This document provides an overview of how to build a brand using social media and inbound marketing strategies. It discusses how branding is shifting from traditional outbound marketing approaches to more cultivated approaches using content and conversations. Specific tips covered include listening to conversations about your brand, participating in Q&As, distributing quality content, and tracking brand metrics to measure success. The overall message is that an effective brand is cultivated through ongoing engagement and relationships rather than one-off campaigns.

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How to Use Social Media
To Build Your Brand
Rick Burnes
Marketing Manager @HubSpot
Twitter: @RickBurnes

2. Agenda
I. About HubSpot & Inbound Marketing
II. How Branding Is Changing
III.
III How to Cultivate Your Brand
IV. Measuring Your Brand
2

3. Who’s HubSpot?
• Founded in July 2006 from research at MIT
y
• Cambridge, MA
• 1800+ customers 100+ employees
1800 customers, 100
3

4. Traditional Marketing (Outbound)
4

5. Marketing Today (Inbound)
5

6. How Do Growing Companies Market?
1950 - 2000 2000 - 2050
6

7. Agenda
I. About HubSpot & Inbound Marketing
II. How Branding Is Changing
III.
III How to Cultivate Your Brand
IV. Measuring Your Brand
7

8. How Much Focus on Brand?
Allocation of HubSpot Marketing Time & Resources
Other
10%
Brand
30% Leads & Sales
60%
8

9. What Is a Brand?
Flickr: Ed Yourdon Flickr: Earl – What I Saw 2.0
A set of promises.
9

10. Brand Trust Helps With Conversion
Website Visitors
Leads
Customers
10

11. How Is a Brand Defined?
Flickr: Susan NYC
By people who talk.
11

12. Trust Built From the Top Down …
12

13. … Is Easily Broken
13

14. How Brands Used to Get Made
Hire an
agency
Your brand
comes out,
out
wrapped in
plastic
Flickr: jamesjyu
14

15. The Brand Assembly Line
Flickr: Rickydavid
15

16. How Brands Are Built Today
Cultivate
Cultivate
Cultivate
Cultivate
Cultivate Watch
your brand
grow.
Flickr: swisscan
16

17. Cultivated Branding
Flickr: swisscan
17

18. Agenda
I. About HubSpot & Inbound Marketing
II. How Branding Is Changing
III.
III How to Cultivate Your Brand
IV. Measuring Your Brand
18

19. How Do You Cultivate Your Brand?
Community Product
Content Company
19

20. People Talk About Great Products
20

21. Tip: Save Highlights as Favorites
21

22. And Answer Question About Them
22

23. How Your Company Can Help
23

24. Be Transparent
24

25. All Your Employees Are Marketers
25

26. A Nice-Looking Restaurant Site

27. Another Nice-Looking Restaurant Site
What’s the difference?

28. Content Builds Deeper Trust
28

29. How Many Tickets Do You Have?

30. More Visitors
30

31. What Kind of Content?
Content about your Content about your
company.
+ industry.
31

32. What Content Channels Are Best?
• Blogg
• Podcast
• Videos
Vid
• Photos
o os
• Presentations
• eBooks
• News Releases

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 learn
Flick Photo: Cindiann

34. How to Cultivate With Social Media
Listen
Share Your Content
Listen More
Li t M
Build Relationships
34

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 reputation
35

36. What Are They Saying About You?
Places to listen
• Search.Twitter.com
• google.com/blogsearch
• Technorati.com
T h ti
• Existing blogs
• Industry Twitterers
36

37. Follow the Conversation Via RSS
How to sign up: Google.com/reader
37

38. Participate in Q&A
• Facebook
Discussions
• Yahoo! Answers
• LinkedIn Q&A
and Discussions
38

39. How I Track Conversations
39

40. Distribute Your Content
40

41. Good Content Spreads
41

42. What Gets Shared?
Rarely Frequently
Shared Shared
• Product info • New data
• Free trials • Funny videos
• Software documentation • Top-notch blog posts
42

43. Agenda
I. About HubSpot & Inbound Marketing
II. How Branding Is Changing
III.
III How to Cultivate Your Brand
IV. Measuring Your Brand
43

44. Track Twitter Grade
Go to: http://Twitter.Grader.com
44

45. Track Reach
45

46. Track Direct Traffic
46

47. Track Conversions
47

48. Track Brand Keywords
48

49. Final Thoughts …
Fi l Th ht
49

50. Build Leverage
50

51. Too Many Pieces to Put Together!
d.j.k. on flickr
51

52. HubSpot Puts the Pieces Together
52

53. Thank You!
Software: www.HubSpot.com/Trial
Community: www.inboundmarketing.com
Free Tools: www.Grader.com
Rick Burnes
Marketing Manager @HubSpot
@H bSpot
Twitter: @rickburnes