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Why Social Media is BS<br />(Integrating Social Media into a Successful Marketing Plan)<br />Mike VolpeVP of Marketing HubSpot @mvolpe<br />

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Marketing is Changing<br />1950 - 2000<br />2000 - 2050<br />

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Outbound Marketing<br />

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Outbound Marketing is Harder<br />800-555-1234<br />Annoying<br />Salesperson<br />

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The Good News…<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 5 Web Marketing Book on Amazon<br />InboundBook.com<br />

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Social Media is just one piece…<br />…of an Inbound<br />Marketing<br />Strategy.<br />

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Social Media is not magic.<br />Joining Facebook (or Twitter, or LinkedIn) will not revolutionize your company or your marketing.<br />

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If you are BORING in real life,<br />you are stillboring in social media.<br />

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Social media<br />is just<br />ONE tool.<br />

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There are MANY marketing tools.<br />Use them all together for the best results.<br />

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Social media works best as part of a balanced inbound<br />marketing strategy.<br />

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Your inbound marketing machinery needs all gears to work in harmony.<br />

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Don’t dip your<br />toe in the water.<br />

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Jump in ALL THE WAY.<br />

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Content / SEO<br />+<br />Social Media<br />

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SEO from 2000 to 2011<br />Ranking Algorithm:f(n): Context + Authority<br />

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Create Great Content by Blogging<br />Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV<br />

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97% more links<br />(for better rankings)<br />for companies<br />that combine SEO<br />with social media.<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />

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Content Makes You Interesting<br />

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Blogging Attracts More Visitors<br />

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79% more<br />followers for companies<br />that combine a blog<br />with social media.<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />

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Where is Search Going?<br />

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Coming to SEO: Likes = Links<br />= = <br />

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SEO in 2011 and Beyond<br />Ranking Algorithm:f(n): Context + Authority<br />+ Social Graph<br />

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NEW:Facebook = The Web<br />

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Practical Tips<br />Use www.WebsiteGrader.com<br />Start a blog about your industry<br />Post blog content to social media<br />Put social buttons on your content<br />

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Lead Generation<br />+<br />Social Media<br />

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Social Media = Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />

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Evolution of the Database<br />

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Social Media Intelligence for Leads<br />

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Practical Tips<br />Use social media for lead generation<br />Build your social media database<br />Use social media intelligence on your leads<br />Teach your sales team<br />

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Branding<br />+<br />Social Media<br />

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A Brand is What People Say It Is<br />Flickr: chelmsfordpubliclibrary<br />

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Brand Building 1.0<br />Buy ads on TV & in print<br />Come up with creative<br />Buy more advertising<br />Hire an agency<br />Your brand comes out, wrapped in plastic<br />Flickr: jamesjyu<br />

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Branding Assembly Line<br />Flickr: Rickydavid<br />

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Brand Building 2.0<br />Cultivate<br />Cultivate<br />Cultivate<br />Cultivate<br />Cultivate<br />Watch your brand grow<br />Flickr: swisscan<br />

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Cultivated Branding<br />Flickr: swisscan<br />

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Promote Positive Feedback<br />

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Promote All Feedback<br />http://www.microsoft.com/windows/social/<br />

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Promote All Feedback<br />www.ShowUsYourPizza.com<br />

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Respond to Product Questions<br />

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Play with Your New Friends<br />http://twitter.com/meaghano/status/1767991757<br />http://twitter.com/JetBlue/status/1768096120<br />

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Play with Your New Friends<br />http://twitter.com/meaghano/status/1767991757<br />http://twitter.com/JetBlue/status/1768096120<br />

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Fans Need Clubhouses to Hang Out<br />Inbound Marketers – 49,000 ppl<br />Inbound Marketing University Alumni – 1,400 ppl<br />Inbound Marketing Certified – 800 ppl<br />Inbound Marketing University : www.InboundMarketing.com/University<br />

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Practical Tips<br />Track your brand & competitors<br />Google Alerts, Twitter Search<br />http://Alerts.Grader.com<br />Look in the mirror, be honest<br />Respond and get personal<br />

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Research<br />+<br />Social Media<br />

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50 Million Tweets Per Day<br />

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What Are They Saying About You?<br />Places to listen<br /><ul><li>Search.Twitter.com

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Blogsearch.Google.com

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Google Alerts

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Technorati.com

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Industry Blogs

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IndustryTwitterers

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LinkedIn Answers

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Facebook Friends

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Discussion Forums</li></li></ul><li>Practical Tips<br />Follow your target customers<br />Follow competitor’s customers<br />Listen to what they say<br />Ask questions, get feedback<br />

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Advice for the road ahead…<br />

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Stop thinking like a<br />marketer or advertiser.<br />

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Start thinking like a<br />publisher and socializer.<br />

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Commit<br />to the new<br />Inbound<br />Marketing<br />Strategy.<br />

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Thank You<br />Mike VolpeVP of Marketing HubSpot @mvolpe<br />

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How to Put All the Pieces Together?<br />d.j.k. on flickr<br />

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Complicated & Confusing<br />Easy & Integrated<br />

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Blog & Social Media<br /><ul><li>Business Blog Software

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Blog Analytics

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Social Media Monitoring

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Social Media Publishing</li></li></ul><li>Search Optimization (SEO)<br /><ul><li>Keyword Grader

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Link Grader

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Page Grader</li></li></ul><li>Email Marketing & Lead Nurturing<br /><ul><li>Email Marketing

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Lead Nurturing</li></li></ul><li>Lead Generation<br /><ul><li>Landing Pages

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Lead Intelligence

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Lead Alerts

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Visitor Profiling</li></li></ul><li>Competitor Tracking<br />

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Marketing Analytics<br /><ul><li>Assess the effectiveness of your marketing on a campaign-by-campaign level

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Optimize resource allocation to maximize sales</li></li></ul><li>Proven ROI by 3,500+ Customers<br />Cilk Arts Increases Leads 500%<br />Makana Solutions 3x Leads, 2x Conversions<br />VocioPays for HubSpot 30x Over with New Leads<br />Objective Management Group Grows Leads 360%<br />Bridge Group Doubles Online Leads <br />www.HubSpot.com/ROI<br />

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Growth<br />3,500 Customers<br />Q1 2007<br />Q3 2010<br />

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Q&A<br />Free Website Assessment:<br />www.HubSpot.com/Inbound-Marketing-Assessment/<br />Try HubSpot Free for 30 Days:<br />www.HubSpot.com/free-trial<br />Mike VolpeVP of Marketing HubSpot @mvolpe<br />