social media's impact on business

presents

presented by

Social Media’s Impact On Business

Brian Bluff, President & Co-Founder

Eddie Bluff, Vice President Key Accounts & Co-Founder

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About Today…

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We’re here to help… •  Toward the end of day •  Consultations at your convenience

What We’ll Cover…

•  Why Business Should Engage in Social Media •  How to Begin •  Best Practices •  How is it Beneficial

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How did we get here?

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Trust

How Did We Get Here?

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The Internet Marketing Landscape

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Search Engine Results Page (SERP)

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Search Engine Market Share

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Social Media Platforms

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Common Objections: •  It’s a passing fad •  We can’t control what happens in social media •  We can’t control what our own people will say

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Where to start: •  Social Media Engagement Policy •  Training •  Monitoring

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Define Your Objectives •  What are your goals •  Where is your audience •  How often can you consistently interact •  What type of information do you wish to share

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Where to start •  Don’t get overwhelmed – you don’t need to do it all •  Focus on areas where your clients and prospects engage •  Start simple & make it effective •  Once you are comfortable in one, try another

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•  Over 1 billion users = 3rd largest country in the world •  1 billion pieces of content (photos, videos, web links, etc) shared each day •  92% of US online consumers have a Facebook account •  39% of business owners said they planned to spend $ on FB Advertising in 2013

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•  No 1 publisher of display ads, more than Yahoo, Microsoft, Google & AOL combined •  24% of user base 35-54 years old

•  58% women •  42% men

•  Each user shares, on average, 415 pieces of content per year •  One in every 5 page views in 2012 occurred on Facebook •  Facebook has been the top searched term in the US for the past 3 years

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•  500 Million Users generate over 300M tweets and 1.6B search queries/day •  24% user base 25-34 years old •  53% of people on Twitter recommend products in their tweets •  73% of Americans trust information and advice from Twitter •  31% of US Consumers have searched a hashtag they saw on TV •  11% of adults tweet multiple times daily

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•  89% of Americans 12 or older are personally familiar with Twitter •  42% of Twitter users follow brands •  36% of Twitter users signed up in the past year •  53% of B2B companies actively use Twitter •  B2B Marketers on Twitter generate twice as many leads

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•  Over 175 Million members •  Business professionals •  79% are 35+ years old •  Linkedin promotes:

•  Business intelligence •  Business development •  Creation of business relationships •  Conversation

•  As of 9/30/12 professionals are joining at a rate of 2/second •  50 million new members in 2011vs 6 years to add first 50

million Site-Seeker, Inc. © 2013

•  2nd largest search engine in the world •  Every minute 72 hours of video are uploaded to YouTube •  Reasons marketers use YouTube:

•  66% for Content Marketing •  49% for Search Engine Optimization •  69% for Branding •  54% for Social Media engagement •  14% for Customer Service

•  More than 20% of global YouTube views are on mobile devices

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•  500 Million users •  As part of Google it’s important to be here since it can influence search rankings •  Google Circles offers audience segmentation •  G+ App is preinstalled in 900,000 Android devices activated each day •  G+ Communities •  G+ = largely male •  G+ Hangouts

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•  Reasons Marketers blog: •  77% for Content Marketing •  75% for Search Engine Optimization •  64% for Branding •  48% for Social Media •  21% for Customer Service

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• Most popular blog platforms: •  Wordpress 43% •  Blogger 35% •  Tumblr 16% •  Other 6%

•  60% of businesses have a company blog

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Your

Web

site

Vertical Websites Social

Media

0.75%

75

10,000

More Money

0.75%

94

12,500 25%

25%

1.0%

125

12,500

0.25%

67% Site-Seeker, Inc. © 2013

Determining Online Potential

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•  Don’t let website designers pick keywords •  Use words customers use •  Examine competitor’s keywords •  Position your content in the path of prospects

looking for your product or service •  Provide clues about prospects’ concerns/

questions •  Facilitates development of content important to

potential customers

Keywords Tell SE’s What Your Site Is About

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Twitter Search

Google Alerts

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The Convergence Of Search And Social

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•  Influenced by: •  Quality of content •  Number of followers •  Tweet volume

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•  Influenced by: •  Number of connections •  Profile updates •  Discussions created •  Popularity of discussions (comments)

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Credibility •  Social Signals (Author /

Human/Social Authority) •  Twitter – authoritative people

lend their authority to pages they tweet

•  ReTweets are the new links

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Summary….

•  Can’t ignore the numbers •  Social and Search have converged •  Don’t eat the whole elephant •  Have a plan

o  Goals o  Messaging o  Commitment to consistency o  Content Calendar o  Measure and Adjust

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Questions??

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