The document discusses how to track social media leads and engagement in Marketo. It provides information on setting up lead tracking from social networks using UTM parameters to distinguish new and re-engaged leads. It also outlines how to track social lead scoring and engagement across channels, which social leads are becoming marketing qualified leads, and how to track social lead behavior for webinars. The document recommends how to organize these settings in Marketo and provides some tips for social media engagement.

1. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Social Media Lead Generation &
Tracking with Marketo
Presented by: @mventurelli
#SVMUG

2. @mventurelli #SVMUG #MKTOUGPage 2
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Housekeeping Items
• Community. Want to collaborate with other Marketo
users on a daily basis? Log into the community and see
what others are talking about. Start small and vote on
an idea you like!
• LinkedIn City Group Participation. Join the city LinkedIn
to network, view meeting presentations, request
meeting topics and more!
• Not receiving MUG invites? Make sure “Marketo User
Events” is checked in your Email Subscription Center.
#SVMUG

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Want to learn more about
Marketo Real-Time Personalization?
Login to the Community
Thursday, May 8th from 8 – 11am PST
and David Myers, Product Manager, RTP at Marketo, will
be online to answer your question.
Click here for more details: http://bit.ly/1hY9wJz

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Sign up for our Virtual Event on May 15th!
Register Here
http://pages2.marketo.com/Road-to-Success-Registration.html

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Review us on G2 Crowd
and/or
Trust Radius
and email reviews@marketo.com
to claim your Community Reward!
Write a Review!

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Do you want to be a Marketo Champion?
Champions characteristics:
• Expertise – Marketo Certified Expert
• Responsiveness
• Leadership
• Evangelism
• Activity in the and on other social channels
• Engagement - Represent Marketo at events like Summit.
For the Summer 2014 class, apply by June 15th by visiting
marketo.com/champion
To view a list of current Champions, click here.

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Become a Marketo Certified Expert
Visit community.marketo.com/MarketoCertification for details

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Tweet With Us!
#MKTOUG
#SVMUG

9. @mventurelli #SVMUG #MKTOUGPage 9
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Hi! 👋
• Fun Facts:
Fleetwood Mac &
Jay-Z, Nickname:
Montana, Nike
shoe designer
• Social Media for 8
years: HopeLab,
ADP, Cisco,
WhiteHat Security

10. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Figure out this social media lead
generation thing.
👋Holy $#*% 👋

11. @mventurelli #SVMUG #MKTOUGPage 11
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
For Today…
• Using Marketo for social media lead tracking
• Net new leads
• Re-engaged leads
• Social scoring
• MQL stamping
• Live webinar registration
• Reporting
• Organizing Social Media in Marketo
• Social Media advice
• What would be cool!

12. @mventurelli #SVMUG #MKTOUGPage 12
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Some Quick Definitions
• Social channel – Twitter, Facebook, LinkedIn, etc
• MQL – lead score 50 or greater
• Lead – any body who fills out a form
• Net new leads – new people in our data base
• Re-engaged leads – people already in our data base
• Lead source – the source where the lead originated (social)
• Lead source detail – social channel
• Last interaction – the last interaction a lead had (social)
• Last interaction detail – the social channel
• Social engagement – anytime someone fills out a social form
• “Processor” – Marketo Smart Campaign

13. @mventurelli #SVMUG #MKTOUGPage 13
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Started With Some Questions
1. How many leads (net new and re-engaged) are we
getting from social?
2. How many leads (net new and re-engaged) are we
getting from each social channel?
3. How many leads (net new and re-engaged) are
becoming MQLs?
4. What is the behavior of social leads for live webinars?
5. How are we going to report on the information?

14. @mventurelli #SVMUG #MKTOUGPage 14
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Started With Some Questions
1. How many leads (net new and re-engaged) are we
getting from social?
2. How many leads (net new and re-engaged) are we
getting from each social channel?
3. How many leads (net new and re-engaged) are
becoming MQLs?
4. What is the behavior of social leads for live webinars?
5. How are we going to report on the information?

15. @mventurelli #SVMUG #MKTOUGPage 15
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Total Social Leads
• UTM parameters
• utm_source = lead source / last interaction
• utm_medium = lead source detail / last interaction detail
• Net new - set up a global lead source processor
• Re-engaged – happens on the form level

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential

17. @mventurelli #SVMUG #MKTOUGPage 17
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Started With Some Questions
1. How many leads (net new and re-engaged) are we
getting from social?
2. How many leads (net new and re-engaged) are we
getting from each social channel?
3. How many leads (net new and re-engaged) are
becoming MQLs?
4. What is the behavior of social leads for live webinars?
5. How are we going to report on the information?

18. @mventurelli #SVMUG #MKTOUGPage 18
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Started With Some Questions
1. How many leads (net new and re-engaged) are we
getting from social?
2. How many leads (net new and re-engaged) are we
getting from each social channel?
3. How many leads (net new and re-engaged) are
becoming MQLs?
4. What is the behavior of social leads for live webinars?
5. How are we going to report on the information?

19. @mventurelli #SVMUG #MKTOUGPage 19
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Social Scoring
• How many leads (net new and re-engaged) are we
getting from each social channel?
• Who is most involved on social and from what
channel?
• Build: New lead fields for each channel
• Build: Net new social lead processor for each channel
• Build: Re-engaged social lead processor for each
channel

20. @mventurelli #SVMUG #MKTOUGPage 20
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Social Scoring List View

21. @mventurelli #SVMUG #MKTOUGPage 21
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Started With Some Questions
1. How many leads (net new and re-engaged) are we
getting from social?
2. How many leads (net new and re-engaged) are we
getting from each social channel?
3. How many leads (net new and re-engaged) are
becoming MQLs?
4. What is the behavior of social leads for live webinars?
5. How are we going to report on the information?

22. @mventurelli #SVMUG #MKTOUGPage 22
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Started With Some Questions
1. How many leads (net new and re-engaged) are we
getting from social?
2. How many leads (net new and re-engaged) are we
getting from each social channel?
3. How many leads (net new and re-engaged) are
becoming MQLs?
4. What is the behavior of social leads for live webinars?
5. How are we going to report on the information?

23. @mventurelli #SVMUG #MKTOUGPage 23
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Social MQL Stamping
• This will tell us how many net new leads from social
are becoming MQLs and when – quality.
• How many re-engaged leads are become MQLs
because of social engagement and when.
• Build: two new fields: Social MQL, Social MQL date
• Build: Net new processor
• Build: Re-engaged processor

24. @mventurelli #SVMUG #MKTOUGPage 24
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Social MQL Stamping

25. @mventurelli #SVMUG #MKTOUGPage 25
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Started With Some Questions
1. How many leads (net new and re-engaged) are we
getting from social?
2. How many leads (net new and re-engaged) are we
getting from each social channel?
3. How many leads (net new and re-engaged) are
becoming MQLs?
4. What is the behavior of social leads for live webinars?
5. How are we going to report on the information?

26. @mventurelli #SVMUG #MKTOUGPage 26
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Started With Some Questions
1. How many leads (net new and re-engaged) are we
getting from social?
2. How many leads (net new and re-engaged) are we
getting from each social channel?
3. How many leads (net new and re-engaged) are
becoming MQLs?
4. What is the behavior of social leads for live webinars?
5. How are we going to report on the information?

27. @mventurelli #SVMUG #MKTOUGPage 27
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Using the “Potted-Plant”
• Understand quality
• Build: Nurture campaign
• Build: Each program is a separate channel
• Build: Each program has their own processors
• All programs use the same form

28. @mventurelli #SVMUG #MKTOUGPage 28
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Social Channels vs. Email
Program Channel
Total
Members New Names
New Names
% Success Success %
Total Cost
(USD)
Cost per
Member
(USD)
Cost per
New Name
(USD)
Cost per
Success
(USD)
.Social
Webinar -
Bypassing
IEs Anti-XSS
Filter - twitter
Social -
Webinar 70 50 71.4% 70 100.0% $100.00 $1.43 $2.00 $1.43
.Social
Webinar -
Bypassing
IEs Anti-XSS
Filter -
facebook
Social -
Webinar 3 2 66.7% 3 100.0% $100.00 $33.33 $50.00 $33.33
.Webinar -
Bypassing
IEs Anti-XSS
Filter - Mar
2014 Webinar 27521 20 0.1% 157 0.6% $100.00 $0.00 $5.00 $0.64
Social
Webinar -
Bypassing
IEs Anti-XSS
Filter -
linkedin
Social -
Webinar 10 7 70.0% 10 100.0% $100.00 $10.00 $14.29 $10.00
Total 27604 79 52.0% 240 75.0% $400.00 $11.19 $17.82 $11.35

29. @mventurelli #SVMUG #MKTOUGPage 29
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Started With Some Questions
1. How many leads (net new and re-engaged) are we
getting from social?
2. How many leads (net new and re-engaged) are we
getting from each social channel?
3. How many leads (net new and re-engaged) are
becoming MQLs?
4. What is the behavior of social leads for live webinars?
5. How are we going to report on the information?

30. @mventurelli #SVMUG #MKTOUGPage 30
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Started With Some Questions
1. How many leads (net new and re-engaged) are we
getting from social?
2. How many leads (net new and re-engaged) are we
getting from each social channel?
3. How many leads (net new and re-engaged) are
becoming MQLs?
4. What is the behavior of social leads for live webinars?
5. How are we going to report on the information?

31. @mventurelli #SVMUG #MKTOUGPage 31
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Total Net New Social Leads Q2 „14

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Total Social Leads for Q2 „14

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Opportunities from Social

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Organizing Marketo
Webinars
• Use “social” plus the name
of the channel when
naming the program
• Use “master” in the potted
plant name
• Only master program gets
synched to SFDC
• Create channel
Recordings, White papers,
etc.
• Use “social” in the name of
the program
• Build specific program for
each piece of content
• Add a cost associated
• Sync to SFDC
• Create appropriate
channel

35. @mventurelli #SVMUG #MKTOUGPage 35
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
@mventurelli‟s Social Media Advice
• Social Media lead gen
posts funnel
• Measure RTs, reach,
etc., monthly /
quarterly
• Try to relate your
brand to pop culture
• Schedule lead gen
posts for the month
• Live tweet from
webinars
(impressions on lead gen)
(entire audience)
(lead gen posts)
(net new leads)
(re-engaged)
(MQLs)
$

36. @mventurelli #SVMUG #MKTOUGPage 36
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
What Would Be Cool! 👋
• Knowing who your customers and prospects are
online.
• For instance
• SFDC Contact name = Joe Smith
• Twitter handle is @haxAlot
• LinkedIn profile is linkedin.com/joesmith
• Thanking people via the social channel they used
• Filled out a form via Twitter, we’ll send you an automatic
tweet thanking you.

37. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Thank you! 👏
@mventurelli
@whitehatsec
#SVMUG

38. @mventurelli #SVMUG #MKTOUGPage 38
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Sources
• What Are UTM Tracking Codes? [FAQs]
http://blog.hubspot.com/marketing/what-are-utm-
tracking-codes-ht
• Google URL builder
https://support.google.com/analytics/answer/103386
7?hl=en