The State of Social Media by Brian Solis

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Post on 14-Jan-2015

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Get a view of the current and future landscape of social media trends, benefits, and tools. The social media universe is vast and constantly changing. Understanding which platforms are best for you to connect and engage with customers and prospects is critical. This session will introduce you to some of the most popular social networks and tools in use today and provide insight as to where these tools are moving. What does the landscape of social media look like in the near and long term? How can small businesses and organizations harness the power of these social platforms in a meaningful way to drive real business results? What tools and approaches are going stand the test of time? Learn the answers to these questions and more!

TRANSCRIPT

  • 1. Its Time To Go Social!
    Presenting Brian Solis
    The State of Social Media

2. Welcome!
Mark SchmulenGeneral Manager of Social MediaConstant ContactEmail: mschmulen@constantcontact.com
Blog: http://blogs.constantcontact.com/
mschmulen
@mschmulen
markschmulen
3. Were Making Social Simple
www.constantcontact.com/socialmedia
4. Join The Twitter Chat
http://tweetchat.com/room/ccsmm
CCSMM
5. Meet Brian Solis
@briansolis
TheBrianSolis
BrianSolisTV
6. What is Social Media Marketing?
An introduction to a new type of consumer
A window into the thoughts and experiences of customers
Insight into new channels and incentives to reach and motivate customers
A dedicated approach that complements existing marketing practices
An opportunity to connect with prospects and customers to build meaningful relationships
The ability to turn social networking into commerce, loyalty, and advocacy
7. Social vs. Traditional Marketing
Social Marketing
Traditional Marketing
Social Reviews/Ratings
Conversations
Networking
Advertising
Group couponing
Checking-in
Web video
Word of Mouth
Reviews
Local directories
Online guides
Advertising
Cable/Local/Broadcast
Mail/Email
Lists
Coupons/Flyers
Display
Word of Mouth
8. Social vs. Traditional Marketing
9. Social vs. Traditional Marketing
10. What are the Benefits of SMM?
A greater community of advocates who engage online and in the real world
Insight into developing better products and services
Platforms to communicate value, expertise and differentiation
Empathythe ability to feel a consumer experience and to live a day in the life of
Increased social capital online and stature offline
New customers and commerce
Goodwill, recognition, reciprocity
11. 12. Social media adoption among U.S. small businesses doubled in the past year from 12% to 24%
13. 14. 15. Facebook
16. Twitter
17. The State of Popular Social Networks
Twitter has over 160MM registered users with over 100MM tweets a day
Facebook has over
500MM users Mobile has over 100MM users
YouTube is the worlds second largest search engine
Over 9B streams per month
Foursquare has 3.5MM users adding 20,000+ every day
18. If a Conversation Takes Place Online & Youre Not There to Hear It, Did It Really Happen?
19. Its not what you say, its what they say that counts.
Engagement steers perception and experiences, drives word of mouth, and increases sales
20. Customers Become Your Advertisers
21. 22. 63% of small businesses say word-of-mouth marketing is the most effective way to market their business and find new customers
23. 80% of consumers stated that following a brand on Twitter results in referrals
24. 25. 60% of online shoppers already use social media sites and networks regularly
26. 56% of those online shoppers friend or follow retailersHello, are you there?
27. Why do consumers follow businesses online?
Affinity
Allegiance
Invitations to special events
Exclusive offers/promotions
28. 29. Facebook is Your Brands New Website in Social Media
30. The Wall is The Conversation and a Source of the Social Effect
31. Tabs are the Web Pages for Facebook
32. F-Commerce (Generate Revenue)
33. Custom Tabs/Applications Encourage Interaction
34. Photos Bring Your Business to Life
35. Twitter Connects You to the Now Web
36. Search Uncovers Experiences and Opportunities
37. Influencers Drive Activity
38. FourSquare Connects Online + Offline
39. Special Offers Drive
40. Mayors are Your New Ambassadors
41. Tips Help Consumers Enliven Your Business and Everything Around It
42. Customers are Rewarded by You to Encourage Interaction
Introduce a Click to Action
43. Learn More About Whos Checking-In
Most recent visitors
Most frequent visitors
Times of day for check-ins
Number of unique visitors
Histogram of daily check-ins
Gender
Check-ins also broadcast to Twitter and Facebook
44. Blogs Are Your Place to Shine
Demonstrates expertise and what makes you special
Boosts SEO
Guides decisions
Helps consumers gain insight and answers
45. Establish Expertise and Leadership
46. Establish Expertise and Leadership
47. Blogging Tips
Brand the blog as an extension of the site or as a distinct entity
Yourdomain.com/blog
BriansTipsforSmallBiz.com
Demonstrate expertise
Use posts to help people answer questions or make decisions
Keep it relevant, not commercial
Make it a hub for all you share on the social web
Videos
Pictures
Deals
Connect posts to other bloggers
Pitch your stories!
48. YouTube Brings Your Story to Life
49. Thought Leadership and Expertise
50. Embeds Expand Reach and Your Story
51. Social Video Tips
Customize a channel on YouTube
Title, tag, and describe each video with important keywords
Engage inside and out of the YouTube Network
Promote your videos in other mediums and networks
Use the free analytics tools
Make your videos useful and informative
Keep a rhythm
Quality is key
Feature customers
52. 53. Review Sites: Listen, Learn and Become Part of the Process
54. Reviews Tell Your StoryHow Will You Shape them?
55. Reviews are Pervasive
56. They Also Reveal Opportunities to Improve Experiences
57. 58. Craig Stoll, co-owner of Pizzeria Delfina in San Francisco, outfits his servers in T-shirts emblazoned with quotes from the restaurant's harshest critics. A diner may be greeted by a waitress wearing a shirt proclaiming, "This place sucks."
Eric Kirsammer, owner of Quimby's Bookstore in Chicago, avoids engaging his critics openly online. Instead, Kirsammer uses negative reviews as a tool to improve customer service.
Sarah Dunbar, owner of Pretty Penny, a vintage clothing boutique in Oakland, California, makes a point of responding privately to each critical review.
59. Social Commerce Creates a Frenzy
60. Your Keys to Success in Social Media
61. Top 10 Ways to Excel in Social Media
10. Competitive intelligence
9. Insight and performance
8. Development of relationships through engagement
7. Lead generation6. Customer service
5. Coupons/Discounts/Promotion4. Acquiring followers and growing communities
3. eCommerce2. Increasing awareness and demand
1. Word of mouth
62. Special Offers
California Tortilla (@caltort), a chain of 39 Mexican restaurants based in Rockville, MD, sends coupon passwords via Twitter
Customers must say at checkout to redeem the offer
Chris Mannas Woodhouse Day Spa tweetsspecial discounts and offers for massages and manicures everyday
Twitter is a popular source of new customers
63. Sales
Coffee Groundz (@coffeegroundz) uses the direct message channel on Twitter to receive and prepare orders
Reports 20 to 30% increased sales and market share
64. Word of Mouth Marketing
Moonfruit offered 10 Macbook Pros and iPod Touches to celebrate its 10th anniversary
$15,000 investment
Contestants were asked to send tweets using the hashtag #moonfruit to enter the competition
Randomness was encourage
One month later, site traffic was up 300% and sales increased by 20%
Landed on the first results page on Google for free website builder
65. Customer Service
MightyLeaf Tea uses Facebook and GetSatisfaction to answer customer questions
United Linen in Bartlesville, Okla. manages expectations via Twitter
When a major snowstorm hit the area, UL used Twitter to let customers know deliveries would be delayed
66. Direct Sales
Brian Simpson (@BSIMI) helped The Roger Smith in New York monitor dialogue related to NY hotel stays and travel
Offers specials to attract new guests
Uses Twitter search to identify prospects and offer them a 10 percent discount on the lowest-rate rooms
Twitter and other forms of social media have netted between $15,000 to $20,000 in additional revenue
67. Mobile and Geo Location Marketing
Local businesses use social tools to identify customers within the area
Kogi (LA) and The Crme Brulee Cart (SF)broadcast mobile locations and offers
Each stop is greeted by lines of customers
Kogi is now considered the worlds first viral eatery and has over 76,000 followers
@cremebruleecart has over 14,000 followers
68. Advice, Help, Direction
@homedepot seeks individuals who are tackling home projects to offer tips and instructions
BestBuys @Twelpforce helps consumers with decisions related to consumer electronics
H&R Block helps people seeking tax and finance advice
@NAKEDPizza offers advice, answers questions,related and unrelated to pizza
Twitter made the cash register ring
The Wydler Brothers Realty Team offers insights in the Washington, D.C. market
69. Events
Coffee Groundz hosts "tweetups
Attracts hundreds of customers
RedWire, an online collaboration provider, uses Twitter to spread the word about Wired Wednesdays
A weekly gathering of entrepreneurs looking to share ideas
Milwaukee burger joint AJ Bombers hosts Tweetups and FourSquare events to get customers Tweeting and Checking-in
70. Rewards
Berry Chill (@YogiJones) uses Sweet Tweets to reward its followers with free yogurts
Moniques Chocolates in Palo Alto acquired 50 new customers and over 100 redemptions for a special buy one get one for truffles via FourSquare
Redemptions converted into 25% repeat business
Compared to an ad in a local paper, it earned 1 new customer for the cost of $300
71. Bringing the Experience to Life
Umi Restaurant in San Francisco tweets about the fresh fish of the night with colorful hunger-inducing descriptions
Gets five new customers a night from Twitter
Scott Seamans Bed and Breakfast operates in a town of 1,500 residents
Uses TweetDeck to talk to people who tweet with keywords related to this business
Shares experiences to lure new customers
72. A 360 Approach to
Social Media
73. Tom Bihn: A Look at a Complete Approach
Seattle-based Tom Bihn is a small business that makes and sells travel bags
Competes against very big companies
Uses social media and engagement spur word of mouth
Uses profiles in multiple networks to connect with customers and prospects
Anytime a company is given more ways to directly communicate with customers, its an opportunity for growth
74. Tom Bihn: Blogs
Blog provides a centralized source for information
Features customer stories
Spotlights real world use
Solves problems and answers questions through posts
Demonstrates expertise
75. Tom Bihn: Flickr
Not just a catalog
Showcases products and uses
Packing techniques and tips
Involves customers in feedback and design
Creates products based on insight
Tagging, describing and titling pictures helps them show up in customer searches
76. Tom Bihn: Facebook
Invites people to join them on Facebook
Interacts with the community
Offers specials/deals
Shares reviews
Spotlights customers
Hosts scheduled chats to answer questions
77. Tom Bihn: YouTube
Shares videos of products and demonstrates usefulness
Uses story telling to describe products
78. Tom Bihn: Twitter
Includes a nice mix of
Retweets
Customer experiences
Company mentions
Thank you messages for customers
Announcements of new products and updates
Travel regulation notices from the Transportation Safety Administration
Links and photos from the companys blog
79. Everything Starts with Listening and Research
80. Use keywords related to your business (not just company & competitor names
Local merchantsinclude location in your search
81. Research
82. 83. Run a search for keywords in Facebook to see what turns up
84. 85. 86. Engage outside of
your domains
87. Word of Mouth doesnt work,
tell everyone you know
88. 89. 90. Reach Out to Bloggers and Tastemakers
Find bloggers who write about your space or related experiences
Assess their angle
Create a story thats special to them
Package an experience that inspires them to share with their audience
Create social objects that help them tell their story
Video
Pictures
Customer story
91. A Word About Your Website
92. Website 2.0
Social media is only part of the story
The website is a reflection of your business and quality of service/products
You only get one click to make a first impression
Complement your social activities with a site that completes the experience
Make it easy to buy
Make it easy to contact you
Include links to social presences
93. Learn from the Source
94. Communications Tools/Dashboards
95. NutshellMail Email Alerts
Learn from the Source
96. Engagement Dashboards
Learn from the Source
97. Learn from the Source
98. Learn from the Source
99. 100. Identify ways to provide value
101. 102. Become the people we want to reach
103. #ThisisYourTime
104. 105. @briansolis
www.briansolis.com
www.future-works.com
http://bit.ly/engageme
http://bit.ly/prbook
www.nowisgone.com
106. Join Our Live Twitter Chat
Friday
October 15, 2010
11:00 a.m. ET
http://tweetchat.com/room/ccsmm
CCSMM
107. Were Making Social Simple
www.constantcontact.com/socialmedia