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Social, Context
& Delightion
How Inbound
Companies Solve for
the Customer.
Social Brand Forum
Laura Fitton, Evangelist @ H...
Laura Fitton, May 2007
Homebound mom.
Two kids under two.

Where do I
upgrade my
browser?

What’s
Web 2.0?

NO business
ne...
(Don t Believe the) Hype

Oneforty.

#delightion #socialbrand13
Laura @Pistachio Fitton
“Excited & geeky about
where all this leads!"

Inbound
Marketing
Evangelist

CEO/Founder

A lotta
...
How did THAT
Happen??!
Photo: http://www.flickr.com/photos/furryscalyman/

#delightion #socialbrand13
Social
Software will
Change the
World
#delightion #socialbrand13
Social Software

HAS

Changed the World

#delightion #socialbrand13
We ve
Only Just
Begun…
#delightion #socialbrand13
WE’RE…

DIFFERENT.
#delightion #socialbrand13
Our guiding
goal is
delighting
customers.
#delightion #socialbrand13
THE HUBSPOT CULTURE CODE.
1.  We are as maniacal about our metrics as our
mission.
2.  We obsess over customers, not compe...
#delightion #socialbrand13
#delightion #socialbrand13
NO ONE WAKES UP AND
SAYS:

“I want to see an ad.”

#delightion #socialbrand13
SO WHY DO MARKETERS
WAKE UP AND SAY:

“Let’s make an ad”?

#delightion #socialbrand13
Changes in Consumer Attention

vs
THEN.

NOW.

#delightion #socialbrand13
“

What we really need is
a mindset shift that will make us
relevant to today s consumers,

a mindset shift from
telling &...
SOLVE FOR THE HUMANS
Not just their happiness,
but also their success.

#delightion #socialbrand13
Social, Context & Delightion: BIG PICTURE

•  Influence Was/Influence Is
•  2 Word Guide to Social Media
•  Establish ties
•...
Influence (was)
Attract attention to yourself

#delightion #socialbrand13
Influence (is)
Provide attention & value to
others
#delightion #socialbrand13
Social Media
in 2 Words…
#delightion #socialbrand13
“

BE
L
U!!!!
EF
US
#delightion #socialbrand13
Image: http://inay.org

#delightion #socialbrand13
#delightion #socialbrand13
#delightion #socialbrand13
#delightion #socialbrand13
Social Media

in 4 Words…
#delightion #socialbrand13
“

Listen.
Learn.
Care.
Serve.
#delightion #socialbrand13
Image Credit: Fotographia Guerilla

“

Make the customer
the hero of your
story.
Ann Handley
Chief Content Officer
Marketing...
“

How Can I
Get More
Followers?
#delightion #socialbrand13
You don t just want a following.

29
#delightion #socialbrand13
You want
screaming,
raving fans
#delightion #socialbrand13
#delightion #socialbrand13

#delightion #socialbrand13
“

Either write something worth reading or
do something worth writing about.
Benjamin Franklin
Image Credit:"

lhalstead"
...
“

How Can I
Get More
Followers?
#delightion #socialbrand13
To build ANY social following…

Take Good AMAZING
Care of the Network
You Already Have
Photo: http://www.flickr.com/photos...
•  the more you give,
the more you get

Be
generous.
35

•  build trust, credibility,
& goodwill
•  increase # of pages &
...
Make 

stuff 

people 

want.
•  Educational Ebooks
•  How-to videos
•  Online Calculators
•  Planning tools
•  Answers to ...
Be helpful.
Helpful is the new viral.

Helpful
Relevant
Remarkable

ask yourself how you can be of service to
your current...
Generous
is the
new
cautious
& controlled.

38

#delightion #socialbrand13
Remarkable is the new
‘business as usual.’
39

#delightion #socialbrand13
Link love is the new ad buy.

40

#delightion #socialbrand13
41

#delightion #socialbrand13
Social, Context & Delightion: TACTICS

•  We drink our own champagne
•  Here’s lookin’ at YOU,
#SocialBrand13

#delightion...
SFTC.
Solve for the customer

Not just their happiness,
but their success.

#delightion #socialbrand13
#delightion #socialbrand13
All other goals
should support our
guiding goal.

#delightion #socialbrand13
CODE RED.

Photo credit: http://www.flickr.com/dok1

#delightion #socialbrand13
#delightion #socialbrand13
AM Concierges .

#delightion #socialbrand13
You don’t find customers anymore.

They find you.

#delightion #socialbrand13
Context
creates the
inbound
experience.

EMAIL

SALES

SOCIAL

WEBSITE

#delightion #socialbrand13
SOCIAL INBOX

http://bit.ly/trySI
#delightion #socialbrand13
It’s so easy, even a CEO
can use it!

#delightion #socialbrand13
OUR OWN CHAMPAGNE

#delightion #socialbrand13
OUR OWN CHAMPAGNE

#delightion #socialbrand13
OUR OWN CHAMPAGNE

#delightion #socialbrand13
OUR OWN CHAMPAGNE

#delightion #socialbrand13
OUR OWN CHAMPAGNE

#delightion #socialbrand13
OUR OWN CHAMPAGNE

#delightion #socialbrand13
OUR OWN CHAMPAGNE

#delightion #socialbrand13
OUR OWN CHAMPAGNE

#delightion #socialbrand13
OUR OWN CHAMPAGNE

#delightion #socialbrand13
OUR OWN CHAMPAGNE

#delightion #socialbrand13
OUR OWN CHAMPAGNE

#delightion #socialbrand13
OUR OWN CHAMPAGNE

#delightion #socialbrand13
Social, Context & Delightion: TACTICS

•  We drink our own champagne
•  Here’s lookin’ at YOU,
#SocialBrand13

#delightion...
#delightion #socialbrand13
#delightion #socialbrand13
#delightion #socialbrand13
#delightion #socialbrand13
#delightion #socialbrand13
#delightion #socialbrand13
#delightion #socialbrand13
#delightion #socialbrand13
#delightion #socialbrand13
Social, Context & Delightion: VISION

•  We’ve only just begun…

#delightion #socialbrand13
Global Sensing and Signaling Network

#delightion #socialbrand13
#delightion #socialbrand13
#delightion #socialbrand13
#delightion #socialbrand13
The Message is
the Influencer.
http://twitpic.com/135xa by @JKrums

#delightion #socialbrand13
“

Any
to
Many
#delightion #socialbrand13
#delightion #socialbrand13
6.8
BILLION.

#delightion #socialbrand13
#delightion #socialbrand13
Social, Context & Delightion: NOW, YOU
Website grade and custom checklists
http://grader.com
Marketing Library
http://hubs...
grader.com

#delightion #socialbrand13
Social, Context & Delightion: NOW, YOU
Website grade and custom checklists
http://grader.com
Marketing Library
http://hubs...
hubspot.com/library

#delightion #socialbrand13
Social, Context & Delightion: NOW, YOU
Website grade and custom checklists
http://grader.com
Marketing Library
http://hubs...
academy.hubspot.com

#delightion #socialbrand13
Social, Context & Delightion: NOW, YOU
Website grade and custom checklists
http://grader.com
Marketing Library
http://hubs...
bit.ly/trySI

#delightion #socialbrand13
THANK YOU!

Solve for the
Customer

Laura Fitton, Inbound Marketing Evangelist
@pistachio | pistachio@hubspot.com
#delight...
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Social, Context & Delightion How Inbound Companies Solve for the Customer.

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Slides presented at Social Brand Forum 2013 in Coralville, Iowa.

Published in: Business, Technology

Social, Context & Delightion How Inbound Companies Solve for the Customer.

  1. Social, Context & Delightion How Inbound Companies Solve for the Customer. Social Brand Forum Laura Fitton, Evangelist @ HubSpot @pistachio | pistachio@hubspot.com #delightion #socialbrand13
  2. Laura Fitton, May 2007 Homebound mom. Two kids under two. Where do I upgrade my browser? What’s Web 2.0? NO business network in Boston Twitter is Dumb! #delightion #socialbrand13
  3. (Don t Believe the) Hype Oneforty. #delightion #socialbrand13
  4. Laura @Pistachio Fitton “Excited & geeky about where all this leads!" Inbound Marketing Evangelist CEO/Founder A lotta Twitter Readers (acquired By HubSpot 2011) #delightion #socialbrand13
  5. How did THAT Happen??! Photo: http://www.flickr.com/photos/furryscalyman/ #delightion #socialbrand13
  6. Social Software will Change the World #delightion #socialbrand13
  7. Social Software HAS Changed the World #delightion #socialbrand13
  8. We ve Only Just Begun… #delightion #socialbrand13
  9. WE’RE… DIFFERENT. #delightion #socialbrand13
  10. Our guiding goal is delighting customers. #delightion #socialbrand13
  11. THE HUBSPOT CULTURE CODE. 1.  We are as maniacal about our metrics as our mission. 2.  We obsess over customers, not competitors. 3.  We are radically and uncomfortably transparent. 4.  We give ourselves the autonomy to be awesome. 5.  We are unreasonably selective about our peers. 6.  We invest in individual mastery and market value. 7.  We defy conventional “wisdom” as it’s often unwise. 8.  We speak the truth and face the facts. 9.  We believe in work+life, not work vs. life. 10. We are a perpetual work in progress. #delightion #socialbrand13
  12. #delightion #socialbrand13
  13. #delightion #socialbrand13
  14. NO ONE WAKES UP AND SAYS: “I want to see an ad.” #delightion #socialbrand13
  15. SO WHY DO MARKETERS WAKE UP AND SAY: “Let’s make an ad”? #delightion #socialbrand13
  16. Changes in Consumer Attention vs THEN. NOW. #delightion #socialbrand13
  17. “ What we really need is a mindset shift that will make us relevant to today s consumers, a mindset shift from telling & selling to building relationships. Jim Stengel Former global marketing officer for Procter & Gamble 14 #delightion #socialbrand13
  18. SOLVE FOR THE HUMANS Not just their happiness, but also their success. #delightion #socialbrand13
  19. Social, Context & Delightion: BIG PICTURE •  Influence Was/Influence Is •  2 Word Guide to Social Media •  Establish ties •  4 Word Guide to Social Media #delightion #socialbrand13
  20. Influence (was) Attract attention to yourself #delightion #socialbrand13
  21. Influence (is) Provide attention & value to others #delightion #socialbrand13
  22. Social Media in 2 Words… #delightion #socialbrand13
  23. “ BE L U!!!! EF US #delightion #socialbrand13
  24. Image: http://inay.org #delightion #socialbrand13
  25. #delightion #socialbrand13
  26. #delightion #socialbrand13
  27. #delightion #socialbrand13
  28. Social Media
 in 4 Words… #delightion #socialbrand13
  29. “ Listen. Learn. Care. Serve. #delightion #socialbrand13
  30. Image Credit: Fotographia Guerilla “ Make the customer the hero of your story. Ann Handley Chief Content Officer MarketingProfs Tweet Quote! ebook! #delightion #socialbrand13
  31. “ How Can I Get More Followers? #delightion #socialbrand13
  32. You don t just want a following. 29 #delightion #socialbrand13
  33. You want screaming, raving fans #delightion #socialbrand13
  34. #delightion #socialbrand13 #delightion #socialbrand13
  35. “ Either write something worth reading or do something worth writing about. Benjamin Franklin Image Credit:" lhalstead" #delightion #socialbrand13
  36. “ How Can I Get More Followers? #delightion #socialbrand13
  37. To build ANY social following… Take Good AMAZING Care of the Network You Already Have Photo: http://www.flickr.com/photos/harmishhk/ #delightion #socialbrand13
  38. •  the more you give, the more you get Be generous. 35 •  build trust, credibility, & goodwill •  increase # of pages & inbound links #delightion #socialbrand13
  39. Make 
 stuff 
 people 
 want. •  Educational Ebooks •  How-to videos •  Online Calculators •  Planning tools •  Answers to common questions 36 #delightion #socialbrand13
  40. Be helpful. Helpful is the new viral. Helpful Relevant Remarkable ask yourself how you can be of service to your current and potential customers. What problems can you solve? What questions can you answer? What knowledge can you share? Read more: http://blog.hubspot.com/blog/ tabid/6307/bid/10291/Helpful-is-the-NewViral.aspx#ixzz1GsSghdGN Frequent 37 #delightion #socialbrand13
  41. Generous is the new cautious & controlled. 38 #delightion #socialbrand13
  42. Remarkable is the new ‘business as usual.’ 39 #delightion #socialbrand13
  43. Link love is the new ad buy. 40 #delightion #socialbrand13
  44. 41 #delightion #socialbrand13
  45. Social, Context & Delightion: TACTICS •  We drink our own champagne •  Here’s lookin’ at YOU, #SocialBrand13 #delightion #socialbrand13
  46. SFTC. Solve for the customer Not just their happiness, but their success. #delightion #socialbrand13
  47. #delightion #socialbrand13
  48. All other goals should support our guiding goal. #delightion #socialbrand13
  49. CODE RED. Photo credit: http://www.flickr.com/dok1 #delightion #socialbrand13
  50. #delightion #socialbrand13
  51. AM Concierges . #delightion #socialbrand13
  52. You don’t find customers anymore. They find you. #delightion #socialbrand13
  53. Context creates the inbound experience. EMAIL SALES SOCIAL WEBSITE #delightion #socialbrand13
  54. SOCIAL INBOX http://bit.ly/trySI #delightion #socialbrand13
  55. It’s so easy, even a CEO can use it! #delightion #socialbrand13
  56. OUR OWN CHAMPAGNE #delightion #socialbrand13
  57. OUR OWN CHAMPAGNE #delightion #socialbrand13
  58. OUR OWN CHAMPAGNE #delightion #socialbrand13
  59. OUR OWN CHAMPAGNE #delightion #socialbrand13
  60. OUR OWN CHAMPAGNE #delightion #socialbrand13
  61. OUR OWN CHAMPAGNE #delightion #socialbrand13
  62. OUR OWN CHAMPAGNE #delightion #socialbrand13
  63. OUR OWN CHAMPAGNE #delightion #socialbrand13
  64. OUR OWN CHAMPAGNE #delightion #socialbrand13
  65. OUR OWN CHAMPAGNE #delightion #socialbrand13
  66. OUR OWN CHAMPAGNE #delightion #socialbrand13
  67. OUR OWN CHAMPAGNE #delightion #socialbrand13
  68. Social, Context & Delightion: TACTICS •  We drink our own champagne •  Here’s lookin’ at YOU, #SocialBrand13 #delightion #socialbrand13
  69. #delightion #socialbrand13
  70. #delightion #socialbrand13
  71. #delightion #socialbrand13
  72. #delightion #socialbrand13
  73. #delightion #socialbrand13
  74. #delightion #socialbrand13
  75. #delightion #socialbrand13
  76. #delightion #socialbrand13
  77. #delightion #socialbrand13
  78. Social, Context & Delightion: VISION •  We’ve only just begun… #delightion #socialbrand13
  79. Global Sensing and Signaling Network #delightion #socialbrand13
  80. #delightion #socialbrand13
  81. #delightion #socialbrand13
  82. #delightion #socialbrand13
  83. The Message is the Influencer. http://twitpic.com/135xa by @JKrums #delightion #socialbrand13
  84. “ Any to Many #delightion #socialbrand13
  85. #delightion #socialbrand13
  86. 6.8 BILLION. #delightion #socialbrand13
  87. #delightion #socialbrand13
  88. Social, Context & Delightion: NOW, YOU Website grade and custom checklists http://grader.com Marketing Library http://hubspot.com/library Marketing Academy http://academy.hubspot.com Try Social Inbox (& all HubSpot, free) http://bit.ly/trySI #delightion #socialbrand13
  89. grader.com #delightion #socialbrand13
  90. Social, Context & Delightion: NOW, YOU Website grade and custom checklists http://grader.com Marketing Library http://hubspot.com/library Marketing Academy http://academy.hubspot.com Try Social Inbox (& all HubSpot, free) http://bit.ly/trySI #delightion #socialbrand13
  91. hubspot.com/library #delightion #socialbrand13
  92. Social, Context & Delightion: NOW, YOU Website grade and custom checklists http://grader.com Marketing Library http://hubspot.com/library Marketing Academy http://academy.hubspot.com Try Social Inbox (& all HubSpot, free) http://bit.ly/trySI #delightion #socialbrand13
  93. academy.hubspot.com #delightion #socialbrand13
  94. Social, Context & Delightion: NOW, YOU Website grade and custom checklists http://grader.com Marketing Library http://hubspot.com/library Marketing Academy http://academy.hubspot.com Try Social Inbox (& all HubSpot free) http://bit.ly/trySI #delightion #socialbrand13
  95. bit.ly/trySI #delightion #socialbrand13
  96. THANK YOU! Solve for the Customer Laura Fitton, Inbound Marketing Evangelist @pistachio | pistachio@hubspot.com #delightion #socialbrand13

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