Why & how businesses are going social

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  • 1. Social Media In Business Why & How Businesses are Going Social Gayle Christopher, PhD @gchristo | http://www.gaylechristopher.com
  • 2. Owned, Paid, and Earned Media
  • 3. As of December 2011• 800 million FB users• 100 million active Twitter users• 39 million tumblr blogs• 70 million Wordpress blogs• Social networking accounts for 16.6% of all time spent online• 9 out of 10 US internet users visited a SN site in a month• 1 in 6 minutes online is spent on a SN site 2.4 Billion social network accounts worldwide
  • 4. Also, lead generation, customer relationship management,product development
  • 5. Overall, 91% of the Inc. 500 are using social media to market their brands.
  • 6. paid media
  • 7. Also, inbound-sourced (SEO) leads close at more than 8X those of outbound-sourced leads.
  • 8. How are businesses getting social media done:
  • 9. 12 Reasons Businesses Should Blog1. Search Engine Bennies2. Marketing Differentiation3. Infinite Search Life4. Virtual Sales Call5. Content Engine6. Direct Sales7. Indirect Sales8. Public Relations9. Product Development10. Crisis Management11. Customer Support12. Reach
  • 10. • 52% of consumers say blogs impactedpurchase decisions• 57% of marketers have gotten new customersvia their blogs• 42% of consumers look to content for info aboutpotential purchases• 61% of consumers are more likely to purchasefrom businesses that offer custom content• 19% of beauty buyers who made purchasesbased on blog posts say they stumbled on thecontent via search
  • 11. Types of Custom Content:Blog postsNewslettersWhite PapersPresentations/WebinarsVideosPodcastsCurated Lists/RSS feedsInfographicsApps/GamesPromotions
  • 12. Examples of Effective Corporate BlogsStarbucks (New product development, engagement, crowdsourcing)Whole Foods (Brand image, direct sales)Patagonia (Brand image, community engagement)Marriott (Customer satisfaction, sales, crisis management)Fiskars (Customer engagement, brand awareness)Disney Parks (behind the scenes)Flickr (community engagement)Network Solutions Small Business (relevant, topic-specific information)
  • 13. Top 10 corporate blogs 2011Seomoz.comKissmetrics.comCompassion InternationalHubspotFlowtownArment DietrichExact TargetPlaystationRadian6WebtrendsWildfireSource: http://socialfresh.com/top-corporate-blogs/ (based on calls to action, content, consistency, and audience)See also: http://www.invesp.com/blog-rank/Corporate_Blogs
  • 14. Resourceshttp://www.umassd.edu/cmr/studiesandresearch/2012inc500socialmediaupdate/http://blog.hubspot.com/Portals/249/docs/ebooks/the_2012_state_of_inbound_marketing.pdfhttp://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.htmlhttp://technorati.com/social-media/article/state-of-the-blogosphere-2011-part1/http://socialfresh.com/top-corporate-blogs/http://www.invesp.com/blog-rank/Corporate_Blogshttp://www.sysmos.comhttp://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/2012_US_Digital_Futurhttp://royal.pingdom.com/2012/01/17/internet-2011-in-numbers/
  • 15. Social Media In Business Why & How Businesses are Going Social Gayle Christopher, PhD @gchristo | http://www.gaylechristopher.com