Download - 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
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OVERVIEW
THE SOCIAL LANDSCAPE
TRENDS
CASE STUDIES
TIPS AND BEST PRACTICES
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WHO USES SOCIAL MEDIA?
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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
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BUSINESSES USING SOCIAL
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BLOGS DRIVE WEBSITE TRAFFIC
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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
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WHO USES SOCIAL MEDIA?
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LANDSCAPE
• Internet usage, demographics, mobile
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TEXT MESSAGING
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~5 billion Texts sent per day in the U.S.
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WHICH TRANSLATES TO…
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120 billion emails sent per day in the U.S.
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WHY DO PEOPLE USE SOCIAL MEDIA?
Survey of Facebook users:
• Connection
• Self-expression
• Entertainment
• Discovery
• Control
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WHY DO BUSINESSES USE SOCIAL MEDIA?
• External recruitment
• Brand awareness
• Corporate communications
• Marketing
• Research & innovation
• Customer service
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IN A NUTSHELL…
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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
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IT’S A GAME OF INFLUENCE
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TRENDS
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MOBILE GROWTH
LOCATION-BASED MARKETING
GAMIFICATION
SOCIAL INBOX
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MOBILE GROWTH OUTPACING ALL PCS
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…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%
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MOBILE EMAIL
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Source: Pew Research Center Apr. 2011
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LOCATION-BASED MARKETING
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GAMIFICATION
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• Earn rewards
• Incentives for action
• Loyalty beyond the inbox
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SHIFT IN INTERNET TIME
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THE SOCIAL INBOX
A recent study evaluated 500 million emails…
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30% higher CTR with Facebook and Twitter sharing buttons
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THE SOCIAL INBOX
But wait, there’s more…
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55% higher CTR with at least 3 different sharing options
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THE SOCIAL INBOX
The punchline…
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only 11.2%Of those 500 million emails actually offer 3 or more sharing options.
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THE SOCIAL IN-BOX
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GET STARTED – KICK IT UP
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11 THINGS TO DO IMMEDIATELY
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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
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1. START BLOGGING
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736 795
n = 1,531 Hubspot customersSmall to Midsize companies
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2. BITE OFF ONLY WHAT YOU CAN CHEW
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3. RESEARCH YOUR CUSTOMERS/AUDIENCE ONLINE
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• 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? +/-
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4. FOCUS ON SUPPORTING REAL BUSINESS GOALS
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5. CLOSE THE LOOP ACROSS CUSTOMER TOUCHPOINTS
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6. PLAN AHEAD
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7. SCHEDULE TIME AND FOLLOW THROUGH
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8. LISTEN
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9. RESPOND
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10. ADD VALUE, NOT NOISE
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11. BE HUMAN
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QUESTIONS?
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