Becoming a social business - convincing and measuring social media
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Becoming a social business - convincing and measuring social media
- 1. Becoming a Social Business -> Convincing & measuring social media Lane Sutton @LaneSutton
- 3. What my day at HubSpot looks like 1 Twitter monitoring our mentions (favoriting, replying for support, MQLs to sales, lead nurturing) 2 Facebook publishing & monitoring – commenting, scheduling posts (offers & blog posts), monitoring 3 Video marketing – upping our lead gen to send viewers to our offers and direct to the website.
- 8. How do you create marketing people
- 11. 86% skip TV ads 91% unsubscrib e 44% direct mail is never opened 200m on DO NOT CALL list
- 17. MISCONCEPTIONS 1 No ROI 2 Doesn’t improve credibility (be there or be square) 3 It isn’t measurable 4 Only works for big brands 5 Waste of time & too much time involved (marketing automation!) 6 Social is a PR broadcasting channel 7 It’s all quantitative (we need more followers, let’s buy them) 8 It’s a buzzword
- 18. ROI isn’t how many, it is who actually engages (your leads, who from your contacts database interacted with a post
- 19. Components of a Rockstar Social Media Strategy 1 Engagement: 2-way interaction, conversation, responding, listening, 2 Content creation (position as a thought leader/expert, be active on blogging) 3 Content curation: Spreading good content from others (creates allies) 4 Consistent presence
- 20. What to consider 1 It’s all about the persona: who are your prospects? Make a profile. Think of company size, industry, interests, needs… 2 Lifecycle stage 3 Humanizing the message and tone
- 24. Metrics to measure 1 Basic reach (eh, on this one). Audience growth rate 2 Specific post-level success (clicks, interactions, likes, shares/RTs, impressions) 3 Click-through rate 4 Referrals/found site via social media – Visits to contacts to customers conversions
- 25. Revenue & brand building 1 43% of marketers have found a customer from LinkedIn in 2013 (HubSpot). 2 52% of marketers have found a customer from Facebook in 2013 (HubSpot). 3 36% of marketers have found a customer via Twitter in 2013 (HubSpot). 4 42% of people expect a response within 60 minutes when complaining on social media (Jay Baer).
- 29. Tools to use 1 HubSpot all-in-one, social Inbox (I use it everyday! Context changes everything, know who you’re engaging with) 2 Buffer for optimal timing 3 HootSuite/TweetDeck for monitoring 4 SproutSocial & SimplyMeasured for metrics 5 SocialMention.com
- 30. content is king
- 31. It’s not all about the ROI. BRAND AWARENESS. TRUST. RECOGNITION. RELATIONSHIPS.
- 32. LET’S PUT THE SOCIAL, BACK IN SOCIAL MEDIA & MARKETING.
Notas del editor
- So the question is, how do you create marketing that people love in a world where people have gotten really good at avoiding marketing? The best approach is to market to people when they’re already looking for information. They could be looking for a solution to a problem they have, or they could even be looking for a specific product that you offer. At HubSpot, we call this inbound marketing, the opposite of outbound marketing.
- You probably already know this, but consumers are sick of marketing interruptions. By a show of hands, how many of you have fast forwarded a commercial on TV in the past few days?
- You’re not the only ones. 86% of people skip TV ads, and in general have gotten very clever about avoiding outbound marketing tactics. Outbound marketing is what we call these interruptive marketing methods – TV ads, unsolicited emails, direct mail delivered to your home, and sales calls.
- It’s not a fad. It’s a channel for engagement, interaction, lead gen, lead nurturing It’s not all about the ROI and can you really determine ROI on everything? ROI is not a legit metric either and social may not affect the direct bottom line, but it may convert people & add exposure.
- When it comes to getting traffic online, content is king. It’s much more important than your website’s design. If you have great content, people will pay attention and learn to trust you. Your content should educate people. Teach them how to do something, or how to solve their problems.