tec special interest meeting - january 2012
DESCRIPTION
January 18 and 19, 2012, Sara Meaney presented on the subject of digital business trends and how social mediaTRANSCRIPT
HANSON DODGE CREATIVE
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OVERVIEW
THE SOCIAL LANDSCAPE
TRENDS
CASE STUDIES
GET STARTED - OR KICK IT UP A BIT
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WHO USES SOCIAL MEDIA?
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WHO USES SOCIAL MEDIA?
• 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.
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BUSINESSES USING SOCIAL
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BLOGS DRIVE WEBSITE TRAFFIC
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WHO USES SOCIAL MEDIA?
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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.
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WHICH TRANSLATES TO…
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120 billion emails sent per day in the U.S.
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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
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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%
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MOBILE EMAIL
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Source: Pew Research Center Apr. 2011
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LOCATION-‐BASED MARKETING
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GAMIFICATION
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• Corporate wellness trend
• Community engagement
• Bonus programs
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EMAIL IN A MOBILE WORLD
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• !"#$%&'()*'+),$-".'
• /0--'1)'023)&'$#'4"5.'
• !"#$%&'()*'6#"*'2)+73)&.'
• 8$#1"&.'905'0:"&3)&.'
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DESIGN FOR DIGITAL CONSUMPTION
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• !"#$%&'$()%*+,$-.$/&01$
• !-#.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&:(
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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
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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
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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
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1. START BLOGGING
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736 795
n = 1,531 Hubspot customersSmall to Midsize companies
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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? +/-
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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]