Potential emerging trends in social media marketing, and an open Q&A session taken from our webinar. To hear the entire recording with audio, go to our YouTube channel for the full version! http://www.youtube.com/watch?v=a1yMgcBWI_4

1. WEBINAR SLIDES:
The Emerging Trends In
Social Media: Questions and
Answers

2. Who Are We?
Erik Granato
Chris Durso Bill DeRosa
Dana Bereza
A Social Media Marketing Agency
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3. Will Google+ Try to Become LinkedIn?
If So, the Ad Opportunities Could Be Huge
Company Pages = Search!
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4. Look for “Sponsored Images” Similar to Facebook
Very Soon!
I don’t Believe They Will Ever Have “Ads”
Look for Other Social Networks to Implement
Sponsored Images/Stories
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5. Mobile Marketing
Many
More...
The Statistics for Mobile Use Continually Point
Towards This as the Next “Big Thing”
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6. Improving Ads to be More “Organic”
Mobile Ads Deeper Analytics
More Precise Targeting
Promoted Posts!
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7. A Move Towards Visual Content
Pinterest...Instagram...Medium...YouTube...Even
Facebook’s “Timeline” are all geared towards Photos,
Images, Videos, Illustrations, Graphics, Infographics

8. Successful Advertising in Social Will Require it to
be in Context with Content
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9. Q: What can we expect to see from the major social
media sites that's new and different?
A: You will see more “ad” opportunities as the social networks
look to monetize their user base. “Ads” will be content driven
and more organic than traditional banner-type ads
More integration between social networks to capture broader audiences
May also see more of the big dogs purchase platforms....facebook bought
Instagram as an example. More start ups will be gobbled up rapidly
App development! Facebook leading edge of Developers...I think you will see
more freedom on other social networks. Facebook is best example...
Spotify, Twitter, all are integrated into the platform by developers
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10. Q: What are the most important platforms to be
familiar with? Is Facebook really not a good
medium for advertisers? I don't think FB would be
a successful media for B2B advertisers, particularly small ones. Is that
right?
A: Ill disagree, Facebook is excellent for B2B...it is a growing space.
I believe it has just been used wrong by marketers for so long. For too long many used Facebook to
“push” rather than engage. To sell rather than build relationships. They are coming around!
Also the future...it is engrained. Millenials do not react to straight advertising...they want user reviews,
to know what their friends think, the ability to learn more about something they will buy. The same
goes for who they will do business with as they become the next marketers, CEO’s, entrepreneurs. If
Facebook dies, there will be another platform like it...point is, they are growing up in a social online
world!
Its all about “ads” within content! Don’t sell...inform! Don’t push...engage!!
It is great for small business because it is relatively inexpensive...time is the biggest factor. However,
we always strongly suggest to create a strategy based on market research. When a clear plan of action
is defined, it actually becomes quite streamlined.
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11. Q: As a B2B provider - what is the most efficient
way to maximize the value of social media?
A: Having a specific social media marketing strategy integrated with all
traditional marketing that is built upon market research
Creating great content that engages not only the committed “fans” and
“followers”, but their friends and followers as well
Strategy is developed and changed through collection of analytics over
time consistently. Redefine!
Rinse and repeat!
Targeting these demographics through contextual and organic ads when funds
become available is a bonus!
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12. Q: LinkedIn- I've been a member since 2008 and
its never produced any leads and we have over
500 contacts. Seems to be a site to join just to
say your a member?
A: GROUPS!
LinkedIn is STILL a social network. You must get involved
and converse, be a thought leader/authority, answer questions, share
relevant great content. Don’t let your profile sit there.
Seek groups that have your potential customers and engage...but do not
sell! Let them know by your engagement that YOU are the one to go to
when a buying decision is made.
Create a Group!
Network...network...network!
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13. Q: How are advertisers valuing the activity
(shares, mentions, etc.) on social media sites
for their brand? Are there niche social media sites that may work better for
certain advertisers, thanthe big ones like Facebook and Pinterest?
Is MySpace really making a comeback?
A: Ill start off to say that a Like/Follow is almost meaningless. It’s a good very general way to look at growth,
but the days of it truly meaning something has passed. Shares and Mentions are good indicators of “health”.
When someone likes/follows, it will notify their friends one time. If they continue to engage, they continue to notify
their friends...which repetition sparks interest. Facebook specifically through EdgeRank (Algorithm for what gets seen)
will hide posts from people who do not engage.
The value is in the metrics that show viral spread of content...the shares/mentions. With good analytics you can capture
more of the“movement” of people...how they got from point A to B to C. We are also getting better and better at
measuring specific ROI as a dollar amount. Then there are the benefits of brand loyalty, awareness, thought
leadership, etc...
Niche sites are great for specific audiences. Nonprofits can benefit from being on Care2, veterinarians should be on
Dogster or Catster...these niche sites allow you to be in contact with specific groups. You can be the “Big Fish”
in the small pond.
Myspace is not doing so well :-) A short spurt and then back down again...
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14. Q: How are advertisers using social media.
Specifically, is this a selling tool or a retention
tool or something else?
A: All of the above.
When a proper overall strategy is in place, social media functions for all of the above.
Selling...is done as an eventuality of good content and engagement. Again, content is
King, Queen and Court Jester.
Retention...stats show that people are around 75% more likely to buy from a
business they have connected to rather than their competitor. Social creates loyalty,
awareness and brand advocacy.
Something else...People do business with people they know. Social allows people to
“know” your company! Relationships are built and fostered.
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15. Q: How do are most advertisers executing their
social media strategy - internally with dedicated teams, internally
empowering and educating
all employees, through their digital agency,
through their P.R. firms?
A: It is a mix of all above. Broken down:
Content mostly needs to come from within. The day to day and week to week. More and more
companies are allowing employees to help with content...because social inherently has to do with
the culture of the company. Content writers can help fill in the gaps as well.
We always suggest to pick a couple of trusted people that have good personalities to be
empowered to produce. One point person is suggested to curate. So in essence, a dedicated team
Strategy is best done by an outside firm who specializes in social strategy. After collecting
information from a company, they should be able to create a road map of what to say and when,
and then help reading analytics to refine the strategy over time.
Remember, social is a marathon...not a sprint!
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16. Q: Is it worth investing in the "hot" new trends
(ie: Pinterest), or wait until they become
more common-place?
A: How much time do you have is what I would ask!
What social networks you are on are based on how much time you have (after determining
audience and other parameters of course). If you only have 5 hours
per week to invest in social, well you can eat that time up rapidly on just Facebook,
Twitter and Pinterest when done properly!
Is your audience on the new social network, or do you believe they will be?
Now, if you CAN invest a little extra time, absolutely. Experiment! Being a big fish in
small pond can reap rewards...it can also waste a lot of time. Research the site, look for
demographics, find site visit information...research is key!
We are on a ton of ones you will never hear of!!
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17. Q: Is it to late to start a social campaign?
A: No way...but have a plan! Start off right!
Do market research, get internal demographics for your company, develop a
strategy, read analytics, refine the strategy....so much that we can’t cover it all
here! See some of our other webinars or contact us. This is a big question!
What are the goals? Is this a new company looking for
brand awareness? Selling widgets? To become a thought leader?
How much time and resources can be allocated?
All of these questions lead to WHERE you need to be, WHAT to say, and HOW
OFTEN to say it as well as the CONTENT itself!
Be smart. Plan first, then implement! Education in social is key!
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18. Q: Integration of ads into content. Clutter issues.
Trends in ad spend.
A: Content is king. Making a post on facebook about a product, it’s benefits with a link to a youtube video or
blog post about that product does much better than a post that tells someone to go to the
website to buy now! “Ads” in content is paramount. It must be organic in nature. Don’t “sell” on any social
network...engage, educate, entertain, build advocacy...the sales come with this “content”
Clutter is an issue, no doubt. But I think that the social networks are privy to this. Facebook ads for example are
definitely becoming better and better at reaching specific audiences.
Promoted Posts is a big change and smart! The potential to reach your audience in an organic way has ben a
great boon to many businesses. It will only get better.
I ran through a bunch of studies for this and the average I have seen is about 10-15% increase
per year on all online advertising. Social advertising has been a bit more, at about 15-20% increase.
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