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June 28, 2012
Brian SolisPrincipal Analyst @BrianSolis
Social Business Sessions withBrian Solis
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Part I: The connectedconsumer disconnect and
your business
Part II: Reconnect, berelevant, and adapt -
Workshop
Part III: Putting yoursocial business at work -Workshop
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Agenda
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Part I: The connected consumerdisconnect and your business
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Social Media Myths The State of Social Media The State of Social Media Marketing From a Social Brand to a Social Business The Roles of Connected Consumers
The Connected Consumer How we got there
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@briansolis
ENGAGING
THE NEW
CUSTOMER
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Social mediaare easy to useweb publishing tools. As aresult anybody can have a voice and be found through
simple tools like Google search. This creates a power
shift towards those who participate and those that
dont must catch up.
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Learn: from customers andcommunity
Dialog: the nature of ourinteractions with them
Advocate: build advocacyamong customers andcommunity
Support: support customers viasocial channels
Innovate: use customer andcommunity to drive innovation
How can businesses use social media?
Learn
Dialog
Advocate
Support
Innovate
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1. Social media is used primarily by young people.2.
Mobile social use is still in its infancy.
3. The rest of the world is still catching up to the United States.4. Real business connections arent made on social media.5. Social media isnt a place for B2B; its only for B2C.
Myths of Social Media
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Myth #1
Social media is used primarily by young
people.
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Social networking site use spans all age groups
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Myth #2
Mobile social use is still in its infancy.
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More than 425 million users access Facebook from a
mobile device at least once per month
The average time spent
accessing Facebook via
smartphone in the United
States was 441 minutes in
March 2012, compared with
391 minutes via computer,
according to comScore.
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Myth #3
The rest of the world is still catching up to the
United States.
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United States is average in global social network
penetration
Source: comScore Social Media Matrix, December 2011
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Myth #4
Real business connections arent made on
social media.
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LinkedIn proves successful in marketing, job-hunting and
recruiting
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Myth #5
Social media isnt a place for B2B; its only for
B2C.
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Sales: ShipServ increases sales-ready leads by
400% with use of social media
Building on customer andkeyword research, ShipServs
revamped website, blog,
content marketing, SEO and
social efforts have contributedto a 150% increase in contact-
to-lead conversion and a 50%
increase in lead-to-opportunity
conversion.
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P2P = People to People
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Tobe successful using social technologies, companies
must first prepare and align internalroles, processes,
policiesandstakeholders with their business
objectives. Social business is aprofound change
that impacts all departments in the organization.
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The State of Social Media
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25% of online time is spentin social networks
4 out of 5 people are activein social networks
60% of people learn aboutbrands in social networks
53% follow brands
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The profile of a user is EVERYONE
Source: comScore Social Media Matrix, December 2011
Social networking penetration worldwide is up across all ages tothe point that its usage is similar across age groups.
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13 million: Number of hours of videothat were uploaded in 2010
60 days > 60 years: More video isuploaded in two months than the threemajor U.S. networks (ABC, CBS, NBC)
combined created in six decades
700 billion: Number of playbacks in2010
2 billion: Number of global video viewsper week being monetized
100 million: Number of daily mobileviews
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845 million monthlyactive users 80% are outside the
U.S. and Canada 483 million daily users 425 million monthly
mobile users 2.7 billion Likes andcomments per day
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100 million activeusers
250 million Tweetsper day
11 Twitter accountsadded every second
1 million newaccounts daily 29% follow a brand 39% have tweetedabout a brand
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