becoming a social business - convincing and measuring social media

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Becoming a Social Business -> Convincing & measuring social media Lane Sutton @LaneSutton

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Becoming a Social Business ->Convincing & measuring social

mediaLane Sutton@LaneSutton

LaneSutton@lanesutton

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.

Create Marketing People

How do you create marketing people

Consumers are sick of marketing interruptions.

86%skip TV

ads

91%unsubscri

be

44%direct mail

is never opened

200m

on DO NOT CALL list

MISCONCEPTIONS1 No ROI2 Doesn’t improve credibility (be there or be square)3 It isn’t measurable4 Only works for big brands5 Waste of time & too much time involved (marketing

automation!)6 Social is a PR broadcasting channel7 It’s all quantitative (we need more followers, let’s buy them)8 It’s a buzzword

ROI isn’t how many, it is who actually engages (your leads, who from your contacts database interacted with a post

Components of a Rockstar Social Media Strategy1 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

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 stage3 Humanizing the message and tone

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

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).

Tools to use1 HubSpot all-in-one, social Inbox (I use it

everyday! Context changes everything, know who you’re engaging with)

2 Buffer for optimal timing3 HootSuite/TweetDeck for monitoring4 SproutSocial & SimplyMeasured for metrics5 SocialMention.com

content is king

It’s not all about the ROI.BRAND AWARENESS. TRUST. RECOGNITION.RELATIONSHIPS.

LET’S PUT THE SOCIAL, BACK INSOCIAL MEDIA & MARKETING.

QUESTIONS?@LaneSutton

LaneSutton.com