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.

Transcript of York Technology Association Marketing Leadership Peer Group Meeting

Social Media 101

York Technology Association Marketing Leadership Group Meeting

May 13, 2009

Rick Burnes

Twitter: @rickburnes

Introductions

Inbound Marketer Inbound Marketing Software

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 ItV. How to Measure It

Traditional Marketing (Outbound)

4

Marketing Today (Inbound)

5

How Do the Best New Companies Market?

1950 - 2000 2000 - 2050

66

What Is Inbound Marketing?

Get Found

Get Found

• Publish

• Promote

• Optimize

Process Tools

Get Found

• Content Mgmt

• Blogging

• Social Media

• SEO

Website Visitors

7

Convert

Get Found• SEO

• Analytics

Convert

• Test

• Target

• Nurture

Customers

Convert

• Offers / CTAs

• Landing Pages

• Email

• Lead Intelligence

• Lead Mgmt

• Analytics

Inbound Is Cheaper

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 ItV. How to Measure It

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 media (video, audio, prose, etc), but it is cheaper to

produce and has a heavy emphasis on sharing and

content discussion.

Traditional Media vs. Social Media

11

Of Course You’re Skeptical

12

Flickr: mmmonica

Social Media? No Time for That Nonsense!

Why Do I Need to Know This?

PR, Social-Media Style

I will call you right now

Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet

408 555-1234?

I spoke about our use of social media for biz on 2 panels -http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9

Elapsed Time:

50 Minutes

Communicate With Customers

It’s Part of the New Ecosystem

SEO

Visitors

& Links

Visitors

& Links

Content

Social Media

& Links

Visitors

& Links

Impact on Our Sales Funnel

15

20

25

30

35

300

400

500

600

Le

ad

s

Vis

ito

rs

HubSpot.com Referrals From Twitter

0

5

10

15

0

100

200

Vis

ito

rs

Twitter

Leads From Twitter

New source of visitors & leads

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 ItV. How to Measure It

Go!

20

Flickr: Wendy Crockett

You Already Have the Skills

You Just Do It Offline

• Meeting people

• Building relationships

• Asking questions

• Answering questions

21

• Answering questions

• Building trust

• Building a reputation

So Where Do You Start?

Where Does Your Industry Hang Out?

How to find out:• google.com/blogsearch

• Technorati.com

• Existing blogs

• Industry Twitterers

Flick: Hamed Saber

What Are They Saying About You?

Go to: search.twitter.com

Follow the Conversation Via RSS

How to sign up: Google.com/reader

Participate in Q&A

• Facebook

Discussions

• Yahoo! Answers

• LinkedIn Q&A • LinkedIn Q&A

and Discussions

Relationships Built on Twitter

Distribute Your Content

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 ItV. How to Measure It

3 Functions of Social Media Tools

Share

NetworkPublish

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

This Is Micro-Blogging

http://twitter.com/Scobleizer/statuses/774666561

Select Who You Follow

33

On your homepage you only see relevant updates.

But You Can See Anybody’s Tweets

Go to: search.twitter.com

It’s a Discussion, Not a Broadcast

Use Favorites to Save Highlights

twitter.com/HubSpot/favourites

Recognize This?

37

Network Is Valuable for Search

38

Answer Questions

39

Create a Group

40

Use YouTube for Voice

41

Authenticity > Production Quality

Publish What You Have

• SolidWorks: 100+ Videos on Website

• Published on YouTube, No Promotion

• 10,000+ Views / Month

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 ItV. How to Measure It

Facebook Fans & Activity

YouTube Insight

45

Twitter.grader.com

Measure the Top of the Funnel

Website Visitors

47

Track Referrals

Others

48

Google [search] (11.4%)

blog.hubspot.com (10.2%)

Twitter (5.1%)

Webinars (9%)

website.grader.com (6.6%)

Measure the Whole Funnel

Website Visitors

49

Customers

How to Track Your Funnel

Track visitors. Track leads. Track customers.

Track Conversions

Traffic to HubSpot.com

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%

Selected Channels

Final Thoughts …

52

More Brain, Less Budget

Flickr: Refracted MomentsFlickr: Refracted MomentsFlickr: Gaetoan LeeFlickr: Gaetoan Lee

Build Leverage

54

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