@ the HubSpot Admin HUG 🐙

Yeah.

Welcome everybody to another event of the HubSpot Admins Hug. I'm Kyle. I've got Deanna here with me. We're the hosts of this. We are here every Tuesday at this time, generally going deep on some aspect of HubSpot that'll help you all as admins and power users. This is our homepage. Definitely check it out. This is your source of truth for all of our upcoming events. You are here. It is March 31st, and we were talking about Social Insights with, with, with Blake and Lucas, and it's going to be great. Then next week we're talking about Data Hub. And on the 14th, the 14th is HubSpot's Spring Spotlight. And HubSpot is not running like a big event for Spotlight, but The Admin Hug is getting to do the official Spring Spotlight download for admins. We're going to have people here. I'm going to give a short presentation summing up the big announcements coming out of Spotlight for you as admins, what they mean for you, and we'll have some product folks talking about what they've released. If you only come to one event in April, make it that one because it's going to be huge. We have a lot of other events scheduled coming up. We've been working hard on this. We try to get the calendar as far in the future as we can, so keep an eye, we have more coming. We also have a YouTube channel. Today's event will be recorded. All of our events are recorded. They go here on YouTube. You can find them if you ever want to rewatch an event or if you miss an event or if you want to share one with a friend. YouTube is the place to do that. We have this nice form here. Every so often we like to do a show and tell where you all present. You all are building things in HubSpot on a daily basis. Anytime you accomplish something you're proud of, you solve a thorny problem, you make a cool workaround, whatever it may be, submit this form. Let us know about it. And once we have a few of you collected together, we will schedule one of these events. We did a couple last year. We would love to up the frequency on these. These are some of my favorite events. We currently have a nice group of you who have submitted. So we're gonna try to get the next one scheduled for sometime in May. We have 1 or 2 more spots we can fit in there. So please, if you would like to present in May, something you've built in HubSpot, fill out this form, let us know. We're gonna get that scheduled soon, uh, so hop on in, the water's fine. Uh, we have space on, uh, on, uh, community, uh, community.hubspot.com. It's a great place to, to use some forums. Uh, we're also very active, me and Deanna both. Uh, we are on LinkedIn a lot. Um, we've created a group there, uh, for the Admin Hug. We have an Admin Hug handle. You're welcome to connect directly with me And Deanna, and anytime you have thoughts or questions HubSpot-related, share them with the group, share them with us. We are happy to be connected, not just on Tuesdays when we're here in person, but throughout the week also. And again, we are here every Tuesday. We want these events to be as valuable to you as possible. Anything you think that would be useful for you as an admin, as a HubSpot user, whatever case, let us know. If there are speakers you'd like to hear from, topics you'd like addressed, Fill out this form or just DM me or Deanna on LinkedIn and we will, we'll get that scheduled if we can. That's, that's the broad strokes of things you need to know about this group. Deanna has put together this page, adminhug.info. Got a lot of stuff on it. If you go to /m/housekeeping, got all kinds of information, everything I covered here and more. Definitely worth checking out this page as, as a link tree to all the, all the resources you need. So that's enough for me. I'm going to— I don't— who's going first? Blake? Lucas? Who should I turn it over to? I'm going to turn it over to my friend Blake. Awesome.

Thanks, Kyle. Get a kick out of you saying that you and Deanna are a little active on LinkedIn or pretty active on LinkedIn because I feel like I keep tabs on what's going on at HubSpot via both of your LinkedIn posts. And that is speaking as a product manager at HubSpot. Hey folks, thank you so much for having me today. I've done a couple of these admin hugs and I'm always super excited to be back. My name is Blake. I'm a product manager based out of Kentucky and I am working currently on a new tool that we've been developing called Social Insights. And as this is a group of admins, I want to preface this by saying that I will be dropping my email in the chat and I will be requesting your all's feedback because a big part of the social insights tool that I'm gonna share my screen and walk you through in a moment is about like how do brands using HubSpot, particularly leaders and managers within those brands, how do you get the data about your brand that's going to be most helpful? And so this is a feature that is not yet in beta, but once I start showing it, if it is something that you think, oh my gosh, my organization needs this, or you're incredibly skeptical and think, I would never use this, but I'll entertain the idea, let me know. So I'm always super eager to connect with customers and get that feedback. That said, that is enough preamble. I'm going to jump into the product demo and walk you through what my team is working on and what we've been building. And give you kind of the high-level rundown of how it works, some of the use cases that it could help you solve for. And then I'm not sure if we'll do questions kind of between our sections or if I'll just hand it over to Lucas. But either way, there will be time for some questions.

All right.

So the tool that we've been working on is in fact called Social Insights. And spoiler, helps you get insights from social. For the short term, we are starting with Reddit as our data source for this tool, and the plan is to expand into new channels in the coming months. Reason we're starting with Reddit, I don't know if you all have like encountered anyone talking about AI It's just kind of this niche topic. No one's really talking about it right now. But if you are hearing conversations about AI, one of the things that comes up a lot is that Reddit is incredibly cited within AI search and within LLMs. And also Reddit is an interesting social channel in how conversational it is. And also I would say how resistant to traditional marketing content it has historically been. And so as a brand, if you're trying to figure out like, what are people actually saying about my brand, about my industry, about my products, it's a really good place to get that sort of unmediated feedback and those unmediated customer signals. So for the sake of this demo, we all currently work for Boston Hill Athletic Club. Wow, it is a gym in Boston. And there are how many of us on the call? Okay. A lot of employees. We all work at Beacon Hill Athletic Club. We've put in our brand name, we've put in our domain, and we're going to get started. Got a couple variations that our brand name goes by, so we're going to go ahead and add these in here. That way, whether someone mentions us as Beacon Hill Athletic Club, BHAC, or whatever else, we'll be able to track it. Brand identity is going to populate in some of our competitors from the jump. But if there are more competitors we want to track, we can add them in here. Otherwise, we'll go ahead and hit add those. And then we're going to set up some keyword tracking. So for our keyword tracking, we're going to go through and put in like, what are the topics? What are the terms? What are the phrases that we know we want to keep tabs on? So if you've historically done like SEO keyword research and know like, oh, hey, here are the 15 things that are most relevant to my brand and to my business. That's a really good starting place. We'll also help you figure out like what goes in here and what can be helpful. But again, these are like the topics, the industry terms that we want to keep tabs on. And these can be things that are specific to our business, to our region, to the products that we offer. And so here we're looking for like gym recommendations, best gyms in Boston, Pilates, strength training, things that we offer as a service. And then we're gonna hit generate insights. Once you do that, we are going to be combing through Reddit and looking for all of those mentions of your brand, of your competitors, of your keywords. From there, there are a couple things that we're gonna be doing. First and foremost, we are going to show you your mentions and your sentiment. I specifically wanna call those out because those are my two favorite metrics that we surface. Your mentions, that's going to tabulate how often your brand name or any of those variations are coming up. So that can be in a top-level post. Someone gets on Reddit and says like, wow, Beacon Hill Athletic Club is great. Or that could be a comment. So someone replies to a post about gyms and says, hey, I go to Beacon Hill Athletic Club and I really like how clean the locker rooms are. Both of those would be counted here for your mentions. And then for your sentiment score, that's where we're taking all of those mentions and applying some LLM analysis to them to say, is your business being spoken about positively, neutrally, or negatively to help you start to gauge generally how is my brand faring? What is my reputation? And how is that trending over time? Because one of the things we want to help you do is identify if there are specific efforts that are strongly correlated with a shift in sentiment, right? We want over time to see both your mention volume and your sentiment increasing in tandem to say, hey, more people are talking about my brand and they're talking about me positively. Additionally, we want to give you some competitive benchmarking tools. So if you are, you know, maybe just getting started looking at Reddit or maybe you're a brand new business, right? You're probably gonna be pretty low in terms of how often people are talking about you. But we also wanna be able to show you how often are your competitors coming up in conversations and can you track your progress against that over time. So in this example, like let's say Orangetheory is getting chatted about a lot in r/Boston or r/Gyms, right? We wanna be able to surface that data to you so you can look at those posts, see what Orangetheory is doing, whether they've got something on their website that's driving traffic to Reddit, whether they have a campaign that's driving people to post on Reddit, so that you can learn from them, get that competitive intel, and calibrate your own strategies accordingly. And then additionally, as I mentioned, Reddit is an incredibly conversational place. And so the real meat of this product, in my opinion, is gonna be down here in our track to conversation feed. Feeds, because what we want to do is give you a set of tools to take this, like, onslaught of data, right? Reddit is massive. And if you're trying to crawl through and read everything on your own, it's going to be overwhelming. So we want to take that, that wave of data and help you make sense of it by giving you some particularly tightly focused feeds. So spoiler alert, tracked mentions and tracked keywords don't work inside this prototype. I can't click on them. But what you can imagine here is a feed similar to what we're showing here. But for all of your brand mentions, we would show them in this feed. And then all of those topics, all of those keywords you set up, we would show them here in this feed. What I do wanna spend some time showing you are our recommended posts. And our competitive gaps. I'm actually gonna come back to the recommended posts because I could, you know, be a little, I could get on my soapbox there. So I'll start with competitive gaps because it's a little bit quicker. So if we click into competitive gaps, here is where we really want to give you competitive intelligence on what are the conversations that are tied to your track topics, tied to the things that you care about. Where your competitors are being discussed, but you are not. So we particularly want to help you start to identify what are some of the ways where, you know, if you really care about Pilates, for example, right? What are some of the ways that your competitors are being discussed in these conversations about Pilates where you could be part of the conversation, but you're not, right? Are there things that your competitors are doing really well that garners them a lot of positive mentions? Or again, because Reddit can be kind of a tricky beast, are there things your competitors are doing that's kind of putting their foot in their mouth that you don't want to repeat, right? We want to make it really easy for you to have a look into those conversations and pull out those insights that again are going to inform your strategy. Now, recommended posts. This is one where, like I said, I could get on my soapbox. I will do my best to not be too preachy. But one of the things I've alluded to a couple of times as I've been walking through this prototype is that Reddit is kind of a unique beast when it comes to social media platforms. If you take the, the standard social media marketing playbook that has worked pretty well for channels like Facebook and Instagram and B2B channels like LinkedIn, it's not going to work very well on Reddit. Reddit communities are notoriously thorny to what they see as intentional marketing. If you hop into, you know, r/Boston and say, hey, come check out my gym, Beacon Hill Athletic Club, it's probably not going to be very well received because it's going to be viewed as promotional. It's going to be viewed as impersonal. And a lot of the users in these particular subreddits, like they're just looking for that genuine conversation. They're looking for what we say, like real people's opinions. And so engaging on Reddit takes a little bit of finesse. And so what we are working toward delivering in this particular feed for recommended posts is helping you identify places where you can engage as a brand without tripping over yourself, without engaging in actions that would violate the expectations or mores of a given subreddit. So to lift the curtain a little bit about how we're doing that currently, it's built on our reputation management system. So it's primarily going to be looking for posts where there is an opportunity for you to influence the narrative and where there is a clear path to resolution. So, excuse me, I'm recovering from a cold. So what we're going to be looking for is, is someone expressing a question? Is someone expressing a misconception? Does someone have an opportunity to escalate to customer support? Things where you as a brand would be welcome. So we're also looking at like, what are the subreddit rules? If there is like a hard ban on branded messaging, then we're not going to flag something. Whereas, you know, if there's not that ban in place, cool, great, you can help someone do it. But the goal is to usher you toward those really genuine conversations, places where you can add value, places where you can influence the narrative. So within that, you'll be able to go in, take a look at the post, get some details about what's been mentioned, if any of your competitors are mentioned in it, and then you'll be able to go in and see these specific comments that we see as an opportunity for you to engage and reply to that post. And on that note, I will actually, whoops, expand full screen apparently. I will actually hit pause because we're talking about this particular flow, being able to go through, view your post, and then reply to them. That's where we're gonna segue over to Lucas.

Actually, if I could pop in here just a minute.

Absolutely.

It was gonna be such a smooth transition and here I am ruining it. Blake, we're getting a lot of comments in the chat asking like, wait, how do I access this? Wait, where is that? And it's— I just want to let you all know it's not, it's not there yet. These are designs not yet released. People are also asking like, wait, which subscription will this be a part of? What hub is it? I don't know what, if anything, you want to say about that or can say about that. I don't know what's decided, what's not, but I just wanted to call out if you all are like, wow, how have I not been using this? It's because you can't use it yet. Blake is here giving you a very special preview. And I just want to make sure that was clear so people aren't like clicking around like, why don't I have this?

I'm keeping it to myself. It's mine. All mine. Hahaha. You can't have it. No, I'm kidding. No, as Kyle mentioned, this is a pre-release preview of a product that we are working on. It will be available soon in a beta state for Marketing Hub Pro and Enterprise subscribers. Subscriptions.

Everybody is doing backflips that you said pro. Everyone's like, oh, this is just going to be enterprise. There's no way they'll put it in pro. It's too cool. I just want to hear you say those words.

It is marketing pro and enterprise. And I mentioned before I started demoing, if folks missed it, I will put my email address in the chat here in just a few minutes. So I will try and keep tabs of everyone who reaches out after this and send you all a heads up when this does go into beta. But yes, it will be in beta soon for Marketing Pro and Enterprise.

Great. Okay. Thanks for letting me interrupt. I just, I just want everyone to hear that good news. Yeah.

No worries. Cool. Well, I'm happy to pick it up. Hey folks, I'm Lucas Pleva. I'm a group product manager here at HubSpot. I work in our media product group. So the media product group owns the social tool in Marketing Hub. We also work on ads and anything related to video. As Blake, I will be dropping my email at the end if you have questions about any of those topics, my door is always open. But I wanna pick up the narrative here and focus on kind of the two high-level themes that Blake already touched on, which is number one, how we use Reddit to surf it, to find and surface the conversations that are already happening that you should be part of because these conversations are either about your brand, They're about the products or services you might be selling. They're about the industry that you're operating in. And so these are the conversations that you should engage in to meet your audience where they already are. And then the second aspect of it is giving you the tools to be able to actually like do that engagement all from within HubSpot. So there's two pieces of software I'll be demoing. Similar to Blake, these are not available yet. We're working on it. They will be. They will be in Pro and Enterprise. Technically, what I'm showing you is real software. It's not a prototype, but again, not available yet. As soon as it's in beta, I promise we'll publish an update on the product updates page. You'll be able to click join beta. You'll get access, but it is not there yet today. And as soon as it will be, we'll let you know. With that caveat, also because this is still in development, if things look a little rough polished, there's like weird test data, Reddit gives like really weird default usernames. I promise I did not pick hot%1514. Was assigned by default. Yeah, keep that in mind, all that context in mind. With that said, all right, let me screen share and kind of show you what we are working with here. So let me make this a little bit bigger. My screen sharing, Kyle, Blake, folks. Okay, cool.

Yeah.

So the first piece is really all about, you know, making it possible to participate in these conversations that are happening on Reddit all from within HubSpot. And so something that we're gonna be putting into beta in the not too distant future is a native integration with Reddit in the social tool that lives within Marketing Hub, right? So today we support networks like Facebook, Instagram, YouTube, as of recently TikTok as well. If you're not in the TikTok beta, that is on the product updates page, so go check it out. But we are gonna be adding an integration with Reddit as well. And so all the same functionality that's available with all the other networks like the ones I mentioned, will be supported on Reddit as well, right? So if I go into settings and I click on connect account, you can now see we support TikTok. Again, that is in beta. It is available. Go join it if you haven't yet, but there will be Reddit as well. So once you go through there, can you zoom in a little tiny bit?

It's really tiny.

Yeah, sure. Yeah, I'm on my big monitor, but how's that? A little bit better?

Much better.

Okay, perfect. So these are the networks we'll be connecting. Reddit is going to be available. Once you click Reddit, you will be able to authenticate with your Reddit username. And then you will be in. Once you're in, you can do all the same things that you can do with the other networks. So just to show some examples of that, let's say that part of your strategy is hosting AMAs with a member of your team. AMAs are Ask Me Anything, where you answer questions from the community about your products. You will be able to go and create a post just like you can with other, any other network. From, from here you can select which network you want. In this case, I have Reddit already connected. Again, I did not pick hot percentage, 5411, that was picked for me when I created a test Reddit account. So I have Reddit configured. When I select Reddit, I can choose which subreddit that I want. All our testing is in the test subreddit. So we're gonna pick the subreddit. We'll automatically pull in the subreddit rules for you. So that, right, because part of the, as Blake said, Reddit is a tricky place to be for brands. You need to be very authentic. Very human, you can't be overly promotional. And as part of that, you need to make sure that you're adhering to not just Reddit rules as a whole, but also to the rules of the specific subreddit where you're posting. And so one of the things we'll do for you automatically is we'll actually pull in the subreddit rules for you. So when you click view subreddit rules, this is the subreddit rules for r/test, right? So no promos, no not safe for work, et cetera, et cetera. From there, you can draft the title. This is a test post, just like normally. You can add your comment. We are doing an AMA, ask us, and ask us your questions. We'll give you a preview just like we would any other network. You can schedule it, you can publish it now, you can add it to a campaign if you want the exact same functionality that you would have with any other network such as Instagram, Facebook, TikTok, et cetera, and then go ahead and publish it, right? So this is kind of an example of a native Reddit integration in the Marketing Hub tool. Now, as part of that, These are conversations you're starting, but it's equally important, in fact, if not more important, to join the conversations that are already happening, right? So other people posting about your products, services, brands. And so the way we're enabling that and really kind of like tying into all the great work that Blake's team is doing is through a number of improvements on the reply tab. So if I go to the reply tab, and I know this is a little bit small, let me see if I can zoom in just a little bit. Hopefully that's a little bit better. Let me actually filter to just Reddit and let me do— oops, I went back. Apologies. Reddit and uncheck YouTube. Let me zoom in a little bit as well. Oops, I was in the wrong tab.

Okay.

And let me do all time. So here's a couple things here that I wanna highlight. So first of all, if you publish something on Reddit, let's say you're doing an AMA, and people then leave comments on that post, we will surface those comments in HubSpot and let you reply to them natively from HubSpot, right? So these comments that you see here are comments to a post that I publish. It's users engaging with the content that I've put out there. Similarly, if you get tagged on Reddit, there is some weird subreddit you've never heard of, turns out that subreddit is where people talk about your brand, your products, your services, and someone tags you either in the original post or in a comment that's a comment of a comment, we will surface those mentions, those direct mentions as we call them, directly in HubSpot. And as with everything else, you will be able to automatically reply to them. And we'll even give you some suggested verbiage on how to reply authentically in a way that follows Reddit rules as well as the subreddit rules. On top of that, all the great stuff that Blake mentioned, where if your brand is referenced without actually being tagged, right? So in the case of HubSpot, maybe someone writes the words h-u-b space lowercase s, god forbid, s-p-o-t, right? They don't mention us, they don't tag the HubSpot brand account. We will be able to surface those mentions directly in the reply tab as well, right? And this is an example of that. So this is a different account. I'm gonna go to brand mentions. So anywhere where you're mentioned indirectly, those posts will not only be in the social insights tool that Blake talked about, that same data will also be powering this reply tab here. And when you click on one, just like with anything else, if you zoom out, you will be able to— zooming out is not working here. Oh, actually, you know what, prototype reply button doesn't show yet, but I promise once it launches, you will be able to reply to that post. And then last but not least, AEO citations. So one of the best ways to identify conversations that are relevant to your brand is to see what are the conversations that companies like OpenAI and Google have determined are in fact relevant to the kinds of searches that your audience is doing in their search engines, right? Like, these are conversations that are topically relevant and where you could benefit from participating in those conversations so that you're meeting your audience where they are. We're going to be pulling in those conversations as well. And so to get very concrete and very specific, What you're looking at here are Reddit threads that are coming up in search results in ChatGPT and other LLM search engines when users search for things that are relevant to your brand. Now there's a whole setup configuration aspect to this. It's actually a whole separate AEO tool that is also in beta. Go join it if you haven't yet. So I'm skipping a lot of steps and a lot of config, right? But at the end of the day, once you kind of set it all up and set it all up means what are the, what are my products, where are my services, what are my brand names and different variations I want to monitor for and what are all the various prompts that I want to monitor in ChatGPT. Once you kind of go through that one-time setup, all that data will be funneling into the new reply tab and the social tool and you will be able to authentically engage with that content. Directly from HubSpot. So I know I covered a lot of surface area, and like I said, none of this exists yet, but we are actively working on it. And once it does exist, uh, it will be in beta, and it's going to be available to Marketing Hub Pro and above customers. All right, I have not been monitoring the chat, but I know it's been kind of like seeing a lot of things lighting up. So Blake and I are happy to talk through any questions.

It's mostly just the kids in the back of the room telling jokes to each other, so don't worry about it too too much. Um, again, people— it seems like people are kind of flowing in, uh, a little late. Apologies if for, for any of you who got a little lost on the way in. We haven't quite ironed out all the wrinkles yet. But yes, uh, everything we've talked about here today is going to be Marketing Hub Professional, but none of it has been released yet. So if you're not seeing it and can't find it in product updates, that's not— that's not a you problem. This is a— this is a preview We're getting a sneak peek here. So keep watching Married with Children while you wait for it to come out. Great. So Blake, Lucas, you ready to hop into Q&A or was there anything else you wanted to say or cover before we do that?

I'm always ready for Q&A. Love it.

Everyone hop over into the Q&A tab. Depending on how Zoom is showing things to you, it might be hidden under the more tab. Should be able to upvote things. So look through the questions, upvote your favorites. We will work through them most upvoted to least upvoted. And we've got lots of time. So we'll get through as many as we can.

Yeah.

Hold music is what we need right here, Deanna. Like if the Jeopardy theme played, right? Like then I would be forced to wait for 60 or 90 seconds or however long it is instead of doing the whole Kyle Jepson thing of just hopping right in saying, upvote things. Okay. Time's up.

Um, but the good news with Zoom, like Q&A, once you sort it, it stays sorted.

It stays sorted. That is true.

So you could just go with it.

Great. As per usual, Joshua Oaks. Ask the most upvoted question.

So here we go.

Buckle up. It's going to be a good one. One of the most common requests I hear from clients is how can YouTube interactions be tracked, surfaced, etc. in HubSpot? Not purely social, but comments, follows, etc. happen there and they want insights on it. Any plans for this?

Yeah.

So, so I think in general, right over the last, let's say 12 months or so, we've launched and are in the process of launching a ton of new network integrations. YouTube, TikTok, Reddit. I think our goal over the next year or so is to continue improving them. You know, in some cases we are limited by what we get from the network API, right? It's not for lack of us not wanting to track it. It's just a matter of what's possible. Joshua, I would love to kind of get more into the specifics of this one. I'll drop my email into the Zoom chat. Happy to hop on a call and kind of talk through exactly what you're envisioning and then I can take that back to the team. We can figure out what is technically possible versus not. And if it is possible, we'll see what we can do.

Amazing. Ekaterina asks, will the Insights feature also be available for LinkedIn?

I'm going to give a very similar answer to Lucas, right? And say that, you know, we are working a lot to expand it. A lot of it is going to come down to what we can and can't get access to with different networks and different timelines. So as far as the channels that we add to the Social Insights tool alongside Reddit, I would say hang tight. That is one of our upcoming highest priorities is getting those next set of channels in. I can tell you my bias. I really think that LinkedIn, YouTube, Facebook and Instagram should be the next channels and it should be in that order. But I can't make any guarantees on the timeline there since a lot of it is going to come down to contractual negotiations.

Yeah, I really want to emphasize that all of these tools, HubSpot is very much at the mercy of APIs and, and terms of service and the rules these, these social platforms set. And so, yeah, these guys will do what's in their control, but not all of it's in their control. It's not like we're building a new website page tool and we can just do whatever we want.

So I can promise that I will advocate as strongly as I can to get LinkedIn in there because that is the channel I want in there.

Yeah.

So I can't make that commitment.

As a guy who lives on LinkedIn every day, I can say I am perpetually disappointed in some of the choices LinkedIn has made in regards to APIs and things. But that is what it is. Robin asks, will it pull info in from Brand Voice? I feel like some of what you showed at the top replicates the competitor's info we've already programmed in the brand identity's additional context.

Indeed. So I probably should have specified this when I was going through the demo, but when you go in there for the first time and are going through onboarding, we are going to populate from your brand identity. And since brand identity is something that a lot of customers aren't, you know, continuously monitoring or updating or refreshing, we want to give you a chance to just double check and make sure that like what we're loaded in, what's been saved in your settings, like make sure that's correct. But our hope is that as a user, you'll be able to just hit confirm, confirm, confirm and move through. But yes, we'll be populating from brand identity and are working with the brand team to make sure that like as you are updating your brand identity information, either in the brand identity settings page or in our app, that that information is being synced in both places. For you.

Cool. Um, Ali asks, will we be able to have multiple insights setups for a source? Thinking we might want to have a specific one for a section of the business.

I'm gonna give you a cliché PM answer and say it depends. Uh, so when you are inside your HubSpot account, if you have brand units, set up where you can like toggle between different brands across your portal, the Social Insights tool will respect that, right? So if you have like, you know, Gap, Banana Republic, Old Navy, all as different brands inside your Gap Inc. portal, you can have Social Insights set up for Gap, Banana Republic, and Old Navy. However, if you were working out of a single business unit and want to say like, let me set up an insights dashboard for like our services sector and then another one for like our fulfillment sector. We're not going to have that split at this time.

Makes sense. Robin asked and then said, never mind, you answered, but I think it bears repeating. What hub and level will we need for this? In particular, will we need Content Hub or CM? MS Hub sufficient? This is Marketing Hub Pro and Enterprise for everything we've talked about today, right?

Yep. Yeah.

Cool. Um, John also asked this. Uh, people are really curious about this for a while. Um, uh, so how, uh, Kiki asks how social and AI help on campaigns. Are you thinking about connections with campaigns for the stuff you've talked about today? Yes.

Go ahead, Louis. No, I was going to say at least all the kind of more, you know, call it bread and butter Reddit integration into the existing social tool in Marketing Hub. So just like you can associate your Facebook, LinkedIn, TikTok posts with a campaign, you will be able to do that with Reddit as well. And so there's a little bit of integration there. But, and then certainly, you know, within our Marketing Studio beta, as well as like any future type of products that help you orchestrate campaigns, we're like pretty actively thinking about how to make sure that all this functionality is integrated into that flow. But it's pretty early days just to be like fully transparent.

Yeah, but I mean, even thinking about the existing functionality in campaigns and then what you demoed, if you ran an AMA on Reddit, right? You could associate that AMA with a campaign and it could be part of a larger strategy to accomplish whatever your goal is.

For sure.

Yeah, I would say, you know, plus one to what Lucas said, it's with especially the features we showed today being pre-release, right? Still very early days, still making sure that it's a full journey across all the apps that use inside of HubSpot. But I think specifically when you're asking about like, you know, how can we be using social and AI as part of our campaigns? Campaigns, like, I think they're— one of my biggest pieces of advice would be, like, continue reaching out to folks like Lucas and I because when we think about the potential for what we can do with AI and marketing campaigns and the HubSpot ecosystem, like, we have so many options. And I think continuing to hear from folks like you all about where your pain points are, where things are most challenging, just helps us have a clearer lens for how we prioritize. But yeah, I think that, you know, moving forward, especially as we get a little bit later on in this year, like, we want you to be able to take your social insights data, take your Reddit engagement data, and have that be a meaningful lens through which you shape your campaigns. And, you know, for the insights part of the product that I demoed, like, one of the things that I really want to empower folks like you to do is get that customer intelligence, get that competitive intelligence to say, okay, What are my users talking about? What are my competitors talking about? How can I feed that back into my campaigns? And we want to make that process incredibly simple. Cool.

So Shell has some questions about the AEO beta, which I haven't spent a lot of time with. I don't know exactly what it looks like today, but I know with like the precursor of that, the AI Search Grader, you know, that's where we first started saying things like Reddit is kind of important. Do you have a vision, Blake, for how, or Lucas, for how the Reddit stuff you're building inside social will relate to what's coming with AEO and when you'll use one for one thing and what the division of labor will be there?

Yeah, I can actually give a, so I like, happy to jump in first, or if you have like super strong thoughts you wanna talk through, that's totally fine. Whatever works best.

I mean, it sounds like you're pulling something up, so I think while you do that, I'll just kind of give a quick, like, 1-minute elevator pitch, which is to say, like, you know, I think that anyone who's been in marketing for like the last couple of years has seen a pretty significant change. And one of the things that's increasing in importance is establishing like a clear assessment of your brand and how your brand is performing as a whole in addition to kind of what we've historically looked at as performance marketing. And so I think AEO and social insights are two sides of the same coin. So like, here's how LLMs are understanding me, here's how the general public understands me on social, and both of those feed together to shape your brand narrative. And so as far as like that division of labor for when you use either one. I think that that's going to come down to what are your strategic priorities in that moment. But both are valuable sources to help you understand like what are those conversations? What are those questions? What are those opportunities to join the conversation and position your brand more strongly? That might have been longer than a 1-minute elevator pitch. So I'll turn it over to you now, Lucas.

Yeah, no, it all makes sense. Let me share my screen and I'll zoom in a little bit. Sorry that things were kind of hard to see, but let me zoom in here.

Right.

Is that okay?

Yep.

Perfect. So I am in the AEO tool. And so within the AEO tool, we kind of give you insights around how your brand is talked about in LLM search results. There's a ton of really great data here. I won't go into all of it, but, and again, with the caveat, still under development, probably going to look a little bit different once we release it, but it is real. So within recommendations, we effectively surface what are the different opportunities you have to improve your AEO strategy. And within that, we do actually surface Reddit threads that are cited in LLM search results, right? I kind of talked about that a little bit on the demo. So this is the same data just in a different place, right? And so for example, there is a post about clustering methods for retail customer data on Reddit that is very common, that very commonly shows up in ChatGPT search results when folks ask about data science topics. So this is a data science company that I have set up, right? And so this is saying that this post is especially relevant to you, your brand, your audience, and so it presents an opportunity for you to join that conversation. And so when you see this and you click view the conversation in social, It will take you into the social app, right? It will show up all the different Reddit threads that are getting cited, and it will allow you to reply and join the conversation that's happening in that Reddit post. So to be clear, we look at the results in ChatGPT and other AI search engines. We see what are the Reddit threads that are getting cited, and for those, we let you know these are the Reddit threads that are appearing because they're relevant to your brand and your customers, and we give you an opportunity to join that conversation organically from within HubSpot. And so this data, like this recommendation here, right, which I didn't show in my original demo, it's the same data as what I did show in the AI citations. It's just the same data powering two different places. So if you go directly into social, you can see it. If you go into the AIO tool, you can see it well. But at the end of the day, we want to surface conversations for you that LLMs have deemed are relevant to your business, right? And then make it really easy for you to engage and join those conversations from HubSpot. I hope that helps.

Thank you. I'm noticing we also, we have a lot of questions about campaigns. So I was just sending a Slack message to the campaigns tool to see if I can get that scheduled rather than dropping campaigns questions on these two guys. So Robin asked, does anything we've talked about today consume AI credits?

So the features inside the social insights panel that I showed, again, this is all subject to change. We are in free beta. But as of right now, the features that I showed are not planned to consume credits. There may be additional agentic functionality that we add on top of it that would consume credits. But for the baseline insights and data that I showed in that dashboard today, we are not planning on having that consume credits.

Yeah, for, you know, as with everything, just because it works this way now doesn't mean it's always going to work that way. Just take that as a caveat for kind of the, you know, let's call it basic or bread and butter Reddit integration in the social tool. Likewise, that said, for some of the other functionality, let's say the AEO, replying to posts on AEO, etc., you know, I think typically when we first go into private beta, We just want to get a lot of feedback. We don't have any sort of pricing or credit usage. As we move into public beta, that's a decision we'll sort of make depending on customer feedback, business priorities, etc. But obviously, we'll be like very— if something will use credits, we'll be very transparent about that so that you're not surprised if you use something and all of a sudden you're getting charged.

Love that.

And I saw lots of celebratory emojis coming through. So I think Everybody appreciates that. One question that seems to be coming up a lot. Blake, what's your dog's name?

This is Walker. He is an American Bulldog mix. He's very large, very sassy, and he is also completely deaf. So he is not bothered by me taking calls or chatting with you all. He's just chilling. He's just napping. He's enjoying himself.

My mom had an all-white cat that was deaf, and the vet told her it's more common in all white animals for whatever reason. Seems to correlate somehow. This is now n 2 that my mom's vet is not crazy.

That's a representative dataset.

It's just science. For the first time in Admin Hug history, we seem to have gotten through all the questions. I suspect that's partially because a lot of people probably could not find their way into the Zoom, and I apologize for that. But are there any last-minute questions anyone wants to share, or should we head to wrapping it up? Oh, I guess one question. This is about AEO. So I don't know if this is really in your guys' domain, but Paul asks, AEO only allows either/or for B2C B2B business types? What about companies that do both? I don't know if either of you have a, a clear answer to that.

I love the, the hesitation at the mutual, like, uh, you know, I, I think, um, with that, I don't know if the folks who are driving the AEO app have any updates or any changes there. I think part of the existing kind of bifurcation is that depending upon your target audience, there's going to be some changes to the system prompts and like what's going to be most valuable to you there. I think generally speaking, if it's a situation where your brand has a mix of B2B and B2C, I mean, HubSpot has a mix of B2B and B2C customers, right? I would say kind of start by biasing toward like what the larger segment is and using that as your jumping off point. Yeah, I'm not sure if there are any planned product changes on that front since I'm not on that team.

Yeah, I think I saw that too. I mean, so the honest answer is I don't know. I will caveat that a lot of the AEO work is still pretty early, right? Obviously, it's been, it's, it's in beta, it's available, so on and so forth. But there's just a ton of iteration happening on it. A lot of that iteration is based on feedback. And so, you know, certainly we can connect with the team after this call to share that feedback. We can also do dedicated sessions, Kyle, if that's something that you're open to. And, you know, keep that feedback coming, right? I think it's, I think it's perfectly valid. I don't know if that's going to change, but I would not be surprised if that was one of the things that the team is thinking about.

Cool. Yeah. And I see you all in the chat. We need an AEO hug. Agreed. We'll probably have multiple of those at some point in 2026 from a different variety of different angles, like the strategy element of what is AEO as a whole thing. And then the products HubSpot is building is additional to that. So we'll get that. We'll get there. Great. Well, Blake, Lucas, thanks so much for being here. Everyone, thanks for participating and sharing your questions. Can you guys, I heard a promise of you guys dropping in your email addresses.

So I was actually just about to flag this. I cannot change my chat to anything other than hosts and panelists.

Oh yeah. Oh shoot. Same.

That's okay. I got you. I just want your permission to hit enter.

Yes.

Yeah. You can, you can share mine as well. I sent it, but I didn't realize it only sent to hosts and panelists.

Okay.

I'm putting your LinkedIn and your email.

Right now. Amazing. All right, thanks. Uh, that's a further note for us to keep learning how to use Zoom Webinar. Uh, platform migrations are rough. Anyway, thanks everyone for being here, for rolling with the punches. Blake, Luke, it's been such a pleasure to have you. Uh, and, uh, yeah, everybody go enjoy your Tuesday.

Thanks, my friends.

Bye.

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