how marketers succeed in a social world
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Listened to this Wildfire webinar recently - 'How marketers succeed in a social world' - looking at the slides doesn't have the same affect as "listening" but non the less there are some slides that ...

Listened to this Wildfire webinar recently - 'How marketers succeed in a social world' - looking at the slides doesn't have the same affect as "listening" but non the less there are some slides that offer a lot of 'value' just by 'viewing' them. Enjoy!

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how marketers succeed in a social world Presentation Transcript

  • 1. How Marketers Succeed in a Social WorldVictoria Ransom Mike VolpeFounder & CEO VP of MarketingWildfire HubSpot@wildfireapp @mvolpe
  • 2. Scared yet?
  • 3. 86% of People Skip TV Adshttp://www.guardian.co.uk/media/2010/aug/24/tv-advertising
  • 4. 44% of Direct Mail is Never Even Looked Athttp://en.wikipedia.org/wiki/Advertising_mail
  • 5. Two Huge Developments Now Social The “Spam” Filter is in Email Social Inbox
  • 6. Inbox Before 2011 Most Messages by Date Flagrant Spam
  • 7. Email Inbox Ranking – After 2011 Inbox 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. Lazy Marketers Relyon Advertising Buys
  • 11. Renting / Outbound Building / Inbound Advertising BloggingConferences / Events SEO Paid Search / PPC Free Tools Email List Rentals Social Media Cold Calling Opt-In Email Lists
  • 12. Your competition is NOT who you think it is.
  • 13. Social Media is Only One Piece
  • 14. Bring All the Pieces Together Social Media Search Engine Marketing Marketing Content Marketing Conversion Marketing Lead Nurturing Sales Support
  • 15. SEO / Blogging + Social Media
  • 16. SEO from 2000 to 2011Ranking Algorithm:f(n): Context + Authority
  • 17. 97% more links (for better rankings) for companies that have a blog. Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • 18. 85% of web pages have less than 7 inbound linksSource: SEOMoz.org
  • 19. Content Makes You Interesting
  • 20. 79% morefollowers for companies that have a blog. Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  • 21. 55% morewebsite visitors for companies that blog. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • 22. Where is Search Going? Where is search going?
  • 23. Coming to SEO: Likes = Links = =
  • 24. SEO in 2011 and BeyondRanking Algorithm:f(n): Context + Authority + Social Graph
  • 25. The “Like” is Replacing the “Link”
  • 26. Lead Generation + Social Media
  • 27. Social Media = Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 28. Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  • 29. Evolution of the Database
  • 30. Branding +Social Media
  • 31. Brand Brand Building Building 1.0 1.0. Hire an agency Your brand comes out, all perfect (and sterile).Flickr: jamesjyu
  • 32. A Brand is What People Say It Is A brand is whatever people say it is.Flickr: chelmsfordpubliclibrary
  • 33. Grow brand by cultivation, not control.
  • 34. Promote All Feedback http://www.microsoft.com/windows/social/
  • 35. Promote All Feedback www.ShowUsYourPizza.com
  • 36. http://twitter.com/meaghano/status/1767991757
  • 37. http://twitter.com/JetBlue/status/1768096120
  • 38. Research +Social Media
  • 39. Focus groups are dead.
  • 40. Observe your customers in their native environment.
  • 41. We’ve got lots to think about…
  • 42. Advice for the road ahead…
  • 43. Stop thinking like an advertiser.
  • 44. Start thinking like apublisher and socializer.
  • 45. Committo the new inbound strategy.
  • 46. Don’t dip yourtoe in the water.
  • 47. Jump in ALL THE WAY.
  • 48. How can FACEBOOK benefit Marketers? 36% of fans say that since92% of fans say that since becoming a fan of abecoming a fan of a given given brand their desirebrand they are more likely to buy from this brandto recommend that brand has increased to their friends92% 90% Trust their friends # who trust online adsWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929 33%
  • 49. 3 GROW aspects of successful ENGAGE FACEBOOK MONETIZE MARKETINGGROW grow growGROWWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929Wildfire Interactive, Inc. +1.888.274.0929
  • 50. 1 Cross promotion with newsletter GROW your 2 Cross promotion EXISTING with website AUDIENCE 3 Encourage fans to spread the wordWildfire Interactive, Inc. | @wildfireapp |Wildfire Interactive, Inc. | +1.888.274.0929
  • 51. ACQUIRE FANS with facebook Ads 75% say they learned about a fan page because of an adWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929Wildfire Interactive, Inc.
  • 52. ? How to runEFFECTIVE facebook Ads1. Give them a reason to click2. Don’t drive people outside of Facebook3. Advertise to friends of fans4. A/B Test & Keep it Fresh!
  • 53. ADVERTISE TO FRIENDS OF FANS
  • 54. Deals Contests “ COMPANIES RUN that Giveaways CONTESTS 2 FANS have x as many ” as companies that don’t Jupiter ResearchWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929Wildfire Interactive, Inc.
  • 55. ? Check out blog.wildfireapp.com! How to run EFFECTIVE PROMOTIONSWildfire Interactive, Inc. | @wildfireapp |Wildfire Interactive, Inc. | +1.888.274.0929
  • 56. 3 GROW aspects of successful ENGAGE FACEBOOK MONETIZE MARKETINGENGAGE engage engageENGAGEWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929Wildfire Interactive, Inc.
  • 57. NEWSFEED1. TELL fans what 2. ASK 3. TAP into YES people’s you want them to do NO questions YOUR FANS PASSIONSWildfire Interactive, Inc. | @wildfireapp |Wildfire Interactive, Inc. | +1.888.274.0929
  • 58. ASK QUESTIONS ASK for LIKESWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929Wildfire Interactive, Inc. +1.888.274.0929
  • 59. QUALITY > quantityWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929
  • 60. ENGAGEMENT: CONTENT How can SMBs make their fan pages BETTER DEALS ENTERTAINMENT EXCLUSIVITYWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929Wildfire Interactive, Inc.
  • 61. 3 GROW aspects of successful ENGAGE FACEBOOK MONETIZE MARKETINGMONETIZE monetize monetize MONETIZEWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929
  • 62. MYSTERY COUPONSWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929
  • 63. GROUP DEALSWildfire Interactive, Inc. |Wildfire Interactive, Inc. | info@wildfireapp.com | +1.888.274.0929
  • 64. IN STORE GIVEAWAYSWildfire Interactive, Inc. | @wildfireapp | | +1.888.274.0929
  • 65. Thank You! www.HubSpot.com www. .WildfireApp.comVictoria Ransom Mike VolpeFounder & CEO VP of MarketingWildfire HubSpot@wildfireapp @mvolpe
  • 66. Q&AVictoria Ransom Mike VolpeFounder & CEO VP of MarketingWildfire HubSpot@wildfireapp @mvolpe