Inbound 2014 Social Media Tools Deep Dive
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Inbound 2014 Social Media Tools Deep Dive
- 1. #INBOUND1 4 3 Steps for Executing a First Class Social Media Strategy Paul Schmidt Senior Inbound Marketing Consultant, HubSpot
- 2. Agenda Goal Setting 3 Steps for Social Media Success
- 3. #INBOUND14 1 Goal Setting
- 4. “If you were to look 3-6 months out from now, how would you measure success?” #INBOUND14
- 5. #INBOUND14
- 6. How do you measure social media success? #INBOUND14
- 7. #INBOUND14 3 Steps for Executing a Social Media Strategy
- 9. Step One: Monitoring 1 Listening Streams 2 Community Management
- 10. #INBOUND14 Listening Streams 1 Company/Product Mentions 2 Prospects, Leads, Customers 3 External Events (Tradeshow) 4 Internal Events (webinars, Twitter chats) 5 Competitors
- 11. #INBOUND14 Who are you listening to? Understand who is appearing in your listening streams with color-coded Twitter streams Green = Customer Orange = Lead Grey = Possible Contact
- 12. #INBOUND14 Community Management Simplified With Social Inbox
- 13. #INBOUND14 Community Management On the Go
- 14. Step Two: Publishing 1 Tracking 2 Timing 3 Optimization
- 15. #INBOUND14 Tracking: Every Post Must be Tracked
- 16. #INBOUND14 Tracking: Browser Bookmarklet
- 17. #INBOUND14 Timing: Schedule your posts
- 18. #INBOUND14 Publishing Best Practices: 1 Set up your social publishing schedule
- 19. #INBOUND14 Publishing Best Practices: 2 Identify types of content that resonate with your audience: A. Conversational B. Educational content C. Transactional
- 20. #INBOUND14 Publishing Best Practices: 3 Format content to align with channels’ publishing requirements A. Text B. Images C. Video
- 21. #INBOUND14 Publishing Best Practices: 4 Identify channels that resonate with your audience: A. Identify influencers B. Create listening streams C. Analyze their social media activity
- 22. #INBOUND14 Publishing Best Practices: 5 Align publishing activities with goals A. Engagement with social posts B. Referral traffic to our site C. Conversions / Leads D. Revenue / Customers
- 24. Step Three: Reporting 1 Macro Metrics 2 Micro-Conversions
- 25. #INBOUND14 Macro Conversions: ROI
- 26. #INBOUND14 Macro Conversions: ROI
- 27. #INBOUND14 Macro Conversions: ROI
- 28. #INBOUND14 Macro Conversions: Social Media Trends
- 29. #INBOUND14 Micro Conversions: Conversation Rate # of conversations or comments per post Credit: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
- 30. #INBOUND14 Micro Conversions: Amplification Rate # of retweets or shares per post Credit: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
- 31. #INBOUND14 Micro Conversions: Applause Rate # of clicks, likes, or +1’s per post Credit: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
- 33. #INBOUND14 Reporting: Lead Generation • Small marketing team with limited resources • Unclear metrics on effectiveness of social • Lack of insight on content effectiveness Results: 1 3.8x increase in traffic 2 5x increase in leads
- 34. #INBOUND14 Reporting: Lead Nurturing • Social media contests • Contest registration landing pages Results: 1 47% lead-customer conversion rate 2 17% increase in sales from social media
- 35. Image Credit: @SylwiaBartyzel #INBOUND14
- 37. Paul SCHMIDT @drumming Senior Inbound Marketing Consultant
- 38. #INBOUND14 Follow up Resources: http://academy.hubspot.com/social-media-publishing-videos-training http://academy.hubspot.com/social-monitoring-videos-training/
Hinweis der Redaktion
- Today’s sessions is going to be tactical. We’re going to go over the steps to take in HubSpot to make sure you are flawlessly executing your social media strategy. I work day to day with new HubSpot customers and help them design a plan and strategy to work towards their inbound marketing goals.
- Before stepping foot into social media, it’s crucial you know your goals and the resources to help you get there.
- This is a question I always ask when working with a new customer.
- Revenue, Profit, other types of monetary goals
- If you’re a leader of a company here today, this needs to be clearly defined and communicated to your employees. If you’re a marketing director or manager here today, this is the type of question that you need answered to effectively build and execute a successful marketing campaign. If you’re on the agency side, you need these success metrics to show the campaigns you’re building are helping the client work towards their goals
- Monitoring Publishing Reporting
- Before speaking out on social we must listen first. This is why monitoring is the first step of social media execution. After mapping out your social media goals, it’s important to build out a monitoring system to listen to the conversations from competitors, prospects and customers in your industry.
- You have the ability to create customized listening streams based on these types conversations. What is a listening stream and why do we need it? It is a filtered list of content from twitter that allows us to connect with people, learn about the latest industry news, and understand the conversations that are happening in your industry. What would we want to listen to?
- While monitoring these steams it’s important to know who is interacting with you. Are they an existing customer? Are they an active lead? - HubSpot gives us this type of information. By knowing this information, you can tailor your response to the person’s messages
- After building out your monitoring system, you need a place a track the interactions and conversations across all of your social channels. One of the most difficult parts of social media is keeping track of the interactions across multiple channels. With social inbox, you no longer have to go to each individual channel to monitor and respond to conversations. It’s all in one place - Now you wont miss out on the opportunity to connect with a lead or a customer because your social media is centralized in HubSpot. This simplifies your social media workload
- Beyond Inbound, how many of your companies go trade shows or events? Download the HubSpot mobile app, so you’re able to engage with event attendees while you’re on the tradeshow floor. From here on out, nearly every major event will have a hashtag or backchannel of people talking about the event. It’s also really useful if you’re just out of the office and need to schedule a social post to go out tomorrow morning or next week.
- 3 things to do before hitting the publish button
- Tracking is important so we can see: how many interactions you get on a post how many people actually clicked on the content you sharing Every time you post through HubSpot, every message will automatically be tracked You can either publish this content right in HubSpot or….
- You can use the browser bookmarklet or chrome plugin Publish from any page on the web Lets say you find an interesting article that would resonate with your audience. Hit the bookmarklet and schedule that post to go out with your social publishing calendar.
- From the publishing calendar, you’ll see when there’s an open time to publish.
- Next we get into optimization When we talk about our publishing calendar, we first need to identify times of day your audience is active on social Then on your publishing calendar, you can make sure that those times are the default times your social posts go out
- Adjust
- You cant publish the same sized photo on every social channel. With our new image editor, you can crop the photo to fit the channels requirements. You can also use your image editor to add filters, text, and other effects to enhance your images. Across each channel, the formatting of the content can have a dramatic difference on the amount of interactions you get on a post. The longer you spend on social, the more you’ll understand how post length and type of content influence these interactions with your audience.
- Identify channels that resonate with your audience Identify influencers through conference lineup and industry blogs Create listening streams for twitter and follow them on social See what channels they are most active on and where they are getting the most social engagement
- This comes back to understanding your success metrics - Don’t hit the publish button unless we know how this is helping us move towards our goal
- A final thought on this is you want to learn more about effectively publshing on social, check out this book that came out from Gary Vaynerchuk last year. This book is filled with social media case studies on things to do and NOT do on social.
- We have to be able to communicate how are efforts are contributing towards our goals
- At the end of the day, what is the ROI of social media? By publishing through HubSpot, you have the ability to see how many customers first found your through social? This report shows us how social is contributing to the bottom line through traffic, leads, and customers
- - Another ROI based report - How much revenue can we attribute to these customers? - This report contains the customers that first found us through social and the actual revenue they are bringing into your business. This is proving the ROI of social.
- Attribution reporting which is a brand new report allows us to see what types of content people converting on from social
- To get more granular, we can report on which channels are bringing in the most leads and customers. We can then focus our efforts on driving more traffic to those areas.
- For large companies, macro conversions like ROI is easier to report on because they receive a high flow of leads, revenue through digital. However, if you’re just getting up and running with social, you may not have this flow through those channels yet. This is why micro conversions are important. Micro conversions allow you to show your improvements over time in getting more people to these channels and to your site. - 1st micro conversion is: conversation rate - Benchmark this and set your conversation rate goal for next month. - For example, this month maybe we had 5 conversations through social, can we get beat that next month
- How many people are amplifying my content to their networks. - Benchmark this and beat this rate next month
- How many people are showing affinity for my content - Benchmark this and improve on this next month.
- So there you have it, Monitoring, publishing, and reporting…the 3 areas of social media execution. Focus on these 3 areas while executing your social media strategy and you’ll have the proper tools to listen, speak, and measure the progress towards your goals. Lastly today, I want to go through a few customer case studies
- Identify most effective social channels using social analytics Reallocate resources to create content that is effective in driving in new leads Setup social publishing calendar to automate social posts which helped them save time
- Sports/Fitness company Zaggora wanted to use social to connect with audience and boost sales through lead nurturing Ran social media contests to increase brand exposure Within posts they included a link that drove users to a landing page to register for a this contest. They could then nurture these leads that were registering on the landing page They also used social for giveaways and could track everyone who shared, retweeted, or liked their post
- In closing, whether you’re a marketer or a manager, the importance of planning can’t be understated. Before diving deep into social, state your social media goals and build a plan that will allow you to get to this destination.
- Bio slide 2