Post on 13-May-2015
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Socially-Driven B2B Content Marketing
What Are People Saying About Us
Oktopost: Fast Facts
Oktopost is a social media marketing platform designed for B2B content distribution
Enables large-scale content marketing across LinkedIn, Facebook, Google+, Twitter
Offers message-level social analytics for every stage of the funnel, from posts to conversions
Measures social media ROI by tracking sales back to unique social media posts
Integrates with third-party platforms such as Salesforce.com, Marketo and Google Analytics
B2B Content Marketing Today
Content creation is a fundamental part of any modern marketing strategy B2B marketers have largely transitioned to creating and distributing content digitally
Most companies think of content in an itemized way (blog post, video, eBook, case study, webinar, white paper)
Content today aims to educate prospects and establish thought-leadership in the industry, and not directly close sales
The Next Stage: B2B Social Content Marketing
Social content is content, too. A message posted on a social network has the power to engage prospects, generate leads and increase brand awareness. This content can be managed, optimized and measured like any other traditional type. In the social age, content can be 140 characters, or 25 pages.
Tweets are Content.
Facebook posts are Content.
Slideshare presentations are Content.
LinkedIn Group comments are Content.
Oktopost: Built for B2B Social Content Marketing
We are changing the paradigm, from Content Marketing, to Social Content Marketing.
• Explanation: Distributing content across multiple social channels to raise brand awareness and generate leads.
• Use Oktopost to schedule thousands of social posts for numerous profiles, at the most optimal times.
Distribution
• Explanation: Participating in conversations with prospects and existing customers across social media.
• With Oktopost, you can use the Social Inbox to receive and respond to comments made on any of your posts.
Engagement
• Explanation: Posting messages across the social web to promote products, services and marketing collateral.
• Utilize Oktopost to track performance of promotional posts and identify the networks that drive results.
Promotion
Measure Social Marketing Success with Oktopost
Understand which messages and channels drive top campaign results
Optimize language, keywords and messaging based on conversions
Drill down into LinkedIn Group performance: clicks v. conversions
Track leads back to the unique posts that drove them to your landing page
Why Oktopost is Better for B2B Marketing
Capture leads & Syncs with CRM
Yes Partial No No
ROI metrics & Actionable Data
Yes No No No
Network Specific Messaging
Yes No No Yes
Read comments from private LinkedIn groups
Yes No No No
Organize social activity in campaigns
Yes No No No
Thanks!(We have put two case studies on the following slides)
Questions? feel free to contact us @Oktopost or find us on Facebook
Cloudera Case Study
November 15, 2013
Cloudera: Company Background
• Palo Alto based enterprise data management company
• Provides software, support, services and training to data driven enterprises
• Grew to 450+ employees within 6 years
• Needed to get serious about social media
“With Oktopost we can clearly see how social media marketing
generates value for our business”(John Zuanich, Digital Marketing Manager)
Cloudera’s Conundrum
The Problem• Marketing department went
from four to seventeen employees in a single year
• Managing daily posts across all social channels became extremely time consuming
• Could not measure ROI from ad-hoc social posting
• Tools like HootSuite and Sprout Social were overpriced and included features that were not relevant to their marketing needs
What Cloudera Wanted• To see real business value
from social media• Central location for large-
scale content distribution through social media
• Integration with CRM’s like Salesforce.com
• Synchronized support for multiple team members across all social networks
Cloudera needed a social media strategy that could keep up with
growth
Our Solution: Oktopost
• The first tool of its kind that was built for B2B
• The only tool that measures effectiveness of social media marketing for B2B
• The only tool that bridges the gap between social media content marketing and lead generation
OktopostSolution for social media content marketing
• Cloudera was able to manage multiple social profiles and company pages from one place
• Participate in dozens of LinkedIn discussion groups related to big data
• Easily distribute content using all their social profiles and LinkedIn groups
CRM IntegrationSeamless syncing with top platforms
Salesforce.com• Oktopost synced all important lead
information with Salesforce.com• This valuable data helped
significantly increase the rate in which leads converted to sales
Social Media ROISee real business value
• Cloudera was able to see exactly which campaign a specific lead had come from
• Able to see the real business value of their social marketing activities
• Assess what type of content, and which social network, produced the highest ROI
Successful Campaign: Training Webinar
After starting to use Oktopost, Cloudera conducted a large scale campaign to bring attendees to a training webinar. The campaign was a huge success.
Clicks• Of 119 posts, the campaign received 986
clicks! Conversions • The webinar campaign brought over 130
conversions to registered attendees• Knowing which attendee eventually
converted to a paid customer, Cloudera was able to establish actual ROI for their activities with this campaign
Cloudera Today
Social Activities Growth• Cloudera has tripled its social
media activity since it started using Oktopost
LinkedIn Groups• Prior to using Oktopost,
Cloudera’s primary focus on LinkedIn was managing its company page
• Now Cloudera 5+ posts a day on dozens of LinkedIn discussion groups
In working with Oktopost, Cloudera not only found a solution that could keep up
with its growth, but accelerated its ability to keep growing
Thank YouQuestions? feel free to contact us
@Oktopost or on Facebook
Tom Martin Case Study
December, 2013
A Social Media Epiphany
Tom Martin, author of The Invisible Sale, decided to use Oktopost to promote his book via social marketing
While tracking the analytics of his social campaigns, Tom made an astounding discovery...
Tom Martin: Professional Background
• Over 20 years of experience in the advertising business, helping clients turn conversations into sales
• Globally recognized speaker and blogger
• Founder of Converse Digital, a digital marketing strategy agency
• Author of the book, The Invisible Sale
Tom needed to conduct large-scale social media distribution to promote his book
Oktopost revolutionizes the way B2B marketers use social media today.
(Tom Martin, author of The Invisible Sale)
Tom’s Invisible Challenge
Only one person (Tom) to execute all of the social marketing for the book
Unrealistic to manually post across all networks, including LinkedIn Groups
Difficult to accurately monitor and measure ROI of social media efforts
Tools like HootSuite and Sprout Social were more effective for “listening”, but not for large-scale distribution
Post valuable content for marketing purposes across all social networks
Leverage the power of LinkedIn Discussion Groups on a large-scale
Run the entire social media strategy by himself by means of a platform
Gain a thorough understanding of the effectiveness of his social marketing
The Problem Tom’s Solution
Tom sought the ability to use social
media for both marketing and
selling, with limited time and resources
Oktopost: The Visible Solution
The first platform that enables you to execute large-scale distribution to LinkedIn Discussion Groups
Robust engagement features, such as a single Social Inbox that lets you respond to comments on any post
Analytical data that lets users identify which Discussion Groups most effectively drive engagement
The only platform that tracks and measures the real business value of social media activities
Dominate LinkedIn Discussion Groups
With Oktopost, Tom was able to take a single piece of content and post it on a multitude of LinkedIn Discussion Groups, giving him access to tens of thousands of potential leads.
Powerful Content Distribution
Cost-Effective Resource Allocation
Using the Social Analytics Dashboard, Tom tracked clicks and conversions to understand which social networks generated the most sales, and then divided his resources accordingly
Making the Invisible, Visible
Tom could see precisely which campaign a specific lead came from
He gained deep insight into the true business value of his social marketing and social selling activities
Tom was able to assess what type of content - and which social network, delivered the highest ROI
Oktopost: Designed for B2B Content Marketing
By discerning between clicks and conversions, he intelligently allocated resources solely to the social networks that generated sales
Using Oktopost, Tom promoted and sold his book through social media without having to waste considerable time and money
Extensive Social Analytics for All Campaigns
Oktopost provided Tom with the
broadest view of KPI analytics for all of his social media activities
Think Beyond the Click
The book launch campaign was a resounding success:58 conversions and 18,271 clicks on posts
But do clicks tell the whole story…?
22% Conversion
.03071% Conversion
What to Measure: Clicks or Conversions?
At first glance it appears that Facebook was the most effective social network.A single Facebook post had 3,256 clicks!
However, clicks didn’t provide Tom with the full picture of what drives his results.
Conversions Drive Marketing Success
LinkedIn had fewer clicks, but provided a significantly higher conversion rate
22% Conversion Rate
0.031% Conversion Rate
When looking at conversions, everything changes…
Key Takeaways
A Click isn’t EverythingOnly looking at clicks can lead to inaccurately measuring the effectiveness of your campaigns, causing you to place your focus on social networks that don’t actually increase ROI
Conversions Tell the StoryBy seeing which networks and discussion groups converted the highest, you can understand where to apply your limited time and resources
LinkedIn: A Social Selling PowerhouseFor his social marketing and social selling needs, Tom understood that LinkedIn provided the greatest opportunity for success. He was able to take this realization and focus his attentions on the right places and drive sales for his book.
Oktopost helped Tom save time, reach an expansive target audience, and understand the
effectiveness of his social activities.
Find out more about how Oktopost can help you
Thanks!
Questions? feel free to contact us @Oktopost or find us on Facebook