inbound 2014 social media tools deep dive

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4

3 Steps for Executing a First Class

Social Media Strategy

Paul Schmidt

Senior Inbound Marketing Consultant, HubSpot

Goal Setting

3 Steps for Social Media Success

Agenda

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1 Goal Setting

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“If you were to look 3-6 months out from now, how would you measure

success?”

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How do you measure social media success?

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3 Steps for Executing a

Social Media Strategy

Monitoring

ReportingPublishing

1 Listening Streams

2 Community Management

Step One: Monitoring

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1 Company/Product

Mentions

2 Prospects, Leads,

Customers

3 External Events

(Tradeshow)

4 Internal Events (webinars,

Twitter chats)

5 Competitors

Listening Streams

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Understand who is appearing in

your listening streams with

color-coded Twitter streams

Green = Customer

Orange = Lead

Grey = Possible Contact

Who are you listening to?

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Community Management

Simplified

With

Social Inbox

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Community

Management

On the Go

1 Tracking

2 Timing

3 Optimization

Step Two: Publishing

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Tracking: Every Post Must be Tracked

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Tracking: Browser Bookmarklet

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Timing: Schedule your posts

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1 Set up your social publishing schedule

Publishing Best Practices:

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2 Identify types of content that resonate with your audience:

A. Conversational

B. Educational content

C. Transactional

Publishing Best Practices:

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3 Format content to align with channels’ publishing requirements

A. Text

B. Images

C. Video

Publishing Best Practices:

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4 Identify channels that resonate with your

audience:

A. Identify influencers

B. Create listening streams

C. Analyze their social media activity

Publishing Best Practices:

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5 Align publishing activities with goals

A. Engagement with social posts

B. Referral traffic to our site

C. Conversions / Leads

D. Revenue / Customers

Publishing Best Practices:

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Publishing:

1 Macro Metrics

2 Micro-Conversions

Step Three: Reporting

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Macro

Conversions:

ROI

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Macro

Conversions:

ROI

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Macro

Conversions:

ROI

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Macro

Conversions:

Social

Media

Trends

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Micro Conversions: Conversation Rate# of

conversations or comments

per post

Credit: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

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Micro Conversions: Amplification Rate# of

retweets or shares

per post

Credit: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

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Micro Conversions: Applause Rate# of

clicks, likes, or +1’s

per post

Credit: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

Monitoring

ReportingPublishing

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• Small marketing team with limited resources

• Unclear metrics on effectiveness of social

• Lack of insight on content effectiveness

Results:

1 3.8x increase in traffic

2 5x increase in leads

Reporting: Lead Generation

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Reporting: Lead Nurturing

• Social media contests

• Contest registration landing pages

Results:

1 47% lead-customer conversion rate

2 17% increase in sales from social

media

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Image Credit:

@SylwiaBartyzel

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Thank You!

Senior Inbound Marketing Consultant

@drumming

PaulSCHMIDT

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Follow up Resources:

http://academy.hubspot.com/social-media-publishing-videos-training

http://academy.hubspot.com/social-monitoring-videos-training/