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Brent Leary, CRM Essentialse t ea y, C sse t als

About Me….Before 2004About Me….Before 2004

CRM implementation consultant. Salesforce.com and Microsoft CRM certified partners

Customers include local small businesses like ERS, Icebox

Reads Inc., Entrepreneur, Wall pStreet, Black Enterprise

TraditionalTraditional CCRM: How RM: How IIt All Fitst All Fits

Accounts

GENERATE CONVERT TO FEED TO

Campaigns Forecast

Opportunities

ContactsLeads

GENERATECONVERT TO FEED TOCONVERT TO FEED TO

Analyzed to determine success

About Me….After 2004About Me….After 2004

CRM industry analyst, advisor, strategic consultant

Customers include Intuit, Microsoft, RIM, Sage

Quoted in Inc., Entrepreneur, Wall pStreet, Black Enterprise

What’s Happened Since 2004?What’s Happened Since 2004?

CRM CRM –– Community Relationship Management?Community Relationship Management?

Source: Nielsen Online, Global Index, December 2007 – December 2008. E.g. In Dec 08 the Search sectorreached 1 9% (points) more of the world’s online population than it did in Dec 07reached 1.9% (points) more of the world s online population than it did in Dec 071 ‘Global’ refers to AU, BR, CH, DE, ES, FR, IT, UK & USA only

These weren’t around either…These weren’t around either…

OK….So What Happened?OK….So What Happened?

Social NetworkingSocial Networking

Barack 2.0Barack 2.0 • April 2008 – Will Barack Obama be our first CRM president?

• February 2007

PodcastingPodcasting • November 2006 Technology For Business Sake

BloggingBlogging • June 2005 Brent’s CRM Blog

• March 2004 DestinationCRM comFirst ArticleFirst Article

• March 2004. DestinationCRM.com

Customers say business should be social…Customers say business should be social…

93%93% of Americans believe a company93%93% of Americans believe a company should have a presenceshould have a presence in social media

85%85% believe a company should not only be present but also interact withinteract withonly be present but also interact with interact with its consumers via social mediaits consumers via social media

56% of American consumers feel both a stronger connectionstronger connection with andboth a stronger connection stronger connection with and better servedbetter served by companies when they can interact with them in a social media environment.

2008 Cone Business in Social Media Study2008 Cone Business in Social Media Study2008 Cone Business in Social Media Study2008 Cone Business in Social Media Study

Defining Defining CCRMRM…… SociallySocially

Exchanges Relationships

Information

GENERATE CONVERT TO CREATING

g

Customer

Partner

Content

Confidence

Sales processConversations

GENERATECONVERT TO FEED TOCONVERT TO CREATING Partner

Vendor

Analyzed to determine success

Social CRM Basics… More or LessSocial CRM Basics… More or Less

MoreMore listeninglistening,, sharingsharing andandi i ii i iparticipatingparticipating……

LL t lkit lki 1 01 0 llilli 1 0 d1 0 d… Less … Less talkingtalking 1.0,1.0, sellingselling 1.0 and 1.0 and marketingmarketing 1.01.0gg

Social CRM, Twitter & BiscuitsSocial CRM, Twitter & Biscuits

The Impact of 140 CharactersThe Impact of 140 Characters

••I I repliedreplied••I I followedfollowedII bl dbl d••I I bloggedblogged

••II podcastedpodcastedI I podcastedpodcasted••I I ateate…and …and ateate……$$$$$$

Social CRM: Barack 2.0 Social CRM: Barack 2.0 –– An ExampleAn Example

The Three A's The Three A's OOf Social f Social CCRMRMKeys to keeping and growing good Keys to keeping and growing good

l ti hirelationships

Automation of content creation and distributionAnalysis – capturing ‘social’ and web‐based databased dataAudacity – focus on ‘captivating’ peoplecaptivating  people

Automating Content Creation & DistributionAutomating Content Creation & Distribution

••A BlogA Bloggg••A TweetA Tweet••A CommentA Comment••A PhoneA Phone••A PhoneA Phone••A WebcamA Webcam

••UserUser--generatedgenerated••CoCo--createdcreated••SyndicatedSyndicated••RepurposedRepurposed

Automating Content Distribution Automating Content Distribution –– Tweet This!Tweet This!

Automating Content Distribution Automating Content Distribution –– Tweet This Cont’dTweet This Cont’d

Automating Content Distribution: TubeMogul.comAutomating Content Distribution: TubeMogul.com

Conversation Management: CoTweet.comConversation Management: CoTweet.com

Conversation Management:Conversation Management:Salesforce.com + TwitterSalesforce.com + Twitter

ZDNet.com

Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale

Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale

Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale

Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale

Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale

Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale

Analysis: The New Metric SystemAnalysis: The New Metric System

WebAnalyticsDemystified.com 2008

Measuring Random Acts of Web SocialismMeasuring Random Acts of Web Socialism

• Brand driven sessionsBrand driven sessions• Either originating directly or from “branded” “branded” search terms

– • ““brentbrent learyleary””, ““crmcrm blog”blog”, “social “social crmcrm””, etc.– • anyone coming directly or searching for my name is already 

fairly engaged fairly engaged 

•• Measured eventsMeasured events• Pre‐determined non‐commerce events• Pre‐determined non‐commerce events

– • Email meEmail me, comment on my blogcomment on my blog, download a PDF, DiggDigg me, StumbleUponStumbleUpon me, MixxMixx me, etc.

Who’s Liking your Links?

Who’s Favoring Your Tweets?

Analyze This….Analyze This….

Social Media MonitoringSocial Media Monitoring

AudacityAudacity

Audacity Audacity –– HubSpot & Hammer?HubSpot & Hammer?

The Idea / Blog The Idea / Blog –– www.Barack20.comwww.Barack20.com

What Is The Site About? (www.wordle.net)What Is The Site About? (www.wordle.net)

FavsFavs, Embeds, Tags….and Views, Embeds, Tags….and Views

Main Stream MediaMain Stream Media

From Digital to PrintFrom Digital to Print

Benefits of Social Media on Customer Benefits of Social Media on Customer Relationship ManagementRelationship Management

Avanade – June 2008

Thank You!Thank You!Brent LearyBrent LearyBLEARY@CRM‐ESSENTIALS.COM

BlogBlogBlogBlogWWW.BRENTLEARY.COM

TwitterTwitterWWW TWITTER COM/BRENTLEARYWWW.TWITTER.COM/BRENTLEARY

Barack 2.0Barack 2.0WWW.BARACK20.COM

For More Show Info: www.BusinessTechnologyRadio.comFor More Show Info: www.BusinessTechnologyRadio.com