TIPS FOR             SOCIAL MEDIA             INTEGRATIONMike Volpe @mvolpe
I‟m Mike Volpe.Nice to meet you.                    Top 10@mvolpe              700,000          Blog                     I...
Agenda1   Marketing Problem / Marketing Solution2   Tips for Integrating Social Media3   Hiring for Inbound Marketing
1   MARKETING    PROBLEM /    MARKETING    SOLUTION
We All Have an Addiction
Lazy Marketers Relyon Advertising Buys
IT IS TIME TORETHINKMARKETING
Inbound   marketing is afundamental shiftin how we relate to     potential    customers
STOP PUSHING advertising messagesin the hopes that one will get through.                                 SKIP ADS         ...
START ATTRACTING leads through     relevant, useful, easy-to-find       content when they need it.
STOP FORCING leads throughyour decision process.
Readiness           to buy…START RESPONDING  to how they make      decisions.
PULL                     EARNED                       OWN                     ATTRACT                      ASSET          ...
Make marketingpeople love
Inbound Marketing       Social Media       Search Engine        Marketing           Marketing                   Content   ...
VS.
VS.
Building Marketing Assets                   Paid Marketing                Inbound Marketing             Leads       Leads ...
Paid Marketing vs. Inbound Marketing
Social Media   is Only One Piece
Bring All the Pieces Together               Social Media       Search Engine                Marketing           Marketing ...
TIPS FOR2   INTEGRATING    SOCIAL    MEDIA
SEO+SOCIAL
Context   +   Authority
Prostho-dontist     Cosmetic      Dentist
On-Page SEO Essentials          1   Page Title                                   Headings                               2 ...
Authority isdetermined  by links
7 Links                          =                      Top 15%                     of all web pagesSource: SEOMoz.org
Blogs attract  97% more links
MostLinked-To  Words
Where is Search Going?                         Where is                          search                          going?
Link          SocialContext   +   Authority   +   Proof
The “Like” is  replacing the “Link”
LEAD GEN+SOCIAL
% Companies AcquiringCustomers via Social Channels  57%    48%     57%    42%
Social Media is for B2B and B2C  Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Content Makes You Interesting
Image credit: netzkobold
Evolution of the Database
BRAND+SOCIAL
Brand        Brand Building 1.0                  Building                     1.0   Hire an   agency                      ...
A Brand is What People Say It Is                                   Your brand                                  is what you...
Grow your brand bycultivation,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
Focusgroups are  dead.
Observecustomers in their nativeenvironment.
HIRING FOR3   INBOUND    MARKETING
The Press Release Hire                         Rent                         Interrupt                         Push        ...
70% of my team had under 12 monthsexperience in “marketing” when hired.
GSD      Sharp
DigitalDAnalyticalAReachRContent CreatorC
D A R C : Digital
D A R C : Analytical
D A R C : Reach
D A R C : Content
Organizing the New Marketing Team                             Marketing                                                   ...
We havelots to think   about.
Advice for the road ahead…
Committo the new  inbound  strategy.
Don’t dip yourtoe in the water.
Jump in ALL THE WAY.
THANK YOU              Mike Volpe            Twitter.com/mvolpe          Facebook.com/mvolpe        Linkedin.com/in/mikevo...
Social Media Integration Tips
Social Media Integration Tips
Social Media Integration Tips
Social Media Integration Tips
Social Media Integration Tips
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Social Media Integration Tips

  1. 1. TIPS FOR SOCIAL MEDIA INTEGRATIONMike Volpe @mvolpe
  2. 2. I‟m Mike Volpe.Nice to meet you. Top 10@mvolpe 700,000 Blog Inbound Leads 120,000 Twitter 5,000 Followers Customers 3.7 million 1,500,000 Free Slideshare Users CMO @ Views HubSpot
  3. 3. Agenda1 Marketing Problem / Marketing Solution2 Tips for Integrating Social Media3 Hiring for Inbound Marketing
  4. 4. 1 MARKETING PROBLEM / MARKETING SOLUTION
  5. 5. We All Have an Addiction
  6. 6. Lazy Marketers Relyon Advertising Buys
  7. 7. IT IS TIME TORETHINKMARKETING
  8. 8. Inbound marketing is afundamental shiftin how we relate to potential customers
  9. 9. STOP PUSHING advertising messagesin the hopes that one will get through. SKIP ADS UNSUBSCRIBE RECYCLE/TRASH SAY „DO NOT CALL‟
  10. 10. START ATTRACTING leads through relevant, useful, easy-to-find content when they need it.
  11. 11. STOP FORCING leads throughyour decision process.
  12. 12. Readiness to buy…START RESPONDING to how they make decisions.
  13. 13. PULL EARNED OWN ATTRACT ASSET VS. Email PUSH PAID RENTINTERRUPTINVENTORY
  14. 14. Make marketingpeople love
  15. 15. Inbound Marketing Social Media Search Engine Marketing Marketing Content Marketing$ Conversion Marketing Lead Nurturing $ Sales Support 16
  16. 16. VS.
  17. 17. VS.
  18. 18. Building Marketing Assets Paid Marketing Inbound Marketing Leads Leads Cost Leads Leads Cost from this from Past this from this from Past this Month Marketing Month Month Marketing MonthMonth 1 50 0 $1,000 10 0 $1,000Month 2 50 0 $1,000 10 10 $1,000Month 3 50 0 $1,000 10 20 $1,000Month 4 50 0 $1,000 10 30 $1,000 … … … … … …Month 24 50 0 $1,000 10 230 $1,000Two Year 1,200 $24,000 2,760 $24,000 Total
  19. 19. Paid Marketing vs. Inbound Marketing
  20. 20. Social Media is Only One Piece
  21. 21. Bring All the Pieces Together Social Media Search Engine Marketing Marketing Content Marketing Conversion Marketing Lead Nurturing Sales Support
  22. 22. TIPS FOR2 INTEGRATING SOCIAL MEDIA
  23. 23. SEO+SOCIAL
  24. 24. Context + Authority
  25. 25. Prostho-dontist Cosmetic Dentist
  26. 26. On-Page SEO Essentials 1 Page Title Headings 2 & Content 3 Description
  27. 27. Authority isdetermined by links
  28. 28. 7 Links = Top 15% of all web pagesSource: SEOMoz.org
  29. 29. Blogs attract 97% more links
  30. 30. MostLinked-To Words
  31. 31. Where is Search Going? Where is search going?
  32. 32. Link SocialContext + Authority + Proof
  33. 33. The “Like” is replacing the “Link”
  34. 34. LEAD GEN+SOCIAL
  35. 35. % Companies AcquiringCustomers via Social Channels 57% 48% 57% 42%
  36. 36. Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  37. 37. Content Makes You Interesting
  38. 38. Image credit: netzkobold
  39. 39. Evolution of the Database
  40. 40. BRAND+SOCIAL
  41. 41. Brand Brand Building 1.0 Building 1.0 Hire an agency Your brand comes out, all perfect (and sterile).Flickr: jamesjyu
  42. 42. A Brand is What People Say It Is Your brand is what your customers say it is.Flickr: chelmsfordpubliclibrary
  43. 43. Grow your brand bycultivation,not control.
  44. 44. Promote All Feedback http://www.microsoft.com/windows/social/
  45. 45. Promote All Feedback www.ShowUsYourPizza.com
  46. 46. http://twitter.com/meaghano/status/1767991757
  47. 47. http://twitter.com/JetBlue/status/1768096120
  48. 48. RESEARCH+SOCIAL
  49. 49. Focusgroups are dead.
  50. 50. Observecustomers in their nativeenvironment.
  51. 51. HIRING FOR3 INBOUND MARKETING
  52. 52. The Press Release Hire Rent Interrupt Push Outbound 57
  53. 53. 70% of my team had under 12 monthsexperience in “marketing” when hired.
  54. 54. GSD Sharp
  55. 55. DigitalDAnalyticalAReachRContent CreatorC
  56. 56. D A R C : Digital
  57. 57. D A R C : Analytical
  58. 58. D A R C : Reach
  59. 59. D A R C : Content
  60. 60. Organizing the New Marketing Team Marketing Product TOFU Team MOFU Team Dev Team Marketing Blogs Lead Nurturing Sales Support Free Tools Videos Lead Scoring & Training Webinars Landing Page Demo Videos Internal Tools Presentations Optimization Product Info Promotion of Paid Lead Free Tools Generation
  61. 61. We havelots to think about.
  62. 62. Advice for the road ahead…
  63. 63. Committo the new inbound strategy.
  64. 64. Don’t dip yourtoe in the water.
  65. 65. Jump in ALL THE WAY.
  66. 66. THANK YOU Mike Volpe Twitter.com/mvolpe Facebook.com/mvolpe Linkedin.com/in/mikevolpe mvolpe@HubSpot.com www.HubSpot.com
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