social media integration tips

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  • 1.TIPS FOR SOCIAL MEDIA INTEGRATIONMike Volpe @mvolpe

2. Im Mike Volpe.Nice to meet you.Top 10@mvolpe700,000Blog InboundLeads120,000 Twitter5,000 FollowersCustomers3.7 million 1,500,000 Free Slideshare Users CMO @Views HubSpot 3. Agenda1 Marketing Problem / Marketing Solution2 Tips for Integrating Social Media3 Hiring for Inbound Marketing 4. 1 MARKETINGPROBLEM /MARKETINGSOLUTION 5. We All Have an Addiction 6. Lazy Marketers Relyon Advertising Buys 7. IT IS TIME TORETHINKMARKETING 8. Inbound marketing is afundamental shiftin how we relate to potentialcustomers 9. STOP PUSHING advertising messagesin the hopes that one will get through. SKIP ADSUNSUBSCRIBE RECYCLE/TRASH SAY DO NOT CALL 10. START ATTRACTING leads through relevant, useful, easy-to-find content when they need it. 11. STOP FORCING leads throughyour decision process. 12. Readiness to buySTART RESPONDINGto how they makedecisions. 13. PULL EARNED OWN ATTRACTASSETVS. Email PUSH PAID RENTINTERRUPTINVENTORY 14. Make marketingpeople love 15. Inbound Marketing Social Media Search EngineMarketing Marketing ContentMarketing$ Conversion MarketingLead Nurturing$ Sales Support16 16. VS. 17. VS. 18. Building Marketing Assets Paid MarketingInbound Marketing Leads Leads CostLeads Leads Cost from this from Past thisfrom this from Past this Month MarketingMonthMonth MarketingMonthMonth 1 50 0 $1,000 10 0 $1,000Month 2 50 0 $1,000 10 10$1,000Month 3 50 0 $1,000 10 20$1,000Month 4 50 0 $1,000 10 30$1,000 Month 2450 0 $1,000 10 230 $1,000Two Year 1,200 $24,000 2,760 $24,000Total 19. Paid Marketing vs. Inbound Marketing 20. Social Media is Only One Piece 21. Bring All the Pieces Together Social Media Search EngineMarketing Marketing ContentMarketing Conversion MarketingLead NurturingSales Support 22. TIPS FOR2 INTEGRATINGSOCIALMEDIA 23. SEO+SOCIAL 24. Context + Authority 25. Prostho-dontist CosmeticDentist 26. On-Page SEO Essentials1 Page Title Headings 2 & Content 3 Description 27. Authority isdeterminedby links 28. 7 Links=Top 15% of all web pagesSource: SEOMoz.org 29. Blogs attract97% more links 30. MostLinked-ToWords 31. Where is Search Going? Where issearchgoing? 32. LinkSocialContext + Authority + Proof 33. The Like isreplacing the Link 34. LEAD GEN+SOCIAL 35. % Companies AcquiringCustomers via Social Channels57%48% 57%42% 36. Social Media is for B2B and B2CSource: State of Inbound Marketing Report - http://bit.ly/aewfHr 37. Content Makes You Interesting 38. Image credit: netzkobold 39. Evolution of the Database 40. BRAND+SOCIAL 41. BrandBrand Building 1.0Building 1.0 Hire an agency Your brand comes out, allperfect (and sterile).Flickr: jamesjyu 42. A Brand is What People Say It Is Your brandis what your customers say it is.Flickr: chelmsfordpubliclibrary 43. Grow your brand bycultivation,not control. 44. Promote All Feedbackhttp://www.microsoft.com/windows/social/ 45. Promote All Feedback www.ShowUsYourPizza.com 46. http://twitter.com/meaghano/status/1767991757 47. http://twitter.com/JetBlue/status/1768096120 48. RESEARCH+SOCIAL 49. Focusgroups aredead. 50. Observecustomers in their nativeenvironment. 51. HIRING FOR3 INBOUNDMARKETING 52. The Press Release Hire Rent Interrupt Push Outbound 57 53. 70% of my team had under 12 monthsexperience in marketing when hired. 54. GSDSharp 55. DigitalDAnalyticalAReachRContent CreatorC 56. D A R C : Digital 57. D A R C : Analytical 58. D A R C : Reach 59. D A R C : Content 60. Organizing the New Marketing Team Marketing ProductTOFU Team MOFU TeamDev TeamMarketing BlogsLead Nurturing Sales SupportFree Tools VideosLead Scoring& TrainingWebinarsLanding PageDemo Videos Internal ToolsPresentations OptimizationProduct InfoPromotion of Paid Lead Free ToolsGeneration 61. We havelots to think about. 62. Advice for the road ahead 63. Committo the newinboundstrategy. 64. Dont dip yourtoe in the water. 65. Jump in ALL THE WAY. 66. THANK YOUMike VolpeTwitter.com/mvolpeFacebook.com/mvolpeLinkedin.com/in/mikevolpe mvolpe@HubSpot.com www.HubSpot.com