Social Media Automation is Not Evil - Mike Volpe (Social Fresh WEST 2012)

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  • http://en.wikipedia.org/wiki/File:Darth_Vader.jpg
  • http://en.wikipedia.org/wiki/File:Darth_Vader.jpg
  • http://en.wikipedia.org/wiki/File:Darth_Vader.jpg(note, this tweet is FAKE)
  • http://en.wikipedia.org/wiki/File:Darth_Vader.jpg(note, this tweet is FAKE)
  • http://en.wikipedia.org/wiki/File:Anakin_Skywalker.png
  • http://en.wikipedia.org/wiki/File:Roomba_original.jpgLarry D. Moore CC BY-SA 3.0.
  • http://en.wikipedia.org/wiki/File:Terminator-2-judgement-day.jpg
  • http://en.wikipedia.org/wiki/File:Terminator-2-judgement-day.jpg
  • http://en.wikipedia.org/wiki/File:Question_opening-closing.svg
  • http://twitter.com/mvolpe/status/228120848500916224https://twitter.com/NeilSwanson/status/228108767479336961
  • https://twitter.com/neilswanson
  • https://twitter.com/neilswanson
  • http://twitter.com/mvolpe/status/228120848500916224https://twitter.com/NeilSwanson/status/228108767479336961
  • http://twitter.com/paolarussu/status/45235623308689408
  • https://twitter.com/#!/PaolaRussu/media/grid
  • https://twitter.com/#!/PaolaRussu/media/grid
  • NOTE: This is a FAKE tweet.
  • This was HUMAN and NOT AUTOMATED. Is it evil? Most people think so.http://mashable.com/2011/02/03/kenneth-cole-egypt/
  • https://twitter.com/cnnbrk/status/226247593825542144https://twitter.com/9NEWS/status/226214555473305601
  • http://mashable.com/2012/07/20/nra-tweet/http://articles.cnn.com/2012-07-20/tech/tech_social-media_nra-tweet-shooting_1_tweet-twitter-account-twitter-users
  • http://www.businessinsider.com/celebboutique-makes-incredibly-insensitive-tweet-about-aurora-shooting-2012-7http://technology.inquirer.net/14429/users-slam-boutique-tweet-on-batman-shooting
  • http://blog.hubspot.com/blog/tabid/6307/bid/31750/AT-T-s-Twitter-SPAM-Snafu-Highlights-Dangers-of-Automation-Outsourcing.aspx
  • https://twitter.com/adtothebone/statuses/214355400064118785https://twitter.com/smartcarusa/statuses/215199492465639425http://mashable.com/2012/06/21/bird-poop-smartcar/
  • http://www.simplyzesty.com/social-media/funny-friday-the-best-customer-service-response-twitter/
  • From @Dharmesh
  • http://www.theonion.com/articles/hey-everybody-this-cool-new-tide-detergent-video-i,28356/http://prdaily.com/Main/Articles/A_brand_with_a_sense_of_humor_Tide_responds_to_Oni_11834.aspx
  • http://www.youtube.com/watch?v=clt8cjOgUbI
  • https://twitter.com/mvolpe/status/230666073249284097
  • https://twitter.com/mvolpe/status/230666073249284097
  • https://twitter.com/Initech_Billhttp://muffinlabs.com/content/twitter-bot-info.html
  • http://muffinlabs.com/content/twitter-bot-info.html
  • http://nicksalinbound.com/Hubspot-consulting-blog/bid/134123/HubSpot-VARs-Marketing-Rock-Stars-Top-Memories-from-Inbound2012
  • http://twitter.com/meaghano/status/1767991757
  • http://twitter.com/JetBlue/status/1768096120
  • By Steve Garfieldhttp://www.flickr.com/photos/stevegarfield/7887636152/
  • http://en.wikipedia.org/wiki/File:Typhoid_inoculation2.jpg
  • Building relationshipsUnderstanding of prior interactions
  • http://blog.hubspot.com/blog/tabid/6307/bid/4514/Making-Friends-LinkedIn-vs-Facebook-vs-Twitter-cartoon.aspx
  • Social Media Automation is Not Evil - Mike Volpe (Social Fresh WEST 2012)

    1. 1. Social MediaAutomation is NOT Evil …or is it?
    2. 2. MIKEVOLPE@mvolpecmo @ HubSpotmy 16 month old sonprobably has moretwitter followers thanyou because hisprofile picture is 72%cuter.
    3. 3. We allknow evilwhen wesee it,right?
    4. 4. What is evil? Tech or humans?
    5. 5. What is evil? Tech or humans?
    6. 6. I mean helooks evil…right?
    7. 7. No, no… theboy was fineuntil therobotics andautomationmade himevil.
    8. 8. Evil robotautomation.
    9. 9. Good robotautomation.
    10. 10. OK, so whatexactly isEVIL socialmediaautomation?
    11. 11. What is evil?
    12. 12. Is thisevil??
    13. 13. Is this evil?
    14. 14. Is it less evil if they’re hot?
    15. 15. Is it lessevil ifthey’re ahipster?
    16. 16. What if they are famous? Note: This tweet is fake, it never happened (yet).
    17. 17. UNSOLICITEDINSENSITIVEUNWANTEDANNOYINGDISTRACTINGNOTVALUABLE
    18. 18. WHAT IS EVILSOCIAL MEDIAAUTOMATION?MARKETINGPEOPLE HATE.
    19. 19. WHAT ISGOODSOCIAL MEDIAAUTOMATION?MARKETINGPEOPLE
    20. 20. Social Media Marketing PeopleLove
    21. 21. Social Media Marketing PeopleLove
    22. 22. Social Media Marketing PeopleLove
    23. 23. Social Media Marketing PeopleLove
    24. 24. Social Media Marketing PeopleLove
    25. 25. Social Media Marketing PeopleLove
    26. 26. What is evil? Tech or humans?
    27. 27. Social Media Marketing PeopleLove
    28. 28. Social Media Marketing PeopleLove
    29. 29. How to Vaccinate Yourself Against Evil Social Media Marketing Automation:
    30. 30. Inbound = Content + Context
    31. 31. Vaccine 1: Lovable Content Conte nt
    32. 32. Content vs
    33. 33. Vaccine 2: Lovable Context
    34. 34. Context NRA Member via opt-in email “Good morning shooters! Any vsweekend plans?” General public via Twitter
    35. 35. SOME IDEAS ONHOW TO USEAUTOMATION TOBE MORELOVABLE
    36. 36. Automate Data Collection
    37. 37. Use Automation to Alert Humans to Context• People clicking through on an important email• Certain people clicking on a Facebook post• Specific people visiting specific website pages• Priority contacts mentioning you in social media
    38. 38. Use Automation to Publish Lovable Content • RSS • Email • TwitterNew blog article, • Facebookebook, webinar, • LinkedIn etc. • More…
    39. 39. Automate WebsitePersonalizationUnknown Visitor Cold Prospect Warm Lead Opportunity
    40. 40. Automate Email Personalization &Segmentation• Segment by Lifecycle Stage• Personalize by Name, Company, from Sales Rep, Industry, Geography
    41. 41. HOW NOT TOUSEAUTOMATION
    42. 42. How Not to Use Automation • Automated following schemes on Twitter • Automated messaging to non opt-in contacts • Automating creation of low value content • Any automation that is not adding value to the end customer
    43. 43. All-in-OneMarketing Software Thank You! Get the slides here: MikeVolpe.com/SocialFresh Mike Volpe Twitter.com/mvolpe Facebook.com/mvolpe Linkedin.com/in/mikevolpe mvolpe@HubSpot.com www.HubSpot.com 60

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