HubSpot’s integrated social media application
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HubSpot’s integrated social media application
- 2. 2
- 4. 4
- 5. Social Media Throughout The Customer Lifecycle Coming in June….
- 6. The problem with today’s Social Media Marketing:
- 8. What social in a silo leads to:
- 9. Signal vs. noise 9 71% of Twitter complaints are not answered
- 11. Inability to measure ROI 54% of marketers said the leading difficulty in measuring social media ROI is the inability to tie social media to actual business results. (Source: Awareness, Inc. ) 11
- 12. “By 2013, lead management campaigns integrating 4 or more digital channels are expected to outperform single- or dual-channel campaigns by 300%.” Gartner. 12
- 13. Only 39% of marketers are thinking about how to integrate social marketing with the rest of the organization • 39% 13
- 14. Introducing HubSpot Social Media A love story in four acts
- 16. HubSpot has always enabled marketers to respond to people with information in the moment they are seeking it. 16 How to use Facebook for business
- 17. Social Media should be no different. 17
- 18. 18
- 19. 19 BRITTANY LEANING Role: Social Media Marketer Primary Goal: Find and attract prospects in need Act One:
- 21. 21 COREY BEALE Role: Sr. Sales Manager Primary Goal: Address the needs of his most qualified leads Act Two:
- 22. 22 Corey’s leads HubSpot @CoreyHubSpot Trigger an alert Choose a smart list Choose terms to track Corey’s warm leads
- 23. 23 NICK SALVATORIELLO Role: Customer Service Primary Goal: Delight customers and help them succeed Act Three:
- 24. 24 Customers HubSpot @HubSpot Customers Respond immediately • Sorry for the bad experience, let’s schedule a time to talk. • [2 weeks later] How are things going?
- 25. 25 LAURA FITTON Role: Evangelist Primary Goal: Connect with Influencers (even the unexpected ones) Act Four :
- 26. 26
- 27. What makes this story possible?
- 28. A single integrated platform.
- 29. 1+ 1 = 3
Editor's Notes
- Problem slides: It’s disconnected from the rest of your marketing strategy
- 52% of marketers cite difficulties in accurately measuring ROI as their biggest source of frustration in social marketing. http://www.adobe.com/solutions/digital-marketing/digital-index.html
- Empower you to respond to people with information in the moment they are seeking it. Being present for the right people at the right time.
- ACT ONE
- Brittany spends all day in social media and it can become a bit overwhelming. She needs a listening tool that elevates Only the most critical mentions. She also needs some context To know if she’s responding to a prospect, lead or customer. Demo Create a keyword search with with Boolean terms Show how you can differentiate the lifecycle stages of mentions Show how to follow someone directly from the app
- ACT TWO
- Corey doesn’t have time to monitor social all day. He gets alerts every time one of his specific leads mentions a competitor or an important keyword. That way he can be there at the optimal time to convert his leads. Demo Show Smart List of Corey’s Qualified Leads Show search and alert set-up Show link into the contact view for more context before a response. Show Mobile App with Push Notifications
- ACT 3
- Nick wants to solve for the customer. But amid all of the social media noise it can be tough to catch a customer in their moment of need, or be able to prioritize the needs of customers over other chatter. Demo Create a Smart List of Customers Create an alert for customers mentioning HubSpot Show how to respond immediately or assign the case. Show follow up email from the account manager or CTAs when they return to the site with training opportunities
- ACT 4
- Laura needs to focus her time on the people who can give her company the greatest reach and influence. She needs to nurture those relationships over time. Not just beg for a RT here and there. Demo Show smart list of evangelists (contacts with high follower count + history of interaction with your content) Get an alert anytime a someone with that profile mentions the company. Add to workflow thanking your best supporters with a discount or swag.