Mike Volpe (@mvolpe)VP of Marketing
HubSpot
Integrating Social Media into a Successful Marketing Plan
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B2B Marketing Forum 2011
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Marketing is Changing1950 - 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 One Piece
Committo the new
Strategy.
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
Blogging Attracts More Links
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Content Makes You Interesting
Blogging Attracts More Visitors
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
Blogging Drives Social Success
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
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
• 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?
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.
Mike Volpe (@mvolpe)VP of MarketingHubSpot
Thank You & Questions
www.b2bmarketingforum.nl@b2bmktforum
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