Dylan Sellberg - Filling the Funnel With Social Media
-
Upload
multifamily-social-media -
Category
Marketing
-
view
85 -
download
1
Transcript of Dylan Sellberg - Filling the Funnel With Social Media
![Page 1: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/1.jpg)
Filling The Funnel with Social Media
2017 Multifamily Social Media Summit
![Page 2: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/2.jpg)
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
![Page 3: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/3.jpg)
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
![Page 4: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/4.jpg)
2017 Multi-Family Social Media Summit
Diving In
![Page 5: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/5.jpg)
Multifamily Social Media Summit
Acting on what mattersLooking up to measure awareness
Soapbox5 concrete takeaways and an ASK
Industry Leaders Imitation is the finest form of flattery
Social Media in 2020Snapchat, 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+ALet’s go DEEP here
![Page 6: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/6.jpg)
Am I shouting in an empty room?
![Page 7: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/7.jpg)
Filling your marketing funnel
LEAD
CUSTOMER
![Page 8: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/8.jpg)
Multifamily Social Media Summit
2 Pillars to Filling The Funnel at all stages
Act First, Win FirstValue Depth
Over Breadth
![Page 9: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/9.jpg)
Pillar #1 Value Depth Over Breadth
![Page 10: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/10.jpg)
Acting on What Matters
![Page 11: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/11.jpg)
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?
![Page 12: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/12.jpg)
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
![Page 13: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/13.jpg)
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
![Page 14: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/14.jpg)
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?
![Page 15: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/15.jpg)
Acting on what matters
Respect audiences who matter…
GOOD THINGS HAPPEN!
![Page 16: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/16.jpg)
The end goal is action, not eyeballs
![Page 17: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/17.jpg)
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.
![Page 18: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/18.jpg)
Pillar #2 Act First, Win First
![Page 19: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/19.jpg)
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)
![Page 20: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/20.jpg)
Every platform has value but a first mover on any platform has an absolute advantage
![Page 21: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/21.jpg)
How can I be a first mover?
![Page 22: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/22.jpg)
Social Media in 2020
![Page 23: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/23.jpg)
First, a look at the current landscape
![Page 24: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/24.jpg)
Social Media in 2020
![Page 25: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/25.jpg)
My predictions*
![Page 26: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/26.jpg)
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
![Page 27: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/27.jpg)
Platforms will break boundaries
Social Media will shed the purely social perception and penetrate every aspect of life
Social Media in 2020
![Page 28: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/28.jpg)
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
![Page 29: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/29.jpg)
Connectivity
Every piece of your home will be connected, down to your potting soil!
Social Media in 2020
![Page 30: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/30.jpg)
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
![Page 31: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/31.jpg)
iRobot
Bots will penetrate every arena and become a necessity to remain responsive.
Social Media in 2020
![Page 32: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/32.jpg)
Industry Leaders
![Page 33: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/33.jpg)
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
![Page 34: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/34.jpg)
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
![Page 35: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/35.jpg)
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
![Page 36: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/36.jpg)
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
![Page 37: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/37.jpg)
1. Invest in technology a. Getting on board with Spectacles took time, money, dedication.
Brands that did (sooner than later) saw huge rewards2. 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 risksa. 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?
![Page 38: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/38.jpg)
SoapBox
![Page 39: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/39.jpg)
Choose a platform that is not publicly traded and make it a key part of your 2017-2018 strategy
![Page 40: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/40.jpg)
Hire a full-time social media employee w/ an advanced degree in marketing. (Not an intern)
![Page 41: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/41.jpg)
Engage with every single human who engages with you.
![Page 42: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/42.jpg)
Cut 100% of your budget of traditional advertising (Billboard, Bus Bench, Mailers, etc.) by EOY 2018
![Page 43: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/43.jpg)
Run tech promotions instead of dated cash promotions.Ex; Free echo + $500 prime credit with your apartment
![Page 44: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/44.jpg)
My Ask.
![Page 45: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/45.jpg)
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.
![Page 46: Dylan Sellberg - Filling the Funnel With Social Media](https://reader034.fdocuments.us/reader034/viewer/2022042906/58a2fa761a28ab5d1c8b6607/html5/thumbnails/46.jpg)
Q+APlease, no softballs