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Episode #79 - February 12, 2010
(Episode Length: 23 minutes, 9 seconds)

Intro

  • How to interact on Twitter: 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: http://itunes.hubspot.tv If you like the show, please leave a review!
  • Mike will be traveling to Southern California, Washington DC, Atlanta and Portland, OR in the next few months.  Let him know if you have anything cool going on in those areas or want to try to set up an event.  Also, we're considering doing an "on location" HubSpot TV in Las Vegas, so let me know if you would attend that event live: www.MikeVolpe.com/contact

Mailbag

Headlines

Twitter Grader - #Fail

What's the Buzz at Google?  Google Buzz!

  • Introducing Google Buzz
  • Marketing Tips for Using Google Buzz
  • Google Buzz combines a number of different social media tools into one: (a) friends, commenting and rich media (photos, videos) like Facebook, plus (b) simple, public status updates like Twitter, and (c) location based updates like FourSquare.
  • Stay tuned for a special Google Buzz show immediately following this show.
  • Marketing Takeaway : Keep an eye on it and watch the adoption rate closely, you might need to dive in quickly.

Shocking Survey Results

  • Shocking Edelman Survey Results Reveal Less Trust in Social Media Referrals
  • Peer trust plummets: Is marketing to blame?
  • Public relations firm Edelman recently released its 2010 Trust Barometer
  • According to the latest survey, the number of people who view their friends and peers as credible sources of information about a company has dropped from 45% in 2008 to 25% in 2010, decreasing almost by half!
  • Now that social networks are increasing in popularity, users are maintaining larger groups of "friends" that include more casual acquaintances, possibly dulling the credibility of peer networks.
  • Now that marketers are getting a firm grasp on social media, consumers are becoming more skeptical about the influences behind peer referrals.
  • For marketers, this means that building credibility in people's social media reactions is crucial. The best way to do this is by creating valuable content that people will want to share with their networks.
  • According to the Edelman Trust Barometer, people still need to hear things in five different places before they actually believe it.
  • Marketing Takeaway: Social Media should only be ONE PART of your comprehensive marketing strategy. Make sure your are diversified so that people can hear about you in many places.

Forrester Shut Down Analysts Blogging...or do they?

  • Forrester’s New Blog Policy Creates Quite A Stir
  • "Contrary to rumor, Forrester is not asking analysts to stop blogging. Quite the opposite. Forrester is asking more analysts to blog. What Forrester is asking us to do is to not blog under our own brand - if we have a private blog that has content related to our role as an analyst, we are being asked to move that content under the Forrester brand, but still as a personal blog."
  • Why our analysts blog at forrester.com
  • "What people need to understand is that Forrester is an intellectual property company, and the opinions of our analysts are our product. Blogging is an extension of the other work we do - doing research, writing reports, working with clients, and giving speeches."
  • "We're not stopping analysts from blogging about stuff unrelated to our analytical work. And they can Twitter all they want. And they can blog all they want, about anything relevant to their jobs, right here on blogs.forrester.com."

Olympic Committee Set Social Media Rules

  • Athletes Confused by Olympic Social Media Rules
  • According to the IOC Blogging Guidelines for the 2010 Games, athletes and other accredited people must keep their posts confined to their personal experiences. "You can't act as a journalist if you aren't," says Condron. "You need to do things in a first person way."
  • The other most significant restriction on athletes posts is a ban on references to sponsors or advertisers who aren't official Olympic partners.
  • IOC guidelines state that athletes may post photos of themselves as long as they don't show any of the actual sporting action during the Games.
  • Marketing Takeaway: Before you hire content creators, set clear ground rules about what the rules and expectations are.

Forum Fodder

Marketing Tip of the Week : Take some time and play around with Google Buzz!  You can follow HubSpot and Mike Volpe to get started.

Closing

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Originally published Feb 19, 2010 3:00:00 PM, updated July 04 2013