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How Marketers Succeed in a Social World

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How Marketers Succeed in a Social World

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Learn the keys, as well as the pitfalls, of marketing on social media platforms. Listen to Victoria Ransom, founder and CEO of Wildfire Interactive, and Mike Volpe, HubSpot's CMO, as they discuss how marketers can take advantage of social media. View the recording here: http://www.hubspot.com/webinars/how-marketers-succeed-in-social-media/

Transcript

  1. 1. How Marketers Succeed in a Social World Victoria Ransom Mike Volpe Founder & CEO VP of Marketing Wildfire HubSpot @wildfireapp @mvolpe
  2. 2. Scared yet?
  3. 3. 86% of People Skip TV Ads http://www.guardian.co.uk/media/2010/aug/24/tv-advertising
  4. 4. 44% of Direct Mail is Never Even Looked At http://en.wikipedia.org/wiki/Advertising_mail
  5. 5. Two Huge Developments Now Social The “Spam” Filter is in Email Social Inbox
  6. 6. Inbox Before 2011 Most Messages by Date Flagrant Spam
  7. 7. Email Inbox Ranking – After 2011 Inbox After 2011 Things You Like (People & Brands) Things You Don’t Like Or Don’t Know (People & Brands)
  8. 8. That’s Some Scary Shiitake
  9. 9. We All Have an Addiction
  10. 10. Lazy Marketers Rely on Advertising Buys
  11. 11. Renting / Outbound Building / Inbound Advertising Blogging Conferences / Events SEO Paid Search / PPC Free Tools Email List Rentals Social Media Cold Calling Opt-In Email Lists
  12. 12. Your competition is NOT who you think it is.
  13. 13. Social Media is Only One Piece
  14. 14. Bring All the Pieces Together Social Media Search Engine Marketing Marketing Content Marketing Conversion Marketing Lead Nurturing Sales Support
  15. 15. SEO / Blogging + Social Media
  16. 16. SEO from 2000 to 2011 Ranking Algorithm: f(n): Context + Authority
  17. 17. 97% more links (for better rankings) for companies that have a blog. Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  18. 18. 85% of web pages have less than 7 inbound links Source: SEOMoz.org
  19. 19. Content Makes You Interesting
  20. 20. 79% more followers for companies that have a blog. Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  21. 21. 55% more website visitors for companies that blog. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  22. 22. Where is Search Going? Where is search going?
  23. 23. Coming to SEO: Likes = Links = =
  24. 24. SEO in 2011 and Beyond Ranking Algorithm: f(n): Context + Authority + Social Graph
  25. 25. The “Like” is Replacing the “Link”
  26. 26. Lead Generation + Social Media
  27. 27. Social Media = Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
  28. 28. Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  29. 29. Evolution of the Database
  30. 30. Branding + Social Media
  31. 31. Brand Brand Building Building 1.0 1.0. Hire an agency Your brand comes out, all perfect (and sterile). Flickr: jamesjyu
  32. 32. A Brand is What People Say It Is A brand is whatever people say it is. Flickr: chelmsfordpubliclibrary
  33. 33. Grow brand by cultivation, not control.
  34. 34. Promote All Feedback http://www.microsoft.com/windows/social/
  35. 35. Promote All Feedback www.ShowUsYourPizza.com
  36. 36. http://twitter.com/meaghano/status/1767991757
  37. 37. http://twitter.com/JetBlue/status/1768096120
  38. 38. Research + Social Media
  39. 39. Focus groups are dead.
  40. 40. Observe your customers in their native environment.
  41. 41. We’ve got lots to think about…
  42. 42. Advice for the road ahead…
  43. 43. Stop thinking like an advertiser.
  44. 44. Start thinking like a publisher and socializer.
  45. 45. Commit to the new inbound strategy.
  46. 46. Don’t dip your toe in the water.
  47. 47. Jump in ALL THE WAY.
  48. 48. How can FACEBOOK benefit Marketers? 36% of fans say that since 92% of fans say that since becoming a fan of a becoming a fan of a given given brand their desire brand they are more likely to buy from this brand to recommend that brand has increased to their friends 92% 90% Trust their friends # who trust online ads Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929 33%
  49. 49. 3 GROW aspects of successful ENGAGE FACEBOOK MONETIZE MARKETING GROW grow growGROW Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929 Wildfire Interactive, Inc. +1.888.274.0929
  50. 50. 1 Cross promotion with newsletter GROW your 2 Cross promotion EXISTING with website AUDIENCE 3 Encourage fans to spread the word Wildfire Interactive, Inc. | @wildfireapp | Wildfire Interactive, Inc. | +1.888.274.0929
  51. 51. ACQUIRE FANS with facebook Ads 75% say they learned about a fan page because of an ad Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929 Wildfire Interactive, Inc.
  52. 52. ? How to run EFFECTIVE facebook Ads 1. Give them a reason to click 2. Don’t drive people outside of Facebook 3. Advertise to friends of fans 4. A/B Test & Keep it Fresh!
  53. 53. ADVERTISE TO FRIENDS OF FANS
  54. 54. Deals Contests “ COMPANIES RUN that Giveaways CONTESTS 2 FANS have x as many ” as companies that don’t Jupiter Research Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929 Wildfire Interactive, Inc.
  55. 55. ? Check out blog.wildfireapp.com! How to run EFFECTIVE PROMOTIONS Wildfire Interactive, Inc. | @wildfireapp | Wildfire Interactive, Inc. | +1.888.274.0929
  56. 56. 3 GROW aspects of successful ENGAGE FACEBOOK MONETIZE MARKETING ENGAGE engage engageENGAGE Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929 Wildfire Interactive, Inc.
  57. 57. NEWSFEED 1. TELL fans what 2. ASK 3. TAP into YES people’s you want them to do NO questions YOUR FANS PASSIONS Wildfire Interactive, Inc. | @wildfireapp | Wildfire Interactive, Inc. | +1.888.274.0929
  58. 58. ASK QUESTIONS ASK for LIKES Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929 Wildfire Interactive, Inc. +1.888.274.0929
  59. 59. QUALITY > quantity Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929
  60. 60. ENGAGEMENT: CONTENT How can SMBs make their fan pages BETTER DEALS ENTERTAINMENT EXCLUSIVITY Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929 Wildfire Interactive, Inc.
  61. 61. 3 GROW aspects of successful ENGAGE FACEBOOK MONETIZE MARKETING MONETIZE monetize monetize MONETIZE Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929
  62. 62. MYSTERY COUPONS Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929
  63. 63. GROUP DEALS Wildfire Interactive, Inc. | Wildfire Interactive, Inc. | info@wildfireapp.com | +1.888.274.0929
  64. 64. IN STORE GIVEAWAYS Wildfire Interactive, Inc. | @wildfireapp | | +1.888.274.0929
  65. 65. Thank You! www.HubSpot.com www. .WildfireApp.com Victoria Ransom Mike Volpe Founder & CEO VP of Marketing Wildfire HubSpot @wildfireapp @mvolpe
  66. 66. Q&A Victoria Ransom Mike Volpe Founder & CEO VP of Marketing Wildfire HubSpot @wildfireapp @mvolpe

Description

Learn the keys, as well as the pitfalls, of marketing on social media platforms. Listen to Victoria Ransom, founder and CEO of Wildfire Interactive, and Mike Volpe, HubSpot's CMO, as they discuss how marketers can take advantage of social media. View the recording here: http://www.hubspot.com/webinars/how-marketers-succeed-in-social-media/

Transcript

  1. 1. How Marketers Succeed in a Social World Victoria Ransom Mike Volpe Founder & CEO VP of Marketing Wildfire HubSpot @wildfireapp @mvolpe
  2. 2. Scared yet?
  3. 3. 86% of People Skip TV Ads http://www.guardian.co.uk/media/2010/aug/24/tv-advertising
  4. 4. 44% of Direct Mail is Never Even Looked At http://en.wikipedia.org/wiki/Advertising_mail
  5. 5. Two Huge Developments Now Social The “Spam” Filter is in Email Social Inbox
  6. 6. Inbox Before 2011 Most Messages by Date Flagrant Spam
  7. 7. Email Inbox Ranking – After 2011 Inbox After 2011 Things You Like (People & Brands) Things You Don’t Like Or Don’t Know (People & Brands)
  8. 8. That’s Some Scary Shiitake
  9. 9. We All Have an Addiction
  10. 10. Lazy Marketers Rely on Advertising Buys
  11. 11. Renting / Outbound Building / Inbound Advertising Blogging Conferences / Events SEO Paid Search / PPC Free Tools Email List Rentals Social Media Cold Calling Opt-In Email Lists
  12. 12. Your competition is NOT who you think it is.
  13. 13. Social Media is Only One Piece
  14. 14. Bring All the Pieces Together Social Media Search Engine Marketing Marketing Content Marketing Conversion Marketing Lead Nurturing Sales Support
  15. 15. SEO / Blogging + Social Media
  16. 16. SEO from 2000 to 2011 Ranking Algorithm: f(n): Context + Authority
  17. 17. 97% more links (for better rankings) for companies that have a blog. Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  18. 18. 85% of web pages have less than 7 inbound links Source: SEOMoz.org
  19. 19. Content Makes You Interesting
  20. 20. 79% more followers for companies that have a blog. Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  21. 21. 55% more website visitors for companies that blog. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  22. 22. Where is Search Going? Where is search going?
  23. 23. Coming to SEO: Likes = Links = =
  24. 24. SEO in 2011 and Beyond Ranking Algorithm: f(n): Context + Authority + Social Graph
  25. 25. The “Like” is Replacing the “Link”
  26. 26. Lead Generation + Social Media
  27. 27. Social Media = Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
  28. 28. Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  29. 29. Evolution of the Database
  30. 30. Branding + Social Media
  31. 31. Brand Brand Building Building 1.0 1.0. Hire an agency Your brand comes out, all perfect (and sterile). Flickr: jamesjyu
  32. 32. A Brand is What People Say It Is A brand is whatever people say it is. Flickr: chelmsfordpubliclibrary
  33. 33. Grow brand by cultivation, not control.
  34. 34. Promote All Feedback http://www.microsoft.com/windows/social/
  35. 35. Promote All Feedback www.ShowUsYourPizza.com
  36. 36. http://twitter.com/meaghano/status/1767991757
  37. 37. http://twitter.com/JetBlue/status/1768096120
  38. 38. Research + Social Media
  39. 39. Focus groups are dead.
  40. 40. Observe your customers in their native environment.
  41. 41. We’ve got lots to think about…
  42. 42. Advice for the road ahead…
  43. 43. Stop thinking like an advertiser.
  44. 44. Start thinking like a publisher and socializer.
  45. 45. Commit to the new inbound strategy.
  46. 46. Don’t dip your toe in the water.
  47. 47. Jump in ALL THE WAY.
  48. 48. How can FACEBOOK benefit Marketers? 36% of fans say that since 92% of fans say that since becoming a fan of a becoming a fan of a given given brand their desire brand they are more likely to buy from this brand to recommend that brand has increased to their friends 92% 90% Trust their friends # who trust online ads Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929 33%
  49. 49. 3 GROW aspects of successful ENGAGE FACEBOOK MONETIZE MARKETING GROW grow growGROW Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929 Wildfire Interactive, Inc. +1.888.274.0929
  50. 50. 1 Cross promotion with newsletter GROW your 2 Cross promotion EXISTING with website AUDIENCE 3 Encourage fans to spread the word Wildfire Interactive, Inc. | @wildfireapp | Wildfire Interactive, Inc. | +1.888.274.0929
  51. 51. ACQUIRE FANS with facebook Ads 75% say they learned about a fan page because of an ad Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929 Wildfire Interactive, Inc.
  52. 52. ? How to run EFFECTIVE facebook Ads 1. Give them a reason to click 2. Don’t drive people outside of Facebook 3. Advertise to friends of fans 4. A/B Test & Keep it Fresh!
  53. 53. ADVERTISE TO FRIENDS OF FANS
  54. 54. Deals Contests “ COMPANIES RUN that Giveaways CONTESTS 2 FANS have x as many ” as companies that don’t Jupiter Research Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929 Wildfire Interactive, Inc.
  55. 55. ? Check out blog.wildfireapp.com! How to run EFFECTIVE PROMOTIONS Wildfire Interactive, Inc. | @wildfireapp | Wildfire Interactive, Inc. | +1.888.274.0929
  56. 56. 3 GROW aspects of successful ENGAGE FACEBOOK MONETIZE MARKETING ENGAGE engage engageENGAGE Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929 Wildfire Interactive, Inc.
  57. 57. NEWSFEED 1. TELL fans what 2. ASK 3. TAP into YES people’s you want them to do NO questions YOUR FANS PASSIONS Wildfire Interactive, Inc. | @wildfireapp | Wildfire Interactive, Inc. | +1.888.274.0929
  58. 58. ASK QUESTIONS ASK for LIKES Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929 Wildfire Interactive, Inc. +1.888.274.0929
  59. 59. QUALITY > quantity Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929
  60. 60. ENGAGEMENT: CONTENT How can SMBs make their fan pages BETTER DEALS ENTERTAINMENT EXCLUSIVITY Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929 Wildfire Interactive, Inc.
  61. 61. 3 GROW aspects of successful ENGAGE FACEBOOK MONETIZE MARKETING MONETIZE monetize monetize MONETIZE Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929
  62. 62. MYSTERY COUPONS Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929
  63. 63. GROUP DEALS Wildfire Interactive, Inc. | Wildfire Interactive, Inc. | info@wildfireapp.com | +1.888.274.0929
  64. 64. IN STORE GIVEAWAYS Wildfire Interactive, Inc. | @wildfireapp | | +1.888.274.0929
  65. 65. Thank You! www.HubSpot.com www. .WildfireApp.com Victoria Ransom Mike Volpe Founder & CEO VP of Marketing Wildfire HubSpot @wildfireapp @mvolpe
  66. 66. Q&A Victoria Ransom Mike Volpe Founder & CEO VP of Marketing Wildfire HubSpot @wildfireapp @mvolpe

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