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Angela Baker 1
Social Media
“What's Your Plan?”
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Address the unmet need for a higher level focus on marketing initiatives to increase brand awareness, revenue and profit.
Purpose
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Business Case
A company cannot achieve sales opportunities without a well rounded marketing strategy, which includes
market research (sales analytics) marketing communications, social media and search engine
optimization.
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• Effective use of sales intelligence increases revenue productivity per sales rep by 17%.*
• 93% of North American executives surveyed by Oracle believe they are losing revenue by not leveraging available data. **
• Last year, Mckinsey published a report that pegged the untapped business value of social technologies at $1.3 trillion.
* gathered from the Huffington Post** http://www.fastcompany.com/3003473/cant-miss-social-media-trends-2013
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Marketing, including Social Media Marketing, is about efficiency.
Marketing is a process of decreasing the time, money, and resources required to communicate with customers and make it easy for them to buy products and services.
The more efficient your marketing is, the more profit you make. That’s what you want to optimize for .
.“Nielsen estimates that social media and blogs reach 80% of all active US Internet users (of which there are 245 million). “
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Marketing SegmentsCommunications
Search Engine Optimization
Social Media
Research
Classifications
Trade showsCollateral Website.
Keywords, Analytics
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Social Technologies Impact
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• Generated more business exposure • Reported by 85% of marketers surveyed
• Increased Company traffic • Reported by 69% of marketers surveyed
• Provided marketplace insight• Reported by 65% of marketers surveyed
* 2012 Social Media Marketing Industry Report
Benefits of Social Media*
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Facebook• 77 percent of B2C companies and 43 percent of B2B companies acquired
customers from Facebook.
• 80 percent of social media users prefer to connect with brands through Facebook.
• 25 percent of users on Facebook don’t bother with any kind of privacy control.
• Millions of websites have integrated with Facebook
gathered from the Huffington Post
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• 56 percent of customer tweets to companies are being ignored.
• 34 percent of marketers have generated leads using Twitter.
• Twitter is projected to make a total of $540 million in advertising revenue by 2014.
gathered from the Huffington Post
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• Over 80 percent of pins are repins.
• Pinterest referrals spend 70 percent more money than visitors referred from non-social channels.
• Out of 17 million brand engagements, 15 percent occurred on the brand’s boards and 85 percent occurred elsewhere on Pinterest.
gathered from the Huffington Post
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Google+• Google+ is a multilingual social networking
• As of December 2012 it has a total of 500 million registered users of whom 235 million are active on a monthly basis.
• Unlike other conventional social networks which are generally accessed through a single website, Google has described Google+ as a "social layer" consisting of not just a single site, but rather an overarching "layer" which covers many of its online properties
• Google+ pages appear in search results for 30 percent of brand term searches for brands with G+ pages, up from 5 percent in February 2012.
• Websites using the +1 button generate 3.5x the Google+ visits than sites without the button.
gathered from the Huffington Post
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• As of January 2013, LinkedIn reports more than 200 million registered users in more than 200 countries and territories
• More than 2.6 million companies have LinkedIn Company Pages
• LinkedIn members are sharing insights and knowledge in more than one million LinkedIn Groups.
• As of September 30, 2012, LinkedIn counts executives from all 2012 Fortune 500 companies as members; its corporate talent solutions are used by 85 of the Fortune 100 companies
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How are you using Marketing / Social Media?
What's your Brand Awareness Plan?
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Social Media Summary• Last year, 73 percent of Fortune 500 companies were active on
Twitter, while more than 80 percent of executives believed social media engagement led to increased sales
• 2012 was a good year for social media. With more than 1 billion active monthly users on Facebook, more than 175 million tweets per day, more than 104 million visits per month to Pinterest, and more than 4 billion hours of video watched on YouTube each month, social media is exploding. Well, really, it has exploded.
– http://www.imediaconnection.com/content/33265.asp?ref=rc_mp
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Search Engine Optimization“SEO”
The process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results In general,
the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of
search, including image search, local search, video search, academic search , news search and industry-specific vertical search engines.
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Marketing Research
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• Sales Analytics• Monitor Marketing performance• The Competitive Marketing environment
Marketing research specifies the information required to address issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.
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Recommendation
• Identify the marketing initiatives• Fulltime Employee vs. Consultant• Primary responsibilities
– Develop a relevant marketing strategy– Prioritize marketing initiatives given
budget and resource constraints– Identify internal resources capable of and
interested in looking at various aspects of the marketing priorities
