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SOCIAL MEDIA FOR BUSINESS Effectively leveraging this powerful marketing tool. Eric D. Schulz Co-Director of Strategic Marketing and Brand Management
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SOCIAL MEDIA FOR BUSINESSEffectively leveraging this powerful marketing tool.
Eric D. SchulzCo-Director of
Strategic Marketingand Brand Management
Social Media is a powerful force
Consider these facts.
Social media site users spend an average of 5.4 hours a month engaged in networking sites.
Facebook attracts 734.2 million unique visitors a month.
Half of TV viewers tweet about TV shows.
Facebook: 53.5 Billion Minutes Per Month
Top 10 US Web Brands by Aggregate Time Spent:US Web users monthly minutes in billions, home and workSource: The Nielsen Company
Yahoo
AOL Media
MSN/Windows Live/Bing
YouTube
Ebay
EA
Apple
Microsoft
53.5
17.2
12.5
11.4
9.5
9.1
4.5
4.3
4.3
3.4
Facebook: Time on site per user
Top 10 Web Brands by Time SpentTime per viewer, hours, minutes per month, August 2011Source: The Nielsen Company
Amazon
Microsoft
Apple
Wikipedia
YouTube
MSN/Windows Live/Bing
Yahoo
AOL Media
0:31
0:45
1:06
1:18
1:41
1:44
1:48
2:12
2:53
7:46
Facebook USA: 140 Million Users
Top Network & Blog SitesAverage monthly unique visitors, Q3 2011Source: The Nielsen Company
Facebook Blogger Twitter Wordpress MySpace LinkedIn Tumblr Six Apart Typepad
Yahoo Pulse Wikia
140,336
50,055
23,617 22,417 19,250 17,786 11,870 8,578 8,397 7,601
Facebook reaches 70% of active internet users
Rise & Fall: Facebook’s Steady Climb
Top Social Networking Sites and ForumsBy US market share of visits (%), 2008-2011Source: Experian Hitwise
Feb
'08
April
'08
June
'08
Aug
'08
Oct '0
8
Dec '0
8
Feb
'09
April
'09
June
'09
Aug
'09
Oct '0
9
Dec '0
9
Feb
'10
April
'10
June
'10
Aug
'10
Oct '1
0
Dec '1
0
Feb
'11
April
'11
June
'11
Aug
'11
0%
10%
20%
30%
40%
50%
60%
70%
Facebook YouTube MySpace
Yahoo! Answers Twitter Linkedin
51% access Facebook via mobileFacebook, Twitter Reach among Smartphone Users3-month average, ending June 2011Source: Experian Hitwise
U.S. smartphone users European smartphone users
50.9%
31.7%
12.5%
7.4%
Facebook Twitter
Preferred brand connection: FacebookPreferred Social Network for Brand Connection% of social network users, May 2011Source: Edison Research and Arbitron
80%6%
3% 5%
6%
Other
Don't know
Google+ gaining groundTop Social Networking Sites and ForumsU.S. market total visits, Week ending September 24, 2011Source: Experian Hitwise
YouTube
Yahoo! Answers
Tagged
MySpace
Google+
myYearbook
iVillage
1,758
530
33
28
20
18
16
15
11
10
Social Network Site Usage Growth
Social Network Site Use Growth% of online adults, 2005-2011Source: Pew Internet & American Life Project
2005 2006 2007 2008 2009 2010 2011
8%
16%
29%
46%
61%65%
2%
9%13%
27%
38%
43%
Ever Yesterday
Lifestyle / EntertainmentSocial Media Use for Lifestyle/Entertainment Purposes% of respondents, October 2011Source: NM Incite
Entertainment Creative outlet Gaming How-to info Following celebrities Dating
76%73%
54%
47%
39%
13%
63%59%
43% 45%
34%
17%
67%64%
47% 45%
35%
16%
Parents Non-parents Total
Twitter Users Discuss TV ShowsSocial Media Commentary while Watching TV% of respondents, July 2011Source: TVGuide.com
I talk about the show I'm watching I talk about something else
50%50%
35%
65%
Twitter users Facebook users
68% of marketers challenged by social media
Marketing Challenges Reported by CMOs% of respondents, October 2011Source: IBM
Data explosion
Social media
Growth of channeland device choices
Shifting consumer demographics
Financial constraints
Decreasing brand loyalty
Growth market opportunities
ROI accountability
Customer collaboration and influence
Privacy considerations
Global outsourcing
Regulatory considerations
Corporate transparency
71%
68%
65%
63%
59%
57%
56%
56%
56%
55%
54%
50%
47%
Google Alerts: Monitoring Tool
Popular Social Media Monitoring Tools% of respondents, August 2011Source: WebLiquid and RSW/US
Googl
e Al
erts
Don't
mon
itor
Other
Radi
an6
Meltw
ater
Buz
z
Nielse
n Bu
zzm
etric
s
Bran
dwat
ch
Syso
mos
Synt
hesio
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
Social Media Advertising: Lagging ReactionsConsumer Actions by Ad Type% who reported action in past six months, August 2011Source: Internet Advertising Bureau
Email MarketingPlanned Use of Email Marketing % of respondents who are actively social media marketing, April 2011Source: SocialMedia Examiner
65%
3%
27%
5%
Increase Decrease Stay the same No plans to utilize
The Meaning of “Like”Consumer Expectations for Brand Liking% of Facebook users, September 2011Source: ExactTarget
Expect access to exclusive content, events or sales
Expect discounts or promotions through Facebook
Expect to receive updates about the co. to the newsfeed
Expect the company to post updates, photos or videos to newsfeed
Expect to share with friends, family and/or coworkers
Expect the name of co.to show up on my profile
Do not expect anything to happen
Expect the co. to send more relevantcontent based on my public profile
Expect to interact with pageowner (e.g., brand, person)
Expect the co. to access data in my public profile
Expect the co. to contact me through other channels
58%
58%
47%
39%
38%
37%
37%
36%
28%
27%
24%
Facebook Expectations: LikeWhat Constitutes Permission to Market on Facebook?% of respondents, July 2011Source: ExactTarget
You go to a company Facebook page and like the company
You like a comment/photo/article posted by a company on Facebook
You click a Facebook Like button placed by the company elsewhere on the web
15%
9%
10%
46%
41%
42%
39%
50%
48%
Always Sometimes Never
How often does a customer want to hear from you?
More than once a day
Once a day
Every other day
Twice a week
Once a week
Twice a month
Once a month or
less
Never Other
3%
7%6%
11%
26%
13%
28%
4% 2%
Marketing Contact via Social Networks% of respondents (n=2,997) June 2011Source: ROI Research and Performics
What do they want from you?Social Media Use for Products/Services Information% of respondents, October 2011Source: NM Incite
Read consumer feedback
Learn about products
Get coupons/promos
Give positive feedback
Give negative feedback
71%
64%
64%
59%
57%
64%
59%
56%
52%
49%
Non-parents Parents
What impacts purchase?
User-generated product reviews
Online customer Q&A on product website
Community forums (conversations between
customers)
User-generated videos
Facebook company fan pages
Facebook newsfeed (friends talking about
products)
Mobile (iPhone app, text alerts)
Twitter (monitor, respond to, and post
tweets)
59%
42%
26%
15%
13%
13%
9%
9%
Community, Social Tools that Impact Buying% of respondents, June 2011Source: e-tailing group, PowerReviews
29% seek purchase adviceSocial Networks as a Source of Purchasing Advice% of respondents who sought advice, June 2011Source: ROI Research and Performics
Appl
ianc
es
Elec
tron
ics
Fina
ncial S
rvs.
Health
care
/Pha
rm.
Teleco
mm
Auto
Trav
el
Pers
onal c
are
Educ
ationa
l Ins
t.
House
hold
pro
d.
Rest
aura
nt
Spor
ts-re
late
d
Mag
azin
es/N
ewsp
aper
s
Ente
rtainm
ent
Appa
rel
Food
bra
nds
Non-a
lcoh
olic b
ev.
Alco
holic
bev
.
46%
42%39%
34% 33% 33%31% 30%
28% 28%26% 25% 24% 23% 22% 21%
19%17%
What products are most discussedProduct Discussion via Social Networks% of respondents who had discussion in vertical June 2011Source: ROI Research and Performics
Educ
ationa
l Ins
t.
Spor
ts-re
late
d
Ente
rtainm
ent
Auto
Elec
tron
ics
Trav
el
Teleco
mm
Rest
aura
nts
Newsp
aper
s/Mag
sFo
od
Fina
ncial S
rvs.
Alco
holic
bev
.
Appa
rel
Appl
ianc
e
Health
care
/Pha
rm.
Pers
onal c
are
House
hold
pro
d.
Non-a
lcoh
olic b
ev.
79% 79%74%
67%63%
57% 57% 57%
48% 47% 46% 45% 43% 41%
32% 31%27% 27%
Social network users offline activitiesLifestyle Habits of Active Social Network Users% of total, compared to average internet users, Q3 2011Source: The Nielsen Company
More likely to work out at a club
More likely to attend a pro sports event
More likely to give opinion on politics, current events
Already follow a celebrity
More likely to give opinion about TV programs
More likely to go on a date
More like to be heavy spenders on clothing,
accessories
Already follow a brand
More likely to be heavy spenders on music
18%
19%
26%
32%
33%
45%
47%
53%
75%
Key mobile trendsMedia and entertainment are kingAbove all, mobile device users like to be entertained
Mobile web user profile
Age Gender Device Type
What are mobile consumers buying on their devices?
Mobile site vs. mobile app• When given a choice, the majority of those surveyed
(67%) strongly prefer using mobile websites over mobile apps for all shopping-related activities.
So now what?• Your social media strategy should be simple. Everything
you send out must meet two of these three criteria:
• Is it TIMELY?
• Is it RELEVANT?
• Is it ACTIONABLE?
• If it isn’t two out of three, DON’T DO IT!
It works better for some business segments
• Vanishing inventory (move it quick before it’s worthless)
Airline seats, sports tickets, movie tickets, restaurant seats.
• Time-sensitive instant offers (get some customers quickly)
Restaurants, fast food, retail, entertainment, seasonal.
• Attracting eyes and ears (watch and listen)
TV, radio stations, newspapers, websites
• New NEWS (breaking news)
Anyone
Summary• Facebook is all you need to worry about.
• Develop a plan to send out information that is TIMELY, RELEVANT, and ACTIONABLE (2 out of 3)
• Try to create immediate action (disappearing offers).
• Offer information that helps the customer make the purchase decision.
• Texting (mobile) and email are important components.
THANK YOU
Eric D. SchulzCo-Director of
Strategic Marketingand Brand Management
