0
HANSON DODGE CREATIVE
OVERVIEWTHE SOCIAL LANDSCAPETRENDSCASE STUDIESGET STARTED - OR KICK IT UP A BIT            ©	  Hanson	  Dodge	  Crea.ve,	 ...
©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	                   reserved.                              4
WHO	  USES	  SOCIAL	  MEDIA?                        ©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	                         ...
WHO	  USES	  SOCIAL	  MEDIA?• 79%	  of	  adult	  Americans	  use	  the	  Internet• 47%	  of	  of	  all	  adults	  have	  a...
WHAT’S	  THE	  DEAL	  WITH	  SOCIAL	  MEDIA?                          ©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	       ...
direct impact             active       active          social media   internet             users                          ...
BUSINESSES	  USING	  SOCIAL                       ©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	                           ...
BLOGS	  DRIVE	  WEBSITE	  TRAFFIC                        ©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	                    ...
WHO	  USES	  SOCIAL	  MEDIA?                        ©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	                         ...
LANDSCAPE• Internet	  usage,	  demographics,	  mobile                       ©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	 ...
TEXT	  MESSAGING          ~5 billion         Texts sent per day in the U.S.                    ©	  Hanson	  Dodge	  Crea.v...
WHICH	  TRANSLATES	  TO…            120	  billion	              emails	  sent	  per	  day	  in	  the	  U.S.               ...
WHY	  DO	  PEOPLE	  USE	  SOCIAL	  MEDIA?Survey	  of	  Facebook	  users:• Connec.on• Self-­‐expression• Entertainment• Dis...
WHY	  DO	  BUSINESSES	  USE	  SOCIAL	  MEDIA?• External	  recruitment• Brand	  awareness• Corporate	  communica.ons• Marke...
IN	  A	  NUTSHELL…                       ©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	                                    ...
IT’S	  A	  GAME	  OF	  INFLUENCE• Google	  indexes	  pages	  constantly• Frequency	  of	  indexing	  correlates	  to	  ove...
IT’S	  A	  GAME	  OF	  INFLUENCE                            ©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	                 ...
TRENDSMOBILE	  GROWTHLOCATION-­‐BASED	  MARKETINGGAMIFICATIONSOCIAL	  INBOX                  ©	  Hanson	  Dodge	  Crea.ve,...
MOBILE	  GROWTH	  OUTPACING	  ALL	  PCS                       ©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	               ...
…EVEN	  MORE	  QUICKLY	  THAN	  PREDICTED           ALL	  PCs                                                             ...
MOBILE	  EMAIL Source:	  Pew	  Research	  Center	   Apr.	  2011                                            ©	  Hanson	  Do...
©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	                   reserved.                              24
LOCATION-­‐BASED	  MARKETING                    ©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	                             ...
GAMIFICATION•	  Corporate	  wellness	  trend•	  Community	  engagement•	  Bonus	  programs                         ©	  Han...
©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	                   reserved.                              27
©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	                   reserved.                              28
EMAIL	  IN	  A	  MOBILE	  WORLD     •  !"#$%&()*+),$-".     •  /0--1)023)&$#4"5.     •  !"#$%&()*6#"*2)&#6+73)&.     •  8$...
DESIGN	  FOR	  DIGITAL	  CONSUMPTION•  !"#$%&$()%*+,$-.$/&01$•  !-#.2$345$6)#7.1$•  8+"9&.$("2(:$";&,<),1$•  =>$.&(),7.$),...
CASE STUDIES         ©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	                            reserved.                   ...
B2BComprehensive social launch program for a new router: -Second Life -3D gaming -YouTube -Video conference -Mobile datash...
B2B• 9,000 people attended virtually – 90x more attendees than in the past• Saved 42,000 gallons of gas• 300% more media c...
B2B      ©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	                         reserved.                              34
B2B/B2C          ©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	                             reserved.                      ...
B2C      ©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	                         reserved.                              36
GET STARTED – KICK IT UP          ©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	                             reserved.     ...
7	  THINGS	  TO	  DO	  IMMEDIATELY 1.   Start blogging 2.   Bite off only what you can chew 3.   Research your customers/a...
1.	  START	  BLOGGING                          736                                                     795                ...
2.	  BITE	  OFF	  ONLY	  WHAT	  YOU	  CAN	  CHEW                             ©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	...
3.	  RESEARCH	  YOUR	  CUSTOMERS/AUDIENCE	  ONLINE• Use key words, industry forums to focus your efforts• Where is the tar...
4.	  FOCUS	  ON	  SUPPORTING	  REAL	  BUSINESS	  GOALS                         ©	  Hanson	  Dodge	  Crea.ve,	  All	  right...
5.	  CLOSE	  THE	  LOOP	  ACROSS	  CUSTOMER	  TOUCHPOINTS                        ©	  Hanson	  Dodge	  Crea.ve,	  All	  rig...
6.	  PLAN	  AHEAD	                            ©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	                               ...
7.	  SCHEDULE	  TIME	  AND	  FOLLOW	  THROUGH                        ©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	        ...
NOTABLE EXAMPLES         ©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	                            reserved.               ...
©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	                   reserved.                              47
©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	                   reserved.                              48
©	  Hanson	  Dodge	  Crea.ve,	  All	  rights	                   reserved.                              49
QUESTIONS?
THANK	  YOU smeaney@hansondodge.com
TEC Special Interest Meeting - January 2012
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TEC Special Interest Meeting - January 2012

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January 18 and 19, 2012, Sara Meaney presented on the subject of digital business trends and how social media

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Transcript of "TEC Special Interest Meeting - January 2012"

  1. 1. HANSON DODGE CREATIVE
  2. 2. OVERVIEWTHE SOCIAL LANDSCAPETRENDSCASE STUDIESGET STARTED - OR KICK IT UP A BIT ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 3
  3. 3. ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 4
  4. 4. WHO  USES  SOCIAL  MEDIA? ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 5
  5. 5. WHO  USES  SOCIAL  MEDIA?• 79%  of  adult  Americans  use  the  Internet• 47%  of  of  all  adults  have  at  least  one  social  media   account  (doubled  since  2008) • 92%  use  Facebook • 18%  use  LinkedIn • 13%  use  TwiUer ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 6
  6. 6. WHAT’S  THE  DEAL  WITH  SOCIAL  MEDIA? ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 7
  7. 7. direct impact active active social media internet users usersSocial Media content helps you connect with and inform both groups at the same time.
  8. 8. BUSINESSES  USING  SOCIAL ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 9
  9. 9. BLOGS  DRIVE  WEBSITE  TRAFFIC ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 10
  10. 10. WHO  USES  SOCIAL  MEDIA? ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 11
  11. 11. LANDSCAPE• Internet  usage,  demographics,  mobile ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 12
  12. 12. TEXT  MESSAGING ~5 billion Texts sent per day in the U.S. ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 13
  13. 13. WHICH  TRANSLATES  TO… 120  billion   emails  sent  per  day  in  the  U.S. ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 14
  14. 14. WHY  DO  PEOPLE  USE  SOCIAL  MEDIA?Survey  of  Facebook  users:• Connec.on• Self-­‐expression• Entertainment• Discovery• Control ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 15
  15. 15. WHY  DO  BUSINESSES  USE  SOCIAL  MEDIA?• External  recruitment• Brand  awareness• Corporate  communica.ons• Marke.ng• Research  &  innova.on• Customer  service   ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 16
  16. 16. IN  A  NUTSHELL… ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 17
  17. 17. IT’S  A  GAME  OF  INFLUENCE• Google  indexes  pages  constantly• Frequency  of  indexing  correlates  to  overall   importance• Importance  determines  page  rank• Page  rank  is  based  on  many  things,  including: • Frequency  of  content  updates • Relevance  of  content  to  searcher • Importance  of  content  to  searcher • Number  of  outside  links  to  page• Social  content  is  indexed ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 18
  18. 18. IT’S  A  GAME  OF  INFLUENCE ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 19
  19. 19. TRENDSMOBILE  GROWTHLOCATION-­‐BASED  MARKETINGGAMIFICATIONSOCIAL  INBOX ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 20
  20. 20. MOBILE  GROWTH  OUTPACING  ALL  PCS ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 21
  21. 21. …EVEN  MORE  QUICKLY  THAN  PREDICTED ALL  PCs 4Q09 4Q10 SMARTPHONES 87.2% 0 30.0000 60.0000 90.0000 120.0000 Source:  Interna.onal  Data  Corp.   Feb.  2011 ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 22
  22. 22. MOBILE  EMAIL Source:  Pew  Research  Center   Apr.  2011 ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 23
  23. 23. ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 24
  24. 24. LOCATION-­‐BASED  MARKETING ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 25
  25. 25. GAMIFICATION•  Corporate  wellness  trend•  Community  engagement•  Bonus  programs ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 26
  26. 26. ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 27
  27. 27. ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 28
  28. 28. EMAIL  IN  A  MOBILE  WORLD •  !"#$%&()*+),$-". •  /0--1)023)&$#4"5. •  !"#$%&()*6#"*2)&#6+73)&. •  8$#1"&.9050:"&3)&. ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 29
  29. 29. DESIGN  FOR  DIGITAL  CONSUMPTION•  !"#$%&$()%*+,$-.$/&01$•  !-#.2$345$6)#7.1$•  8+"9&.$("2(:$";&,<),1$•  =>$.&(),7.$),$"?&#"9&1$•  @,%0$>AB$-.$"(2*"%%0$#&"71$!"#$%&()*&+,&-.)"$/0-(1$"#2(34(20$5%*20-6,(774(-&8,+&9&$,(6&,6&:( ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 30
  30. 30. CASE STUDIES ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 31
  31. 31. B2BComprehensive social launch program for a new router: -Second Life -3D gaming -YouTube -Video conference -Mobile datasheet -Facebook -Social news releases -Blog -Tech Community ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 32
  32. 32. B2B• 9,000 people attended virtually – 90x more attendees than in the past• Saved 42,000 gallons of gas• 300% more media coverage than traditional outreach methods• More than 1,000 blog posts and 40 million online impressions• 1/6 the cost of a traditional launch• Saved $100,000 ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 33
  33. 33. B2B ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 34
  34. 34. B2B/B2C ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 35
  35. 35. B2C ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 36
  36. 36. GET STARTED – KICK IT UP ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 37
  37. 37. 7  THINGS  TO  DO  IMMEDIATELY 1. Start blogging 2. Bite off only what you can chew 3. Research your customers/audience online 4. Focus on supporting real business goals 5. Close the loop across customer touchpoints 6. Plan ahead 7. Schedule time for social media – and follow through ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 38
  38. 38. 1.  START  BLOGGING 736 795 n = 1,531 Hubspot customers Small to Midsize companies ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 39
  39. 39. 2.  BITE  OFF  ONLY  WHAT  YOU  CAN  CHEW ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 40
  40. 40. 3.  RESEARCH  YOUR  CUSTOMERS/AUDIENCE  ONLINE• Use key words, industry forums to focus your efforts• Where is the target audience hanging out online?• What are they doing there?• What are they looking for?• How are they interacting?• What are they saying? +/- ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 41
  41. 41. 4.  FOCUS  ON  SUPPORTING  REAL  BUSINESS  GOALS ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 42
  42. 42. 5.  CLOSE  THE  LOOP  ACROSS  CUSTOMER  TOUCHPOINTS ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 43
  43. 43. 6.  PLAN  AHEAD   ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 44
  44. 44. 7.  SCHEDULE  TIME  AND  FOLLOW  THROUGH ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 45
  45. 45. NOTABLE EXAMPLES ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 46
  46. 46. ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 47
  47. 47. ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 48
  48. 48. ©  Hanson  Dodge  Crea.ve,  All  rights   reserved. 49
  49. 49. QUESTIONS?
  50. 50. THANK  YOU smeaney@hansondodge.com
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