*This is an old article back from my young marketer days. The lessons contained within may still be useful, but the statistics and facts are aged*
Socedo is a demand generation platform that leverages social media to qualify leads. I am not affiliated with Socedo in any way but I am a fan of the company and the program. I did not continue to use this service after the free trial, but I am sure I will in the future.
How It Works
The theory of Socedo’s product is that your potential customer has certain keywords in their Twitter or Linkedin profile AND they also tweet about certain keywords. Socedo targets these people and interacts with them on your behalf. Delivering you warm leads!
Once you log into Socedo’s web based application you begin telling the program what profiles from Twitter and Linkedin you would like to gather. This is done by specifying keywords. There is a small learning curve here if you are not used to relating keywords to people’s intentions. This process is highly customizable and allows you to target the people you want fairly well.
Once you have gathered a good pool of profiles most of your work is done. Next, you approve or deny each individual profile in your pool. I decided to approve everyone in my pool. I did this because Socedo can track everything by keyword and I didn’t want this metric to be skewed by my manual decisions to approve someone or not. More on this later.
Now you have a pool of approved users (prospects) that are tweeting about a keyword that is relevant to you. Socedo will go ahead and like one of the prospect’s tweets. After a certain amount of time, Socedo will have your Twitter account follow the prospect.
If your prospect follows you back Socedo will send a direct message to them on your behalf. You can change this message to be whatever you like. Socedo’s recommended template is something like,
“Hello, [NAME] I have enjoyed your tweets on [KEYWORD1]. Check this out [link to your product or website]”
You can also always tell you are getting a Socedo direct message by the URL shortener code. Below you can see Microsoft Business used Socedo to find me. Even though I knew this was a Socedo generated message, Microsoft did a good job setting up their keywords because the message was highly relevant to me and I downloaded the resource pack.
Like I mentioned above Socedo does a good job tracking everything you would need. Here is an example of just a few metrics;
- Follow back rate
- Profile approval rate by keyword
- Link clicks (obviously)
- Conversions by keyword
- etc. There really is not much to improve in this department
You can capture warm leads through Socedo by sending them to a landing page in your Direct Message or by exporting their contact information. You can export prospects at any stage of the ‘funnel’ that you wish. Exporting leads at the bottom of the funnel (the people that clicked your link) is generally the most cost effective method.
Often times Socedo can get a prospect’s email address through Linkedin and through partnerships with third parties. This is information they often have to pay for so it will be worked into subscription prices or you can purchase export credits in addition to your subscription.
I didn’t exactly think, “WOW! Was this designed by Apple?” when I first logged into the Socedo platform. It was not entirely intuitive but it was not bad either. I could not put my finger on what could be improved and as a web designer, I am decent at UX. What I am saying is that this was not a deal breaker for me.
The good news is Socedo was aware of this problems and was re-designing everything during my trial. I did not get a chance to see the finished product but I am sure it is an improvement on the unimpressive interface I had to use.
Now, for what you really want to know. Price is what ended up being a deal breaker for me. My company was not in a position to pay for a service like this, but Socedo will ALWAYS be in my toolbox. Right now it is the only company that does what it does, and it does it well.
These prices are low compared to other b2b demand generation techniques but it is important to know your average acquisition costs and average customer lifetime value so you can make an informed decision. But by all means, try the free trial!
- Not all Twitter profiles can be linked to Linkedin profiles
- Socedo will also unfollow people that do not follow you back. It was unclear if this is in addition to subscription fees
- Customer service was extremely friendly, down to earth, and helpful
And finally, a Super Simple SWOT Analysis of Socedo. Please comment with your own experience with Socedo!