7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

1/60

Social Media Monitoring in10 Minutes a Day

Rick Burnes

Marketing Manager @HubSpot

Twitter: @RickBurnes

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

2/60

Whats HubSpot?

Founded in July 2006; grew out of research at MIT

Sells inbound marketing software

2,300+ customers; 120+ employees2

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

3/60

Agenda

I. About Social Media Monitoring &

Inbound MarketingII. Why use social media?

.

IV.How to measure it?

3

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

4/60

This Isnt Social Media Monitoring

Photo: Penmachine

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

5/60

This Is

5

Social media monitoring isnt about being super techy.

Its about listening.

Flickr: Susan NYC

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

6/60

Social Media Is Not Just Marketing

6

InternalCommunication

Sales &Support And lots more

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

7/60

Traditional Marketing (Outbound)

7

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

8/60

Marketing Today (Inbound)

8

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

9/60

How Do the Best New Companies Market?

1950 - 2000 2000 - 2050

9

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

10/60

What Is Inbound Marketing?

Get Found

Publish

Promote

Optimize

Process Tools

Get Found

Content Mgmt Blogging

Social Media

SEO

Website Visitors

10

Convert

Get Found Analytics

Convert

Test

Target Nurture

Customers

Convert

Offers / CTAs

Landing Pages Email

Lead Intelligence

Lead Mgmt

Analytics

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

11/60

Twitter Feeds the Funnel & Helps Convert

Blogging SEO Email Pay-Per-ClickSocial Media Monitoring

Website Visitors

11

Leads

Customers

SocialMedia

Monitoring

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

12/60

Agenda

I. About Social Media Monitoring &

Inbound MarketingII. Why use social media?

.

IV.How to measure it?

12

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

13/60

Social Media Is Now a Staple

13

Unmeasured Small scale No business impact But lots of fun

Highly measurable Massive scale Major driver of leads, sales Still fun

Flickr: anitacanita Flickr: sierravalleygirl

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

14/60

PR, Social-Media Style

Need to urgently speak with a business that is veryactively leveraging social media strategies; for ZDNet

408 555-1234?

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

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

15/60

PR, Social-Media Style

Elapsed Time:50 Minutes

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

16/60

The Old Days: Just Search

16

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

17/60

Today: Social Media Matters, Too

17

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

18/60

Social Media Plays a Role in SEO

18

Resultsfrom

Twitter

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

19/60

Social Media Drives Leads

HubSpot Social Media Leads

19

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

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

20/60

Agenda

I. About Social Media Monitoring &

Inbound MarketingII. Why use social media?

.

IV.How to measure it?

20

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

21/60

How to Get Started

Listen

Listen More

Build Relationships

Share Your Content

21

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

22/60

Your Daily Minimum

22

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

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

23/60

Setup Google Alerts

1. Sign up foran alert.

2. Set Deliver to to

Feed

23

www.google.com/alerts

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

24/60

Add the Feeds to Google Reader

Subscribe to the feed in

24

Google Reader

www.google.com/reader

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

25/60

Create Feeds for Twitter

1. Search for

your brand

2. Grab the feed foryour search

25www.twitter.com/search

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

26/60

How to Add a Feed

Copy feedaddress

Click onfeed icon

26

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

27/60

Add Feeds From LinkedIn Answers

27

Add aLinkedInAnswers

Feed

www.linkedin.com/answers

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

28/60

Learn Key Commands

K

Scrolls

28

J

ScrollsDown

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

29/60

Check Facebook

29

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

30/60

How to Break Down 10 Minutes

7 Minutes Check Google Reader- Google Alerts- Twitter- LinkedIn- -

30

3 Minutes Check Facebook-Wall-Discussions

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

31/60

Imma Let U Finish

31

but u missed the best social media tool evar!

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

32/60

More Is Not Better

32

Flickr: feastoffun

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

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

33/60

What Do You Do With More Time?

33

Go mingle!(Build relationships.)

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

34/60

Pick the Right Interactions

Comment onsites with

34

http://alerts.grader.com

au or y.

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

35/60

Save Flattering Comments

35

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

36/60

What If You Get Negative Comments?

Respond

If its helpful, rational feedback

Address the commentsthoroughly, openly and honestly Follow-up with action Dont extend the discussion

36

Dont

Respond

If the feedback is irrational ordesigned to draw you into an

extended dialogue

Make sure everybody at yourcompany knows youve decidedto ignore the comment

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

37/60

Dont Just Make Noise

37

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

Flickr: pb031Flickr: Property#1

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

38/60

Conversation & Distribution

Conversation

38

Distribution

AND

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

39/60

Blogging Increases Twitter Reach

39

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

40/60

What to Publish?

Blog

Podcast Videos

Presentations

eBooks

News Releases

40

G S ?

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

41/60

What Gets Shared?

RarelyShared

FrequentlyShared

41

Product info

Free trials Software documentation

New data

Funny videos Top-notch blog posts

D T lk Ab Y P d

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

42/60

Dont Talk About Your Product

HubSpot.com/cartoons

A d

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

43/60

Agenda

I. About Social Media Monitoring &

Inbound MarketingII. Why use social media?

.

IV.How to measure it?

43

D t G t Di t t d

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

44/60

Dont Get Distracted

44

U T itt G d

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

45/60

Use Twitter Grader

45

http://Twitter.Grader.com

Use Facebook Grader

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

46/60

Use Facebook Grader

46http://Facebook.Grader.com

Track Reach

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

47/60

Track Reach

47

Measure the Impact on Your Funnel

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

48/60

Measure the Impact on Your Funnel

Website Visitors

48 Customers

How to Track Your Funnel

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

49/60

How to Track Your Funnel

Track visitors.

49

How to Track Your Funnel

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

50/60

How to Track Your Funnel

Track leads.

50

How to Track Your Funnel

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

51/60

How to Track Your Funnel

Track customers.

51

Why Tracking Via Channels Is Critical

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

52/60

Why Tracking Via Channels Is Critical

Visitors Leads Conversion Customers NetConversion

Twitter 3,289 554 17% 12 0.4%

Facebook 504 75 15% 6 1.2%

Stumbleupon 511 28 5% 1 0.2%

52

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

53/60

Final Thoughts

53

20th Century Customers

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

54/60

20 Century Customers

54

Highly transactional, anonymous.

21st Century Customers

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

55/60

21 Century Customers

Relationship

55

based; they want

to go whereeverybody knowstheir name.

Build Leverage

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

56/60

Build Leverage

56

Too Many Pieces to Put Together!

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

57/60

Too Many Pieces to Put Together!

57

d.j.k. on flickr

HubSpot Puts the Pieces Together

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

58/60

HubSpot Puts the Pieces Together

58

SEO, Social Media Work Together

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

59/60

SEO, Social Media Work Together

59

7/30/2019 3 10 10 Social Media Monitoring 100310142457 Phpapp02

60/60

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