The document discusses how social media has changed marketing and consumer behavior. It notes that consumers now see an estimated 6,000 commercial messages per day, up from 2,000 in 1977, and are more desensitized to ads. Consumers also trust recommendations from other people over traditional ads. The document then outlines how social media allows companies to engage with customers throughout the purchasing process from initial search and evaluation to post-purchase support. It provides examples of how social media activities like endorsements and blogging can increase brand awareness, purchases, and customer loyalty.

1. The Science of Social Media
American Marketing Association
October 2012

2. Welcome
• Adrian Blake, CEO Social Media Contractors
• Socialmediacontractors.com
• @adrianblake
• @smcontent
• #amaomaha

8. Too Many Messages
Estimated number of commercial messages seen per day by urban resident
6000
5000
5000
4000
3000
2000
2000
1000
0
1977 2007
Source: Yankelovich

9. We Are Desensitized
“Advertisements are now so numerous that they
are very negligently perused, and it is therefore
become necessary to gain attention by
magnificence of promises, and by eloquence
sometimes sublime and sometimes pathetic.”

10. Samuel Johnson, 1759

11. “This is a very
noisy world.”

12. Consumers Trust People, Not Ads
Percent trusting “Completely or Somewhat” 2012
Source: Nielsen, 2012

13. Sales Start with Search
2. Evaluate
1. Need 5. Bond 3. Buy
4. Experience
Source: McKinsey

14. Sales Start with Search
• Average consumer
consumes 10 pieces of
information during
2. Evaluate search
• What does their
network say?
1. Need 5. Bond 3. Buy
4. Experience
Source: McKinsey

15. Sales Start with Search
2. Evaluate
1. Need 5. Bond 3. Buy
4. Experience
• Social Media touches
customers after sale
(Customer Service, User
groups, R&D)
• Customers can evangelize Source: McKinsey

16. Endorsed Impressions Drive 40%
Increase in Buying
• People exposed to Starbucks’ brand messages by their
friends’ Facebook actions (likes, comments, etc.) are 40%
more likely to buy than control group
Source: ComScore, Facebook

17. More Blogging = More Traffic
Source: Hubspot, 2012

18. More Blogging = More Leads
Source: Hubspot, 2012

19. Blog Threshold: Traffic
Source: Hubspot, 2012

20. Blog Threshold: Leads
Source: Hubspot, 2012

21. Twitter Threshold
Source: Hubspot, 2012

22. Facebook Threshold
Source: Hubspot, 2012

23. DISGUISED CLIENT EXAMPLE
Quantity and Quality
Thousand Impressions per $5000 B2B site
400
350
350 330
300
250 230
200
150
100 76
50
50 20 71
0 8
April May June July Aug Sept
*AdWords keywords for Professional Service Firm
Source: Google, B2B ratecards, SMC Analysis

24. Extra Slides

25. The Classical Marketing Funnel
Awareness Familiarity Trial Purchase Loyalty
• Pre-Google: Optimized for one-way communication/ Mass Media
• Pre-Facebook: No return path for comments, questions, etc.
• Pre-Blog: Cost of producing and distributing messages way down
(Websites, Blogs, etc.)
• Media habits have changed significantly– Two-way media way up
(Online, Mobile), One-way Media flat or down (TV, print)

26. Old Ways of Reaching Customers are Dying

27. New Eras Require New Tools
Era Right Tool
Publishing (1700- Advertising Agency
2000)
Search Search Engine Optimization
(2000-2010)
Discovery Social Media
(2010-present)

28. One-Way to Two-Way
“A brand is no longer what we tell the consumer it is – it is
what consumers tell each other it is.”
- Scott Cook, Intuit CEO

29. Everyone is jumping in…
Percentage of US Companies with presence on Social Network; n=1200
Source: InSites Consulting, June 2012

30. Blogging Drives a Significant Increase in Leads
• Businesses that blog, on average get 55% more website visitors, 97% more inbound
links, and 434% more indexed pages than businesses that don’t blog.
• Businesses that blog at least 20x per month generate nearly 4x more leads than those
that don’t blog.
• Businesses that blog at least 20x per month generate over 5x more traffic than those
that blog fewer than 4x per month
Source: Hubspot

31. But This Stuff is Hard
Blogs Updated within the Last 120 Days
N= 133,000,000
Source: Technorati, 2008

32. What We Do
• Start with Strategy: Align Social Media
Strategy with Business Strategy:
– Who you are reaching
– How you are reaching them
– What problem you solve for them
• Social Media that doesn’t connect to your
business strategy is a waste of time and
money

33. Three Complementary Strategies
Monitor Broadcast Converse
• Listen to the • Targeted to the • Targeted to the
segment segment individual
• Success is • Success is • Success is getting
understanding getting the the customer to
segment needs customer into enter the
conversation purchase funnel

34. We create and coordinate presences
on the relevant Social Platforms
Blog
Your Hub
(website)
Newsletter

35. Architecture for Social Media
Broadcasting Conversing
• Creation • Responding
• Curation • Direct Interaction
• Amplifying • Customer Service
Listening

36. And your Content Asset Grows in Value
Sources: Google, Eloqua, Kapost

37. Eight Uses for Social Media
1. Branding and awareness
2. Protecting Reputation
Which ones fit 3. Customer Service
with your 4. Public Relations
business? 5. Build User Communities
6. Facilitate R&D
7. Recruiting
8. Leads and Sales

38. Omaha, NE 402 403 5122
New York, NY 347 894 2081
San Jose, CA 408 824 1184
London, UK +44 203 051 4639
Hong Kong +852 5808 2693
info@socialmediacontractors.com

39. Extra Slides

40. Twitter Customer Service

41. 40% of Companies are blogging
Nearly 40% of U.S. companies
use blogs for marketing
purposes.
Read more:
http://blog.hubspot.com/blog/tab
id/6307/bid/33689/10-Genius-
Ideas-That-Changed-Marketing-
Forever.aspx#ixzz28odJQskT