Social, Context & Delightion How Inbound Companies Solve for the Customer.

Social, Context
& Delightion
How Inbound
Companies Solve for
the Customer.
Social Brand Forum
Laura Fitton, Evangelist @ HubSpot
@pistachio | pistachio@hubspot.com

#delightion #socialbrand13

Laura Fitton, May 2007
Homebound mom.
Two kids under two.

Where do I
upgrade my
browser?

What’s
Web 2.0?

NO business
network in Boston

Twitter
is
Dumb!

(Don t Believe the) Hype

Oneforty.


Laura @Pistachio Fitton
“Excited & geeky about
where all this leads!"

Inbound
Marketing
Evangelist

CEO/Founder

A lotta
Twitter
Readers

(acquired By HubSpot 2011)

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


Social
Software will
Change the
World

Social Software

HAS

Changed the World


We ve
Only Just
Begun…

WE’RE…

DIFFERENT.

Our guiding
goal is
delighting
customers.

THE HUBSPOT CULTURE CODE.
1.  We are as maniacal about our metrics as our
mission.
2.  We obsess over customers, not competitors.
3.  We are radically and uncomfortably transparent.
4.  We give ourselves the autonomy to be awesome.
5.  We are unreasonably selective about our peers.
6.  We invest in individual mastery and market value.
7.  We defy conventional “wisdom” as it’s often
unwise.
8.  We speak the truth and face the facts.
9.  We believe in work+life, not work vs. life.
10. We are a perpetual work in progress.

NO ONE WAKES UP AND
SAYS:

“I want to see an ad.”


SO WHY DO MARKETERS
WAKE UP AND SAY:

“Let’s make an ad”?


Changes in Consumer Attention

vs
THEN.

NOW.


“

What we really need is
a mindset shift that will make us
relevant to today s consumers,

a mindset shift from
telling & selling
to building relationships.
Jim Stengel
Former global marketing oﬃcer
for Procter & Gamble

14


SOLVE FOR THE HUMANS
Not just their happiness,
but also their success.


Social, Context & Delightion: BIG PICTURE

•  Inﬂuence Was/Inﬂuence Is
•  2 Word Guide to Social Media
•  Establish ties
•  4 Word Guide to Social Media

Inﬂuence (was)
Attract attention to yourself


Inﬂuence (is)
Provide attention & value to
others

Social Media
in 2 Words…

“

BE
L
U!!!!
EF
US

Image: http://inay.org


Social Media 
in 4 Words…

“

Listen.
Learn.
Care.
Serve.

Image Credit: Fotographia Guerilla

“

Make the customer
the hero of your
story.
Ann Handley
Chief Content Oﬃcer
MarketingProfs

Tweet Quote!
ebook!


“

How Can I
Get More
Followers?

You don t just want a following.

29

You want
screaming,
raving fans

“

Either write something worth reading or
do something worth writing about.
Benjamin Franklin
Image Credit:"

lhalstead"

To build ANY social following…

Take Good AMAZING
Care of the Network
You Already Have
Photo: http://www.flickr.com/photos/harmishhk/


•  the more you give,
the more you get

Be
generous.
35

•  build trust, credibility,
& goodwill
•  increase # of pages &
inbound links


Make  
stuﬀ  
people  
want.
•  Educational Ebooks
•  How-to videos
•  Online Calculators
•  Planning tools
•  Answers to common questions

36


Be helpful.
Helpful is the new viral.

Helpful
Relevant
Remarkable

ask yourself how you can be of service to
your current and potential customers. What
problems can you solve? What questions can
you answer? What knowledge can you
share?
Read more: http://blog.hubspot.com/blog/
tabid/6307/bid/10291/Helpful-is-the-NewViral.aspx#ixzz1GsSghdGN

Frequent

37


Generous
is the
new
cautious
& controlled.

38


Remarkable is the new
‘business as usual.’
39


Link love is the new ad buy.

40


41


Social, Context & Delightion: TACTICS

•  We drink our own champagne
•  Here’s lookin’ at YOU,
#SocialBrand13


SFTC.
Solve for the customer

Not just their happiness,
but their success.


All other goals
should support our
guiding goal.


CODE RED.

Photo credit: http://www.flickr.com/dok1


AM Concierges .


You don’t ﬁnd customers anymore.

They ﬁnd you.


Context
creates the
inbound
experience.

EMAIL

SALES

SOCIAL

WEBSITE


SOCIAL INBOX

http://bit.ly/trySI

It’s so easy, even a CEO
can use it!


OUR OWN CHAMPAGNE


Social, Context & Delightion: VISION

•  We’ve only just begun…


Global Sensing and Signaling Network


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


“

Any
to
Many

6.8
BILLION.


Social, Context & Delightion: NOW, YOU
Website grade and custom checklists
http://grader.com
Marketing Library
http://hubspot.com/library
Marketing Academy
http://academy.hubspot.com
Try Social Inbox (& all HubSpot, free)
http://bit.ly/trySI

grader.com


hubspot.com/library


academy.hubspot.com


Social, Context & Delightion: NOW, YOU
Website grade and custom checklists
http://grader.com
Marketing Library
http://hubspot.com/library
Marketing Academy
http://academy.hubspot.com
Try Social Inbox (& all HubSpot free)
http://bit.ly/trySI

bit.ly/trySI


THANK YOU!

Solve for the
Customer

Laura Fitton, Inbound Marketing Evangelist
@pistachio | pistachio@hubspot.com

Social, Context & Delightion How Inbound Companies Solve for the Customer.

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