brian solis fusion marketing experience 2012

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June 28, 2012

Brian SolisPrincipal Analyst @BrianSolis

Social Business Sessions withBrian Solis


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2012 Altimeter Group

Part I: The connectedconsumer disconnect and

your business

Part II: Reconnect, berelevant, and adapt -

Workshop

Part III: Putting yoursocial business at work -Workshop

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Agenda



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Part I: The connected consumerdisconnect and your business

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Social Media Myths The State of Social Media The State of Social Media Marketing From a Social Brand to a Social Business The Roles of Connected Consumers

The Connected Consumer How we got there


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@briansolis

ENGAGING

THE NEW

CUSTOMER


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Social mediaare easy to useweb publishing tools. As aresult anybody can have a voice and be found through

simple tools like Google search. This creates a power

shift towards those who participate and those that

dont must catch up.


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Learn: from customers andcommunity

Dialog: the nature of ourinteractions with them

Advocate: build advocacyamong customers andcommunity

Support: support customers viasocial channels

Innovate: use customer andcommunity to drive innovation

How can businesses use social media?

Learn

Dialog

Advocate

Support

Innovate


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1. Social media is used primarily by young people.2.

Mobile social use is still in its infancy.

3. The rest of the world is still catching up to the United States.4. Real business connections arent made on social media.5. Social media isnt a place for B2B; its only for B2C.

Myths of Social Media

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Myth #1

Social media is used primarily by young

people.


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Social networking site use spans all age groups

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Myth #2

Mobile social use is still in its infancy.


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More than 425 million users access Facebook from a

mobile device at least once per month

The average time spent

accessing Facebook via

smartphone in the United

States was 441 minutes in

March 2012, compared with

391 minutes via computer,

according to comScore.


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Myth #3

The rest of the world is still catching up to the

United States.


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United States is average in global social network

penetration

Source: comScore Social Media Matrix, December 2011


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Myth #4

Real business connections arent made on

social media.


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LinkedIn proves successful in marketing, job-hunting and

recruiting

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Myth #5

Social media isnt a place for B2B; its only for

B2C.


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Sales: ShipServ increases sales-ready leads by

400% with use of social media

Building on customer andkeyword research, ShipServs

revamped website, blog,

content marketing, SEO and

social efforts have contributedto a 150% increase in contact-

to-lead conversion and a 50%

increase in lead-to-opportunity

conversion.


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P2P = People to People


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Tobe successful using social technologies, companies

must first prepare and align internalroles, processes,

policiesandstakeholders with their business

objectives. Social business is aprofound change

that impacts all departments in the organization.


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The State of Social Media


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25% of online time is spentin social networks

4 out of 5 people are activein social networks

60% of people learn aboutbrands in social networks

53% follow brands


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The profile of a user is EVERYONE

Source: comScore Social Media Matrix, December 2011

Social networking penetration worldwide is up across all ages tothe point that its usage is similar across age groups.


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2012 Altimeter Group 20 Al ime er roup


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13 million: Number of hours of videothat were uploaded in 2010

60 days > 60 years: More video isuploaded in two months than the threemajor U.S. networks (ABC, CBS, NBC)

combined created in six decades

700 billion: Number of playbacks in2010

2 billion: Number of global video viewsper week being monetized

100 million: Number of daily mobileviews


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845 million monthlyactive users 80% are outside the

U.S. and Canada 483 million daily users 425 million monthly

mobile users 2.7 billion Likes andcomments per day


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100 million activeusers

250 million Tweetsper day

11 Twitter accountsadded every second

1 million newaccounts daily 29% follow a brand 39% have tweetedabout a brand


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brian solis fusion marketing experience 2012

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