In the next couple weeks, we will release a new version of Socedo that lets our users create self-serve social media campaigns that are easier to manage than ever before. This is already accessible to our customers in beta.
Here’s what you can expect from the next version of Socedo.
Create new social media campaigns at any time to target multiple audiences
You’ll be able to create a new campaign in Socedo whenever you want so that you can use a variety of targeting strategies to meet your goals.
There are a few scenarios where creating multiple social lead generation campaigns are useful. Use these as ideas for your new social media campaigns.
1. Reach different audiences and send tailored messages
You likely have solutions for specific industries or personas. Now you can setup separate campaigns for each segment. This allows you to specify the content you send to each audience.
For example, Lenovo has solutions for each of their key verticals. These include K-12 Education, Higher Education, Government, Large Enterprise and Partners. With Socedo, they are able find new leads for each vertical at the same time. They can also deliver tailored content for each of their verticals.
Lenovo setup one campaign to engage IT leaders and K-12 administrators. It’s promoting an e-book about deploying technology in classrooms. Another campaign is set up to find IT leaders in large enterprises. It sends a message about hyper-convergence which is a hot topic in the IT space.
You can now setup separate campaigns to send different messages to distinct segments. Especially if you have different personas or multiple product lines.
2. Build a following for multiple Twitter handles
You can grow your audience for multiple Twitter handles. There’s four common scenarios to use separate campaigns:
- You have different handles for different products.
- You have different handles for different regions.
- You want to help your executives and evangelists build an audience to gain more credibility.
- You want your sales team to build an audience to gain more credibility.
3. Micro-target specific keywords such as events or competitors
Sometimes you want to ensure you find every prospect using a specific keyword. For example, if you’re sponsoring an event you can engage and export every person using that event hashtag. Use multiple Socedo campaigns instead of mixing the hashtag into a campaign with other keywords.
You could also launch a competitive “takeover” campaign. Use this campaign to find, engage and export every person who is engaging with a competitor. Then send them content about your solution.
4. Choose different export settings for each campaign
For each campaign, you can determine the type of leads you want to export. For a broad campaign, you may choose to export leads who follow you. This will give you email addresses for leads who are more engaged with your brand. For a more targeted campaign you may choose to export every lead that’s approved. Thus, getting email addresses for better fit leads.
5. Test different targeting approaches
Many marketers target different audiences but don’t know how to segment. Or they don’t know which segments perform the best. You can use Socedo to set up several campaigns to test different targeting tactics.
For example, one of our customers has a platform that collects utility bill data. This data can be useful in facilitating many types of business processes including sustainability reporting, facilities management, identity verification and credit scoring.
With Socedo, they are able to find leads based on job titles and conversations happening in different spaces. Such as Financial Services, Cloud Computing and Cybersecurity.
Socedo uses keywords to find leads on Twitter. Think about the types of conversations you want to tap into to design your segments.
For example, you might set up campaigns based on intent categories:
- People who are talking about a certain trend or hot topic in your industry.
- People who are recently engaged with your top competitors.
- People who are engaging with key influencers in your industry.
A separate campaign for each of these audiences will allow you to test which have higher conversion rates. You can also see how the audience volumes differs between segments.
A note about Socedo’s lead discovery system
Socedo finds new leads based on three filters.
- Descriptive keywords found in people’s Twitter profiles (i.e. “marketing manager”).
- Keywords mentioned in social media conversations.
- The actions that people take on Twitter such as following a certain handle.
The system finds people who fit your persona by layering conversational keywords on top of biographical keywords.
Think of conversational keywords as funnels of different sizes. Broad keywords (i.e. followers of @Hubspot” as an example) will return more people, but fewer relevant leads. Targeted keywords will return fewer people but more relevant leads.
There are a lot of different ways for you to set up your social media campaigns. As a result, we decided our users need flexibility to create new campaign whenever they want. This empowers you to test targeting strategies and access new audiences.
We’ve also created a new dashboard to make it easy to run multiple campaigns. This includes setup, quota management and reporting.
Coming up next, we’ll be publishing a post that dives into how you can manage your quota between campaigns. Stay tuned.