ETEC Social Media for Business ROI April 2010
What Is Social Media?
Demographics <ul><li>Facebook’s US user base grew from 42 million to 103 million in 2009. That’s a 144.9% growth rate. </l...
<ul><li>Great for brand engagement with fans </li></ul><ul><li>Interactive space that allows direct engagement between bra...
Brand Exposure <ul><li>Brand pages allow easy audience vectoring </li></ul><ul><li>Fans/foes can start “unofficial” brand ...
Traffic and Search Engine Opportunity <ul><li>Facebook tends to retain traffic rather than refer it out </li></ul><ul><li>...
<ul><li>The fastest growing segment on Twitter is among people 24 and younger. </li></ul><ul><li>45-54 year olds are the t...
Customer Communication <ul><li>Easy search and reputation monitoring with tools like Hootsuite and Tweetdeck </li></ul><ul...
Brand Exposure <ul><li>If Facebook is who you know, Twitter is what you know </li></ul><ul><li>Excellent viral opportuniti...
<ul><li>Traffic and Search Engine Opportunity </li></ul><ul><li>Traffic referral opportunities are huge </li></ul><ul><li>...
<ul><li>64% male </li></ul><ul><li>Average age 41 </li></ul><ul><li>Average income over 100K </li></ul><ul><li>95% college...
Customer Communication <ul><li>Not primary customer communication tool </li></ul><ul><li>Excellent B2B opportunities </li>...
Brand Exposure <ul><li>Excellent personal branding tool </li></ul><ul><li>Great showcase for organization’s talent strengt...
Traffic and Search Engine Opportunity <ul><li>Unlikely to drive significant traffic to site but limited traffic likely to ...
Demographics <ul><li>Every minute, 24 hours of video is uploaded to YouTube </li></ul><ul><li>Second most popular search e...
Demographics <ul><li>53% male/47% female.  </li></ul><ul><li>55% urban with median income of $74K  </li></ul><ul><li>Nearl...
Customer Communication <ul><li>Powerful channel for engaging customers </li></ul><ul><li>Excellent viral potential </li></...
<ul><li>Very high traffic to branded videos </li></ul><ul><li>Traffic goes to the videos, so add hyperlinks, but don’t exp...
<ul><li>Early adopter/tech-geek constituencies </li></ul><ul><li>Excellent B2B potential </li></ul><ul><li>Each platform v...
Old School Social Media <ul><li>Huge and diverse ecosystem with very specific audience segmentation </li></ul><ul><li>Blog...
<ul><li>Get true expert guidance; this is a specific area of expertise </li></ul><ul><li>Define your goals </li></ul><ul><...
For More Information Katie Granju, Digital Strategies Director Ackermann PR [email_address] (865) 584-0550 Website: www.ac...
All-Inclusive Graphic Design Services  continued <ul><ul><li>• Interior displays for sales centers </li></ul></ul><ul><ul>...
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ETEC Presentation

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Katie Granju's presentation to ETEC on 16 April 2010

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ETEC Presentation

  1. 1. ETEC Social Media for Business ROI April 2010
  2. 2. What Is Social Media?
  3. 3. Demographics <ul><li>Facebook’s US user base grew from 42 million to 103 million in 2009. That’s a 144.9% growth rate. </li></ul><ul><li>The 35+ demographic now represents more than 30% of the entire user base. </li></ul><ul><li>The 55+ audience grew a whopping 922.7% in 2009. </li></ul>
  4. 4. <ul><li>Great for brand engagement with fans </li></ul><ul><li>Interactive space that allows direct engagement between brand and consumers </li></ul><ul><li>Best for low to mid-dollar retail, consumer, hospitality products </li></ul><ul><li>Excellent for giveaways and contests </li></ul><ul><li>Interactivity and engagement offers risks for brands </li></ul><ul><li>Low searchability </li></ul>Customer Communication
  5. 5. Brand Exposure <ul><li>Brand pages allow easy audience vectoring </li></ul><ul><li>Fans/foes can start “unofficial” brand presence online </li></ul><ul><li>Ability to create vanity URLs </li></ul><ul><li>Jump-start brand exposure via Facebook’s ad platform </li></ul><ul><li>Data mining opportunities limited, but growing </li></ul><ul><li>Limited B2B opportunities </li></ul>
  6. 6. Traffic and Search Engine Opportunity <ul><li>Facebook tends to retain traffic rather than refer it out </li></ul><ul><li>Facebook has little to no search engine value unless the link that you post goes viral outside of Facebook. </li></ul><ul><li>The value of a Facebook fan is dependent on how that fan is activated. What is your business call to action? </li></ul>
  7. 7. <ul><li>The fastest growing segment on Twitter is among people 24 and younger. </li></ul><ul><li>45-54 year olds are the top demographic, with 25-34 year olds following closely behind.  </li></ul><ul><li>Unlike most social networks, Twitter started out being more popular with adults, before it caught on with younger users. </li></ul>Demographics
  8. 8. Customer Communication <ul><li>Easy search and reputation monitoring with tools like Hootsuite and Tweetdeck </li></ul><ul><li>Platform culture calls for minimum 80/20 value content to marketing balance. </li></ul><ul><li>Micro-communities and easy search make Twitter useful for B2B as well as consumer brands. </li></ul>
  9. 9. Brand Exposure <ul><li>If Facebook is who you know, Twitter is what you know </li></ul><ul><li>Excellent viral opportunities </li></ul><ul><li>More sophisticated, better educated audience </li></ul><ul><li>More specialized audiences (medical, scientific, etc) </li></ul>
  10. 10. <ul><li>Traffic and Search Engine Opportunity </li></ul><ul><li>Traffic referral opportunities are huge </li></ul><ul><li>Perhaps the greatest viral opportunities of any social platform </li></ul><ul><li>Mobile friendly/text integrated </li></ul><ul><li>Shortened URLs diminish benefits </li></ul><ul><li>High searchability can boost search engine rankings </li></ul>
  11. 11. <ul><li>64% male </li></ul><ul><li>Average age 41 </li></ul><ul><li>Average income over 100K </li></ul><ul><li>95% college grads/ 37% post grads </li></ul><ul><li>24% have portfolio value exceeding 250K </li></ul>Demographics
  12. 12. Customer Communication <ul><li>Not primary customer communication tool </li></ul><ul><li>Excellent B2B opportunities </li></ul><ul><li>Engagement opportunties possible by establishing self as industry or sector expert </li></ul><ul><li>Strong recruiting functionality </li></ul>
  13. 13. Brand Exposure <ul><li>Excellent personal branding tool </li></ul><ul><li>Great showcase for organization’s talent strength </li></ul><ul><li>Important to keep brand profile and individual team members’ profiles up to date </li></ul><ul><li>Networking opportunities can create lead generation </li></ul>
  14. 14. Traffic and Search Engine Opportunity <ul><li>Unlikely to drive significant traffic to site but limited traffic likely to be high value </li></ul><ul><li>Very high page rank for company name and individuals’ names </li></ul><ul><li>Status updates and group participation have best viral opportunities </li></ul>
  15. 15. Demographics <ul><li>Every minute, 24 hours of video is uploaded to YouTube </li></ul><ul><li>Second most popular search engine </li></ul><ul><li>18-24 year old age group most likely to share a video with friends, colleagues </li></ul>
  16. 16. Demographics <ul><li>53% male/47% female. </li></ul><ul><li>55% urban with median income of $74K </li></ul><ul><li>Nearly 70 percent are college educated </li></ul><ul><li>47% are married, median age is 33 </li></ul><ul><li>71 percent are employed </li></ul>
  17. 17. Customer Communication <ul><li>Powerful channel for engaging customers </li></ul><ul><li>Excellent viral potential </li></ul><ul><li>Can be used to entertain, interact, instruct or respond to customers </li></ul><ul><li>Has B2B applications, as well as consumer/retail </li></ul>
  18. 18. <ul><li>Very high traffic to branded videos </li></ul><ul><li>Traffic goes to the videos, so add hyperlinks, but don’t expect site traffic to correlate to video views </li></ul><ul><li>Post videos across platforms, including blog, Facebook </li></ul>Traffic and Search Engine Opportunity
  19. 19. <ul><li>Early adopter/tech-geek constituencies </li></ul><ul><li>Excellent B2B potential </li></ul><ul><li>Each platform varies </li></ul><ul><li>Excellent traffic drivers </li></ul><ul><li>Strong search engine ranking drivers </li></ul><ul><li>Community very sensitive to spam and advertorial </li></ul>Social Bookmarking Sites
  20. 20. Old School Social Media <ul><li>Huge and diverse ecosystem with very specific audience segmentation </li></ul><ul><li>Blogs and blog comments </li></ul><ul><li>Message boards </li></ul><ul><li>Listservs/email lists </li></ul><ul><li>Live chat </li></ul><ul><li>Can play very important role in carefully crafted business strategy </li></ul>
  21. 21. <ul><li>Get true expert guidance; this is a specific area of expertise </li></ul><ul><li>Define your goals </li></ul><ul><li>Align goals with overall business objectives – no silos </li></ul><ul><li>Listen before speaking </li></ul><ul><li>Know the language and customs </li></ul><ul><li>Strategy before execution </li></ul><ul><li>Consistent execution with regular adjustments </li></ul>Key Points in Crafting An Effective Social Media Strategy
  22. 22. For More Information Katie Granju, Digital Strategies Director Ackermann PR [email_address] (865) 584-0550 Website: www.ackermannpr.com Twitter: @ackermann_pr Become a fan of Ackermann PR on Facebook. A copy of today’s presentation is also available on our blog, Ackermann Digital, at www.ackermanndigital.com
  23. 23. All-Inclusive Graphic Design Services continued <ul><ul><li>• Interior displays for sales centers </li></ul></ul><ul><ul><li>• Banners, signage (exterior and interior) and way-finding programs </li></ul></ul><ul><ul><li>• Premium items and branded clothing </li></ul></ul><ul><ul><li>• Website design, production and maintenance, ranging from simple to complex with interactive and E-commerce features, and social media applications </li></ul></ul><ul><ul><li>• Electronic newsletters and brochures </li></ul></ul>

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