how marketers succeed in a social world

How Marketers Succeed

in a Social World

Mike Volpe

VP of Marketing

HubSpot

@mvolpe

Victoria Ransom

Founder & CEO

Wildfire

@wildfireapp

Scared yet?

http://www.guardian.co.uk/media/2010/aug/24/tv-advertising

86% of People Skip TV Ads

http://en.wikipedia.org/wiki/Advertising_mail

44% of Direct Mail is

Never Even Looked At

Two Huge Developments in Email

Social Inbox

The “Spam” Filter is Now Social

Most Messages by Date

Flagrant Spam

Inbox Before 2011

Email Inbox Ranking – After 2011

Things You Like

(People & Brands)

Things You Don’t Like

Or Don’t Know

(People & Brands)

Inbox After 2011

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

Marketing

Search Engine

MarketingContent

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

http://hub.tm/BlogROI

Source: SEOMoz.org

85% of web pages

have less than 7

inbound links

Content Makes You Interesting

http://www.mixx.com/

http://images.google.com/imgres?imgurl=http://www.successforyourblog.com/wp-content/reddit-logo.png&imgrefurl=http://www.successforyourblog.com/social-news-are-you-submitted-8-sites-to-broaden-your-traffic&h=62&w=150&sz=7&hl=en&start=3&sig2=cpkIObuIaoXd6jSkxUQUyQ&um=1&tbnid=BX9b_Fd82LrQRM:&tbnh=40&tbnw=96&ei=nRd0SPq2OILgedD0udIC&prev=/images?q=reddit+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD

79% more

followers for companies

that have a blog.

Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

http://bit.ly/a6SrWh

55% more

website visitorsfor companies that blog.

Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV

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

http://en.wikipedia.org/wiki/Image:Yelplogo.gif

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

http://bit.ly/aewfHr

Evolution of the Database

http://images.google.com/imgres?imgurl=http://www.popandpolitics.com/wp-content/uploads/2008/05/rss_logo2.jpg&imgrefurl=http://www.popandpolitics.com/category/top-five/&h=300&w=300&sz=53&hl=en&start=2&sig2=NB-UQUuJRmwa20dT9yQaXg&um=1&tbnid=gH9Mdv2ae5FLAM:&tbnh=116&tbnw=116&ei=fhd0SI7ILoHIeaWbmNwC&prev=/images?q=rss+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD&sa=N

Branding

+

Social Media

Brand Building 1.0

Hire an

agency

Your brand

comes out, all

perfect (and

sterile).

Flickr: jamesjyu

Brand Building 1.0.

A Brand is What People Say It Is

Flickr: chelmsfordpubliclibrary

A brand is whatever

people say it is.

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 benefit

FACEBOOK

Marketers?

Wildfire Interactive, Inc. | @wildfireapp | [email protected] | +1.888.274.0929

92%

92% of fans say that since becoming a fan of a given brand they are more likely to recommend that brand

to their friends

36%

of fans say that since becoming a fan of a given brand their desire to buy from this brand has increased

90%Trust their friends

# who trustonline ads 33%

3 FACEBOOK MARKETING

aspects of

ENGAGE

GROW

MONETIZE


GROWGROW

grow

grow

successful

Wildfire Interactive, Inc. +1.888.274.0929

GROW

your

EXISTINGAUDIENCE

Cross promotion with newsletter

Cross promotion with website

Encourage fans to spread the word

1

2

3

Wildfire Interactive, Inc. | @wildfireapp | | +1.888.274.0929Wildfire Interactive, Inc.

ACQUIREwithFANS

Adsfacebook

75%say they learned about a fan page because of an ad

Wildfire Interactive, Inc. | @wildfireapp | [email protected] | +1.888.274.0929+1.888.274.0929Wildfire Interactive, Inc.

EFFECTIVErun

Adsfacebook

How to

?

Advertise to friends of fans

Don’t drive people outside

of Facebook

Give them a reason to click

A/B Test & Keep it Fresh!

1.

2.

3.

4.

ADVERTISE TO FRIENDS OF FANS

ContestsDeals

RUNthat

COMPANIES

CONTESTShave

2x as many

FANSas companies that don’t

Jupiter Research

“

”

Giveaways


EFFECTIVErun

PROMOTIONS

How to

?Check out

blog.wildfireapp.com!

Wildfire Interactive, Inc. | @wildfireapp ||

+1.888.274.0929+1.888.274.0929Wildfire Interactive, Inc.

ENGAGE

GROW

MONETIZE

Wildfire Interactive, Inc. | @wildfireapp | [email protected] |

ENGAGEENGAGE

engage

engage


aspects of

successful

+1.888.274.0929Wildfire Interactive, Inc.

YOUR

FANS

YES

NO

2. ASK

questions

1. TELLfans what you want them to do

3. TAPinto people’s

PASSIONS

Wildfire Interactive, Inc. | @wildfireapp | |

NEWSFEED


ASK QUESTIONS ASK for LIKES


QUALITY >quantity

| @wildfireapp | [email protected] | +1.888.274.0929+1.888.274.0929Wildfire Interactive, Inc.

theirSMBs

BETTERfan pages

How canmake

DEALS

ENTERTAINMENT

EXCLUSIVITY


ENGAGEMENT: CONTENT


MONETIZE

GROW

ENGAGE

| @wildfireapp | [email protected] | +1.888.274.0929

MONETIZE

MONETIZE

monetizemonetize


aspects of

successful


MYSTERY COUPONS

| @wildfireapp | [email protected] | +1.888.274.0929+1.888.274.0929Wildfire Interactive, Inc.

GROUP DEALS

Wildfire Interactive, Inc. | | [email protected] | +1.888.274.0929Wildfire Interactive, Inc.


IN STORE GIVEAWAYS

| @wildfireapp | | +1.888.274.0929

Thank You!

www.HubSpot.com

www. .WildfireApp.com

Mike Volpe

VP of Marketing

HubSpot

@mvolpe

Victoria Ransom

Founder & CEO

Wildfire

@wildfireapp

http://www.HubSpot.com

Q&A

Mike Volpe

VP of Marketing

HubSpot

@mvolpe

Victoria Ransom

Founder & CEO

Wildfire

@wildfireapp

how marketers succeed in a social world

Technology

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