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Integrating Social Media into Marketing


Keynote presentation by Mike Volpe from HubSpot at the "Bridging the Gap" social media marketing conference at Suffolk University on Feb 18, 2011.

Keynote presentation by Mike Volpe from HubSpot at the "Bridging the Gap" social media marketing conference at Suffolk University on Feb 18, 2011.

Published in Business
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  • FB Social InboxAll communication in one inbox, including email (mvolpe@facebook.com)By default - You only see messages from your friends and their friends.Gmail Priority InboxGrouped by “Important and unread, Starred, and Everything else”
  • Renting leads from other people (buying advertising) is not a long term strategy for lead generation. Renting is OK for experiments, and for transitions, and for testing. But it should not be the centerpiece of your long term strategy.
  • Instead, think about building a long term asset, just like the machinery in a factory. Build tools that will attract leads at a low cost while you sleep, and without additional cost per lead.
  • Examples of outbound marketing, or rented marketing are all different forms of advertising that do not help you build an asset that your company owns and controls. Inbound marketing helps you build assets that attract leads to your company at a low cost over time.
  • But, blogging about your product is not the right strategy. You should blog about the things that most interest your target customer persona. Think like a media company – like Oprah – and think about what people want to read, not what you want them to read.


  • 1. Integrating Social Media into a Successful Marketing Program
    Mike VolpeVP of Marketing HubSpot @mvolpe
  • 2. Scared yet?
  • 3. 86% of People Skip TV Ads
  • 4. 44% of Direct Mail is
    Never Even Looked At
  • 5. Two Huge Developments in Email
    The “Spam” Filter is Now Social
    Social Inbox
  • 6. Inbox Before 2011
    Most Messages by Date
    Flagrant Spam
  • 7. Inbox After 2011
    Email Inbox Ranking – After 2011
    Things You Like
    (People & Brands)
    Things You Don’t Like
    Or Don’t Know
    (People & Brands)
  • 8. That’s Some Scary Shiitake
  • 9. We All Have an Addiction
  • 10.
  • 11. Lazy Marketers Rely
    on Advertising Buys
  • 12.
  • 13.
  • 14.
  • 15. Your competition is NOT
    who you think it is.
  • 16. Social Media is Only
    One Piece
  • 17. Bring All the Pieces Together
    Social Media
    Search Engine
    Conversion Marketing
    Lead Nurturing
    Sales Support
  • 18. SEO / Blogging
    Social Media
  • 19. SEO from 2000 to 2011
    Ranking Algorithm:f(n): Context + Authority
  • 20. 97% more links
    (for better rankings)
    for companies
    that have a blog.
    Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • 21. 85% of web pages have less than 7 inbound links
    Source: SEOMoz.org
  • 22. Content Makes You Interesting
  • 23. 79% more
    followers for companies
    that have a blog.
    Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  • 24. 55% more
    website visitors
    for companies that blog.
    Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • 25. Where is Search Going?
    Where is search going?
  • 26. Coming to SEO: Likes = Links
    = =
  • 27. SEO in 2011 and Beyond
    Ranking Algorithm:f(n): Context + Authority
    + Social Graph
  • 28. The “Like” is Replacingthe “Link”
  • 29. Lead Generation
    Social Media
  • 30. Social Media = Leads and Sales
    Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 31. Social Media is for B2B and B2C
    Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  • 32. Evolution of the Database
  • 33. Branding
    Social Media
  • 34. Brand Building 1.0
    Brand Building 1.0.
    Buy ads on TV & in print
    Come up with creative
    Buy more advertising
    Hire an agency
    Your brand comes out, all perfect (and sterile).
    Flickr: jamesjyu
  • 35. A Brand is What People Say It Is
    A brand is whatever
    people say it is.
    Flickr: chelmsfordpubliclibrary
  • 36. Grow brand by cultivation,
    not control.
  • 37. Promote All Feedback
  • 38. Promote All Feedback
  • 39. http://twitter.com/meaghano/status/1767991757
  • 40. http://twitter.com/JetBlue/status/1768096120
  • 41. Research
    Social Media
  • 42.
  • 43. Focus groups are dead.
  • 44. Observe your customers in their native environment.
  • 45. We’ve got lots to think about…
  • 46. Advice for the road ahead…
  • 47. Stop thinking like
    an advertiser.
  • 48. Start thinking like a
    publisher and socializer.
  • 49. Commit
    to the new
  • 50. Don’t dip your
    toe in the water.
  • 51. Jump in ALL THE WAY.
  • 52. Thank You
    Mike VolpeVP of Marketing HubSpot @mvolpe