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Social Media 101 York Technology Association Marketing Leadership Group Meeting May 13, 2009 Rick Burnes Twitter: @rickburnes
Social Media 101
York Technology Association Marketing Leadership Group Meeting
May 13, 2009
Rick Burnes
Twitter: @rickburnes
Introductions
Inbound Marketer Inbound Marketing Software
Agenda
I. Inbound vs. Outbound Marketing
II. What Is Social Media?
III. How to Get Started
IV. Tools You Can Use
V. How to Measure ItV. How to Measure It
Traditional Marketing (Outbound)
4
Marketing Today (Inbound)
5
How Do the Best New Companies Market?
1950 - 2000 2000 - 2050
66
What Is Inbound Marketing?
Get Found
Get Found
• Publish
• Promote
• Optimize
Process Tools
Get Found
• Content Mgmt
• Blogging
• Social Media
• SEO
Website Visitors
7
Convert
Get Found• SEO
• Analytics
Convert
• Test
• Target
• Nurture
Customers
Convert
• Offers / CTAs
• Landing Pages
• Lead Intelligence
• Lead Mgmt
• Analytics
Inbound Is Cheaper
Agenda
I. Inbound vs. Outbound Marketing
II. What Is Social Media?
III. How to Get Started
IV. Tools You Can Use
V. How to Measure ItV. How to Measure It
What Is Social Media?
Content created using web applications structured as
communities. It has mostly the same form as traditional
media (video, audio, prose, etc), but it is cheaper to media (video, audio, prose, etc), but it is cheaper to
produce and has a heavy emphasis on sharing and
content discussion.
Traditional Media vs. Social Media
11
Of Course You’re Skeptical
12
Flickr: mmmonica
Social Media? No Time for That Nonsense!
Why Do I Need to Know This?
PR, Social-Media Style
I will call you right now
Need to urgently speak with a business that is very actively 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
Elapsed Time:
50 Minutes
Communicate With Customers
It’s Part of the New Ecosystem
SEO
Visitors
& Links
Visitors
& Links
Content
Social Media
& Links
Visitors
& Links
Impact on Our Sales Funnel
15
20
25
30
35
300
400
500
600
Le
ad
s
Vis
ito
rs
HubSpot.com Referrals From Twitter
0
5
10
15
0
100
200
Vis
ito
rs
Leads From Twitter
New source of visitors & leads
Agenda
I. Inbound vs. Outbound Marketing
II. What Is Social Media?
III. How to Get Started
IV. Tools You Can Use
V. How to Measure ItV. How to Measure It
Go!
20
Flickr: Wendy Crockett
You Already Have the Skills
You Just Do It Offline
• Meeting people
• Building relationships
• Asking questions
• Answering questions
21
• Answering questions
• Building trust
• Building a reputation
So Where Do You Start?
Where Does Your Industry Hang Out?
How to find out:• google.com/blogsearch
• Technorati.com
• Existing blogs
• Industry Twitterers
Flick: Hamed Saber
What Are They Saying About You?
Go to: search.twitter.com
Follow the Conversation Via RSS
How to sign up: Google.com/reader
Participate in Q&A
Discussions
• Yahoo! Answers
• LinkedIn Q&A • LinkedIn Q&A
and Discussions
Relationships Built on Twitter
Distribute Your Content
Agenda
I. Inbound vs. Outbound Marketing
II. What Is Social Media?
III. How to Get Started
IV. Tools You Can Use
V. How to Measure ItV. How to Measure It
3 Functions of Social Media Tools
Share
NetworkPublish
What Is Twitter?
Like … … Except
A blog Only 140 characters
A social network It’s viewable in lots of
places
A giant chat room You choose the people you
follow
Instant Messaging It’s public and archived on
the web
This Is Micro-Blogging
http://twitter.com/Scobleizer/statuses/774666561
Select Who You Follow
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On your homepage you only see relevant updates.
But You Can See Anybody’s Tweets
Go to: search.twitter.com
It’s a Discussion, Not a Broadcast
Use Favorites to Save Highlights
twitter.com/HubSpot/favourites
Recognize This?
37
Network Is Valuable for Search
38
Answer Questions
39
Create a Group
40
Use YouTube for Voice
41
Authenticity > Production Quality
Publish What You Have
• SolidWorks: 100+ Videos on Website
• Published on YouTube, No Promotion
• 10,000+ Views / Month
Agenda
I. Inbound vs. Outbound Marketing
II. What Is Social Media?
III. How to Get Started
IV. Tools You Can Use
V. How to Measure ItV. How to Measure It
Facebook Fans & Activity
YouTube Insight
45
Twitter.grader.com
Measure the Top of the Funnel
Website Visitors
47
Track Referrals
Others
48
Google [search] (11.4%)
blog.hubspot.com (10.2%)
Twitter (5.1%)
Webinars (9%)
website.grader.com (6.6%)
Measure the Whole Funnel
Website Visitors
49
Customers
How to Track Your Funnel
Track visitors. Track leads. Track customers.
Track Conversions
Traffic to HubSpot.com
Visitors Leads Conversion Customers Net Conversion
Twitter 3,289 554 17% 12 0.4%
Techcrunch 504 75 15% 6 1.2%
ZDnet 511 28 5% 1 0.2%
Selected Channels
Final Thoughts …
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More Brain, Less Budget
Flickr: Refracted MomentsFlickr: Refracted MomentsFlickr: Gaetoan LeeFlickr: Gaetoan Lee
Build Leverage
54
Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/free-trial/
Connect with me:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes
Email: [email protected]
