NEPPA Presentation 8/19
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NEPPA Presentation 8/19

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    NEPPA Presentation 8/19 NEPPA Presentation 8/19 Presentation Transcript

    • Presented by: AJ Gerritson August 19, 2009
    • Agenda for Presentation • What is social media? • How is social media influencing purchasing decisions • What tools are available to you • How to get started formulating a corporate social media strategy • How to avoid the pitfalls of a social media campaign © 2009 451 Marketing www.451Marketing.com Slide 2
    • About Us • Founded in February, 2004 • Located on School Street in Boston • A collaboration of 16 industry veterans committed to being best-of-breed online lead generation specialists • Recognized as one of the country’s top Internet marketing agencies • Strong B2B Focus © 2009 451 Marketing www.451Marketing.com Slide 3
    • Core Strengths • Lead Generation Marketing • Social Media Marketing • Social Media Monitoring and Response • Web 2.0 Utilization and Implementation • PR 2.0 (PR through Social Media) • Public Relations • Search Engine Optimization (SEO) • SEO Leveraged Public Relations • Pay-Per-Click Advertising • Online Video • Content Development © 2009 451 Marketing www.451Marketing.com Slide 4
    • Our Valued Clients © 2009 451 Marketing www.451Marketing.com Slide 5
    • Social Media? © 2009 451 Marketing www.451Marketing.com Slide 6
    • Social Media? © 2009 451 Marketing www.451Marketing.com Slide 7
    • Social Media? • People having conversations online. How are they conversing? • Blogs, Micro Blogs, Online Chat, RSS, Widgets, Social Networks, Social Bookmarks, Message Board, Podcasts, Video Sharing Sites, Photo Sharing Sites, Wikis… © 2009 451 Marketing www.451Marketing.com Slide 8
    • Google 31 billion searches every month Nearly 70% of all searches are done on Google More than 1 trillion URL’s in Google’s index You Tube More than 70 million videos on YouTube Years it Took to Reach Audience of 50 Million Radio 36 Years TV 13 Years Internet 4 Years iPod 3 Years Facebook 2 Years Internet Passing Television In June, European internet consumption reached 14.2 hours per week compared to 11.5 hours for TV. © 2009 451 Marketing www.451Marketing.com Slide 9
    • How is social media influencing purchasing decisions? © 2009 451 Marketing www.451Marketing.com Slide 10
    • MarketingSherpa asked 4,000 B2B decision makers how they chose a new vendor: 7% •80% said they found the vendor; •20% said the vendor found them. MarketingSherpa Business Technology Marketing Benchmark Guide 2007–2008. © 2009 451 Marketing www.451Marketing.com Slide 11
    • The Rise of the Digital C-Suite: How Executives Locate and Filter Business Information. - Forbes Insight Key findings of C-Suite online behavior include: •74% of executives find the Internet to be "very valuable" in terms of helping them to find information vs. 25% of executives who find print newspapers to be "very valuable" for the same purposes. 63% of executives surveyed indicated that search engines were "very valuable" to helping them to locate business information. 70% of searches are prompted by something that an executive read online vs. 38% that were prompted by an online advertisement. •25% of executives over 50 view work-related content on business-related websites. "Generation Netscape" •35% of executives under 40 maintain a work-related blog •32% contribute to, or read, micro-feeds through sites like Twitter (more than half of those executives state that they use Twitter daily or several days a week) •40% subscribe to and read content through an RSS feed 41% of executives under the age of 50 click on the paid listings on search engine results vs. 6% of the executives over the age of 50. © 2009 451 Marketing www.451Marketing.com Slide 12
    • Harnessing the Power of Newer Media Platforms for More Effective Marketing The two-year study shows dramatic growth in the use of social media as a marketing tactic. •57% of B2B marketers are now using social media channels, up from just 15% in the earlier survey from two years ago. © 2009 451 Marketing www.451Marketing.com Slide 13
    • Forrester Research polled more than 1,200 business technology decision makers in North America and Europe about their social media participation throughout the buying cycle. The report stated that 77 percent of technology decision makers (who make purchasing decisions on behalf of companies) use social media for business purposes. © 2009 451 Marketing www.451Marketing.com Slide 14
    • © 2009 451 Marketing www.451Marketing.com Slide 15
    • • Creators — 27% publish a blog, publish Web pages, create/upload video or music, or write articles and post them online. • Critics — 37% post reviews of products or services, comment on someone else’s blog, or contribute to online forums. • Collectors — 29% use RSS feeds, vote for Web sites online, or add tags to Web pages or photos. • Joiners — 29% maintain a profile on a social networking site or visit social networking sites. • Spectators — 69% read blogs, listen to podcasts, watch video from other users, or read online forums and reviews. • Inactives — 23% do not participate in any social media activities for work purposes. © 2009 451 Marketing www.451Marketing.com Slide 16
    • What tools are available to you? © 2009 451 Marketing www.451Marketing.com Slide 17
    • © 2009 451 Marketing www.451Marketing.com Slide 18
    • © 2009 451 Marketing www.451Marketing.com Slide 19
    • © 2009 451 Marketing www.451Marketing.com Slide 20
    • © 2009 451 Marketing www.451Marketing.com Slide 21
    • © 2009 451 Marketing www.451Marketing.com Slide 22
    • © 2009 451 Marketing www.451Marketing.com Slide 23
    • © 2009 451 Marketing www.451Marketing.com Slide 24
    • © 2009 451 Marketing www.451Marketing.com Slide 25
    • © 2009 451 Marketing www.451Marketing.com Slide 26
    • © 2009 451 Marketing www.451Marketing.com Slide 27
    • © 2009 451 Marketing www.451Marketing.com Slide 28
    • Building a Strategy
    • © 2009 451 Marketing www.451Marketing.com Slide 30
    • Building a Strategy 1. Map out your goals and measure of success. (Leads? Awareness? Influence? Website rankings or traffic?) 2. Identify where your customers are online. 3. Listen to their conversations. 4. Be genuine in your interactions. 5. Be a resource. 6. Measure success. © 2009 451 Marketing www.451Marketing.com Slide 31
    • © 2009 451 Marketing www.451Marketing.com Slide 32
    • How do you avoid pitfalls? © 2009 451 Marketing www.451Marketing.com Slide 33
    • © 2009 451 Marketing www.451Marketing.com Slide 34
    • © 2009 451 Marketing www.451Marketing.com Slide 35
    • © 2009 451 Marketing www.451Marketing.com Slide 36
    • AJ Gerritson, Founding Partner 451 Marketing 21 School Street, 3rd Floor Boston, MA 02108 617-259-1605 aj@451marketing.com LinkedIn: http://www.linkedin.com/in/ajgerritson @ajgerritson © 2009 451 Marketing www.451Marketing.com Slide 37