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Social Media Monitoring in
10 Minutes a Day


    Rick Burnes
    Marketing Manager @HubSpot
    Twitter: @RickBurnes
What’s HubSpot?




    • Founded in July 2006; grew out of research at MIT
    • Sells inbound marketing software
    • 2,300+ customers; 120+ employees
2
Agenda

         I. About Social Media Monitoring &
              Inbound Marketing
         II. Why use social media?
         III. How do I monitor it?
         IV. How to measure it?




3
This Isn’t Social Media Monitoring




 Photo: Penmachine
This Is




              Flickr: Susan NYC



              Social media monitoring isn’t about being super techy.
              It’s about listening.
5
Social Media Is Not Just Marketing




                 Recruiting




                                           Internal
                                        Communication




                  Sales &
                  Support     And lots more …

6
Traditional Marketing (Outbound)




7
Marketing Today (Inbound)




8
How Do the Best New Companies Market?

           1950 - 2000          2000 - 2050




9
What Is Inbound Marketing?

       Process    Website Visitors       Tools
     Get Found                       Get Found
     • Publish                       • Content Mgmt
     • Promote                       • Blogging
     • Optimize                      • Social Media
                                     • SEO
                   Get Found         • Analytics

     Convert                         Convert
     • Test                          • Offers / CTAs
                                     • Landing Pages
     • Target        Convert         • Email
     • Nurture                       • Lead Intelligence
                                     • Lead Mgmt
                                     • Analytics
                     Customers
10
Twitter Feeds the Funnel & Helps Convert

     Blogging     SEO   Social Media Monitoring   Email   Pay-Per-Click




                           Website Visitors



     Social                 Leads
     Media
     Monitoring




                            Customers
11
Agenda

      I. About Social Media Monitoring &
           Inbound Marketing
      II. Why use social media?
      III. How do I monitor it?
      IV. How to measure it?




12
Social Media Is Now a Staple




     Flickr: anitacanita                 Flickr: sierravalleygirl


                  • Unmeasured                          • Highly measurable
                  • Small scale                         • Massive scale
                  • No business impact                  • Major driver of leads, sales
                  • But lots of fun                     • Still fun


13
PR, Social-Media Style

                  Need to urgently speak with a business that is very
                  actively leveraging social media strategies; for ZDNet

             I spoke about our use of social media for biz on 2 panels -
             http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9

                                         408 555-1234?



             I will call you right now
PR, Social-Media Style




 Elapsed Time:
  50 Minutes
The Old Days: Just Search




16
Today: Social Media Matters, Too




17
Social Media Plays a Role in SEO




                               Results
                                from
                               Twitter




18
Social Media Drives Leads

                       HubSpot Social Media Leads




     Twitter is largest category, at >40% of HubSpot’s total social media leads.



19
Agenda

      I. About Social Media Monitoring &
           Inbound Marketing
      II. Why use social media?
      III. How do I monitor it?
      IV. How to measure it?




20
How to Get Started




                               Listen




     Share Your Content

                                                Listen More




                          Build Relationships
21
Your Daily Minimum




         10 minutes. Sometimes you’ll spend more.
         This is a minimum to start the conversation.


22
Setup Google Alerts
                                              1. Sign up for
                                                 an alert.


                                      2. Set “Deliver to” to
                                             “Feed”




              www.google.com/alerts
23
Add the Feeds to Google Reader




                     Subscribe to the feed in
                        Google Reader




              www.google.com/reader


24
Create Feeds for Twitter

                                  1. Search for
                                   your brand

                                          2. Grab the feed for
                                              your search




               www.twitter.com/search
25
How to Add a Feed
      Copy feed       Click on
       address       feed icon




26
Add Feeds From LinkedIn Answers




                                    Add a
                                   LinkedIn
                                   Answers
                                     Feed
        www.linkedin.com/answers
27
Learn Key Commands



                       “K”
                      Scrolls
                       Up


                       “J”
                      Scrolls
                      Down




28
Check Facebook




29
How to Break Down 10 Minutes


      7 Minutes    Check Google Reader
                   - Google Alerts
                   - Twitter
                   - LinkedIn
                   - Industry-Specific Feeds

      3 Minutes    Check Facebook
                   -Wall
                   -Discussions




30
Imma Let U Finish …




       … but u missed the best social media tool evar!
31
More Is Not Better




          Flickr: feastoffun


          Too much Twitter will make you sick.
          Balance your time on social media.



32
What Do You Do With More Time?




        Go mingle!
        (Build relationships.)

33
Pick the Right Interactions



                                          Comment on
                                          sites with
                                          authority.




               http://alerts.grader.com



34
Save Flattering Comments




35
What If You Get Negative Comments?


                  • If it’s helpful, rational feedback
                  • Address the comments
       Respond    thoroughly, openly and honestly
                  • Follow-up with action
                  • Don’t extend the discussion



                   • If the feedback is irrational or
                   designed to draw you into an
       Don’t       extended dialogue
       Respond     • Make sure everybody at your
                   company knows you’ve decided
                   to ignore the comment



36
Don’t Just Make Noise




     Flickr: pb031
                                                 Flickr: Property#1




           Constant chatter on social media doesn’t move leads into your sales funnel.
           Unique, valuable content will.


37
Conversation & Distribution




     Conversation

              AND



      Distribution




38
Blogging Increases Twitter Reach




39
What to Publish?

 •   Blog
 •   Podcast
 •   Videos
 •   Photos
 •   Presentations
 •   eBooks
 •   News Releases


40
What Gets Shared?

     Rarely                           Frequently
     Shared                              Shared




     • Product info             • New data
     • Free trials              • Funny videos
     • Software documentation   • Top-notch blog posts




41
Don’t Talk About Your Product




                                HubSpot.com/cartoons
Agenda

      I. About Social Media Monitoring &
           Inbound Marketing
      II. Why use social media?
      III. How do I monitor it?
      IV. How to measure it?




43
Don’t Get Distracted




44
Use Twitter Grader




             http://Twitter.Grader.com

45
Use Facebook Grader




           http://Facebook.Grader.com
46
Track Reach




47
Measure the Impact on Your Funnel
              Website Visitors




                 Customers
48
How to Track Your Funnel




              Track visitors.



49
How to Track Your Funnel




              Track leads.



50
How to Track Your Funnel




              Track customers.



51
Why Tracking Via Channels Is Critical


                                                                  Net
                   Visitors   Leads   Conversion   Customers
                                                               Conversion
     Twitter       3,289      554       17%           12         0.4%
     Facebook       504        75       15%           6          1.2%
     Stumbleupon    511        28        5%           1          0.2%




52
Final Thoughts …




53
20th Century Customers




            Highly transactional, anonymous.


54
21st Century Customers




                          Relationship
                          based; they want
                          to go where
                          everybody knows
                          their name.




55
Build Leverage




56
Too Many Pieces to Put Together!




                                d.j.k. on flickr
57
HubSpot Puts the Pieces Together




58
SEO, Social Media Work Together




59
Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/trial/



Connect with me:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes

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Social Media Monitoring in 10 Minutes a Day

  • 1. Social Media Monitoring in 10 Minutes a Day Rick Burnes Marketing Manager @HubSpot Twitter: @RickBurnes
  • 2. What’s HubSpot? • Founded in July 2006; grew out of research at MIT • Sells inbound marketing software • 2,300+ customers; 120+ employees 2
  • 3. Agenda I. About Social Media Monitoring & Inbound Marketing II. Why use social media? III. How do I monitor it? IV. How to measure it? 3
  • 4. This Isn’t Social Media Monitoring Photo: Penmachine
  • 5. This Is Flickr: Susan NYC Social media monitoring isn’t about being super techy. It’s about listening. 5
  • 6. Social Media Is Not Just Marketing Recruiting Internal Communication Sales & Support And lots more … 6
  • 9. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 9
  • 10. What Is Inbound Marketing? Process Website Visitors Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO Get Found • Analytics Convert Convert • Test • Offers / CTAs • Landing Pages • Target Convert • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 10
  • 11. Twitter Feeds the Funnel & Helps Convert Blogging SEO Social Media Monitoring Email Pay-Per-Click Website Visitors Social Leads Media Monitoring Customers 11
  • 12. Agenda I. About Social Media Monitoring & Inbound Marketing II. Why use social media? III. How do I monitor it? IV. How to measure it? 12
  • 13. Social Media Is Now a Staple Flickr: anitacanita Flickr: sierravalleygirl • Unmeasured • Highly measurable • Small scale • Massive scale • No business impact • Major driver of leads, sales • But lots of fun • Still fun 13
  • 14. PR, Social-Media Style Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9 408 555-1234? I will call you right now
  • 15. PR, Social-Media Style Elapsed Time: 50 Minutes
  • 16. The Old Days: Just Search 16
  • 17. Today: Social Media Matters, Too 17
  • 18. Social Media Plays a Role in SEO Results from Twitter 18
  • 19. Social Media Drives Leads HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads. 19
  • 20. Agenda I. About Social Media Monitoring & Inbound Marketing II. Why use social media? III. How do I monitor it? IV. How to measure it? 20
  • 21. How to Get Started Listen Share Your Content Listen More Build Relationships 21
  • 22. Your Daily Minimum 10 minutes. Sometimes you’ll spend more. This is a minimum to start the conversation. 22
  • 23. Setup Google Alerts 1. Sign up for an alert. 2. Set “Deliver to” to “Feed” www.google.com/alerts 23
  • 24. Add the Feeds to Google Reader Subscribe to the feed in Google Reader www.google.com/reader 24
  • 25. Create Feeds for Twitter 1. Search for your brand 2. Grab the feed for your search www.twitter.com/search 25
  • 26. How to Add a Feed Copy feed Click on address feed icon 26
  • 27. Add Feeds From LinkedIn Answers Add a LinkedIn Answers Feed www.linkedin.com/answers 27
  • 28. Learn Key Commands “K” Scrolls Up “J” Scrolls Down 28
  • 30. How to Break Down 10 Minutes 7 Minutes Check Google Reader - Google Alerts - Twitter - LinkedIn - Industry-Specific Feeds 3 Minutes Check Facebook -Wall -Discussions 30
  • 31. Imma Let U Finish … … but u missed the best social media tool evar! 31
  • 32. More Is Not Better Flickr: feastoffun Too much Twitter will make you sick. Balance your time on social media. 32
  • 33. What Do You Do With More Time? Go mingle! (Build relationships.) 33
  • 34. Pick the Right Interactions Comment on sites with authority. http://alerts.grader.com 34
  • 36. What If You Get Negative Comments? • If it’s helpful, rational feedback • Address the comments Respond thoroughly, openly and honestly • Follow-up with action • Don’t extend the discussion • If the feedback is irrational or designed to draw you into an Don’t extended dialogue Respond • Make sure everybody at your company knows you’ve decided to ignore the comment 36
  • 37. Don’t Just Make Noise Flickr: pb031 Flickr: Property#1 Constant chatter on social media doesn’t move leads into your sales funnel. Unique, valuable content will. 37
  • 38. Conversation & Distribution Conversation AND Distribution 38
  • 40. What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases 40
  • 41. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 41
  • 42. Don’t Talk About Your Product HubSpot.com/cartoons
  • 43. Agenda I. About Social Media Monitoring & Inbound Marketing II. Why use social media? III. How do I monitor it? IV. How to measure it? 43
  • 45. Use Twitter Grader http://Twitter.Grader.com 45
  • 46. Use Facebook Grader http://Facebook.Grader.com 46
  • 48. Measure the Impact on Your Funnel Website Visitors Customers 48
  • 49. How to Track Your Funnel Track visitors. 49
  • 50. How to Track Your Funnel Track leads. 50
  • 51. How to Track Your Funnel Track customers. 51
  • 52. Why Tracking Via Channels Is Critical Net Visitors Leads Conversion Customers Conversion Twitter 3,289 554 17% 12 0.4% Facebook 504 75 15% 6 1.2% Stumbleupon 511 28 5% 1 0.2% 52
  • 54. 20th Century Customers Highly transactional, anonymous. 54
  • 55. 21st Century Customers Relationship based; they want to go where everybody knows their name. 55
  • 57. Too Many Pieces to Put Together! d.j.k. on flickr 57
  • 58. HubSpot Puts the Pieces Together 58
  • 59. SEO, Social Media Work Together 59
  • 60. Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/trial/ Connect with me: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes