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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Marketing’s Move to Predictive Social Analytics
#LaunchPoint
Sally Lowery, Appia
Jeff Revoy, Viralheat
Carra Manahan, Marketo
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Sally Lowery
VP, Marketing
Appia
Jeff Revoy
President & CEO
Viralheat
Carra Manahan
Social Marketing
Program Manager
Marketo
Page 3
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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
Page 4
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Predictive Social Analytics
The Marketer’s view to identifying future customers!
Page 5
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
About Viralheat
Social Media
Management
Patented, Po
werful Data
Engine
Explosive
Growth
Page 6
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Viralheat - Most scalable, powerful, comprehensive and data driven social
marketing platform in the industry
Page 7
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Appia at a Glance
Page 8
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Market Story
• 2 Million Apps Across Google Play & App Store
• More than 400 mobile ad networks
• Defining our differentiation in the market for
developers
Page 9
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Role of Social Media
• Understand the pain points of the publisher self-
service developer
• Competitor wins and fails
• Resonating conversation threads
o eCPMs
o High Fill Rates
o Competitive Ad Types
o Easy to integrate
o Responsive Support
Page 10
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 11
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
In The Beginning
Page 12
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
It Was Easier to Target Customers
First online display banner ads delivered October
1994.
First ad on Facebook ran from Y2M in 2004.
Page 13
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The buying process is more complex
Page 14
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
2008 Today
*Enterprise social media marketing spend will grow to $8 Billion by 2016 - Forrester
The customer funnel has more content
Page 15
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 16
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Social remains in a silo
Page 17
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Key takeaway point from today
How to achieve marketing ROI!
• Use BIG data, to identify precise
actions
Page 18
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 19
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Twitter
Processor
Facebook
Processor
Instagram
LinkedIn
Social
Signals
Page 20
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
So, how do we get there?
Page 21
© 2013 Marketo, Inc. Marketo Proprietary and Confidential 21
Business Strategy
Page 22
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Business Challenges
• Content Creation
• Identifying and
Targeting
• Measuring Result
Page 23
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
1.Case Study –
Content Creation
Page 24
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 25
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
You don’t always need
to burn time on new ideas.
Page 26
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 27
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 28
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 29
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 30
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Turn Insights Into Programs
Page 31
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
2. Case Study –
Identifying
Page 32
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Targeting Can Be Challenging…
Page 33
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Life Changing Event
Page 34
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What’s Our Wedding Pool?
Tracked Keywords and Hashtags:
#imengaged #justengaged
#wereengaged #engaged #isaidyes
#shesaidyes "I'm engaged”
Page 35
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Trends
What’s This?
Page 36
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Ashton Kutcher Effect
Page 37
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Lead Drilldown
Increased Lead
Generation.
Page 38
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Influencers
Page 39
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Wedding Promoters
The Perfect Couple #Engaged!
Page 40
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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…
Page 41
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
New Lead Opportunities
Page 42
© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialPage 42 © 2014 Marketo, Inc.#mktgnation14
Complete the Lifecycle
Page 43
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Programs That Keep the Story Going
• Welcome Program
• Site Creation/Site Activation
• Revenue Milestones
• Nurture
• Support
Page 44
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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
Page 45
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Site Creation
• App/Site Created
• App/Site Activated
• No App/Site Created in 3 Days
• No App/Site Created in 10 Days
Page 46
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
3. Case Study –
Measuring
Page 47
© 2013 Marketo, Inc. Marketo Proprietary and Confidential 47
Data Driven Social Media Marketing
Page 48
© 2013 Marketo, Inc. Marketo Proprietary and Confidential 48
Closing the social blind spot
Page 49
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Social Management for
Marketing Managers
Enterprise Integration
for Marketing Executive
CRM
Management
MARKETO
Zendesk
Google
Analytics
API - Data Management
Publish Engage
AmplifyAnalyze
Monitor
Viralheat Scalable Approach
Page 50
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Revenue Milestones
• First Day of Revenue
• $100 in Revenue
• $500 in Revenue
• No Revenue in 14 Days
• No Revenue in 30 Days
Page 51
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Nurture
• Monthly Reporting
• Content
• Whitepapers
• Webinars
• Infographics
• Case Studies
Page 52
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Support
Page 53
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Ongoing Story
• Reacting to Conversations in Market
• Competitor wins and fails
• Ongoing active dialogue in competitor community
Page 54
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Campaign Results
• Since launch 1/23/14
• 780new self-service publishers
• 74Mad impressions
• 31,000+app installs
• 13new campaigns responding to out of flow
• 31 upsell opportunities
Page 55
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Viralheat - Most scalable, powerful, comprehensive and data driven social
marketing platform in the industry
Page 56
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Q&A
Page 57
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Sally Lowery
VP, Marketing
Appia
Jeff Revoy
President & CEO
ViralHeat
Carra Manahan
Social Marketing
Program Manager
Marketo
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!

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The Move to Predictive Social Analytics

  • 1. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Marketing’s Move to Predictive Social Analytics #LaunchPoint Sally Lowery, Appia Jeff Revoy, Viralheat Carra Manahan, Marketo
  • 2. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Your Speakers Sally Lowery VP, Marketing Appia Jeff Revoy President & CEO Viralheat Carra Manahan Social Marketing Program Manager Marketo
  • 3. Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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
  • 4. Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Predictive Social Analytics The Marketer’s view to identifying future customers!
  • 5. Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential About Viralheat Social Media Management Patented, Po werful Data Engine Explosive Growth
  • 6. Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Viralheat - Most scalable, powerful, comprehensive and data driven social marketing platform in the industry
  • 7. Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Appia at a Glance
  • 8. Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Market Story • 2 Million Apps Across Google Play & App Store • More than 400 mobile ad networks • Defining our differentiation in the market for developers
  • 9. Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The Role of Social Media • Understand the pain points of the publisher self- service developer • Competitor wins and fails • Resonating conversation threads o eCPMs o High Fill Rates o Competitive Ad Types o Easy to integrate o Responsive Support
  • 10. Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 11. Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential In The Beginning
  • 12. Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential It Was Easier to Target Customers First online display banner ads delivered October 1994. First ad on Facebook ran from Y2M in 2004.
  • 13. Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The buying process is more complex
  • 14. Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 2008 Today *Enterprise social media marketing spend will grow to $8 Billion by 2016 - Forrester The customer funnel has more content
  • 15. Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 16. Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Social remains in a silo
  • 17. Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Key takeaway point from today How to achieve marketing ROI! • Use BIG data, to identify precise actions
  • 18. Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 19. Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Twitter Processor Facebook Processor Instagram LinkedIn Social Signals
  • 20. Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential So, how do we get there?
  • 21. Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 21 Business Strategy
  • 22. Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Business Challenges • Content Creation • Identifying and Targeting • Measuring Result
  • 23. Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 1.Case Study – Content Creation
  • 24. Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 25. Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential You don’t always need to burn time on new ideas.
  • 26. Page 26 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 27. Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 28. Page 28 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 29. Page 29 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 30. Page 30 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Turn Insights Into Programs
  • 31. Page 31 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 2. Case Study – Identifying
  • 32. Page 32 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Targeting Can Be Challenging…
  • 33. Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The Life Changing Event
  • 34. Page 34 © 2013 Marketo, Inc. Marketo Proprietary and Confidential What’s Our Wedding Pool? Tracked Keywords and Hashtags: #imengaged #justengaged #wereengaged #engaged #isaidyes #shesaidyes "I'm engaged”
  • 35. Page 35 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Engagement Trends What’s This?
  • 36. Page 36 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The Ashton Kutcher Effect
  • 37. Page 37 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Lead Drilldown Increased Lead Generation.
  • 38. Page 38 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Engagement Influencers
  • 39. Page 39 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Wedding Promoters The Perfect Couple #Engaged!
  • 40. Page 40 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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…
  • 41. Page 41 © 2013 Marketo, Inc. Marketo Proprietary and Confidential New Lead Opportunities
  • 42. Page 42 © 2013 Marketo, Inc. Marketo Proprietary and ConfidentialPage 42 © 2014 Marketo, Inc.#mktgnation14 Complete the Lifecycle
  • 43. Page 43 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Programs That Keep the Story Going • Welcome Program • Site Creation/Site Activation • Revenue Milestones • Nurture • Support
  • 44. Page 44 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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
  • 45. Page 45 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Site Creation • App/Site Created • App/Site Activated • No App/Site Created in 3 Days • No App/Site Created in 10 Days
  • 46. Page 46 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 3. Case Study – Measuring
  • 47. Page 47 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 47 Data Driven Social Media Marketing
  • 48. Page 48 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 48 Closing the social blind spot
  • 49. Page 49 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Social Management for Marketing Managers Enterprise Integration for Marketing Executive CRM Management MARKETO Zendesk Google Analytics API - Data Management Publish Engage AmplifyAnalyze Monitor Viralheat Scalable Approach
  • 50. Page 50 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Revenue Milestones • First Day of Revenue • $100 in Revenue • $500 in Revenue • No Revenue in 14 Days • No Revenue in 30 Days
  • 51. Page 51 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Nurture • Monthly Reporting • Content • Whitepapers • Webinars • Infographics • Case Studies
  • 52. Page 52 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Support
  • 53. Page 53 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Ongoing Story • Reacting to Conversations in Market • Competitor wins and fails • Ongoing active dialogue in competitor community
  • 54. Page 54 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Campaign Results • Since launch 1/23/14 • 780new self-service publishers • 74Mad impressions • 31,000+app installs • 13new campaigns responding to out of flow • 31 upsell opportunities
  • 55. Page 55 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Viralheat - Most scalable, powerful, comprehensive and data driven social marketing platform in the industry
  • 56. Page 56 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Q&A
  • 57. Page 57 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Sally Lowery VP, Marketing Appia Jeff Revoy President & CEO ViralHeat Carra Manahan Social Marketing Program Manager Marketo
  • 58. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Thank you!