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Social media multiplier – a research report Paul Gillin April 1, 2010
Go Where the People Are 32 million members 44 million members 300 million members 1 billion daily views 1 million daily visitors 6 million daily visitors 1.5 million daily visitors 10 million members 50 million members
Planned Changes in Social Media Activity, Next 12 Months
What has been the business impact of your company's use of multiple social media platforms?
Sales Conversions Search rank Leads Conversations Cost per lead Retweets Comments Verbatims: Most Common Metrics
Verbatims: What They’re Doing Now “A new blog entry is typically also communicated on Twitter or cross-posted on Facebook.”(multiple mentions) “We leverage content that we produce across all of the social networks - and then engage in each conversation that follows.” “All product launches now have a social media component. “We repackage everything through our content marketing site in industry-specific LinkedIn groups."
Management Challenges Who speaks for the company? What restrictions should exist on what they can say? When to use a corporate vs. a personal presence? Who takes action and how? How to scale real-time public customer service? What to do about negativity? How to organize for continuous online interaction? How do we avoid this?
Marketing Challenges Coke on LinkedIn… Audience segmentation? Appropriate messaging? When to pitch? Metrics and ROI? Marketing integration? Roles and governance? What to avoid? Resources and budgets and on Facebook
Thank you! Paul Gillin 508-656-0734 email@example.com gillin.com Twitter: pgillin NewInfluencers.com Free weekly newsletter at gillin.com SSMMbook.com Coming late 2010: Social Marketing to the Business Customer By Paul Gillin & Eric Schwartzman