Amplify Your Twitter Marketing Campaigns with Azuqua

Twitter Bird, Tweeting, Social Marketing

Editor’s Note: Today’s Post is from Claire Koerner, marketing manager at Azuqua

With CRM, social media, cloud services, SaaS tools and more, marketers have access to vast quantities of customer information. That’s the upside. The downside is it can be a time-consuming task analyzing all that data in order to identify and act on the most important and relevant content. Creating simple business process to address this issue can be a challenge, and usually require a dependency on already stressed IT departments.

After years of suffering through the old enterprise integration headaches, made worse by the shift to the cloud and the abundance of SaaS services available today, we knew there had to be a better way to make cloud services work together.

At Azuqua we set out to do just that. For almost any cloud service you use, Azuqua can link it to two or more services, implement logic functions, and send relevant data where you need it, when you need it – without having to write a single line of code.

As you’ll see in the screenshots below, we created an easy drag-and-drop visual designer that lets anyone in the organization – technically inclined or not — connect events, actions and logic functions to automate workflows. These processes, or Flõs as we call them, can handle any operation, whether it’s analyzing Twitter messages for negative sentiment and creating support tickets in Salesforce, or monitoring Bing for relevant news articles and automatically tweeting to your followers. VentureBeat called our Flõs “virtual glue sticks,” a great visual for how you can use Azuqua to control your cloud.

Today’s focus is how marketers such as yourself can use Azuqua to save time and increase the quality of Twitter marketing efforts in two specific ways. In the first example, we show how you can automatically monitor Twitter for negative company mentions and take immediate action. In the second, we demonstrate how you can join in Twitter using hashtags your customers are already following:

How to Create Flõ #1: Twitter Sentiment to CRM to Email

This Flõ monitors Twitter for company mentions within a specified geographic location, analyzes tweets for negative sentiment, and automatically creates a record of your unhappy customer in the CRM tool of your choice. The Flõ then alerts the appropriate person within your organization via email so they can take immediate action.

Why You Need It:

  • Know what’s being said about your company, especially when it’s not-so-positive
  • Monitor customers within a certain geographic location if desired
  • Catch negative comments on Twitter without sifting through every mention
  • Track unhappy customers in CRM and be able to respond immediately
  • Maintain a positive, customer-focused online reputation

Step 1: On Azuqua, use the Twitter channel and type in the keyword (usually company name) as well as the geographic location within which you would like to monitor customer tweets. Note: You can choose to only monitor a term instead of also tracking mentions within a location, depending on your needs. We choose to only monitor for our company name when using this Flõ.

Step 2: Add in the Sentiment Analyzer and Continue If logic functions to determine if the tweet is negative.

Step 3: Select your CRM tool of choice and add an email channel to finish out the Flõ. See the Flõ we created for our own Twitter marketing below. Then, click here for a video describing how to set up this Flõ on your own account. Social monitoring, social marketing

How to Create Flõ #2: Twitter Hashtags to Smartsheet to Email

This Flõ monitors Twitter for a specific term, separates the entities from the tweet such as the hashtags, username, content, URLs and time of the tweet, and then logs that information in Smartsheet. The Flõ then alerts you via email so that you can compose a tweet quickly using the same hashtags your customers are already following.

Why You Need It:

  • Track hashtags your customers are using when tweeting about a specific term
  • Get email alerts so you can join the conversation in a timely, relevant way
  • Collect relevant information about your customers and what they care about
  • Use those same hashtags in your own tweets

Step 1: Select the Twitter channel within Azuqua and enter the keyword you wish to track.

Step 2: Use the Tweet Parser to find all the entities within a tweet.

Step 3: Set up a Smartsheet that contains the correct columns for your tweet entities, and then add the Smartsheet channel to your Flõ.

Step 4: Finally, add the email channel to be automatically alerted of the tweet content. Below is the Flõ we use on a daily basis for twitter monitoring. If you want to set it up on your own account, check out this how-to video. twitter, smartsheet, social monitoring, social marketing

 

Today’s Author: Azuqua, social marketingClaire Koerner is the marketing manager at Azuqua, and loves working for a company that is developing ways to make her job easier. Check out Azuqua’s summertime blog series on how to “work less and tan more.” You can follow Azuqua and get more marketing tips on Twitter @azuqua.

 

 

 

Great Twitter Bird Image by Andreas Eldh

I Laughed, I Cried: My LinkedIn Publishing Journey

I have been publishing content on LinkedIn. I learned somethings along the way

First I want to make a distinction, there is a difference between sharing content on LinkedIn and publishing. Publishing is when you actually use their publishing platform and the post resides on LinkedIn. Sharing is when you share a link to another site in your status update. I wrote a post a little while ago, Share Content on Linkedin. Trust Me and it may have confused people. I advocate sharing content on LinkedIn 6-8x per day minimum for anyone who is building their personal  or corporate brand. I still share on all the social networks, but LinkedIn has the biggest impact by far. So share content on LinkedIn.

Recently, I have been testing publishing content on LinkedIn. Here is why. On February 18, 2014, I repurposed a post I had written awhile back on prospecting. It is one of the more highly trafficked posts on this blog where it got roughly 10k views. For my little blog, those are great numbers. Now back to the present, same post, purporse on Linked gets 16,744 views…1,044 LinkedIn shares. Oh wow. Check it out below.

linkedin, content marketing, sales

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Social Selling: The LinkedIn “Who’s Viewed my Profile” Play

Before I go any further, I have an important announcement: On Thursday April 17th from 8:30-Noon is the Funnelholic Virtual Sales Summit feat. Jill Konrath, Jill Rowley, Matt Heinz, and Dan Waldschmidt. Please click here to learn more.

I want to start this post with a simple story that is a great use case on using LinkedIn. I am a strong advocate for sales (sales development and sales) to live in LinkedIn. One screen: CRM; One screen: LinkedIn. There is a lot of things you do in LinkedIn, but one that I love is to think about it as a personal inbound marketing machine. Let the story unfold and then I will come back to this point.

Dateline July 11, 2012:

Yes, July 11, 2012. Yes, a long time ago in internet years. While I haven’t written about it, the experience left a lasting impression and I mention it to clients all the time. Ok, so I look at the profile of Marge Bieler. At the time, I don’t believe she was a LinkedIn trainer, but now she is. As soon as she saw that I viewed her profile, she sent me this:

social selling, marge bieler, inbound marketing

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Social Selling 101: Random Acts of Business Kindness

I just had to share this story. Everyone asks me for use cases of using social intelligence in the selling process. Well, here is a perfect example — follow along.

I have a bone spur in my back right now and its killing me. Absolutely killing me. Anyway, this week was Marketo Marketing Nation and I was really excited for it….but just couldn’t get off my back. Brutal. People were asking me if I was there, so I tweeted the following:

 

Now, watch  SalesLoft act on the tweet. I got a package yesterday with this nice, handwritten note. [Read more...]

Introducing Content Scoring: The Metric That Will Revolutionize Your Marketing

Editor’s note: Today’s post is from Liz O’Neill from Kapost. Couple reasons I asked a Kapost writer to write again for the Funnelholic. First, the earlier post on managing an editorial calendar was awesome and got fantastic traffic. Secondly, they announced content scoring and I think it’s an exciting breakthrough in content marketing. Oh and they have great writers. Liz is one of those great writers as you can tell by this thorough and well-written post. Enjoy.

There’s no denying the imperative role content plays in propelling buyers down the funnel. 93% of B2B marketers use content marketing and 78% of CMOs think it’s the future of the industry.

Marketers are expected to publish content that results in a constant stream of valuable leads. While innovations like lead scoring offer insight into whether marketers are hitting lead gen goals, understanding exactly why they are — and what content influenced those leads — has involved a lot of “educated guessing.” Until now.

Content scoring is a process that reveals exactly how many leads and opportunities a piece of content generates. Unlike pageviews, uniques and shares, content score applies an actual numerical value (a “content score”) to the content an organization produces based on how leads, opportunities or closed deals interacted with that content.

The result is valuable insight into the true ROI of content, enabling marketers to make informed decisions about which content assets to produce.

How Content Scoring Works

So, how does content scoring work exactly? Put simply, it works backwards from a buyer’s journey to specified conversion stage, highlighting the content that buyer digested along the way.

Let’s explore by taking a look at the journeys of two marketing qualified leads (MQLs).

content marketing, demand generation,

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How to Turn Twitter into a Lead Gen and Social Selling Machine

social selling

By now you have probably heard a lot about the promise of social selling. Still, many find it hard to effectively utilize social networks as part of their sales pipeline. We have all gotten used to the scripts, conversion rates and process associated with calling and emailing that social media might seem like a hairy beast far out of our comfort zones. Not to worry! In this post we will outline a set of very specific steps that will help you create a social selling playbook which utilizes Twitter and Socedo to help you generate leads and close customers. [Read more...]

Social selling, content selling, and content marketing

Last night at dinner, my mom said to me: “I watched your videos on the eCornell site, you need to lost 10 pounds.” I also noticed that I have grey hair. Nonetheless, I enjoyed filming these videos and took on some topics near and dear to my heart.

How to Use Ofunnel to Get Introductions into Your Target Prospects

Relationships are incredibly important for salespeople to be successful. An observation we made early on was that salespeople had no way of knowing when people in their network were connecting to people that they may want to establish a relationship with—so we created OFunnel to help solve this challenge.

We’re honored to be featured by Craig and are excited to share a little about OFunnel with you.

The scenario:  The process we are about to describe will follow a sales person who has a set of target accounts to sell to. The first thing you do when you are assigned an account is search LinkedIn to see if you have any 1st or 2nd level connections you can use. The next thing you should do is set up your account in OFunnel to follow accounts and potential contacts so you can know of any new connections that you can leverage immediately to get introduced into the account.

Let’s begin!

Step 1: First you sign in to OFunnel

Note: Ofunnel has a Hootsuite app for the Hootsuite users.

Linkedin, sales, prospecting

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Successful Customer Outreach Through LinkedIn

Today’s post is from Robert Koehler, Sales Product Consultant for LinkedIn Sales Solutions.

At the county fair a few years ago, the carnie running the ‘knock over the lead pins with the baseball’ booth encouraged me to do better: “c’mon, you’re supposed to do more than tickle them!” In my obsession to win a life-size stuffed animal for my son that would sit unused in the corner of his room for years, I yanked our family over to the basketball area. My line drive shots clanged off the heavily fortified steel rim of the Dixie cup sized basket twenty feet above the ground. The evening degenerated into my screaming for my six-year old to beat the four year olds in the ‘shoot water in a hole to reach the top first’ contest so that I could leave with stuffed animal bounty.

This experience reinforced the following:

  • Some games are rigged; be aware before committing your time, money and effort
  • Select situations where you have a better chance of winning
  • Careful targeting is more effective than brute force and velocity
  • A softer arc and approach can sometimes net greater results

inmail, linkedin, social

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