social media - what's the point?

Terralever - http://www.terralever.com

social media - what’s the point?

heather herrsocial media specialistterraleverhttp://www.terralever.com

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three core takeaways

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all relevant media is becoming increasingly more social

integrate social media into your total marketing strategy

move beyond Facebook, Twitter, & MySpace

is this how we think of media?


what, exactly, is social media?

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social - pertaining and relating to connection with human beings

media - platform for communication

social + media = human beings connecting and communicating with other human beings

where media goes...

commercial interests will follow

twitter.com has 40 millionvisitors a month

source: Brian Solis | BlogWord and New Media Expo, 2009

cnn.com has 15 million

source: Brian Solis | BlogWord and New Media Expo, 2009

social integrated into your overall marketing


purchase influencers

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recommendationspersonal

industry

reviews

reports consumer-generatedsocialmedia print

televisionsalesperson

radio


65% personal recommendations

45% consumer reports and industry reviews

34% consumer-generated and social media

25% print ads

11% television ads

9% salesperson advice

8% radio ads

purchase influencers, by the numbers

11 source: Exploring the Impact of Consumer-Generated Media on Purchase Decisions and BehaviorLeo J. Shapiro & Associates, LLC


65% personal recommendations

45% consumer reports and industry reviews

34% consumer-generated and social media

25% print ads

11% television ads

9% salesperson advice

8% radio ads

purchase influencers, by the numbers

12 source: Exploring the Impact of Consumer-Generated Media on Purchase Decisions and BehaviorLeo J. Shapiro & Associates, LLC


the red-headed stepchild

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of online retailers that have a social presence on twitter55% link to their account in email campaigns29% promote their account prominently on their website

of online retailers that have a social presence on facebook53% link to their account in email campaigns28% promote their account prominently on their website

source: Top e-Retailer Email Best Practices in Social Networking and Email Marketing TacticsEmail Data Source and Goodmail Systems

one size does not fit all


will it blend?

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the ford story

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not the same old ROI


brand affinity before customer acquisition

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92% of social media marketers believe social media marketing influences brand reputation91 % believe it increases brand awareness

17% believe social media is very effective for generating leads13% believe social media is very effective for increasing sales

source: Social Media Marketing and PR: Benchmarks and Best PracticesMarketingSherpa


brand affinity and sharing

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52% of users have faned, followed, or friended a brand

46% have said something positive about a brand

23% have said something bad about a brand

18% have promoted another brand or company

source: Social Network Service (SNS) A&U ProviderAnderson Analytics

what did I contribute to deserve this?

for every “return” that you measure,

ask yourself...


return on contribution

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give affinitygive engagementgive relationshipgive trust

more than Facebook, Twitter, and MySpace


snapshot of the social landscape

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micro mediasocial

networking blogging bookmarking

twitter facebook blogger digg

12seconds myspace wordpress reddit

utterli linkedin tumblr stumbleupon

biznik technorati

photo & video sharing

streaming & aggregation geo-location

events &meetups

flickr alltop brightkite upcoming

photobucket friendfeed foursquare eventbrite

youtube gowalla meetup

viddler


choosing your communities

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large niche branded

The UrbanPranksterNetworkWe Cause Scenes

capturing the SEO benefits


search-friendly social media presence

create an integrated multi-channel presence

customize inbound links to drive traffic where you want it

use keyword rich bios

leverage social sites with high page ranks, such as Facebook, Twitter, and YouTube

promote profiles established on niche and brand-aligned sites

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social search

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the future of social media


red bull flugtag

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resultsset new record of application downloads and submittals

265,000 attendees

rollout of customized social strategies across corporate activities and event portfolio

signature event brand-building

online marketing, event website, games, and video series and syndication


just roughin’ it

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hat club

member-based e-commerceintegrated SEO, PPC, email marketing, and social media

resultshatclub.com surpasses all brick & mortar stores in sales

online sales up 245%

visits up 175%

pageviews up 280%

bounce rate down 15%


just roughin’ it

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customer-centric, ROI-based marketing plan

integrated SEO, PPC, and social media

resultslocal search consistently driving traffic to the website

trekkingpoleenvy.com (blog) draws 1/3 of all site traffic

engaged Facebook “family”


questions/final notes

to learn more about accountable/ROI-based online marketing for your business/organization:

visit http://www.terralever.comcall (480) 839 1080or email [email protected]

to receive a copy of these slides or ask a specific question:email Courtney Crane [email protected]

if you enjoyed today’s content, visit me online:http://twitter.com/MsHerrhttp://msherrwhenonline.com

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credits

the conversation prism, version 2.0brian solis

images: flickr creative commonsvisual.dichotomy, waldenpond, yourdon, stuartpilbrow, giovanni_giusti, carbonnyc, komponisto, joeshlabotnik, howie221, myklroventine, the00rig

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social media - what's the point?

Business