Social Media Integration Tips
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Social Media Integration Tips

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Social Media Integration Tips Social Media Integration Tips Presentation Transcript

  • TIPS FOR SOCIAL MEDIA INTEGRATIONMike Volpe @mvolpe
  • 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
  • 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 UNSUBSCRIBE RECYCLE/TRASH SAY „DO NOT CALL‟
  • 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 VS. Email PUSH PAID RENTINTERRUPTINVENTORY
  • Make marketingpeople love
  • Inbound Marketing Social Media Search Engine Marketing Marketing Content Marketing$ Conversion Marketing Lead Nurturing $ Sales Support 16
  • VS.
  • VS.
  • 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
  • Paid Marketing vs. Inbound Marketing
  • 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
  • TIPS FOR2 INTEGRATING SOCIAL MEDIA
  • SEO+SOCIAL
  • Context + Authority
  • Prostho-dontist Cosmetic Dentist
  • On-Page SEO Essentials 1 Page Title Headings 2 & Content 3 Description
  • 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 Your brand comes out, all perfect (and sterile).Flickr: jamesjyu
  • A Brand is What People Say It Is Your brand is what your customers say it is.Flickr: chelmsfordpubliclibrary
  • 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 Outbound 57
  • 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 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
  • 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/mikevolpe mvolpe@HubSpot.com www.HubSpot.com