social scoring: the missing link to social marketing roi [slides]
DESCRIPTION
Social marketing presents a profound opportunity for marketers - pay attention to the right conversations and individuals to drive demand and customer acquisition. This revolution allow marketers to target messaging to the right individuals at the right place at the right time, dramatically improving conversion rates through the sales funnel. During this session we will explore the concepts of social scoring (the ability to 'weight' and 'score' actions within your social audience to identify prospects, influencers and customers) and social nurturing (how to continually engage the right individuals to increase engagement) to drive demand generation and customer acquisition. By the end of the session you will have the high level details and the tactical requirements to implement these programs at your company immediately.This session is designed for marketers and marketing executives at B2B and B2C companies who want to track a meaningful ROI through social activities.TRANSCRIPT
© 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…
Submit Questions via Twitter:#awarenessinc
The Awareness Social Marketing Hub converts social interaction into actionable and
monetizable customer relationships
Submit Questions via Twitter:#awarenessinc
Advertising, Marketing, and PR Agencies
Telecommunications
Education & Non Profit
Retail/E-Commerce
Software & Technology
Media & Entertainment
Hospitality & Leisure
Other
Financial Services
MARKET SUCCESS
Submit Questions via Twitter:#awarenessinc
A personal story...
Submit Questions via Twitter:#awarenessinc
Submit Questions via Twitter:#awarenessinc
Submit Questions via Twitter:#awarenessinc
Submit Questions via Twitter:#awarenessinc
Submit Questions via Twitter:#awarenessinc
Submit Questions via Twitter:#awarenessinc
ooops...wrong day
Submit Questions via Twitter:#awarenessinc
Submit Questions via Twitter:#awarenessinc
Submit Questions via Twitter:#awarenessinc
Submit Questions via Twitter:#awarenessinc
Submit Questions via Twitter:#awarenessinc
Submit Questions via Twitter:#awarenessinc
Submit Questions via Twitter:#awarenessinc
THE NEXT DAY...
Submit Questions via Twitter:#awarenessinc
Submit Questions via Twitter:#awarenessinc
How’d they know that?
Submit Questions via Twitter:#awarenessinc
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.
Submit Questions via Twitter:#awarenessinc
© 2012 Awareness CONFIDENTIAL
Wow!!!
Social Marketing Automation!!!
Submit Questions via Twitter:#awarenessinc
WHAT ACTUALLY HAPPENED...
Submit Questions via Twitter:#awarenessinc
Not as exciting, but a great story none the less
Submit Questions via Twitter:#awarenessincSocial Media is new and unique for marketers
Submit Questions via Twitter:#awarenessinc
• 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
Submit Questions via Twitter:#awarenessinc
• 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
Submit Questions via Twitter:#awarenessincFundamental Difference
VS
Submit Questions via Twitter:#awarenessinc
What’s at the core?
Submit Questions via Twitter:#awarenessinc
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
Submit Questions via Twitter:#awarenessinc
© 2012 Awareness CONFIDENTIAL
HOW DO YOU DO IT?
Submit Questions via Twitter:#awarenessinc
© 2012 Awareness CONFIDENTIAL
THE BIG THREE OF SOCIAL MARKETING AUTOMATION
Social Prospecting
Automated Social Profile Collection
Social Scoring
Submit Questions via Twitter:#awarenessincSOCIAL MARKETING AUTOMATION
© 2012 Awareness CONFIDENTIAL
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
$
Submit Questions via Twitter:#awarenessinc
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
Submit Questions via Twitter:#awarenessinc
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
Submit Questions via Twitter:#awarenessinc
© 2012 Awareness CONFIDENTIAL
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
Submit Questions via Twitter:#awarenessinc
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
Submit Questions via Twitter:#awarenessinc
Social Prospecting
THINK OF TRADITIONAL MARKETING
Submit Questions via Twitter:#awarenessincTHINK OF TRADITIONAL MARKETING
Social Prospecting
Engage
Submit Questions via Twitter:#awarenessincTHINK OF TRADITIONAL MARKETING
Social Prospecting
Engage Campaigns
Submit Questions via Twitter:#awarenessinc
© 2012 Awareness CONFIDENTIAL
Develop a scoring criteria that is dynamic and identifies individuals based on actions over time.
SOCIAL SCORING
Submit Questions via Twitter:#awarenessinc
© 2012 Awareness CONFIDENTIAL
DEFINE A PATH TO PURCHASE
TRACKING BEFORE DIRECT ENGAGEMENT
Submit Questions via Twitter:#awarenessinc
© 2012 Awareness CONFIDENTIAL
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
© 2010 Awareness CONFIDENTIAL
Hyper-Targeted Marketing Campaigns
Submit Questions via Twitter:#awarenessinc
© 2012 Awareness CONFIDENTIAL
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
Submit Questions via Twitter:#awarenessinc
© 2012 Awareness CONFIDENTIAL
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
Submit Questions via Twitter:#awarenessinc
© 2012 Awareness CONFIDENTIAL
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
Submit Questions via Twitter:#awarenessinc
© 2012 Awareness CONFIDENTIAL
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
Submit Questions via Twitter:#awarenessinc
Mike LewisVP of Marketing & SalesAwareness Inc@bostonmike / @awarenessinchttp://[email protected]