Definition The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Andreas Kaplan and Michael Haenlein deﬁne social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content." Social media are media for social interaction, as a set of methods to enhance social communication, using ubiquitously accessible and scalable communication techniques.
Simply... People are no longer simply consumers of content, but active content publishers. - Direct Online Marketing
User base: 750+ millionUse: Customer ServiceDeals & SavingsProduct / Service updatesContests / Event Info.
User base: 200+ millionUse: Customer ServiceResearchLead generationReputation management
User base: 120+ millionUse: Lead GenerationRecruitmentCompany InformationIndustry discussion
User base: 490m+ users per monthUse: WebinarsFAQsProduct DemonstrationUser Generated Content
User base: 100+ millionUse: ConnectionsPromotionsEndorsementsPublicity
Don’t worry about theplatform,Worry about where youraudience is...
Most companies are alreadyon social mediawhether they like it or not...
Etihad unoﬃcial accountHas more follows than oﬃcial accounts
Haché Gourmet Burgers23 tips - over half are not positive
Search has evolvedRanking is calculated using many variables Media SEO Included in Results: • Images • Videos • Social updates • Location • Reviews • Shopping
to Search Engines…Social Signals = Quality Signals
The Road to SEO Dominance Build reach and value by link building and social activities Optimize on-page content and technical foundation Deﬁne keywords and for users and search phrases to target and engines dominate in theEstablish SEO business competitive space objectives and target group Search Space Authority
How many people click on the top result of google?
46% 78%“ “ of daily searches are of internet users for info on products or conduct product services. research online.Source: The VirtuousCircle: The Role of Search and Social Media in the Purchase Pathway - February 2011
"Social media accounts for one out of every six minutesspent online in US."- Journalism.co.uk
28% 30%“ “ Social media plays a Social media valuable role in helping helped eliminate consumers become brands from aware of new brands consideration. and products.Source: The VirtuousCircle: The Role of Search and Social Media in the Purchase Pathway - February 2011
40% 30%“ “ of consumers visit a Purchased a retailer’s Facebook product or service page before their from a Facebook website link.Source: 2011 Social Commerce Study, April 2011
High levels of consumerengagement related to sales.
64% of Twitter users are more likely to purchase from businesses that answer their questions.Source:InboxQ study, April 2011
ROI $$$ $$$ Non-ﬁnancial FinancialInvestment Action Reaction Impact Impact
ROI $$$ $$$ Non-ﬁnancial FinancialInvestment Action Reaction Impact Impact s25,000 kr. he nd is. Q4. 12,000 Net nc e. o h for Q4. u la pag sp t e o 30,000 people opt-in. New Transactions r ny ok le ly t Website visits increase. = pa bo p e eo itiv 3x increase in brand mentions. + 120,000 kr m e P s Co Fac 37% increase in positive sentiment. po
Quality of social traﬃc Web traﬃc funnel Total searches for target keywords Click Through Rate - CTR Higher converstions Add to basket Social Traﬃc Check-out Sales per visit
Recap> Determine the business objective ﬁrst> Social Media - you’re already on there> Your social activity inﬂuences your ranking> Fans = Visits> Social Media is free - being socially engaged is not> Social Media requires organizational commitment> Measure your ROI on social activities Pick up the phone when your social customers call…
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