This document discusses the importance and growth of social media marketing. It notes that billions are being spent online by smart marketers and that social and mobile channels are growing the fastest. It provides statistics on the size and engagement of key social networks like Facebook, Twitter, YouTube, Pinterest and LinkedIn. It then offers tips for using social media for marketing purposes, including having measurable goals, engaging audiences, monitoring engagement, and following up after events or campaigns.
4. #SkylineKC @bestofjess @emfluence
Social media =
» Web- and mobile-enabled marketing and
engagement channels
» that allow individuals and/or groups to generate content,
» exchange content,
» engage in peer-to-peer conversations.
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5. #SkylineKC @bestofjess @emfluence
Why do you marketers care? Let’s follow the money…
Billions are being spent online by smart marketers.
Of all digital channels, social and mobile are growing at the fastest pace.
6. #SkylineKC @bestofjess @emfluence
» 34% of the worlds population (2.4 billion
people) are on the internet as of June 2012.
(Source: Internet World Stats)
» 62% of people on the internet use it to
connect to social media.
(Source: Webmarketing123)
» 92% of people share content with their
friends via social networks.
(Source: AOL/Nielsen)
7. #SkylineKC @bestofjess @emfluence
» Low barrier to entry
» Immediate
» Trackable
» Cost effective
» Connects with community
» Strong Return on Investment
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8. #SkylineKC @bestofjess @emfluence
Social media is NOT:
» A strategy
» A stand-alone channel
» A magic pathway to success
Social Media IS a strong component in a good multi-
channel marketing strategy.
» (social+ email + direct mail + tradeshow booth)
9. #SkylineKC @bestofjess @emfluence
» The boss said so and everyone is doing it
» Sales and Marketing
» Branding
» Web Traffic
» Customer Support
» Reputation Management
» Hiring
» SEO
Understand why you want to utilize these channels
and what you want to accomplish.
11. #SkylineKC @bestofjess @emfluence
» Which channel(s) are right for you?
» What’s your capacity?
» Where is your audience?
» Stick with the majors.
12. #SkylineKC @bestofjess @emfluence
» One billion monthly active
users as of October 2012.
» 584 million daily active users
on average in September 2012.
» 604 million monthly active
users who used Facebook
mobile products as of
September 30, 2012.
13. #SkylineKC @bestofjess @emfluence
» over 500 million active
users as of 2012
» generating over 340 million
tweets daily
» handling over 1.6 billion
search queries per day
14. #SkylineKC @bestofjess @emfluence
» Over 800 million unique users
visit YouTube each month
» Over 4 billion hours of video are
watched each month on YouTube
» 72 hours of video are uploaded to
YouTube every minute
16. #SkylineKC @bestofjess @emfluence
» The world’s largest
professional network on the
Internet with more than 187
million members in 2012.
» LinkedIn members will
perform 5.3 billion
professionally-oriented
searches in 2012.
17. #SkylineKC @bestofjess @emfluence
» Globally, there are about 3.3 billion email
and there will be 4.3 billion by 2016.
» 86% of people have willingly given their
email (“opted in”) to a retailer
» The Direct Marketing Association cites the
average ROI (Return On Investment) for
email marketing at $28 returned for every
dollar spent
» 37% of direct marketers report that email
delivers their strongest ROI. More than
direct mail at 33%.
18. #SkylineKC @bestofjess @emfluence
» 91% of Adult Americans have
cell phones (Pew, June 2013)
» 97% of text messages are read
by the recipient within 15
minutes of receiving it (Nielsen)
19. #SkylineKC @bestofjess @emfluence
» Have measurable goals
» Engage
» Act like a human
» Have a social media policy
» Monitor
» Track, measure and improve
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22. #SkylineKC @bestofjess @emfluence
» Have a plan – start well in advance
» Build hype across multiple channels
» Ex. Who’s heading to the DMA conference this year? Our
team will be at booth 914! Stop by for the show’s best swag.
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25. #SkylineKC @bestofjess @emfluence
» Combine social messaging with targeted phone calls and
direct mail.
» Be a multi-channel marketer.
» Try to schedule fixed meeting times in advance.
» Give them a good reason to visit you.
27. #SkylineKC @bestofjess @emfluence
» ENGAGE! Go big
» Attend sessions
» Tweet notes
» Have an opinion
» You are branding with every post
» Ask questions, start conversations
30. #SkylineKC @bestofjess @emfluence
» Follow up
» Post a post-show summary of notes/tweets
» Send email
» Make phone calls
» Focus on A, B, C leads appropriately
» Use a CRM