Social Activity Targeting

Social media channels are not only great for building brand awareness and a community of advocates for your company. They are also a great source of leads for your marketing efforts.  When you see engagement on your social media channels, either positive interaction with your brand or negative interactions with a competitor’s brand, start up a conversation with the commenters. Take note of where they work and send a relevant follow up campaign to the main point of contact and the buying committee.

<play> **PLAY NAME** Social Activity Targeting --- **🔁 Triggers** - Identify companies or people's comments, likes or shares post from social media account interacting with your brand or content --- **⚡️ Actions** - Discover expanded set of contacts which meet your persona definition - Send records to your CRM - Assign to a Account Owner - Send notification to Social Activity Slack channel (to join social conversation) - Enroll in Social Activity Campaign - Generate content to leverage and amplify that content on professional and social networks --- **✅ Goal / Problem to Solve** ✅ Cold / New Leads --- **➡️ Channels** ✉️ Email, 💬 Text, 📪 Mail, 📅 Events, 📢 Ads, 🖥 Chat, 📞 Phone --- **✏️ Summary** Social media channels are not only great for building brand awareness and a community of advocates for your company. They are also a great source of leads for your marketing efforts.  When you see engagement on your social media channels, either positive interaction with your brand or negative interactions with a competitor’s brand, start up a conversation with the commenters. Take note of where they work and send a relevant follow up campaign to the main point of contact and the buying committee.  --- **✏️ Default Natural Language** When **social media engagement** with **your brand or content** is detected for **any company**, then: - Discover **up to [number]** ZoomInfo contacts that meet **select criteria** for persona definition - Export to **select system** as **record type** - Assign to **select Account Owner** - Send notification to **Social Activity Slack channel** - Enroll in **Social Activity Campaign** - Generate content to **leverage and amplify on professional and social networks** --- **Explainer-Video-Script** Want to make the most out of the engagement you’re seeing on social? Use the social activity targeting play! First of all, if you’re not tracking your potential customers on LinkedIn, you’re missing out. Seeing them engage positively with your brand or negatively with your competitors are great jumping-off points for you to get in touch and start a conversation. When you see this activity, find both the main point of contact and the entire buying committee at the company, and use this social activity to send a relevant follow-up campaign. Now you’ll be leveraging their own opinions to start your relationship off on the right foot. --- **🏷Features)** Contact Discovery, ABM Audiences --- **🏷️ZoomInfo Data Types)** Buying Committee, Company Data, Contact Data --- **📁 Sales Stage** Pre-Sales --- **🚦 Difficulty** 🟦 - Intermediate --- **🧪Standard Operating Procedure (SOP)** ## 1. Monitor Social Media Engagement - Set up social listening tools for brand and competitor mentions - Track engagement metrics across platforms ## 2. Identify High-Value Interactions - Define criteria for significant social activity - Flag interactions meeting these criteria ## 3. Expand Contact Discovery - Use ZoomInfo to find additional contacts at engaged companies - Focus on contacts matching ideal customer persona ## 4. CRM Integration - Export discovered contacts to CRM - Assign leads to appropriate account owners ## 5. Internal Notification - Set up automated alerts to Social Activity Slack channel - Provide context for social interactions to team members ## 6. Content Generation - Analyze successful social posts for trends - Create similar content tailored to recent interactions ## 7. Multi-Channel Amplification - Distribute new content across professional and social networks - Leverage employee networks for wider reach ## 8. Targeted Campaign Enrollment - Design Social Activity Campaign based on interaction type - Enroll identified contacts in relevant campaign ## 9. Multi-Channel Outreach - Implement coordinated outreach across email, text, phone, etc. - Personalize messaging based on social activity context ## 10. Performance Analysis - Track engagement and conversion rates from social-sourced leads - Adjust strategy based on performance metrics --- **🪙 RAG Inputs Used (Broad)** Social Activity Details, Company Information, Signals & Behavior, Account Data, Contact Information, Content Library, Messaging, Copilot AI Account Summary --- **🪙 Email tokens Used** Personalized.SubjectLine, Contact.FirstName, SocialActivity.Type, SocialActivity.Platform, SocialActivity.Topic, ContentLibrary.Content, Company.Industry, CompanyInformation.PainPoint, Sender.Company, CompanyName, Sender.Name, Sender.Title, Sender.ContactDetails --- **🟨 Yield in $ Formula** Potential Yield = (TAV * CR / 100) * ADS --- **🟨 Yield Key Drivers** Conversion Rate (CR), Average Deal Size (ADS), Target Account Volume (TAV) --- **🟨 Yield Driver Definitions** Conversion Rate (CR) This metric indicates the proportion of leads that convert into customers. A higher conversion rate suggests a more effective engagement and follow-up strategy. Average Deal Size (ADS) This refers to the average revenue generated from each successful deal. Maximizing the average deal size is essential for increasing overall revenue, especially when the number of conversions is limited. Target Account Volume (TAV) This is the total number of target accounts that are identified for this strategy. --- </play>