social media automation is not evil - mike volpe (social fresh west 2012)
TRANSCRIPT
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Social Media
Automation is NOT
Evil
…or is it?
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MIKEVOLPE
cmo @ HubSpot
my 16 month old son probably has more twitter followers than you because his profile picture is 72% cuter.
@mvolpe
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We all
know evil
when we
see it,
right?
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What is evil? Tech or humans?
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What is evil? Tech or humans?
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I mean he
looks evil…
right?
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No, no… the
boy was fine
until the
robotics and
automation
made him
evil.
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Evil robot
automation
.
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Good robot
automation
.
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OK, so what
exactly is
EVIL social
media
automation?
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What is evil?
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Is this
evil??
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Is this evil?
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Is it less evil if they’re hot?
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Is it less
evil if
they’re a
hipster?
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What if they are famous?
Note: This tweet is fake, it never happened (yet).
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UNSOLICITEDINSENSITIVEUNWANTEDANNOYINGDISTRACTINGNOT VALUABLE
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WHAT IS EVILSOCIAL MEDIA AUTOMATION?
MARKETING PEOPLE HATE.
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WHAT IS GOODSOCIAL MEDIA AUTOMATION?
MARKETING PEOPLE LOVE.
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Social Media Marketing People
Love
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Social Media Marketing People
Love
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Social Media Marketing People
Love
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Social Media Marketing People
Love
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Social Media Marketing People
Love
![Page 37: Social Media Automation is Not Evil - Mike Volpe (Social Fresh WEST 2012)](https://reader030.vdocument.in/reader030/viewer/2022013003/559e176d1a28ab3e798b4732/html5/thumbnails/37.jpg)
Social Media Marketing People
Love
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What is evil? Tech or humans?
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Social Media Marketing People
Love
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Social Media Marketing People
Love
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How to Vaccinate Yourself Against
Evil Social Media Marketing
Automation:
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Inbound = Content + Context
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Vaccine 1: Lovable Content
Content
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Content
vs
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Vaccine 2: Lovable Context
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Context
“Good morning
shooters! Any
weekend plans?”
NRA Member
via opt-in email
General public
via Twitter
vs
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SOME IDEAS ON HOW TO USE AUTOMATION TO BE MORE LOVABLE
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Automate Data Collection
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Use Automation to Alert Humans to Context
• People clicking through on an important email
• Certain people clicking on a Facebook post
• Specific people visiting specific website pages
• Priority contacts mentioning you in social media
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Use Automation to Publish Lovable Content
New blog article,
ebook, webinar,
etc.
• RSS
• More…
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Automate Website
Personalization
Unknown Visitor
Cold Prospect
Warm Lead
Opportunity
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Automate Email Personalization &
Segmentation
• Segment by
Lifecycle Stage
• Personalize by
Name, Company,
from Sales Rep,
Industry,
Geography
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HOW NOT TO USE AUTOMATION
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How Not to Use Automation
• Automated following schemes on Twitter
• Automated messaging to non opt-in contacts
• Automating creation of low value content
• Any automation that is not adding value to the
end customer
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60
All-in-OneMarketing Software
Thank You!
Get the slides here:MikeVolpe.com/SocialFresh
Mike VolpeTwitter.com/mvolpeFacebook.com/mvolpeLinkedin.com/in/[email protected]
www.HubSpot.com
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