#INBOUND14
3 Steps for Executing a First Class Social Media Strategy
Paul Schmidt
Senior Inbound Marketing Consultant, HubSpot
Goal Setting
3 Steps for Social Media Success
Agenda
#INBOUND14
1 Goal Setting
#INBOUND14
“If you were to look 3-6 months out from now, how would you measure success?”
#INBOUND14
#INBOUND14
How do you measure social media success?
#INBOUND14
3 Steps for Executing a Social Media Strategy
Monitoring
ReportingPublishing
1 Listening Streams
2 Community Management
Step One: Monitoring
#INBOUND14
1 Company/Product Mentions
2 Prospects, Leads, Customers
3 External Events (Tradeshow)
4 Internal Events (webinars,
Twitter chats)
5 Competitors
Listening Streams
#INBOUND14
Understand who is appearing in
your listening streams with
color-coded Twitter streams
Green = Customer
Orange = Lead
Grey = Possible Contact
Who are you listening to?
#INBOUND14
Community ManagementSimplifiedWith Social Inbox
#INBOUND14
Community ManagementOn the Go
1 Tracking
2 Timing
3 Optimization
Step Two: Publishing
#INBOUND14
Tracking: Every Post Must be Tracked
#INBOUND14
Tracking: Browser Bookmarklet
#INBOUND14
Timing: Schedule your posts
#INBOUND14
1 Set up your social publishing schedule
Publishing Best Practices:
#INBOUND14
2 Identify types of content that resonate with your audience:
A. Conversational
B. Educational content
C. Transactional
Publishing Best Practices:
#INBOUND14
3 Format content to align with channels’ publishing requirements
A. Text
B. Images
C. Video
Publishing Best Practices:
#INBOUND14
4 Identify channels that resonate with your
audience:
A. Identify influencers
B. Create listening streams
C. Analyze their social media activity
Publishing Best Practices:
#INBOUND14
5 Align publishing activities with goals
A. Engagement with social posts
B. Referral traffic to our site
C. Conversions / Leads
D. Revenue / Customers
Publishing Best Practices:
#INBOUND14
Publishing:
1 Macro Metrics
2 Micro-Conversions
Step Three: Reporting
#INBOUND14
Macro Conversions:
ROI
#INBOUND14
Macro Conversions:
ROI
#INBOUND14
Macro Conversions:
ROI
#INBOUND14
Macro Conversions:
Social MediaTrends
#INBOUND14
Micro Conversions: Conversation Rate# of conversations or comments per post
Credit: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
#INBOUND14
Micro Conversions: Amplification Rate# of retweets or shares per post
Credit: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
#INBOUND14
Micro Conversions: Applause Rate# of clicks, likes, or +1’s per post
Credit: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
Monitoring
ReportingPublishing
#INBOUND14
• Small marketing team with limited resources
• Unclear metrics on effectiveness of social
• Lack of insight on content effectiveness
Results:
1 3.8x increase in traffic
2 5x increase in leads
Reporting: Lead Generation
#INBOUND14
Reporting: Lead Nurturing
• Social media contests
• Contest registration landing pages
Results:
1 47% lead-customer conversion rate
2 17% increase in sales from social media
#INBOUND14
Image Credit: @SylwiaBartyzel
#INBOUND14
Thank You!
Senior Inbound Marketing Consultant
@drumming
PaulSCHMIDT
#INBOUND14
Follow up Resources:http://academy.hubspot.com/social-media-publishing-videos-training
http://academy.hubspot.com/social-monitoring-videos-training/