Marketing Webinar: Why Social Media Is BS
Transcript of Marketing Webinar: Why Social Media Is BS
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Why Social Media is BS
(Integrating Social Media into a Successful Marketing Plan)
Mike VolpeVP of Marketing HubSpot @mvolpe
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Marketing is Changing
1950 - 2000 2000 - 2050
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Outbound Marketing
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Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
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The Good News…
Inbound Marketing:Get Found using Google, Social Media and Blogs
Top 5 Web Marketing Book on Amazon
InboundBook.com
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Social Media is just one piece…
…of an InboundMarketingStrategy.
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Social Media is not magic.
Joining Facebook (or Twitter, or LinkedIn) will not revolutionize your company or your marketing.
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If you are BORING in real life,you are still boring in social media.
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Social mediais justONE tool.
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There are MANY marketing tools.
Use them all together for the best results.
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Social media works best as part of a
balanced inbound
marketing strategy.
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Your inbound marketing machinery needs all gears to
work in harmony.
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Don’t dip yourtoe in the water.
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Jump in ALL THE WAY.
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Inbound
Marketing
Content / SEO
Social Media
ResearchLead Genera-tion
Brand
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Content / SEO+
Social Media
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SEO from 2000 to 2011
Ranking Algorithm:f(n): Context + Authority
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Create Great Content by Blogging
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
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97% more links(for better rankings)
for companiesthat combine SEOwith social media.
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
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Content Makes You Interesting
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Blogging Attracts More Visitors
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79% morefollowers for companies
that combine a blogwith social media.
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
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Where is Search Going?
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Coming to SEO: Likes = Links
= =
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SEO in 2011 and Beyond
Ranking Algorithm:f(n): Context + Authority
+ Social Graph
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NEW: Facebook = The Web
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Practical Tips
• Use www.WebsiteGrader.com
• Start a blog about your industry
• Post blog content to social media
• Put social buttons on your content
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Lead Generation+
Social Media
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Social Media = Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
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Social Media Intelligence for Leads
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Practical Tips
• Use social media for lead generation
• Build your social media database
• Use social media intelligence on your
leads
• Teach your sales team
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Branding+
Social Media
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A Brand is What People Say It Is
Flickr: chelmsfordpubliclibrary
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Brand Building 1.0
Hire an agency
Come up with creative
Buy ads on
TV & in print
Buy more
advertising
Your brand comes out, wrapped in
plasticFlickr: jamesjyu
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Branding Assembly Line
Flickr: Rickydavid
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Brand Building 2.0
Cultivate Watch your brand grow
Cultivate
Cultivate
Cultivate
Cultivate
Flickr: swisscan
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Cultivated Branding
Flickr: swisscan
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Promote Positive Feedback
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Promote All Feedback
http://www.microsoft.com/windows/social/
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Promote All Feedback
www.ShowUsYourPizza.com
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Respond to Product Questions
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Play with Your New Friends
http://twitter.com/meaghano/status/1767991757http://twitter.com/JetBlue/status/1768096120
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Play with Your New Friends
http://twitter.com/meaghano/status/1767991757http://twitter.com/JetBlue/status/1768096120
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Fans Need Clubhouses to Hang Out
• Inbound Marketers – 49,000 ppl• Inbound Marketing University Alumni – 1,400 ppl• Inbound Marketing Certified – 800 ppl
Inbound Marketing University : www.InboundMarketing.com/University
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Practical Tips
• Track your brand & competitors
• Google Alerts, Twitter Search
• http://Alerts.Grader.com
• Look in the mirror, be honest
• Respond and get personal
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Research+
Social Media
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50 Million Tweets Per Day
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What Are They Saying About You?
Places to listen• Search.Twitter.com• Blogsearch.Google.com• Google Alerts• Technorati.com• Industry Blogs• Industry Twitterers• LinkedIn Answers• Facebook Friends• Discussion Forums
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Practical Tips
• Follow your target customers
• Follow competitor’s customers
• Listen to what they say
• Ask questions, get feedback
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Advice for the road ahead…
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Stop thinking like amarketer or advertiser.
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Start thinking like apublisher and
socializer.
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Committo the new
InboundMarketingStrategy.
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Thank You
Mike VolpeVP of Marketing HubSpot @mvolpe
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How to Put All the Pieces Together?
d.j.k. on flickr
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Complicated & Confusing
Easy & Integrated
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Blog & Social Media
• Business Blog Software
• Blog Analytics• Social Media
Monitoring• Social Media
Publishing
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Search Optimization (SEO)
• Keyword Grader• Link Grader• Page Grader
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Email Marketing & Lead Nurturing
• Email Marketing• Lead Nurturing
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Lead Generation
• Landing Pages• Lead Intelligence• Lead Alerts• Visitor Profiling
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Competitor Tracking
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Marketing Analytics
• Assess the effectiveness of your marketing on a campaign-by-campaign level
• Optimize resource allocation to maximize sales
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Proven ROI by 3,500+ Customers
Cilk Arts Increases Leads 500%
Makana Solutions 3x Leads, 2x Conversions
Vocio Pays for HubSpot 30x Over with New Leads
Objective Management Group Grows Leads 360%
Bridge Group Doubles Online Leads
www.HubSpot.com/ROI
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Growth
3,500 Customers
Q1 2007 Q3 2010
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Q&A
Free Website Assessment:www.HubSpot.com/Inbound-Marketing-Assessment/
Try HubSpot Free for 30 Days:www.HubSpot.com/free-trial Mike Volpe
VP of Marketing HubSpot @mvolpe