© 1996-2009 Bauer & Associates, Inc. All rights reserved.
Growth through Social Media
Presentation Overview
i. Today’s Media Landscapeii. Major Social Networksiii. Frequently Asked Questionsiv. Our Approach
Decline of Traditional Media•Average daily circulation at 379 U.S. newspapers plunged 10.6 percent from April 2008 to September 2009.
•USA Today suffered the worst erosion in its 27-year history from 2008 to 2009.
•Average readership for local newspapers in the top 10 U.S. markets dropped 27.6% from 2001.
•Off the chart: Boston Globe – 521,000 in 1990 to 264,105 in 2009.
Sources: The Awl, Yahoo!, Scarborough Data
Decline of Traditional Media
• From 1980 to 2008, nightly network news viewership has fallen 53%.
• In 1991, 15% of the U.S. population watched the World Series. In 2009, viewership was only 5%.
• At the beginning of 2009, ABC, CBS, and NBC reported their smallest combined audience ever.
Sources: Journalism.org, Magna, Portfolio
Evening News Viewership: 1980-2008
Online Media Popularity
• 30,000,000 – increase in unique readers of online newspapers since 2004• 346,000,000 – number of people globally who read blogs• 200,000,000 - blogs indexed by Technorati since 2002• 900,000 - average number of blog posts in a 24 hour period
Sources: The Future Buzz, comScore, XPLANE
Expansion of Social Networks
Visits: 2,513,085,935 Yearly Change: +202.47%
Visits: 58,940,886 Yearly Change: +89.15%
Visits: 141,673,599Yearly Change: +549.16%
Source: Compete
Vis
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Vis
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Adoption RateYears to Reach 150 Million Users
Telephone – 89 Years
Television – 38 Years
Cell phone – 14 Years
Facebook – 5 Years
Source: Portfolio Research
“Talking at” vs. “Talking with”
Interactivity allows your business to CONNECT with its network
Blog commentsVideo responses
Becoming a Fan or FriendTagging pictures
Your Target Audience
Your Target Audience
Secure Your ReputationDon’t let someone else do the talking for you
“If a third party other than your firm reserves your name as a profile on a site like Twitter, they can do tremendous damage to your brand. The solution is to be proactive and secure your firm's brand across key social media sites.” – LawyerCasting.com
Presentation Overview
i. Today’s Media Landscapeii. Major Social Networksiii. Frequently Asked Questionsiv. Our Approach
Over 50 million members in over 200 countries
Executives from all Fortune 500 companies are LinkedIn members
80% of companies use LinkedIn as their primary tool to find employees
Poll your network to obtain data that impacts your business
Respond to questions and affirm your expertise in your industry
Publicize your website and blog; Improve search engine rankings
Source: LinkedIn
Over 350 million active users
Pages have created more than 5.3 billion fans
More than 700,000 local businesses have active Pages on Facebook
Invite your network to events
Post links, news, photos, videos, etc.
Engage users with Facebook applicationsSource: Facebook
8,000,000,000 tweets by 2010
1382% increase in unique visitors from 2008 to 2009
219 million page views in March ‘09, 428 million in April ‘09
Monitor trends and developments in your field
Showcase expertise: publish links to your website
Customize your page with company info and accoladesSource: Nielson
100,000,000+ viewers
Second largest search engine
Every minute, 20 hours of video is uploaded
14.8 billion online videos were watched in January 2009
Embed videos on other social networking sites
Obtain demographical and geographical data about your viewers
Source: YouTube, comScore
Presentation Overview
i. Today’s Media Landscapeii. Major Social Networksiii. Frequently Asked Questionsiv. Our Approach
How much time will this take?Approx. Time Monday Tuesday Wednesday Thursday Friday9:00-10:00 AM Review Content Cache
and post quality articles/links to SM sites
Review Content Cache and post quality articles/links to SM sites
Review Content Cache and post quality articles/links to SM sites
Review Content Cache and post quality articles/links to SM sites
Review Content Cache and post quality articles/links to SM sites
10:00-11:00 AM Respond to and schedule tweets
Respond to and schedule tweets. Unfollow/Follow users.
Respond to and schedule tweets
Respond to and schedule tweets
Respond to and schedule tweets. Unfollow/Follow users.
11:00-12:00 PM Join targeted LinkedIn groups
Create an intro message and locate article for LinkedIn target
Send approved message to LinkedIn targets
Send approved message to LinkedIn targets
Respond to incoming messages with connection requests and group invites
12:00-1:00 PM Upload pictures to Facebook fan page. Tag photos.
Send update to Facebook fans about new blog.
Update all SM status’ about upcoming speaking engagement
Analyze newsletter sample batch open rates. Determine best subject line and send.
Review Google Analytics for blog response
1:00-2:00 PM Research for new blog entry. Comment on related blogs.
Submit blog to social bookmarking and blog carnivals
Create event in Facebook and LinkedIn
Comment on Facebook and LinkedIn newsfeeds
Pool together qualitative and quantitative SM data for report
2:00-3:00 PM Compose new blog article.
Post blog to LinkedIn and Facebook groups
Invite connections to speaking event
Embed new video blog to Facebook fan page
Draft report and send
4:00-5:00 PM Comment on other bloggers’ sites
Begin drafting email newsletter
Respond to blog comments
Place video link in LinkedIn groups
Search LinkedIn company profiles for targets
6:00-7:00 PM Schedule blog posting in WordPress.
Design newsletter in Vertical Response
Send newsletter to sample batch
Answer LinkedIn questions and polls
Participate in Follow Friday on Twitter
B&A’s Time 12 hours 30 min 10 hours 20 min 11 hours 25 min 10 hours 10 min 10 hours 50 min
Client’s Time 15 min 10 min 5 min 25 min 1 hour
Is my target audience using social media?
Social media is pervasive. It involves every age and income level.
Targets can be determined geographically, demographically, and psychographically.
How tested is this strategy? Brand ManagementDirect Sales
Generated $3 million in sales through Twitter promotions and incentives.
Offered free pizza to Facebook fans. Gained 120,000 email addresses for promotions.
Earned 840% more click-throughs to their website by promoting cheap flights and deals on Twitter.
800,000+ users browse and rate products on Facebook page. Able to use page analytics for research and development.
Use Twitter to respond to customer service complaints. Increased JD Power & Associates satisfaction ratings.
50,000 people signed up for info on a new model launch through a Twitter and Facebook initiative.
Source: 3SM
How is my success measured?
You’ll receive Quantitative and Qualitative reports on:
1) How many people see your ideas2) Improvement to your search engine rankings3) Sources for new clients
I’m overwhelmed with the technology; Where do I begin?Bauer & Associates is faster, better, and cheaper than other social
media consulting companies.
Our experts make ideal guides and partners for your business’ marketing goals.
Presentation Overview
i. Today’s Media Landscapeii. Major Social Networksiii. Frequently Asked Questionsiv. Our Approach
The MissionCreate and maintain an “audience connection”
that keeps your targets involved and responsive.
Present YOU as an Approachable Authority
“Cocktail Party” AnalogyEstablish a mutually beneficial connection
Get to know each other first,Listen and be selfless,
Earn reciprocity and trust,Be approachable and responsive.
IncentiveINCENTIVE prompts INTERACTION
Your #1 Resource = Free InformationNewsletter, White Papers, eBook, Blog Posts, Videos…
Get in front of your target audience
Capitalize on your target’s Internet searches
Establish visibility for your company in their search results with Search Engine Optimization
Bauer & Associates optimizes all your social media and networking for search.
1) Free SEO Analysis - Receive a list of suggested keywords and phrases for SEO.
2) Set-up - Comprehensive analysis and ranking report of you and your competitors.
3) Implementation - Incorporating chosen keywords into your websites.
Brian Bauer: Your Social Media Resource
• Experience and Expertise from brand support for clients including IBM, General Motors, and Bank of America. Provided tracking and strategic analysis of online presence.
• Proven Impact such as increased website traffic, client satisfaction, and attracting prospects.
• Turnkey development and management of your presence.
Your Next Steps
• Consider the opportunity cost and business risk of doing nothing.
• Quantify the benefit of adding even one new client – or maintaining just one existing client -- by having a
professionally developed and managed social networking presence.
• Engage Brian Bauer to plan and implement a three-month test.
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