How Marketers Succeed in a Social World

How Marketers Succeed in a Social WorldVictoria Ransom Mike VolpeFounder & CEO VP of MarketingWildfire HubSpot@wildfireapp @mvolpe

Scared yet?

86% of People Skip TV Adshttp://www.guardian.co.uk/media/2010/aug/24/tv-advertising

44% of Direct Mail is Never Even Looked Athttp://en.wikipedia.org/wiki/Advertising_mail

Two Huge Developments Now Social The “Spam” Filter is in Email Social Inbox

Inbox Before 2011 Most Messages by Date Flagrant Spam

Email Inbox Ranking – After 2011 Inbox After 2011 Things You Like (People & Brands) Things You Don’t Like Or Don’t Know (People & Brands)

That’s Some Scary Shiitake

We All Have an Addiction

Lazy Marketers Relyon Advertising Buys

Renting / Outbound Building / Inbound Advertising BloggingConferences / Events SEO Paid Search / PPC Free Tools Email List Rentals Social Media Cold Calling Opt-In Email Lists

Your competition is NOT who you think it is.

Social Media is Only One Piece

Bring All the Pieces Together Social Media Search Engine Marketing Marketing Content Marketing Conversion Marketing Lead Nurturing Sales Support

SEO / Blogging + Social Media

SEO from 2000 to 2011Ranking Algorithm:f(n): Context + Authority

97% more links (for better rankings) for companies that have a blog. Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

85% of web pages have less than 7 inbound linksSource: SEOMoz.org

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

Where is Search Going? Where is search going?

Coming to SEO: Likes = Links = =

SEO in 2011 and BeyondRanking Algorithm:f(n): Context + Authority + Social Graph

The “Like” is Replacing the “Link”

Lead Generation + Social Media

Social Media = Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI

Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

Evolution of the Database

Branding +Social Media

Brand Brand Building Building 1.0 1.0. Hire an agency Your brand comes out, all perfect (and sterile).Flickr: jamesjyu

A Brand is What People Say It Is A brand is whatever people say it is.Flickr: chelmsfordpubliclibrary

Grow brand by cultivation, not control.

Promote All Feedback http://www.microsoft.com/windows/social/

Promote All Feedback www.ShowUsYourPizza.com

http://twitter.com/meaghano/status/1767991757

http://twitter.com/JetBlue/status/1768096120

Research +Social Media

Focus groups are dead.

Observe your customers in their native environment.

We’ve got lots to think about…

Advice for the road ahead…

Stop thinking like an advertiser.

Start thinking like apublisher and socializer.

Committo the new inbound strategy.

Don’t dip yourtoe in the water.

Jump in ALL THE WAY.

How can FACEBOOK benefit Marketers? 36% of fans say that since92% of fans say that since becoming a fan of abecoming a fan of a given given brand their desirebrand they are more likely to buy from this brandto recommend that brand has increased to their friends92% 90% Trust their friends # who trust online adsWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929 33%

3 GROW aspects of successful ENGAGE FACEBOOK MONETIZE MARKETINGGROW grow growGROWWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929Wildfire Interactive, Inc. +1.888.274.0929

1 Cross promotion with newsletter GROW your 2 Cross promotion EXISTING with website AUDIENCE 3 Encourage fans to spread the wordWildfire Interactive, Inc. | @wildfireapp |Wildfire Interactive, Inc. | +1.888.274.0929

ACQUIRE FANS with facebook Ads 75% say they learned about a fan page because of an adWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929Wildfire Interactive, Inc.

? How to runEFFECTIVE facebook Ads1. Give them a reason to click2. Don’t drive people outside of Facebook3. Advertise to friends of fans4. A/B Test & Keep it Fresh!

ADVERTISE TO FRIENDS OF FANS

Deals Contests “ COMPANIES RUN that Giveaways CONTESTS 2 FANS have x as many ” as companies that don’t Jupiter ResearchWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929Wildfire Interactive, Inc.

? Check out blog.wildfireapp.com! How to run EFFECTIVE PROMOTIONSWildfire Interactive, Inc. | @wildfireapp |Wildfire Interactive, Inc. | +1.888.274.0929

3 GROW aspects of successful ENGAGE FACEBOOK MONETIZE MARKETINGENGAGE engage engageENGAGEWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929Wildfire Interactive, Inc.

NEWSFEED1. TELL fans what 2. ASK 3. TAP into YES people’s you want them to do NO questions YOUR FANS PASSIONSWildfire Interactive, Inc. | @wildfireapp |Wildfire Interactive, Inc. | +1.888.274.0929

ASK QUESTIONS ASK for LIKESWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929Wildfire Interactive, Inc. +1.888.274.0929

QUALITY > quantityWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929

ENGAGEMENT: CONTENT How can SMBs make their fan pages BETTER DEALS ENTERTAINMENT EXCLUSIVITYWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929Wildfire Interactive, Inc.

3 GROW aspects of successful ENGAGE FACEBOOK MONETIZE MARKETINGMONETIZE monetize monetize MONETIZEWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929

MYSTERY COUPONSWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929

GROUP DEALSWildfire Interactive, Inc. |Wildfire Interactive, Inc. | info@wildfireapp.com | +1.888.274.0929

IN STORE GIVEAWAYSWildfire Interactive, Inc. | @wildfireapp | | +1.888.274.0929

Thank You! www.HubSpot.com www. .WildfireApp.comVictoria Ransom Mike VolpeFounder & CEO VP of MarketingWildfire HubSpot@wildfireapp @mvolpe

Q&AVictoria Ransom Mike VolpeFounder & CEO VP of MarketingWildfire HubSpot@wildfireapp @mvolpe

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How Marketers Succeed in a Social World

by HubSpot All-in-one Marketing Software on Apr 13, 2011

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How Marketers Succeed in a Social World — Presentation Transcript