SMC | Why Social Media Matters

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SMC | Why Social Media Matters

  1. 1. Why Social Media Matters Marketing Excellence on the Web Omaha Chamber January 2013
  2. 2. Why Social Media Matters• People tune out advertising, but trust recommendations• Doing Social Media can get you Leads, Recruits, and Brand Awareness, but you have to do it correctly• ROI can be significantly higher than other forms of advertising
  3. 3. “This is a verynoisy world.”
  4. 4. Why You Should CarePercent trusting medium “Completely or Somewhat” Source: Nielsen, 2012
  5. 5. Sales Start with Search 2. Evaluate1. Need 5. Bond 3. Buy 4. Experience Source: McKinsey
  6. 6. Two Big Ideas• “99% of purchases of a complex product or service begin with a Google Search.”• “57% of the customer’s buying process is done before having a conversation with a supplier.”
  7. 7. Sales Start with Search • Average consumer consumes 10 pieces of information during 2. Evaluate search • What does their network say?1. Need 5. Bond 3. Buy 4. Experience Source: McKinsey
  8. 8. Sales Start with Search 2. Evaluate 1. Need 5. Bond 3. Buy 4. Experience• Social Media touches customers after sale (Customer Service, User groups, R&D)• Customers can evangelize Source: McKinsey
  9. 9. Endorsed Impressions Drive 40% Increase in Buying • People exposed to Starbucks’ brand messages by their friends’ Facebook actions (likes, comments, etc.) are 40% more likely to buy than control group Source: ComScore, Facebook
  10. 10. Let’s Let’s Start Blog! So start a a Blog!
  11. 11. But This Stuff is HardBlogs Updated within the Last 120 DaysN= 133,000,000 Source: Technorati, 2008
  12. 12. No Strategy, No Success • Target Segment • Value Proposition • Competitive OR Positioning • Key influencers • Changes in IndustryCute Kitten Contest! • Trusted Sources • Etc. etc. etc.
  13. 13. What Success Looks LikeWhat Is Required What You Can Get1. Create Distinctive • Leads Content • Employees2. Build an Audience • Brand Awareness3. Get people to take an offline action • Reputation Defense
  14. 14. More Blogging = More Traffic Source: Hubspot, 2012
  15. 15. Twitter Threshold Source: Hubspot, 2012
  16. 16. Facebook Threshold Source: Hubspot, 2012
  17. 17. All the pieces should fit Blog Your Hub (website) Newsletter
  18. 18. CLIENT DATA-- ANONYMIZED Professional Services ExampleThousand Impressions per $1250 SMC B2B Site400 AdWords* 350350 306300 260250200150100 88 83 50 13 21 0 5 19 Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 *AdWords keywords for Professional Service Firm Source: Google, B2B ratecards, SMC Analysis
  19. 19. CLIENT DATA-- ANONYMIZED Health Care ExampleThousand Impressions per $5000 SMC Eldercare site300 AdWords* 256250200150100 88 104 69 50 12 29 0 9 Month 1 Month 2 Month 3 Month 4 Month 5 *AdWords keywords for Healthcare target segment Source: Google, ratecards, SMC Analysis
  20. 20. CLIENT DATA-- ANONYMIZED Manufacturing Example SMCThousand Impressions per $2500 B2B site140 AdWords* 120120 103100 80 60 60 40 32 20 24 13 0 Month 1 Month 2 Month 3 Month 4 *AdWords keywords for Manufacturing Target segment Source: Google, B2B ratecards, SMC Analysis
  21. 21. CLIENT DATA-- ANONYMIZED Education ExampleThousand Impressions per $2500 SMC ESPN.com250 AdWords* 228200150 125100 84 50 22 0 13 Month 1 Month 2 Month 3 *AdWords keywords for “Manufacturing Jobs Careers” Source: Google, ESPN ratecard, SMC Analysis
  22. 22. Thing You Can Do Today• Start developing your strategy – What Distinctive Content could you create? – How would you build an audience on each platform? – What offline action do you want them to take?• Identify key influencers on Social Media• Identify key information sources• Start using Twitter personally – Make a Twitter List – Start using Buffer (bufferapp.com)
  23. 23. Where to Find Us• Adrian Blake, CEO Social Media Contractors• Strategy and Execution• Socialmediacontractors.com• @adrianblake• @smcontent

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