Integrating Social Media into a Successful Marketing Program Mike Volpe VP of Marketing HubSpot
Integrating Social Media into Marketing
Aug 20, 2015
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Integrating Social Media into a
Successful Marketing Program
Mike VolpeVP of Marketing HubSpot @mvolpe
Scared yet?
http://www.guardian.co.uk/media/2010/aug/24/tv-advertising
86% of People Skip TV Ads
http://en.wikipedia.org/wiki/Advertising_mail
44% of Direct Mail isNever Even Looked At
Two Huge Developments in Email
Social Inbox
The “Spam” Filter is Now Social
Most Messages by Date
Flagrant Spam
Inbox Before 2011
Email Inbox Ranking – After 2011
Things You Like(People & Brands)
Things You Don’t LikeOr Don’t Know(People & Brands)
Inbox After 2011
That’s Some Scary Shiitake
We All Have an Addiction
Lazy Marketers Relyon Advertising Buys
Renting / Outbound Building / Inbound
Advertising Blogging
Conferences / Events SEO
Paid Search / PPC Free Tools
Email List Rentals Social Media
Cold Calling Opt-In Email Lists
Your competition is NOTwho you think it is.
Social Media is Only
One Piece
Bring All the Pieces Together
Social MediaMarketing
Search EngineMarketing
ContentMarketing
Conversion Marketing
Lead Nurturing
Sales Support
SEO / Blogging+
Social Media
SEO from 2000 to 2011
Ranking Algorithm:f(n): Context + Authority
97% more links(for better rankings)
for companiesthat have a blog.
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Source: SEOMoz.org
85% of web pages have less than 7
inbound links
Content Makes You Interesting
79% morefollowers for companies
that have a blog.
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
55% morewebsite visitors
for companies that blog.
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
Where is Search Going?Where is search going?
Coming to SEO: Likes = Links
= =
SEO in 2011 and Beyond
Ranking Algorithm:f(n): Context + Authority
+ Social Graph
The “Like” is Replacingthe “Link”
Lead Generation+
Social Media
Social Media = Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
Social Media is for B2B and B2C
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Branding+
Social Media
Brand Building 1.0
Hire an agency
Come up with creative
Buy ads on
TV & in print
Buy more
advertising
Your brand comes out, all perfect (and
sterile).Flickr: jamesjyu
Brand Building 1.0.
A Brand is What People Say It Is
Flickr: chelmsfordpubliclibrary
A brand is whateverpeople say it is.
Grow brand by cultivation,not control.
Promote All Feedback
http://www.microsoft.com/windows/social/
Promote All Feedback
www.ShowUsYourPizza.com
http://twitter.com/meaghano/status/1767991757
http://twitter.com/JetBlue/status/1768096120
Research+
Social Media
Focus groups are dead.
Observe your customers in their native environment.
We’ve got lots to think about…
Advice for the road ahead…
Stop thinking likean advertiser.
Start thinking like apublisher and socializer.
Committo the new
inboundstrategy.
Don’t dip yourtoe in the water.
Jump in ALL THE WAY.
Thank YouFacebook.com/mvolpe
Twitter.com/mvolpeLinkedin.com/in/mikevolpe
www.MikeVolpe.com
www.HubSpot.com
Mike VolpeVP of Marketing HubSpot @mvolpe
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