SlideShare a Scribd company logo
1 of 46
Download to read offline
Filling The Funnel
with Social Media
2017 Multifamily Social Media Summit
Who is HubSpot?
A Global Movement - INBOUND!
- HubSpot offers a full stack of products for
- Marketing
- Sales
- Customer relationship management
- 21,000 customers in 90 countries
- 2.3 Million Social Followers
- 19k+ Annual Registered INBOUND Attendees
- 54k HubSpot Academy Certifications
- HQ in Cambridge, MA
Who am I?
Dylan Sellberg
- Implementation Specialist at HubSpot
- Started first business at age 11
- Managed multi-million dollar marketing campaigns
- Consults 30+ marketers each week
- Can spot marketing opportunities a mile away
- Favorite Social platform is Twitter
- Lean Six Sigma Green Belt
2017 Multi-Family Social Media Summit
Diving In
Multifamily Social Media Summit
Acting on what matters
Looking up to measure awareness
Soapbox
5 concrete takeaways and an ASK
Industry Leaders
Imitation is the finest form of flattery
Social Media in 2020
Snapchat, Instagram, Drizly, Oculus, Houseparty
I want you to walk out with a SPARK.
My goal is to
BRING YOU VALUE
Formula for value
value=(x)
(Where x = Happy Customers)
Q+A
Let’s go DEEP here
Am I shouting in an empty room?
Filling your marketing funnel
LEAD
CUSTOMER
Multifamily Social Media Summit
2 Pillars to Filling The Funnel at all stages
Act First, Win First
Value Depth
Over Breadth
Pillar #1 Value Depth Over
Breadth
Acting on What Matters
Acting on what matters
Consumption Metrics
Sharing Metrics
Lead-Gen Metrics
Sales Metrics
Each metric flows into the next. Down the funnel.
In order to drive results downward, there needs
to be a consistent flow of contacts.
Therefore, if something is wrong - LOOK UP!
Today, we’ll focus on filling this thing from the
top.
What is there to act on?
Acting on what matters
Metrics That Matter
● Consumption Metrics
○ Views
○ Downloads
○ Listens
● Sharing Metrics
○ How resonant is your content?
● Lead-Gen Metrics
○ How often does your content result in a lead?
● Sales Metrics
○ The bottomline
Vanity Metrics
- Likes - Clicks - Fans -Followers
Consumption Metrics
Sharing Metrics
Lead-Gen Metrics
Sales Metrics
Acting on what matters
Engagers
Customers
Everybody else
“Commenters”
LIVE WITH YOUR
COMMENTERS
“Sharers”
REWARD YOUR
SHARERS
“Likers”
IGNORE THEM
Grow your funnel by acting on the right metrics
Acting on what matters
Algorithms.
You’re a contractor for Facebook, Twitter,
whatever. If you create experiences that
make their users happy…
they will reward you with…
more users.
How does that increase reach?
Acting on what matters
Respect audiences
who matter…
GOOD THINGS
HAPPEN!
The end goal is action,
not eyeballs
Acting on what matters
REACHConsumption metrics are
your gateway to the funnel.
Through social media,
consumption metrics are
your main point of influence CUSTOMERS.
Value depth over breadth.
Real, hard, quality
engagement is your metric.
Stop concerning yourself
with vanity metrics.
Pillar #2 Act First, Win First
Acting on what matters
Consumption Metrics
Sharing Metrics
Lead-Gen Metrics
Sales Metrics
Staying on the forefront of social media
How to impact consumption (awareness)
Every platform has value
but a first mover on any
platform has an absolute
advantage
How can I be a first mover?
Social Media in 2020
First, a look at the current landscape
Social Media in 2020
My predictions*
Are you placing bets in the right places?
Do you know what these
girls are wearing?
Do you own a pair?
The will represent the
entire landscape
Social Media in 2020
Platforms will break boundaries
Social Media will shed
the purely social
perception and penetrate
every aspect of life
Social Media in 2020
Platforms will break boundaries
Facebook will show ads
in the middle of its videos
and sharing the money
with publishers. AKA
Television.
Social Media in 2020
Connectivity
Every piece of your
home will be connected,
down to your potting
soil!
Social Media in 2020
It will even be life.
VR will be the new
brochure. The new
building tour. And yes,
you can create your
own VR experiences.
Social Media in 2020
iRobot
Bots will penetrate
every arena and
become a necessity to
remain responsive.
Social Media in 2020
Industry Leaders
The Wall Street firm is
using Snap Spectacles
— the sunglasses made
by Snapchat's parent
company with miniature
cameras used to record
video — to show
candidates what life at
Citi might look like.
Social Media in 2020
Citi
The firm collected 14 pairs of
Spectacles — which cost $130 each
and are in very high demand — over
the course of three trips to a New
York City pop-up store. Because
there are limits on how many pairs
one person can buy, it took two
members of Citi's social media team,
plus one member's parents, to
collect the 14 pairs. They've now
been distributed to Citi's five regions
around the world.
Social Media in 2020
Citi
Virtual reality is helping
the real estate
developer sell
properties much faster
because people can get
a feel for the inside of a
home as well as its
grounds without even
visiting in person.
Social Media in 2020
Panoptic Group
Ascape virtual reality
app is a great example
of VR for the travel
industry. Developed by
Yalantis, Ascape lets
viewers go on virtual
reality tours of some of
the biggest cities
around the world.
Social Media in 2020
Ascape App
1. Invest in technology
a. Getting on board with Spectacles took time, money, dedication.
Brands that did (sooner than later) saw huge rewards
2. Understand it is a way of life
a. Approach social media as if it is a cornerstone of every potential
customer's life
3. Take calculated risks
a. There are a dozen ways to get involved with VR. Outsource and
white label content, buy the equipment, hire a vendor!
Social Media in 2020
How can you be on the forefront of Social Media 2020?
SoapBox
Choose a platform that is
not publicly traded and
make it a key part of your
2017-2018 strategy
Hire a full-time social media
employee w/ an advanced degree
in marketing.
(Not an intern)
Engage with every single
human who engages with
you.
Cut 100% of your budget of
traditional advertising
(Billboard, Bus Bench,
Mailers, etc.) by EOY 2018
Run tech promotions
instead of dated cash
promotions.
Ex; Free echo + $500 prime credit with your apartment
My Ask.
Please. Please. Please. Do not take this space
lightly. Social Media is marketing. It is more
than Facebook, Twitter, and Instagram. While
being here is one step, it is one of many. Be a
practitioner, do the work, get rewarded.
Q+A
Please, no softballs

More Related Content

What's hot

What's hot (17)

5 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 2020
5 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 20205 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 2020
5 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 2020
 
Top 10 Social Media Marketing Trends 2020
Top 10 Social Media Marketing Trends 2020Top 10 Social Media Marketing Trends 2020
Top 10 Social Media Marketing Trends 2020
 
What's Next: Social Media Trends 2020
What's Next: Social Media Trends 2020 What's Next: Social Media Trends 2020
What's Next: Social Media Trends 2020
 
Digital trends ( 11th Episode)
Digital trends ( 11th Episode) Digital trends ( 11th Episode)
Digital trends ( 11th Episode)
 
Digital Trends in 2017: Making Business Impact in a Changing World
Digital Trends in 2017: Making Business Impact in a Changing WorldDigital Trends in 2017: Making Business Impact in a Changing World
Digital Trends in 2017: Making Business Impact in a Changing World
 
Digital Marketing Trends 2017
Digital Marketing Trends 2017 Digital Marketing Trends 2017
Digital Marketing Trends 2017
 
Digital marketing essentials for 2021
Digital marketing essentials for 2021Digital marketing essentials for 2021
Digital marketing essentials for 2021
 
Social Media Trends 2020
Social Media Trends 2020Social Media Trends 2020
Social Media Trends 2020
 
Digital Trends 2017
Digital Trends 2017Digital Trends 2017
Digital Trends 2017
 
What's Next: Trends for 2020
What's Next: Trends for 2020What's Next: Trends for 2020
What's Next: Trends for 2020
 
Technology Trends 2017
Technology Trends 2017Technology Trends 2017
Technology Trends 2017
 
Top 10 Digital Trends: How India will hack growth in 2016
Top 10 Digital Trends: How India will hack growth in 2016Top 10 Digital Trends: How India will hack growth in 2016
Top 10 Digital Trends: How India will hack growth in 2016
 
25 44 male on digital- india- media habits
25 44 male on digital- india- media habits25 44 male on digital- india- media habits
25 44 male on digital- india- media habits
 
Marketing Trends 2016
Marketing Trends 2016Marketing Trends 2016
Marketing Trends 2016
 
Spark Digital: 2021 Trends Review
Spark Digital: 2021 Trends ReviewSpark Digital: 2021 Trends Review
Spark Digital: 2021 Trends Review
 
Let's Break Tradition: Virtual Reality in Public Relations
Let's Break Tradition: Virtual Reality in Public RelationsLet's Break Tradition: Virtual Reality in Public Relations
Let's Break Tradition: Virtual Reality in Public Relations
 
Digitally Driven Marketing Agency: KITE
Digitally Driven Marketing Agency: KITE Digitally Driven Marketing Agency: KITE
Digitally Driven Marketing Agency: KITE
 

Viewers also liked

Viewers also liked (8)

Susan B. Zimmerman - How to REALLY Amplify Your Online Presence: The 3-for-1 ...
Susan B. Zimmerman - How to REALLY Amplify Your Online Presence: The 3-for-1 ...Susan B. Zimmerman - How to REALLY Amplify Your Online Presence: The 3-for-1 ...
Susan B. Zimmerman - How to REALLY Amplify Your Online Presence: The 3-for-1 ...
 
Matt McAllister - Content for People
Matt McAllister - Content for PeopleMatt McAllister - Content for People
Matt McAllister - Content for People
 
Corey Padveen - Personalization Through Data: Getting the Perfect Message to ...
Corey Padveen - Personalization Through Data: Getting the Perfect Message to ...Corey Padveen - Personalization Through Data: Getting the Perfect Message to ...
Corey Padveen - Personalization Through Data: Getting the Perfect Message to ...
 
Joel Comm - The Live Video Revolution
Joel Comm - The Live Video RevolutionJoel Comm - The Live Video Revolution
Joel Comm - The Live Video Revolution
 
Jen Piccotti - Today’s Online Renter Study – 2017
Jen Piccotti - Today’s Online Renter Study – 2017Jen Piccotti - Today’s Online Renter Study – 2017
Jen Piccotti - Today’s Online Renter Study – 2017
 
Afif Khoury - Facebook Then and Now
Afif Khoury - Facebook Then and NowAfif Khoury - Facebook Then and Now
Afif Khoury - Facebook Then and Now
 
Laurie Meacham - How to Deliver Awesome Social Engagement and Customer Service
Laurie Meacham - How to Deliver Awesome Social Engagement and Customer ServiceLaurie Meacham - How to Deliver Awesome Social Engagement and Customer Service
Laurie Meacham - How to Deliver Awesome Social Engagement and Customer Service
 
Joe Nolan - Selling Your Culture Through Social Media to Attract More Residents
Joe Nolan - Selling Your Culture Through Social Media to Attract More ResidentsJoe Nolan - Selling Your Culture Through Social Media to Attract More Residents
Joe Nolan - Selling Your Culture Through Social Media to Attract More Residents
 

Similar to Dylan Sellberg - Filling the Funnel With Social Media

Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing Strategy
Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing StrategyCameron Uganec - Humans First: 4 Rules to Simplify Your Marketing Strategy
Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing Strategy
Julia Grosman
 
Final digital space & strategy ppt april 2010
Final digital space & strategy ppt april 2010Final digital space & strategy ppt april 2010
Final digital space & strategy ppt april 2010
Jimit Shah
 

Similar to Dylan Sellberg - Filling the Funnel With Social Media (20)

Multifamily Social Media Summit
Multifamily Social Media SummitMultifamily Social Media Summit
Multifamily Social Media Summit
 
#Digital guru digital trends 2016
#Digital guru digital trends 2016#Digital guru digital trends 2016
#Digital guru digital trends 2016
 
Social Media as a Force Multiplier for the Travel Industry
Social Media as a Force Multiplier for the Travel IndustrySocial Media as a Force Multiplier for the Travel Industry
Social Media as a Force Multiplier for the Travel Industry
 
Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing Strategy
Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing StrategyCameron Uganec - Humans First: 4 Rules to Simplify Your Marketing Strategy
Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing Strategy
 
Where To Spend Your Marketing Budget - Social media Vs Website
Where To Spend Your Marketing Budget - Social media Vs WebsiteWhere To Spend Your Marketing Budget - Social media Vs Website
Where To Spend Your Marketing Budget - Social media Vs Website
 
Digital Marketing in 2020 A recap of the best tools, trends, and tips in COVI...
Digital Marketing in 2020 A recap of the best tools, trends, and tips in COVI...Digital Marketing in 2020 A recap of the best tools, trends, and tips in COVI...
Digital Marketing in 2020 A recap of the best tools, trends, and tips in COVI...
 
8 Digital trends to follow for 2016
8 Digital trends to follow for 20168 Digital trends to follow for 2016
8 Digital trends to follow for 2016
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
Final digital space & strategy ppt april 2010
Final digital space & strategy ppt april 2010Final digital space & strategy ppt april 2010
Final digital space & strategy ppt april 2010
 
Trends and their meaning
Trends and their meaningTrends and their meaning
Trends and their meaning
 
2016-marketing-trends
2016-marketing-trends2016-marketing-trends
2016-marketing-trends
 
Social media trends for 2015
Social media trends for 2015Social media trends for 2015
Social media trends for 2015
 
Social Media Marketing Strategy for your Business in 2020
Social Media Marketing Strategy for your Business in 2020Social Media Marketing Strategy for your Business in 2020
Social Media Marketing Strategy for your Business in 2020
 
iFront 2010 prezentacija na Alex Sass
iFront 2010 prezentacija na Alex SassiFront 2010 prezentacija na Alex Sass
iFront 2010 prezentacija na Alex Sass
 
Online / digital PR
Online / digital PROnline / digital PR
Online / digital PR
 
Social media-tactics
Social media-tacticsSocial media-tactics
Social media-tactics
 
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels Schoo...
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels Schoo...SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels Schoo...
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels Schoo...
 
future_of_work
future_of_workfuture_of_work
future_of_work
 
Social Media Trends 2020
Social Media Trends 2020Social Media Trends 2020
Social Media Trends 2020
 
How to be a social brand?
How to be a social brand?How to be a social brand?
How to be a social brand?
 

More from multifamily-social-media

More from multifamily-social-media (20)

Hug Your Haters: How to Embrace Complaints and Keep Your Customers by Jay Baer
Hug Your Haters: How to Embrace Complaints and Keep Your Customers by Jay BaerHug Your Haters: How to Embrace Complaints and Keep Your Customers by Jay Baer
Hug Your Haters: How to Embrace Complaints and Keep Your Customers by Jay Baer
 
2020 and beyond: The Future is Now by Julie Lyons
2020 and beyond: The Future is Now by Julie Lyons2020 and beyond: The Future is Now by Julie Lyons
2020 and beyond: The Future is Now by Julie Lyons
 
Branding Strategy for Online Presence by Coby Rich
Branding Strategy for Online Presence by Coby RichBranding Strategy for Online Presence by Coby Rich
Branding Strategy for Online Presence by Coby Rich
 
Thriving in the Content Marketing Jungle: Lessons from Leading Practitioners ...
Thriving in the Content Marketing Jungle: Lessons from Leading Practitioners ...Thriving in the Content Marketing Jungle: Lessons from Leading Practitioners ...
Thriving in the Content Marketing Jungle: Lessons from Leading Practitioners ...
 
Applying Science to Social Media by Afif Khoury
Applying Science to Social Media by Afif KhouryApplying Science to Social Media by Afif Khoury
Applying Science to Social Media by Afif Khoury
 
“Visual Web” Marketing + Instagram Power Tips by Adam Japko
“Visual Web” Marketing + Instagram Power Tips by Adam Japko“Visual Web” Marketing + Instagram Power Tips by Adam Japko
“Visual Web” Marketing + Instagram Power Tips by Adam Japko
 
Workshop: An Apartment Manager’s Crash Course on Social Media Marketing by Er...
Workshop: An Apartment Manager’s Crash Course on Social Media Marketing by Er...Workshop: An Apartment Manager’s Crash Course on Social Media Marketing by Er...
Workshop: An Apartment Manager’s Crash Course on Social Media Marketing by Er...
 
Emerging B2C Digital Marketing Trends with a Focus on Video by Richard V. Duc...
Emerging B2C Digital Marketing Trends with a Focus on Video by Richard V. Duc...Emerging B2C Digital Marketing Trends with a Focus on Video by Richard V. Duc...
Emerging B2C Digital Marketing Trends with a Focus on Video by Richard V. Duc...
 
Yelp 201: Advanced Session on Yelp for Business Owners by Morgan Remmers
Yelp 201: Advanced Session on Yelp for Business Owners by Morgan RemmersYelp 201: Advanced Session on Yelp for Business Owners by Morgan Remmers
Yelp 201: Advanced Session on Yelp for Business Owners by Morgan Remmers
 
How to Use Social Media Analytics to Optimize Your Marketing Programs by Mich...
How to Use Social Media Analytics to Optimize Your Marketing Programs by Mich...How to Use Social Media Analytics to Optimize Your Marketing Programs by Mich...
How to Use Social Media Analytics to Optimize Your Marketing Programs by Mich...
 
The Power of Storytelling, or how to “COPE” with Content by Stephanie Reid-Si...
The Power of Storytelling, or how to “COPE” with Content by Stephanie Reid-Si...The Power of Storytelling, or how to “COPE” with Content by Stephanie Reid-Si...
The Power of Storytelling, or how to “COPE” with Content by Stephanie Reid-Si...
 
Wine, Branding, and Social Media - Paul Mabray
Wine, Branding, and Social Media - Paul MabrayWine, Branding, and Social Media - Paul Mabray
Wine, Branding, and Social Media - Paul Mabray
 
2015 Online Renter Study - Jen Piccotti
2015 Online Renter Study - Jen Piccotti2015 Online Renter Study - Jen Piccotti
2015 Online Renter Study - Jen Piccotti
 
The Legal Side of Social Media Marketing - Cisca Brouwer
The Legal Side of Social Media Marketing - Cisca Brouwer The Legal Side of Social Media Marketing - Cisca Brouwer
The Legal Side of Social Media Marketing - Cisca Brouwer
 
No Video Vacancy: Using YouTube to Manage the Resident Lifecycle - Rob Ciampa
No Video Vacancy: Using YouTube to Manage the Resident Lifecycle - Rob CiampaNo Video Vacancy: Using YouTube to Manage the Resident Lifecycle - Rob Ciampa
No Video Vacancy: Using YouTube to Manage the Resident Lifecycle - Rob Ciampa
 
How to Reach and Influence the Audiences That Matter To You Most - Ian Greenl...
How to Reach and Influence the Audiences That Matter To You Most - Ian Greenl...How to Reach and Influence the Audiences That Matter To You Most - Ian Greenl...
How to Reach and Influence the Audiences That Matter To You Most - Ian Greenl...
 
SEO and Social Signals - John Dempsey
SEO and Social Signals - John DempseySEO and Social Signals - John Dempsey
SEO and Social Signals - John Dempsey
 
SEO and Social Signals - Erica Byrum
SEO and Social Signals - Erica ByrumSEO and Social Signals - Erica Byrum
SEO and Social Signals - Erica Byrum
 
SEO and Social Signals - Andrew Rainey
SEO and Social Signals - Andrew RaineySEO and Social Signals - Andrew Rainey
SEO and Social Signals - Andrew Rainey
 
How to Cultivate Brand Advocacy - Jade Smith
How to Cultivate Brand Advocacy - Jade SmithHow to Cultivate Brand Advocacy - Jade Smith
How to Cultivate Brand Advocacy - Jade Smith
 

Recently uploaded

How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
Victoria Olsina
 
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
mikehavy0
 
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSEINCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
RicaAbellanosa
 

Recently uploaded (20)

The Art of sales from fictional characters.
The Art of sales from fictional characters.The Art of sales from fictional characters.
The Art of sales from fictional characters.
 
Engaging Sensory Activities for 5-10 Year Olds
Engaging Sensory Activities for 5-10 Year OldsEngaging Sensory Activities for 5-10 Year Olds
Engaging Sensory Activities for 5-10 Year Olds
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
 
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
 
Taprank - Boost your Google reviews with personalized NFC cards
Taprank - Boost your Google reviews with personalized NFC cardsTaprank - Boost your Google reviews with personalized NFC cards
Taprank - Boost your Google reviews with personalized NFC cards
 
Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024
 
SEO: A Beginner's Guide to Ranking Higher
SEO: A Beginner's Guide to Ranking HigherSEO: A Beginner's Guide to Ranking Higher
SEO: A Beginner's Guide to Ranking Higher
 
Flyers, posters, booklets and brochures-3 (6).pptx
Flyers, posters, booklets and brochures-3 (6).pptxFlyers, posters, booklets and brochures-3 (6).pptx
Flyers, posters, booklets and brochures-3 (6).pptx
 
Passive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless EarningsPassive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless Earnings
 
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdfGlobal Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
 
Intelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership AreaIntelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership Area
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking Success
 
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
 
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfThe Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
 
Digital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnersDigital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginners
 
Gain potential customers through Lead Generation
Gain potential customers through Lead GenerationGain potential customers through Lead Generation
Gain potential customers through Lead Generation
 
Niche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxNiche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptx
 
Aiizennxqc Digital Marketing | SEO & SMM
Aiizennxqc Digital Marketing | SEO & SMMAiizennxqc Digital Marketing | SEO & SMM
Aiizennxqc Digital Marketing | SEO & SMM
 
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSEINCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
 
The seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert CialdiniThe seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert Cialdini
 

Dylan Sellberg - Filling the Funnel With Social Media

  • 1. Filling The Funnel with Social Media 2017 Multifamily Social Media Summit
  • 2. Who is HubSpot? A Global Movement - INBOUND! - HubSpot offers a full stack of products for - Marketing - Sales - Customer relationship management - 21,000 customers in 90 countries - 2.3 Million Social Followers - 19k+ Annual Registered INBOUND Attendees - 54k HubSpot Academy Certifications - HQ in Cambridge, MA
  • 3. Who am I? Dylan Sellberg - Implementation Specialist at HubSpot - Started first business at age 11 - Managed multi-million dollar marketing campaigns - Consults 30+ marketers each week - Can spot marketing opportunities a mile away - Favorite Social platform is Twitter - Lean Six Sigma Green Belt
  • 4. 2017 Multi-Family Social Media Summit Diving In
  • 5. Multifamily Social Media Summit Acting on what matters Looking up to measure awareness Soapbox 5 concrete takeaways and an ASK Industry Leaders Imitation is the finest form of flattery Social Media in 2020 Snapchat, Instagram, Drizly, Oculus, Houseparty I want you to walk out with a SPARK. My goal is to BRING YOU VALUE Formula for value value=(x) (Where x = Happy Customers) Q+A Let’s go DEEP here
  • 6. Am I shouting in an empty room?
  • 7. Filling your marketing funnel LEAD CUSTOMER
  • 8. Multifamily Social Media Summit 2 Pillars to Filling The Funnel at all stages Act First, Win First Value Depth Over Breadth
  • 9. Pillar #1 Value Depth Over Breadth
  • 10. Acting on What Matters
  • 11. Acting on what matters Consumption Metrics Sharing Metrics Lead-Gen Metrics Sales Metrics Each metric flows into the next. Down the funnel. In order to drive results downward, there needs to be a consistent flow of contacts. Therefore, if something is wrong - LOOK UP! Today, we’ll focus on filling this thing from the top. What is there to act on?
  • 12. Acting on what matters Metrics That Matter ● Consumption Metrics ○ Views ○ Downloads ○ Listens ● Sharing Metrics ○ How resonant is your content? ● Lead-Gen Metrics ○ How often does your content result in a lead? ● Sales Metrics ○ The bottomline Vanity Metrics - Likes - Clicks - Fans -Followers Consumption Metrics Sharing Metrics Lead-Gen Metrics Sales Metrics
  • 13. Acting on what matters Engagers Customers Everybody else “Commenters” LIVE WITH YOUR COMMENTERS “Sharers” REWARD YOUR SHARERS “Likers” IGNORE THEM Grow your funnel by acting on the right metrics
  • 14. Acting on what matters Algorithms. You’re a contractor for Facebook, Twitter, whatever. If you create experiences that make their users happy… they will reward you with… more users. How does that increase reach?
  • 15. Acting on what matters Respect audiences who matter… GOOD THINGS HAPPEN!
  • 16. The end goal is action, not eyeballs
  • 17. Acting on what matters REACHConsumption metrics are your gateway to the funnel. Through social media, consumption metrics are your main point of influence CUSTOMERS. Value depth over breadth. Real, hard, quality engagement is your metric. Stop concerning yourself with vanity metrics.
  • 18. Pillar #2 Act First, Win First
  • 19. Acting on what matters Consumption Metrics Sharing Metrics Lead-Gen Metrics Sales Metrics Staying on the forefront of social media How to impact consumption (awareness)
  • 20. Every platform has value but a first mover on any platform has an absolute advantage
  • 21. How can I be a first mover?
  • 23. First, a look at the current landscape
  • 26. Are you placing bets in the right places? Do you know what these girls are wearing? Do you own a pair? The will represent the entire landscape Social Media in 2020
  • 27. Platforms will break boundaries Social Media will shed the purely social perception and penetrate every aspect of life Social Media in 2020
  • 28. Platforms will break boundaries Facebook will show ads in the middle of its videos and sharing the money with publishers. AKA Television. Social Media in 2020
  • 29. Connectivity Every piece of your home will be connected, down to your potting soil! Social Media in 2020
  • 30. It will even be life. VR will be the new brochure. The new building tour. And yes, you can create your own VR experiences. Social Media in 2020
  • 31. iRobot Bots will penetrate every arena and become a necessity to remain responsive. Social Media in 2020
  • 33. The Wall Street firm is using Snap Spectacles — the sunglasses made by Snapchat's parent company with miniature cameras used to record video — to show candidates what life at Citi might look like. Social Media in 2020 Citi
  • 34. The firm collected 14 pairs of Spectacles — which cost $130 each and are in very high demand — over the course of three trips to a New York City pop-up store. Because there are limits on how many pairs one person can buy, it took two members of Citi's social media team, plus one member's parents, to collect the 14 pairs. They've now been distributed to Citi's five regions around the world. Social Media in 2020 Citi
  • 35. Virtual reality is helping the real estate developer sell properties much faster because people can get a feel for the inside of a home as well as its grounds without even visiting in person. Social Media in 2020 Panoptic Group
  • 36. Ascape virtual reality app is a great example of VR for the travel industry. Developed by Yalantis, Ascape lets viewers go on virtual reality tours of some of the biggest cities around the world. Social Media in 2020 Ascape App
  • 37. 1. Invest in technology a. Getting on board with Spectacles took time, money, dedication. Brands that did (sooner than later) saw huge rewards 2. Understand it is a way of life a. Approach social media as if it is a cornerstone of every potential customer's life 3. Take calculated risks a. There are a dozen ways to get involved with VR. Outsource and white label content, buy the equipment, hire a vendor! Social Media in 2020 How can you be on the forefront of Social Media 2020?
  • 39. Choose a platform that is not publicly traded and make it a key part of your 2017-2018 strategy
  • 40. Hire a full-time social media employee w/ an advanced degree in marketing. (Not an intern)
  • 41. Engage with every single human who engages with you.
  • 42. Cut 100% of your budget of traditional advertising (Billboard, Bus Bench, Mailers, etc.) by EOY 2018
  • 43. Run tech promotions instead of dated cash promotions. Ex; Free echo + $500 prime credit with your apartment
  • 45. Please. Please. Please. Do not take this space lightly. Social Media is marketing. It is more than Facebook, Twitter, and Instagram. While being here is one step, it is one of many. Be a practitioner, do the work, get rewarded.