inbound 2014 social media tools deep dive
TRANSCRIPT
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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/