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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 matters
Looking up to measure awareness
Soapbox
5 concrete takeaways and an ASK
Industry Leaders
Imitation is the finest form of flattery
Social Media in 2020
Snapchat, 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+A
Let’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 First
Value 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 rewards
2. 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 risks
a. 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+A
Please, no softballs

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Dylan Sellberg - Filling the Funnel With Social Media

  • 1. Filling The Funnel with Social Media 2017 Multifamily Social Media Summit
  • 2. 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
  • 3. 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
  • 4. 2017 Multi-Family Social Media Summit Diving In
  • 5. Multifamily Social Media Summit Acting on what matters Looking up to measure awareness Soapbox 5 concrete takeaways and an ASK Industry Leaders Imitation is the finest form of flattery Social Media in 2020 Snapchat, 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+A Let’s go DEEP here
  • 6. Am I shouting in an empty room?
  • 7. Filling your marketing funnel LEAD CUSTOMER
  • 8. Multifamily Social Media Summit 2 Pillars to Filling The Funnel at all stages Act First, Win First Value Depth Over Breadth
  • 9. Pillar #1 Value Depth Over Breadth
  • 10. Acting on What Matters
  • 11. 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?
  • 12. 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
  • 13. 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
  • 14. 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?
  • 15. Acting on what matters Respect audiences who matter… GOOD THINGS HAPPEN!
  • 16. The end goal is action, not eyeballs
  • 17. 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.
  • 18. Pillar #2 Act First, Win First
  • 19. 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)
  • 20. Every platform has value but a first mover on any platform has an absolute advantage
  • 21. How can I be a first mover?
  • 23. First, a look at the current landscape
  • 26. 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
  • 27. Platforms will break boundaries Social Media will shed the purely social perception and penetrate every aspect of life Social Media in 2020
  • 28. 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
  • 29. Connectivity Every piece of your home will be connected, down to your potting soil! Social Media in 2020
  • 30. 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
  • 31. iRobot Bots will penetrate every arena and become a necessity to remain responsive. Social Media in 2020
  • 33. 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
  • 34. 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
  • 35. 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
  • 36. 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
  • 37. 1. Invest in technology a. Getting on board with Spectacles took time, money, dedication. Brands that did (sooner than later) saw huge rewards 2. 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 risks a. 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?
  • 39. Choose a platform that is not publicly traded and make it a key part of your 2017-2018 strategy
  • 40. Hire a full-time social media employee w/ an advanced degree in marketing. (Not an intern)
  • 41. Engage with every single human who engages with you.
  • 42. Cut 100% of your budget of traditional advertising (Billboard, Bus Bench, Mailers, etc.) by EOY 2018
  • 43. Run tech promotions instead of dated cash promotions. Ex; Free echo + $500 prime credit with your apartment
  • 45. 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.