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It’s 2010. Is your Business Social?
Thursday, October 7, 2010
Why do you want to listen to me? I’m a marketer. I’ve been involved with advertising and marketing since 1990 but in reality since I was a kid. I’ve been marketing online since 1996. I was one of the first people to purchase a banner on Yahoo. I’ve worked with some big (Johnnie Walker, Marlboro, Nestle, Pepsi, Vail) and small clients. I have been presented with multiple marketing awards: AMA, ADDY, MarCom Gold Award. I have been on social networks since 1997. I love connecting with smart people online and offline. The doors to this room are locked!!!
Milena Regos. Blog: OutandAboutMarketing.comTwitter @milenaregos. LinkedIn: regos.
Presentation slides available on: outandaboutmarketing.com
Thursday, October 7, 2010
•WHAT DO YOU THINK SOCIAL MEDIA IS?
•HOW DO YOU USE IT?
•WHAT WORKS FOR YOU?
•WHAT DOES SUCCESS LOOK LIKE?
•WHAT IS YOUR BIGGEST CHALLENGE?
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TODAY people share what they had for BREAKFAST!
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and this is supposed to make companies realize there’s a HUGE
OPPORTUNITY?
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1 in 4 Americans have posted comments or reviews online about
products or services they buy
Source: Pew Internet & American Life Project Oct 2010
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exists because of lack of TRUST
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trust is at an all time low
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38% trust business to do what is right
18% trust advertising
20% believe what they hear from the news
42% believe in ghosts
76% believe in miracles
Source: AdWeek Dec 09, Edelman 2009, Poll Harris Interactive 2009
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92% trust recommendations from people they
know
Source: AdWeek Dec 09
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Why people are on social networks?
Keep in touch with friends 75%
For fun 55%
Keep in touch with family 41%
Invited by someone they know 30%
Keep in touch with classmates 30%
Keep in touch with business network 5%
Job searching 4%
Business dev’t/Sales 3%
Searching for new hires 1%
Other 4%
Source: eMarketer July 09
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89% expect to be able to interact with brands
Source: WebProNews Oct 09
89% expect to be able to interact with brands
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We no longer count eyeballs. We look at engagement.
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> 500 mil active users 50% of active users log on to Facebook in
any given day57% are women
70% are outside of the USAverage user has:
130 friends spends >55 min/day
likes 9 pieces of content each month
writes 25 comments each month Fans 4 Pages each month
is invited to 3 events per month is a member of 13 groups
There are more than 100 million active users currently accessing Facebook through their mobile devices.
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Facebook vs Google
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Source: eMarketer Aug09, Harvard Study June 09, Brian Solis Oct 09, Tara Hunt “Yes, I do mind the Gap”, TechCrunch June 10
190m + estimated ‘users’65 mil tweets/dayonly 21% are active
57% womenmen have 15% more followers
66% under 25 yrs old85% tweet <1x per day
1.1% tweet >10x per day94% of Twitter users have <100 followers
0.68% of Twitter users have >1000 followers
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SOCIAL IS THE NUMBER 1 ACTIVITY ON THE NET
more popular than email, porn and search
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When Lufthansa lost my bag I tried to contact them by telephone, email,
online form. #FAIL
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So I wrote about it on my blog, tweeted, Facebooked
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And received a response within 24 hours!
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facebook: >500mil. userstwitter: >120 mil. users
foursquare: >1 mil. users
Source: Tara Hunt
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What do you think is going to be the next big thing?
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Credit: www.dirjournal.com
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66% of communication professionals have done nothing with the feedback gleaned from
social networks
Source: MarketingSavant.com
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49% of organizations still don’t have a specific approach to social media
Source: MarketingSavant.com
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Listen Plan Engage Measure
As simple as this
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Start with listening
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LISTEN
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Source: Marketech
look for evangelists and help spread the good word
Best Practices for Monitoring the Conversation
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Engage with middle ground consumers to influence them
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Source: Marketech
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Look for “incidental detractors” and engage with them to fix problems.
Source: Marketech
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Source: Marketech
Seek out and minimize “determined detractors” - the people who just can’t seem to be happy
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Paid Listening Tools - ScoutLabs
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With free or paid
tools you can listen
online
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and hopefully avoid thisThursday, October 7, 2010
and catch a problem before it gets too big
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Increase your Facebook likes
Keep content fresh
Keep it interestingPromote a contest via Facebook
(WildFire)
Give fans something they can’t get anywhere else (Discounts)
Encourage interactionThursday, October 7, 2010
to get access to exclusive content
for fun or entertainment
to get updates on upcoming sales
to get updates on future products
to stay informed about the activities of a company
to get a “freebie”
to show my support for the company to others
to receive discounts and promotions 40%
39%
36%
34%
33%
30%
29%
25%
How to get Facebook fans to like a page
Source: ExactTarget 2010 Survey
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3,000 likes
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Engage your fans. Reward.
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Have fun
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Contests generated good amount of traffic
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• Google Analytics
•WebTrends
• HootSuite
• Sentiment
• Share of Voice
• Trends
• $$$
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www.jenschimdtphotography.com
Jen Schimdt Photography
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The ROI from social media:In 1 year718 fans$2/day $16 to every $1
www.jenschimdtphotography.com
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“I'm not only selling my work, but my personality, and social media is the ideal
platform for it.” Jen Schmidt
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Milena [email protected] @milenaregosslideshare.com/milenaregos775-771-6863All images photo credit Creative Commons unless otherwise indicated. Share/remix/reuse.
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