York Technology Association Marketing Leadership Peer Group Meeting
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A presentation on the basics of social media marketing for the York Technology Association on Wednesday, May 13 in Markham, ON.
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York Technology Association Marketing Leadership Peer Group Meeting
- 1. Social Media 101 York Technology Association Marketing Leadership Group Meeting Rick Burnes Twitter: @rickburnes May 13, 2009
- 2. Introductions Inbound Marketer Inbound Marketing Software
- 3. Agenda I. Inbound vs. Outbound Marketing II. What Is Social Media? III. How to Get Started IV. Tools You Can Use V. How to Measure It
- 6. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 6 6
- 7. What Is Inbound Marketing? Website Visitors Process Tools Get Found Get Found • Content Mgmt • Publish • Blogging • Promote • Social Media • Optimize • SEO Get Found • Analytics Convert Convert • Offers / CTAs • Test • Landing Pages Convert • Target • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 7
- 9. Agenda I. Inbound vs. Outbound Marketing II. What Is Social Media? III. How to Get Started IV. Tools You Can Use V. How to Measure It
- 10. What Is Social Media? Content created using web applications structured as communities. It has mostly the same form as traditional media (video, audio, prose, etc), but it is cheaper to produce and has a heavy emphasis on sharing and content discussion.
- 11. Traditional Media vs. Social Media 11
- 12. Of Course You’re Skeptical Flickr: mmmonica 12
- 13. Social Media? No Time for That Nonsense!
- 14. Why Do I Need to Know This?
- 15. 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 Elapsed Time: 50 Minutes
- 17. It’s Part of the New Ecosystem Visitors & Links SEO Visitors & Links Content Visitors Social Media & Links
- 18. Impact on Our Sales Funnel 600 35 30 500 25 400 Visitors 20 Leads HubSpot.com 300 Referrals From 15 Twitter 200 10 Leads From Twitter 100 5 0 0 New source of visitors & leads
- 19. Agenda I. Inbound vs. Outbound Marketing II. What Is Social Media? III. How to Get Started IV. Tools You Can Use V. How to Measure It
- 20. Go! Flickr: Wendy Crockett 20
- 21. You Already Have the Skills You Just Do It Offline • Meeting people • Building relationships • Asking questions • Answering questions • Building trust • Building a reputation 21
- 22. So Where Do You Start?
- 23. Where Does Your Industry Hang Out? How to find out: • google.com/blogsearch • Technorati.com • Existing blogs • Industry Twitterers Flick: Hamed Saber
- 24. What Are They Saying About You? Go to: search.twitter.com
- 25. Follow the Conversation Via RSS How to sign up: Google.com/reader
- 26. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
- 27. Relationships Built on Twitter
- 29. Agenda I. Inbound vs. Outbound Marketing II. What Is Social Media? III. How to Get Started IV. Tools You Can Use V. How to Measure It
- 30. 3 Functions of Social Media Tools Share Publish Network
- 31. What Is Twitter? Like … … Except A blog Only 140 characters A social network It’s viewable in lots of places A giant chat room You choose the people you follow Instant Messaging It’s public and archived on the web
- 32. This Is Micro-Blogging http://twitter.com/Scobleizer/statuses/774666561
- 33. Select Who You Follow On your homepage you only see relevant updates. 33
- 34. But You Can See Anybody’s Tweets Go to: search.twitter.com
- 35. It’s a Discussion, Not a Broadcast
- 36. Use Favorites to Save Highlights twitter.com/HubSpot/favourites
- 38. Network Is Valuable for Search 38
- 41. Use YouTube for Voice Authenticity > Production Quality 41
- 42. Publish What You Have • SolidWorks: 100+ Videos on Website • Published on YouTube, No Promotion • 10,000+ Views / Month
- 43. Agenda I. Inbound vs. Outbound Marketing II. What Is Social Media? III. How to Get Started IV. Tools You Can Use V. How to Measure It
- 44. Facebook Fans & Activity
- 47. Measure the Top of the Funnel Website Visitors 47
- 48. Track Referrals Others Google [search] (11.4%) Twitter (5.1%) website.grader.com (6.6%) blog.hubspot.com (10.2%) Webinars (9%) 48
- 49. Measure the Whole Funnel Website Visitors Customers 49
- 50. How to Track Your Funnel Track visitors. Track leads. Track customers.
- 51. Track Conversions Traffic to HubSpot.com Selected Channels Visitors Leads Conversion Customers Net Conversion Twitter 3,289 554 17% 12 0.4% Techcrunch 504 75 15% 6 1.2% ZDnet 511 28 5% 1 0.2%
- 53. More Brain, Less Budget Flickr: Gaetoan Lee Flickr: Refracted Moments
- 55. Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/free-trial/ Connect with me: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes Email: rburnes@hubspot.com