the science of social media
DESCRIPTION
A short presentation on WHY Social Media is an effective Marketing tool. Presented to the OTRANSCRIPT
The Science of Social Media
American Marketing AssociationOctober 2012
Welcome
• Adrian Blake, CEO Social Media Contractors• Socialmediacontractors.com
• @adrianblake• @smcontent
• #amaomaha
Too Many Messages
1977 20070
1000
2000
3000
4000
5000
6000
2000
5000
Source: Yankelovich
Estimated number of commercial messages seen per day by urban resident
We Are Desensitized
“Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises, and by eloquence sometimes sublime and sometimes pathetic.”
Samuel Johnson, 1759
“This is a very noisy world.”
Consumers Trust People, Not Ads
Source: Nielsen, 2012
Percent trusting “Completely or Somewhat” 2012
Sales Start with Search
2. Evaluate
5. Bond
4. Experience
3. Buy1. Need
Source: McKinsey
Sales Start with Search
2. Evaluate
5. Bond
4. Experience
3. Buy1. Need
Source: McKinsey
• Average consumer consumes 10 pieces of information during search
• What does their network say?
Sales Start with Search
2. Evaluate
5. Bond
4. Experience
3. Buy1. Need
Source: McKinsey
• Social Media touches customers after sale (Customer Service, User groups, R&D)
• Customers can evangelize
Endorsed Impressions Drive 40% Increase in Buying
• People exposed to Starbucks’ brand messages by their friends’ Facebook actions (likes, comments, etc.) are 40% more likely to buy than control group
Source: ComScore, Facebook
More Blogging = More Traffic
Source: Hubspot, 2012
More Blogging = More Leads
Source: Hubspot, 2012
Blog Threshold: Traffic
Source: Hubspot, 2012
Blog Threshold: Leads
Source: Hubspot, 2012
Twitter Threshold
Source: Hubspot, 2012
Facebook Threshold
Source: Hubspot, 2012
April May June July Aug Sept0
50
100
150
200
250
300
350
400
8
2050
230
330350
Quantity and Quality
76
71
Thousand Impressions per $5000
Source: Google, B2B ratecards, SMC Analysis*AdWords keywords for Professional Service Firm
DISGUISED CLIENT EXAMPLE
B2B site
Extra Slides
The Classical Marketing Funnel
• Pre-Google: Optimized for one-way communication/ Mass Media• Pre-Facebook: No return path for comments, questions, etc.• Pre-Blog: Cost of producing and distributing messages way down
(Websites, Blogs, etc.)
• Media habits have changed significantly– Two-way media way up (Online, Mobile), One-way Media flat or down (TV, print)
Awareness Familiarity Trial Purchase Loyalty
Old Ways of Reaching Customers are Dying
New Eras Require New ToolsEra Right ToolPublishing (1700-2000)
Advertising Agency
Search (2000-2010)
Search Engine Optimization
Discovery (2010-present)
Social Media
One-Way to Two-Way
“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.”
- Scott Cook, Intuit CEO
Everyone is jumping in…Percentage of US Companies with presence on Social Network; n=1200
Source: InSites Consulting, June 2012
Blogging Drives a Significant Increase in Leads
• Businesses that blog, on average get 55% more website visitors, 97% more inbound links, and 434% more indexed pages than businesses that don’t blog.
• Businesses that blog at least 20x per month generate nearly 4x more leads than those that don’t blog.
• Businesses that blog at least 20x per month generate over 5x more traffic than those that blog fewer than 4x per month
Source: Hubspot
But This Stuff is HardBlogs Updated within the Last 120 DaysN= 133,000,000
Source: Technorati, 2008
What We Do
• Start with Strategy: Align Social Media Strategy with Business Strategy: – Who you are reaching– How you are reaching them– What problem you solve for them
• Social Media that doesn’t connect to your business strategy is a waste of time and money
Three Complementary Strategies
• Targeted to the segment
• Success is getting the customer into conversation
• Targeted to the individual
• Success is getting the customer to enter the purchase funnel
Monitor Broadcast Converse
• Listen to the segment
• Success is understanding segment needs
We create and coordinate presences on the relevant Social Platforms
Your Hub(website)
Blog
Newsletter
Architecture for Social Media
Listening
Broadcasting• Creation• Curation• Amplifying
Conversing• Responding• Direct Interaction• Customer Service
And your Content Asset Grows in Value
Sources: Google, Eloqua, Kapost
Eight Uses for Social Media
1. Branding and awareness2. Protecting Reputation3. Customer Service4. Public Relations5. Build User Communities6. Facilitate R&D7. Recruiting8. Leads and Sales
Which ones fit with your business?
Omaha, NE 402 403 5122
New York, NY 347 894 2081
San Jose, CA 408 824 1184
London, UK +44 203 051 4639
Hong Kong +852 5808 2693
Extra Slides
Twitter Customer Service
40% of Companies are blogging
Nearly 40% of U.S. companies use blogs for marketing purposes.
Read more: http://blog.hubspot.com/blog/tabid/6307/bid/33689/10-Genius-Ideas-That-Changed-Marketing-Forever.aspx#ixzz28odJQskT