Matt Swain - The Social Media Opportunity

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2009 InfoTrends, Inc. www.infotrends.com

The Social Media Opportunity

October 28, 2010

2 2010 InfoTrends, Inc. www.infotrends.com

Interaction Landscape

Web SiteCompany Information

Products & ServicesCustomer Service

BlogsCompany Insights

Customer Research

Engaging

CommunityIndustry Insight

Product DevelopmentResourcefulOwnership

Permanence

Social Networks

FriendlyHelpful

Outreach Apps

AdvertisingCore Values

Brand Message

Source: How Brands can influence Consumer Behavior in a 2.0 World, eBusiness Interactive

3 2010 InfoTrends, Inc. www.infotrends.com

The Convergence of Online Channels

Web

SocialMobile

Mobile Web

Mobile Ads

Location-Based Services

Social Integration

MicroblogsMMS

4 2010 InfoTrends, Inc. www.infotrends.com

Social Media Landscape

Tell

Advertise

One to Many

Reviews

Broadcast

Brand Loyalists

Talk

Socialize

Many to Many

Recommends

Facilitate

Brand Friends

Objectives Action

Source: How Brands can influence Consumer Behavior in a 2.0 World, eBusiness Interactive

5 2010 InfoTrends, Inc. www.infotrends.com

Large Pool

Consumer Conversations

Brand awareness

Public Relations

Customer Service

Instant Feedback

Business-to-Consumer Business-to-Business

Social Media Objectives by Model

Targeted Pool

Prospecting

Lead Generation

Public Relations

Customer Service

Research

6 2010 InfoTrends, Inc. www.infotrends.com

Blogs

Content Across Networks

Contests & Promotions

Coupon Codes

Social Search Ads

Business-to-Consumer Business-to-Business

Social Media Functions by Model

Blogs

Webinars

Whitepapers

Custom Communities

Search Marketing

7 2010 InfoTrends, Inc. www.infotrends.com

One in five of the tweets posted on Twitter (or 20%) contains some type of inquiry or information about a specific product or service that is brand-related. (Study by a research team at Penn State University)

LinkedIn has over 70 million members

in 200 countries.

There are 500 million active users on Facebook

If Facebook were a country, it would be the

worlds 4th largest.

8 2010 InfoTrends, Inc. www.infotrends.com

Kraft Foods on LinkedIn

9 2010 InfoTrends, Inc. www.infotrends.com

Kraft Foods on Facebook

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Kraft Foods on Twitter

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17,175 followers on LinkedIn

523,793 People Like This on Facebook

9,419 followers on Twitter

12 2010 InfoTrends, Inc. www.infotrends.com

Build Deeper Relationships: Kraft First Taste

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Clusters of Influencers

Source: How Brands can influence Consumer Behavior in a 2.0 World, eBusiness Interactive

14 2010 InfoTrends, Inc. www.infotrends.com

Word of Mouth Marketing

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Reaching Your Target Audience

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Capitalizing on Opportunity: Relationship Status Engaged.

18 2010 InfoTrends, Inc. www.infotrends.com

Social Media Usage

Yes

37.0%

No

28.1%

Don't know

1.0%

No, but

considering

33.9%

N = 192

Are you currently using social media in your business? By social media, we mean things like blogs, microblogs (e.g., Twitter), and social networks (e.g., Facebook, LinkedIn, etc.).

Source: End-User Workflow Survey, InfoTrends, 2010

19 2010 InfoTrends, Inc. www.infotrends.com

Top Objectives

1.4%

2.8%

7.0%

16.9%

19.7%

33.8%

59.2%

62.0%

74.6%

0% 20% 40% 60% 80%

Dont know

Connect with vendors

Obtain news and information

Connect with local businesses

Customer service

Provide news and information

Prospecting/lead generation

Connect with customers

Business promotion/brand building

Percentage of Respondents

What are your companys TOP THREE objectives when utilizing social media?

N = 71 Respondents who currently use Social Media

Multiple Responses Permitted

Source: End-User Workflow Survey, InfoTrends, 2010

20 2010 InfoTrends, Inc. www.infotrends.com

Top Social Networks Used for Business

1.4%

1.4%

8.5%

15.5%

15.5%

22.5%

38.0%

54.9%

71.8%

80.3%

0% 20% 40% 60% 80% 100%

Dont know

Other

Photo-sharing network

Video-sharing network

MySpace

Discussion forums

Blogs

Twitter

LinkedIn

Facebook

Percentage of Respondents

Which of the following social networks are you using in your business? Please check all that apply.

N = 71 Respondents who currently use Social Media

Multiple Responses Permitted

Source: End-User Workflow Survey, InfoTrends, 2010

21 2010 InfoTrends, Inc. www.infotrends.com

Vistaprint: 22,224 People Like This

22 2010 InfoTrends, Inc. www.infotrends.com

Social Media + Print

23 2010 InfoTrends, Inc. www.infotrends.com

24 2010 InfoTrends, Inc. www.infotrends.com

Content Audit

What types of updates do I share?

How many times do I update in a day?

Do I hard sell with my updates?

What feedback do I get from my followers concerning my updates?

Do I have bait?

Source: http://www.techipedia.com/2010/social-media-audit-questions/

25 2010 InfoTrends, Inc. www.infotrends.com

Measurement Audit

What part of my social activities do I measure?

Social Mention

Trakur

PostRank

Google Analytics

Facebook Analytics

Do I have alerts set up to notify me of brand mentions?

What social media site gives me the most traffic?

What social media site gives me the most leads?

Source: http://www.techipedia.com/2010/social-media-audit-questions/

26 2010 InfoTrends, Inc. www.infotrends.com

Overall Campaign Audit

How much time do I put into social media?

What results am I getting from it?

What is working for me?

What is not working for me?

How effective is my overall campaign?

Should I get help?

Source: http://www.techipedia.com/2010/social-media-audit-questions/

27 2010 InfoTrends, Inc. www.infotrends.com

Depth of Engagement RecommendableAttractive Interactive

Need fulfillment

Useful

EnjoyUsing

Talks toME

Reacts to ME

Benefit MY friends?

Pillars of Social Interaction

Source: How Brands can influence Consumer Behavior in a 2.0 World, eBusiness Interactive

28 2010 InfoTrends, Inc. www.infotrends.com

People Cluster Image

Photo Credit: http://www.flickr.com/photos/sifah/414239977/

Source: How Brands can influence Consumer Behavior in a 2.0 World, eBusiness Interactive

Build Communities!

29 2010 InfoTrends, Inc. www.infotrends.com

30 2010 InfoTrends, Inc. www.infotrends.com

Reaching the End Goal

Its all about the conversation!

Being used to achieve a number of different marketing goals

Customer acquisition

Retention through customer service

Building deeper relationships

Market research for product/service improvement

Use social media as an integrated component of the marketing mix

Pay attention to the auditing process dont engage in social media just because everyone else is doing it.

Make people friends

31 2010 InfoTrends, Inc. www.infotrends.com

Thank You!

matt_swain@infotrends.com