© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Marketing’s Move to Predictive Social Analytics
#LaunchPoint
Sally Lowery, AppiaJeff Revoy, ViralheatCarra Manahan, Marketo
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Sally LoweryVP, MarketingAppia
Jeff RevoyPresident & CEOViralHeat
Carra ManahanMarketing Programs SpecialistMarketo
Page 3© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for a Q&A at the end • We will be recording the webinar for
future viewing• All attendees will receive a copy of the
slides and the recording of today’s webinar• Twitter hashtag: #LaunchPoint
Page 4© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Predictive Social BehaviorThe Marketer’s View
Page 5© 2013 Marketo, Inc. Marketo Proprietary and Confidential
About Viralheat
Comprehensive social media management
Social and Enterprise
integrations
Patented, real-time data, sentiment and analytics
1B+…mentions per day
Explosive
Growth
Page 7© 2013 Marketo, Inc. Marketo Proprietary and Confidential
It Was Easier to Target Customers
First online display banner ads delivered October 1994.
First ad on Facebook ran from Y2M in 2004.
Page 8© 2013 Marketo, Inc. Marketo Proprietary and Confidential
2008 Today
*Enterprise social media marketing spend will grow to $8 Billion by 2016 - Forrester
The $8 Billion Dollar Shift - the Customer Funnel
$8B by 2016*
Page 11© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Customer Challenges
• Identifying
• Targeting
• Measuring
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Social Management for Marketing Managers
Enterprise Integration for Marketing Executive
CRM Management
MARKETO
ZendeskGoogle
Analytics
API - Data Management
Publish Engage
AmplifyAnalyze
Monitor
Viralheat Product Architecture
Page 15© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Processor
Processor
SocialSignals
Page 16© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Social Signals
API
Synching and Matching
CustomerContact Database
Social Actions Contact
Details
API
Social Signal provide a more complete view of existing leads
and customer preferences
Page 18© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Predictive Social Analytics & the Marketing Funnel
Social traditionally has been at the top of the funnel, but
predictive social analytics can dramatically improve conversion in all channels
Predictive Social Analytics
Page 21© 2013 Marketo, Inc. Marketo Proprietary and Confidential
You don’t always needto burn time on new ideas.
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Remarketing / Automation
• Predictive Social Communication gives marketers an opportunity to automate long term messaging:
• #IMENGAGED – Average engagement time in the US is 13-16 months
• Purchase Considerations:o Locationo Dresso Invitationso Flowerso Honeymoon / Travelo Ringo Gifts
Page 30© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What’s Our Wedding Pool?Tracked Keywords and Hashtags:
#imengaged #justengaged #wereengaged #engaged #isaidyes #shesaidyes "I'm engaged”
Page 32© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Wedding Crashers
Engage quickly and directly with users.
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Related Influencers
Influencers to build relationships with.
Related Keywords for accurate copy.
Page 34© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Influencers
Each influencer report includes:• Instagram
handle • Number of
followers• Profile
description• Post URL• Profile image
URL• Total posts
Download detailed influencer reports for up to 150 influencers for any specified time period. Reports can be pulled for influencers based on impact and volume.
Page 37© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Lead Drilldown
Increased Lead Generation.
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Wedding Talk
The waitress asked if I was done with that, and I said yes, but I’m married to it!
The Perfect Couple #Engaged!
Page 44© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Market Story
• 2 Million Apps Across Google Play & App Store
• More than 400 mobile ad networks
• Defining our differentiation in the market for developers
Page 45© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Role of Social Media
• Understand the pain points of the publisher self-service developer• Competitor wins and fails• Resonating conversation threads
o eCPMso High Fill Rateso Competitive Ad Typeso Easy to integrateo Responsive Support
Page 48© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Programs That Keep the Story Going• Welcome Program
• Site Creation/Site Activation
• Revenue Milestones
• Nurture
• Support
Page 49© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Welcome Program
• Signup -> Activation Campaign
• Account Active -> Getting Started Campaign
• Day 2 -> About Via
• Day 5 -> Driving Monetization
• Day 30 -> Survey
• More Than 3 Days No Login -> Help Campaign
• No Impressions 10 Days -> Help Campaign
Page 50© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Site Creation
• App/Site Created
• App/Site Activated
• No App/Site Created in 3 Days
• No App/Site Created in 10 Days
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Revenue Milestones
• First Day of Revenue
• $100 in Revenue
• $500 in Revenue
• No Revenue in 14 Days
• No Revenue in 30 Days
Page 52© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Nurture
• Monthly Reporting
• Content • Whitepapers• Webinars• Infographics• Case Studies
Page 54© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Ongoing Story
• Reacting to Conversations in Market• Competitor wins and fails• Ongoing active dialogue in competitor community
Page 55© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Campaign Results
• Since launch 1/23/14• Signed 438 new self-service publishers• More than 2,000 installs
• Fall-Off Learnings• Glean from Marketo those that are out of flow• Glean from Viral Heat indicators of out of flow
• Optimize• Have added 8 new campaigns since launch
Page 57© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Sally LoweryVP, MarketingAppia
Jeff RevoyPresident & CEOViralHeat
Carra ManahanMarketing Programs SpecialistMarketo
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