How to drive engagement with social marketing

Transcript

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.

When you include Marketo’s social button feature on your Facebook page, landing page, or website, you’ll allow your audience to engage and spread the word about you while also collecting their profile data into your database. To add the social button to your landing page, click on your program and from the new dropdown menu, select new local asset. In the pop-up window, choose the social button option. Then give your button a name, choose the language, and in the clone from field, select none. Click create. In the app settings, you can customize your button. In button styling, choose the settings for the display share count, the amount of times people have shared a message to their social network, and choose the icons and button style. You can edit the label text that appears on the button before and after being clicked. In advanced options, you can choose when you want the button to appear: on click, on page load, or on mouseover. Next, you’ll select the URL the social post links to. The referring page is the page that contains the app. Other landing page is a different Marketo landing page from the ones in the dropdown. An external URL is a non-Marketo landing page. To add a link to your privacy policy, select the checkbox, edit the title, and enter the URL. Now you’ll configure the social network choices and prompts that a user sees as they sign up. In share flow, click social networks and select the networks a person can share to.

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.

There are other ways you can engage with your audience when using social content on your landing pages, such as including a video, poll, referral offer, or a sweepstakes. Adding YouTube videos to your landing page helps engage your audience and encourages them to share your content on social networks. Before getting started, you need to make sure your YouTube video is set to public. To add a YouTube video to your landing page, click on your program and from the new dropdown menu, select new local asset. In the popup window, choose the YouTube video option. Then give your video a name, choose the language, and in the clone from field, select none. Click create. In app settings, you can customize your video. In video details, add your YouTube video URL. In advanced options, you can specify which part of the video you want it to launch and choose where the app prompt will appear. As we discussed in the social button module, you’ll select the URL the social post links to and have the option to add a link to your privacy policy. And follow the same steps for the share flow tab. Polls encourage audience participation and capture lead data. To add a poll to your landing page, click on your program and from the new dropdown menu, select new local asset. In the popup window, choose the poll option. Then give your poll a name, choose the language for your poll, and in the clone from field, select none. Click create. Under app settings in the poll editor, give your poll a headline. Then begin adding your poll answers and optional descriptions. To add an entry, click the plus symbol and to delete it, click the X symbol.

Click the thumbnail to the left of any entry field to choose an image. Then click select. In advanced options, you can specify a vote limit by entering the maximum number of votes allowed and choose what happens after a person shares your content on their social network. As we discussed in the social button module, you’ll select the URL the social post links to, have the option to add a link to your privacy policy, and follow the same steps in voting flow. Referral offers encourage your audience to help drive leads to your landing page. To add a referral offer to your landing page, click on your program and from the new dropdown menu, select new local asset. In the pop-up window, choose the referral offer option, give it a name, and choose the language. In the clone from field, select none. Then click create. With your referral offer created, you can customize it under app settings. It’s required to add a link to your offer’s terms and conditions. So next, we’ll click advanced options and enter the URL for your terms and conditions into the rules link URL field. Adding a sweepstakes to your landing page encourage audience participation and the opportunity to give away something in exchange for new information about your audience. To add a sweepstakes to your landing page, click on your program and from the new dropdown menu, select new local asset. In the popup window, choose the sweepstakes option, give it a name, and choose the language. In the clone from field, select none. Then click create. With your sweepstakes created, you can customize it in appearance under app settings. You can edit the text of your signup button and the progress link. And for each element that you want to customize, enter your custom CSS properties. Next, click sweepstakes details and under timeline, select the frequency or how often a person can enter, start and end dates, and your time zone. When you create a sweepstakes, you can include emails to send when the person signs up, and again, when the person has won the reward. It’s required to add a link to your offer’s terms and conditions. So next, we’ll click advanced options. Then enter the URL for your terms and conditions into the rules link URL field.

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. -