How to Use Social Media to Build Your Brand
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If your company is not using social media, you are simply ignoring the conversation already happening online. Customers, prospects, and thought leaders are talking about your company and industry using tools like Facebook, Twitter, and other social media sites. It is critical that you monitor and engage in these conversations to manage your brand online.
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How to Use Social Media to Build Your Brand
- 1. How to Use Social Media To Build Your Brand Rick Burnes Marketing Manager @HubSpot Twitter: @RickBurnes
- 2. Agenda I. About HubSpot & Inbound Marketing II. How Branding Is Changing III. III How to Cultivate Your Brand IV. Measuring Your Brand 2
- 3. Who’s HubSpot? • Founded in July 2006 from research at MIT y • Cambridge, MA • 1800+ customers 100+ employees 1800 customers, 100 3
- 6. How Do Growing Companies Market? 1950 - 2000 2000 - 2050 6
- 7. Agenda I. About HubSpot & Inbound Marketing II. How Branding Is Changing III. III How to Cultivate Your Brand IV. Measuring Your Brand 7
- 8. How Much Focus on Brand? Allocation of HubSpot Marketing Time & Resources Other 10% Brand 30% Leads & Sales 60% 8
- 9. What Is a Brand? Flickr: Ed Yourdon Flickr: Earl – What I Saw 2.0 A set of promises. 9
- 10. Brand Trust Helps With Conversion Website Visitors Leads Customers 10
- 11. How Is a Brand Defined? Flickr: Susan NYC By people who talk. 11
- 12. Trust Built From the Top Down … 12
- 13. … Is Easily Broken 13
- 14. How Brands Used to Get Made Hire an agency Your brand comes out, out wrapped in plastic Flickr: jamesjyu 14
- 15. The Brand Assembly Line Flickr: Rickydavid 15
- 16. How Brands Are Built Today Cultivate Cultivate Cultivate Cultivate Cultivate Watch your brand grow. Flickr: swisscan 16
- 17. Cultivated Branding Flickr: swisscan 17
- 18. Agenda I. About HubSpot & Inbound Marketing II. How Branding Is Changing III. III How to Cultivate Your Brand IV. Measuring Your Brand 18
- 19. How Do You Cultivate Your Brand? Community Product Content Company 19
- 20. People Talk About Great Products 20
- 21. Tip: Save Highlights as Favorites 21
- 22. And Answer Question About Them 22
- 23. How Your Company Can Help 23
- 25. All Your Employees Are Marketers 25
- 26. A Nice-Looking Restaurant Site
- 27. Another Nice-Looking Restaurant Site What’s the difference?
- 28. Content Builds Deeper Trust 28
- 29. How Many Tickets Do You Have?
- 30. More Visitors 30
- 31. What Kind of Content? Content about your Content about your company. + industry. 31
- 32. What Content Channels Are Best? • Blogg • Podcast • Videos Vid • Photos o os • Presentations • eBooks • News Releases
- 33. Get Into the Content Mindset • Make emails into blog posts • Turn forum posts into blog posts • Sh t videos at events Shoot id t t • Interview customers for your b og blog • Repurpose company data for public reports • Share lessons you learn Flick Photo: Cindiann
- 34. How to Cultivate With Social Media Listen Share Your Content Listen More Li t M Build Relationships 34
- 35. You Already Have the Skills You Just Do It Offline • Meeting people • Building relationships • Asking A ki questions ti • Answering questions • Building trust • Building a reputation 35
- 36. What Are They Saying About You? Places to listen • Search.Twitter.com • google.com/blogsearch • Technorati.com T h ti • Existing blogs • Industry Twitterers 36
- 37. Follow the Conversation Via RSS How to sign up: Google.com/reader 37
- 38. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions 38
- 39. How I Track Conversations 39
- 42. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 42
- 43. Agenda I. About HubSpot & Inbound Marketing II. How Branding Is Changing III. III How to Cultivate Your Brand IV. Measuring Your Brand 43
- 44. Track Twitter Grade Go to: http://Twitter.Grader.com 44
- 45. Track Reach 45
- 49. Final Thoughts … Fi l Th ht 49
- 51. Too Many Pieces to Put Together! d.j.k. on flickr 51
- 52. HubSpot Puts the Pieces Together 52
- 53. Thank You! Software: www.HubSpot.com/Trial Community: www.inboundmarketing.com Free Tools: www.Grader.com Rick Burnes Marketing Manager @HubSpot @H bSpot Twitter: @rickburnes