All posts tagged LinkedIn

Eloqua’s New Social Media ProBook Hits Home with New Social Media Strategy

by JFung on August 4, 2011 in Other with No comments

If you find yourself still racing to the starting line for your social media endeavors, don’t worry – the best have left behind the most useful tips and guidelines.  The following is a compilation of the latest and greatest social media concepts and best practices for a wide variety of social media channels to help companies navigate the challenges of social media marketing.

Eloqua’s new Social Media ProBook outlines the most influential mediums for social consumer engagement. From Flickr, to Google Buzz, to Bebo and LivingSocial, Eloqua’s ProBook urges companies to work within a set of reasonable KPIs, establish a SWOT team with strategists and executives from each department, and together produce a model that will kick-start a company’s social media engine and get that company to the finish line first.

There are no better ways to assess a new business implementation for your organization than to review the success stories of others. This is why this ProBook is jam packed with all kinds of goodies from companies like Hewlett-Packard and Salesforce.com that are really worth looking into.

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The New “Apply With LinkedIn” Button

by JFung on July 27, 2011 in Other with No comments

Applying for jobs just got easier. This week, LinkedIn just launched its new “Apply With LinkedIn” button.

“Our goal with Apply with LinkedIn is to help every professional put their best foot forward anywhere across the web, when they take that leap to apply for a new position,” said Jonathan Seitel, Technical Product Manager, LinkedIn. “We are going to make it easy for you to submit your profile for any job application on the web with one simple click.

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2 Ways To Track Your Social Media Effectiveness In Eloqua

by Mike MacFarlane on July 14, 2010 in Other, Social Media with 3 Comments
social_media

Social media has become an integral part of many B2B/B2C marketing organizations. Whether it be Tweeting, creating fan pages on Facebook or posting information in LinkedIn groups, most B2B companies have begun to embrace this growing medium.  But like any channel, marketers want to be able to track the effectiveness of it.

Utilizing Eloqua, here are 2 simple ways that can help you better track your social media effectiveness:

1. Creating Unique Landing Pages For Each Social Media Platform

Utilizing Eloqua Hypersite PURL pages, a simple way to uniquely track page visitors via various social media channels is to copy existing campaign landing pages that you have created to generate “new” ones.  The reason for this is that when you copy a page, you are generating a new URL that you are able to use specifically on sites like Twitter, Facebook and LinkedIn.  With this, you can uniquely track how many visitors (both known and unknown) are visiting your landing page through specific social media sites by campaign and by channel.

2. Tracking Conversions/Net New Names Through Form Submissions

In some cases, the landing page that you have copied may also have a form on it, which gives you a perfect opportunity to track how many conversions you are generating through a specific social media site as well.  However, there are a few things that you should consider with your form:

- If your form has many fields on it, you will want to consider limiting the amount of information you ask for.  Social media is meant to provide an easy way for people to access information, so start by only asking for a few pieces of information, such as email address and first name.

- A best practice for form configuration is to have a process to capture the Lead Source of names who enter into your database.  In the past, I have typically created a hidden HTML field on my form that has a value of “Twitter” or “LinkedIn”, so that when I run an analysis on a database, I can easily segment and report on those who were added via a social media site (*note – your company may have a specific naming convention for lead source, so incorporating the name of the social site into that will also help with reporting/segmentation).  Even if the conversions generated are not related to net new names, form data reporting can assist with showing how many submissions came via a social media site in relation to the lead source of the submission.

By capturing the source of these net new names, there are many types of ways that you can report on them over time:

- If you have a lead scoring program in place, you can determine the quality of the names you are generating
- What is the basic profile of a person created through a social media site (ie. what sort of titles do they have?)
- Within your CRM, you could track these names against any opportunities generated

By utilizing these two simple methods, you will be able to get a better sense as to how big a part social media is playing into your marketing efforts.

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6 Ways to Start Social Media Marketing Today; Results Tomorrow

by Carey Copeling on January 4, 2010 in Other, Social Media, Twitter with No comments

Social media this, social media that. Unless you’ve been living under a rock, today’s marketer can’t help but feel the pressure of leveraging social media with your marketing efforts. Everyone has an opinion of where to start, what to use, why some channels are better than others and what is working or not working for them. Often, different markets will enjoy success from different social avenues, but there are a few solid choices that should be implemented as part of your initial SMM strategy that apply to most, if not all, organizations. I came across an excellent case study on BreakingPoint out of Autin, TX, provided by Marketing Sherpa that outlined 6 steps for leveraging social media that is generic enough that most companies can replicate the processes.

To provide a high-level overview of how BreakingPoint got their SMM efforts going, we will briefly review the 6 steps while adding our professional two cents as we go:

1. Create a blog and start online conversations – this is often a fairly tough one to start, as you need content and content providers, but we have found internally that one or two people will tend to take the lead on this, and then as the adoption of blog-mentality will take effect and you’ll begin to hear things like “…and that would make a great article.” Encourage others to share their wisdom, especially if they have a particular area of expertise or regarded knowledge on specific products or services.
Recommendations – Again, the task of getting going here can be daunting, especially if you aren’t a daily follower or reader of existing blogs. Most modern marketers enjoy this type of read, so getting started should be as easy as visiting wordpress.com or blogger.com and go from there. Leveraging your internal IT team with the template, look and feel can also separate you from the generic appearance of most blogs. If you are using marketing automation software, such as Eloqua, you can easily integrate your Eloqua tracking scripts with your blog right away, and begin to leverage reporting on page views, and whether particular contacts/leads/accounts are visiting your blog, and which topics seem to be of interest, and much, much more.

2. Establish a Twitter account – 24 million tweets a day, and growing. You can’t take too many steps in any direction before you’ll hear someone promoting their ‘discovery’ of Twitter, and chances are, the person standing next to them ‘doesn’t get it.’ This will be a common theme, but hopefully one that will start to move in a positive direction. If you have already completed step 1 above, this is a no brainer when you post new articles on your blog. Tease your audience with the title and brief snippet on why your article is a must read and link back to the article – easy stuff.  BreakingPoint used ‘scanning’ tools to put a little more gas on the fire and pull out the information from Twitter that was most relevant to them. They used TweetScan to achieve this, and this is really side B of Twitter-based marketing; side A being your outbound communications. The ability to create alerts and custom search results based on what others are saying about you, your brand, partners and competitors is really valuable stuff. Some of the examples that BP mentioned were: industry-specific catch phrases, their brand name and negative word associations such as ‘sucks’, as well as negative verbiage surrounding their competitors.
Recommendations – BP has done a good job of leveraging the Twitter space in general, but also added some firepower by using third-party add-ons to help sift through the swamp of random posts. We have implemented a very similar solution here at C&A; we leverage CoTweet to help us identify our customer’s Twitter communications using Twitter’s List functionality, saved searches (such as Eloqua, Marketing Automation, Marketo, etc), integrated Twitter handles/username’s into our SFDC and Eloqua install, utilized query string values on our re-direct URLs that are posted in a given tweet so we can use Eloqua to track our lead sources by tweet, and obviously to keep an eye out on our competition.

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