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.
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.
Herb Lawrence at Herb LawrenceThis was a great presentation I used a lot of the info (and of course gave Hubspot credit) to a group of 26 small business folks who are members of our local chamber as an intro to get into social media very well received thanks again for all the help2 years ago
BrentRagan.net at BrentRagan.netTo hear the audio, the link that was sent to you has two choices: View the Webinar or View & Download the Slides. To hear the audio, hit the play button under the Heading of 'View the Webinar' on the left side of your screen.3 years ago
ruby2000i can see the presentation but i can hear it.can anyone help me how to listen to the presentation? i think it was recorded3 years ago
Are you sure you want to
BrentRagan.net at BrentRagan.netI have to agree with Daniel. This was one of the best presentations that I have seen on this subject. Excellent job Rick!!!3 years ago
Social Media Monitoring in 10 Minutes a DayPresentation Transcript
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
• 2,300+ customers; 120+ employees
2
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
This Isn’t Social Media Monitoring
Photo: Penmachine
This Is
Flickr: Susan NYC
Social media monitoring isn’t about being super techy.
It’s about listening.
5
Social Media Is Not Just Marketing
Recruiting
Internal
Communication
Sales &
Support And lots more …
6
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
• 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
Twitter Feeds the Funnel & Helps Convert
Blogging SEO Social Media Monitoring Email Pay-Per-Click
Website Visitors
Social Leads
Media
Monitoring
Customers
11
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
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
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
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
Twitter
18
Social Media Drives Leads
HubSpot Social Media Leads
Twitter is largest category, at >40% of HubSpot’s total social media leads.
19
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
How to Get Started
Listen
Share Your Content
Listen More
Build Relationships
21
Your Daily Minimum
10 minutes. Sometimes you’ll spend more.
This is a minimum to start the conversation.
22
Setup Google Alerts
1. Sign up for
an alert.
2. Set “Deliver to” to
“Feed”
www.google.com/alerts
23
Add the Feeds to Google Reader
Subscribe to the feed in
Google Reader
www.google.com/reader
24
Create Feeds for Twitter
1. Search for
your brand
2. Grab the feed for
your search
www.twitter.com/search
25
How to Add a Feed
Copy feed Click on
address feed icon
26
Add Feeds From LinkedIn Answers
Add a
LinkedIn
Answers
Feed
www.linkedin.com/answers
27
Learn Key Commands
“K”
Scrolls
Up
“J”
Scrolls
Down
28
Check Facebook
29
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
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 your time on social media.
32
What Do You Do With More Time?
Go mingle!
(Build relationships.)
33
Pick the Right Interactions
Comment on
sites with
authority.
http://alerts.grader.com
34
Save Flattering Comments
35
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
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
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
• Product info • New data
• Free trials • Funny videos
• Software documentation • Top-notch blog posts
41
Don’t Talk About Your Product
HubSpot.com/cartoons
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
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
20th Century Customers
Highly transactional, anonymous.
54
21st Century Customers
Relationship
based; they want
to go where
everybody knows
their name.
55
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/rickburnes
Twitter: www.twitter.com/rickburnes
misscomm
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