integrating social media into a successful b2b marketing plan b2 b-forum_webinar_december_2010

Mike Volpe (@mvolpe)VP of Marketing

HubSpot

Integrating Social Media into a Successful Marketing Plan

B2B Marketing forum Webinar

B2B Marketing Forum 2011

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Marketing is Changing1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing is Harder

800-555-1234AnnoyingSalesperson

The Good News…Inbound Marketing:Get Found using Google, Social Media and Blogs

Top 5 Web Marketing Book on Amazon

InboundBook.com

Social Media is One Piece

Committo the new

Strategy.

Don’t dip yourtoe in the water.

Jump in ALL THE WAY.

Inbound

Marketing

Content / SEO

Social Media

ResearchLead

Genera-tion

Brand

Content / SEO+

Social Media

SEO from 2000 to 2011

Ranking Algorithm:f(n): Context + Authority

Create Great Content by Blogging

Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV

Blogging Attracts More Links

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

Content Makes You Interesting

Blogging Attracts More Visitors

Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

Blogging Drives Social Success

Where is Search Going?

Coming to SEO: Likes = Links

= =

SEO in 2011 and Beyond

Ranking Algorithm:f(n): Context + Authority

+ Social Graph

NEW: Facebook = The Web

Practical Tips

• Use www.WebsiteGrader.com

• Start a blog about your industry

• Post blog content to social media

• Put social buttons on your content

Lead Generation+

Social Media

Social Media = Leads and Sales

Source: survey of hundreds of businesses: HubSpot.com/ROI

Evolution of the Database

Practical Tips

• Use social media for lead generation

• Build your social media database

• Use social media intelligence on your leads

• Teach your sales team

Branding+

Social Media

A Brand is What People Say It Is

Flickr: chelmsfordpubliclibrary

Brand Building 1.0

Hire an agency

Come up with creative

Buy ads on TV

& in print

Buy more

advertising

Your brand comes out, wrapped in

plasticFlickr: jamesjyu

Branding Assembly Line

Flickr: Rickydavid

Brand Building 2.0

Cultivate Watch your brand grow

Cultivate

Cultivate

Cultivate

Cultivate

Flickr: swisscan

Cultivated Branding

Flickr: swisscan

Promote Positive Feedback

Promote All Feedback

http://www.microsoft.com/windows/social/

Promote All Feedback

www.ShowUsYourPizza.com

Respond to Product Questions

Play with Your New Friends

http://twitter.com/meaghano/status/1767991757http://twitter.com/JetBlue/status/1768096120

Play with Your New Friends

http://twitter.com/meaghano/status/1767991757http://twitter.com/JetBlue/status/1768096120

Fans Need Clubhouses

• Inbound Marketers – 49,000 ppl• Inbound Marketing University Alumni – 1,400 ppl• Inbound Marketing Certified – 800 ppl

Inbound Marketing University : www.InboundMarketing.com/University

Practical Tips

• Track your brand & competitors

– Google Alerts, Twitter Search

– http://Alerts.Grader.com

• Look in the mirror, be honest

• Respond and get personal

Research+

Social Media

50 Million Tweets Per Day

What Are They Saying?

Places to listen• Search.Twitter.com• Blogsearch.Google.com• Google Alerts• Technorati.com• Industry Blogs• Industry Twitterers• LinkedIn Answers• Facebook Friends• Discussion Forums

Practical Tips

• Follow your target customers

• Follow competitor’s customers

• Listen to what they say

• Ask questions, get feedback

Advice for the road ahead…

Stop thinking like amarketer or advertiser.

Start thinking like apublisher and

socializer.

Mike Volpe (@mvolpe)VP of MarketingHubSpot

Thank You & Questions

www.b2bmarketingforum.nl@b2bmktforum