Social media has changed marketing and advertising by allowing businesses to engage directly with customers through conversations rather than monologues. With billions of social media users spending hours online each day, businesses that implement comprehensive social media strategies can exponentially increase their reach at a lower cost than traditional advertising. By listening to customers and building trust over time, businesses can position themselves as authorities and increase engagement, traffic, and sales.

1. 291
SOCIAL
MEDIA
Has Changed The Way We Do Business.
Social Media Has Changed The Way We Do Business -- Produced by Shaun Cook, CMO (Chief Marketing Outlaw) – PMG Media

2. 292
ADVERTISING AND
MARKETING USED TO
BE ABOUT…

3. THE ADVERTISING ERA
293

4. 294
BUT NOW,
ADVERTISING AND
MARKETING ARE ABOUT…

5. THE SOCIAL ERA
295
BUILDING BRAND EXPOSURE
BUILDING AUTHORITY & DRIVING TRAFFIC
INCREASING AUDIENCE ENGAGEMENT
TELLING YOUR STORY
GROWING B2B NETWORK

6. 296
SOCIAL MEDIA MARKETING
“It’s about creating engaging conversations, building trust and
connecting with your customers. It’s about starting a dialogue…not
performing a monologue. It’s Google+, Facebook, Twitter, LinkedIn,
blogs and so much more.”

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THE FACTS
Social Media

8. 298
1.32284
1+
359
332
70
Billion
Users
Million
Registered
Users
Billion Users
Million Active
Monthly Users
Million
Users
Million Users
Professional networking,
job search and recruitment
Micro–blogging/Content sharing
Social networking, interacting
with favorite brands
Video content sharing
Infographic content
sharing
Content sharing; search
engine integrated

9. 299
4.1hours
2.2hours
2.19hours
2.21 hours
ONLINE MEDIA USE
AVERAGE TIME AMERICAN ADULTS SPEND USING MEDIA
Americans spend more time online than any
other media…And social networking is the #1
online activity in the U.S.
Source: eMarketer

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SOCIAL MEDIA USE BY AGE
0
10
20
30
40
50
60
70
80
90
100
Feb-05 Aug-06 May-08 Apr-09 May-10 Aug-11 Feb-12 Aug-12 Dec-12 May-13 Sep-13
2005-2013
90 %Age 18-29
Net growth
Net Growth Rate (%)
78 %Age 30-49
Net growth
73 %All Internet Users
Net growth
65 %50-64
Net growth
46 %65+
Net growth
Source: Pew Research Center’s Project Library Survey, July 18—September 30,
2013

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Trust Peer Recommendations
78%
Trust Advertisements
14%
Not Sure Who To Trust
8%
SOCIAL TRUST
WHO DO CONSUMERS TRUST THE MOST
Everyone has their own “circle
of trust.” Family and friends
whose opinions matter and
are valued above
advertisements, no amount of
marketing, social or
otherwise, can break this
bond.
“People are not just
demographics anymore, to
connect with them you have
to understand…relationships
are more powerful than any
form of marketing.”

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THE TRUTH
PEOPLE DON’T CARE ABOUT YOUR ADS...
THEY CARE ABOUT WHAT THEIR ASSOCIATES, PEERS, AND COMPETITORS
THINK.
“I believe the bloggers and their ideas.
They are my friends and will tell me the truth, unlike advertisements.”
Source: http://china.seekingalpha.com/article/30979

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THE MONEYWHAT SOCIAL MEDIA MEANS FOR BUSINESS

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69%86%
OF B2B COMPANIES
USE SOCIAL MEDIA
OF B2B COMPANIES
SHIFTING MARKETING
DOLLARS TO SOCIAL MEDIA
OF B2B BUYERS USE
SOCIAL MEDIA TO
ENGAGE WITH
VENDORS
77%
OF B2B BUYERS SAY
THEY ARE MORE
LIKELY TO BUY
FROM A COMPANY
WHOSE CEO
USES SOCIAL MEDIA
BUSINESS IS SOCIAL
B2B IS USING SOCIAL MEDIA
45%
Sources: btbonline.com, forbes.com

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Social media gives you the power to broadcast targeted messages to
millions of customers in a fraction of the time of traditional media. And
the cost to deliver your message is embarrassing less with social
marketing versus traditional marketing.
BUSINESS BROADCASTING TOWER

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ADVERTISING VS SOCIAL
TRADITIONAL CONSUMER REACH
Communicating a single message before social media
meant limited reach.

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ADVERTISING VS SOCIAL
SOCIAL CONSUMER REACH
Communicating a single message after
social media…exponential reach.

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Social Marketing costs
62% lessper lead than Traditional Marketing.
Costs Per Lead
Source: HubSpot
TRADITIONAL VS SOCIAL MARKETING
THE COST OF DOING BUSINESS
$373
$143
$0
$50
$100
$150
$200
$250
$300
$350
$400
Traditional Marketing
(Outbound)
Social Marketing
(Inbound)

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With so much information shared daily the purpose of media has shifted
from gaining the attention of customers to gaining the
trust of customers.
On–topic, fresh and engaging content ensures higher levels of audience
engagement and participation. “Today’s customers want to feel like they
are a part of the conversation - a part of your brand…
your conversation is your brand.”
THE NEW PARADIGM

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A SOCIAL STRATEGY
THAT WORKS
BUSINESSES MUST IMPLEMENT

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Where Do We Start
INSIGHT & ANALYSIS

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OPTIMIZE
REVISE AND POST
ANALYZE
LSITEN TO YOUR AUDIENCE
Research what your audience is liking and
sharing and shift your campaign to those
efforts
ENGAGE
DRIVE TRAFFIC
Ask questions, participate, connect
GOALS
SET GOALS AND OBJECTIVES
LISTEN
GET TO KNOW YOUR
AUDIENCE
Listen to what your current customers are
saying and what social channels they use
BUILD
SELECT SOCIAL CHANNELS
Build website, design social channels,
develop content marketing campaign

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EXAMPLE SOCIAL CAMPAIGN
Objectives
• Position XYZ Company as a smarter
alternative to Company A and
Company B
• Increase awareness of XYZ
Company in selected region over the
next 6 months.
• Build social brand exposure through
suggestive education and
awareness
GOALS AND OBJECTIVES (3 MONTH)
50%
Monthly
Audience
Increase
5
Blog Posts/
week
1
eBook/
month
5
Email Signups
10 eBook
Downloads
5
Infographics
10
Retweets

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24Blog Posts
309Tweets
47
Posts
47Posts
4Videos
21
Updates
30 DAY SNAPSHOT EXAMPLE
Social Media Content Distribution 7Infographics
6Emails
2 eBooks
1 PowerPoint Presentation
4 Retweets
13 eBook Downloads
2 Email Signups
Collateral Content

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CHOOSE YOUR CHANNELS WISELY
BEST SOCIAL MEDIA NETWORKS FOR PROMOTING B2B
CONTENT
Website/
Blog
LinkedIn TwitterFacebookGoogle YouTube
USE YOUR SOCIAL CHANNELS TO
ENGAGE AND DRIVE TRAFFIC
Source: 2014 Content Marketing Trends – North America: North America Content Marketing Institute/MarketingProfs
USE YOUR SOCIAL MARKETING STRATEGY AS
THE CONDUIT BETWEEEN YOUR AUDIENCE AND
VALUABLE CONTENT

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THE TRUTHBEFORE PEOPLE WILL TRUST YOU WITH THEIR TIME, MONEY, OR SUPPORT
THEY WANT TO KNOW IF YOU’RE TRUSTWORTHY.
“The goal is to position yourself as a trustworthy source of engaging, on-topic
information, not to try to cram products down customers’ throats. This is the time to talk,
form a relationship and build positive awareness of and about your brand.”

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PROFITING
ENGAGED BRANDS ARE
“It took us 8 years to reach 1.5 million registered users in
the era of email. It took us only 5 months to acquire the
same number of users on Facebook.”
Harvard Lures a Record 37,000 Applicants By Milking Social Media
of Ford’s entire marketing budget
is spent on social marketing25%
In a single year Dell generated $6.5 million in sales from Twitter alone

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DISCOVER THE VALUE OF SOCIAL MEDIA
A properly executed comprehensive social marketing campaign, not
only levels the playing field, but it also lays the foundation for market
domination.
“You either lead and dominate or get left behind…. ” Rob Gentile

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facebook.com/360pmgmedia
@360pmg | @shaunbcook
dropusaline2@gmail.com
CONTACT US
FOR A COMPREHENSIVE SOCIAL MARKETING STRATEGY
Smart Marketing Made Simple
www.smartmarketingmadesimple.com