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Mike Volpe (@mvolpe)VP of MarketingHubSpot<br />Integrating Social Media into a Successful Marketing Plan<br />B2B Marketi...
B2B Marketing Forum 2011<br />
Questions/Feedback<br />Please use the GotoMeeting Question panel:<br />Please use #b2bnlhastag<br />Follow us: @b2bmktfor...
Marketing is Changing<br />1950 - 2000<br />2000 - 2050<br />
Outbound Marketing<br />
Outbound Marketing is Harder<br />800-555-1234<br />Annoying<br />Salesperson<br />
The Good News…<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 5 Web Marketing Book o...
Social Media is One Piece<br />
Commit<br />to the new<br />Strategy.<br />
Don’t dip your<br />toe in the water.<br />
Jump in ALL THE WAY.<br />
Content / SEO<br />+<br />Social Media<br />
SEO from 2000 to 2011<br />Ranking Algorithm:f(n): Context + Authority<br />
Create Great Content by Blogging<br />Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV<br />
Blogging Attracts More Links<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
Content Makes You Interesting<br />
Blogging Attracts More Visitors<br />
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />Blogging Drives Social Success<br />
Where is Search Going?<br />
Coming to SEO: Likes = Links<br />=         =      <br />
SEO in 2011 and Beyond<br />Ranking Algorithm:f(n): Context + Authority<br />+ Social Graph<br />
NEW:Facebook = The Web<br />
Practical Tips<br />Use www.WebsiteGrader.com<br />Start a blog about your industry<br />Post blog content to social media...
Lead Generation<br />+<br />Social Media<br />
Social Media = Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
Evolution of the Database<br />
Practical Tips<br />Use social media for lead generation<br />Build your social media database<br />Use social media intel...
Branding<br />+<br />Social Media<br />
A Brand is What People Say It Is<br />Flickr: chelmsfordpubliclibrary<br />
Brand Building 1.0<br />Buy ads on TV & in print<br />Come up with creative<br />Buy more advertising<br />Hire an agency<...
Branding Assembly Line<br />Flickr: Rickydavid<br />
Brand Building 2.0<br />Cultivate<br />Cultivate<br />Cultivate<br />Cultivate<br />Cultivate<br />Watch your brand grow<b...
Cultivated Branding<br />Flickr: swisscan<br />
Promote Positive Feedback<br />
Promote All Feedback<br />http://www.microsoft.com/windows/social/<br />
Promote All Feedback<br />www.ShowUsYourPizza.com<br />
Respond to Product Questions<br />
Play with Your New Friends<br />http://twitter.com/meaghano/status/1767991757<br />http://twitter.com/JetBlue/status/17680...
Play with Your New Friends<br />http://twitter.com/meaghano/status/1767991757<br />http://twitter.com/JetBlue/status/17680...
Fans Need Clubhouses<br />Inbound Marketers – 49,000 ppl<br />Inbound Marketing University Alumni – 1,400 ppl<br />Inbound...
Practical Tips<br />Track your brand & competitors<br />Google Alerts, Twitter Search<br />http://Alerts.Grader.com<br />L...
Research<br />+<br />Social Media<br />
50 Million Tweets Per Day<br />
What  Are They Saying?<br />Places to listen<br /><ul><li>Search.Twitter.com
Blogsearch.Google.com
Google Alerts
Technorati.com
Industry Blogs
IndustryTwitterers
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Integrating social media into a successful B2B marketing plan b2 b-forum_webinar_december_2010

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Zoek je naar manieren om je social media succes te verbeteren? Of ben je nog niet gestart met social media als integraal onderdeel van je B2B marketing inspanningen? Schrijf je dan meteen in voor dit gratis en zeer leerzame B2B marketing webinar op dinsdag 14 december.Tijdens dit webinar werkt spotONvision samen met Mike Volpe, VP Marketing bij Hubspot.

In dit B2B marketing webinar leer je in 1 uur (van 3 tot 4 pm) alles over:

Hoe je social media kunt integreren in je content marketing strategie
Hoe inbound marketing werkt en je de omzet verhoogt met 500%
Hoe Hubspot het voor elkaar kreeg om zo succesvol te zijn
Tips en trucs voor social media succes

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Transcript of "Integrating social media into a successful B2B marketing plan b2 b-forum_webinar_december_2010"

  1. 1. Mike Volpe (@mvolpe)VP of MarketingHubSpot<br />Integrating Social Media into a Successful Marketing Plan<br />B2B Marketing forum Webinar<br />
  2. 2. B2B Marketing Forum 2011<br />
  3. 3. Questions/Feedback<br />Please use the GotoMeeting Question panel:<br />Please use #b2bnlhastag<br />Follow us: @b2bmktforum<br />
  4. 4. Marketing is Changing<br />1950 - 2000<br />2000 - 2050<br />
  5. 5. Outbound Marketing<br />
  6. 6. Outbound Marketing is Harder<br />800-555-1234<br />Annoying<br />Salesperson<br />
  7. 7. The Good News…<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 5 Web Marketing Book on Amazon<br />InboundBook.com<br />
  8. 8. Social Media is One Piece<br />
  9. 9. Commit<br />to the new<br />Strategy.<br />
  10. 10. Don’t dip your<br />toe in the water.<br />
  11. 11. Jump in ALL THE WAY.<br />
  12. 12.
  13. 13. Content / SEO<br />+<br />Social Media<br />
  14. 14. SEO from 2000 to 2011<br />Ranking Algorithm:f(n): Context + Authority<br />
  15. 15. Create Great Content by Blogging<br />Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV<br />
  16. 16. Blogging Attracts More Links<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
  17. 17. Content Makes You Interesting<br />
  18. 18. Blogging Attracts More Visitors<br />
  19. 19. Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />Blogging Drives Social Success<br />
  20. 20. Where is Search Going?<br />
  21. 21. Coming to SEO: Likes = Links<br />= = <br />
  22. 22. SEO in 2011 and Beyond<br />Ranking Algorithm:f(n): Context + Authority<br />+ Social Graph<br />
  23. 23. NEW:Facebook = The Web<br />
  24. 24. Practical Tips<br />Use www.WebsiteGrader.com<br />Start a blog about your industry<br />Post blog content to social media<br />Put social buttons on your content<br />
  25. 25. Lead Generation<br />+<br />Social Media<br />
  26. 26. Social Media = Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  27. 27. Evolution of the Database<br />
  28. 28. Practical Tips<br />Use social media for lead generation<br />Build your social media database<br />Use social media intelligence on your leads<br />Teach your sales team<br />
  29. 29. Branding<br />+<br />Social Media<br />
  30. 30. A Brand is What People Say It Is<br />Flickr: chelmsfordpubliclibrary<br />
  31. 31. Brand Building 1.0<br />Buy ads on TV & in print<br />Come up with creative<br />Buy more advertising<br />Hire an agency<br />Your brand comes out, wrapped in plastic<br />Flickr: jamesjyu<br />
  32. 32. Branding Assembly Line<br />Flickr: Rickydavid<br />
  33. 33. Brand Building 2.0<br />Cultivate<br />Cultivate<br />Cultivate<br />Cultivate<br />Cultivate<br />Watch your brand grow<br />Flickr: swisscan<br />
  34. 34. Cultivated Branding<br />Flickr: swisscan<br />
  35. 35. Promote Positive Feedback<br />
  36. 36. Promote All Feedback<br />http://www.microsoft.com/windows/social/<br />
  37. 37. Promote All Feedback<br />www.ShowUsYourPizza.com<br />
  38. 38. Respond to Product Questions<br />
  39. 39. Play with Your New Friends<br />http://twitter.com/meaghano/status/1767991757<br />http://twitter.com/JetBlue/status/1768096120<br />
  40. 40. Play with Your New Friends<br />http://twitter.com/meaghano/status/1767991757<br />http://twitter.com/JetBlue/status/1768096120<br />
  41. 41. Fans Need Clubhouses<br />Inbound Marketers – 49,000 ppl<br />Inbound Marketing University Alumni – 1,400 ppl<br />Inbound Marketing Certified – 800 ppl<br />Inbound Marketing University : www.InboundMarketing.com/University<br />
  42. 42. Practical Tips<br />Track your brand & competitors<br />Google Alerts, Twitter Search<br />http://Alerts.Grader.com<br />Look in the mirror, be honest<br />Respond and get personal<br />
  43. 43. Research<br />+<br />Social Media<br />
  44. 44. 50 Million Tweets Per Day<br />
  45. 45. What Are They Saying?<br />Places to listen<br /><ul><li>Search.Twitter.com
  46. 46. Blogsearch.Google.com
  47. 47. Google Alerts
  48. 48. Technorati.com
  49. 49. Industry Blogs
  50. 50. IndustryTwitterers
  51. 51. LinkedIn Answers
  52. 52. Facebook Friends
  53. 53. Discussion Forums</li></li></ul><li>Practical Tips<br />Follow your target customers<br />Follow competitor’s customers<br />Listen to what they say<br />Ask questions, get feedback<br />
  54. 54. Advice for the road ahead…<br />
  55. 55. Stop thinking like a<br />marketer or advertiser.<br />
  56. 56. Start thinking like a<br />publisher and socializer.<br />
  57. 57. Thank You & Questions<br />www.b2bmarketingforum.nl<br />@b2bmktforum<br />Mike Volpe (@mvolpe)VP of MarketingHubSpot<br />
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