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Integrating Social Media into Marketing

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Keynote presentation by Mike Volpe from HubSpot at the "Bridging the Gap" social media marketing conference at Suffolk University on Feb 18, 2011.

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Integrating Social Media into Marketing

  1. 1. Integrating Social Media into a Successful Marketing Program<br />Mike VolpeVP of Marketing HubSpot @mvolpe<br />
  2. 2. Scared yet?<br />
  3. 3. 86% of People Skip TV Ads<br />http://www.guardian.co.uk/media/2010/aug/24/tv-advertising<br />
  4. 4. 44% of Direct Mail is<br />Never Even Looked At<br />http://en.wikipedia.org/wiki/Advertising_mail<br />
  5. 5. Two Huge Developments in Email<br />The “Spam” Filter is Now Social<br />Social Inbox<br />
  6. 6. Inbox Before 2011<br />Most Messages by Date<br />Flagrant Spam<br />
  7. 7. Inbox After 2011<br />Email Inbox Ranking – After 2011<br />Things You Like<br />(People & Brands)<br />Things You Don’t Like<br />Or Don’t Know<br />(People & Brands)<br />
  8. 8. That’s Some Scary Shiitake<br />
  9. 9. We All Have an Addiction<br />
  10. 10.
  11. 11. Lazy Marketers Rely<br />on Advertising Buys<br />
  12. 12.
  13. 13.
  14. 14.
  15. 15. Your competition is NOT<br />who you think it is.<br />
  16. 16. Social Media is Only<br />One Piece<br />
  17. 17. Bring All the Pieces Together<br />Social Media<br />Marketing<br />Search Engine<br />Marketing<br />Content<br />Marketing<br />Conversion Marketing<br />Lead Nurturing<br />Sales Support<br />
  18. 18. SEO / Blogging<br />+<br />Social Media<br />
  19. 19. SEO from 2000 to 2011<br />Ranking Algorithm:f(n): Context + Authority<br />
  20. 20. 97% more links<br />(for better rankings)<br />for companies<br />that have a blog.<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
  21. 21. 85% of web pages have less than 7 inbound links<br />Source: SEOMoz.org<br />
  22. 22. Content Makes You Interesting<br />
  23. 23. 79% more<br />followers for companies<br />that have a blog.<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
  24. 24. 55% more<br />website visitors<br />for companies that blog.<br />Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV<br />
  25. 25. Where is Search Going?<br />Where is search going?<br />
  26. 26. Coming to SEO: Likes = Links<br />= = <br />
  27. 27. SEO in 2011 and Beyond<br />Ranking Algorithm:f(n): Context + Authority<br />+ Social Graph<br />
  28. 28. The “Like” is Replacingthe “Link”<br />
  29. 29. Lead Generation<br />+<br />Social Media<br />
  30. 30. Social Media = Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  31. 31. Social Media is for B2B and B2C<br />Source: State of Inbound Marketing Report - http://bit.ly/aewfHr<br />
  32. 32. Evolution of the Database<br />
  33. 33. Branding<br />+<br />Social Media<br />
  34. 34. Brand Building 1.0<br />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, all perfect (and sterile).<br />Flickr: jamesjyu<br />
  35. 35. A Brand is What People Say It Is<br />A brand is whatever<br />people say it is.<br />Flickr: chelmsfordpubliclibrary<br />
  36. 36. Grow brand by cultivation,<br />not control.<br />
  37. 37. Promote All Feedback<br />http://www.microsoft.com/windows/social/<br />
  38. 38. Promote All Feedback<br />www.ShowUsYourPizza.com<br />
  39. 39. http://twitter.com/meaghano/status/1767991757<br />
  40. 40. http://twitter.com/JetBlue/status/1768096120<br />
  41. 41. Research<br />+<br />Social Media<br />
  42. 42.
  43. 43. Focus groups are dead.<br />
  44. 44. Observe your customers in their native environment.<br />
  45. 45. We’ve got lots to think about…<br />
  46. 46. Advice for the road ahead…<br />
  47. 47. Stop thinking like<br />an advertiser.<br />
  48. 48. Start thinking like a<br />publisher and socializer.<br />
  49. 49. Commit<br />to the new<br />inbound<br />strategy.<br />
  50. 50. Don’t dip your<br />toe in the water.<br />
  51. 51. Jump in ALL THE WAY.<br />
  52. 52. Thank You<br />Facebook.com/mvolpe<br />Twitter.com/mvolpe<br />Linkedin.com/in/mikevolpe<br />www.MikeVolpe.com<br />www.HubSpot.com<br />Mike VolpeVP of Marketing HubSpot @mvolpe<br />
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Keynote presentation by Mike Volpe from HubSpot at the "Bridging the Gap" social media marketing conference at Suffolk University on Feb 18, 2011.

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