NEPPA Presentation 8/19

Presented by: AJ Gerritson
August 19, 2009

Agenda for Presentation

• What is social media?
• How is social media influencing purchasing decisions
• What tools are available to you
• How to get started formulating a corporate social
media strategy
• How to avoid the pitfalls of a social media campaign

© 2009 451 Marketing www.451Marketing.com Slide 2

About Us

• Founded in February, 2004

• Located on School Street in Boston
• A collaboration of 16 industry veterans
committed to being best-of-breed online lead
generation specialists

• Recognized as one of the country’s top
Internet marketing agencies

• Strong B2B Focus


Core Strengths
• Lead Generation Marketing

• Social Media Marketing

• Social Media Monitoring and Response

• Web 2.0 Utilization and Implementation

• PR 2.0 (PR through Social Media)

• Public Relations

• Search Engine Optimization (SEO)

• SEO Leveraged Public Relations

• Pay-Per-Click Advertising

• Online Video

• Content Development


Our Valued Clients


Social Media?


Social Media?
• People having conversations online.

How are they conversing?
• Blogs, Micro Blogs, Online Chat, RSS,
Widgets, Social Networks, Social Bookmarks,
Message Board, Podcasts, Video Sharing
Sites, Photo Sharing Sites, Wikis…


Google
31 billion searches every month
Nearly 70% of all searches are done on Google
More than 1 trillion URL’s in Google’s index

You Tube
More than 70 million videos on YouTube

Years it Took to Reach Audience of 50 Million
Radio 36 Years
TV 13 Years
Internet 4 Years
iPod 3 Years
Facebook 2 Years

Internet Passing Television
In June, European internet consumption reached 14.2
hours per week compared to 11.5 hours for TV.

How is social media influencing purchasing decisions?


MarketingSherpa asked 4,000 B2B
decision makers how they chose a
new vendor:
7%
•80% said they found the vendor;

•20% said the vendor found them.

MarketingSherpa Business Technology Marketing Benchmark Guide 2007–2008.


The Rise of the Digital C-Suite: How Executives Locate and Filter Business Information.
- Forbes Insight
Key findings of C-Suite online behavior include:
•74% of executives find the Internet to be "very valuable" in terms of helping them to find information vs. 25% of
executives who find print newspapers to be "very valuable" for the same purposes.
63% of executives surveyed indicated that search engines were "very valuable" to helping them to locate
business information.
70% of searches are prompted by something that an executive read online vs. 38% that were prompted by an
online advertisement.
•25% of executives over 50 view work-related content on business-related websites.
"Generation Netscape"
•35% of executives under 40 maintain a work-related blog
•32% contribute to, or read, micro-feeds through sites like Twitter (more than half of those executives state that
they use Twitter daily or several days a week)
•40% subscribe to and read content through an RSS feed
41% of executives under the age of 50 click on the paid listings on search engine results vs.
6% of the executives over the age of 50.


Harnessing the Power of Newer Media
Platforms for More Effective Marketing

The two-year study shows dramatic growth in the use of social media as
a marketing tactic.

•57% of B2B marketers are now using social media channels, up from
just 15% in the earlier survey from two years ago.


Forrester Research polled more than 1,200 business technology
decision makers in North America and Europe about their social
media participation throughout the buying cycle.

The report stated that 77 percent of technology decision makers
(who make purchasing decisions on behalf of companies) use
social media for business purposes.


• Creators — 27% publish a blog, publish Web pages, create/upload video or
music, or write articles and post them online.

• Critics — 37% post reviews of products or services, comment on someone
else’s blog, or contribute to online forums.

• Collectors — 29% use RSS feeds, vote for Web sites online, or add tags to
Web pages or photos.

• Joiners — 29% maintain a profile on a social networking site or visit social
networking sites.

• Spectators — 69% read blogs, listen to podcasts, watch video from other
users, or read online forums and reviews.

• Inactives — 23% do not participate in any social media activities for work
purposes.


What tools are available to you?


Building a Strategy

1. Map out your goals and measure of success.
(Leads? Awareness? Influence? Website rankings or traffic?)

2. Identify where your customers are online.

3. Listen to their conversations.

4. Be genuine in your interactions.

5. Be a resource.

6. Measure success.


How do you avoid pitfalls?


AJ Gerritson, Founding Partner
451 Marketing
21 School Street, 3rd Floor
Boston, MA 02108
617-259-1605
aj@451marketing.com
LinkedIn: http://www.linkedin.com/in/ajgerritson
@ajgerritson


NEPPA Presentation 8/19

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