Inbound Marketing Strategies: Bay Area Apartment Assoc.


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A social media marketing strategy, aka an inbound marketing strategy, delivers measurable results. Inbound marketing is made up of content marketing and relationship building. Harness the power of tools such as blogs, Twitter, video, social networks and RSS.

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  • 02/02/09 Within the Google Analytics integration, the social media data is sent into GA and then segments are created based on the category (such as Social Media visits, News Traffic and Blog Traffic). Once the segments are defined, you can see the breakdown of each report within the segment. In this screen shot, you can see that 273 out of the total 1,396 visits are attributed to social media. Search accounts for 528 visits. You can also see the breakdown by other KPIs such as time on site, page views/visits and more.
  • Inbound Marketing Strategies: Bay Area Apartment Assoc.

    1. 1. Social Media Marketing aka Inbound Marketing Show Me the Money Bernie Borges – Find and Convert July 23, 2009
    2. 2. Bernie Borges: Founder & CEO, Find and Convert <ul><li>20 + Years Marketing & Sales </li></ul><ul><li>Inbound Marketing Strategist </li></ul><ul><li>Blogger/Writer/Author/Speaker </li></ul><ul><li>Podcaster </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Pay-per-Click Advertising Management </li></ul><ul><li>Visitor Conversion Strategies </li></ul><ul><li>Social Media Strategist </li></ul>Creating Winning Strategies on the Web!
    3. 3. <ul><li>Why Marketing 1.0 Isn’t Good Enough Anymore </li></ul><ul><li>Marketing 2.0 </li></ul><ul><li>Developing an Inbound Marketing Plan </li></ul><ul><li>Tools & Platforms </li></ul><ul><li>Measuring Results </li></ul><ul><li>Convincing Management </li></ul><ul><li>Case Study </li></ul><ul><li>Actions and Take-Aways </li></ul>Discussion Topics
    4. 4. Why Marketing 1.0 Isn’t Good Enough Anymore <ul><li>Outbound Marketing </li></ul><ul><li>Telemarketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Direct Mail </li></ul><ul><li>Print </li></ul><ul><li>Tradeshows </li></ul><ul><li>TV/Radio </li></ul><ul><li>Inbound Marketing </li></ul><ul><li>SEO/PPC </li></ul><ul><li>Blogging </li></ul><ul><li>Social Networking </li></ul><ul><li>RSS Enabled Content </li></ul><ul><li>Video/Photos </li></ul><ul><li>Twitter </li></ul><ul><li>Slideshare </li></ul>
    5. 5. Why Marketing 1.0 Isn’t Good Enough Anymore
    6. 6. Old vs. New Marketing Outbound Marketing Inbound Marketing
    7. 7. The Buyer is in Control Not the Seller!
    8. 8. Marketing 2.0 aka Inbound Marketing <ul><li>Think Like a Publisher </li></ul>Focus on Relationships
    9. 9. Inbound Marketing: Think Like a Publisher! <ul><li>Think Content! </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>White Papers </li></ul></ul><ul><ul><li>e-books </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Presentations </li></ul></ul>
    10. 10. What is Social Media? Social media is information content created by people using highly accessible and scalable publishing technologies that is intended to facilitate communications , influence and interaction with peers and with public audiences, typically via the Internet and mobile communications networks. The term most often refers to activities that integrate technology, telecommunications and social interaction , and the construction of words, pictures, videos and audio. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).
    11. 11. What is Social Media?
    12. 12. Social Media Platforms Share Publish Network reddit digg StumbleUpon Blogs YouTube Twitter Flickr MySpace Facebook LinkedIn Plaxo
    13. 13. <ul><li>Technology </li></ul><ul><ul><li>RSS, XML, AJAX </li></ul></ul><ul><li>Bandwidth Proliferation </li></ul><ul><ul><li>WiFi, High Speed Access </li></ul></ul><ul><li>Social Culture of Communication </li></ul><ul><ul><li>Communities Offer Collective Intelligence </li></ul></ul>Social and Technology Drivers
    14. 14. Wisdom of Crowds
    15. 15. Developing an Inbound Marketing Plan Source: The Value of Many, Neighborhood America
    16. 16. Where do You Start? <ul><li>Should you…. </li></ul><ul><ul><li>Start a blog? </li></ul></ul><ul><ul><li>Focus on social networking sites? </li></ul></ul><ul><ul><li>Start your own community on the web? </li></ul></ul><ul><ul><li>Twitter? </li></ul></ul><ul><ul><li>Video? </li></ul></ul>
    17. 17. Search and Find Content
    18. 18. Search and Find Content
    19. 19. Search and Find Content
    20. 20. Search and Find Content
    21. 21. Search and Find Content
    22. 22. Search and Find Content
    23. 23. Search and Find People
    24. 24. Search and Find People
    25. 25. Search and Find People
    26. 26. Search and Find People
    27. 27. Search and Find People
    28. 28. Search and Find People
    29. 29. <ul><li>Themed </li></ul><ul><li>Human Voice </li></ul><ul><li>Transparency </li></ul><ul><li>Commitment </li></ul>Business Blogging Strategies
    30. 30. Social Media Tools and Platforms
    31. 31. Facebook
    32. 32. Facebook
    33. 34. LinkedIn Individual Profile
    34. 35. LinkedIn Individual Profile
    35. 36. LinkedIn Applications
    36. 37. LinkedIn Individual Profile: Portfolio
    37. 38. LinkedIn Answers
    38. 39. LinkedIn Companies
    39. 40. LinkedIn Answers
    40. 42. What is Twitter? Micro Blogging 140 Characters Per Post Follow and be Followed Communicate Connect Inspire Educate Entertain
    41. 43. Want to Find Someone on Twitter?
    42. 44. Want to Find Someone on Twitter?
    43. 45. Using Twitter with TweetDeck
    44. 46. Using Twitter with TweetLater
    45. 47.
    46. 48. Some Famous People on Twitter…
    47. 49. Want to Find Brands on Twitter?
    48. 50. Twitter: Events & Trends Using Hashtags
    49. 52. Video
    50. 53. Video: Blendtec Over 6M Views Sales Grew 700% National Media Coverage Cross Over Brand Pull SEO Value
    51. 54. Presentations
    52. 55. Measuring Results <ul><li>Relationships </li></ul><ul><li>Content </li></ul><ul><li>Alignment </li></ul><ul><li>Best Practices </li></ul>
    53. 56. Google Analytics Integration
    54. 57. HubSpot: Facebook Lead Tracking
    55. 58. Convincing Management <ul><li>Just Look at the Numbers! </li></ul><ul><li>Do Competitive Research </li></ul><ul><li>Ask Your Customers </li></ul><ul><li>It’s Mainstream Baby! </li></ul><ul><li>Experiment… </li></ul>
    56. 59. Making Time for Social Media <ul><li>Are you getting great results now? </li></ul><ul><li>Did your marketing budget increase? </li></ul><ul><li>Are your buyers easy to reach? </li></ul><ul><li>Is your brand as good as it could be? </li></ul>How do you currently allocate your time???
    57. 60. Staffing Implications <ul><li>There are many… </li></ul><ul><ul><li>Do they get it? </li></ul></ul><ul><ul><li>Who likes to write? </li></ul></ul><ul><ul><li>Introverts? Extrovert? </li></ul></ul><ul><ul><li>Staff re-allocation? </li></ul></ul><ul><ul><li>Time commitment? </li></ul></ul><ul><ul><li>Justification? </li></ul></ul>It’s a New Mindset!
    58. 61.
    59. 63. Case Study
    60. 64. Case Study
    61. 65. <ul><li>Outbound Marketing Less Effective </li></ul><ul><li>Low Cost Implementation </li></ul><ul><li>Relationship Building </li></ul><ul><ul><li>Communities, Trust, </li></ul></ul><ul><li>SEO </li></ul><ul><ul><li>Multiple locations of content </li></ul></ul><ul><ul><li>Link centric </li></ul></ul><ul><ul><li>Get Found Organically </li></ul></ul><ul><li>Branding Value </li></ul>Inbound Marketing Benefits Summary
    62. 66. Reasons Not to do Inbound Marketing <ul><li>Don’t have time… </li></ul><ul><li>Our staff resists it… </li></ul><ul><li>Our competitors aren’t doing it… </li></ul><ul><li>We’re going out of business… </li></ul>
    63. 67. <ul><li>Think like a publisher </li></ul><ul><li>Focus on building relationships </li></ul><ul><li>Search for People & Content </li></ul><ul><li>Engage, Listen, Act </li></ul><ul><li>Consider Proper Staff Allocation </li></ul><ul><li>Experiment & Be Patient </li></ul><ul><li>Measure </li></ul><ul><ul><li>Traffic, buzz, brand, sales cycles, referrals, etc. </li></ul></ul>Inbound Marketing Actions & Take-Aways
    64. 68. Marketing 2.0 aka Inbound Marketing <ul><li>Think Like a Publisher </li></ul>Focus on Relationships
    65. 70. Connect with Bernie Borges… Email: [email_address] Website: Blog: Twitter: LinkedIn: Facebook Fan Page: Book: