Should Your Company Use Social Media Marketing?

Should Your Company Use Social Media Marketing?

Customer Relationships — Engage. Keep. Grow.

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Bio

Sallie BurnettStrategist. Leader. Innovator.• President of Customer Insight Group, Inc.,

leading strategic relationship-marketing firm• Adjunct digital marketing professor prestigious

Daniels College of Business• 2009 Direct Marketer of the Year

© Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com

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Customer Insight Group, Inc.

• Systematic New Loyalty Program• Loyalty Audit• Loyalty Navigator• Custom Loyalty Workshop• Cause Marketing Exploration• Social Media Roadmap• Social Media Navigator• Custom Social Media Workshop

• Data mining• Market research• Modeling• Profiling• Response analysis• Segmentation• Social media

monitoring• Usage and attitudes

• Audience targeted creative• Blogs• Content• Direct mail• E-mail design• Landing pages• Manage online conversations• Mobile marketing• Program management• Social media• Website design and content

Insight Strategy Execution


Customer Relationships – Engage. Keep. Grow.

Quick Quiz

• Facebook?• Flickr?• Linked In?• StumbleUpon?• Digg?• Reddit?• Have you searched for something on Wikipedia?• Yahoo?• Google?• Ask?• Do you read blogs?• Do you use a RSS reader Google, Newsgator or Bloglines?• Have you submitted or shared content to a social network?

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What is Social Networking?

• Social networking is the interaction between a group of people who share a common interest.

• This can be casual (Facebook), professional (LinkedIn), or anything in between.

• Social network is a conversation and it is all about the ideas you are sharing about a brand.

“Social network sites are visited by three quarters of global consumers who go online today. That’s a 24% increase over last over.” Nielsen, 2010

“Messaging, commenting, blogging, sharing and “liking” now fill up 22% of all time spent online each month.” Nielsen, 2010

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How does Social Media Work?

• Social media marketing helps companies capitalize on cutting edge marketing techniques.

• Allows marketers to utilize and profit from the use of web 2.0 platforms, such as blogs, podcasts, social networking sites, and other emerging marketing tools.

• Social media differs from traditional media in that it involves two-way communication, where users are empowered to generate content.

• Consumers today are social, and want to have conversations with companies.

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Where Do Buyers/Influencers Get Information About Your Product?

Social Media

Company Websites

Online News

Review Sites

Wikis

0% 10% 20% 30% 40% 50% 60% 70%

70%

68%

57%

49%

44%

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What are the Benefits of Social Media for Marketers?

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How Effective is Social Media in Achieving Business Objectives?

Increase Brand or Product Awareness

Increase Brand or Product Reputation

Improve Public Relations

Increase Website Traffic

Improve Search Engine Rankings

Reduce Customer Acquisiton Costs

0% 20% 40% 60% 80% 100%

49%

45%

43%

41%

35%

18%

47%

50%

52%

54%

52%

50%

4%

5%

5%

5%

13%

32%

Very Effective Somewhat Effective Not Effective


What are the Social Media Channels?

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Source: Quantcast.comTwitter users like to be connected, get timely information, and connect with new people and brands.

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Twitter Age Demographics


Source: Facebook Social Ads Platform Data

Facebook Age Demographics

Facebook has become both a personal and professional space.

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Source: Quantcast.com

Users interact with online video sites much like they do with social networking sites—connecting with others and commenting on posts.

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YouTube Age Demographics


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How to Develop Your Social Media Strategy

1. Identify your objectives

2. Identify your target audience

3. Find where the conversations are happening

4. Join the conversations

5. Integrate into your existing communications

6. Monitor and measure


Sallie Burnett, President

Customer Insight Group, Inc.

Email: [email protected]

Phone: 303.422.9758

Twitter: http://twitter.com/sallieburnett

LinkedIn: http://www.linkedin.com/in/sallieburnett

mailto:[email protected]