The Science of Social Media Marketing #bwe10


Published on

The Science of Social Media Marketing presentation will teach attendees what drives people to share information and opinions online as well as scientifically proven best practices for spreading content virally through social media. Specifically, it will cover: * The history of word of mouth marketing, from pre-web to online * Lessons from social psychology, memetics, and statistics to understand what motivates people to share information * Scientifically proven best practices for getting people to talk about your business

Published in: Business, Technology
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • grew more than 12 percent by saying that if you lose your job, you can return your car.
  • Edelman study – people buy from people like themselves Rank-and-file employees more credible spokespersons than corporate CEOs
  • The Science of Social Media Marketing #bwe10

    1. The Science of Social Media Marketing Douglas Karr Chantelle Flannery & Photo by Horia Varlan
    4. Adoption Lifecycle
    5. How people share information online Social Media is 21st Century “Word of Mouth”
    6. 50% of mobile internet traffic is for social networking sites The #2 largest search engine is Youtube. Facebook tops Google for weekly web traffic in the U.S. 25% of search results for the World’s Top 20 brands are links to user generated content. 34% of bloggers post opinions about products or brands. 78% of consumers trust peer recommendations. Only 14% trust advertisements. Only 18% of TV ad campaigns generate a positive ROI. 90% skip ads with Tivo and DVR.
    7. How People Evolve Online
    8. 93% of Americans believe a company “ should have a presence in social media.” 85% say that companies “ should also interact with consumers via social media” 89% of US online buyers read customer reviews before they purchase.
    9. Source: Datran Media
    10. REQUIRED: Social Media Understanding
    11. Benefits of Social Media <ul><li>Influence: Companies, clients, prospects, colleagues, friends </li></ul><ul><li>Branding: Establishing your personal brand </li></ul><ul><li>Networking: Connect with other readers and bloggers </li></ul><ul><li>Escape and Fulfillment: Writing helps </li></ul><ul><li>Education: Others as well as yourself </li></ul><ul><li>Money: Advertising and sponsorships can drive direct revenue </li></ul><ul><li>Remember Stuff: Search engine optimized diary of records and resources </li></ul><ul><li>Authority: speaking, consulting, writing </li></ul>
    13. Influence
    14. Doing SM Right <ul><li>Platform - security, privacy, maintenance, optimization, integration support </li></ul><ul><li>Transparency - not a brochure site, prospects and clients want to know YOU </li></ul><ul><li>Consistency - fulfill people’s expectations for content and periodicity </li></ul><ul><li>Passion - find resources who love it </li></ul><ul><li>Participate - commenting and networking drives traffic and rank </li></ul><ul><li>Momentum - steady, consistent effort drives results  </li></ul><ul><li>Committee - share strategies and goals to provide direction  </li></ul><ul><li>Coordination - brochure site, email marketing  </li></ul><ul><li>Measurement - analytics integration, actions and goals </li></ul>
    16. How do you connect with them?
    17. How do they connect with you?
    18. Measure
    19. Source: Datran Media Measure Adjust
    20. Search Social Traditional Word of Mouth
    21. Optimize
    22. Monitor
    23. Monitoring Tools
    24. Engage
    25. Drive Sharing <ul><li>Rewards </li></ul><ul><li>Warnings </li></ul><ul><li>Imitation </li></ul><ul><li>Popularity/Memes </li></ul><ul><li>Niche Needs </li></ul><ul><li>Common Values </li></ul>
    26. Seventy-one percent of people said, &quot;I make it a point to buy brands from companies whose values are similar to my own.&quot; Nearly the same number rejected companies whose values don't match. As chief insights officer for Young & Rubicam John Gerzema Photo by IXQUICK
    27. 12% growth in sales Buyer-Reassurance Program Gestures must go beyond words. Persuasion is no longer enough.
    28. Study here Photo by Oude School Trust in “a person like me” increased from 20% in 2003 to 68% in 2006
    29. “… the more valuable the sentiment or activity the members exchange with one another, the greater the average frequency of interaction of the members.” Social Behavior as Exchange George C. Homans
    30. Strategy Launch Promote Listen/monitor Engage Measure Optimize Photo by mrjoroPhoto
    31. Douglas Karr Chantelle Flannery @douglaskarr @chantellef