USING SOCIAL MEDIA TO MARKET AND     ADVANCE YOUR BUSINESS
Stacy Landreth Grau, Ph.D.
OUR AGENDA FOR THE NEXT HOUR•   Overview of social media and how it has changed us•   Objectives of social media strategy•...
SOCIAL NETWORKING
The ways to share influence have exploded                                                                       When did we...
Oh my, how things have changedCOMMUNICATIONS                       SOCIAL MEDIA    MEDIA Space defined by Media Owner      ...
The Social Networking Revolution• 22% of all time spent online is on social networking sites & blogs• Consumer is in a pos...
Number of years to reach 50 millions users                 (&                   ."/,0%%1&                                 ...
Top 10 Sites on the Web1.   Google             6.        Baidu2.   Facebook           7.     Wikipedia3.   YouTube        ...
People Spending More Time Than Ever         on Social Networking Sites                                U.S. ranked 3rd    2...
Teens & College Students Spend Even MORE Time                  Average 11.4 hours per week on                  42% use    ...
The Shift in Media Spending Exact Target Research January 201070% increasing budgets for social28% shifting from tradition...
Social Media Plan: ObjectivesListen to customersBuild relationships and audiencesPromote products and servicesManage brand...
The Big Names in Social for Marketers  Source: comScore, December 2009, Facebook.com, blog.compete.com, mashable.com, twit...
The Big Names in Social for MarketersFacebook   • If Facebook were a country, it would be the third largest    	 country i...
The Big Names in Social for MarketersFacebook   • If Facebook were a country, it would be the third largest    	 country i...
The Big Names in Social for MarketersFacebook   • If Facebook were a country, it would be the third largest    	 country i...
How Consumers are Targeted by Marketers
Measuring Success in Social Networking                                         Clicks to Facebook from SiteNumber of likes...
Why is Social Networking Important to Marketers?  •   Opportunity to establish a true one-on-one relationship with custome...
Facebook• Awareness of brand/service/events• Engagement with community of “friends” and other stakeholders  through conver...
Advertising Applications of Facebook                                Did you know:                        More than 80 thou...
Twitter• Awareness of brands/services/events especially promotions (e.g. sales).• Customer service• Ongoing conversations ...
Advertising Applications of Twitter           Did you know:Twitter’s search engine gets 600 million               queries/...
Building Community: Kogi Korean BBQ                        • Twitter is used to let                          people know w...
Customer Service: Comcast             • Twitter allows Comcast to              improve its customer service              a...
Selling: Dell   • Dell posts quick links using Twitter for     specials and messages about inventory     as it rolls in.  ...
Branding & Awareness: Miles Austin                    • Scavenger Hunt Tweet                      up for Super Bowl pre   ...
YouTube• Awareness for brand/service/event especially those requiring storytelling• Mass reach; visual medium
Advertising Applications of YouTube     Did you know: YouTube is the second mostpopular search engine next to           Go...
What’s Next for Social Networking• “Check in” features like Brightkite, Foursquare, Gowalla and Facebook Places are the  n...
And it’s not about the Technology  "Over and over again, connectingpeople with one another is what lasts  online. Some fol...
Brian Solis
“SOCIAL MEDIA FOR SMALL   BUSINESS WORKSHOP”   TUESDAY MAY 10, 2011TANDY CENTER FOR EXECUTIVE        LEADERSHIP
USING SOCIAL MEDIA TO MARKET AND     ADVANCE YOUR BUSINESS        Stacy Landreth Grau, Ph.D.
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NFL Emerging Business TCU

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NFL Emerging Business TCU

  1. 1. USING SOCIAL MEDIA TO MARKET AND ADVANCE YOUR BUSINESS
  2. 2. Stacy Landreth Grau, Ph.D.
  3. 3. OUR AGENDA FOR THE NEXT HOUR• Overview of social media and how it has changed us• Objectives of social media strategy• Overview of the a few major players• Questions
  4. 4. SOCIAL NETWORKING
  5. 5. The ways to share influence have exploded When did we start trusting strangers? PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Talk face to face Personal blog Comments on blogs Phone call Social network page Comments on websites Talk face to face Talk to shop worker Widgets Viral emails Phone call Consult a professional Video sharing site Auction websites Talk face to face Talk to shop worker Readers Letters Photo sharing site Wish lists Talk to shop worker Consult a professional Phone in; TV / Radio Chat rooms Ratings on retail sites Readers letters SMS Message boards Reviews on retail sites Phone in; TV / Radio Email Social Bookmarking Price comparison sites Instant Messenger Chat room Social shopping sites Consumer influence channels
  6. 6. Oh my, how things have changedCOMMUNICATIONS SOCIAL MEDIA MEDIA Space defined by Media Owner Space defined by Consumer Brand in control Consumer in control One way / Delivering a message Two way / Being a part of a conversation Repeating the message Adapting the message/ beta Focused on the brand Focused on the consumer / Adding value Entertaining Influencing, involving Company created content User created content / Co-creation
  7. 7. The Social Networking Revolution• 22% of all time spent online is on social networking sites & blogs• Consumer is in a position of power & all have a voice• Conversations are already happening – it’s up to a brand to decide to join in or let them happen without them• 93% of Americans believe a company should have a presence on social networking Source: Nielsen
  8. 8. Number of years to reach 50 millions users (& ."/,0%%1& 100 million 38 years 13 years 4 years < 9 months !"#$%& )*+,-*,+& Source: Mashable
  9. 9. Top 10 Sites on the Web1. Google 6. Baidu2. Facebook 7. Wikipedia3. YouTube 8. Blogger.com4. Yahoo! 9. Twitter5. Windows Live 10. QQ.com Source: Alexa
  10. 10. People Spending More Time Than Ever on Social Networking Sites U.S. ranked 3rd 2009: 2010: globally with3.5 hours per 5.5 hours per average person spending 6.2 month month hours/month Source: Mashable
  11. 11. Teens & College Students Spend Even MORE Time Average 11.4 hours per week on 42% use Source: Technorati
  12. 12. The Shift in Media Spending Exact Target Research January 201070% increasing budgets for social28% shifting from traditional to digital41% decreasing spending on print & radio !."$ %&&()$&)$ !-+$ *+"*$ %&&()$&)$ *+"+$ !"#$ %&&()$&)$ *++,$
  13. 13. Social Media Plan: ObjectivesListen to customersBuild relationships and audiencesPromote products and servicesManage brand reputationImprove customer service
  14. 14. The Big Names in Social for Marketers Source: comScore, December 2009, Facebook.com, blog.compete.com, mashable.com, twitter.com, Alexa.com, website-monitoring
  15. 15. The Big Names in Social for MarketersFacebook • If Facebook were a country, it would be the third largest country in the world with 550+ million users. • Facebook has now surpassed YouTube to be the second most popular site on web Source: comScore, December 2009, Facebook.com, blog.compete.com, mashable.com, twitter.com, Alexa.com, website-monitoring
  16. 16. The Big Names in Social for MarketersFacebook • If Facebook were a country, it would be the third largest country in the world with 550+ million users. • Facebook has now surpassed YouTube to be the second most popular site on webTwitter • Over 100 million tweets created each day by 106 million accounts • The number of users increases by 300 thousand/day • Over 26 billion Tweets to date Source: comScore, December 2009, Facebook.com, blog.compete.com, mashable.com, twitter.com, Alexa.com, website-monitoring
  17. 17. The Big Names in Social for MarketersFacebook • If Facebook were a country, it would be the third largest country in the world with 550+ million users. • Facebook has now surpassed YouTube to be the second most popular site on webTwitter • Over 100 million tweets created each day by 106 million accounts • The number of users increases by 300 thousand/day • Over 26 billion Tweets to dateYouTube • 94 of Ad Age’s 100 top advertisers have run campaigns on YouTube • YouTube views/day double prime time audience of all 3 major US networks combined • More video uploaded in 60 days than 60 years from 3 major networks combined Source: comScore, December 2009, Facebook.com, blog.compete.com, mashable.com, twitter.com, Alexa.com, website-monitoring
  18. 18. How Consumers are Targeted by Marketers
  19. 19. Measuring Success in Social Networking Clicks to Facebook from SiteNumber of likes -3% 33 August 34 JulyDemographics Visits from FBCoupon codes redeemedClick-through to URL’s +66% 68 August 41 JulyUser comments/interaction Likes (Fans) on FBBrand awareness/favorability -0.5% 12,543 August 12,600 July Facebook Pageviews +33% 2,323 August 1,748 July Facebook Likes Demographics
  20. 20. Why is Social Networking Important to Marketers? • Opportunity to establish a true one-on-one relationship with customers • Build trust and engagement • Show customers you are listening to what they have to say about brand • Respond accordingly • Cultivate and nurture brand advocates • Support and augment traditional marketing plans 9,929,643 12,717,172 14,342,603 5,569 129,139 1,066,092 14,044,269 1,015,178 10,293,020 5,546,878 7,148 1,068
  21. 21. Facebook• Awareness of brand/service/events• Engagement with community of “friends” and other stakeholders through conversations• Relationship building
  22. 22. Advertising Applications of Facebook Did you know: More than 80 thousand websites have implemented Facebook connect since Dec 2008
  23. 23. Twitter• Awareness of brands/services/events especially promotions (e.g. sales).• Customer service• Ongoing conversations with “followers”
  24. 24. Advertising Applications of Twitter Did you know:Twitter’s search engine gets 600 million queries/day
  25. 25. Building Community: Kogi Korean BBQ • Twitter is used to let people know where the truck will be in LA • 300-800 people in line waiting • 22,000 followers
  26. 26. Customer Service: Comcast • Twitter allows Comcast to improve its customer service and get questions answered.
  27. 27. Selling: Dell • Dell posts quick links using Twitter for specials and messages about inventory as it rolls in. • Nov 2008- sold more than $1 million through Twitter feeds
  28. 28. Branding & Awareness: Miles Austin • Scavenger Hunt Tweet up for Super Bowl pre party
  29. 29. YouTube• Awareness for brand/service/event especially those requiring storytelling• Mass reach; visual medium
  30. 30. Advertising Applications of YouTube Did you know: YouTube is the second mostpopular search engine next to Google
  31. 31. What’s Next for Social Networking• “Check in” features like Brightkite, Foursquare, Gowalla and Facebook Places are the next evolution in social networking• Often referred to as “geo-social networking”• Also touted as “mobile social networking” as they are optimized for use with a mobile phone• Provides a way to share your location and activities with friends and others in your area• Can also tie into existing social networks such as Facebook or Twitter
  32. 32. And it’s not about the Technology "Over and over again, connectingpeople with one another is what lasts online. Some folks thought it was about technology, but its not.“ Seth Godin Image: http://www.gapingvoid.com/
  33. 33. Brian Solis
  34. 34. “SOCIAL MEDIA FOR SMALL BUSINESS WORKSHOP” TUESDAY MAY 10, 2011TANDY CENTER FOR EXECUTIVE LEADERSHIP
  35. 35. USING SOCIAL MEDIA TO MARKET AND ADVANCE YOUR BUSINESS Stacy Landreth Grau, Ph.D.

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