TEC Special Interest Meeting - January 2012

HANSON DODGE CREATIVE

© Hanson Dodge Crea.ve, All rights reserved.

OVERVIEW

THE SOCIAL LANDSCAPE

TRENDS

CASE STUDIES

GET STARTED - OR KICK IT UP A BIT

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© Hanson Dodge Crea.ve, All rights reserved. 4


WHO USES SOCIAL MEDIA?

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• 79% of adult Americans use the Internet

• 47% of of all adults have at least one social media account (doubled since 2008)• 92% use Facebook

• 18% use LinkedIn

• 13% use TwiUer

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WHAT’S THE DEAL WITH SOCIAL MEDIA?

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direct impact

activesocial media

users

activeinternetusers

Social Media content helps you connect with and informboth groups at the same time.


BUSINESSES USING SOCIAL

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BLOGS DRIVE WEBSITE TRAFFIC

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LANDSCAPE

• Internet usage, demographics, mobile

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TEXT MESSAGING

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~5 billion Texts sent per day in the U.S.


WHICH TRANSLATES TO…

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120 billion emails sent per day in the U.S.


WHY DO PEOPLE USE SOCIAL MEDIA?

Survey of Facebook users:

• Connec.on

• Self-‐expression

• Entertainment

• Discovery

• Control

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WHY DO BUSINESSES USE SOCIAL MEDIA?

• External recruitment

• Brand awareness

• Corporate communica.ons

• Marke.ng

• Research & innova.on

• Customer service

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IN A NUTSHELL…

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IT’S A GAME OF INFLUENCE

• Google indexes pages constantly

• Frequency of indexing correlates to overall importance

• Importance determines page rank

• Page rank is based on many things, including:• Frequency of content updates

• Relevance of content to searcher

• Importance of content to searcher

• Number of outside links to page• Social content is indexed

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IT’S A GAME OF INFLUENCE

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TRENDS

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MOBILE GROWTH

LOCATION-‐BASED MARKETING

GAMIFICATION

SOCIAL INBOX


MOBILE GROWTH OUTPACING ALL PCS

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…EVEN MORE QUICKLY THAN PREDICTED

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ALL PCs

SMARTPHONES

0 30.0000 60.0000 90.0000120.0000

4Q'094Q'10

Source: Interna.onal Data Corp. Feb. 2011

87.2%


MOBILE EMAIL

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Source: Pew Research Center Apr. 2011



LOCATION-‐BASED MARKETING

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GAMIFICATION

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• Corporate wellness trend

• Community engagement

• Bonus programs




EMAIL IN A MOBILE WORLD

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•  !"#$%&'()*'+),$-".'

•  /0--'1)'023)&'$#'4"5.'

•  !"#$%&'()*'6#"*'2)&#6+73)&.'

•  8$#1"&.'905'0:"&3)&.'


DESIGN FOR DIGITAL CONSUMPTION

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•  !"#$%&'$()%*+,$-.$/&01$

•  !-#.2$345$6)#7.1$

•  8+"9&.$("2(:$";&,<),1$

•  =>$.&(),7.$),$"?&#"9&1$

•  @,%0$>AB$-.$"(2*"%%0$#&"71$

!"#$%&'()*&+,&-.)"$/0-(1$"#2(34(20$5%*20-6,(774(-&8,+&9&$,(6&,6&:(


CASE STUDIES

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B2B

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Comprehensive social launch program for a new router:

-Second Life-3D gaming-YouTube-Video conference-Mobile datasheet-Facebook -Social news releases-Blog-Tech Community


B2B

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• 9,000 people attended virtually – 90x more attendees than in the past• Saved 42,000 gallons of gas• 300% more media coverage than traditional outreach methods• More than 1,000 blog posts and 40 million online impressions• 1/6 the cost of a traditional launch• Saved $100,000


B2B

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B2B/B2C

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B2C

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GET STARTED – KICK IT UP

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7 THINGS TO DO IMMEDIATELY

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1. Start blogging 2. Bite off only what you can chew 3. Research your customers/audience online4. Focus on supporting real business goals5. Close the loop across customer touchpoints6. Plan ahead7. Schedule time for social media – and follow through


1. START BLOGGING

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736 795

n = 1,531 Hubspot customersSmall to Midsize companies


2. BITE OFF ONLY WHAT YOU CAN CHEW

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3. RESEARCH YOUR CUSTOMERS/AUDIENCE ONLINE

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• Use key words, industry forums to focus your efforts

• Where is the target audience hanging out online?

• What are they doing there?

• What are they looking for?

• How are they interacting?

• What are they saying? +/-


4. FOCUS ON SUPPORTING REAL BUSINESS GOALS

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5. CLOSE THE LOOP ACROSS CUSTOMER TOUCHPOINTS

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6. PLAN AHEAD

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7. SCHEDULE TIME AND FOLLOW THROUGH

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NOTABLE EXAMPLES

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QUESTIONS?

THANK YOU [email protected]

Business

TEC Special Interest Meeting - January 2012