Marketing Class 05: Amplifying Your Content with Social Media
Transcript of Marketing Class 05: Amplifying Your Content with Social Media
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An Inbound Approach to Social Media Strategy Instructor: Markiesha Ollison
Inbound Certification Brought to you by HubSpot Academy
CLASS 05
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“WHY SHOULD I USE SOCIAL MEDIA FOR MY BUSINESS?”
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2 billion people are active users on social networks. That’s almost 70% of the entire world’s internet population!
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1 WHY IS SOCIAL MEDIA ESSENTIAL TO INBOUND?
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80% of marketers and 60% of sales professionals found qualified leads on social media sites.
SOURCE: HUBSPOT
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66% Of marketers saw an increase in leads from social media after spending just six hours per week on their social channels.
SOURCE: HUBSPOT ANNUAL REPORT, 2015
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Social media can help build new connections.
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Looking for more? Get the full class experience and more
with the free Inbound Certification.
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2 HOW CAN I USE SOCIAL MEDIA EFFECTIVELY?
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Social media is like writing a research paper. First you conduct research. Then you write. Finally, you get feedback.
FLICKR USER DON BURKETT
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Social monitoring is the research stage. It should be used during the research stage of developing a social media strategy.
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Social Publishing is the writing stage. This is where you post content
across your social media platforms.
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Social reporting is the assessment stage. It helps you assess your efforts and make changes to your strategy.
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Social monitoring is a great way that
marketers can gather information about their
buyer personas.
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Monitor to keep up with industry trends. Listen for industry trends that will help you attract visitors and grow your business.
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Social publishing is how you distribute content. You demonstrate your newfound knowledge by developing and distributing content.
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Social reporting allows you to analyze
your social media efforts and refine your social media strategy.
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SOCIAL MONITORING BEST PRACTICES
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Determine your inbound goals.
Segment your audience.
Personalize responses.
SOCIAL MONITORING BEST PRACTICES
Monitor for the right terms.
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Determine your inbound goals.
Segment your audience.
Personalize responses.
SOCIAL MONITORING BEST PRACTICES
Monitor for the right terms.
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• Specific
• Measurable
• Attainable
• Relevant
• Timely
SET SMART INBOUND GOALS
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Determine your inbound goals.
Segment your audience.
Personalize responses.
SOCIAL MONITORING BEST PRACTICES
Monitor for the right terms.
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A Social Monitoring Stream is like a school of fish. A group of messages pulled together into one list based on something they all share.
FLICKR USER VLADIMIR VERANO
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Determine your inbound goals.
Segment your audience.
Personalize responses.
SOCIAL MONITORING BEST PRACTICES
Monitor for the right terms.
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Twitter lists are a helpful tool for segmentation. You can create Twitter lists to help segment and classify your audience.
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Invite your customers to join your business group. Send a link to your social media group via email or during a customer-only webinar.
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Determine your inbound goals.
Segment your audience.
Personalize responses.
SOCIAL MONITORING BEST PRACTICES
Monitor for the right terms.
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These tweets are nearly identical.
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Our audience wants to feel special. Personalized responses aren’t all about solving customer service concerns, they can help delight customers too.
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Determine your inbound goals.
Segment your audience.
Personalize responses.
SOCIAL MONITORING BEST PRACTICES
Monitor for the right terms.
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SOCIAL PUBLISHING BEST PRACTICES
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Optimize your social media profile.
Share relevant industry content.
Publish on a consistent basis.
SOCIAL PUBLISHING BEST PRACTICES
Customize your content.
Create a social media style guide.
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Optimize your social media profile.
Share relevant industry content.
Publish on a consistent basis.
SOCIAL PUBLISHING BEST PRACTICES
Customize your content.
Create a social media style guide.
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Link to company website.
Clear and concise company description.
Company Logo
Optimize Your Social Media Profile There are 3 key components to an optimized social media profile.
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“HOW CAN WE UNIFY OUR SOCIAL MESSAGING?”
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Optimize your social media profile.
Share relevant industry content.
Publish on a consistent basis.
SOCIAL PUBLISHING BEST PRACTICES
Customize your content.
Create a social media style guide.
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A style guide is your social media rulebook. These rules will establish a consistent way to respond to customers, share content, create posts, and more.
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Optimize your social media profile.
Share relevant industry content.
Publish on a consistent basis.
SOCIAL PUBLISHING BEST PRACTICES
Customize your content.
Create a social media style guide.
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Customize content for Twitter. Be sure to use 140 characters or less and include a link and an image.
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Customize content for Facebook. Be sure to use less than 250 characters and showcase your brand’s personality.
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Customize content for LinkedIn. Be sure to share rich, thought-provoking, long form content.
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Optimize your social media profile.
Share relevant industry content.
Publish on a consistent basis.
SOCIAL PUBLISHING BEST PRACTICES
Customize your content.
Create a social media style guide.
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Establish thought leadership. Become a trusted source of information.
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Optimize your social media profile.
Share relevant industry content.
Publish on a consistent basis.
SOCIAL PUBLISHING BEST PRACTICES
Customize your content.
Create a social media style guide.
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Create a publishing schedule.
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• Twitter: 4-6 Times a Day
• Facebook: 2 Times a Day
• LinkedIn: 2 Times a Week
• Google+: 2 Times a Week
SOCIAL MEDIA PUBLISHING BENCHMARKS
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Optimize your social media profile.
Share relevant industry content.
Publish on a consistent basis.
SOCIAL PUBLISHING BEST PRACTICES
Customize your content.
Create a social media style guide.
![Page 49: Marketing Class 05: Amplifying Your Content with Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042716/55cf811bbb61eb4e208b47ff/html5/thumbnails/49.jpg)
SOCIAL MONITORING IS USED FOR ALL OF THE FOLLOWING EXCEPT? A. Responding to messages
B. Segmenting audience members
C. Distributing New Content Offers
D. Keeping up with industry trends
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SOCIAL MONITORING IS USED FOR ALL OF THE FOLLOWING EXCEPT? A. Responding to messages
B. Segmenting audience members
C. Distributing New Content Offers
D. Keeping up with industry trends
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“HOW DO I MEASURE MY SOCIAL MEDIA EFFORTS?”
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Establish benchmarks.
HOW TO MEASURE SOCIAL MEDIA EFFORTS
Check results often.
Calculate ROI.
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Establish benchmarks.
HOW TO MEASURE SOCIAL MEDIA EFFORTS
Check results often.
Calculate ROI.
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WHAT IS A BENCHMARK? A performance metric that allows you to compare your business results to other businesses in the industry.
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Establish benchmarks.
HOW TO MEASURE SOCIAL MEDIA EFFORTS
Check results often.
Calculate ROI.
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Calculating return on investment (ROI). It’s important to assess how your time was spent and what the numbers reflect.
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At the end of the month you’ll ask, did it work? Calculating your ROI can help answer this question.
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Content Consumption
Social Sharing
Lead Generation
Revenue
It’s important to assess how your time was spent and what the numbers reflect. Calculating return on investment.
Example: How many people viewed this content?
Example: How many people shared this content?
Example: What is the conversion rate for this content?
Example: Did this content help close a customer?
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Content Consumption
Social Sharing
Lead Generation
Revenue
It’s important to assess how your time was spent and what the numbers reflect. Calculating return on investment.
Example: How many people viewed this content?
Example: How many people shared this content?
Example: Did this content help close a customer?
Example: What is the conversion rate for this content?
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Content Consumption
Social Sharing
Lead Generation
Revenue
It’s important to assess how your time was spent and what the numbers reflect. Calculating return on investment.
Example: How many people viewed this content?
Example: How many people shared this content?
Example: What is the conversion rate for this content?
Example: Did this content help close a customer?
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Content Consumption
Social Sharing
Lead Generation
Revenue
It’s important to assess how your time was spent and what the numbers reflect. Calculating return on investment.
Example: How many people viewed this content?
Example: How many people shared this content?
Example: What is the conversion rate for this content?
Example: Did this content help close a customer?
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Establish benchmarks.
HOW TO MEASURE SOCIAL MEDIA EFFORTS
Check results often.
Calculate ROI.
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Check at least once a week. Use your results to inform your marketing in the week ahead.
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Establish benchmarks.
HOW TO MEASURE SOCIAL MEDIA EFFORTS
Check results often.
Calculate ROI.
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Ready for more? Get the full class experience and more
with the free Inbound Certification.
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WHAT DOES AN INBOUND SOCIAL MEDIA STRATEGY LOOK LIKE? 3
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Care.com A company that helps connect families with caregivers.
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Take a look at these two examples. Do you see any social media best practices being applied?
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Take a look at these two examples. Do you see any social media best practices being applied?
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Take a look at these two examples. Do you see any social media best practices being applied?
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Take a look at these two examples. Do you see any social media best practices being applied?
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Optimize your social media profile.
Share relevant industry content.
Publish on a consistent basis.
SOCIAL PUBLISHING BEST PRACTICES
Customize your content.
Create a social media style guide.
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Fifth Season A (fictional) adventure travel company. They provide off-site employee team building exercises and great family vacation packages.
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Fifth Season social media example. Do you see any social media best practices applied?
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Fifth Season social media example. Do you see any social media best practices applied?
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Fifth Season social media example. Do you see any social media best practices applied?
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Yale Appliance Yale Appliance is a home appliance store in Boston, MA.
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Yale Appliance social monitoring example. Do you see any social media media best practices applied?
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Yale Appliance social monitoring example. Do you see any social media media best practices applied?
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Yale Appliance social monitoring example. Do you see any social media media best practices applied?
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Determine your inbound goals.
Segment your audience.
Personalize responses.
SOCIAL MONITORING BEST PRACTICES
Monitor for the right terms.
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