0
Social Media Monitoring in
10 Minutes a Day


    Rick Burnes
    Marketing Manager @HubSpot
    Twitter: @RickBurnes
What’s HubSpot?




    • Founded in July 2006; grew out of research at MIT
    • Sells inbound marketing software
    • 2...
Agenda

         I. About Social Media Monitoring &
              Inbound Marketing
         II. Why use social media?
   ...
This Isn’t Social Media Monitoring




 Photo: Penmachine
This Is




              Flickr: Susan NYC



              Social media monitoring isn’t about being super techy.
      ...
Social Media Is Not Just Marketing




                 Recruiting




                                           Internal...
Traditional Marketing (Outbound)




7
Marketing Today (Inbound)




8
How Do the Best New Companies Market?

           1950 - 2000          2000 - 2050




9
What Is Inbound Marketing?

       Process    Website Visitors       Tools
     Get Found                       Get Found
...
Twitter Feeds the Funnel & Helps Convert

     Blogging     SEO   Social Media Monitoring   Email   Pay-Per-Click




    ...
Agenda

      I. About Social Media Monitoring &
           Inbound Marketing
      II. Why use social media?
      III. H...
Social Media Is Now a Staple




     Flickr: anitacanita                 Flickr: sierravalleygirl


                  • U...
PR, Social-Media Style

                  Need to urgently speak with a business that is very
                  actively l...
PR, Social-Media Style




 Elapsed Time:
  50 Minutes
The Old Days: Just Search




16
Today: Social Media Matters, Too




17
Social Media Plays a Role in SEO




                               Results
                                from
         ...
Social Media Drives Leads

                       HubSpot Social Media Leads




     Twitter is largest category, at >40%...
Agenda

      I. About Social Media Monitoring &
           Inbound Marketing
      II. Why use social media?
      III. H...
How to Get Started




                               Listen




     Share Your Content

                                ...
Your Daily Minimum




         10 minutes. Sometimes you’ll spend more.
         This is a minimum to start the conversat...
Setup Google Alerts
                                              1. Sign up for
                                         ...
Add the Feeds to Google Reader




                     Subscribe to the feed in
                        Google Reader



...
Create Feeds for Twitter

                                  1. Search for
                                   your brand

 ...
How to Add a Feed
      Copy feed       Click on
       address       feed icon




26
Add Feeds From LinkedIn Answers




                                    Add a
                                   LinkedIn
...
Learn Key Commands



                       “K”
                      Scrolls
                       Up


               ...
Check Facebook




29
How to Break Down 10 Minutes


      7 Minutes    Check Google Reader
                   - Google Alerts
                 ...
Imma Let U Finish …




       … but u missed the best social media tool evar!
31
More Is Not Better




          Flickr: feastoffun


          Too much Twitter will make you sick.
          Balance you...
What Do You Do With More Time?




        Go mingle!
        (Build relationships.)

33
Pick the Right Interactions



                                          Comment on
                                      ...
Save Flattering Comments




35
What If You Get Negative Comments?


                  • If it’s helpful, rational feedback
                  • Address th...
Don’t Just Make Noise




     Flickr: pb031
                                                 Flickr: Property#1




     ...
Conversation & Distribution




     Conversation

              AND



      Distribution




38
Blogging Increases Twitter Reach




39
What to Publish?

 •   Blog
 •   Podcast
 •   Videos
 •   Photos
 •   Presentations
 •   eBooks
 •   News Releases


40
What Gets Shared?

     Rarely                           Frequently
     Shared                              Shared




  ...
Don’t Talk About Your Product




                                HubSpot.com/cartoons
Agenda

      I. About Social Media Monitoring &
           Inbound Marketing
      II. Why use social media?
      III. H...
Don’t Get Distracted




44
Use Twitter Grader




             http://Twitter.Grader.com

45
Use Facebook Grader




           http://Facebook.Grader.com
46
Track Reach




47
Measure the Impact on Your Funnel
              Website Visitors




                 Customers
48
How to Track Your Funnel




              Track visitors.



49
How to Track Your Funnel




              Track leads.



50
How to Track Your Funnel




              Track customers.



51
Why Tracking Via Channels Is Critical


                                                                  Net
            ...
Final Thoughts …




53
20th Century Customers




            Highly transactional, anonymous.


54
21st Century Customers




                          Relationship
                          based; they want
             ...
Build Leverage




56
Too Many Pieces to Put Together!




                                d.j.k. on flickr
57
HubSpot Puts the Pieces Together




58
SEO, Social Media Work Together




59
Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/trial/



Connect with me:
LinkedIn: www.linkedin.com/in/r...
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Social Media Monitoring in 10 Minutes a Day

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How marketers and business owners new to social media can start monitoring their company's social media presence in 10-minutes/day. Also explains how to measure and analyze your social media presence.

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Transcript of "Social Media Monitoring in 10 Minutes a Day"

  1. 1. Social Media Monitoring in 10 Minutes a Day Rick Burnes Marketing Manager @HubSpot Twitter: @RickBurnes
  2. 2. What’s HubSpot? • Founded in July 2006; grew out of research at MIT • Sells inbound marketing software • 2,300+ customers; 120+ employees 2
  3. 3. Agenda I. About Social Media Monitoring & Inbound Marketing II. Why use social media? III. How do I monitor it? IV. How to measure it? 3
  4. 4. This Isn’t Social Media Monitoring Photo: Penmachine
  5. 5. This Is Flickr: Susan NYC Social media monitoring isn’t about being super techy. It’s about listening. 5
  6. 6. Social Media Is Not Just Marketing Recruiting Internal Communication Sales & Support And lots more … 6
  7. 7. Traditional Marketing (Outbound) 7
  8. 8. Marketing Today (Inbound) 8
  9. 9. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 9
  10. 10. What Is Inbound Marketing? Process Website Visitors Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO Get Found • Analytics Convert Convert • Test • Offers / CTAs • Landing Pages • Target Convert • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 10
  11. 11. Twitter Feeds the Funnel & Helps Convert Blogging SEO Social Media Monitoring Email Pay-Per-Click Website Visitors Social Leads Media Monitoring Customers 11
  12. 12. Agenda I. About Social Media Monitoring & Inbound Marketing II. Why use social media? III. How do I monitor it? IV. How to measure it? 12
  13. 13. 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 13
  14. 14. 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
  15. 15. PR, Social-Media Style Elapsed Time: 50 Minutes
  16. 16. The Old Days: Just Search 16
  17. 17. Today: Social Media Matters, Too 17
  18. 18. Social Media Plays a Role in SEO Results from Twitter 18
  19. 19. Social Media Drives Leads HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads. 19
  20. 20. Agenda I. About Social Media Monitoring & Inbound Marketing II. Why use social media? III. How do I monitor it? IV. How to measure it? 20
  21. 21. How to Get Started Listen Share Your Content Listen More Build Relationships 21
  22. 22. Your Daily Minimum 10 minutes. Sometimes you’ll spend more. This is a minimum to start the conversation. 22
  23. 23. Setup Google Alerts 1. Sign up for an alert. 2. Set “Deliver to” to “Feed” www.google.com/alerts 23
  24. 24. Add the Feeds to Google Reader Subscribe to the feed in Google Reader www.google.com/reader 24
  25. 25. Create Feeds for Twitter 1. Search for your brand 2. Grab the feed for your search www.twitter.com/search 25
  26. 26. How to Add a Feed Copy feed Click on address feed icon 26
  27. 27. Add Feeds From LinkedIn Answers Add a LinkedIn Answers Feed www.linkedin.com/answers 27
  28. 28. Learn Key Commands “K” Scrolls Up “J” Scrolls Down 28
  29. 29. Check Facebook 29
  30. 30. How to Break Down 10 Minutes 7 Minutes Check Google Reader - Google Alerts - Twitter - LinkedIn - Industry-Specific Feeds 3 Minutes Check Facebook -Wall -Discussions 30
  31. 31. Imma Let U Finish … … but u missed the best social media tool evar! 31
  32. 32. More Is Not Better Flickr: feastoffun Too much Twitter will make you sick. Balance your time on social media. 32
  33. 33. What Do You Do With More Time? Go mingle! (Build relationships.) 33
  34. 34. Pick the Right Interactions Comment on sites with authority. http://alerts.grader.com 34
  35. 35. Save Flattering Comments 35
  36. 36. What If You Get Negative Comments? • If it’s helpful, rational feedback • Address the comments Respond thoroughly, openly and honestly • Follow-up with action • Don’t extend the discussion • If the feedback is irrational or designed to draw you into an Don’t extended dialogue Respond • Make sure everybody at your company knows you’ve decided to ignore the comment 36
  37. 37. Don’t Just Make Noise Flickr: pb031 Flickr: Property#1 Constant chatter on social media doesn’t move leads into your sales funnel. Unique, valuable content will. 37
  38. 38. Conversation & Distribution Conversation AND Distribution 38
  39. 39. Blogging Increases Twitter Reach 39
  40. 40. What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases 40
  41. 41. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 41
  42. 42. Don’t Talk About Your Product HubSpot.com/cartoons
  43. 43. Agenda I. About Social Media Monitoring & Inbound Marketing II. Why use social media? III. How do I monitor it? IV. How to measure it? 43
  44. 44. Don’t Get Distracted 44
  45. 45. Use Twitter Grader http://Twitter.Grader.com 45
  46. 46. Use Facebook Grader http://Facebook.Grader.com 46
  47. 47. Track Reach 47
  48. 48. Measure the Impact on Your Funnel Website Visitors Customers 48
  49. 49. How to Track Your Funnel Track visitors. 49
  50. 50. How to Track Your Funnel Track leads. 50
  51. 51. How to Track Your Funnel Track customers. 51
  52. 52. Why Tracking Via Channels Is Critical Net Visitors Leads Conversion Customers Conversion Twitter 3,289 554 17% 12 0.4% Facebook 504 75 15% 6 1.2% Stumbleupon 511 28 5% 1 0.2% 52
  53. 53. Final Thoughts … 53
  54. 54. 20th Century Customers Highly transactional, anonymous. 54
  55. 55. 21st Century Customers Relationship based; they want to go where everybody knows their name. 55
  56. 56. Build Leverage 56
  57. 57. Too Many Pieces to Put Together! d.j.k. on flickr 57
  58. 58. HubSpot Puts the Pieces Together 58
  59. 59. SEO, Social Media Work Together 59
  60. 60. Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/trial/ Connect with me: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes
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