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Filling The Funnel with Social Media Strategies
- 1. Filling The Funnel with Social Media 2017 Multifamily Social Media Summit
- 2. Who is HubSpot? A Global Movement - INBOUND! - HQ in Cambridge, MA - 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
- 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 on marketing and sales best practices - Can spot marketing opportunities a mile away - Favorite Social platform is Twitter @DylSell - Lean Six Sigma Green Belt
- 4. 2017 Multi-Family Social Media Summit Diving In
- 5. Multifamily Social Media Summit Acting on what matters Looking up to drive 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 Filling the funnel with Social Media My goal is to BRING YOU VALUE Use #multifamilySMS2017 and I’ll respond to any questions from the Tweet Thread in REAL TIME Q+A Let’s go DEEP here Measuring what matters What metrics are important to you
- 6. Filling your marketing funnel LEAD CUSTOMER Success comes from the top
- 7. Multifamily Social Media Summit 2 Pillars to Filling The Funnel at all stages Act First, Win First Value Depth To Earn Breadth
- 8. Pillar #1 Value Depth To Earn Breadth
- 9. Acting on What Matters
- 10. 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
- 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! What is there to act on?
- 12. Acting on what matters Engagers Customers Everybody else A Typical Audience Map
- 13. Acting on what matters “Commenters” LIVE WITH YOUR COMMENTERS “Sharers” REWARD YOUR SHARERS “Likers” IGNORE THEM How do you act?
- 14. Acting on what matters “Commenters” LIVE WITH YOUR COMMENTERS Ways to “live with your commenters”? 1. Comment back! 2. Like their pages! 3. Offer custom product suggestions!
- 15. Acting on what matters Ways to “reward your sharers”? 1. Exclusive content 2. Promotional value 3. Share their content 4. Introduce complementary products (that aren’t yours) “Sharers” REWARD YOUR SHARERS
- 16. Acting on what matters Algorithms. You’re a contractor for Facebook, Twitter, etc. Create experiences that make their users happy… be rewarded with… more users. How does that increase reach?
- 17. Acting on what matters Respect audiences who matter… GOOD THINGS HAPPEN!
- 18. The end goal is action, not eyeballs
- 19. Pillar #2 Act First, Win First
- 20. Every platform has value but a first mover on any platform has an absolute advantage
- 21. First, a look at the current landscape (two trends)
- 22. Trend #1 - Use in adults is strong + steady Ignore the idea that Facebook dominates. That can change at any minute. Focus on the raw % of online adults who use social media
- 23. Trend #2 - Attention is shifting OFF other platforms Look at time watching TV from 18-49. Television attention is through the floor
- 24. Social Media in 2020
- 25. My predictions*
- 26. Social Media will become a lifestyle. Do you know what these girls are wearing? Do you own a pair? The will represent the entire landscape Social Media in 2020
- 27. Social Media in 2020 Taking risks on creative wearables will drive novelty attention
- 28. Everything will be connected Every piece of your home will be connected, down to your potting soil! Social Media in 2020
- 29. Equipping your properties with smart supplies will be at the forefront of every conversation Social Media in 2020
- 30. Bots will help you day-to-day Bots will penetrate every arena and become a necessity to remain responsive. Social Media in 2020
- 31. Creating a bot that can solve customer problems will give your brand notoriety (Flowxo.com) Social Media in 2020
- 32. 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. Shifting your ad spend to this new “television” will get your product to the masses Social Media in 2020
- 34. It will even be life. VR will be the new brochure. The new building tour. And yes, you can create your own VR experiences. Social Media in 2020
- 35. Create remarkable experiences and you’ll be all anyone can talk about. Social Media in 2020
- 36. Easier said than done right... So, who can you emulate?
- 38. The firm is using Spectacles to show candidates what life at Citi might look like. Social Media in 2020 Citi
- 39. They collected 14 pairs at well over $130 each and are in very high demand. It took two members of Citi's social media team, plus one member's parents, to collect the 14 pairs. Social Media in 2020 Citi
- 40. VR is helping the real estate developer sell properties faster because people can get inside a home as well as its grounds without visiting in person. Social Media in 2020 Panoptic Group
- 41. 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
- 42. 1. Invest in technology a. Getting on board takes time, money, and dedication. Brands that do (sooner than later) see 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?
- 43. SoapBox
- 44. Engage with every single human who engages with you on social media.
- 45. Invest in building your own VR experience or your own ChatBot
- 46. Hire a full-time social media employee w/ an advanced degree in marketing or computer engineering. (Not an intern)
- 47. Cut 100% of your budget of traditional advertising (Billboard, Bus Bench, Mailers, etc.) by EOY 2018
- 48. Run tech promotions instead of dated cash promotions. Ex; Free echo + $500 prime credit with your apartment
- 49. My Ask.
- 50. Please, do not take the space lightly. Social Media is marketing. More than Facebook, Twitter, and Instagram. Being here is one step. Be a practitioner, do the work, get rewarded.
- 51. Q+A Please, no softballs No time? Dsellberg@HubSpot.com