1.
The Social
Indicators of
inbound
marketing
success.
Kieran Flanagan, Marketing Director
(EMEA) @HubSpot
@searchbrat kflanagan@hubspot.com

2.
Kieran Flanagan
@searchbrat
“Highly motivated
marketing geek high
on data crack.”

3.
Kieran Flanagan
@searchbrat
“Highly motivated
marketing geek high
on data crack.”
No Social
Media
Expert

4.
this is a presentation about
inbound
marketing

5.
this is a presentation about
inbound
marketing (&
social)

6.
but I want to start with
GOALS

7.
The difference between remarkable or
average is our ability to create and
execute the right goals

8.
Exhibit A

9.
Exhibit B

10.
0%
10%
20%
30%
40%
50%
60%
70%
80%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Achieving % of Goals for that year
Awesomeness
Setting better
goals

11.
0%
10%
20%
30%
40%
50%
60%
70%
80%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Why indicators are so important
Awesomeness
You can’t jump
from here to
there

12.
GOALS
Measurable Pushes You Indicator

13.
Blog
Social Media
Keywords
Pages
Calls-to-Action
Landing Pages
Forms
Contacts
Email
Workflows
Lead Scoring
CRM Integrations
Social Media
Smart-Calls-to-
Action
Email
Workflows
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Inbound marketing is about setting
better goals across the entire funnel.
Source -
http://www.hubspot.com/products/inbound-

14.
Social Lead
Conversion
Social Lead
Conversion
Social
Listening
Social
Reach
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Look for the social indicators of success

15.
Example: Consider personas first and
then move onto things like keyword
research
MARKETING MARY
• Professional marketer (VP, Director, Manager)
• Mid-sized company (25-200 employees)
• Small marketing team (1-5 people)
• BComm (DIT), MBA (Smurftt)
• 42, Married, 2 Kids (10 and 6)
Goals:
• Support sales with collateral and leads
• Manage company communications
• Build awareness
Challenges:
• Too much to do
• Not sure how to get there
• Marketing tool and channel mess
Loves HubSpot because:
• Easy to use tools that make her life
easier
• Learn inbound marketing best practices
• Easier reporting to sales and CEO

16.
increase
in web
traffic
Social
PR
(mentions,
etc)
generates
Inbound
links
generates
leads
creates
sales
Example: Define the value of your
Marketing Assets

17.
this is a presentation about
inbound
marketing (&
SOCIAL) ….

18.
Why indicators are so important
Awesomeness
Get 500
more
twitter
followers
A lot of social
goals are either
this or that
Have x% of
revenue from
social

19.
what about the social indicators
for inbound
marketing
success?

20.
We really care about
our social reach. It’s
an indication our
inbound campaigns
will be a lot more
successful
@Searchbrat

21.
Social reach is a core part of our
promotion strategy.
Content
Offer
LP
&
CTA
Social
Webs
ite/Bl
og
Email

22.
THE
10:4:1
RULEFrom the B2B Social Media book -
@kippbodnar

23.
Really?

24.
Follow us Share this
Vs.

25.
Share This Follow Me
3,200 Followers 256 Followers

26.
Share This Follow Me
3,200 Followers 256 Followers
Add example from email
Give your evangelists lot’s of
opportunities to share.

27.
We really care about
our social lead
conversion, it’s an
indication our
inbound funnel will
be a lot more
profitable
@Searchbrat

28.
Content
Offer
LP &
CTA
Social
Blog
Email
Social conversion is a core part of our
lead generation strategy.

29.
Offer

30.
Offer
We feel safe in numbers

31.
Result: 27%
Click Through
Rate Increase

32.
Cool, let’s try
adding more.

33.
Result: 23%
Increase in Click
Through Rate

34.
Let’s try a more
“buyer ready”
offer.

35.
Result: 5% Boost
to Conversion
Rate

36.
What about email?

37.
Result: 7% Boost
in Click-Through
Rate

38.
Segmentation and Personalisation are key

39.
What are
your blue
he-men?