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How Marketers Succeed
in a Social World
Mike Volpe
VP of Marketing
HubSpot
@mvolpe
Victoria Ransom
Founder & CEO
Wildfire
@wildfireapp
Scared yet?
http://www.guardian.co.uk/media/2010/aug/24/tv-advertising
86% of People Skip TV Ads
http://en.wikipedia.org/wiki/Advertising_mail
44% of Direct Mail is
Never Even Looked At
Two Huge Developments in Email
Social Inbox
The “Spam” Filter is Now Social
Most Messages by Date
Flagrant Spam
Inbox Before 2011
Email Inbox Ranking – After 2011
Things You Like
(People & Brands)
Things You Don’t Like
Or Don’t Know
(People & Brands)
Inbox After 2011
That’s Some Scary Shiitake
We All Have an Addiction
Lazy Marketers Rely
on Advertising Buys
Renting / Outbound Building / Inbound
Advertising Blogging
Conferences / Events SEO
Paid Search / PPC Free Tools
Email List Rentals Social Media
Cold Calling Opt-In Email Lists
Your competition is NOT
who you think it is.
Social Media
is Only
One Piece
Bring All the Pieces Together
Social Media
Marketing
Search Engine
MarketingContent
Marketing
Conversion Marketing
Lead Nurturing
Sales Support
SEO / Blogging
+
Social Media
SEO from 2000 to 2011
Ranking Algorithm:f(n): Context + Authority
97% more links
(for better rankings)
for companies
that have a blog.
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Source: SEOMoz.org
85% of web pages
have less than 7
inbound links
Content Makes You Interesting
79% more
followers for companies
that have a blog.
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
55% more
website visitorsfor 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 Beyond
Ranking 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
Branding
+
Social Media
Brand Building 1.0
Hire an
agency
Your brand
comes out, all
perfect (and
sterile).
Flickr: jamesjyu
Brand Building 1.0.
A Brand is What People Say It Is
Flickr: chelmsfordpubliclibrary
A brand is whatever
people say it is.
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 a
publisher and socializer.
Commit
to the new
inbound
strategy.
Don’t dip your
toe in the water.
Jump in ALL THE WAY.
How can benefit
Marketers?
Wildfire Interactive, Inc. | @wildfireapp | [email protected] | +1.888.274.0929
92%
92% of fans say that since becoming a fan of a given brand they are more likely to recommend that brand
to their friends
36%
of fans say that since becoming a fan of a given brand their desire to buy from this brand has increased
90%Trust their friends
# who trustonline ads 33%
3 FACEBOOK MARKETING
aspects of
ENGAGE
GROW
MONETIZE
Wildfire Interactive, Inc. | @wildfireapp | [email protected] | +1.888.274.0929
GROWGROW
grow
grow
successful
Wildfire Interactive, Inc. +1.888.274.0929
GROW
your
EXISTINGAUDIENCE
Cross promotion with newsletter
Cross promotion with website
Encourage fans to spread the word
1
2
3
Wildfire Interactive, Inc. | @wildfireapp | | +1.888.274.0929Wildfire Interactive, Inc.
ACQUIREwithFANS
Adsfacebook
75%say they learned about a fan page because of an ad
Wildfire Interactive, Inc. | @wildfireapp | [email protected] | +1.888.274.0929+1.888.274.0929Wildfire Interactive, Inc.
EFFECTIVErun
Adsfacebook
How to
?
Advertise to friends of fans
Don’t drive people outside
of Facebook
Give them a reason to click
A/B Test & Keep it Fresh!
1.
2.
3.
4.
ADVERTISE TO FRIENDS OF FANS
ContestsDeals
RUNthat
COMPANIES
CONTESTShave
2x as many
FANSas companies that don’t
Jupiter Research
“
”
Giveaways
Wildfire Interactive, Inc. | @wildfireapp | [email protected] | +1.888.274.0929+1.888.274.0929Wildfire Interactive, Inc.
EFFECTIVErun
PROMOTIONS
How to
?Check out
blog.wildfireapp.com!
Wildfire Interactive, Inc. | @wildfireapp ||
+1.888.274.0929+1.888.274.0929Wildfire Interactive, Inc.
ENGAGE
GROW
MONETIZE
Wildfire Interactive, Inc. | @wildfireapp | [email protected] |
ENGAGEENGAGE
engage
engage
3 FACEBOOK MARKETING
aspects of
successful
+1.888.274.0929Wildfire Interactive, Inc.
YOUR
FANS
YES
NO
2. ASK
questions
1. TELLfans what you want them to do
3. TAPinto people’s
PASSIONS
Wildfire Interactive, Inc. | @wildfireapp | |
NEWSFEED
+1.888.274.0929Wildfire Interactive, Inc.
ASK QUESTIONS ASK for LIKES
Wildfire Interactive, Inc. | @wildfireapp | [email protected] | +1.888.274.0929+1.888.274.0929Wildfire Interactive, Inc.
QUALITY >quantity
| @wildfireapp | [email protected] | +1.888.274.0929+1.888.274.0929Wildfire Interactive, Inc.
theirSMBs
BETTERfan pages
How canmake
DEALS
ENTERTAINMENT
EXCLUSIVITY
Wildfire Interactive, Inc. | @wildfireapp | [email protected] | +1.888.274.0929
ENGAGEMENT: CONTENT
+1.888.274.0929Wildfire Interactive, Inc.
MONETIZE
GROW
ENGAGE
| @wildfireapp | [email protected] | +1.888.274.0929
MONETIZE
MONETIZE
monetizemonetize
3 FACEBOOK MARKETING
aspects of
successful
+1.888.274.0929Wildfire Interactive, Inc.
MYSTERY COUPONS
| @wildfireapp | [email protected] | +1.888.274.0929+1.888.274.0929Wildfire Interactive, Inc.
GROUP DEALS
Wildfire Interactive, Inc. | | [email protected] | +1.888.274.0929Wildfire Interactive, Inc.
+1.888.274.0929Wildfire Interactive, Inc.
IN STORE GIVEAWAYS
| @wildfireapp | | +1.888.274.0929
Thank You!
www.HubSpot.com
www. .WildfireApp.com
Mike Volpe
VP of Marketing
HubSpot
@mvolpe
Victoria Ransom
Founder & CEO
Wildfire
@wildfireapp
Q&A
Mike Volpe
VP of Marketing
HubSpot
@mvolpe
Victoria Ransom
Founder & CEO
Wildfire
@wildfireapp
