PRO Case Study
Case Study: How a Software Company Generated Strong Click-Through Rates on Facebook
by Kimberly SmithCompany: Serena Software
Contact: Michael Parker, Senior Director, Global Marketing
Location: Redwood City, CA
Industry: Software/Internet technology
Annual revenue: $270,000,000
Number of employees: 900
Quick Read:
Apparently, Facebook users want to "@#$%" themselves. In this case, "@#$%" stands for "mash it" and refers to Serena Software's Business Mashup Composer, which simplifies the process of combining data and visual elements from multiple sources into a single process-driven format.
Serena wanted to educate the marketplace, especially sales and IT professionals, about both its product and mashups in general, since the term itself was not well recognized and so hampered the company's marketing efforts. The company already knew it wanted to use video, having had previous success with the medium, and decided to try out Facebook, despite the channel's reputation for negligible results.
"We are big proponents of using video to get our message out, and we believe in viral tools and mediums to reach out to audiences," said Michael Parker, senior director of global marketing at Serena Software.
Sign up for a 2-Day Free Trial »
Learn more about PRO Membership »
Rate this case study
Overall rating
Not a member? Sign up...it's free! Log in to add a comment!
Editors' PRO Picks
-
On Demand Seminar: Growing & Engaging Your Subscribers, Fans, and Followers
Presenter: Jeff Rohrs
Learn how to effectively grow your fans, followers, and subscribers with integrated social media and email marketing. more -
Take 10 Author Series: How to Fascinate People With 7 Key Triggers
This webcast with Sally Hogshead covers key ideas from her best-selling book, Fascinate: Your 7 Triggers to Persuasion and Captivation. more
-
On Demand Seminar: B2B Social Media Marketing Power Hour
This FREE preview of SocialTech '12 helps you discover essential elements of powerful B2B social media marketing. more
-
Take 10 Author Series: How to Be Bold With Your Social Business Agenda
In just 10 minutes, Sandy Carter, author of Get Bold: Using Social Media to Create a New Type of Social Business, shares how to create a social business agenda more
-
Improve Your Small Business Marketing
Learn everything you need to know to grow your small business—from taglines, to plans, to websites, and more—in our handy, 65-page guide, DIY Marketing Essentials for Small Business. more
-
Tame the Giant: The Complete Field Guide to Facebook Marketing
Get the most out of your Facebook presence with our new, 55-page guide to Facebook marketing. more
What's New
Facebook Ad Spend Growth Outpacing Paid SearchSocial MediaPosted 2/10/2012 8:00:00 AM
Social Media Users Prefer Social Login Over ...Web SitesPosted 2/9/2012 8:00:00 AM
Luxury Shoppers Use Social Media to Flaunt ...Customer BehaviorPosted 2/8/2012 8:00:00 AM
Android Gains in Smartphone Market, Apple Also ...MobilePosted 2/7/2012 8:00:00 AM
Optimizing the Customer Journey: Strategy and Case StudyAttendee rating:
B2B Social Media Power HourAttendee rating:
- Website Translation: Conquering New Language Markets to Gain ...Attendee rating:
- Ad Copy
- Advertising
- B2B Marketing
- Benchmarking
- Blog Comments
- Blogging
- Brand Ambassadors
- Brand Awareness
- Brand Equity
- Brand Loyalty
- Brand Positioning
- Branding
- CAN-SPAM
- Career Management
- Case Studies
- Channel Marketing
- Chief Marketing Officer
- Collaboration
- Community
- Content
- Content Marketing
- Copywriting
- Creative Briefs
- Creativity
- CRM
- Customer Acquisition
- Customer Behavior
- Customer-Centric
- Customer Engagement
- Customer Experience
- Customer Loyalty
- Customer Relationships
- Customer Retention
- Customer Satisfaction
- Customer Service
- Digital Marketing
- Direct Marketing
- E-Commerce
- Economic Crisis
- Email Campaigns
- Email Deliverability
- Email Lists
- Email Marketing
- Email Service Providers
- Email Subject Lines
- Green Marketing
- High-Tech Marketing
- Hiring Outside Resources
- Hispanic Marketing
- Interactive Marketing
- International Marketing
- Keywords
- Landing Pages
- Lead Generation
- Lead Nurturing
- Logos
- Management
- Market Research
- Marketing Analytics
- Marketing Budgets
- Marketing Challenges
- Marketing Dashboards
- Marketing Inspiration
- Marketing Operations
- Marketing Plans
- Marketing Smarter
- Marketing Strategy
- Marketing Tips
- Measurement
- Metrics
- Mobile Marketing
- Naming
- New Media
- Newsletters
- Non Profits
- Online Marketing
- Permission Email Marketing
- Personal Branding
- Personalization
- Positioning
- Positioning Statements
- PowerPoint
- PPC Campaigns
- Press Kits
- Pricing
- Print Collateral
- Product Management
- Product Marketing
- Promotions
- Public Relations
- Public Speaking
- Recession
- Referrals
- Research Summaries
- ROI
- Sales
- Search Engine Marketing
- Search Engines
- Segmentation
- SEO
- Services Marketing
- Small Business
- SMS
- Social Media
- Social Networking
- Sponsorship
- Surveys
Join over 433,000 members ... SIGN UP!
Already a member? Sign In!
Comments
This is a fantatic case study. My favorite part is that the video was released to YouTube but traffic was directed to videos hosted on domain with a landing page in front of case studies and white papers so that they could increase their site SEO acquistion and conversion simultaneously.