If you want to leverage social networks for marketing or sales you need to first understand the basics of how these networks operate, how they grow, how you and your organization or business can become the hub for activity of your target audience. Let's begin...
3. “Bill Eager estimates there will be as many as
250,000 sites that call themselves social
networks within a year, compared with about
850 today.”
"Everyone will reposition their site to take
advantage of this phenomenon. It happened
before with portals..."
4. Social Media
Like Any Advertising Channel
• Brand Awareness
• Get New Customers
• Viral Messaging
• Move People to Your Web Site
• Special Offers
• Reach Target Demographics
• Market Research
5. Getting a Facebook Page and having lots of
Fans IS NOT the Value Proposition
Do you care if you have 250,000 fans if they’re
not your target market?
6. Translate Connections
Into Sales
BUYER SELLER
Multi National Corporation
Chain of Restaurants
Real Estate
Laundry Mat
Used Car
You want to rapidly connect a buyer and seller at the right valuation.
7. VALUE PROPOSITION
of SOCIAL NETWORKS
• The fastest way for you to find and reach your target
market.
• A mechanism to get other people to want to find
you and your businesses.
• Take a message “I represent an incredible pet supply
store” and virally (i.e. rapidly) share that message.
• Access functionality that you do not have on
standard Web Sites. Interaction, relationship
building, content sharing, video and multimedia.
9. Why Do People Socialize?
• Communicate
• Create relationships
• Share information and
knowledge
• Business
10. Real World / Virtual World
The explosion of Social Networks is based on
the fact that humans are social creatures. We
enjoy networking. It is the foundation of
business transactions.
Second Life Apple Store Avatar Salesperson
11. Social Relationships Move Through Ever
Deeper Layers of Interaction
Social capital is defined as the value that is created through the application
of social networks during non-organizational time. Social capital when added
to human capital define economic capital.
24. QUALITIES OF NETWORKS
• Networks EXPAND over time.
• Networks can INTERCONNECT with each
other.
• Networks have HUBS. These hubs (think of a
PERSON or a FACEBOOK PAGE as a HUB) are
the connection points where signals, goods,
people and information congregate before
moving on.
25. QUALITIES OF SOCIAL
NETWORKS
• People form relationships with those they
have multiple contacts with and TRUST
• People that have numerous TRUSTFUL
relationships become HUBS for rapid
communication
• TRUST and RECIPROCITY are essential for
knowledge exchange.
26. Different Types of Hubbers
A. People that know a significant number of people.
B. People that know a smaller number of people but
the people they know are in a niche, or are
extremely powerful and well connected
themselves.
QUANTITY AND NARROWCASTING
EACH ARE USEFUL
27. Business Usage of Facebook
• 42% of Marketers Say Facebook Is Important to
Their Business.
• The Number of Businesses Who Deem Facebook
Critical or Important Has Increased 75% in the
Last 3 Years.
• 62% of Markers Report that Social Media Became
More Important to Their Marketing Campaigns in
the Last 6 months.
• Social Media Has a 100% Higher Lead-to-Close
Rate than Outbound Marketing.
2012 Business to
Community.com
28. Business Usage of Facebook
• A whopping 77% of B2C companies and 43%
of B2B companies acquired customers from
Facebook
• 80% of Social Network Users Prefer to Connect
with Brands through Facebook.
• If You Really Want to Increase Engagement on
Facebook, You Can Not Automate.
– Auto-posting to Facebook decreases likes and
comments by 70%.
31. Demographics Tell Us
• How old are you?
• Are you male or female?
• Where do you live?
• What level of education do you have?
32. Demographics
• Among Facebook users, 57% have completed
some college, and 24% have earned a bachelor's
or master's degree.
• People 45 and older make up 46% of Facebook
users.
• The average Facebook user is 40.5 years old.
• Women use social media more than men. More
women are on Facebook and Twitter. About 57%
of Facebook and 59% of Twitter users are
women.
33. Demographics
• Women gravitate toward Pinterest and young,
techie men hang out on Google+. Pinterest has
the heaviest gender imbalance 82% of users are
women
• Google+ is dominated by men (71%) and early
adopters, engineers and developers. About 50%
of Google+ users are 24 or younger.
• About 200 million Facebook users check their
Timelines from their mobile devices every day.
35. Psychographics Tell Us
• What are your attitudes?
• How do you use technology?
• What are your activities, interests, opinions?
• What are your behaviors?
36. You’re a marketer who can target all the molecular biologists in
the United States who work for Fortune 500 companies and
enjoy movies and skiing.
