© 2009 InfoTrends, Inc. www.infotrends.com
The Social Media Opportunity
October 28, 2010
2© 2010 InfoTrends, Inc. www.infotrends.com
Interaction Landscape
Web Site
Company Information
Products & Services
Custome...
3© 2010 InfoTrends, Inc. www.infotrends.com
The Convergence of Online Channels
Web
SocialMobile
Mobile Web
Mobile Ads
Loca...
4© 2010 InfoTrends, Inc. www.infotrends.com
Social Media Landscape
Tell
Advertise
One to Many
Reviews
Broadcast
Brand Loya...
5© 2010 InfoTrends, Inc. www.infotrends.com
• Large Pool
• Consumer Conversations
• Brand awareness
• Public Relations
• C...
6© 2010 InfoTrends, Inc. www.infotrends.com
• Blogs
• Content Across Networks
• Contests & Promotions
• Coupon Codes
• Soc...
7© 2010 InfoTrends, Inc. www.infotrends.com
One in five of the tweets posted on Twitter (or 20%)
contains some type of inq...
8© 2010 InfoTrends, Inc. www.infotrends.com
Kraft Foods on LinkedIn
9© 2010 InfoTrends, Inc. www.infotrends.com
Kraft Foods on Facebook
10© 2010 InfoTrends, Inc. www.infotrends.com
Kraft Foods on Twitter
11© 2010 InfoTrends, Inc. www.infotrends.com
• 17,175 followers on LinkedIn
• 523,793 “People Like This” on Facebook
• 9,4...
12© 2010 InfoTrends, Inc. www.infotrends.com
Build Deeper Relationships: Kraft First Taste
13© 2010 InfoTrends, Inc. www.infotrends.com
Clusters of Influencers
Source: How Brands can influence Consumer Behavior in...
14© 2010 InfoTrends, Inc. www.infotrends.com
“Word of Mouth” Marketing
15© 2010 InfoTrends, Inc. www.infotrends.com
16© 2010 InfoTrends, Inc. www.infotrends.com
Reaching Your Target Audience
17© 2010 InfoTrends, Inc. www.infotrends.com
Capitalizing on Opportunity: Relationship Status – Engaged.
18© 2010 InfoTrends, Inc. www.infotrends.com
Social Media Usage
Yes
37.0%
No
28.1%
Don't know
1.0%
No, but
considering
33....
19© 2010 InfoTrends, Inc. www.infotrends.com
Top Objectives
1.4%
2.8%
7.0%
16.9%
19.7%
33.8%
59.2%
62.0%
74.6%
0% 20% 40% ...
20© 2010 InfoTrends, Inc. www.infotrends.com
Top Social Networks Used for Business
1.4%
1.4%
8.5%
15.5%
15.5%
22.5%
38.0%
...
21© 2010 InfoTrends, Inc. www.infotrends.com
Vistaprint: 22,224 People Like This
22© 2010 InfoTrends, Inc. www.infotrends.com
Social Media + Print
23© 2010 InfoTrends, Inc. www.infotrends.com
24© 2010 InfoTrends, Inc. www.infotrends.com
Content Audit
• What types of updates do I share?
• How many times do I updat...
25© 2010 InfoTrends, Inc. www.infotrends.com
Measurement Audit
• What part of my social activities do I measure?
 Social ...
26© 2010 InfoTrends, Inc. www.infotrends.com
Overall Campaign Audit
• How much time do I put into social media?
• What res...
27© 2010 InfoTrends, Inc. www.infotrends.com
Depth of
Engagement RecommendableAttractive Interactive
Need
fulfillment
Usef...
28© 2010 InfoTrends, Inc. www.infotrends.com
People Cluster Image
Photo Credit: http://www.flickr.com/photos/sifah/4142399...
29© 2010 InfoTrends, Inc. www.infotrends.com
30© 2010 InfoTrends, Inc. www.infotrends.com
Reaching the End Goal
• It’s all about the conversation!
• Being used to achi...
31© 2010 InfoTrends, Inc. www.infotrends.com
Thank You!
matt_swain@infotrends.com
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Matt Swain - The Social Media Opportunity

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Matt Swain - The Social Media Opportunity

  1. 1. © 2009 InfoTrends, Inc. www.infotrends.com The Social Media Opportunity October 28, 2010
  2. 2. 2© 2010 InfoTrends, Inc. www.infotrends.com Interaction Landscape Web Site Company Information Products & Services Customer Service Blogs Company Insights Customer Research Engaging Community Industry Insight Product Development Resourceful Ownership Permanence Social Networks Friendly Helpful Outreach Apps Advertising Core Values Brand Message Source: How Brands can influence Consumer Behavior in a 2.0 World, eBusiness Interactive
  3. 3. 3© 2010 InfoTrends, Inc. www.infotrends.com The Convergence of Online Channels Web SocialMobile Mobile Web Mobile Ads Location-Based Services Social Integration MicroblogsMMS
  4. 4. 4© 2010 InfoTrends, Inc. www.infotrends.com Social Media Landscape Tell Advertise One to Many Reviews Broadcast Brand Loyalists Talk Socialize Many to Many Recommends Facilitate Brand Friends Objectives Action Source: How Brands can influence Consumer Behavior in a 2.0 World, eBusiness Interactive
  5. 5. 5© 2010 InfoTrends, Inc. www.infotrends.com • Large Pool • Consumer Conversations • Brand awareness • Public Relations • Customer Service • Instant Feedback Business-to-Consumer Business-to-Business Social Media Objectives by Model • Targeted Pool • Prospecting • Lead Generation • Public Relations • Customer Service • Research
  6. 6. 6© 2010 InfoTrends, Inc. www.infotrends.com • Blogs • Content Across Networks • Contests & Promotions • Coupon Codes • Social Search Ads Business-to-Consumer Business-to-Business Social Media Functions by Model • Blogs • Webinars • Whitepapers • Custom Communities • Search Marketing
  7. 7. 7© 2010 InfoTrends, Inc. www.infotrends.com One in five of the tweets posted on Twitter (or 20%) contains some type of inquiry or information about a specific product or service that is brand-related. (Study by a research team at Penn State University) LinkedIn has over 70 million members in 200 countries. There are 500 million active users on Facebook If Facebook were a country, it would be the world’s 4th largest.
  8. 8. 8© 2010 InfoTrends, Inc. www.infotrends.com Kraft Foods on LinkedIn
  9. 9. 9© 2010 InfoTrends, Inc. www.infotrends.com Kraft Foods on Facebook
  10. 10. 10© 2010 InfoTrends, Inc. www.infotrends.com Kraft Foods on Twitter
  11. 11. 11© 2010 InfoTrends, Inc. www.infotrends.com • 17,175 followers on LinkedIn • 523,793 “People Like This” on Facebook • 9,419 followers on Twitter
  12. 12. 12© 2010 InfoTrends, Inc. www.infotrends.com Build Deeper Relationships: Kraft First Taste
  13. 13. 13© 2010 InfoTrends, Inc. www.infotrends.com Clusters of Influencers Source: How Brands can influence Consumer Behavior in a 2.0 World, eBusiness Interactive
  14. 14. 14© 2010 InfoTrends, Inc. www.infotrends.com “Word of Mouth” Marketing
  15. 15. 15© 2010 InfoTrends, Inc. www.infotrends.com
  16. 16. 16© 2010 InfoTrends, Inc. www.infotrends.com Reaching Your Target Audience
  17. 17. 17© 2010 InfoTrends, Inc. www.infotrends.com Capitalizing on Opportunity: Relationship Status – Engaged.
  18. 18. 18© 2010 InfoTrends, Inc. www.infotrends.com Social Media Usage Yes 37.0% No 28.1% Don't know 1.0% No, but considering 33.9% N = 192 Are you currently using social media in your business? By social media, we mean things like blogs, microblogs (e.g., Twitter), and social networks (e.g., Facebook, LinkedIn, etc.). Source: End-User Workflow Survey, InfoTrends, 2010
  19. 19. 19© 2010 InfoTrends, Inc. www.infotrends.com Top Objectives 1.4% 2.8% 7.0% 16.9% 19.7% 33.8% 59.2% 62.0% 74.6% 0% 20% 40% 60% 80% Don’t know Connect with vendors Obtain news and information Connect with local businesses Customer service Provide news and information Prospecting/lead generation Connect with customers Business promotion/brand building Percentage of Respondents What are your company’s TOP THREE objectives when utilizing social media? N = 71 Respondents who currently use Social Media Multiple Responses Permitted Source: End-User Workflow Survey, InfoTrends, 2010
  20. 20. 20© 2010 InfoTrends, Inc. www.infotrends.com Top Social Networks Used for Business 1.4% 1.4% 8.5% 15.5% 15.5% 22.5% 38.0% 54.9% 71.8% 80.3% 0% 20% 40% 60% 80% 100% Don’t know Other Photo-sharing network Video-sharing network MySpace Discussion forums Blogs Twitter LinkedIn Facebook Percentage of Respondents Which of the following social networks are you using in your business? Please check all that apply. N = 71 Respondents who currently use Social Media Multiple Responses Permitted Source: End-User Workflow Survey, InfoTrends, 2010
  21. 21. 21© 2010 InfoTrends, Inc. www.infotrends.com Vistaprint: 22,224 People Like This
  22. 22. 22© 2010 InfoTrends, Inc. www.infotrends.com Social Media + Print
  23. 23. 23© 2010 InfoTrends, Inc. www.infotrends.com
  24. 24. 24© 2010 InfoTrends, Inc. www.infotrends.com Content Audit • What types of updates do I share? • How many times do I update in a day? • Do I hard sell with my updates? • What feedback do I get from my followers concerning my updates? • Do I have bait? Source: http://www.techipedia.com/2010/social-media-audit-questions/
  25. 25. 25© 2010 InfoTrends, Inc. www.infotrends.com Measurement Audit • What part of my social activities do I measure?  Social Mention  Trakur  PostRank  Google Analytics  Facebook Analytics • Do I have alerts set up to notify me of brand mentions? • What social media site gives me the most traffic? • What social media site gives me the most leads? Source: http://www.techipedia.com/2010/social-media-audit-questions/
  26. 26. 26© 2010 InfoTrends, Inc. www.infotrends.com Overall Campaign Audit • How much time do I put into social media? • What results am I getting from it? • What is working for me? • What is not working for me? • How effective is my overall campaign? • Should I get help? Source: http://www.techipedia.com/2010/social-media-audit-questions/
  27. 27. 27© 2010 InfoTrends, Inc. www.infotrends.com Depth of Engagement RecommendableAttractive Interactive Need fulfillment Useful Enjoy Using Talks to ME Reacts to ME Benefit MY friends? Pillars of Social Interaction Source: How Brands can influence Consumer Behavior in a 2.0 World, eBusiness Interactive
  28. 28. 28© 2010 InfoTrends, Inc. www.infotrends.com People Cluster Image Photo Credit: http://www.flickr.com/photos/sifah/414239977/ Source: How Brands can influence Consumer Behavior in a 2.0 World, eBusiness Interactive Build Communities!
  29. 29. 29© 2010 InfoTrends, Inc. www.infotrends.com
  30. 30. 30© 2010 InfoTrends, Inc. www.infotrends.com Reaching the End Goal • It’s all about the conversation! • Being used to achieve a number of different marketing goals  Customer acquisition  Retention through customer service  Building deeper relationships  Market research for product/service improvement • Use social media as an integrated component of the marketing mix • Pay attention to the auditing process – don’t engage in social media just because everyone else is doing it. • Make people friends
  31. 31. 31© 2010 InfoTrends, Inc. www.infotrends.com Thank You! matt_swain@infotrends.com

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