Social media deck mar 21 2012
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Social media deck mar 21 2012

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Setting the stage for a panel on Social Media

Setting the stage for a panel on Social Media

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    Social media deck mar 21 2012 Social media deck mar 21 2012 Presentation Transcript

    • Social MediaTiE Houston Social Media Workshop March 21, 2012
    • Agenda• Setting the stage• Usage of Social Media in Business• Mobile <-> Social
    • Only Facebook and Twitter? Think again 800 MM+ monthly active users 15MM+ users 800MM+ monthly users visit site 15MM+ usersSETTING THE STAGE 232MM+ monthly active users 6MM+ users 230MM+ users 2MM+ users 135MM+ users 2MM+ users 115MM+ subscribers 2MM+ users 62MM+ users 1.5MM+ users 51MM+ users 500K+ users 20MM+ blogs 100K+ usersSource: Official and Estimated statistics. Facebook, YouTube, Zynga, Twitter, LinkedIn, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path, Google+ SlashGear, TechCrunch / Comscore, FastCompany, Oink: TechCrunch, GetGlue, Foodspotting: Soraya Darabi’s LinkedIn, Esteban Contreras
    • Facebook is #1 – by most measures SETTING THE STAGESource: Citi Investment, Research and Analysis (September 2011)Source: Comscore, February 2011, Nielsen, State of the Media: The Social Media Report Q3 2011Source: Experian Hitwise, Facebook was the top search term for 2011, based on searches on Bing, Yahoo and Google
    • Social network is a worldwide and industry wide phenomenonSETTING THE STAGE
    • Brand building benefits the most from social media SETTING THE STAGESource: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results, Esteban Contreras
    • Businesses think they know their social customers, but do they?USAGE OF SOCIAL MEDIA IN BUSINESS 77% of companies thought they knew their social customers well, but 53% hadn’t even asked!Source: Survey by Pivot 2012.pivotcon.com
    • Businesses are challenged by how to use Social Media EffectivelyUSAGE OF SOCIAL MEDIA IN BUSINESS HOW DO YOU WHO OWNS IT? HOW DO YOU DO IT? MEASURE IT? • Full time? • What tools? • The Holy Grail! • Part Time? • Marketing Platform? • Extremely nascent • Marketing? • Email marketing fit? • Social Analytics an • PR? • Extremely complex emerging field • Advertising? • Customer Service?
    • Who owns Social Media? Everyone? No one?USAGE OF SOCIAL MEDIA IN BUSINESS • There must be an assigned owner • Might be different for Facebook and Twitter – For example, Twitter might be owned by PR since it is largely a conversation, but Facebook might be owned by Marketing since it could be more strategic • The best practice seems to be to assign owners, but ensure that all other teams are involved
    • How do you do it?USAGE OF SOCIAL MEDIA IN BUSINESS Analytics E-mail Media ExactTarget Constant Contact Marketo Eloqua Social Platforms Listening CMS Radian 6 (Salesforce) Web Content Manager BazaarVoice WebSphere Portal Lithium CRM E-Commerce
    • How do you measure it? USAGE OF SOCIAL MEDIA IN BUSINESS Example: What is the value of a FB “Like” • $9.56: (money saved in triggering a fan into a purchase or other action assuming a constant acquisition cost of $1-per- click, compared to the cost for a non-fan; calculated by SocialCode). • Area of intense discussion • 2 cents: (offer for 500 new fans for $10.51; eBay). • No resolution: see Table on value • 57 cents: (offer for 1000 new fans for $57 by this fan- creating agency). of a “Like” • $1.07: (the cost of advertising on Facebook that • As of 3/20, Google launches a encourages a user to become a “fan”; Webtrends). Social Reports section under • $3.60: (as a media buy to reach 1 million fans; Vitrue). Google Analytics • $71.84: (extra amount fans spend vs. non-fans; Syncapse) • $136.38: (average annualized value of total fan purchases; Syncapse). • 20 extra visits to your web site: (vs. one visit from a non- fan; Hitwise).Source: How Much is a FacebookFan Worth? $10. Or Possibly 2 cents. Business InsiderSource: Why Brands Still Need Facebook “Fans”, AdAge Digital, Esteban Contreras
    • Social Media on Mobile Devices are becoming the norm MOBILE <> SOCIALSource: eMarketer
    • Users are more than just “consumers” of social media on their mobile devicesMOBILE <> SOCIAL 70% of users posted a status update on their mobile device and 28% clocked on an ad
    • Users are more than just “consumers” of social media on their mobile devicesMOBILE <> SOCIAL 70% of users posted a status update on their mobile device and 28% clocked on an ad
    • Conclusion• Social Media usage is growing rapidly, but its usage by business is still in the nascent stage• Businesses must assign an owner to social media to do it right• A social media strategy must work with a companies mobile strategy