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How to use social media for branding
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How to Use Social MediaHow to Use Social Media To Build Your Brand
Rick BurnesMarketing Manager @HubSpotMarketing Manager @HubSpotTwitter: @RickBurnes
Agenda
I. About HubSpot & Inbound MarketingII. How Branding Is ChangingIII How to Cultivate Your BrandIII. How to Cultivate Your BrandIV.Measuring Your Brand
2
Who’s HubSpot?
• Founded in July 2006 from research at MITy• Cambridge, MA• 1800+ customers 100+ employees1800 customers, 100 employees
3
Traditional Marketing (Outbound)
4
Marketing Today (Inbound)
5
How Do Growing Companies Market?
1950 - 2000 2000 - 2050
6
Agenda
I. About HubSpot & Inbound MarketingII. How Branding Is ChangingIII How to Cultivate Your BrandIII. How to Cultivate Your BrandIV.Measuring Your Brand
7
How Much Focus on Brand?
Allocation of HubSpot Marketing Time & Resources
Other10%
Leads & SalesBrand30% Leads & Sales
60%
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What Is a Brand?
Flickr: Ed Yourdon Flickr: Earl – What I Saw 2.0
A set of promises.
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Brand Trust Helps With Conversion
Website Visitors
Leads
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Customers
How Is a Brand Defined?
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Flickr: Susan NYC
By people who talk.
Trust Built From the Top Down …
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… Is Easily Broken
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How Brands Used to Get Made
Hire an agency
Your brand comes outcomes out, wrapped in
plastic
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Flickr: jamesjyu
The Brand Assembly Line
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Flickr: Rickydavid
How Brands Are Built Today
Cultivate
Cultivate
Cultivate
Cultivate
Cultivate Watch your brand
grow.
16
Flickr: swisscan
Cultivated Branding
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Flickr: swisscan
Agenda
I. About HubSpot & Inbound MarketingII. How Branding Is ChangingIII How to Cultivate Your BrandIII. How to Cultivate Your BrandIV.Measuring Your Brand
18
How Do You Cultivate Your Brand?
Community ProductCommunity Product
CompanyContent
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People Talk About Great Products
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Tip: Save Highlights as Favorites
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And Answer Question About Them
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How Your Company Can Help
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Be Transparent
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All Your Employees Are Marketers
25
A Nice-Looking Restaurant Site
Another Nice-Looking Restaurant Site
What’s the difference?
Content Builds Deeper Trust
28
How Many Tickets Do You Have?
More Visitors
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What Kind of Content?
Content about yourContent about your +
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Content about your industry.
Content about your company. +
What Content Channels Are Best?
• Blogg• Podcast
Vid• Videos• Photoso os• Presentations• eBooks• News ReleasesNews Releases
Get Into the Content Mindset
• Make emails into blog posts• Turn forum posts into blog
postsSh t id t t• Shoot videos at events
• Interview customers for your blogb og
• Repurpose company data for public reports
• Share lessons you learn
Flick Photo: Cindiann
How to Cultivate With Social Media
Listen
Li t M
Share Your Content
Listen More
Build Relationships34
You Already Have the Skills
You Just Do It Offline• Meeting people• Meeting people• Building
relationshipsA ki ti• Asking questions
• Answering questions• Building trust• Building a reputation
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What Are They Saying About You?
Places to listenPlaces to listen• Search.Twitter.com• google.com/blogsearch
T h ti• Technorati.com• Existing blogs• Industry Twitterers
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Follow the Conversation Via RSS
How to sign up: Google.com/reader
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Participate in Q&A
• Facebook Discussions
• Yahoo! Answers
• LinkedIn Q&A and Discussionsand Discussions
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How I Track Conversations
39
Distribute Your Content
40
Good Content Spreads
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What Gets Shared?
Rarely Shared
FrequentlySharedShared Shared
• Product info • New dataProduct info• Free trials• Software documentation
New data• Funny videos• Top-notch blog posts
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Agenda
I. About HubSpot & Inbound MarketingII. How Branding Is ChangingIII How to Cultivate Your BrandIII. How to Cultivate Your BrandIV.Measuring Your Brand
43
Track Twitter Grade
44
Go to: http://Twitter.Grader.com
Track Reach
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Track Direct Traffic
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Track Conversions
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Track Brand Keywords
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Fi l Th htFinal Thoughts …
49
Build Leverage
50
Too Many Pieces to Put Together!
51d.j.k. on flickr
HubSpot Puts the Pieces Together
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Thank You!Software: www.HubSpot.com/TrialCommunity: www.inboundmarketing.comFree Tools: www.Grader.com
Rick BurnesMarketing Manager @H bSpotMarketing Manager @HubSpotTwitter: @rickburnes