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Marketing Update: Managing Your Online Community


Episode #157 - July 15th, 2011

Managing Your Online Community


  • How to interact on Twtter: Include #HubSpotTV in your tweet!
  • On the show today is Karen Rubin (@KarenRubin) and Kara Sassone (@karamat)
  • 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! Except next week! We'll be streaming live, but from a top secret location.


Weekly Google+ Update

    • founder Paul Allen has done some interesting analysis of the growth of Google+
    • "Google+ users worldwide reached 7.3 million yesterday (July 10) – up from 1.7 million users on July 4th.
    • 350% increase in six days, Google+ could reach 20 million users by this coming weekend if Google keeps its Google+ invites available.
    • However, this issue is starting to get resolved. In an interview with Ad Age last week, Google product manager said that brand pages will begin to roll out in two weeks.
  •** Google+ already has 10 million users who share 1 billion items every day, and Google’s +1 button is being hit 2.3 billion times per day, Google CEO Larry Page said Thursday.
    • SocialStatistics, a third-party site that gathers data from select profiles, pegs the percentage of male users at 86.8%, while FindPeopleOnPlus, which curates information from about a million users, says men constitute 73.7% of Google+.
    • FindPeopleOnPlus also discovered that 95% of the Google+ users who say they are “looking for love” on the site are male.
    • With around 60% of users identifying themselves as web developers or software engineers, that paints a fairly stereotypical picture of Google+’s userbase: nerdy guys who have deep understandings of technology and who don’t mind killing some time setting up Circles of friends.
  • Marketing Takeaway: 1s on Google will impact your search engine rankings. Pay attention to Google+ and keep an eye out for business pages.

Netflix Raises Prices...Oh the HORROR!

  • On Tuesday, Netflix revealed users who want unlimited DVD and streaming options for renting movies and TV shows must purchase separate plans.
  • The current monthly rate for both options goes for $9.99, but would shoot up to $15.98 under the new arrangement.
  • On their official Facebook page, the post revealing the changes has generated over 28,000 comments, with many threatening to cancel their subscriptions. An additional 6,000 were submitted to the official Netflix blog.
  • It's the same story on Twitter, where "Dear Netflix" is among the top trending topics on the social network, with users encouraging the company to not switch.
  • Will the people actually cancel? What else will they use?
  • Can companies never raise prices anymore because of social media?
  • Wall St loved the move. Does wall st not care about brand and social media?
  • Marketing Takeaway: Plan for negative responses and respond.

LinkedIn is 2nd Most Popular Social Network

  • LinkedIn, the top social network for business professionals, is now the number 2 most popular social network on the web.
  • According to comScore, LinkedIn had 33.9 million unique visitors in June, an increase of about half a million from the month before.
  • Fewer than 33.5 million Americans visited MySpace in June, falling off by about 1.4 million U.S. visitors from May.
    Facebook, still in first place by far, amassed 160.8 million unique visitors in June.
  • And according to, MySpace may not keep their 3rd place status for very long. With MySpace experiencing half the traffic it did in June 2010 and Twitter accumulating 30.6 million visitors in June, Twitter is expected to overtake MySpace as the 3rd-most popular social network in the next few months.
  • Marketing Takeaway: Don't worry too much about rankings. Figure out where your audience is, and be there.

USA Women's Soccer in the World Cup Final

    • The U.S.' victory over China in the 1999 Women's World Cup final --perhaps you remember this cover – averaged 17.9 million viewers on ABC, and the network estimated 40 million Americans tuned into the match at some point.
    • But women's soccer never again came close to such viewing levels. The Women's United Soccer Association (WUSA) failed to draw ratings (or attendance) before folding in 2003. The current Women's Professional Soccer (WPS) league is a low-key property on the Fox Soccer Channel.
    • Fans celebrated on Twitter as the United States women’s soccer team defeated France Wednesday in the semifinals.
  • The question is can women's soccer utilize social media to sustain their popularity?
  • How should they go about doing this?
  • Marketing Takeaway: Don't ignore the social media community you have, nurture it for inbound marketing success.

Marketing Tip of the Week
Community matters in marketing, don't ignore yours.

Marketing Update: 3 Examples of Marketers Putting Social Media to Use


Episode #156 - July 8th, 2011


  • How to interact on Twtter: Include #HubSpotTV in your tweet!
  • On the show today is Mike Volpe (@mvolpe) and Karen Rubin (@KarenRubin)
  • 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!

Entenmann's Social Media Gaffe

  •** Twitter is virtually erupting right now with 140 character bursts of anger against the perceived injustice of the Casey Anthony “Not Guilty” murder verdict.
    • Someone at baked goods manufacturer Entenmann’s made a grave trending topic related mistake and tweeted “Who’s #notguilty about eating all the tasty treats they want?!”
    • This of course backfired. After follower backlash, Entenmann’s deleted the tweet and apologized,”Sorry everyone, we weren’t trying to reference the trial in our tweet! We should have checked the trending hashtag first” and then following up with “Our #notguilty tweet was insensitive, albeit completely unintentional. We are sincerely sorry.”
  •** The Entenmann’s brand relies on us for our expertise in social media and unfortunately we let them down. We apologized on behalf of the Entenmann’s brand right away , however, as the leader of Entenmann’s social media agency, I would like to personally say I’m sorry if the tweet offended anyone.
  • Marketing Takeaway: Be nimble, both in marketing and apologizing.

No Google+ For Businesses....Yet

Facebook & Skype

  • Facebook unveiled its new partnership with Skype to launch a new video calling feature within Facebook, which has already begun rolling out to users. In addition to video calling, the social network also revealed its new design for chat as well as a new group chat feature.
    • Group Chat: Now Facebook users can use chat to instantly message more than just one other Facebook friend at a time.
    • New Chat Design: The new chat design will take into account a user's browser size by adjusting to that size, and it will automatically show the sidebar if the display is large enough.
    • Video Calling: Already launched to millions of users, the most impressive of these three new features enables users to video call and chat with their friends directly within the Facebook website.
  •** Facebook's new video calling and group chat features won't open up new opportunities for brands to connect with "likes" or fans, the social site informed ClickZ News.
    • Marketers can't video call people who like their Pages and can't group chat with fans. Also…Facebook ads can't be targeted to private information such as chat and messages.
  • Marketing Takeaway: Wait and see if Facebook starts to allow companies to use video chat in the future.

@BarackObama Answers @DMScott's Question

  • Yesterday, President @BarackObama held the first ever White House Twitter Town Hall and TweetUp. Anyone could submit a question through Twitter using the #AskObama hashtag.
  • Leading up to and during the live event, the hashtag was extremely active, with nearly 200,000 tweets.
  • The question vetting worked like this: 1) Twitter Search algorithms identified the most engaged-with tweets 2) the Mass Relevance Platform aggregated and filtered questions onto an AskObama portal 3) a panel of eight seasoned Twitter users with experience discussing the economy chose the final 18 questions from some 60,000 submissions that were then
  • Marketing Takeaway:  Getting onboard early is important for marketing.

AP Warns Staff About Sharing Opinions on Social Media

  • Associated Press journalists have tweeted opinions about the Casey Anthony trial and the New York Senate vote on gay marriage, says Tom Kent, AP Deputy Managing Editor for Standards and Production. “These two posts undermine the credibility of our colleagues who have been working so hard to assure balanced and unbiased coverage of these issues,” he writes in a memo. “AP staffers should not make postings there that amount to personal opinions on contentious public issues.”
  • AP’s News Values and Principles state that anyone who works for AP must be mindful that opinions they express may damage the AP’s reputation as an unbiased source of news. This point is contained in our social network guidelines as well.
  • But social networks, however we may configure our accounts or select our friends, should be considered a public forum. AP staffers should not make postings there that amount to personal opinions on contentious public issues.
  • Marketing Takeaway:  Remember that there is a brand interaction between the people in your company and your company itself.

Marketing Takeaway

  • Make your company more personal by showcasing the people in your company using video and social media.
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