smc | why social media matters
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Why Social Media Matters
Marketing Excellence on the WebOmaha Chamber
January 2013
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Why Social Media Matters
• People tune out advertising, but trust recommendations
• Doing Social Media can get you Leads, Recruits, and Brand Awareness, but you have to do it correctly
• ROI can be significantly higher than other forms of advertising
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“This is a very noisy world.”
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Why You Should Care
Source: Nielsen, 2012
Percent trusting medium “Completely or Somewhat”
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Sales Start with Search
2. Evaluate
5. Bond
4. Experience
3. Buy1. Need
Source: McKinsey
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Two Big Ideas
• “99% of purchases of a complex product or service begin with a Google Search.”
• “57% of the customer’s buying process is done before having a conversation with a supplier.”
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Sales Start with Search
2. Evaluate
5. Bond
4. Experience
3. Buy1. Need
Source: McKinsey
• Average consumer consumes 10 pieces of information during search
• What does their network say?
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Sales Start with Search
2. Evaluate
5. Bond
4. Experience
3. Buy1. Need
Source: McKinsey
• Social Media touches customers after sale (Customer Service, User groups, R&D)
• Customers can evangelize
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Endorsed Impressions Drive 40% Increase in Buying
• People exposed to Starbucks’ brand messages by their friends’ Facebook actions (likes, comments, etc.) are 40% more likely to buy than control group
Source: ComScore, Facebook
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So Let’s Start a Blog!Let’s start a Blog!
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But This Stuff is HardBlogs Updated within the Last 120 DaysN= 133,000,000
Source: Technorati, 2008
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No Strategy, No Success
• Target Segment• Value Proposition• Competitive
Positioning• Key influencers • Changes in Industry• Trusted Sources• Etc. etc. etc.
OR
Cute Kitten Contest!
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What Success Looks Like
What Is Required1. Create Distinctive
Content
2. Build an Audience
3. Get people to take an offline action
What You Can Get• Leads
• Employees
• Brand Awareness
• Reputation Defense
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Source: Hubspot, 2012
More Blogging = More Traffic
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Source: Hubspot, 2012
Twitter Threshold
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Source: Hubspot, 2012
Facebook Threshold
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All the pieces should fit
Your Hub(website)
Blog
Newsletter
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Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 70
50
100
150
200
250
300
350
400
5
13
8388
260
350
306
Professional Services Example
21
19
Thousand Impressions per $1250
Source: Google, B2B ratecards, SMC Analysis*AdWords keywords for Professional Service Firm
SMCB2B SiteAdWords*
CLIENT DATA-- ANONYMIZED
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Month 1 Month 2 Month 3 Month 4 Month 50
50
100
150
200
250
300
9
12
69
88
256
Health Care Example
104
29
Thousand Impressions per $5000
Source: Google, ratecards, SMC Analysis*AdWords keywords for Healthcare target segment
SMCEldercare siteAdWords*
CLIENT DATA-- ANONYMIZED
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Month 1 Month 2 Month 3 Month 40
20
40
60
80
100
120
140
13
32
103
120
Manufacturing Example
24
60
Thousand Impressions per $2500
Source: Google, B2B ratecards, SMC Analysis*AdWords keywords for Manufacturing Target segment
SMCB2B siteAdWords*
CLIENT DATA-- ANONYMIZED
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Month 1 Month 2 Month 30
50
100
150
200
250
13.122
228
Education Example
84
125
Thousand Impressions per $2500
Source: Google, ESPN ratecard, SMC Analysis*AdWords keywords for “Manufacturing Jobs Careers”
SMCESPN.comAdWords*
CLIENT DATA-- ANONYMIZED
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Thing You Can Do Today• Start developing your strategy– What Distinctive Content could you create?– How would you build an audience on each
platform?– What offline action do you want them to take?
• Identify key influencers on Social Media• Identify key information sources• Start using Twitter personally– Make a Twitter List– Start using Buffer (bufferapp.com)
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Where to Find Us
• Adrian Blake, CEO Social Media Contractors• Strategy and Execution• Socialmediacontractors.com
• @adrianblake• @smcontent