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Act-On Software

Social Media Connectors Overview

 

Social media applications offer rapidly-evolving ways to stimulate demand, extend your brand, and interact with prospects and customers.

Act-On helps you manage and make the most of these opportunities by providing easy integration with popular social media applications. And, Act-On's Twitter Prospector lets you execute real-time demand and lead generation, and track all your prospects and conversations in one location.

Connect Act-On to Your Social Media Accounts

Begin by connecting Act-On with your social media accounts:

  1. Click on Settings and then Connectors.
  2. Click the Social tab to the left.
  3. The Twitter, LinkedIn and Facebook accounts each have their own tab. To connect each:
    • Click the appropriate tab, and then click the Connect User button
    • Enter a user name and password, and then click Authorize App

If you have a Bitly account or use the Google URL Shortener for social media URLs, click the URL Shorteners tab to use your own account to shorten your Act-On URLs.

Scheduled Social Publish

The Social Publish feature lets you schedule the posting of the assets you store in Act-On (landing pages, forms, media), as well as any public URL, for sharing to multiple accounts on Facebook, LinkedIn and Twitter. To use Social Publish, you must have at least one social media profile connected.

To schedule a Social Publish:

  1. Click on Social Publish in the Quick Start menu or select Social Publish from the Outbound menu.
  2. Select New in the upper right hand corner.
  3. Select the social media accounts from which to publish.
  4. Select or enter the link you wish to share.
  5. For Facebook and LinkedIn posts, select an asset to share, add an image, and add a comment, title and description. Visits to the link you share will be tracked within the platform.
    • Note: You cannot share images to LinkedIn without an associated asset/URL to share.
  6. For Twitter, add your tweet. The URL of the link you share will be shortened. Visits to the link will be tracked within the platform.
  7. Select the time to publish your Social Publish.

Once you have updated the fields, you are ready to publish to your social media accounts. Click Next to be taken to a screen where you will preview and confirm your Social Publish schedule.

  • You can save your Social Publish as a draft. Use the Drafts list to preview, copy, organize in folders, or resume editing the draft Social Publish.
  • Use Scheduled to preview, reschedule or unschedule a Social Publish

See your Social Publish Results

Use the Failed list to see any messages that failed to send, and either reschedule or resend them. Click on Failed to open a dialog that displays Preview and Reschedule options. In Preview mode you can also access reports.

Use the Published list to view the report on each Social Publish. Click on Published to open a dialog box and choose Review. (Note: Choosing Copy lets you easily replicate the Social Publish.)

  • Review mode lets you review the Social Publish
  • Report mode shows the channels the Social Publish went to and how many clicks it received
  • Visits mode shows all the visits generated by this Social Publish

Your Landing Pages and Social Media

Any Act-On landing page can be posted directly to your LinkedIn, Facebook, and Twitter accounts. To broadcast your landing page:

  1. On either the Quick Start menu or the Content menu, choose Landing Pages.
  2. Find the landing page you want to post and click to display the menu > Publish to Social Media.
  3. Select the social media outlets and the specific accounts you want to publish to.
  4. Create the message that will give the reader context for the link.
  5. If you have created a special URL for this page, select it here. (Creating a special URL will let you track traffic generated by broadcasting this page.)
Note: You can generate additional landing page URLs to place anywhere you publicize the page, such as a banner ad, a partner's newsletter, or a Google AdWords campaign

Track Visits to a Landing Page from Various Social Media

It's a good idea to use separate landing page URLs for separate social media accounts. The landing page report will show you all visits generated from each unique URL, so you can see which generates more traffic.

To create additional URLs for a landing page:

  • Click on the Content menu, and click Landing Pages.
  • Click on the name of the landing page you're interested in to open up the menu and click Get Public URLs.
  • Click the Create New URL button, type a unique and recognizable name into the Source Name field (this name will not show to the public, so it can be anything that helps you identify it later) and click the Create button.
  • Repeat the process for as many separately-trackable URLs as you need. (You can always come back to create more, later.)
    • All landing pages can be easily optimized for search engines. Hover over the landing page's title and click SEO-friendly URL. Then fill out the descriptive phrase or sentence and click Submit.

In addition to landing pages, you can generate unique links to all your web forms and webinar registration forms using the same method. This helps you gauge how much response and traction you’re getting across social media platforms and identities, so you can adapt your strategy.

You can make your Website Visitor report available to people who do not have access to your Act-On account (such as upper management) by giving them a special link. You can also add optional password protection to ensure secure access to this information. 

  • To access the report URL, click the Inbound menu and select Website Prospector. From here, click the More... button at the top right side of the page and choose Get Report URL. 
  • To enable password protection, simply type your desired password in the Set Password box, check the box to the left, and then click Submit. You can update or remove this password at any time.

Make it Easy for People to Share Socially

You can include social media links in your email messages and on your landing pages. When recipients click on a social media link, it activates their own social media account for sharing your message. This makes it easy for the reader and improves the odds that they will share. To add social sharing links within Act-On messages:

  • Make sure you're in a Rich Text block.
  • In the toolbar, hover over the icon that appears as a small chat bubble and click on Insert Social Share Block.

You'll be presented with two options for sharing -- click the Invite to Share on Facebook, LinkedIn, and Twitter option. The blocks will automatically populate in the Rich Text block. Modify the Share This Content verbiage if you like.

Once your message is sent, you can track the success of your social share by viewing the click-through traffic in the message report. The Rebroadcast number will display the total number of rebroadcasts. Click on the number to see more information.

In the drill-down menu you can see who rebroadcast your message, which social media channels it was rebroadcast on, and how many times those rebroadcasts were clicked.

The Twitter Dashboard

Act-On's Twitter integration is a prospecting tool that allows you to discover, communicate with, and track new prospects. Finding potential customers is easy using custom search templates you create in your prospecting dashboard. Once a prospect has been discovered, you can keep track of your interactions, save incoming tweets, and analyze your prospect's website activity.

Access the Twitter dashboard through the Quick Start menu or the Inbound menu.

Dashboard Tabs

Five tabs on the Twitter dashboard let you manage your activities.

  • Inbox – Contains tweets from prospects that you've tagged to respond to or follow up with at a later date, as well as any direct responses to your tweets
  • Dialogs – Gives you the ability to view all the ongoing dialogs with all your prospects and all your Twitter users, in a single area
  • Prospects – This is the default view. It shows who is visiting your website and landing pages from Twitter links.
  • Prospector – Used to search for conversations and tweets that contain keywords and terms that you define
  • Setup – Lets you set up and manage your Twitter accounts, generate tweet templates, and create search term queries

Setting up Your Twitter Dashboard

Users:

A Twitter profile must already exist in Twitter before it can be added to Act-On. To add a Twitter profile:

  • Click Add in the upper right corner and enter a pre-existing Twitter username and passwordA connection to the Twitter account will automatically be established.
    • Any existing Twitter accounts you've setup in the Settings Connectors page will also be listed
  • The profile name and picture will appear in the Users area, ready for authorization.
  • To complete authorization of the Twitter account, hover over the profile picture and click Authorize.
  • A pop-up window will appear from Twitter asking you to allow or deny access from Act-On to this account. Click Allow and the connection will be complete.
  • To delete a profile, hover over the profile image and click Delete. This will remove the profile from the Users area.
  • Repeat this process for any additional Twitter profiles that you plan to use for marketing activities.

Tweet Templates:

For effective prospecting on a grander scale, Tweet Templates are essential. Templates allow you to send out similar tweets without having to retype the information each time. They also allow marketing to create approved tweets for sales or other departments who will be tweeting. Tweet Templates also automatically assign shortened Bitly links to any website, landing page, or form URL you plan to promote. To create a Tweet template:

  • Scroll down to the area below the users. Click Add in the Tweet Template area, and provide a name for your new template.
  • Create the text for your template.
  • There are icons above the text box that allow you to inject content from other Tweet Templates, as well as links to existing Act-On forms or landing pages. Notice that when injecting a link into your tweet template, Act-On automatically recognizes the URL and counts only the length of the Bitly link (not the original URL) that will be created when calculating the available characters you have left to use.
  • Click Save and your new template is ready for use. Create as many templates as you'd like, or come back any time to modify templates you've already created.

Set Up Search Terms:

To quickly identify prospects you'd like to engage with, set up terms that you will use to search Twitter. The search terms can be modified at any time and you can create as many as you like. To create your first search term:

  • Scroll down to the area below the users. Click Add in the Search Term area. You will be prompted to create a name for your new search term.
  • Give your search a name, and fill in your terms. Click Save.

Once you've finished creating your first search term click Save and repeat this process for any additional terms you'd like to use moving forward.

Twitter Prospector

In the Prospector area, you can search for potential prospects. Search on keywords or your saved search terms. Your results will display, and you'll see the conversations that contain your search terms.

How to Search

To begin finding prospects, use the drop-down menu at the top of each search column to display the search terms you've set up. You can also do an ad hoc search on any keyword or term you'd like. Enter your keywords or select your search terms.

Occasionally, you may want to make a one-time edit to a search template. In this case, simply choose your Tweet Template and notice the search terms that display in the text box. Click on the search terms and modify them as you wish, then click Enter to run the search again. Your changes will apply to this search, but will not be saved. (If you want to make a lasting change, go to Setup and alter the search there.)

When You Find Someone Interesting:

When you find a Tweeter who looks like a potential lead, you can click on their image to get more information. On this screen, you may also click to get more information about them from LinkedIn or Data.com.

When you find a conversation that looks promising, hover over it to see the Add to Inbox and Tweet Now buttons.

Click Tweet Now to tweet back.

  • In the Tweet Creation window you can respond from any of the Twitter profiles that you've created in the Setup area by using the From drop-down menu. 
  • After choosing a profile, you can either type a response to the prospect or choose one of the Tweet Templates you've set up.
  • If you choose a Tweet Template, it will show in the Tweet box, where you have the option to edit it.
  • If you are including a URL, ensure that you preface the URL with 'http://'. Act-On will recognize the URLs and will automatically create shorter Bitly links before sending out the message. Your character count will reflect the Bitly link count.
  • Once a tweet has been sent to a prospect, it will still appear in your search. If you hover over the tweet you will notice that the options and the look of the profile have changed.
  • Once a tweet has been responded to, it will have a yellow caution icon and the available options will be changed to Add to Inbox and View Dialog. 
  • Clicking View Dialog delivers a full view of your interactions with the prospect and allows you to continue your conversation with them. 
  • Replies to your tweets will appear in your Twitter Prospector inbox.

The Inbox

If you're interested in a prospect but aren't ready to tweet, click the Add to Inbox button to push this tweet to the inbox. You can stage your prospecting this way, by first collecting prospects in the Inbox, then working through the Inbox with a focus on tweeting. This is another good place to use templates.

Once a tweet is marked in the inbox, you can tweet back to the prospect to finish a conversation, provide links to requested materials, or remove the tweet if you're no longer interested in following up. You will also see the search term that you used to find the prospect.

Recent Responses:

  • Prospects that have directly responded to your tweets will be located in the Recent Responses area with a note as to when they responded to your initial message
  • Click the profile picture or the Twitter name to view details about the person you are speaking with, including their bio, followers, and who they are following
  • Click Dialog to view the conversation that interested the prospect and drove them to respond to you. After viewing the Dialog box you can click the Continue Dialog button to tweet back to the prospect. 

Prospects

The Prospects page is the default home page for the Twitter dashboard. Using the same technology as Act-On's Website Prospector, the Prospects area shows you the most recent and active Twitter prospects you've driven to your web pages.

Site Visits Driven From Twitter

A pie chart gives you an immediate overview of your Twitter prospects' level of interest. The right side of the chart shows you the number of visitors, and the number of pages visited. Click any category to see individual prospects.

You can sort prospects by date or number of pages visited. Each individual has unique clickable information that allows you to follow up or learn more about who these potential customers are and what they do.

  • The first column contains the Twitter name of your prospect. Click the Twitter Name to open the Twitter profile for more information.
    • Note that with the Data.com and LinkedIn integrations, you can often learn where the person works and what their title is
    • You can also see who visits your site from Twitter by going to Website Prospector > Twitter Prospects
  • In the second column, Tweets, click the number count to view the dialog you've engaged in with this person. Click the Continue Dialog button to continue the conversation.
  • The third column shows who on your team originated the tweet
  • The fourth column, Page Visits, shows you the digital footprints of this prospect, so you can get a feel for what they are interested in
  • The final column shows the date of the prospect's last visit to your website

Dialogs

The Dialogs area of the Twitter dashboard shows all of your ongoing conversations at a glance. The Dialogs area is a good place to review your activity, evaluate your messages, and prioritize prospects. When viewing conversations, click on a prospect's profile picture to view their Twitter profile data.

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