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How Marketers Succeed    in a Social WorldVictoria Ransom   Mike VolpeFounder & CEO     VP of MarketingWildfire          H...
Scared yet?
86% of People Skip TV Adshttp://www.guardian.co.uk/media/2010/aug/24/tv-advertising
44% of Direct Mail is                   Never Even Looked Athttp://en.wikipedia.org/wiki/Advertising_mail
Two Huge Developments Now Social The “Spam” Filter is in Email                     Social Inbox
Inbox Before 2011 Most Messages by Date Flagrant Spam
Email Inbox Ranking – After 2011          Inbox After 2011            Things You Like            (People & Brands)        ...
That’s Some Scary Shiitake
We All Have an Addiction
Lazy Marketers Relyon Advertising Buys
Renting / Outbound Building / Inbound     Advertising           BloggingConferences / Events         SEO Paid Search / PPC...
Your competition is NOT  who you think it is.
Social Media  is Only One Piece
Bring All the Pieces Together               Social Media       Search Engine                Marketing           Marketing ...
SEO / Blogging       + Social Media
SEO from 2000 to 2011Ranking Algorithm:f(n): Context + Authority
97% more links   (for better rankings)         for companies       that have a blog.   Source: Data from over 1,500 small ...
85% of web pages                      have less than 7                       inbound linksSource: SEOMoz.org
Content Makes You Interesting
79% morefollowers for companies       that have a blog.    Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
55% morewebsite visitors  for companies that blog.     Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
Where is Search Going?   Where is search going?
Coming to SEO: Likes = Links       =         =
SEO in 2011 and BeyondRanking Algorithm:f(n): Context + Authority      + Social Graph
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
Evolution of the Database
Branding     +Social Media
Brand Brand Building              Building 1.0     1.0.  Hire an  agency                                       Your brand ...
A Brand is What People Say It Is                            A brand is whatever                              people say it...
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 apublisher and socializer.
Committo the new  inbound  strategy.
Don’t dip yourtoe in the water.
Jump in ALL THE WAY.
How can       FACEBOOK benefit Marketers?                                                             36%                 ...
3                                                                                 GROW                            aspects ...
1 Cross promotion                                                             with newsletter   GROW                      ...
ACQUIRE                              FANS with facebook                                                                   ...
? How to runEFFECTIVE facebook Ads1. Give them a reason to click2. Don’t drive people outside         of Facebook3. Advert...
ADVERTISE TO FRIENDS OF FANS
Deals                                                 Contests                                                            ...
?              Check out              blog.wildfireapp.com!                                                     How to run...
3                                                                                 GROW                            aspects ...
NEWSFEED1. TELL    fans what                                              2. ASK                      3. TAP              ...
ASK QUESTIONS                                                                       ASK for LIKESWildfire Interactive, Inc...
QUALITY > quantityWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929
ENGAGEMENT: CONTENT    How can SMBs    make their fan pages                                    BETTER            DEALS    ...
3                                                                                 GROW                            aspects ...
MYSTERY COUPONSWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929
GROUP DEALSWildfire Interactive, Inc. |Wildfire Interactive, Inc.     | info@wildfireapp.com | +1.888.274.0929
IN STORE GIVEAWAYSWildfire Interactive, Inc. | @wildfireapp |   | +1.888.274.0929
Thank You!             www.HubSpot.com            www. .WildfireApp.comVictoria Ransom            Mike VolpeFounder & CEO ...
Q&AVictoria Ransom         Mike VolpeFounder & CEO           VP of MarketingWildfire                HubSpot@wildfireapp   ...
How Marketers Succeed in a Social World
How Marketers Succeed in a Social World
How Marketers Succeed in a Social World
How Marketers Succeed in a Social World
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How Marketers Succeed in a Social World

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Learn the keys, as well as the pitfalls, of marketing on social media platforms. Listen to Victoria Ransom, founder and CEO of Wildfire Interactive, and Mike Volpe, HubSpot's CMO, as they discuss how marketers can take advantage of social media. View the recording here: http://www.hubspot.com/webinars/how-marketers-succeed-in-social-media/

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How Marketers Succeed in a Social World

  1. 1. How Marketers Succeed in a Social WorldVictoria Ransom Mike VolpeFounder & CEO VP of MarketingWildfire HubSpot@wildfireapp @mvolpe
  2. 2. Scared yet?
  3. 3. 86% of People Skip TV Adshttp://www.guardian.co.uk/media/2010/aug/24/tv-advertising
  4. 4. 44% of Direct Mail is Never Even Looked Athttp://en.wikipedia.org/wiki/Advertising_mail
  5. 5. Two Huge Developments Now Social The “Spam” Filter is in Email Social Inbox
  6. 6. Inbox Before 2011 Most Messages by Date Flagrant Spam
  7. 7. Email Inbox Ranking – After 2011 Inbox After 2011 Things You Like (People & Brands) Things You Don’t Like Or Don’t Know (People & Brands)
  8. 8. That’s Some Scary Shiitake
  9. 9. We All Have an Addiction
  10. 10. Lazy Marketers Relyon Advertising Buys
  11. 11. Renting / Outbound Building / Inbound Advertising BloggingConferences / Events SEO Paid Search / PPC Free Tools Email List Rentals Social Media Cold Calling Opt-In Email Lists
  12. 12. Your competition is NOT who you think it is.
  13. 13. Social Media is Only One Piece
  14. 14. Bring All the Pieces Together Social Media Search Engine Marketing Marketing Content Marketing Conversion Marketing Lead Nurturing Sales Support
  15. 15. SEO / Blogging + Social Media
  16. 16. SEO from 2000 to 2011Ranking Algorithm:f(n): Context + Authority
  17. 17. 97% more links (for better rankings) for companies that have a blog. Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  18. 18. 85% of web pages have less than 7 inbound linksSource: SEOMoz.org
  19. 19. Content Makes You Interesting
  20. 20. 79% morefollowers for companies that have a blog. Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  21. 21. 55% morewebsite visitors for companies that blog. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  22. 22. Where is Search Going? Where is search going?
  23. 23. Coming to SEO: Likes = Links = =
  24. 24. SEO in 2011 and BeyondRanking Algorithm:f(n): Context + Authority + Social Graph
  25. 25. The “Like” is Replacing the “Link”
  26. 26. Lead Generation + Social Media
  27. 27. Social Media = Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
  28. 28. Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  29. 29. Evolution of the Database
  30. 30. Branding +Social Media
  31. 31. Brand Brand Building Building 1.0 1.0. Hire an agency Your brand comes out, all perfect (and sterile).Flickr: jamesjyu
  32. 32. A Brand is What People Say It Is A brand is whatever people say it is.Flickr: chelmsfordpubliclibrary
  33. 33. Grow brand by cultivation, not control.
  34. 34. Promote All Feedback http://www.microsoft.com/windows/social/
  35. 35. Promote All Feedback www.ShowUsYourPizza.com
  36. 36. http://twitter.com/meaghano/status/1767991757
  37. 37. http://twitter.com/JetBlue/status/1768096120
  38. 38. Research +Social Media
  39. 39. Focus groups are dead.
  40. 40. Observe your customers in their native environment.
  41. 41. We’ve got lots to think about…
  42. 42. Advice for the road ahead…
  43. 43. Stop thinking like an advertiser.
  44. 44. Start thinking like apublisher and socializer.
  45. 45. Committo the new inbound strategy.
  46. 46. Don’t dip yourtoe in the water.
  47. 47. Jump in ALL THE WAY.
  48. 48. How can FACEBOOK benefit Marketers? 36% of fans say that since92% of fans say that since becoming a fan of abecoming a fan of a given given brand their desirebrand they are more likely to buy from this brandto recommend that brand has increased to their friends92% 90% Trust their friends # who trust online adsWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929 33%
  49. 49. 3 GROW aspects of successful ENGAGE FACEBOOK MONETIZE MARKETINGGROW grow growGROWWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929Wildfire Interactive, Inc. +1.888.274.0929
  50. 50. 1 Cross promotion with newsletter GROW your 2 Cross promotion EXISTING with website AUDIENCE 3 Encourage fans to spread the wordWildfire Interactive, Inc. | @wildfireapp |Wildfire Interactive, Inc. | +1.888.274.0929
  51. 51. ACQUIRE FANS with facebook Ads 75% say they learned about a fan page because of an adWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929Wildfire Interactive, Inc.
  52. 52. ? How to runEFFECTIVE facebook Ads1. Give them a reason to click2. Don’t drive people outside of Facebook3. Advertise to friends of fans4. A/B Test & Keep it Fresh!
  53. 53. ADVERTISE TO FRIENDS OF FANS
  54. 54. Deals Contests “ COMPANIES RUN that Giveaways CONTESTS 2 FANS have x as many ” as companies that don’t Jupiter ResearchWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929Wildfire Interactive, Inc.
  55. 55. ? Check out blog.wildfireapp.com! How to run EFFECTIVE PROMOTIONSWildfire Interactive, Inc. | @wildfireapp |Wildfire Interactive, Inc. | +1.888.274.0929
  56. 56. 3 GROW aspects of successful ENGAGE FACEBOOK MONETIZE MARKETINGENGAGE engage engageENGAGEWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929Wildfire Interactive, Inc.
  57. 57. NEWSFEED1. TELL fans what 2. ASK 3. TAP into YES people’s you want them to do NO questions YOUR FANS PASSIONSWildfire Interactive, Inc. | @wildfireapp |Wildfire Interactive, Inc. | +1.888.274.0929
  58. 58. ASK QUESTIONS ASK for LIKESWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929Wildfire Interactive, Inc. +1.888.274.0929
  59. 59. QUALITY > quantityWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929
  60. 60. ENGAGEMENT: CONTENT How can SMBs make their fan pages BETTER DEALS ENTERTAINMENT EXCLUSIVITYWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929Wildfire Interactive, Inc.
  61. 61. 3 GROW aspects of successful ENGAGE FACEBOOK MONETIZE MARKETINGMONETIZE monetize monetize MONETIZEWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929
  62. 62. MYSTERY COUPONSWildfire Interactive, Inc. | @wildfireapp | info@wildfireapp.com | +1.888.274.0929
  63. 63. GROUP DEALSWildfire Interactive, Inc. |Wildfire Interactive, Inc. | info@wildfireapp.com | +1.888.274.0929
  64. 64. IN STORE GIVEAWAYSWildfire Interactive, Inc. | @wildfireapp | | +1.888.274.0929
  65. 65. Thank You! www.HubSpot.com www. .WildfireApp.comVictoria Ransom Mike VolpeFounder & CEO VP of MarketingWildfire HubSpot@wildfireapp @mvolpe
  66. 66. Q&AVictoria Ransom Mike VolpeFounder & CEO VP of MarketingWildfire HubSpot@wildfireapp @mvolpe

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