Inbound Marketing | HubSpot TV

This week on the Marketing Update, Ellie Mirman and Andrew Quinn discuss your attractiveness based on Facebook comments, social media upending search engines, professional vs. personal use of social networking, Romney’s hidden camera footage going viral, and Google maps giving us an inside peek. Episode #218 - September 21, 2012 I Always Feel Like Somebody's Watching Me Welcome How to interact on Twitter: include #MktgUp in your tweet! On the show today is Ellie Mirman (@ellieeille) and Andrew Quinn (@andrewtquinn) As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review! Anyone is welcome to come by the show to watch as part of the live studio audience - 4pm Friday Headlines Are you more attractive if you get more Facebook comments? http://mashable.com/2012/09/16/facebook-study/ According to a University of Missouri study, the first think you look at on a new Facebook friend's profile are the comments on their profile picture. The comments your Facebook friends leave on your profile picture strongly affect how people perceive your physical, social and professional attractiveness. This shouldn’t come as much of a surprise, as profile pictures are the first place your eye is drawn to based on eye scan studies. Other people’s opinions matter more than your own self-presentation. “If you’re concerned about forming a particular impression, being aware of the information generated by others about your is key in the goal of achieving a positive self-presentation.” Marketing Takeaway: In social, other people’s opinions matter. They affect how your target audience perceives you. You need to pay close attention to the comments people make to understand the impression you are making. Social media upending search engines http://www.marketingpilgrim.com/2012/09/could-social-media-be-slowly-eroding-search-engine-traffic.html Experian Hitwise UK published some search data that suggests social media is hitting overall search traffic Overall search engine visits are down by 40 million since last year - the first time it’s ever gone down year-over-year Search traffic especially went down from July 2012 to August 2012 - could it be the Olympics? People relying more on social media for up-to-date info? Could it be that search results are better so visitors need fewer searches to find what they’re looking for? Marketing Takeaway: SEO is not the be-all and end-all of online marketing. In fact, social media is becoming increasingly important and may start to creep into search engines’ ownership of online awareness. Make sure you are covering your bases of inbound marketing channels instead of putting all your eggs in one basket. Professional vs. personal use of social networking http://blog.hubspot.com/blog/tabid/6307/bid/33604/New-Study-From-LinkedIn-Shows-How-User-Mindset-Affects-Social-Media-Marketing-INFOGRAPHIC.aspx Internet users have different mindsets on different social media sites. Th Mind Set Divide - detailed in an infographic from LinkedIn research - shows the emotional drivers that put users in a particular frame of mind depending on which type of social networking they're doing Personal - casual mindset, socialize, stay in touch, be entertained, kill time Professional - maintain professional identity, make useful contacts, search for opportunities, stay in touch This has a big effect on marketers: think about what content do people EXPECT on that social network Marketing Takeaway: Align your content with the right emotion by matching your message to the mindset. So while it's definitely beneficial to understand the general mindsets and emotional drivers for usage of a particular social network, keep in mind that the specific mindsets of your own particular audience should be the ultimate foundation of your strategic social media marketing decisions on a given social network. Experiment with different types of updates, track your analytics, and let the data about what works and what doesn't drive your social media marketing decision-making. Romney’s hidden camera footage goes viral http://mashable.com/2012/09/17/romney-47-americans-twitter/ http://mashable.com/2012/09/18/romney-youtube-video-views/ http://mashable.com/2012/09/18/romney-hidden-camera/ Romney took a marketing misstep that is forever documented in social media At a fundraiser earlier this year, an anonymous source captured this misstep on a hidden camera and released it to a reporter The now-famous quote has Romney saying that 47% of Americans will never vote for him because they don’t pay income taxes and believe they are victims the government should care for, and that it’s not his job to worry about those people Regardless of your political leaning, this is a marketing misstep for a couple of reasons Issue #1: Not using real data That 47% metric is misleading - they still pay other taxes, and due to their ow income they get an income tax break put in place by Republic President Ford Some of that 47% includes 7,000 millionaires that paid no taxes last year, some of whom are in Romney’s audience Issue #2: A short point “behind closed doors” can take off in mass social media His message was meant to appeal to that room’s Republican audience The twitter reaction was huge and negative - the phrase “47% of Americans” was trending in the US on Monday, with the majority being negative or mocking comments The hidden camera clip has gotten ~2 million views, which is more than any of Romney’s official videos on YouTube Parody videos have popped up, like an Eminem-style spoof called “Will the Real Mitt Romney Please Stand Up” which now has 4 million views Romney has since tried to refocus the campaign on other topics, like the national debt, and mostly shy away from discussing this issue More hidden camera videos have come out as well, further attempting to hurt the Romney campaign Marketing Takeaway: Stories travel like wildfire with the ease of recording, publishing, and sharing in social media. An off-hand comment can quickly garner a lot of attention so keep that in mind - even when presenting a targeted, segmented message, think about how you’d feel if it got seen by those outside of your target market. Google Maps gives us an inside peek http://www.marketingpilgrim.com/2012/09/google-maps-panoramic-business-photos.html A new feature of Google Maps allows you to see what a business looks like inside - an enhanced 360-degree panoramic view. Just drag and drop the little man on the left hand side of your screen onto an orange circle on the map. Next thing you know, you're looking at a 360-degree photo of the inside of that business and you’re able to pan around and explore the interior of the establishment. You can set this up here: http://maps.google.com/help/maps/businessphotos/get-started.html Pick a Google Trusted Photographer, work out the fee, schedule a shoot, and then check out the pictures when they are uploaded to Google Maps. Marketing Takeaway: As a local business it can be really important for your potential customers to literally see what you’re all about before they visit you. This is a great way to show off what makes you business stand out when someone is looking for the service you provide. Marketing Tip of the Week Segmentation and personalization help make your marketing more effective, but you can’t control the spread of your message. So think about how your message will be received outside of your target so that you can leverage - rather than be killed by - social sharing.