revised final toledo blade social media june 2011
TRANSCRIPT
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Social MediaSocial Media
June 21, 2011
Presented by
Patrick W. Giammarco
Presented to
College of Business and Innovation, Executive Center for Global Competitiveness
Sponsored by
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How are businesses using digital and social media tools for marketing and branding?
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AgendaAgenda
• The Changing Landscape
• Inbound vs. Outbound Marketing
• Social Media Marketing
• Content Marketing
• Viral Marketing
• Social Review and Couponing
• Digital and Print Converge
• Q & Ado.ning.com
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Before Google Before Google (10+ years ago)
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Before Before Social Media Social Media (2 to 10 years ago)
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The Age ofThe Age ofSocial Media Social Media (today and future)
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Ninety percent of consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online
Nielsen Global Online Consumer Survey, 2009
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“… the Internet has turned what used to be a controlled, one-way message into
A real-time dialogue with millions.
DANIELLE SACKSTHE FUTURE OF ADVERTISINGFAST COMPANY, NOVEMBER 17, 2010
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OUTBOUND VS. INBOUND MARKETINGOUTBOUND VS. INBOUND MARKETING
* Telemarketing * Tradeshows* Direct mail * Email blasts* Print ads * TV/radio ads
* SEO * Landing pages* Blogging * PPC* Content * Buzz
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SO•CIAL ME•DI•A SO•CIAL ME•DI•A [soh-sh[soh-shuh uh l mee-dee-l mee-dee-uhuh]]
Wikipedia defines social media as how people discover and share news, information, opinions, insights, experiences and perspectives with each other.
It’s the democratization of information, transforming people and businesses from just content consumers into content publishers
Image from www.istrat.in/blog/?tag=/facebook
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“ …… Social Media is
Word of Mouth Marketing
on steroids.
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79% of adult Americans use the Internet.
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
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78% of Internet users conduct product research online.
.
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
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9 out of 10Internet usersvisited a socialnetworking site each month in 2010
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83% of Millenials
have joined a social network
SOURCE: Pew Internet Generations 2010 report
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YouTube is the 2nd largest search engine in the world
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Facebook Facebook added over added over 200 million 200 million users in less users in less than a yearthan a year
Years to reach 50 million users...
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IF FACEBOOK WERE A COUNTRY, IT WOULD BE THE 3rd MOST POPULATED IN THE WORLD
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1 out of every 8 minutes online is spent on Facebook
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40% of Facebook’s user base is age 35+
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4 Cs of
Social Media Marketing
Content + Context + Connection + Community
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Social Media Advertising
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RESULTS:• Increased engagement• Increased connections• Increased intent to buy• Increased awareness
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Create
Content
People
Want
• EDUCATIONAL EBOOKS• HOW-TO VIDEOS• ONLINE CALCULATORS• PLANNING TOOLS• ANSWERS TO COMMON QUESTIONS
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“… Social media is impotent without
content marketing.
ANN HANDLEYHEAD OF CONTENT, MARKETING PROFS AND AUTHOR, CONTENT MARKETING
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“
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STEPS
•Messaging
•Architecture
•Website
•Automation
•Measure
RESULTS
•Revenue
•Leads
•Web Traffic
•SEO Keywords
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DIGITAL and PRINTPRINT
(finally)
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QR Codes
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Questions?
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Thank You…Thank You…
Patrick W. Giammarco