Liz Smyth , Marketing Director, Marketo. Technology for Marketing & Advertising 2013, 26-27 February 2013, Earl's Court 2, London

1. Measuring the ROI of social
marketing
Liz Smyth
Marketing Director
Marketo
Sponsored by: Organised by:

2. Measuring the ROI of Social Marketing
TFM+A - February 2013
Liz Smyth
EMEA Marketing Director
@lizsmyth
#SMROI
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

3. Marketo in a Nutshell
• Thought leader driving the market agenda
• Easy-to-use, powerful and complete
marketing software
• Built on customer adoption & success
• EMEA HQ opened in Dublin 2011
Page 3
© 2012 Marketo, Inc. @LizSmyth #SMROI

4. Biggest pain point in social is attribution
Page 4
© 2012 Marketo, Inc. @LizSmyth #SMROI

5. But, we know what we want
Page 5
© 2012 Marketo, Inc. @LizSmyth #SMROI

6. Page 6
© 2012 Marketo, Inc.

7. Page 7
© 2012 Marketo, Inc.

8. Making Every Campaign Social
Reach & Engagement
Website Landing Email Facebook Events
Pages Paid Ads
Pages
Page 8
© 2012 Marketo, Inc. @LizSmyth #SMROI

9. The Numbers
• 700 Billion – minutes spent on Facebook each month
• 2 Members Every Second - LinkedIn
• 1 Million – Twitter accounts added daily
• 32 Billion – Search queries Twitter handles per month,
more than Bing and Yahoo combined
• 40% – Percentage of social media driven purchases
Pinterest accounts for
• 1 Billion – Active Facebook users
Page 9
© 2012 Marketo, Inc. @LizSmyth #SMROI

10. Peer-to-Peer
“The basic idea here is that the best type of
advertising is a message from a friend.”
- Mark Zuckerberg
Page 10
© 2012 Marketo, Inc. @LizSmyth #SMROI

11. Social Marketing – The Social Media Clutter
Page 11
© 2012 Marketo, Inc. @LizSmyth #SMROI

12. Identify Your Customer Currency
What’s in it for me?
Page 12
© 2012 Marketo, Inc. @LizSmyth #SMROI

13. Material Currency: Discount
Page 13
© 2012 Marketo, Inc. @LizSmyth #SMROI

14. Emotional Currency: Knowledge
Page 14
© 2012 Marketo, Inc. @LizSmyth #SMROI

15. Now What?
Page 15
© 2012 Marketo, Inc. @LizSmyth #SMROI

16. Measuring Success – The What
Traffic, Interaction, Sharing, Conversions, Reach
Page 16
© 2012 Marketo, Inc. @LizSmyth #SMROI

17. Measuring Success – The Where
Social Networking Channels
Page 17
© 2012 Marketo, Inc. @LizSmyth #SMROI

18. Measuring Success – The Who
Social CRM
Page 18
© 2012 Marketo, Inc. @LizSmyth #SMROI

19. Visual Content Helps Stand Out
eBook Interactive Infographic
ds
al
su
or
Vi
W
17,000 145,000
views views
Hits and Long-Tail Content
Page 19
© 2012 Marketo, Inc. @LizSmyth #SMROI

20. Facebook Timeline Campaigns
Page 20
© 2012 Marketo, Inc. @LizSmyth #SMROI

21. Facebook and EdgeRank
• Time Decay
• Weight
• Affinity
Page 21
© 2012 Marketo, Inc. @LizSmyth #SMROI

22. Twitter Promoted Tweets
• Combination of search &
timeline campaigns
• $109k invested
• 2,995 Prospects
• $ per Prospect: $37
• $290k pipeline to date
Page 22
© 2012 Marketo, Inc. @LizSmyth #SMROI

23. Slideshare
• $5k invested
• 2,765 names
• 57 new prospects
• $ per Prospect: $94
• $107k pipeline to date
Page 23
© 2012 Marketo, Inc. @LizSmyth #SMROI

24. ROI On Social Advertising: Tale of Two Ads
• Facebook and LinkedIn display ads not effective (yet)
• Twitter drove many Prospects, especially early on, but
slow to convert to Lead
• Facebook memes are working great (but still new)
• Slideshare great for acceleration (not lead gen), but
smaller
Source: Marketo Revenue Cycle Analytics
Page 24
© 2012 Marketo, Inc. @LizSmyth #SMROI

25. Through the use of Marketo’s
social campaign functionality, we
can now tie specific influencers to
Marketo Gets Lift From Social Campaigns social campaigns, and measure the ROI of our
social investments.
Social Objectives Jason Miller
Social Media Programs Manager
• Monitor and reward top brand influencers
• Generate and track new leads and
prospects through social channels Results:
• Promote every campaign socially • On average, each share resulted in 25 clicks
• Analyze ROI from social investments
• Reached 70k+ via social channels
Campaign: Guide to Social Marketing • 300+ new leads from social channels
• Ran “Share to Win” Contest
• 5 referred downloads earned a printed
copy and t-shirt
Page 25
© 2012 Marketo, Inc. @LizSmyth #SMROI

26. AT THE DANCE
But who is dancing?
Page 26
© 2012 Marketo, Inc.

27. Lead Nurturing Relevance
1. BUYING STAGES
2. PERSONA •Early / Mid
• Molly Marketer •Late (Opportunity)
• Sam Sales •Customer
• Jack Executive
3. DYNAMIC CUSTOMIZATION
•Industry Wrappers
•Size Specific Examples
•Localization
Get The “Definitive Guide to Lead Nurturing”
Page 27
http://bit.ly/DGtoLN
© 2012 Marketo, Inc.

28. Making Every Campaign Social
Reach & Engagement
Website Landing Email Facebook Events
Pages Paid Ads
Pages
Page 28
© 2012 Marketo, Inc. @LizSmyth #SMROI

29. Page 29
© 2012 Marketo, Inc. @LizSmyth #SMROI

30. Key Tweetable Takeaways
1. Leverage “peer-to-peer”
influence to give every campaign
a social boost
2. Pick the right “currency” to
motivate social engagement
3. Authentic social interaction
drives more ROI than paid ads
4. Most leads are not “ready-to-
dance” – nurture relationships
over time
5. To measure ROI of social, you
need to track all interactions
with an account
Page 30
© 2012 Marketo, Inc. @LizSmyth #SMROI

31. Question and Answer
#SMROI
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

32. Thank you!
Pick up your
Definitive Guide to Social Marketing
at the Marketo Stand
#SMROI
© 2012 Marketo, Inc. Marketo Proprietary and Confidential