This document summarizes a presentation on filling the marketing funnel with social media. It discusses trends in social media usage, with platforms like Facebook seeing steady adult usage while attention shifts away from television. The presentation predicts that by 2020, social media will be fully integrated into daily life through connected devices and bots, and virtual reality experiences will be commonly used. It profiles companies like Citi and Panoptic Group that are innovating with technologies like Spectacles and virtual reality. The presentation encourages brands to invest in emerging technologies, treat social media as a lifestyle, take risks with new platforms, hire dedicated social media staff, and focus on technology promotions over cash promotions.

1. Filling The Funnel
with Social Media
2017 Multifamily Social Media Summit

2. Who is HubSpot?
A Global Movement - INBOUND!
- HQ in Cambridge, MA
- 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

3. 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 on marketing and
sales best practices
- Can spot marketing opportunities a mile away
- Favorite Social platform is Twitter @DylSell
- Lean Six Sigma Green Belt

4. 2017 Multi-Family Social Media Summit
Diving In

5. Multifamily Social Media Summit
Acting on what matters
Looking up to drive awareness
Soapbox
5 concrete takeaways and an ASK
Industry Leaders
Imitation is the finest form of flattery
Social Media in 2020
Snapchat, Instagram, Drizly, Oculus, Houseparty
Filling the funnel with Social Media
My goal is to
BRING YOU VALUE
Use #multifamilySMS2017 and
I’ll respond to any questions
from the Tweet Thread in
REAL TIME
Q+A
Let’s go DEEP here
Measuring what matters
What metrics are important to you

6. Filling your marketing funnel
LEAD
CUSTOMER
Success
comes from
the top

7. Multifamily Social Media Summit
2 Pillars to Filling The Funnel at all stages
Act First, Win First
Value Depth
To Earn Breadth

8. Pillar #1 Value Depth To Earn
Breadth

9. Acting on What Matters

10. 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

11. 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!
What is there to act on?

12. Acting on what matters
Engagers
Customers
Everybody else
A Typical Audience Map

13. Acting on what matters
“Commenters”
LIVE WITH YOUR
COMMENTERS
“Sharers”
REWARD YOUR
SHARERS
“Likers”
IGNORE THEM
How do you act?

14. Acting on what matters
“Commenters”
LIVE WITH YOUR
COMMENTERS
Ways to “live with your commenters”?
1. Comment back!
2. Like their pages!
3. Offer custom product
suggestions!

15. Acting on what matters
Ways to “reward your sharers”?
1. Exclusive content
2. Promotional value
3. Share their content
4. Introduce complementary
products (that aren’t yours)
“Sharers”
REWARD YOUR
SHARERS

16. Acting on what matters
Algorithms.
You’re a contractor for Facebook, Twitter,
etc. Create experiences that make their
users happy…
be rewarded with…
more users.
How does that increase reach?

17. Acting on what matters
Respect audiences
who matter…
GOOD THINGS
HAPPEN!

18. The end goal is action,
not eyeballs

19. Pillar #2 Act First, Win First

20. Every platform has value
but a first mover on any
platform has an absolute
advantage

21. First, a look at the current landscape
(two trends)

22. Trend #1 - Use in adults is strong + steady
Ignore the idea that
Facebook dominates. That
can change at any minute.
Focus on the raw % of online
adults who use social media

23. Trend #2 - Attention is shifting OFF other platforms
Look at time watching TV
from 18-49.
Television attention is
through the floor

24. Social Media in 2020

25. My predictions*

26. Social Media will become a lifestyle.
Do you know what these
girls are wearing?
Do you own a pair?
The will represent the
entire landscape
Social Media in 2020

27. Social Media in 2020
Taking risks on creative
wearables will drive
novelty attention

28. Everything will be connected
Every piece of your
home will be connected,
down to your potting
soil!
Social Media in 2020

29. Equipping your
properties with smart
supplies will be at the
forefront of every
conversation
Social Media in 2020

30. Bots will help you day-to-day
Bots will penetrate
every arena and
become a necessity to
remain responsive.
Social Media in 2020

31. Creating a bot that can
solve customer
problems will give your
brand notoriety
(Flowxo.com)
Social Media in 2020

32. 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

33. Shifting your ad spend to
this new “television” will
get your product to the
masses
Social Media in 2020

34. 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

35. Create remarkable
experiences and you’ll
be all anyone can talk
about.
Social Media in 2020

36. Easier said than done right...
So, who can you emulate?

37. Industry Mavericks

38. The firm is using
Spectacles to show
candidates what life at
Citi might look like.
Social Media in 2020
Citi

39. They collected 14 pairs at well
over $130 each and are in very
high demand. It took two
members of Citi's social media
team, plus one member's
parents, to collect the 14 pairs.
Social Media in 2020
Citi

40. VR is helping the real
estate developer sell
properties faster
because people can get
inside a home as well as
its grounds without
visiting in person.
Social Media in 2020
Panoptic Group

41. 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

42. 1. Invest in technology
a. Getting on board takes time, money, and dedication. Brands that
do (sooner than later) see huge rewards
2. 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 risks
a. 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?

43. SoapBox

44. Engage with every single
human who engages with
you on social media.

45. Invest in building your own
VR experience or your own
ChatBot

46. Hire a full-time social media
employee w/ an advanced degree
in marketing or computer
engineering.
(Not an intern)

47. Cut 100% of your budget of
traditional advertising
(Billboard, Bus Bench,
Mailers, etc.) by EOY 2018

48. Run tech promotions
instead of dated cash
promotions.
Ex; Free echo + $500 prime credit with your apartment

49. My Ask.

50. Please, do not take the space lightly. Social
Media is marketing. More than Facebook,
Twitter, and Instagram. Being here is one
step. Be a practitioner, do the work, get
rewarded.

51. Q+A
Please, no softballs
No time? Dsellberg@HubSpot.com