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Social Media & Business Marketing
       @Karen Rubin
       HubSpot
Agenda

1. What is Social Media?

2. Social Media State of Mind

3. 3 Types of Social Media

4. Measuring Results
What is Social Media?
Wikipedia:
 “Social media is an umbrella term that defines
 the various activities that integrate te...
Social Media in Plain English
• http://www.youtube.com/watch?v=MpIOClX1jPE
Ice Cream as Social Media

             = media (content
             that is published)



             = social (anyone
...
Common Craft as Social Media
Agenda

1. What is Social Media?

2. Social Media State of Mind

3. 3 Types of Social Media

4. Measuring Results
“I’m 48. I don’t understand
          this Social Media stuff.”

• Similar to a
  business cocktail
  reception

• Without...
Business Cocktail Party Advice

• Meet people and start conversations

• Answer questions – help others

• Ask questions –...
Social Media = Cocktail Party

• Become a real member of the community

• Add value to the community
  • Ask and answer qu...
Agenda

1. What is Social Media?

2. Social Media State of Mind

3. 3 Types of Social Media

4. Measuring Results
3 Types of Social Media


            Share



  Publish       Network
Social Media: Publish
• Everyone can publish anything for everyone
Marketing Tips for SM-Publish

• Publish: “Everything you have anywhere you
  can”

• Monitor what others publish, promote...
Publish What You Have
• SolidWorks: 100+ Videos on Website
• Published on YouTube, No Promotion
• 10,000+ Views / Month
Monitor What’s Published
Promote Flattering Content
Empower Customers to Publish
• Hacking Netflix – Blog run by customer / fan
• Top 1% of all websites, Top 0.25% of blogs
3 Types of Social Media


            Share



  Publish       Network
Social Media: Share
• Anyone can promote anything to everyone
Marketing Tips for SM-Share

• Monitor what’s being shared about you

• Find where your audience hangs out

• Promote your...
Monitor What’s Being Shared
Del.icio.us for Market Research
Where Does Your Audience Hang Out
Name          Overview            Stats                        Demographic              ...
Promote Flattering Content
Content Your Audience Loves
Content                    Description                 Result
GoDaddy's 16-Step          Blog ...
3 Types of Social Media


            Share



  Publish       Network
Social Media: Network
• Anyone can connect with everyone from
  anywhere
Marketing Tips for SM-Network
• Make friends
  • Find your existing connections
  • Network through groups
  • Add to your...
Make Friends & Be Helpful
Agenda

1. What is Social Media?

2. Social Media State of Mind

3. 3 Types of Social Media

4. Measuring Results
Blog Subscribers & Visitors
Del.icio.us Bookmarks
Inbound Links
Facebook Fans & Activity
Other Metrics
•   Video views on YouTube
•   Friends on Facebook or LinkedIn
•   Votes for blog articles
•   Posts in foru...
Traffic, Leads and Customers




              Visitors   Leads   Customers
StumbleUpon   1,892      12      0
LinkedIn   ...
Questions?




Twitter: @KarenRubin
Linked In: http://www.linkedin.com/in/karenrubin
Email – krubin@hubspot.com
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Social Media for Business Marketing

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What is Social Media and how do I use it as part of my Business?

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Social Media for Business Marketing

  1. 1. Social Media & Business Marketing @Karen Rubin HubSpot
  2. 2. Agenda 1. What is Social Media? 2. Social Media State of Mind 3. 3 Types of Social Media 4. Measuring Results
  3. 3. What is Social Media? Wikipedia: “Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures.” Mike Volpe: “It’s media (content that is published) with a social (anyone can add to it) component.”
  4. 4. Social Media in Plain English • http://www.youtube.com/watch?v=MpIOClX1jPE
  5. 5. Ice Cream as Social Media = media (content that is published) = social (anyone can add to it) component
  6. 6. Common Craft as Social Media
  7. 7. Agenda 1. What is Social Media? 2. Social Media State of Mind 3. 3 Types of Social Media 4. Measuring Results
  8. 8. “I’m 48. I don’t understand this Social Media stuff.” • Similar to a business cocktail reception • Without constraints of time or space
  9. 9. Business Cocktail Party Advice • Meet people and start conversations • Answer questions – help others • Ask questions – trust others’ advice
  10. 10. Social Media = Cocktail Party • Become a real member of the community • Add value to the community • Ask and answer questions • More effective than live cocktail parties • No boundaries of time or space • Other people can listen in easily
  11. 11. Agenda 1. What is Social Media? 2. Social Media State of Mind 3. 3 Types of Social Media 4. Measuring Results
  12. 12. 3 Types of Social Media Share Publish Network
  13. 13. Social Media: Publish • Everyone can publish anything for everyone
  14. 14. Marketing Tips for SM-Publish • Publish: “Everything you have anywhere you can” • Monitor what others publish, promote it • Empower your customers to publish
  15. 15. Publish What You Have • SolidWorks: 100+ Videos on Website • Published on YouTube, No Promotion • 10,000+ Views / Month
  16. 16. Monitor What’s Published
  17. 17. Promote Flattering Content
  18. 18. Empower Customers to Publish • Hacking Netflix – Blog run by customer / fan • Top 1% of all websites, Top 0.25% of blogs
  19. 19. 3 Types of Social Media Share Publish Network
  20. 20. Social Media: Share • Anyone can promote anything to everyone
  21. 21. Marketing Tips for SM-Share • Monitor what’s being shared about you • Find where your audience hangs out • Promote your content and other content • Produce content your audience will love
  22. 22. Monitor What’s Being Shared
  23. 23. Del.icio.us for Market Research
  24. 24. Where Does Your Audience Hang Out Name Overview Stats Demographic Good For: Del.icio.us Community saves 2 million registered users Somewhat young, Most companies. (Yahoo) and shares web technical and web- Del.icio.us has broad bookmarks 2 million visitors / mo. centric, but growing in audience, but skews reach toward people interested in media and blogs Digg Community 18 million visitors/ mo Young males working in Offbeat news, politics, submits and votes technology. stories about Internet, on news stories 4 million registered users 94% male Web2.0, technology, 88% are 18-39 Apple, design , web 64% income >$75k design, environment 39% blog StumbleUpon Community 4 million registered users Because you can segment All companies. submits and votes by lots of interest areas, You can get traffic on web pages, 1 million visitors/ mo. almost anything works with even one vote, then people visit well on StumbleUpon and you don’t need to pages based on (people use the service be a power user to do number of votes without visiting website) well. http://www.doshdosh.com/list-of-social-media-news-websites
  25. 25. Promote Flattering Content
  26. 26. Content Your Audience Loves Content Description Result GoDaddy's 16-Step Blog Article on 695 Diggs and thousands of Checkout: Brainless Blog.HubSpot.com web visitors Marketing At Its Finest? Website Grader Interactive tool that Over 3,000 Del.icio.us provides a free marketing bookmarks and over and SEO report 250,000 unique websites submitted Social Media Webinar Webinar for marketing Over 1,500 registrations, professionals on social promoted for free by other media and marketing bloggers
  27. 27. 3 Types of Social Media Share Publish Network
  28. 28. Social Media: Network • Anyone can connect with everyone from anywhere
  29. 29. Marketing Tips for SM-Network • Make friends • Find your existing connections • Network through groups • Add to your email signature, blog articles, bio or profile… • Be helpful • Answer questions • Share interesting content • Make connections
  30. 30. Make Friends & Be Helpful
  31. 31. Agenda 1. What is Social Media? 2. Social Media State of Mind 3. 3 Types of Social Media 4. Measuring Results
  32. 32. Blog Subscribers & Visitors
  33. 33. Del.icio.us Bookmarks
  34. 34. Inbound Links
  35. 35. Facebook Fans & Activity
  36. 36. Other Metrics • Video views on YouTube • Friends on Facebook or LinkedIn • Votes for blog articles • Posts in forums • Questions answered on Yahoo Answers
  37. 37. Traffic, Leads and Customers Visitors Leads Customers StumbleUpon 1,892 12 0 LinkedIn 834 72 2 Facebook 511 8 1
  38. 38. Questions? Twitter: @KarenRubin Linked In: http://www.linkedin.com/in/karenrubin Email – krubin@hubspot.com
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What is Social Media and how do I use it as part of my Business?

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