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How Marketers Succeed in a Social World

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HubSpot
HubSpot

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/

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How Marketers Succeed in a Social World Victoria Ransom Mike Volpe Founder & CEO VP of Marketing Wildfire HubSpot @wildfireapp @mvolpe
Scared yet?
86% of People Skip TV Ads http://www.guardian.co.uk/media/2010/aug/24/tv-advertising
44% of Direct Mail is Never Even Looked At http://en.wikipedia.org/wiki/Advertising_mail
Two Huge Developments Now Social The “Spam” Filter is in Email Social Inbox
Inbox Before 2011 Most Messages by Date Flagrant Spam
Email Inbox Ranking – After 2011 Inbox After 2011 Things You Like (People & Brands) Things You Don’t Like Or Don’t Know (People & Brands)
That’s Some Scary Shiitake
We All Have an Addiction
Lazy Marketers Rely on Advertising Buys
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
Your competition is NOT who you think it is.
Social Media is Only One Piece
Bring All the Pieces Together Social Media Search Engine Marketing Marketing Content Marketing Conversion Marketing Lead Nurturing Sales Support
SEO / Blogging + Social Media
SEO from 2000 to 2011 Ranking Algorithm: f(n): Context + Authority
97% more links (for better rankings) for companies that have a blog. Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
85% of web pages have less than 7 inbound links Source: SEOMoz.org
Content Makes You Interesting
79% more followers for companies that have a blog. Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
55% more website visitors for companies that blog. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
Where is Search Going? Where is search going?
Coming to SEO: Likes = Links = =
SEO in 2011 and Beyond Ranking Algorithm: f(n): Context + Authority + Social Graph
The “Like” is Replacing the “Link”
Lead Generation + Social Media
Social Media = Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Evolution of the Database
Branding + Social Media
Brand Brand Building Building 1.0 1.0. Hire an agency Your brand comes out, all perfect (and sterile). Flickr: jamesjyu
A Brand is What People Say It Is A brand is whatever people say it is. Flickr: chelmsfordpubliclibrary
Grow brand by cultivation, not control.
Promote All Feedback http://www.microsoft.com/windows/social/
Promote All Feedback www.ShowUsYourPizza.com
http://twitter.com/meaghano/status/1767991757
http://twitter.com/JetBlue/status/1768096120
Research + Social Media
Focus groups are dead.
Observe your customers in their native environment.
We’ve got lots to think about…
Advice for the road ahead…
Stop thinking like an advertiser.
Start thinking like a publisher and socializer.
Commit to the new inbound strategy.
Don’t dip your toe in the water.
Jump in ALL THE WAY.
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%
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
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
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.
? 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!
ADVERTISE TO FRIENDS OF FANS
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.
? Check out blog.wildfireapp.com! How to run EFFECTIVE PROMOTIONS Wildfire Interactive, Inc. | @wildfireapp | Wildfire Interactive, Inc. | +1.888.274.0929
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.
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
ASK QUESTIONS ASK for LIKES Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929 Wildfire Interactive, Inc. +1.888.274.0929
QUALITY > quantity Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929
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.
3 GROW aspects of successful ENGAGE FACEBOOK MONETIZE MARKETING MONETIZE monetize monetize MONETIZE Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929
MYSTERY COUPONS Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929
GROUP DEALS Wildfire Interactive, Inc. | Wildfire Interactive, Inc. | info@wildfireapp.com | +1.888.274.0929
IN STORE GIVEAWAYS Wildfire Interactive, Inc. | @wildfireapp | | +1.888.274.0929
Thank You! www.HubSpot.com www. .WildfireApp.com Victoria Ransom Mike Volpe Founder & CEO VP of Marketing Wildfire HubSpot @wildfireapp @mvolpe
Q&A Victoria Ransom Mike Volpe Founder & CEO VP of Marketing Wildfire HubSpot @wildfireapp @mvolpe

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How Marketers Succeed in a Social World

  • 1. How Marketers Succeed in a Social World Victoria Ransom Mike Volpe Founder & CEO VP of Marketing Wildfire HubSpot @wildfireapp @mvolpe
  • 3. 86% of People Skip TV Ads http://www.guardian.co.uk/media/2010/aug/24/tv-advertising
  • 4. 44% of Direct Mail is Never Even Looked At http://en.wikipedia.org/wiki/Advertising_mail
  • 5. Two Huge Developments Now Social The “Spam” Filter is in Email Social Inbox
  • 6. Inbox Before 2011 Most Messages by Date Flagrant Spam
  • 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)
  • 9. We All Have an Addiction
  • 10.
  • 11. Lazy Marketers Rely on Advertising Buys
  • 12.
  • 13.
  • 14. 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
  • 15. Your competition is NOT who you think it is.
  • 16. Social Media is Only One Piece
  • 17. Bring All the Pieces Together Social Media Search Engine Marketing Marketing Content Marketing Conversion Marketing Lead Nurturing Sales Support
  • 18. SEO / Blogging + Social Media
  • 19. SEO from 2000 to 2011 Ranking Algorithm: f(n): Context + Authority
  • 20. 97% more links (for better rankings) for companies that have a blog. Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • 21. 85% of web pages have less than 7 inbound links Source: SEOMoz.org
  • 22. Content Makes You Interesting
  • 23. 79% more followers for companies that have a blog. Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  • 24. 55% more website visitors for companies that blog. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • 25. Where is Search Going? Where is search going?
  • 26. Coming to SEO: Likes = Links = =
  • 27. SEO in 2011 and Beyond Ranking Algorithm: f(n): Context + Authority + Social Graph
  • 28. The “Like” is Replacing the “Link”
  • 29. Lead Generation + Social Media
  • 30. Social Media = Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 31. Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  • 32. Evolution of the Database
  • 33. Branding + Social Media
  • 34. Brand Brand Building Building 1.0 1.0. Hire an agency Your brand comes out, all perfect (and sterile). Flickr: jamesjyu
  • 35. A Brand is What People Say It Is A brand is whatever people say it is. Flickr: chelmsfordpubliclibrary
  • 36. Grow brand by cultivation, not control.
  • 37. Promote All Feedback http://www.microsoft.com/windows/social/
  • 38. Promote All Feedback www.ShowUsYourPizza.com
  • 41. Research + Social Media
  • 42.
  • 44. Observe your customers in their native environment.
  • 45. We’ve got lots to think about…
  • 46. Advice for the road ahead…
  • 47. Stop thinking like an advertiser.
  • 48. Start thinking like a publisher and socializer.
  • 49. Commit to the new inbound strategy.
  • 50. Don’t dip your toe in the water.
  • 51. Jump in ALL THE WAY.
  • 52. 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%
  • 53. 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
  • 54. 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
  • 55. 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.
  • 56. ? 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!
  • 58. 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.
  • 59. ? Check out blog.wildfireapp.com! How to run EFFECTIVE PROMOTIONS Wildfire Interactive, Inc. | @wildfireapp | Wildfire Interactive, Inc. | +1.888.274.0929
  • 60. 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.
  • 61. 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
  • 62. ASK QUESTIONS ASK for LIKES Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929 Wildfire Interactive, Inc. +1.888.274.0929
  • 63. QUALITY > quantity Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929
  • 64. 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.
  • 65. 3 GROW aspects of successful ENGAGE FACEBOOK MONETIZE MARKETING MONETIZE monetize monetize MONETIZE Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929
  • 66. MYSTERY COUPONS Wildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929
  • 67. GROUP DEALS Wildfire Interactive, Inc. | Wildfire Interactive, Inc. | info@wildfireapp.com | +1.888.274.0929
  • 68. IN STORE GIVEAWAYS Wildfire Interactive, Inc. | @wildfireapp | | +1.888.274.0929
  • 69. Thank You! www.HubSpot.com www. .WildfireApp.com Victoria Ransom Mike Volpe Founder & CEO VP of Marketing Wildfire HubSpot @wildfireapp @mvolpe
  • 70. Q&A Victoria Ransom Mike Volpe Founder & CEO VP of Marketing Wildfire HubSpot @wildfireapp @mvolpe