Social Media Monitoring in 10 Minutes a Day

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

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

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

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 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

Final Thoughts … 53

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

http://www.hubspot.com	2163
http://blog.susuh.de	57
http://www.socialmediabiz.com	44
http://www.slideshare.net	38
http://www.rydebusiness.com.au	26
http://www.socialemailmarketing.eu	20
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Social Media Monitoring in 10 Minutes a Day

by HubSpot All-in-one Marketing Software on Mar 10, 2010

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Social Media Monitoring in 10 Minutes a Day — Presentation Transcript