Social Media 2013: What Sites Are Most Important to Marketers This Year?

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Social Media 2013: What Sites Are Most Important to Marketers This Year?

  1. 1. Social Media 2013: What Sites Are Most Important to Marketers This Year February 13, 2013 A special thank you to:Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PTIf you are unable to hear music at this time, please make sure that your computer speakers are turned on and thatyour system has not been muted. #TMGWebinar
  2. 2. Today’s Speakers Jeanniey Mullen Lee OddenGlobal Executive Vice President & CMO CEO Zinio TopRankMarketing.com Moderator Heather Fletcher Senior Editor Target Marketing #TMGWebinar
  3. 3. Tips for Webinar Attendees• Technical difficulties? Let us know by using the “Q and A” box, ortrouble-shoot by clicking the “Help” widget below→ Quick tip: Common problems (like loss of sound and/or stall in the slides)can often be fixed by a quick refresh of your browser.• Have a question for today’s speaker? Submit via the “Q and A”box• Please disable pop-up blockers• See what this console can do! Click on the “Tips for Attendees”widget for the complete rundown. Don’t forget to “share” this webinar! #TMGWebinar
  4. 4. 2013Mobile Consumer EngagementFebruary 2013 - @jeannieymullen
  5. 5. 3 Promises I will make you1. You will look at your phone/BB during my presentation2. You will leave this webinar with a new respect for The Ellen Show3. You will think about your target audience in new ways and create at least three innovative ways to look at growing your market
  6. 6. KNOW THIS GUY?
  7. 7. WHY IS HE FAMOUS? 1. I have no idea- but he looks young 2. He was Blackie on General Hospital (1982-1984) 3. He was Uncle Jessie on Full House (1987- 1995) 4. He was the Drummer for the Beach Boys (1995-2000) 5. He was Dr. Tony Gates on ER (2005-2009) 6. He was Dr. Carl Howl on Glee (2010- 2013)
  8. 8. WHY IS HE FAMOUS? 1. I have no idea- but he looks young SILENT GENERATION 2. He wasBABY BOOMER/GEN X Blackie on General Hospital (1982-1984) 3. He was Uncle Jessie on Full House (1987- GENERATION X 1995) 4. He was theBABY BOOMER Beach Boys Drummer for the (1995-2000) 5. He was Dr. Tony Gates on ER (2005-2009) MILLENIAL 6. He was Dr. Carl Howl on Glee (2010- GENERATION SWIPE 2013)
  9. 9. TAKEAWAY 1:• EVERY GENERATION LIVES LIFE FROM A DIFFERENT BASE PERSPECTIVE• THE KEY TO SUCCESS IS BUILDING YOUR MARKETING FROM THAT BASE• PERSPECTIVE BASED MARKETING IS CRITICAL IN DRIVING MOBILE/DIGITAL SUCCESS
  10. 10. Discovery is Key- and often overlooked1 2 3
  11. 11. The SILENT Generation“65+”1. Lifestyle driven by physical and metal wellness – 82% save directions2. Being online is driven by a need for personal information (health, family) - 67% seek health info online S U C C E S S3. Device adoption is primarily driven by gifts • Service oriented elements4. Downtime is uptime – 98% watch TV every day – • Simple sharing via. email 46% use email • PC/MAC – maybe tablet5. Friends keep you young – 54% share using email • Helpful tips6. They get tablets as presents (due to health reasons)
  12. 12. The BABY BOOMERS“46-64”1. Where the wealth and income is– spend $2.3 trillion a year and own $28 trillion in assets2. They spent their lives building brands: Gerber, Fast food, Toyota, Nike, Starbucks – 60% say if you capture their generation they will buy. S U C C E S S3. Device adoption is inevitable -96% will use it for • Lifestyle imagery fitness and financial management • Ratings and reviews RULE4. Digital management is life– 82% use their calendar • Smartphone centric function, 64% use email to manage their life • Impulse buys bring big bucks5. Friends keep you informed – 30% use social (customer experience is key) comments for buying decisions
  13. 13. GENERATION X“30-45”1. Built by the 1980’s and 1990’s – retro is key to purchase patterns2. First generation to grow up with computers integrated into their lifestyle – only 2% share using email3. Devices are a natural part of life – 78% own a S U C C E S S smartphone or tablet • Email should be secondary4. Email is their backbone -it connects- 30% on (but really means it is primary) pinterest, twitter, facebook and linkedin • Videos entice and engage5. They can’t live without email– 75% have logged into • Mobile life management makes a difference online sites with their email
  14. 14. The MILLENIALS“18-29” http://pewresearch.org/millennials/quiz/
  15. 15. Stan’s Life In Five Numbers:0 – Time I Can Function Without Coffee In The Morning9 – Years Since I Have Last Used A Landline Phone29 – Emails I Receive During A One Hour Class (28 – Of Those Emails Are From Jeanniey)154 – Applications on my iPhone 4
  16. 16. The SWIPES“17 and younger”
  17. 17. TAKEAWAY 2:• THE CMO OF TODAY HAS A SECRET WEAPON: DIGITAL• DIGITAL ENABLES YOU TO CONNECT WITH YOUR CUSTOMER IN WAYS YOU COULD HAVE NEVER ACCOMPLISHED BEFORE• FOUR WORDS: DISCOVERY, EXPERIENCE, PERSONAL VALUE
  18. 18. Differentiated Analytics Are Key.COMMEDIAAFFILIATESANALYTICSPARTNERSCONTENT1 2 3
  19. 19. THE ELLEN SHOW:THE TALE OF THE ANIMAL, THE PRESIDENT AND THE BEAUTY
  20. 20. • ANIMAL PHOTO BOMBS: THIS IS “ELLEN” TO A 13 YEAR OLD
  21. 21. • THE PRESIDENT: THIS IS “ELLEN” TO A 60 YEAR OLD
  22. 22. • KRISTEN BELL: THIS IS “ELLEN” TO A 32 YEAR OLD
  23. 23. THE TIME/TABLET/TRUST GRID4+ hoursper day of Gen Swipe Silent $free time Generation2+ hoursper day of Millennialsfree time $$ $$$$ Gen X1+ hoursper day offree time $$$$$$$$ BoomersNo free time Shared PC Shared Private PC PPC/Smartp Smartphone/ Private Smartphone/Pr Device Tablet hone Shared Tablet ivateTablet Toolbelt Tablet
  24. 24. Trust Based Spending in a Busy WorldIN APPECOMMERCEIN-FLIGHTENTERTAINMENTTOPICALDISCOVERYSOCIAL GRAPHDISTRIBUTIONPARTNERS
  25. 25. TAKEAWAY 3:FREE TIME + DEVICE ACCESS / (DISCOVERY + EXPERIENCE) = BRAND ENGAGEMENT IN 2013
  26. 26. “Fundamental Truths that Matter”1. Device form factor matters.2. Long-tail volume, content atomization matters.3. Rise of distributor power matters.4. Discovery, flexibility, relevance matters.5. Strategies built to your target demographic matter.
  27. 27. Jeanniey Mullenjmullen@zinio.com @jeannieymullen Thank you!
  28. 28. B2B Social Media in 2013 @LeeOdden CEO, TopRank Online Marketing Image: Shutterstock
  29. 29. @leeodden @leeodden Consulting: Content Search Social PR 1.2 Million Words MarketingBlog.com
  30. 30. @leeodden @leeodden Source: TNW
  31. 31. @leeodden @leeodden
  32. 32. @leeodden @leeodden Active= used site in the past month. Source: Global Web Index 2013
  33. 33. @leeodden @leeodden
  34. 34. @leeodden @leeodden Here’s the thing: every business has stories to tell. Social just makes it easier to discover, consume and share them.
  35. 35. @leeodden @leeodden Ubiquitous Connectivity Source: Ericcson 50 billion Create connected devices: 2020 Consume Publish Interact B2B Buyers Are Users & Consumers of Social Transact Content Too
  36. 36. @leeodden @leeodden 55% B2B Buyers Use Social for Purchase Research Business.com 2012 70% B2B Buyers Journey is Complete Before a Sales Lead SiriusDecisions 2012
  37. 37. @leeodden @leeodden 77% 78% Blogs eNewsletters 83% 71% Article Posting Case Studies 87% 91% 70% Videos Social Media of B2B marketers are using content marketing tactics to grow their business. Source: Content Marketing Institute Nov 2012
  38. 38. @leeodden @leeodden Where Does Social Media Fit in B2B? Social Media only works for consumer brands. Who wants to be “friends” with an office furniture company? Never mind that, who has time for Tweets, Likes and Plusses? We have leads to generate! Photo: Shutterstock Photo: Shutterstock
  39. 39. @leeodden @leeodden Integrating Social Media Into 1 the Marketing Mix
  40. 40. @leeodden @leeodden Traditional Sales Funnel Awareness Interest Consideration Purchase
  41. 41. @leeodden @leeodden Customer Journey Newsletter Social Ads PPC Reviews Community Forum Social Networks Email Blog Website Blog Online Ads Media awareness interest consideration purchase retention advocacy Email Store FAQ Word of Mouth Promotions Knowledge BaseP EcommerceR Radio TV Print
  42. 42. @leeodden @leeodden Personal Digital Engage Presence – Phase 2 Optimize 360 Model Attract Convert
  43. 43. @leeodden @leeodden Hub and Spoke
  44. 44. @leeodden @leeodden Optimized & Socialized Framework awareness interest consideration purchase retention advocacy Understand Keywords Content & Optimize Your Topics Promotion Socialize Audience Message Plan Promote Preferences Search & Topics, SEO Social & SEO Pain Points Social Data Calendar, Networking, Behaviors Sources Repurpose Link Building
  45. 45. @leeodden @leeodden 2 Social Networks for B2B
  46. 46. @leeodden @leeodden Most Important B2B Social Question If your prospects customers employees influencers partners are on social networks… Then that’s where your B2B brand should be.
  47. 47. @leeodden @leeodden Optimize 360 Model – Integrate Social Blog Attract Engage Convert Social referrals Social networking Social ads Social ads Content sharing Act on buy signals Social search Content co-creation Offers Search engines Add Social Sharing Widgets to B2B Content
  48. 48. @leeodden @leeodden Persona: Values: Content: “Admin Jane” = Fast = Topics Influences CEO = Save $ = Keywords = Service = Media = Channel awareness interest consideration purchase retention advocacy Blog Facebook Email Offer Tips Articles Blog Fast Byline PPC Demo Newsletter Soc Net Social Ads Blog PPC Loyalty VIP Save $ Press White Paper Trial Community Referral Article Case Study Social Ads Soc Net Referral Service Media Blog Testimonial Thank You Rewards
  49. 49. @leeodden @leeodden Facebook Optimize Company Fan Page: Visual, Interactive Content Custom Tabs Connect Offline to Online, P2P Promote Other Social Channels Promote Offers Groups: Participate Create your own Run Facebook Ads Sidebar Ads, Facebook Exchange News Feed Ads, Offers, Mobile Promoted Posts, Sponsored Stories
  50. 50. @leeodden @leeodden LinkedIn Optimize Profiles: Key Executives Guidelines for all staff Optimize Company Page: Promote products/services Research prospects Share content/grow networks LinkedIn Groups: Participate, create your own Run LinkedIn Ads Targeted Display Ads Targeted Status Updates Video Ads
  51. 51. @leeodden @leeodden Twitter Optimize Profiles: Social Team, Service Guidelines for all staff Optimize Company Profile: Monitor for buy/service keywords Interact & engage Share & promote content Syndicate blog content Run Twitter Ads Promoted Accounts Promoted Tweets Promoted Trends
  52. 52. @leeodden @leeodden YouTube Optimize Channel: Template & layout Search & social discovery Publishing & engagement Activity feed & curation Playlists, Video Response YouTube Analytics Optimize Videos: Keywords, titles, descriptions Captioning, CTAs, subscribe, links Run YouTube Ads TrueView Display, Mobile In-Stream, Home Page
  53. 53. @leeodden @leeodden Google+ Optimize Profiles: Content Creators, Execs, Social Team Employ authorship, get verified Guidelines for all staff Optimize Company Profile: Share & promote content Interact & engage Google Hangouts - video Community Page: Curate themed content Cross posts to G+ company page No Google+ Ads (yet)
  54. 54. @leeodden @leeodden Pinterest Optimize Pinterest: Create or convert to a business acct Create topical “boards” keywords Curate visual content Pictures, video, audio, slideshows Interact: pin, re-pin, like, follow Link to to social content Co-curate boards Grow the network No Pinterest Ads (yet) Make sure you have a business acct
  55. 55. @leeodden @leeodden Monitor & Optimize Social Content KPI’s Business Outcomes • Visits • Share of Voice • Views/Impressions • Improve Service • Fans • Shorter Sales • Friends Cycles • Followers • Increased Order • Comments Quantity, Frequency • Likes • More Referrals • Google Plusses • Lower Marketing • Links Costs • SERPs • Grow Revenue • Search Traffic • Improve Profits
  56. 56. @leeodden @leeodden 3 B2B Social Listening
  57. 57. @leeodden @leeodden Applying Listening to Social Content Listening Tools: Identify Tracking Phrases React Accordingly: • HootSuite • Buying signals • Reach out • Social Platforms • Service opportunities • Engage • Trackur • Brand name mentions • Refer • Radian6 • Competitor mentions • Curate • Trending use • Share • Topical variations • Adjust social content • Kudos • Inform SEO • Dissent • Test & refine Photo: Shutterstock
  58. 58. @leeodden @leeodden B2B Social Media Listening HootSuite: Listen for Buying Signals Search Social Channels for Your Website (Replace “yourdomain” with your website address”) Topsy: topsy.com/s?q=yourdomain.com Pinterest: pinterest.com/source/yourdomain.com/ Twitter: twitter.com/search?q=yourdomain.com Facebook: (search Google with this) site:facebook.com inurl:posts “yourdomain.com” YouTube: http://www.youtube.com/results?search_query= %E2%80%9Dtoprankblog.com%E2%80%9D Google+: https://plus.google.com/s/yourdomain.com/post s
  59. 59. @leeodden @leeodden 3 Key Takeaways 1. B2B buyers, prospects & influencers are influenced by social. Become an influencer of influencers. 2. Map content plans to attract, engage & convert – across the sales cycle 3. You must analyze progress (KPIs) to optimize performance (business outcomes)
  60. 60. @leeodden @leeodden Thank You! @LeeOdden lee@toprankmarketing.com TopRankMarketing.com MarketingBlog.com OptimizeBook.com
  61. 61. Question & Answer Session If you haven’t done so already,please take this time to submit questions toour speakers using the “Q&A” box on your console. #TMGWebinar
  62. 62. Thank YouThank you for taking the time to attend our webinar today. For additional information about our webinar series, check out the following Web site: www.targetmarketingmag.com/webinar Please take a moment to fill out our feedback survey. Thank you to our sponsor: www.act-on.com #TMGWebinar

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