G/O Sales Summit: The Shift to Social

2016 Sales Leadership Summit Powered by G/O DIGITAL 1#GoSummit2016

The Shift To Social



It All Starts With the CustomerWho is my audience?

What interests my audience?

How & where does my audience

connect with my business?

What actions do I

want to occur?

How can I compel

actions?

How can I invite my

audience to actively

participate in my business stories?

How can I engage, without

interrupting?

“I want you to have pathological empathy for your reader.

That means really knowingyour customer.”

Ann Handley


Questions To Ask Yourself

• What is my client’s marketing objective? • Who is their customer?


Agenda

The Social Landscape

Understanding Your Client’s Marketing Objectives

How Businesses Succeed on Social

Determining the Best Solution


The Social Landscape


Consumer Social Landscape 2016 Monthly Active Users On Each Network*

*Source: statista.com

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Facebook

WHO• 58 Million American Users 18-34• 48 Million American Users 35-54• 28 Million American Users Age 55+

WHAT• 936 Million Active Daily Users• 4 Billion Videos Viewed Each Day• 39 Minutes Average Daily Time On Site

8

Sources: Facebook, Statista,

2003 Facebook Launched

2008 Fan Pages Launched

TIMELINE

2010 Promoted Content Launched

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WHO• 56% Male vs. 44% Female• Top 5 Industries

9

Sources: LinkedIn

2003 LinkedIn Launched

2008 LinkedIn Advertising Launched

TIMELINE

LinkedIn

WHAT• 15 Million Profile Views Daily• 1.45 Million Job Views• 44,000 Job Applications• 41% Traffic is Mobile• 17 minutes Average Monthly Time On Site

• Information Technology

• Health Care• Construction

• Education Mgmt. • Accounting


Sources: Jeff Bullas, Pew Research, Twitter. Rocket Post, Statista

2006 Twitter Launched

2010 Twitter Advertising Launched

WHO• 23 Million American Users Age 18-34• 15 Million American Users Age 35-54• 7 Million American Users Age 55+

WHAT• 500 Million Tweets Per Day• 80% Active Users On Mobile• 170 Minutes Average Monthly Use

Twitter

TIMELINE

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WHO• 60% Users Age 18-34• 16% Users Age 35-44• 5% Users Age 55+• 70% Users are outside of the U.S.

WHAT• 80 Million Photos Per Day• 3.5 Billion Photos Liked Per Day

11

Sources: Instagram

2010 Instagram Launched

2013 Instagram Advertising Launched

Instagram

TIMELINE


WHO• 85% Users Are Female• 67% Users are Under the Age of 40

WHAT• 1 Billion Boards Created• 50 Billion Items Pinned• 98 Minutes Average Time On Site Per Month• Most Pinned Categories

• Food & Drink• DIY & Crafts• Home Décor• Holidays & Events

Sources: Ahalogy

2010 Pinterest Launched

2013 Promoted Pins Launched

Pinterest

TIMELINE


Understanding Your Client’s Marketing Objectives


Without Goals,YOUR CLIENT IS FLYING BLINDIdentify Goals Your Client Wants To Achieve• More website traffic? • More phone calls? • More leads? • More in-store sales?• More customer loyalty?• More direct dialogue with their customers?

Work towards your client’s marketing objectives by understanding the consumer, what motivates them to take action, where they interact and why they engage.


How Social Can Help

Drive Actions Amplify Brand Awareness

Handle Customer Service

of all social media customers complaints are on Facebook. Twitter is 17%.*71

*Source: HugYourHaters.com


How Businesses Succeed On Social


MEET THE PEOPLE WHO’LL LOVE YOUR CLIENT’S BUSINESS

Facebook for Business

• 50 million small business pages • 1.48 – average number of daily posts by brands • 41% of small businesses use Facebook • 87% of posts to Facebook pages that go unanswered

Sources: Tech Crunch, Social Times, eMarketer, Locowise


Facebook

Ideal client one: 1. Limited marketing budget2. Not sure who their target

audience is3. New to the social space

Ideal client two: 1. Decent marketing budget2. Looking to expand their

reach further

Client resources:Personal and original content including links, videos and images

Achievable goals: • Sales• Branding • Customer Service


Rainbeau Curves: Facebook Ads Drive Action

Results• Reach: 3,040,006• Conversions: 985• Clicks: 303,762• CTR: 3.71%• Top Audience: Plus Size

Fashion


• 3 million LinkedIn business pages• Mashable is the company page with the most engaged following• 1 out of 3 professionals on the planet are on LinkedIn• 1 in 20 LinkedIn profiles belong to recruiters

SUCCESS POWERED BY RELATIONSHIPS

LinkedIn For Business

Source: We are social media


Ideal client: 1. Decent marketing budget2. In the B2B space3. Looking to increase their

brand presence

Client resources:Content that promotes relationship building, industry news & thought leadership

Achievable goals: Branding

LinkedIn


Forest City Enterprise: LinkedIn Ads Increase Branding

Results• Impressions: 2,073,676• Engagements: 1844• Clicks: 1,336• CTR: 0.98%• Top Audience: Real Estate Professionals


Twitter For Business

• 65.8% of U.S. companies use Twitter for marketing• 74% of people follow SMBs to get product updates• 47% of people who follow a brand on Twitter are more likely to

visit that company’s website

FOR BUSINESSES AND BRANDS WHO WANT TO GROW THEIR BUSINESS

Source: DMR


Twitter

Ideal client: 1. Decent marketing budget2. Has already seen

success with other social networks

3. Looking to expand their reach further

4. Works for both B2C & B2B companies

Client resources:Either personal or professional - timely updates including links, images & videos

Achievable goals: Sales Branding Customer Service


Results• Impressions: 856,806• Engagements: 71,159• Clicks: 70,675• Engagement Rate: 8.31%• CTR: 8.25%• Top Audience: Handle

Targeting

Maidenform: Twitter Ads Increase Engagement


Instagram For Business

• 96% of US Fashion brands use Instagram • Photos & stills generate 36% more likes than videos • Posts with at least one hashtag average 12.6% more engagement • Posts tagged with a location receive 79% higher engagement

INSPIRE PEOPLE VISUALLY WITH YOUR CLIENT’S BUSINESS STORY

Sources: eMarketer, Adweek, Simply Measured


Ideal client: 1. Decent marketing budget2. Has already seen success

with other social networks3. Looking to expand their

reach further 4. Has a mobile-first mentality

Client resources:Visual Inspiration - story telling through captivating images & videos

Achievable goals: SalesBranding

Instagram


Stichbee: Instagram Ads Amplify Site TrafficResults• Reach: 139,352• Site Traffic: 337• Clicks: 342• CTR: 0.10%• Top Audience: Boutiques & Online Shopping


Pinterest For Business

• 88% Purchase a product they pinned• 49% Purchased 5 or more product they pinned• Tutorials, guides & do-it-yourself pins have a 42% higher CTR

compared to other types of pins• 83% of active users prefer to follow a brand than a notable celebrity

GET DISCOVERED BY MILLIONS OF PEOPLE LOOKING FOR THINGS TO PLAN, BUY AND DO

Sources: Jeff Bullas, Cision


Pinterest

Ideal client: 1. Decent marketing budget2. Has already seen success

with other social networks or search advertising

3. Looking to expand their reach further

Client resources:Life events, content including keyword rich visuals & links

Achievable goals: SalesBranding


Rainbeau Curves: Pinterest Ads Drive Actions Results• Impressions: 105.6K• Conversions: 1• Clicks: 517• Repins: 113• CTR: 0.5%• Top Audience: Plus Size

Women's Clothing


Determining The Best Solution


ONLINE WOMEN’S CLOTHING RETAILER: Recently saw a decline in sales and is looking for a way to start generating more sales.

Situation One


AUTO DEALER: Looking to rebuild their reputation, recently they have had a high number of negative reviews.

Situation Two


TRADE SCHOOL: Getting great results and leads with PPC and want to expand efforts to gain even more new students.

Situation Three


Situation Four

MULTI-LOCATION RESTAURANT: Their sales drop in the summer and they are looking for a new way to get more customers in the door.


Questions