2. Who is HubSpot?
A Global Movement - INBOUND!
- 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
- HQ in Cambridge, MA
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
- Can spot marketing opportunities a mile away
- Favorite Social platform is Twitter
- Lean Six Sigma Green Belt
5. Multifamily Social Media Summit
Acting on what matters
Looking up to measure 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
I want you to walk out with a SPARK.
My goal is to
BRING YOU VALUE
Formula for value
value=(x)
(Where x = Happy Customers)
Q+A
Let’s go DEEP here
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!
Today, we’ll focus on filling this thing from the
top.
What is there to act on?
12. 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
13. Acting on what matters
Engagers
Customers
Everybody else
“Commenters”
LIVE WITH YOUR
COMMENTERS
“Sharers”
REWARD YOUR
SHARERS
“Likers”
IGNORE THEM
Grow your funnel by acting on the right metrics
14. Acting on what matters
Algorithms.
You’re a contractor for Facebook, Twitter,
whatever. If you create experiences that
make their users happy…
they will reward you with…
more users.
How does that increase reach?
15. Acting on what matters
Respect audiences
who matter…
GOOD THINGS
HAPPEN!
17. Acting on what matters
REACHConsumption metrics are
your gateway to the funnel.
Through social media,
consumption metrics are
your main point of influence CUSTOMERS.
Value depth over breadth.
Real, hard, quality
engagement is your metric.
Stop concerning yourself
with vanity metrics.
19. Acting on what matters
Consumption Metrics
Sharing Metrics
Lead-Gen Metrics
Sales Metrics
Staying on the forefront of social media
How to impact consumption (awareness)
20. Every platform has value
but a first mover on any
platform has an absolute
advantage
26. Are you placing bets in the right places?
Do you know what these
girls are wearing?
Do you own a pair?
The will represent the
entire landscape
Social Media in 2020
27. Platforms will break boundaries
Social Media will shed
the purely social
perception and penetrate
every aspect of life
Social Media in 2020
28. 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. The Wall Street firm is
using Snap Spectacles
— the sunglasses made
by Snapchat's parent
company with miniature
cameras used to record
video — to show
candidates what life at
Citi might look like.
Social Media in 2020
Citi
34. The firm collected 14 pairs of
Spectacles — which cost $130 each
and are in very high demand — over
the course of three trips to a New
York City pop-up store. Because
there are limits on how many pairs
one person can buy, it took two
members of Citi's social media team,
plus one member's parents, to
collect the 14 pairs. They've now
been distributed to Citi's five regions
around the world.
Social Media in 2020
Citi
35. Virtual reality is helping
the real estate
developer sell
properties much faster
because people can get
a feel for the inside of a
home as well as its
grounds without even
visiting in person.
Social Media in 2020
Panoptic Group
36. 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
37. 1. Invest in technology
a. Getting on board with Spectacles took time, money, dedication.
Brands that did (sooner than later) saw 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?
45. Please. Please. Please. Do not take this space
lightly. Social Media is marketing. It is more
than Facebook, Twitter, and Instagram. While
being here is one step, it is one of many. Be a
practitioner, do the work, get rewarded.
