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Sieu thi dien may Viet Long - www.vietlongplaza.com.vn     How to Use Social Media     To Build Your Brand              Ri...
Agenda         I. About HubSpot & Inbound Marketing         II. How Branding Is Changing         III.         III How to C...
Who’s HubSpot?    • Founded in July 2006 from research at MIT                    y    • Cambridge, MA    • 1800+ customers...
Traditional Marketing (Outbound)4
Marketing Today (Inbound)5
How Do Growing Companies Market?         1950 - 2000       2000 - 20506
Agenda         I. About HubSpot & Inbound Marketing         II. How Branding Is Changing         III.         III How to C...
How Much Focus on Brand?           Allocation of HubSpot Marketing Time & Resources                            Other      ...
What Is a Brand?    Flickr: Ed Yourdon               Flickr: Earl – What I Saw 2.0                         A set of promis...
Brand Trust Helps With Conversion              Website Visitors                   Leads                 Customers10
How Is a Brand Defined?      Flickr: Susan NYC                          By people who talk.11
Trust Built From the Top Down …12
… Is Easily Broken13
How Brands Used to Get Made     Hire an     agency                                  Your brand                            ...
The Brand Assembly Line            Flickr: Rickydavid15
How Brands Are Built Today      Cultivate                                  Cultivate     Cultivate                        ...
Cultivated Branding     Flickr: swisscan17
Agenda      I. About HubSpot & Inbound Marketing      II. How Branding Is Changing      III.      III How to Cultivate You...
How Do You Cultivate Your Brand?            Community   Product             Content    Company19
People Talk About Great Products20
Tip: Save Highlights as Favorites21
And Answer Question About Them22
How Your Company Can Help23
Be Transparent24
All Your Employees Are Marketers25
A Nice-Looking Restaurant Site
Another Nice-Looking Restaurant Site              What’s the difference?
Content Builds Deeper Trust28
How Many Tickets Do You Have?
More Visitors30
What Kind of Content?     Content about your       Content about your        company.                          +       ind...
What Content Channels Are Best?•   Blogg•   Podcast•   Videos    Vid•   Photos       o os•   Presentations•   eBooks•   Ne...
Get Into the Content Mindset                        • Make emails into blog posts                        • Turn forum post...
How to Cultivate With Social Media                               Listen     Share Your Content                            ...
You Already Have the Skills                          You Just Do It Offline                          •    Meeting people  ...
What Are They Saying About You?                          Places to listen                          •   Search.Twitter.com ...
Follow the Conversation Via RSS         How to sign up: Google.com/reader37
Participate in Q&A • Facebook   Discussions • Yahoo! Answers • LinkedIn Q&A   and Discussions38
How I Track Conversations39
Distribute Your Content40
Good Content Spreads41
What Gets Shared?     Rarely                           Frequently     Shared                              Shared     • Pro...
Agenda      I. About HubSpot & Inbound Marketing      II. How Branding Is Changing      III.      III How to Cultivate You...
Track Twitter Grade               Go to: http://Twitter.Grader.com44
Track Reach45
Track Direct Traffic46
Track Conversions47
Track Brand Keywords48
Final Thoughts …     Fi l Th    ht49
Build Leverage50
Too Many Pieces to Put Together!                                    d.j.k. on flickr51
HubSpot Puts the Pieces Together52
Thank You!   Software: www.HubSpot.com/Trial   Community: www.inboundmarketing.com   Free Tools: www.Grader.comRick Burnes...
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How to use social media for branding

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How to use social media for branding

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Transcript of "How to use social media for branding"

  1. 1. Sieu thi dien may Viet Long - www.vietlongplaza.com.vn How to Use Social Media To Build Your Brand Rick Burnes Marketing Manager @HubSpot Twitter: @RickBurnes
  2. 2. Agenda I. About HubSpot & Inbound Marketing II. How Branding Is Changing III. III How to Cultivate Your Brand IV. Measuring Your Brand2
  3. 3. Who’s HubSpot? • Founded in July 2006 from research at MIT y • Cambridge, MA • 1800+ customers 100+ employees 1800 customers, 1003
  4. 4. Traditional Marketing (Outbound)4
  5. 5. Marketing Today (Inbound)5
  6. 6. How Do Growing Companies Market? 1950 - 2000 2000 - 20506
  7. 7. Agenda I. About HubSpot & Inbound Marketing II. How Branding Is Changing III. III How to Cultivate Your Brand IV. Measuring Your Brand7
  8. 8. How Much Focus on Brand? Allocation of HubSpot Marketing Time & Resources Other 10% Brand 30% Leads & Sales 60%8
  9. 9. What Is a Brand? Flickr: Ed Yourdon Flickr: Earl – What I Saw 2.0 A set of promises.9
  10. 10. Brand Trust Helps With Conversion Website Visitors Leads Customers10
  11. 11. How Is a Brand Defined? Flickr: Susan NYC By people who talk.11
  12. 12. Trust Built From the Top Down …12
  13. 13. … Is Easily Broken13
  14. 14. How Brands Used to Get Made Hire an agency Your brand comes out, out wrapped in plastic Flickr: jamesjyu14
  15. 15. The Brand Assembly Line Flickr: Rickydavid15
  16. 16. How Brands Are Built Today Cultivate Cultivate Cultivate Cultivate Cultivate Watch your brand grow. Flickr: swisscan16
  17. 17. Cultivated Branding Flickr: swisscan17
  18. 18. Agenda I. About HubSpot & Inbound Marketing II. How Branding Is Changing III. III How to Cultivate Your Brand IV. Measuring Your Brand18
  19. 19. How Do You Cultivate Your Brand? Community Product Content Company19
  20. 20. People Talk About Great Products20
  21. 21. Tip: Save Highlights as Favorites21
  22. 22. And Answer Question About Them22
  23. 23. How Your Company Can Help23
  24. 24. Be Transparent24
  25. 25. All Your Employees Are Marketers25
  26. 26. A Nice-Looking Restaurant Site
  27. 27. Another Nice-Looking Restaurant Site What’s the difference?
  28. 28. Content Builds Deeper Trust28
  29. 29. How Many Tickets Do You Have?
  30. 30. More Visitors30
  31. 31. What Kind of Content? Content about your Content about your company. + industry.31
  32. 32. What Content Channels Are Best?• Blogg• Podcast• Videos Vid• Photos o os• Presentations• eBooks• News Releases
  33. 33. Get Into the Content Mindset • Make emails into blog posts • Turn forum posts into blog posts • Sh t videos at events Shoot id t t • Interview customers for your b og blog • Repurpose company data for public reports • Share lessons you learnFlick Photo: Cindiann
  34. 34. How to Cultivate With Social Media Listen Share Your Content Listen More Li t M Build Relationships34
  35. 35. You Already Have the Skills You Just Do It Offline • Meeting people • Building relationships • Asking A ki questions ti • Answering questions • Building trust • Building a reputation35
  36. 36. What Are They Saying About You? Places to listen • Search.Twitter.com • google.com/blogsearch • Technorati.com T h ti • Existing blogs • Industry Twitterers36
  37. 37. Follow the Conversation Via RSS How to sign up: Google.com/reader37
  38. 38. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions38
  39. 39. How I Track Conversations39
  40. 40. Distribute Your Content40
  41. 41. Good Content Spreads41
  42. 42. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts42
  43. 43. Agenda I. About HubSpot & Inbound Marketing II. How Branding Is Changing III. III How to Cultivate Your Brand IV. Measuring Your Brand43
  44. 44. Track Twitter Grade Go to: http://Twitter.Grader.com44
  45. 45. Track Reach45
  46. 46. Track Direct Traffic46
  47. 47. Track Conversions47
  48. 48. Track Brand Keywords48
  49. 49. Final Thoughts … Fi l Th ht49
  50. 50. Build Leverage50
  51. 51. Too Many Pieces to Put Together! d.j.k. on flickr51
  52. 52. HubSpot Puts the Pieces Together52
  53. 53. Thank You! Software: www.HubSpot.com/Trial Community: www.inboundmarketing.com Free Tools: www.Grader.comRick BurnesMarketing Manager @HubSpot @H bSpotTwitter: @rickburnes
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