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  1. 1. Social Media & Business MarketingMike Volpe gVP MarketingHubSpot
  2. 2. Agenda1. Why1 Wh is Social Media Important?2. Social Media State of Mind3. 3 Types of Social Media4. Measuring Results
  3. 3. Marketers Doing Marketing
  4. 4. People Blocking MarketingCan Spam Act Signed into Law
  5. 5. People Don’t Need Marketing
  6. 6. Rethinking MarketingOutbound Marketing Inbound Marketing• Telemarketing • SEO / SEM• Trade shows • Blogging• Direct mail • Social Media• Email blasts • RSS• Print ads • Free tools/trials• TV/radio ads • Viral videos Interruption Permission
  7. 7. What is Social Media?Wikipedia: “Social media is an umbrella term that defines mbrella the various activities that integrate technology, social interaction and the construction of interaction, words and pictures.”Mike Volpe: “It’s media (content that is published) with a social (anyone can add to it) component.” component.
  8. 8. Social Media is Inbound Marketing• Social Media helps with SEO ith• Social Media promotes your Blog• Social Media is Permission Centric• The conversation has already started…
  9. 9. Agenda1. Why1 Wh is Social Media Important?2. Social Media State of Mind3. 3 Types of Social Media4. Measuring Results
  10. 10. “I’m 48. I don t understand I m 48 don’t this Social Media stuff.”• Similar to a business cocktail reception• Without constraints of time or space
  11. 11. Business Cocktail Party Advice• Meet people and start con ersations conversations• Answer questions – help others• Ask questions – trust others’ advice
  12. 12. Social Media = Cocktail Party• Become a real member of the community• Add value to the community • Ask and answer questions• More effective than live cocktail parties • No boundaries of time or space • Other people can listen in easily
  13. 13. Agenda1. Why1 Wh is Social Media Important?2. Social Media State of Mind3. 3 Types of Social Media4. Measuring Results
  14. 14. 3 Types of Social Media Share Publish Network
  15. 15. Social Media: Publish• Everyone can publish anything for everyone
  16. 16. Marketing Tips for SM-Publish• P blish “E er thing you ha e an here you Publish: “Everything o have anywhere o can”• Monitor what others publish, promote it• Empower your customers to publish
  17. 17. Publish What You Have• SolidWorks: 100+ Videos on Website• P blished on Yo T be No Promotion Published YouTube,• 10,000+ Views / Month
  18. 18. Monitor What’s Published
  19. 19. Promote Flattering Content
  20. 20. Empower Customers to Publish• Hacking Netflix – Blog run by customer / fan• Top 1% of all websites, Top 0 25% of blogs ebsites 0.25%
  21. 21. 3 Types of Social Media Share Publish Network
  22. 22. Social Media: Share• Anyone can promote anything to everyone
  23. 23. Marketing Tips for SM-Share• Monitor what’s being shared abo t you hat’s about o• Find where your audience hangs out• Promote your content and other content• Produce content your audience will love
  24. 24. Monitor What’s Being Shared
  25. 25. for Market Research
  26. 26. Where Does Your Audience Hang OutName Overview Stats Demographic Good Community saves  2 million registered users Somewhat young,  Most companies. ((Yahoo) ) and shares web  technical and web‐ has broad  bookmarks 2 million visitors / mo. centric, but growing in  audience, but skews  reach toward people  interested in media  g and blogsDigg Community  18 million visitors/ mo Young males working in  Offbeat news, politics,  submits and votes  technology. stories about Internet,  on news stories 4 million registered users 94% male Web2.0, technology,  88% are 18‐39 pp , g , Apple, design , web  64% income >$75k design, environment 39% blogStumbleUpon Community  4 million registered users Because you can segment  All companies. submits and votes  by lots of interest areas,  y , You can get traffic  g on web pages,  1 million visitors/ mo. almost anything works  with even one vote,  then people visit  well on StumbleUpon and you don’t need to  pages based on  (people use the service be a power user to do  number of votes g ) without visiting website) well.
  27. 27. Promote Flattering Content
  28. 28. Content Your Audience LovesContent Description ResultGoDaddy s 16‐Step GoDaddys 16 Step Blog Article on  Blog Article on 695 Diggs and thousands of  695 Diggs and thousands ofCheckout: Brainless web visitorsMarketing At Its Finest?Website Grader Interactive tool that  Over 3,000  provides a free marketing  bookmarks and over  and SEO report 250,000 unique websites  submitted b i dSocial Media Webinar Webinar for marketing  Over 1,500 registrations,  professionals on social professionals on social promoted for free by other  promoted for free by other media and marketing bloggers
  29. 29. 3 Types of Social Media Share Publish Network
  30. 30. Social Media: Network• Anyone can connect with everyone from anywhere
  31. 31. Marketing Tips for SM-Network• Make friends • Find your existing connections • Network through groups • Add to your email signature, blog articles, bi or t il i t bl ti l bio profile…• B helpful Be h l f l • Answer questions • Share interesting content • Make connections
  32. 32. Agenda1. Why1 Wh is Social Media Important?2. Social Media State of Mind3. 3 Types of Social Media4. Measuring Results
  33. 33. Blog Subscribers & Visitors
  34. 34. Bookmarks
  35. 35. Inbound Links
  36. 36. Facebook Fans & Activity
  37. 37. Other Metrics• Video views on YouTube• Friends on Facebook or LinkedIn• Votes for blog articles• Posts in forums• Questions answered on Yahoo Answers
  38. 38. Traffic, Leads and Customers Visitors Leads CustomersStumbleUpon 1,892 12 0LinkedIn k d 834 72 2Facebook 511 8 1
  39. 39. HubSpotInbound Marketing System
  40. 40. Inbound Marketing System Content SEO Management Blogs Landing Social Pages Media Lead Intelligence CRM
  41. 41. Getting Found: On-Page SEO Keyword Grader • Determine what k D i h keywords tod optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Google • Identify critical long tail words (high conversion rates, low competition) • Monitor your rank against competitors for each keyword/phrase • Determine the specific page on y your site that is ranking for each g keyword(phrase) and how to make further improvements
  42. 42. Getting Found: Off-Page SEO Link Grader • Identify opportunities to generate more return from your existing links • Monitor your live inbound links and which inbound links are producing the most value for you • Aggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of
  43. 43. Getting Found: Blogosphere Blogging • Enable E bl easy, natural process to l consistently update content on your site, achieve more frequent search engine crawls, and improve authority i th it • Develop an audience of email and RSS subscribers • Attract more inbound links (“link ( link bait”) • Write keyword rich content to attract more high conversion rate traffic
  44. 44. Getting Found: Social Mediasphere
  45. 45. Track Your Competitors
  46. 46. HubSpot Methodology and Consulting • Our Internet Marketing Consultants are experienced in all aspects of online marketing and specifically trained on HubSpots products and HubSpot s methodologies • Consulting sessions focus on these topics based on the specific needs of the client
  47. 47. HubSpot Training Materials and Resources
  48. 48. HubSpot Demo?• H bSpot starts at $3500 / year HubSpot ear• Let us know if you want to see a demo
  49. 49. Thank You! Let s continue the discussion! Let’s continue the discussion! a comment on the blog article. Mike Volpe VP Marketing HubSpot 1-800-482-0382 x2