Businessof SocialWhat B2B and B2C softwarecompanies need to know about socialmedia.Laura Fitton @pistachiopistachio@HubSpo...
Laura @Pistachio Fitton“Excited & geeky aboutwhere all this leads!"                Twitter                                ...
Laura Fitton, May 2007Homebound mom.Two kids under two.                                  Where do                         ...
“Laura Fitton… hasthousands of peoplefollowing her on Twitter.…by consistentlytouching a tribe ofpeople with generosityand...
Founder/CEO oneforty.com
How did     THAT     Happen??!Photo: http://www.flickr.com/photos/furryscalyman/
If you have more money than                           brains, you should focus on                           outbound marke...
Marketing wasaboutpushingmessages out.
13
25%                       of your list                      expires each                                                  ...
Today it’s aboutpullingpeople in.
Less of this.                            25%                             of your list                            expires e...
More of this.                17
The balance of power shifted                     mere mortal
Influence     (WAS)Attract attention toyourself
Influence   (IS)Provide attention & value to others
The Message is    the Influencer.http://twitpic.com/135xa by @JKrums
Any to Many
Social MediaMarketingin 2 Words…
Be Useful!
Image: http://inay.org
When I grow upI don’t want to be a    lead!                       32
Social MediaMarketingin 4 Words…
Listen.Learn.Care.Serve.
http://bit.ly/inbound1013 Steps: 1          2               3                           MeasureGet Found   Convert        ...
Get1   Found
Websit      Blog      SEO      Social                Blog                               Media      PPC      Creation  eLan...
Have more fun!Try more things.
Don’t be afraid to polarize
Either write something worth reading ordo something worth writing about.BENJAMIN FRANKLIN                                 ...
2   Convert
Websit      Blog      SEO      Social                Blog                               Media      PPC      Creation  eLan...
More of this.                44
Measure3   What    Matters
Websit      Blog      SEO      Social                Blog                               Media      PPC      Creation  eLan...
You don’t just want a following.                                   47
You wantscreaming, raving fans
Marketingis a   Mess.
HubSpot  consolidates all the best inboundmarketing methods    in one spot
300            employee               s                       $65M                           Google                       ...
INSPIRED?Start working on your successstory. Sign up for a HubSpotfree trial and see how theintegration of content creatio...
Unicorns live in afantasy    world.
MARKETING EXECSCAN’T AFFORD TO.
LET’S SEPARATEMARKETING   FACT
LET’S SEPARATEMARKETING   FACT          from             fantas                 marketing
fantasy marketing             If you give your               content away                  for free,              prospect...
“Free trials” are            an excellent way             to demonstrate            the value of your                produ...
“Free trials” are            an excellent way             to demonstrate            the value of your                produ...
fantas     marketingyBlogging is overrated& not particularly effectivefor marketing.                               60
MARKETING     CompaniesFACT          that blog get               55%            more web traffic               than those ...
MARKETING           CompaniesFACT                that blog get                     55%                  more web traffic  ...
MARKETING                     CompaniesFACT                          that blog get                               55%      ...
fanta marketingsy           B2B companies             don’t need to             waste their time on
MARKETINGFACT       39%       of B2B companies       using Twitter have          acquired new       customers from it.
MARKETINGFACT                        41%                            of B2B companies                             using Fac...
fantmarketingasyYou can rely on email tobe the workhorse ofyour online marketingefforts.                           67
MARKETING               FACTYour email database  expiresat a rate of25%  per year
MARKETING  Gmail Priority  Inbox & othertools are pushing your automated                                   FACT   emails t...
fantas     marketingyEmail is still one ofthe most effectiveways of communicatingwith prospects.                        70
MARKETINGFACT  Email usage  is declining  by as much as  59%    across all    age groups
MARKETINGFACT                    US internet                      users                  3X more                      spen...
fantasy marketing             Optimizing for             mobile devices             isn’t worth the             effort.   ...
35%    of Americans        own a    smartphone.MARKETINGFACT
By YE2011, that figure will rise to50%                35%                of Americans                    own a            ...
By YE2011, that figure will rise to50%                               86%                35%                of Americans   ...
By YE2011, that figure will rise to50%                               86%                35%                of Americans   ...
Business of Social
Business of Social
Business of Social
Business of Social
Business of Social
Business of Social
Business of Social
Business of Social
Business of Social
Business of Social
Business of Social
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Business of Social

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Inbound marketing differs from social media marketing and content marketing in really important ways. Learn more about how to use it to sustainably grow your business.

Includes BONUS content from our Marketing Facts vs Fantasies eBook...

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  • DPS: Love this slide.
  • WHY I FOUNDED ONEFORTY: Make sense of the exploding and confusing ecosystem of tools for businesses using Twitter that I was working with in my consulting.
  • You, of course, have more brains than money.
  • We used to have to look to authority for everything…
  • Now we look to each other.
  • It all starts
  • And it is PARTICULARLY GOOD at picking up and relaying exceptional stuff.
  • Marketing has gotten complicated
  • HubSpot consolidates all the best inbound marketing methods in one spot
  • HubSpot State of Inbound Marketing Report, 2011
  • HubSpot State of Inbound Marketing Report, 2011
  • HubSpot State of Inbound Marketing Report, 2011
  • HubSpot State of Inbound Marketing Report, 2011
  • HubSpot State of Inbound Marketing Report, 2011
  • http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=84044http://www.slideshare.net/divyamalik/sound-data-quality-for-crm-presentation (slide 5)http://blog.hubspot.com/blog/tabid/6307/bid/21125/4-Ways-to-Keep-Your-Marketing-Database-Fresh-and-Flourishing.aspx
  • Comscore, December 2010
  • The Nielson Company, November 2010
  • Current penetration: http://techpresident.com/short-post/full-third-american-adults-own-smartphones-pew-study-findsProjection: http://gigaom.com/2010/03/26/1-in-2-americans-will-have-a-smartphone-by-christmas-2011/
  • Current penetration: http://techpresident.com/short-post/full-third-american-adults-own-smartphones-pew-study-findsProjection: http://gigaom.com/2010/03/26/1-in-2-americans-will-have-a-smartphone-by-christmas-2011/
  • Current penetration: http://techpresident.com/short-post/full-third-american-adults-own-smartphones-pew-study-findsProjection: http://gigaom.com/2010/03/26/1-in-2-americans-will-have-a-smartphone-by-christmas-2011/
  • Current penetration: http://techpresident.com/short-post/full-third-american-adults-own-smartphones-pew-study-findsProjection: http://gigaom.com/2010/03/26/1-in-2-americans-will-have-a-smartphone-by-christmas-2011/
  • Business of Social

    1. Businessof SocialWhat B2B and B2C softwarecompanies need to know about socialmedia.Laura Fitton @pistachiopistachio@HubSpot.com
    2. Laura @Pistachio Fitton“Excited & geeky aboutwhere all this leads!" Twitter for Dummie s Inbound Marketing Evangelis t 86,000 Twitter @pistachio Founder Readers (acq. By HubSpot)
    3. Laura Fitton, May 2007Homebound mom.Two kids under two. Where do I upgrade my browser? What’s Web 2.0? Twitter is Dumb! NO business network in Boston
    4. “Laura Fitton… hasthousands of peoplefollowing her on Twitter.…by consistentlytouching a tribe ofpeople with generosityand insight, she’searned the right to lead”-Seth Godin, Tribes
    5. Founder/CEO oneforty.com
    6. How did THAT Happen??!Photo: http://www.flickr.com/photos/furryscalyman/
    7. If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing. GUY KAWASAKI FORMER CHIEF EVANGELIST, APPLE CO-FOUNDER, ALLTOP.COMImage Credit: RangerRick
    8. Marketing wasaboutpushingmessages out.
    9. 13
    10. 25% of your list expires each 91% year 86% unsubscribe skip TV ads Email usage is declining by as much as44% 59%of direct mail is 2/3never opened on FTC’s DO NOT CALL list 14
    11. Today it’s aboutpullingpeople in.
    12. Less of this. 25% of your list expires each 91% year 86% unsubscribe skip TV ads Email usage is declining by as much as 44% 59% of direct mail is 2/3 never opened on FTC’s DO NOT CALL list 16
    13. More of this. 17
    14. The balance of power shifted mere mortal
    15. Influence (WAS)Attract attention toyourself
    16. Influence (IS)Provide attention & value to others
    17. The Message is the Influencer.http://twitpic.com/135xa by @JKrums
    18. Any to Many
    19. Social MediaMarketingin 2 Words…
    20. Be Useful!
    21. Image: http://inay.org
    22. When I grow upI don’t want to be a lead! 32
    23. Social MediaMarketingin 4 Words…
    24. Listen.Learn.Care.Serve.
    25. http://bit.ly/inbound1013 Steps: 1 2 3 MeasureGet Found Convert What Matters
    26. Get1 Found
    27. Websit Blog SEO Social Blog Media PPC Creation eLandin Lead Lead Press Nuturing Email Mgmt Webinars Releases gPagesAnalytic A/B Test Mobile Sales CRM Your Idea s Intel
    28. Have more fun!Try more things.
    29. Don’t be afraid to polarize
    30. Either write something worth reading ordo something worth writing about.BENJAMIN FRANKLIN Image Credit: lhalstead
    31. 2 Convert
    32. Websit Blog SEO Social Blog Media PPC Creation eLandin Lead Lead Press Nuturing Email Mgmt Webinars Releases gPagesAnalytic A/B Test Mobile Sales CRM Your Idea s Intel
    33. More of this. 44
    34. Measure3 What Matters
    35. Websit Blog SEO Social Blog Media PPC Creation eLandin Lead Lead Press Nuturing Email Mgmt Webinars Releases gPagesAnalytic A/B Test Mobile Sales CRM Your Idea s Intel
    36. You don’t just want a following. 47
    37. You wantscreaming, raving fans
    38. Marketingis a Mess.
    39. HubSpot consolidates all the best inboundmarketing methods in one spot
    40. 300 employee s $65M Google Ventures Sequoia5400 Salesforce.comcustomers
    41. INSPIRED?Start working on your successstory. Sign up for a HubSpotfree trial and see how theintegration of content creation,engagement and analyticsleads to awesome marketingresults.Learn more today!http://bit.ly/inbound101Thank you! Laura Fitton @pistachio pistachio@HubSpot.com
    42. Unicorns live in afantasy world.
    43. MARKETING EXECSCAN’T AFFORD TO.
    44. LET’S SEPARATEMARKETING FACT
    45. LET’S SEPARATEMARKETING FACT from fantas marketing
    46. fantasy marketing If you give your content away for free, prospects will never buy your full-fledged offering. 57
    47. “Free trials” are an excellent way to demonstrate the value of your product & increase conversion.MARKETINGFACT
    48. “Free trials” are an excellent way to demonstrate the value of your product & increase conversion. Sharing free, relevantMARKETING content onlineFACT helps search engines —& prospects— find you.
    49. fantas marketingyBlogging is overrated& not particularly effectivefor marketing. 60
    50. MARKETING CompaniesFACT that blog get 55% more web traffic than those that don’t.
    51. MARKETING CompaniesFACT that blog get 55% more web traffic than those that don’t. They also get 70%more leads
    52. MARKETING CompaniesFACT that blog get 55% more web traffic than those that don’t. 57% They also get 70%more of companies leads have acquired a customer through their blog.
    53. fanta marketingsy B2B companies don’t need to waste their time on
    54. MARKETINGFACT 39% of B2B companies using Twitter have acquired new customers from it.
    55. MARKETINGFACT 41% of B2B companies using Facebook have acquired new customers from it. 39% of B2B companies using Twitter have acquired new customers from it.
    56. fantmarketingasyYou can rely on email tobe the workhorse ofyour online marketingefforts. 67
    57. MARKETING FACTYour email database expiresat a rate of25% per year
    58. MARKETING Gmail Priority Inbox & othertools are pushing your automated FACT emails to thebottom of the inbox. Your email database expires at a rate of 25% per year
    59. fantas marketingyEmail is still one ofthe most effectiveways of communicatingwith prospects. 70
    60. MARKETINGFACT Email usage is declining by as much as 59% across all age groups
    61. MARKETINGFACT US internet users 3X more spend minutes on blogs & social networks than on email Email usage is declining by as much as 59% across all age groups
    62. fantasy marketing Optimizing for mobile devices isn’t worth the effort. 73
    63. 35% of Americans own a smartphone.MARKETINGFACT
    64. By YE2011, that figure will rise to50% 35% of Americans own a smartphone.MARKETINGFACT
    65. By YE2011, that figure will rise to50% 86% 35% of Americans of C-level executives have smartphones. own a smartphone.MARKETINGFACT
    66. By YE2011, that figure will rise to50% 86% 35% of Americans of C-level executives have smartphones. own a smartphone. The majority ofMARKETING them say it’s their primaryFACT communication tool.

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