social media integration tips

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TIPS FOR SOCIAL MEDIA INTEGRATION Mike Volpe @mvolpe

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Page 1: Social Media Integration Tips

TIPS FOR

SOCIAL MEDIA INTEGRATION

Mike Volpe @mvolpe

Page 2: Social Media Integration Tips

I‟m Mike Volpe. Nice to meet you. @mvolpe

700,000 Inbound Leads

120,000 Twitter

Followers

Top 10 Blog

5,000 Customers

3.7 million Free

Users 1,500,000 Slideshare

Views CMO @ HubSpot

Page 3: Social Media Integration Tips

Marketing Problem / Marketing Solution

Tips for Integrating Social Media

Hiring for Inbound Marketing

1

2

3

Agenda

Page 4: Social Media Integration Tips

MARKETING PROBLEM / MARKETING SOLUTION

1

Page 5: Social Media Integration Tips

We All Have an Addiction

Page 6: Social Media Integration Tips
Page 7: Social Media Integration Tips

Lazy Marketers Rely

on Advertising Buys

Page 8: Social Media Integration Tips

IT IS TIME TO RETHINK MARKETING

Page 9: Social Media Integration Tips

Inbound

marketing is a fundamental shift in how we relate to

potential customers

Page 10: Social Media Integration Tips

RECYCLE/TRASH

SAY „DO NOT CALL‟

SKIP ADS

UNSUBSCRIBE

STOP PUSHING advertising messages in the hopes that one will get through.

Page 11: Social Media Integration Tips

START ATTRACTING leads through relevant, useful, easy-to-find

content when they need it.

Page 12: Social Media Integration Tips

STOP FORCING leads through your decision process.

Page 13: Social Media Integration Tips

START RESPONDING to how they make

decisions.

Readiness

to buy…

Page 14: Social Media Integration Tips

PUSH

PAID

RENT

INTERRUPT

INVENTORY

Email

VS.

PULL

EARNED

OWN

ATTRACT

ASSET

Page 15: Social Media Integration Tips

Make

marketing people love

Page 16: Social Media Integration Tips

$

$

Inbound Marketing

16

Social Media

Marketing

Search Engine

Marketing

Content

Marketing

Conversion Marketing

Lead Nurturing

Sales Support

Page 17: Social Media Integration Tips

VS.

Page 18: Social Media Integration Tips

VS.

Page 19: Social Media Integration Tips

Building Marketing Assets

Paid Marketing Inbound Marketing

Leads

from this

Month

Leads

from Past

Marketing

Cost

this

Month

Leads

from this

Month

Leads

from Past

Marketing

Cost

this

Month

Month 1 50 0 $1,000 10 0 $1,000

Month 2 50 0 $1,000 10 10 $1,000

Month 3 50 0 $1,000 10 20 $1,000

Month 4 50 0 $1,000 10 30 $1,000

… … … … … …

Month 24 50 0 $1,000 10 230 $1,000

Two Year

Total 1,200 $24,000 2,760 $24,000

Page 20: Social Media Integration Tips

Paid Marketing vs. Inbound Marketing

Page 21: Social Media Integration Tips
Page 22: Social Media Integration Tips
Page 23: Social Media Integration Tips

Social Media

is Only

One Piece

Page 24: Social Media Integration Tips

Bring All the Pieces Together

Social Media

Marketing

Search Engine

Marketing Content

Marketing

Conversion Marketing

Lead Nurturing

Sales Support

Page 25: Social Media Integration Tips

TIPS FOR INTEGRATING SOCIAL MEDIA

2

Page 26: Social Media Integration Tips

SEO + SOCIAL

Page 27: Social Media Integration Tips

Context Authority +

Page 28: Social Media Integration Tips

Prostho-dontist

Cosmetic Dentist

Page 29: Social Media Integration Tips

3

2

On-Page SEO Essentials

Page Title 1

Headings

& Content

Description

Page 30: Social Media Integration Tips

Authority is

determined

by links

Page 31: Social Media Integration Tips

Source: SEOMoz.org

7 Links =

Top 15% of all web pages

Page 32: Social Media Integration Tips

Blogs attract

97% more links

Page 33: Social Media Integration Tips

Most

Linked-To

Words

Page 34: Social Media Integration Tips

Where is Search Going?

Where is search going?

Page 35: Social Media Integration Tips

Context Link

Authority + Social Proof +

Page 36: Social Media Integration Tips

The “Like” is

replacing

the “Link”

Page 37: Social Media Integration Tips

LEAD GEN + SOCIAL

Page 38: Social Media Integration Tips

% Companies Acquiring

Customers via Social Channels

57% 48% 57% 42%

Page 39: Social Media Integration Tips

Social Media is for B2B and B2C

Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

Page 40: Social Media Integration Tips
Page 41: Social Media Integration Tips

Content Makes You Interesting

Page 42: Social Media Integration Tips

Image credit: netzkobold

Page 44: Social Media Integration Tips

BRAND + SOCIAL

Page 45: Social Media Integration Tips

Brand Building 1.0

Hire an

agency

Your brand

comes out, all

perfect (and

sterile).

Flickr: jamesjyu

Brand Building

1.0

Page 46: Social Media Integration Tips

A Brand is What People Say It Is

Flickr: chelmsfordpubliclibrary

Your brand is what your customers

say it is.

Page 47: Social Media Integration Tips

Grow your brand by

cultivation, not control.

Page 48: Social Media Integration Tips

Promote All Feedback

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

Page 49: Social Media Integration Tips

Promote All Feedback

www.ShowUsYourPizza.com

Page 50: Social Media Integration Tips

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

Page 51: Social Media Integration Tips

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

Page 52: Social Media Integration Tips

RESEARCH + SOCIAL

Page 53: Social Media Integration Tips
Page 54: Social Media Integration Tips

Focus groups are

dead.

Page 55: Social Media Integration Tips

Observe customers in their native

environment.

Page 56: Social Media Integration Tips

HIRING FOR INBOUND MARKETING

3

Page 57: Social Media Integration Tips

The Press Release Hire

Push

Rent

Interrupt

Outbound

57

Page 58: Social Media Integration Tips

70% of my team had under 12 months

experience in “marketing” when hired.

Page 59: Social Media Integration Tips

GSD

Sharp

Page 60: Social Media Integration Tips

D

A

R

C

Digital

Analytical

Reach

Content Creator

Page 62: Social Media Integration Tips

D A R C : Analytical

Page 63: Social Media Integration Tips

D A R C : Reach

Page 64: Social Media Integration Tips

D A R C : Content

Page 65: Social Media Integration Tips

Organizing the New Marketing Team

Marketing

TOFU Team

Blogs

Videos

Webinars

Presentations

Promotion of Free Tools

MOFU Team

Lead Nurturing

Lead Scoring

Landing Page

Optimization

Paid Lead Generation

Dev Team

Free Tools

Internal Tools

Product Marketing

Sales Support & Training

Demo Videos

Product Info

Page 66: Social Media Integration Tips

We have lots to think

about.

Page 67: Social Media Integration Tips

Advice for the road ahead…

Page 68: Social Media Integration Tips

Commit

to the new

inbound

strategy.

Page 69: Social Media Integration Tips

Don’t dip your

toe in the water.

Page 70: Social Media Integration Tips

Jump in ALL THE WAY.

Page 71: Social Media Integration Tips

Mike Volpe

Twitter.com/mvolpe Facebook.com/mvolpe

Linkedin.com/in/mikevolpe [email protected]

www.HubSpot.com

THANK YOU