chelsea hunersen - less is more: how to do better social with less content

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LESS IS MORE: HOW TO DO BETTER SOCIAL WITH LESS CONTENTHow to find, use and optimize your social content.

Chelsea Hunersen

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EXERCISE.

Turn to your neighbor, introduce yourself, shake your hand and mention one thing you learned from INBOUND this morning you want to take back to

your team.

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Facebook Posts

3,276 1,638 13,104LinkedIn Posts Twitter Posts

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1. What does it mean to do more.

2. How to find the content that does more.

3. Do more with your content.

4. Create content that DOES more.

5. How to optimize your content for better results.

TODAY WE’LL DISCUSS.

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“Excited to be talking why less is more in social at #INBOUND16

with @ChelseaLikeNY.”

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“Already bored talking less is more in social at #INBOUND16

with @ChelseaLikeNY.”

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1 WHAT DO WE MEAN BY MORE.

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WHAT DO WE WANT MORE OF?• Time

• Quality

• ROI

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DO ENOUGH TO GIVE YOURSELF SOME BUFFER.

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2HOW TO FIND THE CONTENT THAT DOES MORE.

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START WITH AN AUDIT.

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Of HubSpot’s Blog Views come from old blog posts.

Source: HubSpot Historical Optimization

76%

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76% of blog post views at HubSpot come from 30 posts -@ChelseaLikeNY #INBOUND16

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Of HubSpot’s Social Leads in October came from content

released in previous months.Source: HubSpot

>99%

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WHAT DOES THIS HAVE TO DO WITH SOCIAL?

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Actions show intent, or a person’s resolve to do something.

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Blog posts driving the highest views also show strong affinity for this content. Our audience is interestedin this content and will more likely click or share.

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NOT ALL POSTS ARE CREATED EQUAL.Many are duds. Sorry.

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1. Views of content

2. Clicks of content

3. Shares of content

4. Leads from content

Find Best Performing Content

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1. Views of content

2. Clicks of content

3. Shares of content

4. Leads from content

Find Best Performing Content

Show a level of intent beyond casual.

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FINDING LEAD GEN POSTS.HubSpot’s Reporting tool allows

you to build an attribution report.

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FINDING LEAD GEN POSTS.Find the posts that have

generated the most leads.

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DOWNLOAD A LIST OF THESE POSTS.You’ll need them for later.

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SHARES SHOW INTENT.You can measure those:

• HubSpot Social Inbox

• Tools (ex. Buzzsumo, Simply

Measured)

• On Platform

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LET’S TALK ABOUT CLICKS.When and why might you use them.

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1. Compare posts against each other (copy, images etc.)

2. Measure popularity of subjects

3. Monitor in your funnel

4. Find content to fill in your schedule

Clicks Are Good To

Clicks = Shorter term strategy & testing plays.

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FIND HIGHEST CLICKSYou can filter in the HubSpot

social tool for all the posts you’ve

published by time, campaign and

account to find highest clicks.

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PRO TIP: also start taking notice of what post types do better on different days of the week.

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FIND YOUR MOST ENGAGING CONTENT.

And save it to use for later.

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3 DO MORE WITH YOUR CONTENT.

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HOW TO 10X SOCIAL?1. Learn

2. Amplify

3. Re-use / Repurpose

4. Generate Leads

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Use data on behavior to do social better.

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1. Subjects that perform (ex. Productivity, Instagram)

2. Types that perform (ex. List posts, in depth posts)

3. Wording of posts (ex. Negative, positive, sarcastic)

Learn From Success

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FUN FACT:Negative superlatives performed

30% better than positive ones.

Both groups perform better than

non-emotive words.

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1. Subjects that perform (ex. Productivity, Instagram)

2. Types that perform (ex. List posts, in depth posts)

3. Wording of posts (ex. Negative, positive, sarcastic)

4. Posts to re-use

5. Offers to use

Learn From Success

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PRO TIP: be open to surprises. Don’t fear them.

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Once you find the unicorns, double down.

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1. Share through employees or advocates

Amplify the Success

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WHAT IF?I could get this shared with

18,000+ of my closest friends.

Photo cred: @lookimfalling

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1. Share through employees or advocates

2. Put $ behind your best performing posts using paid

3. Swap good content with other brands (ebook swap, co-marketing, social friends)

Amplify the Success

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PRO TIP: in co-marketing find a company with an audience similar to yours, but who

can offer a new perspective.

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Build on your success, with more success.

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1. Update and re-publish offers (blog posts, high performing content)

Re-Purpose Your Content

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KEEP EVERGREEN POSTS YOU CAN KEEP UPDATED.

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1. Update and re-publish offers (blog posts, high performing content)

2. Create new copy & images for the same topics

3. Syndicate on additional assets

4. Create different mediums that can be used

Re-Purpose Your Content

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WAYS TO REPURPOSE1. Video2. Live Video (Facebook,

Periscope, YouTube)3. Snapchat4. Podcast5. SlideShare6. Stats Page

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Re-purpose with purpose. Content should feel unique to the network, tone and topic

for which it is created.

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PRO TIP: think of what you already have going on and ways that can net you good

content.

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Generate ROI from your content.

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GENERATE LEADS FROM POSTS• Put tailored calls to action on

posts

• Create offers based on posts

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4 CREATE CONTENT THAT DOES MORE.

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MORE TIME TO DO SOMETHING NEW.With your free time.

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1. Make it good (seriously, don’t create crap.)

2. Make it shareable (emotion, learning, social capital)

Make Your Content Enjoyable

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WHY PEOPLE SHARE• Entertain, inspire, be useful

• Express who we are

• Nurture relationships

• Get the word out about causes

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1. Make it good (seriously, don’t create crap.)

2. Make it shareable (emotion, learning, social capital)

3. Optimize it per network

4. Target it – and find the right audience.

5. Test with other people’s content

6. Write correctly

Make Your Content Enjoyable

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Create content that is evergreen, or time-agnostic, so that it can be reused.

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5 OPTIMIZE YOUR CONTENT FOR BETTER RESULTS.

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WHEN OPTIMIZING, WE MAKE IT• Relatable

• Scalable

• Testable

• Better

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RELATABLE.People are overwhelmed with bad

content. They just want to feel

human again.

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RELATABLE.

KATY PERRY

JUSTIN BEIBER

TAYLOR SWIFT

93,924,929

89,392,982

81,628,965

BARACK OBAMA 78,678,522

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SCALABLE.Create processes that will allow

you to conserve energy. Leverage

co-workers, spreadsheets,

labeling to save time later.

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TESTABLE.You only know if you succeed if

you have a yard stick. Pick a

metric and set yourself up to test.

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BETTER.Ask yourself, would you want to

read or use your content?

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Remember our exercise this morning?

Try something human, even amongst the data.

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Q&A

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THANK YOU.