Download - Business of Social
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Laura Fitton @[email protected]
Business of Social
What B2B and B2C software companies need to know about social media.
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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
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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!
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“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
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Founder/CEO oneforty.com
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How did THAT Happen??!
Photo: http://www.flickr.com/photos/furryscalyman/
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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
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Marketing was about pushing messages out.
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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
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Today it’s about pulling people in.
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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.
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More of this.
17
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Humans Are Changing
???
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Humans Are Changing
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The balance of power shifted
mere mortal
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Influence (WAS)Attract attention to
yourself
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Influence (IS)Provide attention &
value to others
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The Message is the Influencer.
http://twitpic.com/135xa by @JKrums
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Any to Many
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Social Media Marketingin 2 Words…
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Be Useful!
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Image: http://inay.org
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When I grow up I don’t want to be a
lead!
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Social MediaMarketingin 4 Words…
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Listen.Learn.Care.Serve.
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Get Found
1
3 Steps:
Convert
2
Measure What
Matters
3
http://bit.ly/inbound101
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Get Found1
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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
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Have more fun! Try more things.
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Don’t be afraid to polarize
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TWEET QUOTE!
“Make the customerthe hero of your story.ANN HANDLEYCHIEF CONTENT OFFICERMARKETINGPROFS
Image Credit: Fotographia Guerilla
TWEET EBOOK!
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Either write something worth reading or do something worth writing about.BENJAMIN FRANKLIN“
Image Credit:lhalstead
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Convert2
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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
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More of this.
44
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MeasureWhat Matters3
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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
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You don’t just want a following.
47
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You want screaming, raving fans
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Marketingis a Mess.
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HubSpotconsolidates all
the best inbound marketing methods
in one spot
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5400custome
rs
300employe
es
$65M
Google VenturesSequoia
Salesforce.com
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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 @[email protected] Thank you!
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fantasyworld.
Unicorns live in a
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MARKETING EXECSCAN’T AFFORD TO.
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LET’S SEPARATE MARKETING
FACT
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LET’S SEPARATE MARKETING
FACTfrom marketingfantasy.
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fantasymarketing
If you give your content
away for free,
prospects will never buy your full-fledged offering.
57
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FACT
MARKETING
“Free trials” are an
excellent way to
demonstrate the value of
your product & increase
conversion.
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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.
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Blogging is overrated& not particularly effectivefor marketing.
fantasy
marketing
60
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FACT
MARKETING
Companies that blog get
more web traffic
than those that don’t.
55%
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FACT
MARKETING
They also get
more leads
70%
Companies that blog get
more web traffic
than those that don’t.
55%
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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%
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B2B companies don’t need to waste their time on
fantasy
marketing
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39% of B2B companies using
Twitter have acquired new
customers from it.
FACT
MARKETING
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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
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You can rely on email to be the workhorse of your online marketing efforts.
67
fantasy
marketing
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FACT
MARKETING
25%
Your email database expires
at a rate of
per year
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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
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70
Email is still one of the most effective ways of communicating with prospects.
fantasy
marketing
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FACT
MARKETING
Email usage is declining by as much as
59%across all age groups
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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
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Optimizing for mobile devices isn’t worth the effort.
fantasymarketing
73
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FACT
MARKETING
35%of Americans
own a smartphone.
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FACT
MARKETING
35%of Americans
own a smartphone.
50%
By YE2011, that figure will rise to
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FACT
MARKETING
of C-level executives
have smartphones.
86%35%of Americans
own a smartphone.
50%
By YE2011, that figure will rise to
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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%