Showing posts with label Twitter. Show all posts
Showing posts with label Twitter. Show all posts

Wednesday, November 11, 2009

Building a Tweetboard - Social Media at a Live Event


(Another guest post from Mike MacFarlane, who may be better known as @eloquamike)
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In the Eloqua community, we just celebrated our 2nd annual Eloqua Experience conference in San Francisco. It was an absolutely amazing event and one of the highlights was the conversation happening on Twitter.

In Steve’s previous post about creating social media buzz at an event, he mentioned something about our “Tweetboard” – a large screen showing a live stream of conversations happening on Twitter in relation to Eloqua Experience. We set this up primarily so that those who were at the conference could see that they was another conversation happening online.

Setting up a Tweetboard is really easy and can be by using a small snipit of code provided by a website called Hootsuite and Eloqua Hypersites (and maybe a little design instinct).

First, you need to create an account at http://www.hootsuite.com/. Once you have gone ahead and done that, you will be presented with a screen (that looks a lot like the popular tool TweetDeck). In the top right hand corner, there is a search button that you can use to enter in what key words or hashtags you want to search against:


(note that if you are querying multiple terms, you will need to use an “OR” statement)

Once you have setup your search query, you will want to create a “Saved Column”:


Once your column has been saved, you can generate some source code in which you can add to your blogs, website, etc. Simple select the “Embedd” button (which looks like <>):


You will then be presented with a screen that will give you options to help customize the look and feel of the feed:


Once you have all your setting in place, simply select “Grab Code” and copy and paste the generated source code and place onto your blog, website, etc.

In my case, I took the code and placed it into our Eloqua Hypersite. We wanted to add a little branding and messaging to it, so I create a header image to sit above the feed that had the Eloqua Experience logo, as well as instructions on how to joing the conversation. The end product looked like this (you can also still see it live here):

Tuesday, September 22, 2009

Pedowitz Group Ties in Twitter Activity to Marketing Automation



As B2B marketers, many of us are exploring social media. It is easy to understand the basics, but when it comes to integrating social media into other aspects of demand generation and marketing automation, it can be difficult to understand how to begin.


A few weeks back, Mike McFarlane highlighted a way to set up a social media GPS to get CRM visibility into social media activity that refers people to your web properties. This, however, was focused on the "periphery" that is the link between most B2B marketer's web properties and social media.


Now, Pedowitz Group takes this one step further by using their Sweet platform to capture general conversation about you, your products and your brand in Twitter, irrespective of whether this conversation resulted in a visit to your site.


This type of social media engagement can be highly relevant in determining who is a qualified lead when you build a lead scoring system, and who is already actively engaged when you think through your lead nurturing plan.


Essentially, what the Pedowitz Group's Sweet platform does is to capture Twitter activity based on a keyword. The keyword should be your brand name or a product name - something specific enough that it can be definitively identified as a conversation about you. This social media engagement is then captured and passed into Eloqua as a web form submit.



The information in the web form submit includes the keyword, the individual's Twitter ID, and the content of the Tweet that was captured. Within Eloqua, from here, you can do anythign with the web form submit that you would like. One thing that may be of use is to record the Twitter activities within custom data objects so that they can be filtered against for lead scoring or segmentation purposes.


Capturing a link between a person's contact information and their Twitter ID is necessary for some of the filtering to be possible, and there are a variety of techniques that can be used to make sure you capture that link. We'll discuss those in a later post.


Social media activity is highly interesting in its ability to determine a prospect's level of engagement. The Pedowitz Group's Sweet platform provides a great way to incorporate this level of engagement within Eloqua, so it can be used for all your marketing automation purposes.

Tuesday, June 23, 2009

Setting Up Your Social Media GPS



Today's Eloqua Artisan post is a guest post from Mike MacFarlane, our own marketing operations manager. Mike is responsible for our own internal use of Eloqua, and is one of the best when it comes to innovative uses of the Eloqua platform.

I often get asked "how does Eloqua use Eloqua?" and Mike is the best person to answer that question.

Steve


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As a Marketing Operations Manager with Eloqua, my goal is to use the app to its full potential. There is just so much functionality available today, I always feel the need to find new and cool ways to use all the tools that I have been given as a marketer.

The most recent challenge I have given myself is to help integrate all of our Social Media efforts into Eloqua that allow us to report on and react to activity that happens on the web. Steve wrote a great post a while back about how to setup Social Media Referral reporting so you can see how much traffic you are driving to your website. This information has been extremely valuable for us and has helped to validate that all the work we have done in terms of spreading our marketing message through Social Media is well worth the time and effort. Still, I thought that we could do more.

Keeping up with the Sales Enablement theme that we have been promoting through the use of our new tool, Prospect Profiler, I thought to myself “Hey Mike, wouldn’t it be valuable to our sales reps if they could see their prospect’s social media activity”? Agreeing with myself, I started to build out an integration between Eloqua and our CRM system that I like to call “The Social Media GPS” - know where your prospect started and where they ended.

The ingredients for the devilishly good recipe are:
- A dash of Program Builder
- A handful of Saved Visitor Reports
- A pinch of ability to create activities within the CRM system
- A sprinkle of data tools for use within Program Builder

The image to the right is what the program flow looks like.

To start, I created a single track marketing automation program with the feeder into this program being a saved visitor report of those that came from Twitter to our website within a hour of the visit. In this case, I am feeding these web visitors into our marketing automation program as Prospects (as this allows me to create unique entries that I can report on later). The key information that I want to map from the visitor to the prospect is:

- Most Recent Referrer
- Last Page In Visit
- Last Visit Date and Time

When the prospect is created within the marketing automation program, I can then see this visitor information stored on its record (seen in the image to the right)

My record then flows down to a step which I run a Match Rule that looks for an existing Contact in our database based on a matching Email Address. The purpose for this match rule is to append the CRM ID that is stored on the contact record and write it over to my prospect. This ID is what is used to uniquely identify the record within Salesforce.com, Oracle CRM on Demand, or Microsoft Dynamics CRM and write information over to it.

After I append the CRM ID to my record, I then flow down to an integration event that will write this activity over to the CRM system. You will notice that I have set this action up as a conditional action.


The condition in this case is that if there is no CRM ID in the associated contact record, I do not want to run the activity call over to the CRM system. If there is a ID, then I want to execute the call to the CRM system.

Once the call is made to the CRM system to create the activity within the associated Lead/Contact record, the sales rep can then see how the website activity was generated. Here is what the rep would see:


(you may need to click the image for a full size view of the record in your CRM system)
So in one snapshot, your sales rep can see:

a) What webpage/blog/online asset the prospect visited
b) Where the visit originated from
c) When the visit happened

The other benefit to this information is that the sales rep can view both the referring and visited page URLs (as shown in the comments). In this case, if I were a prospect, the sales rep could click on the referring URL and actually view my Twitter profile. They could also read over the blog post that I went to (which could be helpful in a call when determining what my interests are).

Just another way that Eloqua can help you read your prospect’s Digital Body Language.

Please feel free to connect with me on Twitter @eloquamike or on LinkedIn (http://www.linkedin.com/in/mikemacfarlane01)

Friday, March 20, 2009

Finding Eloqua Online


I've just completed a fantastic series of Eloqua user groups. I had so many great conversations with marketers building fascinating campaigns, working with their sales team in new and interesting ways, and performing deep analysis on their marketing efforts that my head is still spinning with great ideas.

One theme in the question that came up in each of the group discussions though was "Where can I learn more? Where can I network with other Eloqua users to share ideas?"

Luckily, with over 20,000 users, many of whom are passionate about marketing and demand generation, you can find us in many places. Each forum where Eloqua users congregate is used in a different way, of course, so browse through a few of them, join a group or two, and start meeting other Eloqua users in your area or around the world

Here are some that I know are active:




Eloqua User Group on Linked In:
This is a forum where Eloqua users get together, discuss ideas and best practices, and ask each other questions on techniques, ideas, and things they have tried. Also a great spot to see which Eloqua users are active in your local area:
http://www.linkedin.com/groups?gid=1146807

Eloqua North-East User Group on Linked In:
A forum for Eloqua users local to the North-East of the US. Continuation of discussions from local user groups and local peers to meet up with an exchange ideas:
http://www.linkedin.com/groups?home=&gid=1839258&trk=anet_ug_hm

Eloqua Minneapolis User Group on Linked In:
A forum for Eloqua users local to the Minneapolis area. Continuation of discussions from local user groups and local peers to meet up with an exchange ideas:
http://www.linkedin.com/groups?about=&gid=1858034





Eloqua Twitter Group
The Eloqua team, and many Eloqua users are active on Twitter, and it can be a great forum to share ideas on how Eloqua and social media are being tied together in interesting and innovative ways.

Follow @eloqua for Eloqua news and information.






Eloqua on Facebook
It's a work-hard, play-hard world, and nothing caps off a great marketing discussion, user group, or show better than a meal, some drinks, and relaxation. Eloqua on Facebook is a great place to get to know the social side of your Eloqua team, other Eloqua users, or those people you know by name after many phone calls, but have not yet met face to face. Come get to know us a bit better on Facebook - we promise not to talk shop:
http://www.facebook.com/home.php#/pages/Toronto-ON/Eloqua/8406557735?sid=beb2c85843f14ed218b2b51e1a95775a&ref=s




Eloqua Blogs

There's nothing we enjoy more than sharing ideas and engaging with marketers in good discussions on a variety of topics. We enjoy it so much that you'll see a number of us actively blogging. Join the discussion, comment, or share your ideas.


Digital Body Language
A discussion of the transformation that is happening in marketing, as we better try to engage with today's new buyer. Approaches and discussions ranging from lead scoring, sales alignment, and analytics, to social media and marketing economics are discussed:
http://digitalbodylanguage.blogspot.com/


Marketing Insights
A blog on marketing best practices from Eloqua best practices consultants and customer success managers. Discussions on what is working in today's best marketing organizations in terms of lead scoring, nurturing or analytics.
http://marketinginsights.eloqua.com/


Eloqua Artisan
This blog, of course. Tips, tricks, and ideas on what can be done with the product, and how to approach it. Designed for users of Eloqua.
http://eloqua.blogspot.com/


Cloud Talk
Andre Yee, our SVP Product Development, discusses SaaS computing, Rich Internet Applications, and how today's marketing environment is evolving as new technologies enter the picture.
http://www.ebizq.net/blogs/cloudtalk/


Deliverability.com
Dennis Dayman, our Chief Privacy Officer, and a few other industry luminaries discuss technical, regulatory, and social aspects of privacy and email deliverability in this great blog that is a wealth of knowledge for anyone involved in email marketing
http://blog.deliverability.com/


Anything Goes Marketing
Chad Horenfeldt gives the marketing practitioner's view of the world in discussing how to approach various campaigns, what has worked, and what has not worked.
http://anythinggoesmarketing.blogspot.com/


Crowds 2 Crowds
Astadia's Eloqua consulting team (where the Astadia Tip of the Week comes from) has a great blog with excellent Eloqua and marketing related content:
http://crowds2crowds.blogspot.com/


We look forward to you getting involved. Contribute and share ideas, ask questions, look for advice, or just listen. Marketing is evolving, and we are all in this together.

If I have missed any online spots where you and other Eloqua users congregate (I'm sure I have), please add them in the comments and I'll be sure to update.

Friday, March 13, 2009

Tweet This - A Creatively Social Addition to your Marketing


It's very easy to make it quick and simple for your marketing audience to share things that they find interesting on Twitter, which exposes those marketing assets to a new audience. Although services like Twitter make sharing things discovered online quite simple to start with, we found that by making it even easier, we saw a lot more Tweets from people who found the content interesting enough to share with their friends and colleagues.

In a recent marketing campaign we were sharing a whitepaper called "The Springboard Effect" that talks about 5 strategies to help you emerge stronger after the recession (http://success.eloqua.com/ if you're interested), Eloqua's own marketing team used this approach with great success.

On the Hypersite landing page for the whitepaper, there was a simple one line question - "Have a Twitter account? Tweet about this whitepaper!". That was linked to the following URL (note that replacing spaces with the + sign can make things work much smoother):

"http://twitter.com/home?status=I+just+got+a+whitepaper+from+Eloqua+with+marketing+strategies+that+help+you+emerge+stronger+after+a+recession.+Get+it+-+http://bit.ly/P66Zy"

This link puts the person into Twitter, and pre-populates their Tweet with a quick comment on the whitepaper, and a URL that has already been shortened to make it fit into 140 characters. You can change the "status=" field to talk about your marketing asset in a way that would be appropriate for someone who found it interesting to share it on Twitter.

This is a simple technique to add to any marketing asset that might be something that your audience is interested in sharing. By simplifying the process to one click, and by reminding the audience to think about Tweeting, you can quickly see interesting content making its way to a larger audience than you first engaged with.

One thing to think about when doing this, is that you also have an opportunity to add a lead source code to the link that is shortened. For example if http://bit.ly/P66Zy leads users to http://success.eloqua.com/?elqPURLPage=2220&sc=TweetThisLink235 rather than just http://success.eloqua.com/?elqPURLPage=2220 you can easily track the effectiveness of this effort.

Of course this post would not be complete without a link to Tweet about this post.