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Why Social Media Matters + How It Impacts Your Business Presented by: Shelly Kramer, CEO Vision + Voice + Value INTEGRATED MARKETING
| Date post: | 09-May-2015 |
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Why Social Media Matters + How It Impacts Your Business
Presented by: Shelly Kramer, CEO
Vision + Voice + Value
INTEGRATED MARKETING
3 Years Ago, I was Using
0 Technology
No SmartPhone No Business Website
No Social Media
I didn’t need them to be successful.
Sound familiar?
Today, my life is slightly different – and so is my
business
Business Owner, Blogger, Social Media Believer, Marketer, Online Expert, Web Developer and User Experience Nut, Stats Obsessed-ROI Focused Geek,
Industry Expert, Speaker.
Most Importantly, I’m a Teacher
Old World Way to Reach Customers
Banner Website
Call Center
Sales Rep
Phone
Lead Gen
Direct Mail
Search
Phone
Old World Way to Reach Customers Direct Marketing = Fire Hose
New World Way to Reach Customers
en Sales Rep
Call Center
Website
IP TV
Ra4ng Sites
Social
E-‐Mail
Banner
Mobile
Blogs
Community
Organic Search
Lead Gen
Direct mail
Paid Search
Widgets
TV
Video
New World Way to Reach Customers Brand Marketing = Envelope them in a Fog
Today’s Website
of Consumers Trust Advertisements.
Only
Source: “Marke-ng to the Social Web,” Larry Weber, Wiley Publishing 2007, via Erik Qualman’s Social Media Revolu-on Video
14% vs. 78%
Hmmm
Company Blog
Social Media is for Leads and Sales
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Percentage of companies that have acquired a customer from:
46% 41% 44% 41%
2010 Whitehorse Marke-ng Survey
B B 2 B C 2 VS.
Company Blog
Social Media is for Leads and Sales
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Percentage of companies that have acquired a customer from:
46% 41% 44% 41%
U.S. Companies are Putting Increasing Emphasis on Blogging
2007 2008 2009 2010 2011
16%
29%
34%
39%
2012
43%
25%
Projected
% of Total
Source: emarketer, August 2010
34 %
of U.S. Companies Use Blogs for Marketing Purposes
67 %
increase in sales for companies that blog over companies that don’t blog
Twitter is emerging as the leading platform among the world’s largest corporations.
of Fortune Global 100 Companies have a Twitter Account
77 %
Have a Facebook Account
61 % Burson-‐Marsteller 2011
Outsell Annual Adver-sing and Marke-ng Survey -‐ 2010
50 % Plus
Asked to rate the effectiveness of Social Media…
said Facebook was extremely or somewhat effective
of Fortune U.S. Companies use @mention to gauge consumer comments.
Up from 43% in 2010
66 %
Are re-Tweeting posts Up 32% in 2010
.
57 %
Provide company news, updates and announcements
Customer Service
Deals and contests related to products and services
How U.S. brands Use Twitter
500,000,000+ Ac4ve Facebook Users
110+ Million in the U.S. Alone
And, of That Paltry 500 Million, Only
• 50% log on on any given day and • Spend a total of 700 BILLION minutes – per day and there are only • 900+ billion objects that people interact with (pages, groups, events, community pages, etc.)
Source: Facebook Press Stats
30,000,000
,000
Pieces of CONTENT shared on Facebook each WEEK
(yes, that’s Billion with a “B”)
Links, blog posts, photos, videos, stories, news stories, etc.
Number of Facebook Likes for U.S. Companies Doubled
2010-102,000 2009-53,000
Burson-‐Marsteller 2011
of U.S. Companies allow fans to post on their wall
89 %
Burson-‐Marsteller 2011
Respond to wall posts 72
%
Burson-‐Marsteller 2011
Let’s Talk About
100 Million
Users
15 Million Monthly Unique Visitors
200+ Countries
Business Social Network
the Biggest
Professional Networking
Covers many key professional categories
users are Senior Managers, Middle Managers, CEOs,
Presidents, Vice-Presidents, Sales Executives, Small
Business Owners, Entrepreneurs
and much more.
is an Online Rolodex
only much more
More than 80% of companies use social media for recruitment
are using LinkedIn
95% Source: Jobvite Social Recruitment Survey, via Erik Qualman’s Social Media Revolu4on Video
80% Are College Graduates
53% Earn more than $100,000/year
Average Age: 41 years
People don’t CARE about your ad, they care about what their FRIENDS and PEERS think.
CARE, FRIENDS
Hmmm
Source: 2010 Nielsen Global Online Consumer Survey via Erik Qualman’s Social Media Revolu-on Video
This is also true when it comes to recrui1ng and/or job hun1ng.
can transform your ability to connect with other professionals in an environment they trust. Take your business and professional
career to the next level.
How Does This Impact Your Business?
Inbound Marketing is More Effective
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Outbound Ave. Cost Per Lead
$332 Inbound
Ave. Cost Per Lead
$134
Inbound is
60% lower per lead
ARM Interna-onal Report on B2B Marke-ng -‐ 2010
Those businesses that do analyze ROI, find online
marketing more effective than traditional marketing.
Guess What?
Social Media
is Inbound MarkeMng!
ARM Interna-onal Report on B2B Marke-ng -‐ 2010
Only
of B2B Marketers Formally Analyze Metrics to Judge ROI.
aren’t
You can’t measure Social Media like a traditional channel
So don’t try to make an
Apple out of an Orange
Don’t Despair, (hang on)
Before ROI, you get this: • Increase in site traffic • Increase in time spent on site • Views of a specific landing page, blog post
or offer • Increased follower/like/friend base • Increase in Share of Voice • Increase in Positive Sentiment
PATIENCE is a Virtue
Because, what you GET is this: • Increased revenue • More leads • Shorter sales cycles • Lower customer acquisition costs • Lower customer service costs • Lower customer retention costs
(Bosses Are Happy!) (Priceless)
WHO Says Investing in Social
Media Works?
Says WHO?
Invested $15K in social media
Web traffic up 300%
Sales up 20%
Source: Erik Qualman, Socialnomics
Says WHO?
of Ford’s entire marketing Spend is on social media 25%
(Pssst: Think there’s a reason for that?)
Source: Erik Qualman, Socialnomics
Says WHO?
24% of their leads
convert to sales opportunities
Source: Erik Qualman, Socialnomics
Says WHO?
Gary Vaynerchuk says…
Took family wine business from
$4 Million to
$50 Million
via social media
$15,000 on direct mail
Only Netted 200 new customers
$7,500 on billboards
Only Netted 300 new customers
He found that spending:
$0 on social media (other than time) On the other hand…
Netted a whopping 1,800 new customers
Back to the Tricky Question – That Pesky ROI
The Key is BENEFITS
Short vs. Long
Financial vs.
Non-Financial
Analytics If you’re not MEASURING, you’re not MARKETING.
Create a SCORECARD
Scorecard Have Revenue/Profits increased? Financial
Financial
Brand
Digital
Risk Management
Have Costs decreased?
Have consumer attitudes about the brand improved?
Better prepared to find/respond?
Has the company enhanced its assets?
Your Scorecard
Source, Augie Ray, Forrester Genius, hep://www.experiencetheblog.com
Strategy
Measure
Test Test Measure
Test Some More
Measure
Test Again
Social Mediums Can Help
Here’s how you do it:
Social media allows you to do this:
Humanize your brand Engage directly with your prospects
Provide customer service Deepen and develop relationships
Listen to customers Deliver what they need
That’s pretty cool, isn’t it?
YES! Does it take time?
Is it worth it?
YES!
Stalk Me
Twitter: @shellykramer Facebook: Shelly Kramer
LinkedIn: Shelly DeMotte Kramer 816.200.2520
[email protected] http://v3im.com
Vision + Voice + Value
INTEGRATED MARKETING
Feel free to use this presentation as you wish. Attribution would be splendid.
Special thanks to Al Bonner of Presentation Transformations for helping to make my
presentations, and everything I do, better. You can see more of his work at
http://presentationtransformations.com
