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ETEC Presentation
ETEC Presentation
ETEC Presentation
ETEC Presentation
ETEC Presentation
ETEC Presentation
ETEC Presentation
ETEC Presentation
ETEC Presentation
ETEC Presentation
ETEC Presentation
ETEC Presentation
ETEC Presentation
ETEC Presentation
ETEC Presentation
ETEC Presentation
ETEC Presentation
ETEC Presentation
ETEC Presentation
ETEC Presentation
ETEC Presentation
ETEC Presentation
ETEC Presentation
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ETEC Presentation


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Katie Granju's presentation to ETEC on 16 April 2010

Katie Granju's presentation to ETEC on 16 April 2010

Published in: Business
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  • 1. ETEC Social Media for Business ROI April 2010
  • 2. What Is Social Media?
  • 3. Demographics
    • Facebook’s US user base grew from 42 million to 103 million in 2009. That’s a 144.9% growth rate.
    • The 35+ demographic now represents more than 30% of the entire user base.
    • The 55+ audience grew a whopping 922.7% in 2009.
  • 4.
    • Great for brand engagement with fans
    • Interactive space that allows direct engagement between brand and consumers
    • Best for low to mid-dollar retail, consumer, hospitality products
    • Excellent for giveaways and contests
    • Interactivity and engagement offers risks for brands
    • Low searchability
    Customer Communication
  • 5. Brand Exposure
    • Brand pages allow easy audience vectoring
    • Fans/foes can start “unofficial” brand presence online
    • Ability to create vanity URLs
    • Jump-start brand exposure via Facebook’s ad platform
    • Data mining opportunities limited, but growing
    • Limited B2B opportunities
  • 6. Traffic and Search Engine Opportunity
    • Facebook tends to retain traffic rather than refer it out
    • Facebook has little to no search engine value unless the link that you post goes viral outside of Facebook.
    • The value of a Facebook fan is dependent on how that fan is activated. What is your business call to action?
  • 7.
    • The fastest growing segment on Twitter is among people 24 and younger.
    • 45-54 year olds are the top demographic, with 25-34 year olds following closely behind. 
    • Unlike most social networks, Twitter started out being more popular with adults, before it caught on with younger users.
  • 8. Customer Communication
    • Easy search and reputation monitoring with tools like Hootsuite and Tweetdeck
    • Platform culture calls for minimum 80/20 value content to marketing balance.
    • Micro-communities and easy search make Twitter useful for B2B as well as consumer brands.
  • 9. Brand Exposure
    • If Facebook is who you know, Twitter is what you know
    • Excellent viral opportunities
    • More sophisticated, better educated audience
    • More specialized audiences (medical, scientific, etc)
  • 10.
    • Traffic and Search Engine Opportunity
    • Traffic referral opportunities are huge
    • Perhaps the greatest viral opportunities of any social platform
    • Mobile friendly/text integrated
    • Shortened URLs diminish benefits
    • High searchability can boost search engine rankings
  • 11.
    • 64% male
    • Average age 41
    • Average income over 100K
    • 95% college grads/ 37% post grads
    • 24% have portfolio value exceeding 250K
  • 12. Customer Communication
    • Not primary customer communication tool
    • Excellent B2B opportunities
    • Engagement opportunties possible by establishing self as industry or sector expert
    • Strong recruiting functionality
  • 13. Brand Exposure
    • Excellent personal branding tool
    • Great showcase for organization’s talent strength
    • Important to keep brand profile and individual team members’ profiles up to date
    • Networking opportunities can create lead generation
  • 14. Traffic and Search Engine Opportunity
    • Unlikely to drive significant traffic to site but limited traffic likely to be high value
    • Very high page rank for company name and individuals’ names
    • Status updates and group participation have best viral opportunities
  • 15. Demographics
    • Every minute, 24 hours of video is uploaded to YouTube
    • Second most popular search engine
    • 18-24 year old age group most likely to share a video with friends, colleagues
  • 16. Demographics
    • 53% male/47% female.
    • 55% urban with median income of $74K
    • Nearly 70 percent are college educated
    • 47% are married, median age is 33
    • 71 percent are employed
  • 17. Customer Communication
    • Powerful channel for engaging customers
    • Excellent viral potential
    • Can be used to entertain, interact, instruct or respond to customers
    • Has B2B applications, as well as consumer/retail
  • 18.
    • Very high traffic to branded videos
    • Traffic goes to the videos, so add hyperlinks, but don’t expect site traffic to correlate to video views
    • Post videos across platforms, including blog, Facebook
    Traffic and Search Engine Opportunity
  • 19.
    • Early adopter/tech-geek constituencies
    • Excellent B2B potential
    • Each platform varies
    • Excellent traffic drivers
    • Strong search engine ranking drivers
    • Community very sensitive to spam and advertorial
    Social Bookmarking Sites
  • 20. Old School Social Media
    • Huge and diverse ecosystem with very specific audience segmentation
    • Blogs and blog comments
    • Message boards
    • Listservs/email lists
    • Live chat
    • Can play very important role in carefully crafted business strategy
  • 21.
    • Get true expert guidance; this is a specific area of expertise
    • Define your goals
    • Align goals with overall business objectives – no silos
    • Listen before speaking
    • Know the language and customs
    • Strategy before execution
    • Consistent execution with regular adjustments
    Key Points in Crafting An Effective Social Media Strategy
  • 22. For More Information Katie Granju, Digital Strategies Director Ackermann PR [email_address] (865) 584-0550 Website: Twitter: @ackermann_pr Become a fan of Ackermann PR on Facebook. A copy of today’s presentation is also available on our blog, Ackermann Digital, at
  • 23. All-Inclusive Graphic Design Services continued
      • • Interior displays for sales centers
      • • Banners, signage (exterior and interior) and way-finding programs
      • • Premium items and branded clothing
      • • Website design, production and maintenance, ranging from simple to complex with interactive and E-commerce features, and social media applications
      • • Electronic newsletters and brochures