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The Science of Social  Media Marketing Douglas Karr Chantelle Flannery & Photo by Horia Varlan
 
 
Adoption Lifecycle
How people share information online Social Media is 21st Century “Word of Mouth”
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.
How People Evolve Online
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.
Source: Datran Media
REQUIRED:  Social Media Understanding
Benefits of Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Influence
Doing SM Right ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
How do you  connect with them?
How do  they connect  with you?
Measure
Source: Datran Media Measure Adjust
Search Social Traditional Word of Mouth
Optimize
Monitor
Monitoring Tools
Engage
Drive Sharing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Seventy-one percent of people said, "I make it a point to buy brands from companies whose values are similar to my own." Nearly the same number rejected companies whose values don't match. As chief insights officer  for Young & Rubicam John Gerzema   Photo by IXQUICK
12% growth in sales Buyer-Reassurance Program  Gestures must go beyond words. Persuasion is no longer enough.
Study here Photo by Oude School Trust in “a person like me” increased from 20% in 2003 to 68% in 2006
“…  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
Strategy Launch Promote Listen/monitor Engage Measure Optimize Photo by mrjoroPhoto
Douglas Karr Chantelle Flannery http://corporatebloggingtips.com @douglaskarr @chantellef

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The Science of Social Media Marketing #bwe10

  • 1. The Science of Social Media Marketing Douglas Karr Chantelle Flannery & Photo by Horia Varlan
  • 2.  
  • 3.  
  • 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.
  • 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.
  • 10. REQUIRED: Social Media Understanding
  • 11.
  • 12.  
  • 14.
  • 15.  
  • 16. How do you connect with them?
  • 17. How do they connect with you?
  • 19. Source: Datran Media Measure Adjust
  • 20. Search Social Traditional Word of Mouth
  • 25.
  • 26. Seventy-one percent of people said, "I make it a point to buy brands from companies whose values are similar to my own." 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 http://corporatebloggingtips.com @douglaskarr @chantellef

Editor's Notes

  1. grew more than 12 percent by saying that if you lose your job, you can return your car.
  2. Edelman study – people buy from people like themselves Rank-and-file employees more credible spokespersons than corporate CEOs