mheda emerging leaders conference - social media’s impact on your business: what tomorrow’s...
TRANSCRIPT
Introducing….
Social Media’s Impact on Your Business: What Tomorrow’s Leaders Need to Know
Mark Juelich Chairman/CEO, American Warehouse Systems, LLC.
Brian Bluff President & Co-Founder, Site-Seeker, Inc.
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
What We Will Cover
n Why should you play? n How did we get here? n The ride thus far n Internet marketing – what, how, why n Strategy n Compelling data n Conclusions and advice
n Questions – Anytime!
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Why Should You Play?
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
How did we get here?
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
How did we get here?
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
How did we get here?
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
How did we get here?
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
How did we get here?
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
How did we get here?
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
How did we get here?
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
The ride thus far.
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
The ride thus far.
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
You
r We
bsit
e
Social Media
Vertical Websites
The Ins And Outs Of Internet Marketing
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Search Traffic Is Steady
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Twitter Traffic - Influenced by: • Quality of content • Number of followers • Tweet volume
Social Traffic Is Event Driven
LinkedIn Traffic - Influenced by: • Number of connections • Profile updates • Discussions created • Popularity of discussions (comments)
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Go where the people are
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Go where the people are
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Go where the people are
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Go where the people are
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Strategy
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Strategy
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
What’s in it for my company?
• Relationship Development
• Expand Network
• Communication
• Branding
• SEO
• Lead Generation
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Repurpose Content: Think Once, Distribute Multiple Times
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Visit Duration & Pages Per Visit - Non Bounce
n When visitors stick o Spend 3 to 5
minutes on your site
o View 4 to 5 pages
n Data from 22 B2B companies and 50,000 visits
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Mobile Explosion
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
B2B Mobile Visits on the Increase
• 19 B2B Website • Mostly manufacturers,
some national distributors • Date:
• 1/20/12 – 2/19/12 • 1/20/11 – 2/19/11
• Visits o 2012: 42,594 o 2011: 42,913
138% increase in mobile traffic from 2011 to 2012 across all sites
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
B2B Mobile Visitors…
Visit 0.85 less pages Spend 29
seconds less
bounce at a 8% higher rate
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Strategy
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Strategy
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Strategy
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Strategy
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Conversion and Last Click Attribution
Old rule of thumb: It takes seven touches to close a deal New rule of thumb: people don’t buy/contact of the first visit
Latent conversion causes bad decisions
Multi-Channel Funnels
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Conversion Rates Should Be Understood
How many contact us page visitors advanced in the sales process? • Click to get (29%)
o 73 phone number o 51 address
• 40 Sent an email (9.25%) o Is this good? o What is your conversion
rate? Two questions • When bidding what are your
chances of closing the deal? • What are the chances a visitors
they will become a lead?
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
When Do People Interact With Your Content
In this small sample: • 16% more traffic on Saturday • Peak hours – 8a to 9p Peak
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Conclusion: Necessity of Social Media
Site-Seeker, Inc. © 2011
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
GOL: Keep visitors on your site, reading content and viewing pages
Create
Share
Get Found
Engage
Measure Test
Adjust
Conclusion: Ideal Internet Marketing Program
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Conclusion
Social + Search = Growth
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Conclusion
If done right you will get a 10x ROI
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Conclusion
The value of great content has never been lower, the importance has never been higher.
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Conclusion: Leading your company toward a successful future
High Low
New Ideas
Power to Implement Low High
Old
Young
Fight to get here! • Read • Try • Falter • Succeed • Repeat…
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Plan For Success
• Vision: What does it look like when we are successful?
• Key Metrics: What can we measure to tell us we are successful?
• Strategies: How will we achieve these metrics?
• Actions: Who will do what when?
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
This is your marketing staff !!…but today needs these skills… !!! Hire not !
Site-Seeker, Inc. © 2011
Building Your Team
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Conclusion: Listen, Share and Provide Value
10% Push 90% Pull
Emerging Leaders Conference § August 2-3, 2012 § Eaglewood Resort
Questions?? Thank You!
Brian Bluff President & CO-Founder Site-Seeker, Inc.
(315)732-9281, 11 [email protected] Twitter: @brianbluff
Mark Juelich Chairman/CEO American Warehouse Systems, LLC.
(763)315-9200 [email protected] Twitter: @MarkJuelich