1. Social Media & Business Marketing
Mike Volpe
g
VP Marketing
HubSpot

2. Agenda
1. Why
1 Wh is Social Media Important?
2. Social Media State of Mind
3. 3 Types of Social Media
4. Measuring Results

3. Marketers Doing Marketing

4. People Blocking Marketing
Can Spam Act Signed into Law

5. People Don’t Need Marketing

6. Rethinking Marketing
Outbound Marketing Inbound Marketing
• Telemarketing • SEO / SEM
• Trade shows • Blogging
• Direct mail • Social Media
• Email blasts • RSS
• Print ads • Free tools/trials
• TV/radio ads • Viral videos
Interruption Permission

7. What is Social Media?
Wikipedia:
“Social media is an umbrella term that defines
mbrella
the various activities that integrate technology,
social interaction and the construction of
interaction,
words and pictures.”
Mike Volpe:
“It’s media (content that is published) with a
social (anyone can add to it) component.”
component.

8. Social Media is Inbound Marketing
• Social Media helps with SEO
ith
• Social Media promotes your Blog
• Social Media is Permission Centric
• The conversation has already started…

9. Agenda
1. Why
1 Wh is Social Media Important?
2. Social Media State of Mind
3. 3 Types of Social Media
4. Measuring Results

10. “I’m 48. I don t understand
I m 48 don’t
this Social Media stuff.”
• Similar to a
business cocktail
reception
• Without constraints
of time or space

11. Business Cocktail Party Advice
• Meet people and start con ersations
conversations
• Answer questions – help others
• Ask questions – trust others’ advice

12. Social Media = Cocktail Party
• Become a real member of the community
• Add value to the community
• Ask and answer questions
• More effective than live cocktail parties
• No boundaries of time or space
• Other people can listen in easily

13. Agenda
1. Why
1 Wh is Social Media Important?
2. Social Media State of Mind
3. 3 Types of Social Media
4. Measuring Results

14. 3 Types of Social Media
Share
Publish Network

15. Social Media: Publish
• Everyone can publish anything for everyone

16. Marketing Tips for SM-Publish
• P blish “E er thing you ha e an here you
Publish: “Everything o have anywhere o
can”
• Monitor what others publish, promote it
• Empower your customers to publish

17. Publish What You Have
• SolidWorks: 100+ Videos on Website
• P blished on Yo T be No Promotion
Published YouTube,
• 10,000+ Views / Month

18. Monitor What’s Published

19. Promote Flattering Content

20. Empower Customers to Publish
• Hacking Netflix – Blog run by customer / fan
• Top 1% of all websites, Top 0 25% of blogs
ebsites 0.25%

21. 3 Types of Social Media
Share
Publish Network

22. Social Media: Share
• Anyone can promote anything to everyone

23. Marketing Tips for SM-Share
• Monitor what’s being shared abo t you
hat’s about o
• Find where your audience hangs out
• Promote your content and other content
• Produce content your audience will love

24. Monitor What’s Being Shared

25. Del.icio.us for Market Research

26. Where Does Your Audience Hang Out
Name Overview Stats Demographic Good For:
Del.icio.us Community saves 2 million registered users Somewhat young, Most companies.
(
(Yahoo) ) and shares web technical and web‐ Del.icio.us has broad
bookmarks 2 million visitors / mo. centric, but growing in audience, but skews
reach toward people
interested in media
g
and blogs
Digg Community 18 million visitors/ mo Young males working in Offbeat news, politics,
submits and votes technology. stories about Internet,
on news stories 4 million registered users 94% male Web2.0, technology,
88% are 18‐39 pp , g ,
Apple, design , web
64% income >$75k design, environment
39% blog
StumbleUpon Community 4 million registered users Because you can segment All companies.
submits and votes by lots of interest areas,
y , You can get traffic
g
on web pages, 1 million visitors/ mo. almost anything works with even one vote,
then people visit well on StumbleUpon and you don’t need to
pages based on (people use the service be a power user to do
number of votes g )
without visiting website) well.
http://www.doshdosh.com/list-of-social-media-news-websites

27. Promote Flattering Content

28. Content Your Audience Loves
Content Description Result
GoDaddy s 16‐Step
GoDaddy's 16 Step Blog Article on
Blog Article on 695 Diggs and thousands of
695 Diggs and thousands of
Checkout: Brainless Blog.HubSpot.com web visitors
Marketing At Its Finest?
Website Grader Interactive tool that Over 3,000 Del.icio.us
provides a free marketing bookmarks and over
and SEO report 250,000 unique websites
submitted
b i d
Social Media Webinar Webinar for marketing Over 1,500 registrations,
professionals on social
professionals on social promoted for free by other
promoted for free by other
media and marketing bloggers

29. 3 Types of Social Media
Share
Publish Network

30. Social Media: Network
• Anyone can connect with everyone from
anywhere

31. Marketing Tips for SM-Network
• Make friends
• Find your existing connections
• Network through groups
• Add to your email signature, blog articles, bi or
t il i t bl ti l bio
profile…
• B helpful
Be h l f l
• Answer questions
• Share interesting content
• Make connections

32. Agenda
1. Why
1 Wh is Social Media Important?
2. Social Media State of Mind
3. 3 Types of Social Media
4. Measuring Results

33. Blog Subscribers & Visitors

34. Del.icio.us Bookmarks

35. Inbound Links

36. Facebook Fans & Activity

37. Other Metrics
• Video views on YouTube
• Friends on Facebook or LinkedIn
• Votes for blog articles
• Posts in forums
• Questions answered on Yahoo Answers

38. Traffic, Leads and Customers
Visitors Leads Customers
StumbleUpon 1,892 12 0
LinkedIn
k d 834 72 2
Facebook 511 8 1

39. HubSpot
Inbound Marketing System

40. Inbound Marketing System
Content
SEO Management Blogs
Landing Social
Pages Media
Lead
Intelligence
CRM

41. Getting Found: On-Page SEO
Keyword Grader
• Determine what k
D i h keywords tod
optimize your pages around based
on relevance, search volume, and
how difficult it will be to rank on the
first page of Google
• Identify critical long tail words (high
conversion rates, low competition)
• Monitor your rank against
competitors for each
keyword/phrase
• Determine the specific page on
y
your site that is ranking for each
g
keyword(phrase) and how to make
further improvements

42. Getting Found: Off-Page SEO
Link Grader
• Identify opportunities to generate
more return from your existing
links
• Monitor your live inbound links
and which inbound links are
producing the most value for you
• Aggregate your competitors
inbound links to discover new link
building opportunities that you
have not taken advantage of

43. Getting Found: Blogosphere
Blogging
• Enable
E bl easy, natural process to
l
consistently update content on
your site, achieve more frequent
search engine crawls, and
improve authority
i th it
• Develop an audience of email
and RSS subscribers
• Attract more inbound links (“link
( link
bait”)
• Write keyword rich content to
attract more high conversion rate
traffic

44. Getting Found: Social Mediasphere

45. Track Your Competitors

46. HubSpot Methodology and Consulting
• Our Internet Marketing Consultants
are experienced in all aspects of
online marketing and specifically
trained on HubSpot's products and
HubSpot s
methodologies
• Consulting sessions focus on these
topics based on the specific needs
of the client

47. HubSpot Training Materials and Resources

48. HubSpot Demo?
• H bSpot starts at $3500 / year
HubSpot ear
• Let us know if you want to see a demo

49. Thank You!
Let s continue the discussion!
Let’s continue the discussion!
www.HubSpot.com/SMW
Leave a comment on the blog article.
Mike Volpe
VP Marketing
HubSpot
1-800-482-0382 x2
mvolpe@hubspot.com