What my day at HubSpot looks like
1 Twitter monitoring our mentions (favoriting, replying for support, MQLs to sales, lead nurturing)
2 Facebook publishing & monitoring – commenting, scheduling posts (offers & blog posts), monitoring
3 Video marketing – upping our lead gen to send viewers to our offers and direct to the website.
MISCONCEPTIONS1 No ROI2 Doesn’t improve credibility (be there or be square)3 It isn’t measurable4 Only works for big brands5 Waste of time & too much time involved (marketing
automation!)6 Social is a PR broadcasting channel7 It’s all quantitative (we need more followers, let’s buy them)8 It’s a buzzword
ROI isn’t how many, it is who actually engages (your leads, who from your contacts database interacted with a post
Components of a Rockstar Social Media Strategy1 Engagement: 2-way interaction,
conversation, responding, listening, 2 Content creation (position as a thought
leader/expert, be active on blogging)3 Content curation: Spreading good content
from others (creates allies)4 Consistent presence
What to consider
1 It’s all about the persona: who are your prospects? Make a profile. Think of company size, industry, interests, needs…
2 Lifecycle stage3 Humanizing the message and tone
Metrics to measure
1 Basic reach (eh, on this one). Audience growth rate
2 Specific post-level success (clicks, interactions, likes, shares/RTs, impressions)
3 Click-through rate 4 Referrals/found site via social media– Visits to contacts to customers
conversions
Revenue & brand building
1 43% of marketers have found a customer from LinkedIn in 2013 (HubSpot).
2 52% of marketers have found a customer from Facebook in 2013 (HubSpot).
3 36% of marketers have found a customer via Twitter in 2013 (HubSpot).
4 42% of people expect a response within 60 minutes when complaining on social media (Jay Baer).
Tools to use1 HubSpot all-in-one, social Inbox (I use it
everyday! Context changes everything, know who you’re engaging with)
2 Buffer for optimal timing3 HootSuite/TweetDeck for monitoring4 SproutSocial & SimplyMeasured for metrics5 SocialMention.com