Social media: content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. […] Social media has become extremely popular because it allows people to connect in the online world to form relationships forpersonal and business. […]

Social Media is a group of Internet-based applications that build on the ideological and technological foundations of

Web 2.0, and that allow the creation and exchange of User Generated Content.

Web 2.0 is a term that was first used in 2004 to describe a new way in which software developers and end-users

started to utilize the World Wide Web.A platform whereby content and applications are no

longer created and published by individuals, but instead are continuously modified by all users in a participatory

and collaborative fashion.

Source: Kaplan, Andreas M and Michael Haenlein. "Users of the World, Unite! The Challenges and Opportunities of Social Media." Business Horizons (2010) 53, 59—68

Source: Social Media Marketing Facts - SlideShare

Source: Social Media Marketing Facts - SlideShare

Source: Social Media Marketing Facts - SlideShare

∙ Lower phone/EM costs

∙ New channel development

∙ Ongoing insights

∙ Instant empanelment

∙ Deeper Loyalty

∙ Increased referrals

∙ Lead generation vehicle

∙ Customer co-creation

∙ Partner collaboration

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• Monitoring: RSS feeds, Twitter, Clicky, BuzzStream

• Crowd-sourcing: Twitter, LinkedIn groups, HARO

Market Intelligence

• Education: blog, Twitter, forums, RSS feeds• Awareness/PR: media relations, blogs, video, Twitter, Marketwire• Community: LinkedIn groups, blog, YouTube, Facebook

Thought Leadership

• Search/online marketing: Google, Bing, Yahoo, StumbleUpon

• Web traffic generation/conversion: RSS feeds, Twitter, blog, video, podcast/webcast, direct mail

Demand Generation

• Social prospecting: LinkedIn QA & groups, Twitter, blog

• Pipeline influence/nurturing: blog, Twitter, LinkedIn

• Sales: YouTube, blog, Twitter, Yammer, Wiki, RSS feeds

Sales Enablement

• % more likely to recommend your brand

• Community referrals• Social syndication

• Actual online transactions & revenue

• Reported purchases

• % of clicks to brand products• % More likely to purchase• % Planning to purchase

• % return visitors• % retention year to year• Share of household/wallet• Planned brand purchases

• Community registrations• E-mail opt-ins• Time per visit

Content optimization measures: Views, clicks on calls-to-action, ratings, survey feedback

Source: Forrester Research, Inc.

Web Visitors and LeadsReturn Visitors (segment)

New Visitors (segment)

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