drive leads not likes: how to build an integrated social referral campaign
DESCRIPTION
Make your social marketing an integrated part of your demand generation campaigns. View the presentation slides from the Marketo and Deluxe webinar: "Driving Leads, Not Likes: How to Build an Integrated Social Referral Campaign” presented by Kristy Grayson, Director of Integrated Marketing at Deluxe and Allison Dyer, Social Marketing consultant at Marketo.TRANSCRIPT
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Drive Leads not Likes: How to Build an Integrated Social Referral Campaign
March 26th, 2013
Kristy Grayson, DeluxeAllison Dyer, MarketoRobin Bordoli, Marketo
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Allison Dyer
Social Marketing Consultant, Marketo@dyerallison
Kristy Grayson
Director of Integrated Marketing, Deluxe@kristygrayson
Robin Bordoli
General Manager - Social Marketing Marketo@rbordoli
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Page 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the slides
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Page 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Why? How?
Social Marketing
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Page 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Almost everyone is doing it
Harvard Business Review 3/2013 - Social Media: What Most Companies Don't Know
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Page 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Peer to Peer more powerful than Company to Buyer
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Page 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential
B2B not far behind B2C
Yes76%
No22%
Don't know2%
Total
Yes79%
No20%
Don't know1%
B2C
Yes68%
No26%
Don't know6%
B2B
Source: The Chief Marketer 2012 Social marketing Survey polled 1,050 active marketing professionals at brands and agencies distributed across a range of industry verticals, including manufacturing, retail, financial, healthcare, travel, entertainment, publishing, advertising, database and nonprofit sectors, from August 7 to September 10, 2012.
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Page 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential
It’s never been easier
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Page 9© 2012 Marketo, Inc. Marketo Proprietary and Confidential
✔ ✗
You can drive revenue, not just likes
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Page 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential
SocialMarketingManager
Social Marketing is no longer a silo
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Allison Dyer
Social Marketing Consultant, Marketo@dyerallison
Kristy Grayson
Director of Integrated Marketing, Deluxe@kristygrayson
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Page 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Deluxe: The Quick Facts
• Nearly 100 years in business• America’s best known check brand• 1/3 of our revenue now comes from outside our core
business• 6,200 financial institution clients and 4 million active
small business customers
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Page 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Referral Marketing – The What!
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Page 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Referral Marketing – The What!
RECEIVE FREE
ADMISSION
GET IN
FREE
GET $20 GIFT
CARD
Get 50% OFF
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Page 15© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Referral Marketing – The What!
RECEIVE A
MONTH
FREERECEIVE
FREE ADMISSION
GET IN
FREE
EARN
$20
GET $20 GIFT
CARD
WIN A
TRIP!
Get 50% OFFWin 2
Ticket
s!
WIN AN
IPAD
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Page 16© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Referral Marketing – The What!
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Page 17© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Referral Marketing – The What!
Refer 3 Friends
and win an IPAD!
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Page 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Referral Marketing – The What!
Refer 3 Friends
and win an IPAD!
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Page 19© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Referral Marketing – The What!
Refer 3 Friends
and win an IPAD!
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Page 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Referral Marketing – The What!
Refer 3 Friends
and win an IPAD!
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Page 21© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Referral Marketing – The What!
Refer 3 Friends
and win an IPAD!
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Page 22© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Referral Marketing – The What!
Refer 3 Friends
and win an IPAD!
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Page 23© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Referral Marketing – The Why!
FACT: Businesses who share content across social networks has increased by 70% in 2013
FACT: On average, WOM recommendations result in 3 to 5X higher conversion rates than other channels
FACT: People trust advice from friends more than they trust brands“The basic idea here is that the best type of advertising is a message from a friend.”Source: Mark Zuckerberg
Word of Mouth: Comes with a 92% trust rate!Source: Nielsen Research 2012
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Page 24© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Referral Marketing – The How!5 Easy Steps to Successful Referral Marketing
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Page 25© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Referral Marketing – The How!5 Easy Steps to Successful Referral Marketing
1Create an Exciting
Offer
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Page 26© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Referral Marketing – The How!5 Easy Steps to Successful Referral Marketing
1 2Create an Exciting
Offer
Promote the Offer
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Page 27© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Referral Marketing – The How!5 Easy Steps to Successful Referral Marketing
1 2 3Create an Exciting
Offer
Promote the Offer
Keep it Simple
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Page 28© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Referral Marketing – The How!5 Easy Steps to Successful Referral Marketing
1 2 3
4
Create an Exciting
Offer
Optimize
Promote the Offer
Keep it Simple
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Page 29© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Referral Marketing – The How!5 Easy Steps to Successful Referral Marketing
1 2 3
4 5
Create an Exciting
Offer
Optimize
Promote the Offer
Keep it Simple
Measure
Success
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Page 30© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Create an Exciting Offer1
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Page 31© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Leverage Marketo
1 Select Referral Offer
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Page 32© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Leverage Marketo
12
Select Referral Offer
Create Referral Offer with Marketo
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Page 33© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Leverage Marketo
12
Select Referral Offer
Create Referral Offer with Marketo
3
LAUNCH Referral Offer!
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Page 34© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Results!Deluxe Knowledge Exchange 2013 Event Referral Offer
• 23% increase in registrations• 120% increase in opened
emails• 500% increase in clicks on
event related Facebook posts• 8.6% increase in Twitter
followers• 635 Tweets throughout the
conference
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Page 35© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Promote the Offer2
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Page 36© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Results!
• 37% Response Rate• 25% Requested Meetings• 3% Valued at 200K Additional Revenue
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Page 37© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Keep it Simple3
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Page 38© 2012 Marketo, Inc. Marketo Proprietary and Confidential
How Marketo Automates the Referral Process
1. Referral Activate
d
2. Personal
Email Triggered
3. Automate
d Fulfillment
4. Participants
Share
5. Nurture Leads
6. Analyze
7. Remarket
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Page 39© 2012 Marketo, Inc. Marketo Proprietary and Confidential
How Marketo Automates the Referral Process
Effective Personal Engagement
Creates Efficiency
1. Referral Activate
d
2. Personal
Email Triggered
3. Automate
d Fulfillment
4. Participants
Share
5. Nurture Leads
6. Analyze
7. Remarket
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Page 40© 2012 Marketo, Inc. Marketo Proprietary and Confidential
How Marketo Automates the Referral Process
Effective Personal Engagement
Creates Efficiency
Discover your Influencers
Proving ROI
1. Referral Activate
d
2. Personal
Email Triggered
3. Automate
d Fulfillment
4. Participants
Share
5. Nurture Leads
6. Analyze
7. Remarket
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Page 41© 2012 Marketo, Inc. Marketo Proprietary and Confidential
How Marketo Automates the Referral Process
Effective Personal Engagement
Creates Efficiency
Discover your Influencers
Proving ROI
1. Referral Activate
d
2. Personal
Email Triggered
3. Automate
d Fulfillment
4. Participants
Share
5. Nurture Leads
6. Analyze
7. Remarket
What was manual and time
consuming is now automated!
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Page 42© 2012 Marketo, Inc. Marketo Proprietary and Confidential
• 25% Overall Share Rate• 1 M Social Reach• 32% Click-Back Rate
Optimize Carbonite Free Trial Referral Offer4
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Page 43© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Measure SuccessTraffic, Interaction, Sharing, Conversions, Reach
5
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Page 44© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Campaign Analytics –Social Participants
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Page 45© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Key Metrics for Marketers?
• Followers, fans, members, subscribers (to competition)• Tweets, comments, discussion threads• Blog posts• Reach• Sentiment• Sales team utilization• Deal velocity• Revenue tracked to social leads
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Page 46© 2012 Marketo, Inc. Marketo Proprietary and Confidential
1 2 3
4 5
Create an Exciting
Offer
Optimize
Promote the Offer
Keep it Simple
Measure
Success
Keys to Success
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QUESTIONS?
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Thank You!