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

#delightion #socialbrand13

Laura Fitton, Evangelist @ HubSpot @pistachio | [email protected]

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


Laura Fitton, May 2007 Homebound mom. Two kids under two.

NO business network in Boston

What’s Web 2.0?

Where do I upgrade my

browser?

Twitter is

Dumb!



(Don’t Believe the) Hype

Oneforty.


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

CEO/Founder (acquired By HubSpot 2011)

Inbound Marketing Evangelist

A lotta Twitter

Readers



How did THAT Happen??!

Photo: http://www.flickr.com/photos/furryscalyman/ #delightion #socialbrand13


Social Software will Change the World



Social Software HAS Changed the World



We’ve Only Just Begun…



WE’RE… DIFFERENT.


Our guiding goal is delighting customers.


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.


NO ONE WAKES UP AND SAYS:

“I want to see an ad.”



SO WHY DO MARKETERS WAKE UP AND SAY:

“Let’s make an ad”?



Changes in Consumer Attention

vs

THEN. NOW.



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.”

14

Jim Stengel Former global marketing officer for Procter & Gamble

“


SOLVE FOR THE HUMANS

Not just their happiness, but also their success.



Social, Context & Delightion: BIG PICTURE

•  Influence Was/Influence Is •  2 Word Guide to Social Media •  Establish ties •  4 Word Guide to Social Media



Influence (was) Attract attention to yourself



Influence (is) Provide attention & value to

others



Social Media in 2 Words…



BE !!!! USEFUL “ ”

#delightion #socialbrand13 Image: http://inay.org #delightion #socialbrand13

#delightion #socialbrand13 #delightion #socialbrand13


Social Mediain 4 Words…



Listen. Learn. Care. Serve. “ ”

#delightion #socialbrand13 Tweet Quote!

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

Image Credit: Fotographia Guerilla

Tweet ebook! #delightion #socialbrand13


How Can I Get More Followers? “ ”


You don’t just want a following.

29 #delightion #socialbrand13


You want screaming, raving fans


Either write something worth reading or do something worth writing about. Benjamin Franklin “

Image Credit:"lhalstead"#delightion #socialbrand13


How Can I Get More Followers? “ ”


Take Good AMAZING Care of the Network You Already Have

To build ANY social following…

Photo: http://www.flickr.com/photos/harmishhk/

#delightion #socialbrand13 35

Be generous.

•  the more you give, the more you get

•  build trust, credibility, & goodwill

•  increase # of pages & inbound links



Make stuff people want.

•  Educational Ebooks •  How-to videos •  Online Calculators •  Planning tools •  Answers to common questions



Be helpful.

Helpful Relevant Remarkable Frequent

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-New-Viral.aspx#ixzz1GsSghdGN

Helpful is the new viral.

37



Generous is the new

cautious & controlled.



Remarkable is the new ‘business as usual.’



Link love is the new ad buy.


#delightion #socialbrand13 41 #delightion #socialbrand13


Social, Context & Delightion: TACTICS

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

#SocialBrand13



SFTC. Solve for the customer Not just their happiness, but their success.


All other goals should support our

guiding goal.

#delightion #socialbrand13 Photo credit: http://www.flickr.com/dok1

CODE RED.


AM Concierges .


You don’t find customers anymore. They find you.


Context creates the inbound experience.

EMAIL SOCIAL

WEBSITE SALES



SOCIAL INBOX

http://bit.ly/trySI #delightion #socialbrand13


It’s so easy, even a CEO can use it!



OUR OWN CHAMPAGNE



Social, Context & Delightion: TACTICS

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

#SocialBrand13



Social, Context & Delightion: VISION

• We’ve only just begun…



Global Sensing and Signaling Network



The Message is the Influencer.

http://twitpic.com/135xa by @JKrums #delightion #socialbrand13


Any to

Many “ ”


6.8 BILLION.



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



grader.com



hubspot.com/library



academy.hubspot.com






Try Social Inbox (& all HubSpot free) http://bit.ly/trySI



bit.ly/trySI


THANK YOU!

Laura Fitton, Inbound Marketing Evangelist @pistachio | [email protected]

Solve for the Customer

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

Business

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