Business of Social
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Laura Fitton @pistachiopistachio@HubSpot.com
Business of Social
What B2B and B2C software companies need to know about social media.
Laura @Pistachio Fitton“Excited & geeky about where all this leads!"
@pistachio Founder (acq. By HubSpot)
Twitter for
Dummies
Inbound Marketin
g Evangeli
st 86,000Twitter
Readers
Laura Fitton, May 2007Homebound mom. Two kids under two.
NO business network in Boston
What’s Web 2.0?
Where do I upgrade
my browser?
Twitter is
Dumb!
“Laura Fitton… has thousands of people following her on Twitter. …by consistently touching a tribe of people with generosity and insight, she’s earned the right to lead”
-Seth Godin, Tribes
Founder/CEO oneforty.com
How did THAT Happen??!
Photo: http://www.flickr.com/photos/furryscalyman/
If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.“
GUY KAWASAKIFORMER CHIEF EVANGELIST, APPLECO-FOUNDER, ALLTOP.COM
Image Credit: RangerRick
Marketing was about pushing messages out.
13
14
86% skip TV
ads
91%
unsubscribe
2/3on FTC’s
DO NOT CALL list
44%
of direct mail is never opened
Email usage is declining by as much
as
59%
25%
of your list expires each
year
Today it’s about pulling people in.
16
86% skip TV
ads
91%
unsubscribe
2/3on FTC’s
DO NOT CALL list
44%
of direct mail is never opened
Email usage is declining by as much
as
59%
25%
of your list expires each
year
Less of this.
More of this.
17
Humans Are Changing
???
Humans Are Changing
The balance of power shifted
mere mortal
Influence (WAS)Attract attention to
yourself
Influence (IS)Provide attention &
value to others
The Message is the Influencer.
http://twitpic.com/135xa by @JKrums
Any to Many
Social Media Marketingin 2 Words…
Be Useful!
Image: http://inay.org
When I grow up I don’t want to be a
lead!
32
Social MediaMarketingin 4 Words…
Listen.Learn.Care.Serve.
Get Found
1
3 Steps:
Convert
2
Measure What
Matters
3
http://bit.ly/inbound101
Get Found1
PPC
Webinars
CRM
Blog Creation
Press Releases
Your Idea
Website
Blog SEO
Landing
Pages
Lead Nuturin
g
Email Lead Mgmt
Social Media
Analytics
A/B Test
Mobile Sales Intel
Have more fun! Try more things.
Don’t be afraid to polarize
TWEET QUOTE!
“Make the customerthe hero of your story.ANN HANDLEYCHIEF CONTENT OFFICERMARKETINGPROFS
Image Credit: Fotographia Guerilla
TWEET EBOOK!
Either write something worth reading or do something worth writing about.BENJAMIN FRANKLIN“
Image Credit:lhalstead
Convert2
PPC
Webinars
CRM
Blog Creation
Press Releases
Your Idea
Website
Blog SEO
Landing
Pages
Lead Nuturin
g
Email Lead Mgmt
Social Media
Analytics
A/B Test
Mobile Sales Intel
More of this.
44
MeasureWhat Matters3
PPC
Webinars
CRM
Blog Creation
Press Releases
Your Idea
Website
Blog SEO
Landing
Pages
Lead Nuturin
g
Email Lead Mgmt
Social Media
Analytics
A/B Test
Mobile Sales Intel
You don’t just want a following.
47
You want screaming, raving fans
Marketingis a Mess.
HubSpotconsolidates all
the best inbound marketing methods
in one spot
5400custome
rs
300employe
es
$65M
Google VenturesSequoia
Salesforce.com
INSPIRED?Start working on your success story. Sign up for a HubSpot free trial and see how the integration of content creation, engagement and analytics leads to awesome marketing results. Learn more today! http://bit.ly/inbound101
Laura Fitton @pistachiopistachio@HubSpot.com Thank you!
fantasyworld.
Unicorns live in a
MARKETING EXECSCAN’T AFFORD TO.
LET’S SEPARATE MARKETING
FACT
LET’S SEPARATE MARKETING
FACTfrom marketingfantasy.
fantasymarketing
If you give your content
away for free,
prospects will never buy your full-fledged offering.
57
FACT
MARKETING
“Free trials” are an
excellent way to
demonstrate the value of
your product & increase
conversion.
FACT
MARKETING
Sharing free, relevant
content online helps search
engines—& prospects—find you.
“Free trials” are an
excellent way to
demonstrate the value of
your product & increase
conversion.
Blogging is overrated& not particularly effectivefor marketing.
fantasy
marketing
60
FACT
MARKETING
Companies that blog get
more web traffic
than those that don’t.
55%
FACT
MARKETING
They also get
more leads
70%
Companies that blog get
more web traffic
than those that don’t.
55%
FACT
MARKETING
They also get
more leads
70%of companies have acquired
a customer through their
blog.
57%
Companies that blog get
more web traffic
than those that don’t.
55%
B2B companies don’t need to waste their time on
fantasy
marketing
39% of B2B companies using
Twitter have acquired new
customers from it.
FACT
MARKETING
of B2B companies using Facebook have
acquired new customers from
it.
41%
39% of B2B companies using
Twitter have acquired new
customers from it.
FACT
MARKETING
You can rely on email to be the workhorse of your online marketing efforts.
67
fantasy
marketing
FACT
MARKETING
25%
Your email database expires
at a rate of
per year
Gmail Priority Inbox & other
tools are pushing your automated
emails to the bottom of the
inbox.
FACT
MARKETING
25%
Your email database expires
at a rate of
per year
70
Email is still one of the most effective ways of communicating with prospects.
fantasy
marketing
FACT
MARKETING
Email usage is declining by as much as
59%across all age groups
FACT
MARKETING US
internet users spend
minutes on blogs & social networks than
on email
3Xmore
Email usage is declining by as much as
59%across all age groups
Optimizing for mobile devices isn’t worth the effort.
fantasymarketing
73
FACT
MARKETING
35%of Americans
own a smartphone.
FACT
MARKETING
35%of Americans
own a smartphone.
50%
By YE2011, that figure will rise to
FACT
MARKETING
of C-level executives
have smartphones.
86%35%of Americans
own a smartphone.
50%
By YE2011, that figure will rise to
FACT
MARKETING
35%of Americans
own a smartphone.
The majority of them say it’s their primary communicati
on tool.
50%
By YE2011, that figure will rise to
of C-level executives
have smartphones.
86%
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