Does Social Media Marketing affect Sales? Here are my results to the pilot study research I completed as my Undergraduate Thesis.

1. by Enrico Contosta
Thesis Advisor: Jill Maher

2. •What is it?
•Why is this important?
•How do most companies use it?
•Thesis
•Research findings
•What can we learn?

3. What is it?

4. Social Media is “an umbrella term that defines the
various activities that integrate technology, social
interaction, and the construction of words, pictures,
videos, and audio.”
wikipedia.org

5. Really it’s just a fancy way of
describing the immeasurable number
of conversations happening online.

6. Why is this important?

7. 3 of 4 Americans use Social Technology
Forrester, The Growth of Social Technology Adoption, 2008

8. Visiting social sites is
now the 4th most
popular online activity –
more than email.
Nielsen, Global Faces & Network Places, 2009

9. If Facebook were a country, it would be the third
most populated in the world.

10. If Facebook were a country, it would be the third
most populated in the world.
Only India and China are more populated.

11. 500 BILLION.
The number of minutes spent on
Facebook each month in 2010.

12. 500 BILLION.
The number of minutes spent on
Facebook each month in 2010.
In 2009, it was only 145 billion.

13. Social media is democratizing
communications.
In government and business.
“Technology is shifting the power away
from the editors, the publishers, the
establishment, the media elite. Now
it’s the people who are in control.”
Rupert Murdoch, Global Media Entrepreneur

14. 93% of social media users believe a company should have a presence in social media.
Cone, Business in Social Media Study, September 2008

15. 93% of social media users believe a company should have a presence in social media.
Cone, Business in Social Media Study, September 2008
That doesn’t mean 93% of social media users want to hear more one-way broadcasting.

16. Social Media is
supposed to be a
Dialogue,
not a
MONOLOGUE.

17. How do
most companies use it?

21. 85% of social media users believe that a company
should go further than just having a presence on
social sites and should also interact
with its customers.
Cone, Business in Social Media Study, September 2008

22. Organizations
that do it right?

25. What does it take to
use Social Media
effectively?

26. Thesis:
Through the use of
Content, Engagement, and
Analytics, successful business
performance can be achieved.

27. Companies Analyzed

28. Research Findings:
Content

29. Growth in Sales (%) vs. Tested Metric
Metric Positive/ Significance
Negative
Relationship
Blog -
Frequency of Updates +
per Month
New Products or -
Features
Promotions - .037
Events - .001
Social Integration +
Buttons
Call-to-Action Step -
Obvious Sales -
Process
SEO Grade +

30. Research Findings:
Engagement

31. Growth in Sales (%) vs. Tested Metric
Metric Positive/ Significance
Negative
Relationship
Facebook Page -
# of Fans/ Likes -
Frequency of Posts -
Welcome Page -
Facebook
General Product/ -
Service Information
Customer Support -
Product/ Service -
Engagement
Fan-to-Fan -
Community
Engagement
Promotional Use +
Rich Media Use -
Call-to-Action +
Implementation

32. Growth in Sales (%) vs. Tested Metric
Metric Positive/ Negative Significance
Relationship
Twitter Handle -
Tweets per Day -
Twitter
# of Followers + .111
# Following -
Klout Score + .156
KL: True Reach + .108
KL: Amplification + .034
KL: Network +
Metric Positive/ Negative Significance
Mobile
Relationship
Location-based - .150
Services
Android/ iPhone - .143
App

33. Research Findings:
Analytics

34. Growth in Sales (%) vs. Tested Metric
Metric Positive/ Negative Significance
Relationship
Analytics
World Rank -
U.S. Rank -
Sites Linking In + .084
Unique Visitors per +
Month

35. What can we learn?

36. Social Media is like a
giant magnifying
glass on your
company.

37. Social Media can improve:

38. Social Media cannot improve:

39. Fundamental Rules to Live by:
Create Valuable Content Engage with your
Clients
Listen and Identify what Track and Analyze
your Clients want to see Analytics

40. Questions