10 Minutes a Day ... Social media monitoring isn't about being super techy. .... Pick the Right Interactions. Comment on. Comment on sites with authority.
Social Media Monitoring in 10 Minutes a Day y
Rick Burnes Marketing Manager @HubSpot Twitter: @RickBurnes
What’s HubSpot?
• Founded in July 2006; grew out of research at MIT • Sells inbound marketing software • 2,300+ customers; 120+ employees 2
Agenda I. About Social Media Monitoring & Inbound Marketing II. Whyy use social media? III. How do I monitor it? IV How to measure it? IV.
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This Isn’t Social Media Monitoring
Photo: Penmachine
This Is
Flickr: Susan NYC
Social media monitoring isn’t about being super techy. It’s about listening. 5
Social Media Is Not Just Marketing
Recruiting
Internal Communication
Sales & Support 6
And lots more …
Traditional Marketing (Outbound)
7
Marketing Today (Inbound)
8
How Do the Best New Companies Market? 1950 - 2000
9
2000 - 2050
What Is Inbound Marketing?
Process
Website Visitors
Get Found • Publish • Promote • Optimize
Get Found Convert • Test • Target • Nurture
C Convert t
Customers 10
Tools Gett Found G F d • Content Mgmt • Blogging • Social S i lM Media di • SEO • Analytics Convert • Offers / CTAs • Landing Pages • Email • Lead Intelligence • Lead Mgmt g • Analytics
Social Media Feeds the Funnel & Helps Convert Blogging
SEO
Social Media Monitoring
Website Visitors
Social Media Monitoring
Leads
Customers 11
Email
Pay-Per-Click
Agenda I. About Social Media Monitoring & Inbound Marketing II. Whyy use social media? III. How do I monitor it? IV How to measure it? IV.
12
Social Media Is Now a Staple
Flickr: anitacanita
• Unmeasured • Small scale • No business impact • But lots of fun 13
Flickr: sierravalleygirl
• Highly measurable • Massive scale • Major driver of leads, sales • 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 408 555-1234?
I will call you right now
PR, Social-Media Style
Elapsed Time: 50 Minutes
The Old Days: Just Search
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Today: Social Media Matters, Too
17
Social Media Plays a Role in SEO
Results from Twitter
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Social Media Drives Leads HubSpot Social Media Leads
Twitter is largest category, at >40% of HubSpot’s total social media leads.
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Agenda I. About Social Media Monitoring & Inbound Marketing II. Whyy use social media? III. How do I monitor it? IV How to measure it? IV.
20
How to Get Started
Listen
Share Your Content Li t M Listen More
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Build Relationships
Your Daily Minimum
10 minutes. Sometimes you’ll spend more. This is a minimum to start the conversation conversation.
22
Setup Google Alerts 1. Sign up for an alert.
2. Set “Deliver to” to “Feed”
www.google.com/alerts 23
Add the Feeds to Google Reader
Subscribe to the feed in Google Reader
www.google.com/reader google com/reader
24
Create Feeds for Twitter 1. Search for your brand b d 2. Grab the feed for yyour search
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www.twitter.com/search
How to Add a Feed Copy feed address
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Click on feed icon
Add Feeds From LinkedIn Answers
Add a LinkedIn Answers F d Feed www.linkedin.com/answers 27
Learn Key Commands
“K” Scrolls Up
“J” Scrolls Down
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Check Facebook
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How to Break Down 10 Minutes
30
7 Minutes
Google Reader Checking - Google Alerts - Twitter - LinkedIn - Industry-Specific Feeds
3 Minutes
Facebook - Wall - Discussions
Imma Let U Finish …
… but u missed the best social media tool evar! 31
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?
Go mingle! (Build relationships.) 33
Pick the Right Interactions
Comment on sites with authority.
http://alerts.grader.com
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Save Flattering Comments
35
What If You Get Negative Comments?
Respond
Don’t Respond
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• If it’s helpful, rational feedback • Address the comments thoroughly, openly and honestly • Follow-up with action • Don’t extend the discussion
• If the feedback is irrational or designed to draw you into an extended dialogue g • Make sure everybody at your company knows you’ve decided to ignore the comment
Don’t Just Make Noise
Flickr: p pb031
Fli k P Flickr: Property#1 t #1
Constant chatter on social media doesn’t move leads into your sales funnel. Unique valuable content will Unique, will.
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Conversation & Distribution
Conversation AND
Distribution
38
Blogging Increases Twitter Reach
39
What to Publish? • • • • • • •
40
Blog g Podcast Videos Photos Presentations eBooks News Releases
What Gets Shared? Rarely Shared
• Product info • Free trials • Software documentation
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Frequently Shared
• New data • Funny videos • Top-notch blog posts
Don’t Talk About Your Product
HubSpot.com/cartoons
Agenda I. About Social Media Monitoring & Inbound Marketing II. Whyy use social media? III. How do I monitor it? IV How to measure it? IV.
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Don’t Get Distracted
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Use Twitter Grader
http://Twitter.Grader.com 45
Use Facebook Grader
http://Facebook.Grader.com 46
Track Reach
47
Measure the Impact on Your Funnel Website Visitors
Customers 48
How to Track Your Funnel
Track visitors.
49
How to Track Your Funnel
Track leads.
50
How to Track Your Funnel
Track customers.
51
Why Tracking Via Channels Is Critical
Visitors
Leads
Conversion
Customers
Net Conversion
3 289 3,289
554
17%
12
0 4% 0.4%
Facebook
504
75
15%
6
1.2%
Stumbleupon
511
28
5%
1
0.2%
Twitter
52
Fi l Th Final Thoughts ht …
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20th Century Customers
Highly transactional, anonymous. 54
21st Century Customers
Relationship based; they want to go where everybody knows their name.
55
Build Leverage
56
Too Many Pieces to Put Together!
d.j.k. on flickr
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HubSpot Puts the Pieces Together
58
SEO, Social Media Work Together
59
Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/trial Connect with me: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes
Join us for our next webinar! The Science of Retweets – March 19, 2010 www.hubspot.com/marketing-webinars/ the-science-of-retweets-webinar
