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Social Media Interactions Analysis, Humanization

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  • 1. Analyzing Social Media Interaction Across Channels By Lane Sutton @LaneSutton
  • 2. What defines HubSpot’s brand? HubSpot is…•Smart •Helpful •Human •Analytical •Fun / Cultural
  • 3. Are we being remarkable, even on social? Spreading the HubSpot vibe?
  • 4. THIS IS HubSpot. HubSpot is us.
  • 5. Social Media Organic Leads (from 1/1/13 – 7/31/13)
  • 6. The problems • Too much publishing, not enough monitoring & analysis in the content process! • Not enough conversation throughout the day. • Narrowing our focus: is it Lead Gen or Lead Nurturing on social? • Qualitative vs. Quantitative leads • Is Reach & follower # a concern? Being reactive. • Data metric better than clicks!
  • 7. The solutions • More human engagement & conversation (other than content & posting) • Analyzing more than just the bottom line – looking at the whole picture (engagement #s) • Less production & distribution, actually looking at the conversion stage. • Redefining engagement & interactions. • Product feature improvement for internal use • Actually engaging & having conversation surrounding our content.
  • 8. 3 4 ATTRACT by sharing – link building 2 ENGAGE & INTERACT 3 ANALYSIS of new leads, contacts, shares, evangelism, etc REPEAT 4 1 The Stages of Content
  • 9. Downloading an offer/filling a form – an action (MoFU) Net New Leads Lead Gen (BoFU)
  • 10. 53% of SoMe marketers don’t measure success. (Awareness)
  • 11. Don’t grow too fast!
  • 12. engagement – participating in social media or content, conversation, actively interacting with posts that will impact others (NOT a click!) • A comment? • A like? • A share? A retweet? • An @reply? A mention? • A click? • A view or visit? • Think about the after-effect: o Downloading offer o Visiting LP o Lifecycle stage changes
  • 13. Engaging content types
  • 14. Engaging content types • Links • Photos • Infographics • Videos / multimedia • Plain ol’ status updates • Resources, references, cheat sheets, useful purposeful information • Any difficulty (beginner level knowledge, intermediate, advanced) • Statistics, facts, percentages
  • 15. • 7 contacts generated • 163 Facebook interactions • 304 total clicks • This post had a campaign token tagged.
  • 16. ypes of fansT • Community who shares the content; unlikely to buy; love it, read it, share it – the massive referral engine. • Inbound marketers – members of the LinkedIn group, attended IMU or Academy, certified users, readers of the book • Rabid fans: employees, customers, active social engagers (VARS) - greatest likelihood of moving a prospect down the conversion path funnel from Awareness to Consideration to Purchase.
  • 17. Top Traffic Sources for Social Media Referrals • Facebook • Twitter • LinkedIn
  • 18. RELEVANCE. Posting content on the same network a the content is about.
  • 19. Too much to monitor. Not enough analysis.
  • 20. Social media historical interaction... Any mentions of HubSpot? Actions (shares, RTs, clicks, what happens after?
  • 21. Twitter lead cards Built-in lead gen & CTA Zarrella’s project?
  • 22. ADD VALUE. GIVE PURPOSE. MEANING. CONVERSE.
  • 23. Optimizing Socia for Lead Gen or Lead Nurturing?Even brand recognition, loyalty, & awareness are valuable from social, not just all for customer & lead gen.
  • 24. Only a small customer base is coming from social media referrals. About 200. (~6%)
  • 25. Tweets from Brittany Leaning, here to help!
  • 26. It’s not all about the ROI. BRAND AWARENESS. TRUST. RECOGNITION. RELATIONSHIPS.
  • 27. Amplify. But don’t broadcast or shout.
  • 28. IT ALL COMES BACK TO BUYER PERSONAS. What do they want & need from the HubSpot brand? Value & purpose
  • 29. LET’S PUT THE SOCIAL, BACK IN SOCIAL MEDIA.
  • 30. QUESTIONS?
  • 31. @LaneSutton
  • 32. Google Analytics
  • 33. Very successful paid ads -Broad, general topics -Targeting many topics in marketing, industry folks, organizations, . Worded actionably. -Spent $20K on this ad... So data is skewed but definitely more targeted. Over 10K likes, 14K link clicks 80,000 visits -> 10K contacts -> 20 customers, lots of leads in progress & open -These posts get 75% higher engagement than all brand posts in a day.
  • 34. • Posts need more comments – ask questions? Get perspectives like riddles. • Stay to normal tweets more than RTs or @replies.
  • 35. Offers promoted via social • Up higher the last few months • Most successful, more than blog posts. VALUE!
  • 36. blog.hubspot.com offers.hubspot.com
  • 37. Blog posts promoted via social
  • 38. Total vs. Social Visits on blog.hubspot.com
  • 39. 0.00 5.00 10.00 15.00 20.00 25.00 opportunity Lead Marketingqualifiedlead Evangelist Customer # of Social Clicks by Lifecycle Stage Facebook LinkedIn Twitter Think of network size & our audience on each network. No surprise that FB has most clicks. Does it even matter the stage for how many clicks each person makes?
  • 40. 0.00 5.00 10.00 15.00 20.00 25.00 VAR International 1:10 Outbound Experiment Non-Profit/Edu 11:200 200+ # of Social Clicks by HubSpot Persona Facebook LinkedIn Twitter
  • 41. Social Media referrals within the last 6 months
  • 42. 0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 Avg. FB Clicks by Lifecycle Stage over 6 months
  • 43. 0.00 0.20 0.40 0.60 0.80 1.00 1.20 1.40 1.60 1.80 Avg. LinkedIn Clicks by Lifecycle Stage lead marketingqualifiedlead other evangelist opportunity customer subscriber
  • 44. 0 0.5 1 1.5 2 2.5 3 3.5 Avg. Twitter Clicks by Lifecycle Stage Property not set lead marketingqualifiedlead other evangelist opportunity customer subscriber
  • 45. 0 0.5 1 1.5 2 2.5 3 3.5 4 Avg. Facebook Clicks by HS Persona Property not set Experiment 11-200 Outbound 200+ International Non-Profit/Edu VAR 1:10
  • 46. 0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8 2 Property not set Experiment 0.597222222 Outbound 200+ International VAR 1:10 Avg. LinkedIn Clicks by HS Persona Property not set Experiment 0.597222222 Outbound 200+ International VAR 1:10
  • 47. 0 0.5 1 1.5 2 2.5 3 3.5 #/Clicks HS Persona Avg. Twitter Clicks by HS Persona Property not set Experiment 0.597222222 Outbound 200+ International Non-Profit/Edu VAR 1:10

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