Digital Marketing and Social Media

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Guest speaker for first year marketing at George Brown College

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Digital Marketing and Social Media

  1. 1. Hello
  2. 2. Digital Marketingand Social MediaPresented by Splash Interactive LtdIvy Wongivy@splashinteractive.comt. 416.928.0465
  3. 3. Today’s Take Away 2013 Social Trends Media The Q&A Real World
  4. 4. Digital Marketing Trends 2013
  5. 5. Mobile for eCommerce check availability compare prices find store locations 59% 67% 46%Source: Deloitte’s 2011 Annual Holiday Survey
  6. 6. Shopped with Mobile Device 20% 86% Canadians 64% Growth from 2010-2011 AmericansSource: Asking Canadians 2012; eDigitalResearch and Portaltech Reply 2012;Appcelerator and IDC as reported by Mobile Commerce Daily
  7. 7. Mobile Coupon 53.2 million • Mobile coupon users will rise from 12.3 million in 2010 to 53.2 million in 2014 12.3 million • By 2014, one in four mobile phone users will redeem a coupon via a mobile deviceSource: eMarketer, Jan. 2013
  8. 8. Social Referral 71% 7% more likely not likely if to purchase not referredSource: HubSpot, 2012
  9. 9. Social Login & eCommerce 23% 40% prefer social logins abandon cart at over creating checkout due to an account creating an accountSource: The Social Skinny, 2012 | Forrester.com
  10. 10. Consumer towards Social Login 52% use social login 59% like receiving targeted promotions 65% return to site with social login 67% site personalization is highly attractive 87% are familiar with social login0 11 23 34 45 56 68 79 90Source: Janrain, Feb 2013
  11. 11. Social Selling 20% 40% 12% purchased search purchased a within a social products product found media site via Twitter on TwitterSource: The Social Skinny, 2012
  12. 12. Social Commerce 30.00 • Expected to climb to 20.00 $14.25 billion in 2013 and $30 billion in 2015$ billion • By 2016, people 10.00 shopping online will increase to 192 million 0 2013 2015 Source: The Social Skinny, 2012
  13. 13. Personalized Content 56% Unsubscribe Personalized emails reason due to improve click-through irrelevant content rates by 14%, and conversion rates by 10%Source: Aberdeen; Chadwick Martin Bailey
  14. 14. Digital Marketer’s Priorities % of in-house respondents, indicating top-3 priorities Content marketing Conversion rate optimization Social media engagement Targeting and personalization N/A Content optimization Mobile optimization Brand building/viral marketingJoining up online and offline data Marketing automation 2013 2012 Video marketing Social media analytics 0 10.00 20.00 30.00 40.00 Source: Econsultancy
  15. 15. Analytics and Integration • Data and analytics will be used to determine marketing channels, measure results and accountability • Spending on marketing analytics is expected to increase 60% by 2015Source: CMO Survey, 2012
  16. 16. Online-to-Offline Integration • In-store merchandising SHOP and instant checkouts with mobile device SCAN • Better and quicker experience will attract and convert in-store PAY visitors into repeat customersSource: Quora, 2012
  17. 17. How Marketers AreUsing Social Media
  18. 18. B2C vs. B2B Percentage of companies using specific social media channels and/or Blogs who have acquired a customer from that channel 80 B2C B2B more 60 effective for B2C marketers 40 20 more effective for B2B marketers 0 Facebook Blog Twitter LinkedinSource: HubSpot February 2012
  19. 19. CEO Using Social Media Likelihood of trusting a company whose CEO communicates by social media channels according to employees* worldwide 16.0% 2.0% 31.0% • 82% employees trust a company more • 77% buyers are 51.0% more likely to buy Much more likely More likely Less Likely Doesn’t make a differenceSource: Brandfog, *of Fortune 1000 companies, 2012 CEO, Social Media & Leadership Survey, March 12, 2012
  20. 20. B2B Blog Success % of blog users who acquired a customer through their blog Multiple times a day Daily Generate 67% 2-3 times per week more leads/mo. on Weekly average than non-blogging firms. Monthly Less than monthly0 13 25 38 50 63 75 88 100Source: HubSpot February 2012 and Social Media B2B
  21. 21. Facebook User Profile User age distribution on Facebook in Canada • 130 friends 13-15 yrs 16-17 yrs65-100 yrs • Likes 80 pages 25-34 yrs • 56% of fans 45-54 yrs recommend a brand • 3.5 billion pieces of 35-44 yrs content are shared weekly 18-24 yrsSource: Mind Jumpers, 2012
  22. 22. Fan’s Expectation 58% 47% expect exclusive likely to purchase offers and promosSource: HubSpot, 2012; The Social Skinny, 2012
  23. 23. Twitter for Business % of Traffic from Mobile 60% 55% • 34% of marketers have generated 40% leads using Twitter 33% • 20% have closed deals 20% 0% 2008 2009 2010 2011Source: Mind Jumpers; Business Insider
  24. 24. Linkedin for Business Customer Acquisition via Linkedin 70 • Share insights and52.5 B2B knowledge > one businesses experience a million groups 35 61% B2C businesses • 75 of the Fortune success rate experience a 100 companies17.5 39% use for hiring success rate solutions 0 B2B B2CSource: Social Magnets (May 10, 2012)
  25. 25. Pinterest User Profile 50% 80% 50% US 50% female have children India 4.4% Canada 3.6%Source: The Social Skinny, 2012
  26. 26. The Real World
  27. 27. Mobile is Ubiquitous
  28. 28. Incentives
  29. 29. Consumer Driven Content Website – http://yourquestions.mcdonalds.ca
  30. 30. Consumer Driven Content Website – http://35milliondirectors.com
  31. 31. QR Code Promotion Shadow-Activated QR Code Campaignhttp://www.youtube.com/watch?v=1N6EdgN3FUU
  32. 32. Mobile Messaging Campaign MicroLoan Foundation Digital Poster with SMS activation http://www.youtube.com/watch?v=AfKc9-uSNxM
  33. 33. Augmented Mobile Experience Band-Aid featuring the Muppets, an augmented reality app http://www.youtube.com/watch?v=OAy_tcqFdsE
  34. 34. Coming SoonWalmart Testing Scan and Go iPhone Apphttp://www.youtube.com/watch?v=iLXMrMg53bk
  35. 35. The Possibilities Project Re: Brief Coca-Cola | Mobile Ad Demohttp://www.youtube.com/watch?v=45Z-GevoYB8
  36. 36. Digital Talent Needed Content Data Strategist Analyst Digital Social Project Media Manager Manager
  37. 37. Think Critically Be CuriousAsk Question
  38. 38. Become a Student of Your Business
  39. 39. If you are passionateabout your work, it will not seems like work.
  40. 40. Good Bye
  41. 41. References & Credits• http://thesocialskinny.com/99-new-social-media-stats-for-2012/• http://www.digby.com/mobile-statistics/• http://www.emarketer.com/Article/Mobile-Spurs-Digital-Coupon-User-Growth/1009639• http://mobithinking.com/mobile-awards/Cannes• http://www.marketingcharts.com• http://www.hubspot.com• http://www.socialmagnets.net/linkedin-stats-and-uses-infographic/• http://www.businessinsider.com/chart-of-the-day-twitter-mobile-advantage-2012-7• http://www.mindjumpers.com/blog/2012/01/social-media-stats-infographic/• http://www.quora.com/E-Commerce/What-will-be-the-top-e-commerce-trends-in-2013-over-2014• http://socialmediab2b.com/2012/03/b2b-social-media-leads-infographic/?utm_source=Webbiquity• http://www.mindjumpers.com/blog/2012/01/social-media-stats-infographic• http://blog.hubspot.com/blog/tabid/6307/bid/30239/Infographic-Why-2012-Is-The-Year-For- Ecommerce-Inbound-Marketing.aspx• http://econsultancy.com/ca/blog/61806-17-digital-marketing-and-ecommerce-trends-for-2013-by- econsultancy-ceo-ashley-friedlein This presentation is copyright © 2013, Splash Interactive Ltd.

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