Why Social Media is BS

(Integrating Social Media into a Successful Marketing Plan)

Mike VolpeVP of Marketing HubSpot @mvolpe

Marketing is Changing

1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing is Harder

800-555-1234AnnoyingSalesperson

The Good News…

Inbound Marketing:Get Found using Google, Social Media and Blogs

Top 5 Web Marketing Book on Amazon

InboundBook.com

Social Media is just one piece…

…of an InboundMarketingStrategy.

Social Media is not magic.

Joining Facebook (or Twitter, or LinkedIn) will not revolutionize your company or your marketing.

If you are BORING in real life,you are still boring in social media.

Social mediais justONE tool.

There are MANY marketing tools.

Use them all together for the best results.

Social media works best as part of a

balanced inbound

marketing strategy.

Your inbound marketing machinery needs all gears to

work in harmony.

Don’t dip yourtoe in the water.

Jump in ALL THE WAY.

Inbound

Marketing

Content / SEO

Social Media

ResearchLead Genera-tion

Brand

Content / SEO+

Social Media

SEO from 2000 to 2011

Ranking Algorithm:f(n): Context + Authority

Create Great Content by Blogging

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

97% more links(for better rankings)

for companiesthat combine SEOwith social media.

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

Content Makes You Interesting

Blogging Attracts More Visitors

79% morefollowers for companies

that combine a blogwith social media.

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

Where is Search Going?

Coming to SEO: Likes = Links

= =

SEO in 2011 and Beyond

Ranking Algorithm:f(n): Context + Authority

+ Social Graph

NEW: Facebook = The Web

Practical Tips

• Use www.WebsiteGrader.com

• Start a blog about your industry

• Post blog content to social media

• Put social buttons on your content

Lead Generation+

Social Media

Social Media = Leads and Sales

Source: survey of hundreds of businesses: HubSpot.com/ROI

Evolution of the Database

Social Media Intelligence for Leads

Practical Tips

• Use social media for lead generation

• Build your social media database

• Use social media intelligence on your

leads

• Teach your sales team

Branding+

Social Media

A Brand is What People Say It Is

Flickr: chelmsfordpubliclibrary

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

Branding Assembly Line

Flickr: Rickydavid

Brand Building 2.0

Cultivate Watch your brand grow

Cultivate

Cultivate

Cultivate

Cultivate

Flickr: swisscan

Cultivated Branding

Flickr: swisscan

Promote Positive Feedback

Promote All Feedback

http://www.microsoft.com/windows/social/

Promote All Feedback

www.ShowUsYourPizza.com

Respond to Product Questions

Play with Your New Friends

http://twitter.com/meaghano/status/1767991757http://twitter.com/JetBlue/status/1768096120

Play with Your New Friends

http://twitter.com/meaghano/status/1767991757http://twitter.com/JetBlue/status/1768096120

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

Practical Tips

• Track your brand & competitors

• Google Alerts, Twitter Search

• http://Alerts.Grader.com

• Look in the mirror, be honest

• Respond and get personal

Research+

Social Media

50 Million Tweets Per Day

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

Practical Tips

• Follow your target customers

• Follow competitor’s customers

• Listen to what they say

• Ask questions, get feedback

Advice for the road ahead…

Stop thinking like amarketer or advertiser.

Start thinking like apublisher and

socializer.

Committo the new

InboundMarketingStrategy.

Thank You

Mike VolpeVP of Marketing HubSpot @mvolpe

How to Put All the Pieces Together?

d.j.k. on flickr

Complicated & Confusing

Easy & Integrated

Blog & Social Media

• Business Blog Software

• Blog Analytics• Social Media

Monitoring• Social Media

Publishing

Search Optimization (SEO)

• Keyword Grader• Link Grader• Page Grader

Email Marketing & Lead Nurturing

• Email Marketing• Lead Nurturing

Lead Generation

• Landing Pages• Lead Intelligence• Lead Alerts• Visitor Profiling

Competitor Tracking

Marketing Analytics

• Assess the effectiveness of your marketing on a campaign-by-campaign level

• Optimize resource allocation to maximize sales

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

Growth

3,500 Customers

Q1 2007 Q3 2010

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