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 Integrating Social Media into a Successful Marketing Program<br />Mike VolpeVP of Marketing                              ...
Scared yet?<br />
86% of People Skip TV Ads<br />http://www.guardian.co.uk/media/2010/aug/24/tv-advertising<br />
44% of Direct Mail is<br />Never Even Looked At<br />http://en.wikipedia.org/wiki/Advertising_mail<br />
Two Huge Developments in Email<br />The “Spam” Filter is Now Social<br />Social Inbox<br />
Inbox Before 2011<br />Most Messages by Date<br />Flagrant Spam<br />
Inbox After 2011<br />Email Inbox Ranking – After 2011<br />Things You Like<br />(People & Brands)<br />Things You Don’t L...
That’s Some Scary Shiitake<br />
We All Have an Addiction<br />
Lazy Marketers Rely<br />on Advertising Buys<br />
Your competition is NOT<br />who you think it is.<br />
Social Media is Only<br />One Piece<br />
Bring All the Pieces Together<br />Social Media<br />Marketing<br />Search Engine<br />Marketing<br />Content<br />Marketi...
SEO / Blogging<br />+<br />Social Media<br />
SEO from 2000 to 2011<br />Ranking Algorithm:f(n): Context + Authority<br />
97% more links<br />(for better rankings)<br />for companies<br />that have a blog.<br />Source: Data from over 1,500 smal...
85% of web pages have less than 7 inbound links<br />Source: SEOMoz.org<br />
Content Makes You Interesting<br />
79% more<br />followers for companies<br />that have a blog.<br />Source: Data from over 2,000 businesses - http://bit.ly/...
55% more<br />website visitors<br />for companies that blog.<br />Source: Data from over 1,500 small businesses - http://b...
Where is Search Going?<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 />
The “Like” is Replacingthe “Link”<br />
Lead Generation<br />+<br />Social Media<br />
Social Media = Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
Social Media is for B2B and B2C<br />Source: State of Inbound Marketing Report - http://bit.ly/aewfHr<br />
Evolution of the Database<br />
Branding<br />+<br />Social Media<br />
Brand Building 1.0<br />Brand Building 1.0.<br />Buy ads on TV & in print<br />Come up with creative<br />Buy more adverti...
A Brand is What People Say It Is<br />A brand is whatever<br />people say it is.<br />Flickr: chelmsfordpubliclibrary<br />
Grow brand by cultivation,<br />not control.<br />
Promote All Feedback<br />http://www.microsoft.com/windows/social/<br />
Promote All Feedback<br />www.ShowUsYourPizza.com<br />
http://twitter.com/meaghano/status/1767991757<br />
http://twitter.com/JetBlue/status/1768096120<br />
Research<br />+<br />Social Media<br />
Focus groups are dead.<br />
Observe your customers in their native environment.<br />
We’ve got lots to think about…<br />
Advice for the road ahead…<br />
Stop thinking like<br />an advertiser.<br />
Start thinking like a<br />publisher and socializer.<br />
Commit<br />to the new<br />inbound<br />strategy.<br />
Don’t dip your<br />toe in the water.<br />
Jump in ALL THE WAY.<br />
Thank You<br />Facebook.com/mvolpe<br />Twitter.com/mvolpe<br />Linkedin.com/in/mikevolpe<br />www.MikeVolpe.com<br />www....
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Integrating Social Media into Marketing

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

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  • = ENTREPRENEURS WANTED =

    We Are an International Community of Entrepreneurs Looking for New Leaders to Increase the Synergy of our Qualified Team. Come Join Us, Let’s Do this Together!!

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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.
  • Transcript of "Integrating Social Media into Marketing"

    1. 1. Integrating Social Media into a Successful Marketing Program<br />Mike VolpeVP of Marketing HubSpot @mvolpe<br />
    2. 2. Scared yet?<br />
    3. 3. 86% of People Skip TV Ads<br />http://www.guardian.co.uk/media/2010/aug/24/tv-advertising<br />
    4. 4. 44% of Direct Mail is<br />Never Even Looked At<br />http://en.wikipedia.org/wiki/Advertising_mail<br />
    5. 5. Two Huge Developments in Email<br />The “Spam” Filter is Now Social<br />Social Inbox<br />
    6. 6. Inbox Before 2011<br />Most Messages by Date<br />Flagrant Spam<br />
    7. 7. Inbox After 2011<br />Email Inbox Ranking – After 2011<br />Things You Like<br />(People & Brands)<br />Things You Don’t Like<br />Or Don’t Know<br />(People & Brands)<br />
    8. 8. That’s Some Scary Shiitake<br />
    9. 9. We All Have an Addiction<br />
    10. 10.
    11. 11. Lazy Marketers Rely<br />on Advertising Buys<br />
    12. 12.
    13. 13.
    14. 14.
    15. 15. Your competition is NOT<br />who you think it is.<br />
    16. 16. Social Media is Only<br />One Piece<br />
    17. 17. Bring All the Pieces Together<br />Social Media<br />Marketing<br />Search Engine<br />Marketing<br />Content<br />Marketing<br />Conversion Marketing<br />Lead Nurturing<br />Sales Support<br />
    18. 18. SEO / Blogging<br />+<br />Social Media<br />
    19. 19. SEO from 2000 to 2011<br />Ranking Algorithm:f(n): Context + Authority<br />
    20. 20. 97% more links<br />(for better rankings)<br />for companies<br />that have a blog.<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
    21. 21. 85% of web pages have less than 7 inbound links<br />Source: SEOMoz.org<br />
    22. 22. Content Makes You Interesting<br />
    23. 23. 79% more<br />followers for companies<br />that have a blog.<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
    24. 24. 55% more<br />website visitors<br />for companies that blog.<br />Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV<br />
    25. 25. Where is Search Going?<br />Where is search going?<br />
    26. 26. Coming to SEO: Likes = Links<br />= = <br />
    27. 27. SEO in 2011 and Beyond<br />Ranking Algorithm:f(n): Context + Authority<br />+ Social Graph<br />
    28. 28. The “Like” is Replacingthe “Link”<br />
    29. 29. Lead Generation<br />+<br />Social Media<br />
    30. 30. Social Media = Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    31. 31. Social Media is for B2B and B2C<br />Source: State of Inbound Marketing Report - http://bit.ly/aewfHr<br />
    32. 32. Evolution of the Database<br />
    33. 33. Branding<br />+<br />Social Media<br />
    34. 34. Brand Building 1.0<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<br />Your brand comes out, all perfect (and sterile).<br />Flickr: jamesjyu<br />
    35. 35. A Brand is What People Say It Is<br />A brand is whatever<br />people say it is.<br />Flickr: chelmsfordpubliclibrary<br />
    36. 36. Grow brand by cultivation,<br />not control.<br />
    37. 37. Promote All Feedback<br />http://www.microsoft.com/windows/social/<br />
    38. 38. Promote All Feedback<br />www.ShowUsYourPizza.com<br />
    39. 39. http://twitter.com/meaghano/status/1767991757<br />
    40. 40. http://twitter.com/JetBlue/status/1768096120<br />
    41. 41. Research<br />+<br />Social Media<br />
    42. 42.
    43. 43. Focus groups are dead.<br />
    44. 44. Observe your customers in their native environment.<br />
    45. 45. We’ve got lots to think about…<br />
    46. 46. Advice for the road ahead…<br />
    47. 47. Stop thinking like<br />an advertiser.<br />
    48. 48. Start thinking like a<br />publisher and socializer.<br />
    49. 49. Commit<br />to the new<br />inbound<br />strategy.<br />
    50. 50. Don’t dip your<br />toe in the water.<br />
    51. 51. Jump in ALL THE WAY.<br />
    52. 52. Thank You<br />Facebook.com/mvolpe<br />Twitter.com/mvolpe<br />Linkedin.com/in/mikevolpe<br />www.MikeVolpe.com<br />www.HubSpot.com<br />Mike VolpeVP of Marketing HubSpot @mvolpe<br />
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