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Similar to SMC | Why Social Media Matters
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SMC | Why Social Media Matters
- 1. Why Social Media Matters Marketing Excellence on the Web Omaha Chamber January 2013
- 2. Why Social Media Matters • People tune out advertising, but trust recommendations • Doing Social Media can get you Leads, Recruits, and Brand Awareness, but you have to do it correctly • ROI can be significantly higher than other forms of advertising
- 3. “This is a very noisy world.”
- 4. Why You Should Care Percent trusting medium “Completely or Somewhat” Source: Nielsen, 2012
- 5. Sales Start with Search 2. Evaluate 1. Need 5. Bond 3. Buy 4. Experience Source: McKinsey
- 6. Two Big Ideas • “99% of purchases of a complex product or service begin with a Google Search.” • “57% of the customer’s buying process is done before having a conversation with a supplier.”
- 7. Sales Start with Search • Average consumer consumes 10 pieces of information during 2. Evaluate search • What does their network say? 1. Need 5. Bond 3. Buy 4. Experience Source: McKinsey
- 8. Sales Start with Search 2. Evaluate 1. Need 5. Bond 3. Buy 4. Experience • Social Media touches customers after sale (Customer Service, User groups, R&D) • Customers can evangelize Source: McKinsey
- 9. Endorsed Impressions Drive 40% Increase in Buying • People exposed to Starbucks’ brand messages by their friends’ Facebook actions (likes, comments, etc.) are 40% more likely to buy than control group Source: ComScore, Facebook
- 10. Let’s Let’s Start Blog! So start a a Blog!
- 12. But This Stuff is Hard Blogs Updated within the Last 120 Days N= 133,000,000 Source: Technorati, 2008
- 13. No Strategy, No Success • Target Segment • Value Proposition • Competitive OR Positioning • Key influencers • Changes in Industry Cute Kitten Contest! • Trusted Sources • Etc. etc. etc.
- 14. What Success Looks Like What Is Required What You Can Get 1. Create Distinctive • Leads Content • Employees 2. Build an Audience • Brand Awareness 3. Get people to take an offline action • Reputation Defense
- 15. More Blogging = More Traffic Source: Hubspot, 2012
- 16. Twitter Threshold Source: Hubspot, 2012
- 17. Facebook Threshold Source: Hubspot, 2012
- 19. All the pieces should fit Blog Your Hub (website) Newsletter
- 20. CLIENT DATA-- ANONYMIZED Professional Services Example Thousand Impressions per $1250 SMC B2B Site 400 AdWords* 350 350 306 300 260 250 200 150 100 88 83 50 13 21 0 5 19 Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 *AdWords keywords for Professional Service Firm Source: Google, B2B ratecards, SMC Analysis
- 21. CLIENT DATA-- ANONYMIZED Health Care Example Thousand Impressions per $5000 SMC Eldercare site 300 AdWords* 256 250 200 150 100 88 104 69 50 12 29 0 9 Month 1 Month 2 Month 3 Month 4 Month 5 *AdWords keywords for Healthcare target segment Source: Google, ratecards, SMC Analysis
- 22. CLIENT DATA-- ANONYMIZED Manufacturing Example SMC Thousand Impressions per $2500 B2B site 140 AdWords* 120 120 103 100 80 60 60 40 32 20 24 13 0 Month 1 Month 2 Month 3 Month 4 *AdWords keywords for Manufacturing Target segment Source: Google, B2B ratecards, SMC Analysis
- 23. CLIENT DATA-- ANONYMIZED Education Example Thousand Impressions per $2500 SMC ESPN.com 250 AdWords* 228 200 150 125 100 84 50 22 0 13 Month 1 Month 2 Month 3 *AdWords keywords for “Manufacturing Jobs Careers” Source: Google, ESPN ratecard, SMC Analysis
- 24. Thing You Can Do Today • Start developing your strategy – What Distinctive Content could you create? – How would you build an audience on each platform? – What offline action do you want them to take? • Identify key influencers on Social Media • Identify key information sources • Start using Twitter personally – Make a Twitter List – Start using Buffer (bufferapp.com)
- 25. Where to Find Us • Adrian Blake, CEO Social Media Contractors • Strategy and Execution • Socialmediacontractors.com • @adrianblake • @smcontent