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  • Social Media Monitoring inSocial Media Monitoring in 10 Minutes a Dayy

    Rick BurnesMarketing Manager @HubSpotMarketing Manager @HubSpotTwitter: @RickBurnes

  • Whats HubSpot?

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

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  • Agenda

    I. About Social Media Monitoring & Inbound Marketing

    II. Why use social media?yIII. How do I monitor it?IV How to measure it?IV.How to measure it?

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  • This Isnt Social Media Monitoring

    Photo: Penmachine

  • This Is

    Flickr: Susan NYC

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    Social media monitoring isnt about being super techy.Its about listening.

  • Social Media Is Not Just Marketing

    Recruiting

    Internal CommunicationCommunication

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    Sales & Support And lots more

  • Traditional Marketing (Outbound)

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  • Marketing Today (Inbound)

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  • How Do the Best New Companies Market?

    1950 - 2000 2000 - 2050

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  • What Is Inbound Marketing?

    Process ToolsG t F d

    Website Visitors

    Get Found Publish Promote

    Get Found Content Mgmt Blogging

    S i l M di

    Get Found Optimize Social Media

    SEO Analytics

    C t

    Convert Test

    Convert Offers / CTAs Landing PagesConvert Target

    Nurture

    Landing Pages Email Lead Intelligence Lead Mgmt

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    Customers

    g Analytics

  • Social Media Feeds the Funnel & Helps Convert

    Blogging SEO Email Pay-Per-ClickSocial Media Monitoring

    Website Visitors

    LeadsSocial MediaMonitoring

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    Customers

  • Agenda

    I. About Social Media Monitoring & Inbound Marketing

    II. Why use social media?yIII. How do I monitor it?IV How to measure it?IV.How to measure it?

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  • Social Media Is Now a Staple

    Flickr: anitacanita Flickr: sierravalleygirl

    Unmeasured Small scale No business impact

    Highly measurable Massive scale Major driver of leads, sales

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    But lots of fun Still fun

  • 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 -http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9

    I will call you right now

    408 555-1234?

  • PR, Social-Media Style

    Elapsed Time:50 Minutes50 Minutes

  • The Old Days: Just Search

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  • Today: Social Media Matters, Too

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  • Social Media Plays a Role in SEO

    Results fromfrom

    Twitter

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  • Social Media Drives Leads

    HubSpot Social Media Leads

    Twitter is largest category, at >40% of HubSpots total social media leads.

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  • Agenda

    I. About Social Media Monitoring & Inbound Marketing

    II. Why use social media?yIII. How do I monitor it?IV How to measure it?IV.How to measure it?

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  • How to Get Started

    Listen

    Li t M

    Share Your Content

    Listen More

    Build Relationships21

  • Your Daily Minimum

    10 minutes. Sometimes youll spend more.This is a minimum to start the conversation

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    This is a minimum to start the conversation.

  • Setup Google Alerts

    1. Sign up for an alert.

    2. Set Deliver to to Feed

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    www.google.com/alerts

  • Add the Feeds to Google Reader

    Subscribe to the feed in Google Reader

    google com/reader

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    www.google.com/reader

  • Create Feeds for Twitter

    1. Search for b dyour brand

    2. Grab the feed for your searchy

    25www.twitter.com/search

  • How to Add a Feed

    Copy feed address

    Click on feed icon

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  • Add Feeds From LinkedIn Answers

    Add a LinkedInAnswers

    F d

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    Feedwww.linkedin.com/answers

  • Learn Key Commands

    KScrolls

    Up

    JScrolls DownDown

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  • Check Facebook

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  • How to Break Down 10 Minutes

    7 Minutes Google Reader Checking- Google Alerts- TwitterTwitter- LinkedIn- Industry-Specific Feeds

    3 Minutes Facebook- Wall - Discussions

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  • Imma Let U Finish

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    but u missed the best social media tool evar!

  • More Is Not Better

    Flickr: feastoffun

    Too much Twitter will make you sick.Balance your time on social media.

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  • What Do You Do With More Time?

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    Go mingle! (Build relationships.)

  • Pick the Right Interactions

    Comment onComment on sites with authority.

    http://alerts.grader.com

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  • Save Flattering Comments

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  • What If You Get Negative Comments?

    Respond

    If its helpful, rational feedback Address the comments thoroughly, openly and honestly Follow-up with action Follow-up with action Dont extend the discussion

    Dont If the feedback is irrational or designed to draw you into an extended dialogue

    Respondg

    Make sure everybody at your company knows youve decided to ignore the comment

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  • Dont Just Make Noise

    Flickr: pb031Fli k P t #1

    Constant chatter on social media doesnt move leads into your sales funnel.Unique valuable content will

    pFlickr: Property#1

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    Unique, valuable content will.

  • Conversation & Distribution

    Conversation

    Distribution

    AND

    Distribution

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  • Blogging Increases Twitter Reach

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  • What to Publish?

    Blogg Podcast Videos Videos Photos Presentations eBooks News Releases

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  • What Gets Shared?

    Rarely Shared

    FrequentlySharedShared Shared

    Product info New dataProduct info Free trials Software documentation

    New data Funny videos Top-notch blog posts

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  • Dont Talk About Your Product

    HubSpot.com/cartoons

  • Agenda

    I. About Social Media Monitoring & Inbound Marketing

    II. Why use social media?yIII. How do I monitor it?IV How to measure it?IV.How to measure it?

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  • Dont Get Distracted

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  • Use Twitter Grader

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    http://Twitter.Grader.com

  • Use Facebook Grader

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    http://Facebook.Grader.com

  • Track Reach

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  • Measure the Impact on Your Funnel

    Website Visitors

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    Customers

  • How to Track Your Funnel

    Track visitors.

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  • How to Track Your Funnel

    Track leads.

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  • How to Track Your Funnel

    Track customers.

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  • Why Tracking Via Channels Is Critical

    Visitors Leads Conversion Customers Net Conversion

    Twitter 3 289 554 17% 12 0 4%Twitter 3,289 554 17% 12 0.4%

    Facebook 504 75 15% 6 1.2%

    Stumbleupon 511 28 5% 1 0.2%

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  • Fi l Th htFinal Thoughts

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  • 20th Century Customers

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    Highly transactional, anonymous.

  • 21st Century Customers

    Relationship based; they want to go whereto go where everybody knows their name.

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  • Build Leverage

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  • Too Many Pieces to Put Together!

    57d.j.k. on flickr

  • HubSpot Puts the Pieces Together

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  • SEO, Social Media Work Together

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  • Thank You!Sign up for a free trial of HubSpot:www.hubspot.com/trial

    Connect with me:LinkedIn: www.linkedin.com/in/rickburnesTwitter: www.twitter.com/rickburnes

    Join us for our next webinar!The Science of Retweets March 19, 2010www.hubspot.com/marketing-webinars/

    the-science-of-retweets-webinar