Social Media Workshop HubSpot May 2009

1,781 views

Published on

Social Media Internet Marketing Workshop May2009 HubSpot Worcester

Social Media Workshop HubSpot May 2009

  1. 1. An Introduction to Social Media Your Host Kyle James Inbound Marketing Gentleman @kylejames kyle-james.com
  2. 2. 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
  3. 3. 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
  4. 4. Failing on Digg
  5. 5. Dead Profile
  6. 6. My Digg Profile
  7. 7. 10 Commandments of Social Media
  8. 8. 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
  9. 9. 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
  10. 10. 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?”
  11. 11. 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
  12. 12. 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!
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 4. Review Before You Submit • Build relationship comes first • Establish your profile • Build credibility and trust on a network
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. Is this going to add value and are people really going to care?
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 8. Set Yourself Up for Success • On page optimization • Social bookmarking options
  26. 26. 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
  27. 27. 9. Don’t Forget to Convert Your Traffic • Social media drives the traffic • Make visitors sticky! • Subscribe options? • Keep it relevant
  28. 28. 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
  29. 29. 10. Promise Instant Value
  30. 30. 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
  31. 31. A Social Media Strategy
  32. 32. Build relationships Brand authority & expertise Links & traffic
  33. 33. 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
  34. 34. 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”
  35. 35. Links & Traffic • Social bookmarking provides links • Blogging provides links • Links = traffic • Links = better search results = traffic
  36. 36. An Introduction to
  37. 37. 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!
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. Facebook Homepage
  42. 42. Building Your Profile
  43. 43. Facebook Pictures
  44. 44. 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.
  45. 45. Tagged in Pictures
  46. 46. Facebook Inbox
  47. 47. Writing on Walls
  48. 48. Setting Privacy on Profile
  49. 49. 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
  50. 50. Importing to Facebook
  51. 51. Facebook Applications
  52. 52. Personal Profile – What Not To Do Profiles are for people, not companies.
  53. 53. Now Go Find Friends • Friends from other networks • Co-workers • Family • Look at your friends’ friends • “People you may know” too
  54. 54. Go Create a Facebook Profile
  55. 55. Facebook Groups
  56. 56. Go Join Facebook Groups
  57. 57. Facebook Pages
  58. 58. Facebook Groups
  59. 59. Create a Business Page http://www.facebook.com/pages/create.php Note: You must be logged in to create a Page.
  60. 60. Build Your Business Page
  61. 61. Publish Your Page
  62. 62. Become a “Fan”
  63. 63. Tip #1: Create an Engaging Page • Events • Videos • Discussions • Photos • Blog Articles
  64. 64. 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
  65. 65. Tip #3: Draw on Your Network
  66. 66. Tip #4: Optimize for Search • Public Search • Facebook Search • Check your settings • Based on # Fans
  67. 67. Tip #5: Advertise on Facebook http://www.facebook.com/advertising/ Note: You must be logged in to create an ad
  68. 68. Friends, Fans, Activity
  69. 69. Go Create a Business Page or Industry Group
  70. 70. Introduction
  71. 71. 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
  72. 72. Professional Resume Online • Digital business card • Keep it updated • Levels of connections • Joining group associations • Staying connecting with business associates
  73. 73. 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
  74. 74. 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
  75. 75. LinkedIn Profile
  76. 76. 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
  77. 77. Ranking in Google • LinkedIn Profiles also hold a lot of search engine authority • For me it’s above Facebook or Twitter profiles
  78. 78. Create a LinkedIn Profile
  79. 79. 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
  80. 80. Power of the Network • Connections of connections of connections
  81. 81. Power of the Network
  82. 82. Network with Individuals
  83. 83. 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
  84. 84. LinkedIn Answers
  85. 85. Answer Best Practices • good information • short / easy to skim tips • link back to blog articles if it makes sense
  86. 86. Find an Answer a Question
  87. 87. 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
  88. 88. Ask or Give a Recommendation
  89. 89. Company Pages
  90. 90. Company Pages • Rankings in Search Results
  91. 91. Adding a Company • If your company is not listed
  92. 92. Create or Edit your Company Page
  93. 93. How to Create a Group
  94. 94. 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
  95. 95. • 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
  96. 96. 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
  97. 97. Pro Marketers on LinkedIn
  98. 98. Send an Announcement
  99. 99. Write Your Message
  100. 100. Email & Featured Discussion
  101. 101. Import News Feeds/Blog
  102. 102. Create a Niche Group
  103. 103. Introduction to
  104. 104. 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
  105. 105. Twitter Feed • Constantly updating page
  106. 106. 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.
  107. 107. 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
  108. 108. Starting Twitter • Setup a personal profile
  109. 109. Starting Twitter • Setup business profile • Setup product profile • Setup top executive personal profiles
  110. 110. Protect Against Squatters
  111. 111. Create a Twitter Profile
  112. 112. Put a Bio in Your Profile
  113. 113. Identify Yourself in Your Bio
  114. 114. Put a Link in Your Profile
  115. 115. Twitter Backgrounds
  116. 116. Finish Updating Profile
  117. 117. How to Post on Twitter Step One 1. Login to your Twitter account 2. “Tweet” whatever you want to talk about and share.
  118. 118. Post Your First Tweet
  119. 119. URL Shorteners Because every single character is vitally important • http://bit.ly • http://tinyurl.com • http://is.gd
  120. 120. A Reply or the @ Symbol • Responding to someone else
  121. 121. Direct Messages • Start a message with “DM”
  122. 122. Send A Reply (@) Direct Message (DM) Link To A Webpage (Use a URL Shortner)
  123. 123. Hash Tags # • Follow topics and events (#IMS08) • Inbound Marketing Summit • IMS 2008 • IMS08 • IMS2008 • Find people talking about similar topics
  124. 124. What are ReTweets or RT
  125. 125. How to Tweets? • RT @username: Original Tweet (Via @username)
  126. 126. Retweet a Post
  127. 127. How to Search Twitter • Search using box • Follow discussion about your company and brand • Look at trending topics
  128. 128. Twitter Clients • TweetDeck • Twhirl • Mobile Phone Apps • Twitpic
  129. 129. TweetDeck
  130. 130. Twitter Grader • Twitter.grader.com
  131. 131. Don’t Create Noise… Create Value
  132. 132. It’s a Discussion, Not a Broadcast
  133. 133. 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
  134. 134. Let Twitter Help
  135. 135. Follow to Get Followers
  136. 136. Don’t be a Spammer
  137. 137. Follow Top Twitter Users twitter.grader.com/topusers
  138. 138. See Who Thought-Leaders Follow twitter.com/dmscott
  139. 139. Follow People Who Follow You
  140. 140. Follow People of Interest on Twitter
  141. 141. How to Succeed With Twitter Track & Build Your Analyze Network Engage With Your Community
  142. 142. Engage Senior Executive
  143. 143. Business Account
  144. 144. 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
  145. 145. Who’s Talking About Your Keywords? search.twitter.com/search?q=lead+generation
  146. 146. Communicate With Customers
  147. 147. Follow Your Brand in Conversations
  148. 148. Use Favorites to Save Highlights twitter.com/HubSpot/favorites
  149. 149. Save Testimonials http://twitter.com/Scobleizer/statuses/774666561
  150. 150. Twitter Drives Traffic
  151. 151. Twitter Feed Your Blog, Flickr or Any Feed • Allows you to automatically update your Twitter stream with content you’ve published elsewhere
  152. 152. Why Do I Want to Get ReTweeted? • Followers • Buzz • Traffic
  153. 153. ReTweets = Link Sharing
  154. 154. Follower Count • A measure of your raw distribution power
  155. 155. Follow to Get Followers
  156. 156. Using Twitter for Events
  157. 157. Announcements
  158. 158. 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

×