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Amplifying Your Content with Social Media

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Social media is not optional. It's been proven to increase website visitors, to help convert more leads and to drive more customers. But do you know how to best navigate the social media landscape? Who to target, and which networks are best for your audience?

This presentation is part of HubSpot's complimentary Inbound Certification. You can learn more at: http://academy.hubspot.com/certification

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Amplifying Your Content with Social Media

  1. 1. AMPLIFYING YOUR CONTENT WITH SOCIAL MEDIA. Inbound Certification Class #4
  2. 2. Sarah Papachristos @sarahpapa HubSpot User Group Program Manager
  3. 3. #INBOUND
  4. 4. 1  Why social media is crucial to your inbound strategy 2  Developing your social media strategy 3  What does awesome social content look like? 4  Key takeaways and resources AGENDA
  5. 5. WHY SOCIAL MEDIA IS CRUCIAL TO YOUR INBOUND STRATEGY. 1
  6. 6. Internet users spend 4x more time on Facebook than on Google.  
  7. 7. Facebook: 1.3 billion Twitter: 645 million LinkedIn: 300 million Google+: 300 million ACTIVE USERS
  8. 8. Use social media to attract visitors. FLICKR USER TOM ARTHUR
  9. 9. of marketers saw an increase in traffic after spending just 6 hours per week on social media. 74% SOURCE: SOCIAL MEDIA EXAMINER
  10. 10. Use social media to convert visitors into leads.
  11. 11. Use social media to engage not just leads, but customers, too.
  12. 12. %ofchanneluserswhoacquireda customerthroughthischannel Social media is effective for customer acquisition. 52% 43% 43% 36% 15% 9% 0% 20% 40% 60% 80% 100% Facebook LinkedIn Company Blog Twitter Google+ Pinterest
  13. 13. Social media can also be used to delight.
  14. 14. Customer delight Stay connected with customers and keep them happy.
  15. 15. Foster connections. Social Media is one of the few channels that allows for one on one communication with prospects - let’s use it.
  16. 16. Keep customers happy. Want your business to grow? Keep your customers happy – they can be evangelists for your brand. Plus public displays of delight will appeal to your prospects, too!
  17. 17. Reach out and address issues promptly.
  18. 18. Show your personality. Social media just that – social! So don’t be afraid to show what makes you, your company and your corporate culture special and enjoyable to work with.
  19. 19. DEVELOPING YOUR SOCIAL MEDIA STRATEGY. 2
  20. 20. When developing a social media strategy consider your buyer personas.
  21. 21. Where do you begin? Start by asking the right questions.
  22. 22. If content is king, then distribution is queen. FLICKR USER AUSSIEGAL
  23. 23. How good is your content?
  24. 24. Are you on the right networks? FLICKR USER FRAU HOLLE
  25. 25. How is your timing? Are you posting too much, or not enough? How consistent are your posts? FLICKR USER SERENDIPYTIS
  26. 26. How are you positioning content? FLICKR USER KIRIKIRI
  27. 27. Are you doing more talking or listening? FLICKR USER KALEXANDERSON
  28. 28. Are you addressing angry prospects and customers?
  29. 29. Personas: who are they? Optimize your profiles Analyze to refine SOCIAL MEDIA BEST PRACTICES Customize your content to each platform Build reach
  30. 30. Social profiles are like mini versions of your website. They can be optimized for search exactly too. Do not miss out on an opportunity to expand your reach. Optimize your profiles.
  31. 31. Include keywords in your profiles to make them more searchable.
  32. 32. Always include links to your website. Make it easy for visitors to find your site. FLICKR USER KK
  33. 33. Add visuals and customize everywhere you can: URLs, Headers, Logos, and Avatars. Search engines and users love visual data.
  34. 34. Personas: who are they? Optimize your profiles Analyze to refine SOCIAL MEDIA BEST PRACTICES Customize your content to each platform Build reach
  35. 35. Personas: Who are they? Knowing your buyer personas thoroughly will allow us to get content to them at the right place at the right time. FLICKR USER PINK SHERBET PHOTOGRAPHY
  36. 36. •  Where are they spending time on the internet? •  Which networks? Is it only the big 4 or a niche site targeted at people in the same industry or interest? •  Why are they there? For business or pleasure? •  Most importantly, what sort of content do they want to read and share? HOW YOUR PERSONAS FIT INTO YOUR SOCIAL STRATEGY
  37. 37. Once you have found them, stop and listen! What kind of content are they sharing? Posting? Then you can…
  38. 38. Personas: who are they? Optimize your profiles Analyze to refine SOCIAL MEDIA BEST PRACTICES Customize your content to each platform Build reach
  39. 39. FLICKR USER STUARTPILLOW Build reach Follow, friend, connect: Prospects, customers, thought leaders.
  40. 40. Use the cocktail party rule. FLICKR USER X-RAY DELTA ONE
  41. 41. •  Ask questions rather than talking about yourself. •  Sharing content that is from other people is OK. In fact it is a necessity. •  80/20 rule: 80% of your content should be interesting and helpful, and 20% can be more promotional. •  Mix things up: Post pictures, videos, ebooks, blog posts, contests, questions, are all fair game. RULES OF SOCIAL MEDIA ETIQUETTE
  42. 42. Use curated content to beef up your feeds. Share the content of others and put your own spin on it. WIKIMEDIA COMMONS BRIAN0918
  43. 43. Think of your social media feeds as your brand’s mix tape. Create something new and express yourself using a unique mix of content.
  44. 44. Personas: who are they? Optimize your profiles Analyze to refine SOCIAL MEDIA BEST PRACTICES Customize your content to each platform Build reach
  45. 45. Customize your content to each platform Tailor content to persona and network. you need to not only provide users the content that they are looking for, but position it in the context of that network.
  46. 46. TWITTER The Conversation FLICKR USER JFFERY TURNER
  47. 47. •  Posts should be 115-120 characters long. •  Tweet early & often! •  Use #hashtags to connect with your audience. •  Watch your replies! Do not start a tweet with an @ mention. •  Use pictures. TWITTER
  48. 48. FACEBOOK The Personality
  49. 49. •  Keep posts under 250 characters. •  In general, post early in the morning and the afternoon. •  Use images. •  Ask questions. •  Make it fun and personal – this is not the place for serious content! FACEBOOK
  50. 50. LINKEDIN The Professional FLICKR USER NAN PALMERO
  51. 51. •  Post to company pages and groups. •  Post meaty, thought-provoking content on industry-related topics. •  In general, post before 8AM and after 6 PM on Tuesdays and Thursdays. •  Have employees share content. LINKEDIN FLICKR LAVERRUE
  52. 52. GOOGLE+ The Search Engine Driver
  53. 53. •  Diversify your content: post images, videos, and educational content. •  +1 buttons showing up next to results can improve click-through rates. •  GREAT for local search optimization. GOOGLE+
  54. 54. Personas: who are they? Optimize your profiles Analyze to refine SOCIAL MEDIA BEST PRACTICES Customize your content to each platform Build reach
  55. 55. Analyze to refine How do we know we are doing it right? What should you be measuring to evaluate your success? What types of goals should you have in mind when you get started? FLICKR USER J MARK BERTRAND
  56. 56. WHAT DOES AWESOME SOCIAL CONTENT LOOK LIKE?3
  57. 57. It aligns with all stages of the Buyer’s Journey.
  58. 58. Social media allows you to engage prospects at every stage of the buyer’s journey.
  59. 59. Share content from the Awareness Stage.
  60. 60. Using social media in the Awareness Stage: Share helpful, educational content.
  61. 61. Share content from the Consideration Stage. FLICKR USER STEVEN SNODGRASS
  62. 62. Share content that helps personas learn more about a specific problem, opportunity, or issue. Using social media in the Consideration Stage:
  63. 63. Social media engagement can aid personas in the Decision Stage. FLICKR USER DNO
  64. 64. Using social media in the Decision Stage: Have defined their solution strategy, method, or approach.
  65. 65. Case Study of a Company that rocks on Social Media: General Electric FLICKR USER OBERAZZI
  66. 66. Personas: who are they? Optimize your profiles Analyze to refine SOCIAL MEDIA BEST PRACTICES Customize your content to each platform Build reach
  67. 67. •  Customized images for the avatar header and background •  Verified profile •  Links to their website •  Thoroughly fleshed out company bio. GE’s Twitter profile Optimize your profiles
  68. 68. •  Posts are short and re-tweetable •  Use of #hashtags to tie into trending topics and events •  Great mix of content: •  Visual •  Responses •  Original •  Posting multiple times per day GE’s Tweets: Customize content to each platform
  69. 69. •  Customized background image and logo •  Company description customized for Facebook – light, breezy, fun GE’s Facebook profile page: Optimize your profiles
  70. 70. •  Interactive, visual content asks questions •  They are also good at keeping up their replies GE’s Facebook posts: Customize content to each platform
  71. 71. •  Customized headers and logos •  Bio and images tailored to LinkedIn Optimize your profiles GE’s LinkedIn page:
  72. 72. •  Posting daily •  Posting content that links to other sites (The Economist and Quirky.com) •  Posts are lengthier – taking advantage of unlimited characters GE’s LinkedIn messages: Customize content to each platform
  73. 73. •  Customized URL instead of a string of numbers, head and logo •  Links to other social networks •  Have engaged with lots of people via circles GE’s Google+ page: Optimize your profiles
  74. 74. •  Great mix of content: infographics, photos, videos, gifs, and illustrations •  Good mix of providing general, fun, and promotional content GE’s Google+ posts: Customize content to each platform
  75. 75. How personas factor in:   It is clear from these postings that GE really gets their target buyer persona: •  They spend time on multiple social platforms •  They are technical, and knowledge hungry but also have a playful side •  Love science and love technology
  76. 76. How to measure your results. FLICKR USER CHEFRANDEN
  77. 77. The data will tell you! How are our followers responding? If not, it is an opportunity for improvement.
  78. 78. How many visits are you getting from social media? How many leads?
  79. 79. Track your reach. •  How many followers do you have? •  How is that increasing or decreasing over time?
  80. 80. How shareable is your content? FFLICKR ED YOURDAN
  81. 81. Make that social proof visible! WANT DATA JUST FOR YOURSELF? GET THE ‘SOCIALSHARECHECK’ CHROME PLUGIN.
  82. 82. Which posts generated the most clicks? The most interactions?
  83. 83. KEY TAKEAWAYS AND RESOURCES.4
  84. 84. KEY TAKEAWAYS 1  Social media can and needs to be used at all stages of the Buyer’s Journey. 2  Buyer Personas will help you serve people with the right content at the right time. 3  Optimize your profiles and posts. 4  As in social as in life: manners matter!
  85. 85. 1.  Social Media Marketing Kit [downloadable kit] 2.  The Science of Social Media [webinar] 3.  11 Ways to Make Social Media Less of a Time Suck [blog post] 4.  Critical Social Media Updates & How To React in 2014 [blog post] 5.  How to Get 1000+ Followers on Twitter [blog post] 6.  17 Customizable Templates for Social Media [downloadable templates] RESOURCES
  86. 86. THANK YOU. Sarah Papachristos @sarahpapa

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