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Welcome to Web 2.0
“In the early days of the web, we used it as a
tool…
Today, we aren't just using the Internet as a tool…
Fifty-eight percent of Americans go online to research products and services they are considering purchasing, that’s up from 49 percent in 2004.*
Source: Pew Internet & American Life Project
...we are becoming a part of it.”
53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intention to buy the product. **
When making purchase decisions, North American Internet users trust recommendations from people they know and opinions posted by unknown consumers online more than advertisements on television, on the radio, in magazines and newspapers, or in other traditional media.***
Source:
**ROI Research for Performance
*** Neilson
Did you know?
Introducing: Social Media…
“Social media is not an island. It’s a high-power engine on the larger marketing ship.”
What is social media?
All media is an instrument of communication, like a newspaper or a radio
Think of regular media as a one-way street where you can read a newspaper or listen to a report on television, but you have very limited ability to give your thoughts on the matter
Social media, on the other hand, is a two-way street that gives you the ability to communicate too
Any website that invites you to interact with the site and with other visitors falls into the definition of social media
Social Media is right for you if you want…
To attract new customers to your business Existing customers to come back more
frequently An inexpensive way to connect with
customers Customer feedback on a new product or
service To cross-promote one part of our business
with another part of your business To increase brand loyalty To differentiate your brand from our
competitor’s brands
Social Media enables you to open up a dialogue with existing & prospective customers
Social Media gives you the opportunity to engage with your customer, inform and encourage
When you have a dialogue with a prospective customer, they grow to trust and like you
Once they trust you, they’re more likely to buy your product or service
Establishing trust
1. Myth #1: My Customers Aren’t on Social Media The popularity of social media is undeniable
Three of the world’s most popular brands online are social-media related (Facebook, YouTube and Wikipedia)
The world now spends over 110 billion minutes on social networks and blog sites. This equates to 22 percent of all time online or one in every four and half minutes
For the first time ever, social network or blog sites are visited by three quarters of global consumers who go online, after the numbers of people visiting these sites increased by 24% over last year
The average visitor spends 66% more time on these sites than in 2009, almost 6 hours in April 2010 versus 3 hours, 31 minutes
Myth #2: I Can’t Measure the Impact of Social Media on My Business Again, social media is a tool not unlike other media It can in fact be tracked We can absolutely tie online behavior to offline actions, you
can track the impact social media is having on your bottom line
Any good marketing campaign begins with a clear understanding of what benchmarks are for success
Myth #3: If I Engage on Social Media Sites, I’ll Get Loads of Negative Comments Nobody likes to hear negative feedback about their work, product
or service. Many businesspeople fear that their social media profiles will be overrun by people posting complaints and competitors “flaming” their brand. But the beauty of social media interaction is that transparency and responsiveness rule the day.
If a customer chooses to voice a complaint publicly, you have the chance to demonstrate your customer service ability to a wider audience. If the person is unreasonable and continues to post negative information, people observing the dialogue are more likely to admire your efforts to right the situation, rather take to heart the angry customer’s complaints.
Myth #5: Social media campaigns are free and/or cheap
It is true that there are really no hard costs for media, but planning and launching a social media campaign is costly in man-hours.
The amount of time it takes to research your audience, architect conversations, build creative, and engage them effectively is anything but cheap.
How to think about Social Media in the “real” world…
Facebook is a Pub – an informal place to talk casually with people and get to know people on a more personal basis.
LinkedIn is a Trade show – a slightly more formal place to meet other business professionals and connect with them primarily for business purposes.
Twitter is like a Cocktail Party –it’s an energetic place where there are many conversations going on at once
YouTube is Times Square on New Year’s Eve – a place where it’s hard to break through, but if you do, a lot of people will see you.
MySpace is like Woodstock – wild, crazy and perfect for the younger generation or cause-oriented marketing
More than 500 million active users 50% of active users log on to Facebook in any
given day Average user has 130 friends People spend over 700 billion minutes per
month on Facebook Average user is connected to 80 community
pages, groups and events Average user creates 90 pieces of content
each month More than 30 billion pieces of content (web
links, news stories, blog posts, notes, photo albums, etc.) shared each month.
Source: http://www.facebook.com/press/info.php?statistics
Twitter is now attracting 190 million visitors per month and generating 65 million Tweets a day
People are watching 2 billion videos a day on YouTube and uploading hundreds of thousands of videos daily. In fact, every minute, 24 hours of video is uploaded to YouTube.
LinkedIn has more than 90 million registered users, spanning more than 200 countries and territories worldwide. The site has 21.4 million monthly unique U.S. visitors and 47.6 million globally
Source: Twitter COO Dick Costolo, techcrunch.com, youtube.com, http://en.wikipedia.org/wiki/LinkedIn
Other Social Media Channels
SMITH’s Social Media Unique Selling
Proposition
Proactive vs. reactive social media strategies with consistency Strategic communications using a marketing plan Draw upon our 37 years of traditional advertising & marketing
experience, couple it with the new medium of social media Utilize the traditional for branding & awareness – “evergreen”
Push consumer to the social media for engagement and up to date information
Incorporate contests, incentives, give-aways to move people to action
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Thank you for your time
Marni Blythe, Social Media Marketing Director646-413-4872
Gary Smith, [email protected]
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