An Inbound Marketing Case Study: #SocialSuccess

Ann Marie

Posted by Kieran Flanagan


The Social Success website that you're on right now is actually a case study in social media marketing, content marketing and what some people call 'inbound marketing'.

I presented our experiences at the Technology For Marketing conference in London in March 2012 and I thought I'd share the slides here, too. The presentation discusses a changing landscape that we as marketers find ourselves in, as people don’t buy like they used to. Instead there is a new purchase journey for prospects that is:

  • Search initiated
  • Social powered
  • Buyer-controlled

Companies need to look at their current strategies and determine if their marketing and sales fit into this new journey.

The slide deck was designed to be presented so not all the information is on the slides – but I think you'll get the idea. (Just so you know, the '90/10' rule on slide 15 is our take on the 80/20 rule that says 80% of your content marketing should be about customers and 20% about your products. For Social Success, we made this more like 90/10!).

Our task is to work out how best to harness these opportunities for the simultaneous benefit of customers and our organisations. In order to do this effectively we need to understand our customers' preferences and to up-skill our employees to become 'knowledge workers' who can meet the needs of customers who want increasingly complex issues resolved fast.

I also included some of our metrics for the site and the results so far.

Hope you enjoy the slides – and do post comments if you have anything to add.

Kieran Flanagan

Kieran Flanagan

Inbound Marketing Manager

Kieran Flanagan is responsible for's Inbound Marketing strategy in EMEA. He works across holistic strategies to produce transformational marketing that attracts visitors naturally through mediums like search engines, the blogosphere and social media. Kieran is also a keen writer and can be found across the web guest posting on all things inbound marketing.

On Twitter: @searchbrat     On LinkedIn:

Related Content


Mobile Social Media: a Resource Round-up

When you think about engaging with a customer or prospect in social channels, you need to think mobile. Here are our favourite mobile social media links. ... Read more »

4 Experts Discuss How to build an All Star Social Media Team

We get expert advice from Lisa Barone, Kristy Bolsinger, Rand Fishkin and Niall Harbison on how you can build an all star social media team. ... Read more »

Ten Social Media Vendors - A Who's Who for The Social Enterprise

This Dreamforce session simplifies the landscape by introducing the main social media vendors and showing how they can help you get more from social media. ... Read more »

About Salesforce

Sales Cloud

Super-charge your sales with the world’s #1 sales and CRM application. Sales Cloud helps sales reps close bigger deals faster and connect with customers on any device.

Service Cloud

Deliver amazing service with the leading customer service, support, and help desk solution. With Service Cloud, you’ll increase customer satisfaction, improve agent productivity, and lower overall support costs.

Marketing Cloud

Harness the power of social media so you can listen to your customers, publish engaging content and advertise to reach new audiences for your company.