Social Media Workshop HubSpot May 2009

An Introduction to Social Media Your Host Kyle James Inbound Marketing Gentleman @kylejames kyle-james.com

Social Media Comes Last • You fail in social media if you don’t do everything else right first. • SEO • Site architecture • Valuable content/Blogging • How to know if your ready? Rule of Thumb: If you aren’t doing email marketing right you aren’t ready for social media

Inbound Be Marketing Social Success Blogging Web Voter Pyramid Link Grader Content Creation Call to Actions Page Grader Landing Pages Keyword Grader SubDomain Site Layout URL Structure Site Architecture Analytics Installed Lead Tracking Setup

Failing on Digg

Dead Profile

My Digg Profile

10 Commandments of Social Media

10 Commandments of Social Media 1. Build great content 2. Build great relationships 3. Commit the time 4. Review before you submit 5. Give back in the spirit of the golden rule 6. Think hard before submitting your own content 7. Don’t submit everything 8. Set yourself up for success with easy-to-submit content 9. Don’t forget to convert your traffic 10. Promise instant value

1. Build Great Content • Social bookmarking was designed to share good content not spam or market • Always ask yourself “Is this content that others would appreciate?”

2. Build Great Relationships • Social media = building relationships • Relations come first, marketing comes second • What is successful in offline relationships translates to online relationships • Make friends – understand your friends needs • NETWORK!

3. Commit the Time • Like inbound marketing in general “Social Media is NOT a sprint, it’s a marathon” • Relationships take time to build • Approach social media as a learning experience; not a time drain • Dedicate a little time every day

4. Review Before You Submit • Build relationship comes first • Establish your profile • Build credibility and trust on a network

5. Give Back in the Spirit of the Golden Rule • Don’t expect people to help you without you helping them. • Give, give, give… then ask… politely • Submit others content to build relationships • Rule of Thumb: if you have 100 friends on a network be prepared to vote for 100 stories before you should expect 100 votes in return

Is this going to add value and are people really going to care?

6. Think Hard Before Submitting your Own Content • Controversial rule • Ideally you shouldn’t have to submit your own content • Never should you submit everything • Don’t spam • Focus more on networking

7. Don’t Submit Everything • Against 6th rule: If you don’t think it’s worthy to submit why would anyone else? • Don’t spam • Rule of Thumb: In most situations only top 10-20% is actually submission worthy

8. Set Yourself Up for Success • On page optimization • Social bookmarking options

9. Don’t Forget to Convert Your Traffic • Social media drives the traffic • Make visitors sticky! • Subscribe options? • Keep it relevant

10. Promise Instant Value

10. Promise Instant Value • Creative titles are critical Why is someone going to click? • Create instant value • Cause user curiosity • Cover a subject of buzz • Relevance is critical • Get them interested quickly

A Social Media Strategy

Build relationships Brand authority & expertise Links & traffic

Build Relationship 1. Find the thought leaders in your niche 2. Build relationships with them 3. Leave comments on their blog and over time contribute more and more 4. Continue the conversations in your own blog posts

Build Authority 1. Produce value adding content 2. Establish yourself 3. Share others content 4. Read, read, read 5. Share, share, share 6. You are the authority in your niche so prove it 7. “Read, Think, Do, Share”

Links & Traffic • Social bookmarking provides links • Blogging provides links • Links = traffic • Links = better search results = traffic

An Introduction to

What Is It • Facebook is the worlds largest Social Network after recently passing MySpace • Facebook is the 5th most trafficked site in the world • Facebook is a top 20 search engine • Facebook is the largest picture sharing site • Facebook is the largest social bookmarking site • FACEBOOK IS HUGE!

What It’s Good For • Simply based the numbers, part of your audience is on Facebook • Staying Connected with family, friends, coworkers, clients, and potential clients • Being Transparent and Open Rule of Thumb: Facebook is a requirement to say that you understand the Internet and what it means to be social

Business Goals • Build Relationships with clients and potential clients • Establish a presence for your business on Facebook through a Company Page and groups • Leverage viral features to strengthen brand awareness • Generate traffic, links, and sales leads through viral features • Potentially buy targeted ads to prospects by an extensive set of demographic and psychographic information not available anywhere else

Things You Can Do On Facebook • Build a profile • Pictures/video • Join a group • Fan a page (business, school, etc) • Install an application • Email • Waste LOTS of time • Rule of Thumb: It’s extremely easy to see if someone is engaged in Facebook or simply watching

Facebook Homepage

Building Your Profile

Facebook Pictures

Importance of Pictures • A picture is worth a thousand words • Picture tell stories • Rule of Thumb: It’s ok for pictures to be fun, but always be conscious that they are putting out a positive vibe. If it’s controversial or negative, consider the consequences.

Tagged in Pictures

Facebook Inbox

Writing on Walls

Setting Privacy on Profile

Reasons for Profile Settings • Allow work contacts to see different content than friends • Post personal information that you want to share with a select and small group • Invite a specific “friend list” to an event

Importing to Facebook

Facebook Applications

Personal Profile – What Not To Do Profiles are for people, not companies.

Now Go Find Friends • Friends from other networks • Co-workers • Family • Look at your friends’ friends • “People you may know” too

Go Create a Facebook Profile

Facebook Groups

Go Join Facebook Groups

Facebook Pages

Facebook Groups

Create a Business Page http://www.facebook.com/pages/create.php Note: You must be logged in to create a Page.

Build Your Business Page

Publish Your Page

Become a “Fan”

Tip #1: Create an Engaging Page • Events • Videos • Discussions • Photos • Blog Articles

Tip #2: Leverage the Viral Nature of Facebook – News Feed • News Feed shows updates on your and your friends’ activity • First thing you see when you log in • Your updates show on your profile “Wall” • Allow users to engage with you – each activity is shared with their network

Tip #3: Draw on Your Network

Tip #4: Optimize for Search • Public Search • Facebook Search • Check your settings • Based on # Fans

Tip #5: Advertise on Facebook http://www.facebook.com/advertising/ Note: You must be logged in to create an ad

Friends, Fans, Activity

Go Create a Business Page or Industry Group

Introduction

What is LinkedIn? • Over 38 million members in over 200 countries* • Executives from all Fortune 500 companies are on LinkedIn* • Professional networking • Rule of Thumb: LinkedIn is your 21st century resume. Make sure that you keep it updated and accurate. * http://press.linkedin.com/about

Professional Resume Online • Digital business card • Keep it updated • Levels of connections • Joining group associations • Staying connecting with business associates

LinkedIn Business Goals • Increase your visibility and brand awareness • Establish your personal brand and provide inbound links to your site • Make professional connections with valuable business partners, clients, and potential clients • Generate traffic, links, and sales leads naturally through viral features • Establish your presence as a thought leader in your industry • Join professional groups • Creating and administering a professional group

Set Up Your Profile • Build a robust profile including: • Current and past work experience, education, certifications, professional and personal interests • Join groups and associations based on your industry, education, interests and hobbies • Set your contact settings

LinkedIn Profile

Edit Your Public Profile Settings • LinkedIn profiles receive fairly high PageRank • Create a “Full View” or “Limited View” of your profile • Set a custom public profile URL using your name http://www.linkedin.com/in/elliemirman • Enable your websites to be shown on your public profile • Use your favorite keywords as anchor text

Ranking in Google • LinkedIn Profiles also hold a lot of search engine authority • For me it’s above Facebook or Twitter profiles

Create a LinkedIn Profile

Connect with Others • Who should you add to your network? • Colleagues • Co-workers and previous co-workers • Customers • Industry contacts • Bloggers in your product area • Find existing contacts • Help contacts find you

Power of the Network • Connections of connections of connections

Power of the Network

Network with Individuals

Answer Questions • Answer a question and your connections will see it in their Network Updates feed • Gain expertise points with “best answers” • Subscribe to your HubFeed for social media monitoring • Engage in group discussion forums

LinkedIn Answers

Answer Best Practices • good information • short / easy to skim tips • link back to blog articles if it makes sense

Find an Answer a Question

Get Recommendations • Ask for referrals • Get listed in the Service Providers directory • Graphic Designers, Consultants, Recruiters, Real Estate Agents, Doctors, General Contractors, Travel Agents, etc. • Score points and show up higher in the search results

Ask or Give a Recommendation

Company Pages

Company Pages • Rankings in Search Results

Adding a Company • If your company is not listed

Create or Edit your Company Page

How to Create a Group

Create a Group • Create a clear title and description using a high volume favorite keyword • Create a “cool” logo • Host a dedicated LinkedIn group page on your website www.promarketers.com

• Make sure to create a cool logo to fit the size • Group name is important • Link to a page or website created for the group that isn’t selling • Make sure to display the group in Group Directory

Promote Your Group • Who wants to join a group with no members? • Invite co-workers to join and discuss • Invite key customers and contacts • Publish in email newsletter • Invite industry experts • Integrate LinkedIn into your marketing

Pro Marketers on LinkedIn

Send an Announcement

Write Your Message

Email & Featured Discussion

Import News Feeds/Blog

Create a Niche Group

Introduction to

What is Twitter? • “Instant Messaging on Crack” • Micro-blogging platform • 140 character updates • Designed to be extremely simple • Like Status Updates on Facebook • Roughly 6 million users on Twitter

Twitter Feed • Constantly updating page

What is Twitter Good For? • Communicating and relationship building • Share information quickly with others • Thought leadership and authority building • Media, PR, Marketers, Tech are a large percent of Twitter users. Knowing this is very valuable. • Rule of Thumb: As Facebook is a requirement to say that you understand the Internet, Twitter says you are cutting edge.

Twitter Business Goals • Engage your senior executives in social media • Build Relationships with potential clients, PR relationships with media and bloggers • Monitor your company/brand on Twitter • Promote blog articles, webinars, interesting news and more • Announce specials, deals, or sales • Live update on events or conferences

Starting Twitter • Setup a personal profile

Starting Twitter • Setup business profile • Setup product profile • Setup top executive personal profiles

Protect Against Squatters

Create a Twitter Profile

Put a Bio in Your Profile

Identify Yourself in Your Bio

Put a Link in Your Profile

Twitter Backgrounds

Finish Updating Profile

How to Post on Twitter Step One 1. Login to your Twitter account 2. “Tweet” whatever you want to talk about and share.

Post Your First Tweet

URL Shorteners Because every single character is vitally important • http://bit.ly • http://tinyurl.com • http://is.gd

A Reply or the @ Symbol • Responding to someone else

Direct Messages • Start a message with “DM”

Send A Reply (@) Direct Message (DM) Link To A Webpage (Use a URL Shortner)

Hash Tags # • Follow topics and events (#IMS08) • Inbound Marketing Summit • IMS 2008 • IMS08 • IMS2008 • Find people talking about similar topics

What are ReTweets or RT

How to Tweets? • RT @username: Original Tweet (Via @username)

Retweet a Post

How to Search Twitter • Search using box • Follow discussion about your company and brand • Look at trending topics

Twitter Clients • TweetDeck • Twhirl • Mobile Phone Apps • Twitpic

TweetDeck

Twitter Grader • Twitter.grader.com

Don’t Create Noise… Create Value

It’s a Discussion, Not a Broadcast

Go Make Friends! • Use Twitter Grader • Look for your tech savy friends • Favorite bloggers • Look at your friends friends • Search twitter for your business • Use Twitter

Let Twitter Help

Follow to Get Followers

Don’t be a Spammer

Follow Top Twitter Users twitter.grader.com/topusers

See Who Thought-Leaders Follow twitter.com/dmscott

Follow People Who Follow You

Follow People of Interest on Twitter

How to Succeed With Twitter Track & Build Your Analyze Network Engage With Your Community

Engage Senior Executive

Business Account

Twitter for PR 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 Elapsed Time: 50 Minutes

Who’s Talking About Your Keywords? search.twitter.com/search?q=lead+generation

Communicate With Customers

Follow Your Brand in Conversations

Use Favorites to Save Highlights twitter.com/HubSpot/favorites

Save Testimonials http://twitter.com/Scobleizer/statuses/774666561

Twitter Drives Traffic

Twitter Feed Your Blog, Flickr or Any Feed • Allows you to automatically update your Twitter stream with content you’ve published elsewhere

Why Do I Want to Get ReTweeted? • Followers • Buzz • Traffic

ReTweets = Link Sharing

Follower Count • A measure of your raw distribution power

Follow to Get Followers

Using Twitter for Events

Announcements

Impact on Our Sales Funnel 600 35 30 500 25 400 20 Visitors Leads HubSpot.com 300 Referrals From 15 Twitter 200 10 Leads From Twitter 100 5 0 0 New source of visitors & leads

Social Media Workshop HubSpot May 2009

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