1. can pay per click and paid
social media contribute to
inbound

2. MARK
ROBERGE
@markroberge
Sales 2.0 scientist. MIT
quant. Family man.
#inbound12

3. #INBOUND12

4. Paid media is
not a
sustainable
channel
#inbound12

5. Paid media
accelerates
inbound
marketing
experimentation
#inbound12

6. Contextual difference of PPC vs paid
social media
Ability to Influence
Channel Intent to Purchase Ability to Nurture
Others
PPC HIGH HIGH LOW
Paid Social Media LOW HIGH HIGH

7. Paid media builds social media
following
Improves brand… … increases distribution and…

8. Paid Media builds social media following
… helps with SEO!
http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings

9. CONTEST #1
Who has the largest twitter following
in the room?
Winner: $50 of Facebook Ads
#inbound12

10. 1
PAID SOCIAL
MEDIA OVERVIEW
#inbound12

11. Users by Social Channel
Users by Social Channel
1,000,000,000
900,000,000
800,000,000
700,000,000
600,000,000
500,000,000
Users by Social Channel
400,000,000
300,000,000
200,000,000
100,000,000
-
Facebook LinkedIn Twitter

12. Ad Revenue by Social Channel
Ad Revenue by Social Channel
$4,000,000,000
$3,500,000,000
Inefficient market
$3,000,000,000
advertising opportunity?
$2,500,000,000
$2,000,000,000
Ad Revenue by Social Channel
$1,500,000,000
$1,000,000,000
$500,000,000
$-
Facebook LinkedIn Twitter

13. Social Ad Effectiveness

14. Facebook Ads Basics

15. Twitter Ads Basics

16. LinkedIn Ads basics

17. PPC Ads with social

18. CONTEST #2
Of those folks advertising on
Facebook, who has accumulated
the most fans?
Winner: $50 of Facebook Ads
#inbound12

19. 2
LEVERAGE PAID
MEDIA TO TEST
#inbound12

20. Use Paid Social Media to
Test Target Demographics
• Which regions are responding most to
your messaging?
• When writing an eBook, should you have
a different version for executives versus
the end users of your software?
• Is it worth extending your website with
content written for the various industries
you target?
• Is your sales team more effective at
starting low, medium, or high in the
organization?
• There are 500 LinkedIn Groups in my
industry. Where are my most qualified
prospects conversing? Where should I
invest more of my time?
#inbound12

21. Demographic segmentation capability by network
Facebook X X X X X X X X X X X X
LinkedIn X** X X X X X X X X X X**
Twitter X** X
PPC X X X
** Social network segmentation is limited relative to peers in this category

22. Social Network Gender
38%
42%
58% 62%
Male Female
Male Female
Overall, women are 11%
more likely to click on an ad,
46%
54% but men are slightly (2.2%)
more likely than women to
Male Female "like" a brand via an ad.
http://www.marketingprofs.com/charts/2011/5912/women-on-facebook-click-ads-more-younger-
adults-like-more#ixzz1XtJHPGnI

23. Social Network Age
7% 9%
45-54 12% 45-54 17%
18% 27%
26-34 23% 26-34 30%
29% 13%
13-17 11% 13-17 4%
http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/ http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/
On average, Facebook users age 50+
55+
are 28.2% more likely than adults age
11%
18-29 to click through by clicking on
35-54 40%
the ad, but they are 9% less likely to
25-34 31% click on the "like" button.
18-24 18% http://www.marketingprofs.com/charts/2011/5912/women-on-facebook-click-ads-more-younger-
http://bostinno.com/2012/02/28/who-really-uses-linkedin-infographic/
adults-like-more#ixzz1XtIda5YR

24. LinkedIn Professional User Demographics
Company Size Industry
14% (Employees)
1-200 High Tech 15%
13%
42% 15% Manufacturing 10%
201- 9%
19% Education 8%
1000 8%
Consumer… 7%
10%
http://www.slideshare.net/amover/linked-in-demographics-statistics-july-2011 http://www.slideshare.net/amover/linked-in-demographics-statistics-july-2011
Job Title 4% 4% Seniority
Entrepreneur 12% 8%
10% CxO
Admin 9% VP
9% 10%
Ops 8% Director
7% 58% 16% Owner
Engineering 7% Manager
5%
Finance 4%
http://www.slideshare.net/amover/linked-in-demographics-statistics-july-2011 http://www.slideshare.net/amover/linked-in-demographics-statistics-july-2011

25. Test “Seniority” in LinkedIn
Cloud 2012 – C-Level
Web.cloudinc.com/2012-ebook-c-level.html
CxO Ad CxO LP
CxO, VP
Cloud 2012 – IT Admin
Web.cloudinc.com/2012-ebook-IT.html
Admin Ad Admin LP
Individual Contributor

26. Use PPC to Test Content
and Messaging
• Which keywords should you be writing
about most on your blog?
• How broadly can you be thinking with
your keyword research? Do interests
tangential to your value proposition
translate into a qualified lead for your
business?
• Which landing page designs are best for
each interest segment?
• What is the ideal next step for a prospect
with a particular interest? Should it be
passed directly to the sales team or
nurtured? If nurtured, with a particular
blog article, call to action, or a white
paper?
• Does your sales team need training on
leads with specific types of interests?
#inbound12

27. Test on “kitchen remodeling” subject
1. Setup AdGroup for “kitchen
2. Rotate Ads within AdGroup
remodeling” terms
4. Measure Success through
Funnel 3. A/B Test Landing Pages

28. 3
LEVERAGE PAID SOCIAL
MEDIA TO BUILD YOUR
FOLLOWING
#inbound12

29. Target Facebook Users by Interests
Setup as Broad Category or Precise interests

30. Friend-of-a-friend ads?

31. Influence of friends on purchasing
90%
of consumers online
trust recommendations
from people they know.
71%
say reviews from family
members or friends influence
purchase decisions.

32. Facebook Sponsored Stories

33. 7 Types of Facebook Sponsored Stories

34. Setting up Facebook Sponsored Stories

35. Twitter Ad Options

36. Twitter Promoted Account Options

37. Promoted Tweet Options

38. CONTEST #3
Who has the most members in their
LinkedIn Group?
Winner: $50 of Facebook Ads
#inbound12

39. Friend of a Friend in Search
• +1 is not optional
• +1 does not count as click
• +1 is on URL, not ad

40. Beware of Ad Tiring in Social

41. 4
HUBSPOT APPS
FOR PAID MEDIA
#inbound12

42. Find and nurture
your social media
influencers.

43. See how engaged a
lead has been with
your company on
social before calling.

44. Social Media Reach

45. View published &
scheduled posts.
Create, publish or
schedule social
media posts.

46. Publish to multiple
accounts & channels.
Schedule multiple
posts at a time.

47. Facebook Customizer -
GROSOCIAL
Drag-and-drop Facebook
tabs with widgets for
maps, social sharing,
photos, contests and
HubSpot forms.
#inbound12

48. ReTargeter -
RETARGETER
Drive repeat visits of
your existing contacts
with intelligent
retargeted ads

49. Hootsuite -
6KITES
Social media
monitoring of your
HubSpot keywords and
contacts.

50. HubSpot Marketplace PPC Apps
1 WebSite Publicity’s paid AdWords ROI calculator shows you
your marketing spend per lead and per sale for PPC traffic
2 … and Wordstream’s free AdWords grader that tells you how to
improve those results, including your HubSpot landing pages

51. Continue your learning at HubSpot Academy
Academy.HubSpot.com
#inbound12