Social Media

TiE Houston Social Media WorkshopMarch 21, 2012

Agenda

• Setting the stage• Usage of Social Media in Business• Mobile <-> Social

Only Facebook and Twitter? Think again

15MM+ users

135MM+ users

51MM+ users

15MM+ users

62MM+ users

232MM+ monthly active users

115MM+ subscribers

20MM+ blogs

6MM+ users

800 MM+ monthly active users

230MM+ users 2MM+ users

500K+ users

800MM+ monthly users visit site

100K+ users

2MM+ users

2MM+ users

1.5MM+ users

Source: Official and Estimated statistics. Facebook, YouTube, Zynga, Twitter, LinkedIn, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path, Google+ SlashGear, TechCrunch / Comscore, FastCompany, Oink: TechCrunch, GetGlue, Foodspotting: Soraya Darabi’s LinkedIn, Esteban Contreras

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Facebook is #1 – by most measures

Source: Citi Investment, Research and Analysis (September 2011)Source: Comscore, February 2011, Nielsen, State of the Media: The Social Media Report Q3 2011Source: Experian Hitwise, Facebook was the top search term for 2011, based on searches on Bing, Yahoo and Google

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Social network is a worldwide and industry wide phenomenon

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Brand building benefits the most from social media

Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results, Esteban Contreras

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Businesses think they know their social customers, but do they?

Source: Survey by Pivot 2012.pivotcon.com

77% of companies thought they knew their social customers well, but 53%hadn’t even asked!

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Businesses are challenged by how to use Social Media Effectively

WHO OWNS IT? HOW DO YOU DO IT? HOW DO YOU MEASURE IT?

• Full time?• Part Time?• Marketing?• PR?• Advertising?• Customer Service?

• What tools?• Marketing Platform?• Email marketing fit?• Extremely complex

• The Holy Grail!• Extremely nascent• Social Analytics an emerging field

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Who owns Social Media? Everyone? No one?

• There must be an assigned owner• Might be different for Facebook and Twitter

– For example, Twitter might be owned by PR since it is largely a conversation, but Facebook might be owned by Marketing since it could be more strategic

• The best practice seems to be to assign owners, but ensure that all other teams are involved

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How do you do it?

Social Platforms

Analytics

CRM

Listening

Radian 6 (Salesforce)BazaarVoice

Lithium

E-mail

ExactTargetConstant Contact

Marketo Eloqua

CMS

Media

E-Commerce

Web Content ManagerWebSphere Portal

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How do you measure it?

• Area of intense discussion• No resolution: see Table on value

of a “Like”• As of 3/20, Google launches a

Social Reports section under Google Analytics

• $9.56: (money saved in triggering a fan into a purchase or other action assuming a constant acquisition cost of $1-per-click, compared to the cost for a non-fan; calculated by SocialCode).

• 2 cents: (offer for 500 new fans for $10.51; eBay).

• 57 cents: (offer for 1000 new fans for $57 by this fan-creating agency).

• $1.07: (the cost of advertising on Facebook that encourages a user to become a “fan”; Webtrends).

• $3.60: (as a media buy to reach 1 million fans; Vitrue).

• $71.84: (extra amount fans spend vs. non-fans; Syncapse)

• $136.38: (average annualized value of total fan purchases; Syncapse).

• 20 extra visits to your web site: (vs. one visit from a non-fan; Hitwise).

Source: How Much is a FacebookFan Worth? $10. Or Possibly 2 cents. Business InsiderSource: Why Brands Still Need Facebook “Fans”, AdAge Digital, Esteban Contreras

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Example: What is the value of a FB “Like”

Social Media on Mobile Devices are becoming the norm

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Source: eMarketer

Users are more than just “consumers” of social media on their mobile devices

70% of users posted a status update on their mobile device and 28% clocked on an ad

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Users are more than just “consumers” of social media on their mobile devices

70% of users posted a status update on their mobile device and 28% clocked on an ad

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Conclusion

• Social Media usage is growing rapidly, but its usage by business is still in the nascent stage

• Businesses must assign an owner to social media to do it right

• A social media strategy must work with a companies mobile strategy