation and

targeting



HOW DO YOU DO IT?



THE BIG THREE OF SOCIAL MARKETING AUTOMATION

Social Prospecting

Automated Social Profile Collection

Social Scoring

Submit Questions via Twitter:#awarenessincSOCIAL MARKETING AUTOMATION


DRIVE CUSTOMER ACQUISITION, SOCIALLY

Social Prospecting

Monitor conversations

occurring across the social web that

indicate a buying intent

Capture Leads & Social Profiles

Capture and tag the profiles of individuals

engaging in the conversations

Score leads based on conversation,

engagement and profile and target

with marketing offers

Score Leads and Target with Offers

Tracked detailed conversion metrics at

the content and profile level and

synch details directly with your CRM

system

Convert Social Leads to Revenue

$


Pay attention to the conversations and actions that demonstrate a liklihood of sale. Identifying buying signals and listen for them.Example: Pella Windows

SOCIAL PROSPECTING

Submit Questions via Twitter:#awarenessincIMPLICIT VS EXPLICIT BUYING SIGNALS

Explicit Implicit

“Looking to buy new windows. Anyone have experience with Pella?”

“Ugh… I can’t get this draft to stop! It’s cold in here!”

“What is the cheapest place to buy new windows?”

Just starting work on the new addition!

“Looking for a recommendation on windows…”

Just bought the new house and am getting ready to move next week!!

Example: Pella Windows


Identify prospects and customers across the social web

SOCIAL PROSPECTING

The 2012 Super Bowl Host Committee used the hub to

identify and assist fans in the Indianapolis area for the big

game. A team of 50 managed all interaction resulting in

$3.2M in value to NFL.

Example



SOCIAL PROFILE COLLECTION

Collected the publically available profile information on the individuals engaging in your specific conversations.

Public Posts to Social Networks

like:

Engagement on brand owned social destination

Participation in Facebook contests,

Downloads, et

Social Profile

Submit Questions via Twitter:#awarenessincSOCIAL PROFILE = PAINTING A PICTURE OF YOUR PROSPECT

• Are they talking about topics we care about?> Location, time, who they are talking to,

who are they talking about, what is their influence?

• Are they engaging with our content?> Do they know about us, sentiment,

frequency, date, time, what content did they react to

• Did they participate in our Contest and Apps> Did we get permission to see more

profile data?> Did they share their participation with

their friends

Social Profile


Gain an intimate view of the individuals that make up your audience

Social ProfileStudied at Harvard (2006) and Virginia (1999)Amplified Reach: 23,402,725Influence Themes: Venture Capital, Investing, EntrepreneurshipOther: Fans of 80’s comedies, Political satire televisionPolitics DemocratMarried, MomInterests: TaskRabbit, Kat Von D, Twix, colorTHEORY, GameChanger, Charleston - TravelTell, BillShrink, Drync, Daily Grommet, Elizabeth 'Tina' Fey, Viximo, Mozes, Clothia, Haute Hanger, Obey Giant, Boston Ballet, Independent Film Festival Boston, Currensee.com, Spring Paddocks, LLC, Stratus Prep, Mars Bars, Awareness, SimpliSafe, Barack Obama, Women 2.0, ALS/Lou Gehrig’s Disease, Independent Film Festivals, Boston World Partnerships, Style.lyTweets: Dec 14: #MIT100K accelerator kickoff...they're describing a design charette, 'hackathon' type design help for teams. Great idea.Facebook Posts and Comments: Dec 4: Cassius. 10 years old yesterday/today, depending on when you count. Took a nice romp around the southend this morning. Still got it.

Traditional: 7 fields collected vs. Social: 100+ fields collected

CAPTURE PROFILE DETAILS

The American Cancer Society collects detailed profile

information on all interactions across the social web. To date they have collected over 1M+

and use data to identify donors and volunteers.

Example

Submit Questions via Twitter:#awarenessincTHINK OF TRADITIONAL MARKETING


Social Prospecting

THINK OF TRADITIONAL MARKETING


Social Prospecting

Engage


Social Prospecting

Engage Campaigns



Develop a scoring criteria that is dynamic and identifies individuals based on actions over time.

SOCIAL SCORING



DEFINE A PATH TO PURCHASE

TRACKING BEFORE DIRECT ENGAGEMENT



BUILD A BEHAVIORAL SCORE MODEL

Submit Questions via Twitter:#awarenessincSOCIAL SCORING IN ACTION

+5 points

“looking to buy something…”

+5 points

“looking to buy something…”

+5 points

Joined Facebook page

+5 points

Joined Facebook page

TIME

SCO

RE

+10 points

“Any recommendations for product?”

+10 points

“Any recommendations for product?”

+10 points

Visited page

+10 points

Visited page

Prospective buyer

Submit Questions via Twitter:#awarenessincSOCIAL MARKETING AUTOMATION IN ACTION


Hyper-Targeted Marketing Campaigns



SCORING SUMMARY

• People may fall into multiple lists and categories> This may result in multiple scores. For example:

Name Email Influence Score (Category 1)

Buyer Score Influence Score (Category 1)

Sal Giliberto Sal.giliberto@

46 19 53

Dave Carter DC@ 83 10 61

Steve Tremblay

Steve@ 22 53 7

Brian Zanghi brian@ 38 25 83

Melissa Leffler ML@ 14 73 22



SCORING ACTIONS

Target top XX Influencers for

direct engagement Present list of XXX leads to sales team

by region

Target campaign

offer via social to

top XXX consumers

Synch list to email system for followup

Encourage

conversion via blog

comment

Identify top influencers and offer a badge

Invite group of XXX

prospect to special

event



BENEFITS OF SOCIAL SCORING

• The social web is becomes your marketing database> Identify buyers, prospects and leads> Tier your prospect list and database based on your rules> Target very specific groups and/or individuals for conversion

• Define influence on your terms!> Define influence as it pertains to your company

• Understand the customers you have and uncover the ones you don't



MORE FROM AWARENESS

eBook:Social Prospecting & Social Scoring

http://bit.ly/socialprospecting

White Paper:6 Mind Blowing Social Media Stats

http://bit.ly/6mindblowingstats

Chapter Download:Stand Out Social Marketing

http://bit.ly/standoutmarketing


Mike LewisVP of Marketing & SalesAwareness Inc@bostonmike / @awarenessinchttp://[email protected]

http://blog.socialepisodes.com/

mailto:[email protected]

Social Scoring: The Missing Link to Social Marketing ROI [Slides]

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