Social Marketing Pres


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A summary of current facts and trends regarding Social Media and Adstrategies\' capabilities with this important realm of marketing.

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Social Marketing Pres

  1. 1. Social Media - A Report by Adstrategies Inc. Information, Research & recommendations compiled by Terry Ayers Advertising & Sponsorships Director 30 April 2009 410-822-2450 x 17
  2. 2. The Future of Marketing • Forrester Research predicts interactive online advertising, display, email, mobile, search, and social media, will experience a 17% annual growth rate, totaling almost $55 billion in spending over the next seven years. • Five key online advertising channels will see the following upswing: Social media - 34% Mobile -- 27% Display -- 17% Search -- 15% Email -- 11% Source: Adotas, 04/28/09. •
  3. 3. Social media requires a willingness & readiness to ENGAGE • Social media programs aren't the same as just writing a press release or developing a media pitch. • When you begin to engage with people, they want to interact with YOU – they want to see personalities at a company, not just a corporate image. • This requires a level of transparency from the CEO down to engineering that can't be forged by an Advertising & PR firm. • Be prepared to conduct business this way if you want to be successful with social media.
  4. 4. Your audience MIGHT NOT naturally pay attention • Maintaining a day-to-day social media presence (and relevance) requires loyally following four key steps: • produce content • push content through social media channels • actively monitor the channels you want to leverage • and respond FAST. • Rinse and repeat. Daily.
  5. 5. Social media NEVER stops • Companies often drastically underestimate the resources required to build successful social media channels. They want to generate buzz around a major announcement, but then want to quot;turn offquot; until their next bit of news. • They don't want to respond to questions or create new content until it benefits their bottom line. • You can't do that with social media. • Don't be surprised when people demand that you pay attention to them before they'll care about you.
  6. 6. Social media requires A LOT of planning • Building your brand with social media can be a lot of fun, but the planning process can be pretty exhausting. • Expect any social media program to take at least 2.5x the amount of time and resources a traditional PR approach normally would. • Plan ahead. After identifying your target audiences and the key messages you want to communicate to each audience, multiply those by the number of channels you plan to use and develop metrics to measure your success. • Content should be cross-linked and distributed in sync or according to a detailed choreography. • Then, monitor and have guidelines for response.
  7. 7. Social media is EVERYONEʼS responsibility • Social media enables your audience to ask questions, challenge your claims, offer helpful product feedback and share their opinions with their network of friends and followers. • Companies that are successful with social media have resources in every department to immediately address questions and issues that come in through social media channels. • As you are starting up a social media program, share with your company what you want to accomplish and tell everyone how they can help.
  8. 8. Elin Raymond, President of The Sage Group, Inc an integrated marketing, branding and communications firm Suggestions for marketing to 17- to 40-year-olds: Keep engaged via two-way social media. This • includes hosting online contests, creating a Facebook company profile, and using Twitter to announce events, brand extensions, etc. Help them try your brand by providing • free/discount coupons on Facebook, MySpace, and other Web sites Integrate online and traditional marketing • Track what's said about your • brand/product
  9. 9. Social Networking Growth Outpaces Email Among US Consumers April 22, 2009 Facebook, Twitter Usage Growing While Email Usage Stays Flat During 8- Month Study BERKELEY, CA (BUSINESS WIRE)--During an eight month study of over two thousand home-based consumer Microsoft Windows PCs and several hundred home Apple Mac computers in the US, ClickStream Technologies found Social Networking activity increased significantly while email usage remained flat. US Consumer PC Usage by Pc MS Outlook Jul'08 17% 15% Aug'08 17% 14% Sep'08 17% 13% Oct'08 16% 12% Nov'08 21% 13% Dec'08 23% 13% Jan'09 27% 13% Feb’09 32% 13%
  10. 10. Social Networking Generates Leads, Closes Sales for Marketers According to a social media study by Michael Stelzner for the Social Media Success Summit 2009, 88% of marketers in a recent survey say they are now using some form of social media to market their business, though 72% of those using it say they have only been at it a few months or less. Key survey findings: Small-business owners are more likely to use LinkedIn than employees working • for a corporation Men are significantly more likely to use YouTube or other video • marketing than women (52.4% of all men compared with 31.7% of women) For those just getting under way with social media marketing, LinkedIn is • ranked as their number-two choice, pushing blogging down one notch Among those who have been using social media for a few months, • Facebook is in second place. This group also has more Twitter use Twitter is used by 94% of marketers who have been • using social media for years, followed closely by blogs.
  11. 11. The Rise of Viral Media • In March 2009, YouTube reached 100 million monthly viewers in the US. 6.3 billion videos were viewed on the site. • Its competitor, Hulu, is also growing fast, but not nearly as fast as YouTube. • In March alone, YouTube has grown almost two Hulus in size. According to some calculations, YouTube will serve 75 billion video streams to 375 million unique visitors in 2009. • Source:
  12. 12. • Facebook has grown from 100 million to 200 million users in less than 8 months. If it were a country, it would be bigger than Brazil. Its traffic has grown immensely in one year period. • MySpace, the social network that used to break records like these, is now lagging behind Facebook; according to latest calculations, Facebook now has a total of 65.7 million unique visitors versus MySpace’s 54.1 million • Source:
  13. 13. Twitter & The Rest • Twitter is growing at a crazy rate; although it already has a very large audience, it grew 76.8 percent just from February to March 09. Its yearly growth rate? 1,382 percent. According to Nielsen, Twitter currently has 7 million unique monthly visitors. If it keeps growing at this rate, it’ll have nearly 100 million visitors same time next year. • Digg recently launched DiggBar has increased the site traffic by 20%. And, according to Compete, Digg is at 36 million uniques and growing fast again, despite a dip in traffic in February. • Source:
  14. 14. Adstrategies Can Help • Paid Media: We recently purchased hypertargeted display ads for the Baltimore Bridal Show on MySpace & Facebook. We were able to geo-target the ads to the Baltimore area and demo target to females ages 18 to 35 who were recently engaged. • Social Media Participation: (3 options) • 1. We Do it For You - NOT POSSIBLE • 2. Do it Yourself - we set it up, you run with it • 3. Adstrategies Consultation - we set it up, offer on-going assistance and track instances & feedback
  15. 15. Hypertargeting We can target the demographics you want in a variety of ways!
  16. 16. Contact Us • Terry Ayers, Advertising & Sponsorships Director • 410-822-2450 x 17 or 888-456-2450 • Thank you for the opportunity to present this information :)