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Integrating Social Media into a
Successful Marketing Program
Mike VolpeVP of Marketing HubSpot @mvolpe
Email Inbox Ranking – After 2011
Things You Like(People & Brands)
Things You Don’t LikeOr Don’t Know(People & Brands)
Inbox After 2011
Renting / Outbound Building / Inbound
Advertising Blogging
Conferences / Events SEO
Paid Search / PPC Free Tools
Email List Rentals Social Media
Cold Calling Opt-In Email Lists
Bring All the Pieces Together
Social MediaMarketing
Search EngineMarketing
ContentMarketing
Conversion Marketing
Lead Nurturing
Sales Support
97% more links(for better rankings)
for companiesthat have a blog.
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Content Makes You Interesting
79% morefollowers for companies
that have a blog.
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
55% morewebsite visitors
for companies that blog.
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
SEO in 2011 and Beyond
Ranking Algorithm:f(n): Context + Authority
+ Social Graph
Social Media is for B2B and B2C
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Evolution of the Database
Brand Building 1.0
Hire an agency
Come up with creative
Buy ads on
TV & in print
Buy more
advertising
Your brand comes out, all perfect (and
sterile).Flickr: jamesjyu
Brand Building 1.0.
A Brand is What People Say It Is
Flickr: chelmsfordpubliclibrary
A brand is whateverpeople say it is.