Business of Social

Businessof SocialWhat B2B and B2C softwarecompanies need to know about socialmedia.Laura Fitton @pistachiopistachio@HubSpot.com

Laura @Pistachio Fitton“Excited & geeky aboutwhere all this leads!" Twitter for Dummie s Inbound Marketing Evangelis t 86,000 Twitter @pistachio Founder Readers (acq. By HubSpot)

Laura Fitton, May 2007Homebound mom.Two kids under two. Where do I upgrade my browser? What’s Web 2.0? Twitter is Dumb! NO business network in Boston

“Laura Fitton… hasthousands of peoplefollowing her on Twitter.…by consistentlytouching a tribe ofpeople with generosityand insight, she’searned the right to lead”-Seth Godin, Tribes

Founder/CEO oneforty.com

How did THAT Happen??!Photo: http://www.flickr.com/photos/furryscalyman/

If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing. GUY KAWASAKI FORMER CHIEF EVANGELIST, APPLE CO-FOUNDER, ALLTOP.COMImage Credit: RangerRick

Marketing wasaboutpushingmessages out.

25% of your list expires each 91% year 86% unsubscribe skip TV ads Email usage is declining by as much as44% 59%of direct mail is 2/3never opened on FTC’s DO NOT CALL list 14

Today it’s aboutpullingpeople in.

Less of this. 25% of your list expires each 91% year 86% unsubscribe skip TV ads Email usage is declining by as much as 44% 59% of direct mail is 2/3 never opened on FTC’s DO NOT CALL list 16

More of this. 17

The balance of power shifted mere mortal

Influence (WAS)Attract attention toyourself

Influence (IS)Provide attention & value to others

The Message is the Influencer.http://twitpic.com/135xa by @JKrums

Any to Many

Social MediaMarketingin 2 Words…

Be Useful!

Image: http://inay.org

When I grow upI don’t want to be a lead! 32

Social MediaMarketingin 4 Words…

Listen.Learn.Care.Serve.

http://bit.ly/inbound1013 Steps: 1 2 3 MeasureGet Found Convert What Matters

Get1 Found

Websit Blog SEO Social Blog Media PPC Creation eLandin Lead Lead Press Nuturing Email Mgmt Webinars Releases gPagesAnalytic A/B Test Mobile Sales CRM Your Idea s Intel

Have more fun!Try more things.

Don’t be afraid to polarize

Either write something worth reading ordo something worth writing about.BENJAMIN FRANKLIN Image Credit: lhalstead

2 Convert

More of this. 44

Measure3 What Matters

You don’t just want a following. 47

You wantscreaming, raving fans

Marketingis a Mess.

HubSpot consolidates all the best inboundmarketing methods in one spot

300 employee s $65M Google Ventures Sequoia5400 Salesforce.comcustomers

INSPIRED?Start working on your successstory. Sign up for a HubSpotfree trial and see how theintegration of content creation,engagement and analyticsleads to awesome marketingresults.Learn more today!http://bit.ly/inbound101Thank you! Laura Fitton @pistachio pistachio@HubSpot.com

Unicorns live in afantasy world.

MARKETING EXECSCAN’T AFFORD TO.

LET’S SEPARATEMARKETING FACT

LET’S SEPARATEMARKETING FACT from fantas marketing

fantasy marketing If you give your content away for free, prospects will never buy your full-fledged offering. 57

“Free trials” are an excellent way to demonstrate the value of your product & increase conversion.MARKETINGFACT

“Free trials” are an excellent way to demonstrate the value of your product & increase conversion. Sharing free, relevantMARKETING content onlineFACT helps search engines —& prospects— find you.

fantas marketingyBlogging is overrated& not particularly effectivefor marketing. 60

MARKETING CompaniesFACT that blog get 55% more web traffic than those that don’t.

MARKETING CompaniesFACT that blog get 55% more web traffic than those that don’t. They also get 70%more leads

MARKETING CompaniesFACT that blog get 55% more web traffic than those that don’t. 57% They also get 70%more of companies leads have acquired a customer through their blog.

fanta marketingsy B2B companies don’t need to waste their time on

MARKETINGFACT 39% of B2B companies using Twitter have acquired new customers from it.

MARKETINGFACT 41% of B2B companies using Facebook have acquired new customers from it. 39% of B2B companies using Twitter have acquired new customers from it.

fantmarketingasyYou can rely on email tobe the workhorse ofyour online marketingefforts. 67

MARKETING FACTYour email database expiresat a rate of25% per year

MARKETING Gmail Priority Inbox & othertools are pushing your automated FACT emails to thebottom of the inbox. Your email database expires at a rate of 25% per year

fantas marketingyEmail is still one ofthe most effectiveways of communicatingwith prospects. 70

MARKETINGFACT Email usage is declining by as much as 59% across all age groups

MARKETINGFACT US internet users 3X more spend minutes on blogs & social networks than on email Email usage is declining by as much as 59% across all age groups

fantasy marketing Optimizing for mobile devices isn’t worth the effort. 73

35% of Americans own a smartphone.MARKETINGFACT

By YE2011, that figure will rise to50% 35% of Americans own a smartphone.MARKETINGFACT

By YE2011, that figure will rise to50% 86% 35% of Americans of C-level executives have smartphones. own a smartphone.MARKETINGFACT

By YE2011, that figure will rise to50% 86% 35% of Americans of C-level executives have smartphones. own a smartphone. The majority ofMARKETING them say it’s their primaryFACT communication tool.

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Business of Social

by Laura "@pistachio" Fitton

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