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  • SLIDE: SHIFT IN BEHAVIORBy looking at these statistics, we can conclude that B2B companies are using social media and it is working as most of them have experienced an increase in business exposure and website traffic93% of B2B companies use social marketing to market their business74% of marketers reported that social marketing has increased their site traffic85% of marketers reported that the number one benefit of social marketing is generating more business exposureMore than 40% of social media users said they followed discussions threads to learn more about the topic they were researching37% said they posted specific questions on social networking sites looking for feedback on how others solved the specific business challenge21% said they connected directly with potential solution providers via social networking channels
  • SLIDE: SHIFT IN BEHAVIORMore than 40% of social media users said they followed discussions threads to learn more about the topic they were researching37% said they posted specific questions on social networking sites looking for feedback on how others solved the specific business challenge21% said they connected directly with potential solution providers via social networking channels
  • http://usatoday30.usatoday.com/tech/news/2011-08-09-social-auto-dealers_n.htmhttp://kucovaljelisengiia.edublogs.org/http://www.dealermarketing.com/internet-marketing/social-media/2747-seven-social-media-trends-for-auto-dealers-part-one
  • IMN recently conducted an extensive study comprised of 600 phone interviews and 21 extensive in-person interviews with representatives from most of the major U.S. automotive brands.
  • http://socialbreezy.com/?p=51http://www.autorentalnews.com/fc_resources/editorial/2011-manheim-used-car-market-report-final.pdf
  • http://www.socialmediaexaminer.com/b2b-social-media-marketing-research/
  • “The Fastest Growing Demographic on Facebook”http://www.slideshare.net/ifPeople/developing-a-social-media-plan-1323287?from_search=1
  • 2012 Traffic: 45,947 2013YTD Traffic: 29,024Organic: 31244 (68%) - Organic: 18,198 (62.7%)Direct: 9595 (20.88%) - Direct: 8,684 (29.92%) Referral: 41146 (9.02%) - Referral: 2,134 (7.35%) LinkedIn: 61 (2.86%)CPC: 962 (2.09%) - CPC: 8 (0.03%)LinkedIn: .8% of total traffic LinkedIn: 0.21%Facebook has contributed to 0.77%Twitter had 0.02%

Slide share test appendix Slide share test appendix Presentation Transcript

  • APPENDIX
  • WHY SOCIAL MEDIA? Social Media Statistics
  • What is social media? • Social Media is a conversation supported by online tools • Anyone can create content or comment on it. • It is the definition of Freedom of Speech
  • Social Media is… Consumer Driven Transparent Engaging Inclusive Sincere
  • Social Media is NOT… Controlled Impersonal Exclusive Formal One-Sided
  • Why Social Media? • 64% of internet users access some form of social media • Global social network usage is said to exceed email usage (Nielsen)
  • Social Media: Advantages & Disadvantages ADVANTAGES DISADVANTAGES • Increase brand awareness and exposure • Resource requirements • Humanizes brands • Time commitment • Increase website traffic • Difficult to measure specific return • Improve brand image and company reputation • Increase knowledge and expertise on customers and industry • Potential SEO benefits • Cheaper than other marketing strategies
  • SHIFT IN BEHAVIOR
  • B2B Stats Companies’ behavior • 93% of B2B companies use social marketing to market their business • To 74% of marketers, social marketing has increased their site traffic • To 85% of marketers, the number one benefit of social marketing is generating more business exposure B2B companies are using social media and it is working as most of them have experienced an increase in business exposure and website traffic
  • B2B Stats Consumer behavior • 40% followed discussions threads to learn more about a specific topic • 37% posted specific questions on social networking sites looking for feedback • 21% connected directly with potential solution providers via social networking channels To a lesser extent, general B2B customer are using social media to get information, feedback and find a solution to their concerns
  • Shift in Behavior • People are not just demographics anymore. To connect with them companies need to understand that relationships are more powerful than marketing • People want companies to be transparent so they can really see who they are • But many companies are still holding on to the one thing they cant live without… control
  • Old 4P’s Paradigm
  • New Paradigm
  • Increasing Customer Presence DEALERS: • The most recent phase of the digital revolution, broadly termed “social media,” is changing how dealers engage with customers and sell cars. • Some 41% of dealers in the US now have Facebook pages, according to CNW Research. • According to Mongoose Metrics, 22% of dealerships already use both Facebook and Twitter in their strategies. • Good number were on Twitter as well as Facebook, but not using it regularly or, in their minds, effectively. Very few had profiles for their business on YouTube, Google+ or other platforms (Dealer Marketing) • Dealer Struggle with understanding the role of SEO, social content and metrics to measure their efforts – Opportunity for content creation that would add value to GWC’s dealers • A growing number of area dealerships, including Dorschel Automotive Group, Hoselton Auto Mall and Bob Johnson Chevrolet, are on Facebook, Twitter or YouTube. Those four dealers have a combined 2,500 Facebook likes. (Social Breezy) END USERS: • Today, more than 75% of new and used vehicle buyers research vehicles on the Internet before deciding what to buy
  • Auto dealer social media trends… • Social is still a new frontier for dealers • Dealer presence across social media has room for growth • Reputation management is important – but dealers want to control customer interaction • E-mail marketing is essential • SEO, Social Content and analytics are still a puzzle to them
  • Dealerships use of Social Media • “Creating brand awareness was our initial focus five years ago,” said Eric Miltsch, 41, Internet director at Auction Direct. Now, Auction Direct and other dealers use social media to answer questions, resolve customer issues and share company news, among other things. • Dealerships like Hoselton frequently post such content as tours of new vehicle models, new services, employee announcements, events, trivia contests, specials and giveaways. Others have information on specific vehicles, comments from customers and other promotional materials. “It’s more of a way of building a relationship with customers and not so much of selling them a car,” said Rodriguez. “When you sign in to Facebook or Twitter you just want to read what’s going on (and) not have someone trying to sell you a car.” • Today, the typical dealer uses these sites to offer promotions on services or to update visitors on fresh new and used vehicle inventory. Monitoring services provide dealers with up-to-date ratings on their performance and flag reviews that are both favorable and unfavorable so that the dealer can respond to both. Proactive dealers benefit from quickly and efficiently resolving customer service issues that they might not have known about had they not been watching online conversations and reviews. (2011 Used Car Market Report)
  • Dealerships Social Media Platforms • Facebook: If a dealer’s strategy is to foster an online community where people can have a common place to talk about the dealership and share experiences • Twitter: push content and information about their dealership, while fostering interactions with said content • Pinterest: post photos of their inventory for their consumers to see
  • GWC’S TARGET AUDIENCE
  • Millenials • Millenials have outnumbered baby boomers • $350 billion in Spending Power • Spend over 16 hour a week online • 96% have joined a social network • They care about what their friends think and what they like, not traditional marketing and ads
  • Baby Boomers • 41% of babyboomers have visited a social networking site • +55 Women fastest growing demographic on Facebook • More stable, dependable income
  • Why is increased GWC Brand Awareness important for… DEALERS • See GWC’s promoted posts as a way to help them increase sales • Dealers will be driven to company’s website • Find out more about benefits GWC can provide them • Enroll as a Dealer • Potential increase in sales END USERS • See GWC’s promoted post as a way to give them a piece of mind when purchasing a used vehicle • Keep GWC in the back of their mind (consciously & unconsciously) • Once they enter a dealership, GWC’s point of sale material will remind them of social media posts and spark greater curiosity about the company and its products, ultimately, making the consumer ask about it and facilitating a sale for the dealer
  • Social Media presents GWC with an Additional Channel for Customer Communication with… DEALERS: • Educate dealers • Increase Awareness END USERS: • Answer questions • Give them a platform to communicate with the company
  • Social Media is a proven way to Increase Traffic to website… Even for GWC • Despite minimal customization and activity, LinkedIn contributed to 8.9% of all Referral Website traffic in 2012