Should Your Company Use Social Media Marketing?

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Everyone is talking about social media. Your competitors may have launched a blog, Facebook page or Twitter account. What kind of “homework” should you do before you take the plunge into the social media waters?

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  • http://blog.nielsen.com/nielsenwire/online_mobile/social-media-accounts-for-22-percent-of-time-online/
  • http://www.marketingsherpa.com/1news/chartofweek-03-09-10-lp.htm
  • http://blog.twitter.com/2010/02/measuring-tweets.htmlhttp://www.worldmarketmedia.com/810/section.aspx/994/post/social-media-trends-at-fortune-100-companies-stats
  • 328% growth in 35 – 54 year olds
    35+ demographic now represents more than 30% of the entire user base
    923% growth in ages 55+
    Source: Facebook Social Ads Platform Data


  • Should Your Company Use Social Media Marketing?

    1. 1. Should Your Company Use Social Media Marketing? Customer Relationships — Engage. Keep. Grow.
    2. 2. Bio Sallie Burnett Strategist. Leader. Innovator. • President of Customer Insight Group, Inc., leading strategic relationship-marketing firm • Adjunct digital marketing professor prestigious Daniels College of Business • 2009 Direct Marketer of the Year © Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com 2
    3. 3. Customer Insight Group, Inc. • Systematic New Loyalty Program • Loyalty Audit • Loyalty Navigator • Custom Loyalty Workshop • Cause Marketing Exploration • Social Media Roadmap • Social Media Navigator • Custom Social Media Workshop • Data mining • Market research • Modeling • Profiling • Response analysis • Segmentation • Social media monitoring • Usage and attitudes • Audience targeted creative • Blogs • Content • Direct mail • E-mail design • Landing pages • Manage online conversations • Mobile marketing • Program management • Social media • Website design and content Insight Strategy Execution 3 © Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com Customer Relationships – Engage. Keep. Grow.
    4. 4. Quick Quiz • Facebook? • Flickr? • Linked In? • StumbleUpon? • Digg? • Reddit? • Have you searched for something on Wikipedia? • Yahoo? • Google? • Ask? • Do you read blogs? • Do you use a RSS reader Google, Newsgator or Bloglines? • Have you submitted or shared content to a social network? 4 © Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com
    5. 5. What is Social Networking? • Social networking is the interaction between a group of people who share a common interest. • This can be casual (Facebook), professional (LinkedIn), or anything in between. • Social network is a conversation and it is all about the ideas you are sharing about a brand. “Social network sites are visited by three quarters of global consumers who go online today. That’s a 24% increase over last over.” Nielsen, 2010 “Messaging, commenting, blogging, sharing and “liking” now fill up 22% of all time spent online each month.” Nielsen, 2010 5 © Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com
    6. 6. How does Social Media Work? • Social media marketing helps companies capitalize on cutting edge marketing techniques. • Allows marketers to utilize and profit from the use of web 2.0 platforms, such as blogs, podcasts, social networking sites, and other emerging marketing tools. • Social media differs from traditional media in that it involves two-way communication, where users are empowered to generate content. • Consumers today are social, and want to have conversations with companies. Why people participate in social media: Express opinions Find, make friends Keep in touch To network Join a community Learn about brands, products It’s easy! 6 © Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com
    7. 7. Where Do Buyers/Influencers Get Information About Your Product? 0% 20% 40% 60% 80% Social Media Company Websites Online News Review Sites Wikis 70% 68% 57% 49% 44% |SocialMediaandOnlinePRReport|http://ecly.co/OPR-sm 7 © Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com
    8. 8. What are the Benefits of Social Media for Marketers? ACQUISITION Who are they? Where are they? When should you communicate with them? What matters to them? BRAND AWARENESS Increase brand reputation Leverage content Improve PR TARGETABILITY Target segments Relevant offers INTERACTIVE, TWO-WAY Extend reach Increase brand advocacy 8 © Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com
    9. 9. How Effective is Social Media in Achieving Business Objectives? 0% 20% 40% 60% 80% 100% Increase Brand or Product Awareness Increase Brand or Product Reputation Improve Public Relations Increase Website Traffic Improve Search Engine Rankings Reduce Customer Acquisiton Costs 49% 45% 43% 41% 35% 18% 47% 50% 52% 54% 52% 50% 4% 5% 5% 5% 13% 32% Very Effective Somewhat Effective Not Effective 9 © Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com
    10. 10. What are the Social Media Channels? 10 © Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com
    11. 11. MICRO-BLOGGING SITE The space: “Online Megaphone” 79% of Fortune 100 companies have at least one Twitter account. Manage: Tweetdeck HootSuite CoTweet Twellow Over 75 million users, but growth is slowing. Over 50% are outside of the U.S. Monitor: - Company profile - Mentions - Followers - Discussions How companies use: – Promotions – CRM – Customer engagement and loyalty – Customer service – Brand awareness – Understand needs – Drive web traffic Source: Quantcast.comTwitter users like to be connected, get timely information, and connect with new people and brands. 12 Twitter Age Demographics © Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com
    12. 12. SOCIAL NETWORKING SITE The space: “A BBQ with friends” Over 500 million users 70% are outside of the U.S. Over 65% of companies use in marketing strategy 145% user growth in past year More than 200 million users currently access Facebook on their mobile device Monitor: - Fans/Likes - Interactions - Comments - Wall posts - Mentions How companies can use: – Customer engagement – CRM – Build loyalty – Brand awareness – Targeted ads – Acquisition – Facebook Connect – Drive web traffic Source: Facebook Social Ads Platform Data Facebook Age Demographics Facebook has become both a personal and professional space. 14 © Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com
    13. 13. 16 WEB VIDEO, ONLINE VIDEO COMMUNITY Over 1 billion videos viewed per day. Average person spends 15 minutes a day on YouTube. How customers use: A video-sharing website on which users can upload, share, and view videos. Businesses can create personal channels to host videos. Monitor: - Video views - Channel subscribers - Comments - Advertising insights How companies use: – Custom channel, brand building – Customer engagement and loyalty – Targeted advertising – Customer support – YouTube Promoted Videos – “How to” videos – Product showcase Source: Quantcast.com Users interact with online video sites much like they do with social networking sites—connecting with others and commenting on posts. 3 - 12 YouTube Age Demographics © Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com
    14. 14. How to Develop Your Social Media Strategy 1. Identify your objectives 2. Identify your target audience 3. Find where the conversations are happening 4. Join the conversations 5. Integrate into your existing communications 6. Monitor and measure 17 © Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com
    15. 15. Sallie Burnett, President Customer Insight Group, Inc. Email: sallie@customerinsightgroup.com Phone: 303.422.9758 Twitter: http://twitter.com/sallieburnett LinkedIn: http://www.linkedin.com/in/sallieburnett

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