Using Social Media Data in Your Inbound Marketing Strategy (by Danielle Herzberg)
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Using Social Media Data in Your Inbound Marketing Strategy (by Danielle Herzberg)

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This deck was presented by Danielle Herzberg, Sales Manager at Hubspot, at UCSC Extension Silicon Valley in December 2013. She shares how to use Social Media Data in Your Inbound Marketing Strategy. ...

This deck was presented by Danielle Herzberg, Sales Manager at Hubspot, at UCSC Extension Silicon Valley in December 2013. She shares how to use Social Media Data in Your Inbound Marketing Strategy.

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  • Practice using Social Inbox with these 3 homework items
  • Coming out of the diagnosticTriggers
  • Social SEOIf we use blogging / SEO to get found on GoogleWe want to use monitoring / best practices to get found on social mediaIt’s simply another channel for SEO
  • Social SEOIf we use blogging / SEO to get found on GoogleWe want to use monitoring / best practices to get found on social mediaIt’s simply another channel for SEO
  • If we use blogging / SEO to get found on GoogleHubSpot has the built-in SEO tools
  • If we use blogging / SEO to get found on GoogleHubSpot has the built-in SEO tools
  • If we use blogging / SEO to get found on GoogleHubSpot has the built-in SEO tools
  • Some markers like to plan ahead, especially if they are doing social media as only part of their jobBulk upload now allows you to upload a CSV or Excel file that’s pre-populated with Twitter messages, dates, and times, so that you can automatically create your complete social publishing schedule in one fell swoop* ONLY bulk upload for TwitterThis is important because:For a subset of marketers using this product, this is a key featureMakes Publishing easier to use
  • If you have a go-to Twitter or Facebook Page that you always post your content to, you now have the option to select it as a default account so that posting to your favorite networks is easier and smoother.* Default for the user, not the portal
  • To make sharing the same content across multiple networks as simple as can be, you can now carry the link in your posts through to posts on different social networks for messages that you schedule to go live at the same time. You’ll only be able to carry the link forward, not the accompanying text, so that you’ll be sure to craft a custom message for each platform. * Cannot change this – we are taking a stance – cannot clone messages with link + text anymoreThis is important because:Goes a long way towards preventing “follower fatigue”Keeps marketers practicing good social strategies and not spamming their followers
  • You choose a custom or pre-determined publishing time to drive the best engagement results. You can also use the new calendar view to preview your scheduled messages for the rest of the month, making it easy to see which days have posts scheduled and what that scheduled content is. Days with blue dots in the bottom right-hand corner are days that you’ve pre-scheduled social content. This will help you schedule new social messages with a new confidence that you won’t be spamming your beloved followers with too many messages at onceRecommend posting times are still pulled from the custom publishing schedule
  • When composing a message, you can easily pull in any HubSpot blog post, landing page or image created within the HubSpot softwareThis is important because:1+1=3Reducing surface area
  • You can tag any social message as part of an existing campaignCan find the results in the Campaigns app, which is currently in betaThis is important because:Campaigns are what marketers use to organize their assets and report on them all at onceAllows marketers to see how social messages performed campaign-by-campaign, and drill down

Using Social Media Data in Your Inbound Marketing Strategy (by Danielle Herzberg) Using Social Media Data in Your Inbound Marketing Strategy (by Danielle Herzberg) Presentation Transcript

  • Using Social Media Data in Your Inbound Marketing Strategy Danielle Herzberg, Senior Sales Manager at HubSpot @DannieHerz
  • WHAT IS INBOUND MARKETING?
  • The old marketing playbook is BROKEN. 86% 91% skip TV ads unsubscribe from email 44% of direct mail is never opened 200M on the Do Not Call list
  • TRADITIONAL INBOUND vs. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric SEO Blogging Attraction Customer - Centric
  • Build Marketing Assets Blogs Interactive Tools Photos & Infographics Videos & Podcasts Presentations & eBooks
  • WHAT IS SOCIAL PROSPECTING?
  • LISTENIING FOR PEOPLE
  • CHECK THESE STATS OUT
  • Social Inbox. 1 Set up streams of your prospects / customers using Social Inbox. 2 Schedule at least one social media post through your account. 3 Interact with at least one contact through Monitoring.
  • Social Inbox Social Inbox identifies social media posts as coming from a customer, prospect, or active opportunity, and alerts allow sales, marketing, or customer service to respond by highlighting the individual’s lifecycle stage with a simple color-coded interface. Update: The new Compose flow helps marketers customize messages across different social media networks to optimize content for multiple shares on one network. The tool even alerts you when you have multiple messages scheduled too closely together so you don’t spam your followers.
  • 2 How to Sell Social Media.
  • Who needs social media? Challenges • No social media strategy • No time / too hard • Publishing, with little follow / engagement What to look for • Do they have social media accounts? • Do they have engagement with others? (Check @s) • Are they posting same messages to FB, Twitter, LinkedIn
  • How does this fit into the methodology? Social Media is another channel for SEO Google : Yellow Pages Social Media : Word of Mouth
  • Turning Strangers into Visitors Solution: Use monitoring grow reach. How? Follow others to gain a following • • Create a stream of non-branded keywords Follow others talking about your keywords, other thought leaders
  • Turning Strangers into Visitors Solution: Publishing to grow reach. How? Post to multiple networks • • Suggested times, bulk upload Posting diff. messages to diff. networks (avoid follower fatigue) Sharing  Increase reach  Social SEO
  • Turning Strangers into Visitors Solution: Monitor and send people to your site. How? Target people not in your database. • Monitor unbranded keywords • Talking about your industry, competitors, send them to your blog / site
  • Turning Visitors into Leads Solution: Send people to your forms. How? Target people not in your database. • Monitor branded keywords • Color Coding: Talking about you / not in your database? They should be! • Send them to LP, helpful info
  • Turning Leads into Customers Solution: Monitoring with context. How? Target leads, use their history. • Monitor keywords or entire contact lists in streams. • Prioritize leads. • Use social history, SFDC, contact profile, social profile for context.
  • 2 7 THINGS TO KNOW ABOUT SOCIAL PUBLISHING.
  • 1) Schedule tweets in bulk via Excel or CSV upload.
  • 2) Set default accounts for publishing.
  • 3) Practice smart marketing tactics with our new compose. *Called “link carry” on the
  • 4) See a calendar view of upcoming social posts.
  • 5) Easily pull in any HubSpot blog post, landing page or image. 1+1=3
  • 6) Organize and measure your social posts by campaign.