10 Minutes a Day. Rick Burnes.

Transcription

1 Social Media Monitoring in 10 Minutes a Day Rick Burnes Marketing

2 What s HubSpot? Founded in July 2006; grew out of research at MIT Sells inbound marketing software 2,300+ customers; 120+ employees 2

3 Agenda I. About Social Media Monitoring & Inbound Marketing II. Why use social media? III. How do I monitor it? IV.How to measure it? 3

4 This Isn t Social Media Monitoring Photo: Penmachine

5 This Is Flickr: Susan NYC Social media monitoring isn t about being super techy. It s about listening. 5

6 Social Media Is Not Just Marketing Recruiting Internal Communication Sales & Support And lots more 6

7 7 Traditional Marketing (Outbound)

8 8 Marketing Today (Inbound)

9 How Do the Best New Companies Market?

10 What Is Inbound Marketing? Process Website Visitors Tools Get Found Publish Promote Get Found Get Found Content Mgmt Blogging Optimize Social Media SEO Analytics 10 Convert Test Target Nurture Convert Customers Convert Offers / CTAs Landing Pages Lead Intelligence Lead Mgmt Analytics

11 Social Media Feeds the Funnel & Helps Convert Blogging SEO Social Media Monitoring Pay-Per-Click Website Visitors Social Media Monitoring Leads 11 Customers

12 Agenda I. About Social Media Monitoring & Inbound Marketing II. Why use social media? III. How do I monitor it? IV.How to measure it? 12

13 Social Media Is Now a Staple Flickr: anitacanita Unmeasured Small scale No business impact But lots of fun Flickr: sierravalleygirl Highly measurable Massive scale Major driver of leads, sales Still fun 13

14 PR, Social-Media Style Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet I spoke about our use of social media for biz on 2 panels - AND ? I will call you right now

15 PR, Social-Media Style Elapsed Time: 50 Minutes

16 The Old Days: Just Search 16

17 17 Today: Social Media Matters, Too

18 Social Media Plays a Role in SEO Results from Twitter 18

19 Social Media Drives Leads HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot s total social media leads. 19

20 Agenda I. About Social Media Monitoring & Inbound Marketing II. Why use social media? III. How do I monitor it? IV.How to measure it? 20

21 How to Get Started Listen Share Your Content Listen More 21 Build Relationships

22 Your Daily Minimum 10 minutes. Sometimes you ll spend more. This is a minimum to start the conversation. 22

23 Setup Google Alerts 1. Sign up for an alert. 2. Set Deliver to to Feed 23

24 Add the Feeds to Google Reader Subscribe to the feed in Google Reader 24

25 Create Feeds for Twitter 1. Search for your brand 2. Grab the feed for your search 25

26 How to Add a Feed Copy feed address Click on feed icon 26

27 Add Feeds From LinkedIn Answers Add a LinkedIn Answers Feed 27

28 Learn Key Commands K Scrolls Up J Scrolls Down 28

29 Check Facebook 29

30 How to Break Down 10 Minutes 7 Minutes Google Reader Checking - Google Alerts - Twitter - LinkedIn - Industry-Specific Feeds 3 Minutes Facebook - Wall - Discussions 30

31 Imma Let U Finish but u missed the best social media tool evar! 31

32 More Is Not Better Flickr: feastoffun Too much Twitter will make you sick. Balance your time on social media. 32

33 What Do You Do With More Time? Go mingle! (Build relationships.) 33

34 Pick the Right Interactions Comment on sites with authority. 34

35 Save Flattering Comments 35

36 What If You Get Negative Comments? Respond If it s helpful, rational feedback Address the comments thoroughly, openly and honestly Follow-up with action Don t extend the discussion Don t Respond If the feedback is irrational or designed to draw you into an extended dialogue Make sure everybody at your company knows you ve decided to ignore the comment 36

37 Don t Just Make Noise Flickr: pb031 Flickr: Property#1 Constant chatter on social media doesn t move leads into your sales funnel. Unique, valuable content will. 37

38 Conversation & Distribution Conversation AND Distribution 38

39 Blogging Increases Twitter Reach 39

40 What to Publish? Blog Podcast Videos Photos Presentations ebooks News Releases 40

41 What Gets Shared? Rarely Shared Frequently Shared Product info Free trials Software documentation New data Funny videos Top-notch blog posts 41

42 Don t Talk About Your Product HubSpot.com/cartoons

43 Agenda I. About Social Media Monitoring & Inbound Marketing II. Why use social media? III. How do I monitor it? IV.How to measure it? 43

44 Don t Get Distracted 44

45 Use Twitter Grader 45

46 Use Facebook Grader 46

47 Track Reach 47

48 Measure the Impact on Your Funnel Website Visitors 48 Customers

49 How to Track Your Funnel Track visitors. 49

50 How to Track Your Funnel Track leads. 50

51 How to Track Your Funnel Track customers. 51

52 Why Tracking Via Channels Is Critical Visitors Leads Conversion Customers Net Conversion Twitter 3, % 12 04% 0.4% Facebook % 6 1.2% Stumbleupon % 1 0.2% 52

53 53 Final Thoughts ht

54 20 th Century Customers Highly transactional, anonymous. 54

55 21 st Century Customers Relationship based; they want to go where everybody knows their name. 55

56 Build Leverage 56

57 Too Many Pieces to Put Together! 57 d.j.k. on flickr

58 HubSpot Puts the Pieces Together 58

59 SEO, Social Media Work Together 59

60 Thank You! Sign up for a free trial of HubSpot: Connect with me: LinkedIn: Twitter: Join us for our next webinar! The Science of Retweets March 19, the-science-of-retweets-webinar