Social Media Monitoring in 10 Minutes a Day

Rick Burnes Marketing Manager @HubSpot Twitter: @RickBurnes

Whats HubSpot?

Founded in July 2006; grew out of research at MIT Sells inbound marketing software 2,300+ customers; 120+ employees
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Agenda
I. About Social Media Monitoring & Inbound Marketing II. Why use social media? III. How do I monitor it? IV. How to measure it?

This Isnt Social Media Monitoring

Photo: Penmachine

This Is

Flickr: Susan NYC

Social media monitoring isnt about being super techy. Its about listening.
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Social Media Is Not Just Marketing

Recruiting

Internal Communication

Sales & Support

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And lots more

Traditional Marketing (Outbound)

Marketing Today (Inbound)

How Do the Best New Companies Market?

1950 - 2000 2000 - 2050

What Is Inbound Marketing?

Process
Get Found Publish Promote Optimize

Website Visitors

Tools
Get Found Content Mgmt Blogging Social Media SEO Analytics
Convert Offers / CTAs Landing Pages Email Lead Intelligence Lead Mgmt Analytics

Get Found
Convert Test Target Nurture

Convert

Customers
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Twitter Feeds the Funnel & Helps Convert

Blogging SEO Social Media Monitoring Email Pay-Per-Click

Website Visitors

Social Media Monitoring

Leads

Customers
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Agenda
I. About Social Media Monitoring & Inbound Marketing II. Why use social media? III. How do I monitor it? IV. How to measure it?

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Social Media Is Now a Staple

Flickr: anitacanita

Flickr: sierravalleygirl

Unmeasured Small scale No business impact But lots of fun

Highly measurable Massive scale Major driver of leads, sales Still fun

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PR, Social-Media Style

Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet I spoke about our use of social media for biz on 2 panels http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9
408 555-1234?

I will call you right now

PR, Social-Media Style

Elapsed Time: 50 Minutes

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

Results from Twitter

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Social Media Drives Leads

HubSpot Social Media Leads

Twitter is largest category, at >40% of HubSpots total social media leads.

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Agenda
I. About Social Media Monitoring & Inbound Marketing II. Why use social media? III. How do I monitor it? IV. How to measure it?

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How to Get Started

Listen

Share Your Content Listen More

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Build Relationships

Your Daily Minimum

10 minutes. Sometimes youll spend more. This is a minimum to start the conversation.

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Setup Google Alerts

1. Sign up for an alert.

2. Set Deliver to to Feed

www.google.com/alerts
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Add the Feeds to Google Reader

Subscribe to the feed in Google Reader

www.google.com/reader

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Create Feeds for Twitter

1. Search for your brand 2. Grab the feed for your search

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www.twitter.com/search

How to Add a Feed

Copy feed address Click on feed icon

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Add Feeds From LinkedIn Answers

Add a LinkedIn Answers Feed www.linkedin.com/answers

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Learn Key Commands

K Scrolls Up

J Scrolls Down

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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 - Industry-Specific Feeds Check Facebook -Wall -Discussions

3 Minutes

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Imma Let U Finish

but u missed the best social media tool evar!

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More Is Not Better

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?

Go mingle! (Build relationships.)

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Pick the Right Interactions

Comment on sites with authority.

http://alerts.grader.com

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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 comments thoroughly, openly and honestly Follow-up with action Dont extend the discussion

Dont Respond

If the feedback is irrational or designed to draw you into an extended dialogue Make sure everybody at your company knows youve decided to ignore the comment

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Dont Just Make Noise

Flickr: pb031

Flickr: Property#1

Constant chatter on social media doesnt move leads into your sales funnel. Unique, valuable content will.

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Conversation & Distribution

Conversation AND

Distribution

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Blogging Increases Twitter Reach

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What to Publish?

Blog Podcast Videos Photos Presentations eBooks News Releases

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What Gets Shared?

Rarely Shared Frequently Shared

Product info Free trials Software documentation

New data Funny videos Top-notch blog posts

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Dont Talk About Your Product

HubSpot.com/cartoons

Agenda
I. About Social Media Monitoring & Inbound Marketing II. Why use social media? III. How do I monitor it? IV. How to measure it?

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Dont Get Distracted

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Use Twitter Grader

http://Twitter.Grader.com
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Use Facebook Grader

http://Facebook.Grader.com
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Track Reach

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Measure the Impact on Your Funnel

Website Visitors

Customers
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How to Track Your Funnel

Track visitors.

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How to Track Your Funnel

Track leads.

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How to Track Your Funnel

Track customers.

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Why Tracking Via Channels Is Critical

Visitors

Leads

Conversion

Customers

Net Conversion

Twitter Facebook Stumbleupon

3,289 504 511

554 75 28

17% 15% 5%

12 6 1

0.4% 1.2% 0.2%

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Final Thoughts

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20th Century Customers

Highly transactional, anonymous.

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21st Century Customers

Relationship based; they want to go where everybody knows their name.

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Build Leverage

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Too Many Pieces to Put Together!

d.j.k. on flickr

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HubSpot Puts the Pieces 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