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Social Media Monitoring in10 Minutes a Day
Rick Burnes
Marketing Manager @HubSpot
Twitter: @RickBurnes
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Whats HubSpot?
Founded in July 2006; grew out of research at MIT
Sells inbound marketing software
2,300+ customers; 120+ employees2
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Agenda
I. About Social Media Monitoring &
Inbound MarketingII. Why use social media?
.
IV.How to measure it?
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This Isnt Social Media Monitoring
Photo: Penmachine
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This Is
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Social media monitoring isnt about being super techy.
Its about listening.
Flickr: Susan NYC
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Social Media Is Not Just Marketing
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InternalCommunication
Sales &Support And lots more
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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
Publish
Promote
Optimize
Process Tools
Get Found
Content Mgmt Blogging
Social Media
SEO
Website Visitors
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Convert
Get Found Analytics
Convert
Test
Target Nurture
Customers
Convert
Offers / CTAs
Landing Pages Email
Lead Intelligence
Lead Mgmt
Analytics
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Twitter Feeds the Funnel & Helps Convert
Blogging SEO Email Pay-Per-ClickSocial Media Monitoring
Website Visitors
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Leads
Customers
SocialMedia
Monitoring
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Agenda
I. About Social Media Monitoring &
Inbound MarketingII. Why use social media?
.
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
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PR, Social-Media Style
Need to urgently speak with a business that is veryactively 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
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PR, Social-Media Style
Elapsed Time:50 Minutes
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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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Resultsfrom
Twitter
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Social Media Drives Leads
HubSpot Social Media Leads
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Twitter is largest category, at >40% of HubSpots total social media leads.
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Agenda
I. About Social Media Monitoring &
Inbound MarketingII. Why use social media?
.
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 youll spend more.This is a minimum to start the conversation.
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Setup Google Alerts
1. Sign up foran alert.
2. Set Deliver to to
Feed
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www.google.com/alerts
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Add the Feeds to Google Reader
Subscribe to the feed in
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Google Reader
www.google.com/reader
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Create Feeds for Twitter
1. Search for
your brand
2. Grab the feed foryour search
25www.twitter.com/search
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How to Add a Feed
Copy feedaddress
Click onfeed icon
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Add Feeds From LinkedIn Answers
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Add aLinkedInAnswers
Feed
www.linkedin.com/answers
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Learn Key Commands
K
Scrolls
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J
ScrollsDown
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Check Facebook
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How to Break Down 10 Minutes
7 Minutes Check Google Reader- Google Alerts- Twitter- LinkedIn- -
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3 Minutes Check Facebook-Wall-Discussions
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Imma Let U Finish
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but u missed the best social media tool evar!
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More Is Not Better
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Flickr: feastoffun
Too much Twitter will make you sick.Balance your time on social media.
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What Do You Do With More Time?
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Go mingle!(Build relationships.)
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Pick the Right Interactions
Comment onsites with
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http://alerts.grader.com
au or y.
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Save Flattering Comments
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What If You Get Negative Comments?
Respond
If its helpful, rational feedback
Address the commentsthoroughly, openly and honestly Follow-up with action Dont extend the discussion
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Dont
Respond
If the feedback is irrational ordesigned to draw you into an
extended dialogue
Make sure everybody at yourcompany knows youve decidedto ignore the comment
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Dont Just Make Noise
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Constant chatter on social media doesnt move leads into your sales funnel.Unique, valuable content will.
Flickr: pb031Flickr: Property#1
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Conversation & Distribution
Conversation
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Distribution
AND
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Blogging Increases Twitter Reach
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What to Publish?
Blog
Podcast Videos
Presentations
eBooks
News Releases
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G S ?
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What Gets Shared?
RarelyShared
FrequentlyShared
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Product info
Free trials Software documentation
New data
Funny videos Top-notch blog posts
D T lk Ab Y P d
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Dont Talk About Your Product
HubSpot.com/cartoons
A d
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Agenda
I. About Social Media Monitoring &
Inbound MarketingII. Why use social media?
.
IV.How to measure it?
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D t G t Di t t d
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Dont Get Distracted
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U T itt G d
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Use Twitter Grader
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http://Twitter.Grader.com
Use Facebook Grader
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Use Facebook Grader
46http://Facebook.Grader.com
Track Reach
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Track Reach
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Measure the Impact on Your Funnel
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Measure the Impact on Your Funnel
Website Visitors
48 Customers
How to Track Your Funnel
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How to Track Your Funnel
Track visitors.
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How to Track Your Funnel
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How to Track Your Funnel
Track leads.
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How to Track Your Funnel
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How to Track Your Funnel
Track customers.
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Why Tracking Via Channels Is Critical
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Why Tracking Via Channels Is Critical
Visitors Leads Conversion Customers NetConversion
Twitter 3,289 554 17% 12 0.4%
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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20 Century Customers
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Highly transactional, anonymous.
21st Century Customers
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21 Century Customers
Relationship
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based; they want
to go whereeverybody knowstheir name.
Build Leverage
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Build Leverage
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Too Many Pieces to Put Together!
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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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HubSpot Puts the Pieces Together
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SEO, Social Media Work 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