Becoming a Social Business ->
Convincing & measuring social media
Lane Sutton
@LaneSutton
Lane
Sutton
@lanesutton
What my day at HubSpot looks like
1 Twitter monitoring our mentions (favoriting,
replying for support, MQLs to sales, lead...
Create Marketing
People
How do you create
marketing people
Consumers
are sick of
marketing
interruptions.
86%
skip TV ads
91%
unsubscrib
e
44%
direct mail is
never
opened
200m
on DO NOT
CALL list
MISCONCEPTIONS
1 No ROI
2 Doesn’t improve credibility (be there or be square)
3 It isn’t measurable
4 Only works for big b...
ROI isn’t how many, it is who actually
engages (your leads, who from your
contacts database interacted with a
post
Components of a Rockstar
Social Media Strategy
1 Engagement: 2-way interaction, conversation,
responding, listening,
2 Con...
What to consider
1 It’s all about the persona: who are your
prospects? Make a profile. Think of company
size, industry, in...
Metrics to measure
1 Basic reach (eh, on this one). Audience growth
rate
2 Specific post-level success (clicks, interactio...
Revenue & brand building
1 43% of marketers have found a customer from
LinkedIn in 2013 (HubSpot).
2 52% of marketers have...
Tools to
use
1 HubSpot all-in-one, social Inbox (I use it
everyday! Context changes everything, know
who you’re engaging w...
content
is king
It’s not all about the
ROI.
BRAND AWARENESS. TRUST.
RECOGNITION.
RELATIONSHIPS.
LET’S PUT THE
SOCIAL,
BACK IN
SOCIAL MEDIA
& MARKETING.
QUESTIONS?
@LaneSutton
LaneSutton.com
Becoming a social business - convincing and measuring social media
Becoming a social business - convincing and measuring social media
Becoming a social business - convincing and measuring social media
Becoming a social business - convincing and measuring social media
Becoming a social business - convincing and measuring social media
Becoming a social business - convincing and measuring social media
Becoming a social business - convincing and measuring social media
Becoming a social business - convincing and measuring social media
Becoming a social business - convincing and measuring social media
Becoming a social business - convincing and measuring social media
Becoming a social business - convincing and measuring social media
Becoming a social business - convincing and measuring social media
Becoming a social business - convincing and measuring social media
Becoming a social business - convincing and measuring social media
Becoming a social business - convincing and measuring social media
Becoming a social business - convincing and measuring social media
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Becoming a social business - convincing and measuring social media

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  • So the question is, how do you create marketing that people love in a world where people have gotten really good at avoiding marketing? The best approach is to market to people when they’re already looking for information. They could be looking for a solution to a problem they have, or they could even be looking for a specific product that you offer. At HubSpot, we call this inbound marketing, the opposite of outbound marketing.
  • You probably already know this, but consumers are sick of marketing interruptions. By a show of hands, how many of you have fast forwarded a commercial on TV in the past few days?
  • You’re not the only ones. 86% of people skip TV ads, and in general have gotten very clever about avoiding outbound marketing tactics. Outbound marketing is what we call these interruptive marketing methods – TV ads, unsolicited emails, direct mail delivered to your home, and sales calls.
  • It’s not a fad. It’s a channel for engagement, interaction, lead gen, lead nurturing
    It’s not all about the ROI and can you really determine ROI on everything? ROI is not a legit metric either and social may not affect the direct bottom line, but it may convert people & add exposure.
  • When it comes to getting traffic online, content is king. It’s much more important than your website’s design. If you have great content, people will pay attention and learn to trust you. Your content should educate people. Teach them how to do something, or how to solve their problems.
  • Becoming a social business - convincing and measuring social media

    1. 1. Becoming a Social Business -> Convincing & measuring social media Lane Sutton @LaneSutton
    2. 2. Lane Sutton @lanesutton
    3. 3. What my day at HubSpot looks like 1 Twitter monitoring our mentions (favoriting, replying for support, MQLs to sales, lead nurturing) 2 Facebook publishing & monitoring – commenting, scheduling posts (offers & blog posts), monitoring 3 Video marketing – upping our lead gen to send viewers to our offers and direct to the website.
    4. 4. Create Marketing People
    5. 5. How do you create marketing people
    6. 6. Consumers are sick of marketing interruptions.
    7. 7. 86% skip TV ads 91% unsubscrib e 44% direct mail is never opened 200m on DO NOT CALL list
    8. 8. MISCONCEPTIONS 1 No ROI 2 Doesn’t improve credibility (be there or be square) 3 It isn’t measurable 4 Only works for big brands 5 Waste of time & too much time involved (marketing automation!) 6 Social is a PR broadcasting channel 7 It’s all quantitative (we need more followers, let’s buy them) 8 It’s a buzzword
    9. 9. ROI isn’t how many, it is who actually engages (your leads, who from your contacts database interacted with a post
    10. 10. Components of a Rockstar Social Media Strategy 1 Engagement: 2-way interaction, conversation, responding, listening, 2 Content creation (position as a thought leader/expert, be active on blogging) 3 Content curation: Spreading good content from others (creates allies) 4 Consistent presence
    11. 11. What to consider 1 It’s all about the persona: who are your prospects? Make a profile. Think of company size, industry, interests, needs… 2 Lifecycle stage 3 Humanizing the message and tone
    12. 12. Metrics to measure 1 Basic reach (eh, on this one). Audience growth rate 2 Specific post-level success (clicks, interactions, likes, shares/RTs, impressions) 3 Click-through rate 4 Referrals/found site via social media – Visits to contacts to customers conversions
    13. 13. Revenue & brand building 1 43% of marketers have found a customer from LinkedIn in 2013 (HubSpot). 2 52% of marketers have found a customer from Facebook in 2013 (HubSpot). 3 36% of marketers have found a customer via Twitter in 2013 (HubSpot). 4 42% of people expect a response within 60 minutes when complaining on social media (Jay Baer).
    14. 14. Tools to use 1 HubSpot all-in-one, social Inbox (I use it everyday! Context changes everything, know who you’re engaging with) 2 Buffer for optimal timing 3 HootSuite/TweetDeck for monitoring 4 SproutSocial & SimplyMeasured for metrics 5 SocialMention.com
    15. 15. content is king
    16. 16. It’s not all about the ROI. BRAND AWARENESS. TRUST. RECOGNITION. RELATIONSHIPS.
    17. 17. LET’S PUT THE SOCIAL, BACK IN SOCIAL MEDIA & MARKETING.
    18. 18. QUESTIONS? @LaneSutton LaneSutton.com

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