SocialPoints for Marketing Automation

The Marketing Automation space is rather well defined with Constant Contact, ExactTarget, and Responsys publicly traded and each generating over $100 Million in revenue last year. Other power players in this space are, iContact, Vertical Response, HubSpot, SIlverPop, Cheetahmail, YesMail, Epsilon, Aprimo and Pardot.  Eloqua and Marketo put much of their emphasis on larger organizations.

Marketing automation tools have done a great job of facilitating what is now considered the norm for e-mail marketing. In most instances, these tools send e-mails en masse with a tracking cookie attached.  This cookie tracks the activities of the contact and assigns a point score based on who they are and what they have done with the e-mail or website. These behaviors can be as simple as opening an e-mail to downloading a white paper. By setting a threshold score based on behavioral frequency, relevancy, and recency of a lead, marketing automation tools are able to nurture contacts until they are prepared for a sales interaction.

Social123 takes this same scoring philosophy and applies it to the world of social media.  Marketing automation tools base their score on activities that a cookie can track, such as e-mail views and Websites visits.  However, marketing automation tools do not score contacts based on social characteristics or what is being said on social media.  Social123 is able to give a line of sight into the “social blind spot” and create a score based upon an individual’s social actions, attributes, and mentions. This compliments Marketing Automation’s lead scoring technique, giving a much more holistic view of the contact.

Actions: Social123 allocates a point value based on the actions contacts make with social media outlets. Our point score is based off Facebook likes, if the contact becomes a fan on Facebook, or connects with us on LinkedIn. For twitter, we allocate a point value for number of followers and following or if the contact retweets content our company has produced.

Attributes:  Social123 allocates a point value based on the attributes our contacts have with social media. This provides a customized social influence value instead of relying on standards that may not be as relevant to every organization. Our point value is based on the number of Friends you have on Facebook and Contacts in LinkedIn. For Twitter, the point value is based on the number of Followers, those Following you, and the tweets you produce.

Mentions:  There are over 1 Billion subscribers to social networking sites on this planet. Most of what they communicate has no relevance. However, there are certain keywords that are amazingly important and if our contacts are mentioning it we want to know about it. These are usually the same keywords we use for Google AdWords.  If it is worth paying per click, then it is worth knowing if your customers or prospects are talking about it on social media.

  • My Company
  • My Products
  • My Competitors
  • My Customers
  • Industry Keywords
  • Google AdWords

Today’ buyer rarely uses just one source of information to make a buying decision.  By combining Social123’s SocialPoints with Marketing Automation’s Lead Scoring – companies can finally get a full understanding of their contacts’ behavior and attributes.  This added feature provides the competitive advantage of buyer intelligence when the buyer isn’t in our direct line of sight.


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