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HubSpots Overview of Social Media - Great Presentation

HubSpots Overview of Social Media - Great Presentation

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  • 1. Social Media & Business Marketing Mike Volpe VP Marketing HubSpot
  • 2. Agenda 2. Why is Social Media Important? 4. Social Media State of Mind 6. 3 Types of Social Media 8. Measuring Results
  • 3. Marketers Doing Marketing
  • 4. People Blocking Marketing Can Spam Act Signed into Law
  • 5. People Don’t Need Marketing
  • 6. Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts • RSS • Print ads • Free tools/trials • TV/radio ads • Viral videos Interruption Permission
  • 7. What is Social Media? Wikipedia: “Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures.” Mike Volpe: “It’s media (content that is published) with a social (anyone can add to it) component.”
  • 8. Social Media is Inbound Marketing • Social Media helps with SEO • Social Media promotes your Blog • Social Media is Permission Centric • The conversation has already started…
  • 9. Agenda 2. Why is Social Media Important? 4. Social Media State of Mind 6. 3 Types of Social Media 8. Measuring Results
  • 10. “I’m 48. I don’t understand this Social Media stuff.” • Similar to a business cocktail reception • Without constraints of time or space
  • 11. Business Cocktail Party Advice • Meet people and start conversations • Answer questions – help others • Ask questions – trust others’ advice
  • 12. Social Media = Cocktail Party • Become a real member of the community • Add value to the community • Ask and answer questions • More effective than live cocktail parties • No boundaries of time or space • Other people can listen in easily
  • 13. Agenda 2. Why is Social Media Important? 4. Social Media State of Mind 6. 3 Types of Social Media 8. Measuring Results
  • 14. 3 Types of Social Media
  • 15. Social Media: Publish • Everyone can publish anything for everyone
  • 16. Marketing Tips for SM-Publish • Publish: “Everything you have anywhere you can” • Monitor what others publish, promote it • Empower your customers to publish
  • 17. Publish What You Have • SolidWorks: 100+ Videos on Website • Published on YouTube, No Promotion • 10,000+ Views / Month
  • 18. Monitor What’s Published
  • 19. Promote Flattering Content
  • 20. Empower Customers to Publish • Hacking Netflix – Blog run by customer / fan • Top 1% of all websites, Top 0.25% of blogs
  • 21. 3 Types of Social Media
  • 22. Social Media: Share • Anyone can promote anything to everyone
  • 23. Marketing Tips for SM-Share • Monitor what’s being shared about you • Find where your audience hangs out • Promote your content and other content • Produce content your audience will love
  • 24. Monitor What’s Being Shared
  • 25. for Market Research
  • 26. Where Does Your Audience Hang Out Name Overview Stats Demographic Good For: Del C om m unity 2 m ilion r l egist ed user er s Som ewhat young, Most com panies. (Y ahoo) saves and technicaland web- Del has shar web es 2 m ilion visit s / m o. l or cent ic, but gr r owing in broad audience, but bookm ar ks reach skews t owar d peopl int est in e er ed m edia and bl ogs Digg C om m unity 18 m ilion visit s/ m o l or Y oung m al wor es king O f beat news, f subm it and s in technol ogy. pol ics, st ies it or vot on news es 4 m ilion r l egist ed user er s 94% m al e about Int net er , st ies or 88% ar 18-39 e Web2.0, t echnology, 64% incom e >$75k Appl design , web e, 39% bl og design, envir onm ent St bl um eUpon C om m unity 4 m ilion r l egist ed user er s Because you can Al com panies. l subm it and s segm ent by l s of ot Y ou can get t af ic r f vot on web es 1 m ilion visit s/ m o. l or int est ar er eas, al ost m wit even one vot h e, pages, t hen anyt hing wor wel on ks l and you don’t need peopl visit e (peopl use t ser e he vice St bl um eUpon t be a power user o pages based on wit hout visit websit ing e) t do wel. o l num ber of votes
  • 27. Promote Flattering Content
  • 28. Content Your Audience Loves Content Description Result GoDaddy's 16-Step Blog Article on 695 Diggs and thousands Checkout: Brainless of web visitors Marketing At Its Finest? Website Grader Interactive tool that Over 3,000 provides a free marketing bookmarks and over and SEO report 250,000 unique websites submitted Social Media Webinar Webinar for marketing Over 1,500 registrations, professionals on social promoted for free by other media and marketing bloggers
  • 29. 3 Types of Social Media
  • 30. Social Media: Network • Anyone can connect with everyone from anywhere
  • 31. Marketing Tips for SM-Network • Make friends • Find your existing connections • Network through groups • Add to your email signature, blog articles, bio or profile… • Be helpful • Answer questions • Share interesting content • Make connections
  • 32. Agenda 2. Why is Social Media Important? 4. Social Media State of Mind 6. 3 Types of Social Media 8. Measuring Results
  • 33. Blog Subscribers & Visitors
  • 35. Inbound Links
  • 36. Facebook Fans & Activity
  • 37. Other Metrics • Video views on YouTube • Friends on Facebook or LinkedIn • Votes for blog articles • Posts in forums • Questions answered on Yahoo Answers
  • 38. Traffic, Leads and Customers Visit s or Leads C ust er om s St bl um eUpo 1,892 12 0 n LinkedIn 834 72 2 Facebook 511 8 1
  • 39. Thank You! Let’s continue the discussion! Leave a comment on the blog article. Mike Volpe VP Marketing HubSpot 1-800-482-0382 x2
  • 40. HubSpot Inbound Marketing System
  • 41. Inbound Marketing System C ontent SEO Managem ent Bl ogs Landing Social Pages Media A na Lead l tc Int l eligence yi s C RM
  • 42. Getting Found: On-Page SEO Keyword Grader • Determine what keywords to optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Google • Identify critical long tail words (high conversion rates, low competition) • Monitor your rank against competitors for each keyword/phrase • Determine the specific page on your site that is ranking for each keyword(phrase) and how to make further improvements
  • 43. Getting Found: Off-Page SEO Link Grader • Identify opportunities to generate more return from your existing links • Monitor your live inbound links and which inbound links are producing the most value for you • Aggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of
  • 44. Getting Found: SEO for Your Whole Site Page Grader • Analyze each page of your site to see which produce the most value for you (traffic, leads, ranked keywords, links) • Automatically recommend improvements to optimize each page of your site
  • 45. Getting Found: Blogosphere Blogging • Enable easy, natural process to consistently update content on your site, achieve more frequent search engine crawls, and improve authority • Develop an audience of email and RSS subscribers • Attract more inbound links (“link bait”) • Write keyword rich content to attract more high conversion rate traffic
  • 46. Getting Found: Social Mediasphere
  • 47. Track Your Competitors
  • 48. Lead Intelligence • Track the full path of all of your leads through your web site • Automatically develop more intelligence around each lead (number of visits, time on site, pages visited, comments written on blog, documents downloaded, information submitted via web forms created) • Increase close rate through improved lead quality
  • 49. Making Better Marketing Decisions Analytics • Integrated reports in HubSpot software allow you to understand the effects of all your marketing activities so you can optimize your efforts and allocate your time and money towards the programs that generate the most leads and sales for your business
  • 50. Actionable Marketing Insights HubFeed • HubFeed “watches” your Internet marketing efforts and delivers highlights and actionable insights based on your data
  • 51. HubSpot Methodology and Consulting • Our Internet Marketing Consultants are experienced in all aspects of online marketing and specifically trained on HubSpot's products and methodologies • Consulting sessions focus on these topics based on the specific needs of the client
  • 52. HubSpot Training Materials and Resources
  • 53. HubSpot Demo? • HubSpot starts at $250 / month • We have awesome tools to help with the website redesign process. • Pricing is as of July 2008 and is subject to change.