Discover how social media plays it's role in marketing

1. IMPACT OF SOCIAL MEDIA
ON MARKETING
By: Jake Sanner

2. Social Media Relies on Relationships
■ Individuals on social media create connections and openly share ideas, opinions, and
experiences
■ Companies rely on creating relationships with brand participation
– To gain customer insight
– To facilitate consumer influence

3. Power of Consumer Influence
■ Social network users are almost 3 times more likely to trust peer opinions over
advertising (JupiterResearch)
■ 87% say they trust a friend’s opinion over a critic review (Marketing Sherpa)
■ 1 word-of-mouth conversation garners the same impact as 200 television ads
(BuzzAgent)
■ Social media websites are the fastest-growing category, doubling their traffic over the
last year

4. Top Brands in theWorld
■ The best brands follow their stakeholders’ journeys and provide effective, appropriate,
and consistent messaging throughout the experience.
■ They show a sense of understanding consumers’ needs and desires and rediscovering
the appetite to meet their customer promise.

5. New MarketingAttitudes
■ Social Media has created more ways to target consumers
■ Display advertising focuses on efficiently and informatively drawing in to broader
brand experiences
■ Businesses using the web act more as a connection point to the brand between two or
more parties, not just a connection to the brand
■ Customers express their opinions on social media and many businesses can’t afford
not to participate in the conversation. Social media is an integral part of the direction
marketing is headed

6. Impact on Influencing Business
■ Social media is difficult to measure directly because it measures relationships and
insight
■ More and more businesses move towards social media as a means to interact with
customers and clients

7. Active Engagement
■ The companies that are actively involved in communities are often considered “best-
in-class”
■ Companies that actively engage are higher than the industry average
■ Companies that perform passive engagement, or monitoring but not contributing to
the conversation, are often significantly lower than the best-in-class

8. Momentum Effect
■ 70% of the value that comes from social media is from the momentum effect
■ Momentum Effect- consumers use and share brand elements on their profile
■ Visibility
– Adidas page was viewed 600,000 times in one month
– The momentum effect resulted in 21 million interactions with the brand in the same
time frame

9. Social Media Activities
■ Research
– Monitoring reports
– PrivateCommunities
■ Marketing
– Blogs, video blogs
– Social network communications
■ Customer Service
– User communities, wikis, support forums
– Loyalty programs
■ Product Development
– User communites
– Suggestion boxes

10. Elements to Success on Social Media
■ Open, transparent communications
■ Listening and learning before acting
■ Internal resources dedicated to social media
■ Active engagement in conversations with consumers
■ Clear goals and expectations
■ Risk plan created