This document outlines the basics of social media and provides tips for using different social media platforms. It defines social media as content that is published and allows anyone to contribute to it. The document also discusses three main types of social media engagement - publishing content, sharing content, and networking - and provides best practices and examples for each type.

1. Social Media & Business Marketing
@Karen Rubin
HubSpot

2. Agenda
1. What is Social Media?
2. Social Media State of Mind
3. 3 Types of Social Media
4. Measuring Results

3. What is Social Media?
Wikipedia:
“Social media is an umbrella term that defines
the various activities that integrate technology,
social interaction, and the construction of
words and pictures.”
Mike Volpe:
“It’s media (content that is published) with a
social (anyone can add to it) component.”

4. Social Media in Plain English
• http://www.youtube.com/watch?v=MpIOClX1jPE

5. Ice Cream as Social Media
= media (content
that is published)
= social (anyone
can add to it)
component

6. Common Craft as Social Media

7. Agenda
1. What is Social Media?
2. Social Media State of Mind
3. 3 Types of Social Media
4. Measuring Results

8. “I’m 48. I don’t understand
this Social Media stuff.”
• Similar to a
business cocktail
reception
• Without constraints
of time or space

9. Business Cocktail Party Advice
• Meet people and start conversations
• Answer questions – help others
• Ask questions – trust others’ advice

10. Social Media = Cocktail Party
• Become a real member of the community
• Add value to the community
• Ask and answer questions
• More effective than live cocktail parties
• No boundaries of time or space
• Other people can listen in easily

11. Agenda
1. What is Social Media?
2. Social Media State of Mind
3. 3 Types of Social Media
4. Measuring Results

12. 3 Types of Social Media
Share
Publish Network

13. Social Media: Publish
• Everyone can publish anything for everyone

14. Marketing Tips for SM-Publish
• Publish: “Everything you have anywhere you
can”
• Monitor what others publish, promote it
• Empower your customers to publish

15. Publish What You Have
• SolidWorks: 100+ Videos on Website
• Published on YouTube, No Promotion
• 10,000+ Views / Month

16. Monitor What’s Published

17. Promote Flattering Content

18. Empower Customers to Publish
• Hacking Netflix – Blog run by customer / fan
• Top 1% of all websites, Top 0.25% of blogs

19. 3 Types of Social Media
Share
Publish Network

20. Social Media: Share
• Anyone can promote anything to everyone

21. Marketing Tips for SM-Share
• Monitor what’s being shared about you
• Find where your audience hangs out
• Promote your content and other content
• Produce content your audience will love

22. Monitor What’s Being Shared

23. Del.icio.us for Market Research

24. Where Does Your Audience Hang Out
Name Overview Stats Demographic Good For:
Del.icio.us Community saves 2 million registered users Somewhat young, Most companies.
(Yahoo) and shares web technical and web- Del.icio.us has broad
bookmarks 2 million visitors / mo. centric, but growing in audience, but skews
reach toward people
interested in media
and blogs
Digg Community 18 million visitors/ mo Young males working in Offbeat news, politics,
submits and votes technology. stories about Internet,
on news stories 4 million registered users 94% male Web2.0, technology,
88% are 18-39 Apple, design , web
64% income >$75k design, environment
39% blog
StumbleUpon Community 4 million registered users Because you can segment All companies.
submits and votes by lots of interest areas, You can get traffic
on web pages, 1 million visitors/ mo. almost anything works with even one vote,
then people visit well on StumbleUpon and you don’t need to
pages based on (people use the service be a power user to do
number of votes without visiting website) well.
http://www.doshdosh.com/list-of-social-media-news-websites

25. Promote Flattering Content

26. Content Your Audience Loves
Content Description Result
GoDaddy's 16-Step Blog Article on 695 Diggs and thousands of
Checkout: Brainless Blog.HubSpot.com web visitors
Marketing At Its Finest?
Website Grader Interactive tool that Over 3,000 Del.icio.us
provides a free marketing bookmarks and over
and SEO report 250,000 unique websites
submitted
Social Media Webinar Webinar for marketing Over 1,500 registrations,
professionals on social promoted for free by other
media and marketing bloggers

27. 3 Types of Social Media
Share
Publish Network

28. Social Media: Network
• Anyone can connect with everyone from
anywhere

29. Marketing Tips for SM-Network
• Make friends
• Find your existing connections
• Network through groups
• Add to your email signature, blog articles, bio or
profile…
• Be helpful
• Answer questions
• Share interesting content
• Make connections

30. Make Friends & Be Helpful

31. Agenda
1. What is Social Media?
2. Social Media State of Mind
3. 3 Types of Social Media
4. Measuring Results

32. Blog Subscribers & Visitors

33. Del.icio.us Bookmarks

34. Inbound Links

35. Facebook Fans & Activity

36. Other Metrics
• Video views on YouTube
• Friends on Facebook or LinkedIn
• Votes for blog articles
• Posts in forums
• Questions answered on Yahoo Answers

37. Traffic, Leads and Customers
Visitors Leads Customers
StumbleUpon 1,892 12 0
LinkedIn 834 72 2
Facebook 511 8 1

38. Questions?
Twitter: @KarenRubin
Linked In: http://www.linkedin.com/in/karenrubin
Email – krubin@hubspot.com