Social Media Monitoring inSocial Media Monitoring in 10 Minutes a Dayy
Rick BurnesMarketing Manager @HubSpotMarketing Manager @HubSpotTwitter: @RickBurnes
What’s HubSpot?
• Founded in July 2006; grew out of research at MIT• Sells inbound marketing software• Sells inbound marketing software• 2,300+ customers; 120+ employees
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Agenda
I. About Social Media Monitoring & Inbound Marketing
II. Why use social media?yIII. How do I monitor it?IV How to measure it?IV.How to measure it?
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This Isn’t Social Media Monitoring
Photo: Penmachine
This Is
Flickr: Susan NYC
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Social media monitoring isn’t about being super techy.It’s about listening.
Social Media Is Not Just Marketing
Recruiting
Internal CommunicationCommunication
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Sales & Support And lots more …
Traditional Marketing (Outbound)
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Marketing Today (Inbound)
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How Do the Best New Companies Market?
1950 - 2000 2000 - 2050
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What Is Inbound Marketing?
Process ToolsG t F d
Website Visitors
Get Found• Publish• Promote
Get Found• Content Mgmt• Blogging
S i l M di
Get Found• Optimize • Social Media
• SEO• Analytics
C t
Convert• Test
Convert• Offers / CTAs• Landing PagesConvert• Target
• Nurture
• Landing Pages• Email• Lead Intelligence• Lead Mgmt
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Customers
g• Analytics
Social Media Feeds the Funnel & Helps Convert
Blogging SEO Email Pay-Per-ClickSocial Media Monitoring
Website Visitors
LeadsSocial MediaMonitoring
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Customers
Agenda
I. About Social Media Monitoring & Inbound Marketing
II. Why use social media?yIII. How do I monitor it?IV How to measure it?IV.How to measure it?
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Social Media Is Now a Staple
Flickr: anitacanita Flickr: sierravalleygirl
• Unmeasured• Small scale• No business impact
• Highly measurable• Massive scale• Major driver of leads, sales
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• But lots of fun • Still fun
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
I will call you right now
408 555-1234?
PR, Social-Media Style
Elapsed Time:50 Minutes50 Minutes
The Old Days: Just Search
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Today: Social Media Matters, Too
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Social Media Plays a Role in SEO
Results fromfrom
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Social Media Drives Leads
HubSpot Social Media Leads
Twitter is largest category, at >40% of HubSpot’s total social media leads.
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Agenda
I. About Social Media Monitoring & Inbound Marketing
II. Why use social media?yIII. How do I monitor it?IV How to measure it?IV.How to measure it?
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How to Get Started
Listen
Li t M
Share Your Content
Listen More
Build Relationships21
Your Daily Minimum
10 minutes. Sometimes you’ll spend more.This is a minimum to start the conversation
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This is a minimum to start the conversation.
Setup Google Alerts
1. Sign up for an alert.
2. Set “Deliver to” to “Feed”
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www.google.com/alerts
Add the Feeds to Google Reader
Subscribe to the feed in Google Reader
google com/reader
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www.google.com/reader
Create Feeds for Twitter
1. Search for b dyour brand
2. Grab the feed for your searchy
25www.twitter.com/search
How to Add a Feed
Copy feed address
Click on feed icon
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Add Feeds From LinkedIn Answers
Add a LinkedInAnswers
F d
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Feedwww.linkedin.com/answers
Learn Key Commands
“K”Scrolls
Up
“J”Scrolls DownDown
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Check Facebook
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How to Break Down 10 Minutes
7 Minutes Google Reader Checking- Google Alerts- TwitterTwitter- LinkedIn- Industry-Specific Feeds
3 Minutes Facebook- Wall - Discussions
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Imma Let U Finish …
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… but u missed the best social media tool evar!
More Is Not Better
Flickr: feastoffun
Too much Twitter will make you sick.Balance your time on social media.
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What Do You Do With More Time?
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Go mingle! (Build relationships.)
Pick the Right Interactions
Comment onComment on sites with authority.
http://alerts.grader.com
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Save Flattering Comments
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What If You Get Negative Comments?
Respond
• If it’s helpful, rational feedback• Address the comments thoroughly, openly and honestly• Follow-up with action• Follow-up with action• Don’t extend the discussion
Don’t • If the feedback is irrational or designed to draw you into an extended dialogue
Respondg
• Make sure everybody at your company knows you’ve decided to ignore the comment
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Don’t Just Make Noise
Flickr: pb031Fli k P t #1
Constant chatter on social media doesn’t move leads into your sales funnel.Unique valuable content will
pFlickr: Property#1
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Unique, valuable content will.
Conversation & Distribution
Conversation
Distribution
AND
Distribution
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Blogging Increases Twitter Reach
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What to Publish?
• Blogg• Podcast• Videos• Videos• Photos• Presentations• eBooks• News Releases
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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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Don’t Talk About Your Product
HubSpot.com/cartoons
Agenda
I. About Social Media Monitoring & Inbound Marketing
II. Why use social media?yIII. How do I monitor it?IV How to measure it?IV.How to measure it?
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Don’t Get Distracted
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Use Twitter Grader
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http://Twitter.Grader.com
Use Facebook Grader
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http://Facebook.Grader.com
Track Reach
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Measure the Impact on Your Funnel
Website Visitors
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Customers
How to Track Your Funnel
Track visitors.
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How to Track Your Funnel
Track leads.
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How to Track Your Funnel
Track customers.
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Why Tracking Via Channels Is Critical
Visitors Leads Conversion Customers Net Conversion
Twitter 3 289 554 17% 12 0 4%Twitter 3,289 554 17% 12 0.4%
Facebook 504 75 15% 6 1.2%
Stumbleupon 511 28 5% 1 0.2%
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Fi l Th htFinal Thoughts …
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20th Century Customers
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Highly transactional, anonymous.
21st Century Customers
Relationship based; they want to go whereto go where everybody knows their name.
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Build Leverage
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Too Many Pieces to Put Together!
57d.j.k. on flickr
HubSpot Puts the Pieces Together
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SEO, Social Media Work Together
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Thank You!Sign up for a free trial of HubSpot:www.hubspot.com/trial
Connect with me:LinkedIn: www.linkedin.com/in/rickburnesTwitter: www.twitter.com/rickburnes
Join us for our next webinar!The Science of Retweets – March 19, 2010www.hubspot.com/marketing-webinars/
the-science-of-retweets-webinar