social, context & delightion how inbound companies solve for the customer
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#delightion #socialbrand13
Laura Fitton, Evangelist @ HubSpot @pistachio | [email protected]
Social, Context & Delightion How Inbound Companies Solve for the Customer. Social Brand Forum
#delightion #socialbrand13
Laura Fitton, May 2007 Homebound 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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(Don’t Believe the) Hype
Oneforty.
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Laura @Pistachio Fitton “Excited & geeky about where all this leads!"
CEO/Founder (acquired By HubSpot 2011)
Inbound Marketing Evangelist
A lotta Twitter
Readers
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How did THAT Happen??!
Photo: http://www.flickr.com/photos/furryscalyman/ #delightion #socialbrand13
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Social Software will Change the World
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Social Software HAS Changed the World
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We’ve Only Just Begun…
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WE’RE… DIFFERENT.
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Our guiding goal is delighting customers.
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THE HUBSPOT CULTURE CODE. 1. We are as maniacal about our metrics as our
mission.
2. We obsess over customers, not competitors.
3. We are radically and uncomfortably transparent. 4. We give ourselves the autonomy to be awesome.
5. We are unreasonably selective about our peers.
6. We invest in individual mastery and market value. 7. We defy conventional “wisdom” as it’s often
unwise.
8. We speak the truth and face the facts. 9. We believe in work+life, not work vs. life.
10. We are a perpetual work in progress.
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NO ONE WAKES UP AND SAYS:
“I want to see an ad.”
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SO WHY DO MARKETERS WAKE UP AND SAY:
“Let’s make an ad”?
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Changes in Consumer Attention
vs
THEN. NOW.
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What we really need is a mindset shift that will make us relevant to today’s consumers, a mindset shift from ‘telling & selling’ to building relationships.”
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Jim Stengel Former global marketing officer for Procter & Gamble
“
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SOLVE FOR THE HUMANS
Not just their happiness, but also their success.
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Social, Context & Delightion: BIG PICTURE
• Influence Was/Influence Is • 2 Word Guide to Social Media • Establish ties • 4 Word Guide to Social Media
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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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Social Media in 2 Words…
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BE !!!! USEFUL “ ”
#delightion #socialbrand13 Image: http://inay.org #delightion #socialbrand13
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Social Mediain 4 Words…
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Listen. Learn. Care. Serve. “ ”
#delightion #socialbrand13 Tweet Quote!
“ Make the customer the hero of your story. Ann Handley Chief Content Officer MarketingProfs
Image Credit: Fotographia Guerilla
Tweet ebook! #delightion #socialbrand13
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How Can I Get More Followers? “ ”
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You don’t just want a following.
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You want screaming, raving fans
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Either write something worth reading or do something worth writing about. Benjamin Franklin “
Image Credit:"lhalstead"#delightion #socialbrand13
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How Can I Get More Followers? “ ”
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Take Good AMAZING Care of the Network You Already Have
To build ANY social following…
Photo: http://www.flickr.com/photos/harmishhk/
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Be generous.
• the more you give, the more you get
• build trust, credibility, & goodwill
• increase # of pages & inbound links
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Make stuff people want.
• Educational Ebooks • How-to videos • Online Calculators • Planning tools • Answers to common questions
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Be helpful.
Helpful Relevant Remarkable Frequent
ask yourself how you can be of service to your current and potential customers. What problems can you solve? What questions can you answer? What knowledge can you share? Read more: http://blog.hubspot.com/blog/tabid/6307/bid/10291/Helpful-is-the-New-Viral.aspx#ixzz1GsSghdGN
Helpful is the new viral.
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Generous is the new
cautious & controlled.
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Remarkable is the new ‘business as usual.’
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Link love is the new ad buy.
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Social, Context & Delightion: TACTICS
• We drink our own champagne • Here’s lookin’ at YOU,
#SocialBrand13
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SFTC. Solve for the customer Not just their happiness, but their success.
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All other goals should support our
guiding goal.
#delightion #socialbrand13 Photo credit: http://www.flickr.com/dok1
CODE RED.
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AM Concierges .
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You don’t find customers anymore. They find you.
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Context creates the inbound experience.
EMAIL SOCIAL
WEBSITE SALES
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SOCIAL INBOX
http://bit.ly/trySI #delightion #socialbrand13
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It’s so easy, even a CEO can use it!
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OUR OWN CHAMPAGNE
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OUR OWN CHAMPAGNE
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OUR OWN CHAMPAGNE
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#delightion #socialbrand13
OUR OWN CHAMPAGNE
#delightion #socialbrand13
#delightion #socialbrand13
OUR OWN CHAMPAGNE
#delightion #socialbrand13
#delightion #socialbrand13
OUR OWN CHAMPAGNE
#delightion #socialbrand13
#delightion #socialbrand13
OUR OWN CHAMPAGNE
#delightion #socialbrand13
#delightion #socialbrand13
OUR OWN CHAMPAGNE
#delightion #socialbrand13
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OUR OWN CHAMPAGNE
#delightion #socialbrand13
#delightion #socialbrand13
OUR OWN CHAMPAGNE
#delightion #socialbrand13
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OUR OWN CHAMPAGNE
#delightion #socialbrand13
#delightion #socialbrand13
OUR OWN CHAMPAGNE
#delightion #socialbrand13
#delightion #socialbrand13
Social, Context & Delightion: TACTICS
• We drink our own champagne • Here’s lookin’ at YOU,
#SocialBrand13
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Social, Context & Delightion: VISION
• We’ve only just begun…
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Global Sensing and Signaling Network
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The Message is the Influencer.
http://twitpic.com/135xa by @JKrums #delightion #socialbrand13
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Any to
Many “ ”
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6.8 BILLION.
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Social, Context & Delightion: NOW, YOU
Website grade and custom checklists http://grader.com
Marketing Library http://hubspot.com/library
Marketing Academy http://academy.hubspot.com
Try Social Inbox (& all HubSpot, free) http://bit.ly/trySI
#delightion #socialbrand13
#delightion #socialbrand13
grader.com
#delightion #socialbrand13
#delightion #socialbrand13
Social, Context & Delightion: NOW, YOU
Website grade and custom checklists http://grader.com
Marketing Library http://hubspot.com/library
Marketing Academy http://academy.hubspot.com
Try Social Inbox (& all HubSpot, free) http://bit.ly/trySI
#delightion #socialbrand13
#delightion #socialbrand13
hubspot.com/library
#delightion #socialbrand13
#delightion #socialbrand13
Social, Context & Delightion: NOW, YOU
Website grade and custom checklists http://grader.com
Marketing Library http://hubspot.com/library
Marketing Academy http://academy.hubspot.com
Try Social Inbox (& all HubSpot, free) http://bit.ly/trySI
#delightion #socialbrand13
#delightion #socialbrand13
academy.hubspot.com
#delightion #socialbrand13
Social, Context & Delightion: NOW, YOU
Website grade and custom checklists http://grader.com
Marketing Library http://hubspot.com/library
Marketing Academy http://academy.hubspot.com
Try Social Inbox (& all HubSpot free) http://bit.ly/trySI
#delightion #socialbrand13
#delightion #socialbrand13
bit.ly/trySI
#delightion #socialbrand13
THANK YOU!
Laura Fitton, Inbound Marketing Evangelist @pistachio | [email protected]
Solve for the Customer