How to Use Social Media for Branding

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If your company is not using social media, you are simply ignoring the conversation already happening online. Customers, prospects, and thought leaders are talking about your company and industry using tools like Facebook, Twitter, and other social media sites. It is critical that you monitor and engage in these conversations to manage your brand online.

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How to Use Social Media for Branding

  1. 1. How to Use Social Media To Build Your Brand Rick Burnes Marketing Manager @HubSpot Twitter: @RickBurnes
  2. 2. Agenda I. About HubSpot & Inbound Marketing II. How Branding Is Changing III. III How to Cultivate Your Brand IV. Measuring Your Brand 2
  3. 3. Who’s HubSpot? • Founded in July 2006 from research at MIT y • Cambridge, MA • 1800+ customers 100+ employees 1800 customers, 100 3
  4. 4. Traditional Marketing (Outbound) 4
  5. 5. Marketing Today (Inbound) 5
  6. 6. How Do Growing Companies Market? 1950 - 2000 2000 - 2050 6
  7. 7. Agenda I. About HubSpot & Inbound Marketing II. How Branding Is Changing III. III How to Cultivate Your Brand IV. Measuring Your Brand 7
  8. 8. How Much Focus on Brand? Allocation of HubSpot Marketing Time & Resources Other 10% Brand 30% Leads & Sales 60% 8
  9. 9. What Is a Brand? Flickr: Ed Yourdon Flickr: Earl – What I Saw 2.0 A set of promises. 9
  10. 10. Brand Trust Helps With Conversion Website Visitors Leads Customers 10
  11. 11. How Is a Brand Defined? Flickr: Susan NYC By people who talk. 11
  12. 12. Trust Built From the Top Down … 12
  13. 13. … Is Easily Broken 13
  14. 14. How Brands Used to Get Made Hire an agency Your brand comes out, out wrapped in plastic Flickr: jamesjyu 14
  15. 15. The Brand Assembly Line Flickr: Rickydavid 15
  16. 16. How Brands Are Built Today Cultivate Cultivate Cultivate Cultivate Cultivate Watch your brand grow. Flickr: swisscan 16
  17. 17. Cultivated Branding Flickr: swisscan 17
  18. 18. Agenda I. About HubSpot & Inbound Marketing II. How Branding Is Changing III. III How to Cultivate Your Brand IV. Measuring Your Brand 18
  19. 19. How Do You Cultivate Your Brand? Community Product Content Company 19
  20. 20. People Talk About Great Products 20
  21. 21. Tip: Save Highlights as Favorites 21
  22. 22. And Answer Question About Them 22
  23. 23. How Your Company Can Help 23
  24. 24. Be Transparent 24
  25. 25. All Your Employees Are Marketers 25
  26. 26. A Nice-Looking Restaurant Site
  27. 27. Another Nice-Looking Restaurant Site What’s the difference?
  28. 28. Content Builds Deeper Trust 28
  29. 29. How Many Tickets Do You Have?
  30. 30. More Visitors 30
  31. 31. What Kind of Content? Content about your Content about your company. + industry. 31
  32. 32. What Content Channels Are Best? • Blogg • Podcast • Videos Vid • Photos o os • Presentations • eBooks • News Releases
  33. 33. Get Into the Content Mindset • Make emails into blog posts • Turn forum posts into blog posts • Sh t videos at events Shoot id t t • Interview customers for your b og blog • Repurpose company data for public reports • Share lessons you learn Flick Photo: Cindiann
  34. 34. How to Cultivate With Social Media Listen Share Your Content Listen More Li t M Build Relationships 34
  35. 35. You Already Have the Skills You Just Do It Offline • Meeting people • Building relationships • Asking A ki questions ti • Answering questions • Building trust • Building a reputation 35
  36. 36. What Are They Saying About You? Places to listen • Search.Twitter.com • google.com/blogsearch • Technorati.com T h ti • Existing blogs • Industry Twitterers 36
  37. 37. Follow the Conversation Via RSS How to sign up: Google.com/reader 37
  38. 38. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions 38
  39. 39. How I Track Conversations 39
  40. 40. Distribute Your Content 40
  41. 41. Good Content Spreads 41
  42. 42. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 42
  43. 43. Agenda I. About HubSpot & Inbound Marketing II. How Branding Is Changing III. III How to Cultivate Your Brand IV. Measuring Your Brand 43
  44. 44. Track Twitter Grade Go to: http://Twitter.Grader.com 44
  45. 45. Track Reach 45
  46. 46. Track Direct Traffic 46
  47. 47. Track Conversions 47
  48. 48. Track Brand Keywords 48
  49. 49. Final Thoughts … Fi l Th ht 49
  50. 50. Build Leverage 50
  51. 51. Too Many Pieces to Put Together! d.j.k. on flickr 51
  52. 52. HubSpot Puts the Pieces Together 52
  53. 53. Thank You! Software: www.HubSpot.com/Trial Community: www.inboundmarketing.com Free Tools: www.Grader.com Rick Burnes Marketing Manager @HubSpot @H bSpot Twitter: @rickburnes

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