Real-World Education for Modern Marketers

Join Over 610,000 Marketing Professionals

Start here!
N E X T
Text:  A A
PRO

Case Study: How a Software Company Generated Strong Click-Through Rates on Facebook

by   |    |  96 views

Company: 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.


Working with video production company Brief Attention Span and social network video marketing platform provider Involver, Serena developed a video Facebook application that used non-intrusive, interactive elements and an amusing "@#$%" reference to garner the attention of business professionals networking on the site.


Read the Full Article

PRO Membership is required to access this marketing case study. Sign up to read the full article and gain access to all of our PRO content!

Sign up for a 2-Day Free Trial  Learn more about PRO Membership

Kimberly Smith is a staff writer for MarketingProfs. Reach her via kims@marketingprofs.com.

Rate this  

Overall rating

  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
3 rating(s)

Add a Comment

Comments

  • by Angela Hill Fri Jul 31, 2009 via web

    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.

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!