social media automation is not evil - mike volpe (social fresh west 2012)
Post on 09-Jul-2015
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Social Media
Automation is NOT
Evil
…or is it?
MIKEVOLPE
cmo @ HubSpot
my 16 month old son probably has more twitter followers than you because his profile picture is 72% cuter.
@mvolpe
We all
know evil
when we
see it,
right?
What is evil? Tech or humans?
What is evil? Tech or humans?
I mean he
looks evil…
right?
No, no… the
boy was fine
until the
robotics and
automation
made him
evil.
Evil robot
automation
.
Good robot
automation
.
OK, so what
exactly is
EVIL social
media
automation?
What is evil?
Is this
evil??
Is this evil?
Is it less evil if they’re hot?
Is it less
evil if
they’re a
hipster?
What if they are famous?
Note: This tweet is fake, it never happened (yet).
UNSOLICITEDINSENSITIVEUNWANTEDANNOYINGDISTRACTINGNOT VALUABLE
WHAT IS EVILSOCIAL MEDIA AUTOMATION?
MARKETING PEOPLE HATE.
WHAT IS GOODSOCIAL MEDIA AUTOMATION?
MARKETING PEOPLE LOVE.
Social Media Marketing People
Love
Social Media Marketing People
Love
Social Media Marketing People
Love
Social Media Marketing People
Love
Social Media Marketing People
Love
Social Media Marketing People
Love
What is evil? Tech or humans?
Social Media Marketing People
Love
Social Media Marketing People
Love
How to Vaccinate Yourself Against
Evil Social Media Marketing
Automation:
Inbound = Content + Context
Vaccine 1: Lovable Content
Content
Content
vs
Vaccine 2: Lovable Context
Context
“Good morning
shooters! Any
weekend plans?”
NRA Member
via opt-in email
General public
via Twitter
vs
SOME IDEAS ON HOW TO USE AUTOMATION TO BE MORE LOVABLE
Automate Data Collection
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
Use Automation to Publish Lovable Content
New blog article,
ebook, webinar,
etc.
• RSS
• More…
Automate Website
Personalization
Unknown Visitor
Cold Prospect
Warm Lead
Opportunity
Automate Email Personalization &
Segmentation
• Segment by
Lifecycle Stage
• Personalize by
Name, Company,
from Sales Rep,
Industry,
Geography
HOW NOT TO USE AUTOMATION
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
60
All-in-OneMarketing Software
Thank You!
Get the slides here:MikeVolpe.com/SocialFresh
Mike VolpeTwitter.com/mvolpeFacebook.com/mvolpeLinkedin.com/in/mikevolpemvolpe@HubSpot.com
www.HubSpot.com
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