The Future of Marketing is Inbound Marketing Mike Volpe VP

Marketing is Changing

Outbound Marketing

Outbound Marketing is Harder Annoying Salesperson

More Bad News…

The Good News…

Inbound Marketing BlogSEOSocial Media

Inbound Gives Leverage

Budget vs. Brains

NY Parking Tickets Blogging + SEO + Social Media 7x more website visitors 25x more visitors from Google 8x more links to website Website Visitors

Music Videos Video 40,000 views first week 10,000 views first day Social Media #1 source = StumbleUpon #2 source = Twitter #3 source = Facebook SEO Page 1 for “inbound marketing” 50+ inbound links to blog article

BlendTec - Will It Blend? Videos + Social Media 55,000 inbound links 83,000 YouTube subscribers 500+ Facebook groups 5 Digg front page stories 3x Sales Increase

Questions to ask yourself...

How am I expanding my online footprint?

Am I publishing share-worthy content?

How can I start and join relevant conversations?

Am I present everywhere that people discuss my industry?

Stop thinking like a marketer or advertiser.

Start thinking like a publisher and socializer.

Some Ideas…

Publish Everything Blog Podcast Videos Photos Presentations eBooks News Releases

Publish Everywhere

Target Content to Your Personas

1,000’s of Tweets about report - Twitter drove 30% of traffic Link-Worthy & Share-Worthy

What Gets Shared? Rarely Shared Frequently Shared Product info Free trials Software documentation New market data Educational content Top-notch blog posts

Make Sharing Easy

Twitter for Customer Service

Social Media is Personal Are you going to let Comcast provide more personal service than you do?

What about Best Buy?

1-1 Personal Service & Advice

Home Depot on Facebook

Personal Profile vs. Business Page Set up a Personal Profile first and then create a Business Page that you will administer Personal Profiles have friends (mutual acceptance) and Business Pages have fans (one-way opt-in)

Create an Engaging Presence Events Videos Discussions Photos Blog Articles

Go Viral – Leverage News Feed News Feed shows updates on your and your friends’ activity First thing you see when you log in Your updates show on your profile “Wall” Allow users to engage with you – each activity is shared with their network

Draw on Your Network

Twitter.Grader.com Keyword Search

Search.Twitter.com

Optimize for Search Facebook Search Based on # Fans Public Search Check your settings

Advertise on Facebook Note: You must be logged in to create an ad

Measure Friends, Fans, Activity

Additional Resources Facebook Marketing eBook Twitter Marketing eBook Social Media Marketing Kit Blog:

Thank You! Today’s slides & more resources: Mike Volpe VP