3. WHAT WE’LL COVER
GETTING SOCIAL-READY SETTING GOALS IDENTIFYING SOCIAL
INFLUENCERS
MEASURE THE RIGHT WAYMAKING THE MOST OF YOUR
CONTENT
#socialcontent
4. 80%
OF PEOPLE CHECK THEIR PHONE
WITHIN 15 MINUTES OF WAKING UP
SOURE: IDC RESEARCH
12. SOCIAL CONTENT DOES JUST THAT
VISUAL VISCERAL
VALUABL
E
VIRAL
It’s creative and
catches the consumer’s
attention
It evokes emotion and
creates a connection
with the consumer and
ultimately affinity for
your brand
It tells your brand story
with personal context to
add value to the target
customer’s life
It gets distributed more
naturally from person to
person via all social
channels
#socialcontent
14. WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL
PLATFORMS? (part 1)
#1 Platform to Kill Time
=
PINTEREST
Pinterest is the #1
platform for killing
time.
#socialcontent
15. WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL
PLATFORMS? (part 2)
#1 Platform to Kill Time
=
PINTEREST
Blogs are the #1
platform for product
recommendations
16. WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL
PLATFORMS? (part 3)
#1 Platform to Kill Time
=
PINTEREST
Twitter is the #1
platform for
complaining.
21. Add value to your
audience.
• Determine your audience’s
needs
• Help them solve pain
points and problems.
• Give them the tools to do
their jobs better
Use metrics that will
help your business.
• Reach and branding
• Leads for sales team
• Likes/Follows to increase long
term lead generation
• Revenue and customers
26. WHAT DO
THEY HAVE
THAT BRANDS
DON’T?
1. Trust
2. Very targeted audience
3. Authentic consumer experience
4. Bigger reach than brands
5. Better, faster, cheaper
6. Shareable
27. WHAT DO INFLUENCERS CARE ABOUT WHEN WORKING WITH A
BRAND?
Product fit is #1
consideration
28. WHAT TO LOOK FOR IN
AN INFLUENCERLOOK AT CONTENT
RELEVANCE
POST FREQUENCY
AUDIENCE DATA
CONTENT QUALITY
AUDIENCE
ENGAGEMENT
LOOK FOR
PROFESSIONALISM
BUILD A RELATIONSHIP
BE RESPONSIVE
BE CLEAR ABOUT
EXPECTATIONS
COMPENSATE THEM
1
2
3
4
5
6
7
8
9
10
#socialcontent
29. Let them tell authentic stories
Think of them as partners
Showcase content on various of
Facebook, Pinterest, Twitter,
YouTube
Give proper influencer attribution
Provide clarity on what actions you
want the audience to take
Be “always on”
Increase value (and exposure) of
content by using in ebooks, blog
posts, webinars, email marketing,
advertising, case studies
Compensation
THE KEYS
TO WORKING WITH
INFLUENCERS
"So you know you need content that can be shared and consumed on social media. But what next? Creating content that can be consumed on social media, that helps your audience do something better (maybe their job, or life?) will be best. AT HubSpot, we create content that helps marketers do their jobs better. We promote this across social media, knowing that our audience is often on social. Think about why you are creating content. Is it to help people? WE create content for a variety of different personas. In a given month, we set goals to create a certain number of content pieces for each persona. We think about each of their needs, and help solve their problems. We set other goals too. For example, we look to generate a certain number of view, leads and customers from each piece of content we create.
Slide needs work design-wise.AMANDA TO TRANSISITON INTO CONTENT CREATION BY DISCUSSING HOW HUBSPOT USES CONTENT TO ACHIEVE OUR GOALS. This image is our content library, but another image may be better. I am open to other ideas. We don’t have a library of our social only images
Persona: Who does the content resonate most with? Where are they? Determine this and promote it in these places. Purpose: Don’t promote something just for the sake of it, promote it with a purpose in mind. The purpose could be a problem you are trying to solve, Promotion: Actually plan out where you will be promoting what. Create a timeline for creation + posting, and stick to it. Keep up communication around the project, in weekly team meetings to updates.Period: Know the length of your campaign. Set a time period up front, to allow for others to plan accordingly, and to set clear expectations.
NOTE: WAITING ON BETTER IMAGE
CONTENT: Determine what content works on each network. Remember, the audience varies slightly in their wants and needs. For example, a professional piece of content htat helps people do their jobs better may work well on LinkedIn, as linkedin is in it’s nature, a professional network. The same content may not work as well on other networks. Images should also be optimize for each network. The dimensions vary greatly, and the last thing you want is an image that is cut off! I also suggest not automatically posting the same images on each network, as the dimensions vary and something that looks good on Twitter, will be different than what looks good on Facebook. Can we push this link out; http://blog.hubspot.com/marketing/ultimate-guide-social-media-image-dimensions-infographic
CONTENT: Determine what content works on each network. Remember, the audience varies slightly in their wants and needs. For example, a professional piece of content htat helps people do their jobs better may work well on LinkedIn, as linkedin is in it’s nature, a professional network. The same content may not work as well on other networks. Images should also be optimize for each network. The dimensions vary greatly, and the last thing you want is an image that is cut off! I also suggest not automatically posting the same images on each network, as the dimensions vary and something that looks good on Twitter, will be different than what looks good on Facebook. Can we push this link out; http://blog.hubspot.com/marketing/ultimate-guide-social-media-image-dimensions-infographic
Getting more followers is great, but don’t let that be your only goal. More followers can turn into website views, leads and ultimately, customers. When at all possible, include links in your posts, back to content on your website. Use unique tracking on each link to determine what performs best of your social media posts. Track people that come from a specific campaign, on say, Twitter. See how they interact with your website, and how many turn into customers. Over time, you will be able to come up with conversion rates for each type of content and each network. Use these as benchmarks, as you measure new campaigns. Also, use the data collected to optimize future campaigns. If you notice campaigns with video clips of sneak peeks of your content on Twitter turn into customers at 3%, and a similar campaign on Facebook converts at 1%, create more campaigns similar to this on Twitter. Likes/followersWebsite viewsLeadsRevenue/Customers
We at hubspot track all sorts of things: views, submissions, new contacts and customers, from each piece of content.
