Social Media Workshop HubSpot May 2009

An Introduction to

Social Media

An Introduction to

Social Media

Your HostYour HostKyle James

Inbound Marketing Gentleman

@kylejames

kyle-james.com

Social Media Comes LastSocial Media Comes Last

• You fail in social media if you don’t do everything else right first.

• SEO

• Site architecture

• Valuable content/Blogging

• How to know if your ready?Rule of Thumb: If you aren’t doing email marketing right you aren’t ready for social media

Blogging

Web Voter

Link Grader

Content Creation

Be

Social

Inbound

Marketing

Success

Pyramid

Inbound

Marketing

Success

Pyramid

SubDomain

URL Structure

Analytics Installed

Site Layout

Site Architecture

Lead Tracking Setup

Call to Actions

Landing Pages

Page Grader

Keyword Grader

Failing on DiggFailing on Digg

Dead ProfileDead Profile

My Digg ProfileMy Digg Profile

10 Commandments of Social Media10 Commandments of Social Media


1. Build great content

2. Build great relationships

3. Commit the time

4. Review before you submit

5. Give back in the spirit of the golden rule5. Give back in the spirit of the golden rule

6. Think hard before submitting your own content

7. Don’t submit everything

8. Set yourself up for success with easy-to-submit content

9. Don’t forget to convert your traffic

10. Promise instant value

1. Build Great Content1. Build Great Content

• Social bookmarking was designed to sharegood content not spam or market

• Always ask yourself“Is this content that others would appreciate?”




3. Commit the time








2. Build Great Relationships2. Build Great Relationships

• Social media = building relationships

• Relations come first, marketing comes second

• What is successful in offline relationships translates to online relationships

• Make friends – understand your friends needs

• NETWORK!




3. Commit the time








3. Commit the Time3. Commit the Time

• Like inbound marketing in general“Social Media is NOT a sprint, it’s a marathon”

• Relationships take time to build

• Approach social media as a learning experience; not a time drainexperience; not a time drain

• Dedicate a little time every day




3. Commit the time








4. Review Before You Submit4. Review Before You Submit

• Build relationship comes first

• Establish your profile

• Build credibility and trust on a network




3. Commit the time








5. Give Back in the Spirit of the Golden Rule5. Give Back in the Spirit of the Golden Rule

• Don’t expect people to help you without you helping them.

• Give, give, give… then ask… politely

• Submit others content to build relationships

• Rule of Thumb: if you have 100 friends on a network be prepared to vote for 100 stories before you should expect 100 votes in return




3. Commit the time








Is this going to add value

and are people really

going to care?

6. Think Hard Before

Submitting your Own Content

6. Think Hard Before

Submitting your Own Content

• Controversial rule

• Ideally you shouldn’t have to submit your own content

• Never should you submit everything• Never should you submit everything

• Don’t spam

• Focus more on networking




3. Commit the time








7. Don’t Submit Everything7. Don’t Submit Everything

• Against 6th rule: If you don’t think it’s worthy to submit why would anyone else?

• Don’t spam

• Rule of Thumb: In most situations only top 10-20% is actually submission worthy10-20% is actually submission worthy




3. Commit the time








8. Set Yourself Up for Success8. Set Yourself Up for Success

• On page optimization

• Social bookmarking options




3. Commit the time








9. Don’t Forget to Convert Your Traffic9. Don’t Forget to Convert Your Traffic

• Social media drives the traffic

• Make visitors sticky!

• Subscribe options?

• Keep it relevant




3. Commit the time








10. Promise Instant Value10. Promise Instant Value

10. Promise Instant Value10. Promise Instant Value

• Creative titles are criticalWhy is someone going to click?

• Create instant value

• Cause user curiosity

• Cover a subject of buzz

• Relevance is critical

• Get them interested quickly

A Social Media StrategyA Social Media Strategy

Build relationships

Brand authority & expertiseBrand authority & expertise

Links & traffic

Build RelationshipBuild Relationship

1. Find the thought leaders in your niche

2. Build relationships with them

3. Leave comments on their blog and over time contribute more and more

4. Continue the conversations in your own blog posts

Build AuthorityBuild Authority

1. Produce value adding content

2. Establish yourself

3. Share others content

4. Read, read, read

5. Share, share, share

6. You are the authority in your niche so prove it

7. “Read, Think, Do, Share”

Links & TrafficLinks & Traffic

• Social bookmarking provides links

• Blogging provides links

• Links = traffic

• Links = better search results = traffic

An Introduction to An Introduction to

What Is ItWhat Is It

• Facebook is the worlds largest Social Network after recently passing MySpace

• Facebook is the 5th most trafficked site in the world

• Facebook is a top 20 search engine• Facebook is a top 20 search engine

• Facebook is the largest picture sharing site

• Facebook is the largest social bookmarking site

• FACEBOOK IS HUGE!

What It’s Good ForWhat It’s Good For

• Simply based the numbers, part of your audience is on Facebook

• Staying Connected with family, friends, coworkers, clients, and potential clientspotential clients

• Being Transparent and OpenRule of Thumb: Facebook is a requirement to say that you understand the Internet and what it means to be social

Business GoalsBusiness Goals

• Build Relationships with clients and potential clients

• Establish a presence for your business on Facebookthrough a Company Page and groups

• Leverage viral features to strengthen brand awareness

• Generate traffic, links, and sales leads through viral features

• Potentially buy targeted ads to prospects by an extensive set of demographic and psychographic information not available anywhere else

Things You Can Do On FacebookThings You Can Do On Facebook

• Build a profile

• Pictures/video

• Join a group

• Fan a page (business, school, etc)

• Install an application• Install an application

• Email

• Waste LOTS of time

• Rule of Thumb: It’s extremely easy to see if someone is engaged in Facebook or simply watching

Facebook HomepageFacebook Homepage

Building Your ProfileBuilding Your Profile

Facebook PicturesFacebook Pictures

Importance of PicturesImportance of Pictures

• A picture is worth a thousand words

• Picture tell stories

• Rule of Thumb: It’s ok for pictures to be fun, but always be conscious that they are putting out a positive vibe. If it’s controversial or out a positive vibe. If it’s controversial or negative, consider the consequences.

Tagged in PicturesTagged in Pictures

Facebook InboxFacebook Inbox

Writing on WallsWriting on Walls

Setting Privacy on ProfileSetting Privacy on Profile

Reasons for Profile SettingsReasons for Profile Settings

• Allow work contacts to see different content than friends

• Post personal information that you want to share with a select and small group

• Invite a specific “friend list” to an event• Invite a specific “friend list” to an event

Importing to FacebookImporting to Facebook

Facebook ApplicationsFacebook Applications

Personal Profile – What Not To DoPersonal Profile – What Not To Do

Profiles are for people, not companies.

Now Go Find FriendsNow Go Find Friends

• Friends from other networks

• Co-workers

• Family

• Look at your friends’ friends

• “People you may know” too

Go Create a Facebook ProfileGo Create a Facebook Profile

Facebook GroupsFacebook Groups

Go Join Facebook GroupsGo Join Facebook Groups

Facebook PagesFacebook Pages

Facebook GroupsFacebook Groups

Create a Business PageCreate a Business Page

http://www.facebook.com/pages/create.php

Note: You must be logged in to create a Page.

Build Your Business PageBuild Your Business Page

Publish Your PagePublish Your Page

Become a “Fan”Become a “Fan”

Tip #1: Create an Engaging PageTip #1: Create an Engaging Page

• Events

• Videos

• Discussions

• Photos

• Blog Articles

Tip #2: Leverage the Viral Nature of Tip #2: Leverage the Viral Nature of

Facebook Facebook –– News FeedNews Feed

• News Feed shows

updates on your and

your friends’ activity

• First thing you see

when you log inwhen you log in

• Your updates show on

your profile “Wall”

• Allow users to engage

with you – each

activity is shared with

their network

Tip #3: Draw on Your NetworkTip #3: Draw on Your Network

Tip #4: Optimize for SearchTip #4: Optimize for Search

• Facebook Search

• Based on # Fans

• Public Search

• Check your settings

Tip #5: Advertise on FacebookTip #5: Advertise on Facebook

http://www.facebook.com/advertising/

Note: You must be logged in to create an ad

Friends, Fans, ActivityFriends, Fans, Activity

Go Create a Business Page

or

Industry Group

Go Create a Business Page

or

Industry Group

IntroductionIntroduction

What is LinkedIn?What is LinkedIn?

• Over 38 million members in over 200 countries*

• Executives from all Fortune 500 companies are

on LinkedIn*

• Professional networking

• Rule of Thumb: LinkedIn is your 21st century • Rule of Thumb: LinkedIn is your 21st century

resume. Make sure that you keep it updated and

accurate.

* http://press.linkedin.com/about

Professional Resume OnlineProfessional Resume Online

• Digital business card

• Keep it updated

• Levels of connections

• Joining group associations

• Staying connecting with business associates• Staying connecting with business associates

LinkedIn Business GoalsLinkedIn Business Goals

• Increase your visibility and brand awareness

• Establish your personal brand and provide inbound links to your site

• Make professional connections with valuable business partners, clients, and potential clients

• Generate traffic, links, and sales leads naturally through viral features

• Establish your presence as a thought leader in your industry

• Join professional groups

• Creating and administering a professional group

Set Up Your ProfileSet Up Your Profile

• Build a robust profile including:

• Current and past work

experience, education, certifications, professional

and personal interestsand personal interests

• Join groups and associations based on your

industry, education, interests and hobbies

• Set your contact settings

LinkedIn ProfileLinkedIn Profile

Edit Your Public Profile SettingsEdit Your Public Profile Settings

• LinkedIn profiles receive fairly high PageRank

• Create a “Full View” or “Limited View” of your profile

• Set a custom public profile URL using your name http://www.linkedin.com/in/elliemirmanhttp://www.linkedin.com/in/elliemirman

• Enable your websites to be shown on your public profile

• Use your favorite keywords as anchor text

Ranking in GoogleRanking in Google

• LinkedIn Profiles also hold a lot of search engine authority

• For me it’s above Facebook or Twitter profiles

Create a LinkedIn ProfileCreate a LinkedIn Profile

Connect with OthersConnect with Others

• Who should you add to your network?• Colleagues

• Co-workers and previous co-workers

• Customers

• Industry contacts

• Bloggers in your product area• Bloggers in your product area

• Find existing contacts

• Help contacts find you

Power of the NetworkPower of the Network

• Connections of connections of connections

Power of the NetworkPower of the Network

Network with IndividualsNetwork with Individuals

Answer QuestionsAnswer Questions

• Answer a question and your connections will see it in their Network Updates feed

• Gain expertise points with “best answers”

• Subscribe to your HubFeed for social media monitoring

• Engage in group discussion forums

LinkedIn AnswersLinkedIn Answers

Answer Best PracticesAnswer Best Practices

• good information

• short / easy to skim tips

• link back to blog articles if it makes sense

Find an Answer a QuestionFind an Answer a Question

Get RecommendationsGet Recommendations

• Ask for referrals

• Get listed in the Service Providers directory

• Graphic Designers, Consultants, Recruiters, Real

Estate Agents, Doctors, General

Contractors, Travel Agents, etc.

• Score points and show up higher in the search

results

Ask or Give a RecommendationAsk or Give a Recommendation

Company PagesCompany Pages

Company PagesCompany Pages

• Rankings in Search Results

Adding a CompanyAdding a Company

• If your company is not listed

Create or Edit your Company PageCreate or Edit your Company Page

How to Create a GroupHow to Create a Group

Create a GroupCreate a Group

• Create a clear title and description using a high volume favorite keyword

• Create a “cool” logo

• Host a dedicated LinkedIn group page on your website

www.promarketers.com

• Make sure to create a cool logo to

fit the size

• Group name is important

• Link to a page or website created

for the group that isn’t selling

• Make sure to display the group in

Group Directory

Promote Your GroupPromote Your Group

• Who wants to join a group with no members?

• Invite co-workers to join and discuss

• Invite key customers and contacts• Invite key customers and contacts

• Publish in email newsletter

• Invite industry experts

• Integrate LinkedIn into your marketing

Pro Marketers on LinkedInPro Marketers on LinkedIn

Send an AnnouncementSend an Announcement

Write Your MessageWrite Your Message

Email & Featured DiscussionEmail & Featured Discussion

Import News Feeds/BlogImport News Feeds/Blog

Create a Niche GroupCreate a Niche Group

Introduction toIntroduction to

What is Twitter?What is Twitter?

• “Instant Messaging on Crack”

• Micro-blogging platform

• 140 character updates

• Designed to be extremely simple

• Like Status Updates on Facebook

• Roughly 6 million users on Twitter

Twitter FeedTwitter Feed

• Constantly updating page

What is Twitter Good For?What is Twitter Good For?

• Communicating and relationship building

• Share information quickly with others

• Thought leadership and authority building

• Media, PR, Marketers, Tech are a large percent

of Twitter users. Knowing this is very valuable.of Twitter users. Knowing this is very valuable.

• Rule of Thumb: As Facebook is a requirement

to say that you understand the Internet, Twitter

says you are cutting edge.

Twitter Business GoalsTwitter Business Goals

• Engage your senior executives in social media

• Build Relationships with potential clients, PR relationships with media and bloggers

• Monitor your company/brand on Twitter

• Promote blog articles, webinars, interesting news and more

• Announce specials, deals, or sales

• Live update on events or conferences

Starting TwitterStarting Twitter

• Setup a personal profile

Starting TwitterStarting Twitter

• Setup business profile

• Setup product profile

• Setup top executive personal profiles

Protect Against SquattersProtect Against Squatters

Create a Twitter ProfileCreate a Twitter Profile

Put a Bio in Your ProfilePut a Bio in Your Profile

Identify Yourself in Your BioIdentify Yourself in Your Bio

Put a Link in Your ProfilePut a Link in Your Profile

Twitter BackgroundsTwitter Backgrounds

Finish Updating ProfileFinish Updating Profile

How to Post on TwitterHow to Post on Twitter

Step One

1. Login to your Twitter

account

2. “Tweet” whatever you

want to talk about and share.

Post Your First TweetPost Your First Tweet

URL ShortenersURL Shorteners

Because every single character is vitally important

• http://bit.ly

• http://tinyurl.com

• http://is.gd

A Reply or the @ SymbolA Reply or the @ Symbol

• Responding to someone else

Direct MessagesDirect Messages

• Start a message with “DM”

Send A Reply (@)

Direct Message (DM)

Link To A Webpage (Use a URL Shortner)

Send A Reply (@)

Direct Message (DM)

Link To A Webpage (Use a URL Shortner)

Hash Tags #Hash Tags #

• Follow topics and events (#IMS08)

• Inbound Marketing Summit

• IMS 2008

• IMS08

• IMS2008• IMS2008

• Find people talking about similar topics

What are What are ReTweetsReTweets or RTor RT

How to Tweets?How to Tweets?

• RT @username: Original Tweet (Via @username)

Retweet a PostRetweet a Post

How to Search TwitterHow to Search Twitter

• Search using box

• Follow discussion about your company and brandbrand

• Look at trending topics

Twitter ClientsTwitter Clients

• TweetDeck

• Twhirl

• Mobile Phone Apps

• Twitpic

TweetDeckTweetDeck

Twitter GraderTwitter Grader

• Twitter.grader.com

Don’t Create Noise… Create ValueDon’t Create Noise… Create Value

It’s a Discussion, Not a BroadcastIt’s a Discussion, Not a Broadcast

Go Make Friends!Go Make Friends!

• Use Twitter Grader

• Look for your tech savy friends

• Favorite bloggers

• Look at your friends friends• Look at your friends friends

• Search twitter for your business

• Use Twitter

Let Twitter HelpLet Twitter Help

Follow to Get FollowersFollow to Get Followers

Don’t be a SpammerDon’t be a Spammer

Follow Top Twitter UsersFollow Top Twitter Users

twitter.grader.com/topusers

See Who Thought-Leaders FollowSee Who Thought-Leaders Follow

twitter.com/dmscott

Follow People Who Follow YouFollow People Who Follow You

Follow People of Interest on TwitterFollow People of Interest on Twitter

How to Succeed With TwitterHow to Succeed With Twitter

Build Your Network

Track & Analyze

Engage With Your

Community

Engage Senior ExecutiveEngage Senior Executive

Business AccountBusiness Account

Twitter for PRTwitter for PR

I will call you right now

Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet

408 555-1234?

I spoke about our use of social media for biz on 2 panels -http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9

Elapsed Time:

50 Minutes

Who’s Talking About Your Keywords?Who’s Talking About Your Keywords?

search.twitter.com/search?q=lead+generation

Communicate With CustomersCommunicate With Customers

Follow Your Brand in ConversationsFollow Your Brand in Conversations

Use Favorites to Save HighlightsUse Favorites to Save Highlights

twitter.com/HubSpot/favorites

Save TestimonialsSave Testimonials

http://twitter.com/Scobleizer/statuses/774666561

Twitter Drives TrafficTwitter Drives Traffic

Twitter FeedTwitter Feed

Your Blog, Flickr or Any Feed

• Allows you to automatically update your Twitter

stream with content you’ve published elsewhere

Why Do I Want to Get ReTweeted?Why Do I Want to Get ReTweeted?

• Followers

• Buzz

• Traffic

ReTweets = Link SharingReTweets = Link Sharing

Follower CountFollower Count

• A measure of your raw distribution power

Follow to Get FollowersFollow to Get Followers

Using Twitter for EventsUsing Twitter for Events

AnnouncementsAnnouncements

Impact on Our Sales FunnelImpact on Our Sales Funnel

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Referrals From

Twitter

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Leads From Twitter

New source of visitors & leads

Social Media Workshop HubSpot May 2009

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Transcript of Social Media Workshop HubSpot May 2009