Download - Social Media Monitoring in 10 Minutes a Day
Social Media Monitoring in 10 Minutes a Day
Rick Burnes
Marketing Manager @HubSpot
Twitter: @RickBurnes
What’s HubSpot?
• Founded in July 2006; grew out of research at MIT
• Sells inbound marketing software
• 2,300+ customers; 120+ employees
2
Agenda
I. About Social Media Monitoring & Inbound Marketing
II. Why use social media?
III. How do I monitor it?III. How do I monitor it?
IV.How to measure it?
3
This Isn’t Social Media Monitoring
Photo: Penmachine
This Is
5
Social media monitoring isn’t about being super techy.
It’s about listening.
Flickr: Susan NYC
Social Media Is Not Just Marketing
Recruiting
6
Internal Communication
Sales & Support
Recruiting
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?
Get Found
Get Found
• Publish
• Promote
• Optimize
Process Tools
Get Found
• Content Mgmt
• Blogging
• Social Media
• SEO
Website Visitors
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Convert
Get Found• SEO
• Analytics
Convert
• Test
• Target
• Nurture
Customers
Convert
• Offers / CTAs
• Landing Pages
• Lead Intelligence
• Lead Mgmt
• Analytics
Twitter Feeds the Funnel & Helps Convert
Blogging SEO Email Pay-Per-ClickSocial Media Monitoring
Website Visitors
11
Leads
Customers
Social
Media
Monitoring
Agenda
I. About Social Media Monitoring & Inbound Marketing
II. Why use social media?
III. How do I monitor it?III. How do I monitor it?
IV.How to measure it?
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Social Media Is Now a Staple
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• Unmeasured
• Small scale
• No business impact
• But lots of fun
• Highly measurable
• Massive scale
• Major driver of leads, sales
• Still fun
Flickr: anitacanita Flickr: sierravalleygirl
PR, Social-Media Style
Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet
408 555-1234?
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
PR, Social-Media Style
Elapsed Time:
50 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
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Results
from
Social Media Drives Leads
HubSpot Social Media Leads
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Twitter is largest category, at >40% of HubSpot’s total social media leads.
Agenda
I. About Social Media Monitoring & Inbound Marketing
II. Why use social media?
III. How do I monitor it?III. How do I monitor it?
IV.How to measure it?
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How to Get Started
Listen
Listen More
Build Relationships
Share Your Content
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Your Daily Minimum
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10 minutes. Sometimes you’ll spend more.
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
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Subscribe to the feed in
Google Reader
www.google.com/reader
Create Feeds for Twitter
1. Search for
your brand
2. Grab the feed for
your search
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
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Add a
Answers
Feed
www.linkedin.com/answers
Learn Key Commands
“K”
Scrolls
Up
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“J”
Scrolls
Down
Up
Check Facebook
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How to Break Down 10 Minutes
7 Minutes Check Google Reader
- Google Alerts
- Industry-Specific Feeds
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- Industry-Specific Feeds
3 Minutes Check Facebook
-Wall
-Discussions
Imma Let U Finish …
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… but u missed the best social media tool evar!
More Is Not Better
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Flickr: feastoffun
Too much Twitter will make you sick.
Balance your time on social media.
What Do You Do With More Time?
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Go mingle!
(Build relationships.)
Pick the Right Interactions
Comment on
sites with
authority.
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http://alerts.grader.com
authority.
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
• Don’t extend the discussion
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Don’t Respond
• If the feedback is irrational or
designed to draw you into an
extended dialogue
• Make sure everybody at your
company knows you’ve decided
to ignore the comment
Don’t Just Make Noise
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Constant chatter on social media doesn’t move leads into your sales funnel.
Unique, valuable content will.
Flickr: pb031Flickr: Property#1
Conversation & Distribution
Conversation
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Conversation
Distribution
AND
Blogging Increases Twitter Reach
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What to Publish?
• Blog
• Podcast
• Videos
• Photos• Photos
• Presentations
• eBooks
• News Releases
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What Gets Shared?
Rarely
Shared
Frequently
Shared
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• Product info
• Free trials
• Software documentation
• New data
• Funny videos
• Top-notch blog posts
Don’t Talk About Your Product
HubSpot.com/cartoons
Agenda
I. About Social Media Monitoring & Inbound Marketing
II. Why use social media?
III. How do I monitor it?III. How do I monitor 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%
Facebook 504 75 15% 6 1.2%Facebook 504 75 15% 6 1.2%
Stumbleupon 511 28 5% 1 0.2%
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Final Thoughts …
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20th Century Customers
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Highly transactional, anonymous.
21st Century Customers
Relationship
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Relationship
based; they want
to go where
everybody knows
their name.
Build Leverage
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Too Many Pieces to Put Together!
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d.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/rickburnes
Twitter: www.twitter.com/rickburnes
