Download - how marketers succeed in a social world
![Page 1: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/1.jpg)
How Marketers Succeed
in a Social World
Mike Volpe
VP of Marketing
HubSpot
@mvolpe
Victoria Ransom
Founder & CEO
Wildfire
@wildfireapp
![Page 2: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/2.jpg)
Scared yet?
![Page 3: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/3.jpg)
http://www.guardian.co.uk/media/2010/aug/24/tv-advertising
86% of People Skip TV Ads
![Page 4: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/4.jpg)
http://en.wikipedia.org/wiki/Advertising_mail
44% of Direct Mail is
Never Even Looked At
![Page 5: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/5.jpg)
Two Huge Developments in Email
Social Inbox
The “Spam” Filter is Now Social
![Page 6: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/6.jpg)
Most Messages by Date
Flagrant Spam
Inbox Before 2011
![Page 7: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/7.jpg)
Email Inbox Ranking – After 2011
Things You Like
(People & Brands)
Things You Don’t Like
Or Don’t Know
(People & Brands)
Inbox After 2011
![Page 8: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/8.jpg)
That’s Some Scary Shiitake
![Page 9: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/9.jpg)
We All Have an Addiction
![Page 10: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/10.jpg)
![Page 11: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/11.jpg)
Lazy Marketers Rely
on Advertising Buys
![Page 12: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/12.jpg)
![Page 13: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/13.jpg)
![Page 14: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/14.jpg)
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
![Page 15: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/15.jpg)
Your competition is NOT
who you think it is.
![Page 16: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/16.jpg)
Social Media
is Only
One Piece
![Page 17: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/17.jpg)
Bring All the Pieces Together
Social Media
Marketing
Search Engine
MarketingContent
Marketing
Conversion Marketing
Lead Nurturing
Sales Support
![Page 18: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/18.jpg)
SEO / Blogging
+
Social Media
![Page 19: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/19.jpg)
SEO from 2000 to 2011
Ranking Algorithm:f(n): Context + Authority
![Page 20: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/20.jpg)
97% more links
(for better rankings)
for companies
that have a blog.
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
![Page 21: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/21.jpg)
Source: SEOMoz.org
85% of web pages
have less than 7
inbound links
![Page 22: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/22.jpg)
Content Makes You Interesting
![Page 23: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/23.jpg)
79% more
followers for companies
that have a blog.
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
![Page 24: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/24.jpg)
55% more
website visitorsfor companies that blog.
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
![Page 25: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/25.jpg)
Where is Search Going?
Where is search going?
![Page 26: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/26.jpg)
Coming to SEO: Likes = Links
= =
![Page 27: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/27.jpg)
SEO in 2011 and Beyond
Ranking Algorithm:f(n): Context + Authority
+ Social Graph
![Page 28: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/28.jpg)
The “Like” is Replacing
the “Link”
![Page 29: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/29.jpg)
Lead Generation
+
Social Media
![Page 30: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/30.jpg)
Social Media = Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
![Page 31: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/31.jpg)
Social Media is for B2B and B2C
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
![Page 33: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/33.jpg)
Branding
+
Social Media
![Page 34: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/34.jpg)
Brand Building 1.0
Hire an
agency
Your brand
comes out, all
perfect (and
sterile).
Flickr: jamesjyu
Brand Building 1.0.
![Page 35: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/35.jpg)
A Brand is What People Say It Is
Flickr: chelmsfordpubliclibrary
A brand is whatever
people say it is.
![Page 36: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/36.jpg)
Grow brand by cultivation,
not control.
![Page 37: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/37.jpg)
Promote All Feedback
http://www.microsoft.com/windows/social/
![Page 38: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/38.jpg)
Promote All Feedback
www.ShowUsYourPizza.com
![Page 39: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/39.jpg)
http://twitter.com/meaghano/status/1767991757
![Page 40: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/40.jpg)
http://twitter.com/JetBlue/status/1768096120
![Page 41: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/41.jpg)
Research
+
Social Media
![Page 42: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/42.jpg)
![Page 43: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/43.jpg)
Focus groups are dead.
![Page 44: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/44.jpg)
Observe your customers in their
native environment.
![Page 45: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/45.jpg)
We’ve got lots to think about…
![Page 46: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/46.jpg)
Advice for the road ahead…
![Page 47: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/47.jpg)
Stop thinking like
an advertiser.
![Page 48: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/48.jpg)
Start thinking like a
publisher and socializer.
![Page 49: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/49.jpg)
Commit
to the new
inbound
strategy.
![Page 50: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/50.jpg)
Don’t dip your
toe in the water.
![Page 51: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/51.jpg)
Jump in ALL THE WAY.
![Page 52: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/52.jpg)
How can benefit
Marketers?
Wildfire Interactive, Inc. | @wildfireapp | [email protected] | +1.888.274.0929
92%
92% of fans say that since becoming a fan of a given brand they are more likely to recommend that brand
to their friends
36%
of fans say that since becoming a fan of a given brand their desire to buy from this brand has increased
90%Trust their friends
# who trustonline ads 33%
![Page 53: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/53.jpg)
3 FACEBOOK MARKETING
aspects of
ENGAGE
GROW
MONETIZE
Wildfire Interactive, Inc. | @wildfireapp | [email protected] | +1.888.274.0929
GROWGROW
grow
grow
successful
Wildfire Interactive, Inc. +1.888.274.0929
![Page 54: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/54.jpg)
GROW
your
EXISTINGAUDIENCE
Cross promotion with newsletter
Cross promotion with website
Encourage fans to spread the word
1
2
3
Wildfire Interactive, Inc. | @wildfireapp | | +1.888.274.0929Wildfire Interactive, Inc.
![Page 55: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/55.jpg)
ACQUIREwithFANS
Adsfacebook
75%say they learned about a fan page because of an ad
Wildfire Interactive, Inc. | @wildfireapp | [email protected] | +1.888.274.0929+1.888.274.0929Wildfire Interactive, Inc.
![Page 56: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/56.jpg)
EFFECTIVErun
Adsfacebook
How to
?
Advertise to friends of fans
Don’t drive people outside
of Facebook
Give them a reason to click
A/B Test & Keep it Fresh!
1.
2.
3.
4.
![Page 57: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/57.jpg)
ADVERTISE TO FRIENDS OF FANS
![Page 58: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/58.jpg)
ContestsDeals
RUNthat
COMPANIES
CONTESTShave
2x as many
FANSas companies that don’t
Jupiter Research
“
”
Giveaways
Wildfire Interactive, Inc. | @wildfireapp | [email protected] | +1.888.274.0929+1.888.274.0929Wildfire Interactive, Inc.
![Page 59: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/59.jpg)
EFFECTIVErun
PROMOTIONS
How to
?Check out
blog.wildfireapp.com!
Wildfire Interactive, Inc. | @wildfireapp ||
+1.888.274.0929+1.888.274.0929Wildfire Interactive, Inc.
![Page 60: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/60.jpg)
ENGAGE
GROW
MONETIZE
Wildfire Interactive, Inc. | @wildfireapp | [email protected] |
ENGAGEENGAGE
engage
engage
3 FACEBOOK MARKETING
aspects of
successful
+1.888.274.0929Wildfire Interactive, Inc.
![Page 61: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/61.jpg)
YOUR
FANS
YES
NO
2. ASK
questions
1. TELLfans what you want them to do
3. TAPinto people’s
PASSIONS
Wildfire Interactive, Inc. | @wildfireapp | |
NEWSFEED
+1.888.274.0929Wildfire Interactive, Inc.
![Page 62: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/62.jpg)
ASK QUESTIONS ASK for LIKES
Wildfire Interactive, Inc. | @wildfireapp | [email protected] | +1.888.274.0929+1.888.274.0929Wildfire Interactive, Inc.
![Page 63: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/63.jpg)
QUALITY >quantity
| @wildfireapp | [email protected] | +1.888.274.0929+1.888.274.0929Wildfire Interactive, Inc.
![Page 64: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/64.jpg)
theirSMBs
BETTERfan pages
How canmake
DEALS
ENTERTAINMENT
EXCLUSIVITY
Wildfire Interactive, Inc. | @wildfireapp | [email protected] | +1.888.274.0929
ENGAGEMENT: CONTENT
+1.888.274.0929Wildfire Interactive, Inc.
![Page 65: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/65.jpg)
MONETIZE
GROW
ENGAGE
| @wildfireapp | [email protected] | +1.888.274.0929
MONETIZE
MONETIZE
monetizemonetize
3 FACEBOOK MARKETING
aspects of
successful
+1.888.274.0929Wildfire Interactive, Inc.
![Page 66: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/66.jpg)
MYSTERY COUPONS
| @wildfireapp | [email protected] | +1.888.274.0929+1.888.274.0929Wildfire Interactive, Inc.
![Page 67: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/67.jpg)
GROUP DEALS
Wildfire Interactive, Inc. | | [email protected] | +1.888.274.0929Wildfire Interactive, Inc.
![Page 68: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/68.jpg)
+1.888.274.0929Wildfire Interactive, Inc.
IN STORE GIVEAWAYS
| @wildfireapp | | +1.888.274.0929
![Page 69: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/69.jpg)
Thank You!
www.HubSpot.com
www. .WildfireApp.com
Mike Volpe
VP of Marketing
HubSpot
@mvolpe
Victoria Ransom
Founder & CEO
Wildfire
@wildfireapp
![Page 70: how marketers succeed in a social world](https://reader033.vdocument.in/reader033/viewer/2022042813/54bb59d94a7959284f8b456b/html5/thumbnails/70.jpg)
Q&A
Mike Volpe
VP of Marketing
HubSpot
@mvolpe
Victoria Ransom
Founder & CEO
Wildfire
@wildfireapp