Episode #51 – July 31st, 2009

Episode Length: 23 minutes, 23 seconds

Intro

• How to interact on Twitter: @mvolpe, @karenrubin, and @mzkagan with www.HubSpot.tv in your tweet.
• Subscribe in iTunes: http://itunes.hubspot.tv/
• Next Week: HubSpot TV 1 Year Anniversary Tweetup! Register here: http://hstv1year.eventbrite.com
• Watch the Tweetup Promo Video: http://www.youtube.com/watch?v=UKaJs4L290A

Doing it Right

• Marta Kagan, @mzkagan, Bonafied Marketing Genius
• Managing Director of US for Espresso
• What the Fk is Social Media?
  • 3 out of 4 Americans use social technology – Forrester
  • 13 hours of video is upload to YouTube every minute
  • 5 billion minutes spent on Facebook each day
  • 93% of social media users believe a company should have a presence in social media

Headlines

Microsoft and Yahoo sitting in a tree…K.I.S.S.I.N.G!

• Top 10 Things the Microsoft/Yahoo! Deal Changes for SEO
• “thebig takeaway is that Bing will now power search on Yahoo! and Yahoo!’ssalesforce will sell the premium (non-self service) search advertisingfor Yahoo!/Bing”
• You will want to optimize for Bing since it will have a reasonable % of market share
  • Bingvalues “keyword use in subdomains and root domain names (Google lovesexact keyword matches, but Bing really likes any keyword placement inthe sub or root)”
  • “Bing also surfaces only the top 5 results for many queries, meaning a higher concentration of clicks on those top results.”
  • “Rememberthat Yahoo! said full implementation may lag up to 24 months (2 years)behind regulatory approval (which itself could take months), so you’vegot some time.”
    Marketing Takeaway Don’t panic! You have some time on this onebut be aware that it is going on and you will probably want to optimizefor it eventually.

Social Media Defamation Lawsuit

• UPDATED: Rounding up the buzz… Will one Chicago woman’s Tweet cost her $50,000?
• AmandaBonnen: “@JessB123 You should just come anyway.  Who said sleeping in amoldy apartment is bad for you?  Horizon Realty thinks its ok.”
• HorizonRealty says she “maliciously and wrongfully published the false anddefamatory Tweet on Twitter, thereby allowing the Tweet to bedistributed throughout the world.”  (She has 20 followers.)
• Marketing Takeaway: Don’t tweet anything you wouldn’t mind having on the front page of Google.com.
• Marketing Takeaway #2: As a business, monitor and respond on Twitter, but think twice before blowing anything up.

Twitter Puts Search at Core of Homepage

• New Twitter homepage puts search at its heart
• Defininga “tweet” for the uninitiated and explaining how to create an accountdoesn’t resonate with everyone. “Why would I want to do that?” is acommon reaction. However, demonstrating the power of Twitter as adiscovery engine for what is happening right now through our Search andTrends often awakens a sense of wonder which inevitably leads to a muchmore compelling question, “How do I get involved?”
• Marketing Takeaway: Make sure you understand the engagement process for your customers.

B to B marketers embracing social media at an increasing rate

• Social media use soars among b-to-b marketers
• 57% of B2B marketers “using social media channels” compared with 15% two years ago
• Webinars are almost exclusively for B2B – 48% of B2B marketers said they were effective, only 6% of B2C said they were effective
• 81% of BtoB marketers using LinkedIn, then Twitter, then Facebook (Twitter much higher for B2B, Facebook lower for B2B)
• Most looking to implement in the next year (1) blogging (2) mobile (more for BtoC)
• More focus on demand generation – from 39% to 47% of people – also a drop-off of people saying brand building was the goal
• Survey by B to B Magazine and the Association of Natinoal Advertisers
• Marketing Takeaway: If you’ve been watching HubSpot TV for the past year, you’d be ahead of the curve!

Forum Fodder:

• Blogging in a Flooded Market Shouldn’t Mean Failure
• JamonHolmgren asks, “What can I add to the conversation that a better programmeror graphic designer or SEO professional hasn’t already covered?”
• “Themore you can build relationships and trust with the online leaders inyour community, the more traffic you’ll get on your site, and the morepeople you’ll be able to convert to leads and sales,” “
• “Providing accurate, useful information that informs in a non-self-promoting manner gains credibility,”
• “Beyourself and blog about the things that excite and interest you(without sounding like a commercial, of course) and you’ll be fine,”

Marketing Tip of the Week – Publish something creative on Slideshare.

Closing

Webinar: How to Use Online Video for Inbound Marketing

Become a Fan on Facebook Get inside info and advance notice of HubSpot’s free marketing webinars, ebooks and more. Click here –>