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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.

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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  • 1. Social Media Monitoring in 10 Minutes a Day Rick Burnes Marketing Manager @HubSpot Twitter: @RickBurnes
  • 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. 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. This Isn’t Social Media Monitoring Photo: Penmachine
  • 5. This Is Flickr: Susan NYC Social media monitoring isn’t about being super techy. It’s about listening. 5
  • 6. Social Media Is Not Just Marketing Recruiting Internal Communication Sales & Support And lots more … 6
  • 7. Traditional Marketing (Outbound) 7
  • 8. Marketing Today (Inbound) 8
  • 9. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 9
  • 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. Twitter Feeds the Funnel & Helps Convert Blogging SEO Social Media Monitoring Email Pay-Per-Click Website Visitors Social Leads Media Monitoring Customers 11
  • 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. 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. 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. PR, Social-Media Style Elapsed Time: 50 Minutes
  • 16. The Old Days: Just Search 16
  • 17. Today: Social Media Matters, Too 17
  • 18. Social Media Plays a Role in SEO Results from Twitter 18
  • 19. Social Media Drives Leads HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads. 19
  • 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. How to Get Started Listen Share Your Content Listen More Build Relationships 21
  • 22. Your Daily Minimum 10 minutes. Sometimes you’ll spend more. This is a minimum to start the conversation. 22
  • 23. Setup Google Alerts 1. Sign up for an alert. 2. Set “Deliver to” to “Feed” www.google.com/alerts 23
  • 24. Add the Feeds to Google Reader Subscribe to the feed in Google Reader www.google.com/reader 24
  • 25. Create Feeds for Twitter 1. Search for your brand 2. Grab the feed for your search www.twitter.com/search 25
  • 26. How to Add a Feed Copy feed Click on address feed icon 26
  • 27. Add Feeds From LinkedIn Answers Add a LinkedIn Answers Feed www.linkedin.com/answers 27
  • 28. Learn Key Commands “K” Scrolls Up “J” Scrolls Down 28
  • 29. Check Facebook 29
  • 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. Imma Let U Finish … … but u missed the best social media tool evar! 31
  • 32. More Is Not Better Flickr: feastoffun Too much Twitter will make you sick. Balance your time on social media. 32
  • 33. What Do You Do With More Time? Go mingle! (Build relationships.) 33
  • 34. Pick the Right Interactions Comment on sites with authority. http://alerts.grader.com 34
  • 35. Save Flattering Comments 35
  • 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. 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. Conversation & Distribution Conversation AND Distribution 38
  • 39. Blogging Increases Twitter Reach 39
  • 40. What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases 40
  • 41. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 41
  • 42. Don’t Talk About Your Product HubSpot.com/cartoons
  • 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. Don’t Get Distracted 44
  • 45. Use Twitter Grader http://Twitter.Grader.com 45
  • 46. Use Facebook Grader http://Facebook.Grader.com 46
  • 47. Track Reach 47
  • 48. Measure the Impact on Your Funnel Website Visitors Customers 48
  • 49. How to Track Your Funnel Track visitors. 49
  • 50. How to Track Your Funnel Track leads. 50
  • 51. How to Track Your Funnel Track customers. 51
  • 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. Final Thoughts … 53
  • 54. 20th Century Customers Highly transactional, anonymous. 54
  • 55. 21st Century Customers Relationship based; they want to go where everybody knows their name. 55
  • 56. Build Leverage 56
  • 57. Too Many Pieces to Put Together! d.j.k. on flickr 57
  • 58. HubSpot Puts the Pieces Together 58
  • 59. SEO, Social Media Work Together 59
  • 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