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Social Media - What's The Point?
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Social Media - What's The Point?

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In this webinar, Heather Herr, Social Media Specialist for Terralever, will show marketers the bigger picture behind social media and shares her perspective of how businesses can approach social …

In this webinar, Heather Herr, Social Media Specialist for Terralever, will show marketers the bigger picture behind social media and shares her perspective of how businesses can approach social platforms. It’s not a popularity contest and it’s not exclusively about ROI - it’s about keeping your customers happy.

If you have follow up questions specifically about this presentation deck, please forward them the heatherh at terralever dot com.

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  • This comprehensive webinar started on time, included useful content and was supported by engaging graphics. I'd recommend it to anyone sitting on the fence about the value of social media as well as a wake up call for those businesses (especially micro/small businesses) that need to engage in the value of niche market development through these channels.
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  • 1. social media - what’s the point? heather herr social media specialist terralever http://www.terralever.com 1 Terralever - http://www.terralever.com
  • 2. 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
  • 3. is this how we think of media?
  • 4. is this how we think of media?
  • 5. 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
  • 6. where media goes... commercial interests will follow
  • 7. twitter.com has 40 million visitors a month source: Brian Solis | BlogWord and New Media Expo, 2009
  • 8. cnn.com has 15 million source: Brian Solis | BlogWord and New Media Expo, 2009
  • 9. social integrated into your overall marketing
  • 10. purchase influencers media industry print social reports consumer-generated recommendations radio television salesperson reviews personal 10 Terralever - http://www.terralever.com
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. one size does not fit all
  • 15. will it blend? 15 Terralever - http://www.terralever.com
  • 16. the ford story 16 Terralever - http://www.terralever.com
  • 17. not the same old ROI
  • 18. 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
  • 19. 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
  • 20. for every “return” that you measure, ask yourself... what did I contribute to deserve this?
  • 21. return on contribution give affinity give engagement give relationship give trust 21 Terralever - http://www.terralever.com
  • 22. more than Facebook, Twitter, and MySpace
  • 23. 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 23 Terralever - http://www.terralever.com
  • 24. choosing your communities large niche branded The Urban Prankster Network We Cause Scenes 24 Terralever - http://www.terralever.com
  • 25. capturing the SEO benefits
  • 26. 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 26 Terralever - http://www.terralever.com
  • 27. social search 27 Terralever - http://www.terralever.com
  • 28. the future of social media
  • 29. 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
  • 30. 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
  • 31. 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
  • 32. 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
  • 33. 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

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