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Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
Amplifying Your Content with Social Media
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Amplifying Your Content with Social Media

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Social media is not optional. It's been proven to increase website visitors, to help convert more leads and to drive more customers. But do you know how to best navigate the social media landscape? …

Social media is not optional. It's been proven to increase website visitors, to help convert more leads and to drive more customers. But do you know how to best navigate the social media landscape? Who to target, and which networks are best for your audience?

This presentation is part of HubSpot's complimentary Inbound Certification. You can learn more at: http://academy.hubspot.com/certification

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  • Twitter hashtag
  • your agenda for the labs are very simple.you start out by talking about where forms fit in with the methodology – and then dive in to two examples that I have here – one b2b one b2cThen you will go throughsome examples of today’s atetndees – so if you have a link to a landing page to review – that would be helpful.
  • Why do you want to be on social media? Because that’s where your prospects are. That’s where the internet spends its time! Looking at even just one network– facebook—users spend 4x more time on facebook than on google.
  • (Active users as of when? –KG )Facebook has 1 billion active users, according to Yahoo! Finance. TechCrunch reports Twitter has 170 million active users, and Google+ has 100 million. Read more: http://blog.hubspot.com/blog/tabid/6307/bid/33734/20-Common-Social-Media-Marketing-Myths-BUSTED.aspx#ixzz2HyooYkL3
  • Photo credit? –KGSocial media helps you get more Traffic to YOUR site. Remember the inbound marketing methodology– the first section is all about attracting some of those billions of strangers wanderig around on the internet to visit YOUR site.Social media can make this happen
  • Capitalize source name – Social Media Examiner? -KG
  • Social media is great for getting traffic, but it’s also great for getting leads!
  • Does this graph need a date on the title? When is this data from? – KGAnd look at this graph! a whopping 77% -- so almost 8 out of every 10 b2c marketers– said they acquired a customer from facebook. 8/10!!
  • PHOTO CREDIT? -KG
  • Looking at a couple other benefits here..Guest blogging for inbound links lets you build a few good relationships, but social media lets you build hundreds of thousands.Maintaining an active social media presence lets you carry on prolonged, friendly conversations with YOUR folloyours. And while you dothat, YOUR social reach extends even more as their network sees you popping up in their feeds. When you’re talking with people one-on-one like you do on social media, you can provide seriously personalized service that other marketing channels struggle to matchphoto credit: <a href="http://www.flickr.com/photos/keoni101/5626863045/">Keoni Cabral</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by/2.0/">cc</a>
  • Give customer love! Respond to positive mentions of YOUR brand, retyouet customers tyouets, show appreciation for the love YOUR customers are spreading about you, provide great customer supportphoto credit: <a href="http://www.flickr.com/photos/ebolasmallpox/240477265/">horizontal.integration</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-sa/2.0/">cc</a>
  • People like to do business with people they like and trust, and it’s really hard to trust a business. Easier to trust when people are reminded there are real live humans working at YOUR company.Publish photos of YOUR teammates being themselves (Facebook)’Consider signing SM updatesHave conversations with fans/folloyours/commenters.
  • photo credit: <a href="http://www.flickr.com/photos/lori_greig/5331407245/">Lori Greig</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>
  • Add photo credit – KGphoto credit: <a href="http://www.flickr.com/photos/aussiegall/11681814993/">aussiegall</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by/2.0/">cc</a>
  • Photo credit needed? –KGAnd remember– social media can be incredibly valuable when it comes to getting found in search engines. Not only do those shares count as votes for YOUR content, but many search engines (like google) search social media—like twitter and of cyourse G+ -- when it comes to looking for content. photo credit: <a href="http://www.flickr.com/photos/amyriddle/4565323155/">Amy L. Riddle</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nd/2.0/">cc</a>
  • PHOTO CREDIT NEEDED? - KGWhatever network you’re sharing on, though, make sure you always include a link in any update so you can track the effectiveness AND get back to the original content—be that YOURs or someone else’sphoto credit: <a href="http://www.flickr.com/photos/kk/23781529/">kk+</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-sa/2.0/">cc</a>
  • Whatever network you’re sharing on, though, make sure you always include a link in any update so you can track the effectiveness AND get back to the original content—be that YOURs or someone else’sphoto credit: <a href="http://www.flickr.com/photos/kk/23781529/">kk+</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-sa/2.0/">cc</a>
  • First, always focus on behaviors: don’t pay attention to WHAT someone is doing, pay attention to WHY they’re doing it. Understanding those motives is essential to creating a great persona, and it also gives you some predictive poyour! If you know not just what someone has done, but WHY they did it, you can use that to extrapolate what they might do or want to see next!
  • Content Level – Lists: Comparative
  • First, always focus on behaviors: don’t pay attention to WHAT someone is doing, pay attention to WHY they’re doing it. Understanding those motives is essential to creating a great persona, and it also gives you some predictive poyour! If you know not just what someone has done, but WHY they did it, you can use that to extrapolate what they might do or want to see next!
  • SM is a great way to get YOUR name out there and grow YOUR reach– expand the number of people who see and can interact with YOUR content, YOUR company. Ways to build reach:Follow, friend, connect.Share links!Set up automatic publishing to make it easy to post consistentlyPromote YOUR own content 50% of the timeLeverage existing contactsBecause remember: YOUR social media accounts are only as valuable as YOUR engagement and YOUR content—so make sure you have something valuable to share. Shelf life of message averages 3 hyours—set up automatic publishing to make it easy to post consistently
  • PHOTO CREDIT? –KGExplain cocktail party rule on the slide?Treat YOUR social media interactions like being at a cocktail party.photo credit: <a href="http://www.flickr.com/photos/x-ray_delta_one/4167751227/">x-ray delta one</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-sa/2.0/">cc</a>
  • Content Level – Lists: Comparative
  • PHOTO CREDIT? -KG
  • PHOTO CREDIT? –KGTailor YOUR messaging on personal social networks to be more entertaining, casual, and focused on the interests of YOUR audience rather than being heavily brand-focused. On the other hand, for a professional social network like LinkedIn, you'd probably want YOUR updates to be more industry-focused and brand-centric.photo credit: <a href="http://www.flickr.com/photos/mattcoatslovesyou/1162222252/">matt coats</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>
  • Twitter“the buzz generator”Brings a viral, buzz-generating component to YOUR marketing. When lots of people share YOUR hashtag, that’s a lot of visibility!
  • CasualShort-form contentShort message lifespan– about 1.5-2 hyours = can share lots of ideas throughout the dayPeople are much more accstomed to seeing content scrolling through their feed at a rapid pacephoto credit: <a href="http://www.flickr.com/photos/chrisjohnbeckett/3085723494/">chrisjohnbeckett</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>
  • Next one is facebooK!helps businesses to become more likeableMost “personal”- users expect businesses to act more like friendsMonks- photo credit: <a href="http://www.flickr.com/photos/roubicek/360904799/">Roubicek</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nd/2.0/">cc</a>
  • IMAGE CREDIT? HIGHER RES IMAGE? –KGFacebook gets a lot of traffic- first statBut despite that fact, unlike twitter where you can post multiple snippets of content throughout the day, facebook really appreciates less-frequent, but more valuable updates throughout the day. Instead of just posting a fun stat on twitter then linking to a blog post, on facebook, you might want to list YOUR stat, call out how that figure is relevant to YOUR folloyours, and include an image linking to YOUR postThere’s a little more exposure involved for YOUR folloyours on facebook– in order for them to connect with YOUR brand and get updates from it, they must actively decide to “like” YOUR brand. This action is visible by others—their name is now associated with YOUR brand—so the content posted on FB needs to be worthwhile to reflect that leap of faith they took.
  • PHOTO CREDIT? -KGThink back to mindset divide
  • PHOTO CREDIT? -KG
  • HIGHER RES IMAGE? -KGPeople aren’t terribly active on it, but value comes from SEO interfaceWhen you post content on Google +, you make it more likely that YOUR company will rank on Google’s SERPs b/c Google is now considering +1’s as a factor in how to rankPosts from Google+ are being indexed in the SERPs, and authors' Google+ profiles are showing up next to those results and improving clickthrough rates on listings. Even if you're not seeing a lot of engagement on Google+, you might see a bump in YOUR organic search rankings as a result of YOUR activity there.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/33734/20-Common-Social-Media-Marketing-Myths-BUSTED.aspx#ixzz2Hyp8KE1j
  • tyouet pointing to blog postAny content you post on any network that contains a link to YOUR site somewhere in it---whether that’s in the post itself or in YOUR profile, can offer a substantial bump in the volume of traffic coming to YOUR site.
  • Here’s an example of that. This is a facebook post in which you’re promoting a landing page for an offer on email templates. you show the image, include a couple of lines of text, then direclty link to the landing page where that person can convert into a lead
  • PHOTO CREDIT? -KG
  • Change text to complete sentence? Or a question? -KG
  • PHOTO CREDIT? -KG
  • 1. Contains:Step-by-Step Guide to New Facebook Business Page TimelinesHow to Attract Customers with TwitterLearning LinkedIn From the Experts: How to Build a Poyourful Business Presence on LinkedIn4 Marketing Cheat Sheets for Mastering Twitter, Facebook, LinkedIn and Google+
  • Transcript

    • 1. AMPLIFYING YOUR CONTENT WITH SOCIAL MEDIA. Inbound Certification Class #4
    • 2. Sarah Papachristos @sarahpapa HubSpot User Group Program Manager
    • 3. #INBOUND
    • 4. 1  Why social media is crucial to your inbound strategy 2  Developing your social media strategy 3  What does awesome social content look like? 4  Key takeaways and resources AGENDA
    • 5. WHY SOCIAL MEDIA IS CRUCIAL TO YOUR INBOUND STRATEGY. 1
    • 6. Internet users spend 4x more time on Facebook than on Google.  
    • 7. Facebook: 1.3 billion Twitter: 645 million LinkedIn: 300 million Google+: 300 million ACTIVE USERS
    • 8. Use social media to attract visitors. FLICKR USER TOM ARTHUR
    • 9. of marketers saw an increase in traffic after spending just 6 hours per week on social media. 74% SOURCE: SOCIAL MEDIA EXAMINER
    • 10. Use social media to convert visitors into leads.
    • 11. Use social media to engage not just leads, but customers, too.
    • 12. %ofchanneluserswhoacquireda customerthroughthischannel Social media is effective for customer acquisition. 52% 43% 43% 36% 15% 9% 0% 20% 40% 60% 80% 100% Facebook LinkedIn Company Blog Twitter Google+ Pinterest
    • 13. Social media can also be used to delight.
    • 14. Customer delight Stay connected with customers and keep them happy.
    • 15. Foster connections. Social Media is one of the few channels that allows for one on one communication with prospects - let’s use it.
    • 16. Keep customers happy. Want your business to grow? Keep your customers happy – they can be evangelists for your brand. Plus public displays of delight will appeal to your prospects, too!
    • 17. Reach out and address issues promptly.
    • 18. Show your personality. Social media just that – social! So don’t be afraid to show what makes you, your company and your corporate culture special and enjoyable to work with.
    • 19. DEVELOPING YOUR SOCIAL MEDIA STRATEGY. 2
    • 20. When developing a social media strategy consider your buyer personas.
    • 21. Where do you begin? Start by asking the right questions.
    • 22. If content is king, then distribution is queen. FLICKR USER AUSSIEGAL
    • 23. How good is your content?
    • 24. Are you on the right networks? FLICKR USER FRAU HOLLE
    • 25. How is your timing? Are you posting too much, or not enough? How consistent are your posts? FLICKR USER SERENDIPYTIS
    • 26. How are you positioning content? FLICKR USER KIRIKIRI
    • 27. Are you doing more talking or listening? FLICKR USER KALEXANDERSON
    • 28. Are you addressing angry prospects and customers?
    • 29. Personas: who are they? Optimize your profiles Analyze to refine SOCIAL MEDIA BEST PRACTICES Customize your content to each platform Build reach
    • 30. Social profiles are like mini versions of your website. They can be optimized for search exactly too. Do not miss out on an opportunity to expand your reach. Optimize your profiles.
    • 31. Include keywords in your profiles to make them more searchable.
    • 32. Always include links to your website. Make it easy for visitors to find your site. FLICKR USER KK
    • 33. Add visuals and customize everywhere you can: URLs, Headers, Logos, and Avatars. Search engines and users love visual data.
    • 34. Personas: who are they? Optimize your profiles Analyze to refine SOCIAL MEDIA BEST PRACTICES Customize your content to each platform Build reach
    • 35. Personas: Who are they? Knowing your buyer personas thoroughly will allow us to get content to them at the right place at the right time. FLICKR USER PINK SHERBET PHOTOGRAPHY
    • 36. •  Where are they spending time on the internet? •  Which networks? Is it only the big 4 or a niche site targeted at people in the same industry or interest? •  Why are they there? For business or pleasure? •  Most importantly, what sort of content do they want to read and share? HOW YOUR PERSONAS FIT INTO YOUR SOCIAL STRATEGY
    • 37. Once you have found them, stop and listen! What kind of content are they sharing? Posting? Then you can…
    • 38. Personas: who are they? Optimize your profiles Analyze to refine SOCIAL MEDIA BEST PRACTICES Customize your content to each platform Build reach
    • 39. FLICKR USER STUARTPILLOW Build reach Follow, friend, connect: Prospects, customers, thought leaders.
    • 40. Use the cocktail party rule. FLICKR USER X-RAY DELTA ONE
    • 41. •  Ask questions rather than talking about yourself. •  Sharing content that is from other people is OK. In fact it is a necessity. •  80/20 rule: 80% of your content should be interesting and helpful, and 20% can be more promotional. •  Mix things up: Post pictures, videos, ebooks, blog posts, contests, questions, are all fair game. RULES OF SOCIAL MEDIA ETIQUETTE
    • 42. Use curated content to beef up your feeds. Share the content of others and put your own spin on it. WIKIMEDIA COMMONS BRIAN0918
    • 43. Think of your social media feeds as your brand’s mix tape. Create something new and express yourself using a unique mix of content.
    • 44. Personas: who are they? Optimize your profiles Analyze to refine SOCIAL MEDIA BEST PRACTICES Customize your content to each platform Build reach
    • 45. Customize your content to each platform Tailor content to persona and network. you need to not only provide users the content that they are looking for, but position it in the context of that network.
    • 46. TWITTER The Conversation FLICKR USER JFFERY TURNER
    • 47. •  Posts should be 115-120 characters long. •  Tweet early & often! •  Use #hashtags to connect with your audience. •  Watch your replies! Do not start a tweet with an @ mention. •  Use pictures. TWITTER
    • 48. FACEBOOK The Personality
    • 49. •  Keep posts under 250 characters. •  In general, post early in the morning and the afternoon. •  Use images. •  Ask questions. •  Make it fun and personal – this is not the place for serious content! FACEBOOK
    • 50. LINKEDIN The Professional FLICKR USER NAN PALMERO
    • 51. •  Post to company pages and groups. •  Post meaty, thought-provoking content on industry-related topics. •  In general, post before 8AM and after 6 PM on Tuesdays and Thursdays. •  Have employees share content. LINKEDIN FLICKR LAVERRUE
    • 52. GOOGLE+ The Search Engine Driver
    • 53. •  Diversify your content: post images, videos, and educational content. •  +1 buttons showing up next to results can improve click-through rates. •  GREAT for local search optimization. GOOGLE+
    • 54. Personas: who are they? Optimize your profiles Analyze to refine SOCIAL MEDIA BEST PRACTICES Customize your content to each platform Build reach
    • 55. Analyze to refine How do we know we are doing it right? What should you be measuring to evaluate your success? What types of goals should you have in mind when you get started? FLICKR USER J MARK BERTRAND
    • 56. WHAT DOES AWESOME SOCIAL CONTENT LOOK LIKE?3
    • 57. It aligns with all stages of the Buyer’s Journey.
    • 58. Social media allows you to engage prospects at every stage of the buyer’s journey.
    • 59. Share content from the Awareness Stage.
    • 60. Using social media in the Awareness Stage: Share helpful, educational content.
    • 61. Share content from the Consideration Stage. FLICKR USER STEVEN SNODGRASS
    • 62. Share content that helps personas learn more about a specific problem, opportunity, or issue. Using social media in the Consideration Stage:
    • 63. Social media engagement can aid personas in the Decision Stage. FLICKR USER DNO
    • 64. Using social media in the Decision Stage: Have defined their solution strategy, method, or approach.
    • 65. Case Study of a Company that rocks on Social Media: General Electric FLICKR USER OBERAZZI
    • 66. Personas: who are they? Optimize your profiles Analyze to refine SOCIAL MEDIA BEST PRACTICES Customize your content to each platform Build reach
    • 67. •  Customized images for the avatar header and background •  Verified profile •  Links to their website •  Thoroughly fleshed out company bio. GE’s Twitter profile Optimize your profiles
    • 68. •  Posts are short and re-tweetable •  Use of #hashtags to tie into trending topics and events •  Great mix of content: •  Visual •  Responses •  Original •  Posting multiple times per day GE’s Tweets: Customize content to each platform
    • 69. •  Customized background image and logo •  Company description customized for Facebook – light, breezy, fun GE’s Facebook profile page: Optimize your profiles
    • 70. •  Interactive, visual content asks questions •  They are also good at keeping up their replies GE’s Facebook posts: Customize content to each platform
    • 71. •  Customized headers and logos •  Bio and images tailored to LinkedIn Optimize your profiles GE’s LinkedIn page:
    • 72. •  Posting daily •  Posting content that links to other sites (The Economist and Quirky.com) •  Posts are lengthier – taking advantage of unlimited characters GE’s LinkedIn messages: Customize content to each platform
    • 73. •  Customized URL instead of a string of numbers, head and logo •  Links to other social networks •  Have engaged with lots of people via circles GE’s Google+ page: Optimize your profiles
    • 74. •  Great mix of content: infographics, photos, videos, gifs, and illustrations •  Good mix of providing general, fun, and promotional content GE’s Google+ posts: Customize content to each platform
    • 75. How personas factor in:   It is clear from these postings that GE really gets their target buyer persona: •  They spend time on multiple social platforms •  They are technical, and knowledge hungry but also have a playful side •  Love science and love technology
    • 76. How to measure your results. FLICKR USER CHEFRANDEN
    • 77. The data will tell you! How are our followers responding? If not, it is an opportunity for improvement.
    • 78. How many visits are you getting from social media? How many leads?
    • 79. Track your reach. •  How many followers do you have? •  How is that increasing or decreasing over time?
    • 80. How shareable is your content? FFLICKR ED YOURDAN
    • 81. Make that social proof visible! WANT DATA JUST FOR YOURSELF? GET THE ‘SOCIALSHARECHECK’ CHROME PLUGIN.
    • 82. Which posts generated the most clicks? The most interactions?
    • 83. KEY TAKEAWAYS AND RESOURCES.4
    • 84. KEY TAKEAWAYS 1  Social media can and needs to be used at all stages of the Buyer’s Journey. 2  Buyer Personas will help you serve people with the right content at the right time. 3  Optimize your profiles and posts. 4  As in social as in life: manners matter!
    • 85. 1.  Social Media Marketing Kit [downloadable kit] 2.  The Science of Social Media [webinar] 3.  11 Ways to Make Social Media Less of a Time Suck [blog post] 4.  Critical Social Media Updates & How To React in 2014 [blog post] 5.  How to Get 1000+ Followers on Twitter [blog post] 6.  17 Customizable Templates for Social Media [downloadable templates] RESOURCES
    • 86. THANK YOU. Sarah Papachristos @sarahpapa

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