Integrating social media into your marketing automation campaigns

You’re perfecting your marketing automation platform. You have managed to understand the ins and outs of sending campaigns, scheduling events and tracking your email click-through rates. You are just missing that other channel – social media.

I’m not saying you don’t have social media channels in place, I’m just asking, are you utilising them to the best of your ability and in doing so making the most use out of your marketing automation platform?

To start: Let’s examine the benefits of using social media with a marketing automation platform such as Oracle Marketing Cloud Eloqua.

  • Data Collection
  • Collaborating with your campaigns
  • Increased engagement

1. Data Collection

You need to love data or at least appreciate data when you’re using marketing technology. Having said that, all is not lost if you don’t…yet. There’s still plenty of time to get on the data bandwagon.

Integrating your marketing automation platform with social is not only a smart method but it allows your team to collect a 360-degree view of your prospects.

The greater the information you have about who’s clicking where, which messaging is hitting or missing, which posts are generating the most impressions, the more your sales team will love you for it.

Forbes.com notes that by understanding how your viewers are interacting with your social posts, the easier it is to segment your audience, provide target messaging and identify in the sales funnel which social channels are bringing in the most leads.

Combining Eloqua with Oracle Social Relationship Management for example, you can track which posts are getting attention, feed the information back into Eloqua Profiler and obtain a well-rounded view of your prospect.

A few examples of how you can integrate social media to gain data include:

  • Landing pages sent to social from your marketing automation platform which have forms embedded
  • Creating tags which sit behind your posts in order to track your campaigns
  • Social sharing buttons on your emails and landing pages

2. Collaborating your campaigns with social

What does this represent? It basically means that you’re covering every channel when you release a campaign. Think about it. You’re about to email thousands of people using an automated email campaign.

However, what about those who work primarily on social channels each day? Then there are those who are looking to spread the word virally.

Here’s an example where you can use social in time with your campaign.

You’re hosting an event and have decided to let people know about it.

  • Send a save-the-date email – send a save-the-date social message at the same time
  • Create a landing page and form that is accessed by email and social for people to register
  • Introduce a unique hashtag where people internally and externally can begin to spread the message
  • Publish some posts through your social channels that begin to generate excitement and buzz
  • Send a reminder email and a reminder social post, make sure you encourage people to share via social
  • On the day of the event, remind everyone of the hashtag – invite them to connect on LinkedIn
  • Upon completion, send a debrief email and a social publication with a white paper related to the event

The point being, each time you’re sending an automated message you are also releasing it via social. Most social platforms have a built-in calendar function, which should make it easy for you to coordinate your content. You should be providing all your customers and prospects the opportunity to register/rsvp where they feel most comfortable.

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Of course, now that you have run the campaign you can use tools to assess how successful your social efforts were. How many people registered via social? Did your hashtag generate engagement during the event? Did you see an increase in the number of downloads for your white paper after the event?

Adjust your strategy accordingly and try thinking of areas where you can become even more proficient in your messaging.

3. Increased brand presence

We have touched on it but having your message appear on social will help to reach those who sit outside of your segment.

When building campaigns in Eloqua, you often begin by seeding those who you feel will respond the greatest to your messaging, aka your target audience. However, by pushing content from your email to social channels, you are now giving your followers an opportunity to either share your message or provide to those who sit outside your segment an option to opt-in.

Even further, maybe you want to publish to a specific audience so when linking to Facebook for example, why not publish to a custom audience. You can use the Eloqua Bizo app to link your campaign to your custom social audience.

Social is your new word-of-mouth channel so your messages need to be of value and your content needs to be good enough that your followers want to share it. This also comes down to who you connect with, so make sure you are following the right businesses and attracting the right followers.

So on your next campaign, just take a moment to think about your message and if you’ve covered every channel. Email is still your biggest driver with Marketing Tech Blog noting that email will acquire 40 times more customers than Facebook or Twitter. However, nothing can spread your message like a post that goes viral. It could be the difference between 20 people showing up to your next event or 50+.