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How to Improve Lead Generation Using the Social Media Advancements in 2012
Rebecca CorlissHead Social Media and ContentHubSpot
Janet AronicaHead of MarketingShareaholic
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RebeccaCorliss
Head of Social Media and Content at HubSpot
@repcor
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JanetAronica
Head of Marketing at Shareaholic
@JanetAronica
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Housekeeping Notes:
Webinar slides + video will be emailed to all
Interact with us on Twitter: #Social20122
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Shareaholic
Analytics
Recommend-ations
ShareButtons
Shareaholic
ChannelsShareaholic makes it easier to discover thebest content on the web. #Social201
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Search EngineOptimization
Blogging & Social Media
Lead Generation
Email & Automation
Marketing Analytics
Lead Management
#Social2012
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WHAT IS INBOUND
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#Social2012
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Inbound
marketing is a fundamental shift
in how we relate to potentialcustomers
#Social2012
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RECYCLE/TRASH
44%SAY
‘DO NOT CALL’
200million
SKIP ADS86%
UNSUBSCRIBE91%
#Social2012
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PUSHPAIDRENT
INTERRUPTINVENTORY
Email
VS.
PULLEARNED
OWNATTRACTASSET
#Social2012
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1Tweet
Form
Landing Page Lead
Like CTABlog Post
Landing Page
Post CTAProduct
PageLanding Page
Social to Lead Process
#Social2012
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1Tweet
Form
Landing Page Lead
Like CTABlog Post
Landing Page
Post CTAProduct
PageLanding Page
Gut Check: Will they LOVE it?
#Social2012
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A WORLD OF VISUALS
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#Social2012
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IN 2012:SOCIAL USERS SHIFTED FOCUS TO VISUAL CONTENT.
#Social2012
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700%TRAFFIC GROWTH
2011 -> 2012
% of traffic sent to 200,000 Shareaholic publisher
websites January 2012 – November 2012
#Social2012
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% of traffic sent to 200,000 Shareaholic publisher
websites January 2012 – November 2012
39.5%TRAFFIC GROWTH
2011 -> 2012
#Social2012
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TIMELINE for brands and profiles
#Social2012
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53% more likes than the average post
VISUAL CONTENT gets
Vs.
#Social2012
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Source: PB Fingers http://www.pbfingers.com/
Visual content done right
#Social2012
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VISUAL content toolshttp://bit.ly/SHRPintools
#Social2012
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Twitter VISUAL Search
#Social2012
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LinkedIn is VISUAL
#Social2012
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Be prepared to change your content strategy.
#Social2012
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Designers are the marketers of the future.
#Social2012
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SOCIAL AND SEARCH
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#Social2012
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IN 2012:SOCIAL BROUGHT RELEVANCE AND A NEW FORM OF AUTHORITY TO SEARCH.
#Social2012
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Migrating Away from Search Rank
#Social2012
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Google+ Info in Search Results
#Social2012
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Social Adds Utility and Relevance
#Social2012
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Use Reach to Grow Search Authority
#Social2012
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Google+ Blog Author Profiles
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Track Individuals’ Contributions
#Social2012
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Your reputation is your search authority.
#Social2012
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Focus on increasing utility, not rank.
#Social2012
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MOBILE
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#Social2012
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IN 2012:MAJOR INCREASE IN MOBILE TRAFFIC FOR BUSINESSES #Social201
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93%MOBILE TRAFFIC GROWTHin 2012
#Social2012
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Tablet users crave content
Source: Pew Research Center’s Project for Excellence in Journalism #Social2012
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9.56% higher bounce rate than desktop visitors
% of traffic sent to 200,000 Shareaholic publisher websites January 2012 – November 2012 #Social2012
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MOBILEsharing
#Social2012
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Don’t forget your mobile reader.
#Social2012
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BRINGING IT ALL TOGETHER
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#Social2012
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Stand out fromthe noise.
#Social2012
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FOCUSon the content your AUDIENCE wants.
#Social2012
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Increase Conversi
ons
#Social2012
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Use SmartCTAs
#Social2012
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MeasureSocial
#Social2012
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THANKYOU
RebeccaCorliss@repcor
JanetAronica@JanetAronica
#Social2012