Social Media 101
York Technology Association Marketing Leadership Group Meeting




Rick Burnes
Twitter: @rickburnes
May 1...
Introductions




      Inbound Marketer   Inbound Marketing Software
Agenda


         I.     Inbound vs. Outbound Marketing
         II.    What Is Social Media?
         III.   How to Get S...
Traditional Marketing (Outbound)




4
Marketing Today (Inbound)




5
How Do the Best New Companies Market?


            1950 - 2000             2000 - 2050




6
6
What Is Inbound Marketing?

                     Website Visitors
      Process                               Tools
      ...
Inbound Is Cheaper
Agenda


         I.     Inbound vs. Outbound Marketing
         II.    What Is Social Media?
         III.   How to Get S...
What Is Social Media?




   Content created using web applications structured as
   communities. It has mostly the same f...
Traditional Media vs. Social Media




11
Of Course You’re Skeptical




     Flickr: mmmonica



12
Social Media? No Time for That Nonsense!
Why Do I Need to Know This?
PR, Social-Media Style

            Need to urgently speak with a business that is very
            actively leveraging so...
Communicate With Customers
It’s Part of the New Ecosystem


                            Visitors
                            & Links


          SEO ...
Impact on Our Sales Funnel

            600                              35

                                             ...
Agenda


         I.     Inbound vs. Outbound Marketing
         II.    What Is Social Media?
         III.   How to Get S...
Go!




       Flickr: Wendy Crockett

20
You Already Have the Skills

                               You Just Do It Offline
                               •    Mee...
So Where Do You Start?
Where Does Your Industry Hang Out?


                              How to find out:
                              •   goog...
What Are They Saying About You?




                 Go to: search.twitter.com
Follow the Conversation Via RSS




            How to sign up: Google.com/reader
Participate in Q&A

• Facebook
  Discussions

• Yahoo! Answers

• LinkedIn Q&A
  and Discussions
Relationships Built on Twitter
Distribute Your Content
Agenda


         I.     Inbound vs. Outbound Marketing
         II.    What Is Social Media?
         III.   How to Get S...
3 Functions of Social Media Tools




                        Share



                Publish      Network
What Is Twitter?



        Like …                         … Except

        A blog              Only 140 characters



  ...
This Is Micro-Blogging




            http://twitter.com/Scobleizer/statuses/774666561
Select Who You Follow




       On your homepage you only see relevant updates.
33
But You Can See Anybody’s Tweets




                 Go to: search.twitter.com
It’s a Discussion, Not a Broadcast
Use Favorites to Save Highlights




               twitter.com/HubSpot/favourites
Recognize This?




37
Network Is Valuable for Search




38
Answer Questions




39
Create a Group




40
Use YouTube for Voice




             Authenticity > Production Quality

41
Publish What You Have

  • SolidWorks: 100+ Videos on Website
  • Published on YouTube, No Promotion
  • 10,000+ Views / M...
Agenda


         I.     Inbound vs. Outbound Marketing
         II.    What Is Social Media?
         III.   How to Get S...
Facebook Fans & Activity
YouTube Insight




45
Twitter.grader.com
Measure the Top of the Funnel

                   Website Visitors




47
Track Referrals



                                  Others




                                                          ...
Measure the Whole Funnel

                  Website Visitors




                     Customers
49
How to Track Your Funnel




        Track visitors.   Track leads.   Track customers.
Track Conversions

                          Traffic to HubSpot.com




                          Selected Channels

     ...
Final Thoughts …




52
More Brain, Less Budget




 Flickr: Gaetoan Lee      Flickr: Refracted Moments
Build Leverage




54
Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/free-trial/



Connect with me:
LinkedIn: www.linkedin.com...
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York Technology Association Marketing Leadership Peer Group Meeting

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A presentation on the basics of social media marketing for the York Technology Association on Wednesday, May 13 in Markham, ON.

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York Technology Association Marketing Leadership Peer Group Meeting

  1. 1. Social Media 101 York Technology Association Marketing Leadership Group Meeting Rick Burnes Twitter: @rickburnes May 13, 2009
  2. 2. Introductions Inbound Marketer Inbound Marketing Software
  3. 3. Agenda I. Inbound vs. Outbound Marketing II. What Is Social Media? III. How to Get Started IV. Tools You Can Use V. How to Measure It
  4. 4. Traditional Marketing (Outbound) 4
  5. 5. Marketing Today (Inbound) 5
  6. 6. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 6 6
  7. 7. What Is Inbound Marketing? Website Visitors Process Tools Get Found Get Found • Content Mgmt • Publish • Blogging • Promote • Social Media • Optimize • SEO Get Found • Analytics Convert Convert • Offers / CTAs • Test • Landing Pages Convert • Target • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 7
  8. 8. Inbound Is Cheaper
  9. 9. Agenda I. Inbound vs. Outbound Marketing II. What Is Social Media? III. How to Get Started IV. Tools You Can Use V. How to Measure It
  10. 10. What Is Social Media? Content created using web applications structured as communities. It has mostly the same form as traditional media (video, audio, prose, etc), but it is cheaper to produce and has a heavy emphasis on sharing and content discussion.
  11. 11. Traditional Media vs. Social Media 11
  12. 12. Of Course You’re Skeptical Flickr: mmmonica 12
  13. 13. Social Media? No Time for That Nonsense!
  14. 14. Why Do I Need to Know This?
  15. 15. 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 Elapsed Time: 50 Minutes
  16. 16. Communicate With Customers
  17. 17. It’s Part of the New Ecosystem Visitors & Links SEO Visitors & Links Content Visitors Social Media & Links
  18. 18. Impact on Our Sales Funnel 600 35 30 500 25 400 Visitors 20 Leads HubSpot.com 300 Referrals From 15 Twitter 200 10 Leads From Twitter 100 5 0 0 New source of visitors & leads
  19. 19. Agenda I. Inbound vs. Outbound Marketing II. What Is Social Media? III. How to Get Started IV. Tools You Can Use V. How to Measure It
  20. 20. Go! Flickr: Wendy Crockett 20
  21. 21. You Already Have the Skills You Just Do It Offline • Meeting people • Building relationships • Asking questions • Answering questions • Building trust • Building a reputation 21
  22. 22. So Where Do You Start?
  23. 23. Where Does Your Industry Hang Out? How to find out: • google.com/blogsearch • Technorati.com • Existing blogs • Industry Twitterers Flick: Hamed Saber
  24. 24. What Are They Saying About You? Go to: search.twitter.com
  25. 25. Follow the Conversation Via RSS How to sign up: Google.com/reader
  26. 26. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
  27. 27. Relationships Built on Twitter
  28. 28. Distribute Your Content
  29. 29. Agenda I. Inbound vs. Outbound Marketing II. What Is Social Media? III. How to Get Started IV. Tools You Can Use V. How to Measure It
  30. 30. 3 Functions of Social Media Tools Share Publish Network
  31. 31. What Is Twitter? Like … … Except A blog Only 140 characters A social network It’s viewable in lots of places A giant chat room You choose the people you follow Instant Messaging It’s public and archived on the web
  32. 32. This Is Micro-Blogging http://twitter.com/Scobleizer/statuses/774666561
  33. 33. Select Who You Follow On your homepage you only see relevant updates. 33
  34. 34. But You Can See Anybody’s Tweets Go to: search.twitter.com
  35. 35. It’s a Discussion, Not a Broadcast
  36. 36. Use Favorites to Save Highlights twitter.com/HubSpot/favourites
  37. 37. Recognize This? 37
  38. 38. Network Is Valuable for Search 38
  39. 39. Answer Questions 39
  40. 40. Create a Group 40
  41. 41. Use YouTube for Voice Authenticity > Production Quality 41
  42. 42. Publish What You Have • SolidWorks: 100+ Videos on Website • Published on YouTube, No Promotion • 10,000+ Views / Month
  43. 43. Agenda I. Inbound vs. Outbound Marketing II. What Is Social Media? III. How to Get Started IV. Tools You Can Use V. How to Measure It
  44. 44. Facebook Fans & Activity
  45. 45. YouTube Insight 45
  46. 46. Twitter.grader.com
  47. 47. Measure the Top of the Funnel Website Visitors 47
  48. 48. Track Referrals Others Google [search] (11.4%) Twitter (5.1%) website.grader.com (6.6%) blog.hubspot.com (10.2%) Webinars (9%) 48
  49. 49. Measure the Whole Funnel Website Visitors Customers 49
  50. 50. How to Track Your Funnel Track visitors. Track leads. Track customers.
  51. 51. Track Conversions Traffic to HubSpot.com Selected Channels Visitors Leads Conversion Customers Net Conversion Twitter 3,289 554 17% 12 0.4% Techcrunch 504 75 15% 6 1.2% ZDnet 511 28 5% 1 0.2%
  52. 52. Final Thoughts … 52
  53. 53. More Brain, Less Budget Flickr: Gaetoan Lee Flickr: Refracted Moments
  54. 54. Build Leverage 54
  55. 55. Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/free-trial/ Connect with me: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes Email: rburnes@hubspot.com

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