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Oracle’s Social Marketing provides the most comprehensive social tools to listen to conversations, publish relevant content, and analyze social data to drive revenue
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CUSTOMER SUCCESS STORY SOCIAL MARKETING
DENTSPLY Builds Product Buzz Through Social Media Channels
Having a Facebook page is one thing, but using it in a way that drives engagement is another.
Modern marketers know building buzz can often take something special. DENTSPLY International
Inc., a leading manufacturer and distributor of dental and other consumable medical device products,
accomplished just that, increasing its Facebook audience and building engagement for a key product
with its target audience of dental students and alumni.
CHALLENGES
• Increasing usage of one of its core products among North American dental schools
• Building Facebook followers
• Complying with industry regulations by maintaining a science-based campaign
SOLUTIONS
• Cross-channel, cross-department integrated marketing
• Facebook contest enabled by Oracle Marketing Cloud form
RESULTS
• Increased the number of schools exposed to the product by 650% and delivered an ROI of 168%.
• Boosted Facebook followers by 75%, increased Facebook reach by 9,162%, and increased likes
and post clicks by 5,647%.
• Acquired hundreds of strong new leads and 75 new positive testimonials.
• Gained compelling content and developed an integrated approach to customer engagement.
• Proved the benefits of digital marketing.
DENTSPLY's Facebook contest represented a change in tactics for the company, which had
previously posted compelling content to its social media channels, then waited for the public to
engage—without integration between channels or departments. This time, the company invited
dental students and alumni to share cases related to one of the company's key products, integrating
multiple departments and tools to spread the word across social media channels.
The new method paid off. Supported by Oracle Marketing Cloud forms and nurture paths, the
Facebook challenge produced improved engagement and true sales results, while remaining
compliant to industry regulations and the company's science roots. DENTSPLY far exceeded its goal
of increasing Facebook engagement and improving sales among dental schools, accomplishing
other high-value objectives as well, with strong leads, fresh content and testimonials, loyal new
customers, and an integrated cross-channel model for future campaigns. The campaign was so
successful, in fact, that it inspired excitement in the marketing team for cross-channel, cross-
department integrated marketing.
Learn more at: oracle.com/marketingcloud
168% After DENTSPLY hosted a Facebook contest targeted at dental schools, incremental sales to new customers soared. The campaign paid for itself with a 168% return on investment in five months.