marketing’s move to predictive social analytics

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Marketing’s Move to Predictive Social Analytics

#LaunchPoint

Sally Lowery, AppiaJeff Revoy, ViralheatCarra Manahan, Marketo


Your Speakers

Sally LoweryVP, MarketingAppia

Jeff RevoyPresident & CEOViralHeat

Carra ManahanMarketing Programs SpecialistMarketo


Quick Housekeeping

• Chat box is available if you have any questions

• There will be time for a Q&A at the end • We will be recording the webinar for

future viewing• All attendees will receive a copy of the

slides and the recording of today’s webinar• Twitter hashtag: #LaunchPoint


Predictive Social BehaviorThe Marketer’s View


About Viralheat

Comprehensive social media management

Social and Enterprise

integrations

Patented, real-time data, sentiment and analytics

1B+…mentions per day

Explosive

Growth


In The Beginning


It Was Easier to Target Customers

First online display banner ads delivered October 1994.

First ad on Facebook ran from Y2M in 2004.


2008 Today

*Enterprise social media marketing spend will grow to $8 Billion by 2016 - Forrester

The $8 Billion Dollar Shift - the Customer Funnel

$8B by 2016*


The Customer Funnel


The Social Blind Spot


Customer Challenges

• Identifying

• Targeting

• Measuring


Social Management for Marketing Managers

Enterprise Integration for Marketing Executive

CRM Management

MARKETO

ZendeskGoogle

Analytics

API - Data Management

Publish Engage

AmplifyAnalyze

Monitor

Viralheat Product Architecture


Twitter

Processor

Facebook

Processor

Instagram

LinkedIn

SocialSignals


Social Signals

API

Synching and Matching

CustomerContact Database

Social Actions Contact

Details

API

Social Signal provide a more complete view of existing leads

and customer preferences


So, how do we get there?


Predictive Social Analytics & the Marketing Funnel

Social traditionally has been at the top of the funnel, but

predictive social analytics can dramatically improve conversion in all channels

Predictive Social Analytics


1.Case Study – Identifying


You don’t always needto burn time on new ideas.


2. Case Study – Targeting


Targeting Can Be Challenging…


Remarketing / Automation

• Predictive Social Communication gives marketers an opportunity to automate long term messaging:

• #IMENGAGED – Average engagement time in the US is 13-16 months

• Purchase Considerations:o Locationo Dresso Invitationso Flowerso Honeymoon / Travelo Ringo Gifts


The Life Changing Event


What’s Our Wedding Pool?Tracked Keywords and Hashtags:

#imengaged #justengaged #wereengaged #engaged #isaidyes #shesaidyes "I'm engaged”


Engagement Trends

Viral Post


Wedding Crashers

Engage quickly and directly with users.


Related Influencers

Influencers to build relationships with.

Related Keywords for accurate copy.


Engagement Influencers

Each influencer report includes:• Instagram

handle • Number of

followers• Profile

description• Post URL• Profile image

URL• Total posts

Download detailed influencer reports for up to 150 influencers for any specified time period. Reports can be pulled for influencers based on impact and volume.


Twitter Trends

What’s This?


The Ashton Kutcher Effect


Lead Drilldown

Increased Lead Generation.


Wedding Talk

The waitress asked if I was done with that, and I said yes, but I’m married to it!

The Perfect Couple #Engaged!


New Lead Opportunities


Appia at a Glance


Market Story

• 2 Million Apps Across Google Play & App Store

• More than 400 mobile ad networks

• Defining our differentiation in the market for developers


The Role of Social Media

• Understand the pain points of the publisher self-service developer• Competitor wins and fails• Resonating conversation threads

o eCPMso High Fill Rateso Competitive Ad Typeso Easy to integrateo Responsive Support


Turn Insights Into Programs


Complete the Lifecycle


Programs That Keep the Story Going• Welcome Program

• Site Creation/Site Activation

• Revenue Milestones

• Nurture

• Support


Welcome Program

• Signup -> Activation Campaign

• Account Active -> Getting Started Campaign

• Day 2 -> About Via

• Day 5 -> Driving Monetization

• Day 30 -> Survey

• More Than 3 Days No Login -> Help Campaign

• No Impressions 10 Days -> Help Campaign


Site Creation

• App/Site Created

• App/Site Activated

• No App/Site Created in 3 Days

• No App/Site Created in 10 Days


Revenue Milestones

• First Day of Revenue

• $100 in Revenue

• $500 in Revenue

• No Revenue in 14 Days

• No Revenue in 30 Days


Nurture

• Monthly Reporting

• Content • Whitepapers• Webinars• Infographics• Case Studies


Support


Ongoing Story

• Reacting to Conversations in Market• Competitor wins and fails• Ongoing active dialogue in competitor community


Campaign Results

• Since launch 1/23/14• Signed 438 new self-service publishers• More than 2,000 installs

• Fall-Off Learnings• Glean from Marketo those that are out of flow• Glean from Viral Heat indicators of out of flow

• Optimize• Have added 8 new campaigns since launch


Q&A


Sally LoweryVP, MarketingAppia

Jeff RevoyPresident & CEOViralHeat

Carra ManahanMarketing Programs SpecialistMarketo


Thank you!

marketing’s move to predictive social analytics

Marketing

marketo proprietary

confidential social

confidential marketings

marketing funnel social

social blind spot

details api social signal

customer funnel

customer preferences