how to use social media for branding

How to Use Social MediaHow to Use Social Media To Build Your Brand

Rick BurnesMarketing Manager @HubSpotMarketing Manager @HubSpotTwitter: @RickBurnes

Agenda

I. About HubSpot & Inbound MarketingII. How Branding Is ChangingIII How to Cultivate Your BrandIII. How to Cultivate Your BrandIV.Measuring Your Brand

2

Who’s HubSpot?

• Founded in July 2006 from research at MITy• Cambridge, MA• 1800+ customers 100+ employees1800 customers, 100 employees

3

Traditional Marketing (Outbound)

4

Marketing Today (Inbound)

5

How Do Growing Companies Market?

1950 - 2000 2000 - 2050

6

Agenda

I. About HubSpot & Inbound MarketingII. How Branding Is ChangingIII How to Cultivate Your BrandIII. How to Cultivate Your BrandIV.Measuring Your Brand

7

How Much Focus on Brand?

Allocation of HubSpot Marketing Time & Resources

Other10%

Leads & SalesBrand30% Leads & Sales

60%

8

What Is a Brand?

Flickr: Ed Yourdon Flickr: Earl – What I Saw 2.0

A set of promises.

9

Brand Trust Helps With Conversion

Website Visitors

Leads

10

Customers

How Is a Brand Defined?

11

Flickr: Susan NYC

By people who talk.

Trust Built From the Top Down …

12

… Is Easily Broken

13

How Brands Used to Get Made

Hire an agency

Your brand comes outcomes out, wrapped in

plastic

14

Flickr: jamesjyu

The Brand Assembly Line

15

Flickr: Rickydavid

How Brands Are Built Today

Cultivate

Cultivate

Cultivate

Cultivate

Cultivate Watch your brand

grow.

16

Flickr: swisscan

Cultivated Branding

17

Flickr: swisscan

Agenda

I. About HubSpot & Inbound MarketingII. How Branding Is ChangingIII How to Cultivate Your BrandIII. How to Cultivate Your BrandIV.Measuring Your Brand

18

How Do You Cultivate Your Brand?

Community ProductCommunity Product

CompanyContent

19

People Talk About Great Products

20

Tip: Save Highlights as Favorites

21

And Answer Question About Them

22

How Your Company Can Help

23

Be Transparent

24

All Your Employees Are Marketers

25

A Nice-Looking Restaurant Site

Another Nice-Looking Restaurant Site

What’s the difference?

Content Builds Deeper Trust

28

How Many Tickets Do You Have?

More Visitors

30

What Kind of Content?

Content about yourContent about your +

31

Content about your industry.

Content about your company. +

What Content Channels Are Best?

• Blogg• Podcast

Vid• Videos• Photoso os• Presentations• eBooks• News ReleasesNews Releases

Get Into the Content Mindset

• Make emails into blog posts• Turn forum posts into blog

postsSh t id t t• Shoot videos at events

• Interview customers for your blogb og

• Repurpose company data for public reports

• Share lessons you learn

Flick Photo: Cindiann

How to Cultivate With Social Media

Listen

Li t M

Share Your Content

Listen More

Build Relationships34

You Already Have the Skills

You Just Do It Offline• Meeting people• Meeting people• Building

relationshipsA ki ti• Asking questions

• Answering questions• Building trust• Building a reputation

35

What Are They Saying About You?

Places to listenPlaces to listen• Search.Twitter.com• google.com/blogsearch

T h ti• Technorati.com• Existing blogs• Industry Twitterers

36

Follow the Conversation Via RSS

How to sign up: Google.com/reader

37

Participate in Q&A

• Facebook Discussions

• Yahoo! Answers

• LinkedIn Q&A and Discussionsand Discussions

38

How I Track Conversations

39

Distribute Your Content

40

Good Content Spreads

41

What Gets Shared?

Rarely Shared

FrequentlySharedShared Shared

• Product info • New dataProduct info• Free trials• Software documentation

New data• Funny videos• Top-notch blog posts

42

Agenda

I. About HubSpot & Inbound MarketingII. How Branding Is ChangingIII How to Cultivate Your BrandIII. How to Cultivate Your BrandIV.Measuring Your Brand

43

Track Twitter Grade

44

Go to: http://Twitter.Grader.com

Track Reach

45

Track Direct Traffic

46

Track Conversions

47

Track Brand Keywords

48

Fi l Th htFinal Thoughts …

49

Build Leverage

50

Too Many Pieces to Put Together!

51d.j.k. on flickr

HubSpot Puts the Pieces Together

52

Thank You!Software: www.HubSpot.com/TrialCommunity: www.inboundmarketing.comFree Tools: www.Grader.com

Rick BurnesMarketing Manager @H bSpotMarketing Manager @HubSpotTwitter: @rickburnes