Business Research Report RWT1 - WGU October 2013
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Business Research Report RWT1 - WGU October 2013



PowerPoint presentation taken from a 3-part submission to the Business Research and Writing class (RWT1) via Western Governors University (October 2013).

PowerPoint presentation taken from a 3-part submission to the Business Research and Writing class (RWT1) via Western Governors University (October 2013).



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Business Research Report RWT1 - WGU October 2013 Presentation Transcript

  • 1. Use of Social Media to Improve Company G Marketing Channels Business Research Report October 28, 2013 Presented by: Rachel L. Miller Partner and Head of Marketing
  • 2. Research Findings - LinkedIn • LinkedIn ranks alongside Facebook in terms of popularity with B2B marketers (Stelzner, 2013, p. 28) • LinkedIn is responsible for nearly two-thirds of all visits to corporate websites that originate from social media sites (Rayson, 2013) • LinkedIn’s potential is highly regarded by the finance departments of many businesses as they see LinkedIn as a valuable (and free) marketing tool (Elad, 2011)
  • 3. Recommendations - LinkedIn • It is recommended that Company G creates a LinkedIn corporate account and has a LinkedIn page made available to the public. • The page can be moderated by one individual and all information to be displayed on the page must be approved by the CEO before going live. • As familiarity and comfort of having a LinkedIn page increases, the CEO could consider allowing the page moderator to take absolute control of the page. • Visits to our LinkedIn page and to our company website can be counted and numbers can be reported and reviewed on a monthly basis.
  • 4. Justification - LinkedIn • Five years ago in 2008, membership in LinkedIn stood at 33 million – in 2013, it has exploded to 225 million members (LinkedIn, 2013). • When a company or an individual wants to find information on a company, they start with LinkedIn. • Word of mouth and generational contacts are marketing tactics that do not prove as strong by themselves as they would when combined with the marketing power of LinkedIn.
  • 5. Research Findings – Mobile Website Optimization • 56% of all adult Americans now own a smartphone (Rogowsky, 2013) • Two years ago, that figure was 35% (Rogowsky, 2013) • Mobile-based visits to corporate websites grew 24% from two years ago (Investis, 2013) • 63% of adult cell phone owners use their phones to go online (Eleventy Marketing Group, 2013) • 61% of people have a better opinion of brands when they offer a good mobile experience (Eleventy Marketing Group, 2013)
  • 6. Recommendations – Mobile Website Optimization • It is recommended that the Company G website be immediately optimized for mobile devices. • A meeting should be arranged with the IT department to determine if we have the ability and resources to complete this upgrade in-house. • If the ability and resources are not available, an outside firm that can perform the upgrade should be engaged. • This engagement can occur on a contract basis until the upgrade has been successfully completed and in-house employees have received the necessary training.
  • 7. Justification - Mobile Website Optimization • The company website ran by Company G is in dire need of an upgrade, especially to become mobile optimized. • Our current and potential clients are all using smartphones of some type. • The Company G mobile website must be as easy to access and navigate as the desktop version. • Our company website is our voice in our clients’ offices, but our mobile website is our voice everywhere else.
  • 8. Research Findings – Corporate Blogging • Corporate blogs encourages interaction, comments and feedback from clients and customers (Watts, 2013) • 82% of marketers who blog on a daily basis reported positive ROI for overall inbound marketing efforts (Hubspot, 2013) • B2B marketers who use blogs are able to generate 67% more leads (Hood, 2013) • 81% of US consumers trust advice and information found on a blog (Hood, 2013)
  • 9. Recommendations – Corporate Blogging • It is recommended that Company G offer a corporate blog via the company website. • The blog should consist of entries made by Company G industry experts and made on a regular basis. • Two or three posts per month would be manageable and enough to keep the blog fresh and relevant. • A schedule can be put together with the input of department managers of who submits a blog post and submitted deadlines. • Blog posts would need approval by the CEO before going live.
  • 10. Justification - Corporate Blogging • The start of a corporate blog would allow Company G to extend its online reach and impact. • Corporate blogging can allow Company G to improve client lead and conversion numbers, thereby increasing company revenue. • Company G can prove itself as an industry leader by sharing valuable content via the corporate blog with current and potential clients. • 81% of US consumers trust advice and information found on a blog (Hood, 2013)
  • 11. References Elad, J. (2011, February). How to market your business through LinkedIn. Retrieved from Eleventy Marketing Group. (2013, October). 13 reasons you need to optimize your website for mobile right now [Blog post]. Retrieved from Hood, E. (2013, August). The #1 small business marketing idea [Illustrated Infographic]. Retrieved from Hubspot. (2013, May). 86 revealing charts from the 2013 state of inbound marketing [Slide presentation]. Retrieved from Investis. (2013). Audience insight Q3 2013 [Blog post]. Retrieved from LinkedIn. (2013). A brief history of LinkedIn. Retrieved from Rayson, S. (2013, October). LinkedIn drives more traffic to corporate websites than other social sites. Retrieved from Rogowsky, M. (2013, June). More than half of us have smartphones, giving Apple and Google much to smile about. Retrieved from Stelzner, M. (2013, May). 2013 social media marketing industry report: How marketers are using social media to grow their businesses. Retrieved from Watts, D. (2013, July). 19 reasons why your businesses should be writing a blog [Blog post].