How Marketers Succeed in a Social World
 

How Marketers Succeed in a Social World

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Learn the keys, as well as the pitfalls, of marketing on social media platforms. Listen to Victoria Ransom, founder and CEO of Wildfire Interactive, and Mike Volpe, HubSpot's CMO, as they discuss how ...

Learn the keys, as well as the pitfalls, of marketing on social media platforms. Listen to Victoria Ransom, founder and CEO of Wildfire Interactive, and Mike Volpe, HubSpot's CMO, as they discuss how marketers can take advantage of social media. View the recording here: http://www.hubspot.com/webinars/how-marketers-succeed-in-social-media/

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    How Marketers Succeed in a Social World How Marketers Succeed in a Social World Presentation Transcript

    • 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