1. CAFFEINE FORYOUR BRAND
HOW STORYTELLING BUILDS CONNECTIONS,
AND BUILDS COMMUNITIES
Saturday, September 26, 15
2. MARKETING BYTHE NUMBERS
What marketers are doing in 2015
0% 23% 45% 68% 90%
90%
77%
69%
68%
65%
58%
55%
55%
51%
50%
increased exposure
increased traffic
developed loyal fans
provided marketplace insight
generated leads
improved search rankings
grown business partnerships
established thought leadership
improved sales
reduced marketing expenses
0% 10% 20% 30% 40%
Percentage
3%
33%
25%
12%
10%
4%
4%
3%
3%
5%
0 Hours
1 to 5
6 to 10
11 to 15
16 to 20
21 to 25
26 to 30
31 to 35
36 to 40
More than 40
0% 25% 50% 75% 100%
93%
79%
71%
56%
55%
45%
36%
15%
14%
13%
9%
7%
4%
2%
Facebook
Twitter
LinkedIn
Google+
YouTube
Pinterest
Instagram
SlideShare
Forums
Social review sites eg Yelp
Social bookmarking sites eg. Reddit
Geo-locatin eg. Foursuare
Vine
Snapchat
0% 18% 35% 53% 70%
66%
66%
66%
64%
53%
52%
51%
29%
26%
21%
17%
15%
10%
7%
Twitter
YouTube
LinkedIn
Facebook
Instagram
Google+
Pinterest
SlideShare
Forums
Soicial Review (Yelp)
Social Bookmarking (Reddit)
Vine
Geo Location (4square)
Snapchat
Results from a survey of
almost 4,000 marketers
Saturday, September 26, 15
3. BENEFITS OF
Social Media Marketing
0%
22.50%
45.00%
67.50%
90.00%
90%
77%
69%
68%
65%
58%
55%
55%
51%
50%
increased exposure
increased traffic
developed loyal fans
provided marketplace insight
generated leads
improved search rankings
grown business partnerships
established thought leadership
improved sales
reduced marketing expenses
Saturday, September 26, 15
4. on social media marketing
0% 10.0% 20.0% 30.0% 40.0%
Percentage
3%
33%
25%
12%
10%
4%
4%
3%
3%
5%
0 Hours
1 to 5
6 to 10
11 to 15
16 to 20
21 to 25
26 to 30
31 to 35
36 to 40
More than 40
HOURS / WEEK
64% of marketers
use social media
for 6 hours or more
#WEEK HOURS EXPENDED
Saturday, September 26, 15
5. SOCIAL MEDIA PLATFORMS
used most often by marketers
0% 25% 50% 75% 100%
93%
79%
71%
56%
55%
45%
36%
15%
14%
13%
9%
7%
4%
2%
Facebook
Twitter
LinkedIn
Google+
YouTube
Pinterest
Instagram
SlideShare
Forums
Social review sites eg Yelp
Social bookmarking sites eg. Reddit
Geo-locatin eg. Foursuare
Vine
Snapchat
Facebook leads
the pack
Slideshare joins
the pack
YouTube used
more by big biz
than small biz
Saturday, September 26, 15
6. CHANGES BY MARKETERS
In Social Media Activities
0% 17.50% 35.00% 52.50% 70.00%
66%
66%
66%
64%
53%
52%
51%
29%
26%
21%
17%
15%
10%
7%
Twitter
YouTube
LinkedIn
Facebook
Instagram
Google+
Pinterest
SlideShare
Forums
Soicial Review (Yelp)
Social Bookmarking (Reddit)
Vine
Geo Location (4square)
Snapchat
Marketers plan on
increasing activity by
66% inTwitter,
YouTube and
LinkedIn
Saturday, September 26, 15
7. PAID SOCIAL MEDIA
Where do marketers spend money on ads?
0% 23% 45% 68%
90%
84%
41%
18%
17%
12%
7%
4%
4%
2%
2%
1%
1%
Facebook ads
Google ads
LinkedIn ads
Twitter Ads
YouTube ads
Promote blog posts
Pinterest Ads
Instagram ads
SlideShare ads
Podcast ads
Foursquare ads
Stumbleupon ads
Saturday, September 26, 15
8. TYPES OF CONTENT
used in social media marketing
0%
20%
40%
60%
80%
71%
70%
57%
Visual
Blogging
Videos
Note: B2B marketers are much more likely to use
blogging (77%) when compared to B2C
marketers (64%).
Saturday, September 26, 15
10. MARKETING IS DEAD
Long Live Marketing
Marketing Trends
Embrace Social
Create engaging content through storytelling
Expand social e.g. customer service and appreciation
Strive for Social Maturity where the business is social
Saturday, September 26, 15
12. STORYTELLING
Replaces overt marketing messages
We can no longer push
our messages across,
we need to pull customers in with
engaging, useful content.
Saturday, September 26, 15
14. CUSTOMER SERVICE
Enhance customer service capabilities
Assign a Social Media First-
Responder
Create aTroubleshooting Library
TurnYour Customers into Brand
AmbassadorsThrough Creative
Tactics
Create a List ofYour Customers &
Engage with them Regularly
Saturday, September 26, 15
15. CUSTOMER APPRECIATION
ShowYour Customers Some Love On Social Media
1. Mention them
2. Share their stuff
3. Feature them
4. Work together
5. Thank them
6. Be available
7. Reward them
Saturday, September 26, 15
16. SOCIAL MATURITY
Goal: Social is integrated into all aspects of the business
The elusive last stage in the
SOCIAL MATURITY MODEL
is to
Evolve from Social Business
to
Business is Social
Saturday, September 26, 15
17. SOCIAL MATURITY MODEL
Many businesses are still in stages 1 and 2
STAGE 1
PLANNING
STAGE 2
PRESENCE
STAGE 3
ENGAGEMENT
STAGE 4
FORMALIZED
STAGE 5
STRATEGIC
STAGE 6
CONVERGENCE
Listen & Learn Stake our Claim
Dialog Deepens
Relationships
Organized for
Scale
Become a Social
Business
BUSINESS IS
SOCIAL
Understand how
customers use
social channels
Amplify existing
marketing
efforts
Drive purchase
considerations
Set governance
for social
Scale across
business units
Social drives
transformation
Saturday, September 26, 15