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Social Media Marketing
Tom Torello
Executive Director, Marketing Communications
Ithaca College
Social Media
Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings
- Wikipedia
Social Media is, at its most basic sense, a shift in how people discover, read, and share news and information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many.)
- Brian Solis
Why should we care?
18%: TV ad campaigns generating positive ROI
$.54: avg. return on $1 spent on advertising
84%: B2B marketing campaigns resulting in falling sails
14%: People who trust advertising information
90%: People who can skip TV ads that do
100%: Increase in ad spending to generate 1-2% increase in sales
Justin Kirby & Paul Marsden (2006). Connected Marketing
Today
Blogs
Social networks
Video sharing
RSS
Buzz Monitoring
Blogs
Over 184 million blogs (as of March 2008)
In 2008, 13% of the Fortune 500 companies were blogging compared to 41% of college admission departments
Top blogs:– Huffington Post– Engadget– Daily Kos– Gadling– Parentdish
Blogs: What businesses are doing
Communicate to customers – reinforce the brand– 77% of internet users read blogs – 26% of bloggers write about products and services
they use
Get instant feedback– 36% of internet users think more positively about
brands that blog
Establish yourself as thought leader
Track industry leaders – spot trends
Media outlet
Blogging Tips
Blog often, but have something to say
Use RSS feeds
Refer to other blogs
Incorporate multi-media (podcasting)
Allow comments
Keep it casual
Sites:– Blogger.com - TypePad.com– Wordpress.com - Mulitpy.com
Social Networking
Facebook– 200 Million users
100 million log in each day
Fastest growing segment is 30+
Avg. age is 26– 10 Billion photos - #1 photo sharing site– 3 Billion minutes spent on Facebook each day (up 700% in last
year)– 75% of prospective U.S. students active on Facebook
Other social networks– LinkedIn – professional networking, 12 million users– MySpace – more users, less traffic– Targeted social networks
Ning
Social Engine
Social Networks: What businesses are doing
Tapping into existing social networks– Creating fan pages– Promotion through social bookmarking sites
DiggRedditDel.icio.us
– Targeted advertising
Creating communities– Engaging customers and connecting them with each
other
Creating new networks– Creating affinity around product or product category
- 35,000 people within 25 miles of Ithaca on Facebook- Pay per “click” or impression (FB will give you est.)- Set a daily budget
Micro-blogging: 140 characters sent via phone or computer.– 5 Million U.S. users– 1 Million “tweets” per day (3700% increase in one
year)– Mobile based
1569 Followers (150% increase in 8 mo) 338 Followers (150% increase in 8 mo)
Twitter: What businesses are doing
Immediate, brief, updates.
Last minute deals
Event promotion
Connecting with experts and sharing information
Customer relationship marketing
Introducing brands to new audiences
Twitter Tips
Tweet often, but have something to say
Follow others (and you will be followed)
Know the culture
Use small URLs
Retweet others
Video Sharing
14.8 billion online videos viewed by U.S. internet users76.8 percent of the total U.S. Internet audience viewed online video. The average online video viewer watched 356 minutes of video (approximately 6 hours)100.9 million viewers watched 6.3 billion videos on YouTube.com (62.6 videos per viewer). – YouTube dominant with more than 43% share of all
online videos viewed
Source: comScore
Video Sharing:What businesses are doing
Product demonstrations
Viral videos
Customer testimonials
RSS
Really Simple Syndication– The ability to track a website without visiting it.
How businesses are using it:– Build website traffic– Syndicate through widgets– Advertising (pheedo)– Podcasting
Buzz Monitoring
Are people talking about your brand?
Who are the thought leaders in your industry?
What are customers and potential customers saying?
Buzz monitoring tools
Technorati.com
Google alerts
RSS feeds
Tweetdeck (Twitter)
Alexa.com
YouTube/Flickr
Addictomatic.com
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