HubSpot Using Social Media to Attract Customers
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Transcript of HubSpot Using Social Media to Attract Customers
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LOGO
BrentLeary,CRMEssentialse t ea y, C sse t als
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About Me.Before 2004About Me.Before 2004
CRM implementation consultant. Salesforce.com and Microsoft CRM certified partners
Customers include local small businesses like ERS, Icebox
Reads Inc., Entrepreneur, Wall pStreet, Black Enterprise
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TraditionalTraditional CCRM: How RM: How IIt All Fitst All Fits
Accounts
GENERATE CONVERT TO FEED TO
Campaigns Forecast
Opportunities
ContactsLeads
GENERATECONVERTTO FEEDTOCONVERTTO FEEDTO
Analyzedtodeterminesuccess
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About Me.After 2004About Me.After 2004
CRM industry analyst, advisor, strategic consultant
Customers include Intuit, Microsoft, RIM, Sage
Quoted in Inc., Entrepreneur, Wall pStreet, Black Enterprise
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Whats Happened Since 2004?Whats Happened Since 2004?
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CRM CRM Community Relationship Management?Community Relationship Management?
Source:NielsenOnline,GlobalIndex,December2007 December2008.E.g.InDec08theSearchsectorreached 1 9% (points) more of the worlds online population than it did in Dec 07reached1.9%(points)moreoftheworld sonlinepopulationthanitdidinDec071GlobalreferstoAU,BR,CH,DE,ES,FR,IT,UK&USAonly
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These werent around eitherThese werent around either
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OK.So What Happened?OK.So What Happened?
Social NetworkingSocial Networking
Barack 2.0Barack 2.0 April 2008 Will Barack Obama be our first CRM president?
February 2007
PodcastingPodcasting November 2006 Technology For Business Sake
BloggingBlogging June 2005 Brents CRM Blog
March 2004 DestinationCRM comFirst ArticleFirst Article
March 2004. DestinationCRM.com
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Customers say business should be socialCustomers say business should be social
93%93% of Americans believe a company93%93% of Americans believe a company should have a presenceshould have a presence in social media 85%85% believe a company should not only be present but also interact withinteract withonly be present but also interact with interact with its consumers via social mediaits consumers via social media56% of American consumers feel both a stronger connectionstronger connection with andboth a stronger connection stronger connection with and better servedbetter served by companies when they can interact with them in a social media environment.
2008ConeBusinessinSocialMediaStudy2008ConeBusinessinSocialMediaStudy2008ConeBusinessinSocialMediaStudy2008ConeBusinessinSocialMediaStudy
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Defining Defining CCRMRM SociallySocially
Exchanges Relationships
Information
GENERATE CONVERT TO CREATING
g
Customer
Partner
Content
Confidence
SalesprocessConversations
GENERATECONVERTTO FEEDTOCONVERTTO CREATING Partner
Vendor
Analyzedtodeterminesuccess
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Social CRM Basics More or LessSocial CRM Basics More or Less
``MoreMore listeninglistening,, sharingsharing andandi i ii i iparticipatingparticipating
LL t lkit lki 1 01 0 llilli 1 0 d1 0 d Less Less talkingtalking 1.0,1.0, sellingselling 1.0 and 1.0 and marketingmarketing 1.01.0gg
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Social CRM, Twitter & BiscuitsSocial CRM, Twitter & Biscuits
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The Impact of 140 CharactersThe Impact of 140 Characters
I I repliedrepliedI I followedfollowedII bl dbl dI I bloggedblogged
II podcastedpodcastedI I podcastedpodcastedI I ateateand and ateate$$$$$$
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Social CRM: Barack 2.0 Social CRM: Barack 2.0 An ExampleAn Example
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The Three A's The Three A's OOf Social f Social CCRMRMKeys to keeping and growing good Keys to keeping and growing good
l ti hirelationships
Automation ofcontentcreationanddistributionAnalysis capturingsocialandwebbaseddatabaseddataAudacity focusoncaptivatingpeoplecaptivating people
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Automating Content Creation & DistributionAutomating Content Creation & Distribution
A BlogA BlogggA TweetA TweetA CommentA CommentA PhoneA PhoneA PhoneA PhoneA WebcamA Webcam
UserUser--generatedgeneratedCoCo--createdcreatedSyndicatedSyndicatedRepurposedRepurposed
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Automating Content Distribution Automating Content Distribution Tweet This!Tweet This!
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Automating Content Distribution Automating Content Distribution Tweet This ContdTweet This Contd
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Automating Content Distribution: TubeMogul.comAutomating Content Distribution: TubeMogul.com
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Conversation Management: CoTweet.comConversation Management: CoTweet.com
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Conversation Management:Conversation Management:Salesforce.com + TwitterSalesforce.com + Twitter
ZDNet.com
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Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale
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Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale
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Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale
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Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale
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Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale
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Remember the Good, Bad, Ugly & Unexpected:Remember the Good, Bad, Ugly & Unexpected:A Cautionary TaleA Cautionary Tale
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Analysis: The New Metric SystemAnalysis: The New Metric System
WebAnalyticsDemystified.com2008
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Measuring Random Acts of Web SocialismMeasuring Random Acts of Web Socialism
Brand driven sessionsBrand driven sessions Eitheroriginatingdirectlyorfrombranded branded searchterms brentbrent learyleary, crmcrm blogblog, social social crmcrm, etc. anyonecomingdirectlyorsearchingformynameisalready
fairlyengagedfairlyengaged
Measured eventsMeasured events Predeterminednoncommerceevents Predeterminednoncommerceevents Email meEmail me, comment on my blogcomment on my blog, downloadaPDF, DiggDigg me,
StumbleUponStumbleUpon me, MixxMixx me, etc.
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Whos Liking your Links?
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Whos Favoring Your Tweets?
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Analyze This.Analyze This.
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Social Media MonitoringSocial Media Monitoring
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AudacityAudacity
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Audacity Audacity HubSpot & Hammer?HubSpot & Hammer?
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The Idea / Blog The Idea / Blog www.Barack20.comwww.Barack20.com
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What Is The Site About? (www.wordle.net)What Is The Site About? (www.wordle.net)
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FavsFavs, Embeds, Tags.and Views, Embeds, Tags.and Views
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Main Stream MediaMain Stream Media
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From Digital to PrintFrom Digital to Print
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Benefits of Social Media on Customer Benefits of Social Media on Customer Relationship ManagementRelationship Management
Avanade June 2008
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Thank You!Thank You!`` Brent LearyBrent Leary` [email protected]`` BlogBlog`` BlogBlog` WWW.BRENTLEARY.COM`` TwitterTwitter` WWW TWITTER COM/BRENTLEARY` WWW.TWITTER.COM/BRENTLEARY`` Barack 2.0Barack 2.0` WWW.BARACK20.COM
For More Show Info: www.BusinessTechnologyRadio.comFor More Show Info: www.BusinessTechnologyRadio.com