Social media is not optional. It's been proven to increase website visitors, to help convert more leads and to drive more customers. But do you know how to best navigate the social media landscape? Who to target, and which networks are best for your audience?
This presentation is part of HubSpot's complimentary Inbound Certification. You can learn more at: http://academy.hubspot.com/certification
4. 1 Why social media is crucial to your inbound strategy
2 Developing your social media strategy
3 What does awesome social content look like?
4 Key takeaways and resources
AGENDA
17. Foster connections.
Social Media is one of the few channels that allows for one on
one communication with prospects - let’s use it.
18. Keep customers happy.
Want your business to grow? Keep your customers happy – they can be evangelists
for your brand. Plus public displays of delight will appeal to your prospects, too!
20. Show your personality.
Social media just that – social! So don’t be afraid to show what makes
you, your company and your corporate culture special
and enjoyable to work with.
31. Personas: who are they?
Optimize your profiles
Analyze to refine
SOCIAL MEDIA BEST PRACTICES
Customize your content to each platform
Build reach
32. Social profiles are like mini versions of your website. They can be
optimized for search exactly too. Do not miss out on an opportunity
to expand your reach.
Optimize your profiles.
34. Always include
links to your website.
Make it easy for visitors to find your site.
FLICKR USER KK
35. Add visuals and customize
everywhere you can:
URLs, Headers, Logos, and Avatars. Search engines and users love visual data.
36. Personas: who are they?
Optimize your profiles
Analyze to refine
SOCIAL MEDIA BEST PRACTICES
Customize your content to each platform
Build reach
37. Personas: Who are they?
Knowing your buyer personas thoroughly will allow us to get content to
them at the right place at the right time.
FLICKR USER PINK SHERBET PHOTOGRAPHY
38. • Where are they spending time on the internet?
• Which networks? Is it only the big 4 or a niche site targeted at people in the
same industry or interest?
• Why are they there? For business or pleasure?
• Most importantly, what sort of content do they want to read and share?
HOW YOUR PERSONAS FIT
INTO YOUR SOCIAL STRATEGY
39. Once you have
found them,
stop and listen!
What kind of content are they
sharing? Posting?
Then you can…
40. Personas: who are they?
Optimize your profiles
Analyze to refine
SOCIAL MEDIA BEST PRACTICES
Customize your content to each platform
Build reach
43. • Ask questions rather than talking about yourself.
• Sharing content that is from other people is OK. In fact it is a necessity.
• 80/20 rule: 80% of your content should be interesting and helpful, and 20%
can be more promotional.
• Mix things up: Post pictures, videos, ebooks, blog posts, contests,
questions, are all fair game.
RULES OF SOCIAL
MEDIA ETIQUETTE
44. Use curated content to beef up
your feeds.
Share the content of others and put your own spin on it.
WIKIMEDIA COMMONS BRIAN0918
45. Think of your social media feeds
as your brand’s mix tape.
Create something new and express yourself using a unique mix of content.
46. Personas: who are they?
Optimize your profiles
Analyze to refine
SOCIAL MEDIA BEST PRACTICES
Customize your content to each platform
Build reach
47. Customize your content to each platform
Tailor content to persona and network. you need to not only
provide users the content that they are looking for, but position it in
the context of that network.
49. • Posts should be 115-120
characters long.
• Tweet early & often!
• Use #hashtags to connect with
your audience.
• Watch your replies! Do not start
a tweet with an @ mention.
• Use pictures.
TWITTER
51. • Keep posts under 250 characters.
• In general, post early in the morning
and the afternoon.
• Use images.
• Ask questions.
• Make it fun and personal – this is not
the place for serious content!
FACEBOOK
53. • Post to company pages and groups.
• Post meaty, thought-provoking content
on industry-related topics.
• In general, post before 8AM and after
6 PM on Tuesdays and Thursdays.
• Have employees share content.
LINKEDIN
FLICKR LAVERRUE
55. • Diversify your content: post
images, videos, and educational
content.
• +1 buttons showing up next to
results can improve click-through
rates.
• GREAT for local search
optimization.
GOOGLE+
56. Personas: who are they?
Optimize your profiles
Analyze to refine
SOCIAL MEDIA BEST PRACTICES
Customize your content to each platform
Build reach
57. Analyze to refine
How do we know we are doing it right? What should you be
measuring to evaluate your success? What types of goals should you
have in mind when you get started?
FLICKR USER J MARK BERTRAND
66. Using social media in the
Decision Stage:
Have defined their solution strategy, method,
or approach.
67. Case Study of a Company
that rocks on Social Media:
General Electric
FLICKR USER OBERAZZI
68. Personas: who are they?
Optimize your profiles
Analyze to refine
SOCIAL MEDIA BEST PRACTICES
Customize your content to each platform
Build reach
69. • Customized images for
the avatar header
and background
• Verified profile
• Links to their website
• Thoroughly fleshed out
company bio.
GE’s Twitter profile
Optimize your profiles
70. • Posts are short and re-tweetable
• Use of #hashtags to tie into trending
topics and events
• Great mix of content:
• Visual
• Responses
• Original
• Posting multiple times per day
GE’s Tweets:
Customize content
to each platform
71. • Customized background
image and logo
• Company description
customized for
Facebook – light,
breezy, fun
GE’s Facebook
profile page:
Optimize your profiles
72. • Interactive, visual content
asks questions
• They are also good at
keeping up their replies
GE’s Facebook posts:
Customize
content to
each platform
73. • Customized headers
and logos
• Bio and images tailored
to LinkedIn
Optimize
your profiles
GE’s LinkedIn page:
74. • Posting daily
• Posting content that links to other sites
(The Economist and Quirky.com)
• Posts are lengthier – taking advantage
of unlimited characters
GE’s LinkedIn messages:
Customize content
to each platform
75. • Customized URL instead of a string
of numbers, head and logo
• Links to other social networks
• Have engaged with lots of people
via circles
GE’s Google+ page:
Optimize
your profiles
76. • Great mix of content:
infographics, photos, videos,
gifs, and illustrations
• Good mix of providing general,
fun, and promotional content
GE’s Google+ posts:
Customize
content to
each platform
77. How personas factor in:
It is clear from these postings that GE really gets
their target buyer persona:
• They spend time on multiple social
platforms
• They are technical, and knowledge hungry
but also have a playful side
• Love science and love technology
86. KEY TAKEAWAYS
1 Social media can and needs to be used at all stages of
the Buyer’s Journey.
2 Buyer Personas will help you serve people with the right
content at the right time.
3 Optimize your profiles and posts.
4 As in social as in life: manners matter!
87. 1. Social Media Marketing Kit [downloadable kit]
2. The Science of Social Media [webinar]
3. 11 Ways to Make Social Media Less of a Time Suck [blog post]
4. Critical Social Media Updates & How To React in 2014 [blog post]
5. How to Get 1000+ Followers on Twitter [blog post]
6. 17 Customizable Templates for Social Media [downloadable templates]
RESOURCES
your agenda for the labs are very simple.you start out by talking about where forms fit in with the methodology – and then dive in to two examples that I have here – one b2b one b2cThen you will go throughsome examples of today’s atetndees – so if you have a link to a landing page to review – that would be helpful.
Why do you want to be on social media? Because that’s where your prospects are. That’s where the internet spends its time! Looking at even just one network– facebook—users spend 4x more time on facebook than on google.
(Active users as of when? –KG )Facebook has 1 billion active users, according to Yahoo! Finance. TechCrunch reports Twitter has 170 million active users, and Google+ has 100 million. Read more: http://blog.hubspot.com/blog/tabid/6307/bid/33734/20-Common-Social-Media-Marketing-Myths-BUSTED.aspx#ixzz2HyooYkL3
Photo credit? –KGSocial media helps you get more Traffic to YOUR site. Remember the inbound marketing methodology– the first section is all about attracting some of those billions of strangers wanderig around on the internet to visit YOUR site.Social media can make this happen
Capitalize source name – Social Media Examiner? -KG
Social media is great for getting traffic, but it’s also great for getting leads!
Does this graph need a date on the title? When is this data from? – KGAnd look at this graph! a whopping 77% -- so almost 8 out of every 10 b2c marketers– said they acquired a customer from facebook. 8/10!!
PHOTO CREDIT? -KG
Looking at a couple other benefits here..Guest blogging for inbound links lets you build a few good relationships, but social media lets you build hundreds of thousands.Maintaining an active social media presence lets you carry on prolonged, friendly conversations with YOUR folloyours. And while you dothat, YOUR social reach extends even more as their network sees you popping up in their feeds. When you’re talking with people one-on-one like you do on social media, you can provide seriously personalized service that other marketing channels struggle to matchphoto credit: <a href="http://www.flickr.com/photos/keoni101/5626863045/">Keoni Cabral</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by/2.0/">cc</a>
Give customer love! Respond to positive mentions of YOUR brand, retyouet customers tyouets, show appreciation for the love YOUR customers are spreading about you, provide great customer supportphoto credit: <a href="http://www.flickr.com/photos/ebolasmallpox/240477265/">horizontal.integration</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-sa/2.0/">cc</a>
People like to do business with people they like and trust, and it’s really hard to trust a business. Easier to trust when people are reminded there are real live humans working at YOUR company.Publish photos of YOUR teammates being themselves (Facebook)’Consider signing SM updatesHave conversations with fans/folloyours/commenters.
photo credit: <a href="http://www.flickr.com/photos/lori_greig/5331407245/">Lori Greig</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>
Photo credit needed? –KGAnd remember– social media can be incredibly valuable when it comes to getting found in search engines. Not only do those shares count as votes for YOUR content, but many search engines (like google) search social media—like twitter and of cyourse G+ -- when it comes to looking for content. photo credit: <a href="http://www.flickr.com/photos/amyriddle/4565323155/">Amy L. Riddle</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nd/2.0/">cc</a>
PHOTO CREDIT NEEDED? - KGWhatever network you’re sharing on, though, make sure you always include a link in any update so you can track the effectiveness AND get back to the original content—be that YOURs or someone else’sphoto credit: <a href="http://www.flickr.com/photos/kk/23781529/">kk+</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-sa/2.0/">cc</a>
Whatever network you’re sharing on, though, make sure you always include a link in any update so you can track the effectiveness AND get back to the original content—be that YOURs or someone else’sphoto credit: <a href="http://www.flickr.com/photos/kk/23781529/">kk+</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-sa/2.0/">cc</a>
First, always focus on behaviors: don’t pay attention to WHAT someone is doing, pay attention to WHY they’re doing it. Understanding those motives is essential to creating a great persona, and it also gives you some predictive poyour! If you know not just what someone has done, but WHY they did it, you can use that to extrapolate what they might do or want to see next!
Content Level – Lists: Comparative
First, always focus on behaviors: don’t pay attention to WHAT someone is doing, pay attention to WHY they’re doing it. Understanding those motives is essential to creating a great persona, and it also gives you some predictive poyour! If you know not just what someone has done, but WHY they did it, you can use that to extrapolate what they might do or want to see next!
SM is a great way to get YOUR name out there and grow YOUR reach– expand the number of people who see and can interact with YOUR content, YOUR company. Ways to build reach:Follow, friend, connect.Share links!Set up automatic publishing to make it easy to post consistentlyPromote YOUR own content 50% of the timeLeverage existing contactsBecause remember: YOUR social media accounts are only as valuable as YOUR engagement and YOUR content—so make sure you have something valuable to share. Shelf life of message averages 3 hyours—set up automatic publishing to make it easy to post consistently
PHOTO CREDIT? –KGExplain cocktail party rule on the slide?Treat YOUR social media interactions like being at a cocktail party.photo credit: <a href="http://www.flickr.com/photos/x-ray_delta_one/4167751227/">x-ray delta one</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-sa/2.0/">cc</a>
Content Level – Lists: Comparative
PHOTO CREDIT? -KG
PHOTO CREDIT? –KGTailor YOUR messaging on personal social networks to be more entertaining, casual, and focused on the interests of YOUR audience rather than being heavily brand-focused. On the other hand, for a professional social network like LinkedIn, you'd probably want YOUR updates to be more industry-focused and brand-centric.photo credit: <a href="http://www.flickr.com/photos/mattcoatslovesyou/1162222252/">matt coats</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>
Twitter“the buzz generator”Brings a viral, buzz-generating component to YOUR marketing. When lots of people share YOUR hashtag, that’s a lot of visibility!
CasualShort-form contentShort message lifespan– about 1.5-2 hyours = can share lots of ideas throughout the dayPeople are much more accstomed to seeing content scrolling through their feed at a rapid pacephoto credit: <a href="http://www.flickr.com/photos/chrisjohnbeckett/3085723494/">chrisjohnbeckett</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>
Next one is facebooK!helps businesses to become more likeableMost “personal”- users expect businesses to act more like friendsMonks- photo credit: <a href="http://www.flickr.com/photos/roubicek/360904799/">Roubicek</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nd/2.0/">cc</a>
IMAGE CREDIT? HIGHER RES IMAGE? –KGFacebook gets a lot of traffic- first statBut despite that fact, unlike twitter where you can post multiple snippets of content throughout the day, facebook really appreciates less-frequent, but more valuable updates throughout the day. Instead of just posting a fun stat on twitter then linking to a blog post, on facebook, you might want to list YOUR stat, call out how that figure is relevant to YOUR folloyours, and include an image linking to YOUR postThere’s a little more exposure involved for YOUR folloyours on facebook– in order for them to connect with YOUR brand and get updates from it, they must actively decide to “like” YOUR brand. This action is visible by others—their name is now associated with YOUR brand—so the content posted on FB needs to be worthwhile to reflect that leap of faith they took.
PHOTO CREDIT? -KGThink back to mindset divide
PHOTO CREDIT? -KG
HIGHER RES IMAGE? -KGPeople aren’t terribly active on it, but value comes from SEO interfaceWhen you post content on Google +, you make it more likely that YOUR company will rank on Google’s SERPs b/c Google is now considering +1’s as a factor in how to rankPosts from Google+ are being indexed in the SERPs, and authors' Google+ profiles are showing up next to those results and improving clickthrough rates on listings. Even if you're not seeing a lot of engagement on Google+, you might see a bump in YOUR organic search rankings as a result of YOUR activity there.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/33734/20-Common-Social-Media-Marketing-Myths-BUSTED.aspx#ixzz2Hyp8KE1j
tyouet pointing to blog postAny content you post on any network that contains a link to YOUR site somewhere in it---whether that’s in the post itself or in YOUR profile, can offer a substantial bump in the volume of traffic coming to YOUR site.
Here’s an example of that. This is a facebook post in which you’re promoting a landing page for an offer on email templates. you show the image, include a couple of lines of text, then direclty link to the landing page where that person can convert into a lead
PHOTO CREDIT? -KG
Change text to complete sentence? Or a question? -KG
PHOTO CREDIT? -KG
1. Contains:Step-by-Step Guide to New Facebook Business Page TimelinesHow to Attract Customers with TwitterLearning LinkedIn From the Experts: How to Build a Poyourful Business Presence on LinkedIn4 Marketing Cheat Sheets for Mastering Twitter, Facebook, LinkedIn and Google+