the move to predictive social analytics
TRANSCRIPT
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Marketing’s Move to Predictive Social Analytics
#LaunchPoint
Sally Lowery, AppiaJeff Revoy, ViralheatCarra Manahan, Marketo
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Sally LoweryVP, MarketingAppia
Jeff RevoyPresident & CEOViralheat
Carra ManahanSocial Marketing Program ManagerMarketo
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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
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Predictive Social AnalyticsThe Marketer’s view to identifying future customers!
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About Viralheat
Social Media
Management
Patented, Powerful
Data Engine
Explosive Growth
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Viralheat - Most scalable, powerful, comprehensive and data driven social marketing platform in the industry
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Appia at a Glance
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Market Story
• 2 Million Apps Across Google Play & App Store
• More than 400 mobile ad networks
• Defining our differentiation in the market for developers
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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
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In The Beginning
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It Was Easier to Target Customers
First online display banner ads delivered October 1994.
First ad on Facebook ran from Y2M in 2004.
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The buying process is more complex
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2008 Today
*Enterprise social media marketing spend will grow to $8 Billion by 2016 - Forrester
The customer funnel has more content
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Social remains in a silo
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Key takeaway point from today
How to achieve marketing ROI!• Use BIG data, to identify precise
actions
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Processor
Processor
SocialSignals
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So, how do we get there?
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Business Strategy
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Business Challenges
• Content Creation
• Identifying and Targeting
• Measuring Result
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1.Case Study – Content Creation
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You don’t always needto burn time on new ideas.
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Turn Insights Into Programs
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2. Case Study – Identifying
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Targeting Can Be Challenging…
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The Life Changing Event
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What’s Our Wedding Pool?
Tracked Keywords and Hashtags:
#imengaged #justengaged #wereengaged #engaged #isaidyes
#shesaidyes "I'm engaged”
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Engagement Trends
What’s This?
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The Ashton Kutcher Effect
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Lead Drilldown
Increased Lead Generation.
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Engagement Influencers
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Wedding Promoters
The Perfect Couple #Engaged!
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Wedding Crashers
The waitress asked if I was done with that, and I said yes, but I’m married to it!
Maybe not an engagement lead but…
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New Lead Opportunities
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Complete the Lifecycle
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Programs That Keep the Story Going• Welcome Program
• Site Creation/Site Activation
• Revenue Milestones
• Nurture
• Support
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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
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Site Creation
• App/Site Created
• App/Site Activated
• No App/Site Created in 3 Days
• No App/Site Created in 10 Days
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3. Case Study – Measuring
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Data Driven Social Media Marketing
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Closing the social blind spot
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Social Management for Marketing Managers
Enterprise Integration for Marketing Executive
CRM Management
MARKETO
ZendeskGoogle
Analytics
API - Data Management
Publish Engage
AmplifyAnalyze
Monitor
Viralheat Scalable Approach
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Revenue Milestones
• First Day of Revenue
• $100 in Revenue
• $500 in Revenue
• No Revenue in 14 Days
• No Revenue in 30 Days
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Nurture
• Monthly Reporting
• Content • Whitepapers• Webinars• Infographics• Case Studies
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Support
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Ongoing Story
• Reacting to Conversations in Market• Competitor wins and fails• Ongoing active dialogue in competitor community
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Campaign Results
• Since launch 1/23/14
• 780 new self-service publishers
• 74M ad impressions
• 31,000+ app installs
• 13 new campaigns responding to out of flow
• 31 upsell opportunities
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5
Viralheat - Most scalable, powerful, comprehensive and data driven social marketing platform in the industry
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Q&A
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Sally LoweryVP, MarketingAppia
Jeff RevoyPresident & CEOViralHeat
Carra ManahanSocial Marketing Program ManagerMarketo
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!