dylan sellberg - filling the funnel with social media
TRANSCRIPT
Filling The Funnel with Social Media
2017 Multifamily Social Media Summit
Who is HubSpot?
A Global Movement - INBOUND!
- HubSpot offers a full stack of products for- Marketing - Sales- Customer relationship management
- 21,000 customers in 90 countries
- 2.3 Million Social Followers
- 19k+ Annual Registered INBOUND Attendees
- 54k HubSpot Academy Certifications
- HQ in Cambridge, MA
Who am I?
Dylan Sellberg
- Implementation Specialist at HubSpot
- Started first business at age 11
- Managed multi-million dollar marketing campaigns
- Consults 30+ marketers each week
- Can spot marketing opportunities a mile away
- Favorite Social platform is Twitter
- Lean Six Sigma Green Belt
2017 Multi-Family Social Media Summit
Diving In
Multifamily Social Media Summit
Acting on what mattersLooking up to measure awareness
Soapbox5 concrete takeaways and an ASK
Industry Leaders Imitation is the finest form of flattery
Social Media in 2020Snapchat, Instagram, Drizly, Oculus, Houseparty
I want you to walk out with a SPARK.
My goal is to BRING YOU VALUE
Formula for value value=(x)
(Where x = Happy Customers)
Q+ALet’s go DEEP here
Am I shouting in an empty room?
Filling your marketing funnel
LEAD
CUSTOMER
Multifamily Social Media Summit
2 Pillars to Filling The Funnel at all stages
Act First, Win FirstValue Depth
Over Breadth
Pillar #1 Value Depth Over Breadth
Acting on What Matters
Acting on what matters
Consumption Metrics
Sharing Metrics
Lead-Gen Metrics
Sales Metrics
Each metric flows into the next. Down the funnel. In order to drive results downward, there needs
to be a consistent flow of contacts.
Therefore, if something is wrong - LOOK UP!
Today, we’ll focus on filling this thing from the top.
What is there to act on?
Acting on what matters
Metrics That Matter
● Consumption Metrics○ Views ○ Downloads○ Listens
● Sharing Metrics○ How resonant is your content?
● Lead-Gen Metrics○ How often does your content result in a lead?
● Sales Metrics○ The bottomline
Vanity Metrics
- Likes - Clicks - Fans -Followers
Consumption Metrics
Sharing Metrics
Lead-Gen Metrics
Sales Metrics
Acting on what matters
Engagers
Customers
Everybody else
“Commenters” LIVE WITH YOUR COMMENTERS
“Sharers”REWARD YOUR
SHARERS
“Likers”IGNORE THEM
Grow your funnel by acting on the right metrics
Acting on what matters
Algorithms. You’re a contractor for Facebook, Twitter, whatever. If you create experiences that
make their users happy…they will reward you with…
more users.
How does that increase reach?
Acting on what matters
Respect audiences who matter…
GOOD THINGS HAPPEN!
The end goal is action, not eyeballs
Acting on what matters
REACHConsumption metrics are your gateway to the funnel.
Through social media, consumption metrics are
your main point of influence CUSTOMERS.Value depth over breadth.
Real, hard, quality engagement is your metric. Stop concerning yourself
with vanity metrics.
Pillar #2 Act First, Win First
Acting on what matters
Consumption Metrics
Sharing Metrics
Lead-Gen Metrics
Sales Metrics
Staying on the forefront of social media
How to impact consumption (awareness)
Every platform has value but a first mover on any platform has an absolute advantage
How can I be a first mover?
Social Media in 2020
First, a look at the current landscape
Social Media in 2020
My predictions*
Are you placing bets in the right places?
Do you know what these girls are wearing?Do you own a pair? The will represent the entire landscape
Social Media in 2020
Platforms will break boundaries
Social Media will shed the purely social perception and penetrate every aspect of life
Social Media in 2020
Platforms will break boundaries
Facebook will show ads in the middle of its videos and sharing the money with publishers. AKA Television.
Social Media in 2020
Connectivity
Every piece of your home will be connected, down to your potting soil!
Social Media in 2020
It will even be life.
VR will be the new brochure. The new building tour. And yes, you can create your own VR experiences.
Social Media in 2020
iRobot
Bots will penetrate every arena and become a necessity to remain responsive.
Social Media in 2020
Industry Leaders
The Wall Street firm is using Snap Spectacles — the sunglasses made by Snapchat's parent company with miniature cameras used to record video — to show candidates what life at Citi might look like.
Social Media in 2020
Citi
The firm collected 14 pairs of Spectacles — which cost $130 each and are in very high demand — over the course of three trips to a New York City pop-up store. Because there are limits on how many pairs one person can buy, it took two members of Citi's social media team, plus one member's parents, to collect the 14 pairs. They've now been distributed to Citi's five regions around the world.
Social Media in 2020
Citi
Virtual reality is helping the real estate developer sell properties much faster because people can get a feel for the inside of a home as well as its grounds without even visiting in person.
Social Media in 2020
Panoptic Group
Ascape virtual reality app is a great example of VR for the travel industry. Developed by Yalantis, Ascape lets viewers go on virtual reality tours of some of the biggest cities around the world.
Social Media in 2020
Ascape App
1. Invest in technology a. Getting on board with Spectacles took time, money, dedication.
Brands that did (sooner than later) saw huge rewards2. Understand it is a way of life
a. Approach social media as if it is a cornerstone of every potential customer's life
3. Take calculated risksa. There are a dozen ways to get involved with VR. Outsource and
white label content, buy the equipment, hire a vendor!
Social Media in 2020
How can you be on the forefront of Social Media 2020?
SoapBox
Choose a platform that is not publicly traded and make it a key part of your 2017-2018 strategy
Hire a full-time social media employee w/ an advanced degree in marketing. (Not an intern)
Engage with every single human who engages with you.
Cut 100% of your budget of traditional advertising (Billboard, Bus Bench, Mailers, etc.) by EOY 2018
Run tech promotions instead of dated cash promotions.Ex; Free echo + $500 prime credit with your apartment
My Ask.
Please. Please. Please. Do not take this space lightly. Social Media is marketing. It is more than Facebook, Twitter, and Instagram. While being here is one step, it is one of many. Be a practitioner, do the work, get rewarded.
Q+APlease, no softballs