The Science of Social Media

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A short presentation on WHY Social Media is an effective Marketing tool. Presented to the O

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The Science of Social Media

  1. 1. The Science of Social Media American Marketing Association October 2012
  2. 2. Welcome• Adrian Blake, CEO Social Media Contractors• Socialmediacontractors.com• @adrianblake• @smcontent• #amaomaha
  3. 3. Too Many MessagesEstimated number of commercial messages seen per day by urban resident6000 5000500040003000 200020001000 0 1977 2007 Source: Yankelovich
  4. 4. We Are Desensitized“Advertisements are now so numerous that theyare very negligently perused, and it is thereforebecome necessary to gain attention bymagnificence of promises, and by eloquencesometimes sublime and sometimes pathetic.”
  5. 5. Samuel Johnson, 1759
  6. 6. “This is a verynoisy world.”
  7. 7. Consumers Trust People, Not AdsPercent trusting “Completely or Somewhat” 2012 Source: Nielsen, 2012
  8. 8. Sales Start with Search 2. Evaluate1. Need 5. Bond 3. Buy 4. Experience Source: McKinsey
  9. 9. Sales Start with Search • Average consumer consumes 10 pieces of information during 2. Evaluate search • What does their network say?1. Need 5. Bond 3. Buy 4. Experience Source: McKinsey
  10. 10. Sales Start with Search 2. Evaluate 1. Need 5. Bond 3. Buy 4. Experience• Social Media touches customers after sale (Customer Service, User groups, R&D)• Customers can evangelize Source: McKinsey
  11. 11. Endorsed Impressions Drive 40% Increase in Buying • People exposed to Starbucks’ brand messages by their friends’ Facebook actions (likes, comments, etc.) are 40% more likely to buy than control group Source: ComScore, Facebook
  12. 12. More Blogging = More Traffic Source: Hubspot, 2012
  13. 13. More Blogging = More Leads Source: Hubspot, 2012
  14. 14. Blog Threshold: Traffic Source: Hubspot, 2012
  15. 15. Blog Threshold: Leads Source: Hubspot, 2012
  16. 16. Twitter Threshold Source: Hubspot, 2012
  17. 17. Facebook Threshold Source: Hubspot, 2012
  18. 18. DISGUISED CLIENT EXAMPLE Quantity and QualityThousand Impressions per $5000 B2B site400 350350 330300250 230200150100 76 50 50 20 71 0 8 April May June July Aug Sept *AdWords keywords for Professional Service Firm Source: Google, B2B ratecards, SMC Analysis
  19. 19. Extra Slides
  20. 20. The Classical Marketing Funnel Awareness Familiarity Trial Purchase Loyalty• Pre-Google: Optimized for one-way communication/ Mass Media• Pre-Facebook: No return path for comments, questions, etc.• Pre-Blog: Cost of producing and distributing messages way down (Websites, Blogs, etc.)• Media habits have changed significantly– Two-way media way up (Online, Mobile), One-way Media flat or down (TV, print)
  21. 21. Old Ways of Reaching Customers are Dying
  22. 22. New Eras Require New ToolsEra Right ToolPublishing (1700- Advertising Agency2000)Search Search Engine Optimization(2000-2010)Discovery Social Media(2010-present)
  23. 23. One-Way to Two-Way“A brand is no longer what we tell the consumer it is – it iswhat consumers tell each other it is.” - Scott Cook, Intuit CEO
  24. 24. Everyone is jumping in…Percentage of US Companies with presence on Social Network; n=1200 Source: InSites Consulting, June 2012
  25. 25. Blogging Drives a Significant Increase in Leads • Businesses that blog, on average get 55% more website visitors, 97% more inbound links, and 434% more indexed pages than businesses that don’t blog. • Businesses that blog at least 20x per month generate nearly 4x more leads than those that don’t blog. • Businesses that blog at least 20x per month generate over 5x more traffic than those that blog fewer than 4x per month Source: Hubspot
  26. 26. But This Stuff is HardBlogs Updated within the Last 120 DaysN= 133,000,000 Source: Technorati, 2008
  27. 27. What We Do• Start with Strategy: Align Social Media Strategy with Business Strategy: – Who you are reaching – How you are reaching them – What problem you solve for them• Social Media that doesn’t connect to your business strategy is a waste of time and money
  28. 28. Three Complementary Strategies Monitor Broadcast Converse• Listen to the • Targeted to the • Targeted to the segment segment individual• Success is • Success is • Success is getting understanding getting the the customer to segment needs customer into enter the conversation purchase funnel
  29. 29. We create and coordinate presences on the relevant Social Platforms Blog Your Hub (website) Newsletter
  30. 30. Architecture for Social MediaBroadcasting Conversing• Creation • Responding• Curation • Direct Interaction• Amplifying • Customer Service Listening
  31. 31. And your Content Asset Grows in Value Sources: Google, Eloqua, Kapost
  32. 32. Eight Uses for Social Media 1. Branding and awareness 2. Protecting ReputationWhich ones fit 3. Customer Service with your 4. Public Relations business? 5. Build User Communities 6. Facilitate R&D 7. Recruiting 8. Leads and Sales
  33. 33. Omaha, NE 402 403 5122 New York, NY 347 894 2081 San Jose, CA 408 824 1184 London, UK +44 203 051 4639 Hong Kong +852 5808 2693info@socialmediacontractors.com
  34. 34. Extra Slides
  35. 35. Twitter Customer Service
  36. 36. 40% of Companies are blogging Nearly 40% of U.S. companies use blogs for marketing purposes. Read more: http://blog.hubspot.com/blog/tab id/6307/bid/33689/10-Genius- Ideas-That-Changed-Marketing- Forever.aspx#ixzz28odJQskT

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