how to use social media for branding

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How to Use Social Media How to Use Social Media To Build Your Brand Rick Burnes Marketing Manager @HubSpot Marketing Manager @HubSpot Twitter: @RickBurnes

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Page 1: 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

Page 2: How to Use Social Media for Branding

Agenda

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

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Page 3: How to Use Social Media for Branding

Who’s HubSpot?

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

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Page 4: How to Use Social Media for Branding

Traditional Marketing (Outbound)

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Marketing Today (Inbound)

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How Do Growing Companies Market?

1950 - 2000 2000 - 2050

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Page 7: How to Use Social Media for Branding

Agenda

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

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Page 8: How to Use Social Media for Branding

How Much Focus on Brand?

Allocation of HubSpot Marketing Time & Resources

Other10%

Leads & SalesBrand30% Leads & Sales

60%

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What Is a Brand?

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

A set of promises.

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Brand Trust Helps With Conversion

Website Visitors

Leads

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Customers

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How Is a Brand Defined?

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Flickr: Susan NYC

By people who talk.

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Trust Built From the Top Down …

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… Is Easily Broken

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How Brands Used to Get Made

Hire an agency

Your brand comes outcomes out, wrapped in

plastic

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Flickr: jamesjyu

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The Brand Assembly Line

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Flickr: Rickydavid

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How Brands Are Built Today

Cultivate

Cultivate

Cultivate

Cultivate

Cultivate Watch your brand

grow.

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Flickr: swisscan

Page 17: How to Use Social Media for Branding

Cultivated Branding

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Flickr: swisscan

Page 18: How to Use Social Media for Branding

Agenda

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

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How Do You Cultivate Your Brand?

Community ProductCommunity Product

CompanyContent

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People Talk About Great Products

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Tip: Save Highlights as Favorites

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And Answer Question About Them

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How Your Company Can Help

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Be Transparent

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All Your Employees Are Marketers

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A Nice-Looking Restaurant Site

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Another Nice-Looking Restaurant Site

What’s the difference?

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Content Builds Deeper Trust

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How Many Tickets Do You Have?

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More Visitors

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What Kind of Content?

Content about yourContent about your +

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Content about your industry.

Content about your company. +

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What Content Channels Are Best?

• Blogg• Podcast

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

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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

Page 34: How to Use Social Media for Branding

How to Cultivate With Social Media

Listen

Li t M

Share Your Content

Listen More

Build Relationships34

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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

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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

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Follow the Conversation Via RSS

How to sign up: Google.com/reader

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Participate in Q&A

• Facebook Discussions

• Yahoo! Answers

• LinkedIn Q&A and Discussionsand Discussions

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How I Track Conversations

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Distribute Your Content

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Good Content Spreads

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What Gets Shared?

Rarely Shared

FrequentlySharedShared Shared

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

New data• Funny videos• Top-notch blog posts

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Agenda

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

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Track Twitter Grade

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

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Track Reach

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Track Direct Traffic

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Track Conversions

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Track Brand Keywords

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Fi l Th htFinal Thoughts …

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Build Leverage

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Too Many Pieces to Put Together!

51d.j.k. on flickr

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HubSpot Puts the Pieces Together

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

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