Carl Messenger-LehmannFounder & President of Hyperweb.ca Partner in Gecko Marketing Strategic Direction 17+ years experience

Today’s Presenters

Kerin DonahueSocial Marketing Strategist Original Kerin Consulting Deep Agency Background Living the Dream

Webinar Tips45 - 50 minutes Duration Ask Questions (We’ll answer them at the end) Use the Chat window for answering questions we ask you.

Housekeeping

Today’s AgendaState of Social Media in 2014 How to Get Started Planning for 2015

Future Webinars What Does Integrated Look Like? Maximizing Impact?

Where are you today?

What is the VALUE of social media? What CHANNELS should we be using? What CONTENT should we be producing?

State of Social Media

Warning… Statistics Ahead…

Marketers place very high value on social media Tactics and engagement are top areas to master:

The Value of Social Media

SocialMedia

Blogging holds the top spot for future plans Facebook and LinkedIn are the two most important social networks for Marketers:

Most marketers aren't sure their Facebook marketing is effective: Original written content is most important for social media marketing: Have Integrated social media into traditional marketing activities

The Value of Social Media

64% of marketers are using social media for 6+ hours weekly. 37% for 11+ hours weekly. Even those just beginning ~ 5 hours weekly

Time Investment?

92% of marketers indicate their social media efforts have generated more exposure for their business:

More Traffic Loyal Fans SEO Increase

Increasing Exposure

It takes time to develop relationships that lead to sales.

There’s a correlation between time using social media channels and sales increase.

Increasing Sales

B2B Sales - marketers selling to other businesses were more likely to achieve this benefit (61%) than those selling to consumers (54%).

Lead generation - by spending as little as 6 hours per week, 66%+ of marketers see lead generation benefits with social media.

Increasing Sales

Observation -One of the reasons many marketers can’t claim an increase of sales due to social media is because they’re lacking the tools to track sales!

Increasing Sales

What Channels Are Being Used By Marketers?

What Channels?Popular Platforms in 2014

The Big 7

B2B B2CVSEveryone uses the top 6, but how does B2B differ from B2C?

B2B B2CVSBonus Observation:

Facebook is not going away. In fact, it has increased in importance, up from 54% from 40% in 2013. When “they” say FB is in decline, they mean it’s declined from 94% to 93% usage over 2 years. Hmm...

What To Produce?

The Goal Is Engagement

What To Produce?

Building a strategic content marketing strategy, featuring:

Original content Measurement Increasing engagement Tighter integration (with overall marketing) Consider employing a publishing tool or CRM

What Else?

Blog Posts

What Is Original Content?Webinars Ebooks

Infographics

What Is Original Content?Videos

How To Get Started

“I don’t get Facebook. Why is it popular? Isn’t it a bunch of cat videos?”

So Many Questions…

The Answer to all these questions is:

What do you want to achieve with social media? Increased online sales? Increased lead generation? Brand awareness? Develop a loyal fan base?

So Many Questions…

Your offering should answer your business needs. Build your social media strategy around your current marketing goals. Integrate your existing marketing communications into your social media plan. Integrate your planned marketing campaigns into your social media plan. Ensure your brand remains consistent across social media channels.

Your Social Media

Strategic Planning: The need for a dedicated team & budget Which channels should you be investing in?

How to Get Started

“I can get my nephew/intern/admin to do our Facebook. Cost = $0 extra marketing dollars.”

“I’ve heard that if my video/post/tweet goes viral, thousands of people will see and share it.”

But Wait…

There simply isn’t a “magic bullet” in 2014. There is no more “build it and they will come” in social media, or in any form of digital marketing.

Social media success comes from strategic, directed and dedicated effort (just like all your other marketing channels)

Reality Is…

What do you need to succeed with social media marketing? Strategic planning Organizational process Measurement, benchmarks, testing & analysis

What You Need…

Which Channels Should You Be Investing In?

What resources can you dedicate to content marketing on a monthly basis? What budget can you dedicate to content marketing on a monthly basis? Who is your target audience? What do you want your target audience to do? How can you evolve your planned marketing campaigns to include social media?

Your answers will predispose you to specific social media channels!

Checklist…

What’s Up for 2015?

Can You Guess?

Original Content Rules Increase Blogging Increase YouTube Increase Twitter

What About 2015

Same Top 3 Since 2011: Email Marketing Search Optimization Event Marketing (speaking & networking)

Top Channels for 2015

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Sources

Questions

Thank You!