How to Improve Lead Generation Using the Social Media Advancements in 2012

Rebecca CorlissHead Social Media and ContentHubSpot

Janet AronicaHead of MarketingShareaholic

RebeccaCorliss

Head of Social Media and Content at HubSpot

@repcor

JanetAronica

Head of Marketing at Shareaholic

@JanetAronica

Housekeeping Notes:

Webinar slides + video will be emailed to all

Interact with us on Twitter: #Social20122

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Shareaholic

Analytics

Recommend-ations

ShareButtons

Shareaholic

ChannelsShareaholic makes it easier to discover thebest content on the web. #Social201

2

Search EngineOptimization

Blogging & Social Media

Lead Generation

Email & Automation

Marketing Analytics

Lead Management

#Social2012

#Social2012

WHAT IS INBOUND

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#Social2012

 Inbound

marketing is a fundamental shift

in how we relate to potentialcustomers

#Social2012

RECYCLE/TRASH

44%SAY

‘DO NOT CALL’

200million

SKIP ADS86%

UNSUBSCRIBE91%

#Social2012

PUSHPAIDRENT

INTERRUPTINVENTORY

Email

VS.

PULLEARNED

OWNATTRACTASSET

#Social2012

#Social2012

1Tweet

Form

Landing Page Lead

Like CTABlog Post

Landing Page

Post CTAProduct

PageLanding Page

Social to Lead Process

#Social2012

1Tweet

Form

Landing Page Lead

Like CTABlog Post

Landing Page

Post CTAProduct

PageLanding Page

Gut Check: Will they LOVE it?

#Social2012

#Social2012

A WORLD OF VISUALS

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#Social2012

IN 2012:SOCIAL USERS SHIFTED FOCUS TO VISUAL CONTENT.

#Social2012

700%TRAFFIC GROWTH

2011 -> 2012

% of traffic sent to 200,000 Shareaholic publisher

websites January 2012 – November 2012

#Social2012

% of traffic sent to 200,000 Shareaholic publisher

websites January 2012 – November 2012

39.5%TRAFFIC GROWTH

2011 -> 2012

#Social2012

TIMELINE for brands and profiles

#Social2012

53% more likes than the average post

VISUAL CONTENT gets

Vs.

#Social2012

Source: PB Fingers http://www.pbfingers.com/

Visual content done right

#Social2012

VISUAL content toolshttp://bit.ly/SHRPintools

#Social2012

Twitter VISUAL Search

#Social2012

LinkedIn is VISUAL

#Social2012

Be prepared to change your content strategy.

#Social2012

Designers are the marketers of the future.

#Social2012

SOCIAL AND SEARCH

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#Social2012

IN 2012:SOCIAL BROUGHT RELEVANCE AND A NEW FORM OF AUTHORITY TO SEARCH.

#Social2012

Migrating Away from Search Rank

#Social2012

Google+ Info in Search Results

#Social2012

Social Adds Utility and Relevance

#Social2012

Use Reach to Grow Search Authority

#Social2012

Google+ Blog Author Profiles

Track Individuals’ Contributions

#Social2012

Your reputation is your search authority.

#Social2012

Focus on increasing utility, not rank.

#Social2012

MOBILE

5

#Social2012

IN 2012:MAJOR INCREASE IN MOBILE TRAFFIC FOR BUSINESSES #Social201

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93%MOBILE TRAFFIC GROWTHin 2012

#Social2012

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Tablet users crave content

Source: Pew Research Center’s Project for Excellence in Journalism #Social2012

9.56% higher bounce rate than desktop visitors

% of traffic sent to 200,000 Shareaholic publisher websites January 2012 – November 2012 #Social2012

43

MOBILEsharing

#Social2012

Don’t forget your mobile reader.

#Social2012

BRINGING IT ALL TOGETHER

5

#Social2012

46

Stand out fromthe noise.

#Social2012

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FOCUSon the content your AUDIENCE wants.

#Social2012

48

Increase Conversi

ons

#Social2012

Use SmartCTAs

#Social2012

MeasureSocial

#Social2012

2013

THANKYOU

RebeccaCorliss@repcor

JanetAronica@JanetAronica

#Social2012