Turning Likes Into Leads

Jennifer Burnham

@jennydburnham Director of Social & Content Marketing

“What’s the value of social media?”

Where We Were 2 Years Ago

We Started By Listening

80,000 Brand Mentions Each Month

# @

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26,000 Read by the Community Team

1,200 Actively Engaged

Managing Conversation Volume

Engagement Coverage

Brand Mentions & Sentiment

Early Success Metrics

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3 Customer Service Case Deflection

Re-Tweets

Likes Comments

Shares

Positive Sentiment Embeds

We Created Content That Delights

Turning Likes Into Leads

1,000,000 Subscribers

Form Completes

Nurture

Sales

Content & Conversations

Ado

ptio

n

Mobile Apps

Tips on Format

Consistent Branding

Map Your Channels

No Broken Windows

Channel Alignment 1

Grow Subscribers to Reach Critical Mass Subscriber Growth Leaderboard

Top Tactics: Content Calendar, Like Gate Campaigns, Advertising

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Build Compelling Offers Landing Page

Sample Offers: ü  Webinar ü  E-Book ü  Gated Video

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Use Owned and Paid Media To Promote

Big Offer / Month

Blog Posts / Month

FB Posts / Month

Tweets / Month

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Suggested Cadence

Tips on Format

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http://salesforce.com/form/?id=7013000sqyy http://bit.ly/salesprocessmap http://na1.salesforce.com/7013000sqyy http://na1.salesforce.com/01Z300000YkRi

Track Your Campaigns 5

Personas 1

Influencers 2

Relevant Content 3

Personas and Audiences

Align Content To Audience 6

Tips on Format

Top of Funnel Mid-Funnel Core Offers

7 Create Content At Each Buyer Stage

Clicks on a Tweet

Watched a Video

Posted a Question

Read a Post

Viewed a Presentation

Became a Fan

Liked a Post

Re-Tweeted a Post

Brand Mention

SEM Free Trial Contact Me Event Registration eBook Offer

Lead Scoring 1

Personalized Journeys 2

Campaign Attribution 3

Marketing Automation

Nurture Content Marketing Leads 8

Optimize Your Content Marketing Funnel

Views / Quarter #

% Qualified Leads

Click-Through %

% Form Completes

% Close Rate

$$$ Avg. Deal Size

Optimization

Promotion

Soft Offer

Confirmation Page

Landing Page

Lead Nurturing

Sales Effectiveness

Sales Follow Up

ACV $$$ Pipeline

Content

+Pipeline Influenced +SEO +Subscribers…

Tips on Format

Results: Lower Cost Per Lead

50% Lower Cost Per Lead

SMB Customer target

Social drives repeatable, meaningful ROI for SMB and Sales audiences

Tips on Format

Results: 2nd Highest Pipe To Spend

Pipe-to-spend ratio for Paid Social averaging 5:1, close to channel averages

New Sources of Leads

SEM (Google Search)

Click

Click

Click

Click

Impression

Impression

Impression

Impression

+Email Addresses

+Ad Dollars

+Social Media Subscribers

Fuel the Viral Loop

Email Drop (Newsletter, Offer)

3rd Party Sites (Display Ads)

Click

Click

Landing Page B (eBook, Contest, App)

Social Requires More Soft Offers

Social Post (Facebook, Twitter...)

Social Ad (Facebook, Twitter...)

Hard Offer

Soft Offer

Content

Great content & engagement earns subscribers

Advertising is the fastest way to grow subscribers

Content (Blog Post, Video, Website)

+Ad Dollars

Display Advertising (Ad Networks)

Content Marketing (Social Heart of Marketing)

Social Advertising (Social Heart of Marketing)

Sharing, Likes

Users are cookied for ad re-targeting

Capture new subscribers with reveal pages, great content, & website integration

Promoted Content

Impression

Search Results (Google AdWords)

Social Profile

Email Marketing (Heart of Marketing)

New email addresses go into marketing automation system

Top Content

Leads by Source

Campaign ROI

Subscribers

Engagement

Qualified Leads

Lead Quality

Conversation Volume

Landing Page A (Free Trial, Demo)

SEO (Google Search)

Click

Impression +Inbound Links

Search Results (Organic Results)

Shares, likes, and comments influence search rankings

+Ad Dollars

Social Adds Two New Pipeline Engines

P P

Impacts Our Existing Pipeline Engines

P P

Inbound Traffic to Website

Form Completes

What We’re Measuring Today

Valid Leads

Pipeline $$$

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Sales Cloud

Four Apps We Use Every Day

Marketing Automation

Jennifer Burnham

@jennydburnham Director of Content Marketing

Chatter

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