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

© Hanson Dodge Creative, All rights reserved.

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WHO USES SOCIAL MEDIA?


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• 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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LANDSCAPE

• Internet usage, demographics, mobile


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TEXT MESSAGING


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

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WHICH TRANSLATES TO…


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


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


Source: Pew Research Center Apr. 2011

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LOCATION-BASED MARKETING


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GAMIFICATION


• Earn rewards

• Incentives for action

• Loyalty beyond the inbox


SHIFT IN INTERNET TIME

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THE SOCIAL INBOX

A recent study evaluated 500 million emails…


30% higher CTR with Facebook and Twitter sharing buttons

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THE SOCIAL INBOX

But wait, there’s more…


55% higher CTR with at least 3 different sharing options

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THE SOCIAL INBOX

The punchline…


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


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


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


• 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


QUESTIONS?

THANK [email protected]

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