Date post: | 18-Jul-2016 |
Category: |
Documents |
Upload: | heymuralius2141 |
View: | 3 times |
Download: | 0 times |
Social Media Monitoring inSocial Media Monitoring in 10 Minutes a Dayy
Rick BurnesMarketing Manager @HubSpotMarketing Manager @HubSpotTwitter: @RickBurnes
What’s HubSpot?
• Founded in July 2006; grew out of research at MIT• Sells inbound marketing software• Sells inbound marketing software• 2,300+ customers; 120+ employees
2
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?
3
This Is
Flickr: Susan NYC
5
Social media monitoring isn’t about being super techy.It’s about listening.
Social Media Is Not Just Marketing
Recruiting
Internal CommunicationCommunication
6
Sales & Support And lots more …
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
10
Customers
g• Analytics
Social Media Feeds the Funnel & Helps Convert
Blogging SEO Email Pay-Per-ClickSocial Media Monitoring
Website Visitors
LeadsSocial MediaMonitoring
11
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?
12
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
13
• 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?
Social Media Drives Leads
HubSpot Social Media Leads
Twitter is largest category, at >40% of HubSpot’s total social media leads.
19
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?
20
Your Daily Minimum
10 minutes. Sometimes you’ll spend more.This is a minimum to start the conversation
22
This is a minimum to start the conversation.
Add the Feeds to Google Reader
Subscribe to the feed in Google Reader
google com/reader
24
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 Break Down 10 Minutes
7 Minutes Google Reader Checking- Google Alerts- TwitterTwitter- LinkedIn- Industry-Specific Feeds
3 Minutes Facebook- Wall - Discussions
30
More Is Not Better
Flickr: feastoffun
Too much Twitter will make you sick.Balance your time on social media.
32
What If You Get Negative Comments?
Respond
• If it’s helpful, rational feedback• Address the comments thoroughly, openly and honestly• Follow-up with action• Follow-up with action• Don’t extend the discussion
Don’t • If the feedback is irrational or designed to draw you into an extended dialogue
Respondg
• Make sure everybody at your company knows you’ve decided to ignore the comment
36
Don’t Just Make Noise
Flickr: pb031Fli k P t #1
Constant chatter on social media doesn’t move leads into your sales funnel.Unique valuable content will
pFlickr: Property#1
37
Unique, valuable content will.
What Gets Shared?
Rarely Shared
FrequentlySharedShared Shared
• Product info • New dataProduct info• Free trials• Software documentation
New data• Funny videos• Top-notch blog posts
41
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?
43
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%
52
21st Century Customers
Relationship based; they want to go whereto go where everybody knows their name.
55