social media - what’s the point?
heather herr
social media specialist
terralever
http://www.terralever.com
1 Terralever - http://www.terralever.com

three core takeaways
all relevant media is becoming increasingly more social
integrate social media into your total marketing strategy
move beyond Facebook, Twitter, & MySpace
2 Terralever - http://www.terralever.com

is this how we think of media?

is this how we think of media?

what, exactly, is social media?
social - pertaining and relating to connection with human beings
media - platform for communication
social + media = human beings connecting and communicating
with other human beings
5 Terralever - http://www.terralever.com

where media goes...
commercial interests will follow

twitter.com has 40 million
visitors a month
source: Brian Solis | BlogWord and New Media Expo, 2009

cnn.com has 15 million
source: Brian Solis | BlogWord and New Media Expo, 2009

social integrated into your overall marketing

purchase influencers
media industry print
social reports consumer-generated
recommendations
radio
television
salesperson
reviews personal
10 Terralever - http://www.terralever.com

purchase influencers, by the numbers
65% personal recommendations
45% consumer reports and industry reviews
34% consumer-generated and social media
25% print ads
11% television ads
9% salesperson advice
8% radio ads
11 source: Exploring the Impact of Consumer-Generated Media on Purchase Decisions and Behavior Terralever - http://www.terralever.com
Leo J. Shapiro & Associates, LLC

purchase influencers, by the numbers
65% personal recommendations
45% consumer reports and industry reviews
34% consumer-generated and social media
25% print ads
11% television ads
9% salesperson advice
8% radio ads
12 source: Exploring the Impact of Consumer-Generated Media on Purchase Decisions and Behavior Terralever - http://www.terralever.com
Leo J. Shapiro & Associates, LLC

the red-headed stepchild
of online retailers that have a social presence on twitter
55% link to their account in email campaigns
29% promote their account prominently on their website
of online retailers that have a social presence on facebook
53% link to their account in email campaigns
28% promote their account prominently on their website
13 source: Top e-Retailer Email Best Practices in Social Networking and Email Marketing Tactics Terralever - http://www.terralever.com
Email Data Source and Goodmail Systems

one size does not fit all

will it blend?
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the ford story
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not the same old ROI

brand affinity before customer acquisition
92% of social media marketers believe social media marketing
influences brand reputation
91 % believe it increases brand awareness
17% believe social media is very effective for generating leads
13% believe social media is very effective for increasing sales
18 source: Social Media Marketing and PR: Benchmarks and Best Practices Terralever - http://www.terralever.com
MarketingSherpa

brand affinity and sharing
52% of users have faned, followed, or friended a brand
46% have said something positive about a brand
23% have said something bad about a brand
18% have promoted another brand or company
19 source: Social Network Service (SNS) A&U Provider Terralever - http://www.terralever.com
Anderson Analytics

for every “return” that you measure,
ask yourself...
what did I contribute to deserve this?

return on contribution
give affinity
give engagement
give relationship
give trust
21 Terralever - http://www.terralever.com

more than Facebook, Twitter, and MySpace

snapshot of the social landscape
social
micro media blogging bookmarking
networking
twitter facebook blogger digg
12seconds myspace wordpress reddit
utterli linkedin tumblr stumbleupon
biznik technorati
photo & video streaming & events &
geo-location
sharing aggregation meetups
flickr alltop brightkite upcoming
photobucket friendfeed foursquare eventbrite
youtube gowalla meetup
viddler
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choosing your communities
large niche branded
The Urban
Prankster
Network
We Cause Scenes
24 Terralever - http://www.terralever.com

capturing the SEO benefits

search-friendly social media presence
create an integrated multi-channel presence
customize inbound links to drive traffic where you want it
use keyword rich bios
leverage social sites with high page ranks, such as Facebook,
Twitter, and YouTube
promote profiles established on niche and brand-aligned sites
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social search
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the future of social media

signature event brand-
building
online marketing, event website,
games, and video series and
syndication
red bull flugtag results
set new record of application
downloads and submittals
265,000 attendees
rollout of customized social
strategies across corporate
activities and event portfolio
29 Terralever - http://www.terralever.com

member-based e-commerce
integrated SEO, PPC, email
marketing, and social media
results
hatclub.com surpasses all brick
hat club
just roughin’ it & mortar stores in sales
online sales up 245%
visits up 175%
pageviews up 280%
bounce rate down 15%
30 Terralever - http://www.terralever.com

customer-centric, ROI-based
marketing plan
integrated SEO, PPC, and social
media
results
just roughin’ it local search consistently driving
traffic to the website
trekkingpoleenvy.com (blog)
draws 1/3 of all site traffic
engaged Facebook “family”
31 Terralever - http://www.terralever.com

questions/final notes
to learn more about accountable/ROI-based online
marketing for your business/organization:
visit http://www.terralever.com
call (480) 839 1080
or email sales@terralever.com
to receive a copy of these slides or ask a specific question:
email Courtney Crane courtneyc@terralever.com
if you enjoyed today’s content, visit me online:
http://twitter.com/MsHerr
http://msherrwhenonline.com
32 Terralever - http://www.terralever.com

credits
the conversation prism, version 2.0
brian solis
images: flickr creative commons
visual.dichotomy, waldenpond, yourdon, stuartpilbrow,
giovanni_giusti, carbonnyc, komponisto, joeshlabotnik, howie221,
myklroventine, the00rig
33 Terralever - http://www.terralever.com