Does social media still feel like a side-show to you? How can you use social media in a way that attracts visitors, converts them into leads, and eventually customers? This session will show you how to use Social Inbox to build an air-tight social media strategy that helps you monitor the social media activity of your database and bring you visits, leads, and customers.

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3 Steps for Executing a First Class
Social Media Strategy
Paul Schmidt
Senior Inbound Marketing Consultant, HubSpot

2. 
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

8. Monitoring
Reporting
Publishing

9. 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

14. 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:

24. 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
retweetsor 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/

32. Monitoring
Reporting
Publishing

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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!

37. 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/