SLCHUG March 2017 Workshop - Become a HubSpot Workflows Power User
Social Media Workshop HubSpot May 2009
Transcript of Social Media Workshop HubSpot May 2009
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An Introduction to
Social Media
An Introduction to
Social Media
Your HostYour HostKyle James
Inbound Marketing Gentleman
@kylejames
kyle-james.com
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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
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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
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Failing on DiggFailing on Digg
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Dead ProfileDead Profile
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My Digg ProfileMy Digg Profile
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10 Commandments of Social Media10 Commandments of Social Media
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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
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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
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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?”
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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
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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!
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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
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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
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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
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4. Review Before You Submit4. Review Before You Submit
• Build relationship comes first
• Establish your profile
• Build credibility and trust on a network
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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
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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
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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
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Is this going to add value
and are people really
going to care?
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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
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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
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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
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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
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8. Set Yourself Up for Success8. Set Yourself Up for Success
• On page optimization
• Social bookmarking options
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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
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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
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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
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10. Promise Instant Value10. Promise Instant Value
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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
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A Social Media StrategyA Social Media Strategy
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Build relationships
Brand authority & expertiseBrand authority & expertise
Links & traffic
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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
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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”
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Links & TrafficLinks & Traffic
• Social bookmarking provides links
• Blogging provides links
• Links = traffic
• Links = better search results = traffic
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An Introduction to An Introduction to
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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!
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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
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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
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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
• Waste LOTS of time
• Rule of Thumb: It’s extremely easy to see if someone is engaged in Facebook or simply watching
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Facebook HomepageFacebook Homepage
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Building Your ProfileBuilding Your Profile
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Facebook PicturesFacebook Pictures
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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.
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Tagged in PicturesTagged in Pictures
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Facebook InboxFacebook Inbox
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Writing on WallsWriting on Walls
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Setting Privacy on ProfileSetting Privacy on Profile
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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
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Importing to FacebookImporting to Facebook
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Facebook ApplicationsFacebook Applications
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Personal Profile – What Not To DoPersonal Profile – What Not To Do
Profiles are for people, not companies.
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Now Go Find FriendsNow Go Find Friends
• Friends from other networks
• Co-workers
• Family
• Look at your friends’ friends
• “People you may know” too
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Go Create a Facebook ProfileGo Create a Facebook Profile
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Facebook GroupsFacebook Groups
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Go Join Facebook GroupsGo Join Facebook Groups
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Facebook PagesFacebook Pages
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Facebook GroupsFacebook Groups
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Create a Business PageCreate a Business Page
http://www.facebook.com/pages/create.php
Note: You must be logged in to create a Page.
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Build Your Business PageBuild Your Business Page
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Publish Your PagePublish Your Page
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Become a “Fan”Become a “Fan”
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Tip #1: Create an Engaging PageTip #1: Create an Engaging Page
• Events
• Videos
• Discussions
• Photos
• Blog Articles
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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
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Tip #3: Draw on Your NetworkTip #3: Draw on Your Network
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Tip #4: Optimize for SearchTip #4: Optimize for Search
• Facebook Search
• Based on # Fans
• Public Search
• Check your settings
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Tip #5: Advertise on FacebookTip #5: Advertise on Facebook
http://www.facebook.com/advertising/
Note: You must be logged in to create an ad
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Friends, Fans, ActivityFriends, Fans, Activity
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Go Create a Business Page
or
Industry Group
Go Create a Business Page
or
Industry Group
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IntroductionIntroduction
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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
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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
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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
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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
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LinkedIn ProfileLinkedIn Profile
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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
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Ranking in GoogleRanking in Google
• LinkedIn Profiles also hold a lot of search engine authority
• For me it’s above Facebook or Twitter profiles
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Create a LinkedIn ProfileCreate a LinkedIn Profile
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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
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Power of the NetworkPower of the Network
• Connections of connections of connections
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Power of the NetworkPower of the Network
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Network with IndividualsNetwork with Individuals
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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
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LinkedIn AnswersLinkedIn Answers
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Answer Best PracticesAnswer Best Practices
• good information
• short / easy to skim tips
• link back to blog articles if it makes sense
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Find an Answer a QuestionFind an Answer a Question
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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
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Ask or Give a RecommendationAsk or Give a Recommendation
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Company PagesCompany Pages
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Company PagesCompany Pages
• Rankings in Search Results
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Adding a CompanyAdding a Company
• If your company is not listed
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Create or Edit your Company PageCreate or Edit your Company Page
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How to Create a GroupHow to Create a Group
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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
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• 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
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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
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Pro Marketers on LinkedInPro Marketers on LinkedIn
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Send an AnnouncementSend an Announcement
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Write Your MessageWrite Your Message
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Email & Featured DiscussionEmail & Featured Discussion
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Import News Feeds/BlogImport News Feeds/Blog
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Create a Niche GroupCreate a Niche Group
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Introduction toIntroduction to
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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
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Twitter FeedTwitter Feed
• Constantly updating page
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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.
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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
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Starting TwitterStarting Twitter
• Setup a personal profile
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Starting TwitterStarting Twitter
• Setup business profile
• Setup product profile
• Setup top executive personal profiles
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Protect Against SquattersProtect Against Squatters
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Create a Twitter ProfileCreate a Twitter Profile
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Put a Bio in Your ProfilePut a Bio in Your Profile
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Identify Yourself in Your BioIdentify Yourself in Your Bio
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Put a Link in Your ProfilePut a Link in Your Profile
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Twitter BackgroundsTwitter Backgrounds
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Finish Updating ProfileFinish Updating Profile
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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.
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Post Your First TweetPost Your First Tweet
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URL ShortenersURL Shorteners
Because every single character is vitally important
• http://bit.ly
• http://tinyurl.com
• http://is.gd
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A Reply or the @ SymbolA Reply or the @ Symbol
• Responding to someone else
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Direct MessagesDirect Messages
• Start a message with “DM”
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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)
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Hash Tags #Hash Tags #
• Follow topics and events (#IMS08)
• Inbound Marketing Summit
• IMS 2008
• IMS08
• IMS2008• IMS2008
• Find people talking about similar topics
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What are What are ReTweetsReTweets or RTor RT
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How to Tweets?How to Tweets?
• RT @username: Original Tweet (Via @username)
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Retweet a PostRetweet a Post
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How to Search TwitterHow to Search Twitter
• Search using box
• Follow discussion about your company and brandbrand
• Look at trending topics
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Twitter ClientsTwitter Clients
• TweetDeck
• Twhirl
• Mobile Phone Apps
• Twitpic
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TweetDeckTweetDeck
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Twitter GraderTwitter Grader
• Twitter.grader.com
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Don’t Create Noise… Create ValueDon’t Create Noise… Create Value
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It’s a Discussion, Not a BroadcastIt’s a Discussion, Not a Broadcast
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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
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Let Twitter HelpLet Twitter Help
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Follow to Get FollowersFollow to Get Followers
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Don’t be a SpammerDon’t be a Spammer
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Follow Top Twitter UsersFollow Top Twitter Users
twitter.grader.com/topusers
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See Who Thought-Leaders FollowSee Who Thought-Leaders Follow
twitter.com/dmscott
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Follow People Who Follow YouFollow People Who Follow You
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Follow People of Interest on TwitterFollow People of Interest on Twitter
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How to Succeed With TwitterHow to Succeed With Twitter
Build Your Network
Track & Analyze
Engage With Your
Community
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Engage Senior ExecutiveEngage Senior Executive
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Business AccountBusiness Account
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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
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Who’s Talking About Your Keywords?Who’s Talking About Your Keywords?
search.twitter.com/search?q=lead+generation
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Communicate With CustomersCommunicate With Customers
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Follow Your Brand in ConversationsFollow Your Brand in Conversations
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Use Favorites to Save HighlightsUse Favorites to Save Highlights
twitter.com/HubSpot/favorites
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Save TestimonialsSave Testimonials
http://twitter.com/Scobleizer/statuses/774666561
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Twitter Drives TrafficTwitter Drives Traffic
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Twitter FeedTwitter Feed
Your Blog, Flickr or Any Feed
• Allows you to automatically update your Twitter
stream with content you’ve published elsewhere
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Why Do I Want to Get ReTweeted?Why Do I Want to Get ReTweeted?
• Followers
• Buzz
• Traffic
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ReTweets = Link SharingReTweets = Link Sharing
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Follower CountFollower Count
• A measure of your raw distribution power
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Follow to Get FollowersFollow to Get Followers
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Using Twitter for EventsUsing Twitter for Events
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AnnouncementsAnnouncements
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Impact on Our Sales FunnelImpact on Our Sales Funnel
15
20
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