Why Your Website is Still Relevant in a Social Media World


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The recent focus on Social Media has caused many marketers and business owners to take their attention from their website. With limited time and resources, their websites have fallen into neglect as they chase after new business on Twitter. Some even go as far as claiming that, because they have a Facebook page, they don't even need a website. This deck not only demonstrates why that is a huge mistake, but also how working strategically and effectively, your website can remain the bullseye of your marketing efforts and work in concert with your Social Media efforts to create a marketing tandem that is greater than each individually tool if used separately.

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Why Your Website is Still Relevant in a Social Media World

  1. 1. Why Your Website is Still Necessary in a Social Media World Chris Remington VP Client Strategy & Business Development Social Media University Milwaukee June 11, 2014
  2. 2. Your Website… • Center of your Digital Strategy • Home Base
  3. 3. Are you legit?
  4. 4. Are you there? • 55% of small businesses don’t have a website, a 2013 survey of more than 3,800 small businesses conducted by Google and Ipsos shows http://business.financialpost.com/2014/06/10/getting-online-may-be-easy-and-cheap-but- many-small-businesses-still-skip-the-website/
  5. 5. Your Website… • Should be the fixed point for your POEM initiatives: • P – Paid • O – Owned • E – Earned • M - Marketing
  6. 6. POEM – According to Forrester Research:
  7. 7. http://www.internetretailer.com/2014/01/06/how-pinterest-tops-facebook-e-commerce • Roughly a quarter of U.S. social network users have made a purchase on a retail web site after clicking from a social network in the past year, according to a new report from Javelin Strategy & Research, a financial services research and consulting firm. The Reality… • Shoppers clicking from Pinterest are particularly lucrative, Javelin finds. Pinterest users’ average order value is $123.50, which is about 126% more than Facebook users’ $54.64 average order value. So What Does This Mean?
  8. 8. Social Media is where the Engagement Happens…
  9. 9. Your Website is Where the Commitment Happens…
  10. 10. Commitment – Call to Action
  11. 11. • 42% of online shoppers “occasionally” follow a store via social media; • Of the 42% who do in fact follow a retailer: • 58% do so to find deals • 49% to stay up to date • 39% are in it for the contests & events • Overall, nearly 60% of Facebook users have clicked on a link which took them to a retailer’s website compared to… • Nearly 70% of Twitter users who have done so Source: http://socialmediatoday.com/steve-olenski/304318/facebook-and-twitter-will-soon- replace-all-websites 35% of Facebook users and 32% Twitter users said they would forgo a company website and make a purchase via these social media channels instead So What Does This Mean? According to the National Retail Federation…
  12. 12. Facebook, Twitter and the others are not (yet) viable eCommerce sites; until they are (and likely for a long while after) your site is where the commitment happens…
  13. 13. https://recode.net/2014/01/31/is-this-what-twitter-commerce-will-look- like/#jp-carousel-11585
  14. 14. Who Sets & Enforces the Rules? On Social Media, the Site Owner does… • Character limits • Design/Programming handcuffs • Content & Brand restrictions • A piece of the action
  15. 15. Who Sets & Enforces the Rules? On your website, you do…
  16. 16. Control – Who is driving the bus? • On your website, you control: • Content • Brand • Data
  17. 17. http://www.milwaukeepolicenews.com/#menu=home-page
  18. 18. Content
  19. 19. Brand Your Brand is not your logo…it’s the promise of an experience
  20. 20. Data • On your website, you control: • Formats • Updates • Drivers • Integration
  21. 21. • In 2013, Google officially surpassed $50 billion in total advertising revenue. This comprised 85% of their total revenues for 2013. • Total paid clicks on Google and Google Display Network sites were up 31% over the year prior and 13% over the third quarter of 2013. • The most expensive keywords in Google AdWords continue to be insurance and lawyer related with keywords like “mesothelioma lawyers” now costing advertisers well over $200/click. Source: http://www.delegator.com/2014/02/12-google-adwords-facts-trends-from-2013/ Google AdWords Facts & Figures: So What Does This Mean??
  22. 22. Google NEEDS You to Have Your Own Website
  23. 23. Metrics & Tracking: You Can’t Manage What you Can’t Measure • On your website, you get: • Robust Reporting • KPIs
  24. 24. Develop a solid Hub & Spoke Strategy Website Strategy Social
  25. 25. http://www.sba.gov/community/blogs/3-signs-social-media-might-not-be-right-fit-your- small-business “Do you have a website to act as a hub of information and back up your social media presence? Social media should never be considered the be all and end all of your online presence. If a user can’t find out more about who you are or what you sell online, then don’t get social.” The U.S. Small Business Administration says:
  26. 26. http://www.sba.gov/community/blogs/3-signs-social-media-might-not-be-right-fit-your- small-business “In addition, your website functions as a repository of other content that supports your social media strategy – blogs, white papers, and ebooks should all be housed on your website and then amplified and shared on social media networks. Your website is also home to lead capture devices that you promote on social media such as your newsletter sign-up page, customer surveys, event registration pages and so on. Bottom line: a website lends your business and your social media presence credibility. Build that first before you get social.” The U.S. Small Business Administration says:
  27. 27. Thank You, and Good Luck! Chris Remington @eMilwaukee on Twitter Trivera Interactive http://www.trivera.com 262-250-9400 chris@trivera.com