Q1 HUG Meetup 2016

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HUG News• Inbound Marketing Week: April 11th - April 15th

• INBOUND 2016 (Boston, MA): November 8th - 11th

• INBOUND 2016 HUG Contest: More info coming soon!

HubSpot Software Updates• Smart content by language – smart content rules based on

preferred language• New blog dashboard – manage view and analyze view• Inline content editing – note: old views are going away on

April 8th

• Multiple deal pipelines – now in HubSpot CRM • Set featured images – add a featured image that does not

appear within your blog post, or select an image from the post.

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HUG News: Upcoming Meetups

• Q2 Meetup 5/24/16• Q3 Meetup 8/23/16• Q4 Meetup 10/25/16

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Meet Our Guest SpeakerGavin Baker, Principal

Gavin Baker, Principal of Baker Labs, has taught literally thousands of people about social media over the years.Baker Labs provides social media and digital marketing training and consulting to growing businesses.

Enhancing Social Media Strategy

New Ideas About Inbound and Digital Marketing in 2016

Hi, I’m Gavin.Gavin BakerPrincipalgavin@bakerlabs.co@gavinbaker bakerlabs.co

@bakerlabs

Do you remember when you startedposting on social?

All Smiles.

Lack of an overall strategy is thebiggest issue a business can have. .

No Strategy- Why am I doing this?- Is what I’m doingeffective?

Goals will force you to answer the questions you need to create a successful strategy. Determining your goals is the first step on your business’s journey to success.Setting Smart Goals helps you Avoid Vanity Metrics

Getting Started

Curse of Up and Tothe Right

S.M.A.R.T GoalsFRAMEWORK

• Specific. Singular, focused and well-defined• Measurable. Uses numbers. • Attainable. Realistic for your timeframe.• Relevant. Impacts current business or challenges.•Time-Based. The goal has a deadline.

S.M.A.R.T GoalsEXAMPLES

Increase website traffic by 33% within three monthsby blogging weekly and daily Facebook posting.

Grow Twitter followers by 100 over the next month by posting valuable content and promoting existing followers content.

S.M.A.R.T GoalsEXAMPLES

Social media content for SMART goals shouldbe created with Buyer Persona’s in mind and stageof the Buyer’s Journey.

S.M.A.R.T GoalsNotes

Your prospects are interested in readingrelevant content on social media.

S.M.A.R.T GoalsNotes

But they are not on social media for YOUR content.

S.M.A.R.T GoalsNotes

The Top 5 Reasons ForUsing Social Media1. To stay in touch with what friends are doing2. To stay up-to-date with news and current events3. To fill up spare time4. To find funny or entertaining content5. To share opinions

SWAG TIME!

FOMO(Fear Of Missing Out)

Frequency of Social MediaSite Use

• Post specific content intended to increase awareness, build authority, and convert into new customers

How Should You Social?

BUT WHAT DO I DO?

INFORMATIONALEDUCATIONALASPIRATIONALHUMOROUS

TYPES OF CONTENT4(and babies or puppies)

(…or babies that look like animals)

One of the most common, who, what, when, where and why types of posts.

INFORMATIONAL

Content that we learn from, how to, explainer videos, and more.

EDUCATIONAL

Stories about who we want to be, or things we want to do.

ASPIRATIONAL

Jokes, memes, funny videos or images.

HUMOROUS

WHEN DO I POST?

Every audience is differentIn HubSpot you can set your times

Consistently!Post Scheduling

source: HubSpot

Facebook to website traffic, is the early afternoon, ideally between 1pm and 3pm on Thursdays and Fridays.Twitter for retweets is 5pm. The best time to post for maximizing click-through rates is between 12pm and 6pm.LinkedIn to maximize clicks and shares is in the morning on Tuesday, Wednesday, and Thursday.

Scheduling

Creates authorityCreates awarenessCreates engagement

SMART Content

… Creates New Customers

Reports to compare social network performance to each other. Measure audience growth, engagement, activity. Track and determine which channels areaccomplishing your awareness, and lead growth goals.

Analyze

Match network tone(casual, professional)Maintain good ratioof Me vs We contentParticipate:Engage and respond

Keys to Success

“It is not the strongest of a species that

survives, nor the most intelligent, but the one

most responsive to change.”

Charles Darwin

Q&AGavin BakerPrincipalgavin@bakerlabs.co@gavinbaker bakerlabs.co

@bakerlabs

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Measuring Social Media’s ROI

Tips & Tools

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Inbound Marketing Methodology Review

Social media supports many parts of the inbound process, but especially the “Attract” and “Delight”

stages.

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Social Media ROI ChallengesCommon Business Challenges• Determining: • What’s working• What’s not• Why

• Knowing which channels and activities are most valuable (data-backed decisions)• Reporting ROI

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Measuring Social Media ROI: Tips & Tools for Analyzing Results

Google Analytics• Available to anyone

with GA code installed• Includes social media

impact analytics• Provides data related

to measuring social ROI

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Measuring Social Media ROI: Google AnalyticsThese four elements measured by Google Analytics help define your social

impact:• Network Referrals - What social network the visit came from. It's

important to understand how users from different sources engage/behave on your website.

• Conversions - You can set up conversion goals and measure the conversion and monetary value of social traffic.

• Landing Pages - In Google Analytics, these are the pages visitors land on when entering your website.

• Social Plugins - Shows data from social plugin buttons on your site (for example, Google "+1" buttons). These buttons allow your users to share content to social networks directly from your site. These reports will tell you what content is being shared, and on which networks.

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Measuring Social Media ROI: Google Analytics

Which channels drive the most visits? What do they do once they land?

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Measuring Social Media ROI: Google Analytics

When on Landing Pages reports, click the URL in the table to see the originating social networks for that URL.Note: GA landing pages are defined differently than HubSpot landing pages.

Trackbacks reporting shows which sites are linking to yours and in what context. Look for patterns to replicate successful content and build relationships with those linking to you.

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Measuring Social Media ROI: Google Analytics

Make it easy for visitors to share your content to social media sites.Social Plugins: Work Smarter,

Not Harder •The Social Plugins report shows data from social plugin buttons on your site.•These are the buttons that allow your users to share content to social networks directly from your site. •Social Plugins reporting tells you what content is being shared, and on which networks.

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Measuring Social Media ROI: Google Analytics• Conversions (once set up) can be tracked through Google

Analytics. • Invest time on channels which provide high quality traffic,

not just high volume traffic.

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Measuring Social Media ROI: HubSpot ReportsFor the HubSpot customers in the room, there are multiple reports to help you analyze your social media ROI. Here are a few options...

Sources Reports

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Measuring Social Media ROI: HubSpot Reports• Google Analytics and HubSpot can both provide conversion

data. • In Sources Reports (HubSpot), contact and customer

conversions are tied to the first way a lead found you.

Sources Reporting

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Measuring Social Media ROI: HubSpot Reports• Use “Campaigns” to measure the effectiveness of specific

content topics and see what drives the most traffic and conversions from social media.

• Compare which campaigns are most effective on which social networks.

Sources ReportingIf no campaign was tagged, you can go back and associate posts with a campaign.

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Measuring Social Media ROI: HubSpot Reports

If no campaign was tagged, you can go back and associate posts with a campaign…

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Measuring Social Media ROI: HubSpot Reports• Social Publishing Reports allow you to see what gets the most

clicks and interactions. • Sort by clicks and engagement to see what’s working best on

each channel and what fell short.

Social Publishing Reports

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Questions?

Q&A Time

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