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We start at 11 am CET. Until then, enjoy the music and introduce yourself in the chat. The hashtag for the webinar is
#socialchallenge!
Valuable website engagement is
more than just a like!
Vera Verkooijen Partner relations & events Komfo
Laura Forne Elkow Customer relations manager Komfo
Rasmus Møller Nielsen CEO Komfo
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Presenters!
Social Media Marketing at Scale!
Kristin Philbin // Sr. Business Optimization Consultant – Sitecore Patrick Kitchell //
Delivering ROI from Social Media
Valuable Website Engagement Is More Than Just A Like
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What? What is Social? What are the channels?
Why? Why is Social important to me and my business?
How? How can I achieve success with Social?
Objectives in Social – Agenda
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Social Sharing
Social Authentication
Social Feedback
Blogging & Forums
Photo/Video Social
Location Services
Where to start?
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Evolving digitally
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Experience Marketing Planning a Social Strategy
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Channels
Collect Data
Campaigns
Digital Finger Print
Profiling
Social Connect
CRM
Ecommerce
ERP
Connect Data
Goals
Onsite Actions
Connected data
Decision Journey Educate Use Share Personalization
Experience Profile – Customer
Social Media aspect of Experience Marketing…
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Driving Social Traffic Getting the right visitors to your site.
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Not all social media is created the same
Listen, plan, respond.
Control is an illusion!
Tips to Remember!
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Not all Social Media is created the same… or equal!
Where are my conversations happening?
• Inventory the landscape
• Spend some time reviewing, listening
• Learn from the good, bad and ugly
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Not all Social Media is created the same… or equal!
How, when do I participate?
• Create a Social Media Roadmap
• Leverage the Listen, Plan, Respond process
• Start slow but steady when you actively contribute
• Get ready to be a participant, not the creator!
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Quick Wins with Social Three quick tactics to start leveraging social on-‐site
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• 26 accounts
• 33% increase in registration
• 26% increase in data accuracy
• And… less ‘lost password’ management by customer service!
Social Login by the numbers
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And it’s personal!
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You need to collect and connect all this information in one place, to see the overall sentiment and engagement of your customer.
Visitors tell you more about them every time they click!
Social Sharing on site -‐ getting a full picture!
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Getting Real: Delivering ROI form Social Media With Focus on Twitter
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How to Figure Out ROI From Social?
(Return – Investment) Investment
The Investment:
The investment in social media is the total cost of a campaign including time and material.
The Return:
The return could be tricky but I would define it has the revenue that has been created from a campaign directly or the revenue that has a measurable social element to it.
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How
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How Could We Do It?
1.) Having the Right Systems Toolbox
2.) Having a Dedicate Business Process Marketing and Sales • Process
• KPIs
3.) Measuring the Direct Revenue: • Leads
• opportunities
4.) Measuring and Attributing Revenue • Engagement Value
5.)Twitter Example and the Outcome • Do the footwork -‐ Be Consistent
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Systems and Processes
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Having a Dedicate Business Process Marketing and Sales
CRM Campaign Response
+
Sitecore Campaign and
Analytics
Lead Record
Stage: MQL
Stage: SQL Opportunity
Lead Creation
One Integrated Pipeline: Marketing Campaigns Tied to Revenue
Marketing LQT Sales
• Social Marketing Campaigns • Sessions and Visit Analytics • Traffic Types • Engagement • Conversions • Value
Sitecore Powers: 1.) Lead Generation 2.) Predictive Scoring 3.) Data for Nurting, Personalization, Sales 4.) Granular Analytics and KPIs
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CRM Integration – Simple Data Flow
CRM Campaign Response
Stage: MQL
Stage: SQL
Opportunity
Response Parent Campaign
DMS Data
CRM Parent Campaign (Offline)
• Campaign Response is created either from Form Submit or import • Contains Campaign Data and Analytics • Represents a ”Receipt”-‐ a single step in the customer journal
Sitecore Campaign Data
(Online)
Qualification Record(Lead) Triggering Response
Opportunity
Contact: Originating Response
Lead Record
Lead Creation
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How: Strong KPIS
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ALL Numbers Are Fake
Conversion Rates From Our Funnel
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How: Right Data from Social Media
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Marketing Channel Taxonomy Social Media Mentions
41-‐50-‐01 Online Social Media Mentions Blogs
41-‐50-‐02 Online Social Media Mentions Twitter
41-‐50-‐03 Online Social Media Mentions Wiki
41-‐50-‐99 Online Social Media Mentions Other
Social Media Community
41-‐51-‐01 Online Social Media Community Facebook
41-‐51-‐02 Online Social Media Community LinkedIn
41-‐51-‐03 Online Social Media Community YouTube
41-‐51-‐04 Onine Social Media Community Twitter
41-‐51-‐98 Online Social Media Community Social Media Organic referrals
41-‐51-‐99 Online Social Media Community Other
Ledgernum/ISORegioncode/CampaignCode/Assettype/Messagecode/AdTitle 041.10.20/US/NNN/WP/NNNNN/Business Dot Com DOT NET Instant Demo Ad
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All Web Activities for New or Exsisting Contacts Originating From Social 2013 -‐2014
0
1000
2000
3000
4000
5000
6000
041 50 01 BLOGS
041 50 99 OTHER
041 51 01 FACEBOOK
041 51 01 LINKEDIN
041 51 02 FACEBOOK
041 51 02 LINKEDIN
041 51 03 YOUTUBE
041 51 04 TWITTER
041 51 99 OTHER
429 216
1845
143 98
2916
46
5968
1224
Axis T
itle
Axis Title
Total
Total
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Contacts Acquistion From Social Channels From Social 2013 -‐2014
41-‐50-‐01 41-‐50-‐03 41-‐50-‐99 41-‐51-‐01 41-‐51-‐02 41-‐51-‐03 41-‐51-‐04 41-‐51-‐98 41-‐51-‐99
Total 124 134 23 123 350 4 452 182 221
124 134
23
123
350
4
452
182 221
0
50
100
150
200
250
300
350
400
450
500
Total
Total
Blogs Wiki Other Facebok Linkedin Youtube Twitter Organic Other
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Leads Per Stage From From Social 2013 -‐2014
0
100
200
300
400
500
600
41-‐50-‐01 41-‐50-‐03 41-‐50-‐99 41-‐51-‐01 41-‐51-‐02 41-‐51-‐03 41-‐51-‐04 41-‐51-‐98 41-‐51-‐99 SQL 6 22 1 11 25 27 16 24
MQL 62 142 32 240 495 1 501 228 216
62
142
32
240
495
1
501
228 216
6
22
1
11
25 27
16 24
Axis T
itle
Blogs Wiki Other Facebok Linkedin Youtube Twitter Organic Other
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Total Number of Leads In the Opportunity Pool From Social
62
142
32
240
495
1
501
228 216
6
22
1
11
25 27
16 24
41-‐50-‐01 41-‐50-‐03 41-‐50-‐99 41-‐51-‐01 41-‐51-‐02 41-‐51-‐03 41-‐51-‐04 41-‐51-‐98 41-‐51-‐99
MQL SQL
Blogs Wiki Other Facebok Linkedin Youtube Twitter Organic Other
Over 4 million Euros in Estimate Revenue From Social
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Leads from Social that Created From Or Associated Directly To Opportunity
0
2
4
6
8
10
12
14
41-‐50-‐01 41-‐50-‐03 41-‐51-‐01 41-‐51-‐02 41-‐51-‐04 41-‐51-‐98 41-‐51-‐99 SQL -‐ New Opportunity Created 1 2 1 1 2 5
SQL -‐ Associated with an existing Opportunity 2 5 4 7 10 5 9
2
5 4
7
10
5
9
1 2
1
1
2
5
Axis T
itle
Chart Title
SQL -‐ Associated with an existing Opportunity SQL -‐ New Opportunity Created
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How: Engagement Value Vs. Revenue
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Measuring Attributing Revenue: What is Engagement Value
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158 WERG Website Register
106 MCAR Marketing Campaign –Register Analyst Report
100 DEQU Demo Request
94 NWSU Newsletter Subscribe
85 MCWB Marketing Campaign – Register Webinar
64 MCOT Marketing Campaign – Register Asset Other
59 PRQU Price Quote
54 MCEV Marketing Campaign – Register Event
23 MCEB Marketing Campaign – Register Asset eBook
-‐94 NWUS Newsletter Unsubscribe
Measuring Attributing Revenue: What is Engagement Value in Sitecore
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USING MOM: Marketing Optimized Matrix
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Example of Engagment From Twitter
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Measuring Attributing Revenue and Measuring Using Engagement
Statics Numbers
Contact Acquisition 21 Website Visits 215 Website Registers 16 Demo Requests 8 Leads That have Campaign Created 14 Opportunities Created 0 Opportunities With Leads from Campaigns 3 Engagement Value Created 2,313 Engagement Value Avg. Per vist 9.33 – above average
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Do the footwork -‐ Be Consistent
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How To Use Twitter and Get Somethign in Return:
How To Use Twitter and Get Somethign in Return:
• Twitter is a Learn by Doing Platform: No Magic, No Gimmicks
• Use Bit.ly for click rates to measure against engagement
• Create Tweets that Makes Sense
• Tweet Consistently over time
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What is a Good Tweet?
• Smart Title • Bit.ly Link • Hashtags • Picture
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When Is the Best Time:
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Conclusion
• ROI can be measured against social
• Engagement Value is as Important as Social Media usually supports the marketing and sales process
• Use each network to its strength just be consistent and do the footwork
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What? Social is much more than just likes on page, but a wide landscape of channels.
Why? Consumers are using Social as their preferred channel and expect Social conversations with your Brand.
How? It takes time and commitment (and a plan!) but true ROI can be achieved.
What have we learnt?
Please rate the presentation www.speakerscore.com/socialchallengeSitecore
Patrick E. Kitchell @denmark 98 [email protected] www.sitecore.net
Kristin Philbin @kphilbin [email protected] www.sitecore.net
Rasmus M. Nielsen @rasmus_m_n [email protected] www.komfo.com
