Watch how to use social marketing to drive your brand engagement.
Now that you know how social marketing works, let’s do some exercises to set up social marketing in Marketo. In our example, we’ll be discussing how to set up a social program channel, create a social activity and listening program, build a social referral tracking URL, use social sharing and engagement features, publish your landing page to Facebook, learn about social data, and enable the social form fill feature autoform.
Channels are used to report on how your members moved through your program. Each channel has a set of progression statuses and one status that is set to equal success. Before creating social programs, a channel has to be created by your Marketo admin to later be selected as the appropriate channel.
In Marketo, navigate to admin.
In the left panel, select tags. In the new dropdown, select new channel. Give it the name social. In the empty status field, add clicked. Notice here that it is numbered step 20. Click add step twice to add two more steps. Add shared and engaged as the 30th and 40th step and check the success checkbox for the last step. Click create.
In this example, we’ll create a social activity program and a smart campaign that will send an auto response email when a lead enters a sweepstakes. We’ll start by creating the social activity program. In Marketo, navigate to marketing activities. Right click your marketing initiatives folder and select new program. For name, enter social activity. For program type, select default. For channel, select social. Then click create. We’ll create two folders in the program: one for assets and one for campaigns. Now we’ll create an email in our program. With the social activity program selected, right click on the assets folder and select new local asset. Select email and give it the name auto response. Check the operational email checkbox. Select the transactional short and sweet template. Then click create. In the subject line, enter thank you for entering. When you’ve completed your design, click email actions and select approve and close. Next, we’ll create the smart campaign that will send our auto response email. Right click the campaign’s folder and select new smart campaign. Give it the name 01-autoresponse and click create. Now we’ll identify the audience. So click the smart list tab.
Drag the enter sweepstakes trigger to the canvas. Set social app to is any. Then click to add a constraint and select social network. Set the social network fields to is LinkedIn. Next, click the flow tab and drag send email to the canvas. Select the social activity auto response transactional email. Click the schedule tab and click activate.
To create the program, start by right clicking the marketing initiatives folder and select new program. For name, enter 2017 Facebook ads. For program type, select default. For channel, select social. Then click create. Next, you’ll create the smart campaign to listen for form submissions prompted by social engagement. We’ll create a folder for our campaign assets. Then right click and select new smart campaign. We’ll name this 01-fills out form. Then click create. Now we’ll define the audience. So we’ll click the smart list tab. Drag the fills out form trigger to the canvas and set form name to is any. Now drag the filled out Facebook lead ads form filter to the canvas and set to is Facebook ads. Next, click the flow tab and drag change program status to the canvas. Set the program to 2017 Facebook ads and new status to social engaged. Last, click the schedule tab and click activate.
In this exercise, you’ll assemble a social referral tracking URL using URL parameters to set values dynamically in a page’s URL. First, you’ll create a form with hidden form fields. So we’ll select the social activity program. Right click and select new local asset. Select form. Then give it the name social form. Leave open in editor checked and click create. Click the plus sign to add a new field and select person source. Select the field and set the field type to hidden. With the hidden field still selected, click edit link for auto fill. Select URL parameter in the get value from field. Enter the parameter name as source and click save. Click finish. Then click approve and close. Now we’ll add the form to a landing page. With your social activity program selected, click the new dropdown and select new local asset. Select landing page. Give the page the name social landing page. Select a free form template and click create. In the landing page editor, drag the form element onto the canvas. Select the social activity social form. For follow up type, select form defined and click insert. Under landing page actions, click approve and close. Last, we’ll create a custom URL using the URL builder. Select the landing page and from the landing page actions dropdown, hover on URL tools. Then select URL builder. Mark the fields you want to use, enter the value, and click update URL. Copy the URL and use this extended URL in your marketing initiatives, such as in a paid advertising piece.
Now you’ll add the messages that appear when someone shares your content on their social network. Click share messages and choose either the add static content radio button that allows you to enter the title, caption, description, and upload an image, or the add dynamic content radio button that allows you to set the values of the pages open graph tags. After you’ve completed editing and customizing your button, click finish and click approve and close. With your social app button in your assets folder, you can now add it to your landing page. For more information, check out our landing page module.
When you publish a Marketo landing page to a Facebook page, you meet your audience where they already hang out and generate more traffic to your programs. Select an approved landing page in the left panel, and from the landing page actions dropdown, select publish to Facebook. Click to authorize Marketo to connect with Facebook. In the popup window, select the Facebook page where you want to publish the landing page. Choose a tab selection, provide a tab name, and click publish. Leads can now visit your landing page directly on your Facebook page.
Allow your visitors to fill out the form using their social network. You’ll automatically get extra data and they get a quicker experience. In marketing activities, select your form. Then click edit form. Click form settings. Then select settings. In the social form fill section, check the social network buttons you want to include. Click finish. Then click approve and close.
The social dashboard gives you insight into the various social interactions that are generated by your social apps and allows you to track their performance. To view the social dashboard, click a social button you’ve created, then click the social dashboard tab. Click the date of activity filter to select a date range and click save. Use the social funnel to view campaign visits, the number of times that people visit a page that contains your social app. Interactions, the number of times prospects have interacted with your social app, such as sharing the content, signing up for a referral offer, voting in a poll, or sharing a video. Shares, the number of times someone shared your content to their social network. Resulting clicks, the number of times people clicked links in shares from your social app. Registration, the number of people who signed up for your promotion. If you add a like button instead, you can see the number of shares in the landing page performance report. -