the state of social media for business

HANSON DODGE CREATIVE

HANSONDODGECREATIVE

THE STATE OF SOCIAL MEDIA

For Small Businesses and Entrepreneurs

Sara MeaneyPartner, VP Social Media and Public Relations

4

OVERVIEW

THE SOCIAL LANDSCAPE

TRENDS

CASE STUDIES

TIPS AND BEST PRACTICES

© Hanson Dodge Creative, All rights reserved.

5

WHO USES SOCIAL MEDIA?

© Hanson Dodge Creative, All rights reserved.

6

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 Twitter

Pew Internet & American Life Project

© Hanson Dodge Creative, All rights reserved.

7

BUSINESSES USING SOCIAL

© Hanson Dodge Creative, All rights reserved.

8

BLOGS DRIVE WEBSITE TRAFFIC

© Hanson Dodge Creative, All rights reserved.

9

FACEBOOK FOR SMALL BUSINESS

• 48% indicate that having a Facebook page has increased their business' sales.

• 73% said that their use of Facebook would increase over next 6 months

• Why not on Facebook• 32.7% cited a lack of time

• 18% cited a lack of understanding as to how Facebook would benefit their business

© Hanson Dodge Creative, All rights reserved.

10

WHO USES SOCIAL MEDIA?

© Hanson Dodge Creative, All rights reserved.

11

LANDSCAPE

• Internet usage, demographics, mobile

© Hanson Dodge Creative, All rights reserved.

12

TEXT MESSAGING

© Hanson Dodge Creative, All rights reserved.

~5 billion Texts sent per day in the U.S.

13

WHICH TRANSLATES TO…

© Hanson Dodge Creative, All rights reserved.

120 billion emails sent per day in the U.S.

14

WHY DO PEOPLE USE SOCIAL MEDIA?

Survey of Facebook users:

• Connection

• Self-expression

• Entertainment

• Discovery

• Control

© Hanson Dodge Creative, All rights reserved.

15

WHY DO BUSINESSES USE SOCIAL MEDIA?

• External recruitment

• Brand awareness

• Corporate communications

• Marketing

• Research & innovation

• Customer service

© Hanson Dodge Creative, All rights reserved.

16

IN A NUTSHELL…

© Hanson Dodge Creative, All rights reserved.

© Hanson Dodge Creative, All rights reserved.

17

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

© Hanson Dodge Creative, All rights reserved.

18

IT’S A GAME OF INFLUENCE

19

TRENDS

© Hanson Dodge Creative, All rights reserved.

MOBILE GROWTH

LOCATION-BASED MARKETING

GAMIFICATION

SOCIAL INBOX

20

MOBILE GROWTH OUTPACING ALL PCS

© Hanson Dodge Creative, All rights reserved.

© Hanson Dodge Creative, All rights reserved.

21

…EVEN MORE QUICKLY THAN PREDICTED

SMARTPHONES

ALL PCs

0 20 40 60 80 100 120

4Q'094Q'10

Source: International Data Corp. Feb. 2011

87.2%

22

MOBILE EMAIL

© Hanson Dodge Creative, All rights reserved.

Source: Pew Research Center Apr. 2011

23© Hanson Dodge Creative, All rights reserved.

24

LOCATION-BASED MARKETING

© Hanson Dodge Creative, All rights reserved.

25

GAMIFICATION

© Hanson Dodge Creative, All rights reserved.

• Earn rewards

• Incentives for action

• Loyalty beyond the inbox

26© Hanson Dodge Creative, All rights reserved.

27© Hanson Dodge Creative, All rights reserved.

28© Hanson Dodge Creative, All rights reserved.

SHIFT IN INTERNET TIME

29

THE SOCIAL INBOX

A recent study evaluated 500 million emails…

© Hanson Dodge Creative, All rights reserved.

30% higher CTR with Facebook and Twitter sharing buttons

30

THE SOCIAL INBOX

But wait, there’s more…

© Hanson Dodge Creative, All rights reserved.

55% higher CTR with at least 3 different sharing options

31

THE SOCIAL INBOX

The punchline…

© Hanson Dodge Creative, All rights reserved.

only 11.2%Of those 500 million emails actually offer 3 or more sharing options.

32

THE SOCIAL IN-BOX

© Hanson Dodge Creative, All rights reserved.

33

GET STARTED – KICK IT UP

© Hanson Dodge Creative, All rights reserved.

34

11 THINGS TO DO IMMEDIATELY

© Hanson Dodge Creative, All rights reserved.

1. Start blogging

2. Bite off only what you can chew

3. Research your customers/audience online

4. Focus on supporting real business goals

5. Close the loop across customer touchpoints

6. Plan ahead

7. Schedule time for social media – and follow through

8. Listen

9. Respond

10. Add value, not noise

11. Take off your marketing hat and be human

35

1. START BLOGGING

© Hanson Dodge Creative, All rights reserved.

736 795

n = 1,531 Hubspot customersSmall to Midsize companies

36

2. BITE OFF ONLY WHAT YOU CAN CHEW

© Hanson Dodge Creative, All rights reserved.

37

3. RESEARCH YOUR CUSTOMERS/AUDIENCE ONLINE

© Hanson Dodge Creative, All rights reserved.

• 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? +/-

38

4. FOCUS ON SUPPORTING REAL BUSINESS GOALS

© Hanson Dodge Creative, All rights reserved.

39

5. CLOSE THE LOOP ACROSS CUSTOMER TOUCHPOINTS

© Hanson Dodge Creative, All rights reserved.

40

6. PLAN AHEAD

© Hanson Dodge Creative, All rights reserved.

41

7. SCHEDULE TIME AND FOLLOW THROUGH

© Hanson Dodge Creative, All rights reserved.

42

8. LISTEN

© Hanson Dodge Creative, All rights reserved.

43

9. RESPOND

© Hanson Dodge Creative, All rights reserved.

44

10. ADD VALUE, NOT NOISE

© Hanson Dodge Creative, All rights reserved.

45

11. BE HUMAN

© Hanson Dodge Creative, All rights reserved.

QUESTIONS?

THANK YOUsmeaney@hansondodge.com