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Social Media Integration Tips

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