Dylan Sellberg - Filling the Funnel With Social Media

Filling The Funnel with Social Media

2017 Multifamily Social Media Summit

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

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

2017 Multi-Family Social Media Summit

Diving In

Multifamily Social Media Summit

Acting on what mattersLooking up to measure awareness

Soapbox5 concrete takeaways and an ASK

Industry Leaders Imitation is the finest form of flattery

Social Media in 2020Snapchat, 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+ALet’s go DEEP here

Am I shouting in an empty room?

Filling your marketing funnel

LEAD

CUSTOMER

Multifamily Social Media Summit

2 Pillars to Filling The Funnel at all stages

Act First, Win FirstValue Depth

Over Breadth

Pillar #1 Value Depth Over Breadth

Acting on What Matters

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?


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


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


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?


Respect audiences who matter…

GOOD THINGS HAPPEN!

The end goal is action, not eyeballs


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.

Pillar #2 Act First, Win First


Consumption Metrics

Sharing Metrics

Lead-Gen Metrics

Sales Metrics

Staying on the forefront of social media

How to impact consumption (awareness)

Every platform has value but a first mover on any platform has an absolute advantage

How can I be a first mover?

Social Media in 2020

First, a look at the current landscape


My predictions*

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


Platforms will break boundaries

Social Media will shed the purely social perception and penetrate every aspect of life


Platforms will break boundaries

Facebook will show ads in the middle of its videos and sharing the money with publishers. AKA Television.


Connectivity

Every piece of your home will be connected, down to your potting soil!


It will even be life.

VR will be the new brochure. The new building tour. And yes, you can create your own VR experiences.


iRobot

Bots will penetrate every arena and become a necessity to remain responsive.


Industry Leaders

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.


Citi

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.


Citi

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.


Panoptic Group

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.


Ascape App

1. Invest in technology a. Getting on board with Spectacles took time, money, dedication.

Brands that did (sooner than later) saw huge rewards2. 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 risksa. There are a dozen ways to get involved with VR. Outsource and

white label content, buy the equipment, hire a vendor!


How can you be on the forefront of Social Media 2020?

SoapBox

Choose a platform that is not publicly traded and make it a key part of your 2017-2018 strategy

Hire a full-time social media employee w/ an advanced degree in marketing. (Not an intern)

Engage with every single human who engages with you.

Cut 100% of your budget of traditional advertising (Billboard, Bus Bench, Mailers, etc.) by EOY 2018

Run tech promotions instead of dated cash promotions.Ex; Free echo + $500 prime credit with your apartment

My Ask.

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.

Q+APlease, no softballs