Continuing on with our social theme we have a post from former MITX intern Hannah Fleishman who is now over at HubSpot! Hannah discusses the evolution of the customer/brand experience on social media and their upcoming Inbound Marketing Conference. If you are interested in guest blogging e-mail me at taylor [at] mitx [dot] org.
Hannah Fleishman works at HubSpot in Media Relations and is a recent graduate of Emerson College here in Boston. Before HubSpot she interned at MITX, and grew up overseas between Italy, Germany, and Egypt. Hannah loves creating memes, giggles, word play, and lovable marketing.
Boston is home to Fenway Park, some of our country’s oldest history, Ben Affleck, Duck Tours, and a one-of-a-kind Boston Strong spirit. In more recent years, this city has watched a thriving tech marketing landscape take shelter on its shores. Or should I say ‘mah-keting’. Boston is bursting at the seams with innovative marketing companies, firms, agencies, and startups changing the game for marketers worldwide. At HubSpot, we are inspired everyday by Boston-based marketers tackling digital communication to reach their audience in inventive ways, and hope we fuel our marketing community’s burning creativity in return. That’s why I can’t think of a better home for our upcoming INBOUND conference for marketers to connect, discuss, and collaborate with one another. Seriously, I’m wicked excited.
It was just over a decade ago that Facebook and Twitter took marketers by storm and brands everywhere flooded the web with loud, 140-character promotions to stay relevant. Those were the Dark Ages- we had new tools with big promise but were unsure of how to use them. Consider that nearly 70% of companies ignored customer complaints and feedback on Twitter (evolve24, 2011). Brands used, and still use, social media as an additional channel to broadcast messages the same way they would on television, radio, or in a print ad. But, we as marketers are getting better at using social media as a two-way communication platform. I believe we’re entering social media’s Renaissance period. Customers are demanding personalization, and brands are beginning to discover and develop innovative ways to connect on social media that delights their customers and their business goals. Moreover, we’re finally getting the hang of various platforms’ best practices. Consider that this year 52% of all marketers have found a customer via Facebook, 43% found a customer via LinkedIn, and 36% found a customer through Twitter (HubSpot, 2013). Marketers are proving that social media is a successful avenue for generating new customers, and demonstrating how much of a skill social media marketing is.
For starters, not all social platforms are created equal. Twitter, Facebook, and LinkedIn are often bucketed together but these tools have different techniques and should be treated as different marketing vehicles. Sharing the same content on all your brand’s social channels isn’t optimal; we should be evaluating what type of content performs best on which channel. Say you post a video to one of your LinkedIn groups, as well as your Twitter and Facebook wall. Where did that video get the most clicks? Where did it cause a spike in traffic to your homepage? If it got shared a lot via Twitter, you may want to post more videos to this channel in the future and develop other content that resonates better with your Facebook and LinkedIn followers. Marketers are investing more time and resources in optimizing for each network’s audience- 23% of marketers are investing in blogging and social media this year, a 9% increase from 2012 (HubSpot, 2013).
Still, one of the biggest challenges marketers face with social media is noise. Keeping up with and responding to hundreds or thousands of followers is a daunting task, even when you have a full-time social media manager. This Renaissance era looks promising as marketers act as inventors to turn the volume down on social media noise with data-backed social campaigns and trackable metrics. For example, HubSpot recently launched Social Inbox, a social media publishing and monitoring tool capable of filtering and segmenting social dialogue around your company. At INBOUND 2013, Social Inbox will be demoed, discussed, challenged, and spark conversation on what Boston’s marketing community is doing to innovative social media marketing. Where do you think marketers will take social media?
This August 19th through the 22nd, INBOUND 2013 will bring Boston’s marketing community remarkable keynotes from Seth Godin, Scott Harrison, Nate Silver, and HubSpot co-founders Brian Halligan and Dharmesh Shah. We also have 100+ sessions from speakers like David Meerman Scott, Rand Fishkin, Ann Handley, and resident HubSpotters to discuss all things inbound. And to show our local love, we’re giving MITX members 30% off the INBOUND ticket price*. See, the annual INBOUND conference is a product of our love for inbound marketing that blossomed right here in Beantown as the digital age swallowed communication and marketers were forced to shift their strategies online. One of the strongest driving factors in this digital shift was social media, a tool marketers embraced quickly but adapted to slowly, and one of INBOUND 2013’s most anticipated topics.
We’re excited to experience this age of invention and watch social media transform into a lovable marketing medium right here in Boston. Come join the conversation at INBOUND 2013 this summer.
* (All MITX members get a 30% discount on the INBOUND 2013 ticket price- email Elijah at email@example.com).