Social Media Monitoring inSocial Media Monitoring in … · Social Media Monitoring inSocial Media Monitoring in 10 Minutes a Day Rick Burnes ... • Sells inbound marketing softwareSells

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

Twitter

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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