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Why Social Media is BS
(Integrating Social Media into a Successful Marketing Plan)
Mike VolpeVP of Marketing HubSpot @mvolpe
Marketing is Changing
1950 - 2000 2000 - 2050
Outbound Marketing
Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
The Good News…
Inbound Marketing:Get Found using Google, Social Media and Blogs
Top 5 Web Marketing Book on Amazon
InboundBook.com
Social Media is just one piece…
…of an InboundMarketingStrategy.
Social Media is not magic.
Joining Facebook (or Twitter, or LinkedIn) will not revolutionize your company or your marketing.
If you are BORING in real life,you are still boring in social media.
Social mediais justONE tool.
There are MANY marketing tools.
Use them all together for the best results.
Social media works best as part of a
balanced inbound
marketing strategy.
Your inbound marketing machinery needs all gears to
work in harmony.
Don’t dip yourtoe in the water.
Jump in ALL THE WAY.
Inbound
Marketing
Content / SEO
Social Media
ResearchLead Genera-tion
Brand
Content / SEO+
Social Media
SEO from 2000 to 2011
Ranking Algorithm:f(n): Context + Authority
Create Great Content by Blogging
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
97% more links(for better rankings)
for companiesthat combine SEOwith social media.
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Content Makes You Interesting
Blogging Attracts More Visitors
79% morefollowers for companies
that combine a blogwith social media.
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
Where is Search Going?
Coming to SEO: Likes = Links
= =
SEO in 2011 and Beyond
Ranking Algorithm:f(n): Context + Authority
+ Social Graph
NEW: Facebook = The Web
Practical Tips
• Use www.WebsiteGrader.com
• Start a blog about your industry
• Post blog content to social media
• Put social buttons on your content
Lead Generation+
Social Media
Social Media = Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
Social Media Intelligence for Leads
Practical Tips
• Use social media for lead generation
• Build your social media database
• Use social media intelligence on your
leads
• Teach your sales team
Branding+
Social Media
A Brand is What People Say It Is
Flickr: chelmsfordpubliclibrary
Brand Building 1.0
Hire an agency
Come up with creative
Buy ads on
TV & in print
Buy more
advertising
Your brand comes out, wrapped in
plasticFlickr: jamesjyu
Branding Assembly Line
Flickr: Rickydavid
Brand Building 2.0
Cultivate Watch your brand grow
Cultivate
Cultivate
Cultivate
Cultivate
Flickr: swisscan
Cultivated Branding
Flickr: swisscan
Promote Positive Feedback
Promote All Feedback
http://www.microsoft.com/windows/social/
Promote All Feedback
www.ShowUsYourPizza.com
Respond to Product Questions
Play with Your New Friends
http://twitter.com/meaghano/status/1767991757http://twitter.com/JetBlue/status/1768096120
Play with Your New Friends
http://twitter.com/meaghano/status/1767991757http://twitter.com/JetBlue/status/1768096120
Fans Need Clubhouses to Hang Out
• Inbound Marketers – 49,000 ppl• Inbound Marketing University Alumni – 1,400 ppl• Inbound Marketing Certified – 800 ppl
Inbound Marketing University : www.InboundMarketing.com/University
Practical Tips
• Track your brand & competitors
• Google Alerts, Twitter Search
• http://Alerts.Grader.com
• Look in the mirror, be honest
• Respond and get personal
Research+
Social Media
50 Million Tweets Per Day
What Are They Saying About You?
Places to listen• Search.Twitter.com• Blogsearch.Google.com• Google Alerts• Technorati.com• Industry Blogs• Industry Twitterers• LinkedIn Answers• Facebook Friends• Discussion Forums
Practical Tips
• Follow your target customers
• Follow competitor’s customers
• Listen to what they say
• Ask questions, get feedback
Advice for the road ahead…
Stop thinking like amarketer or advertiser.
Start thinking like apublisher and
socializer.
Committo the new
InboundMarketingStrategy.
Thank You
Mike VolpeVP of Marketing HubSpot @mvolpe
How to Put All the Pieces Together?
d.j.k. on flickr
Complicated & Confusing
Easy & Integrated
Blog & Social Media
• Business Blog Software
• Blog Analytics• Social Media
Monitoring• Social Media
Publishing
Search Optimization (SEO)
• Keyword Grader• Link Grader• Page Grader
Email Marketing & Lead Nurturing
• Email Marketing• Lead Nurturing
Lead Generation
• Landing Pages• Lead Intelligence• Lead Alerts• Visitor Profiling
Competitor Tracking
Marketing Analytics
• Assess the effectiveness of your marketing on a campaign-by-campaign level
• Optimize resource allocation to maximize sales
Proven ROI by 3,500+ Customers
Cilk Arts Increases Leads 500%
Makana Solutions 3x Leads, 2x Conversions
Vocio Pays for HubSpot 30x Over with New Leads
Objective Management Group Grows Leads 360%
Bridge Group Doubles Online Leads
www.HubSpot.com/ROI
Growth
3,500 Customers
Q1 2007 Q3 2010
Q&A
Free Website Assessment:www.HubSpot.com/Inbound-Marketing-Assessment/
Try HubSpot Free for 30 Days:www.HubSpot.com/free-trial Mike Volpe
VP of Marketing HubSpot @mvolpe