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What is Social Media? Will Social Media Work For Me?


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What is Social Media? Will Social Media Work For Me?

  1. 1.
  2. 2. Welcome to Web 2.0<br />“In the early days of the web, we used it as a<br />tool… <br /> Today, we aren't just using the Internet as a tool…<br />
  3. 3. Fifty-eight percent of Americans go online to research products and services they are considering purchasing, that’s up from 49 percent in 2004.*<br />Source: Pew Internet & American Life Project <br />...we are becoming a part of it.”<br />
  4. 4. 53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intention to buy the product. **<br />When making purchase decisions, North American Internet users trust recommendations from people they know and opinions posted by unknown consumers online more than advertisements on television, on the radio, in magazines and newspapers, or in other traditional media.*** <br />Source: <br />**ROI Research for Performance<br />*** Neilson<br />Did you know?<br />
  5. 5. Introducing: Social Media…<br />“Social media is not an island. It’s a high-power engine on the larger marketing ship.”<br />
  6. 6. What is social media?<br />All media is an instrument of communication, like a newspaper or a radio<br />Think of regular media as a one-way street where you can read a newspaper or listen to a report on television, but you have very limited ability to give your thoughts on the matter<br />Social media, on the other hand, is a two-way street that gives you the ability to communicate too<br />Any website that invites you to interact with the site and with other visitors falls into the definition of social media<br />
  7. 7. Social Media is right for you if you want…<br />To attract new customers to your business<br />Existing customers to come back more frequently<br />An inexpensive way to connect with customers<br />Customer feedback on a new product or service<br />To cross-promote one part of our business with another part of your business<br />To increase brand loyalty<br />To differentiate your brand from our competitor’s brands<br />
  8. 8. Social Media enables you to open up a dialogue with existing & prospective customers<br />Social Media gives you the opportunity to engage with your customer, inform and encourage <br />When you have a dialogue with a prospective customer, they grow to trust and like you<br />Once they trust you, they’re more likely to buy your product or service<br />Establishing trust<br />
  9. 9. Myth #1: My Customers Aren’t on Social Media<br />The popularity of social media is undeniable <br />Three of the world’s most popular brands online are social-media related (Facebook, YouTube and Wikipedia) <br />The world now spends over 110 billion minutes on social networks and blog sites. This equates to 22 percent of all time online or one in every four and half minutes<br />For the first time ever, social network or blog sites are visited by three quarters of global consumers who go online, after the numbers of people visiting these sites increased by 24% over last year<br />The average visitor spends 66% more time on these sites than in 2009, almost 6 hours in April 2010 versus 3 hours, 31 minutes<br />
  10. 10. Myth #2: I Can’t Measure the Impact of Social Media on My Business<br />Again, social media is a tool not unlike other media<br />It can in fact be tracked <br />We can absolutely tie online behavior to offline actions, you can track the impact social media is having on your bottom line<br />Any good marketing campaign begins with a clear understanding of what benchmarks are for success<br />
  11. 11. Myth #3: If I Engage on Social Media Sites, I’ll Get Loads of Negative Comments<br />Nobody likes to hear negative feedback about their work, product or service.  Many businesspeople fear that their social media profiles will be overrun by people posting complaints and competitors “flaming” their brand.  But the beauty of social media interaction is that transparency and responsiveness rule the day.<br />If a customer chooses to voice a complaint publicly, you have the chance to demonstrate your customer service ability to a wider audience.  If the person is unreasonable and continues to post negative information, people observing the dialogue are more likely to admire your efforts to right the situation, rather take to heart the angry customer’s complaints.<br />
  12. 12. Myth #5: Social media campaigns are free and/or cheap<br />It is true that there are really no hard costs for media, but planning and launching a social media campaign is costly in man-hours. <br />The amount of time it takes to research your audience, architect conversations, build creative, and engage them effectively is anything but cheap.<br />
  13. 13. How to think about Social Media <br />in the “real” world…<br />
  14. 14.
  15. 15. More than 500 million active users <br />50% of active users log on to Facebook in any given day <br />Average user has 130 friends <br />People spend over 700 billion minutes per month on Facebook <br />Average user is connected to 80 community pages, groups and events <br />Average user creates 90 pieces of content each month <br />More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.<br />Source:<br />
  16. 16. Other Social Media Channels<br />Twitter is now attracting 190 million visitors per month and generating 65 million Tweets a day<br />People are watching 2 billion videos a day on YouTube and uploading hundreds of thousands of videos daily. In fact, every minute, 24 hours of video is uploaded to YouTube.<br />LinkedIn has more than 90 million registered users, spanning more than 200 countries and territories worldwide.The site has 21.4 million monthly unique U.S. visitors and 47.6 million globally <br />Source: Twitter COO Dick Costolo,,,<br />
  17. 17. SMITH’s Social Media Unique Selling Proposition<br /><ul><li>Proactive vs. reactive social media strategies with consistency
  18. 18. Strategic communications using a marketing plan
  19. 19. Draw upon our 37 years of traditional advertising & marketing experience, couple it with the new medium of social media
  20. 20. Utilize the traditional for branding & awareness – “evergreen”
  21. 21. Push consumer to the social media for engagement and up to date information
  22. 22. Incorporate contests, incentives, give-aways to move people to action </li></ul>17<br />
  23. 23. Thank you for your time<br />Marni Blythe, Social Media Marketing Director<br />646-413-4872<br /><br />Gary Smith, CEO<br /><br />18<br />