Matt Swain - The Social Media Opportunity

© 2009 InfoTrends, Inc. www.infotrends.com

The Social Media Opportunity

October 28, 2010

2© 2010 InfoTrends, Inc. www.infotrends.com

Interaction Landscape

Web SiteCompany Information

Products & ServicesCustomer Service

BlogsCompany Insights

Customer Research

Engaging

CommunityIndustry Insight

Product DevelopmentResourcefulOwnership

Permanence

Social Networks

FriendlyHelpful

Outreach Apps

AdvertisingCore Values

Brand Message

Source: How Brands can influence Consumer Behavior in a 2.0 World, eBusiness Interactive


The Convergence of Online Channels

Web

SocialMobile

Mobile Web

Mobile Ads

Location-Based Services

Social Integration

MicroblogsMMS


Social Media Landscape

Tell

Advertise

One to Many

Reviews

Broadcast

Brand Loyalists

Talk

Socialize

Many to Many

Recommends

Facilitate

Brand Friends

Objectives Action



• Large Pool

• Consumer Conversations

• Brand awareness

• Public Relations

• Customer Service

• Instant Feedback

Business-to-Consumer Business-to-Business

Social Media Objectives by Model

• Targeted Pool

• Prospecting

• Lead Generation

• Public Relations

• Customer Service

• Research


• Blogs

• Content Across Networks

• Contests & Promotions

• Coupon Codes

• Social Search Ads

Business-to-Consumer Business-to-Business

Social Media Functions by Model

• Blogs

• Webinars

• Whitepapers

• Custom Communities

• Search Marketing


One in five of the tweets posted on Twitter (or 20%) contains some type of inquiry or information about a specific product or service that is brand-related. (Study by a research team at Penn State University)

LinkedIn has over 70 million members

in 200 countries.

There are 500 million active users on Facebook

If Facebook were a country, it would be the

world’s 4th largest.


Kraft Foods on LinkedIn


Kraft Foods on Facebook


Kraft Foods on Twitter


• 17,175 followers on LinkedIn

• 523,793 “People Like This” on Facebook

• 9,419 followers on Twitter


Build Deeper Relationships: Kraft First Taste


Clusters of Influencers



“Word of Mouth” Marketing

http://images.google.com/imgres?imgurl=http://www.greenlightfund.org/images/Gala%25202006%2520logos/BzzAgentLOGO%2520(hi-res).jpg&imgrefurl=http://deal-licious.com/%3Fcat%3D15&usg=__wgiCBcXYHcb9dciDQRJPxaPA5FM=&h=747&w=900&sz=103&hl=en&start=1&um=1&tbnid=yuzwlxDfLlMF9M:&tbnh=121&tbnw=146&prev=/images%3Fq%3Dbzzagent%26hl%3Den%26rlz%3D1T4ADBF_enUS237US240%26um%3D1



Reaching Your Target Audience


Capitalizing on Opportunity: Relationship Status – Engaged.


Social Media Usage

Yes

37.0%

No

28.1%

Don't know

1.0%

No, but

considering

33.9%

N = 192

Are you currently using social media in your business? By social media, we mean things like blogs, microblogs (e.g., Twitter), and social networks (e.g., Facebook, LinkedIn, etc.).

Source: End-User Workflow Survey, InfoTrends, 2010


Top Objectives

1.4%

2.8%

7.0%

16.9%

19.7%

33.8%

59.2%

62.0%

74.6%

0% 20% 40% 60% 80%

Don’t know

Connect with vendors

Obtain news and information

Connect with local businesses

Customer service

Provide news and information

Prospecting/lead generation

Connect with customers

Business promotion/brand building

Percentage of Respondents

What are your company’s TOP THREE objectives when utilizing social media?

N = 71 Respondents who currently use Social Media

Multiple Responses Permitted



Top Social Networks Used for Business

1.4%

1.4%

8.5%

15.5%

15.5%

22.5%

38.0%

54.9%

71.8%

80.3%

0% 20% 40% 60% 80% 100%

Don’t know

Other

Photo-sharing network

Video-sharing network

MySpace

Discussion forums

Blogs

Twitter

LinkedIn

Facebook

Percentage of Respondents

Which of the following social networks are you using in your business? Please check all that apply.

N = 71 Respondents who currently use Social Media

Multiple Responses Permitted



Vistaprint: 22,224 People Like This


Social Media + Print



Content Audit

• What types of updates do I share?

• How many times do I update in a day?

• Do I hard sell with my updates?

• What feedback do I get from my followers concerning

my updates?

• Do I have bait?

Source: http://www.techipedia.com/2010/social-media-audit-questions/


Measurement Audit

• What part of my social activities do I measure?

Social Mention

Trakur

PostRank

Google Analytics

Facebook Analytics

• Do I have alerts set up to notify me of brand mentions?

• What social media site gives me the most traffic?

• What social media site gives me the most leads?



Overall Campaign Audit

• How much time do I put into social media?

• What results am I getting from it?

• What is working for me?

• What is not working for me?

• How effective is my overall campaign?

• Should I get help?



Depth of Engagement RecommendableAttractive Interactive

Need fulfillment

Useful

EnjoyUsing

Talks toME

Reacts to ME

Benefit MY friends?

Pillars of Social Interaction



People Cluster Image

Photo Credit: http://www.flickr.com/photos/sifah/414239977/


Build Communities!



Reaching the End Goal

• It’s all about the conversation!

• Being used to achieve a number of

different marketing goals

Customer acquisition

Retention through customer service

Building deeper relationships

Market research for product/service improvement

• Use social media as an integrated component of the

marketing mix

• Pay attention to the auditing process – don’t engage in

social media just because everyone else is doing it.

• Make people friends


Thank You!

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