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April 13, 2015

103: Introducing Oktopost: The B2B Social Media Marketing Management Tool

103: Introducing Oktopost: The B2B Social Media Marketing Management Tool

This week Neal Schaffer introduces you to Oktopost and the man behind it, CEO and Founder Daniel Kushner. Oktopost is another great social media management tool that specializes in B2B services, tracking relationships and helping you target your marketing. They’ll soon be launching an employee advocacy program as well, helping companies simplify the advocacy process. Learn more about Oktopost, and where Daniel sees social media being used in the sales process in this week’s episode.


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welcome to maximize your social actionable advice on how your business can maximize your social media presence. Now the host of Maximize your Social social Media Author, Speaker, consultant, founder of Maximize Social Business, The Social Media Centre of Excellence and the Social Tool Summit. Neil Shaper,

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Everybody, this is Neil Shaper, and welcome to another episode of Maximize your Social. Today I am very excited to present you a special guest, a guest that, through the magic of technology, is actually calling in from Israel for this interview. His name is Daniel Kushner, and he is the CEO and founder of Octopus. Daniel, welcome to the podcast. Thank you very much, Neil. It's a pleasure to be here, and I'm very excited and thank you very much for the invitation. Well, thank you, Daniel. Daniel is gonna be one of the amazing speakers that is gonna be at the upcoming Social Tool Summit in Boston on May 12th. And I wanted to use this podcast really to begin the conversation that we're gonna be continuing on that day Now, Daniel, I am a user of octopus myself, and I know that a lot of the people who use octopus tend to be using it for A and B to B perspective. So why don't we start with sort of the difference between, you know, be to be social media and consumer facing social media? Yeah, I think that's a great place to start, because in, well, what I found in it experience in running worldwide marketing teams 44 b to B companies is that social media has done very differently, and one of the main aspect is, What are you measuring now? When we look at the what a beating the market it does, it's mostly around the generation that's like the number one objective that ability marketer has and all the KP eyes around this new generation. So when you're going to a traitor, for example, you know how many business cards you collected or if you're running a webinar, are you know how many registrants and how many? It Indeed, even if you're doing online activities like Google AdWords, so their systems in place that you can see how much you're spending and how many clicks and how many leads you're generating from these ads. But when it comes to social, what we see is that that most of the metrics around social very different. It's more around the consumer metrics Family likes how many followers, how many retweets and the comments. And if you can't correlate those metrics so the number of leads that you're generating from from social for the B two B market, it's not really worth that much. So I think that the main difference in B to B and B to C is is what we're measuring as the effectiveness of our social media activities. You know, it's a great point because I think everybody in social media marketing is looking for our lie. And obviously the are light comes from the measurements. So I guess what you're saying is that B two B marketers have always been doing this. And therefore, if they're gonna engage in social, they need to be able to to measure, right? So what are the different things that I mean? You mentioned some of them. But if you had to throw out the top five things that be to be social media marketers should be measuring, and in fact, they're they're tool or their dashboard should be helping the measure. What would those few things be so the top five No. One is definitely leads the number of leads I'm generating in every company, the leaders, something which is it is different and maybe it sze the same name. But every company has a different meaning of that name. The most basic is somebody leaving their information in the system at minimal. The email on that becomes a lead. The second is the quality of the lead. Because if you have 1000 leagues, what does that mean? If these 1000 leads are or from that's in the UK But my market is in is in the U. S s. So it's the quality of the need. Often they go through qualification. Then you know every company. They have different names. If it's marketing qualified leads, it's qualified lead, et cetera. We need to need the need to know the leader. Attribution. Okay, where do we get this lead from? I think what this metric is one of the hardest today for marketers to measure because it's a very very question. You know, where my leads coming from. So I try to give an example just to show the complexity of the question. So it's So we're running a webinar. So I have a weapon. Our landing page and someday registered to that weapon are So is that webinar the source of the content that got my lead? Maybe. How did they hear about the Web? Enough. They heard about the weapon off from a tweet. Maybe the tweet is the leader attribution If they heard about the weapon off our blood post with the block posters and attribution so it's very hard for the market. Exact. Understand where the leads are coming from. Although it's one of the most critical things that we need to measure, especially because it's not a linear. It's not all a single point of contact. You might tweet about a block. Post it on the block post you mentioned the webinar so went from tweets of blocks a webinar. Which one do I give credit for bringing in a specific lead? So it's a very hard thing to measure is something which is extremely important when we're finding Is that the most advanced over the more advanced marketers? They're using masking automation tools like Act on or knock it Away Taqua. So to try to understand the lead journey in the neat cycle and how to attribute these content sources and the channels towards the towards deletes when that was gonna be another question, I was gonna ask you. So we're finding along that you know, the customer journey, that we have these multiple touch points and, you know, some of them may even be offline, right? And that's the problem with attribution. So what you're saying is that right now the tools that are really focusing on providing Maur in depth analysis as to where that journey is taking place are still at the market automation level. You don't see this functionality and a specific social media tool per se right now, correct. So I think way if you're looking at the marketing funnel, social media is used in two places. One, it's it's used for traffic generations that at the very top of the funnel, we might say that the first touch points and it's also used in the middle of the funnel to engage with prospects and and, you know, even customers to push them through the funnel itself. So and because social doesn't live in a silo. But as we said, we have trade shows and Webinars and blog's another content sources and other marketing channels. You know the actual social media tools is not the way. It is not the correct place to be your your lead source information because not all leads the coming from social, but we find that it the social media is definitely an input. So other mounting platforms, where should share the data with the marketers of the world with the actions of the Wall T help get a bigger picture off the journey itself? So I guess this this really leads into, you know, I know that your platform is very strong at integrating with other platforms like those that you just you just mentioned right now. And I guess that's one of the critical things about Measurement is 12 alone, and social media can't do it alone. And you need to have those integration points tell the listeners about the different integrations that octopus currently supports. Yeah, without supposed integrations. That we have with Malcolm Automation is basically what we enable to do is every single time there's a social interaction. If it's Sunday, clicks on one of the social links or something feels out of form on your website, and they came from social media. We have that information. We know exactly what message they're clicking on. Who wrote the message, what social campaign it belongs to. And we feed that information into market automation. Now, the premise off this data is that within marketing automation, more data that you have around the leads, the better you could nurture those leads and the better you could score those leads. So let me give you, like, a couple of examples what what I mean about nurturing and scoring. So let's say, for example, that I have inside my ox opposed different campaigns, and each campaign has social content. If it's a tool of Facebook, updates Arlington updates. Each campaign has a different social content around a certain topics. The one campaign talks about R. A y. Another campaign will talk about That's the security Now, when my audience is clicking on those social links because this link went throughout the post, we know the exact campaign, and the tweet came from what exactly am paying the Lincoln Page update came from, and this information is now fed into into, let's say, for example, Marcato. So marcato your Mark information platform is now aware because of a social clique off the interest of that person. Just because that person clicked on a tweet that was in my r a Y campaign, I could now, assuming that person is interested in R A y. So when I come and program my mouth consummation platform, let's say, for example, to send the monthly newsletter I can then do a diversion and say, Okay, if this lead showed interest in R. A. Y because they clicked in my r a y tweets, my newsletter is gonna be our why tailored if this person is interested in security on the tail of my monthly newsletter around security. So now we're providing better context to our to our readers, based on their interests that we learn from their social media activity. So in the end, we're closing the loop between what's happening on social and what we could do with this information and data inside the box of automation platforms. So it sounds like I mean from the way you describe that octopus is really extending the functionality of those marketing automation platforms which weren't built for social into the realm of social, right? I guess. On the other hand, I'm curious as to maybe smaller businesses that never invested in marketing automation. And once they start seeing the r a y from using your platform, they want to go the other way and then add that market automation. Have you seen both of those types of customers and your experience that definitely stuff another from the smaller businesses that we sell to? They could use what we call our lead capture technology, so whatever Web for May have been their website. But if if if it's a static work form, if it's, ah, something that I wrote in PHP or put other WordPress, whatever, we can still capture the information. If the person who filled out that that that for me, lift her email in the name of the company. If that person came from social, we can show the connection, and we show that data inside about a post instead of inside the bottom automation platform, and just to kind of express the strength of their connection. We could even follow cases where let's say you tweet about an article that was in Wall Street Journal that mentioned your company name. So Sunday comes along the click on that tweet, they get The Wall Street Journal. They read the article and they see the company name of the product name. They do a Google search, they get your website and they feel our contact us form that that feeds that information into your mail chip. Because that person originated from the tweet, we could still do the connection. So as a marketer, you can now see which social content is now not only generating traffic to third party Web sites like Wall Street Journal in this case, but also ending up as, ah, as goodly generators are on on your website. So clearly, those especially B to B industries that are still questioning the our way of social obviously haven't been using octopus. So that's the first step. I'm also curious, you know, and I do believe that, you know, even tools that are meant for B two B brands can be used for consumer facing brands. I'm wondering if if you've had customers and even be to bees, you know, or even consumer facing brands have be to be aspects as well, right? Do you have any case studies or experience working with consumer facing brands how they've used your tool to achieve similar results in that different type of industry. Yes, because we market to the B two B area. Very vast majority of our customers are Peter B. We do have large enterprises that have both B to C and B to B divisions. Right? It comes like Panasonic, for example, but so that the major use cases is using because of the way that we track social data and more about the leads and integrations with Martin Automation platforms, we tend to attract the B two B type companies more than Peter see? Gotcha. Okay, well, you know, we're near the end of our podcast and is there anything else you want to share about? You know, your vision for your product or or the direction that you see the market going over the next 6 to 12 months that our listeners should be aware of. You know, a lot of things that we've seen the market, and this is have been happening for many, many years. Also, since socials existed in the in the B two b area, it's all around advocacy. It's the dream of every company, especially the larger ones, toe have their employees start sharing the social data. So if I am a manufacturer, hard drives and we have this new, amazing technology to get a Brazilian jigger and one hard drive, maybe I want the employees to share that that information on social but way haven't seen a takeoff. We don't see. Many beauty companies have large and successful advocacy programs, and then we start the market a bit. And what we found is that there are only a handful of companies that have dedicated products on dhe software technologies to support these employees advocacy programs and why the major issues after speaking with our customers is that they don't wanna have a second product where they have to create an enter content for the employees to share. And then what occurred to us is that, hey, we have the BBB marketers creating social content with an ox, a post. Why not use the same content and create a different platform that will basically distribute this already generated content to the employees and allow the employees to share the content onto their social profiles? So we're coming out now with a new product called the Employees Advocacy Board, which allows to do the this exact thing and employees to share content that's being created unapproved by the corporate marketing. And the nice thing with the added bonus is because everything is now funnel through the octopus platform. If your employees a sharing content and that content is getting clicks and leads, will have all this information. So now yourselves, force your Makoto you're acting on octopus can show you the value off the employees advocacy program, not only how many shares they're doing in the outreach, but if you're generating leads and little business from their activity. Daniel, when do you plan to release that product? So the product has been released. Its version one we're releasing a new version in the middle of April in in a week or two will just be before the summit. We have some very interesting case studies and, of course, because it's a product that just started out, we have a very, uh, enriched, an interesting road map that will be moving forward that will include Gamification and very exciting things that we can add to the the Social Board. That's great. Daniel and you know Well, for some of you, you may have heard it first here on the maximize your social podcast. But it's really these conversations and getting to know Maura about the vision of each platform that I think is the value that I want to bring Not only with this pod cost that obviously with the Social Tool Summit. So you have. As Daniel said, there are stand alone advocacy platforms, and then you have a solution like an octopus, which was built very well to do something that now is adding that advocacy functionality into it. And with it comes all the other benefits that the plot from originally provided, such as those integrations being Oberto to do the granular measurement. What have you So there's many, many different approaches to the same problem, right? And, you know, before investing in a tool, you really should be looking around at what's out there. And I'm really glad for those of you listening, hopefully get a little bit of a competitive advantage by understanding more about octopus in the direction. And the good news is if you've been already abusing them, you know, adding that advocacy component is I'm assuming Gonna be very easy and integrated throughout your dashboard. Correct? Daniel? Yeah, that's exactly correct. Great. Well, this concludes at any other one final last last statement. Danu, before we sign off one again, Thank you very much for for having me. We're looking. We're very excited to be attending the social summit in May. You know, we're flying out team over from Israel, right? You know, if anybody of your audience would like to meet us personally there, you know, we'll let love to set up meetings. Just one last tip for the advocacy because, you know, I think there's a There's a big difference between technology and the program itself. Indeed. Oh, well, we definitely very strongly recommend that even if you're using a platform I cop supposed to run your advocacy that you find something, you can help you run the program If it's not something that you have, the knowledge and expertise in house was doing it right because you know where you are, testing tools and you know, marketers. They like testing new technology and testing things out of things fail. That's okay. Marketing wear. We're taking our technology and now new ways of doing things and expanding this across different employees. They might be less tolerant of things going wrong and things are working smoothly. So creating a very vigorous and thoughts our program is not less important than just picking the right technology. Well, said Daniel, thank you so much for being on this show A really looking forward to meeting you in person at the Social Tool Summit. And I encourage those of you listening that plan on attending the social told Summit. Reach out The Octopus, reach out to Daniel schedule some time together. You know the presentations and the speed dating where you get to see the demonstrations. The platforms are gonna be great, but it's also making those wonder one connections. I think it's really gonna help your business. So this ends another episode of Maximize Your Social wherever you are in the world. Make it a great social

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day, but everybody's Theo. Thanks for listening. To maximize your social. We appreciate all of your iTunes subscriptions, ratings and comments. If you would like to appear on this show or recommend content, please contact Neil Schaffer at Neil at Maximize your social dot com. Please also make sure to check out Neil's new community, the Social Media Centre of Excellence at Social Media. C o e dot com, as well as Neil's first social media event, the Social Tool Summit, which will be in Boston on May 12 and in the Bay Area this fall. Thanks again and make it a social day.