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Marketing Webinar: Why Social Media Is BS

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http://hubspot.com/bs

Is social media really the future of marketing? In this webinar Mike discusses how much the marketing power of social media is exaggerated. Social media is not magic, and fundamental marketing strategies shouldn't be thrown out the window and replaced by new social media techniques.

Social media is a powerful tool, but it is still just one of the many gears that you need to make up your marketing machine.

Join Mike's webinar to learn how to integrate social media tools with your current marketing strategy in order to fully capture its benefits. There are many ways to create value and get noticed, and although social media may help, it is by no means the reason to stop doing marketing.

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Marketing Webinar: Why Social Media Is BS

  1. 1. Why Social Media is BS<br />(Integrating Social Media into a Successful Marketing Plan)<br />Mike VolpeVP of Marketing HubSpot @mvolpe<br />
  2. 2. Marketing is Changing<br />1950 - 2000<br />2000 - 2050<br />
  3. 3. Outbound Marketing<br />
  4. 4. Outbound Marketing is Harder<br />800-555-1234<br />Annoying<br />Salesperson<br />
  5. 5. 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 />
  6. 6. Social Media is just one piece…<br />…of an Inbound<br />Marketing<br />Strategy.<br />
  7. 7. Social Media is not magic.<br />Joining Facebook (or Twitter, or LinkedIn) will not revolutionize your company or your marketing.<br />
  8. 8. If you are BORING in real life,<br />you are stillboring in social media.<br />
  9. 9. Social media<br />is just<br />ONE tool.<br />
  10. 10. There are MANY marketing tools.<br />Use them all together for the best results.<br />
  11. 11. Social media works best as part of a balanced inbound<br />marketing strategy.<br />
  12. 12. Your inbound marketing machinery needs all gears to work in harmony.<br />
  13. 13. Don’t dip your<br />toe in the water.<br />
  14. 14. Jump in ALL THE WAY.<br />
  15. 15.
  16. 16. Content / SEO<br />+<br />Social Media<br />
  17. 17. SEO from 2000 to 2011<br />Ranking Algorithm:f(n): Context + Authority<br />
  18. 18. Create Great Content by Blogging<br />Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV<br />
  19. 19. 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 />
  20. 20. Content Makes You Interesting<br />
  21. 21. Blogging Attracts More Visitors<br />
  22. 22. 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 />
  23. 23. Where is Search Going?<br />
  24. 24. Coming to SEO: Likes = Links<br />= = <br />
  25. 25. SEO in 2011 and Beyond<br />Ranking Algorithm:f(n): Context + Authority<br />+ Social Graph<br />
  26. 26. NEW:Facebook = The Web<br />
  27. 27. 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 />
  28. 28. Lead Generation<br />+<br />Social Media<br />
  29. 29. Social Media = Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  30. 30. Evolution of the Database<br />
  31. 31. Social Media Intelligence for Leads<br />
  32. 32. 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 />
  33. 33. Branding<br />+<br />Social Media<br />
  34. 34. A Brand is What People Say It Is<br />Flickr: chelmsfordpubliclibrary<br />
  35. 35. 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 />
  36. 36. Branding Assembly Line<br />Flickr: Rickydavid<br />
  37. 37. Brand Building 2.0<br />Cultivate<br />Cultivate<br />Cultivate<br />Cultivate<br />Cultivate<br />Watch your brand grow<br />Flickr: swisscan<br />
  38. 38. Cultivated Branding<br />Flickr: swisscan<br />
  39. 39. Promote Positive Feedback<br />
  40. 40. Promote All Feedback<br />http://www.microsoft.com/windows/social/<br />
  41. 41. Promote All Feedback<br />www.ShowUsYourPizza.com<br />
  42. 42. Respond to Product Questions<br />
  43. 43. Play with Your New Friends<br />http://twitter.com/meaghano/status/1767991757<br />http://twitter.com/JetBlue/status/1768096120<br />
  44. 44. Play with Your New Friends<br />http://twitter.com/meaghano/status/1767991757<br />http://twitter.com/JetBlue/status/1768096120<br />
  45. 45. 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 />
  46. 46. 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 />
  47. 47. Research<br />+<br />Social Media<br />
  48. 48. 50 Million Tweets Per Day<br />
  49. 49. What Are They Saying About You?<br />Places to listen<br /><ul><li>Search.Twitter.com
  50. 50. Blogsearch.Google.com
  51. 51. Google Alerts
  52. 52. Technorati.com
  53. 53. Industry Blogs
  54. 54. IndustryTwitterers
  55. 55. LinkedIn Answers
  56. 56. Facebook Friends
  57. 57. 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 />
  58. 58. Advice for the road ahead…<br />
  59. 59. Stop thinking like a<br />marketer or advertiser.<br />
  60. 60. Start thinking like a<br />publisher and socializer.<br />
  61. 61. Commit<br />to the new<br />Inbound<br />Marketing<br />Strategy.<br />
  62. 62. Thank You<br />Mike VolpeVP of Marketing HubSpot @mvolpe<br />
  63. 63. How to Put All the Pieces Together?<br />d.j.k. on flickr<br />
  64. 64. Complicated & Confusing<br />Easy & Integrated<br />
  65. 65. Blog & Social Media<br /><ul><li>Business Blog Software
  66. 66. Blog Analytics
  67. 67. Social Media Monitoring
  68. 68. Social Media Publishing</li></li></ul><li>Search Optimization (SEO)<br /><ul><li>Keyword Grader
  69. 69. Link Grader
  70. 70. Page Grader</li></li></ul><li>Email Marketing & Lead Nurturing<br /><ul><li>Email Marketing
  71. 71. Lead Nurturing</li></li></ul><li>Lead Generation<br /><ul><li>Landing Pages
  72. 72. Lead Intelligence
  73. 73. Lead Alerts
  74. 74. Visitor Profiling</li></li></ul><li>Competitor Tracking<br />
  75. 75. Marketing Analytics<br /><ul><li>Assess the effectiveness of your marketing on a campaign-by-campaign level
  76. 76. 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 />
  77. 77. Growth<br />3,500 Customers<br />Q1 2007<br />Q3 2010<br />
  78. 78. 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 />

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