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How to Use Social Media to Get Found

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Slides for a talk by Rick Burnes on Sept. 18, 2009 for the New England Direct Marketing Association. The Talk covered ways to use content and social media to generate traffic and leads for your …

Slides for a talk by Rick Burnes on Sept. 18, 2009 for the New England Direct Marketing Association. The Talk covered ways to use content and social media to generate traffic and leads for your business.

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  • 1. How to Use Social Media to Get Found How businesses can use blogs and social media to drive leads and sales. Rick Burnes Twitter: @rickburnes September 18, 2009
  • 2. Agenda I. About HubSpot & Inbound Marketing II. Content III. Social Media IV. How to Measure It
  • 3. What’s HubSpot? • Founded in July 2006 from research at MIT • Cambridge, MA • 1600+ customers, 95+ employees 3
  • 4. Traditional Marketing (Outbound) 4
  • 5. Marketing Today (Inbound) 5
  • 6. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 6 6
  • 7. What Is Inbound Marketing? Process Website Visitors Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO • Analytics Leads Convert Convert • Test • Offers / CTAs • Target • Landing Pages • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 7
  • 8. Why It’s Cheaper
  • 9. Build an Asset Flick Photo: Thomas Hawk
  • 10. Agenda I. Inbound vs. Outbound Marketing II. Content III. Social Media IV. How to Measure It
  • 11. A Nice-Looking Restaurant Site
  • 12. Another Nice-Looking Restaurant Site What’s the difference?
  • 13. Blog = Better SEO, More Traffic Website Google Monthly Unique Grade Indexed Visitors Pages www.craigieonmain.com 56 99 6,000 www.greenstreetgrill.com 25 8 2,200 Data from website.grader.com and compete.com
  • 14. How Many Tickets Do You Have?
  • 15. More Indexed Pages 15
  • 16. More Visitors 16
  • 17. What Kind of Content? “The kind of online content that your buyers naturally gravitate to.” - David Meerman Scott Author of The New Rules of Marketing & PR www.webinknow.com
  • 18. Content Attracts the Right People Neil Diamond Flick Photo: Marciela
  • 19. A Word of Caution • Business content DOES NOT mean content about the products and services you sell • Create content that’s useful and interesting to your target personas
  • 20. What Content Channels Are Best? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  • 21. Get Into the Content Mindset • Make emails into blog posts • Turn forum posts into blog posts • Shoot videos at events • Interview customers for your blog • Repurpose company data for public reports • Share lessons you learn Flick Photo: Cindiann
  • 22. Agenda I. About HubSpot & Inbound Marketing II. Content III. Social Media IV. How to Measure It
  • 23. Social Media? No Time for That Nonsense!
  • 24. Social Media Is Now a Staple Flickr: anitacanita Flickr: sierravalleygirl • Unmeasured • Highly measurable • Small scale • Massive scale • No business impact • Major driver of leads, sales • But lots of fun • Still fun 24
  • 25. 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 408 555-1234? I will call you right now
  • 26. PR, Social-Media Style Elapsed Time: 50 Minutes
  • 27. Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google 27
  • 28. How to Get Started Listen Share Your Content Listen More Build Relationships
  • 29. What Are They Saying About You? Places to listen • Search.Twitter.com • google.com/blogsearch • Technorati.com • Existing blogs • Industry Twitterers • Twitter.grader.com 29
  • 30. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
  • 31. Distribute Your Content 31
  • 32. Conversation & Distribution Conversation AND Distribution 32
  • 33. Good Content Spreads 33
  • 34. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 34
  • 35. Agenda I. About HubSpot & Inbound Marketing II. Content III. Social Media IV. How to Measure It
  • 36. Assess Search Engine Optimization
  • 37. Track Blog Subscribers
  • 38. What Should You Measure? SEO Content Social Media Measure Measure Measure Visitors Measure Measure Leads Measure Customers Measure
  • 39. How to Track Your Funnel Track visitors. Track leads. Track customers.
  • 40. Track Conversions Traffic to HubSpot.com Selected Channels 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%
  • 41. Final Thoughts … 41
  • 42. Build Leverage 42
  • 43. The Challenge: Pulling the Pieces Together d.j.k. on flickr 43
  • 44. 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

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