Social Media & Business Marketing
Mike Volpe
           g
VP Marketing
HubSpot
Agenda

1. Why
1 Wh is Social Media Important?

2. Social Media State of Mind

3. 3 Types of Social Media

4. Measuring Re...
Marketers Doing Marketing
People Blocking Marketing




Can Spam Act Signed into Law
People Don’t Need Marketing
Rethinking Marketing
Outbound Marketing    Inbound Marketing
• Telemarketing       • SEO / SEM
• Trade shows         • Blo...
What is Social Media?
Wikipedia:
 “Social media is an umbrella term that defines
                        mbrella
 the vari...
Social Media is Inbound Marketing

• Social Media helps with SEO
                      ith

• Social Media promotes your B...
Agenda

1. Why
1 Wh is Social Media Important?

2. Social Media State of Mind

3. 3 Types of Social Media

4. Measuring Re...
“I’m 48. I don t understand
         I m 48 don’t
          this Social Media stuff.”

• Similar to a
  business cocktail
...
Business Cocktail Party Advice

• Meet people and start con ersations
                        conversations

• Answer ques...
Social Media = Cocktail Party

• Become a real member of the community

• Add value to the community
  • Ask and answer qu...
Agenda

1. Why
1 Wh is Social Media Important?

2. Social Media State of Mind

3. 3 Types of Social Media

4. Measuring Re...
3 Types of Social Media


            Share



  Publish       Network
Social Media: Publish
• Everyone can publish anything for everyone
Marketing Tips for SM-Publish

• P blish “E er thing you ha e an here you
  Publish: “Everything o have anywhere o
  can”
...
Publish What You Have
• SolidWorks: 100+ Videos on Website
• P blished on Yo T be No Promotion
  Published    YouTube,
• 1...
Monitor What’s Published
Promote Flattering Content
Empower Customers to Publish
• Hacking Netflix – Blog run by customer / fan
• Top 1% of all websites, Top 0 25% of blogs
 ...
3 Types of Social Media


            Share



  Publish       Network
Social Media: Share
• Anyone can promote anything to everyone
Marketing Tips for SM-Share

• Monitor what’s being shared abo t you
           hat’s              about o

• Find where y...
Monitor What’s Being Shared
Del.icio.us for Market Research
Where Does Your Audience Hang Out
Name          Overview             Stats                        Demographic             ...
Promote Flattering Content
Content Your Audience Loves
Content                    Description                  Result
GoDaddy s 16‐Step 
GoDaddy's 16...
3 Types of Social Media


            Share



  Publish       Network
Social Media: Network
• Anyone can connect with everyone from
  anywhere
Marketing Tips for SM-Network
• Make friends
  • Find your existing connections
  • Network through groups
  • Add to your...
Agenda

1. Why
1 Wh is Social Media Important?

2. Social Media State of Mind

3. 3 Types of Social Media

4. Measuring Re...
Blog Subscribers & Visitors
Del.icio.us Bookmarks
Inbound Links
Facebook Fans & Activity
Other Metrics
•   Video views on YouTube
•   Friends on Facebook or LinkedIn
•   Votes for blog articles
•   Posts in foru...
Traffic, Leads and Customers




              Visitors   Leads   Customers
StumbleUpon   1,892      12      0
LinkedIn
  ...
HubSpot
Inbound Marketing System
Inbound Marketing System

               Content
    SEO      Management           Blogs

          Landing            Soc...
Getting Found: On-Page SEO
                      Keyword Grader
             •   Determine what k
                 D      ...
Getting Found: Off-Page SEO
                         Link Grader
              •   Identify opportunities to generate
    ...
Getting Found: Blogosphere
                          Blogging
             •   Enable
                 E bl easy, natural ...
Getting Found: Social Mediasphere
Track Your Competitors
HubSpot Methodology and Consulting

                 •   Our Internet Marketing Consultants
                     are exper...
HubSpot Training Materials and Resources
HubSpot Demo?

• H bSpot starts at $3500 / year
  HubSpot                    ear

• Let us know if you want to see a demo
Thank You!

  Let s continue the discussion!
  Let’s continue the discussion!
    www.HubSpot.com/SMW

Leave a comment on ...
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Social Media & Business Marketing

  1. 1. Social Media & Business Marketing Mike Volpe g VP Marketing HubSpot
  2. 2. Agenda 1. Why 1 Wh is Social Media Important? 2. Social Media State of Mind 3. 3 Types of Social Media 4. Measuring Results
  3. 3. Marketers Doing Marketing
  4. 4. People Blocking Marketing Can Spam Act Signed into Law
  5. 5. People Don’t Need Marketing
  6. 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. 7. What is Social Media? Wikipedia: “Social media is an umbrella term that defines mbrella the various activities that integrate technology, social interaction and the construction of interaction, words and pictures.” Mike Volpe: “It’s media (content that is published) with a social (anyone can add to it) component.” component.
  8. 8. Social Media is Inbound Marketing • Social Media helps with SEO ith • Social Media promotes your Blog • Social Media is Permission Centric • The conversation has already started…
  9. 9. Agenda 1. Why 1 Wh is Social Media Important? 2. Social Media State of Mind 3. 3 Types of Social Media 4. Measuring Results
  10. 10. “I’m 48. I don t understand I m 48 don’t this Social Media stuff.” • Similar to a business cocktail reception • Without constraints of time or space
  11. 11. Business Cocktail Party Advice • Meet people and start con ersations conversations • Answer questions – help others • Ask questions – trust others’ advice
  12. 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. 13. Agenda 1. Why 1 Wh is Social Media Important? 2. Social Media State of Mind 3. 3 Types of Social Media 4. Measuring Results
  14. 14. 3 Types of Social Media Share Publish Network
  15. 15. Social Media: Publish • Everyone can publish anything for everyone
  16. 16. Marketing Tips for SM-Publish • P blish “E er thing you ha e an here you Publish: “Everything o have anywhere o can” • Monitor what others publish, promote it • Empower your customers to publish
  17. 17. Publish What You Have • SolidWorks: 100+ Videos on Website • P blished on Yo T be No Promotion Published YouTube, • 10,000+ Views / Month
  18. 18. Monitor What’s Published
  19. 19. Promote Flattering Content
  20. 20. Empower Customers to Publish • Hacking Netflix – Blog run by customer / fan • Top 1% of all websites, Top 0 25% of blogs ebsites 0.25%
  21. 21. 3 Types of Social Media Share Publish Network
  22. 22. Social Media: Share • Anyone can promote anything to everyone
  23. 23. Marketing Tips for SM-Share • Monitor what’s being shared abo t you hat’s about o • Find where your audience hangs out • Promote your content and other content • Produce content your audience will love
  24. 24. Monitor What’s Being Shared
  25. 25. Del.icio.us for Market Research
  26. 26. Where Does Your Audience Hang Out Name Overview Stats Demographic Good For: Del.icio.us Community saves  2 million registered users Somewhat young,  Most companies.  ( (Yahoo) ) and shares web  technical and web‐ Del.icio.us has broad  bookmarks 2 million visitors / mo. centric, but growing in  audience, but skews  reach toward people  interested in media  g and blogs Digg Community  18 million visitors/ mo Young males working in  Offbeat news, politics,  submits and votes  technology. stories about Internet,  on news stories 4 million registered users 94% male Web2.0, technology,  88% are 18‐39 pp , g , Apple, design , web  64% income >$75k design, environment 39% blog StumbleUpon Community  4 million registered users Because you can segment  All companies. submits and votes  by lots of interest areas,  y , You can get traffic  g on web pages,  1 million visitors/ mo. almost anything works  with even one vote,  then people visit  well on StumbleUpon and you don’t need to  pages based on  (people use the service be a power user to do  number of votes g ) without visiting website) well. http://www.doshdosh.com/list-of-social-media-news-websites
  27. 27. Promote Flattering Content
  28. 28. Content Your Audience Loves Content Description Result GoDaddy s 16‐Step  GoDaddy's 16 Step Blog Article on  Blog Article on 695 Diggs and thousands of  695 Diggs and thousands of Checkout: Brainless  Blog.HubSpot.com web visitors Marketing At Its Finest? Website Grader Interactive tool that  Over 3,000 Del.icio.us  provides a free marketing  bookmarks and over  and SEO report 250,000 unique websites  submitted b i d Social Media Webinar Webinar for marketing  Over 1,500 registrations,  professionals on social professionals on social promoted for free by other  promoted for free by other media and marketing bloggers
  29. 29. 3 Types of Social Media Share Publish Network
  30. 30. Social Media: Network • Anyone can connect with everyone from anywhere
  31. 31. Marketing Tips for SM-Network • Make friends • Find your existing connections • Network through groups • Add to your email signature, blog articles, bi or t il i t bl ti l bio profile… • B helpful Be h l f l • Answer questions • Share interesting content • Make connections
  32. 32. Agenda 1. Why 1 Wh is Social Media Important? 2. Social Media State of Mind 3. 3 Types of Social Media 4. Measuring Results
  33. 33. Blog Subscribers & Visitors
  34. 34. Del.icio.us Bookmarks
  35. 35. Inbound Links
  36. 36. Facebook Fans & Activity
  37. 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. 38. Traffic, Leads and Customers Visitors Leads Customers StumbleUpon 1,892 12 0 LinkedIn k d 834 72 2 Facebook 511 8 1
  39. 39. HubSpot Inbound Marketing System
  40. 40. Inbound Marketing System Content SEO Management Blogs Landing Social Pages Media Lead Intelligence CRM
  41. 41. Getting Found: On-Page SEO Keyword Grader • Determine what k D i h keywords tod 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 y your site that is ranking for each g keyword(phrase) and how to make further improvements
  42. 42. 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
  43. 43. Getting Found: Blogosphere Blogging • Enable E bl easy, natural process to l consistently update content on your site, achieve more frequent search engine crawls, and improve authority i th it • Develop an audience of email and RSS subscribers • Attract more inbound links (“link ( link bait”) • Write keyword rich content to attract more high conversion rate traffic
  44. 44. Getting Found: Social Mediasphere
  45. 45. Track Your Competitors
  46. 46. HubSpot Methodology and Consulting • Our Internet Marketing Consultants are experienced in all aspects of online marketing and specifically trained on HubSpot's products and HubSpot s methodologies • Consulting sessions focus on these topics based on the specific needs of the client
  47. 47. HubSpot Training Materials and Resources
  48. 48. HubSpot Demo? • H bSpot starts at $3500 / year HubSpot ear • Let us know if you want to see a demo
  49. 49. Thank You! Let s continue the discussion! Let’s continue the discussion! www.HubSpot.com/SMW Leave a comment on the blog article. Mike Volpe VP Marketing HubSpot 1-800-482-0382 x2 mvolpe@hubspot.com
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